Influencer marketing: Why you should give it a go

Influencer Marketing: Why you should give it a go

In today’s guest post, theEword’s Michael Palmer takes a closer look at the rise of  influencer marketing, and why more brands are switching their focus to this channel.

A brief look at Google Trends quickly reveals that the internet’s interest in the term ‘influencer marketing’ has been steadily growing for as long as Google Trends can remember. At the same time, companies are allocating more and more of their budgets to influencers. Two thirds of marketing professionals state they are very content with their current blogger campaigns (according to a study by eMarketer). It’s no doubt then that ‘influencer marketing’ isn’t just a buzzword, but a real force to be reckoned with.

As per TapInfluence’s definition:

‘Influencer marketing is a type of marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire / hire / pay influencers to get out the word for you.’

Eric Enge from Moz further clarifies that it is ‘the process of developing relationships with influential people that can lead to their assisting you in creating visibility for your product or service.’

So now that we’ve established what influencer marketing is (and that it’s big news), let’s talk about how it can benefit your business.

Why you should consider influencer marketing

  1. It pays off

Even if you focus on multiple KPIs, at the end of the day, it is still money that talks. And influencer marketing’s voice is pretty sweet: a recent case study by TapInfluence and Nielsen Catalina Solutions found that influencer marketing achieves 11 times more ROI than alternative digital marketing methods.

If that doesn’t impress you, wait for it –  ROI from bloggers’ endorsements grows with time, as there’s always new people finding your influencer and going through their older content. Unlike other ad types that end when the campaign ends, the returns from your influencer campaign could double after 3 months even with no new investment.

Influencer marketing: Why you should give it a go by Michael Palmer at TheEWord

  1. It fills in the gaps

All marketing methods have their perks and disadvantages. Influencer marketing allows you to look at where the other tools are lacking and fill in those gaps:

Digital Advertising

Paid banner ads and promoted social posts are a great thing but not all customers are that keen on seeing them in their browsers at all times and resort to ad-blocking software. Having a blogger promote your brand, however, makes sure that the now native content is seen by the right people, at the right time (especially if you’ve followed the steps mentioned below).

Content Marketing

Are you creating great content that unfortunately doesn’t reach its full potential? Maybe you have chosen a wrong platform, haven’t timed things correctly or focused on the wrong audience… Sometimes it is just pure bad luck. On the other hand, a social influencer will have a regular following; so it’s pretty safe to expect that your message will get the exposure that it deserves.

Traditional PR

Traditional PR approach can be highly unpredictable – the press might get your intended message wrong or simply not pick up your story.. The good news is, there are no such worries with influencer marketing.

As the influencers are not only the medium, but also the publisher, this means, providing you are working with a professional influencer, brands will enjoy a lot more control over how their messages are told.

  1. It adds authenticity

As Gabrielle Archambault, Senior Manager of eos explains:

‘Influencers not only amplify your brand reach on social, they add an element of authenticity to your message. Though consumers can love brands, they have been trained to be somewhat skeptical of them and the content/message they distribute.

‘Content and messaging created by influencers isn’t yet held to that level of scrutiny and is seen as more organic, even when ‘#ad’ or ‘#sponsored’ is included.

‘As a brand, it’s one thing to tell consumers “I’m cool”, it’s significantly more powerful to have a person that a consumer admires say that your brand is cool.’

To put some numbers to this: according to Social Media Explorer, 92% customers are more likely to trust an individual (let’s say an influencer) over a brand.

  1. It brings engagement

While having a solid ROI will make all of your company happy, influencer marketing will satisfy even more of your (marketing) needs. A successful influencer campaign will raise brand awareness, resulting in more website visits, newsletter subscriptions, social following… So you’ll see all of your stats on the incline. Tempting, right?

Furthermore (and as mentioned above), you will have earned points in the eyes of your audience, because what’s better than being endorsed by someone they follow and look up to?

Influencer marketing: Why you should give it a go by Michael Palmer at TheEWord

I like the sound of this. What do I do?

Step One: Research

As with any marketing strategy, you need to have your target audience mapped out – what they like, where do they hang out online, what content they consume.

Step Two: Choose well

Picking an influencer is not as easy as it may sound; obviously they need to match your brand, but you should also be trying to tick the following boxes:

  • Is their following big enough to effectively share your message?
  • Will they reach a big enough portion of your target audience?
  • Do they have a regular readership returning to their blogs?
  • Are they successful in attracting engagement?

If in doubt, use social tools such as Buzzsumo or Follerwonk to see where they stand.

Step Three: Make yourself seen

Influencers get a lot of emails from brands wanting to work with them. If they don’t have the time or don’t think it would be the right fit for them, they simply won’t reply.

Try impressing your chosen influencer by making them feel special before ‘the approach’ – give them attention by sharing their content, RT them, sign up for their newsletter, invite them to feature in your own content… Make sure they know of your existence so that when your proposal email finally arrives, they’re intrigued. Or alternatively, work with a digital agency that already has good relationships with a number of influencers.

Step Four: Know what counts as success

Although influencer marketing differs from other marketing methods, one thing remains the same – you need to know what you want to get out of it and what you’ll call a successful campaign. Is it brand awareness you’re after? Or are you looking to increase your web traffic and social following? Make sure to mention it all in the brief with your influencer. Only KPIs that have been set up well will be able to tell you if your campaign has been successful, or what you need to improve on in the future.

Step Five: Determine your strategy

Once you know what you’re trying to gain from the campaign, figuring out what form your content should take will be a breeze. Will a blog post do? Or would a podcast and a social competition do the trick?

Assuming you’ve already picked your influencer, you probably have an idea what sort of content they do, are good at, and you like. Now it’s time to combine your ideas with theirs. But don’t worry – that doesn’t mean you have to give up control! What we usually do is brief the influencer on our goals, how we would like the message portrayed and any other specific requirements (for example what hashtag to use) and see what they bring to the table. After all, their creative sparkle is there to make your campaign shine.

Step Six: Don’t forget about FTC

Even though it might be tempting, don’t fall down the trap of pretending you haven’t paid for an endorsement when you have. There are rules set out by the FTC and not following them could not only cause you a hefty fine, but also seriously harm your brand image.

In most cases, including #ad in the post is sufficient to demonstrate that the influencer has received a compensation in some shape or form. If it’s video we’re talking about, the influencer must mention the brand’s involvement, within a specific timeframe and also include this information in the video’s description. Although the influencer will probably know what they need to do, it’s better to always check for yourself to ensure the content doesn’t get taken down for a breach of rules. What’s more – their audience will appreciate the honesty and be actually interested in what the influencer likes and decided to endorse.

When it works, it works

It’s not all talk and no action; this recipe has been tried and tested many a time. For example, Essential Living’s ‘Love London’ 2016 campaign showcasing the benefits of living in London has smashed all KPIs across the board.

The campaign asked bloggers and social media influencers living in London what they love about the city, with their input ranging from the buzzing fashion and music scenes to the limitless opportunities London offered for their careers. Their contributions (with the nod back to the amazing apartments on offer, of course) were put in front of the eyes of those who matter – the target demographic of Essential Living.

Influencer marketing: Why you should give it a go by Michael Palmer at The EWord

So, what do you think? Could influencer marketing help you grow your own business? If you’re tempted but feel like you could use some guidance, why not give a digital agency a ring? TheEword are a lifestyle and leisure agency based in Manchester specialising in content marketing. The ‘Love London’ campaign is one of their many success stories; could the next one be yours?

Related Editorial: Digital Content Leaders Masterclass, Manchester (2018)

Author Biog:

Influencer marketing: Why you should give it a go by Michael Palmer at theEword

Michael Palmer is Head of Marketing at theEword – a lifestyle and leisure agency that connects brands with the right audience for their products or services through integrated marketing campaigns.

 

Why The Way You Track Conversions Could Be Damaging Your Campaigns

Why The Way You Track Conversions Could Be Damaging Your Campaigns - Arianne Donoghue, Epiphany

As part of our build-up to next week’s Paid & Biddable Leaders Masterclass in Leeds, Epiphany’s Arianne Donoghue examines the area of campaign tracking, and how marketers can use cross-channel data to maximise their results.

One of the biggest challenges in marketing in recent years has been around tracking the value and efficacy of our campaigns. I believe that our focus on last-click conversions could be significantly damaging our marketing, but not in the way you think. This isn’t about attribution, after all.

As someone who’s worked in paid media for over a decade, I know that one of its biggest attractions is measurability – the way we know exactly what return we generate and can optimise to further increase it. However, one of the biggest flaws is the focus on last-click – which we know can lead to more of a focus on bottom-of-the-funnel activity, rather than looking at the top of the funnel and the initial interactions that customers make. We see this at a basic level in the performance of brand vs non-brand keywords and the sometimes poorly perceived value of Display campaigns.

While last-click and attribution are definitely part of the problem here, I’d like to suggest that our quest for ROI can also make things worse in some instances. Let me explain.

The Wrong KPIs

Let’s say that you’re running a Display Prospecting campaign. That sits pretty squarely in the top of the marketing funnel – most likely in the Awareness/Research stages.

Why The Way You Track Conversions Could Be Damaging Your Campaigns - Arianne Donoghue, Epiphany

Ultimately, what is the goal of a prospecting campaign? Eventually, we want it to drive sales/revenue, but this can take a long time – sometimes well beyond the scope of a regular 30 or 90-day cookie window. This is complicated further by the need for robust impression tracking in Analytics to understand when a sale has been driven.

However, if we really think about it, the goal of the campaign, particularly in the short to medium-term, is to find new users who are unfamiliar with your brand and bring them to the website for the very first time. Once this is done, you could argue that prospecting has done its job and it’s now over to Retargeting and Paid Search to get that user to the point of conversion. Yet, rather than assess this campaign’s success on how many new visitors it drove, we use the KPI of our end-goal conversion.

Not Enough Conversions

Another instance where the approach can cause problems is in optimising Paid Search campaigns. Often, marketers may be trying to optimise their paid search campaigns without enough conversion data to make reliable bidding decisions.

This issue is more prevalent with non-brand keywords, which are less likely to drive last-click sales anyway. It doesn’t mean the keywords are adding no value – in fact, we know that if we paused these terms, we’d probably be losing conversions further down the line.

The Solution

How do we fix this? I believe the solution is to have a greater focus on micro conversions when it’s appropriate to do so.

What are micro conversions?

“Micro conversions are activities that users frequently engage in before purchasing. Sites commonly have several kinds of micro conversions, e.g. email sign-up, created account, PDF download, extensive site browsing”

https://support.google.com/analytics/answer/2665210?hl=en

The value of micro conversions is also something Avinash Kaushik wrote about extensively almost ten years ago – I highly recommend reading this blog post he wrote on the subject.

Avinash believes, as do I, that looking at micro conversions in addition to macro ones allows us to better understand the behaviour of the distinct personas who use your site; it forces you to look at more of the multi-channel picture. When we ignore them, we’re saying that we don’t value the users who spend significant time on our websites, or those who signed up to receive emails, or even those who went to the trouble of creating an account. Just because they’re not ready to buy right now, it doesn’t mean they never will and we should look after and value these users.

Of course, with some of our marketing efforts we can create remarketing lists that specifically target these users to help bring them to the point of finally converting. But the credit for those macro conversions would go to the later activity – as it arguably should do, as the job of those channels is to drive conversion. But we would still be undervaluing the activity that drove the micro conversions because we just don’t value them as highly.

Attribution

I know I said this post wasn’t about attribution and it’s not – mostly. Thankfully the increased use of attribution and data-driven models, in particular, is helping to address this issue. Data-driven attribution looks at all of the micro conversions and assigns macro conversion value based on the part that every interaction played across the whole journey.

Still a challenge, however, is the fact that few businesses are set up to use data-driven attribution to help shape their use of channels and budgets. Analytics and Attribution solutions that offer impression tracking can be expensive and not all solutions offer a data-driven model to work with. What can you do if that’s the case?

Firstly, ensure you have goals set up to track your micro conversions and assign a value to these. Report on them as well as your macro conversions and consider using traffic and brand awareness increase as KPIs for certain types of Display and other upper-funnel activities. In the vast majority of businesses, most customers won’t convert on their very first interaction with a new brand – so our measurement and reporting should reflect that.

With more and more businesses understanding the need to look at the whole customer journey, I believe this approach enables us to better judge the success of our marketing campaigns, and the impact they have, at the right point of the customer journey in the right way.

*Feature image source: digitalmarketinginstitute.com

Author Biog: 

Arianne Donoghue, Epiphany - Official Chair at Paid & Biddable Leaders Masterclass, Leeds

Having started off her digital career client side over a decade ago, Arianne has worked for both agencies and brands in-house, specialising in search. She is now back agency side supporting on biddable media digital strategy. A regular on the conference scene, she’s also an editor and contributor at popular site State of Digital.

Arianne Donoghue is the Paid Media Development Manager at Epiphany, and will be leading a session on ‘Using Cross Channel Data to Help Your Campaigns Work Harder’ at next week’s Paid & Biddable Leaders Masterclass in Leeds.

 

Using Data To Knit Together a Single Customer View

Using data to knit together a single customer view - Wojciech Bednarz at Greenlight Digital

In today’s guest post, Greenlight Digital’s Wojciech Bednarz, examines the key challenges facing marketers, as they strive to harness multi-channel data in an effort to develop a single customer view.

One of marketing’s greatest hurdles is fragmentation; customers are becoming increasingly difficult to define, and as brands are looking to improve segmentation and targeting more and more, it’s key for marketers to marry their data to create a single customer view.

But where to start when it comes to breaking down all this data to truly understand who their current and new customer is? Data management services are fast becoming the solution, combining interaction, descriptive and behavioural data to help brands understand what makes their customer tick. And with such valuable data comes great responsibility for marketers – they need to ensure that it’s used to improve customer experience and truly tap into their needs. Through this customer-centric approach, marketers can then impact brand perception and brand value as a means to support business growth in the long-term.

Making sense of all the data

Tapping into rich data resources which hold first-party data sounds like a no brainer, but surprisingly there are few marketers who capitalise on this resource. The reality is that many brands don’t know how to make sense of the data available on their audiences nor can they merge cross-channel data, making it difficult to create meaningful insights on how to optimise processes. This ultimately leads to a disjointed experience as well as inconsistent reports due to data coming from multiple channels.

There are many reasons for this, such as the technologies in play which are often siloed across separate departments. These include search, display, social media and more, which effectively results in fragmented insights on audiences and their behaviour. When it comes to reporting, Facebook Audiences differs from AdWords, as does Twitter from Display, so aligning data is inevitably overwhelming and incredibly difficult. And that’s not even the end of it – there’s also an analytics layer of technology which reports behaviour on the site, user engagement and source to name a few.

This is all well and good, but none of the above – apart from social media channels due to their audience-driven nature – offer more insights into who the customers are, their interests or how they spend their free time.

The most reasonable thing a marketer can do is to try to get a channel and technology agnostic data management platform (DMP) which can take audience science to the next level. This opens up new possibilities, bringing customer data from all channels to unprecedented granularity and building a fuller picture of who they are, what channels they engage with and what their demographic characteristics are. The most important aspect of this technology is that marketers can immediately act on the findings and help optimise all aspects of digital marketing campaigns on the fly.

Capturing the cross-channel experience

With increasing usage of mobile devices in the last couple of years, cross-channel marketing strategy has become the holy grail for many digital marketers who are trying to figure out the best way to approach this conundrum. While more than three devices per user is already complicated, it seems 2017 will bring even more complexity to the world of multiple interfaces per user reality, as it’s not only screens marketers need to consider, but also the growing universe of IoT devices, such as smartwatches and voice-controlled devices such as Amazon Echo.

In fact, Google is predicting that in the next two years, a third of searches will be initiated by voice. On top of IoT, VR is beginning to make waves, alongside the growing capabilities of AI, all of which will drastically change how people consume media and, thus, behave on devices.

With consumer technology moving so quickly, so does the technology digital marketers can use to understand them. The data management solutions are becoming more agnostic and can pick up any signal with the ability to stitch together information from other devices based on machine learning to determine if they belong to one person or many. For example, Greenlight’s Data Management Platform allows data collection across devices and interfaces to process it all as one user ID. This has tremendous implications for ensuring that marketing efforts deliver the best possible experience for customers. Being able to identify the ownership of devices with more confidence will allow for more precise messaging, and thus more effective campaigns, leading to better CTRs, lower costs and better ROI for clients.

Data-driven marketing is here to stay, and will become a standard modus operandi in the foreseeable future, particularly with the increasing usage of AI and machine learning. This will result in a higher degree of automation of marketing activity and a greater focus on data and its interpretation, elements which will be key factors of success for brands going forward.

*If you’d like to learn more about this topic, you can catch-up with Wojciech at the Data & Insight Leaders Masterclass in Manchester, where he’ll be delivering a session on –  Joined-Up Data to Deliver a ‘Single Customer View’

Author Biog:

Wojciech Bednarz, Greenlight Digital - Data & Insight Leaders Masterclass, Manchester

Wojciech has over six years of experience in digital marketing, four of which he has served at Greenlight. During his career at Greenlight, he’s worked on various international clients such as RS Components and Nespresso alongside others. He joined as part of the Client Services team, where he was responsible for delivery of SEO, paid search and display activation campaigns.

He was particularly focused on data-driven strategies which involved advanced analytics, data modelling techniques and manipulating large data sets. In his current role as Data & Insights Senior Strategy Manager, Wojciech is responsible for advancing Greenlight’s Data Science & Audience Insights department, which involves managing the implementation of the DMP technology across the agency to deliver cutting edge audience insights, data-driven attribution models and advanced activation strategies through data analysis.

Spotlight: Optimise your Site for the Most Important Local SEO Ranking Signals

In today’s guest post, Bubblegum Search’s Matt Cayless, shares his ‘Top Five’ SEO tips for improving Google local ranking performance.

Google search is constantly changing, but in 2016 and beyond we’re seeing some significant and challenging changes taking place for local search in particular. Is your local business prepared?

What is local SEO?
Local SEO is the process of optimising your online presence to increase visibility to local customers. For businesses that operate in specific areas only or who have bricks and mortar premises, local SEO is an incredibly valuable method for promoting their services. From restaurants and hairdressers to plumbers and lawyers, local SEO can help a huge variety of industries to tap into their local demographic.

What’s changed in local SEO ranking factors for 2016?
Until 2016, local SEO offered huge potential for businesses looking to draw in business from local search users because their sites were easily distinguishable from non-local organic listings in the SERPs. However, in 2015 Google changed the way it presents local search by reducing the number of local listings displayed.

This means that local businesses have to seriously amp up their local SEO efforts to increase the chances of being listed in the pack of top 3 local results. Although search users can click “More places” for more local results, the reality is that this extra click simply reduces visibility for businesses who haven’t made it into the local pack.

Optimise your Site for the Most Important Local SEO Ranking Signals - Matt Cayless

Not only that, but Google has also started to include ads in the “More places” results, which means that businesses relying on organic ranking have paid listings to compete with.

Our top five local SEO tips to improve Google local ranking
To maximise your chances of local SEO success, you need to pay attention to the leading ranking signals for local search – these five essential tips are a great way to get started.

1. Nail on-page signals by thinking of potential customers
Although there are some technical aspects to getting your on-page local SEO right, the most important thing you can do is craft content that provides all the information your potential customers need to choose your business. This will tell Google how relevant your website is. There are two key areas for on-page local SEO ranking signals: geography and services. You need to be clear what services you have on offer, and where you can provide them.

Aside from meta data, headers, images and quality content which are essential signals for all SEO, you should try to include the following on each of your web pages:

• Title tags which include your service, location and brand along with relevant keywords
• Google map showing your location
• NAP (name, address and phone number), preferably with Schema markup so that Google can immediately identify your contact information
• Testimonials, accreditations and external reviews to show credibility
• A site structure which makes sense, particularly if you cover multiple areas or have several offices, for example, www.domain.com/areas/county-1/

2. Create a Google My Business page
A My Business page helps you to claim your brand and address and reinforces your services and locations. It is crucial for local SEO success, so be sure to set up and verify yours ASAP. You can optimise it by:

• Keeping your NAP accurate and up to date, along with your web address.
• Choosing the right categories for your business to ensure you show up for relevant searches – try Googling local competitors to find the most appropriate category.
• Writing a compelling business description which sums up your services without worrying too much about keywords, which could be detrimental.
• Getting a minimum of five reviews, and making sure to reply (politely!) to all, even if they’re negative.

3. Build citations and be consistent
To assess your geographical relevance, Google likes to validate the information on your website and My Business page with information from around the web. The first thing to do is ensure your NAP is consistent everywhere, including on your social pages – even a little discrepancy like using a phone number with the area code in some places and without the area code in others can reduce the validity of your business information. Be sure to always use the same business name, too, so if you tend to switch between something like “Cake 4 U” and “Cake For You”, choose one and stick to it across the entire web. You should be just as consistent whenever you build new citations, too.

What is citation building? It’s the process of building a series of mentions of your business information on other websites. Note that this is very different than link building; links to your website aren’t always necessary when building citations, providing that your NAP information is correct and consistent. Citations basically help Google to validate your business name and location, so the more you can get from well-established and reputable sources, the better. Start with directories like yell.com or your local chamber of commerce, and use a local citation finder like BrightLocal to find more citation opportunities.

4. Get reviews
When you get reviews on your Google My Business page, your listing in the SERPs will be given a star rating that will definitely help you stand out amongst the competition. It’s unclear whether reviews affect the actual positioning of URLs in the SERP, or if they simply help to highlight listings and drive click-throughs; most likely it’s a combination of both. Either way, reviews are vital for local SEO success, so you need to know how to improve Google reviews and make the most of them.

First things first – get the reviews coming in. The best way to do this is to ask your customers for them. You could include a link to your My Business page in invoice emails, or display information on how to leave a review on a menu or business card. Be sure to engage with your reviewers too to prove that you’re acknowledging feedback properly. Respond to both good and bad reviews, taking time with the bad ones to apologise and deal with the customer’s complaints. Reviews showcase your customer service skills as well as endorse your business, and the way you deal with negativity says a lot about your service, so don’t panic about less than perfect ratings – just work on putting things right.

5. Use relevant geographic keywords
It’s natural that if you operate within a specific location you’ll talk about it in your web content, so be sure to include geographic keywords into your site. However, as with all types of keyword optimisation, don’t be tempted to cram them. A good strategy is to include your NAP on every web page so that your location is naturally mentioned (be sure to mark it up with Schema), then add extra mentions of the location sparingly throughout your content.

When researching your keywords, be sure to use tools that allow you to filter by location and category, like Google Keyword Planner and Google Trends both do. Look for long-tail keywords that are as relevant as possible to your business’s location and service offering, and be sure to create content around them that is genuinely relevant to the query.

If you’d like to contribute a guest post, we’d love to hear from you.

Author Biog:

Optimise your site for the most important local SEO ranking signals - Matt Cayless

Matt Cayless is the Director of Strategy at Bubblegum Search an SEO & Content Marketing Agency. He is an expert in search engine optimisation having worked on campaigns for some of the world’s biggest brands. When he’s not chasing the Google algorithms he enjoys training for marathons while remaining fearful of carbohydrates.

Keyword Clusters: Revealing Profitable SEO Opportunities

Keyword Clusters: Revealing Profitable SEO Opportunities

In today’s guest post, Blueclaw’s Digital Strategy Manager Sam Raife, outlines the need for greater focus on keyword clusters, when it comes to developing an effective SEO strategy.

All of the team from Blueclaw loved being part of last month’s Search Masterclass. It was a great venue and an event that was filled with digital marketing leaders from a whole host of different backgrounds.

However, even with all this professional diversity, one of the issues that came up time and again was the need for SEO leaders to have a greater input on strategy, and the problematic focus on individual rankings as the dominant (or only) measure of SEO success.

The problem with using rankings as a measurement KPI is that people tend to focus on the success or failure of a single ranking.

Taking a straightforward, mainstream product, let’s consider the keyword “Blinds”.

This keyword is responsible for 90,500 searches a month in the UK according to SEMrush. That is a lot of searches.

It is easy to see why anybody would get fixated with that. Move me to position 1 for this and we get more sales. So far so simple – but there’s more to the story.

Moving from Keywords, to Keyword Clusters

As an SEO professional, you know that the term “Blinds” is important, but you also know that the sum of the search volume of other related phrases such as “Roman Blinds”, “Window Blinds” and “Roller Blinds” has a combined total search volume much larger than that of just “Blinds”,

More than this, you know that more specific terms such as these are a good buying signal, and so visitors who arrive on the site from these keywords are more likely to convert.

This is a basic example, and one that most people will be able to understand, but what about when you consider FAQs, or long-tail phrases that are 5+ words that still have valuable search volume?

Making the case for looking beyond single keywords requires a change the focus and knowing you have a way of building content that will help capture a greater spread of terms and traffic.

Creating Content to Target Keywords Clusters

Planning out content to accommodate long tail keyword clusters can be done by following a straightforward process:

  1. Document the core topics, issues, queries and problems that your target customers might relate to your product or service.
  2. Compile each of these topics into grouped areas of similarity.
  3. Expand the central topics using keyword research from the tools you are most comfortable using.
  4. Use competitor research and some internal soul-searching to establish the content that you are most effective at producing for each keyword cluster.
  5. Create and write the best possible content you can, aligned to keyword clusters.

This is of course an abbreviated overview of a task that can be challenging – we all know companies often struggle to produce great content on an effective schedule for SEO or any other purpose.

Making the justification that these long tail phrases are just as if not more important as part of a genuinely strategic SEO and content plan than a main target keyword can be a challenge – but there are tools and approaches that can help.

Data-driven Strategy with The SEO’s Pro’s Friend: Excel

The number of analytical tools and platforms available to SEO professionals today is getting higher by the day but one of the best (though least pretty) is found on pretty much every desktop – Excel.

Combining analysis from tools like SEMrush and aHrefs with the long-established (though powerful) functions of Excel is a winning way to ground your keyword strategy.

Pivot tables in particular are an effective way to explore the cumulative impact of your target keywords, opening up scope to plan using clusters of keywords rather than individual ‘vanity’ keywords

To adopt this approach yourself, we have built an Excel tool that SEO professionals and marketers can use, based on a simple but powerful combination of pivot tables and a SEMrush csv.

Just follow the instructions on the spreadsheet, paste your data and hit refresh. The template will help you do the analysis detailed above, and help build the case for targeting keyword clusters – not individual keywords.

Click here to get the Keyword Cluster Tool

The fact is, small individual ranking movements don’t matter if you are making regular progress to increase the average position of these pages and the rankings associated with them across a valuable cluster of keywords

Of course, if you have any questions about SEO, how to use SEMrush or the tool, read more here or write to us at contact@blueclaw.co.uk and we’ll be happy to help. Any and all feedback appreciated!

Author Biog

Sam Raife - Blueclaw

Sam Raife heads up the ‘Offsite Strategy Team’ at Blueclaw. In his role, Sam supports and develops campaign strategies that deliver tangible uplifts in rankings, traffic and revenue for his clients.

 

Delegate Review: #SLManc16 @Etihad Stadium

Search Leaders Masterclass - Etihad Stadium

In today’s guest post, Sarah Boustouller, Head of Marketing at Stephensons Solicitors LLP, reflects on her #SLManc16 experience and  shares some of the key takeaways from the day.

I was fortunate to continue my ongoing learning journey last week when I attended the Search Leaders Masterclass, produced by the Marketing Masterclass Series. The morning event was held at the stunning Etihad stadium, a great venue for discussing the cutting-edge topic of notable change in search.

In my role as Head of Marketing at Stephensons, I strive to attend events and conferences that truly help me to make a strategic difference in steering my team and ensuring best practice in what we do as an in-house team. I also seek to maintain Chartered Institute of Marketing (CIM), Chartered Status each year through continued learning and encourage others in my team to do likewise. It can however, be hard to find events that do not deliver ‘me too’ content that is already widely available.

Delegate Review: #SLManc16 @Etihad Stadium

The Search Leaders Masterclass, was different in its approach to other events I have attended. The event started with a keynote opening that was delivered by Andrew Halliday, Head of SEM at Satsuma Loans. This was fascinating because it provided me with a snapshot concerning how Stephensons’ appointed Search Engine Optimisation supplier/partner, Hitsearch works with us to deliver a technical audit at regular intervals. I gained some key takeaways from his talk.

The most insightful was his explanation in relation to the combination of tools that should be used when conducting a technical audit. Andrew explained that when you look at server logs combined with third-party tools such as DeepCrawl then you can gain the most accurate picture. The server logs will tell us, which pages google is crawling the most and crawling the site tells us where ‘404 redirects’ and other technical issues are identified. Combined this gives optimal insight. I gleaned other specific pieces of information from his talk to look out for.

Delegate Review: #SLManc16 @Etihad Stadium

The organisers at the event encouraged the delegates not to sit with any colleagues they know and we sat randomly at a number of roundtables. Again, a great method of learning and networking. I am always keen to hear from others outside of the legal profession, in marketing roles. Other sectors can often be early adopters of online marketing activity and therefore they act as predictors in terms of looking at what might give a competitive edge for the legal sector and Stephensons in the future. This is particularly true of e-commerce brands. It was great to have on my table a real mix of those in very technical roles from a cross-section of sectors.

Delegate Review: #SLManc16 @Etihad Stadium

A series of roundtable discussions then unfolded. Each roundtable was visited by a different agency who chose a key topic/challenge to discuss with the group. From this I took away several nuggets to inform my thinking moving forward. The discussion group chaired by Blueclaw is in line with our current online content strategy so it was great to have some reinforcing points. I also particularly enjoyed the next session, by Search Laboratory who spoke in part about attribution for online channels. Return on Investment is a topic close to my heart! Being able to demonstrate it helps demonstrate the power of Marketing, so the models they spoke about will make me think further on sharpening our own in-house techniques further at Stephensons.

The roundtable discussions fostered a relaxed atmosphere which allowed those with different levels of technical knowhow and different experiences derived from their sectors to be exchanged. We will continue to work into our Marketing training plans attendance at these events moving forward. Great morning.

*The Search Leaders Masterclass was produced in association with Home Agency, Search Laboratory, Branded3, Blueclaw, Greenlight Digital and Adam.

Author Biog

Delegate Review: #SLManc16 @Etihad Stadium - Sarah Boustouller

Sarah joined Stephensons in 2006 and became a Partner in 2013. During this time Sarah has been heavily involved with the evolution of Stephensons’ brand. In her role as Head of Marketing and Partner, Sarah manages a growing in-house team and provides marketing support to the departments across our ten offices based throughout the North West in Manchester, Leigh, Bolton, Wigan, St Helens, Altrincham and London.

Unconventional Search Engines – Think Outside the Box

Unconventional Search Engines – Think Outside the Box by Lawrence Alexander and Neill Horie, Home Agency

In today’s guest post, Home Agency’s Digital Strategy Director Lawrence Alexander, and Head of Technical SEO Neill Horie, provide an insight into the ten unconventional search engines that may be the answer to delivering your digital strategy and sales targets.

Don’t just rely on Google – take a look at the top 10 search engines people use to buy and make sure you’re doing all you can, including unconventional ones.

When it comes to making sure that their content and products are found, people often think about Google, but forget other platforms with a massive reach in terms of users, searches and sales. We’ve compiled a list of our top 10 to help you think outside of the box and investigate some unconventional search engines.

  1. Google – 165,000,000,000 searches per month

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

The largest search engine in the world, with 2 trillion monthly searches per year1, or roughly 165 billion searches per month. Making sure that your content is visible in Google is typically the obvious first step.

 

 

2. Facebook – 30,000,000,000 searches per month

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

Facebook has a giant reach in search which is often overlooked, with well over 1 billion monthly usersand surpassing 30 billion search queries per month3. To no-one’s surprise, they’re also thinking about how to leverage that search, but are already well placed due to the amount of company information already present.

 

3. Bing – 24,000,000,000 searches per month

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

Bing have kept their search data statistics relatively quiet, but with 12% of global market share (including Yahoo!) versus Google’s 83%4, it’s definitely smaller than Google. Roughly 80% of its audience are in the USA (probably 19 billion monthly searches) and much of the rest in Canada5, however, meaning that it’s much less useful if your customers aren’t in North America. This may grow over time however, due to Alexa (Amazon Echo), Cortana (Windows 10) and Siri (iPhone) using Bing to power their search functionality.

4. YouTube – 1,000,000,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

Often considered the search engine which people don’t think about, YouTube’s reach is enormous, claiming a third of the world’s internet population amongst its users6. Shooting videos is often seen as too expensive, and the medium itself seen as ill-suited for many brands. This need not be true, as already in 2015, they claimed a year-on-year growth of 70% for “how to” queries7, which many brands may want to take advantage of, especially given its prevalence in voice search.

5. Instagram – 500,000,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

Not only does Instagram have a high number of monthly active users, but 80% of those users are outside of the USA8. Hidden from traditional search marketing due to being a closed, mobile-only system, it nevertheless helps 60% of its users – or 300 million people – find out about a product or service9.

 

6. Vimeo – 170,000,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

A slightly more exclusive video-sharing platform than YouTube10, Vimeo can be useful in more B2B-centric environments due to the cost-effective paid packages and absence of advertisements. Stats on internal searches within Vimeo are hard to come by, but Vimeo itself often ranks well in Google (albeit behind YouTube).

 

7. LinkedIn – 112,500,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

A widely used11 content hosting platform in addition to just a place to have business connections, LinkedIn is often a missed opportunity for people wanting to be found by determined searchers.

 

 

8. Pinterest – 150,000,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

At 150 monthly users12 and 2 billion monthly searches13, Pinterest may only be a fraction of the search volume seen by Google and Bing, but those users are actively interested in purchasing. 93% of users use Pinterest to plan for purchases14, 72% have seen something and bought it offline and whilst 52% have seen something and then purchased it online15.

 

9. Google+ – 40,000,000 active monthly users

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

Irrelevant for many people and typically considered dead, it has about 4-6 million actively posting users16, which could mean about 40 million users including lurkers. Nevertheless, it has value for the right audiences, particularly tech-savvy ones. For instance, Niantic, the developer behind Ingress and Pokemon Go, uses Google+ heavily for its communications17.

 

10. Amazon Echo/Alexa – 1,600,000 active owners at present

Unconventional Search Engines - Think Outside the Box by Lawrence Alexander and Neill Horie

They may be new to the market, but (AI-driven) voice search and assistants are an onrushing trend to take advantage of. Alexa, for instance, only has 1.6 million active owners right now18, but not many businesses have skills – specific phrases you can associate with your products or services – developed yet competition is incredibly low.

This isn’t the end of the opportunities either, as there will often be specific opportunities available for your niche and situation. The important thing is to not restrict yourself to the main, most competitive method when other ways exist.

If you’d like to learn more about this topic, you can catch-up with Lawrence and Neill at next week’s Search Leaders Masterclass in Manchester, where they’ll be delivering a session on – Sales before search: Why alternative search engines and ‘renting’ ranking space might be the answer to your sales targets.

Sources

  1. http://searchengineland.com/google-now-handles-2-999-trillion-searches-per-year-250247
  2. https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/
  3. http://www.theverge.com/2012/9/11/3317720/facebook-billion-search-queries-a-day
  4. https://www.further.co.uk/blog/who-what-and-when-profiling-google-yahoo-and-bing-search-demographics/
  5. https://www.aborg.com/2014/08/google-vs-bing-which-one-are-your-customers-using/
  6. https://www.youtube.com/yt/press/statistics.html
  7. https://www.thinkwithgoogle.com/articles/i-want-to-do-micro-moments.html
  8. https://www.instagram.com/press/
  9. http://blog.business.instagram.com/post/150771324916/instagram-advertiser-number
  10. https://vimeo.com/about/advertisers
  11. http://venturebeat.com/2016/08/04/linkedin-now-has-450-million-members-but-the-number-of-monthly-visitors-is-still-flat/
  12. https://blog.pinterest.com/en/150-million-people-finding-ideas-pinterest
  13. https://blog.pinterest.com/en/2-billion-monthly-idea-searches-and-counting
  14. https://www.millwardbrowndigital.com/pinterest-and-the-power-of-future-intent/
  15. https://business.pinterest.com/en/blog/how-pinterest-drives-purchases-online-and
  16. https://ello.co/dredmorbius/post/naya9wqdemiovuvwvoyquq
  17. https://plus.google.com/+Nianticlabs
  18. http://uk.businessinsider.com/how-many-amazon-echo-smart-home-devices-have-been-installed-2016-6

Author Biogs

Lawrence Alexander - Home Agency

Lawrence is a strategist specialising in digital and brand communications. He’s worked with over 150 high street brands including Microsoft, Mashable, BMW, Sony and Unilever. Since 1999, Lawrence has been using a mixture of behavioural psychology and digital brand strategy to help businesses and brands achieve their business objectives.

 

Neill Horie, Head of Technical SEO at Home Agency - Search Leaders Masterclass, Manchester

Neill is Head of Technical SEO at The Home Agency with a passion for making things clearer via organisation. To that end, he’s involved in a projects in the hope that regardless of whether it’s a new website or an old product brochure, it’s clear what’s what.

 

 

Winning Top Tier Coverage for Search Engine Impact

Winning top tier media coverage for search engine performance - Martin Calvert, Blueclaw

In today’s guest post, Blueclaw’s Marketing Director Martin Calvert examines the impact of quality media coverage on visibility and search performance. 

Links remain the lynchpin of off-site SEO strategy, but not all links are created equal.

Google’s commitment to rewarding sites that provide the most value to human visitors, means the search engine is looking for indications that your site is organically featured and linked to by high quality sites.

As Google’s Matt Cutts states –

‘…the objective is not to ‘Make your links appear natural’; the objective is that your links are natural.”

Natural links from great website and publications help your site – unnatural links from poor quality site do nothing or actively damage your rankings.

Unlocking that higher tier of coverage and winning over publications, blogs and influencers takes great content, aligned to your SEO strategy.

However, lessons can be drawn from other disciplines – including PR.

Content Marketing, SEO and PR

Considering…

“What sites can I be featured on? What would their readers find compelling about what we have to say? What topics would capture their interest? Where can I reasonably expect to win coverage?”

….are all questions that professionals in another content-centric industry are very familiar with – PR.

As SEO becomes ever more like PR in terms of these questions, the more marketers can look to the established habits of great PR firms to guide their content strategy, while also incorporating the SEO criteria and metrics they need to drive rankings.

As in PR, the more authoritative and discerning a publication/site you target, the better your content must be. Remember, these publications thrive on maintaining high standards, and have their own SEO and readerships to consider.

SEO is a bit of an arms race in that with so many companies attempting to implement a link-earning strategy, the best sites have become more discerning about who they link to.

Meanwhile, more ‘accessible’ sites lose value quickly – and could even result in a penalty.

Higher Value Links, Greater Results

The gold standard of leading industry publications, mainstream media and .gov and .edu domains remains in force.

The effort to produce this content of a quality that will win coverage (and links) from this type of outlet can be off-putting.

For some companies, they will continue to suffer from the fatal half measure of lacklustre content generation leading to lacklustre results.

Breaking out of that routine and really taking your SEO strategy forward, requires creativity, insight and authentic content of unambiguous value.

The good news is the better your content is, the further it can travel and the greater results you can anticipate.

This is particularly the case if there is an element of virality – content that people cannot resist linking to and sharing on social media and elsewhere.

Manning the Pump

The internet is awash with mediocre content, churned out on a timely schedule.

The written word is vital but engaging, entertaining and insightful visual elements also increase the value of content as the delivery mechanism for the crucial link to your site.

A vanishingly small number of companies can produce content on a consistent basis that retains high standards of quality – and some will choose never to invest that time, effort or money.

We know that Google loves new content, are hungry to index it and will give a boost to fresh material on the assumption that newer = more timely, relevant and interesting.

That’s something to bear in mind when producing content for your own site, but it’s also at the forefront of the minds of savvier website owners. Your great content helps their site – so they’ll be willing to scratch your back in turn with a follow link.

Consistency in Content

Consistency in content creation in terms of timeliness and quality is just as important for the mainstream media.

Though they may be less concerned about their own search rankings, they do demand dependable partners who can be relied upon to help with a quote, a bit of insight or a meaty piece of content that makes their story or their site that much better.

In short, your SEO programme will suffer and winning, retaining and expanding your media relationships will be harder without regularity of great content – that crucial connective tissue – to keep the reciprocal relationships working well.

Differentiating on Content for Next-Level SEO

Content marketing is the delivery mechanism for off-site SEO – and the better your content, the greater leeway you have to engage and negotiate with the sites that fit the ideal profile for your SEO strategy.

What qualifies as great content will vary depending on your industry, and demands of the press, industry publications, sector-specific sites and influencers.

Content marketing is in a hype phase at the moment, meaning that there is a flood of sub-par content.

Differentiating is critical, as is creating a reputation for quality and consistency – looking to PR for inspiration is just one route.

Author Biog

Martin Calvert - Blueclaw

Martin has an 11-year career as an international researcher, speaker and client and agency-side practitioner in the field of online communication and influence. Drawing on his diverse experience, Martin provides a practical, personable and data-driven view of digital marketing and SEO.

Having recently joined Blueclaw as Marketing Director, Martin is responsible for enthusing major brands and challengers alike about the new art of the possible in digital marketing.

Martin’s session at next week’s Search Leaders Masterclass at Etihad Stadium, Manchester: Earning media coverage, social shares & engagement for next-gen SEO

 

Content Marketing: The Delivery Mechanism for Contemporary SEO

Content Marketing - The Delivery Mechanism for Contemporary SEO by Martin Calvert, Blueclaw

As part of our build-up to this month’s Search Leaders Masterclass at Etihad Stadium in Manchester, Blueclaw’s Marketing Director Martin Calvert examines the role of content marketing as a delivery mechanism for next-gen SEO.

SEO is dead. Content is king.
Well…that’s what a lot of clickbait blogs have been announcing for some time.

The fact is SEO and content marketing are inextricably linked, and too many SEO programmes are undercut by a casual approach to content that leads to poor results.

Grown up SEO
To a large extent, a scalable and effective SEO programme still depends on inbound links from high-authority sites.

Google and other search engines are continually instructing marketers to produce websites that are accessible and of legitimate interest to actual humans, rather than focusing on how to manipulate bots.

In other words, SEO has grown up.

Of course, the smarter Google gets at detecting web content that is spammy or otherwise odd (and algorithm updates like Google Panda and Google Possum are arriving frequently), the more danger there is for website owners who host dodgy content.

The way to their heart (and to obtain the coverage and links you need) is through genuinely superior content that makes their publications and websites better, and add real value, amusement and/or insight to the reader on the page.

Winning valuable coverage for SEO is best achieved through content that deserves coverage and commentary – content that is ‘linkable’ even by those who have no interest at all in your particular brand.

SEO and Content Marketing
Content Marketing – The Delivery Mechanism for Contemporary SEO by Martin Calvert, Blueclaw

SEO in its most basic definition is about getting the right traffic to the right pages, through better understanding of ranking factors and approaches. SEO is all about the outcome.

Content marketing is an approach that (among many other things) helps achieve that outcome – the connective tissue between your intended audience, a target publication/blog/website and the delivery mechanism for that coveted link through to your site.

The Delivery Mechanism
In the olden days of off-site SEO, the delivery mechanism – the means to secure links to your site, may just have been the link itself, a dense keyword-rich article or a bit of detail for a directory listing.

What’s changed is that the delivery mechanism – the content that surrounds, embraces and supports the link you want to obtain – must be much closer to what a human reader will consider to be good.

Out with the Old
So. Keyword-stuffing is out. Duplicate content and oversold meta-descriptions are out. Google’s Panda update is becoming ever-more effective at spotting (and delivering penalties to) ‘over-optimised’ sites with a dubious, unnatural link profile.

Today, content produced for SEO-benefit must be of a higher quality, greater depth and more human to win authentic coverage and abide by the best practice demanded by search engines.

That’s for the benefit of both the publications you depend upon to link to you, who need to protect and boost their own rankings, as well to retain the SEO value of any link to your site.

A Supporting Role
Content marketing specialists may feel a little uncomfortable about this description of the supporting role that content can play in SEO.

Indeed, it’s the lack of investment in content marketing expertise that is responsible for so many underwhelming SEO campaigns.

By not prioritising genuinely superior, targeted and high quality content, some companies reduce the content element of SEO to just ‘fodder’.

Contemporary SEO success is contingent on getting out of that mindset – and SEO specialists working with (and giving credit to) content marketing experts who can hit the standard required to deliver truly top-tier on-topic coverage, inbound links and productive relationships with media partners.

Author Biog

Martin Calvert - Blueclaw

Martin has an 11-year career as an international researcher, speaker and client and agency-side practitioner in the field of online communication and influence. Drawing on his diverse experience, Martin provides a practical, personable and data-driven view of digital marketing and SEO.

Having recently joined Blueclaw as Marketing Director, Martin is responsible for enthusing major brands and challengers alike about the new art of the possible in digital marketing.

Martin’s session at the Search Leaders Masterclass in Manchester on Tuesday 29th November 2016:  Earning media coverage, social shares & engagement for next-gen SEO

Spotlight: Welcome to a mobile-first world

Welcome to a mobile-first world - Bea Patman, Head of SEO at Greenlight Digital

In today’s guest post, Greenlight Digital’s Head of SEO Bea Patman shares her thoughts on the mobile-first revolution, and why digital marketers need to invest more time and resource into their mobile strategy.

SEO loves its tropes: if we’re not insisting for the thousandth time that ‘content is king’, we’re predicting that next year really will be ‘the year of mobile’.  We’ve become so accustomed to heralding in each new year with this particular forecast that it feels a bit strange to be calling an end to the tradition.  But do so I must, because here’s the thing – The Year of Mobile has happened.

Perhaps the biggest piece of evidence for this is ‘Mobilegeddon’; the delightfully melodramatic nickname given to Google’s mobile-friendly update in April 2015.  It’s rare that industry news makes mainstream headlines but this update was widely covered in the press – not least because of the headline-friendly epithet, but also because it was a rare instance in which the update was announced in advance by Google.  The apocalyptic name belied what was actually a fairly low-key initial impact, but more than anything this update marked the beginning of a major sea change in the significance of mobile performance to organic search success.

There’s no great mystery behind the intense focus that Google placed on mobile performance in 2015.  The number of searches made on mobile devices surpassed that of desktops worldwide, meaning that mobile users became the majority that brands should seek to satisfy.  One of the more interesting consequences of this transition has been an almost unprecedented level of transparency from Google about what best practice should look like.  It provides a mobile-friendly testing tool with which webmasters can assess their pages against specific design criteria, as well as a dedicated mobile test within the PageSpeed Insights tool.   In October 2015, Google announced support for the Accelerated Mobile Pages project (AMP) – a project which utilises existing web technologies within a new open source framework, designed to help brands create much lighter webpages.  AMP enables sites to observe best practice by managing the size, order and rendering of page elements, making it much simpler to adhere to Google’s PageSpeed guidelines.

I think that this consistent focus on mobile experience has been responsible for stimulating a somewhat subtler transition in the way that brands treat their mobile propositions, too.  For the past few years we’ve been in what some are calling a ‘land grab’ phase, which has seen brands rush to stake a position in front of a mobile audience, often compromising on quality in favour of getting to market faster.  This was the era of clunky mobile sites, confusing redirects, inconsistent functionality and lots of strange and unhelpful apps – all contributing to a poor user experience on mobile.  2015 was the first time that we really began to see brands recognising that mobile was actually an incredibly fertile ground in which to develop meaningful, enhanced experiences for their customers.

These kind of experiences range from the simple, such as creating adaptive or responsive mobile-first websites, to ambitious projects such as the use of iBeacons at airports to facilitate a smooth, mobile-only journey from ticket purchase to check-in.  Beacon technology is a particularly interesting field of opportunity for any brands that have a physical touchpoint with their customers, because of its ability to drive offline behaviours at highly specific locations and moments in time.  If you were a wine producer, for example, you might be able to use a supermarket’s beacon technology to promote an offer on your products via a push notification at the exact moment a potential customer was browsing the aisle.

While there’s been plenty of debate around when the year of mobile actually happened, what’s certain is that the latest updates and algorithms are far more mobile-focused. With that in mind, the best advice I have for any SEO or digital marketer is to seriously consider the time and resource that is going towards your mobile activity, so that you can tap into what is now the mobile-first consumer.

Author Biog

Bea Patman - Head of SEO at Greenlight, who'll be speaking at Search Leaders Masterclass in Manchester (29/11/16)

Bea has worked in digital marketing for over eight years, specialising in organic search. Having originally joined Greenlight in 2012, she now leads the team of consultants as Head of SEO. She has led SEO strategy for a variety of major UK and international brands, both in English and German, and draws from her background in writing to bring creativity and a content-led approach to her work.

You can catch-up with Bea at this month’s Search Leaders Masterclass, which takes place at Etihad Stadium, Manchester on Tuesday 29th November 2016.