Article: ICYMI – All the blog posts from November 2019

Bringing it all together in a ‘content hub’

A content hub is a top level index of resources around a particular topic, which could, for example, be a product category or an application.

People visit sites to find out things. They are becoming less patient. We need to understand this, like Amazon does.

If you’re a typical small B2B company, you probably put little or no resources into this, because it’s hard. That’s a mistake.

I have seen anecdotes of sites removing half or more of their content, stretching back many years, and seeing a substantial SEO benefit.

The “People Also Ask” list can have different numbers of questions and may appear in different positions on the page.

I’ve shot loads of really good videos in the last year. Once you’ve done a few practice ones, it really becomes second nature.

People accept that there’s a quid-pro-quo, but your website visitors came hoping to get a question answered, not to get on your database.

I often discourage people from ‘gating’ content, but when you do, it’s important to ensure the content actually arrives.

I’ve noticed a lot of individual page performance changes recently. This wouldn’t be apparent just by looking at overall site traffic totals.

Although ‘affinity audiences’ are hobby- or general-interest-based, they still present some possibilities for technical business marketing

We think that by providing a great product or service, we’re the only ones doing the helping. But it’s a two-way thing.

Using ‘alt’ text to describe images is as important today as ever, not just because of SEO. It’s a simple thing, but often forgotten.

Repetition in advertising works, particularly when purchases are by necessity and only occasional, as with most of our businesses.

There are many reasons why an email might only be read on a second attempt, such as initially receiving it at an inconvenient time of day.

It’s not a good idea to embed videos in emails, because many email apps won’t support them, and some services will classify them as spam.

After writing something, we read it back. Get someone else to read it out loud though; almost every PC or phone has the ability to do this.

We’re being offered the chance to have a pop-up form generated directly by the advert, where the prospect can enter basic contact details.

Google’s WordPress plugin is an excellent time-saver, which brings Search Console, Analytics and PageSpeed Insights to your Dashboard.

You’ll soon be able to register the “.new” top-level domain for shortcuts to online services. Details are – predictably – at whats.new