Local search for small business SEO Service

Prospective customers are looking for your business online. Make that connection happen with local search.

Optimizing your local search listings helps bring new customers right to your business.

Google+ Local, which used to be known as Google Places, is a free online platform that Google provides. It has two purposes – to help business owners increase their online visibility and to help people find, engage with, and review businesses in their local area for local search. It’s effectively the most comprehensive and accessible business directory ever created. It’s much more than just a directory though, as it’s social and interactive too.

Google+ Local pages are for businesses that serve customers primarily in their local area, with examples of types of businesses that the pages are meant for including, but not being limited to: accountants, builders, salons, couriers, dentists, driving schools, gyms, photographers, recruitment agencies, restaurants, caterers, electricians, estate agents, garages, plumbers, solicitors and many others.

Whenever someone is using anything Google related, and searches for something which Google determines to have local intent, such as ‘italian restaurant’ or ‘restaurant in Park Royal’, links to 3 Google+ Local pages will be displayed. These local business listings in Google are valuable for a few reasons:

  • They’re normally located above the standard search results.
  • Your business’s address and phone number is displayed alongside them.
  • A direct link to your business’s location on a map is provided.
  • A direct link to reviews left by your customers is provided.

When clicking through to a business’s Google+ Local page, people can see the following:

  • The business’s name, address and phone number.
  • A description of the business.
  • The business’s location on a map.
  • The business’s opening hours.
  • A link to the business’s website.
  • Photos and videos related to the business.
  • Reviews of the business left by previous customers.
  • A rating out of 5 for the business (based on scores given by previous customers).

This is an example of what a local search looks like:

Local search for restaurant in park royal

iubiDigital can help you to improve your local search rank.

What your audit could include…

Depending on your bespoke requirements, your website’s organic search (SEO) analysis and review could include, but is not limited to, the following areas:

  • On-page optimisation analysis and review
  • Review of your website’s content
  • Backlink profile analysis
  • Google Analytics review
  • A review of up to four of your main competitors’ websites
  • A review of your social media strategy

All of our conclusions will be compiled in a comprehensive summary together with bespoke strategy recommendations for your online success.

Contact Us

7 Critical SEO Errors of E-commerce Websites

SEO ecommerce

It’s common for online merchants to think that by simply listing hundreds or even thousands of products on their e-commerce website, search engine traffic will start rolling in. It turns out that is far from reality. Hoe to do seo for ecommerce

The sad fact is, optimizing e-commerce websites for SEO (Search Engine Optimization) is much harder than it is for blogs or simple 5 page company websites. By having lots of product pages constantly shuffling on and off the site, numerous problems arise that make SEO very difficult for e-commerce websites.

Today we are going to go over 7 common SEO errors of online stores and e-commerce websites.

1. Lack of Product Description

From my experience, this error usually is made by online gift stores (in the broad sense) and online clothing shops. Unfortunately, the complete lack of a text description of the product virtually puts an end to the chances of the page being in the top 10 of a search engine query, even in the case of low-frequency queries. So be sure to add a description to the item card; do not kill your page’s chances.

Lack of Product Description

For example, these boots. Nothing special, just boots. Of course, the picture speaks a thousand words, but the search engines cannot see images. So make sure to add a description of the product.

A great way to measure how much unique content you need is to measure the default word count of a blank product page. Count all the words that are used in your navigation, sidebar, footer and any text that is present on a blank product page. Make sure your unique text, exceeds that “default” word count in order to have a heavier weight on unique content.

Obviously the more unique content you write for your product description will always be better for your SEO efforts. However, keep the following things in mind:

Only write quality descriptive content that helps your customers make purchasing decisions.
Don’t copy content from other websites. The search engines will penalize you for doing this.
You may want to test what description word count helps with purchase conversion. Too much content might hurt.

2. Using Product Descriptions from Manufacturers

If you want to be filtered by the search engines, just add a description from the manufacturer. This action can guarantee your site will be banned from the search engines.

The thing is that these descriptions are distributed to many online stores. And most of them are leaving the text in its original form. All this leads to a number of pages with non-unique content and filters from Google. To make this an even worse mistake, these manufacturer descriptions are usually not written in a way that sells.

The rule here is: always create unique content. Google has been getting better and better at kicking websites down the rankings because of duplicate content and content scraping.

Now creating unique content for thousands of products or wildly varying inventories can be a daunting task. I’ve been there before. You may want to consider putting a NO INDEX meta tag on product pages that you can’t write unique content for.

If you have thousands of product pages that you either can’t get to, or will be out your inventory in a matter of days, then certainly consider keeping them out the search engines. The point here is you don’t want to have thousands of pages with no unique content compared to only a few that do. What this does is it makes your website look like it has automatically generated thousands of simple webpages to try to gain SEO traffic. That’s exactly what you don’t want it to look like.

It’s much better to keep your SEO in good standing than let it suffer from poorly optimized product pages or a spammy looking content strategy.

3. Lack of Product Reviews

About 70% of buyers are looking for reviews of products on online stores or forums before making a purchase. This means that if your site has no such reviews, you are missing a very large percentage of the audience. Moreover, it is easier for review pages to reach the top of search results than selling pages.

Lack of Product Reviews

Amazon.com has allowed its users to not only buy products, but also leave reviews of books, gadgets, and more. Thus, they have created a whole community of book lovers who share their experiences.

The beautiful thing about product reviews from customers is:

They are creating unique content for your online store and it’s free! We’ve been talking about all the trouble involved by not having unique content and how hard it is to create it. Product reviews solve this problem!
It keeps the product page “living”, which can help to bring the search engines back more often. Anytime you can update your site more frequently, the better it is for your overall SEO efforts.

4. Not Optimizing Product Pages Based on The Search Demand

Be sure to consider the demand and search keywords that people are typing into the search engines when you write headlines, title pages, and product descriptions. Otherwise, you may create a situation in which you are promoting something that no one is searching for. This is a common mistake of stores with a great number of different goods.

For example, you could make a page by mistake that has the title tag, H1 heading and image alt tag information optimized for the keyword phrase “Floral Pattern Scarf”, when it would be much wiser to optimize for a more specific keyword phase such as “Chanel Floral Pattern Scarf.”

With that said, here are some tips to help you better optimize those product pages:

Use model numbers in your title tags and H1 headings.
Use brand names in your title tags and H1 headings.
Don’t forget to fill out your image alt tag information!
Don’t keyword stuff the page with the keyword phrase by repeating it over and over again.
And never, ever, use iframes to display content. Make sure your content actually exists on the product page it is meant to be on.
For more on-page SEO tips, be sure to read our article entitled The On-Page SEO Recipe for Peak Inbound Marketing Efficiency.

5. Non-Unique Titles

Another problem of the large online stores is duplicated title tags. Watch for their uniqueness and try to avoid identical values. It is the school foundation of SEO, but when we are talking about online shopping, for some reason, many have stopped observing this simple rule.

Here is what a title tag looks like if you view the source code of a webpage. This example is from the SEOmoz.org home page:

SEOmoz title tag

It’s difficult to create unique title tags when you sell multiple items from the same brand, or similar items from many brands. You will inevitably repeat the same keywords over and over again. Search engines are aware of this occurrence, and therefore you should focus on making unique key phrases.

A lot of online shoppers are searching for a key phrase oppose to a single keyword. A formula that tends to work well is the “band-model” title tag recipe:

For example your title tag should be structured in this way: Brand – Model – Item Type

Some real life examples could be: “Honda Accord Sports Coupe” or “Burton Aftermath Snowboard 2013″

An important tip for nailing down the right keywords is to survey your customers to see what language they use when they talk about the products you sell. The structure in which they phrase your products will clue you into how they might search for them.

6. Lack of “Speaking” urls

What is a “speaking” url? Here is an example: http://www.readanybook.com/ebook/harry-potter-and-the-prisoner-of-azkaban-65. Speaking urls are also known as “keyword friendly urls”.

lack of speaking urls

We see the name of the book right in the site address. It is very important in terms of SEO to create such a url for all of your products. No more anonymous IDs! Make your profile unique to the search engine with a unique url.

There are only three reasons why you should use speaking urls:

Semantics: It makes it easy for the customer or searcher to know what to expect when they click on the url. If you have an incredibly long url full of numbers and gibberish – it can look spammy and be a turn off.
Keyword and Anchor Link Luck: There is a chance that the URL will be picked up by another website and re-posted. Important keywords will be present in the anchor tag if they url is used as the anchor text. Getting keywords within anchor text that points back to your website is the main driver of getting to the top of search engine rankings.
Relevancy: Having relevant keywords in the URL used to be a big driver for domain names. Google is starting to put less priority on that, however it can’t hurt to have relevant keywords in your urls for product pages..

7. A Lot of Duplicate Content

Pages to print, archives with different sorting elements, tags, and more – all these things, which create duplicates, should not be indexed by search engines and must be closed in robots.txt. This is important because your site can get sanctions because of duplicate pages (especially on large sites such as many online shopping sites).

an example of a lot of duplicate content

This content appears on many pages of a fashion online store.

Here are some tips to trimming down duplicate content:

Use robots.txt to block areas that create duplicate content such as archives, tags and even category pages in some cases.
Use the canonical tag to indicate which web pages are the pages you want indexed. For example, if your shopping cart creates new urls because of reviews or comments (meaning you have more than one page with the exact same content, except one has reviews or comments and the original does not), the canonical tag will tell the search engines which page they should be paying attention to.
You can add nofollow attributes to links that point to areas of duplicate content. However, you have to be extremely thorough at making sure you find every single link that needs to be nofollowed (because Google will find them).
The Golden Rule of SEO – Make Usability a Priority
As you know, Google is a search engine that is very worried about its users and their experience. First of all, you should make your online store convenient and useful for customers in order to achieve its respect. What is good and unique to your clients – it’s good for Google.

The more time people spend on your site, and less they click back to the search results page is a great indication that Google is sending them to the right place.

Finally, people who like your website and what it has to offer are much more likely to link to it – and as we said before, links are what drive you to top the search results page!

What errors in online stores’ search engine optimization have you identified? Please leave them in the comments below.

Ask iubi digital for a Website audit seo ecommerce is very important for your business.

How to create the most optimized web page?

Optimized web page easy and efficient.

This article is showing  you how have to look an optimized web page.

If you SEOs (SEO optimizer), then the question you often hear. Unfortunately, no single answer. But, nevertheless, there is a set of useful techniques that help get closer to answering this question. In this post I will share our best recommendations to achieve “perfection” page optimization and location of keywords. Or at least something close to it. Some of our councils confirmed by data, research and testing, while others are based on intuition and common experience. As with all SEO advice, we recommend the constant testing and honing, well, this post will help you begin the process of optimization. Example “perfect” page optimization with the key phrase “chocolate Donuts”: HTML Head Tags

  • Title – the most important page element to use keywords or phrases at the beginning of the tag. In our studies, the correlation data, we came to this schedule:
    The importance of the query in the tag Title. The horizontal axis – the position of the keyword in the title page, vertical – weight for Google.

Naturally, the use of a key word or phrase at the beginning of the title page has a direct correlation with high rank, while the offset keywords lowers the wound.

  • META Description – although this information is not used for the ranking of any one of the leading search engines, this tag is an important place to use keywords or phrases due to the release of these in a brief piece of text (snippet), which is displayed in the search results list. Use of this tag also helps to raise the ratio of clicks (CTR or click-through rate) from the search results, thus increasing traffic from search engines, regardless of the wound page.
  • META Keywords – Yahoo! is the only search engine that uses the meta keyword tag to recognize the pages, but not to the ranking. And now, when the system is Microsoft’s Bing search to replace Yahoo !, the last of the reasons for using this tag goes into oblivion. This fact, as well as the danger of the use of keywords in this tag to the study of competition has led to the fact that the SEOmoz never recommend using this tag.
  • Robots META – tag is also optional to use. The only thing that this tag should not contain, as an instruction to restrict access of search engines.
  • Rel = “Canonical” – more and more complex site (and hence, the larger and more complex organization that is working on it), the more frequently we recommend the use of canonical URL tag to prevent the creation of duplicate pages, unintentionally added rows URL, which will lead to problems with search engines and lead to a waste of potential “juiciness links» (link juice).
  • Other Meta tags – tags offered by DCMI or FGDC , look attractive, but currently do not carry nor any benefit to the CEO with the major search engines, as well as create unnecessary complexity and increase the speed of loading pages.


  • Length – Short URL-s “perform” better in search results, and most likely it will copy them, rather than long, in order to share them or link them.
  • Location keywords – keywords closer to the domain name in the URL, the better. Thus, site.com/keyword performs better than site.com/folder/subfolder/keyword, and so it is the most recommended way to optimize (though it will not bring huge benefits in the ranking)
  • Subdomains or Pages? – Despite the slight advantage of the use of keywords in the subdomain of the folders or pages, links algorithms popularity of search engines shift the balance toward the benefits of folders / pages rather than to the side of subdomains.
  • Slo dividers in – dash (or hyphen) still occupy niche “kings” among separators URL-ah, and despite promises that underscore receive the same weight discrepancies with other methods lead to the fact that it is necessary to use a dash ( hyphen).

Body Tags

  • The number of repetitions keyword – You can not specify the exact number of times or the best uses of keywords on a page. But here’s what we usually serves for a long time. “2-3 times shorter page 4-6 times at high and never more than that required in the context of common sense on the page information.” The resulting effect of another use of the keyword is so low that the aggressive use of this option is simply unreasonable.
  • Keyword Density – Being nothing more than a myth, this algorithmic component of keyword density nonetheless tries to capture the minds of even the real masters of SEO optimization. Despite the fact that more frequent use of the keyword has the potential to increase the ranking of, there is no doubt that keyword density has never been a formula for calculating the relevance ranking.
  • Using variations of the keyword – It has long been suspected influence of this parameter on the ranking of search engines, which, however, had not been investigated deeply enough, however, can help optimize content and, therefore, he should pay attention to. We recommend the use of at least one or two variations of the keyword, as well as the division of key phrases in the text.
  • H1 Title – This H1 tag has long been considered very important to optimize the pages. Our recent correlation studies show that this parameter is very small due to the high sores (almost no, really). But despite the undeniable proof is little correlation between H1 and ranking, we still recommend using it as the title of the page and use the keyword in the title
  • Tags H2 / H3 / H4 / Hx – Even less importance than H1, and is therefore recommended the use of these tags only when necessary. These tags do not have (almost) no weight in SEO optimization.
  • Alt Attribute – Surprisingly, this attribute has long been considered insignificant, showed a rather serious due to the high sores in the course of our research. Thus, we strongly recommend the use of graphical components (images, photos, etc.) on the important landing pages with the key phrase in the ALT attribute in the tag IMG.
  • Image file name – Due to the fact that the image search may result in a sufficiently large amount of traffic on your page, the file names recommended keywords used on the page.
  • Bold – Using keywords in Bold (Bold) is well sooooo little weight in SEO, nevertheless recommended the selection of keywords at least once.
  • Slope selection – Suddenly, the allocation of the slope (Italics) shows a high correlation with high rankami than isolation Bolden, and therefore it is recommended to use this option for a keyword or phrase in the text.
  • The text of internal links (Internal Link Anchors) – No tests have not yet proved that search engines take into account the text in their alogritmah. Or to put it on slang SEOs, title anchor at internal linking is ignored by search engines.
  • HTML comments – As above, it is clear that search engines ignore text in the comments.

Internal links and location in the architecture of the site

  • Click-Depth – The general recommendation is that the key phrase takes the greater the rank, the higher it will be in the structure of the site, and thus, the less clicks you need to do to get to that URL-a.
  • Number and percentage of internal links – Pages, which often refer to, have a higher weight. Therefore, increasing the number of links on the page can help in the ranking (yes, internal links ALSO included).
  • Links to content and navigation Permanent – It turns out that Google and other search engines are trying to identify the position on the page as an element in the analysis of reference. Thus, the use of links in the style Wikipedia page body rather than in a permanent navigation may give certain bonus. Do not forget that Google considers only the first link on the page that he sees in HTML.
  • Location links in the sidebar and footer (Sidebars & Footers) – Recent patent applications, publications on the search topics, as well as experience of the team and other SEOmoz SEO practitioners suggest that Google probably just stop using links in the footer, and to a lesser extent in the sidebar pages . Thus, if you use the link in permanent navigation, it makes sense to use the top navigation menu (on the content) for the purposes of optimization SEO.

The structure of the page

  • Keyword Location – It is recommended that important keywords occur in the first 50-100 words, or even earlier, the content of the page. The search engines seem to prefer those pages in which the keyword appears before the text.
  • The structure of content – Some SEO practices argue that the content format – introduction, body, examples, conclusions or journalistic narrative style, data, conclusions or allegory – affects the optimization, but there is no specific data to substantiate this fact. Nevertheless, he considered the ideal format that best suits the content and visitors.

Why we do not always obey these rules?

The answer is quite simple. The truth is that in the process of issuing a great web content we sometimes forget, sometimes ignore, and sometimes deliberately do not obey these rules, the best optimization SEO. Optimizing pages while undoubtedly important, is only part of a larger puzzle forming ranking:
Components algorithm ranking Google (based on a survey of 72 optimizers in the study SEOmoz’s Biennial Search Ranking Factors): Of course, the correct page optimization gives a significant result, but, in my opinion, it is follows the rule of 80 to 20. If you will be able to apply 20% of the main elements (title, URL-s, internal links), which are described in this article, you will get 80% (or even more) of the maximum possible result from the optimization of the page . Practical tips for ranking Interestingly, page optimization (on-page optimization) does not play the most important role in the quest to achieve top ranking. In fact, a complete list of which will lead to the first position, looks like this:

  • Availability – content that the search engines will not see or will not reach to that, will never be able to influence the formation of the ranking. So, the availability of content plays the most important role.
  • Content – Your site must contain a highly attractive, high-quality material that will not only attract interest, but also encourage visitors to share this information. Viral My Content is the most important factor in calculating the ranking, because it will create the highest conversion rate links (the ratio of those who visited the site, to those who have made reference to it after viewing).
    Paging Key Elements (On-Page Elements) – correctly using keywords in the most important elements (headers, URL, internal links) gives a big bonus for ranking pages.
  • Visitor experience – ease of use, the interface and the overall impression of the site strongly influence the creation of references and citations, as well as on the conversion ratio and site navigation with the incoming traffic.
  • Marketing – I want to say that “the great content is no substitute for good marketing.” Excellent marketing machine or a powerful campaign have the power to attract more links than, say, the content may deserve. And although it may seem unfair, but it is the principle on which capitalism worked for the past hundred years. Disseminate information is often as important (if not more important) than to be right, to be honest or to be valuable.
  • Deep Paged Optimization – gently applying all of the above just 5 points – really useful to. But, for better or worse, deservedly being at the very bottom of the list, this optimization does not give the same value for the ranking, rather than the first 5 points.

For a professional optimized web page or a complete Website SEO audit, please fill up the form from Contact Page.

How PPC Can Improve Organic Search Conversions

Organic Search Conversions

When formulating strategies and tactics for organic search, some of the most difficult questions that arise are related to conversion of organic search traffic.

Are you targeting keywords that will bring not only traffic, but converting traffic, to your site? Is your page meta data optimised not only for high rankings, but for high click through rates when your site’s snippets do appear highly in organic search results? How can the target page for any given keyword be manipulated to improve conversions from organic search?

Data from paid search campaigns can help answer all these questions.  PPC data can be invaluable both in initial SEO planning and for optimising existing pages for improved conversion, largely because paid search can provide information on keywords for which a site does not currently rank.

Keyword Targeting

One of the most difficult things to assess in organic search is which keywords to target for optimal conversion. Or, more precisely, trying to determine which keywords will deliver a reasonable amount of traffic at a reasonably high conversion rate.

All keyword tools provide an estimate of the number of searches a keyword is likely to receive in a given period, but this says nothing about the conversion potential of those queries.

On one hand, a presumably high-traffic keyword may not actually deliver large numbers of visitors, because your site is a poor match for the intent behind the query. If you were to successfully optimize for that keyword, your site would appear in many search results, but few users would click through to your site from them.

On the other hand, a high-traffic keyword may actually drive large numbers of visitors to your site, but upon arrival those visitors fail to purchase an item, fill out a form, signup or otherwise complete a website goal. If you were successful in your optimisation efforts for that keyword, you would drive large numbers of visitors to your site, but few users would end up converting (and as a result would be less likely to return).

Paid search can help define or refine your organic keyword targeting by providing data on both issues. The click through rate on paid ad impressions can help you determine which keywords have a good organic traffic potential. This in itself can be extremely helpful for informational sites where ingestion of a single page is a valid conversion goal, and where other engagement metrics like time on site or pages per visit may not come into play.

More obviously, the actual conversion rate of paid search keywords can provide an important data-based clue for organic keyword targeting. At a page level, trying to decide which of a number of topically similar, but semantically different keywords to target is made immeasurably easier when PPC data is available: focus on what paid search has revealed as the highest-converting keywords.

While this sounds simple in theory, it may be more difficult to accomplish in practice, particularly in the not uncommon situation where SEO is managed in-house, but PPC by an agency. And a certain amount of guess work and extrapolation is going to be involved in prying search terms from broad and phrase matched keywords in different ad groups. But this is effort well taken. Otherwise, you may only discover after months of effort that your ranking success for “blue widgets” hasn’t resulted in the sale of many blue widgets.

Even in the absence of a paid search program, paid search in the form of estimated cost-per-click (as reported by the Google AdWords Keyword Tool) may help inform your organic keyword targeting. It stands to reason that if an advertiser is willing to pay $2.00 for “widget killer” but only $1.00 for “widget zapper” then it is likely that the former has been demonstrated to convert better.

Estimated CPC is an extremely blunt instrument and should be used with caution for SEO, but it can be helpful when trying to set optimisation priorities among a number of similar, high-traffic keywords.

The Perfect Snippet

The snippet for a page in your site in the search engine results pages is comprised of the linked page <title>, its URL and, in most cases, the <meta> description for that page. This is roughly analogous to the elements of a PPC ad:  the linked ad headline, the display URL, and the ad text.

A knowledge of which ads have resulted in the highest conversion rate for a keyword or ad group can help you craft meta data that will be more successful in driving click throughs from search engine results pages to your site.

While the longest allowable Google AdWords ad headline is shorter than the maximum title tag that will appear in Google without an ellipses (25 characters versus 70), and the ad text shorter than a fully-displayed meta description (70 characters versus 156), successful ads can give you an excellent idea of what sort of copy resonates with searchers. Using ad copy to help fine-tune page titles and descriptions is especially helpful because there’s no straightforward way of testing the effectiveness of different snippets in organic search.

In some situations, successful ad copy can also be leveraged to craft messages on the page that will result in higher conversions from organic search. While a successful ad headline might not be exactly appropriate for a page title tag, it might be an excellent candidate for the on-page title or subtitle. Similarly, the messaging in the PPC ad might be used to improve the wording of a call-to-action on a page.

Leveraging PPC Landing Pages For SEO

In the happy event that your company uses landing pages as paid search targets, you can use these landing pages to help build permanent pages that will do a better job of converting organic search traffic, and may even improve the ability of those pages to rank for their target keywords.

This is really an extension carrying over snippet messaging to your organic target page to improve conversions, but on a bigger scale. Aside from using ad messaging that’s proven successful in paid search, you can also carry over other aspects of a PPC landing page that have proven successful through testing, such as the content of text blocks and visual page design.

The beauty of using PPC landing pages to improve your organic search performance – rather than landing pages in general – is that there is a relationship between query keywords and the effectiveness of the landing page in paid search that can be carried over in the organic realm. Where the traffic source for a landing page is not search, such as display advertising or a television commercial, then the same parallels may not exist.

Manipulating your site pages in this manner may not, of course, be possible. A PPC landing page for an ad with the headline “Buy 2 Leather Chairs, Get 1 Free” may not be altogether helpful in manipulating your standing e-commerce category page for leather chairs, even though both target the keyword “leather chairs.” Even in this situation, however, lessons derived from testing elements of PPC landing pages aside from messaging can help improve the organic search performance of indexed site pages.

Google AdWords Quality Score data from PPC landing pages can also be brought into play when trying to improve the performance of a page optimised for similar keywords. Landing pages with a high Quality Score are likely to better models for an organic search target page than those with a lower score, as Quality Score takes into landing page quality into consideration. Information from the AdWords keyword diagnosis report can also be helpful in building better organic search target pages.

Whether you are using data from PPC landing pages and paid search ads to improve on-page SEO or better define organic search keyword targets, paid search can be a great help in your SEO efforts. The biggest challenge to using paid search data effectively for SEO may be uncovering that data in the first place, so don’t be shy in approaching your in-house or external provider of PPC services for the information that can be used to improve the performance of your optimisation efforts.

Why Social Media Can Be Fatal for Your Company

Social Media Mistakes,

With experts attributing about 1/3 of all the time we spend online to social media, it’s hard for any brand to deny the allure of going social. Marketers go where their audiences dwell, and just about everyone is tied to at least one social media platform. Please do not mistake this mass consciousness as a space where anything goes. There are numerous social media horror stories that illustrate it can be brand suicide.

The bottom line is this: if you don’t know how to use social in a way that elevates your company, you may in fact cause irreparable damage. To prevent these mistakes from taking down your viable business, heed the warnings the brands who have gone before you just didn’t see coming. We’ll examine a few key public mistakes, and discuss ways your brand can prevent an epic social failure.

McDonalds: Be Careful What You Wish For

Anyone watching the #alsicebucketchallenge knows the immense power of a viral hashtag campaign. While ALS, the non-profit behind the campaign, has received a small spotlight of backlash, most of the press has been insanely positive and uplifting for their overall awareness.

If, however, your brand is controversial, be wary of attempting a hashtag movement. McDonalds, I’m talking to you.

Over a year ago, this fast food giant decided to launch a full-scale social campaign asking folks to recall their earliest Happy Meal memories, attached with #McDStories. Yes, a few folks followed suit and posted warm and fuzzy stories. But the haters came out in spades, and memories like this were shared:

Should McDonalds have known better? Without a doubt. If you’re not keeping tabs on what the masses are saying about your brand, you’ll find out the hard way. McDonalds has known for decades that many take their practices to task. Asking the public, then, to weigh-in in this manner was a huge can of worms. And once launched, #McDStories was a very difficult campaign to stop and recover from.

It’s OK if you’re controversial; just keep that in mind as you chart out how to make your content viral. Don’t give people a reason to share any negative experiences. This requires more creativity, but better to spend your prowess here than in massive recovery mode once the damage has been done.

Boners BBQ: A Reminder That, Even in Social Media, the Customer is Always Right

Boners BBQ took the 2012 award for worst social media behavior when they decided to use the public platform to berate a customer for leaving a negative Yelp review. Let this be a prime lesson in what not to do – ever ever ever.

When an unhappy customer took her tale to Yelp, she did so in a well written and diplomatic fashion – there were even positive remarks made, so it wasn’t just an ill-informed tirade. As a payback, however, Boners left a scathing Facebook post about her, including posting her photograph for all to see. They then used profanity in discussing not only their view of the customer, but any commenter that dared to not support their position.

If you think this is just common sense, think again. Brands commit social suicide daily by using the space to attack those that attempt to provide feedback. Don’t ever resort to such retaliation. Whoever manages your social profiles must be an expert at taking negative feedback and spinning it all into a positive. Be gracious and grateful for any share. Offer coupons to angry customers, or at least apologize for the situation and offer to make things right. Resorting to name calling and offensive language can create a movement so swift, you can wind up without a loyal fan base in no time flat.

Celeb Boutique and American Apparel: Awareness About Current Events is Crucial

There’s a cutting edge marketing technique wisely utilized by many these days called ‘newsjacking’ (http://www.sitepronews.com/2013/09/13/build-audience-facebook-actually-cares-success/). In a nutshell, this tactic involves immediate integration of live events into successful marketing campaigns. Things that happen on telecasts like the Emmys are key, as are trending news events.

This is a delicate balance, however, as emotions run high when events are transpiring. If you choose to integrate occurrences that involve tragedy or destruction, it’s even more imperative to do so carefully, and with obvious compassion.

For lessons in how not to execute newsjacking on social media, we have two perfect examples. The first is from a clothing boutique in Aurora, CO called Celeb Boutique. Their social media manager noticed that, on the day of the Aurora shootings, #Aurora was trending. Instead of uncovering why that might be, they jumped in on the action. Here was their first related tweet:

4 Reasons to Spend More on SEO

Why to Spend More on SEO?

Google has made dramatic changes in 2013, with the May 22 Penguin update having the biggest impact for small business websites. After some severe reductions in traffic, some webmasters are at least seeing traffic increases in August due, in part, to a Panda softening from Google.

In response, many webmasters are making big shifts in SEO tactics. While long overdue, this is the right move.

Few businesses are looking to move to lower quality SEO services as they now fear Google more than ever. But small businesses run very close to the margin and traditionally resist increasing the SEO budget, regardless of the consequences. Here are four reasons why small business owners should reconsider.

1. Google Asked You To

While many will dismiss this as PR, Google has clearly communicated that they no longer will tolerate SEO tactics that used to work in 2008. Article spinning, keyword stuffing, excessive bookmarks, reborn domains, paid links, thin content, and duplicate content are all not OK.

Even if you haven’t received an unnatural link warning, the writing is on the wall. Quality must increase for continued success in SEO. While this message is clearly self-serving for Google, it’s important to respect their power in the industry.

2. Recovering From Google Updates is Expensive

There are plenty of websites that have partially recovered from Penguin downgrades, but each case is different. The level of returning traffic varies.

Technical issues on-site are the easiest to fix and should be addressed quickly using Webmaster Tools as the guide. Duplicate content needs to be removed immediately.

Keyword-stuffed titles need to be edited. Thin content, a favorite among many, should be replaced with real content marketing.

Off-site issues, such as bad link building, are particularly hard to fix. It is very ironic that firms now exist to send “link removal request” emails to other firms who were previously retained to build those links.

Small business needs to stop doing bad link building and embrace content marketing. They need to get creative and experiment with newsjacking.

All of these activities cost money. Smart business owners are thinking toward the future and deciding to spend more on SEO now (via higher quality services) to avoid repeating this activity in 2014.

3. SEO Has Merged With Marketing

Many small business webmasters were using a “set-it-and-forget-it” SEO strategy, believing that they need not worry about SEO after hiring a firm. This violates one of the major tenets of business process outsourcing, which is to outsource process and execution, but maintain strict performance monitoring and accountability.

It isn’t surprising that many small businesses are feeling buyer’s remorsFe, wishing they had done greater due-diligence in the vendor selection process and better understood the risks associated with SEO.

It should be clear at this point that SEO is no longer a technical exercise and is rapidly merging with marketing and public relations. Smart CEOs recognize the strategic importance of SEO in our digital world. For this reason, they find ways to amplify SEO in allmarketing activities. Ironically, many companies have SEO opportunities they don’t harness.

For example, every employee should maintain a “work” Twitter account and share industry news, blog posts and company specials to help spread content. This type of integrated SEO marketing execution is the future, and will draw more budget dollars.

4. SEO ROI Remains High

The data suggests that SEO is still a great investment. This means that small business shouldn’t necessarily shop for the cheapest SEO vendor, but consider the return they can make on their money if they spend more on SEO:

  • SEO remains a very high ROI activity.
  • The cost-per-lead for SEO is still very attractive.
  • Google has significantly tightened the requirements for high-quality SEO.
  • Integrated marketing strategies have big efficiencies.


All technologies and industries mature, and price-points typically change dramatically along the way. SEO is following the same playbook as most other young industries.

In the last few years we have seen SEO move from infancy to adolescence, with the Google algorithm updates as mileposts. While SEO will become more difficult and expensive to execute, the return on investment remains high for small business. In the end, ROI is more important than the absolute number of a budget line item.

iubi digital is offering quality SEO services, you will spend more on SEO, but your investment it will coming back to you.

Search Engine Optimisation WHY DO YOU NEED IT AND WHAT DOES IT MEAN?

Even using the term ”SEO” or Search Engine Optimisation, to give it its full title, is enough to induce a sort of glazed-over feeling in anyone with the least wish to get on and do something useful with their lives.

  • You thought you had a website – what more do you want?
  • You have some content – why doesn’t it attract any attention?
  • Just what is this SEO thing and what does it do?
  • Where should I start when thinking about this thing that is making my head hurt?

WHY DO YOU NEED Search Engin Ooptimisation AT ALL

As many people have discovered, it is not enough just to have a website or a web presence. People often ask why they are not performing online, or not being found.

What you have to understand is that, compared to the dullest person you know, Google and the other search engines are complete imbeciles – they understand nothing. They may be amazing in many ways, but they are not a patch on you and me when it comes to recognising things for what they are ……. And this is just words: when it comes to images, they have even less clue.

Since humans process visual information more quickly than text, you can soon work out that there is a wide gap between the way we see things and the way the search engines do their business.

That situation may change, and is changing, of course, but, for the time being, search engines need help. They are just big old databases, and for big, old databases to function, they need to be indexed and tagged so that they can be searched effectively. They also need to build millions of patterns of search to build up useful histories of the way people look for things online. And, finally, they need the guiding hand of programmers who refine those millions of patterns into algorithms so that they become more attuned to each individual as they make their searches.

You need SEO because SEO helps the search process.


Web pages are structured in a very specific way to make them readable at all. A well-structured page follows a number of rules for the title, the description, its links and its content. Think of this as a kind of tick box for the search engine to say, “Hey this looks good. You have a web page I can get on with!”

Long ago, web developers realised that the addition of key words and key descriptions to the titles, headings and links on a typical web page boosts the ability of search engines to find things. This simple concept is the basis of SEO. The analogy is the one of finding your way round an encyclopaedia using the contents page and an index to help you. If each page also had a list of the key words that relate to the article, it would speed up your ability to make associated searches for the articles that use the same words.

SEO  is  then, the process of organising and sorting titles, headings, content, keywords, links and tags in best possible way for Bing, Google and Yahoo to find your pages. The search engines add in the values of popularity and links to determine page ranking.

For web designers, this means they have a second job apart from making your site functional and good looking. They have to organise your site behind the scenes in to ensure that it has the best set-up to perform well. They give it structure, and they “optimize” your web pages.


70% of people don’t scroll beyond the first page of Google.

At this point, we need to introduce another complication. Just because your page ticks all the search engine boxes, it doesn’t mean you are going to be found easily.

You, of course, are probably not interested in just being found, you want to be the first one on the list that people come to! The aim, as everyone knows, is to achieve the best possible page ranking. As we all know, being on the second or third or lower pages in Google is the kiss of death. You might as well be in the Sahara desert when someone is trying to find you in the middle of London.

SEO is often confused with Page Ranking.

SEO is all of the things you do to your website to help it rank higher up the organic search lists.

Organic SEO differs from PPC (Pay per click) which is paying advertising directly to the search engine provider to achieve a listed position on the search pages.

Consider this: the competition to be found on keywords and on semantic search is fierce. Surprise! you are not the only person wanting to be ranked highly for a particular search term. This has led to the rise of the SEO expert.

It can be difficult to distinguish between good and bad SEO experts. They are all busy telling you how they will “use SEO to get you on the first page of Google”.

The real SEO expert is the person who can find the right tools to help you achieve the result you need.

The rise of the SEO expert has caused a problem for the search engines who want to be seen as neutral. If asked, they tell us that they genuinely want the most popular and best web pages to be the first you find. But, as with any race, only a few pages can ever reach the top. The result is a kind of arms race where search engine providers and SEO experts battle with each other – the one to reflect the true value of search, the other to tweak their page SEO to give them the edge. Terms such as “white hat SEO” and “black hat SEO” refer to some of the good and bad techniques that have evolved in the course of this war.

At the time of writing, the best SEO copy is considered to be high quality, informative content that happens to have a few relevant and well-researched keywords naturally inserted into the text.


This leads us to the final point I want to make about SEO today. This race between the search engines and the web designers and SEO experts is unresolved. The rules are being rewritten many times a year. At the time of writing, Google has just released Hummingbird and set the SEO experts scratching their heads about how they are to make sure they keep their jobs.

Which is not to say, you can’t do anything…

SEO is not a one-off thing. If you want to continue to rank well, you must have a consistent content creation strategy in place. The search engines reward websites that continually post new and interesting content, such as blogs, case studies, whitepapers and videos. Interestingly enough, so do humans.

iubi – Digital Marketing Services, it will bring your website in the first page in Google

5 SEO tactics to increase blog traffic

SEO tactics Increase blog traffic

It’s easy to build a blog, but hard to build a successful blog with significant traffic. Over the years, we’ve grown the Moz blog to nearly a million visits each month and helped lots of other blogs, too. I launched a personal blog late last year and was amazed to see how quickly it gained thousands of visits to each post. There’s an art how to increase blog traffic, and given that we seem to have stumbled on some of that knowledge, I felt it compulsory to give back by sharing what we’ve observed.

1– Target Your Content to an Audience Likely to Share

When strategizing about who you’re writing for, consider that audience’s ability to help spread the word. Some readers will naturally be more or less active in evangelizing the work you do, but particular communities, topics, writing styles and content types regularly play better than others on the web. For example, great infographics that strike a chord, beautiful videos that tell a story and remarkable collections of facts that challenge common assumptions are all targeted at audiences likely to share (geeks with facial hair, those interested in weight loss and those with political thoughts about macroeconomics respectively).
If you can identify groups that have high concentrations of the blue and orange circles in the diagram above, you dramatically improve the chances of reaching larger audiences and growing your traffic numbers. Targeting blog content at less-share-likely groups may not be a terrible decision (particularly if that’s where you passion or your target audience lies), but it will decrease the propensity for your blog’s work to spread like wildfire across the web.

2 – Participate in the Communities Where Your Audience Already Gathers

Advertisers on Madison Avenue have spent billions researching and determining where consumers with various characteristics gather and what they spend their time doing so they can better target their messages. They do it because reaching a group of 65+ year old women with commercials for extreme sports equipment is known to be a waste of money, while reaching an 18-30 year old male demographic that attends rock-climbing gyms is likely to have a much higher ROI.

Thankfully, you don’t need to spend a dime to figure out where a large portion of your audience can be found on the web. In fact, you probably already know a few blogs, forums, websites and social media communities where discussions and content are being posted on your topic (and if you don’t a Google search will take you much of the way). From that list, you can do some easy expansion using a web-based tool like DoubleClick’s Ad Planner:
Once you’ve determined the communities where your soon-to-be-readers gather, you can start participating. Create an account, read what others have written and don’t jump in the conversation until you’ve got a good feel for what’s appropriate and what’s not. I’ve written a post here about rules for comment marketing, and all of them apply. Be a good web citizen and you’ll be rewarded with traffic, trust and fans. Link-drop, spam or troll and you’ll get a quick boot, or worse, a reputation as a blogger no one wants to associate with.

seo tactics

3 – Make Your Blog’s Content SEO Friendly

Search engines are a massive opportunity for traffic, yet many bloggers ignore this channel for a variety of reasons that usually have more to do with fear and misunderstanding than true problems. As I’ve written before, ” SEO, when done right, should never interfere with great writing.” In 2011, Google received over 3 billion daily searches from around the world, and that number is only growing:
Taking advantage of this massive traffic opportunity is of tremendous value to bloggers, who often find that much of the business side of blogging, from inquiries for advertising to guest posting opportunities to press and discovery by major media entities comes via search.

SEO for blogs is both simple and easy to set up, particularly if you’re using an SEO-friendly platform like WordPress, Drupal or Joomla. For more information on how to execute on great SEO for blogs, check out the following resources:

  • Blogger’s Guide to SEO (from SEOBook)
  • The Beginner’s Guide to SEO (from Moz)
  • WordPress Blog SEO Tutorial (from Yoast)
  • SEO for Travel Bloggers (but applicable to nearly any type of blog – from Moz)

Don’t let bad press or poor experiences with spammers (spam is not SEO) taint the amazing power and valuable contributions SEO can make to your blog’s traffic and overall success. 20% of the effort and tactics to make your content optimized for search engines will yield 80% of the value possible; embrace it and thousands of visitors seeking exactly what you’ve posted will be the reward.

4 – Use Twitter, Facebook and Google+ to Share Your Posts & Find New Connections

Twitter just topped 465 million registered accounts. Facebook has over 850 million active users. Google+ has nearly 100 million. LinkedIn is over 130 million. Together, these networks are attracting vast amounts of time and interest from Internet users around the world, and those that participate on these services fit into the “content distributors” description above, meaning they’re likely to help spread the word about your blog.

  • Leveraging these networks to attract traffic requires patience, study, attention to changes by the social sites and consideration in what content to share and how to do it. My advice is to use the following process:
  • If you haven’t already, register a personal account and a brand account at each of the following – Twitter, Facebook, Google+ and LinkedIn (those links will take you directly to the registration pages for brand pages). For example, my friend Dharmesh has a personal account for Twitter and a brand account for OnStartups (one of his blog projects). He also maintains brand pages on Facebook, LinkedIn and Google+.
  • Fill out each of those profiles to the fullest possible extent – use photos, write compelling descriptions and make each one as useful and credible as possible. Research shows that profiles with more information have a significant correlation with more successful accounts (and there’s a lot of common sense here, too, given that spammy profiles frequently feature little to no profile work).
  • Connect with users on those sites with whom you already share a personal or professional relationships, and start following industry luminaries, influencers and connectors. Services like FollowerWonk and FindPeopleonPlus can be incredible for this:
  • Start sharing content – your own blog posts, those of peers in your industry who’ve impressed you and anything that you feel has a chance to go “viral” and earn sharing from others.
  • Interact with the community – use hash tags, searches and those you follow to find interesting conversations and content and jump in! Social networks are amazing environment for building a brand, familiarizing yourself with a topic and the people around it, and earning the trust of others through high quality, authentic participation and sharing

If you consistently employ a strategy of participation, share great stuff and make a positive, memorable impression on those who see your interactions on these sites, your followers and fans will grow and your ability to drive traffic back to your blog by sharing content will be tremendous. For many bloggers, social media is the single largest source of traffic, particularly in the early months after launch, when SEO is a less consistent driver.

5 – Install Analytics and Pay Attention to the Results

At the very least, I’d recommend most bloggers install Google Analytics (which is free), and watch to see where visits originate, which sources drive quality traffic and what others might be saying about you and your content when they link over. If you want to get more advanced, check out this post on 18 Steps to Successful Metrics and Marketing.
As you can see, there’s all sorts of great insights to be gleaned by looking at where visits originate, analyzing how they were earned and trying to repeat the successes, focus on the high quality and high traffic sources and put less effort into marketing paths that may not be effective. In this example, it’s pretty clear that Facebook and Twitter are both excellent channels. StumbleUpon sends a lot of traffic, but they don’t stay very long (averaging only 36 seconds vs. the general average of 4 minutes!).

Employing analytics is critical to knowing where you’re succeeding, and where you have more opportunity. Don’t ignore it, or you’ll be doomed to never learn from mistakes or execute on potential.

Source Moz

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