October’s Monthly Roundup
October has been a busy month here at Absolute Digital Media and we’re certainly not planning on slowing down. From finalist nominations at the Drum Agency Business Awards and the UK Search Awards, to our in-depth training sessions covering everything from Google Search Console, to Screaming Frog, the team have been busy learning, celebrating and keeping productive over the past few weeks. We’ve even ventured out of the office, taking part in Facebook’s Holiday Bootcamp and paying a visit to Google’s Digital Garage, before returning back to raise money in style with our Wear It Pink breakfast for Breast Cancer Now.
Back in the office, the team have also been delving deep into a few of the industry’s hottest topics and so to celebrate a productive month, we’re taking a look back at just what we’ve been looking at in October.
Table Of Contents –
- The Importance Of Competitive Analysis
- We’re Finalists At The UK Search Awards!
- How To Evaluate Search Algorithm Changes
- We’re Finalists At The 2019 Drum Agency Business Awards
- Welcome BERT, Google’s Largest Search Algorithm Update Since 2014
- Effective Email Marketing Strategies For The Best Business Results
- How To Find Low-Competition Keywords With High Search Volume
When you start any project, it’s important to take the time to research, evaluate and analyse your market from a competitive point of view. Competitor analysis can give you a stronger starting point when it comes to capturing market share on Google and can include anything from keyword research and tailored strategies, to evaluating your competitors and their position online. In order to conduct a ‘perfect’ competitive analysis, you should:
- Perform Effective Keyword Research
Keyword research is the very core of content marketing campaigns, so where better to start when embarking on competitive analysis? You’ll need to start with basic keyword research for all terms you do, and could rank for, before identifying your keyword universe and selecting keywords based on their relevancy and search volume. From here, you can prioritise your list.
- Identify & Evaluate Your Key Competitors
To identify and evaluate your key competitors, you’ll need to first determine your current position in the market. From here, you can determine who you’re likely to share the market space with and identify your top competitors accordingly.
- Position Your Brand Amongst Your Competition
Following the identification of your competitors, you should work out your position against them in the SERPs. You should determine which of your competitors are targeting the same keywords as you, so you can determine where your brand sits among them and which need to be targeted first.
- Develop A Tailored Strategy
With this information, developing a tailored strategy specific to your business becomes much simpler. You can better determine what needs to be targeted, which competitors may be easy to overtake and what methods and techniques that your competitors are using, could be useful to you.
- Get Results
With a tailored strategy and the information behind you, you can expect measurable results far quicker. While SEO is still a long-term process, competitive analysis stops you from going in blind, helping you to capture the right terms in the SERPs.
On October 3rd, we were announced as finalists at the UK Search Awards 2019! With four nominations under our belts, we’re proud to be shortlisted in the following categories:
- Best Use Of Search Retail with WPC Decking
- Best Use Of Search Finance with Uncle Buck
- Best Use Of Search Health with Longevita Hair Transplant
- Best Large SEO Agency
These awards celebrate the best in the UK when it comes to SEO, PPC and content marketing and we are thrilled to be amongst the finalists. This year’s awards will be held at The Brewery in London on Tuesday 19th November, and our team are looking forward to celebrating with the other nominees.
The search algorithm is constantly changing and while these changes can be small, major updates can completely shake up the SERPs as we know it. Some of the more brutal changes can completely change how Google indexes websites and so evaluating just how much of an effect these changes have had can be the difference between regaining lost rankings or sitting at the bottom.
The best place to start is to determine the type of search algorithm change that you’re facing. There are generally two types – broad core algorithm updates, and smaller updates that often go unnoticed. With over 3000 changes happening every year, this can amount to anything between 8-10 changes every day, so small changes in your website’s position are most likely to be smaller updates. The broad core updates, however, have been known to wipe web pages off of page one completely.
Once you’ve determined how big the update is, working out what actually happened and how you can adapt your site to counteract these changes is the next best step. You need to determine which of your pages have been most affected, if not the whole site, how drastic the traffic changes have been, whether the change appeared to be specific to certain locations and whether the patterns have been similar.
October not only brought nominations for the UK Search Awards, but we were also announced as finalists at The 2019 Drum Agency Business Awards! We were once again nominated for four different categories, including:
- Marketing Agency Of The Year
- Growth And Expansion
- Best Digital Campaign with Uncle Buck
- Most Effective Campaign with Uncle Buck
Being shortlisted for these awards has given us yet another reason to celebrate and adds onto an already incredible year worth celebrating. This year’s judging panel also features a number of key players in the digital marketing industry, including experts from Doodle, Sky, Michael Murphy & Ltd, Sagittarius, Forge and Ingenuity.
The Drum Agency Business Awards will be held in London on the 26th November this year, and we will once again be attending to celebrate with our fellow finalists.
October 29th was World Internet Day, celebrating the anniversary of the very first transmission to ever be sent over an internet network back in 1969. Since it’s creation, the internet has come on leaps and bounds to become the powerhouse that it is today, but it hasn’t always been as popular as today’s society have made it. In fact, the internet as we know it didn’t come around until 1989 with the creation of the World Wide Web, which enabled the popularisation and wider spread of internet access to the masses.
1995 also played a part in bringing the internet into our homes when Microsoft released their Windows 95 package, the very first operating system that came equipped with Internet Explorer as standard. This made it easier for people across the US and beyond to set up their own home computers and as a result, skyrocketed the popularity of the internet.
Google’s latest update, introduced by Google Search Liaison on the 25th October, goes by the somewhat short and sweet acronym ‘BERT’. This search update is one of the biggest we’ve seen since 2014 and is designed to offer more concise search results for unusual, one-of-a-kind queries. Standing for ‘Bidirectional Encoder Representations from Transformers’, it is, in simple terms, designed to understand more ‘human’ queries. While the algorithm has previously ignored small words like ‘and’, ‘to’ and ‘is’, this new update will pay closer attention to them in order to determine more accurate context.
Google itself commented:
“Particularly for longer, more conversational queries, or searches where prepositions like “for” and “to” matter a lot to the meaning, Search will be able to understand the context of the words in your query. You can search in a way that feels natural for you.”
Just like with RankBrain, this update can seem difficult to optimise for, however by producing content designed for humans, rather than the algorithm you can ensure relevancy, quality and context so that Google can list your site in the SERPs for the right queries.
Email Marketing is an invaluable marketing avenue but can also be one of the trickiest to get right. With an effective strategy in place, however, it can provide you with opportunities that no other marketing format can. In our infographic, we listed some of the top tips for effective email marketing, including:
- Have a clear call to action to boost sales
- Have an offer to maximise your email marketing results
- Personalise your emails for up to 20% more sales
- Link your images with trackable URLs
- Capture attention with high-quality images
- Make your subject lines memorable to catch attention
- Don’t sell your products or service in every email
- Leverage the latest trends in your industry
- Be authentic in the emails that you send
- Use trigger words like Act, Boost, Generate and Free to capture attention
In October, we were given the incredible opportunity to attend not just one industry-leading event, but two. The first was Facebook’s Boost with Facebook Holiday Bootcamp, a business-focused event organised by the social media platform to support businesses not only on Facebook, but on Instagram and WhatsApp too. During this event, we gained valuable insight into the best marketing practices for the holiday period, proven to help get customers and clients into the festive spirit as a result.
Marketing between October and January is a prime opportunity for countless businesses, with the likes of Black Friday, Cyber Monday and of course, Christmas and New Year celebrations all right on our doorstep. Making the most of this period, however, is something small businesses can fall short on if their strategies aren’t on point. Facebook’s workshops helped us to better understand how valuable the connection between Facebook and WhatsApp can be and how Instagram Stories can be used to captivate and build relationships with audiences over the holiday period.
Later in the month we were also invited to visit Google’s new Digital Garage in Portsmouth. This service is designed to help businesses increase and develop their knowledge and understanding of the digital world, including tracking, marketing and more. We were thrilled to have attended the session, learning more about how to utilise social media and PR as visibility-boosting avenues.
October’s been busy here at Absolute Digital Media, but our experts are ready to hit the ground running as we head into a new month. With Google’s plentiful updates, our award nominations and plenty of opportunities to expand and enrich our knowledge in the digital world, November is certainly looking to be another busy but exciting month for the team.