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Artificial Intelligence and Search Engines

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  • July 17, 2018 07:44:00 PM
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The Artemis Marketing blog is an excellent resource for news, information and advice on the world of Search Engine Optimisation and digital marketing. Whether you’re a seasoned SEO expert or looking for tips on the basics of SEO, the Artemis Marketing blog has what you are looking for. The blog is regularly updated by the expert SEO team at Artemis with features, news and more.

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    Why keywords are still the key to your website success in 2019

    The purpose of this post is to give an overview of why keywords are still so important, for business owners or marketers without a detailed SEO knowledge. I was inspired to write this post, as I regularly see new clients’ websites that are missing the most basic keywords, even those who have previously hired an […] The post Why keywords are still the key to your website success in 2019 appeared first on Artemis...

    The purpose of this post is to give an overview of why keywords are still so important, for business owners or marketers without a detailed SEO knowledge.

    I was inspired to write this post, as I regularly see new clients’ websites that are missing the most basic keywords, even those who have previously hired an SEO agency.

    • Many things are written about the keys to a website search engine success in 2019, for example this blog post lists over 200 factors that Google considers.
    • It is worth taking a step back to look at the function Google provides. If someone types in (or speaks) their query, like “plumber in Brighton”; Google’s algorithm looks at all the web pages in its index and serves what it considers to be the ‘best’ results.
    • While Google looks at over 200 factors, if you are a plumber in Brighton, you are certainly going to make your job of achieving top ranking much harder if you do not have ‘plumber’ or ‘brighton’ written on relevant web pages.

    So, despite all of Google’s advances since it was founded in 1998, keywords are still the key to websites’ success, here are the six reasons why:

    1. People still search using words

    Despite technology advances, people still search using words, whether typing on mobile, desktop or using voice search. Words are therefore the basis of every search.

    2. Keywords relate to 11 of the 59 page factors that Google looks at for rankings

    According to Google’s 200 Ranking Factors: The Complete List (2018), keywords are directly related to 11 of the 59 on page factors that Google looks at when deciding where to rank your website in its natural listings. So, defining the right keywords in the correct places are still extremely important for your website’s rankings.

    3. Google makes its money from keywords

    In 2017, ads accounted for over 70% of Google total $111 Billion revenue, and 89% of this ad revenue came from ads in their search results.

    The ads in their search results work on a keyword cost per click model. So, the advertiser will bid on a keyword they wish to rank for, and the more commercially viable that keyword the more they will bid. So, it is worth remembering that keywords drive Google’s income, so they are going nowhere!

    4. Keywords help your website to clearly define what you are selling

    The right keywords can help you to clearly and succinctly define your product or services, from the more general such as ‘plumber’ to the highly specific such as ‘Emergency boiler repairs in Brighton’.

    So, for example if you where this firm of plumbers:

    • Home Page – this should include more general keywords such a ‘plumbers’ and maybe your locations
    • Services pages – you should have an ‘Emergency Boiler Repairs’ page and maybe your locations

    For further details on how to structure your website, see: How to Create a Site Structure That Will Enhance SEO.

    5. Keyword research helps you match your site to what searchers are looking for

    Google provides data to the precise search queries people use. Tools like Keywords Everywhere make accessing this data quick and simple.

    Knowing the number of searches for one keyword versus another can be extremely informative in how you write and structure your website.

    Let’s say you are a firm of plumbers and you offer ‘boiler installations’ and ‘heat pump installations’ but Google tells you that there are no searches for ‘heat pump installations’ in your area, this tells you to focus more efforts on the ‘boiler installation’ content on your website. See actual results:

    • boiler installer brighton: 30 Google searches a month
    • heat pump installer brighton: 0 Google searches a month

    For more information see:  How to Do Keyword Research for SEO: A Beginner’s Guide.

    6. Keyword research helps you target more commercially viable search terms

    As Google makes money from selling Ads and knows the price people will bid for specific keywords. This gives you as a website owner extremely valuable information as to the commercial viability of a keyword.

    Let’s say you were considering two pages on your plumbing website, one about your Emergency Plumbing Services, and one about Small Plumbing jobs. But the cost per click for the two search terms where as follows:

    • emergency plumbers brighton: £12.74 per click
    • small job plumber brighton: £2.03 per click

    This indicates that ’emergency plumbers brighton’ is a much more commercially viable term, and that your site will generate higher value enquiries if you spend more time optimising writing content for ‘emergency plumber’ related keywords.

    For further reading, see Google AdWords: The Beginner’s Guide.

     

    If you have any comments please leave a comment below.

    Or if you feel that your business website is lacking good keyword targeting, call us on 01444 645018 for a FREE initial chat, or for more information see our SEO page.

    The post Why keywords are still the key to your website success in 2019 appeared first on Artemis Marketing.


    Account Director Tom Hart: My First Year at Artemis

    Account Director Tom Hart has had an exciting first year at Artemis. In this blog he shares his experiences and thoughts from working at the company: Since joining Artemis just over a year ago I thought it was a good time to look back and reflect on my time here so far. There are some […] The post Account Director Tom Hart: My First Year at Artemis appeared first on Artemis...

    Account Director Tom Hart has had an exciting first year at Artemis. In this blog he shares his experiences and thoughts from working at the company:

    Artemis yachting day

    Since joining Artemis just over a year ago I thought it was a good time to look back and reflect on my time here so far.

    There are some clever people out there

    My previous roles have been full of great people who give everything to make the job and the company a success. At Artemis we have a company full of that but also some insanely clever people.  And surrounding yourself with people like this can only help. I learn more in half an hour of watching our Technical Director work than I possibly could reading any SEO books.

    Never stop learning

    One of the things I enjoy most is that SEO it always evolving and never stands still. Every day Google is tweaking and refining the algorithms that determine search results meaning if you stop learning you get left behind, quickly. Of course, Google engineers will never reveal, and in the modern world of AI, perhaps don’t even know, how to make a website rank well. So, you have to take it upon yourself to do everything you can to keep up to date with how search engines are evolving.

    Kangaroos Charity Golf Day - Tom Hart 3

    Working for a good company

    As a company we sponsor Kangaroos, a local charity who do fantastic work with local children who have learning difficulties. We have done various events through the year which has helped them raise a great amount of money which allows them to keep delivering the invaluable opportunities and days out for the local children. So far, we have taken part in a bike ride (25 miles almost broke me), a golf day (which I won and made paper, casual) and a picnic and cake sale (thoroughly enjoyable).

    Take every opportunity you can

    If a company is willing to invest in you and help you excel take it, both as a person and an employee.  At Artemis we want all our staff to push themselves and succeed, so training sessions and business coaching is a regular thing. Both external and internal training takes place regularly. Pretty much the whole office now has their own personal websites that have built from scratch with the help of the technical team.

    Kangaroos - Team Artemis

    The post Account Director Tom Hart: My First Year at Artemis appeared first on Artemis Marketing.


    Using PPC data to inform SEO

    Traditionally, SEO and PPC have been seen as very separate entities – rivals competing a bigger slice of the digital marketing budget in any given organisation. Your company’s organic search specialists will argue that SEO is a long-term strategy with better value for money and lasting effects that make a difference for your business. But […] The post Using PPC data to inform SEO appeared first on Artemis...

    Traditionally, SEO and PPC have been seen as very separate entities – rivals competing a bigger slice of the digital marketing budget in any given organisation. Your company’s organic search specialists will argue that SEO is a long-term strategy with better value for money and lasting effects that make a difference for your business. But those interested in paid search will counter: PPC is immediate, and it always gets results.

    Of course, they are both right: SEO and PPC can each be effective strategies and can often work harmoniously for a holistic approach to digital marketing. But it is perhaps not recognised often enough that aside from working together – there is actually much that SEOs can learn from PPC practice and data.

    Lack of communication between SEO and PPC specialists can be a hinderance to the success of a business. So, in this blog we will take a look at how your SEO department can utilise PPC data and insights effectively.

    Learn faster than SEO

    As has been mentioned, PPC is typically seen as a ‘faster’ form of digital marketing. This is due to the fact that while the SEO work you do on a website can take months before you see a significant improvement in your rankings (and therefore, traffic and sales), PPC ads can bring in customers in minutes.

    Clearly, then, there is an opportunity for SEOs to learn where they need to target their next campaign. For example, if your business is moving into a new product area, using PPC ads can tell you very quickly the kinds of products and pages that work successfully. Test product pages individually to see which ones perform the best. Long-term SEO can then be planned around these pages, as there may be more potential for conversions in them.

    Understanding the metrics

    PPC data can provide you with an absolute gold mine of useful information on how pages perform. Click through rate and conversion rate are two vital metrics that can be extremely easily tracked through a PPC campaign – you can take many insights from the campaign.

    Look for pages with a high click-through rate but a low conversion rate. It may be the case that the advert here is misleading, so when visitors click through, they don’t find what they are looking for. Alternatively, it may be the case that the advert piqued the interest of the visitor, but the page failed to live up to expectations. These can offer great opportunities to improve these pages.

    Check how your high click-through/low conversion pages fair through organic traffic – if the conversion rate is low here then the problem is clearly with the page. Low quality pages can be a big problem for long-term SEO – and simply by comparing the PPC data with organic data you can learn whether a page is a problem, or if the issue is elsewhere.

    Useful reports

    It was once easy to understand which search terms were generating the most revenue for your business. However, updates to Google Analytics made it far more challenge to access this data in a meaningful and useful way. It has become necessary for SEOs to effectively take an educated guess in order to establish the best converting keywords for their site.

    However, if you are also running a PPC campaign then there is no need to guess. A PPC specialist will be able to easily obtain a search term report for your account that will include a full range of useful metrics including, impressions, CTR and, yes, conversion rate!

    You can then take this useful data and understand which terms are the most effective. This is just one example of PPCs sometimes having access to information that a pure SEO specialist might not realise is available.

    Practical examples for how you can use PPC data to inform SEO

    There are plenty of practical of examples of things that the SEO team can start doing immediately in order to benefit from PPC insights.

    1. Faster A/B testing – we have already mentioned that one of the major benefits of PPC over SEO is that it works faster. This gives you the opportunity to carry out any important A/B testing at a much faster rate than what would be possible for SEO. While SEO A/B tests might take weeks or even months to come up with preferred options, PPC campaigns can find out in days.
    2. Use best performing ad copy to inform meta titles and descriptions – it is also worth noting that when a particular PPC advert works well, it can be sensible to use this to inform meta titles and descriptions. If a PPC ad that mentions ‘award winning service’ and it is performing above better than other ads, then it is definitely worth using this phrasing in your meta description.
    3. Calls-to-action – getting your calls-to-action right can make a huge difference to the success of a site. PPC ads tend to use a much broader variety of CTAs than standard pages, so they are constantly testing their effectiveness. Take a look at which CTAs convert best, and then roll them out.

    But… be aware of the pitfalls

    Of course, there is the potential to be ‘false positives’ within PPC data that, when applied to the site generally as an organic search tactic, will not be effective. There can be many reasons for this – perhaps visitors coming to your site through CTA-heavy adverts are more primed to convert than a visitor casually searching on a term you rank well for.

    The best advice then is to take ‘too good to be true’ data with a pinch of salt. What works for PPC often works for SEO but it is not always the case. You can use high performing PPC ads to inform content strategy, but be aware that organic search comes with its own challenges so it is always advisable to work with specialists.

    If you would like to work with a digital agency with leading technical staff across both SEO and PPC, Artemis would love to hear from you.

    The post Using PPC data to inform SEO appeared first on Artemis Marketing.


    Artemis supports Kangaroos at Christmas Tree Festival

    We are delighted to be supporting our partner charity, Kangaroos, at the Cuckfield Church Christmas Tree Festival at the parish church of Holy Trinity. This year, the festival is partnering with Kangaroos to raise much needed funds for this amazing charity, so we of course wanted to be involved. Every year local businesses sponsor trees […] The post Artemis supports Kangaroos at Christmas Tree Festival appeared first on Artemis...

    SEO stardom Christmas tree

    We are delighted to be supporting our partner charity, Kangaroos, at the Cuckfield Church Christmas Tree Festival at the parish church of Holy Trinity. This year, the festival is partnering with Kangaroos to raise much needed funds for this amazing charity, so we of course wanted to be involved.

    Every year local businesses sponsor trees at the festival and half of the funds raised go to the chosen charity. Businesses are invited to decorate a tree in the church either to a Christmas theme or to represent their organisation.

    The first festival was held in 2003 and due to its tremendous success, it has become an annual event the local community look forward to every year.

    Artemis have sponsored a tree at this year’s festival for the first time in support of Kangaroos. We decided on our theme ‘SEO stardom’ and to represent the ethical side of our business we voted to handmake all of our Christmas decorations (not a plastic decoration in sight!). Well done to the Artemis crafters! You did a great job!

    Artemis team makes decorations

    A bunch of the Artemis team have been busy over the last few weeks getting together (at the pub) to make a zillion stars (well not a zillion, but it felt like it!) and today we headed down to the church to decorate our tree, ready for the festival which runs over this coming weekend (Friday 7th December – 9th December).

    We were blown away by the wonderful displays and we think we did an amazing job with our tree too.

    Please go and support Kangaroos this weekend. There is a rich music programme running all weekend with choirs, instrumental performances and singers. See the programme of events here. We can’t recommend this event highly enough.

    Pop in and see our tree. Some of the Artemis team will be there on Saturday afternoon helping out on the Kangaroos stall. Do come and say hello if you can make it. It’s the perfect event to get you in the Christmas spirit.

    We’ve been really proud of our efforts to support Kangaroos over the course of 2018, raising nearly £6.5K. Kangaroos run fun and social activities in a supported setting for children and young adults with learning disabilities and we know how much this charity means to the young people and families who use their services.

    We are looking forward to working with Kangaroos in 2019, which will be their 25th anniversary year and hope to smash our fundraising target of £6K again next year.

     

    The post Artemis supports Kangaroos at Christmas Tree Festival appeared first on Artemis Marketing.


    9 Simple A/B tests you can run to improve conversions

    A lot of website owners think that the most vital part of their online business is getting traffic. While this is, of course, pretty essential, there’s actually something far more important to work towards – converting that traffic into paying customers. It sounds obvious, but it’s easy to get caught up in metrics like search […] The post 9 Simple A/B tests you can run to improve conversions appeared first on Artemis...

    A lot of website owners think that the most vital part of their online business is getting traffic. While this is, of course, pretty essential, there’s actually something far more important to work towards – converting that traffic into paying customers.

    It sounds obvious, but it’s easy to get caught up in metrics like search engine rankings and page traffic and forget about what’s actually making you money!

    A/B testing

    When it comes to boosting conversions quickly and effectively, A/B testing is the answer.

    Also known as split testing, A/B testing is where you make one small change to a web page (or advert, or marketing email) and run both the new and original versions simultaneously, to see which one brings in more customers. Rather than just assuming that a bigger button is better or having “a hunch” that a simpler banner will boost click-throughs, A/B testing provides solid evidence.

    Here are some examples of really simple A/B tests that can have a surprising impact on your conversions – just remember to only change one thing at a time, so you can clearly see which options are more effective.

    1. Rephrasing your Call to Action (CTA) – is “Buy Now” more effective than “Add to Basket”? Now you’ll know for sure.
    2. Moving your CTA button – you might find more people click on a button that’s higher up the page or is slightly bigger than your current one.
    3. Changing the colour of your CTA button – do your customers see the colour green as “go” or will red instil urgency into their click-through? What Only an A/B test will tell you for sure.
    4. Swapping images – will a photograph perform better than an illustration? Perhaps your customers would rather see a young entrepreneur than a picture of your product – or perhaps not. Play around with images to see how they affect your conversion rates.
    5. Refining your headlines – try using this title text to address your customer pain points or explain the benefits you bring them. Does it make a difference?
    6. Compare subject lines – if you’re running an email campaign, see how a playful subject line plays against an informative one, or whether asking a question yields better results than a short, simple statement.
    7. Revise your copy – this might be a bigger job than some of the others, but it can provide excellent returns. Can you make your text longer? Shorter? Punchier? More problem-focused? Chattier?
    8. Simplify your navigation – if your customers are getting distracted or confused by pages within pages, try changing the location of your navigation tools (and possibly the language they use) to make it easier for browsers to hit “buy”.
    9. Shorten your forms – you might think that you need all that data “for marketing”, but if it’s actually putting customers off, is it worth it? Split test long and short forms to see how much business they’re costing you, if any.

    Keep in mind, a single A/B test is unlikely to revolutionise your business. It’s more about incremental gains that slowly but surely help your website to work as hard as it possibly can for you and your customers, making the most out of its excellent ranking and high volume of traffic. For friendly technical advice and more details about different ways in which you can increase your website conversions, give our team a call or leave us a comment below

    The post 9 Simple A/B tests you can run to improve conversions appeared first on Artemis Marketing.


    Four quick daily Google Analytics checks

    Here are four quick daily Google Analytics checks courtesy of Senior SEO Manager Jack Stonehouse.  Google Analytics is a free service offered by Google that provides insights and data for your website traffic. It has a vast amount of useful information that you can use to ensure your business is on track. It can however […] The post Four quick daily Google Analytics checks appeared first on Artemis...

    Here are four quick daily Google Analytics checks courtesy of Senior SEO Manager Jack Stonehouse. 

    Google Analytics is a free service offered by Google that provides insights and data for your website traffic. It has a vast amount of useful information that you can use to ensure your business is on track. It can however be quite overwhelming when you log in there are hundreds if not thousands of reports you can view and create.

    Below are a handful of quick and simple checks you can do for your website. I prefer to change my date view to show the last 30 days or so, this gives me a better trend across the month. I will also review all the reports compared to the previous 30 days and the same period last year. Comparing year on year will help identify any seasonal trends.

    What we are looking out for is any major change that isn’t in line with the normal trend.

    1. Channels

    The channels report is found by going to Acquisition > All Traffic > Channels. This report covers the main mediums that send you traffic. The key channels are:

    • Organic Search – This is all traffic from Search Engines (Google, Bing, Duck Duck Go etc.)
    • Paid Search – This is traffic from PPC ads such as Google Adwords
    • Direct – This is traffic that comes from users that type your website domain name straight into the browser, it is also a catch-all for traffic that Google cannot identify and is just placed in the Direct bucket
    • Social – This is traffic from social networks such as Facebook, Twitter and Pinterest
    • Referral – This is traffic to your website from other websites
    • Email – This is traffic from Email campaigns

    The key stats to check on the channel report are Users, Sessions, Bounce Rate, Conversion Rate and Revenue/Goals (Revenue for E-commerce websites and Goals for all other sites).

     

    You can change the data that is displayed on the graph by using the menu/drop down highlighted red in the screenshot above.

    2. Referrals

    The referrals report is found by going to Acquisition > All Traffic > Referrals. This report shows traffic to your website from other websites.

    This check is just a quick one to see if there are any new websites that are driving traffic to your site. If there are you could potentially contact them to see how you could both work together to increase the traffic further. This could be through providing them content with another link back to your website, or if have an affiliate system setup, you could ask them to sign up.

    3. Landing Pages

    The landing pages report is found by going to Behaviour > Site Content > Landing Pages. This report shows which pages users land on when they first come to your website.

    This is important to monitor for any vast changes in visits, some common situations for an increase in landing page traffic are if a social post goes viral, you get a good backlink that is driving traffic or a key term starts ranking in a high up position in the Search Engine Results Pages.

    4. Ecommerce Overview

    The ecommerce overview report is found by going to Conversions > Ecommerce >Overview. This report is just for sites that sell products and shows key information such as revenue and conversion rate.

    You need to enable this report by adding ecommerce tracking to your website, it is also recommended you add enhanced ecommerce tracking so you get even more in-depth data to review.

    Key stats to watch here are any drop in revenue or conversion rate, some reasons could be due to an item going out of stock or an issue with the checkout process.

    For more detailed statistics you can also view the following e-commerce reports (once you have enabled enhanced tracking):

    • Shopping Behaviour
    • Checkout Behaviour
    • Product Performance
    • Sale Performance

    If you have any questions then please leave a comment below or get in touch with our friendly team here.

    The post Four quick daily Google Analytics checks appeared first on Artemis Marketing.


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