5 ways to amplify your content marketing to expand your reach

Every minute, over 211 million pieces of content are created online. 211+ million! How can our content marketing compete with those kinds of numbers?

We know that simply creating great content alone isn’t enough to get it found on the open web – we have to amplify it, increase its reach. One of the keys to success is getting your content in front of as many people in your target audience as possible.

But how do you do it? The following are 5 helpful hints to expand the reach of your content marketing efforts.

content marketing reach

1.) Promote, promote, promote

The truth is, your target audience is not going to find your latest blog post, whitepaper or eBook simply because you’ve created it. No matter how valuable and magnetic your content is, it still needs to be marketed and promoted.

The transient nature of online and social media means you need to find multiple ways to get the word out and keep it out. Here are a few tips to help you with your content promotion:

  • Premium content (eBooks, etc) should be promoted on your social channels regularly
  • Pull snipets/quotes from blog posts and re-use as tweets & include a link to the full post
  • Include older blog posts which are topical, relevant or evergreen in your social media publishing rotation
  • Leverage influencers, syndication and CTAs

2.) Optimise your content for search engines

While today’s search engine optimisation is much more about creating quality content over technical prowess, basic on-page SEO is essential to making sure your content ends up on the first page of the SERPs.

Here are some SEO best practices to ensure your content doesn’t fall into the search page abyss:

  • Include a descriptive URL that includes primary keyword
  • Create and accurate title tag that includes primary keyword
  • Create a unique meta description that includes primary keyword
  • Include primary keyword in headline and any secondary headline
  • Keyword optimise ALT tags and image file names

3.) Employ content marketing ambassadors (hint: they already work for you!)

Your employees represent a phenomenal opportunity to increase the reach of your content marketing, regardless of the size of your company. Each individual employee has their own social network – whether on LinkedIn, Twitter, Facebook or all of the above.

While there may be some overlap, for the most part each employees’ network likely represents a different audience than you are able to target with your corporate social media efforts alone – take advantage of this!  Encourage employees to:

  • Share company blog posts, eBook, webinar, etc. on LinkedIn
  • Like, retweet and comment on social posts
  • Create discussions on LinkedIn groups using your content
  • Promote content during face-to-face and email interactions with prospects

4.) Leverage paid amplification

With the organic reach of many social platforms on the decline and the desire to get in front of larger more targeted audiences on the rise, paid amplification (sponsored content, social advertising) can be a valuable tool.  Social networks like Twitter, Facebook and LinkedIn have sophisticated platforms for paid amplification and other networks like Pinterest and Instagram have introduced their own paid marketing product initiatives as well.

The long and short is this – paid amplification is becoming more and more necessary if you want to expand your reach. Here’s a few tips to get started:

  • Set up and initial budget and experiment with different platforms and options
  • Target a very specific audience using LinkedIn’s Sponsored Content
  • Use Twitter’s Promoted Tweets or Facebook’s Boosted Posts

5.) Don’t forget old faithful – Email Marketing

When it comes to increasing the reach of your B2B content marketing, email can be a powerful driver. While email marketing has long been used as a promotional tool, it is often used to sell the company itself, not its thought leadership.

Use your email messages to share your interesting content – whether that is in the form of blog subscription emails or targeted messages promoting content relevant to a specific segment.  Here are a few ideas:

  • Set up a blog subscription and send subscribers regular blog updates
  • Shift your eNewsletter to be more content marketing oriented
  • Develop lead nurturing drip campaigns for all premium content marketing offers
  • Promote new premium content to relevant segments of your contact list

The take away message is this – Don’t leave the marketing out of content marketing! As stated before, you can’t create a great piece of work, then sit back and relax. Content creation requires content promotion in order to increase reach.

If you want to talk to us about how we can and increase your current content marketing reach, contact Managing Director Steve Ballantyne p: 09 950 2140

To survive the recent Google changes, should you build a responsive website, or a mobile one?

While Google has long favoured websites optimised for mobile, their newest, highly-publicisied change – affectionately dubbed “Mobilegeddon” – means that mobile-friendliness is officially a huge factor in search rankings.

The number of people using mobile devices to access the web is increasing rapidly, and Google’s new algorithm will reflect that growing trend, favouring sites with large text, easily clickable links and optimised sizes that fit smaller screens – sites that don’t comply will be demoted in the rankings.

So while the need to engage the mobile user is obvious, the question remains – what’s the optimal way to do it: a dedicated mobile site or responsive web design?


Option 1: Responsive web design (RWD)

A “responsive” design is built to accommodate all aspects of a mobile visitor experience, regardless of what kind of device you are using. In theory, these sites will work just as well on an iPhone as they do on a desktop, giving users access to the full content of a site no matter how they choose to access it. Responsively designed sites are flexible and fluid, resizing and reformatting content based on the screen it is being viewed on.

The underlying assumption with a responsive site is that the user wants all of the information on the primary site available on any device.

Option 2: Dedicated mobile site

In contrast to RWD, a mobile-only site is a stripped-down version of the main site, with less content and an emphasis on contact methods rather than a complete website experience. When a user accesses your site from a mobile device, it is automatically directed to the mobile version.

Mobile-only sites are usually predicated upon the user having visited the main site first and simply wanting to check the status of an order or verify an appointment/reservation – meaning portability and efficiency trump full access.

Building a new website is costly, so naturally you want to get the greatest ROI from your site scheme; however you decide to set it up. Both options have their pros and cons, a responsive build typically costs more upfront as it has to be built to interact with different devices using different operating systems, which usually means it needs to be customised. However, RWD only requires one set of code, so after it’s built, the only real maintenance is keeping your content updated.

Building a regular website and a mobile website independent of one another creates a different hassle. Building a mobile-only site can be less costly to build but can double in cost in the long run as you will need to maintain and update multiple sets of code.

Determining which option will work best for you and your business is to ask yourself which of these assumptions your site is based on – is your audience after full access to all of your content, or quick and straightforward contact options and navigation?

A mobile website can be a good choice for a site dedicated to consumer goods, whereas responsive design would be better for a complete inventory plus thought provoking articles and insights.


BallantyneTaylor has experience building both fully responsive websites as well as mobile-only ones. If you’d like to know more, email Steve Ballantyne at steve@ballantynetaylor.co.nz

In B2B, simple content and messaging speaks volumes

In the business-to-business sector, we’ve all been guilty of using wordy, complex or overly-technical language to explain our products and services. But when you are talking about your brand, you don’t need to impress your audience – you just need to relate to them.

The following are a few points of consideration in how to make your content more appealing to your audience and improve the overall message of your brand.

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Simple content is less congested

We want our audience to know everything about our brand – from our values and mission to services and products. The more we mention, the more convinced our readers will be, right?

Not necessarily.

On average, your audience only has enough time or attention to engage with 20-28% of your content, so it’s key that you highlight the most important and compelling aspects of your brand: who you are, what you do, why you do it.

Simple content is more relatable

The true essence of your brand can get hidden underneath your unnecessarily complex content. It can also make your messaging seem like it is disingenuous or trying too hard.

Instead, speak the way your audience does. A good rule of thumb: if you content seems too complicated for everyday conversation, consider revising.  Simple, conversational messaging creates a sense of transparency, allowing your brand to show through in a way that your audience can relate to.

Simple content is more engaging

According to Google’s Zero Moment of Truth, the average consumer engages with ten pieces of content before making a buying decision. But today’s consumers have neither the time, nor the attention span to decipher complex, verbose pieces of content, let alone ten.

Customers need messaging that is quick and easy to digest. This is especially relevant since today’s consumers use content more than ever to be more informed, and to share that information with their peers. The simpler your content is, the easier it is to share by word-of-mouth – without losing its essence in the process.

Creating simple content for B2B marketing isn’t easy. You’ve got to find a conversational tone that resonates with your target audience, and then you must pare down your messages without losing your brand essence. It may require a content audit or re-evaluation upfront, but your brand will benefit from it in the long run.

If you are unsure where to begin, let the content experts at BallantyneTaylor be your guide. Get in touch: erin@ballantynetaylor.co.nz

In B2B buying, emotion trumps logic

A common misconception in B2B buying is that prospects make decisions based solely on logic and reason, and are not influenced by emotion the way B2C purchases are. However, recent research has us singing a different tune.


The Corporate Executive Board partnered with Google to learn what leading marketing teams are doing differently to connect with their customers. Their research provides thought-provoking insights as to how B2B buyers react to emotional marketing compared to a more functional approach.

1.) Emotion over function

According to the research, B2B brands who connect with buyers through an emotional approach achieve two times the impact over those who sell business or functional value. Connecting emotionally requires open-ended questioning and observation of non-verbal cues to craft messages that speak to buyer’s needs, pain points and frustrations.

2.) Brand connection drives sales

In a marketplace that is overflowing with marketing messages, customers will be more likely to consider brands that they have strong connections with. To get their attention, marketers must “speak the language” – meaning businesses should use words and phrases that are familiar to customers, evoking an emotional response.

3.) Traditional methods don’t work anymore

According to the study, “the B2B Unique Selling Proposition (USP) is dead and 86% of B2B buyers see ‘no real difference between suppliers.’” By using emotion as a tool to connect with potential and current buyers, B2B buyers can stand out from a sea of sameness.

4.) Emotional benefits drive greater results

When businesses use “features, functions and business outcomes” as a means of marketing their brand, they see a 21% increase in perceived brand benefits, but “professional, social and emotional benefit” marketing leads to a 42% boost.

Understand your prospects’ challenges and communicate how their purchase will remedy current struggles and frustrations through empathetic messaging and content.


Whether written or visual, digital or traditional, global or local, everything we create must stir the audience’s emotions before we can engage the rational mind.


Want to know more about how to create an emotional connection to your audience?

Talk to BT Managing Director, Steve Ballantyne, for a one-on-one conversation about how to take your brand to new heights.   p: 09 950 2140

10 building blocks of a B2B focused website

Whether you’re redesigning your current website, planning a rebrand or a new build, it’s of utmost importance you use the right strategy and website components, because no matter what your mother or primary school teachers told you, all websites are not created equal.


Look at your competitors’ websites and you’ll see a disparity in everything from design, messaging, content and functionality. Developing a powerful website that functions as a platform for business development requires the right “building blocks” – and to take the stress out of it, we’ve compiled a list of the essentials for you.

1. Planning and executing your online marketing strategy

Building a dynamic B2B website requires every aspect of your website to work as a well-oiled machine. Everything must be meticulously planned and executed – your website designer must take the time to gain insight into your business, goals, sales processes and how your site ties into your online and offline marketing efforts.

Now is not the time to skimp on getting a professional – make sure you partner with someone whose expertise strong across both marketing and web development.

2.  Content strategy

Content is what draws visitors to your website and a good content strategy will guide your plans for the what, where, when and why of content creation. Your strategy should include: customer persona profiles, action plan, information architecture, content mapping, and content audit.

3.  Key messaging and copywriting

This fundamental of a great B2B website often gets overlooked. Many web-development shops don’t have the expertise to provide copywriting and messaging strategies in-house. But you can’t underestimate the value of having a professional help you craft powerful key messages – they’ll speak directly to your audience and bring a cohesiveness and clarity to your copy.

4.  Beautiful + functional custom design

Your website is the face of your business and represents who you are and what you offer, so investing in professional and creative design is crucial. Great web is about more than just good-looking visuals. It creates a positive user experience (UX) that will impact usability, navigation, engagement and ultimately conversions.

5.  Responsive design

It’s a multi-screen world, so build a website that works well on all devices. Responsive design provides a viable solution and has become a “must have” for new websites. Effective responsive design is a wise investment, but will require careful planning, testing and adapting throughout both design and development.

6.  Thought leadership blog

Blogging is the cornerstone of content marketing; it builds thought leadership, fuels SEO, propels social media marketing, drives traffic and helps to generate and nurture leads. Your blog should be integrated into your overall website design and navigation, as well as be cross promoted in various sections of your website.

7.  Lead generation

A lead generation strategy will help guide visitors to your website on to the next step. Start with premium content offers – whitepapers, eBooks, blog subscriptions and complimentary consultations. Premium content offers, in the context of lead gen, are a piece of content that has enough perceived value that a visitor is willing to give some personal information in exchange for it.

Promote your premium content offers throughout your website with clear CTAs leading to landing pages that are optimised to effectively convert website visitors into leads.

8.  Custom CMS development

Building your website on a content management system (CMS) is another crucial building block of a marketing-focused website. It’s important to partner with an agency that will build a fully custom website. And in addition to the custom design on the front-end, the back-end interface should also be fully customised, allowing you to be able to update and control virtually every word and image on your website – quickly and easily.

9.  SEO best practices and content optimisation

Failing to optimise your new website can have a negative effect on your existing search engine rankings and traffic. It’s essential your agency employs the latest industry best practices for SEO techniques: page load speed, on-page factors and clean code. You’ll also want to ensure that the copy, page titles and meta descriptions are optimised based on keyword research or search phrases you’ve identified.

10.  Marketing automation/CRM integration

To build a website that is focused on generating and nurturing leads, you’ll require the integration of marketing automation software and, ideally, a CRM system. Marketing automation will allow you to get the most out of your website investment as well as provide you with complimentary online marketing tools like lead capturing forms, list management and automated email campaigns. You’ll also be able to get real marketing and sales intel that will boost business development and allow your team to have a much more targeted and relevant conversation with prospects and clients.

Integrate your marketing automation with a CRM system for better web-to-lead functionality and the ability to capture lead behaviour and intelligence right inside the CRM console. The integration of these two platforms will allow you to fine-tune both the quality and quantity of leads being pushed into the CRM and over to the business development team, resulting in increased alignment with your marketing efforts.


Is it time to breathe some new life into your digital strategy? Whether it’s a complete website overhaul or a few tweaks in your content marketing strategy, BallantyneTaylor has got you covered.

Contact Managing Director, Steve Ballantyne for a one-on-one conversation about how we can take your brand to new heights.  e: steve@ballantynetaylor.co.nz

Steve Ballantyne, founder and Managing Director of B2B Marketing Agency BallantyneTaylor is widely recognised as one of New Zealand’s leading B2B marketing strategists. Steve’s passion for innovative branding strategy – on and offline – has culminated from 25 years spent starting and building many businesses of his own – in New Zealand and Australia. With 20 years as Managing Director of BallantyneTaylor, he’s become adept at helping others grow their businesses into strong brands too.

How local businesses can earn customer reviews — the right way

Local reviews are like an extension of word of mouth marketing. It’s a permanent, lasting record of a customer’s thoughts on your business — good or bad. Reviews are like link-building of the local world; they drive new business and are imperative to growth. However, you can’t force or incentivise your reviews, and if you do, they may not count.

“Reviews are only valuable when they are honest and unbiased. Don’t offer money or products to others in exchange to write reviews for your business or write negative reviews about a competitor. We also discourage specialized review stations or kiosks set up at your place of business for the sole purpose of soliciting reviews,” (Google+ Review Guildines).

So how, exactly, can we encourage customers to leave a review (by their own initiative)?

Don’t chase tactics

You can look for inspiration from other businesses, but modify ideas to fit your own business and be applicable to your own customers. Similar to link-building (which has been in an identical situation before), if your reviews show up in a pattern that is detectable by a computer algorithm, they will be discounted.

Anything pattern-based is detectable, including:

  • 1. IP address of the reviewer: Do not ask for reviews from your own location


  • 2. Timeline: If a number of reviews come in over the course of one day or one week, it looks suspicious. It’s likely that customers would have been prompted to leave their feedback.


  • 3. Similar phrasing: If the wording of your reviews is too similar, it will seem orchestrated and be discounted by Google+, etc

Forcing reviews will produce detectable trends. It may be a slow build, but gathering your reviews honestly is a much better way to get them approved. Which brings us to the next point: influence.

Influence and integrate

Reviews are the best when they are placed without your interactions, but that doesn’t mean you have to ignore the matter completely. Businesses can influence (not entice or coerce) their customers to leave feedback.

Customer service: “ The best way to generate reviews is to give positively fantastic customer service. Keep a constant line of communication, treat your clients like kings and queens — give them no choice but to reward you with praise. While this is the best tactic for lasting results, it can be a long-term investment and businesses have immediate needs, so how can you get more reviews now?

Define your customer lifecycle

The main point of outlining the customer life-cycle is to see where you have opportunities to influence a review. For example, let’s say your business revolves around bookings or appointment setting. You cycle may look like this: Visit website –> Book appointment –> Email confirmation –> Appointment –> Thank you email/survey –> Reminder/promotion –> Visit website. From here you can determine which types of interactions are present at each stage of your business cycle and where you may be able to influence a review.

Integrate with all email marketing

1. Define email contact points

Once you have your customer life-cycle, establish where you normally contact your customers via email. Know when they are online and have you in mind; capitalise on opportunities like newsletters, offers, post-purchase confirmations, etc. It doesn’t matter whether you are pushing a good or a service, communication needs to be present at every stage of the customer life-cycle.

2. When will customers be in the right mind-frame to leave a review?

Consider when the customer is going to be able to write the best review. Immediately after the purchase? A week after? Whenever that time is for your customer, send a reminder/follow up email with a social media mention and prompt/encourage them into a subsequent appointment/purchase.

3. Communicate for reasons other than a review

Find reasons to communicate with your customers outside of leaving reviews. Find another reason to get in touch with them — a customer service survey or a check-in about their purchase. Don’t try to sell them anything in this communication; be genuinely interested in how they are feeling. If you do get a reply (an engaged customer), then be sure to mention (one-on-one) that you would appreciate a review.

This process will help establish which customers want to leave a review, are engaged with your brand and are conversing with you directly. It’s all about identifying people individually, and helping them help your business.


Mention social media in all communications

Make sure to mention your favourite social media outlets for your business to your customers, specifically, the ones that get you the best conversions. Use your social media for engagement; where there is engagement, reviews will follow. Once you know your top converting communities, mention them to your customers in all parts of the life-cycle and the reviews will roll in naturally.

Barnacle SEO: sail the high seas of the SERP by attaching yourself to the right ship

As Google continues to try to prevent sites from using manipulative methods to increase their rankings in the SERP, risk of penalisation is becoming greater and greater. Because of this growing liability, Barnacle SEO is a technique that is making a quite the resurgence. If you’ve been searching for a great way to get your business in front of customers in your area, this type of SEO practice is a wise addition to your online marketing strategies.

What is Barnacle SEO?

Barnacle SEO is a term that was first coined in 2008 by Will Scott at Search Influence; it leverages the existing authority of websites in order to expedite the process of ranking your profile or content for a keyword.

Think of it this way, you know when you type in a local search term like ‘auto repairs’ into Google and you see a business’s Facebook page or their listing in the local Yellow Pages? You can create a profile or content on those sites, or a similar authority site, in order to get listed higher in the SERPs.

Barnacle SEO is great for local business and local SEO. Since Google has made numerous efforts to quell link building and SEOs ability to influence search results, there has been a rise in the number of authoritative listing sites in the first page of results. In a way, you can sponge off of these sites’ popularity as well as their valuable SEO tactics. Like an unassuming barnacle, your job is to attach yourself to these big “ships” and let them navigate you through the SERP waters, made choppy by ever-changing Google algorithms.

Is it the right tactic for me?

To decide if your site is a good target for Barnacle SEO, type in your keywords and see if sites like Yellow Pages or Localist come up in the first page. If they do, you can leverage Barnacle SEO for your business. One opportunity is to get a given page of your business ranking well in the organic results, and a second is to rank well in an authoritative site that already has a high ranking in the SERPs — ideally you will do both.

Create profiles and content on target sites

Find all the sites on the first page that allow you to list your business. Yellow Pages, Localist and Finda are common names on the first page. And on the social media side of things, Twitter, Facebook and Google+ are the usual front runners.

Once you’ve made a list of these sites, create a company profile or submit a keyword-targeted guest post — make sure your profile contains the target keyword in the description, categories and any other applicable places when creating your page. If reviews are allowed on the site, try to get as many on each one as possible. If you are submitting a guest post, articles over 1,200 words have been shown to have a greater number of shares and receive more natural links.

On the other side of things, don’t shy away from building links to your profiles. If you have an automated link-building tool, this is a great place to utilise them. If a more wholesome approach is what you feel more comfortable with, bookmarking, social sharing and linking to profiles via guest posts are all solid ways to improve your rankings.

Don’t forget your own website

While Barnacle SEO is great for driving leads to your business, you have to make sure you have a long term growth strategy for your own website. Barnacle SEO worked well in 2008 and is making a strong comeback in 2014 — it is a great way to get instant leads while growing your long-term authority with a well organised website, but don’t become complacent. Make sure your website can generate its own, without the help of different ships and other captains.

The best tactics for your homepage in 2014

The homepage is a critically important page for many reasons. Oftentimes it is one of (if not the most) trafficked web page that we have on our websites.

Homepages were once the authoritative one-stop-shop for online brands, but over the years, search engines become more adept at understanding what users are looking for and their purpose has become more targeted. Just as the homepage’s purpose has progressed, so too have the wants and expectations of the people viewing them; and as marketers, it’s our job to deliver on those expectations.

To understand how the purpose of the homepage has evolved, we’ll take a look at some of the original ways of developing a homepage and compare them to the practices of 2014.

Give your homepage a singular focus

It used to be that we would promote all of the major sections of our site on the homepage — here’s our product, check out our blog, here’s this new launch point, look at this new thing we’re doing!  All of this is great, but they end up competing with each other for attention. And while these methods may have worked for websites of yesteryear, it’s not working in 2014.

Nowadays, we can make each of these different sections easy to find and navigate. This way we can focus our homepages uniquely on the most important information, the most important customers and visitors. Whatever you want to say, communicate it quickly and in a visual-centric way — perhaps a video or some graphics that reinforce your primary message.

From here you can A/B test different variations of your homepage to find out what viewers respond to the best.

Cut back on the keywords

It used to be standard practice to try to cram as many keywords as possible into the homepage. And in the past, this made sense because it would have been your highest PageRank page as well as the page that earned the most links.

These days, Google and other search engines are much more sophisticated and understanding. They know your website is about a lot of different things, not just the one page, and are considerate about a site’s authority in different areas and around keyword terms and phrases. This allows your internal pages to inherit strength and authority from your overall site, which lets you focus on a smaller, more refined subset of keywords on your homepage. Focus on brand-centric keywords and leave the unbranded ones for more specific pages deeper in your site.

Communicate quickly

Back when we were cramming as many keywords into the homepage as humanly possible, we needed walls and walls of text to harbour them.

Since we no longer need to accommodate a generous helping of keywords, you can ditch the lengthy prose and quickly communicate the primary objective of your homepage — your value proposition. Many good homepages use simple text and take a visual-centric approach to help the viewer absorb the information in a swift and interesting way — this could be a video, illustration or graphic, just to name a few.

Don’t stress about the fold

In the past, there was a lot of pressure to keep your important information “above the fold.”  But thanks to tablets, smartphones and wider screens, we as website viewers do a lot more scrolling, so really, the concept of keeping everything above the fold is becoming more and more antiquated. Keep some page content at the traditional scroll line, it will keep the experience compelling and draw the eye downwards, encouraging the viewer to keep scrolling and giving visibility to the rest of the information on your homepage.

There is a lot that can be said about homepage development, but these four points cover some very important issues. When writing a homepage, above all focus on clarity and simplicity. Help people understand quickly what the site is about and enable them to find what they are looking for without having to work hard to find it. A well designed and organised homepage will allow your visitors to feel comfortable and confident that they have come to the right place.


If you think your homepage needs some refurbishing, but are unsure where to start, contact our Digital Manager, Veronica Nobbs. She’ll be happy suggest some tips and tricks to get your website running on all cylinders. p: 950 2143

6 ways to earn higher rankings (and no, it’s not content marketing)

There’s a lot of buzz about content marketing at present, and how essential it is to earn higher rankings. And while there is truth in the hype, it’s easy to forget about all the other tools that good SEOs and marketers have at their disposal.

There’s an idea that the only thing SEOs do anymore is content creation — this is truly minimising the job requirements, which are vast. So we’ve listed 6 ways (out of many) that you can earn higher rankings without investing in content marketing.

1. Better snipets

When I say snippets, I’m talking about what shows up on a search results page: your titles, URL, meta description, maybe even an author profile or a video. All of these things lead to your page, and if you change or tweak then to be a little bit more compelling, you will be able to drive more traffic to your site. But you can’t stop at simply making your teasers more interesting, you’ve got to make whatever is on that page match what is on the snippet, or vice versa.

If the snippets and the page don’t make sense together, you run the risk of people clicking, then jumping off the page, often called “pogo-sticking.”  Pogo-sticking can hurt you in two big ways; first, the engines look directly at this behaviour and think, “Oh, people don’t like this page. I don’t want to rank it.”  Second, you lose the opportunity to convert these viewers into buyers or someone who would share or link to your content.

2. Improve crawl-friendliness

Search engines frequently crawl website pages in order to determine which ones are indexed in their search listings. Search engine crawlers, also known as robots or spiders, collect, store and download pages they find important, such as a sites’ homepage. The search engines may not download pages they find irrelevant.

Go through your website; you may click around and find pages that don’t help anyone. Get rid of them or remake them; you’ll significantly improve your crawl bandwidth and the contentment that Google sees in your site.

Improving your good v. bad page ratio, making sure your models of navigation are clean and your site more index-able will greatly improve your site’s traffic.

3. Make pages faster

This one is pretty self-explanatory. If you make your pages faster, the internet will reward you. Some of the benefit will be reaped through Google directly (small factor in the ranking algorithm), but mostly it will be indirectly — lower bounce rates, reduced pogo-sticking and more opportunity to convert viewers.

4. Leverage your network to attract links

Leverage your networks to help attract links, shares, traffic, endorsements etc. Ask your followers — if you think you’ve gotten something great out of working with us, by buying a product, by using our service, interacting with us, please share it.

5. Identify pages that make your viewers happy, but aren’t getting organic search traffic

These are the pages that have a high engagement, low bounce rate, good number of visits, high browse rate, but for whatever reason, they aren’t getting organic search traffic. Often times the problem is keyword optimisation and keyword targeting isn’t quite there. Find the keywords that these pages should be ranking for and update the page, title and content to suit. In most cases you won’t even have to tweak much of the content to get the targeting right.

If you do happen to do a more significant update, relaunch and re-share it — especially if people or search engines have started to forget about it. Just a quick little update and reminder can help you just that little bit more when it comes to rankings.

6. Link building

For search engines that crawl the web, links are the streets between pages. Links aren’t everything in SEO, but search professionals attribute a large portion of the engine’s algorithms to link-based factors (see Search Engine Ranking Factors). Through links, engines can not only determine the popularity of a website and page, but metrics like trust, spam and authority. Trusted sites tend to link to other trusted sites, while spammy sites receive very few links from trusted sources.

Using link building tools, such as Link Intersect from Moz, you will be able to participate in competitive link building by finding pages that two or more of your competitors are linked to, but you are not. From here, you can create a prioritised list for outreach and start getting in touch. For example, if a journalist has written about your competition and not you, ask what you can do to be featured next time — it’s probably something really simple!


These tactics and hundreds more like it are all in the realm of what modern SEOs still need to do in addition to the newer obligations that we have around content creation and content marketing. If you want some advice about how to establish some SEO best practices within your organisation, come to us. Our Digital Manager, Veronica Nobbs is ready and able to take your strategy to the next level.

B2B Buyer Behavior: When Web Leads Convert

Ever wondered when your B2B buyers are most active on your website?

According to a recent examination of their own customer-base, Software Advice was able to determine what time of the day, what day of the week and what months of the year experienced peak click-through rates. Ayaz Nanji covers the findings in his article for MarketingProfs.

*Keep in mind when reviewing the data that this study is limited to unique viewers in the United States, so some statistics may need to be reconsidered to better suit countries in the Southern Hemisphere.


B2B Buyer Behavior: When Web Leads Convert

Conversion rates for B2B online leads are highest at the beginning of the year, in part because companies are renewing budgets and new funds are available,according toa recent analysis bySoftware Advice.

On the other hand, conversion activity drops significantly during the prime vacation summer months. Conversion rates also tend to drop below average in December as companies prepare for the new year and hold off on spending.

The analysis was based on information collected from more than six million visitors to the Software Advicewebsitesince 2008. The data is specific to a single business with a particular audience (B2B software buyers), but the learnings may be applicable to other B2B sales teams, especially those that respond to leads generated on the Web.

Below key findings fromthe report.

Activity by Day of the Week

  • Software Advice found B2B buyer activity on their website is highest Tuesday through Thursday.
  • Web traffic peaks on Tuesdays, but conversion rates are highest on Wednesdays.

Activity by Time of Day

  • The analysis categorized time of day into three buckets: before work hours (12:00 AM to 7:59 AM CST), during work hours (8:00 AM to 5:59 PM CST), and after work hours (6:00 PM to 11:59 PM CST).
  • There are 53% more unique visitors during work hours compared with Software Advice’s average number of unique visitors.
  • Traffic is highest in the first half of the day, with the peak time occurring just before and during lunch.


  • B2B buyer traffic drops more than 50% below average on New Year’s Day (-57%), Memorial Day (-57%), Independence Day (-58%), Labor Day (-54%), Thanksgiving (-71%), the day after Thanksgiving (-55%), Christmas Eve (-64%), and Christmas (-69%).
  • However, some holidays show only minor dips in traffic, including Martin Luther King Jr. Day (-8%) and Columbus Day (-6%).

About the research:The reportwas based on Software Advice website traffic and conversion data collected between January 1, 2008 and August 31, 2013. Data was limited to unique visitors from the United States, and to traffic to commercial landing pages.

Read more:http://www.marketingprofs.com/charts/2014/24150/b2b-buyer-behavior-when-web-leads-convert#ixzz2uCUSfp7n