The schools have broken up and the summer holidays are now in full swing! Whether it’s sun, sea and sand in far off lands you’re planning this year or you’ve decided to enjoy the beautiful weather at home, the digital marketing world continues to turn. And what a magical world it is!
We’ve been doing lots of reading again over the last month, so as is customary, we’ve put together a lovely list of useful articles that we think you’ll thoroughly enjoy. It’s a veritable pick n’ mix of delicious digital treats, so why not indulge yourself and satisfy that craving? 😉
by Justin Briggs (@justinrbriggs) Justin has been writing and talking about NLP for some time – with a Mozcon presentation going back 4 years. In this post he has gathered everything you need to know about NLP and how it connects into you on page SEO strategy.
by Paddy Moogan (@paddymoogan) It’s good to see Paddy back with some words for us all to read. Paddy has always covered links and content in an honest and straightforward manner. No messing. There were also great posts by Alexis Sanders covering her Twitter SEO experiments over on the Raven Tools blog, a bunch of ideas by Garret French on how to get links to sales pages and the Google Search Quality Rater Guidelines were updated and John Mueller admitted he had not read them yet.
Head of Production
by Sarah Gooding (@pollyplummer) Glad to see a focus on performance from the WC team moving forward. 30% is impressive, but the real test will come on custom sites when this gets rolled into core sometime next year.
by Paul Skeldon for (@InternetRetailing) AI in action in eCommerce – expect to see more major retailers adopting this approach, and an increase in the sale of niche items from a reduction in friction in the buying cycle. eBay is a really good test bed for image recognition AI due to the range of user submitted non-standardised images. If the AI prefers cleaner images, this could result in a lot of listings being optimised to target the AI’s preferences in the future.
by Will Critchlow An interesting read about how children use search engines.
by Julie Joyce A good list of things to consider when choosing sites to contact for outreach. It’s important to qualify your list to make sure you are finding valuable links and this article summarises what things you must check.
by Jason Acidre (@jasonacidre) If you’re struggling to get a new site to perform, perhaps you’re pulling your hair out over an existing client’s just-ticking-along traffic, or maybe you’re looking for things you can do to help your own site attract more traffic; this is the resource for you.
Jason has been testing a whole bunch of SEO tactics on new websites to see what has the biggest impact on organic performance, and he’s shared a simplified approach to advanced SEO so you can try it, too.
Jason also links to a whole bunch of useful testing and auditing tools and resources, which you should absolutely save for the future, too. Enjoy!
by Harriet Cummings (@HarrietWriter) for Distilled (@distilled) One of my favourite tasks this month was putting together tone of voice guidelines for one of our newer clients. Harriet’s thorough coverage of how to craft a tone of voice helped me put together a set of well-structured, comprehensive guidelines which the client was really happy with.
This resource will serve anyone who has to produce content for clients, or perhaps even their own business or blog, well! Thank you, Harriet.
by Nick Usborne (@nickusborne) A great piece from Nick about the importance of just listening. Taking a humanistic approach to copywriting can be invaluable, being present and conscious of what’s going on around you can give you the best start when it comes to writing content.
by Kurt Kohlstedt (@KurtKohlstedt) for 99PercentInvisible (@99plorg) It’s too easy to decide for your users the route they should take through your site; to determine how they should use it and where they should end up, but the reality is very different. This article shows how, in real life, people make their own shortcuts: a nip across a lawn, or around an obstacle that the original planners didn’t take into consideration, and how, as designers, we can use this mentality to inform and make a better user experience in our projects.
by Seth Czerepak (@sethczerepak) Interesting guide on how to set up a multi-site WordPress installation spanning multiple domains. This article goes into detail on the things you need to set it up, preparing WordPress for multi-site, network setup and configuration, domain mapping and more.
by Daniel Marcinkowski (@dmarcinkowski_) As a designer that started in the print world and has an affinity with the tools that I spent years perfecting proficiency in, I have had to morph along with design software to adjust to a digital design age. As print designers, we cling onto what we know and feel comfortable with; a select handful of applications dominate our world, and to deviate from these is uncommon.
Now faced with a multitude of platforms and applications for the digital age, it can feel daunting and overwhelming to say the least. But as the author points out in this article, real change needs to happen (and is on the verge of happening) in our toolsets to push that final break and allow our full potential to be realised in digital.
by Gisele Navarro (@ichbingisele) I always really like Gisele’s posts; they’re full of super-helpful tips for link-building and outreach success, such as subject lines that’ll get your emails read, the benefits of grease-slide copy and reclaiming unlinked brand mentions. This post on Search Engine Land covers the mistakes that rookie (and many non-rookie!) link-builders and content marketers make and how to avoid/fix them. A must-read if you’re about to embark on outreach, or if you’re just not feeling the link love for your latest content.
by Matt Warren CEO and Founder of Veeqo An older article, yes, but very interesting nonetheless. Google recently released Shopping Actions, and although many consumers are still yet to see the changes and benefits of this, Shopping Actions is a very clever way for the search giant to keep users within Google by removing retail high rankers such as Amazon from their immediate search results.
With information on the universal shopping cart and Shopping Action’s compatibility with Google gadgets, it’s definitely an informative and interesting read and something I’m definitely looking forward to!
by Josh Constine (@joshconstine) for TechCrunch As the title suggests, Instagram quietly rolled out their new payment feature to a handful of businesses in the USA and the UK at the beginning of May. At the moment, this new feature is primarily for taking in-app bookings for hairdressers and restaurants although will soon be rolled out to their retailers.
Back in 2016, Instragram launched their tagged items for retailers where consumers could click on items within an image and eventually get taken to the product page on that retailers website, inevitably resulting in leaving the ever-growing imaging app. With the new Instagram Payments feature, (similar to Google’s Shopping Actions) transactions will take place within the app and will make impulse buys quicker and simpler which is much more enticing for businesses who aren’t yet apart of the app.
Word on the street is that Instagram will become the biggest worldwide marketplace after Google, Amazon and eBay within the next two years – given the comparisons of monthly active users, I’d agree with this statement!
by Rand Fishkin (@randfish)
As I’ve been away on maternity leave for the last 9 months, I’ve been taking a look at these useful and straightforward posts to catch up on the SEO world and refresh my baby brain! It’s reassuring to see there’s nothing brand new, and ultimately, keeping the user in mind will help us to be good at SEO. Both posts are really helpful for focusing the mind on what’s important in SEO today.
PPC Account Manager
by simply Dennis
I’ve spent a fair bit of time this month talking to a couple of new clients through the setting up of a new Shopping feed. Here’s the guide for doing just that, which I really wish I’d come across before.