Mark Proctor

Author: Mark Proctor

  • Facebook: Campaign Budget Split Testing

    Facebook: Campaign Budget Split Testing

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Campaign budget optimisation is on its way as default in ad manager whether you like it or not (though you can still control minimum spend in ad sets so some granular control is left.)

    Now is a sensible time to get the testing done so you can understand the changes you might need to make to your campaign structures.

    Here’s how to go about it.[/vc_column_text][divider line_type=”Full Width Line” line_thickness=”2″ divider_color=”accent-color” custom_height=”40″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]You’ll need a campaign that’s using ad level spend first of all (you probably wouldn’t be reading this if you didn’t).

    The campaign you want to test will need to meet the following eligibility criteria (so if you’re a bit segment/creative-happy like I am, you might need to pare things down a little to get this working):

    • Not already part of a study
    • Contains no more than 51 total ad sets and ads
    • Uses only daily or only lifetime budgets
    • Ad sets are scheduled to run for at least 24 hours after test creation
    • Do not already have campaign budget optimisation enabled
    • Have at least two active ad sets
    • Use the same bidding and optimisation strategy without schedule constraints
    • Use standard delivery type

    If the campaign you want to test meets that spec, head over to https://www.facebook.com/test-and-learn to get started.

    Find ‘Will setting a campaign budget improve performance?’ (this used to be “How can I more effectively manage my campaign budget?”) and click ‘Get Started’.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6126″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]You’ll see this:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6128″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Select the campaign you want to test, check that the budget meets your expectation, and give the test a name at the bottom of the form.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6131″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Click “Review Test Details” and you’ll get a summary of the info you’ve just selected and schedule (7 days seems to be the default – haven’t found a way to change that).

    Here’s the summary from ad manager:

    “Once we’ve finished creating your test, we’ll start measuring the impact of your Facebook ads. The original campaign will be paused. Unpausing the original campaign or editing either test campaign while the test is live could affect the quality of the results. When the test is complete, the audience will no longer be split, and both campaigns will continue to run until you pick a winner, or until the end date of the original campaign. Find a link to test results in the Learn tab”

    So add a reminder to your calendar to check the results in a week – both campaigns will keep running and you’ll need to manually sort out the next steps once the test is complete.

    If you’re happy with the confirmation, just hit the blue button and create the test.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6134″ alignment=”center” animation=”Grow In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Good to go – see you in a week![/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Photo Credit[/vc_column_text][/vc_column][/vc_row]

  • E-commerce categorisation

    E-commerce categorisation

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Matching the site to the market.  3 important points:

    • A fundamental principle of e-commerce search engine optimisation is targeted categorisation.
    • This approach allows us to dedicate a page (a category in this instance) to a target keyword – technically optimise it for that keyword and include copy only related to that keyword.
    • Targeting numerous keywords with one page dilutes the topical relevance (for search engines, pages discussing multiple topics can introduce uncertainty regarding the focus of the page)

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Scarifiers & Cultivators”][vc_column_text]People tend to search with single product focus – they don’t use broad, traditional retail categories.

    Search volume figures from Google confirm this:[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]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[/vc_raw_html][vc_column_text]A category titled “scarifiers and cultivators” doesn’t directly match the intent of any searches.
    Categories targeted to each individually, match the intent of c.18000 searches every month in the UK.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Therefore, once we understand the product range, and the way in which the market searches, we can categorise and subcategorise the e-commerce site into a series of logical hubs which comprise of a set of unique category pages which are optimised to meet specific search demand.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Intent, Relevancy & Conversion”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Rather than one top level page for a product type, following this approach allows us to create categories targeting a wide variety of market segments, all of which are at different stages of the buying process.

    The intent behind a search for “lawnmowers” is likely to be broad and informational, a search for petrol lawnmowers is more focused, with greater intent to purchase.

    A search for “4 stroke petrol lawnmowers” is well qualified, and typically has a higher probability of conversion.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”In Practise”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Sub-categorisation of the lawnmowers category allows us to create multiple pages targeted to qualified search terms.

    In addition, rather than the site having one page related to lawnmowers, we now have a 7 page hub – more related content, and ultimately more dedicated, detailed, expert content related to the topic – a major indicator to Google that the site is an authority on the subject in question.

    We also improve conversion probability, as the searcher looking for 4 stroke lawnmowers via search is directed to the page that contains only the information and products they are interested in.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”6154″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”198″ alignment=”center” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Visibility & Volume”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Following this approach, we maximise potential visibility for the site.
    Visibility amongst a higher number of searches ultimately translates into a higher number of visitors. Sub categorising allows visibility for well qualified, less broad search terms.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_raw_html]%3Cstyle%20type%3D%22text%2Fcss%22%3E%0A.tg%20%20%7Bborder-collapse%3Acollapse%3Bborder-spacing%3A0%3Bborder-color%3A%23ccc%3B%7D%0A.tg%20td%7Bfont-family%3AArial%2C%20sans-serif%3Bfont-size%3A14px%3Bpadding%3A10px%205px%3Bborder-style%3Asolid%3Bborder-width%3A1px%3Boverflow%3Ahidden%3Bword-break%3Anormal%3Bborder-color%3A%23ccc%3Bcolor%3A%23333%3Bbackground-color%3A%23fff%3B%7D%0A.tg%20th%7Bfont-family%3AArial%2C%20sans-serif%3Bfont-size%3A14px%3Bfont-weight%3Anormal%3Bpadding%3A10px%205px%3Bborder-style%3Asolid%3Bborder-width%3A1px%3Boverflow%3Ahidden%3Bword-break%3Anormal%3Bborder-color%3A%23ccc%3Bcolor%3A%23333%3Bbackground-color%3A%23f0f0f0%3B%7D%0A.tg%20.tg-yw4l%7Bvertical-align%3Atop%7D%0A%3C%2Fstyle%3E%0A%3Ctable%20class%3D%22tg%22%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ESearch%20Term%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJan-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EFeb-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EMar-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EApr-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EMay-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJun-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EJul-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EAug-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ESep-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EOct-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3ENov-16%3C%2Fth%3E%0A%20%20%20%20%3Cth%20class%3D%22tg-yw4l%22%3EDec-16%3C%2Fth%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Elawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E33100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E74000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E165000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E74000%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E60500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E40500%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E14800%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Epetrol%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E22200%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E18100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E9900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E2900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Eelectric%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E3600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E8100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E9900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E14800%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E12100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E8100%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E6600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E3600%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1900%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E1300%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Ehover%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E170%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E170%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E30%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E2%20stroke%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E30%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%20%20%3Ctr%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3Erotary%20lawnmowers%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E50%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E140%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E90%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E110%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E70%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E20%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%20%20%3Ctd%20class%3D%22tg-yw4l%22%3E10%3C%2Ftd%3E%0A%20%20%3C%2Ftr%3E%0A%3C%2Ftable%3E[/vc_raw_html][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Generating the hub builds topical authority which increases likelihood of good visibility for the shorter, more competitive terms too e.g. “lawnmowers”.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_text_separator title=”Market-Led Structure”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    • While competitors or retail history can provide a starting point in terms of broad categorisation, competitors may not be (in most cases in my experience) using a well researched, market-led categorisation structure.
    • This usually presents an opportunity to comprehensively match the way in which potential customers search for the products they provide, to build topical authority (provided relevant, useful copy is included) for search engines, and ultimately to improve visibility for relevant searches, increase organic traffic and improve conversions.

    [/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main photo credit[/vc_column_text][/vc_column][/vc_row]

  • Climbing Up The Funnel – Learnings From Facebook Advertising

    Climbing Up The Funnel – Learnings From Facebook Advertising

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Forensics and guess work

    When I built websites, I was concerned with the transaction, the endpoint of the traditional sales funnel. The mechanics behind the browsing experience and guiding a customer through a conversion.

    The purchase journey and the user experience played a part in that of course – but when I was putting sites together I was most often focussed on the operational – the technicalities of making sure you could easily buy a product in Magento for example, or that the subscription plugin for WordPress was easy enough to use. The goal was an effortless experience that users didn’t have to think about – whether researching, planning or buying.

    When I worked in both PPC and SEO, I was focused on meeting demand. If enough people searched using a specific relevant term (and it was viable), we’d target it – either using ads or optimised content. If I saw a large amount of brand search volume, I’d usually assume the brand had high awareness and loyalty (though often I’d be surprised by seemingly disproportionate numbers of brand searches for smaller clients).

    The process typically began with search demand – 2500 searches every month – let’s target that. I didn’t spend much time thinking about why the demand existed, it existed, and my job was primarily to pull a share of that demand to a website, so the focus was on getting visibility for the search and providing a relevant experience for the visitors that followed.

    Broadening Reach

    In my first weeks focusing on Facebook I stepped out of the thin end of the funnel and began to climb the sloping sides to the top. Accustomed to reasonably precise Google Analytics stats (with unyielding last click attribution models), it took me some time to get my head round the view attribution stats Facebook was reporting. My transactional SEO and PPC assumptions were kicked squarely in the teeth by the relatively long 28 day attribution statistics, and I began to appreciate the true complexity of customer journey from the perspective of a Facebook advertiser.

    Clients would sometimes have over 50% of their purchases attributed to ad views (users weren’t clicking on the ads – only seeing them). Purchase cycles varied wildly depending on products, pricing and markets – impulse purchases and sales converted quick, luxury products and complex services required gradual stages of communication, and average purchase lag might extend to 20 days while they moved through each decision-making stage.

    I found myself monitoring my own purchase journeys more closely, understanding the touchpoints, trying to recognise the key influencing moments, and as I did so, I began to understand just how powerful a channel Facebook is, and how it complements and works with others.

    If we could test and learn – understand these journeys on behalf of our clients, translate the stages into relevant, engaging creative, and then use the ridiculously granular demographic, interest and lifestyle targeting options Facebook offers, to find exactly the right market segment to talk to, everything fell into place.

    My understanding of what generates the search demand began to deepen. Only a few Facebook users click and buy immediately upon seeing an ad. Plenty more open a new tab and search for the brand or product in the ad, move to a different device to complete a purchase, or come back to the site later at a more convenient time. It’s all very messy, and ultimately reflects the natural and complex way in which we make purchase decisions.

    This ultimately heightens the need for PPC, SEO and UX to be at the top of their game too. Facebook is building all this awareness, generating demand that converts in all sorts of imprecise, messy, human ways, and so your site needs to be available front and centre when the next stage of the purchase cycle arrives. It needs to ensure that whatever your Facebook ads were promoting is easy to find for all those people who saw the ad but didn’t click, and that the site messaging and signposting clearly reflects the promise of the ad. Without that clear user journey, without the signposts that seal the conversions promised by the ads, you’re left only with the users who see your ad and can decide and purchase at that very moment. I used to think that was the majority.

    Measuring

    It all gets a bit messy when you’re trying to attribute the performance of your marketing budget of course.

    Facebook will report on all purchases in which it has been part of the process. If you saw a Facebook ad, didn’t click, and then googled the brand and purchased 10 days later, that sale can be attributed back to the Facebook campaign.

    In your analytics, it’ll look like organic or PPC, as that was the last click prior to purchase – so we end up with organic and PPC attributed sales in which Facebook ads were part of the customer journey, but not the final step.

    There are some expensive solutions to this data crossover, but until Google and Facebook stop competing for your advertising budget, it’s unlikely we’ll see them holding hands on this issue and presenting an inexpensive combined solution any time soon.

    This is the conversation I now have the most often with our clients, and when I put myself in their shoes, it’s easy to understand – they want to know where to put their money – Facebook claims X, Google claims Y. Google has the analytics platform that everyone (including myself) has come to know and trust, and so when what appears to be a discrepancy arises, the immediate suspicion falls on the other party. Of course, it isn’t a discrepancy, just different attribution of complex behaviour.

    The bottom line is that you can’t base channel budget splits on last click attribution. Do that and you’ll be over-egging the bottom of the funnel by a country mile, severely limiting your growth.

    Instead, you really need to spend time on the Facebook numbers, look at view attribution and purchase lag as well as click, get that insight into the customer journey and try to build a more relevant attribution model based on all the channel data.

    As with any promotion, to properly capitalise you need the PPC, SEO and UX prepared and organised on the same theme as the awareness raising Facebook campaigns you use. It all goes hand in hand, and arguing about which channel performs best becomes less important when this mix is broadly right for your customer journey and the conversions start coming. Instead, working on top notch creative and engaging messaging that’s consistent and relevant to your audience, across each channel becomes much more valuable.

    Summary

    I find myself forced out of my comfortable world of specific search demand numbers, precise click through rates and channel numbers, and thinking much more about the humans seeing the ads, considering the message, the creative catching their eye as they browse their newsfeed, getting interested, weighing the decision to buy, if the brand speaks to them, if they’re on the train, or browsing their mobile while monitoring a toddler, or at work on their desktop planning how to spend their cash when payday arrives next week.

    It’s so much messier than down at the bottom of the funnel – but it’s also much more representative of the true complexity of the real customer journey to purchase.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main Photo Credit[/vc_column_text][/vc_column][/vc_row]

  • E-commerce product attributes

    E-commerce product attributes

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]In another lifetime I used to build Magento websites. Bit of a learning curve on Magento, but once I was reasonably familiar with it, I started to gain an appreciation for the importance of getting product attributes right before any product data was added to the system. I’ll now attempt to explain what I mean by that and why I thought it was worth a bit of time writing a post on the subject…[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]1. What are product attributes?
    Imagine you have a product that you’re adding to your online shop. Let’s say it’s a power washer.
    Keyword research shows us that, as with most products, search demand for pressure washers is considerably fragmented. People at the top of the funnel who are information gathering use a simple “pressure washers” query – however, we can see that plenty of people also search for specific power requirements: “2000 watt power washers”, specific pressure ratings: “200 bar pressure washers”, for “portable pressure washers”, “heavy duty pressure washers”, “lightweight pressure washers”. There’s also a lot of search volume related to use cases – “patio pressure washers”, “decking pressure washers”, “car pressure washers” and so on.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]It’s generally the case that more qualified searches are closer to conversion, and in my SEO roles, it has been my job to understand how people search and then structure e-commerce sites in a fashion that reflects that. Most of the time that involves creating hubs of categories which match the various ways in which people search.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]So rather than just one “power washers” category, there are a number of sub categories that seek to match the other, more qualified searches (more on e-commerce categorisation).[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]When you are preparing your product data for an e-commerce site, you should get a spreadsheet set up and attempt to create columns for every possible attribute – so perhaps you’ll have core data at the start (the SKU number in column A, product name in column B, brand in column C, price in column D and so on) – but then add columns for (in this example) power, pressure, weight, car, decking and so on.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Attributes obviously vary, and good e-commerce systems are set up to handle this.  Magento lets you create attribute sets – so you’d have a different attribute set for power washers, a different set for lawnmowers, and another for garden hoses.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Getting the attributes right, means you can tell your e-commerce system that a category should include all products with specific attributes.  You can create a “lightweight power washers” category that includes all power washers with the attribute of “lightweight”.  That means that the categories need much less manual management, as the platform handles inclusion of the correct products.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Doing this stuff right at the beginning gives you a foundation that is rock solid for search engine optimisation, ensures you have plenty of well seperated product attribute information you can include in structured data on your site, and gives you a head start when it comes to transferring your products into a number of third party feeds such as Google Shopping (for a bit of future proofing, it’s worth checking the mandatory Google product ad feed fields while you’re at this and ensuring you populate those in your spreadsheet too).

    The alternative to doing it this way, is the easy way – sticking the manufacturers description in the product description field, and ending up with the same content as everybody else, jumbled into one text field that can’t be seperated, sorted or easily understood by search engines.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]It is a pain in the ass.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Doing this really is a pain in the ass.  You’re desperate to just get your site live and see your products on it, and so is everybody else.  Typically folk end up looking at this task and deciding to add the attributes later.  Of course it never gets done, or is added sporadically and in a shotgun manner.

    You end up putting it off and for 90% off sites, it never happens.

    That limits visibility, conversion and categorisation – so don’t overlook those attributes![/vc_column_text][/vc_column][/vc_row]

  • Can I use a canonical that redirects?

    Can I use a canonical that redirects?

    Yes:

    “Can rel=”canonical” be a redirect?
    Yes, you can specify a URL that redirects as a canonical URL. Google will then process the redirect as usual and try to index it.”

    From here.

  • Should I limit my titles to 56 characters?

    Should I limit my titles to 56 characters?

    Decide if it’s more important that your title content is displayed exactly as you want in SERPs or that they communicate the correct information to Google.  Obviously, tight copywriting is still important here, I’m just saying that I see a lot of functionality lost to inflexible adherence to display guidelines.

    Maybe you can do both.  Chances are Google will pick the relevant info and display that anyway.  The title of this page is 88 characters and you still got here.

    For meta descriptions – stick to the display limits, they’re all about the CTR.

  • Which service microdata should I use?

    Which service microdata should I use?

    If it’s a commodity type service with a constant price attached to it (haircut/£5), use product microdata (you can detail the offering precisely).

    If it’s something more variable, use the service schema (remember to check for more relevant matches like ‘Professional Service‘ which are a better choice if they’re relevant.)

  • 8 Badly Drawn Questions For Your Prospective SEO Agency

    8 Badly Drawn Questions For Your Prospective SEO Agency

    [vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]I recently found myself in a situation with time to kill, and only my wife’s ipad as company. I started playing with Paper, a great little drawing/painting app, and after my 2nd or 3rd terrible rendition of “a thing in the room”, I decided my unique artistic talents were probably best put to use for this site, rather than attempting to become a digital painter…

    So – here are 8 questions that you should ask anyone who offers you search engine optimisation services, rendered in pretend ink and watercolour, and then digitally framed in an attempt to make them look a bit more grandiose.

    They should hopefully help you figure out if you’re talking to someone who is actually going to be able to help you, or is selling you internet snake oil. Of course, you will have to be able to decipher my handwriting in order to use these, so please accept my apologies for that first hurdle in advance. Edit: since my unique handwriting was proving difficult to decipher, I’ve added the content as a subtitle under each pic! Mrs. Lee from Primary 4 would be so disappointed with me….[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5911″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Show me a site that you worked on, ranking for a competitive keyword. Explain what you did.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Done this before?

    If it’s a decent agency, they should be able to show you a few sites that they’ve already managed to get to good positions, for reasonably competitive keywords. If they’re only able to show you sites ranking well for very long, or obscure searches, it’s not a good sign. Once they do show you some, contact the example site owners and ask them for a reference.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5912″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Give me 5 examples of sites you’d include in a link-building campaign. Explain your choices.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    What’s a good link?

    You’re looking for sites that are relevant to your business, are well established, and hold a certain element of authority. It’s worth asking how they’d go about getting the links too.

    2018 Edit: This is a bit old now!  Better discussing content strategy these days…[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5913″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]What technical changes will you be making?[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Testing definitions of SEO

    This question will allow you to gauge just what you’ll be spending your cash on. You need keyword research, a site plan, and on-page optimisation at the very least. Unless your site is already technically optimised, you don’t just want link-building, as all the links in the world aren’t going to help if your pages are targeted badly.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5914″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Do you offer any ranking guarantees? For which keywords?[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    What is a guarantee worth?

    SEO guarantees are the chocolate teapots of digital marketing. A good answer to this question would involve your SEO explaining factors like keyword competition levels, competition site strength, and long-tail keyword opportunities. If they actually do mention a guarantee, try telling them your brother is starting a cereal company and wants to rank No. 1 for “Cornflakes”. See how quickly the guarantee unravels.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5915″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Are you comfortable working with the platform my site is built on?[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Technical Knowledge Test

    Just do a quick check to find out if they have experience working on your site’s platform. Plenty of people know their way around WordPress, but would be faced with a time consuming learning curve and potential mistakes if they were asked to optimise a site built on Drupal.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5916″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Explain ‘schema’ microdata to me.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Up to date?

    This should reveal a little about whether the person you’re speaking to is keeping up to date with SEO best practise. They should talk about how Schema microdata allows you to ensure google understands exactly what an item on your website is. (typical example – when you use the word Avatar, are you referring to the film, a picture or the incarnation of a Hindu deity?) Schema allows you to tell search engines exactly which, and is also really useful for local business sites. (Cat is 100% decorative)[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5917″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]I’ve been working on new meta-keywords with my nephew. Can I send them to you to build in?[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Are you going to tell me it like it is?

    Or just agree with me. Firstly, adding meta-keywords is a complete waste of time on the vast majority of websites, Secondly, how did you and your nephew go about selecting these keywords? Did you research them, or just brainstorm a massive list. If they just say ‘yes’, they’re happy to accept your money, but aren’t going to provide you with expert guidance.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][divider line_type=”Full Width Line” line_thickness=”1″ divider_color=”default” custom_height=”20″][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”5918″ alignment=”” animation=”Fade In” border_radius=”none” box_shadow=”none” max_width=”100%”][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]My friend got 1000 links for 5 dollars, can you do the same?[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]

    Are you going to royally screw up my site?

    Spammer test: If they say yes, put down the phone immediately and go wash your hands.[/vc_column_text][/vc_column][/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” column_border_width=”none” column_border_style=”solid”][vc_column_text]Main photo credit.[/vc_column_text][/vc_column][/vc_row]

  • Can You Use Relative URLs As Canonicals?

    Can You Use Relative URLs As Canonicals?

    Have been doing a bit of reading and found this (fairly old post) on Google’s webmaster central blog:

    “Can I use a relative path to specify the canonical, such as <link rel=”canonical” href=”product.php?item=swedish-fish” />?

    Yes, relative paths are recognized as expected with the <link> tag. Also, if you include a <base> link in your document, relative paths will resolve according to the base URL.”

    So, you might also want to add <base> tag to define the address that will be inserted in front of the relative url, however without setting it specifically the current URL in the location bar will be used, so I would typically expect the relative canonicals to operate correctly without it.

  • Does Google Search Console Use Different Authorisation Codes On Every Property?

    Does Google Search Console Use Different Authorisation Codes On Every Property?

    Nope. Seems like the authorisation html file you upload is specific to your Search Console/Webmaster Tools account, rather than specific to the property.

    I’m glad about this as I just had to verify 42 domains in one go.