A brief guide to inbound marketing

Inbound marketing is a strategy designed to attract customer by providing helpful and relevant information during each stage of the customer’s buying decision so that genuine value is added. This method allows customers to discover your business via social media, blogs and search engines.

The art of inbound marketing is all about adding genuine value for the customer instead of assaulting them with heavy handed marketing messages. Customers are engaged with by providing them with high quality and authoritative content.

The opposite of outbound marketing (which bombards customers with calls to action), inbound marketing seeks to capture audiences with sincere content and encourage them to make a purchase decision without being overly intrusive.

Inbound marketing has become more popular in recent years as marketers realise that audiences are quite resilient to traditional forms of marketing. People are now using the full power of the internet to find the most authoritative business that meets their needs and inbound marketing is how you make your business appealing to this audience.

Traditional marketing techniques are becoming less successful

The four pillars of inbound marketing

There are four main steps in the process of inbound marketing that need to be followed for it to be effective. They are;

  • Attract
  • Convert
  • Close
  • Retain

Let’s take a look at each stage of the inbound marketing process.


The best way to attract an audience for inbound marketing is with enticing, interesting and engaging content. This is achieved by executing a content marketing strategy that uses search engine optimisation (SEO) and social media marketing principles to deliver said content to as much of the audience as possible.


Converting the audience is all about turning those readers into leads for your business. This can be accomplished via including CTA’s, forms and others means for the audience to engage with your business.


The close is where you convert leads into paying customers and requires you to use a variety of sales tools to accomplish. While it can be tempting to start throwing offers at your leads, you still need to be careful with you go about it in order to foster a long-term customer relationship.


Retaining your customers after they have already engaged with your business is a key way to continue generating business down the line. Successfully retaining a customer means that they return to your business over and over again because of how you have consistently provider them with value.

6 SEO tips to optimise your mobile marketing

Mobile use is rising and it is now the most important aspect in online marketing. Mobile is so dominant now that Google has a mobile-first index within its algorithm that punishes sites that do not have a mobile version. With this change announced by Google, businesses and marketers now require a far more mobile-focused campaign.

Here are 6 ways that you can optimise your mobile marketing through SEO.

Mobile phones account for more than half of all Google searches
  1. Create a Google My Business listing
    Google My Business is free and is likely to be the first thing that people will see when they search for your business. Without an account, you rely heavily on your search engine ranking. Include as many picture as possible and include all the relevant information to make your business easy to find.
  2. Review all directory listings
    Beyond the Google My Business listing, many other sights may also include information about your business. This is great as it improves the visibility of your brand but if the information is wrong it can be damaging. Make an effort to frequently review all of the business listings of your brand so that people can find the right information.
  3. Social media
    As mobile use increases so does social media with the majority of people spending their mobile time on social media. These sites drive a lot of the marketing success so having social media sites that target your audience is highly beneficial. Make sure to use platform-specific advertising so that you are targeting the right audiences on each platform.
  4. Optimise your keywords
    People using their mobiles search differently to those on a desktop or laptop. This means that you need to use different keywords for your mobile site compared to your desktop version. Google’s Search Analytics is a great tool for this.
  5. Optimise images
    Because mobile devices are smaller, videos and images need to be adjusted so that they can load quickly without waiting time for the consumer. Compressing images or removing those that don’t add value on mobile will help to improve the performance of your mobile site.
  6. Differentiate your content
    As with images, people read differently on their mobiles than they do on a desktop. This means that the information needs to be more succinct and direct in the initial few sentences or paragraphs to more clearly communicate the relevant information. Those using a mobile want to know less about the business operations and culture and more about its key offerings and locations.

Is the introduction and rise of voice search damaging the power of SEO?

Voice search has been around for a long time but has only become readily available and, more importantly, used since the introduction of smartphones and more recent growth due to Siri, Cortana and Alexa.  In 2017, 41% of adults and 55% of teenagers were using voice search daily with these numbers growing.

Voice search is having big impacts on SEO as people change the way they search and what they are searching for. Some of this is good, whilst some of it is bad for the future of SEO.

The rise of voice search presents new SEO challenges

The Bad

  • The death of keywords

Keywords have already been changing as the exact keywords no longer receive a specific ranking but are becoming more and more context based to provide searches with a more relevant result. Voice search is changing the words people use for search and how they are being ranked. Long-tail keywords and context-based optimisation is becoming more important.

  • Search behaviours

As mentioned above with regards to the keywords, voice search is changing people’s search behaviour. Voice search makes what people are searching far less predictable. With typed searches, users look to use as few words as possible that get what they are looking for across. With voice search, people are less concerned with the number of words and tend to search in longer sentences.

  • Fewer screen interactions

Voice search allows for voice answers. This means that people do not need to look at their screen or scroll through the results to necessarily get the answer they want. Having a high ranking in the search engines results pages will matter less as being number one is the only answer that will be heard. Additionally, people are less likely to click through various pages as they are led directly to the answer.

The Good

  • Potential for conversation

A voice search opens the door to a more meaningful interaction with customers. Searchers are likely to be more willing to discuss what they are looking for turning their search into a virtual retail experience. Discussions can be opened with digital assistants or even real people through voice search and conversation without the hassle of having to type responses or queries.

  • Increased local relevance

Voice search is mostly used when people are on the move making local results more relevant. This could spell return to increasing sales for physical stores as people will be directed to a physical store as opposed to the online website.

Voice search is clearly going to impact SEO, but it doesn’t have to ruin it. Small adjustments from short to long-tail keywords and an emphasis on answering user queries are two ways to stay in the game as voice search becomes more prominent.

Common SEO myths that some people still cling to

Search engine optimisation (SEO), like any other practise, is filled with myths and misconceptions about which strategies really work and which are dead in the water. Some of these myths are relatively harmless misunderstandings while others are totally wrong and will be counterproductive to SEO efforts if followed.

With the search engines algorithms that govern SEO behaviour constantly being updated, there is naturally a lot of confusion of which strategies are still relevant and which are obsolete. This leads to plenty of myths being created faster than they can be squashed, because the understanding of the field is always changing a little bit at a time.

Let’s take a look at some of the most common SEO myths that people still tend to believe.

The myths below are as factual as a Pegasus!

Myth: SEO falls under information technology (IT)

This is a huge mistake that many businesses make when they first hear about SEO, believing it be a function of IT departments because it is digitally bases. While some skills are shared between IT and SEO (like website development), and IT worker probably hasn’t the faintest clue how to implement SEO unless they were trained in digital marketing.

Ultimately SEO is a digital marketing discipline and should be handled by a marketing team with a marketing budget. A business that doesn’t have these things should outsource their SEO work to a professional digital marketing agency that can do it effectively for them.

Myth: SEO is free

Many people mistakenly believe SEO if free to do because they:

  • Have seen SEO as an alternative to pay-per-click (PPC) advertising and assumed it was free
  • Have encountered many free SEO tools for content management system’s (CMS) like WordPress
  • Have been told it was a free way to boost online exposure

While the basic principles that inform SEO strategy have no inherent cost to them, the man hours and expertise required to perform proper SEO will require an investment. Unless you have all the knowledge and man hours to do it yourself, you’ll need to employ people or outsource your SEO work to a professional team, both options that need you to pay for them.

Myth: Keywords aren’t effective anymore

Due to the growing trend in search engines like Google to favour semantic search and high quality content over keyword relevance, people have mistakenly assumed that targeting keywords is a waste of time. While keywords are far less important than they used to be, they are still the only strings that search engines have to work off since they denote subject matter.

A brief guide to link building

Link building is one of the most controversial and talked about techniques in search engine optimisation (SEO). Over time many practitioners have developed different methodologies and tactics for link building in response to the changing ways in which search engine algorithms value it.

No matter if you’re an experienced SEO practitioner or a newbie, there’s always more to learn when it comes to link building. Let’s take a look at some of the basics of link building.

Link building is vital to your SEO efforts

What is link building and why is it useful?

Link building is the process of building a network of backlinks back to your website so that search engines give you a higher search engine results page (SERP) ranking. This is because search engines like Google place a high value on website that have been widely cited around the internet as this implies the website is of high quality or provides something that users would want.

Think of each link to your domain as a vote of confidence from another website, the more votes you have the more authoritative your website appears to search engines. The power of backlinks to influence SERP rankings should not be underestimated and that is why link building is such a popular SEO strategy.

How do search engines value backlinks?

The value of link building depends on the value that search engines assign to your backlinks. In more primitive versions of the internet, simply having a link to your site spread around the internet was enough to boost rankings, nowadays the context of where and how these links appear matters more than how many of them you have.

Low quality backlink networks that are paid-for and spread across domains with thin content won’t perform as well as 1 or 2 backlinks on high authority websites. This is why domain authority (DA) is such an important metric for SEO practitioners.

There are 4 main factors that influence the quality of a backlink:

Domain authority

As mentioned earlier, domain authority is a crucial SEO metric that informs the search engine indexer how authoritative the domain is. The more inbound referrals from other high DA sites, the higher the DA will rise.

No follow URL’s

No follow URLs don’t have an SEO impact as they are meant to be used as part of Google’s guidelines for including links. They are an HTML rule that instructs search engine indexers not to count the link and is most commonly used on sponsored links.


A URL that is positioned in the text of an article in a way that’s useful to a reader will rank better than a URL included in the header or footer.

Anchor text

Anchor text refers to the words that the link is attached to. It is ideal if the link is attached to anchor words that are also keywords for the site.