Gavin Hirst - Tuesday 6th January 2015

When can I expect to see returns on my SEO investment? Setting realistic SEO goals for your boss/client

Last week I read/watched a fascinating Whiteboard Friday by Rand Fishkin, Co-Founder of Moz in which Rand talked about the changing expectations around SEO activity, and what exactly it is people should expect when they engage with an SEO. I would highly recommend taking 8 minutes out of your day to watch the video as it provides a great sound bite about the changing face of SEO:

What should you expect from your SEO?

If you look back over some of our recent blogs, it’s easy to see that there is a definite shift in the way that SEOs now carry out their work. Gone are the days where keyword research, a bit of on-page optimisation and some link building were enough to see companies climb up the rankings. SEO has become so much more than this and our posts on content marketing, putting the user…

Gavin Hirst - Friday 28th November 2014

Developing personas for your business

In the last post I talked about the importance of putting the user at the centre of your content strategy – in case you missed it, you can check it out here – Successful SEO means putting the user first. Part of that post looked into the development of user personas to help you connect with your audience and I wanted to expand on that a little further for those who may not have come across personas before and the benefits to your business of using them.

What are user personas?

Basically, companies create user personas in order to generate a realistic representation of their key target audience(s). In order for the personas to be effective and adopted by members of the team who are producing content for the website, it is important that the staff who will be using the personas are a) involved in the process of developing…

Gavin Hirst - Thursday 20th November 2014

Successful SEO means putting the user first

We have already looked at the changing landscape of SEO and provided some tips on how to ensure you don’t get left behind, however perhaps the biggest shift we have seen is the move towards ensuring the user is at the centre of your long-term SEO strategy. For some traditional SEOs, this is a daunting prospect, however here at Digital Hothouse, we have been putting the customer front and centre for years.

Why should you focus on the user?

In order for your site to be successful, you must make it easy for the user to find a) what they are looking for and b) what they don’t know they are looking for but what they will find extremely useful. How do we do this you ask? By providing quality content resulting in quality experiences for the end user. Ideally, these will be targeted experiences as every visitor to your site…