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Backlinks are important because they signal to Google that another resource finds your content valuable enough to link to it within their own content. As a website gains more backlinks, search engines such as Google recognise that the website possesses valuable content worth ranking well on the search engine results page.

Whether your business is taking advantage of it or not, social media has forever changed how consumers communicate with companies and vice versa. Being accessible to your customers – and potential clients – via social media is vital for developing relationships with them and helping them through the sales funnel or creating brand awareness.

It’s important to remember that content marketing is just one step in the conversion funnel.
Through a combination of SEO, content marketing, social media marketing, outreach, email marketing, and website design, prospective customers are led to converting.

Content marketing is vital in the conversion process since each page of your website and each informative blog post plays a role in convincing visitors to buy. Create different content with each step of the conversion funnel in mind and don’t forget to include a call to action.

Conversion optimisation is the process of increasing the number of website visitors that convert into active customers. By improving your website’s user experience, users are more likely to complete the desired action on your webpage, whether purchasing a product or signing up for your newsletter.

The best way to improve user experience is by removing unnecessary content that may slow your site down includes providing live support and adding testimonials.

Yes, both are essential for your Google rankings. User interface is the technical side of SEO, while the way the user navigates through the site (UX) influences essential metrics, such as bounce rate, time on page, and click-through rates. Google takes all of these factors into consideration when ranking pages.

The Core Web Vitals strongly impact the way that users interact with your website. Google is becoming increasingly focused on user experience, which means websites need to do the same. Core Web Vitals identify user experience issues by generating a metric for three key areas of user experience, including:

• Page loading performance
• Ease of interaction
• Visual stability of a page from a user’s perspective

Additional metrics Google analyses are whether your website is mobile-friendly and provides safe browsing and non-intrusive content such as pop-ups and ads.

Keywords are the words and phrases that searchers type – usually on a search engine. These are the words that we use when looking for pages, images, videos, blogs or any kind of information on the web. These keywords need to be strategically inserted into your pages and content to increase your visibility on the search engines results page.

There are many contributing factors as to why you may not be able to see your ads on Google. These include:

1. Geotargeting

Your ads might not show because you are searching from outside the geographic area your ad is targeting.

2. Your bid is too low

PPC campaigns are a search auction – you are likely competing for ad space with a number of other companies for the same keywords with a bidding budget that is too low.

3. Ad scheduling

When setting up your PPC campaigns, you have the option to define and set your ad scheduling. Your scheduled ad may not be running yet or it may already be complete but the end date that you set.

4. Budget constraints

With PPC campaigns, you are charged a cost per click (CPC). Each time someone clicks on your ad, this will be deducted from your daily budget – you may have already received enough clicks and spent your budget.

5. Platform bidding

On Google, you have the option to advertise to users on particular platforms they are using such as desktop, mobiles or tablets. You may have set up the campaign to target just desktop or just mobile searchers and have excluded the other variations.

6. Disapproved ads

Google has a number of advertising policies that you must adhere to. If your ads do not satisfy these requirements, your ads will be disapproved.

7. Negative keywords

In Adword campaigns, you can use negative keywords to ensure that your ads don’t show for keywords you know you don’t want to show ads for. Negative keywords tell Google not to show your ads whenever someone searches with a particular word.

8. Billing

Make sure to set alerts or check the billing/payments section if your ads are not showing. Sometimes there can be issues with your credit card or payment method, prompting Google to stop your ads from running.

9. Your campaigns just started

If you just pushed your campaigns live and you are not seeing your ads, you may just have to wait – it takes some time for Google to approve ads, keywords and other variables within your campaigns.

Google Tag Manager (GTM) is a tool which provides a user-friendly interface to implement tags and pixels on your website, such as Facebook pixels or AdWords conversion tracking. By using GTM you can implement a wide variety of coding scripts, tags and code snippets that you would otherwise need to install on your website. GTM makes implementing and changing tags easier since they are all stored in one place.

With GTM, you can track a number of actions on your website, such as clicks on the menu, clicks on call-to-action (CTA) buttons or form completions. You can see similar data with Google Analytics, but it is not as detailed as the data from GTM.