SEO Technical Audit Checklist (advanced)

The idea of technical SEO is to minimise the work of bots when they come to your website to index it on Google and Bing. Look at the build, the crawl and the rendering of the site.

Tools Required:

  • SEO Crawler such as Screaming Frog or DeepCrawl
  • Log File Analyzer – Screaming Frog has this too
  • Developer Tools – such as the ones found in Google Chrome – View>Developer>Developer Tools
  • Web Developer Toolbar – giving you the ability to turn off Javascript
  • Search Console
  • Bing Webmaster Tools – shows you geotargetting behaviour, gives you a second opinion on security etc.
  • Google Analytics – With onsite search tracking *

    *Great for tailoring copy and pages. Just turn it on and add query parameter

Tech SEO 1 – The Website Build & Setup

The website setup – a neglected element of many SEO tech audits.

  • Storage
    Do you have enough storage for your website now and in the near future? you can work this out by taking your average page size (times 1.5 to be safe), multiplied by the number of pages and posts, multiplied by 1+growth rate/100

for example, a site with an average page size of 1mb with 500 pages and an annual growth rate of 150%

1mb X 1.5 X 500 X 1.5 = 1125mb of storage required for the year.

You don’t want to be held to ransom by a webhost, because you have gone over your storage limit.

  • How is your site Logging Data?
    Before we think about web analytics, think about how your site is storing data.
    As a minimum, your site should be logging the date, the request, the referrer, the response and the User Agent – this is inline with the W3 Extended Format.
log file analyzer

When, what it was, where it came from, how the server responded and whether it was a browser or a bot that came to your site.

  • Blog Post Publishing
    Can authors and copywriters add meta titles, descriptions and schema easily? Some websites require a ‘code release’ to allow authors to add a meta description.
  • Site Maintenance & Updates – Accessibility & Permissions
    Along with the meta stuff – how much access does each user have to the code and backend of a website? How are permissions built in?
    This could and probably should be tailored to each team and their skillset.

    For example, can an author of a blog post easily compress an image?
    Can the same author update a menu (often not a good idea)
    Who can access the server to tune server performance?

Tech SEO 2 – The Crawl

  • Google Index

Carry out a site: search and check the number of pages compared to a crawl with Screaming Frog.

With a site: search (for example, search in Google for site:businessdaduk.com) – don’t trust the number of pages that Google tells you it has found, scrape the SERPs using Python on Link Clump:

Too many or too few URLs being indexed – both suggest there is a problem.

  • Correct Files in Place – e.g. Robots.txt
    Check these files carefully. Google says spaces are not an issue in Robots.txt files, but many coders and SEOers suggest this isn’t the case.

XML sitemaps also need to be correct and in place and submitted to search console. Be careful with the <lastmod> directive, lots of websites have lastmod but don’t update it when they update a page or post.

  • Response Codes
    Checking response codes with a browser plugin or Screaming Frog works 99% of the time, but to go next level, try using curl and command line. Curl avoids JS and gives you the response header.

Type in Curl – I and then the URL

e.g.

curl – I https://businessdaduk.com/

You need to download cURL which can be a ball ache if you need IT’s permission etc.

Anyway, if you do download it and run curl, your response should look like this:

Next enter an incorrect URL and make sure it results in a 404.

  • Canonical URLs
    Each ‘resource’ should have a single canonical address.

common causes of canonical issues include – sharing URLs/shortened URLs, tracking URLs and product option parameters.

The best way to check for any canonical issues is to check crawling behaviour and do this by checking log files.

You can check log files and analyse them, with Screaming Frog – the first 1,000 log files can be analysed with the free version (at time of writing).

Most of the time, your host will have your logfiles in the cPanel section, named something like “Raw Access”. The files are normally zipped with gzip, so you might need a piece of software to unzip them or just allow you to open them – although often you can still just drag and drop the files into Screaming Frog.

The Screaming Frog log file analyser, is a different download to the SEO site crawler – https://www.screamingfrog.co.uk/log-file-analyser/

If the log files are in the tens of millions, you might need to go next level nerd and use grep in Linux command line

Read more about all things log file analysis-y on Ian Lurie’s Blog here.

This video tutorial about Linux might also be handy. I’ve stuck it on my brother’s old laptop. Probably should have asked first.

With product IDs, and other URL fragments, use a # instead of a ? to add tracking.

Using rel-canonical is a hint, not a directive. It’s a work around rather than a solution.

Remember also, that the server header, can override a canonical tag.

You can check your server headers using this tool – http://www.rexswain.com/httpview.html (at your own risk like)


Tech SEO 3 – Rendering & Speed

  • Lighthouse
    Use lighthouse, but use in with command line or use it in a browser with no browser add-ons.If you are not into Linux, use pingdom, GTMetrix and Lighthouse, ideally in a browser with no add-ons.

    Look out for too much code, but also invalid code. This might include things such as image alt tags, which aren’t marked up properly – some plugins will display the code just as ‘alt’ rather than alt=”blah”
  • Javascript
    Despite what Google says, all the SEO professionals that I follow the work of, state that client-side JS is still a site speed problem and potential ranking factor. Only use JS if you need it and use server-side JS.

    Use a browser add-on that lets you turn off JS and then check that your site is still full functional.

  • Schema

Finally, possibly in the wrong place down here – but use Screaming Frog or Deepcrawl to check your schema markup is correct.

You can add schema using the Yoast or Rank Math SEO plugins

The Actual Tech SEO Checklist (Without Waffle)

Basic Setup

  • Google Analytics, Search Console and Tag Manager all set up

Site Indexation

  • Sitemap & Robots.txt set up
  • Check appropriate use of robots tags and x-robots
  • Check site: search URLs vs crawl
  • Check internal links pointing to important pages
  • Check important pages are only 1 or 2 clicks from homepage

Site Speed

Tools – Lighthouse, GTMetrix, Pingdom

Check – Image size, domain & http requests, code bloat, Javascript use, optimal CSS delivery, code minification, browser cache, reduce redirects, reduce errors like 404s.

For render blocking JS and stuff, there are WordPress plugins like Autoptimize and the W3 Total Cache.

Make sure there are no unnecessary redirects, broken links or other shenanigans going on with status codes. Use Search Console and Screaming Frog to check.

Site UX

Mobile Friendly Test, Site Speed, time to interactive, consistent UX across devices and browsers

Consider adding breadcrumbs with schema markup.

Clean URLs

Image from Blogspot.com

Make sure URLs – Include a keyword, are short – use a dash/hyphen –

Secure Server HTTPS

Use a secure server, and make sure the unsecure version redirects to it

Allow Google to Crawl Resources

Google wants to crawl your external CSS and JS files. Use “Fetch as Google” in Search Console to check what Googlebot sees.

Hreflang Attribute

Check that you are using and implementing hreflang properly.

Tracking – Make Sure Tag Manager & Analytics are Working

Check tracking is working properly. You can check tracking coed is on each webpage with Screaming Frog.

Internal Linking

Make sure your ‘money pages’ or most profitable pages, get the most internal links

Content Audit

Redirect or unpublish thin content that gets zero traffic and has no links.

Consider combining thin content into an in depth guide or article.

Use search console to see what keywords your content ranks for, what new content you could create (based on those keywords) and where you should point internal links.

Use Google Analytics data regarding internal site searches for keyword and content ideas 💡

Update old content

Fix meta titles and meta description issues – including low CTR

Find & Fix KW cannibalization

Optimize images – compress, alt text, file name

Check proper use of H1 and H2

See what questions etc. are pulled through into the rich snipetts and answer these within content

Do you have EAT? Expertise, Authority and Trust?

https://www.semrush.com/blog/seo-checklist/

How Not to be a Dick in Work

I’m a big admirer of Huel, from both the perspective of a marketer and as a nutritoinist (I have an MSc in Nutrition). I recently saw the Huel office wall – “Don’t be a Dick” on my Linkedin newsfeed:

It certainly got my attention. A good bit of social media marketing foda, if nothing else.

It does sound similar to Google’s, now infamous, “don’t be evil” mission statement or motto which has since been dropped. Probably because they’re a bit evil.

The potential problem with such a bold statement, is that – nobody thinks they are a dick. Even the laziest, most unpleasant people I’ve ever worked with, will constantly complain about others, but put themselves on a (dodgy) DIY pedestal. Self serving bias is an amazing thing.

This video explains the dickhead-bias a bit more – people who think they’re a good person, usually aren’t:

With this in mind, I thought I’d put together a post, on what I think, a dickhead’s behaviour typically entails; I hope it helps!

Summary

  • Feedback in private, not in public or in meetings
  • Do not try and control & do everything, then complain nobody is helping you
  • Do not talk over people in meetings
  • Don’t be aggressive in the office – it’s cowardly
  • Don’t ‘bad mouth’ any other colleagues – it makes other anxious
  • Find a productive way to vent your negative feelings – complaining & projecting negative emotions needs to be avoided at all costs*
  • Don’t make fun of people, unless they’re a good friend and it’s mutual banter
  • Don’t force your opinions on other people – unless they’re backed with data

Work hard, have a laugh, have each other’s backs

*Everyone needs to vent somehow, I personally don’t like it when people talk ill of colleagues, to other colleagues. Talking to someone outside of work is a good way to vent, you can then exaggerate all you want without damaging the professional reputation of whoever is in question. Exercise however, has to be the ultimate way to vent. You have the fuel in terms of anger or frustration, turn it into something positive by exercising.

Talking ill of other colleagues, will also make those around you anxious. Imagine let’s say, you talk badly about someone for making a mistake, everyone around you will automatically become more anxious about making a mistake and are less likely to fess up.


On a Personal Note (Bit of a mind-dump)

Please skip this bit unless you want to know my mental health history!

This section is a personal rant that I embarked upon after a few beers on a Saturday (what else can you do during lockdown!?)

SEO and MMA blog founder Drew Griffiths
Grapple & Strike – Light HeavyWeight Final – 2007

So that’s me, in the picture above, on the left – about to slam UFC fighter Jack Marshman into the canvas. You can watch the video here.

You’d think that 8 MMA fights, 1 Full Contact Kickboxing Fight and years’ of experience as a doorman, might make me immune to office bullying – but if you did – you would be very wrong.

I hold myself accountable for not building enough confidence and not being able to set boundaries very well, but being mocked, shouted at, literally screamed at, made fun of constantly – led me down a pretty slipperly mental health slope in the last 3 years.

Again, I’m happy to ‘own’ this, I need thicker skin, but a vent on my own blog can’t hurt, I don’t think?

Maybe I’m a threat to people, maybe they don’t get me, I don’t know but avoid being a dick if you can because it literally made me suicidal…

I honestly think that 90% of people try and be good and nice, but they don’t realise when they are being dickheads. Not many people have the emotional intelligence to detach and evaluate their behaviour. Either way, never take anything personally and remember “hurt people, hurt people” – i.e. people will issues, often become bullies or general wankers.

If you’ve been on the receiving end of dickhead-behaviour, don’t be bitter, finds ways to cope and improve your resilience, lean into negative feelings and use them positively as fuel for exercise etc.

We all just want to be accepted and valued, if you can help people to achieve a sense of both – then you’ll avoid being a dick.

The problem I found was that, the worse my mental health was, the more spaced-out I felt and the more people made fun of me.

My depression & anxiety, really started to get bad in university. I had some problems as a kid, after my dad died, I remember having loads of skin peeling of my hands – and the doctor saying it was stress related, think I would have been about 7. I had stomach and GI issues starting at age 14 (a typical physical symptom of anxiety) and then started with really, excruciating muscle & joint pain. This was really confusing, because I literally couldn’t sleep and my feet and knees were always really painful, I used to ice them all the time. I went to the doctor’s and he said – “nothing is red or swollen, so there can’t be any pain”. This really messed me up, as I thought that I was clearly in pain, but apparently that was impossible – so what was I feeling then? was I going mad? Since then I’ve learnt that muscle pain is also a typical symptom of anxiety, it’s also a common side-effect of the acid-reflux medication they’d had me on for about 10 years. Wankers!

Anyway, got a bollocking and called a nutter by my mum when I told her what the diagnosis was (depression & health-anxiety), girlfriend at the time also had a go at me – for feeling sorry for myself – eventhough I’d not really been feeling sorry for myself or at least I hadn’t gone to the doctors about that, I’d gone to see why my muscles and joints were constantly hurting.

Depression is often caused by inflammation – inflammation can be caused by a lot of things, but gut issues are a common source. Inflammation can cause the muscle pain, anxiety adds muscle tension in the mix and you have a very painful body – especially if you’ve been hammering acid-reflux medication for a decade. Inflammation often causes brain-fog.

Brain-fog is a nightmare. It’s such a vague term that it sounds like bullshit, but if you think how groggy your mind can become when you have a bad cold – it’s a bit like that. In fact, I’d describe my issues with mental health as a bit like having a cold, all the time – as I don’t really think particularly negatively, I just get a shit-load of physical symptoms.

So 2003, after getting told to basically stop moaning and get on with life, Brain-fog-galore, and riddled with muscle pain, I go to work in a local hotel gym. I’m basically a zombie with muscles. This is the problem with depression, the more depressed and/or anxious you feel, the more spaced-out you will become and the more people will give you shit.

I had a first class degree from a top 10 UK uni, and a Master’s degree, but would regularly get introduced to people as “the thick one” whilst in work.

No real issues with people when I got my next job in a bank call centre. The same when I got my first digital marketing job – everyone was pretty cool. I’ve fitted in great in some places, but other places, people have not been particularly nice.

I’m quite eccentric and don’t have any self-confidence, so I guess I’m an easy target? Or maybe I’m just a dick myself – who knows? I used to be Buddhist and would always turn the other cheek – I’ve recently changed my life-philosophy to ‘modified Buddhism’ – Be nice to everyone, don’t take offence or get defensive with your close friends and family, but don’t take any shit off people you don’t know or don’t like.


Feedback in Private, Praise in Public

The number 1 passive aggressive tactic of an office dickhead, appears to be the eagerness, to feedback in front of as many people as possible.

This can cause all kinds of issues as a rebuttal will also be witnessed by colleagues, meaning that the initiator looks like a bit of an idiot.

Example –

In a team meeting, someone complains that you didn’t complete a task correctly. Instead of telling you at the time and giving you an opportunity to rectify any issues.

Feedback should be timely, specific and delivered privately.


Gaslighting – did it really happen like that?

I don’t think people realise how damaging, ‘gaslighting’ can be.

In case you’re not one of the cool kids – gaslighting was a term coined in a book (I think), within which the husband would mess with the gas lights in the house – the wife would say “did you see that, the lighting keeps going off?” to which the husband would typically reply “nope – you’re obviously going insane, nothing happened”

Do this a few times, and the victim will question their grasp on reality and have no confidence in what they’ve seen or perceived.


Don’t Put Other People Down

There are lots of ways to make yourself feel better. You can exercise, learn new skills, meditate, go for a walk in nature, have a bit of banter.

unfortunately, the default way, and lazy way to make oneself better is to put other people down.

This is a bad idea in work for a few reasons.

  1. You make those around you more anxious
  2. You make yourself more anxious

How does it make others anxious?

Well, let’s say you slate someone for making a stupid mistake.

This will make others more fearful of making mistakes. You also push yourself into a kind of metaphorical corner because if you make any mistakes, you will looks like a hypocrite and a bellend.


Assume Miscommunication Not Malice

Be aware of the main cognitive biases, and don’t have stupidly high expectations of your colleages.

If something goes wrong – could you have communicated the task better? Have you been approachable enough?

did you provide the nessery training?

Is morale low because everyone is always moaning?

Are you inspirnig others or being a dick?

If something goes wrong, don’t blame and finger point – see what you could have done differently.

7/10 there has been some kind of communication breakdown.

Avoid any negative-bias, have a more positive-bias in regards to people and give respect to get respect.


Don’t Have Aggressive Opinions about Stuff You’ve not Researched

if you haven’t read a book or researched a topic – how can you have an aggressive opinion about it?

If you shout louder than someone else – does that make your opinion more valid?

What is your opinion based on? Information, experience or a self-serving bias?

I once attempted and stuck to a low card, ketogenic diet for anxiety.

Every man and his dog slated me for it.

“Someone tell Drew to go and look at a food pyramid” exclaimed one, morbidly obese office dickhead.

Did I mention I’ve got a Master’s degree in Nutrition?

If you’d like an informed opinion on low carb diets, this article is a good starting point.


Don’t Get Angry

If you are consistenly losing your shit, you either have expectations that are too high, and/or you are not taking accountability like you should.

If you lose your temper – you will make those around you anxious.

An office is not a place for aggression. If I spend all day controlling any impulses after years of training to fight people, I expect the same of others.

marcus aurelius quote - calm mind

Don’t Talk Over People in Meetings

This one is so obvious – yet people still do it all the time.

Best way to deal with interrupters, seems to be to wait for them to finish and then say “…as I was saying…” and carry on.

Don’t be H.I.T.O.

A new abbreviation that I literally just made up, stands for:

Hard In The Office

HITO dickheads will get aggressive and use confrontational postures to try and itimidate people in the office.

It’s just not appropriate, go and work on a building site if that’s what you’re into.

youre hard - the office

Cynicism is not Superior

Negativity is a lazy way to feel superior, as is cynicism.

cynicism in the office

It’s not difficult to find fault in ideas, projects, work people have done – finding solutions to those faults is challenging and much more productive. Many office inhabitants prefer to moan and pick fault however, I guess because it’s easier and makes them feel superior.

According to the Macmillan Dictionary, cynicism is defined as:

“…the belief that people care only about themselves and are not sincere or honest…the belief that things will not be successful or useful…the attitude or behavior of someone who is willing to let other people be harmed in order to get advantage.”

I think this quote or snippet says it all really:

“In a management training that my company sent me to a few years back, I was introduced to a new concept: “cynical terrorists.” This category was meant to describe the kind of person who assumes the worst of everyone, shoots down every new idea, and generally drenches their environment in negativity with the volatile energy of a broken sprinkler system”

Quote Source

There is often ‘much logic’ in cynacism, but it can lay a very negative foundation to all of your thoughts and interactions.

Sometimes, I believe, it is better not to think 100% logically. If something lies out of your control, for example, other people’s attitudes, other people’s abilites – then you may as well find a positive in it.

For example, if you work with someone who doesn’t know how to do his or her job very well – this is an opportunity for you to help someone out, or from a narcisstic point of view – to look good!

marcus - i do what is mine to do, the rest does not disturb me

If you want to create a culture of negativity and disrespect, then cynicism is the way to go – more info in this study.


Don’t Hold Grudges

Try and vent in a positive manner. You need to vent – I think anyway – but venting in work and holding grudges is a pretty negative way of dealing with your emotions. Use it to fuel exercise, to motivate you to learn a new skill, or ‘get it all’ out with yoga and/or meditation.

I’ve been guilty of taking pride in never moaning or complaining, only for a rant to come out of nowhere when I’m tired or feeling low – e.g. when my son is teething and not sleeping!

Being spiteful in work however, is the epitome of bellend behaviour – not helping people out for eample, because you are holding a grudge is not exactly being a team-player.


Be Aware of Cognitive Biases

2 of the most common cognitive biases, are self-serving bias and confirmation bias. Also “Fundamental Attribution Error”. I remember one dickhead beeping and waving his fist at a learner-driver, only to complain about a man on his street who was aggressive with learner drivers.

Of course he had an excuse for himself. We judge others directly by events, but we always have an excuse for our own behaviour.

Infographic Source


Don’t Disempower People then Complain they’re not Helping

Don’t be one of those dicks who has to control everything and then complains that he or she is the only one that every does anything


Don’t Take Things Out of Context

This well annoys me.

Apparently, I get all my nutrition info from conspiracy theorist Joe Rogan, I am an anti-vaxxer because I question the flu-jab for children and I went on the keto diet to lose weight.

Not of these are true, people just skew everything, not sure why. I do get some of my nutrition tips/info from Joe Rogan’s podcasts, but usually from Dr Rhonda Patrick and Professor Dom D’agastino – I’ll always check their info against Google Scholar and Examine.com too. I’m not an anti-vaxxer at all and I went on the keto diet to help with anxiety.


Don’t Think Less of Yourself, Think of Yourself Less

just do the right thing, cold or warm, tired or well rested. despised or honoured

SEO – Use Search Console to Create Blog Posts that Rank

Go to search console

  • Click “Performance” in the side bar
  • Click “Position”
  • Click “Pages” (near the bottom-third of the page on the left)
  • Click on a high-performing post in terms of Impressions and Clicks in google
  • With the specific page/post selected, click on queries
  • Make a note of all relevant queries in the top 100
  • See if these queries can be added to the ranking post
  • Find any queries that are not directly related to your post
  • Create a new post specifically about this/these queries (if you rank for it without a specific post – you’ll rank better with a specific post for that query)
  • In the original post – put an internal link to the new post

Making a Shield icon in Inkscape

Making the shield

  • Select the rectangle tool
  • Drag a rectangle
  • Go to Path>Object to Path
  • Select the Edit Paths by Nodes Tool
  • Select the bottom part of the rectangle
  • Click on the top toolbar (left hand side) – Insert New Nodes into selected segments
  • Press CTRL and drag down the new node to make a shield shape
  • Duplicate the shield and flip in vertically
  • arrange the bottom shield so that the tip overlaps the top shield
inkscape shield logo
  • Now Select the top shield again and CTRL + D to duplicate it
  • Hold shift and select the bottom shield (in addition to the top 2)
  • Then go to Path>Intersection:
inkscape shield logo

Making the Shield Logo

  • Add the wings! Use the rectangle tool to create a square with the same size stroke
  • Go to Path>Object to Path
  • Select the Edit Paths by Nodes Tool
  • Select the left part of the rectangle
  • Click on the top toolbar (left hand side) – Insert New Nodes into selected segments
  • Press CTRL and drag the new node on the left, to the right


  • Add the accent lines by using the Basier Pen
  • Click near the side-square – slightly to the left of it hold CTRL and click to the right of the side-square – press enter to create a line
  • Drag it near the top of the side-square
  • Path>Stroke to Path
  • Duplicate the line – hold CTRL and drag it down to near the bottom
  • Hold shift and select both lines – path>Union
  • Select the side-box and the 2 lines and put lines on horizonal alignment of side-box
  • Duplictae the side-box only
  • Hold shift – select the lines as well
  • Then go to Path>Intersection
inkscape shield logo tutorial

Building Your Brand – Why Blog, Why Use Display Ads etc?

“You’ll never get yourself off the treadmill of paid ads, if you don’t build your brand”

Someone on a Search Podcast, 2019


It’s very easy to dismiss online content, blogs, image assets and even display ads as pretty much useless – because you don’t have the instant gratification of seeing leads and/or sales.

This is completely understandable; especially if you have a background in sales – where your job has been to ‘finish off the lead’ and get a sale.

However, if you are in it for the long (or medium) run, then building your brand is a must. Whether you are a tradesman or a giant corporation, your brand’s reputation and the brand-awareness is your safety net when it comes to consistent website traffic, leads & sales.

It takes time to build a brand – but once it is built, those people who come to you direct because they know who you are – are effectively free – or at least very cheap in comparison to some of the cost per click of Google Search Ads these days.

Building a brand is not easy however. Take my other blog for example – Blackbeltwhitehat.com

The blog has over 600 pages of content, lots of it really long, in-depth and time-consuming to produce. The site has 5,000-10,000 visitors per month, but virtually nobody comes to my website via a branded search on Google.

This could be down to one specific reason – the domain name is crap and hard to remember.

I’ve bought a few more memorable domains (like WokeMMA.com “Woke” being an ironic term for self-awareness used in the MMA & Jiu Jitsu communities) and I am currently weighing up the time & effort of re-branding everything like GoogleMyBusiness, TrustPilot etc. – plus all my back-links currently point to blackbeltwhitehat.com (I’m aware of 301s etc. but I’ll still definitely see a drop in rankings).

My blog is ultimately a hobby that I’ve invested less than $50 into over 6 years.  But if I had some more budget – I’d put together a plan to build my brand online…

Logo Design Illustrator
Blackbeltwhitehat.com

How to Build a Brand Online

First make sure you know your target audience & do one of those SWOT analysis. Then make specific goals to establish some brand KPIs.

Here are some ideas on what to do next:

  • Get a relevant, easy to remember domain name!

Learn from my mistake, a short catchy domain name is an easy-win if you are just starting out from scratch. A lot of the best and obvious domain name will be taken however, so you’ll have to do some research first. If you are just starting out, don’t name your business until you secure your domain name!

  • Display Ads

Depending on your niche, you can set tiny max CPC bids in some instances – and they’ll still get thousands of impressions for very little spend. Gmail ads work particularly well for (potential) low CPM (cost per 1000 impressions).

Rotate your display ads’ design & colours to stop people ignoring them due to ‘banner blindness’.

  • Blog & Outreach

Blog are great for reaching people who are researching a potential purchase.

For example, I landed on Perfect Keto’s blog a few times whilst researching Exogenous Ketones. Then ended up buying their branded product on Keto-pro.co.uk; because, for what ever reason, I trusted their brand.

Create great content, with statistics, images and video – and then outreach it – i.e. send it to relevant blogs and websites.

If you can afford it, use “PR-Level” outreach and contact national newspapers etc. This can be done via websites such as gorkana

If you content gets links too – then great – that’s good for Search Engine Optimisation (SEO). Doing some of your own exclusive research and generating tables of statistics are great for generating back-links naturally i.e. passively.

So consider doing some market research using Google surveys etc. These guys calculated RV/Campervan depreciation in value, just by looking at vehicles for sale online and get hundreds of back-links.

To turn blog’s into direct sales, you can also use relevant ‘CTA’ images below your blog.

For example, if you post a blog about the Walking Path’s of Snowdonia on your Snowdonia-based-bed-&-breakfast website; consider adding a relevant & clickable ‘book now’ and/or ‘get your free brochure’ button with eye-catching image at the bottom of the post. Many people now do this with newsletter sign up pop ups, which are a bit annoying but do work.

Before you start a blog, do your keyword research.

  • Create Tools

Content is great – but tools tend to do better than copy. For example, NerdWallet’s top page in terms of organic traffic – is their mortgage calculator.

  • Reviews

As well as brand awareness, you want some social-proofing of your brand. Start with a free account on Trustpilot and GoogleMyBusiness

  • Video & Social Media

The number 1 mistake people make on social media is to harp on about their brand all the time. Be entertaining, provide useful information and insightful comments. If you are over-promotional, people will not follow you. Build some authority by providing helpful insights that your target market will appreciate.

Videos & podcasts can be costly in terms of time. If you don’t want to set up your own podcast, guest-appearance on other people’s podcasts can generate valuable awareness and also back-links to your website (important for Search Engine Optimisation/Rankings).

  • Build an amazing product and/or service

This is your foundation and one of the reasons that Apple is so successful. An LSD-fueled Steve Jobs came up with some amazing ideas and concepts. The brand also turned itself into unique hybrid of tech & fashion thanks to their pioneering products.

The big, light-up apple on the back of Macbooks no doubt was a design aimed at building brand awareness too!

Please note – I realise this blog has a rubbish social media following. But that’s due to lack of time/money investment. I generally just use this blog as somewhere to record my thoughts & to remember how to do all things marketing related. E.g. here are my notes so I remember how to use Screaming Frog to scrape OG tags.

See my 2019 guide to Keyword Research by Clicking Here.

KW Research in 2020

Hello,

Just thought I’d write a post about how I go about doing my SEO & PPC Keyword Research these days.

  1. Add head term to google search bar in chrome

Make a note of the suggested searches & predicted searches

Screen Shot 2019-07-22 at 12.29.22
Predicted Searches in the Address/Search Bar
suggested google searches
Related/Suggested Searches at the Bottom

2. Google ‘Alphabet Soup’

Put in your main head term and then add a

then b, then c and so on

Make a note of the relevant suggestions

Screen Shot 2019-07-22 at 12.33.18
Screen Shot 2019-07-22 at 12.33.21
Screen Shot 2019-07-22 at 12.33.23

For product related KWs, this also works if you go to the desktop version of the Google Play Store.

3. Have a Quick Look on Reddit & Amazon

Have a look at any relevant subreddits on Reddit – e.g. https://www.reddit.com/r/jeffbridges/

Do a quick search for “KW” site:reddit.com

Screen Shot 2019-07-22 at 12.41.49.png

Have a look on Amazon, just search your head term and see what products appear

Screen Shot 2019-07-22 at 12.42.40.png

In the example above .- “The Dude and the Zen Master” might be a decent KW

Other forums can help too. For example, when looking for KWs for my MMA blog, I’ll look on sherdog forums for trending & frequent topics.

4. Add Competitor Domains to Ubersuggest

https://neilpatel.com/ubersuggest/ or use the SEMRush plugin.

If necessary, we could export the KWs in this report, and then filter in Excel for those containing “Jeff Bridges”

Screen Shot 2019-07-22 at 12.46.34.png

5. Upload your Final KW List to Keyword Planner

https://ads.google.com/intl/en_uk/home/tools/keyword-planner/

A final note on search volumes.

For some blogs and websites, even keywords with 0 monthly searches may be relevant.

My other blog – blackbeltwhitehat.com has built all of its traffic off KWs that Google KW planner says has 0 searches.

It all depends on how authoritative your website is and your competitors are. You can go after bigger, more popular KWs if you are a huge website with a DA of 90. It’s a different ball game if you are running a personal blog with a DA of 15

Try and include a number of the relevant searches in your articles etc.

Brexit, The EU & Small Businesses

European Union (EU) referendum decision day is almost upon us and no-one truly knows what the implications of an exit from the EU will have on businesses or our day-to-day lives.

We can take an educated guess though, so here are some of the ways an EU exit could potentially impact small businesses in the UK.
What is an EU exit?

The UK is currently part of the EU, a politico-economic union of 28 member states across Europe that enjoy freedom of trade and movement of workers. These trading rules also apply across the wider European Economic Area (EEA), which includes Norway, Iceland and Lichtenstein.

On June 28, 2016, the UK will held a referendum to decide whether or not the UK should remain as part of the EU – and we all know the result…

PPC mistakes

 

 


How does EU membership benefit UK small businesses?

EU membership means small businesses can move goods and services across both the EU and EEA without paying any customs duties, a system which opens up greater opportunities for small businesses to trade across the continent.

It’s estimated that being part of the EU has increased trade between the UK and some European countries by as much as 50%

This trade arrangement provides a standardised set of rules when it comes to customs procedures and this reduces a lot of the paperwork and admin faced by businesses doing business internationally.

If this freedom of movement is removed, not only will it make it more difficult for UK businesses to trade across Europe, it’ll also mean there’s more red tape to negotiate.

There is also free movement for all workers across the EU, which means talent can be brought in from a much bigger pool than if businesses were restricted to only employing UK nationals, else encounter more red tape.
confidence


How does EU membership hold back UK small businesses?

Current EU regulations on patents are strict and this can stifle innovation and hold back industries trying to enter new markets and attract new customers. It’s believed an EU exit will instantly see much of this red tape removed and allow imaginative small businesses to prosper.

The UK pays an annual net contribution of around £8.6 billion – that’s more than £23 million per day – to be a member of the EU, money which the pro-leave campaign argue could be invested directly back into UK small businesses to help both new start-ups and existing businesses.

While it would never be a simple case of splitting this money between all small businesses, the suggestion is that there would be more money to go around.


How does EU membership benefit UK consumers?

EU health and safety legislation means that any products designed and sold within the EU must adhere to strict safety regulations and stand up to scrutiny under stringent quality control, which means it’s harder for companies to cut corners and sell unsafe goods to turn a profit.

If UK companies no longer have to meet these stringent safety regulations we could see businesses selling sub-standard, even dangerous, merchandise.  This issue could impact a number of manufacturing industries, but farmers and food distributors have voiced their concern regarding an array of chemicals, preservatives and farming methods, that are currently banned in the UK, but not in the USA.  With a UK exit from the EU, the entire industry and food processing itself, could be changed drastically.


So what will an EU exit mean for UK small businesses?

It’s impossible to say whether UK small businesses will sink or swim if the ‘leave’ campaign is successful, as there are pros and cons for each eventuality – it really is a trip into the unknown.

The Open Europe think tank has estimated that while an EU exit could see UK Gross Domestic Product (GDP) grow by 1.6% by 2030, it also forecasts a worst-case scenario could cost the UK 2.2% of its GDP.

There are so many potential implications for UK businesses that could be impacted by either staying in, or voting out of the EU.

For example the EU data protection rules that became law in 2018 affected everyone in the EU. If we leave the EU, it could mean less restrictions on data – great for people working in digital marketing like myself (it’s much easier to target specific buyer-personas and demographics when I manage USA accounts vs UK ones), but is this in the interest of the consumers and internet-users?

This is one example of how subjective things can easily get. As a business owner you may prefer ‘looser’ laws around data, but the general public may not. To put this into context, let’s say you own a vegan food shop in Manchester, stricter EU laws make it more difficult to target vegans living in specific parts of Manchester…

One thing’s for sure, Brexit appears to be having a very positive impact on UK tourism and with more Brits likely to stay at home this summer, thanks to the push by protesters concerned with global warming; there could be a real boom in the industry.

Here is some suggested further reading:
http://www.telegraph.co.uk/business/2016/06/05/this-is-why-businesses-ba…
https://www.theguardian.com/business/2016/jun/02/uk-small-businesses-are…