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Blog Archive

29

July

The problem with trying to get ahead and compete with industry rivals on-line is that everyone is targeting the same keywords. There are bound to be numerous other organisations with the same objectives as you, so standing out from the crowd is imperative.

Enter long tail keywords. These are longer, more specific words or phrases that are less common and have a fewer search volume, but will enable you to target specific customers and a niche market.

Even though Google says it answers more than one billion requests each day, 15 per cent of searches have never been seen before. Therefore, your long tail keywords can be original, unique and single out certain consumers. But how do you find them?

Google Suggest and Related Searches

The simplest ways are often the best. Just go to Google, start typing your primary keyword or ‘head’ in the search bar and see what comes up. These suggestions are what users are actually searching for and will undoubtedly provide you with some traffic.

While you’re there, check out some of the related searches. These can be found at the bottom of the page below results to your search term. However, be aware that these may be influenced by your geographical location.

Some of the searches are quite surprising and often humorous, but they’ll either give you long tail keyword ideas or inspire great content.

Keyword Research Tools

 Although Google’s Adwords Keyword Tool is a great resource and the best place to start, it can be a bit limiting. Thankfully, there are plenty of other research tools to find long tail keywords that work for your business.

WordStream’s Free Keyword Tool can unearth some great suggestions and their Niche Finder is another valuable resource. You can also discover timely long tail keywords by using Google Trends and Twitter search to see what people are talking about.

Investigate Analytics and Search Query Reports

 Taking a closer look at your analytics will show what keyword phrases and long tail queries are attracting visitors. If lots of people are finding your site after searching for a particular phrase, but you don’t have any associated content, create some!

If you have an AdWords PPC campaign, use your Search Query Report to show what drove people to click your ads over other organic results.

For more help with long tail keywords and getting the most out of your online marketing campaigns, get in touch with dark peak digital today.

09

July

Domain names and web addresses form a crucial part of any company’s online identity. Although search engines are now the most common way to find products, goods or services, a poor domain name can still adversely affect the success of an organisation’s website.

But even if you don’t get too involved with domain names, it is still important to understand how building & hosting a website works.

At Dark Peak Digital in Glossop we tend to deal with online marketing campaigns that involve copywriting, search engine optimisation, social media management and mobile optimised sites.

But, certain things like domain names should be ultimately be your responsibility and here’s why…

Greater protection

Several companies will outsource web design or online marketing to a digital agency, which is understandable as they usually have a wealth of knowledge, adept staff and tailor-made solutions. This allows you to concentrate on other crucial areas of the business.

However, if the agency in question was to go out of business, what happens to your domain name and web space? While confusion ensues and you’re pressing for answers, the third-party will be more concerned with getting its affairs in order.

You could easily be left in the lurch for a long period of time with nowhere to turn.

Long-term security

 If your outsourced agency does go out of business and the relationship breaks down, a new solution will be required. Even if this ends up being a hostile split, you would hope all the necessary details and documentation associated with domain names will be passed on.

However, if you receive little to no information, there could be problems when it comes to renewing a domain name or web host subscription.

While there may be a way round this with the web host, registering your own domain will avoid any future issues.

Complete control

Although it remains important to contact and talk to those in the know about domain names, dealing with registrars and web hosts directly gives you complete control.

Ultimately, you should be looking for a domain registrar that:

  • Does not mention hidden fees
  • Does not monetise your domain name
  • Gives you access to things like whois records, registrar locks, auth codes, DNS settings, mail exchangers and name servers
  • Pays for the number of years you order up-front

But when it comes to identifying the right domain name, which should take into account keywords as well as being unique and easy to remember, get in touch with Dark Peak Digital.

09

March

Calls-to-action (CTAs) are one of the key lead generation elements, and they should be used in each and every one of your marketing tactics: emails, social media updates, press releases, trade shows … the list goes on. In fact, whenever you want to ensure your team is moving in the right direction, pose the question, “What’s the call-to-action we’re using to drive people’s behavior?”

This question will guide you in thinking through each of the steps in the sales cycle, from brand awareness to purchase. Before you produce a marketing video, for example, ask yourself what you want viewers to do after watching it. Before you post an update to Facebook or Twitter, consider what options for engagement you are giving to your fans and followers.

19

February

Make sure you are taking visitors exactly where you want them to go on your site. When a visitor lands on your site, what do you do?

The habits of consumers and businesses looking for products, services or opportunities have changed radically. Research is done online, through search engines or social networks. Our buying decisions are largely based on what we find online on company websites.

10

January

brian deanYou probably know from reading my blog posts that Search Engine Optimisation is a multi faceted thing. You need to get all the different bits in place before you hit the heights. Many people write on the subject and over the years I have figured out who to listen to.

My preference is always for people who are non technical and speak in clear English. Better still if they use images to illustrate their words of wisdom. One such person is Brian Dean of Backlinko who published this excellent explanation and infographic about on-page SEO. Enjoy …..

25

November

Do you want Google to show your website in the search results in the most attractive way? Then the Google Data Highlighter tool may be just the thing for you to use. It allows you to pull out important aspects of your web pages and get them shown in the search results.

An example would be that you are organising a series of seminars around the country to showcase your services. On your website is the venue and dates plus what your seminars are about. You can use the data highlight function to get this information shown in the search results as rich snippets, some examples of which are here

20

November

Google are notoriously difficult to talk to about site optimisation and search related topics. Everything is done through forms and forums unless you are using PPC advertising in which case you can get in touch with a representative usually based in Dublin. There are a lot of touch points for Google and here are some of them for your interest. Whether you are a business beginner or seasoned technical whizz, you will find something here.