Pay By Results SEO (Risk and Reward)

I've done a lot of Search Engine Optimisation (SEO) for a lot of businesses in the past, but I rarely know the specific ins and outs of the business that I do the SEO for; I obviously understand the basics – I understand what they are selling and how they prefer to sell it, I understand the market they want to sell into and more importantly I spend time trying to understand the market, but I often don’t know the ins and outs of how they run their business.

The point is I don’t need to know, I only need to know how to get the best from their website, and determine how best to get traffic (the right traffic) to their site; it’s the owner of the businesses role to understand their business end to end; and that’s why businesses sometimes need SEO ‘experts’ (I would never personally class myself as an expert!).

We take away the stress of getting pages to the top search engine rankings; we do the strategic thinking, we look at and determine the best keywords (often in partnership with the business), we then go out to other sites on the world wide web and try to get links back to the clients site (the best way to improve search engine ranking btw).

So when people say, “You don’t need an SEO expert or consultant” – I sometimes think they are wrong; sometimes businesses do need help in this area.

One area where I do agree with these people is that often, these SEO companies are just after your money, they aren't bothered about your ranking – they just want you to pay them a monthly or one-off fee and that’s it.

What businesses do need is an SEO person that understands that they are putting a lot of faith and trust in their site and their brand, and that they do not want to may a lot for no/little results. Payment should only be made if you get A, B, and C pages on the first page of Google (top 10 results) for X, Y and Z keywords. That SEO person is me.

I will only charge you if I get the results that you want. Contact me for more information andrew@andrewscaife.com

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Link Building is NOT Dead!

I recently read a short blog post about how Link Build is supposed to be dead (in fact illegal!), but that Google's Eric Enge it's been suggested that "webmasters to change their thinking about how they build links", in fact it was suggested that "[webmasters] need to reverse their process and should really think first about compelling content."

Hang on!  This is exactly what real link building has been about since day one, any webmaster or SEO bod worth their salt will first ensure that the target website is fit for purpose, it stands to reason.

Whilst I recognise that this is a really simplistic explanation of the process, but lets imagine that you have a really poor website design with poor content but my sheer dumb look or black hat techniques you manage to get more links that everyone else for your chose keywords/keyphrases; get to the top of Google SERPs anyone that clicks through to your page is going to be mightily disappointed and push that back button! 

So stop thinking first about getting those links, and instead build a great site with fab content that will make people want to visit you in the first place!

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PPC: bid for the right position

 This tip isn't the most obvious for lots of Google AdWords users so I thought I would pass it on as it could a) save you money, b) get you an improved CTR and c) get an improved conversion rate.

Let me start my saying that most new AdWords users start off with a single bidding strategy for AdWords and that strategy pretty much stays with them forever, it’s a good strategy, it’s easy to measure and it does bring with it some success, but it’s flawed!

Adwords offers fairly simple system where the amount you bid, combined with your Quality Score (a figure calculated by Google), equates to what AdWords position on Google your ad will end up with (a position from one to ten)

As a reminder, here the Adwords (Sponsored) ads are highlighted in red; I've also highlighted in red the ad position number.

This strategy that new AdWords users deploy is that they want position 1, it’s the highest position and is therefore the best position to be in right!  It’s the topmost position, so will be seen first as users scan the search engine results, it must be a winning strategy! Wrong (well sometimes it’s the wrong strategy to adopt).

A general rule of thumb and the one that should sound alarm bells is that the users of Google have become blind to the top ads, rather like we all have with banner ads (the ad images that appear at the top of web pages), we all tend to ignore those now.

What you need to do is look at your AdWords stats to determine which ad position you tend to get the most clicks and again as a rule of thumb the lower the average position the cheaper your clicks will be.

Take my latest gig as an example, we were paying more and more for top position ads and we got into a price war with our competitors, so it was getting expensive; no-one really knew what ad position was best for us, but a quick analysis showed that we got more clicks and an improved conversion rate when our ad was around position 3. 

Armed with this little bit of knowledge I did a simple test, I reduced the Max CPC bids where we had an average position better than 3 and increased the Max CPC where we were below position 3. (The plan was to bid for position 3 in all case).

These reduction in bid strategy meant that our ad was less likely to be shown; but where the ad was shown we would be closer to the natural search links, therefore be seen as more relevant, hopefully resulting in an improved CTR and conversion rate.

In just two weeks impressions dropped 18%, clicks dropped 15%, but CTR went up 5% and conversions increased a whopping 17%.  I’m now paying 30% less for AdWords here but gaining on my better conversions.

Don’t get me wrong, years ago when I started using Google AdWords I bid for the position 1 and did everything in my power to maintain it, it worked for me, it brought in business, but little did I know that I could have reduced my costs and brought in more business!

Remember, calculate where you best ad position is and bid for this ideal position, which isn't always the top one! 

Good luck

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What can your website learn from Social Media?

Social Media is the internet success story, we all engage with it in some way shape or form, we love the social channels that we have signed up to, they keep us coming back several times a day; but what exactly attracts us to these sites, and what can we learn from them that we can implement in our own websites to keep visitors engaged and coming back for more?

Most social media sites have the same six attributed that make them successful:

They are Fulfilling – in that visitors can easy discover when they can and get immediate delivery of information and actions. Does your website allow visitors to get to what's important to them quickly and understand what they can/should do on your pages?

They are a Rich source of information – all sources of information at your fingertips, no digging around for what's important.  How does your website stack up? Do you supply rich data? Can visitors see content, price, availability, images, reviews, comments etc all on one page?

They are very Open - very easy to easy to sign up and start their fulfillment process; how is your sign up process? Can users sign up with with an email address and password or do you want their life story first?

Participation is welcomed - not only welcomed but it is positively encouraged in many ways - reviews, comments, ratings etc  Does your site see this level of engagement, so you make users feel that they can contribute and that their contributions are worthwhile?

Remixing the data - many social sites mix up their data a little, so in Twitter for example I can easy find other tweets that the people I follow find interesting.  It's yet another example of how social channels are providing a rich stream of relevant data even if it is pulled from different sources.  Do you supply just the data that you can on your site or are you mixing it up a little?  How about providing news from different news channels for example!

Personalised experience – these social sites are learning from individuals interactions and use that to suggest other things that you might be interested in; they know you are logged in, what you have done in the past and what you might like to do in the future - does your site touch any of that?


I'm not suggesting that your website does all of this - but learn from the social media sites that you use and ask yourself if you can take some of the great elements that you love and put them on your site.

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