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ICYMI – All the blog posts from March 2019

Blackmail emails: change those passwords!

If you really can’t use a different password for every online service you use, then at least ensure that your email password is unique.

The most basic tip for Search Advertising

The most important tip is to advertise the right product or service. Too many companies select products or services nobody is searching for.

Real people at the other end of the line

Even on B2B websites, showing that you’ve got real people at the other end of the line, or ready to visit, can only be a good thing.

A reminder and how to add a ‘Post’ on Google My Business

What you may not be using on Google My Business to its full extent is the ability to add ‘posts’ and ‘offers’ to this panel. Here’s how.

It’s not just content, it’s the right content

If you want to purchase blue widgets, a page that helps you to buy one is far more helpful than one explaining when they were invented.

More reflections on ‘authority pages’

With a Q&A, some helpful information, and plenty of relevant linked items, this page became the top Google result for ‘kitchen mirrors’.

How to see changed position rankings on Google Search Console

Here’s a quick step-by-step guide how to see changed position rankings for your website, using Google Search Console.

Knowing when to get personal

A recent marketing case study intrigued me; it described a successful campaign that was both more – and less – personal at the same time.

Selling to experts? Sell using experts

Very occasionally, however, a client falls for a pitch from a big, non-specialist agency. This is invariably a terrible idea.

Let’s all improve our CTR in Google, shall we?

Would you write a full-page advert for a magazine and just slap a machine-generated label on it as the headline? Of course you wouldn’t.

Helping machines understand things in their own way

To ‘do well’ in Google, your text needs to be written in a conventionally-structured, easy-to-read style that humans will appreciate.

How many words is enough?

If you want a ball-park figure, research shows that top-ranking articles tend to have around 1,500 to 2,000 words.

Identifying the perfect search

Have a think about what someone who would almost certainly make a sales enquiry from you today could be typing into Google.

Positioning a brand when it doesn’t seem relevant

It might be worth looking at any larger competitors. Try to work out how you’re perceived, and think about how your competitors are too.

1 magic tip for online content writers

So here’s my one tip: always, always describe things in full and never generalise. Nobody ever searches for generalisations.

Another generalisation trap for the unwary

One of the areas where it’s really easy to drop into bad habits is when writing about market sectors. Nobody looks for ‘widget solutions’.

Google gives us better page speed information

Google has created an all-new version of its ‘Test My Site’ tool which allows website owners to get a report on potential improvements.

A simple sequence for a sales page

If we fail to put the call-to-action in our readers’ minds at the start, they could well bail out before reaching the end …and never see it.

Tidying up those Google Search Console domains

For Google Search Console users, there’s a useful new feature which enables you to monitor all of the variations of your domain together.