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2024/01/17 2024/01/17

What does “Keyword Cannibalisation” mean?

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Keyword Cannibalisation

In the realm of digital marketing, particularly in the UK’s ultra-competitive SEO landscape, the concept of keyword cannibalisation has emerged as a crucial factor influencing search engine optimisation strategies. This phenomenon, while often overlooked by some companies, can be a significant hurdle in maximising a website’s search engine visibility and effectiveness.

 

What is “Keyword Cannibalisation”?

Keyword cannibalisation occurs when multiple webpages on a single domain inadvertently compete against each other in search engine rankings by targeting identical or very similar keywords.

So, lets say you sell legal advice and you run a solicitors practice. Let’s say you specialise in offering employment law advice- well, you might have say 5 main pages, which explain that you specialise in offering this service, but how well Google know which is the page to rank for “employment solicitors” as they might all be similar.

This internal competition can dilute the effectiveness of your organic SEO efforts, leading to a fragmented strategy that hinders rather than helps your online presence.

 

How keyword cannibalisation can impact your company’s organic SEO and visitor numbers.

The consequences of keyword cannibalisation are not to be underestimated. Websites suffering from this issue often experience a noticeable decline in organic traffic- as the main pages on your company website may well be competing with each other.
For instance, a study by Moz indicated that addressing keyword cannibalisation can lead to a 9% increase in organic traffic (Source: Moz) This loss of traffic directly correlates to a decrease in potential revenue and leads, making it a critical concern for marketers.

 

Which SEO tools can we use to spot possible keyword cannibalisation issues?

Identifying keyword cannibalisation requires a keen eye for detail and a deep understanding of your website’s content marketing.

A good highly experienced SEO consultant should be able to spot the problem relatively quickly. However there are tools you can use like Google Analytics and SEMrush offer insights into keyword rankings and can help pinpoint where cannibalisation might be occurring.

In the UK market, where the level of SEO competition is intense, regular audits of keyword performance are essential to stay ahead.

 

How to address keyword cannibalisation issues

Addressing keyword cannibalisation involves a careful balance of content consolidation, strategic redirection, and keyword diversification. However, every company website is different, so you do need to obtain tailored marketing advice on this. The goal is to create a coherent content strategy that aligns with user intent while avoiding internal competition. Implementing a hub-and-spoke model, where a main ‘hub’ page links to various ‘spoke’ pages targeting related but distinct keywords, is a proven method to combat this issue.

In many cases, addressing keyword cannibalisation isn’t just about fixing a problem; it’s about uncovering opportunities for growth. Consolidating content marketing and refining your keyword strategy can lead to stronger, more focused pages (more in-depth higher word count content marketing) that perform better in search rankings. This proactive approach can transform a potential weakness into a competitive advantage.

Preventing future instances of keyword cannibalisation demands ongoing work from an SEO consultant, and a dynamic approach to content strategy- meaning rather than just keep adding new work, you address problems older pages / blog posts. For example, its worth going through each page to see if it can be improved. This includes regular reviews of keyword performance, staying updated with SEO best practices, (white hat)and adapting to the ever-changing landscape of search engine algorithms. Embracing this proactive mindset ensures that your SEO efforts are both effective and resilient.

In conclusion, keyword cannibalisation is more than just an SEO challenge; it’s a critical aspect of a holistic digital marketing strategy. By understanding its impact, identifying its presence, and implementing strategic solutions, UK marketers can turn this challenge into an opportunity for growth and enhanced online visibility.

For example, rather than having three pages all competing with each other, one page can emerge as the main page, and be improved so its SEO is improved. This page may then rank higher in Google’s SERPs.

 

 

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2024/01/09 2024/01/09

How good quality content marketing can help to sky-rocket your businesses SEO

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Why its worth creating high-quality content marketing

 

Blimey! Want to get your brand noticed and make it a doddle for your customers to find you online?

It’s time to whip up some smashing SEO content marketing. Follow these tips for crafting content marketing that’ll not only have your audience glued to their screens but will also make Google  place your business higher in the SERP’s.

 

Lets start with ineffective SEO and its a “No-Go”

 

Ever spent hours crafting a masterpiece, only to find it’s not getting many organic visitors? It’s gutting,right? But don’t chuck your SEO strategy out the window just yet. It’s a game-changer when done right, with a bit of know-how and a dash of SEO magic. You just have to keep going, as its not about writing just one article, you need many added over a long period of time, to see your organic SEO improve.

 

So what is content marketing- Whys it such a big deal?

 

What’s all this fuss about SEO content marketing? It’s not about cramming in keywords like sardines in a tin- as this will result in the business obtaining a Google Panda penalty. This means your businesses rankings will nose-dive

Instead it’s about creating top-notch content marketing, that’s white hat that solves your audience’s questions, all whist giving the signals to the search engines that the onsite is good quality. So the meta title, description, alt text, everything must be good quality.

 

The impact that good quality content marketing can have on your business

 

Why bother writing SEO content marketing? It will take so much time to write, so whats the benefit?

Well, it’s the bee’s knees (we write super high quality content marketing for businesses) it can help you obtain more organic traffic, helping turn shoppers into buyers, helping you to obtain backlinks, and helping to improve brand awareness.

 

How to write quality content marketing

 

Today’s SEO content marketing needs to be written so its like the the life of the party – engaging, useful, and chock-full of the good stuff. But how do you spin this yarn? It’s all about answering your audience’s burning questions in a style that’s as engaging as a chat over a cuppa.

 

What is the ideal length for SEO content marketing  

 

When it comes to SEO content marketing, its not just about writing a blog post so it has a super high word count. Whether it’s 500 words or 2,000, what really matters is the quality of the information you are writing about. But, keeping an eye on what’s working for your rivals in terms of word count can give you a leg up in the competition as well.

 

SEO content marketing and E-E-A-T and “Google’s Helpful Content update”

 

Writing SEO content isn’t just about putting words on a page; it’s about creating something that’s as tasty as fish and chips on a Friday night.

You want to be mindful of E-E-A-T (Expertise, Authoritativeness, Trustworthiness) and Google’s helpful content system to ensure that your copywriters are writing quality content marketing.

 

Google’s  E-E-A-T  

 

Ladies and gents, gather ’round as we embark on a riveting exploration of the grand ol’ E-E-A-T – that’s Experience, Expertise, Authority, and Trustworthiness for those not in the know.

It’s the crème de la crème that Google’s Search Quality Raters are using to sift through the blog posts and pages, looking for those glittering needles of quality content marketing.  

 

 

 The Helpful Content System: Google’s Latest Curveball in 2022

 

Late 2022 saw Google drop its helpful content system, stirring up a right storm in the SEO teacup. This crafty system’s all about hoisting up content marketing that’s high quality and written for people,. It’s a bit of a shake-up, with some spammy sites taking a nosedive in their rankings, so don’t write low quality blog posts or pages, as this will damage your companies seo.

 

  

How to write SEO content  marketing that’s the Bee’s Knees

 

Ready for a peek behind the curtain? Here’s how to churn out SEO content that’s not just read but helps improve your company’s SEO.

 

Thanks to E-E-A-T and our Google’s helpful content update, zeroing in on content marketing that resonates with your audience and shows your expertise is crucial.  

 

 What should our company be writing about?  

Struggling to brainstorm content topics?

Fear not! Embark on a thrilling adventure with a tool like Ahrefs and perform a content marketing gap analysis. This isn’t your ordinary analysis; it’s a Sherlock-Holmes-level investigation into what your rivals are doing and how you can do it better.

 

 

To begin your analytical quest, pop over to Ahrefs’ Site Explorer, and chuck in your URL. Then, navigate to the ‘Content gap’ in the ‘Organic search’ section, and brace yourself for some eye-opening insights.

 

 

 ! Input your competitors’ URLs and hit ‘Show keywords’. What you’ll see next is a treasure trove of keywords your adversaries are using, but you aren’t… yet.

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2023/12/28 2023/12/28

What does “AMP” mean?

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The rise of AMP- should our business get an Accelerated Mobile Pages (AMP) website?

Welcome, folks! Let’s talk about something changing the game in mobile SEO: AMP or Accelerated Mobile Pages. You might be wondering, “What’s all the fuss about AMP?” Let’s unravel this digital conundrum together, and we will explain why your business should strongly consider getting an AMP version of your website design.

 

What is AMP, and why is it causing a mobile revolution?

Why is everyone who works in digital marketing chatting about AMP? It’s simple: AMP pages are like a bullet train in Japan for transport, for what it can offer your customers, that’s loading at an almost unbelievable pace on your smartphones and tablets. It’s a super-fast version of your company website.

 

Does my business need an AMP version of the website?

So, what makes AMP the talk of the town? For starters, it’s not just a trend; it’s a necessity for some. For large brands to keep their competitive edge and to keep that business high on Google, they often need to improve all aspects of the website to ensure that their search engine optimisation has the edge over the competition. With mobile devices ruling the roost, having a website that caters to mobile users isn’t just lovely; it’s critical.

 

Speed is now the name of the game:

When it comes to SEO and mobile optimisation, speed is king. AMP takes this very seriously.
Imagine a web page that loads faster than you can say- “accelerated mobile pages” – that’s AMP for you. It’s not just about loading fast; it’s about creating a good U.X. because it’s a bit like a lift in a shopping centre; customers prefer to get to where they want to go fast rather than slowly. This is the same for your company’s website; they will want to get to the product they want to buy as fast as they can, so if the website is too slow, this may increase the company’s bounce rate.

Here’s something to ponder: faster web pages mean more engaged users and a lower bounce rate, which can mean better business. With AMP, your pages aren’t just quick; they’re efficient and streamlined, making for a seamless user experience. As any good SEO consultant will tell you, your marketing agency should work hard to improve your company’s U.X. A happy user often translates to a happy business owner.

 

 

How does AMP work?

AMP isn’t just magic; it’s a marvel of technical ingenuity- and the most suitable web designers will be able to design an AMP version of your website. From prioritising resource loading to optimising JavaScript, AMP is like a finely tuned engine on a sports car that ensures your website runs smoothly and swiftly, no matter the traffic.

 

So, what does the future hold for AMP?

In the ever-evolving world of SEO, AMP isn’t just a passing trend; it’s a cornerstone of the future. It can enhance your website’s U.X., meaning that because you made your company website fast, shoppers will appreciate this; they will see how quickly every page loads, making it easier to browse more products. Because you’ve made it easier for your customers, making the website load faster can help reduce your company’s bounce rate.

With mobile usage skyrocketing, AMP isn’t just a choice; staying ahead in the SEO race is necessary.

FAQ:

Your burning questions About AMP answered:

 

What Exactly is AMP?

AMP stands for Accelerated Mobile Pages. In layperson’s terms, it’s a way to build web pages and blog posts for static content that load much faster.

 

Why does my business need AMP?

In the fast-paced digital world, user experience (U.X) is everything. AMP enhances user experience by drastically reducing load time, leading to better engagement, lower bounce rates, and potentially higher revenue.

 

How Does AMP Work?

Without getting too technical, AMP works by simplifying the HTML code, optimising files like CSS and JavaScript so that the page loads much faster, and leveraging various performance techniques. It’s like streamlining your website to be more efficient.

 

Is AMP only for mobile devices?

Primarily, yes. AMP is designed to make web pages load faster on mobile devices such as your iPhone or Android smartphone. While it works on desktops, its main focus is improving mobile user experience.

 

Will AMP help improve my website’s organic SEO?

Faster load times and better user experience (U.X) can indirectly improve your business’s organic SEO. While AMP isn’t a ranking factor, its benefits can increase search rankings.

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2023/12/18 2023/12/18

What is the “Google Helpful Content Update”- and how should it change your business creates content marketing?

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Written by: Ryan Walsh

Date: 18/12/2023

 

It might be the case that your business’s rankings have taken a nosedive. This could be due to many reasons. However, many websites were impacted by the helpful content update Google rolled out.

Google rolled out many updates every year, yet the Google helpful update impacted many businesses.
Other updtaes, such as the Google Hummingbird, they are much more well known about. So this update, we would say is equally important, yet many businesses don’t know what it is. Yet, if your company website has a lot of pages and blog posts, well its especially important to see if the written work on every page is good quality, and follows Google’s EEAT advice.

 

Google’s Helpful Content Update

The initial rollout of the update was back in September 2022, and many SEO consultants believe there have been many updates since. Therefore your organic traffic may not have decreased straightaway, as Google indexed, and revaluated old pages, its possible, yoru rankings may have decreased some time after.

 

Crawl Budget

It does boil down to how much of crawl budget Google has placed on your company website. A website such as BBC, a well known brand, its likely to get crawled and indexed by Googlebot everyday. A small business, that hasn’t invest much in search engine optimisation, well, that business may get indexed once a month, and not all pages may get indexed, so its possible that the business only feels the effect of Google Helpful Content update many months later, and that’s after each roll out of the Google update.

 

Can we recover from the Google Helpful update?

Well, often, a business can recover; however, it’s essential to take the advice of an expert on this. It could be the case that many factors are holding your website back, such as spammy links, thin content pages, and just a website with a high bounce rate. So, it’s essential to consult with an expert.

What we mean by this is, sometimes a business may think it’s the Google Helpful Content Update that placed the business lower in the SERP’s. However, it could be many different updates, for example a link update, or lets say Google’s RankBrain spotting that the website has a very high bounce rate.

 

So, what was the primary purpose of Google’s Helpful Content System?

The main purpose, we believe, is to reward pages and blog posts which are helpful to the business’s customers. Now, you might be thinking, surely that would be every page? Not really, as here’s the thing: so many companies, and we are talking about millions of separate businesses here, will have blog posts and main pages just written to improve the company’s SEO.

So, many businesses wrote complete waffle, in a weak attempt to get the business to rank higher on Google. However as Google got better and better at detecting spam, and low quality SEO, these businesses are getting deindexed, and removed off Google altogether.

So, a word to the wise, only implement quality SEO.

 

What are content thin pages?

So, these could be “content-thin” pages that do not offer much helpful information.
For example, you may want to read more about a product or service, and you’re presented with just one paragraph, which is not helpful to the reader.

So, for example, you want to learn about lets say a product, yet, the page doesn’t answer your question. Rather than having useful advice, such as a detailed product description, you just have one line of text, which doesn’t answer the question you have.

 

Keyword stuffing / over-optimised.

Too many businesses get lazy regarding their SEO; they know keywords they want to rank higher on Google. But sometimes, the business obtains poor advice; what happens is that the text, say a blog post, just gets over-optimised by repeatedly mentioning keywords the company wants to rank for. This can result in the business incurring a Google Panda penalty.

 

Google Panda

Since 2011, Google has been trying to eliminate low-quality SEO pages, such as thin content pages, from its index.
Therefore, the Google Helpful update continues this effort to reward businesses that write beneficial content marketing for their customers.

It takes a lot of time to write a detailed, helpful article. Yet, these businesses will end up ranking higher in Google’s results, as Google’s algorithm rewards businesses with higher rankings if they write top-quality content marketing.

 

Google’s EEAT update

So, if you’re doing SEO in-house, do take some time to understand Google’s EEAT guidelines. Basically, in a nutshell, the written work needs to be written by an expert who has real-world experience of what they are writing about so they can reliably offer advice.

So, for example, let’s say that you sell high-performance engine oil for high-performance cars for track days. The work needs to be written by someone who, say, a mechanic, can explain the compounds within the oil that make that product of such high quality.
Google’s algorithm is just so clever.

Many years ago, Google’s algorithm started understanding semantic SEO and the links between entities.

So, for example, if you’re writing a detailed blog post following the advice of Google EEAT, then what will happen is you are more than likely to mention many entities.

Google understands these entities and how everything is interlinked, and therefore, will know if the article offers super reliable advice or just a marketing waffle.

 

Google’s RankBrain

Google’s Rankbrain is used to decipher how real shoppers are using your company website if, for example, they are spending a long time on the website or just leaving after a few seconds. Bounce rates, time on site and dwell time are therefore all considered.

 

Don’t make sudden changes, and don’t expect results overnight.

So, if your organic rankings have decreased, don’t make significant sweeping changes to your website. Make slow, carefully thought improvements, so if you notice a content-thin page with only 100 words of text, do take the time to expand and add much more detail.

And don’t expect results overnight; you might work late into the night, making changes, hoping Google will reward your efforts the next day and place your business back on the first page. But SEO doesn’t work like this; seeing any noticeable improvements could take many months.

 

Carry out a content audit.

So, we SEOs are a bit like hamsters on a wheel sometimes, writing and writing more blog posts. However, there’s a time to stop, to take stock, and think, well, is the work reported, say, seven years back, still relevant? Is it good quality? Does it follow Google’s Webmaster Guidelines? Does it meet the standard of SEO that Google EEAT now expects?

Then, ask the following:

  • Is the work good quality?
  • Does the work offer helpful advice?

Does the work meet the standard that Google’s EEAT expects?

What to do if you don’t think the content marketing is excellent:

 

Add more detail

Add new paragraphs and more up-to-date statistics, and generally improve the work.

 

Make the work more valuable.

So, when you started your business, you may not have been able to pay a digital marketing agency for advice. But now you can; they might want to revisit the work implemented years ago to see if it can be improved.
So, why not rewrite some paragraphs and offer more helpful advice?

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2023/12/12 2023/12/12

What exactly is local SEO?

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Local SEO is simply the process of optimising a website so that it appears higher within the organic search results and also so that the company appears Google My Business results.

Google’s algorithms will take into account the proximity of where the person is at that moment in time.

For example, if they ask Google to find for a “local MOT station”, then that person will be shown local garages based on exactly where they are standing at that moment in time. If they are North of Cardiff, garages will be shown in that area, as that’s where they are at that time. Google will presume you want businesses which are close to where you are standing at that point in time.

If they were to change the location later on the day, let’s say to a different part of Cardiff, the results would be different again within the Google My Business results.

Prominence

How important is that business within the local area? How many quality backlinks does the website have for example? How many positive reviews they have?

Relevance

How relevant is the business to the product or service the persons looking for it? For example, somebody might ask to find a local bakery, and they may also ask Google to find companies that make wedding cakes.

Therefore, there might be a bakery just around the corner, but if the website doesn’t stipulate that they make wedding cakes, then that business is unlikely to be shown in the results.

 

 

Why we think your business needs to invest in quality SEO

In our opinion, there are often many excellent SEO consultants in any given city; these people can help to place your business higher within Google’s organic search results and help to get your business ranked in the Google My Business results as well.

When you think about how many shoppers use Google daily, to find everything from post office opening times to finding a local solicitor. As a matter of fact, Google’s global search engine market share was 92.06%.

A representative from Google also stated in 2018 that 46% of Google’s searches have local intent.

This is why so many businesses invest in seo, as it can help your business to draw in more customers.

 

Here is what you should think about before investing in SEO: whether you will outsource this work to a local marketing agency or perhaps you would like to do it yourself, we would highly recommend that you must understand white hat SEO.

For example, that gives you a quick example of what not to do; let’s say that you are creating a Google Business Profile; you might think it’s a brilliant idea to add a keyword you want to rank higher for on Google. For example, you might add the company’s name, plus electricians and the name of the city where your business is based.

But you shouldn’t do this, you should just write your companies name, as it appears on companies house.
So for example, if “electricians + name of city” is not part of your business name, then don’t add this within the business name section on

Google My Business, this is not a white hat. This is just one example, of what not to do, there are a lot more.
In a nutshell, only use white hat seo methods.

NAP details

Your business premises, where you meet your customers, this will form part of the NAP information.

NAP information represents your company’s name, address, and phone number.

We can help your business improve your local SEO

We have partnered with many businesses here in South Wales for over 10 years, to help get those businesses onto page one of Google.

We have helped these businesses dramatically increase the number of organic shoppers which visit their websites. This has helped those companies to increase their profits.

If you would like to learn more about how local SEO can increase your sales, why not give us a ring today?

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