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The world has changed irrevocably after the pandemic. Local areas have become extremely important for businesses. When supply chains were disrupted and global connectivity suffered a setback, it was the local markets that helped businesses survive. Local marketing has never been so valuable as it is now, especially for small and mid-sized businesses. With more people engaging with digital platforms and extremely advanced technology to monitor them, small businesses and marketing professionals have an abundance of data and analytic resources at their disposal.

Small and mid-sized businesses are also utilizing these insights to provide hyperlocalized services to their customers precisely. Tactics for local area marketing are unlike typical marketing and require the utilization of distinct techniques and approaches to identify, connect with, involve, and draw in local customers. This article details six top local marketing strategies that can be utilized by small and mid-sized businesses:

Top 6 Local Marketing Strategies

Maximize Your Local Business Listings

A local business listing is an entry of a business’s name, address, business hours, pricing info, website URL, reviews, location info, directions to reach, email, phone number, etc. These entries on Google Business listings, online local directories, review platforms, etc., can help businesses in increasing their local SEO and rank higher on search engines. Search engines are more likely to show local business listings over others.

Up-to-date, complete, and accurate local business listings with appropriate keywords and specified categories make it easier for local customers to find your business.

Local business listings are an effective way of providing contact information, business hours, website, reviews, and other details that local customers can use to reach out to relevant businesses quickly.

Target Local Audiences with Local Google Ads

People often wrongly believe that online search marketing is only beneficial to companies seeking a worldwide audience online. This false idea leads many small, localized businesses to abstain from utilizing pay-per-click marketing. In fact, the most successful pay-per-click (PPC) ads are created with the use of local keywords that target local website visitors. Failing to target regional customers implies that you could be squandering your advertising budget on less relevant audiences.

Over the years, Google has enhanced its ability to target specific demographics. As a result, companies that wish to reach consumers in their area have access to more precise and granular options. If you are a business with a physical outlet such as a shop or restaurant, you can increase your visibility to customers in the vicinity looking for related goods and services.

Focus on Local SEO

In today’s online-dominated world, Local customers have access to precise and tailored information regarding various local brands and companies, and they can make better purchasing decisions when it comes to buying locally. Including local SEO techniques to ensure visibility in search results is critical for small businesses trying to onboard local customers. You can add your business listing with Google Maps, directions and distances to your business, contact information, the physical and virtual appointment processes, forms, etc.

Local SEO is not only cost-effective but also more impactful than traditional SEO.

Engage with a Local Audience on Social media

It is paramount to comprehend and understand the local customer prior to initiating and launching any marketing initiatives. A comprehensive analysis of the target audience's characteristics and buying behavior, and data including demographics, lifestyle, interests, media intake, community affiliations, and social community database is quintessential for connecting with the audience rightly. Local pages get 66% of overall impressions on Facebook.

Engaging with local audiences on social media channels will help you easily gather the required marketing data and strengthen your brand image and awareness. You can be more precise with your advertising budget by limiting your reach to a restricted area near your business. Rather than aspiring to reach a wide group of people, you can narrow your target audience by focusing on a small geographic area.

Win Over Local Bloggers and Online Journalists

Local influencers, such as local bloggers, can easily connect you with local customers. Their reviews, recommendations, and articles about local businesses have more impact on local audiences. Local bloggers have an audience who is willing to listen and read what local bloggers and online journalists say.
Local bloggers and online journalists come from the same geographical area as your target audience and have similar interests and outlooks. Their content draws an emotional response from local customers who seek to follow their advice.

Get Reviews and Testimonials

Reviews and Testimonials are great marketing tools for creating an effective, authentic, and convincing local marketing strategy. Social proof works in local marketing, and providing customers with an assessment of your services or products from verified local customers can help build trust for your business in the regional community. 87% of customers read online reviews for local businesses
Make it a priority to proactively seek out reviews on all major channels (Google, Facebook, Local Listing platforms) of your products and services from satisfied customers and respond to both positive and negative reviews. Advertise positive reviews on your online properties (website, social media pages, and other online platforms).


Online local marketing strategies allow businesses to market and sell their products and services in local markets with various techniques, including:

Creating tailored and unique content that helps and engages local audiences is the best strategy to differentiate your business from your competitors. Lastly, optimizing content for local search engine results can make sure that your content is showing up in local searches and is easily found by potential customers. To learn more about local marketing strategies or create smart marketing funnels that help you reach local customers, contact DSM Design. We will provide you with expert guidance to create unbeatable local marketing strategies.

Google Ads help businesses improve their visibility on Google searches. In 2021, Google's ad revenue amounted to 209.49 billion U.S. dollars. Advertisers worldwide display ads, listings (products and services), and PRs on Google’s extensive web network and ad partners. Google Ads are an invaluable tool for online businesses of any size. With its comprehensive targeting options, Google Ads allows businesses to reach the right customers at the right time.

If you're looking for an effective way to measure the performance of your pay-per-click (PPC) campaigns, you need to familiarize yourself with Google Ads metrics. By understanding the importance of each metric and how they work together, you can better optimize your campaigns and maximize your return on investment (ROI).

However, with a vast set of metrics to choose from, it can be overwhelming to know which ones are the most important and which ones should be tracked the most. To help make things easier, we’ve narrowed down the top 7 Google Ads metrics to measure PPC performance.

So, let’s jump right in and take a closer look at the key metrics that can help you get the most out of your Google Ads campaigns.

What is a Google Ads Metric?

Google Ads Metrics are used to track and measure the performance of Pay Per Click campaigns. Tracking these metrics is an essential part of running successful Google Ads campaigns, and understanding them can help you create highly effective ads that reach the right people.

Google Ads metrics:

The most popular and useful metrics include impression share, quality score, click-through rate, conversion rate, cost per click, cost per acquisition, and return on ad spend.

Let us analyze them in detail:

The Top 7 Google Ads Metrics to Measure PPC Performance

#1 Impression Share:

This is a metric that is used to gauge the percentage of total ad impressions. Impression share is an indicator of how often your ads are being shown relative to the other ads in the same category. The more often your ad is shown, the more impressions it will receive. More impressions mean a higher chance of your ad being clicked.

#2 Quality Score:

This is a metric that is used to track the quality of your ads and your landing pages. Quality score is important because it impacts the cost-per-click (CPC) of your ads. The higher your quality score, the lower your CPC will be. This means that ads with a high-quality score are less expensive to show, and are expected to have a greater return on investment (ROI). It’s important to note that the quality score of your ads and landing pages is directly related to impression share as well.

#3 Click-Through Rate (CTR):

This is a metric that is used to gauge how many clicks your ads receive compared to the number of times your ads are shown. This metric is important because it helps determine the effectiveness of your ads.  The higher your CTR, the better your ads are performing. This means that your ads are resonating with your audience and are successfully compelling people to take action.

#4 Conversion Rate:

This metric is used to track how many visitors to your site complete a specific action, such as signing up for a newsletter or filling out a contact form. This metric is important because it’s an accurate way to track the success of your PPC campaigns. When you track your conversion rates, you’re able to calculate the return on investment (ROI) of each campaign. You can use this data to adjust your campaigns, optimize your ads, and improve your overall ROI.

#5 Cost per Click (CPC):

This is a metric that is used to track the amount of money you spend per click. This metric is important because it helps you keep track of your overall cost per click. When you track your cost per click, you’re able to make necessary adjustments to reduce your cost per click. This means you can optimize your campaigns and increase your ROI.

#6 Cost per Acquisition (CPA):

This metric is used to track how much it costs to acquire each new customer. This metric is important because it helps you calculate your ROI and determine how profitable each campaign is. When you track your CPA, you’re able to make adjustments to reduce your costs and improve your overall ROI.

#7 Return on Ad Spend (ROAS):

This is a metric that is used to track the return on the total ad spend for your campaigns. This metric is important because it helps you determine the success of your campaigns. The higher your ROAS, the more successful your campaigns are. This metric is helpful because it allows you to adjust your campaigns accordingly to maximize your ROI.

Google Ads Metrics for Local Businesses

Google Local Services Ads (GLSA or LSA) are made to connect customers and local businesses. For companies that depend on local customers, Google Ads metrics should be concentrated on the location of their customers, including clicks by the campaign, clicks by location, conversions by location, revenue by location, and GLSA Ad Data.


Marketers are often curious to know if search ads take away from their organic website visits. The "Search Ads Pause Studies", conducted by Google Statisticians examined organic click numbers when paid search ads are off. These studies found that 89% of the website traffic generated by Google Ads is not replaced by organic clicks when ads are paused. (Google Research). Considering the importance of Google Ads, performance tracking is critical for their effective deployment. Google Ads Metrics are key indicators of how well your Pay-Per-Click (PPC) ads are performing. The data they provide can help you make informed decisions about your ad campaigns, and enable you to measure your success and ROI. If you need expert help in tracking Google Ads metrics or are looking for running effective Google ads for your local business, DSM design can be your trusted partner. Our Google Ads experts can create, run, and measure metrics of Google Ads to take your business to the next level.

In today's world, social media has become indispensable for marketing one's business. Facebook and Instagram are two top social media platforms for businesses to market their brands and products. These social media giants offer you various marketing tools and strategies for every kind of business out there. They are flexible enough to accommodate any type of business, making them ideal platforms for businesses of all sizes and verticals. You can use these networks to connect with potential customers, showcase your products, build a following before launching a new product or service, engage with customers, and get people excited about your company before you launch a marketing campaign.

Facebook remains an incredibly effective channel for marketing, especially for business-to-consumer (B2C) companies. Facebook is their main channel for connecting with customers and driving sales. Facebook reached 2.93 billion active users in the second quarter of 2022. Instagram has evolved considerably since its inception as a photo-sharing app. It has now become a powerful marketing and sales tool for businesses of all types and sizes. Consumers follow brands on Instagram for exclusive sales, promotions, and content. Meta, the parent company of Facebook, reported annual ad revenue of 110 billion dollars in 2021. Meta’s Instagram is set to be used by 1.28 billion active users in 2022 globally.

This article emphasizes the power of Facebook and Instagram marketing for businesses and discusses why businesses should market on these platforms. The article also highlights the benefits of marketing on Facebook and Instagram and reveals the most effective strategies that unleash the best results.

Why Should I Market My Business With Facebook and Instagram?

Social media marketing has become a cornerstone of modern marketing. Today's consumers are heavily connected online, creating new opportunities for brands to reach their target audience. Social media marketing is great for businesses to reach their target market and generate new leads. Many businesses have seen amazing results after integrating social media campaigns into their marketing strategies.

There are many benefits to marketing your business on Facebook and Instagram. For starters, Facebook and Instagram platforms are free to use for business owners.

Key Benefits of Marketing on Facebook and Instagram: 

Increased Brand Awareness
Businesses use social media as a way to connect with customers and potential leads to build brand awareness and trust. One of the biggest benefits of using the social media platforms Facebook and Instagram for marketing is that it allows you to create brand awareness and attract new customers. This is especially true if you are a new business or looking to break into a new or niche industry. Posting high-quality, engaging content on Instagram/Facebook can introduce people to your brand, create a positive association with your product or service, and build trust with potential customers.

Increase Website Traffic
Instagram and Facebook are two of the most popular social media platforms today, so it's no surprise they're also great ways to drive traffic to your website. You can use these apps to post photos and videos introducing people to your brand, promoting upcoming events, and sharing engaging content with your followers. You can also use ads to drive people to your website's product or sales pages. Once they are on your site, you can give them a call to action that leads them through your sales process. You will see an increase in site traffic.

Generate Leads
Buyers hunt for businesses on Google, Facebook, Instagram, and other online platforms before purchasing or checking out your services or products. You need an edge over your competitors to stand out from the crowd. Integrating your product and service portfolios on social media sites such as Facebook and Instagram will help you generate higher leads than your peers and competitors.

Build a Strong Customer Base With Facebook and Instagram Live
Facebook/Instagram Live is a great way to create engaging content that connects with your customers. Live video lets you take your fans behind the scenes, giving them a more personal look at your business. You can use a live stream to showcase your brand, announce new products or services, or answer questions from your customers. Using Facebook Live and Instagram Live for marketing allows you to engage with your customers in a new way and build a stronger community around your brand.

Visual Appeal for Your Business
Instagram has powered itself into the go-to social media platform for marketing your product or service. One of the biggest advantages of Instagram as a marketing tool is its visual nature. Unlike other social networks, Instagram isn't designed around words. Instead, it's all about images and visuals, making it a great platform for anyone in the creative industries. This shapes it into the perfect marketing tool for creative brands, like designers, artists, and photographers, who want to share their work with a wider audience.

Strategies For Advertising With Facebook And Instagram:

It is important that you understand why you should market your business on Facebook and Instagram and how you can do it successfully. There are established methods and strategies to gain the most out of the marketing power of Facebook and Instagram. For example, with targeted ads on Facebook, you can select your audience with a high-focused campaign based on their age, location, gender, interests, and more.

Let us have a brief idea of how these strategies work:

Go broad: When you begin marketing on Facebook and Instagram, your first ad or post should be broad. For example, if you market a dog toy store, your first ad should be all about dogs. Targeting people who like dogs would be a good start.

Narrow down your audience: Once you have a few ads under your belt and have been running them for a couple of weeks, you should start to get an idea of what is working. Define the age range, gender, and interests of your ideal customer. Using hashtags in your posts, you can connect with relevant users and bring your content to a wider audience.

Know your market: You can't just pick an age group randomly and target that audience. You also have to know your market. Audience preferences vary according to markets. What applies to the audience in the USA won't apply to those in emerging markets such as Brazil or India.

Test different ad types: Different types of ads work for different people. If you run similar ads in the message, image, and targeting, and one of them is performing very well, keep it up. If one of your ads isn't working, try something else.

Create Quality Content: Now that you know who you’re targeting, it’s time to know the type of content you should post to reach them. Remember, quality content has no substitute. Not only should you post content that your target audience will be interested in, but you should also be posting at the right times of day to reach the most people possible.

Create Engaging Posts: Facebook and Instagram's algorithms have favored posts with high engagement levels, so posting updates that encourage your audience to comment, like, and share will get your posts pushed to the top of your followers' feeds. Build an audience by posting photos and videos that resonate with your target audience. Use hashtags to increase visibility and reach. Engagement is the key to keeping your posts on top of organic Google searches.

Cross-post your Instagram photos to your Facebook page and vice versa: Businesses can use these tools to tell stories about their brand. You can also create custom video content for Instagram Stories, which you can repost on Facebook. This ensures that your followers see your content on both platforms, which will lead to more views, likes, and shares on both networks. This makes the content more versatile, appearing on two different platforms. Some mainstream apps allow people to schedule posts for both Facebook and Instagram.

Overall, Facebook, and Instagram are both incredibly powerful and effective marketing tools. Integrating them into your social media strategy allows you to reach a new audience, increase website traffic, and generate new leads and sales. You can build a strong customer base by combining these platforms. Instagram and Facebook are perfect for reaching an audience on a massive scale.

One of the best ways to use these platforms is to run your campaign. You can promote your business and build your brand while reaching an engaged audience daily. If you are ready to take your business on a new trajectory and want to run a powerful marketing campaign on Instagram and Facebook, contact us.

With Google's algorithm and ranking rules constantly changing, it can be quite difficult for SEO specialists to create a strategy that meets these requirements. However, with the fundamental rules of SEO copywriting generating no change throughout these updates, there is no need to worry about adjusting your entire strategy.

In order to stay on top of Google's algorithm, we have compiled a few SEO copywriting tips to improve your ranking:

Understanding Keyword Intent

Keyword intent is the study of why people search for a certain keyword or phrase. These fall into three broad types, informational, navigational and commercial.

In order to rank highly on Google and other search engines, it is important to focus on closely matching the keyword intent. When creating content for blogs, landing pages or products, the first thing you must consider is keyword intent. What are your audience looking for? How can you answer their queries?

Creating Relevant Content

Google focuses on placing the most relevant content at the top of organic results. Because of this, it is important to create content that is easy to read, impactful and to the point. Combining keyword intent with relevant content will help your web page perform highly on SERPs. In order to do this, you should always include your main keywords early on in the copy.

Keyword Stuffing

Keyword stuffing is when you excessively target a keyword in a hope to improve the organic ranking performance of your website. This repetition can be seen as spammy and is not recommended by Google. Keyword stuffing can also impact the user experience as the obvious use of this method will highlight that you are attempting to rank higher instead of just simply providing insights and helping the user.

Tone of Voice

Through keyword and competitor research, you will be able to identify the audience's language and create a tone of voice within your content that directly targets this. There are a variety of marketing tools that can generate insights to help with this however, the easiest method would simply be to look at the 'related searches' section that can be found at the bottom of Google's SERPs. This will help you to see similar queries that users are making which you could use for blog posts, landing pages or product descriptions.

Featured Snippets

Featured snippets are sections of a results page that provide users with a small paragraph of text to help answer their query without them needing to click onto a website. This feature has led to less than half of users clicking onto a website. Because of this, it is important to create content that helps you achieve a featured snippet position on Google. This will provide your company with more exposure and will add credibility to your content.


Optimising your meta and header tags is another element within Google's algorithm that can help greatly when it comes to the ranking of your website. The header (title) and description of your web pages will show on SERPs so it is important to create a summary of the website content within the tags to help entice users to click.

You should also keep within the limit of 60 characters for headers and 160 characters for description tags.

When it comes to content on your website, it is important to consider the unique use of keywords and other SEO practices. Have a look at our guide on how you can avoid content cannibalisation on your website and in your SEO strategy.

What is Content Cannibalisation?

Content cannibalisation is known as the strategy of targeting the same keyword across multiple web pages. By not considering this in your strategy you can create several issues. These include:

Less and a Loss of Conversions

This is due to the likelihood that you website will receive less traffic than other websites because you have content cannibalisation present. This is because the search engine gets confused on which page to rank and therefore prioritises another website.

Copy that is not Unique

If you use the same keyword across multiple pages this could impact the overall quality and ranking of each page. This is because, when Google crawls your website, the 'spiders' will automatically be directed to a page with lower quality which will in turn, impact the ranking of all pages on your website.

Value of Anchor Text

The value of anchor text is lost due to several pages targeting the same keyword. Keywords that contain overused anchor text can come across as spammy and will affect your SEO strategy. This can lead to the wrong page and will negatively reviewed by Google.

How to Avoid Content Cannibalisation

In order to prevent this and improve your SEO strategy, you should focus on the following:

Internal Linking

This method helps to increase the popularity score and credibility of a website. In order for Google's spiders to identify the best page for the targeted keyword, it is important to include internal linking onto the most relevant content.

Content Organisation

If you have several pages on your website ranking for the same keywords, it can be a good idea to organise this content in terms of relevance. In addition to this, you could also target variable keywords that pose some similarity but aren't a complete duplication across pages. For example, a variable keyword for 'SEO near me' could be 'local SEO' or 'SEO in (your location)'.

Anchor Text

To help with this, you should focus on using natural keyword that are specific and actionable to the right page. This points Google in the right direction in order to rank for the most relevant page on your website.


Canonicalization is used to tell users that similar content has been used on purpose. This helps to avoid risks involved with duplicate content. However, too much canonicalization may lead Google to consider your page as messy, therefore impacting the ranking. In order to avoid this, it is important to know that canonicalization can be used for different content both with or without a trailing slash. It is also crucial to canonicalize when switching content to HTTPS.

Want to succeed in reaching your target audience through paid advertising? Here's a few best practices that you need to follow to ensure you are making the most out of your business.


Automation provides businesses with unique data that helps them to make informed decisions on the most effective campaign methods. Automation does this by enabling businesses to monitor, improve and succeed in a clear and efficient manner when it comes to each campaign.

Investing time in smarter tools that are influenced by the newest technology will allow you to reach a higher advantage over your own competitors. By combining human knowledge and practices with automation technology, you will be able to enhance your paid campaign strategy and receive maximum results!

First-Party Data

As the vision of a cookie-less world continues to rise, we have been given no choice but to depend on different targeting methods when it comes to our paid ads. This has impacted the support for digital privacy. Because of this, it is important for businesses to start testing first-party data solutions. Doing this has proven to help enhance the targeting options for Pay-Per-Click ads.

Customer Segmentation

It is common sense to ensure your business is being viewed by your target audience when they search for products online. This year, customer segmentation will become even more important in order to successfully capture the right audience. With the latest news on broad and phrase match keywords, businesses will be led to focus heavily on their audience to achieve better impressions.


Expanded text ads are set to end later in the year. With this in mind, it is encouraged that businesses test their ad campaigns, creating different variations of each ad to make sure you can identify the best solution.

Responsive ads are the way forward with the ability to implement various content types. Using the automated technology as previously mentioned, will help you to further target your audience in the most effective way possible.

Multimedia Channels

If possible, it is important to implement your paid campaigns across as many media channels as possible. This ensures that you are reaching the maximum number of users to help grow the visibility of your business. From LinkedIn and TikTok to Google, using various platforms will help to add more stability to your business.

As a content creator, it is important to maintain a high reach and level of interest towards your audience. From top tips and new year trends, to your latest services and product launches, creating new and exciting content is one of the most important factors to help improve the success of your business online!

Seasonal Content Marketing

Seasonal content marketing is another great method to help engage with your audience whilst also encouraging more visitors to your website. This can help to generate more leads and customers throughout the year! Seasonal content also allows you to be inclusive and shows that you know what your audience is interested in. Here are a few tips that you should follow:

Reflecting your Business

It is important to focus on seasonal content that reflects your business and attracts your target audience. In order to identify the most appropriate events that centre around your company, we recommend making a plan at the beginning of the year or on a month-to-month basis. This helps you understand the type of content you will need to focus on and allows time for any design or larger planning to take place.

As we are in the digital industry, we aim at looking to make content that relate to the latest technologies. Whether this be a short social media post on the latest iPhone, or a blog discussing an update on Google, doing this will not only help to improve our knowledge but will also interest our audience.

All the Seasons

When we think of seasonal content, yearly events such as Christmas, Easter and New Year come into mind. As much as it is important to target these holidays, you should also focus on the smaller events that happen throughout the year. This could be anything from international days to famous business events within your industry. Doing this helps you to target a more unique audience and gives you a greater chance of improving leads and user engagement to your website.

We also recommend creating content for each season as there are a range of opportunities in this area. Whether you are launching a new clothing range for the Summer or want to talk about new movies available in Autumn, doing this helps you to stay current with trends and popular news and can also impact the level of trust given to your audience.

Your Competitors

When creating a content plan, it is important to keep in mind your competitors. In order to set yourself apart from other businesses within your industry, you will need to perform regular competitor research. This allows you to identify what sort of content and actions they make to engage with their audience. Analysing this will allow you to plan content that stands out from these companies.

When this content is ready, it is important to launch it prior to other competitors as this can help you to reach a wider audience and not be swallowed by their success. However, make sure to keep the content your upload as close to the holiday as possible so that is remains relevant.

Website Designs

Whether it be for Halloween, Easter or Christmas, it is a good idea to add little elements of this holiday to your website as this creates a fun outlook to your business. Even if you decide not to create specific content for the holiday, adding little design touches like this will show your audience that you are still engaging in seasonal events. It also helps to create a more exciting and authentic impression towards your company.

Limited Products

If you are an ecommerce business selling products, it could be a good idea to include seasonal themed items to your stock. These products will be available for a limited time which will therefore help to encourage your audience to make a purchase.

This method could also be used for businesses offering services as you could provide discounts for a limited time around a specific season.

Keyword clustering is an SEO tactic that allows businesses to easily optimise their web content whilst also creating efficient workflow at the same time.

Benefits of Keyword Clustering

Its main purpose is to simply assign keywords to specific content pieces in an effort to succeed in organic ranking. This helps to mould the foundation of any marketing strategy by helping to quickly achieve great results. But what are the benefits of keyword clustering? Here's just a few:

Increases Visibility

Through on-page optimisation across your website, the process of keyword clustering will help you to improve the visibility of your content on Search Engine Result Pages.

Appearing in Featured Snippets

By analysing SERPs and researching what competitors are ranking for, you will be able to determine what you should include into your own content. By doing this, you will have an increased chance of appearing in featured snippets.

Targets the Consumer

Researching keyword intent and analysing Google trends, performances and industry competition allows for a deeper understanding of your target audience.

Researching is the process of analysing search results that appear when querying a specific keyword. What content type is making a dominant appearance? Are there more articles, blogs or service pages? Based on these results, you should get a clear indication into how to implement the specific keyword.

This allows you to then determine exactly what your target audience is looking for. Using this method will therefore help you to improve the rate of engagement and success of your content through SERPs.

Enhances Workplace Performance

Keyword clustering is the process of targeting specific keywords and phrases over time. Doing this means you will have an endless supply of content options to help with your SEO strategy. By organising keywords, your marketing team will also have a clear plan when it comes to web content long into the future!

Reduced Risk of Content Cannibalisation

Keyword clustering allows you to organise and plan content around specific phrases. This means that you won't have any duplication across your site. Knowing when and where to link by anchor text will also help to reduce the risk of content cannibalisation.

Internal linking is extremely important as it allows users and search engines to discover content across your website. This not only helps to improve user experience but is a crucial factor when it comes to SEO and the ranking of your site online. To make sure you're doing internal linking the right way, here are a few tips:

Website Audits

You should perform regular audits in order to identify if there are any issues with the current pages on your website. You can also use this method to note any pages that aren't being internally linked. Improving these issues will not only help the performance of your website but will also increase the visibility and engagement of specific posts.

Duplicate Content

If your website includes duplicate content, you may not receive accurate results showing how these pages are performing. This is because Google won't be able to identify the original post which will therefore, impact the overall ranking factor for each page that is duplicated.

It is important to manage duplicate content by first, reducing the number of pages that are similar. If the topic you are writing about can be seperated into pages explaining each subtopic instead of repeating content, you should try doing this as much as possible. With each sub topic, you can internally link these to the main page. This allows users to easily navigate and gain information across your website which will in turn, help the ranking of each page.

Broken Links

Whether you've deleted the page, changed the URL address or are receiving a 404 error, there are many reasons for broken links to occur. To avoid this, you should regularly check the performance and condition of the page you are linking to. Not only will this allow users to continue to access the page, but it will also increase the performance of both pages on SERPs.

Internal Redirects

Although sometimes unavoidable, you should always try to condense the number of internal redirects on your website. This is simply because, the less that Google needs to crawl on your website, the greater chance you will have at reaching a higher ranking online.

Internal linking is a crucial factor of SEO and is a perfect way to get your website seen by search engines. It can also improve user experience by creating an easier way for your audience to navigate across your site. However, it is important that you follow these tips to ensure the performance of these links are maintained and don't affect the rest of your website.

With its most recent update, Google now focuses on the rise of mobile searches and has started to include downloadable applications within its results. From paid to organic and even in featured snippets, these results appear across all channels. Because of this, you will be able to apply many SEO strategies in order to improve the performance of your own app. But why is it so important to optimise mobile apps for search engine results?

SEO for Apps

Recent studies show that more searches are now occuring on mobile devices than desktop. This emphasises the importance of implementing SEO into your mobile marketing strategies in order to perform well in online searches. Not only can this help to acquire new customers, but also benefits retargeting existing users as well.

One method that helps with this is app indexing. Google can now crawl and rank internal app screens, which allows the search engine to present specific content for the user. Clicking on the result will redirect the user to the app. If they haven't yet downloaded the app, the search result will redirect them to their relevant app store depending on what device they own. This method helps to encourage the user to download your application so it is important to apply basic search engine optimisation as a way to effectively target your audience.

27% of app discovery takes place on search engine results. This means that 27% of your potential audience can be achieved if you invest in improving SEO for your applications. Some of the main factors that you can focus on include:


Keywords should be a dominant feature in all your marketing strategies as using specific phrases is the easiest way of reaching your customer base. Including keywords into both the title and description of your mobile app will help to enhance the visibility of your product.

Ratings and Reviews

Not only do ratings and reviews help to improve the ranking of your app but also helps you to gain the trust of potential customers. Seeing positive reviews from existing users will also encourage people to download your product.

Quality Backlinks

Whether you decide to focus on internal or external linking, doing either can help you to achieve a much higher engagement rate for your app. Getting other companies to talk about your app will also impact the reliability and trust factor, ensuring to benefit your audience.

Email marketing is proven to be one of the most successful strategies when it comes to retaining customers and building stronger relationships with existing users. However, as most emails remain unopened, it is important to make sure your campaign is unique and personalised in order to capture your audience's attention. This is where emojis come into play.

Emojis in Email Marketing

Emojis have transformed over the years and are now not only used in messages, but within many social media strategies and even emails. The small form of imagery helps to break up text, making sure to grab the reader's attention more easily. But are they good or bad for email marketing?

Your Target Audience

Emojis are a fun and new way of marketing but it won't always work for every business. You will need to identify your target audience and recognise the tone of your brand before deciding whether the use of emojis is relevant for your business.

The Subject Line

Emojis tend to work best in subject lines as this is the first thing a user will see from your email. This is guaranteed to help improve the open rate and level of engagement on this channel. If you regularly include emojis into your subject line, customers will begin to recognise you which will in turn, help to improve the brand awareness of your company.

The Main Text

It is always important to get the message across to the customers that you are selling a product or service. However, by incorporating emojis into your main text, you will be able to relax the tone of the message and create a more personal experience for your customers. This is likely to help get your message across and will definitely impact the rate of engagement.

Different Devices

Emojis don't always look the same on every device. From Apple and Android to Google, whatever platform your customer is viewing your email on, will affect the look of each emoji you have included. Because of this, it is crucial to perform a test and view your campaign on various devices before sending it to your audience.

Don't Overuse

Whether it be keywords, images or videos, emojis are the same and should never be overused. Cluttering your content with all these things is never a good look and can seriously affect how your audience interacts with your campaign. Although emjois aren't recognised as spam, overusing these tiny images will definitely be seen as irritating which could impact your deliverability.

If you are looking to incorporate emojis into your next email marketing campaign, why not consider these points first!

Digital users want convenience, efficiency and reliability when searching on the web. The digital industry has quickly become a huge platform for communicating and networking. Whether this be from business to business or business to consumer, it is always important to use the best tools in order to improve the quality of communication for your company.

QR Codes in your Marketing Strategy

One of the most popular channels that can provide just this are QR codes. Quick response codes can be read and understood by mobile devices and have been used on various different marketing materials such as billboards, magazines and web pages. This system allows you to provide additional information to the user without the need for more text. By simply scanning the code, the user will quickly be taken to a seperate page where the information is stored.

Here are a few ways that you can incorporate QR codes into your digital marketing strategies.

Direct Customers to a Page

If you want users to learn more about your company, products or services, you can use a QR code that directs them to a specific landing page. This will help them to save time as they won't need to navigate your website.

It is important to use a unique URL when incorporating a QR code so that you can track and measure the engagement more accurately.


Whether you are sending out a brochure, appearing in a magazine or simply attending a conference, you could implement QR codes within your design to allow people to access your contact details. It may also be possible to adjust the code so that it dials your company phone number once someone scans it.

Automated Message

You can also use QR codes to send automated text messages and sometimes even emails. This could include anything from sale offers and product updates to customer support.

Download Content

QR codes are mostly common for allowing users to easily download applications and various other content. After the user scans the code, they will be directed to a page which allows them to click and download the app.

A successful example of this comes from Spotify. They have recentlly incorporated QR codes onto playlists, albums, songs and user profiles. This makes it a lot easier for people to discover and share music.

As a business, you could find this helpful by linking a PDF document. Whether this be a 'guide to' blog or more information on a service that you offer, this allows you to easily download and save your content onto their device.

E-Commerce Platform

QR codes can also be used for ecommerce purposes by allowing businesses to share discounts and promotional codes to customers. By scanning the QR code, users will have access to unique discounts and can apply these to your products. This is a quicker method than providing users with a special code that they would have to type in themselves when they reach the payment page.

Will you implement QR codes into your next marketing strategy?

Every year, technology will experience rapid changes that influence many businesses and digital platforms. However, the most impacted of them all will always be Search Engine Optimisation. As SEO relies purely on the interests of digital audiences and Google's everchanging algorithm, it is important that you adjust your strategy to suit these transformations. Here's what you can expect for SEO in 2022.

Content that Complies with E-A-T

The E-A-T strategy has seen a constant growth since Google's algorithm update in August 2018. However next year, the ranking on SERPs will be determined more by quality, long-form content and images that are in compliance with the E-A-T principles.

E-A-T stands for Expertise, Authority and Trustworthiness. This involves the recognition of your business through all of the following:

With the importance of this strategy increasing in the coming year, why not learn more about E-A-T for SEO now!

Rise in Voice Search

We will also expect to see a shift from keyboard to voice search as there continues to be a large increase in AI-powered tools such as Amazon Alexa and Google Assistant. In order to meet these needs and improve the ranking of your website, we recommend focusing on backlinks and schema optimisation to gain better voice search results.

Check out how you can optimise your content for voice search.

Featured Snippets

The relevance of your content will always be an important factor when it comes to capturing your audience's attention. However, the format of featured snippets has also proven to help businesses reach higher click-through-rates.

Video snippets are also seeing a rise in Google Search results. Because of this, it is important to optimise your videos with keywords as this will help you to reach your target audience.

Image Traffic

Images make up a total of 10.1% of traffic to Google. It is no doubt that users will be more likely to buy a product when they see a high-quality picture on Google Search. Because of this, it is important to incorporate relevant keywords into the alt-text of your images. By doing this, your images will rank higher in SERPs and you will be able to reach a much wider audience. Making sure your image is clear and showcases all parts of the product will also help to grab the user's attention.

Mobile Friendly

A responsive website for mobile users is guaranteed to gain more visitors. In order to achieve this, you will need to focus on performing regular page speed tests using Google Lighthouse. This will help you to identify key issues and fix them accordingly.

When it comes to creating a website for your business, the first thing to consider should always be to choose a domain name that helps to impact the success of your business online.

Domain names were originally developed to translate the string of digits that make up an IP address. This was done to make it easier for users to access websites. Since then, it has also benefited search engines such as Google and Bing, as it allows them to better understand websites.

Why are Domain Names Important?

However, domain names aren't just important to complete the process of building a website. Choosing the right domain name can also impact various factors. These include:

Security and Credibility

The credibility of your domain name can help to improve the level of site visits you receive from users. This is because users tend to make decisions on what link to follow based on the strength and trustworthiness of its domain name. These types of domain names will be seen as safer to visit, therefore it is important that businesses consider this when creating a website.

Search Engine Optimisation

A quality domain name still remains an important factor for Search Engine Optimisation. If possible, including keywords into your domain will help to improve your overall site ranking. As domain names are a dominant feature on search engine result pages, if you can rank for keywords, you website will be able to reach a much wider audience.

Google's algorithm also considers website linking when determining your website's authority. This is mainly associated with your domain name and is yet another reason to make sure your domain is strong and secure. Doing this will also make it easier for users to search and find your website.

Country specific domain extensions such as .uk or .eu can also help to impact your local SEO. By optimising your domain name, you will be able to strengthen the engagement of users on your website.

Marketing Strategies

Domain names aren't just used to link your website. They are also included in your company email, social media profiles and campaigns. Because of this, you will need to make sure that what you choose for your domain is unique and memorable as this can help you to achieve great brand awareness.

Whether you are studying for an exam, planning a holiday, or researching ideas for your own business, the web is the source of an unlimited amount of content, guaranteed to suit all types of needs!

But this content doesn't just appear from nowhere, it is crawled from thousands of web pages across multiple different sites. As a company, it is your responsibility to provide the answers to relevant online searches. You should do this in a creative, unique and informative way as this can help users to stay engaged with your website.

The Importance of Web Content

Creating content that is high-quality will not only help you to reach wider audiences and gain a better understanding of who your users are, but it will also help you SEO to reach its full potential.

SEO and successful content marketing work hand in hand when it comes to improving the performance of your business online. Providing users with various content options will also increase the chances of them relying on you for future searches. Different types of content that can help you to achieve this could be any of the following:

It is always better to incorporate varied content options and not just plain text as this can help with the overall user experience and ease of navigation. However, when uploading videos and images, it is important to make sure that they are optimised for SEO and don't affect the loading speed of your website. Not doing this can result in a lower ranking of your website on Search Engine Results Pages.

Before uploading the content to your website, you will need to undergo several procedures to make sure you are providing users with only the best content. This will also help better the quality of your website.


This is quite obvious, but when creating content for your website, you should always start with plenty of research. Not only is this important when it comes to the type of content you wish to upload, but performing regular keyword, competitor and customer research can allow you to gain effective insights. This could be anything from what content is ranking online to what your users are searching for.

Plan Ahead

Looking at posting a video all about summer trends? Or maybe you want to create content for a new upcoming product of yours? When it comes to content like this, you will need to plan ahead. Whether you need to generate a script for your video or capture images for your new product page, these things take time and should be considered when you develop your marketing strategy. Additional research should also be factored in to this process as you will need to understand what content best captures your audiences' attention. Making sure that you provide creative, unique and relevant content is yet another aspect that will take time to plan.

The importance of web content is simple; it helps to provide users with effective solutions to their searches whilst also improving the authenticity of companies online.

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