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  • POLARIS Agency: SEO in 2019 Jul 18, 2019 at 5:35 PM

    SEO agencies are always trying to stay ahead of Google updates and changes, and as we move towards a future of AI, 360 Data and UX led campaigns – what can be expected from SEO in 2019?

    Server performance
    Website speed and performance has always been important, and load times should always be targeted at below 2 seconds. What’s more, the delivery of assets from the server need to be smooth and clear for web crawlers to identify ease of understanding and use.

    A core element of this is server wait time. The longer a server takes to respond to a request from a user, or web crawler, the higher chance they’ll move away from your site before it even loads. If this keeps happening, particularly from a crawl perspective, a website will lose rankings.

    Key areas to focus on here are hosting, delivery of HTML code and web structure (both from a folder/page and crawl map perspectives).

    Security – SSL and HTTPS
    Much has been made of the ‘little green padlock’ over the last 12 months and it essential that web owners and SEO agencies work together to acheive a seamless transition to HTTPS by the year end. Ecommerce sites and payments portals which already have HTTPS attached to them are no longer going to be good enough to maintain user and crawler trust.

    The focus on security from Google, and the ongoing increases in ranking weight this has, means that all websites should be HTTPS as standard ASAP.

    Upon setting up a new SSL certificate ensure that your SEO agency work on redirects, Htaccess rules and updates to internal content – this will mean maintaining rankings long term and if carried out correctly removes the risk of dropping traffic or leads into the business.

    Hollistic marketing
    SEO, PR and branding have all previously sat seperately from each other. However, core algorithm updates which allow web crawlers to better understand web reputation, branding and how a website meets user intent means SEO should sit alongside marketing strategies for a business, not as a bolt on.

    Marketing in 2019 is likely to be driven by SEO data – keyword research, buying trends, multi-channel conversions – that allow everybody in the business to make informed decisions on marketing and business metrics.

    What’s more, with SEO data at the core of the work, and agencies using sophisticated software to deliver campaigns, the ROI of SEO has never been greater (and potentially, never been more important either).

    Schema and JSON
    We’ve written extensively on Schema/JSON in the past as championing manual, extensive and well structured data is going to be essential to campaign success in 2019.

    While it is possible for web owners to use pre-built templates, the strength of data comes through an SEO agency and web development team working in tandem to improve how structured data is read and interpreted by search engines.

    New focuses for this will be people, services and FAQ.

    Keith Hodges is the Head of Search at POLARIS, an SEO agency specialising in campaigns which drive leads for the B2B sector.

    Read more on POLARIS agency's blog here
  • POLARIS: SEO Tips for Small Businesses Jul 16, 2019

    "As an SEO Agency that has been operating for over 10 years, we often get asked about the value and importance of a service that can at times feel time and budget consuming as we progress towards KPIs and ROI achievements. According to the founding father of Microsoft Bill Gates: “If your business is not on the internet, then your business will be out of business.” The statement is quite loud and even controversial, but still, the Internet is an excellent opportunity to tell about your business as many people as possible. One of the main advantages of this channel is that, if you have a time and a certain persistence it can be quite cheap."

    - highlights Keith Hodges, Head of Search at POLARIS, an SEO agency specialising in campaigns which drive leads for the B2B sector. He is specialised in building successful SEO campaigns and growing brand audiences for clients in the travel, E-commerce, healthcare and B2B sectors. SEO guru and well known online marketer.

  • Email Marketing for B2B Jul 11, 2019

    Email marketing is a challenge for any business – open rates, engagement rates, click throughs and final commitment are all metrics that need to be measured and improved on so that the magical ROI figure increases as we require. Depending on the size of your business, your marketing will be at a certain level of maturity, and depending on the level of maturity, there are a number of different solutions for email marketing, but what is the right solution for your business?

    Setting up a start-up business last year, one of our clients was utilising a free email marketing system to send out email newsletters every month to their database of contacts. After a discussion about email marketing, we got the client to make the realisation that email marketing is much more than just sending out a monthly newsletter. There are several factors to consider:
    • Nurturing new email data
    • Profiling email data
    • Understanding content appetites
    • Creating thoughtful, engaging content
    • Understanding which metrics are important to success
    • Measuring performance and performance that matters!
    Through our experience, we have found that for b2b campaigns where the purchase life-cycle is longer, lead nurturing is extremely important and email must function within a broader marketing strategy. Martech platforms such as emarsys and pardot are a great choice for businesses that want to drive customers through a journey and (the important bit) utilise technology for more efficient user experiences and time management internally (why do it yourself when technology can do it for you).

    When using these types of systems for your email marketing strategy, you will be able to setup funnel options which will send scheduled emails based on responses and actions to previous emails, funneling recipients down the paths you desire. For example, you may want to send a specific targeted email to those interacting with your emails and clicking onto your website. Similarly, you may want to target those that aren’t interacting at all but have been a client of yours in the past.

    When using Martech platforms you can send automated emails that resonate with a specific audience. If a prospect keeps clicking on a certain page of your site, you can track this and an automated email will be sent to them offering a discount on this particular service, for example.There is definitely room to utilise email marketing automation for b2b companies aiming to push sales and secure clients.

    Keith Hodges is the Head of Search at POLARIS, an SEO agency specialising in campaigns which drive leads for the B2B sector.
  • How UX and User Testing Can Improve Your PPC campaigns? Jul 10, 2019

    - says Carolina Jaramilo, Paid Media Manager atPOLARIS.

    Carolina Jaramilo is the Paid Media Manager at POLARIS, an SEO agency specialising in campaigns which drive leads for the Ecommerce, B2B, Travel and Healthcare sectors.

    Full version of an article is availablehere.
    JIMMY OMBOM likes this.
  • How To Audit SEO on Your Own in 8 Steps - read our step-by-step guide Jul 9, 2019

    - highlights Keith Hodges, Head of Search atPOLARIS.

    Keith Hodges is the Head of Search at POLARIS, an SEO agency specialising in campaigns which drive leads for the Ecommerce, B2B, Travel and Healthcare sectors.

    Full version of an article is available to download below (PDF format)
    JIMMY OMBOM likes this.