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Inbound Marketing Age

BERT explained for marketers. Should Google's latest update worry you?

Written by Osian Barnes  |  1, November, 2019  |  0 Comments  Subscribe

Widely touted as the biggest change to the Google algorithm in years, the BERT update has been the subject of much media attention. But what is it and should content creators be worried about it? 

What is the BERT update?

BERT stands for Bidirectional Encoder Representations from Transformers, of course. It’s a technique for NLP (Natural Language Processing) pre-training, developed by engineers at Google that’s now being harnessed to improve the quality and precision of our search engine returns.  

Sadly, despite all the pictures of Bert and Ernie adorning the top of SEO articles - it has nothing to do with Sesame Street.

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How to fold SEO into your website design

Written by Maddy Bogacki  |  26, August, 2019  |  0 Comments  Subscribe

Are your website designs sensitive enough to modern SEO tactics?

Incorporating SEO best practices into your website from the ground up will help you to increase the quality and volume of website traffic, and deliver a more pleasing user experience for your site visitors.

Follow these tips to build a business website that both bots and people will love.

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How do marketers conduct a website image audit?

Written by Maddy Bogacki  |  1, August, 2019  |  0 Comments  Subscribe

Image optimisation can heavily influence the way search engines calculate your site rank, and, consequently, control how easy it is for searchers to find your site. Behind-the-scene elements such as page load time and keyword usage come to play here. If you want to be the number one search result for your product or service on Google or other SERPs, you really have to get a reign on your images.

In this post, we take a look at the benefits of a website image audit, and identify a handful of best practices.

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A simple guide to meta descriptions and alt tags in 2019

Written by Nicola Risi  |  16, July, 2019  |  0 Comments  Subscribe

Meta descriptions and alt tags. How much time should you dedicate? How long should they be? How often should you use keywords? Are they even a ranking factor? 

The world of metadata can be confusing; best practice seems to change from week to week. Adding fuel to that confusion are recent updates from Hubspot, in which their portal now recommends meta descriptions are less than 150 characters. 

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Image alt-text: the good the bad and the ugly

Written by Maddy Bogacki  |  12, December, 2018  |  0 Comments  Subscribe

Images are a key component for almost every website - it’s hard to find a page online that doesn’t contain at least one. 

For this reason, image optimisation plays a vital role in B2B website housekeeping. The benefits are plentiful. Optimising your images helps them to rank higher on SERPs, makes them more voice search friendly, funnels higher quality traffic to your page and ultimately improves UX.

With that in mind, alt-text is one of the most obvious places to start.

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Everything you need to know about republishing old blog posts

Written by Nicola Risi  |  15, November, 2018  |  0 Comments  Subscribe

Struggling for new content ideas? Or just struggling to find the time to write regularly enough? I may have a solution for you. Those old blog posts lurking in your archives - the ones you've either forgotten about or have been rendered obsolete over time - they could be gold dust. 

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The best SEO tips to help you rank in 2019

Written by Nicola Risi  |  2, October, 2018  |  8 Comments  Subscribe

When it comes to SEO, its ever-changing nature makes it one of the most complex and intricate components of your marketing strategy.

Revolutionary trends will no doubt determine how we interact with search engines in the new year, and consequently, how searchers will find your content.

Websites are a significant business investment, and they demand a considerable amount of your resource to satisfy users and stay ahead of competitors. So putting them in front of the right people at the right time should absolutely be a priority.

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Panda, penguin, hummingbird - a beginner's guide to Google's algorithm

Written by Katie Hughes  |  27, September, 2018  |  0 Comments  Subscribe

If you’re new to SEO, you may wonder why everyone keeps talking about pandas, penguins and hummingbirds.

This exotic line-up of creatures are, in fact, the names given to major updates to Google's ranking algorithm. But what is the Google algorithm and what do you need to know about it?

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How to make your content featured snippet friendly

Written by Andrea Blades  |  26, September, 2018  |  0 Comments  Subscribe

Featured snippets are becoming a growing area of focus within the competitive and constantly evolving world of search engine optimisation (SEO.)

And, according to HubSpot research, content that is selected to appear as a featured snippet can achieve double the click through rates of organic search results.

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Should I focus on long-tail keywords over short-tail keywords?

Written by Nicola Risi  |  19, September, 2018  |  0 Comments  Subscribe

A colleague asked me yesterday, “Should I focus more on long-tail keywords or short-tail keywords? Should I be using them differently?”

I have to admit I was floundering a little. With so much changing in SEO, even within the last 6 months, it’s becoming nearly impossible to provide resolute answers to such questions.

But it’s a pretty valid question in the inbound content writing industry. Should we focus on one more than the other? 

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Okay Google, tell me how to optimise for voice search

Written by Nicola Risi  |  23, July, 2018  |  0 Comments  Subscribe

Where do B2B marketers start with voice searches?

As individuals, AI assistants and smart speakers such as Alexa and Siri are now a familiar partner in many peoples' everyday search for answers, solutions and content.

But since they’re usually more closely associated with B2C brands, do B2B marketers really need to worry?

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