Tag: SEO
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How ChatGPT Chooses Which Brands to Recommend
Ask ChatGPT for a software recommendation, and it’ll give you three names. Maybe four. What ChatGPT won’t tell you is that it quietly passed over 40 other brands to get there – some of which rank on the first page of Google, some of which have better product reviews, some of which have been in…
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How to Find 404 Errors in Google Analytics 4: A Friendly Guide
Picture this: you’ve just launched a fresh batch of blog posts, or maybe your team has updated a handful of product pages. A few weeks later, a client or a colleague drops you an email: “Hey, this link goes nowhere“. It’s that dreaded page – the infamous 404 error. We’ve all bumped into them as…
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What is user-focused content and why is it key to digital marketing success
Last year at the Benchmark Studios conference, Anna Dunbar, Digital Strategy Director at Click Consult, shared some sharp insights into a concept that’s reshaping how brands win online: user-focused content. If you’re still approaching content marketing from the perspective of what you want to say, rather than what your audience wants to know, you’re missing…
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Harnessing AI for SEO: riding the wave of innovation or risking obsolescence?
The discussion around artificial intelligence (AI) often swings between two extremes: it’s either hailed as the cornerstone of human innovation (a view I personally share) or dismissed as a promising technology yet to fulfil its true potential. Nowhere is this tension more evident than in the world of digital marketing and more specifically in the…
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Understanding search intent: beyond the traditional funnel
In the ever-changing world of digital marketing, understanding user intent is essential to crafting effective digital strategies that drive ‘qualified traffic to your website and conversions. Historically, digital marketers have depended on simplistic intent models and linear funnels to guide their campaigns. However, as consumer behaviour becomes more variable and unpredictable, these outdated frameworks often…
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Calculated Metrics in Google Analytics 4 (GA4)
What are calculated metrics? In Google Analytics 4 (GA4), calculated metrics are formed by blending one or more existing metrics using a mathematical formula, yielding a fresh and potentially more insightful metric. Think of calculated metrics as the alchemists of Google Analytics 4. They transmute existing metrics and custom metrics into brand-new ones, tailored to…
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Vacation rental (VacationRental) structured data
In the dynamic world of online travel, vacation rentals have emerged as a popular accommodation option for travellers seeking unique experiences and flexible stays. To stand out among the vast array of vacation rental listings, property owners and rental platforms can leverage Google’s Vacation Rental structured data. This markup language provides valuable information about vacation…
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Organization Structured Data: A Comprehensive Guide
In today’s digital age, establishing a strong online presence is crucial for businesses and organisations. One of the best ways to enhance the visibility of your company on Google is by implementing Organization Structured data on your website. This structured data provides essential administrative details, such as logos, addresses, contact information, and business identifiers, to…
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Course Info (Course and CourseInstance) Structured Data: A Comprehensive Guide
In today’s digital age, it’s more important than ever for educational institutions to make their courses easily discoverable by potential students. One way to do this is by using Course info structured data. Course info structured data is a powerful tool for educational institutions and online learning platforms to enhance the visibility and discoverability of…