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Dive into the world of “Entity SEO” with our expert guide, designed for U.K marketing and SEO professionals.

An introduction to Entity SEO

With SEO ever-evolving, staying ahead of the curve is not just a goal; it’s a absolute necessity if your business wants to stay on page one of Google or Bing. When it comes to search engine optimisation, your business needs to understand “entity SEO”.
For businesses and SEO practitioners, understanding the nuances of Entity SEO is pivotal in this journey. A mention of brand on another businesses website can help to move your website up Google’s ranks.

A really good seo consultant will understand what entity building means. Gone are the days when keyword stuffing and backlinking were the cornerstones of SEO strategies. And if your marketing agency are still using these approaches, then we would highly recommend ditching them and replacing them with a white hat agency instead. Today, we are witnessing a paradigm shift towards a more sophisticated approach known as Entity SEO.

So what is entity building?

Entity SEO or entity building is not merely about optimising a company website for keywords; it’s about understanding and leveraging the interconnected web of things, concepts, and ideas. You might have heard the concept “things and not strings”, this is nothing new, seo consultants have been talking about this for a great deal of time.

When people talk about “things and not strings”, what they’re actually mean is that search engine optimisation consultants should concentrate on just building backlinks, we should now concentrate on entity building.

This means that the mere mention of your brand, on a good quality website, such as The Independent could be enough to help improve your businesses search engine optimisation.

Google, with its advanced algorithms and AI-driven mechanisms like the Knowledge Graph, is now adept at discerning the context and relationships between entities. One business mentions another this is picked up by the algorithms. This includes places, people, events.

An entity can be made stronger by:

  • Gaining good business reviews
  • Backlinks
  • Mention of the business
  • Recruiting good staff with links to their Linkedin pages
  • Writing good quality content marketing
  • Becoming a thought leader
  • Having a lot of customers come to the location of your business

As we delve into this comprehensive guide, our focus will be on unfolding the layers of entity SEO and illustrating how it can be a game-changer for your business. Some SEO consultants don’t understand entity SEO, yet, if they don’t, then you might want to replace them with a better search engine optimisation consultant. We aim to equip you with insights that go beyond traditional SEO techniques, offering you a vantage point that aligns with the future of search technology and AI (artificial intelligence) integration.

So what exactly is entity SEO?


Embracing entity SEO

In the ever-evolving landscape of search engine optimization (SEO), the emergence of entity SEO marks a significant paradigm shift. This advanced approach transcends traditional keyword-centric methodologies, adapting to the rapid advancements in artificial intelligence (AI) within the SEO sphere.

What we mean by this is artificial intelligence is becoming cleverer and cleverer. The artificial intelligence used by Google’s algorithms now is able to better decipher which businesses are worthy ranking on the first page.

Entity SEO leverages the complex web of semantic and contextual relationships, providing a robust, future-proof strategy for digital marketers.

How can you improve your company’s entity SEO?

Add schema to your website

For instance, Schema.org, a collaborative effort by major search engines, such as Google, which offers a standardised vocabulary that aids in comprehending content relationships on web pages.
This understanding is pivotal in AI-driven search results, we highly recommend adding schema to your website this is very simple to do, and your web developer should be able to do it in a matter of minutes. Where schema markups define specific entities, enhancing the chances of your brand being featured in AI-generated responses or rich search results.

Consider this scenario:

A user asks Google Bard or ChatGPT, “What are the best brands sell the best ski boots?” If your entity SEO is finely tuned, your brand could be the answer, leveraging your association with specific long-tail search terms. This not only boosts your brand’s authority but also expands your reach beyond traditional keyword targeting.

To optimise for entity SEO, integrate modern SEO elements into your strategy.

This includes understanding the role of different entities through the lens of search engines and how they can benefit your business.

Keyword clustering and semantics

Modern keyword research techniques involve clustering and identifying semantically related terms.
For example, an article on “best practices of how to insulate your home” this could include related terms like “panel insulation” or “fibreglass.” Incorporating these terms and interlinking related content marketing on your website strengthens your entity SEO.

What we would recommend this not writing a piece of content marketing is only concentrates on optimising for just one keyword. Instead just how this article has been written, instead concentrate on writing longer articles, more in depth, but short your expertise.

By doing this you are helping to improve your business’s semantics, for example if you were to write an article about “The best places to eat within Cardiff”. This may start to improve your website’s seo, if you want to optimise it for terms related to fine dining and also the city of Cardiff.

So therefore don’t concentrate on for example getting your website to rank for the say the “best restaurant”. Instead come up with a piece of content marketing which is more helpful to readers, more engaging to read. You might want to write the 10 best restaurants within your city.

Now you might be thinking well I am promoting the competition if I do this, but are you really?
Because what you could be doing is improving your businesses search engine optimisation, by writing a really helpful article that potentially thousands of people could read.

By doing this might improve your businesses seo, you might have a lot people returning to read your blog posts, plus you also your businesses standing out as an entity, as a restaurant business within a capital city.
Internal and external linking

Internal linking across your site using semantically related entities bolsters your organic SEO efforts.

Similarly, external linking, getting links from say the BBC builds topical authority and helps improve your SEO.


Google and E-EAT

The E-EAT framework (Experience, Expertise, Authoritativeness, Trustworthiness) is crucial in entity SEO.
Creating expert-led, accurate content marketing with clear authorship demonstrates expertise and trustworthiness, key factors in Google’s ranking algorithm.

Optimising images

Using descriptive alt text for images that are related to your business’s entities (like products or services) enhances your organic SEO by providing clear, visual representations of the entities you’re targeting.
So instead of using alt text that is just a random numbers or random text, instead simply label the alt text what the picture shows. It shows a picture of our Aston Martin Vanquish, then label it as such. This will help the algorithms to understand what is in the picture, is not just the car is actually a high value prestige vehicle.


Local SEO and capitalising on physical location

For businesses with physical locations, optimising for local entities through a Google Business Profile is beneficial.



Content Marketing

In the constantly evolving landscape of digital marketing, where Google is constantly improving its algorithms content marketing is still considered the main way of moving your company up Google’s ranks.

So, whether you’re a mobile hairdresser or solicitor, to get your company on page one of Google often you need content marketing added to your website.


This could be:

  • Blog posts
  • Infographics
  • Youtube videos
  • Evergreen content marketing


With 91% of businesses integrating YouTube videos into their marketing and B2C entities increasingly relying on concise articles and blog posts, the shift towards content-centric marketing strategies is undeniable.

This is why in most large seo agencies, there is often a team of copywriters. As these people are needed to write blog posts and main pages for businesses.

We would say you would be hard-pressed to find a digital marketing agency in Cardiff, that wouldn’t say that content marketing is essential when improving a company’s SEO.


What is pillar content?

Pillar content is the cornerstone of any robust content marketing strategy. Sometimes some marketing companies also refer to this as “evergreen content marketing” as well.

This concept revolves around creating comprehensive, long-form content, (often in excess of 3,000 words) which is centred around a key theme or subject matter. So, for example, if you want to sell more kitchen appliances, you may start writing a number of articles offering advice such as “how to purchase the right dishwasher for you.

Often therefore marketing companies write in-depth report, a detailed web article, or an immersive eBook – these are quintessential examples of pillar content.


How to leverage pillar content marketing to generate “cluster content marketing”


The true power of pillar content or “ever-green content marketing” lies in its ability to spawn ‘Cluster Content’.

This term refers to a suite of shorter, targeted content marketing pieces designed to address specific keywords and enhance organic SEO performance.

Imagine creating a single, substantial pillar piece of content marketing and then designing and publishing also infographics, social media posts, guest and internal blog posts to support it.

This can help SEO consultants to better target a keyword.

For example, if your business is regularly is writing about “e-bikes”- and offering advice about this product, then Googlebot and Googles algorithms will notice this.

Your business should start to move up Google’s SERP’s, for terms related to “e-bikes”- if you write a lot of quality, white-hat content marketing. However, do remember that all work should follow Google’s EEAT advice.


So, what are the main benefits of pillar content or evergreen content marketing?


Understanding the concept of pillar content marketing is one thing, but grasping its multifaceted benefits is crucial.

For SEO consultants and content marketers alike, pillar content can draw in thousands, possibly millions of organic visitors if this work is done right.

Then you can simply log into your Google Analytics account and watch the organic visitor numbers start to increase.

However, for the organic visitor numbers to increase, the work needs to be high quality.


It needs to be the following:

-Follow Google’s Webmaster Guidelines
– Be written by an expert
– Be written so the work is white hat
– Must follow Google’s EEAT advice


Would your business benefit from having “evergreen content marketing”?

As a marketing expert, it’s essential to recognise the role of pillar content (evergreen content marketing) in helping to improve your business search engine optimisation.

By selecting broad topics relevant to your business and creating extensive pillar content, that’s white hat, you lay the groundwork for you to improve your company’s search engine optimisation.

This approach not only elevates your organic SEO game but also boosts website’s organic traffic, and can sometimes enhance your backlink profile, and optimises keyword usage.


In Conclusion:

The digital marketing landscape is fiercely competitive, and content marketing has risen as one of the main ways to improve a business’s organic SEO.



Why page speed is now so important when improving a company’s organic SEO

In regards to e-commerce SEO, when a shopper is browsing the products that you sell, where milliseconds feel like an absolute eternity and patience is as scarce, and often businesses lose customers if their website is too slow.
As UK marketing consultants, we’ve all been there – that moment of suspense as we wait for a page to load. And if the company website is too slow to load, well this causes what we SEO agencies call “a poor U.X” or user experience, which can negatively impact the business’s SEO.

Google’s need for speed

It’s no secret that Google, and the other major search engines want company websites to be as fast as possible.
Have a read of Google promoting businesses using “AMP” websites. This is thought by our SEO agency to now be a ranking factor, meaning Google’s algorithms may rank businesses higher if the website is super-fast.

Accelerated page speed

A faster company website simply offers a better user experience or UX

Imagine this – a website that loads faster than you can say “SEO”.

A speedy site keeps users happy, engaged, and far away from the dreaded back button.

If shoppers leave a website too fast, this can increase the company’s “bounce rate”, meaning that this can damage the company’s SEO.

To have a super-fast company website, this often involves having a combination of different elements all working together.
Such as

– Having an AMP version of the website built
– Well designed website
– Remove any unnecessary plugins

Super quick loading times are a sign of a well-oiled technical setup and a well-designed website, that’s been designed by a good web design agency.

This means efficient code, optimized images, and a server that’s more turbocharged sports car than sluggish hatchback.


Why you should avoid cheap company websites, which are super slow

Slow loading pages lead to a large number of SEO issues.
Such as super high bounce rates, as visitors leave in their droves; shopping cart abandonment, where potential sales vanish into thin air; and a boost for your competition as frustrated users seek alternatives and simply go to the next business down the list on Google.


How to turbocharge your businesses page speed

Now, onto the golden question: How do we achieve this mythical page speed? We shall now explain how:

Our SEO consultants have curated a list of actionable strategies that even the most seasoned marketing consultants might find insightful:


Good quality website hosting

It’s like choosing a racehorse; you need to back a horse that’s super fast.
Research, compare, and select a hosting service known for its lightning-quick server response times.
Often this is not cheap, but if your company is serious about improving your organic SEO, then pick quality website hosting.
Hire a website developer to improve load times

Whether it’s WordPress, Shopify, or any other platform such as Joomla, your theme can often be a sleek sports car and less a lumbering double decker bus.

Choose wisely – lightweight and efficient is the way forward.



Clunky poorly written HTML, CSS, and JavaScript can slow down your company site.
Regular SEO audits to remove unnecessary code, minify files, and leverage browser caching can work wonders.

In the grand scheme of organic SEO, page speed might seem like one piece of the puzzle, but it’s a cornerstone.
Its an important one, that’s because, if you do manage to get your website onto page one of Google, yet the bounce rate is high, well its likely to move off page one very quickly.

Google’s algorithm will notice, the super high bounce rate, and then may move your website lower down the ranks.
UK Marketing Consultants

As experts in a field that’s constantly evolving, staying ahead of the curve is our modus operandi.
We work with many Welsh companies, to help improve their local and organic SEO.



How social media and SEO can be used to help your business gain more customers

A lot of businesses in Cardiff now use a fusion of social media and organic SEO to craft a formidable online presence that helps to grow that business. As a well-known seo company here in the UK our marketing consultancy will now offer deep dive into how these powerful tools intertwine, providing suggestions that you might want to use to grow your business.


How can social media and SEO be used to grow a business?

In this era where many businesses are heavily reliant on digital advertising, such as using search engine optimisation, understanding the intricate relationship between social media and SEO is critical.

Google ranks businesses according to how strong the businesses ranking factors are. Also, how important that business (entity) is considered as part of Google’s Knowledge Graph.

One way Google works out how important, how well known a brand that business is, is by using social media to gauge how many followers, and shoppers are visiting that social media page.

On the other hand, some seo agencies, think that major search engines like Google may not overtly count social signals in their algorithms, but the ripple effect of social media is undeniable.

However, here, we have been helping businesses to improve their SEO for a very long time, and we think, that by having thousands of followers, who also want to read your businesses blog posts, and see the products you have to offer, and they find your business via social media, well this has to help a business’s seo in our opinion.


Social Media and SEO

As we mentioned, some digital marketing agencies, think social media does not directly contribute to SEO rankings, but its indirect impact is immense. It’s a realm that enhances visibility, builds brand recognition, and fosters a community that indirectly bolsters SEO efforts.

So, for instance, let’s say you start selling a new product, and you promote this item on your company’s social media accounts, and you have let’s say 10,000 followers. Well, may help you to generate more sales, as you have a following, which may be very interested in this product.

This section delves into how social platforms can be a catalyst for improving your website’s search engine performance.

How social media can sometimes help a business to obtain more quality backlinks

Backlinks are the cornerstone of SEO success, for most businesses to rank on page one of Google, they need quality backlinks.
Publishing quality content marketing on social platforms can lead to increased shares and mentions, where bloggers may link to your work, meaning the business obtains more backlinks that enhance your site’s authority. This section explores strategies to maximize backlink potential through social media.

Social media platforms are goldmines for market insights and consumer trends. For example, let’s say you launch a new product, a new range of candles made from organic ingredients.

Well, you just have to sit back, and read what people are saying about your products. Do they think the product is too expensive? Or the best thing since sliced bread?

Understanding these patterns allows for organic SEO strategies that are not just reactive but proactive. In this part, I’ll guide you through harnessing social media data to refine your SEO approach.


More visitors

The magic of social media lies in its ability to draw audiences to your website. For example, lets say you do launch a range of candles, you promote that item say on Facebook, you may get millions of shoppers coming to your company website. They may not buy that product; they may buy another. They may buy nothing at all, but they may return at a later date, because they have remembered your brand. Engaging posts that resonate with your audience can significantly increase website traffic, indirectly boosting organic SEO. Here, I’ll share the art of crafting content that captivates and converts.

Authority and trustworthiness are pivotal in the eyes of search engines- we would most definitely recommend reading more about Google’s EEAT update.

And one way that you can improve your company’s Authority is to have millions of followers. A robust social media presence can elevate your brand’s stature, indirectly influencing your organic SEO rankings. This final section discusses how to build and leverage this authority effectively.


Consider this: social media is a stage, with billions of users of Facebook and Instagram where your content is good quality, such as blog posts people may share the link on their account or business pages.

The more people talk about it (share and mention), creating ripples that reach the shores of search engines- for example if a blog post gets mentioned on millions of Facebook accounts this is bound to improve the seo. While Google may not count a tweet or a Facebook post as a direct ranking factor, the subsequent buzz – backlinks, increased search queries, and brand visibility – plays a pivotal role in your SEO strategy.


So, what exactly are “Meta Descriptions”?


Meta descriptions play a pivotal role in SEO (Search Engine Optimisation. They are simply a offer a snapshot of web page content marketing is about, written in just a few lines of text. The meta title and meta description appear in Google’s SERP’s. These snippets, typically no more than 160 characters, appear beneath the HTML title tags in search engine results within Google and Bing, explaining what that page or blog post is about.

How by adding meta descriptions these can improve your company’s CTR (Click Through Rate).

Despite common misconceptions, meta descriptions do not directly affect search engine rankings- most SEO agencies think that they are not a ranking factor- yet they are still worth adding to your WordPress website.
Writing engaging meta descriptions, which are well written, can increase the click-through rate (CTR), thereby enhancing the website’s SEO and potentially improving your position in search engine results.


How to write meta descriptions

An effective meta description balances being succinct and being informative about what that page or blog post is about. For example, if that page offers “employment law advice” why not write a meta description, something like:
“Why not contact our team of employment lawyers, we have over 10 solicitors who can help you by offers expert legal advice” this tells, a shopper exactly what that page is about. It also tells Google what that page is about. It’s clearly therefore about offering employment law advice. Aim for 155-160 characters to avoid truncation while ensuring enough detail to make shoppers click your business.
The strategic incorporation of target keywords can also make your meta description more appealing.


Meta Descriptions and SEO rankings

Meta descriptions are not a direct ranking factor, meaning we think, and many SEO consultants think the same, they do not have a direct bearing on SEO rankings. Yet with that, if your website is clicked more often, than the business holding the fourth result, in Google. Yet your business ranks 7th currently. Well Google’s AI, that’s artificial intelligence, that’s Google’s Rank Brain may see that your business has a higher click through rate, the algorithm may therefore you’re your business higher.


The Absence of meta descriptions

When a meta description is not specified, search engines like Google automatically generate one based on the page’s content. Yet, we would recommend that you add your own meta titles and meta descriptions, this is not hard to do, even if you have no coding knowledge, WordPress plugins such as Yoast make it a piece of cake. And by doing so you may improve your companies CTR. Specifying your own meta description gives you control over how your content is presented in search results, likely leading to better engagement.

How many words should a meta description be?
While the recommended length for meta descriptions is between 150-160 characters, this can vary based on the device. On mobile, shorter meta descriptions are more effective due to the limited display space.
Why Google wants your business to add meta descriptions

Google may alter your meta description if it deems it ineffective in summarising the page or aligning with user queries. So, don’t for example, say “electric bikes for £100” if really the starting price is a grand. This will most likely damage your company’s organic Seo as well, as the bounce rate is likely to go through the roof. Recent studies indicate that Google modifies over 70% of meta descriptions, emphasising the need for clear and relevant summaries.
Meta descriptions and SEO

In conclusion, while meta descriptions might not directly influence search engine rankings, they are crucial for attracting user clicks, helping to improve the companies CTR. They form a vital component of a comprehensive organic SEO strategy, working in tandem with content marketing, technical SEO, and off-site factors to enhance a website’s visibility and success in search engine results.



How breadcrumbs can help to improve your companies SEO

Ahoy there! Let’s embark on an adventure to unravel the mystery of breadcrumbs.
Not the kind you find at the bottom of a toast rack, but those nifty little navigational aids on websites.
Picture this: just like Hansel and Gretel in their fairy tale escapade, leaving a trail in the woods, breadcrumbs on a website guide you through an e-commerce website, ensuring you never lose your way.


Breadcrumbs are your digital compass


Consider this scenario

You’re navigating a builder’s website.

You’re in the loft conversions section and wondering how you got there. Lo and behold, a breadcrumb trail shows the way: Home > Residential Services > loft conversions. It’s like having a digital compass that says, “You are here, mate!”

Breadcrumb varieties

Now, let’s chat about the three amigos of the breadcrumb world:

Hierarchical breadcrumbs

These breadcrumbs lay out the structure, showing you where you are in relation to the home page.

Attribute based breadcrumbs for E-commerce businesses

Fancy a bit of online shopping?

Attribute-based breadcrumbs morph as per your product preferences. For instance, a clothing site might show: t-shirt > red > size large.

History-based breadcrumbs

These clever crumbs track your journey on a site.
It’s like having a list of the pages you’ve visited, handy for when you want to return to a product, for same, if your shopping for washing machines, then you might click on the first Bosch model you visited, and buy that.


How Breadcrumbs can help improve your company SEO

Search engines, especially Google, would like websites to have breadcrumbs. It’s simple: they make your website easier to crawl, (Googlebot) helping Google understand your site’s structure.

They’re like little signposts pointing Googlebot in the right direction.


SEO and breadcrumbs

Here’s why breadcrumbs are like caped crusaders for your organic SEO:

Architectural Blueprints

Breadcrumbs help Google grasp the layout of your website.

Bounce Rate
By clarifying your site’s layout, they keep visitors engaged longer.

User Experience


Happy shoppers, shoppers who spend longer on your company website, mean better SEO rankings, as Google loves a site that shoppers spend a long period of time, browsing the products / services that your company offers.


Adding breadcrumbs on your website

Adding breadcrumbs is an absolute piece of cake to do. They’re easy to implement, don’t slow down your website, and offer many benefits. If your site is breadcrumb-less, it’s time for an upgrade!
Whether it’s simple breadcrumbs or an elaborate web design, adding these elements is crucial for any digital marketer.




What exactly are website breadcrumbs?

Think of them as your digital Hansel and Gretel, leaving a trail of breadcrumbs to help your shoppers navigate a website without getting lost. It makes it easier to navigate back, so for example, if A+++ washing machines are too expensive, a shopper may just click back to sort the products by just “washing machines”- without putting that filter on.


How do breadcrumbs impact organic SEO?

They’re like a GPS for search engines, Googlebot will find it easier to crawl and index more pages.
So breadcrumbs can help them understand your website’s structure and improving user experience, which is music to Google’s ears.


Are there different types of breadcrumbs?

Absolutely! There’s the “hierarchical breadcrumbs”, showing website structure; the “attribute type”, useful for e-commerce sites; and the “history” type, reflecting your browsing journey.


Why does Google prefer websites to have breadcrumbs?

Google’s a bit like a tourist with a map – it loves clear directions. Breadcrumbs provide that, making it easier for Google to index and rank your website.


Do breadcrumbs improve user experience?

Indeed, they’re like a friendly guide, enhancing the overall usability and satisfaction of your website’s visitors.


Is it challenging to add breadcrumbs to a website?

Not at all!

It’s a straightforward process, your web designers should be able to do this work quickly for you.


Can any website benefit from breadcrumbs?

Most definitely. Whether it’s a small blog or a large e-commerce site, breadcrumbs can significantly enhance navigation and organic SEO.


Dive into the art of long-tail keyword mastery! Our in-depth guide offers practical tips, witty insights, and expert advice on revolutionizing your SEO strategy with long-tail keywords. Discover how to outshine your competition in the digital realm!
Long tail keywords, and how they can be used to improve your company’s SEO

Welcome to the bustling, ever-evolving world of SEO, where the secret to success lies in the intricacies of long-tail keywords. Think of them as your digital compass, steering you towards a treasure trove of qualified web traffic. Unlike the more generic keywords, long-tail keywords are like the fine seasoning that brings out the unique flavour of your online presence.


Long-tail keywords: your SEO superpower



Imagine you’re strolling down a bustling Cardiff street, seeking the perfect cup of tea. “Tea” is your core keyword, but “best Earl Grey tea near Cardiff Castle” – that’s your golden long-tail ticket. In the realm of SEO, these are your hidden gems, bringing the exact audience that want what your business can offer. Thats if you run a tea shop near Cardiff Castle that is!

Embarking on the quest for these valuable keywords can be as thrilling as a detective novel. It’s about delving deep into the psyche of your audience, understanding their specific needs and desires, and crafting your content to meet them right where they are.


The alchemy of long-tail keywords: Turning Searches into Gold

Here’s where the magic happens. By targeting these specific phrases, you’re not just attracting traffic – you’re attracting the right traffic. It’s the difference between a passerby and a potential customer knocking on your digital door, wallet in hand.

Let’s roll up our sleeves and get practical. Implementing long-tail keywords isn’t about stuffing them into every nook and cranny of your content. It’s about weaving them seamlessly into your digital tapestry, making every word count.
The pitfalls to avoid: Long-Tail traps and how to evade them

In this chapter, we’ll navigate the common mistakes many fall prey to in the pursuit of long-tail perfection. From keyword stuffing to misaligning with search intent, I’ll guide you through these murky waters with a touch of London wit.
Measuring SEO success: The long-tail impact

Finally, let’s talk results. How do you know your long-tail strategy is paying off? It’s not just about rankings and traffic; it’s about engagement, conversions, and the chatter of satisfied customers.


F.A.Q. Section:

So, what exactly are long-tail keywords?


Imagine you’re asking for a ‘cheeky Nando’s’ instead of just ‘food.’ That’s long-tail for you – specific, targeted, and oh so satisfying.

Why should we bother with long-tail keywords?


Because in the grand SEO pub quiz, long-tail keywords are your ace in the hole. They draw in the crowd that’s genuinely interested in what you’re serving up.

How do I find the right long-tail keywords for my business?


It’s a bit like finding the best fish and chips in town – you need to know what your audience craves. Use tools like Ahrefs or SEMrush, delve into forums, and listen to your customers. It’s about getting into their heads and understanding their specific queries.

Aren’t long-tail keywords less popular? Why target them?


Sure, they’re like the quiet pubs tucked away in side streets – less footfall but filled with the right crowd. They may have lower search volumes, but they bring in visitors who are looking for exactly what you offer.

How do I integrate long-tail keywords into my content marketing?


Think of it as seasoning your content. Sprinkle them where they naturally fit – in your headers, product descriptions, blog posts, and FAQs. It’s about making them a seamless part of the conversation, not the awkward guest at the party.

Can long-tail keywords improve my conversion rates?


Absolutely! They’re like the mate who knows exactly what you need on a night out – they bring you closer to customers who are ready to take action because they precisely match their search intent.

How long does it take to see results from a long-tail keyword strategy?


Patience, my friend. It’s like waiting for a good brew – it takes time. Depending on your industry, competition, and the quality of your content, it could take a few months to see significant changes in your rankings and traffic.


Can I use long-tail keywords for PPC campaigns?


Indeed, you can. They’re like snagging a table at a busy pub during happy hour – less competition and more bang for your buck. You’ll likely see lower cost-per-click rates and higher relevancy with these specific keywords.


Are long-tail keywords affected by Google’s algorithm updates?


Like Welsh weather, Google’s algorithms are ever-changing. But here’s the good news: long-tail keywords, with their focus on quality and relevance, generally fare well. They align with Google’s aim to provide the most accurate and helpful results to users.


How do I measure the success of my long-tail keyword strategy?


Look beyond just rankings. Check your organic traffic, engagement metrics, conversion rates, and the overall quality of the traffic. It’s about understanding whether visitors are finding what they’re looking for on your site.


Understanding the Google Helpful Content update

Date: December 18, 2023

In the dynamic world of digital marketing, the Google Helpful Content Update has emerged as a pivotal change, (massive) reshaping how businesses approach content creation for online visibility and many businesses moved down Google’s SERP’s because of this update. This comprehensive guide aims to demystify the update and offer practical advice for thriving in a post-update digital landscape.


What was the Impact of Google’s Helpful Content Update on business rankings?


Exploring the shift

Recently, many businesses have observed a significant fluctuation in their online rankings- that’s to say many businesses, that were once on page one, may have moved back by quite a bit. This phenomenon, primarily attributed to the Google Helpful Content Update, requires a deeper understanding and strategic adjustment in content creation.


The essence and Rollout of Google’s Update


Historical Perspective

Launched in September 2022, the Helpful Content Update by Google has been a game-changer in search engine optimisation- and your seo agency should understand it, and why its so important that all content marketing follows Google’s EEAT advice. Its continuous evolution demands a proactive approach from businesses to maintain and improve their organic traffic.

The concept of a crawl budget and its implications


Understanding Prioritisation

The allocation of Google’s crawl budget varies significantly between large, established brands and smaller enterprises- so a business like Nike, an international brand, there website is likely to get crawled and indexed by Googlebot every day, when a local plumber, a self employed person running a business, there website might be on page 7 of Google. This means the plumbers website, is likely to get crawled by Googlebot much less often. This section will explain how this disparity affects the impact and timing of the update on different businesses.



Strategic Recovery

Recovery from the Google update’s adverse effects is possible but requires expert guidance- so do hire the services of a respected SEO company. This part will delve into the common pitfalls and misconceptions businesses face when addressing the update’s challenges.


Goal Alignment

At its heart, the Google update aims to prioritise genuinely helpful content- so what we mean by that is the algorithm, is trying to serve the best possible answer to that question. So, the businesses that go the extra mile, push the boat out, write an exceptionally good answer to a question, these businesses, will see the amount of organic visitors they receive increase. This section will explore the difference between quality content and SEO-focused writing, emphasising the importance of why your business should write high quality content marketing.


Identifying and improving ‘Thin Content’ pages


Content Depth Analysis:

‘Thin content’ refers to pages with insufficient helpful information- it’s the type of page you read, and think, well, hang on, that didn’t answer my question at all- that just wasted my time.

Why your business should never Keyword stuff a page and not over-optimise the page


Avoiding SEO traps:

Keyword stuffing is a common but outdated SEO tactic- yet some seo companies sadly still use this low-quality method of seo. This section will examine its drawbacks and the importance of balanced keyword usage.

In an ever-evolving digital marketing landscape, the Google Helpful Content Update stands as a significant milestone, reshaping how marketing agencies like us write content marketing. Launched to enhance user experience on the web, this update has become a topic of paramount importance for businesses and digital marketers alike. This guide offers an in-depth exploration of the update, unravelling its intricacies and implications of why your business should write content marketing which meets Google’s E-EAT advice. Prepare to navigate the nuances of this seismic shift in search engine optimisation, and learn how to tailor your content marketing for maximum effectiveness and engagement.


Practical SEO Adjustments post-update


Slow and steady wins the race

Post-update, resisting the urge to overhaul your website overnight is essential. So don’t go deleting pages, as sometimes, they can simply be improved, by adding more text. Data from Moz indicates that websites which made gradual, strategic changes post-update saw an improvement in rankings within 3-6 months. So, this is why you most definitely should start deleting your blog posts, instead improve them. This section offers a guide on making incremental improvements to your site. From enhancing individual content pieces to tweaking the overall user experience, learn how to make systematic changes that align with Google’s updated criteria for quality content.


Conducting a comprehensive content audit

Taking Stock for Future Success: A content audit is more than a mere review; it’s a strategic exercise in content marketing optimisation. According to HubSpot, businesses that regularly update their old blog posts can increase their traffic by up to 106%. In this part, we’ll walk you through conducting an effective content audit. Understand how to evaluate your existing content marketing for quality, relevance, and alignment with Google’s guidelines, and learn strategies to revitalise your content arsenal.


Link Between Content and conversions

High-quality content marketing isn’t just about pleasing search engines, by putting titles, internal links, and alt text on the page. Its ultimately created to help your business to grow. A study by the Content Marketing Institute shows that businesses with superior content strategies achieve six times higher conversion rates than their competitors. This section emphasises the direct correlation between quality content marketing and business success. We’ll explore case studies and statistics demonstrating the power of well-crafted content in boosting brand visibility, engagement, and conversions.


Future-proofing your content marketing strategy

Staying Ahead in the SEO Game: In a landscape where Google updates its algorithm so frequently, future-proofing your content strategy is crucial- after all, you don’t want to take a break say over Christmas, to find an email from your SEO consultant, that your business has moved from page one of Google, to page 7.
Valuable insights from Search Engine Land revealed that websites with a forward-thinking content strategy are three times more likely to maintain stable rankings after significant Google updates. Here, we offer insights into anticipating future organic SEO and content marketing trends, ensuring your strategy remains robust and adaptable to the ever-changing digital marketing environment.


SEO Myths

Busting SEO Myths with a Chuckle
Let’s debunk some SEO myths with a smile.
Myth: “The more links, the merrier!”
Reality: Stuffing links into your content marketing like a turkey at Thanksgiving doesn’t make Google love you more.
It’s quality over quantity, folks! And how about the classic, “If you build it, they will come”? Spoiler alert: Just because you published a blog post doesn’t mean you’ll suddenly don’t take the number one spot on Google.


Google’s Algorithm
The Ultimate shape-shifter: Google’s algorithm changes more often than a chameleon in a disco.
One day, it loves long-form content; the next day, it’s all about user experience. Staying updated with these changes can feel like trying to keep up with the latest fashion trends –when you think you’ve got it, flared jeans are back in style!

The fine art of crafting engaging content marketing

Creating Content that Doesn’t Snooze: Writing engaging content is an art form. You want to keep your reader hooked like they’re binge-watching their favourite comedy series. Think of your content like a stand-up comedy show. Your audience might snooze before the punchline if it’s just a monologue of facts and figures. Mix in anecdotes, sprinkle some humour, and voilà – you’ve got content that entertains as much as it informs!




Why Google’s algorithm is a bit like a Rubix cube

As we navigate the labyrinth of Google’s algorithm, it’s essential to know that the algorithm is not cast in stone. What we mean by that is that it is ever-changing and evolving.

Businesses and digital marketers must understand the basics of how this algorithm works to improve their business’s SEO efforts. Google’s algorithm acts as a bridge, connecting users worldwide to relevant information within the blink of an eye.

Therefore, for the website to appear in front of more shoppers, the onsite SEO needs to be good, as well as your company’s technical SEO and offsite SEO. It’s a puzzle that many seek to solve, but it’s more complex than just outrunning a cheetah in the digital savannah.


Understanding Google’s Algorithm

Understanding Google’s algorithm requires acknowledging its fluidity- that it changes as regularly as clockwork- and you must be committed to constantly learning about how this algorithm evolves and improves. The search giant continuously updates its algorithm, sometimes without public announcements.


Google’s Announcements and why you should follow websites such as Search Engine Land

When Google does speak, it’s wise to listen. Businesses need to know about the various updates, such as the Panda, Penguin, and Bert updates, to ensure they are following both Google’s Webmaster Guidelines and Google’s EEAT. Their updates and insights are a goldmine for understanding their search objectives. This knowledge is critical in shaping strategies for creating websites that rank better within the organic SERPs.


An Overview of Google’s Algorithm

Revisiting Google’s guidance for content creators is essential, so read as many articles as possible about Google’s EEAT. The latest iteration, known as E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), provides a more transparent framework for crafting people-first content marketing. Let’s break down each element:

What we mean by people first is that you should write content marketing to help your shoppers. Don’t just create content marketing to try to improve your company’s SEO, as this approach doesn’t work. The work might be deemed low quality, resulting in a Google penalty.



Added in late 2022, ‘experience’ highlights the value of first-hand knowledge, especially in an era dominated by AI content. So, what we mean by this is, whether it is a blog post, a piece of ever-green content marketing or a YouTube video you are creating, do make sure that you consult with an expert when completing the work.

So, whether you advise on how to make a Chicken Korma or fix an electric bike, make sure the work is guided or written by someone with extensive experience. It’s about providing a human touch that AI can’t replicate. When creating content marketing, consider the perspective that will benefit your audience, whether travel guides or product reviews.



Expertise is evident in the author’s background, so why not link to, say, your blog posts or a LinkedIn account to show that the author has, say, ten years of experience in SEO or whatever it is they are offering helpful advice on? It’s about ensuring credibility and presenting information in an accessible way. Think of expertise as the backbone of your content’s authority.



This aspect looks at your reputation outside your website. So, for example, how many do-follow backlinks do you have from high-quality websites showing they have linked to your work and therefore approve of it? Being cited by authoritative sources in your field can significantly boost your site’s standing. So, a mere mention of your company’s name, without a link, can be picked up by Google’s algorithms and the semantic web. This all shows that other businesses approve of your business. Yet, the companies you want linking to you need to be high-quality websites/


Trustworthiness: The Core of E-E-A-T

Google places immense value on trust. It encompasses all other E-E-A-T factors and is crucial in user perception. Elements like a detailed contact page are non-negotiable for online retailers in establishing trust. Plus, why not link to Trustpilot to show how many positive business reviews your website has?


How to stay ahead of the curve

In organic SEO, being proactive and adaptive to Google’s changes is critical. Understanding these shifts helps craft content marketing that resonates with Google’s algorithm and the human audience.

What is Google’s search algorithm?

Google’s search algorithm is a complex algorithm that is constantly being improved to retrieve data from its search index and deliver the best possible results for a query.

Google uses Googlebot to crawl and index the web; its brilliant algorithm decides which pages best answer a query and ranks the businesses accordingly.

It’s an SEO agency’s job to create high-quality content marketing complimented with good offsite SEO so that the page ranks as high as possible in the organic SERPs.


So, what is E-E-A-T?

Google’s E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework used by Google to assess content marketing quality.


How often does Google update its algorithm?

Google.co.uk updates its algorithm frequently, with significant updates announced many times a year and minor changes happening more regularly.


How can I stay informed about Google’s algorithm updates?

Follow SEO news websites, such as Moz and Search Engine Land, as well as Google’s official blog and digital marketing forums to stay updated on the latest changes.