Semantic SEO and Robots

How to talk to robots: Semantic SEO and the new WordPress blocks are here to help

What is semantic markup

We call semantic markup the method of writing and structuring HTML code in such a way that it reinforces the meaning of the content.  Structured data is a piece of code written in a specific format, so that search engines better read it, understand it and use it to display search results in one particular and much richer way, to the benefit of the users. Since Google uses structured data to enhance its search results, today, using structured data has become an absolute must for website owners.

Embracing semantic SEO won’t get you more clicks

As Rand Fishkin pointed out in his article about Google CTR, in a world where 50% of the searches are not receiving clicks, rich snippets are not so much about getting clicks but mostly about not losing rich snippets opportunities. Since Google started answering queries straight from the results pages, it’s discouraging users from leaving the search engine by clicking on the results.

According to Fishkin, in September 2018, “for every 100 searches on Google mobile, there were: 38.5 clicks on an organic result, 3.4 clicks on a paid result and 61.5 no-click searches”. Given that both organic and paid CTR’s are trending down, Fishkin suggests savvy search marketers should improve brand recognition using all available methods (brand, social, content, press+PR, community building), use high CTR keywords and try to answer users’ questions to increase your chances of getting featured snippets.

Why is semantic markup important for SEO?

All semantic tags used in the code make it clearer for browsers, developers and crawlers about the typology (entities) of the information that a webpage is about, as well as their importance. Semantic markup will help with your page’s discoverability as it will target-rich snippets which are becoming a ubiquitous feature within search results, especially in an Entity First indexing word.

In her article on Entity-First Indexing with Mobile-First Crawling, Cindy Krum explains how Google may understand languages and entities, how it uses them to deliver more accurate search results and why that is important for SEO. This new approach in Google’s search (Mobile-First Indexing is primarily a reorganisation of the index) based on entity understanding – backed by the development of AI and machine learning), means new SEO strategies will be needed. These will include recommendations to use Schema and JSON-LD to markup content as well a mobile-first approach amongst other things.

 

How to add schema on your website?

There are many ways to build semantic markup on a WordPress website: adding Schema.org structured data to your pages, injecting the necessary code into your pages by using Google Tag Manager, using Gutenberg structured data content blocks.

What about Guttenberg blocks?

In Yoast plugin, you can automatically add structured data JSON-LD with Gutenberg content blocks. Yoast SEO 11.0 now builds entity graphs representing the entities — people, places and things, as well as their relationships via properties. So, it is actually describing the way your website is connected to your pages, organisation, authors etc.

A lot of structured data markup can also be added to your website using plugins. The Local SEO plugin allows you to get structured data content blocks for Guttenberg: you can now add valid structured data to your site by adding the address block. For e-commerce sites, the WooCommerce SEO plugin builds a product graph that actually makes sense, replacing the standard outputted Schema. Also, the News SEO plugin converts every article into a NewsArticle, and adds information like publication year and copyright holder giving you a better chance to appear in the Top Stories carousel.

What are Fraggles?

Guttenberg blocks seem to be in-line with what Cindy Krum calls Fraggles: “a combination of ‘Fragments’ and ‘Handles’ that rank in Google search results. When clicked, Fraggles scroll directly to a specific section of an article, forum or webpage.” So, these short fragments appear in the form of a quick fact or an answer to a question.

What is essential to understand is that Google seems to be moving towards extracting pieces of content and showing them straight to the SERPs as an Answer or part of the Knowledge Graph, as opposed to full pages. Fraggles occur in the form of traditional web copy, but also in the form of video fragments that answer the question that was submitted.  For now, Jump Links looks like the easiest way to help Google to discover and index the relevant pieces of content (fraggles) we want the search engine to take into consideration for specific queries.

What is Wordlift, and why is it the future for SEO?

Are you looking for an excellent AI-powered SEO plugin for your WordPress Sites? We advise you to choose WordLift, a lightweight plugin that helps you organise posts and pages adding facts, links and media to build beautifully structured websites, for both users and search engines. 

Using Wordlift, you can quickly produce content compatible with schema.org markup, allowing search engines to best index and present content in a more visual manner. The supported types of entities are Thing, Person, Place, Event, Organisation, LocalBusiness, Creative Work and Recipe.

It also has the capability of creating your entities and language structure which is like creating your search engine within your website.

 

Wordlifts entity recognition

WordLiftthe first semantic plugin for WordPress that uses natural language processing and linked data publishing for automating structured data markup, analyses and enriches the text, transforming it into machine-friendly content and bringing the user experience to a new level of engagement.

Conclusion:

You should definitely embrace semantic SEO, not necessarily because rich snippets will help you get more clicks but because you can’t afford to lose those rich snippets opportunities. Almost 50% of the searches are not receiving any clicks, but Google wants to show the audience more and more specific information (whether it’s YouTube videos, maps, pdfs, reviews, etc.). We see more and more structured data powered rich results pop up lately, so it is essential to make this a priority if you want to get the right traffic to your website and ensure the success of your online business.

Effective marketing techniques : Content Amplification

Analyzing the traffic sources for our clients’ websites, we figured out that more than half of the traffic received over six months comes from many different sources: social media, paid search, display, direct traffic, organic, or referral. In view of the most recent changes in the digital marketing world, we came to the conclusion that, if we only focused on search intent and “organic” traffic, we would miss lots of valuable traffic, leads, and conversions.

The competition for the audience’s attention has become fierce especially in competitive industries, this is why it is essential to use various channels apart from organic traffic to deliver content to the targeted audiences. But let’s see all the reasons why content promotion and distribution (content amplification) is a must for an effective content marketing strategy.

 What is content amplification?

Content amplification could be defined as the use of various online channels to promote content so that it increases brand awareness and encourages users to make a purchase on your website. The purpose of content amplification is to increase your content reach to establish you as a trusted brand in your industry and create new opportunities for sales.

Content Marketing Strategies and Techniques

To attain your content marketing goals in an extremely crowded landscape (3 million blog posts are published every day), marketers and businessmen obviously need to create and follow a clear strategy based on their audience’s behaviours, interests and needs. A successful content amplification strategy should include the following:

  • Defining business goals and translating them into specific objectives and KPIs. To grow your business, you need to set realistic digital marketing targets. For example, if you have an e-commerce website, you will most probably need to keep an eye on traffic volume (measured through unique visits and visitors), conversion rates, average order value, revenue per visit and other KPIs.
  • Constantly creating quality content. To achieve these goals, you need to produce the right content to support each stage of the customer journey: awareness, consideration, decision, and action. A correct strategy includes analyzing the existing content, detecting your business needs and using a calendar to track your team’s content publishing activity.
  • Even if you know your targeted public very well, conducting A/B tests and split tests to improve engagement rates is also a must. This way, you can see what your audience actually responds to and create more valuable content that converts. A good marketer knows that only the best piece of content needs to be amplified. Don’t waste your budget amplifying every piece of content you produce, hoping that the ROI will be great.
  • Content Promotion must be done through the right channels (organic and paid) to reach the audience you are attempting to connect with. If you have analyzed your targeted audience’s behaviour well, you probably know exactly where your public hangs out the most and what determines the people to convert.
  • Understanding your customers’ journey is also essential for running a successful content amplification strategy. You can better understand your audience by analyzing the behaviour reports in Google Analytics, or by simply interviewing some of your returning customers.
  • After selecting the marketing channels, you need to promote your content through, it’s time to establish the place those channels have in your customer’s journey towards making a purchase from your brand. Consider each action taken by your audience along their path to conversion.
  • Each step towards conversion will be assigned a promotional channel which will nurture the customer’s needs, according to their actions.

Content Distributions Methods

Obviously, there are many methods and ideas to distribute quality content as a goal to increase your business. According to your business needs and marketing goals, you can use any of the following:

  1. ·       Facebook and Instagram Marketing & Advertising
  2. ·       Instagram stories
  3. ·       Twitter
  4. ·       Google Ads
  5. ·       Blog posting
  6. ·       Infographics
  7. ·       Email Marketing
  8. · Influencer Marketing
  9. ·       Native Advertising
  10. ·       Content Distribution Networks and more.
Conten Marketing Content Tool Infographic

Grab our Content Marketing Content Tool Infographic

 

To become an authoritative presence in your niche, you need to build trust and authority across many platforms through the content you create and present in front of your audience. For this, influencer marketing could be a winning strategy: it’s useful to create solid relationships with influencers who already have a large number of loyal followers on social media channels and start promoting your branded content to the right audiences.

Publishing interesting blogs and articles will also help your audience become familiar with your products or services. People also respond very well to interactive content such as contests or videos. You can also use press releases and media coverage, especially if you are launching a new product/service and social proof (testimonials) for creating trust, sharing information and generating online success. There are lots of ideas and ways to interact with your audience, according to your type of business, your public’s behaviour, your resources and your goals.

Timing is Everything

Content amplification is all about offering the right content to the right audience at the right time. That is why understanding your public’s needs and interests are the key to a successful content strategy. As Arnie Kuenn stated for Content Marketing Institute: “Using a cross-channel content strategy to re-engage your customers along their path to conversion is how you find success in content amplification”. Tracking, analyzing and optimizing each marketing action are also essential steps of a good content marketing strategy.

Content distribution may not seem complicated to the inexperienced marketer, but it is actually a lot more difficult than it seems at first glance because it requires collaboration among SEO & social media experts, content strategists, copywriters and more.

However, engaging in content amplification activities is not an option anymore. In today’s digital space, publishing content is actually just the first step of a very complex process. What matters more than ever is how you approach content after it’s been published, how you determine audiences to engage with it, how you optimise it, and how you present it in front of the right audience at the right time.

 

digital marketing channels infographic

How to choose the best digital channel for your small business

Choosing the Right Digital Marketing Channel for Your Small Business

Making the right choice when it comes to digital marketing strategies can be crucial for your company, especially when you are a small business with a limited budget. Selecting the most appropriate channels to reach the right audience requires lots of research time, as well as in-depth marketing, digital communication and business management expertise.

Considering the multitude of choices available, even the most experienced business person may have difficulties finding the path towards business success. Every small business owner has probably dealt with these dilemmas: is it worth investing in SEO? Should I opt for Google or Bing Ads campaigns? Which social media channel delivers the most significant impact on ROI?

This is why we have gathered a few ideas and some preliminary steps for small business owners and marketers to take to choose the digital marketing channel that truly matters for their business.

Define your Audience

To present your products or services to the right audience, first, you need to define your buying persona (the profile of your potential/ideal client). Luckily, Facebook offers us some useful tools for that.  Using Audience Insights, we can start building the profile of the type of person that may be interested in our products/services. To be able to use Facebook Audience Insights, you don’t need an advertising account — all you need is a Facebook profile. We can start with broad options and then narrow down the audiences based on the following information: age, gender, lifestyle, career, relationship status, education level, household, estimated income, interests, online activity, device usage, spending habits.

After creating a relevant portrait of the buyer, this person should be kept in mind whenever you create any content or carry out any type of marketing activities. The data offered by Facebook Audience Insights is just one of many research methods you should be looking to use to build audience personas. There are many other sources to use, such as Twitter profiles, Google Analytics demographic insights, or published research that has been previously carried out in your industry or niche.


Define Your Business Goals

After clearly defining your buying persona, it’s time to set your own business goals. Ask yourself questions like: How many leads or actual clients would I like to acquire every month? What’s the value of a lead? What sort of budget am I prepared to spend over a specific timeframe? Then, go on defining your business and marketing assets and your goals. After having a complete picture of your business and your targeted audience, it should be easier for you to define the best marketing/advertising channels to use.

Now that everything is much clearer, it’s time to consider your options:

digital marketing channels infographic


SEO & Content Marketing

The process of optimising your website’s technical and editorial aspects so that it can be organically discovered by users when searching for specific keywords is called SEO. Unlike paid advertising, SEO takes time to work. Depending on various aspects, like domain authority (versus the competition), available assets such as a quality mobile website, link building opportunities and others, the results may vary, but they rarely happen before 6-12 months especially if the site is new, significant and has errors, or has been penalized by Panda or Penguin or any other algorithmic penalty or filter.

As SEO and content marketing are tightly connected, you may also need to hire professional copywriters to continuously create fresh content that can help your website rank for a wider variety of keywords. Whether it’s blog posts, white papers, webinars, videos, or e-books, content must be created according to a well-thought strategy. If you’re prepared to make this effort, invest in quality content and wait until results appear, content marketing is the right choice for your business. But, if you need fast results, you should better look into PPC (Pay Per Click Advertising) and display ads options.

One of the easiest ways to determine whether it’s worth investing in an SEO campaign or not is by checking your website’s ranking with tools like SEM, Ahrefs or Google Search Console. If the website is already ranking for some appropriate keywords, then it probably has the potential for further SEO development.

Do it if your website is already ranking for useful keywords and you are willing to invest time and effort into an SEO and content management campaign.

Don’t it if You want fast results without putting in much time and effort.


Email Marketing
Also called eDM.

If you have a pool of customers or an opted-in email subscription list for newsletters, promotions or offers, this can become a real gold mine. Some studies claim that email marketing can provide a 4,300% ROI. E-commerce companies heavily rely on e-mail marketing strategies, but SMEs may also use email marketing to sell more to existing clients.

Do it if you have a decent opted-in email database.

Don’t it if you don’t have a pool of existing customers allowing you to send them your information, promotions, and offers.

  

Pay Per Click advertising

Whether it’s Google or Bing ads, paid advertising should provide highly targeted traffic very quickly. Both B2B and B2C companies rely on Google and Bing ads to get new clients within a short time frame. PPC campaigns are ideal for businesses which did not take time to create awareness through social media or email marketing campaigns and want to promote their new products/services with paid ads quickly.


Do it if
the costs per clicks are affordable, and your product service is searched in Google/Bing.

Don’t it if you don’t have sufficient budget or your audience is not using Google/Bing to search for your products/services.


Social Media
Organic Campaigns and Social Ads

Social media marketing is one of the most powerful tools you can use to achieve your marketing and branding goals. SMM includes posting regular text, image, or video updates on social channels (Facebook, Instagram, Pinterest, Twitter etc.), as well as creating social media ads.

To improve your business’s social media presence and increase audience engagement, organic posting and paid ads should go hand in hand. A good social media marketing plan includes both a consistent posting schedule and running social ads for remarketing purposes. The choice of the social media channel also depends on the type of business you have: a highly visual business can rely on Instagram and Pinterest, while a B2B company might find Twitter and LinkedIn more useful for its marketing goals.

Do it if you get a lot of value from a strong social media presence.

Don’t it if your audience uses other channels to search for your products/services (Google, Bing)

 

Consider the Long Run

The purpose of a business person is to grow their business. But this might mean different things for different companies, and it is finally up to every person to decide which channel serves their business purpose best; for example, if you are focused on getting sales fast, PPC campaigns are probably the best choice. If your business is new and you need brand awareness, think about investing in content marketing or social media. You may also need to educate your audience through web PR.

Last but not least, always go with the channel where your audience spends more time. And, no matter what channel you choose for promotion, always think in the long run. People may click on your ads right now, but what if they want to know more about the business and they get to social media or your website to search for some information that isn’t there yet? After all, your online presence should be treated as a whole and should continuously be improving in all areas to provide good ROI.

Internal link Structure

How Important is Internal Linking for SEO?

Even if you are brand new to SEO optimising your website/blog, I am sure you have already read many materials on internal linking. Most major digital marketing websites/blogs have published numerous articles about this topic, and many SEO specialists have expressed their opinion about it in vlogs, conferences, articles and others.

However, as I was holding a presentation the other day in front of a young and enthusiastic audience, I realised that there are still many preconceptions around link building and many details about internal linking strategies are not yet fully understood. This is why I decided to clarify all these things in a comprehensive article.

Internal links versus external links

I am sure everyone knows an external (outbound) link points to an external domain or website, while an internal (inbound) link points to another page within the same site.

Many SEO experts believe that external links pass a lot more authority and ranking ability than internal links. It’s believed that getting quality external links – which are seen as a vote of trust from third-party sites – is the most critical objective for getting high rankings.

This is why most SEOs focus on getting a high number of external links pointing to their websites and give less importance to internal linking, which has much potential for increasing rankings and making a site user-friendly.

Both external and internal linking serve different purposes for content strategy and SEO; therefore none of them should be ignored.

 

The Importance of internal linking

Internal links are considered an essential on-page signal over which you have total control. You can choose the appropriate anchor text and the right landing pages. The internal links you create tells search engines what content you see as relevant to that anchor text, and it will help visitors navigate your website.

Ignoring the use of internal links can prevent a page’s ability to get crawled and ranked by Google. For example, an orphan page that isn’t linked much or at all from the rest of the website will probably not be ranked well.

Apart from the SEO value of internal links, interlinking is also valuable to your user experience. An efficient interlinking structure improves user navigation by providing further ways to interact with your site.

Website architecture and internal page rank

In an interesting article published in 2016, columnist Paul Shapiro shared his method for determining what he calls “internal PageRank.” The author stresses the fact that a website’s architecture plays a significant role in the way both users and search engines can navigate your site, which ultimately impacts your website’s rankings.

We are dealing with two types of internal links: the links from the website’s navigational structure and the secondary internal links that appear in context throughout your website. The first thing to do when building a website is to make sure you organise the navigational links in a logical, easy to understand the structure. The total number of links that occur between a web page and the home page should be reduced. As it is the most critical page of the website, your home page’s authority should be leveraged to spread link juice evenly throughout the website, enhancing the ranking of each web page.

From the UX point of view, to make the information, products and services on your website as easy as possible for users and search engines, your information architecture’s internal linking structure should link both vertically and horizontally:

 

silo architecture infographic

A vertical link would be a link within your navigation bar, and a horizontal link would be a link on a deep page that links to another page on the same level. Breadcrumbs can be used to implement a horizontal linking structure across your website. Here’s an example of an ideal website structure (also called Bruce Clay’s silo architecture):

Website architecture

 

Secondary internal links and Internal Page Rank

The internal links that appear in context also impact how the search engines crawl and rank your pages.

We’ve all heard about the Page Rank (named after Google co-founder Larry Page), which defines the “importance” given to each page on the web and the rank which determines how useful that is, based on the quantity and quality of the links received from other pages.

However, according to Paul Shapiro, this idea can also be applied to the pages within a single website, and the PageRank-like metric can be used to detect the issues in a website’s architecture.

 

Page rank visualisation

 This image shows how PageRank flow.

To calculate the Internal PageRank of a website, we need to crawl our website and analyse the list of all the internal links obtained with a tool like Screaming Frog, for example. You also need R, free software for statistical computing and graphics that runs on many platforms.

Once the library is installed, you can use the following code in conjunction with the Screaming Frog crawl for your site:

Internal page rank code

 

For example, this is what I got after examining the Internal PageRank of a clients’ website:

 

internal link page rank example

 

Looking at this list, we can see that our top page is the contact page, which is not OK. Typically, the home page should have been at the top, and this happens due to the way internal linking has been structured. Now that I realised we have a problem, I can work on it and find an effective solution to improve our website.

Investigate competitors’ internal linking

If you want to be able to compete with the other websites in your niche, it would also be a good idea to study your competitors’ internal linking structure and take notes regarding:

  • The presence of the Keywords in their URLs, title tags, H1s and anchor texts
  • The presence of the links in the first 100 words of the page
  • The date the articles/posts were published and if they have been updated</li>
  • The length of their articles.

If you are preparing to build a new website, you can use this information to understand the strength of your competitor’s content and determine if you can outrank them and how much time this could take. Studying your competition in terms of internal linking structure can also be useful for generating new content ideas.

If you already have a website with plenty of content around the strategic keywords you are targeting, decide upon your cornerstone content and make sure you use your main keyword in it.

Anchor Texts

As Rand Fishkin explained in one of his Whiteboard Friday articles, anchor texts of internal links generally have less influence than those of external links. It is not recommendable to use the most important keyword in the anchor text, because it won’t look credible and useful to the users, who may stop to click around the site or bounce more. Of course, not abusing the use of exact match anchor texts doesn’t mean you should stop using internal links at all.

However, since the Google Penguin update in 2012, the rules of anchor text optimisation have changed a lot. Anchor text over-optimisation methods became outdated and should be avoided at all costs. According to Google’s general guidelines>, linking should be kept natural and versatile. Google does not like spammy, overly-rich anchor texts, but appreciates simple, natural anchors, relevant to the content (creating keyword variations for your anchor text structure seems like a good idea).

A good internal linking structure provides UX value

Inserting internal links in content for indexation may not seem smart, but links may also help your site’s UX. A link placed in a piece of content communicates to readers the place where they can gather more information, the pages with similar content, the way they can make a purchase or get in contact with you, which functions as a guide towards your marketing goal accomplishment.

Ideally, you should place links in blog posts towards other relevant posts. These relevant links will enhance your UX and result in increased traffic and leads. It is also vital that the web pages should not contain any broken links. If they do, redirect the links to other relevant pages. Web pages should also load fast to ensure positive user experience and to prevent off bounces.

 

Conclusions

When we say link building, we often think about backlinks, which remain high on our priority list of SEO efforts. However, that doesn’t mean we should overlook the UX and overall SEO value of creating a proper internal link structure.

While backlinks from diverse and authoritative domains play a significant role in your website’s rank, their effects can be amplified by a clear, logical internal linking structure that spreads the link juice evenly throughout your site.

To simplify things, I have also summarised the most important details about internal linking structure in the infographic below:

internal linking infographic

Grab our internal linking infographics.

How To Turn Your Website Into A Powerful Conversion Driven Powerhouse

Your website is your company’s best opportunity to showcase value propositions and engage your audience. In fact, getting potential clients or customers to a brand’s website is the primary function of many inbound marketing efforts, including Search Engine Optimization (SEO), social media marketing, and Public Relations (PR).

Leading these audience members to your homepage or blog is an exciting feat, but many marketers make the mistake of patting themselves on the back, and then retiring their efforts towards these audience members. What is the point, though, of putting such effort into bringing these readers to your site, and then not making every attempt to get to them convert?

If you’re one of the many marketers who makes this crucial mistake, you’re likely missing out on significant potential business. The best way to make the most of the traffic your site gains from your many inbound efforts is to pair your inbound strategy with Conversion Rate Optimization (CRO) tactics on your website.

Keep reading to learn how you can start converting your website traffic with 6 easy tips.

6 Ways to Turn Your Website into a Powerful Conversion Driven Powerhouse

 

  1. Reduce form fills on all conversion elements

Many studies show that the lower the number of fillable sections on a form, the higher the rate of conversion. It’s easy for marketers to want to get as much information out of new leads as possible, but this may dissuade your audience members from becoming leads in the first place.

Try to reduce your forms to the absolute essentials, and if there are some form fills you can’t bear parting with, make them optional. That way, your audience can still convert if they don’t want to complete the entire form.

  1.  Use CTA buttons whenever possible

CTA (Call to action) buttons stand out more than text links and, ultimately, drive more conversions. While you don’t want to overdo it with CTA buttons, your most important links and conversion elements should utilize them.

To make sure they are as effective as possible, test your CTA buttons on a regular basis by changing the following elements:

  • Color
  • Text
  • Placement
  • Size

  1. Make contact information easily accessible and visible

There’s nothing more frustrating for users than not being able to get in touch with a brand when they want to. This will often make engaged readers abandon your site. Solve this problem by including a phone number or a ‘Contact Us’ button in the header with a noticeable color.

You should also add full contact info in the footer. Other options include adding a simple ‘Contact Us’ form to the end of every page or implementing a Chat feature for instant communication.

 

  1. Run heat maps and implement changes based on data

Heat maps are one of the best ways for marketers to get a sense of what their audience members want from their websites. There are three different types of heat maps you can try:

  • Click maps
  • Hover maps
  • Scroll maps

 

Each will tell you different things about how your audience interacts with your website site. With the click map, you can see which of your links readers aren’t clicking on, as well as what sections of your site they are clicking on that lack links. With hover maps, you can see where your audience spends the majority of its time. Finally, scroll maps will show when the average reader is dropping off of your pages so you can optimize your most important information accordingly.

 

 

  1. Create and implement videos

According to Virtuets, website visitors are up to 85% more likely to buy a product after watching a product video. Other types of video create similarly engaging experiences for users. Types of videos you can create include:

 

  • Product videos
  • Employee/leadership videos
  • How-to videos
  • Testimonials
  • Facility tours

 

  1. Focus on your value proposition and what users will lose if they don’t convert

Making it easy for users to perform cost-benefit analyses is key to driving conversions. Accordingly, your conversion-related content should make clear what users will gain from converting or doing business with you, as well as what they will lose out on by not converting. Use this messaging in elements such as landing pages, CTA buttons, and form fill headers.

Conclusion

Driving conversions on your website is all about putting yourself in the shoes of your audience. Streamlined design and simple conversion elements will make their lives easier, while compelling content will demonstrate why they should engage with your company and buy your products. We hope you like these Digital Fuel creative agency tips and they help you increase your overall conversion rate for more profit.

 

Flatmate Finders Sees a Significant Increase in Website Traffic

Flatmate Finders was in need of some real assistance in marketing its burgeoning real estate share accommodation website. They had the base audience, the web design, and the experience in the market. However, they were having trouble after their November 2015 redevelopment. Although they were able to give their customers a drastically improved customer experience, site traffic was decreasing. Because the site performed more like an app than a website, Google was not able to properly crawl it.

New competition had also come into the market and this competition was fierce. Their new competitor was using tactics that were not exactly above board to rank well, increasing pay-per-click expenditures across the board. On top of this, the site had some implementation issues, among them HTML errors and duplicate site indexing problems.

 

Source: Wordstream: Shows the average CTR and Average CPC trends before we started the campaign.

Despite all of these issues, Flatmate Finders also had some advantages. Its Facebook page was an organic hit with an extremely high conversion rate. Most of the content was customer generated and very authentic instead of being initiated by the company as with most Facebook pages.

The Statistics

Comparing January year over year organic traffic, the site saw a loss of 16.96 percent. At the same time, the average CPC was skyrocketing, creating the framework for lower ROI. Flatmate Finders was actually seeing a markedly lower performance in search and in traffic after improving its website.

 


Source: Google Analytics YOY traffic comparison

Our Strategy

In order to take advantage of the organic traffic of the business, Pulse decided to leverage the formidable monthly count for Flatmate Finders branded searches with links to on page optimisations and an entirely new set of landing pages. All profiles were interlinked and localised for target cities and postal codes, and the pages were optimised for relevant long tail keywords, such as “share accommodation Bondi Junction”, a much more effective strategy than the shorter and more generic keywords that the company had been targeting.

In addition, Pulse optimised for Google through more index friendly customer profiles and soliciting customer reviews.

Pulse was able to increase the sustainability of the site by fixing all of the major HTML errors and deduplicate the website. The site went from 100 percent replication to a single indexed site that achieved much higher prominence in search results almost immediately.

The Facebook traffic of the business was targeted through a widget that encouraged visitors to the page to share the profile on Facebook.

Finally, SEO was improved through a link outreach campaign that specifically targeted .edu and .gov websites and limited the site’s link profile to sites of high authority.

Pulse also monitored the progress of the program through events, goals, and UTM parameters to help Flatmate Finders understand what changes were being made, as well as create accessibility to relevant data

 

The Results

In six months, Flatmate Finders saw a 27.42 percent increase in visitors.
Pulse was able to dramatically lower the cost per acquisition while increasing conversion rates. The organic traffic of the site began to show a positive trend in April with a 4.19 percent increase in overall clicks as reported by Google search. Organic traffic continued to improve into May, and in June, SEMRush began to trend Flatmate Finders. Overall, monthly users increased by 27.42 percent.

Public review. Via LinkedIn

Guy Mitchell, Flatmate Finders

‘’I contacted Pulse Agency to help me arrest a decline in website traffic as a result of aggressive competition and my focus on technical aspects of my business, rather than marketing, for the 12 months prior. Nicolas was fantastic in so many ways. He did the necessary research to diagnose the issue and developed a plan to address three key areas of concern, including SEO, PPC and social media marketing. We worked together for five months to implement his plan and achieved great results. Nicolas’ commitment to success exceeded my expectations. He monitored the results closely and made adjustments to our strategy where necessary. He also kept abreast of competitor activity, researched better ways to implement our SEO strategy and injected a great deal of energy into our business. I high recommend Nicolas for his digital marketing skills, problem-solving ability and commitment to success.”

 

Twitter

@pulseagencyau

Facebook

Pulse Agency AU