• Surviging in the post-Authorship apocalypse

    Surviving in the post-Authorship apocalypse

    Does the end of Google Authorship profile pictures in search results mean the end of Authorship, the end of Google+ or just the end of marketers gaming the system?

    When Google’s John Mueller announced on 25 June 2014 that “Google had been working hard to clean up the visual design of our search results” we don’t think anyone expected that the solution they worked so hard to find would be the removal of profile pictures from results with Authorship.

    Reactions to the announcement came thick, fast and, mostly, were incredulous.

    Speculation continues unbridled about the real motives behind the decision – are they protecting AdWords revenue, phasing out G+ or genuinely trying to improve the service they provide? But, more importantly, what does it mean for marketers? ;)

  • A/B testing basics - how, when, why

    A/B testing basics – why, when & how

    If you’re not testing, you’re not improving.

    Regardless of how often you blog or produce other content, the home, product, service, other sales and landing pages of your website will be predominantly static.

    Static content by definition gives you no insight as to how effective it is versus other possible alternatives. Without insight like this, you’ve no way to confidently or systematically improve the performance of the static pages of your site. Given that even a minor change to a page can have a pronounced impact on performance, if you are not testing alternatives you are potentially missing out on huge gains.

  • Create private, client-specific pages in WordPress

    Creating private, client-specific pages in WordPress

    Sometimes you want to host content on your website that is specifically for an individual client. Here’s a quick and easy way to achieve this with plugins, if you don’t have the time or resources to develop a customised solution.

    We wanted a solution that would give individual clients specific pages, dedicated to them, and a user-friendly experience that didn’t feel disruptive.

    Lots of methods exist for doing something similar to what we wanted, but they all differed in one of two ways; they either gave all clients access to the same, shared area and/or required disruptive redirection to the WordPress login page.

    Here’s how we solved that problem.

  • How to write your first B2B whitepaper

    How to write your first whitepaper for B2B content marketing

    Writing your first whitepaper might seem like a daunting task, but it doesn’t have to be.

    Whitepapers are one of the most effective content marketing techniques for reaching and engaging senior-level decision makers and influencers. In fact, they rank among the most effective B2B lead generation tools going.

    Producing them however, especially the first one, can seem awfully challenging as you sit down and stare at the blank screen waiting for a whitepaper to take shape. But producing them needn’t be so difficult if you follow this process.

  • Grow organic search traffic with better meta descriptions

    Grow organic search traffic with better meta descriptions

    It’s no secret that well written meta descriptions can improve your website’s search engine performance.

    But not everybody knows that it doesn’t do this by influencing your page ranking in search results, but by influencing how many people click through from search results to your page.

    By writing good meta descriptions you add context and value to a page title that encourage more readers to click through.