Inbound Marketing Age

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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SEO: How are things changing in 2018?

Written by Nicola Risi  |  12, July, 2018  |  1 Comment  Subscribe

Google is notoriously tight-lipped about its ranking factors, and that doesn't look set to change in 2018.

It’s no secret that SEOers base their entire careers on educated guesses, experimentation and speculation.

Will Google ever disclose their algorithms? Who knows.

Will you ever reach page one? With hard work and perseverance, yes.

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Why topic clusters matter for manufacturing SEO in 2018

Written by Andrea Blades  |  5, July, 2018  |  0 Comments  Subscribe

Topic clusters are an essential content strategy tool to help you simplify your content creation and concentrate your efforts around the manufacturing subjects that matter most to your customers.

In this blog post, we explore how topic clusters work, why they’re so useful for your content strategy and how you can go about creating them.

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How to retain your SEO equity during a site migration

Written by Nicola Risi  |  12, June, 2018  |  0 Comments  Subscribe

A poorly devised SEO strategy ahead of a site migration is a recipe for disaster. A site migration in itself can be an extremely onerous task; one that requires considerable planning, consultation and attention to detail. But when SEO is treated as an afterthought, your search engine visibility will be compromised.

Given the right execution strategy, it can happen smoothly, efficiently, and can preserve all that hard-earned SEO. 

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How B2B can use Google rich results to rise to the top of SEO

Written by Keith Errington  |  4, May, 2018  |  0 Comments  Subscribe

Marketing success today, rightly or wrongly, is often determined by your visibility in search engines, and the biggest by far is Google.

Your business could live or die depending on your search results. So getting your SEO right, and ensuring that your buyers find you when they are looking is crucial to success.

But while your competitors are also employing their SEO techniques to lead to their content, what can you do to get ahead in the SEO arms race?

One way is through Google’s rich results, previously known under various names – rich snippets, rich cards or enriched results, Google has now tied them down and called them rich results. But what are they? And how can they help a B2B business?

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A guide to SEO copywriting best practices in 2018

Written by Nicola Risi  |  18, April, 2018  |  0 Comments  Subscribe

Great SEO copywriting is the key to thriving online.

But one of the biggest challenges for SEO copywriters is creating content that is favoured by online searchers and search engines.

The job of an SEO copywriter has demanded a variety of disciplines in previous years. Now, it's not enough to write for algorithms. You must write for people first.

This means your writing must speak to your audience's needs and desires, while, at the same time, targeting specific keywords and following SEO best practices.

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How topic clusters are redefining SEO in marketing for manufacturing

Written by Andrea Blades  |  27, February, 2018  |  0 Comments  Subscribe

The way that we search online is evolving. And for many manufacturers, there's a growing realisation that the traditional, keyword-centric, SEO methods that we’ve typically used to drive our content creation efforts may not be delivering the same results that they once did.

So what’s changed? One answer lies in the intent of our online search queries.

When we ask a search engine a question we’re looking to solve a problem. But these days we’re also being increasingly more specific about what it is we want to know.

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What does a pillar page mean for your SEO?

Written by Nicola Risi  |  15, December, 2017  |  0 Comments  Subscribe

The way we search online is becoming more nebulous and ambiguous. Voice searches, conversational language and typos are now the norm, but users still expect Google to quickly organise and list the most accurate, helpful and contextually relevant content.

As a result, search engine algorithms are adapting.

Google now favours topic-based content, which is why marketers and SEO experts have responded with a clear cut, definitive approach: pillar pages.

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Why relative vs absolute URLs matter to your search engine ranking

Written by Keith Errington  |  12, December, 2017  |  0 Comments  Subscribe

You may have come across the two ways of pointing to a web page when designing your website or blog, but what are the differences, and why should you care?

Well basically, the main reason you should care is because getting it wrong may well affect your search engine ranking and therefore your customer’s ability to find you – which is pretty important.

What is a URL?

Let’s start at the beginning; URL stands for Uniform Resource Locater and it’s a way of pointing to a file on a computer network, and the way to handle that file. A URL can be used as a reference for web pages (http), file transfer (ftp) email (mailto) and many others.

In your browser you will see the URL in the address bar. The address of the blog on our web site for example is:http://www.equinetmedia.com/blog

This breaks down to a protocol – a way of handling the file: http, a hostname: www.equinetmedia.com and a file name: blog.

This is a basic URL. There are additional components that can be added, but this is the basis for all web addresses.

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7 common blogging mistakes you need to stop now

Written by Nicola Risi  |  20, November, 2017  |  3 Comments  Subscribe

With over a million blog posts written every day, it’s crucial your blogging strategy does nothing but propel you to the front of the crowd.

Silly mistakes can have a negative impact on your online visibility.

If you’re frustrated that your blogging efforts are having little discernible effect on conversion rates, it’s worth checking you haven’t fallen into the trap of committing some of the biggest blogging mistakes.

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