It is in schema format so directly informs Google of page locations and what they’re about.
You can put it separately from the main navigation markup, in either the <head> or the <body> when using the recommended JSON format. Which effectively gives Googlebot an additional number of links to crawl or at least acknowledged with some additional data describing what the links are about.
There are some old posts saying Navigation Schema is not approved by Google, but it now appears to be on the list of approved schema – screenshotted below “SiteNavigationElement”:
From what I’ve read and from the example I’ve been sent during my ‘research’, it appears you can have the schema code, completely separate to the main HTML navigation code – so effectively adds an additional incidence of HTML links (which is good).
Implementing Navigation Schema
If using JSON – put the schema code in <head> or <body> of HTML page
The schema can be placed on all of the site’s pages.
I needed a way of combining a load of commerce product identifier numbers into one cell, separated by columns.
You can download the spreadsheet with the formula here.
Textjoin Formula Example
The comma in speech marks, adds the comma between the numbers Not sure what “TRUE” does to be honest! The F6:F35 is just the cells that the original list, that’s aligned vertically in this case, was in.
Content marketing and inbound marketing is kind of, the new SEO. Google, as we’ve heard a million times, loves great content and great content attracts genuine links.
The process is easy, the execution can be a bit of a b@stard to do though.
Identify your target audience
Find out where they hang out online e.g. which Reddit forums and Facebook groups etc
Identify your target audience’s common questions and pain points
Use a tool like SEMRush to ID low competition search terms regarding the questions & pain points
Create useful, in-depth copy/posts that helps your target audience
If resource available, create videos for YouTube based on posts that get most traction
Create short videos suitable for social – with captions
For blog content, see if you can match the topics you’ve found, with specific keywords, ideally with the highest volume.
Check the search engine results pages (SERPs) and identify any keywords which have “weak” or somewhat irrelevant results.
It’s a bit beyond the scope of this post, but look to optimise your blogs for “rich snippets”, by using lists and html tables.
To check for keywords, you’ll need Keyword Tool like SEMRush to do this, or search “free keyword tool”.
Keep each blog post specific to one or two keywords.
You can also promote your blog posts with outreach, although some content marketing gurus, say you’re better off investing all your time in creating content, rather than promoting it.
For Reddit, you can use this great Reddit Keyword Tool, to identify the most common topics of discussion, in a given forum/subReddit.
The backbone of good content, is that, well, it’s actually good – well written, easy to read, full of visual assets if possible.
When it comes to blog posts, make the content scannable with lists, bullet points and images. If you have the resource, infographics are always a good addition to a blog post.
Statistics are also a great way to attract links and citations from other websites. For example, if you work out the average price of a [given product or service] in the UK, it’s relatively likely to attract links. If you sell UK holiday homes or used campervans, you might work out the average price of new camper van, or the cost per holiday of an overseas holiday versus a holiday home.
Help, Help, Help, Sell
Gary V’s book Jab, Jab, Jab, Right Hook is a bit old now, but the adage of setting up a sale several times, before trying to promote your service or product is still valid, in my opinion.
The “jab” in the book title, is the useful or entertaining content aimed at your target audience
The “right hook” is a blog and/or social media post that aims to sell a product or service.
Would you follow a social account or blog that’s just trying to sell you a service or product?
For example, if an accounting software company has a Facebook account that just promotrs its software directly in every single post, not many people will be interested. However, if the Facebook page posts about tax saving tips, digital marketing for small businesses etc it’s likely to get more engagement.
I’d also avoid lots of
Behind the scenes posts.unless you’re an established brand, nobody gives a shit
Virtue signalling posts
You might follow a brand or company on social media etc, that just promotes itself, if you already know the brand, or if you’re interested in working at the company.
However, unless you’re an established brand, or you create content just for recruitment purposes, then it’s generally best to create blog and social media posts that help, entertain, and/or interest your target audience.
Establish yourself as an authority in your niche, with helpful & insightful content
Drew Griffiths (2022)
It can definitely help to promote discounts and offers on social platforms and blogs, but that’s generally the that’s the “right hook”, whereas the “jab, jab, jab” relates to the helpful, insightful content that should take up about 75% of all your posts.
If you’re in the business to business sector for example, you can gain brand awareness and an online following by providing posts that provide helpful advise on SEO, PPC, Social Media Marketing, Digital Marketing Tools etc. If you’re just trying to directly sell your office chairs, or accounting software in every single blog and social media post, you’re probably not going to get a large, engaged, following.
Don’t Post Links all the Time on Social Media
Social media platforms, from Facebook to LinkedIn, all want to keep users, on their platform. Links will tend to take people onto different websites, and as a result, posting links to your blog etc, will tend to kill your organic reach (the amount of people who see your social media post).
Keto Diet Products Example
If you were running a business selling Keto supplements and foods. You can study the Keto subreddits and Facebook groups, and you’d probably find that there are lots of questions regarding keto desserts.
Jump onto SEMRush, or another SEO Tool and find search terms, and potential headings for blog posts – that have a low level of competition – i.e. it’s relatively easy to rank for.
Create in-depth keto dessert blog content that’s better than what already exists.
Optimise the content for the search terms that you’ve identified on SEMRush.
Reformat the content for social media. Captioned videos tend to do well, as these are the least popular form of content – social media is full of images and text posts, so it’s a bit easier to stand out with a video.
Consider creating a free eBook about keto desserts. Promote the eBook on social media to “warm up” your target audience to your brand* Remarket your products to those that download the eBook.
Create a serious of posts & videos regarding the best keto desserts, the best sweeteners and the best supplements to help with sugar cravings.
*It’s difficult to sell products, particularly high value products to people on Facebook, Instagram etc, as they’re not actively searching for something to buy. Best practice is said to be, create an offer e.g. an eBook, Webinar etc that’s directly of interest (and NOT necessarily directly about your product) and advertise it to your target market on social media – Then remarket to those that engage with your advert.
Hope this blog post helps!
I know the irony about in-depth, long format content that I’m touting in this post, but please bear in mind, I’m writing this on my lunch and I’m not trying to sell anything. Well, unless you want to buy an MMA T-shirt.
Semantic search adds context and meaning to search results. For example, if someone is searching for “Lego” – do they want to buy Lego toys, or see a Lego movie or TV show (Ninjago is great). Another example might be “Tesla” – do people want to see the latest self-driving car, or learn more about Tesla the scientist and inventor?
How to Optimise for Semantic Search
Make sure you understand search intent and any confusing searches like Tesla(inventor or car?), Jaguar (car or animal?), etc
Look for structured data opportunities
Optimise internal links – especially if you are using a “Pillar Post” and “Cluster Page” structure
Follow traditional on page SEO best practices with headers, meta titles, alt tags etc
Tools for Semantic Search
SMA Marketing have done a cool YouTube video about Semantic Search and they recommend tools including:
Advanced Custom Fields for WordPress
Google Colab with a SpaCy
Before you publish a post – look at the search results for the keyword(s) you are optimising the post for. Check in incognito in Chrome to remove most of the personalisation of the results.
For any answer boxes or snippets, you can click the “3 dots” to get information about the results:
As well as the snippets, you can click the 3 dots next to any organic result. Here’s another result for “MMA training program pdf” with some additional information:
With this in mind – if you are looking to rank for “MMA training program pdf” then you will want to include the search terms highlighted in the “About this result” box: mma, training, program, pdf and ideally LSI keywords “workout” and “plan”.
It’s also a good idea to scroll down to the bottom of the SERP and check out the “related searches”
Take a look too at any breadcrumb results that pull through below the organic listings. Combining all this information will give you a good idea as to what Google understands by your search query and what people are looking for too.
You can then click the different tabs/headings and get some cool insights
Remember to scroll right down to the bottom, as you’ll find some additional insights about important terms and their relevance
The Google NLP API is pretty interesting. You can also copy and paste your existing page copy into it, and see what Google categories different terms as, and how “salient” or important/relevant it thinks each term is. For some reason, it thinks “band” is an organisation in the above screenshot. You can look to improve the interpretations by adding relevant contextual copy around the term on the page, by using schema and internal links.
An Analytics account is your gateway to Analytics. An account can include multiple properties and property types, but a property can belong to only one Analytics account.
A property lives within an account. Properties are the containers for your reports based on the data you collect from your apps and sites. It’s the level at which Analytics processes data and where Analytics can connect with other Google products, like Google Ads.
A data stream lives within a property and is the source of data from your app or website. A property can have one or many data streams.
Remember, a property is the container for your reports based on the data you collect from your apps and sites.
A data stream lives within a property and is a source of data from your app or website.
Once you’ve identified a user base you’re trying to measure, create a property for that user base.
Then create a data stream for each of the ways these users interact with your business. For example, if you’re an app developer, you could create one data stream for your iOS app, one for your Android app, and one for your app’s marketing website.
Conversions are events that are assigned a value – such as a purchase, a lead or a download.
To mark events as conversions
In the left-hand side-menu, go to the bottom option “configure” – then “go to admin”
You can now turn on events like 100% scroll, to conversions.
Browsers that don’t allow conversions to be measured with third-party cookies have conversions modeled based on a website’s traffic. Browsers that limit the time window for first-party cookies have conversions (beyond the window) modeled.
When trying to understand user journeys, Analytics can use several different user identifiers, such as the IDs you assign users logged into your website, Google signals, and device ID. These groups of identifiers are called identity spaces.
Reports & Explorations
Free From Exploration
The free form exploration allows you to visualize your data with flexibility and ease.
To conduct an ad hoc analysis, just drag and drop the variables you’re interested in onto a canvas to see instant visualizations of your data. Don’t see the variable you’re looking for? Select the plus icon to view the full list of dimensions and metrics you can use.
This tool presents your data in a cross-tab layout, where you can arrange the rows and columns as you like and add the metrics you’re most interested in. You can also apply different visualization styles, including bar charts, pie charts, line charts, scatter plots, and maps.
If you spot a significant data point, right-click on that data point to easily create an audience or segment from it and use it in other explorations. If you use the line chart visualization, you’ll see an automatic feature enabled called anomaly detection. This feature uses machine learning to identify outliers in your data according to your parameters.
Funnel exploration lets you visualize the steps your users take toward a key task or conversion. This tool helps you identify sequences of key events and understand how your users navigate these steps. You’ll be able to see where users enter your funnels, as well as where they drop off.
You can use this information to improve your site or app and reduce inefficient or abandoned customer journeys. You can also easily create audiences of users based on where they enter or exit the funnels you define.
With this tool, you can define up to 10 steps in your funnels, up from five steps in UA properties’ Custom Funnels. Plus, you can now analyze both closed funnels (where users must enter at the beginning of the funnel) and open funnels (where users can enter the funnel at any point).
Path exploration lets you understand how people progress from one stage in the customer journey to the next.
Like funnel exploration, path exploration uncovers the steps users take through your site or app. But while funnels only analyze a single, predefined path, path exploration is free-flowing and can follow any number of undefined paths, even ones you weren’t aware of or didn’t intend. For example, it could uncover looping behavior, which may indicate users becoming stuck.
Plus, you can define paths using either a starting point or an ending point. This helps you understand how users got to a certain step on their journey and shows you what they did after.
Segment overlap lets you compare up to three user segments to quickly see how those segments overlap and relate to each other. This can help you isolate specific audiences based on complex conditions. You can then create new segments based on your findings, which you can apply to other exploration techniques and Google Analytics reports.
Explorations are private by default. If you’re the creator, only you can view and edit them unless you choose to share.
Understand the Analytics property structure
You can use GA4 properties exclusively for web data, exclusively for app data, or for both app and web data together. No matter what your setup is, it’s important to understand how to structure your new Analytics property.
Introducing data streams
Data streams are a feature of GA4 properties that allow you to connect a single Analytics property to the various places where your users interact with your business. For example, a company that has both a website and an app would need a separate data stream for each platform to combine their reporting and insights into a single Analytics property.
Once you have set up your GA4 property and data stream(s), you can add different events.
For an eCommerce store, Google recommends setting up:
Google Analytics 4 filters are applied at the property level, and affect data from all data streams in that property. All reports for a property use the same filtered data.
Analytics collects and stores user interactions with your website or your app as events. Events provide insight into what’s happening on your website or app, such as page views, button clicks, user actions, or system events.
It’s easy to create conversions, from events.
Got to EVENTS in the side-bar/menu on the left of GA4, then “All events”.
Speed Up Data Studio Reports (Significantly) – Extract Data
To speed up your reports – you can “Extract Data” and cache it.
It can help to have 2 copies of the report up – so you can see which metrics and dimensions you need to select when adding the data to extract and cache (also a good idea to test the extract data method on a copy of the report in case you faff anything up)
Go to “Add Data” in the top menu-bar
Click on “Extract Data”
Choose the data you need – eg Google Analytics
Add the dimensions and metrics you need for the report
On the Right hand side – click to turn “Auto Update” on
Click “Save and Extract”
Sometimes you have to faff around a bit with the dimensions – Google Analytics doesn’t seem to like caching a dimension, but still goes super-quick if you cache the metrics only.
Edit in Bulk
If you want to edit all of the charts or tables on the page, in “Edit” mode, right click – go to “Select” and then choose “Tables on page” or whatever type of chart, scorecard or table you’ve selected.
This works instead of CTRL clicking or SHIFT clicking – but you can only change charts or visualisations of the same type at the same time. You can change the style, add a comparison date range etc.
Brand Colour Theme in Data Studio
Click on “Them and Layout” at the top of the screen and then, near the bottom right click “Extract Theme from Image” – you can then upload your logo and choose a theme with your brand colours.
If your shite at presentation like me, this is helpful.
Copy & Paste Styles
In Data Studio – If you want to copy a style from a chart or table, right click it, then choose “copy”
Click another chart/table and the right click – Paste Special – Paste Style Only
Add Chart Filters to an Entire Report
If you want to add a filter to all the data in a report, then it can be a pain going through the charts individually.
Right click on a blank part of the page –
Click “Current Page Settings”
On the right hand side – click “Create a Filter”
Choose or create a filter to apply to all the page
To add a filter to multiple pages
Right click on a blank part of the page
click “Report Settings”
click “Add a filter” in the right side-menu
Add Elements to All Pages of a Report in Data Studio
If you want to add a header and date range selector, for example, to all the pages in the report – add the elements to a page, then right click on the element – and choose “Make report-level”
Quickly Align Elements in Data Studio
Click and drag to select all the elements
Right click – choose “align” – “middle” to get everything inline horizontally
To get an equal space between all the elements, so they’re spaced evenly:
– click and drag to select the elements
– right click – select “Distribute”
– “horizontally” to space evenly across the page, or “vertically” to distribute evenly in a vertical manner.
You can also tidy up individual tables to align the columns vertically – right click and select “”Fit to data”
Okay, now you need to look at building your brand and getting traffic and engagement on your website and social media accounts.
Trust signals – include membership badges, university logos prominently
Humanize the site – include images and videos of people who work for the business
Social Proof – include reviews and testimonials. TrustPilot and video testimonials work well
Site Speed – make sure the site is quick and works perfectly on mobile devices
EAT – Expertise Authority & Trust – show your credentials on the about us page
Contact Form – Make it as easy as possible to be contacted
Trust & Transparency – Include full contact info if possible – address, tel number, email
Have you got Google Analytics & Search Console installed?
You will also need to think about the colour scheme and imagery.
Think about what mood you want to portray
Strong Call To Action
You will probably want a “Call to Action” or “CTA” button, such as “Buy Now”, “Learn More” or “Contact Us”
This CTA button is generally placed “above the fold” on most pages, so that people don’t have to scroll down or look for a way to get in touch or buy from you.
“Join Free for a Month” – is the CTA on Netflix’s homepage (at the time of writing)
For more expensive, high end or though-out purchases such as – buying a car or contacting a therapist, sometimes it’s better to have the CTA below the fold. The best thing to do is test it, with Google Optimize.
For more information about “Conversion Rate Opimization” (CRO), see this article:
Google will send out a postcard to your office (or home) address
The postcard has a code – so you can confirm you are at that address
Register your business with high quality, local directories such as
Try and get on any local government directories too.
Social Media & Captioned Videos
If relevant, register your business on:
Arguably the best way to get noticed on social media at the moment, is to create videos with captions – so they can be watched on mute.
Linkedin is said to have the greatest organic reach at the moment too – meaning you can get your video, image or text-post in front of more people, without paying for ads.
Social media sites like people posting videos too – because they drive a high rate of engagement and keep people on the site for longer.
Do NOT post to YouTube and then post a link on social media
Instead – upload your video direct to the platform.
Social media sites will tend to kill your reach if you post a link – they don’t want people to click and leave their website
YouTube is also showing on more and more Search Results Pages on Google.
Consider creating a YouTube channel with lots of informative, helpful and entertaining content. You can then edit the videos and post to specific social media platforms.
Jab, Jab, Jab – Right Hook
General principle of content and social media marketing by Gary V.
Identify your target market
Identify their issues and pain points
Post helpful content related to their pain points and problems
Do NOT constantly promote your business – slip in the odd “Right Hook”, every 3 or 4 posts
People do not want to be sold to constantly, they want helpful, insightful and funny content.
If you target market is small business owners, take a look on Quora and Reddit and see what people are talking about. If a common theme is Facebook advertising for example, make some helpful videos and blog posts about Facebook marketing.
SEO, PPC and More
The above is just a foundation.
If you have the time and resources, you will ideally produce lots of insightful blog content, earn lots of inbound links and work your way to the top of Google.
You will also want to consider “PPC” – Pay Per Click ads on Google, Facebook and Linkedin.
One beginner mistake to avoid with ads – is sending people to your homepage.
Have a specific “landing page” for each advertising campaign.
oh – make sure you have a good looking logo too. You can use Canva or hire someone on PeoplePerHour.com
Videos are great for social media, and YouTube is also starting to show more and more often in the Google results. I would personally have a good go at gaining an online presence using videos and social media – particularly Linkedin at the moment.
Build a Brand
Here’s a good article that some hero wrote about building your brand as a small business
Nail down your USP
Identify other propositions “why use me/us and not the competitor?”
Write down your brand story
Use high quality photography & videography (avoid stock pictures)
Consider making customer support a key element of your brand – this can help with online reviews too. Pre-purchase, purchase and post-purchase consumer stages are all opportunities to impress and help.