Gavin Hirst - Thursday 31st December 2020

How to optimise your copy for keywords and keep Google happy

Whilst the art of optimising web pages has changed significantly over the past ten years, there are still a number of fundamental tactics that are still really important if you want your content to rank for keywords that are going to drive relevant traffic to your website.

Long gone are the days of keyword stuffing. That, however, doesn’t mean that keywords are no longer important.

Whilst there has been a definite shift towards the importance of optimising your copy for ‘topics’, the fact of the matter is this: if your copy doesn’t contain a keyword you want to rank for, it’s highly unlikely that you will rank for it.

And that’s what makes keyword research such an important and integral part of your SEO and content strategies.

Write for your audience, not for Google

Whilst it’s important to optimise your copy for the keywords you identify in your keyword research, it’s perhaps even more…


Gavin Hirst - Tuesday 29th December 2020

How to optimise for voice search – 5 strategies in a post-COVID world

I’m not sure how many posts I have written about voice search during my time with Digital Hothouse. Since my first conference to Sydney in 2015, it feels as though we have been talking about voice search as the next big thing and here, we are, approaching 2021, and still talking about the importance of voice search.

I think the reason for that, is that voice search is a slow burner. It’s not something that is suddenly going to be adopted by everyone all at once. The reason we have been talking about voice search for the last six years is that it is still in the initial stages of adoption, however, we are starting to get closer to a tipping point and the COVID-19 pandemic has also contributed to an acceleration in the uptake of people using voice search.

According to Gartner, 32% of consumers are interested in hands-free…


Gavin Hirst - Wednesday 16th December 2020

3 types of content that get more shares, likes, links, and comments

We all put a lot of time into creating content. Planning, researching, writing, reviewing, editing, and publishing. All of this takes time and effort. That’s why it can be so frustrating when those pieces of content ‘flop’. You push them out via social. They get no likes. You track the keywords you have optimised the post for. They don’t break the top 100. You carry out link outreach. You get no responses.

It doesn’t have to be that way.

There are some types of content that tend to perform much better than others. If you focus your efforts on creating more of these types of content, you will start to see better results.

1.      List posts (but specifically, recognition list posts)

List posts are an absolute staple of successful content plans.

Do a quick search for almost anything and you can almost guarantee a list post will be lurking somewhere around the top ten.