Author: Phil Aston

by Phil Aston Phil Aston No Comments

Is your SEO strategy on the right path?

Google has updated its search algorithm over 550 times in the last 12 months, which is almost twice a day!  Keyword data has all but disappeared from Google Analytics and page rank depends on so many factors to have become almost pointless. However, SEO is more important now than ever, and your strategy needs to change or you risk being left behind.

How to measure the success of your SEO strategy as we move away from keywords and page rank

Keywords are still part of the mix, but looking purely at how you rank for a specific phrase means little if there is no traffic behind it.  The new focus will be on queries and themed words.  So what your visitors are actually looking for, rather than what phrases they are using is now more important. Keyword research is important to highlight trends but to measure success we need to look at different factors.  The previous model of looking at a list of keyword phrases with a report showing how we rank for each one is no longer an accurate measure or helpful in our log term strategy.

The new objectives for SEO are to:

  • Increase overall website traffic
  • Increase new visitor percentage
  • Increase conversion rates from the website

To do this you will need a clear goal for each page in your website

  • To increase bookings / membership / sales
  • To increase market share
  • To increase social shares

Keyword data 

This is no longer provided by Google Analytics, Even so, how you rank on Google can depend on:

  • If you are using Google Chrome
  • Your search history
  • Your IP Address
  • If you are using a mobile or PC
  • Whether you have a Gmail account
  • Whether you are logged into Google+

So all of us will see different results depending on the above.  Therefore, the new currency is traffic and user behaviour.  The keyword query is simply part of the topic or theme we need to optimise for.  Google is now looking for meaning and intent behind each word in the phrase used.  We also need to look for trends within our market and social media:  (Google and now Twitter alerts help with this).

Page Authority – (This is your new goal)

  • Traffic increases
  • Social interaction
  • Time spent on each page
  • Comparisons with previous time periods
  • Backlinks into your pages

You also need to define

  • All search landing pages – which will be most of them!
  • Prioritise the top landing pages – The key pages, home, offers etc.
  • Pull monthly traffic over from the previous year for those pages – this will give us a reference point so we can look for trends or issues
  • Data per page based on our goals – time on page / bounce rates

Your website priorities are

  • The implementation of a Blog
  • Ensure your Social Share buttons are on all pages
  • Continue to post and promote your Google+  page

If your SEO agency or consultant is still focusing on Keywords and ranking within Google it is certainly time to review your SEO strategy.

References : The Moz Blog  – Stop Thinking Keywords, Think Topics by Karen Morris

Phil Aston 


by Phil Aston Phil Aston No Comments

Top 5 Social Media Networks 2013

The top 5

  • Facebook 52%
  • Google+ 25%
  • Twitter 22%
  • Qzone (China) 13% (source globalwebindex)

This graphic is from issue 215 of Web Designer Magazine.  The biggest surprise is how popular Google + is becoming.  It was perceived as being too small to worry about, however, it now has 500 million users.

We have found that Google+ is the Social Media platform that most of our clients want to develop.  There is no doubt that Facebook remains the most important ‘Business to Consumer’  platform but for B2B we are seeing increased interest in Google + and LinkedIn.

Google + Why we like it

  • More flexibility than Facebook – you do not have to be everyone’s friend.  You can follow (like Twitter) and put people into circles, based on clients, family or interests.
  • The people you connect to – there is more chance it is really them (We really like this).  There are various hoops to go through to get your business page on Google + and to have yourself recognised as the author and contributor to your website. Being recognised as the official author of your blog and website gives you the ability to have your profile pic display in Google searches.  This gives a level of trust and authenticity that I believe will really help build relationships online.
  • Not just a business page – The other thing we like is that you can create online communities based on your interests and expertise.  Beyond this are the hangouts where you can share live video blogs which also upload to your YouTube channel.
Our Experience

It is true that when you start on Google + that there is a sense that no one saw your post as there can be little or interaction.  We have found the best approach is to join other communities and join in with the conversation.  The interaction within some communities seems a lot more genuine and useful.  For example, we can post a photo on our Facebook Business page and get 8- 15 likes.  The equivalent on Google  + can see 60+ likes with comments and shares.

You create your own news feed based on your interests and who you connect with and although there are some cute cats out there, primarily the overall feel is of a B2B platform.    We have seen our Google+ posts affect our google performance even if the post itself seemed to have little initial impact. Google + will also add it’s own hash tag to each post you do.

There is also a high level of technical expertise on Google+ so if you are looking for help it is our chosen platform above and beyond Facebook and Twitter.

Phil Aston

Click here for our Social Media Management Services 


by Phil Aston Phil Aston No Comments

Property photography – selling dreams and managing expectations

When you decide to update your property photography what are your goals?

  • To sell
  • To increase your rentals

The first thing you need to do is imagine looking at your property through the eyes of a guest or buyer.  What are their expectations, what device will they be accessing your photos on?

More than likely they will be looking at your photos on a mobile / tablet device (held in a portrait position) or on a desktop in their lunch hour!

Websites and magazines – different audiences and behaviour

The other thing to be aware of is that viewing photos online is very different from browsing through a magazine, both in the time given and what people want.  This is where a lot of self catering agencies, hotels and estate agents get it wrong.  In a magazine we may tolerate the arty shot of the bedside table with the blurred out wine glass or even the photo at an angle*   (*Angled photos do not work online, especially on mobile and table devices)

From our knowledge in SEO and inbound marketing we know you have seconds to grab someones attention.  Also yours are not the only photos they are looking at, so they have to stand out.  Many potential buyers and guests are cynical, that room photo showing only half the bed could imply that is is a very small room.  Chances are they are right.  Managing expectations means your guests and buyers need to know what they are getting and feel satisfied when the time comes to consider those review websites.

The featured shot in this post is from a traditional Cornish Cottage in West Cornwall.  Since upgrading the photography for this property, the owner has seen bookings increase across the board.

Our top tips for getting your property photography right first time are:

  • Use a professional photographer – it might appear expensive but those amateur photos will cost you a lot more in the long run
  • Use a wide angle lens, show your buyer / guest what they are getting for their money (they do not want detail or art, they want the big picture)
  • Shoot several photos for the same room from different vantage points
  • Use natural light – merge two photos together if you want to showcase the view and the interior
  • Don’t use a mobile phone, it may have 8million pixels but it is still a phone
  • Shoot in RAW, it gives you the most flexibility if you want to use your photos in print as well as on your website
  • Remember the marketing aspect – look at each room through the eyes of your buyer or guest, what are your unique selling features?

Thanks, Phil

To find our more about our property photography services in Cornwall please click here