PPC
An integrated approach: From SEO to PPC and beyond
Columnist Chris Liversidge shares highlights and insights from two industry events where integrated search marketing was a hot topic this year.
Chris Liversidge has over twelve years web development experience & is the founder of QueryClick Search Marketing, a UK agency specialising in SEO, PPC and Conversion Rate Optimisation strategies that deliver industry-leading ROI.
SEO
Load time, static site generators & SEO: How we lowered our own site’s load time by 74%
Google's upcoming transition to mobile-first indexing, combined with its raised expectation of mobile site performance, should convince site owners to consider static site generation. Contributor Chris Liversidge explains.
Amazon Advertising
Building ROI-focused SEO strategies: A framework
How can we, as SEOs, do better for our clients? Columnist Chris Liversidge has his own framework for mapping SEO strategy down to hard-dollar impact.
SEO
Why content-led SEO will always fail to build links effectively
Great content doesn't always translate to great links. Columnist Chris Liversidge explains the problem with this strategy and advocates for a more audience-focused approach.
Google Algorithm Updates
Connect audience insight to your SEO strategy
Columnist Chris Liversidge believes that audience enrichment data is key to making better optimization decisions and that search marketers should be ready to engage with an audience-led strategy.
SEO
Integrate lifetime value to benefit a customer-led SEO strategy
Columnist Chris Liversidge explains why fixing your analytics gaps and taking lifetime customer value into account can lead to better results in your organic search initiatives.
SEO
Use Power BI to supercharge your SEO
Columnist Chris Liversidge explains how to take advantage of Microsoft’s Power BI (Business Intelligence) rollout to collect and analyze more data than ever before -- and find the SEO performance gaps you didn’t know about.
Apple
True performance baselines & ROI for SEO without attribution modeling
How do you determine your SEO program's real performance, discounting the effects of seasonality, paid search spending or any other external factors? Columnist Chris Liversidge lays out a step-by-step process for reaching a reliable ROI calculation.
Analytics & Conversion
Develop free, lightweight attribution insights for your paid & organic channels
Looking to reallocate or reduce your paid search spend and not sure where to start? Columnist Chris Liversidge shows how you can identify opportunities by comparing your paid and organic search performance data by keyword and device.
Amazon
Data-Led Inbound Marketing, Part 2
Columnist Chris Liversidge shows how a streamlined, data-led process can be used to set clear priorities and objectives that drive both social and SEO performance over time.
Content
Data-Led Link Building: Audience Segmentation & Analysis
Columnist Chris Liversidge explains how to use data to determine where and how to focus link-building efforts.
Analytics & Conversion
Use Google’s Search Console API & Pivot Tables To Supercharge Your Long-Tail SEO
Columnist Chris Liversidge explains how you can use the Search Analytics API to glean insights from your search query data in Google Search Console.
Content
Maximizing Links From Seasonal Inbound Campaigns
With the holiday season looming, assessing the scope for effective SEO link building projects is top of mind for most SEOs. Columnist Chris Liversidge discusses how you can maximize your backlink gain this winter.
PPC
Using Component Metrics In Your SEO Analysis
Metrics are necessary, but looking at them in isolation can be misleading. Columnist Chris Liversidge shows how combining metrics can give you better context.
Amazon
Mega Menus & SEO
What are the best practices surrounding mega menu navigation elements when it comes to SEO? Columnist Chris Liversidge lays it out.
PPC
Calculating SEO Impact To Get Things Done
Columnist Chris Liversidge reminds us that it getting buy-in from clients or the C-Suite often depends on your ability demonstrate the value of your recommendations in terms of revenue.
PPC
The Great Chinese E-Commerce Gold Rush
China recently relaxed its regulations on allowing foreign companies to operate e-commerce businesses within the country. Columnist Chris Liversidge provides some advice and insights for businesses thinking of expanding into this new market.
SEO
Used Car Sales & SEO: Two Tales Of Woe
Columnist Chris Liversidge walks through some major SEO problems plaguing two well-known second-hand car intermediates.
Analytics & Conversion
How To Replace Google’s (Not Provided) Data To Strike SEO Gold
Google Analytics may not be providing keyword referral data anymore, but Chris Liversidge has developed a process for matching keyword queries from Google Webmaster Tools to their probable landing page URLs.
SEO
Adidas, Nike & Auditing hreflangs For Explosive SEO Results
These fierce competitors make for a compelling study of differing approaches to internationalizing your website, says contributor Chris Liversidge. They also provide lessons about what can go wrong.