09 Nov

How to find the best keywords for your website without doing keyword Research

Keyword Research for SEO & Content Marketing

The foundation of any SEO or content marketing campaign should begin with good old fashioned keyword research. The foundation of SEO is keyword Research.

Well… maybe… In this post we are going to look at how to find the best keywords for your business or website with out doing keyword research but instead doing “Niche Topic Research”

Without knowing what your target keywords are there is no SEO campaign.

Solid keyword research is the compass to your digital marketing campaign. They are abel to give you direction and determine if you are making progress.

As well as this you can find out all about the thoughts, pain points and desires of your customers and target market.

Another way of looking at keyword research is that it is market research for the 21st Century.

After reading this Keyword Research Guide you will be able to preform keyword research in 60 minutes for you business!

How to find the best Keywords for SEO and How to Use them

By mastering the art of amazing keyword research you will benefit form more traffic from search engines and more importantly you will understand your customers better than any of your competitors.

it is common to see most people apply the following process when it comes to keyword research…

Step 1

Think of a couple of keywords that a potential customer may search for.

Step 2

Head over to keyword planner and type they couple of keywords in.

Step 3

Select a keyword to work on based on a “gut” feeling.

Today after reading our keyword research guide all of that changes!

You will be empowered with a detailed guide that shows you exactly what to do when it comes to finding the right keywords that your target market use each day when searching the web!

When you optimise your website around the correct keywords you will see your website rocket to the top of Google resulting in more traffic, leads and most importantly sales.

Before you log in to any kind of keyword research tool or begin improving the on site optimisation of your website you need to identify and carry out niche topic research for your industry.

Once you have carried out this niche topic research you will have a vast selection of keywords that your competitors don’t know exist.

Start Your Keyword Research with “Niche Topics”

The best place to start your keyword research as I just mentioned above is with your niche topics.

Most people don’t hold back and head straight over to Google Keyword tool and start bombarding the tool with some keywords and then take a shot in the dark.

Don’t get me wrong Google Keyword Tool, is a well a really good tool. However it is not great at coming up with keyword ideas.


If i was to say the word “football” to you what would you think of?

Even if you are not a huge fan or even follow football some words that may pop into your head could include;

English Premier League
David Beckham
Sky sports

When you use a tool like Google Keyword Planner none of these keywords will be shown to you, only more top level generic keyword terms like;

football games
football shop
football rules
history of football

Google can only pick up keywords that are immediately related to the keyword you entered at the start.

You are rarely shown the best keywords and the ones that could drive the best traffic to your website and bring you profit.

With this in mind, most people are probably targeting the same keywords because they all follow the suggestions given to them by Google. It is time to not target the same keywords as everyone else!

Please note, I am not suggesting that these keywords should not be included in your campaign but other more relevant keyword terms may be out there.

No keyword tool should be solely relied upon for your keyword research.

To find out the true breadth of potential keywords for your SEO or content marketing campaign here is what to do, identify niche topics.

Identifying Niche Topics Quickly

You have probably thought to yourself… what the F is a niche topic?

Well a niche topic is a topic that your potential customers are interested in, rather than focusing on a keyword we will look a the topic as a whole.

Later in tis blog post I will go into detail about how to take the best keywords from your niche topics.

Niche Topics Example

So to continue with our football related theme above lets say you run a business that sells football goals.

As I explained earlier Google keyword Planner is not very good at giving you anything but extremely close keywords related to the word you typed in.

It is true that some of the keywords you will be provided may well be relevant to your business and be really good to target through your product pages or blog posts.

However there are so many keywords that you are not being show that are potentially very lucrative and less competitive to appear for in organic search results.

When you start with “niche topics” is the easiest way to unearth the keywords that are super lucrative to your business.

Niche topics are list of niches that your customers are interested in, these can be related to your main topics you talk about already on your website.

A potential customer that is interested in buying a set of football goals may also search using the following keywords;

How to score more often
Best football goals ever
How to get scouted by football teams
Nutrition plan for a footballer
How to improve your vertical jump

Each of the keyword phrases are part of a unique but very closely related Niche Topic.

This blog post is based on our niche topics here at Digital Ethos, rather than our main keywords like “SEO Leicester“.

To take this a step further the keyword phrase “How to score more often” is part of the niche topic “shooting”.

Niche topics are small sub-niches that are not big enough to support their own site or product.

Your niche topics should result in 5 – 10 keyword ideas, that have enough search volume and commercial intent to justify you creating some content and pages around.

Niche topics are the very best way to find super relevant keywords for your industry. That will be much more beneficial to you than finding keywords through the more traditional way of doing keyword research.

Next I will detail how exactly to do Niche Topic research, you are about to throw the old way you done keyword research out the window!

How to create your Niche Topic List

The main goal and end result we are looking for is to map out the different topics your target customer searches in Google while looking for information.

The first step is to open up an excel file or Google doc.

Here is an example niche topic list for our football goals site:

How to score a free kick
Dribbling skils
Nutrition for football players
Improve your passing
Football boots

In order to come up with ideas I will now describe the best way to create your niche topics, that will result in the best ever keyword research you have ever done. Without doing keyword research.

Create Buyer Personas to find the best Keywords

A buyer persona is a super-simple way to identify Niche Topics that your
potential customers care about.

And once you identify these Niche Topics , you can easily find keywords that
potential customers use every day.

Your keyword research-focused buyer persona should include your target

• Gender
• Age
• Approximate income
• Hobbies and interests
• Things that they struggle with
• What they want to accomplish (personally and professionally)

Depending on your industry, you may have several different buyer personas.

Continuing with our example of a online store selling football goals. Two buyer personas you may have are for football players (kids) and their parents.

Remember it is often the parent that ultimately makes the purchase.

To create your buyer persona, there are a number of things to think about that I listed above.

Keyword Research will never be the same

Now that you have developed a number of niche topics, the next stage is to find some keywords. More like keyword research you are used too.

Keywords can be divided into 3 areas;


Head Keywords:

These are usually single-word keywords with insane amounts of search volume and competition (for example, “insurance” or “vitamins”).

Because searcher intent is all over the place (someone searching for “insurance” might be looking for a car insurance quote, a list of life insurance companies or a definition of the word), Head Terms usually don’t convert very well.

Body Keywords:

Body keywords are 2-3 word phrases that get decent search volume (at least 2,000 searches per month), but are more specific than Head Keywords. Keywords like “life insurance” or “order vitamins online” are examples of Body Keywords. These
almost always have lower competition than Head Terms, but can still be very competitive.

Long Tail Keywords:

Long tail keywords are long, 4+ word phrases that are usually very specific. Phrases like “affordable life insurance for over 50s” and “order vitamin D capsules online” are examples of long tail keywords.

Even though they don’t get a lot of search volume individually – when added together– long tails make up the majority of searches online.

Keyword Research done… Well Niche Topic Research done!

The main focus should be in the body and tail keywords, these keywords you will have more chance getting to the first page of Google for!

Head keywords are super competitive and normally don’t convert very well.

You just finished Chapter 1. Congratulations!

Now it’s time to turn your Niche Topics into keywords. How? I’m going to show you how to use the most popular keyword research tool online: The Google Keyword Planner. Look out for our next post soon!

Thanks for reading,
Team Digital Ethos

25 Oct

Small Business SEO

Small Business SEO Tips, Strategy & the Best Tools for the Job?

Are you a small business owner? Getting started with SEO or any form of digital marketing can be a rather daunting task. Our resident SEO Expert, Joe has wrote this guide for internet marketing beginners covering all you need to know.

In our latest post we share everything you need to know about small business SEO in 2017 and beyond.

In this Ultimate Guide to SEO for Small Business we will cover and answer all of your search engine optimisation questions.

Digital Ethos Guide to Small Business SEO

You can skip to a section by using clicking on the area you are most interested in reading more about:

Being a Small Business in 2017 and beyond

What is SEO?

Is SEO right for your Small Business?

How to choose a Small Business SEO Provider?

Is D.I.Y SEO best for a Small Business?

What services to to expert from a Small Business SEO Company?

5 Must Have SEO Tools for Small Business

17 Easy & Actionable Small Business SEO Tips

Digital Ethos Small Business SEO Checklist

We are a Small Business Too

We know it just like you do. Being a small business in 2017 is pretty tough. Many businesses fail within the first year and those that do make it past year one are in for a road full of many unexpected turns, not only in the digital realm but in life too.

So it is unsurprising really that marketing and SEO are put on the back burner for many small businesses to begin with. We even see well established companies failing to adapt to the ever changing local SEO marketing landscape.

Marketing is not easy. And digital marketing is perhaps the hardest nut to crack of them all! Specifically SEO can be the toughest challenge when is comes to marketing your small business online. However when done well, small business SEO is a great way of bringing organic traffic from search engines to your website.

Organic SEO success allows you to build trust with local customers, the best business relationships are of course built on trust.

In this blog post I want to look at search engine optimisation as a digital marketing tactic for small business. Over the years Digital Ethos have worked on hundreds of  local business SEO projects.

After reading this you as a small business owner will be armed with all the information you need to make the best decision when it comes to implementing a small business SEO strategy. You may decide to take on the responsibility yourself or use a member of staff. Or if that is not possible you may look to outsource your SEO requirements to an SEO Agency.

It is a given that search engines and SEO will play an important role in the future of your business. And the goal of this article is to use my 20 years of SEO experience to help you make the best possible decisions when putting SEO to work for your small business.

What is SEO?

First of SEO is short for search engine optimisation. It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines.

All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads or pay per click advertising.

SEO has evolved and now encompasses so many aspects. During each small business SEO project we work on here at Digital Ethos we will do everything form competitor analysis, keyword research, optimising a website, copy writing, building links and brand authority, improve user experience, conversion rate optimisation and mobile SEO.

Small Business SEO is a complex and layered discipline that requires you to wear many hats.

An experienced SEO company will help identify the most important aspects of search engine optimisation for your business and what online marketing strategies will get you the best ROI on your spend.

Search Engine = Referral Engine

A helpful way to look at this is to consider that a search engine is just a referral engine — a tool that provides the best answers to users’ questions. For your small business to truly succeed in this search landscape, you must do everything in your power to be the best result. Whatever your prospective customers need to make a decision, be driven to provide it. This has the benefit of helping you convert more clicks to customers as well, so this is a sensible all-around approach.

The Main Areas of SEO for a Small Business

Your Website.

A well-structured, fast, mobile-friendly website is essential for small business SEO success.

Content is King.

Your content should help demonstrate why a customer should choose you.

Content marketing.

Informational blog content can put you in front of a wider audience.

On-page Optimisation.

Basic SEO optimisation is important so think page titles and meta descriptions.

Local Internet Marketing.

Local businesses need to consider local SEO best practices.

Creating Authority.

Links are still highly correlated with strong search engine results.

Credibility & Trust

Case studies, portfolios, reviews and testimonials help you clinch the deal.

Small Business SEO can be complicated. So understanding your current situation and marketplace is key to making the right decisions. And fortunately, for smaller businesses we can often strip away much of the complexity, and the conversation ends up being about content, links and good website design – you must be mobile friendly in 2017!

Are SEO Services worth it for Small Business?

One of the most popular ways we look for products or local services is by heading over to a search engine like Google and typing what we are looking for in the search bar. With this in mind SEO, in most cases is a great way to put ypur business in front of potential new customers.

Please note that SEO is not always the best marketing strategy for every small business.

The Importance of SEO for Small Business

When it comes to deciding the importance of SEO for small business there 3 main details that should be considered;


it is super important to consider if you have the required marketing budget to invest in SEO for your small business.


If you are time dependent it may be worth considering another marketing channel think PPC or facebook Ads. SEO can take a long time to gain traction.


Some search results can be dominated by big brands, consider where you pick your marketing battles.

Ranking your website in organic search results is a desirable outcome and one that many small business owner would love to acheive. However an SEO campaign should not be the only marketing channel you use to grow your company. Other advertising strategies such as Google Adwords, Facebook advertising or if you are in the b2b space Twitter or LinkedIn ads can yield much faster results than SEO.

If your business is preforming some kind of SEO even in a small capacity this is a positive thing. And one of the reasons we offer small business SEO packages from only £150pm.

Take time to consider your budget, the speed of which you need results and competition and use these to determine how important SEO is for your small business.

So, you may not rank quickly with search engine optimisation, but the sooner you start investing in your SEO strategy, the sooner you can benefit from this highly popular marketing channel.

So, is SEO Right for your Small Business?

No matter which way you slice it, SEO should never be ignored by anyone with a business that occupies digital real estate on the web. But whether SEO services are appropriate in your circumstances depends greatly on the nature and scope of your business.

How to Choose a Small Business SEO Company?

Here are 10 questions to as any potential SEO Agency before agreeing to let them manage your Small Business SEO Campaign. Each of these questions are a good starting place for a discussion with any potential SEO company.

It is important to be an educated buyer when it comes to small business SEO.

Deciding which SEO agency to work with can be difficult, you might want to work with a local digital marketing agency or perhaps a firm that has experience in your niche.

1. How will you improve our SEO?

This is purposely an open question. You are trying to get a feel for the strategy that the SEO company will follow. We would like to see mention of technical audits and fixes, on-page optimization, local SEO, page speed optimization, mobile optimization, content optimization, keyword research and most likely some form of link and authority building.

2. What type of SEO work do you specialise in?

SEO has many moving parts. Technical. Local. National. Organic. Content. Links and authority. Many smaller agencies focus only on small parts, so ask the question to be sure this agency is a good fit for your requirements.

3. What specific jobs will you work on each month?

We would expect the agency to detail an initial three-month process that involves technical audits and fixes, on-page optimisation, content creation, content optimization and link building.

4. What strategies do you use to build links and authority for a site?

This is an important question. We are looking for an understanding of how the web and page rank works. We want natural links. Typically, we would want to see some form of content created (or promoted) to build links to a content piece. Some form of guest posts for exposure. Possibly some digital PR.

We don’t want to see mention of link farms, private blog network (PBN) sites, dropped domains and the like. We really want to ask the company if all links will comply with what Google considers acceptable (i.e., no link schemes).

5. Do you adhere to all of Google’s Webmaster Guidelines?

Leading on from link schemes, we can ask about Google’s Webmaster Guidelines. Again, this shows you are an informed buyer, and many a low-quality company will run a mile when you ask this question (which is exactly what you want).

6. Can you provide case studies or examples of similar companies you have helped?

It is always good to get some examples of similar companies that the business has helped. You want an example of how the provider took someone (ideally in a similar industry) from the position you are in now to a position of strength.

7. What metrics do you measure to track progress?

You want to know which metrics the company will use to track success. Keyword rankings are the baseline here, but ideally, we want to see a more robust set of SEO KPIs. For small business SEO, you likely can’t expect too much, but I am fond of total organic search traffic — the total number of pages receiving organic search traffic.

8. Do you have contracts or a minimum term?

You certainly don’t want long contracts for unproven providers. If there are contracts, then you want a get-out clause after three months, when you will have a better measure of the company.

9. How & what will you report to us each month?

The quality of reporting will depend on the budget to some extent, but you will be wanting reports on the visibility of tracked keywords, improvements in results for tracked keywords, work completed (including all links) and work planned for next month.

10. How often do you review progress?

Here we want to know what will be reviewed, and when. After six months with a good provider, you will likely be in a far improved position. Hence, you want to know how the strategy will change. I would be looking for either three-monthly or six-monthly reviews here.

What to expect from working with a SEO Company?

An SEO Agency will typically work either directly with the small business owner or any in house marketing manager and preform a variety of functions — usually off-site — on a recurring basis. Such SEO tasks will normally include:

Ongoing review of your website’s content and structure
Keyword research and authority (link) building
Technical advice on further site development
Localised, geographic market research and analytic
If all goes as planned with the SEO agency you’ve selected, the results should include:

Increased online presence
A boost in your site’s search engine ranking
Improved attraction of targeted customers
Better control of your company’s online reputation
And ultimately… higher sales and a revenue

D.I.Y SEO – Can I Do this Myself?

Can you do the SEO for your small business yourself? Well yes you can! If you have had a website for a couple of years chances are you will have, perhaps accidentally already performed on site SEO.

There are a number of really good SEO guides available that if followed correctly you are sure to see an improvement in your websites online visibility.

Your time may be better spent doing what you do and paying a Leicester SEO company to do their thing however.

17 Small Business SEO Tips YOU can DO

Right now it is time for the main event. Improving the SEO and visibility of your small business website in search engines is an important digital marketing strategy in 2017 and will be for the foreseeable future.

These 17Small Business SEO Tips will help sky rocket your online presence.

We will now outline a huge 17 SEO Tips that you can implement either all in one sitting or tick of a couple a day when you have some time. A good idea would be to bookmark this post so you can come back and read these search engine optimisation tips for your small business at any time.

Small Business SEO Tips You can Implement Today

Let’s get to it and show you how you can improve your website in search engines with our actionable SEO tips! 

Before you use our Small Business SEO Tips

There are a number of solid resources available that will ensure your background knowledge of SEO is at a really good level. Knowledge is power!!

If you are already well read in SEO and internet marketing please skip ahead to the list of small business SEO tips.

It is a good idea to start by reading what the big dawg himself has to say. Check out the Google Webmaster Guidelines, pretty mush an essential read.

We have broke down our Small business SEO tips into 5 areas, the set up, keyword research, on site optimisation, local SEO tips and how to get the most from your website performance.

The Setup

Keyword Research

First up in our 17 Small Business SEO tips covers where any local or small business SEO campaign should start and thats with an in depth look at the keywords you are going to target.

1. Understand Your Customers

Before you create a list of keywords to target, you must know who your customers are and what they’re looking for when searching online for your products or services. If you haven’t created buyer personas for your customers, now is the time to create at least two buyer personas for your main target audience.

After you’ve identified the personal traits of your ideal customers, think about the different ways that they are searching for what you offer. Map out their research process and buying decision and make sure that you have something to offer them at every stage of their buying process.

Pay attention to keywords that are have commercial or buyer intent. Think of words in your niche that are “act-now” keywords. An example would be “features of sony camera w710.” If a person is searching for features of a specific camera model, you know that they’re close to buying. These are the types of research keywords you should be targeting.

Think about YOUR products or services and brainstorm the keywords that buyers are using to find what you offer.

3. Competitor Keyword Analysis

The whole point of SEO is to outrank your competitors on search engine results. But before you can create a plan to outrank your competition, you need to find out who your competitors are and how they rank for the keywords you’re targeting.

With SEMrush’s Position Tracker, you can enter your competitors’ URLs and SEMrush will analyse your rankings for particular keywords vs. your competition.

3. Analyse the Keywords you Target Individually

Once you have a clear idea of exactly who your customers are, it’s time to do keyword research and find keyword phrases that will be of interest to searchers. There are many SEO tools that can help with your keyword research.

Google even shows you the most frequently searched terms when you start typing in search keywords in the query box:

No matter which tool you use, chances are the tool has a way for you to not only find keyword ideas and variations to target but also allow you to analyse the competitiveness of the keywords you’re trying to rank for.

Your goal is to identify keywords that have a relatively high search volume but are less competitive.

Google Planner makes it easy to see whether a keyword you’re evaluating has a lot of competition (High) or if it’s going to be a little easier for you to rank for because the competition is less (Medium and Low).

On Site SEO Tips

So your website is well equipped and primed for search engine success the next are we will look at is the best onsite SEO small business tips that you can action yourself.

4. Include your Keyword in the Title Tag

This should be a no-brainer, but I’ll say it anyway: Your page title should contain your keyword, but that doesn’t mean it has to be exact (though it can be).

5. Use keywords in heading tags (h1&h2)

You can organise most webpages by having a large title at the top, followed by several sub-headers throughout the page (like the sub-headers in this post).

This optimisation is helpful not only for people in skimming blog-post articles, it’s helpful in showing Google exactly what your blog post is about. Therefore, be sure to use your exact keyword phrase at least once in your heading tags either h1 or h2.

6. Optimise Your Alt text

Next, if your blog post contains images, you can use those images to cement the idea to Google about your post’s topic. There are two ways to do this:

The image name
The image alt tag
To change the image name, simply change the name of the image on your computer before uploading. Instead of a file called “2831274.jpg,” you can re-name it something like “small business SEO 1.jpg.”

The “alt tag” is something you designate after you upload the photo to your website. Without getting too technical, the alt tag is simply the text that the web browser will show if the photo can’t load for some reason.

7. Use the keyword in the URL and in the post

Another way Google is able to determine what your blog post is about is the URL. In other words, we’re talking about what comes after the “.com” in your url (or .net, .org, or whatever you use). For example, which of the following URLs do you think Google will like better when deciding whether or not to show a certain page?

You’re right if you guessed the second one. While the former might not completely kill your SEO efforts, the latter definitely helps show Google exactly what the post is about.

8. Add internal links to key Pages in your Website

If you aren’t talking about your best content, why should anyone else care? For this reason, it’s important that your best SEO content be linked to internally by other pages on your website. You can link to blog posts or service pages or even your homepage. It is a good idea to use keyword anchor text on your internal links.

Local SEO Tips

So you have your keyword research sorted and your website is now in tip top shape. The next are of focus is Local marketing tips for small business SEO success. Take a look at these local SEO tips that will help your small business get more leads from local search in Google.

9. Locally focused Blog Content

When we talk about local SEO, often much of the focus is on citations, local directories and maps. All of these components are important, of course; but to really give yourself an edge, you need to create quality localized content.

What do we mean by localised content? Here, we referring to content that is based on or around your local area and educates readers on the specific issues/problems/wants they have. Local businesses can benefit a ton by sharing the purpose and passion behind what they do.

Here’s what Digital ethos recommend: Start a blog (if you don’t already have one), and create content specific to your niche and city. Share why your community is special and how your products or services align with the community’s values.

You started your business for a reason; tell your audience and let them connect.

10. Maps, directories & citations

For local businesses, it’s important to ensure that your business is present (and optimised) on Google Maps. After all, if people can’t get directions to you, then you’re out of luck!

It still amazes me that so many businesses have yet to claim their map listings through Google My Business. This is a simple and easy step that gives you more exposure and allows you to manage how your business appears on Google Maps.

The goal is to claim and update your business listing in as many relevant, legitimate business directories and maps services as you can, and optimise those listings with correct business information. (It’s especially important to ensure that your name, address and phone number are consistent across the web.)

11. Have a Physical Address in your Target Location

It is fundamental to ensure that you have a consistent physical address for the area you wish to optimise locally. Additionally, the specific address that your premises is located in should be within, or as close as possible to the area that you are targeting.

12. Get Social

Engage Regularly Via Social Media. Social media pages play a notable role in local business’ visibility in search results. The more proactive your social media strategy, the higher likelihood your pages will attract followers — and in turn, appear within search.

13. Ask your Customers for Reviews

Customer reviews help to build your business’ visibility in local search results, and so does your engagement in responding to them — whether they are positive or negative. However, small businesses need to ensure the reviews themselves always come from the outside.

Do not preform any spam or made up reviews, this can harm the long term reputation of your business in local SEO. 


Website Performance SEO Tips

14. Improve Page Load speed

If your web page takes longer than 3 seconds to load then you can say goodbye to that new customer!

Quickly loading pages are crucial not only for efficient SEO but also for a good UX. Users don’t like to wait for content to show on a website they are trying to browse, and neither do search engine web crawlers. To achieve fast pageloads, you can make sure that the server generates responses faster, add pagination or infinite scroll or add responsive images.

15. Make Your Images as Small as Possible

Images are what the web is all about now. Well, almost. Instagram is an example of a company that created a whole platform where images are the only true content. The downside of using images is that they take a lot of space and bandwidth if you don’t compress them properly.

To improve your small business websites SEO performance make sure your images are as small as possible.

16. The Most Important Page Speed Tool

Within Google Webmaster Tools you now have access to “PageSpeed Insights.” This tool analyzes a given URL’s page load speed, and gives you tips on how to make improvements.

It is particularly valuable because Google uses a similar speed analysis as a factor in your rankings. Using this tool will allow you to see what Google sees. And if you’re smart, you might want to run it for competitors, and see how you stack up!

And now onto the most important small business SEO tip of them all….

Drum roll please…

17. The most-important SEO tip: Get external links.

Okay, finally we’re finally at the big one: external links. The number of and the quality of links form other websites that point to yours.

External links are links from websites other than your own. Google relies heavily on external links to determine how good a post is. And this makes sense, doesn’t it? You can talk about yourself and your own skills all day long, but no one will believe you. But as soon as other people begin bragging about you, others take notice, in this case Google.


5 Best SEO Tools for Small Business

As well as providing you with the best small business SEO tips we are also going to share the best SEO tools for your small business. Each of these SEO tools will give you the armoury to improve the SEO of your small business website.

1. Google Analytics

Google is the leader of search. In fact, Google offers several different SEO tools in itself for small businesses to use in order to help them on their road to success. One in particular is Google Analytics.

Google analytics is a free website analytics tool, which is very powerful when it comes to search engine optimization. Once the tool has been set up properly on your website, it will allow you to collect analytic data from your site. You’ll be able to write reports with the provided analytic data, including the percentage of users and visitors on your site, as well as the bounce rate. Google Analytics will enable you to makes reports on which marketing tactics drive the most leads and sales conversions, which drive the most traffic, what keywords users are using within their search, how visitors use your site, and so much more.

2. Ahrefs

Ahrefs is another great SEO tool which isn’t free. It is the newest entry into the link research tool space and SEO analysis. The tool has a lot to offer, including its site explorer, content explorer, keywords explorer, dashboard and alerts.

Ahrefs not only gives you new ideas for link-building and content analysis, but also allows you to track new, lost or broken backlinks to your site, as well as keep a good eye out for the actions of your competitors.

The site explorer, which Ahrefs offers, allows you to search for recent top content, and identify which content receives the most engagement, particularly on social platforms. Keyword research can also be performed through Ahrefs, providing the keywords which a website currently ranks for, and what keywords it could potentially rank for.

3. SEMrush(Our Favourite)

The SEMRush tool is specific to finding keywords which will be profitable within your industry. SEMRush is a great tool which will show you a report of the keywords which your domain is ranking for, as well as other vital information such as: Traffic estimate, keyword position, keyword trends and several more.

Not only does it allow you to do that, but it can also be used as a way of finding analytic competitive data.

4. Screaming Frog SEO Spider Tool

Sometimes, the aspects of SEO which can help a business the most are fixing what’s broken. Screaming Frog is a website crawler tool which can quickly and easily perform audits for each of your web pages to see if they are SEO friendly. It is a free tool which limits you to a crawl limit of 500 URLs.

The tool aims to highlight what is working against your website’s SEO. This includes any broken backlinks, duplicate content or server errors. Similarly, it can also identify whether any meta descriptions or page titles are too long or short in length. All things which can help you to determine what needs to be fixed to help with your website’s SEO.

5. Moz’s Open Site Explorer

Moz’s Open Site Explorer is a Mozscape index-powered workhorse. It is another tool used for the purpose of backlinks. It enables you to research and find link-building opportunities, as well as discover the authority of each domain.

No tool is 100% accurate, therefore it is always recommended to try out multiple different tools to get the most reliable results.

Be sure to consider these simple, yet useful SEO tools for your small business, because not only will they make SEO a lot easier for you to conduct for your website, but they will also help you to see a huge difference in website traffic and overall success. Small business SEO can be done well if you have the best tools at your dispense.

Over to You

We hope you enjoyed out small business SEO tips and guide to the best tools to use. If you implement all of the hints and SEO tips we have covered in this post you will be well on your way to dominating search engines and your competition.

Feel free to reach out if you have any questions or if you would like to book your free small business SEO consultation with Digital Ethos.

14 Jul

Top Tips to get your app indexed, ranked, and installed


In recent years, businesses and brands in all corners of the globe have recognised the significant advantages that come hand in hand with embracing the latest technology and innovations to promote their business in the digital world.


And, as technology continues to advance at an unprecedented rate, more people, than ever before are using online apps to promote their business, brand or product in the digital world. Many Apps now allow customers to enjoy a variety of different games and services!


However, in today’s often over crowded digital world, it is simply not enough to invest in an App. After all, there is no point in spending the time to design and create a high performance App if your target market is not able to find it, right?


With this in mind, you should ensure that you invest time in implementing a highly strategic SEO campaign for App optimisation. This is because there are distinct ranking factors that you must take into consideration when it comes to optimising exposure, ranking and conversion rates.


If you’re struggling to rank highly in mobile search engine results, you’re in the right place! We’ve created a helpful guide outlining how you can get your App indexed, ranked and installed – we hope you find it helpful!



What is an App?


An abbreviation for “application” an App is a piece of software that runs through a web browser, phone, computer or tablet.


The majority of Apps are mobile applications that people can download and install on their smart devices such as iPads, mobile phones and tablets. It’s highly likely that you will already have quite a collection on your smart device!


With many of us permanently attached to our smart phones and tablets, this modern software application has paved the way for a whole host of opportunities when it comes to connecting businesses with their target market and maximising brand awareness.


App optimisation


First and foremost, it’s important that you recognise that you will need to optimise your App if you stand any chance of achieving the best possible ranking results.


This is because, according to statistics taken from a recent Google report, data has indicated that 27 percent of users actually find Apps through using search engines such as Google!


And, with experts predicting that this number is set to increase, it’s certainly worthwhile investing in App optimisation as soon as possible. But why are experts stating that this trend is likely to continue?


At the moment, Google is focusing on emphasising App download results, meaning this well-known search engine has quickly become a powerful and effective tool when it comes to ranking apps. With this in mind, now is the perfect time to optimise your App so that your target market are not only able to find it using the App store but also using their preferred search engine too!



Be part of the App Pack!


Do you want to appear at the top of mobile search results? Make sure you are part of the App Pack!


Signalled by the growing popularity of Apps, Google now includes an “App Pack” function, which appears at the top of mobile search results. You will see this as soon as you open up the browser on your tablet or mobile device – it’s hard to miss!


Featuring between one to six apps, the App Pack features the most highly ranked applications based on your Google search. The search results will also allow you to view information about each App and will feature the App image, title, App rating and price. Users are then able to click on the App square that is most suitable for their requirements.


Users are then taken directly to the App store where they can download and install their chosen App.




Recognise the importance of key words


If you already have an online presence in some shape or form, it’s highly likely that you would have already heard of key words! But for those of you that are still unfamiliar with what key words are, they are basically the words and phrases that your target market types into the search box of a search engine to find what they are looking for.


Integral to any search engine optimisation process, the first thing you should do when it comes to optimising your App is spend some time identifying the right keywords.


Key words are extremely important as they not only drive targeted traffic to online application, but they also match your application to what your targeted viewers are looking for.


With this in mind, if you stand any chance of optimising the success of your App, you should carry out extensive keyword research before launching your App. There are a whole host of marketing and SEO experts that are equipped with the knowledge, skills and expertise to help you to pinpoint the keywords that you should be using.


As part of this process, you should begin by writing down what the key functions of your App are… so what does it do and what is its main purpose?



Now it’s time to optimise the title and description


There’s an awful lot to consider when it comes to optimising your App however, when it comes to maximising SEO, the title and description of your App is of the upmost important.


This is mainly because Google evaluates application descriptions as a text on a web page, which is why you will need to take the time to ensure the App title and descriptions are optimised.


To do this, you should include as many keywords as possible and integrate them throughout the description but most importantly, you should make sure that at least one key word is included in the title of the App.


You should also remember to incorporate the name of your brand within your title.  This can sometimes take a little time to get right as an App title is limited to only 50 characters for an app store and only 30 characters for Google Play. Nether-the-less, it certainly pays to get this right!



App specific keywords


We’ve already heard about the importance of key words but did you know that you should also ensure that you include as many App specific keywords as possible too!  Even if that means using the word “App” in your application’s title or description.


This will instantly put you ahead of the competition when it comes to pushing your App at the forefront of your customers’ minds in the digital world.


The importance of reviews




All SEO efforts require reviews, and this is one stage of the App optimisation process that you should not ignore or underestimate.


This is because Google actually pays attention to ratings too, meaning your star rating will have a significant impact on how your App ranks in the digital world! It also affects the click through rate too, so don’t let your ratings slip under the radar!


So are you read to boost your app and position it at the top of search results? By implementing these effective SEO focused tactics, you will be able to help your App to appear in Google’s “App Pack” in no time at all!





















14 Jul

Optimising your PPC Strategy beyond the initial click


Pay Per Click marketing is a popular way to use search engine advertising in order to generate traffic to your website, in fact, it’s one of the most commonly used and affordable methods of advertising online.

What exactly is PPC?

Essentially, Pay Per Click is a way of buying visits to your site rather than trying to attract traffic organically.  And, let’s face it, getting your site ranked on search engines like Google organically can take a lot of time, resources, and an in-depth knowledge of how websites are put together.

The concept is simple – rather than paying a fee to place your advert, every time someone clicks on your ad, you pay a small, pre-agreed fee to the search engine. Your PPC strategy can use a whole host of paid media platforms, including Google AdWords and Bing Ads, in order to reach out to a carefully targeted audience, build brand awareness, enhance revenue, and optimise campaign results.

In PPC, you can choose the keywords or phrases that you want your website to be associated with when a search is performed. By carefully selecting these keywords, you’ll be advertising to people who are already interested in what you have to offer. Once you’ve chosen your keywords and phrases, you’ll then need to select how much you’re willing to pay each time someone clicks on the search result.

PPC ads are typically listed at the top and right hand side of the results page, alongside organic search listings. When someone clicks on your ad, you’ll pay the current cost per click from your budget and, once your entire budget has been used, your ads won’t run until you’ve replenished your funds.


The Benefits of PPC

Pay Per Click advertising offers a whole host of benefits over generating organic traffic.

  • Speed to Market

Firstly, your ads will usually start popping up as quickly as just a few hours after the campaign has been set up, this allows you to start seeing immediate results. It’s worth noting, however, that as soon as you stop paying for your ads, they’ll stop showing as immediately as they appeared.

  • Reach

PPC ads send additional traffic to your website, which will expand your online visibility and help to establish your company as a leader within your industry or sector.

  • Highly targeted traffic

Because you can assign different ads to different keywords and phrases, your campaign can be highly targeted resulting in high quality traffic being driven to your site.

  • Test before you invest

PPC is a low risk way to test for key words, allowing you to determine whether or not a full site optimisation campaign is worth the investment.

  • Optimise ROI

With PPC, you only pay when one of your ads is clicked, making it easy to manage costs, track conversions, and determine your ROI.


But just because your Pay Per Click campaigns are getting plenty of clicks, doesn’t mean that these clicks are converting to end results. No matter how successful your campaign appears to be in terms of number of clicks, it’s what happens after the click that truly counts.

Here’s our guide to optimising your PPC strategy beyond the initial click…

Understand your aims

First up, if you want to ensure that your strategy is effective, before you launch your PPC campaing, you need to ensure that you fully understand your aims – what do you actually want to achieve from the campaign? Why are you setting it up in the first place? And we don’t just mean achieve loads  of clicks…they’re just the means to an end. What do you want your audience to do once they’ve clicked? What is the overarching purpose of the campaign? A form fill? A phone call? A purchase? Simply to communicate a key message to your potential audience? Once you fully understand your aim, you’ll be able to put together a strategy, a call to action and a customer journey that supports your objectives.

It’s about more than just top-level metrics

So you’ve implemented your PPC campaign and the results are looking great – you’ve managed to achieve high click-through rates and outstanding conversion rates, all for a low cost per click. What more could you want? Well the fact is that these metrics, as impressive as they may be, don’t tell the whole story.

After all, just because you’ve had hundreds or thousands of clicks on your site, doesn’t mean that any one has actually converted to a customer and bought your product.

This leads us nicely on to…

Ensure the customer journey is in place to back up your ads

Once your potential customers have clicked on your ads, its vital that everything is in place to make their conversion journey seamless and straightforward. The last thing you want is for your leads to be sent to an unresponsive website, get added to an email list that’s never actually used, or find that the product they are hoping to buy isn’t actually available.

To avoid these issues and optimise conversion rates, make sure that you define your user journey before your PPC strategy goes live, test the entire user experience, and understand the entire process behind converting prospective customer into secured revenue.

To ensure that the entire journey is optimised, it’s important to consider the following for each type of Call to Action:

  • Call to Action: Phone Call – Who’s going to answer the phone? Will they be equipped with the necessary knowledge and skills to move the lead onto the next stage of the journey? Do you have enough call handlers to manage a potential influx in calls as a result o the campaign, without an increase in wait times?


  • Call to Action: Form Fill – Is there an established and tested drip campaign that is ready to nurture your leads into customers? How long, on average, does it take to convert a new lead into a revenue?


  • Call to Action: Purchase – Is the product you’re promoting actually available? Has the website been tested to ensure a simple, straightforward, and positive user experience? Is every aspect of the site UX optimised? Is there a remarketing tag in place that will allow you to recapture a lead who abandons their cart? Do you have an ad campaign in place to engage with and retain the customer after the initial sale?


Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing PPC Agency in Leicester with clients all over the UK.



13 Jul

Google to face $1.17 billion antitrust fine in the coming weeks

Google Logo


According to EU sources, search engine giant Google will potentially face a record fine of $1.17billion in the next few weeks for ‘abuse of market position’ in shopping search. According to the EU, the company has been abusing its market dominance in search, using its near monopoly in online search to unfairly steer customers to its own Google Shopping Service.

The fine has been expected for some time due to Google’s inability to settle the case with EU regulators. The case was raised in April 2015 when the EU Competition Authority accused the company of distorting internet search results in favour of its shopping service, harming both rivals and consumers.

Although the company made several unsuccessful attempts to settle the case with the former European Commission Competition Czar Joaquin Almunia, his successor Margrethe Vestager has taken a tougher line against the company.

Whilst the EU could potentially fine Google up to 10% of its annual revenue, which in 2016 was over $90 billion, recent reports have suggested that the figure will be closer to $1.17 billion. This will still break the abuse penalty record set in 2009 when EU officials fined Intel $1.12 billion for anti-competitive practices.

And it doesn’t stop there, this is just the first of three potential fines the company faces. The other two anti-trust cases focus on exclusivity provisions in AdWords agreements and Anroid-OEM contracts.


What is Google Shopping and how does it work?


Google Shopping is a service that allows users to compare products between online stores. Formerly known as Google Product Search, Google Products, and Froogle, the service originally listed products that online retailers submitted free of charge, making its money from the AdwWords based ads that appeared on the side of the page. However, when the service rebranded as Google Shopping in 2012, this changed and payment must now be made.

Google shopping is powered by Google AdWords and Google Merchant Centre. It is managed using product and category level bidding, rather than keyword bidding. Product bidding is done through an AdWords login, whilst data feeds are sent through the Google Merchant Centre login.

Google Shopping operates on a Cost per Click model, but unlike other platforms working in this way, there is no minimum Cost per Click rate in place. Instead, the platform determines its rankings based on bids. So, if you place higher bids, you will potentially rank higher than your competitors. Like other Google search services, rankings are also determined by product relevancy and the Google Shopping algorithm.


Why are Google being fined?

The fine is being imposed in response to Google’s alleged abuses in shopping search. According to the official EU Statement of Objections, the fine relates specifically to the following points:

  • Google systematically positions and prominently displays its comparison shopping service in its general search results page, irrespective of its merits.


  • Google does not apply to its own comparison shopping service the system of penalties which it applies to other comparison shopping services on the basis of defined parameters, and which can lead to the lowering of the rank in which they appear in Google’s general search results page.


  • As a result of Google’s systematic favouring of its subsequent comparison shopping services, Google Product Search and Google Shopping, both experienced higher rates of growth, to the detriment of rival comparison shopping services.


What does Google have to say about the claims?

Google has hit back at the claims, stating that regulators have ignored competition from online retailers Amazon and eBay. They have also recently issued a statement stating that the evolution of its search pages has always been about improving the user experience and the quality of results.

The company stated: “Google has always worked to improve its services, creating new ways to provide better answers and show more useful ads. We’ve taken seriously the concerns in the European Commission’s Statement of Objections that our innovations are anti-competitive. The response we filed today shows why we believe those allegations are incorrect, and why we believe that Google increases choice for European consumers and offers invaluable opportunities for businesses of all sizes.”

What happens next?

According to reports, the fine is likely to be imposed in August.

Of course, assuming that the fine is imposed, it’s likely that Google will appeal to the European Court of Justice against the ruling.

In addition to the fine, the EU Commission will also instruct Google to stop any practises that are deemed to be anti-competitive, although it is not currently clear what measures it might order the company to adopt in order to ensure that rivals get equal treatment in internet shopping results. It is thought that they will either set out some general principles or lay down specific instructions for Google to follow.


Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing SEO Agency in Leicester and proud of it!

13 Jul

What are the main reasons PPC campaigns can fail?


why do PPC campaigns fail?

As technology continues to advance at an unprecedented rate, more businesses than ever before are recognising the many benefits that come hand in hand with launching highly targeted PPC advertising campaigns.


And, with the ability to connect and engage with mass audiences in all corners of the globe, it’s no surprise that many social media experts now consider internet marketing to be one of the most effective and powerful advertising platforms, especially when it comes to optimising brand awareness.


Many brands around the world are already using PPC programs to maximize conversation rates, increase engagement and boost sales.


But what is PPC?


PPC stands for ‘pay-per-click’ and is an Internet marketing strategy whereby advertisers pay a fee each time somebody clicks on their ad. Many marketing experts look at this tactic as a way of buying customers to visit your site rather than attracting them organically.


One of the most popular forms of PPH is search engine advertising, which allows businesses to utilise social media platforms such as Instagram and Facebook to initiate highly targeted ad placement.


Why do PPC campaigns fail?


Like any online marketing strategy, you are not guaranteed to achieve results whilst using this tactic, and it would be foolhardy to think other wise.


There are a number of reasons why PPC programs fail. However, the key to preventing these programs from failing is to understand the components that can result in a guaranteed failed PPC program.


Here are just some of the reasons why PPC programs can fail…


Bad Ad copy


As well as your PPC campaign having a good structure, it’s also important that the ad copy is effective, engaging, and impactful.


Your copy should have a clear purpose, clearly outline what you are offering, have a clear call to action, and explain why your target market should invest further in your brand.


So many businesses don’t take the time to finely tune their ad content and as a direct result, they often fall at the first hurdle when it comes to initiating their PPC campaign.


With this in mind, you should invest the time and effort into perfecting the right content based on your business objectives.



Avoid putting too many options on your landing page


When it comes to optimising the success of your PPC campaign, it’s vital that you recognise the importance of getting your landing page right.


This is because landing pages are crucial to PPC success. This is because one of the main purposes of any landing page is to maximise conversion rates. Once your target audience has clicked on your ad, the aim is to encourage them to take the next step once they land on your website, whether that’s buying your product, requesting a quote or giving you a call.


With this in mind, your landing page should not only be highly focused but you should also avoid over-populating it with too much content. An over crowded or confusing landing page can actually deter visitors from engaging with the content on your website if there are too many options.


Instead, there should be easily to navigate and contain clear calls to action, which should be highly visible to your customer. This is crucial if you stand any chance of optimising the success of your PPC campaign.


As a general rule of thumb, your landing page should include download options, a contact form and your phone number and email address should be clearly visible at all times.


Keep the content on the landing page to a minimum and ensure that the content you do include is clear, concise and effective. So many PPC campaigns fail at the final hurdle, so to avoid disappointment in the early stages of your campaign, it’s crucial that you nail your landing page.



Don’t neglect your PPC account


Another reason why so many PPC programs fail is due to neglect. After all, when it comes to maximising the success of a PPC campaign, you are never going to achieve great results unless you’re willing and able to experiment with different strategies, play around with new tactics and take some risks!


This involves taking the time to monitor your PPC campaign closely in order to determine what works and what doesn’t. The majority of PPC programs require careful monitoring on a daily or even hourly basis, especially if you stand any chance of taking your marketing program onto the next level.


Conversion tracking is equally important, as this will allow you to amend your campaign in order to yield a highly return on investment.



Recognise the importance of sitelinks



A common misconception is that sitelinks are not important, when in fact, they are one of the key components of any PPC account or campaign. So, don’t be fooled into thinking otherwise!


Sitelinks are an effective way of adding additional links to your ad by directing your visitors to other relevant sources of information.


Despite playing a crucial role in any PPC campaign, many businesses believe that they are not necessary and ask for them not to be included in their PPC campaign. Other reasons why people don’t feel they need them is because their competitors are not using them and that they don’t want to draw too much attention to their advertisement.




Avoid using the wrong metrics



With so many businesses employing different PPC strategies, it’s very easy to use the wrong metrics when it comes to managing your campaign.


For example, it was recently brought to light that having a high quality score will help you to save money due to lower costs per click! However, there are a number of case studies, which have proven that this is not the case at all.


After all, if you employ the relevant keywords to effectively trigger relevant ads, then your Quality Score will take care of itself.


Instead, you should focus on reaping the benefits that come hand in hand with more relevant metrics that will have a positive impact on your PPC campaign.


It can be easy to become fixated on a certain metric based on what your competitors are doing! But remember every business is different and it’s certainly not a case of one-size fits all when it comes to running a successful PPC campaign.


And remember, PPC is not for every business, which is why you have not been able to achieve optimum results or you have noticed that your campaign has continued to fail.


Lack of goals


When it comes to running a successful PPC campaign, it certainly pays to have a vision and a set of goals that you want to achieve. Setting goals is a core component of any marketing plan. After all, if you fail to plan, you plan to fail!


When it comes to managing your PPC campaign or account, it’s certainly worthwhile hiring a professional to employ highly effective and profitable online marketing strategies that will help you to achieve your business objectives!


There are a wide range of online marketing experts dotted in and around the UK that are perfectly equipped with the knowledge, skills and expertise to help you to achieve the very best results in line with your goals and targets.

If you would like to no more or arrange for a free PPC campaign audit please get in touch with the team today.

26 Jun

31 Ways How to Get More Traffic to Your Website

How to Increase Website Traffic for Free 2017

In this post I am going to tell you 101 ways you can increase the amount of traffic your website receives. Each tip is actionable and you will be able to implement each method right now on your own personal blog or business website.

Each of these tips you can implement for pretty much no expense too, pretty cool right?

We will show you how to use SEO, social media, PPC and apps to help get more traffic to your website.

So without further ado, lets dive right in! 🙂

The Truth About Driving Traffic to Your Website in 2017

You probably know this already but your website is almost useless without targeted web traffic. Any online business will fail with no organic or paid traffic. In fact;

No traffic = no leads…

No Leads = no clients/sales

No Clients = well you know the answer to that rather simple equation.

Even though we both know that targeted website traffic is the key to success for your business generating new leads most people see an ever familiar picture when they log into their Google Analytics account…

Something that resembles the hills of The Netherlands…

Flat as a Pancake!




mmmm pancakes! Anyway back to the matter in hand your website traffic or lack of website traffic…

So time for some good news, well kind of. You are not alone! Around 70% of websites and blogs out there on the world wide web get less than 5000 visitors each month.

Or you could call that less than 200 visits a day!

So in order to turn those 200 visits into paying customers you are going to have a high octane, all singing and dancing, sh!t hot converting website.

Even if you are one of the lucky ones, well one of the lucky 30% that does fairly well at driving traffic to your website, I am sure you would welcome more?

What if you could boost your web traffic by 10x the amount you already have? Or how about even 5x?

Sounds good right!

But how the @&%! do I do that? I hear you ask!

Well I have empowered you with 101 actionable steps you can take right now thats right…

right now! to increase your website traffic.

You’re welcome… but first…

Why is it such a damn struggle to Generate Website Traffic?

If it was easy then well everyone would be doing it and where is the fun in that. Digital Ethos are able to drive over 10000 visitors to our website each month through epic blog posts just like this one 😉 and creating location and services specific pages for those that are further down the sales funnel.

One of the biggest mistakes i see most often is…

Posting the wrong freaking content!

No one gives a hoot what you are writing about!

Ouch it hurts! I know, we went through the same pain at Digital Ethos.

So what is the right content?

Here is tip number 1… Drumroll Please…

It all starts by having an ICA (Ideal Customer Avatar)

By understanding your ideal customer you are then able to generate content that generates targeted web traffic that turn into leads and hopefully customers after you do your thaaaaang!

This is Content that generates you traffic from Google! caaaaaching!

Think deeply about who customer are and how we can market and find them much easier.

This can be one of the most important things you can do for your business, most of your competitors won’t go into this level of details. It is important to really think about who your ideal customer avatar is for your business.

This task can often prove to be a real eye opener.

Questions to consider your ICA

What is your ICA’s name?
Is your ICA male or female?
How old is you ICA
How much money does your ICA make?
what hobbies does your ICA have?
What interested does your ICA have?
What is something your ICA struggles with?
what does your ICA want to accomplish on a personal level?
How about on a professional level?
What does your ICA want?
What does your ICA want to change?
what common objections does your ICA have?

Tell your ICA’s story

What is there morning routine?
What conversations are they having with work colleagues/friends?
What do they do after work?
What is their BIGGEST problem?

By doing this you create content that establishes YOU as an EXPERT in your niche and people will be more likely to buy from you too.

As soon as you do this you are able to produce content tailored to your ideal customer and that also means you will start to see targeted traffic to your blog!

No matter what your website does, e-commerce store, local business, lawyer, tradesman, startup your website needs targeted traffic to breath.

You need traffic that converts to leads and of course sales.

So it is imperative that you rank for keywords and phrases that your customers search for each day.

How about a few quick fire tips to help you do exactly that…

So now that you have had your first actionable tip here are another 30 ways to increase the traffic your website or blog receives.

You could do one task each day for the next month and you will be in a much better position that you were before.

11 Ways to Increase Traffic to Your Website using SEO

Head of marketing or a small business owner you will have been told numerous times that you need more customers. 2nd on your wish list is probably more traffic to your website. There are a number of ways to increase traffic on your website.

Here are 11 tips on how to boost site traffic for free by improving your SEO today.

Pay Attention to On Site Optimisation

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Make Long Tail Keywords Your Priority

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Improve Internal Linking

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Make Sure Your Website Loads Quickly

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Deep Dive into your Google Analytic Data

Time Required


Preform Keyword Research on your Competitors

Time Required


Produce Long Content

Time Required


Write Click Bait(y) Blog Post Headlines

Time Required


Sharpen Up Your Imagery

Time Required


Start a Forum

Time Required


Link to Other Relevant Content

Time Required


Improve Old Content

Time Required



5 Ways to Boost your website Traffic Using Social Media

Re-market on FaceBook

Time Required


Email Your Target Audience on Facebook

Time Required


Re-market on Twitter

Time Required


Tweet Your Custom Audiences

Time Required


Use Twitter Cards

Time Required


Capture Customers With Your Ad Headlines

Time Required



8 Tips How to Get more Traffic to your Site using PPC Advertising

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7 Apps that can help you get more visitors to your Website


So if you want to Increase Website Traffic? Follow all of our 31 tips.

Go ahead an action one tip a day for the next month and reek the rewards for your business or blog!

Next Steps – Get a Free Digital Marketing Review

We would love to find out more about your business and the pain points you have when it comes to driving more traffic to your website.

Reach out today and we can schedule a time for an informal chat to offer insights into how we can partner with you to make 2017 your best ever for increasing traffic to your website.

20 Jun

Facebook Launches Product Focussed Collection Adverts

Embracing the popularity of Facebook advertising campaigns, the popular social media platform has recently introduced collection adverts.


Having been tested by a carefully selected group of leading brands, such as Adidas, Tommy Hilfiger, and Michael Kors, the new advertising option became available to all companies at the end of March 2017 as part of the social media network’s aim to roll out mobile ad formats that bring off-Facebook experiences onto the platform.

So what are collection Adverts?

Reflecting the current trend for accessing the internet by mobile devices and the wealth of statistics showing an ever-increasing amount of mobile traffic, Collection adverts are product-focused ads that allow users to shop the adverts directly from their mobile, in a more visual and immersive way.


These ads can combine a video, slideshow, or image, with product images taken from a product catalogue taken on a mobile, linking through to the point of sale on the brand’s site or mobile app.


As one of the most immersive ad formats offered by the platform to date, Facebook collection ads are ideal for retail and e-commerce brands that want to show an inspirational video or image alongside their products. The social network hopes that this new ad format will help to build a great new shopping experience for consumers, whilst helping marketers to drive mobile sales and discovery.


Facebook’s director of product marketing, Maz Sharafi, was quoted in the press stating: “Collection is, at its core, a new ad experience that we’ve built specifically for news feed, to drive product discovery and sales through an engaging format in a fast-loading shopping experience.”

The benefits of collection adverts for brands

Drive product discovery via mobile devices


Collection ads allow you to pair video or imagery with relevant products for a mobile-friendly, engaging experience. With mobile being people’s main platform for online shopping, it’s vital that your brand makes its online experience as easy as possible for mobile users – collection adverts do just that.



Deliver a seamless mobile browsing experience


Consumers who view your advert can then browse more products in a fast-loading, full-screen experience, without leaving the Facebook app, unlike a traditional Facebook ad, where clicking on a brand’s ad would open a dedicated microsite or product catalogue hosted outside of Facebook.


Convert demand into sales


Interested customers can continue to purchase on your website or app, without the hassle of leaving the platform. This makes conversion quicker and simpler, allowing you to convert demand and interest into sales by offering engaging, dynamically targeted mobile optimised ads.


Diverse and flexible


Collection adverts can be styled and created in countless different ways in order to fit seamlessly into your other campaigns and marketing activities. For example, if you create how to guides, you can turn them into adverts, or if your audience has been shown to engage most with style guides, you can use this format to make a shopable one.


Track your results


Alongside this new ad format, Facebook has also introduced its outbound click metric, which is optimised for tracking results on more creative formats, such as Collection. Promising to five marketers a clearer view of the path that their customers take, the new metric will ensure that you know exactly when someone leaves Facebook through an ad. The previous link clink metric meant that it was often difficult to know exactly where ads came from, particularly for creative ads.


Sharafi was quoted in the press stating: “One of the things we’re trying to do with the introduction of a new metric is to provide more clarity and transparency. In the scenario of Adidas using Collection, in a world where you don’t have outbound click, you wouldn’t be able to tell which click happened from the News Feed, where people have opened the immersive experience, and which clicks happened within the Collection.”


Of course, it’s worth bearing in mind that collection adverts won’t work for every business – they are designed to meet the needs of those companies who are selling products rather than services, particularly fashion and lifestyle brands.

Creating a collection advert…


As with other types of Facebook ads, collection adverts are created within Facebook Business Manager.


To create your collection ad, you’ll need an image or a video, and a product catalogue. If you haven’t already got a product catalogue set up, you might need to seek the help of a professional developer to set up the coding for the products you want to include in the advert.


When you set up your collection ad, you’ll also need to choose whether the objective is traffic or conversions. If you opt for traffic, then you’ll be charged based on the number of times people click on the initial ad to open the product category. On the other hand, if you select conversions, Facebook will target the ad at people they think are most likely to click through to your site or app, but will charge you based on the number of times the ad appeared in people’s news feeds. If you’re looking to boost sales, we’d recommend a conversion-focused campaign.


Now all of the technical work is out of the way, it’s time to get creative! Using video content as your key feature is the most popular and effective way to create an engaging advert that will excite your target audience. In fact, according to Facebook, approximately 30% of mobile shoppers state that video content is the best way to discover new products.


The video can be either square or horizontal, at a 16:9 aspect ratio – vertical videos are not recommended. If you opt to use photos instead of videos, you’ll need an image that’s horizontal at a 1.9:1 aspect ratio. It’s also important to note that no more than 20% of the image can be text.


Collection adverts allow you to feature up to 50 products, selecting key pieces that you want to feature higher up on the list. Alternatively, Facebook can use an algorithm to automatically select and feature the most popular products towards the top.


However, although it is possible to feature up to 50 products, this isn’t necessarily advisable as it can prove overwhelming to your audience and they may not stick around to work their way through your list! Instead, why not create multiple adverts targeting different products to different consumers? These carefully targeted ads are likely to drive more sales.


Here at Digital Ethos, we specialise in creating effective Facebook advertising campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.


Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.



19 Jun

Micro Influencers – The Future of Brand Awareness?

With the increasing focus on digital platforms and marketing techniques, over the past decade, many brands have started using social media influences to help market their products in a more authentic way. Today they are a key part of the marketing mix.


And it’s certainly a sure fire way to reach mass audiences. Take online influencer Zoella, for example. Widely viewed as one of the most powerful online influencers, she’s got over 11 million YouTube subscribers and six million Twitter followers, not to mention 11.1 million Instagram followers.


However, as celebrities and key influencers become more popular, attract larger followings, and work with more brands, their previously engaging posts risk looking more like ads than genuine endorsements.


But, when it comes to social media, there’s no such thing as being too popular, right? Wrong!


According to recent studies, when a social media influencer reaches a certain number of followers, their levels of audience engagement actually start to fall. In fact, influencer marketing Markerly found that, in terms of unpaid posts, Instagram influencers with fewer than 1,000 have an average like rate of approximately 8%, compared to 2.4% for those with 10,000 to 100,000 followers, and 1.7% for those with 1 million – 10 million followers. What’s more, comment rates and sponsored posts also followed a similar pattern.


This trend has led to brands increasingly reaching out to engage with micro influencers as part of their social media strategies.


Who are Micro Influencers?


Micro influencers are ordinary people who are paid by brands to promote their products or services on social media. They are tastemakers, opinion shapers, and trend forecasters.


Just like traditional influencers, micro influencers are individuals with popular online channels based around specific interests. They typically work or specialise in a specific vertical and regularly share social media content about their interests.


As a general rule, micro influencers are those with between 1,000 and 50,000 followers.


Although micro influencers have a more modest number of followers, usually thousands or tens of thousands, they boast hyper-engaged audiences – perfect for carefully targeted social media marketing campaigns!




Why engage with Micro Influencers?


Why are brands engaging with micro influencers? Working with someone with a smaller following to promote your brand is counterintuitive, right?


In actual fact, there are a whole host of benefits of working with micro influencers, including:


Higher Engagement


Perhaps surprisingly, reports have shown that as an influencer’s number of followers increases, their number of likes and comments actually decreases. Micro influencers with between 1,000 and 10,000 followers will allow brands to achieve higher engagement rates amongst a large enough audience.


Micro influencers have also been shown to hold more meaningful conversations about brands on social media. A study recently showed that micro influencers hold, on average, 22.2 times more conversations recommending a brand to other people per week than the average customer – this makes them an asset to any brand.


A more targeted audience


Although their audiences are smaller, micro influencers tend to have a more targeted follower base than influencers with hundreds of thousands, or even millions of followers.


And, with consumer trust in advertising, and in large scale corporations as a whole, at an all-time low, customers prefer authentic, two-way social media conversations and genuine recommendations from friends, family, and micro influencers.




Micro influencers are typically more affordable than celebrities or influencers with millions of followers.


So, brands can collaborate with 20 to 40 micro influencers for the same cost as working with one or two major celebrities or influencers. This allows them to reach out to different demographics and achieve a higher level of engagement for their campaign.


In addition to this, by working with a number of different micro influencers, brands can also try out different tactics to see which ones work best, without going over budget.






Because, unlike many major influencers, posting content isn’t a full time profession for micro influencers, they post sponsored content far less often. This means that their posts and account feel far more authentic and, as such, they are trusted by their audience. In fact, a recent study revealed that 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.


They are real people, meaning their social media content is real too. Think about it, if you see Kim Kardashian promoting a product on Instagram, you know not to trust that her recommendation as it’s more than likely been paid for. If someone you know or share an interest with recommends a product, you’re more likely to take their word for it.


Micro influencers have a direct, personal connection with their followers, meaning they truly understand their audience and what they like. This means they are only likely to share things that they know their followers will engage with.




Unlike many larger influencers who can be difficult to appeal to, micro influencers tend to be keen to get involved with brands – they get excited by opportunities that come their way and want to build strong, on-going relationships with brands that approach them.


Because bigger influencers are approached by hundreds, if not thousands, of brands each day, they are harder to engage with and more restrictive in terms of their requirements and demands.


Consistent Popularity


In the fast moving world of celebrity, opinions can shift incredibly quickly, making having your brand aligned with just one big name a big risk. After all, if you’ve signed in to a high budget, long-term deal and your chosen influencer finds themselves at the centre of a scandal, do you really want to continue to be associated with them?



How to find micro influencers…


You only have to venture onto any of the main social media platforms and you’ll come face to face with a wide range of micro influencers. But how do you find the right ones to work with for your brand?


Well it isn’t always easy, and it’s important you get it right! One way to start the process is to go through your brands social network followers and see if there’s any suitable candidates following you. As they’ll already be fans of the brand, you shouldn’t have any problem building a relationship with them and getting them to promote your products.


If you’re looking for a more time efficient approach, you can also pay for databases which will allow you to access contact information for different influencers in various categories.


Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.


Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

09 Jun

Why digital?

Why is digital marketing so important?

This is the question I get asked in a round about way almost every time I pick up the phone and prospect for a potential client. Because it is not only a rapidly growing force in the current marketing playing field, it is the future of marketing, and digital media is beginning to replace more traditional forms altogether.


Well quite simply because you can actually refine how you target, get instant feedback from data received as soon as someone interacts with your business or brand on a digital platform which then enables you to create evolving campaigns which deliver tangible relatable results which convert into paying customers, this is very difficult to achieve with the more traditional types of print media advertising.

With digital we can tell who is looking at your advert, what time of the day, where on the globe they viewed it, how long they viewed it, how they came to your website, at what point did they decide to make a purchase, enquiry or navigate away from your site.

While older generations will no doubt lament the demise of paper-based media such as newspapers, books, communication methods and traditional TV and radio broadcasts, those who have grown up with the internet and mobile phones as a God-given right are already embracing the brave new world of digital consumption.

The facts are that digital methods of communication and marketing are faster, more accurate, versatile, practical and streamlined, so it is perhaps unsurprising that those companies who have adopted it as the main focus for their marketing spend just so happen to be the most successful businesses.

The good news is that digital offers just as much potential to marketers as it does to consumers in that consumers are presented with what they are actually searching to purchase at the click of a button or the tap of a finger. And businesses/marketers get to instantly interact with these clicks and taps to be able to better understand a brands equity position, understand the direct actions of their competition and how it affects their customer visitation and we are just merely scratching the surface here.

Digital marketing provides the window into the behaviour of customers globally and instantly as tools such as Google Analytics allow us to analyse data in real time, this availability of information is incredibly valuable as it helps a business to refine its route to market and maximise its profit margins.

It is safe to say that if you are in business today and certainly a new business, if you are not in digital then you are not in business.

Where does Digital Marketing Start?

First and foremost you will need a website whether it be to sell products online as an e-commerce store, or to provide information, provide subscriptions for services or to showcase your service. However the internet is like an ocean filled with ships trying to find land and your business is that land and the lighthouse that guides them safely to that land is your digital marketing. Point being that if you do not have a great digital marketing campaign running then your customers will not make it to you.

Let’s take a quick look of some of the key forms of Digital Marketing being used today

Websites and SEO content
Internet banner ads
Online video content
Pay-per-click (PPC) advertising
Email marketing
Social media marketing (Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc.)
Mobile marketing (SMS, MMS, etc.)

So, why digital marketing?

First of all, digital marketing is infinitely more affordable than traditional offline marketing methods. An email or social media campaign, for example, can transmit a marketing message to consumers for a fraction of the cost of a TV ad or print campaign, and will reach a wider audience which you can also obtain data from.

As mentioned earlier on one of the key benefits of marketing digitally is the ease with which results can be tracked and monitored. Rather than contracting and expensive customer research company to analyse and report back on their findings which by the time the findings are reported the information is now old, you can quickly view customer response rates and measure the success of your marketing campaign in real-time, enabling you to plan more effectively for the future.

Perhaps the strongest case for incorporating a digital element into your marketing is that digital media forms are quickly overtaking traditional forms of information consumption. According to the Office for National Statistics, over 82% of UK adults went online in the first three months of this year: that’s over 40 million individuals.

The bottom line is, the digital age is here, and those businesses that fail to adapt to this marketing climate are at great risk of falling by the wayside sooner rather than later.

08 Jun

The 7 Best Co-Working Spaces in Leicester

The increase of independent contractors and freelancers whose only tool is their laptop, as well as young entrepreneurs is undeniable. Especially in this tech and information age, new business ideas that primarily rely on web commerce and the use of the internet are constantly springing up.

While many entrepreneurs and freelancers can and do set up home offices or take to the coffee shops, for just as many, these settings prove to be less than effective. Yet, most individuals in this category are not ready for or do not really need a formal office suite. But, especially for entrepreneurs, working in an environment surrounded by other like-minded individuals, or those who can help them start solidifying their ideas, often proves both more effective and more satisfying even as an SEO Agency in Leicester we find coworking a great fit for us too..

What is more, not everyone has the resources to make an effective home office anyway. And while coffee shops are trendy, they lack reliable space availability, especially for groups, and useful equipment and resources such as copiers, white boards, and the like.

Thus, the demand for a new type of office space has led to the creation of “co-working” spaces – essentially shared working spaces with work areas for individuals and groups where they can either work alone or collaborate and network.

London is full of co-working places, most notably places like Impact Hub and Innovation Warehouse. But Leicester, with many graduates from our local universities aspiring to start new business ventures or make their way as a freelancer, has sadly been lacking in such innovative work spaces.

However, that has been changing of late, starting with one of the universities themselves! Here, we will give you a quick overview of the 7 best co-working spaces in Leicester to help you find a creative and productive environment to get your business or idea off the ground.

Best Coworking in Leicester for Freelancers & Startups

1. DMU Innovation Centre
De Montfort University opened up their Innovation Centre in 2015 to students, staff and visitors as an incubator for entrepreneurs and free lancers. A part of their centre is their co-working café in Leicester City Centre.

The co-working café is free to all ICMs (Innovation Centre Members – it is free to register to become an ICM as well). The co-working café boasts:
• Free Wi-Fi
• Availability to use whiteboards, flip charts, and even Macs
• Flexible meeting and work spaces
• Hot beverages and snacks available for purchase

The café is open for use from 8:30 am to 5:00 pm.

This is a great space, designed specifically for co-working particularly for those working on start-up businesses who want to enjoy the ability to collaborate with others or simply be surrounded by like minds and encouragement.

The only real downside to the ICM’s co-working café is that it is located in the heart of the university campus, incorrectly giving many the sense that the ICM and its café are off limits to non-students, which is not actually the case.

2. Dock
The Dock is a multipurpose workspace location. It does primarily focus on offering specific office spaces of varying sizes along with meeting rooms and a variety of services, such as managed telephone and internet services, which are not really suited to those in the early think-tank stages of a new business idea.

However, that said, they do also have a Startup Lounge, which is their space specifically designed for those wishing to work in a co-working or shared workspace. Their Startup Lounge includes:
• Very fast Wi-Fi
• Numerous independent work stations
• Comfortable seating throughout
• Printing facilities
• Meeting rooms at a discounted rate
• 24/7 access

Additionally, those using the Startup Lounge also qualify to use Dock’s Business Growth resources, which includes 1-2-1 business coaching, marketing strategy, financial planning and more.

Though Dock is much more than just a co-working space, that is a part of what makes it an ideal location to start. For those who have an new business idea, they can get started there with the support offered by the Business Growth resources, and once they are off the ground and ready for more formal office space and resources, they can upgrade their membership and rent out their own office.

3. St. George’s House
St. George’s House is still more formal than Dock, functioning as a full-fledged business center. It has a variety of office spaces available for both short term and long term lease, and even part-time use.

However, like Dock, individuals can also purchase co-working space at St. George’s, though reserving it is managed through regus.com.

A benefit to this option is its location in the midst of many businesses of all sorts, providing an excellent networking opportunity. It is also located right next to the Leicester railway station.

4. LCB Depot
The LCB (Leicester Creative Business) Depot is creatively designed to be a think tank and bed of inspiration for those in creative lines of business endeavors. New ventures in everything from fashion designing, architecture, copy writing, music production and much more are birthed here on a regular basis.

In some ways similar to DMU’s Innovation Center, LCB combines workspaces for individuals and groups with meeting rooms, resources, business lounge, and its own coffee shop, Gray’s Café.

Unlike the Innovation Center, though, it is not free. LCB does not officially advertise itself as a co-working environment, as its emphasis is on its multiple workspace options that can be purchased for individuals or groups. However, if you purchase their Business Lounge Membership, you gain access to their business lounge with:
• Wi-Fi
• Comfortable seating, tables and chairs
• 24/7 access
• Internal use phone
• Onsite, lockable storage

The café, too, can work as a shared work space with its free Wi-Fi and primarily LCB members.

Again, while its focus is not on providing a co-working atmosphere specifically, it provides the opportunity for it for very creative and innovative minds. Another perk is that members can also acquire a postal address by being a member.

Really, the only downside to LCB Depot is that it is geared more towards those who are already underway with their business and its expense, but it still offers great opportunities for those in the birthing stage of their business ideas.

5. Phoenix Square
Phoenix Square is a relative, so to speak, of LCB Depot, run by the same overarching organization. It is a smaller location than LCB, with 29 workspaces available for rent as either shared or individual workspaces.

Those choosing to use the Phoenix Square location still get:
• Free Wi-Fi
• Their own Phoenix business lounge
• Postal address services
• 24/7 access all year long

In addition, it has more short-term lease options.

6. Makers’ Yard
The final and smallest relative to LCB Depot and Phoenix is the Makers’ Yard. The opportunities at Makers’ Yard are similar to the previous two:
• Ability to rent shared or individual studio spaces with 24/7 365 access
• Flexible leasing terms
• The same business support as the previous two

Those using the Makers’ Yard location also get the privilege of LCB’s parcel delivery service, printing/copying and meeting rooms at a discounted rate.

7. Friars Mill
The final one we will mention is a bit more formal than the others, though its goal is still to provide a creative and innovative atmosphere for young businesses.

Friars Mill is a complex of 200+ year old repurposed factory buildings with single and two story office options and others. It has its own café overlooking the river Soar, meeting rooms, and provides fully managed office services to its tenants, including reception.

While not really providing a co-working space in its truest form, the Friars Mill complex creates an inviting and creative, collaborative work environment of like minds in the same stage of growing their recently birthed businesses up to maturity, while still keeping the running of an office extremely simple with the fully managed services provided.

08 Jun

How to Develop your Content Marketing Strategy

Today, it’s simply not enough to have an online presence in the digital world. After all, with millions of brands in all corners of the globe recognising the significant role digital marketing can play when it comes to generating leads, maximising awareness, and boosting engagement, it’s crucial that your digital marketing strategy is on point if you stand any chance of standing out from the crowd.

With fierce competition and an already over-populated digital environment, every business should pay close attention to creating a solid content marketing plan that will allow you to achieve your business goals.

A well-developed strategy will not only help you to define your goals but it will also allow you to optimise traffic, generate leads, and boost conversion rates.

And, there are a whole host of ways that you can you can develop your marketing strategy…

But why is content marketing important?

In today’s technically advanced world, if you don’t have an online presence, you’ll almost certainly be left behind.

From SEO website content through to creating relevant blog posts, content marketing not only helps brands to inspire action, generate traffic, and boost awareness on a global scale, but is also allows businesses to expand their reach, maximise engagement and achieve their business objectives… so it’s definitely worth tuning in!

One of the most reliable sources of traffic, high impact content also allows you to generate revenue and experiment with a wide range of other marketing tactics.

Here’s how you should develop your content marketing plan…

What’s your goal?

First and foremost, it’s important that you are able to determine your goals before you even think about creating your content marketing strategy.

As part of this process, you should ask yourself why you need a content marketing strategy and the reasons why you want to produce the content. Remember your goals should be S.M.A.R.T – specific, measurable, attainable, realistic and time-bound.


Before beginning any marketing strategy, it’s important that you conduct buyer persona research as this will give you an insight into your target market’s desires and needs. This means, you will then be able to maximise engagement by catering the content to your audience’s requirements.

Although, it can be tempting to jump straight in and start creating your content, taking the time to conduct thorough research is a crucial stage of any planning process.

A content audit

In recent years, blogging has continued to increase in popularity, and as a result, creating engaging blog posts in one of the most frequent types of content that businesses start with.

Impactful, effective, and cost effective, creating your own blog as a stand alone platform or part of your website is a great way of creating purposeful, interesting and relevant content that your customers will be able to engage and interact with.

But, if you’re considering creating a series of blog posts, it’s crucial that you analyse what type of content your target market are engaging with the most. This will allow you to determine what type of content should be within your strategy.

Do you have a content management system in place?

It’s super important that you have a content management system in place that will allow you to manage your content in accordance with your business goals and objectives.

When choosing a content management system, you should ensure that it incorporates vital components such as content publication, content creation, as well as content analytics.

This will allow you to plan, create, publish and most importantly, publish your results in one place quickly and easily.


Whether you prefer to brainstorm alone or as part of a group, the key to a successful content marketing strategy is to create high impact content that will not only boost engagement but will also inspire action. With this in mind, it’s certainly worthwhile putting some thought into the type of content that you want to share.

From choosing suitable topic through to creating eye-catching headlines and embracing recent trends, the possibilities are truly endless when it comes to creating highly engaging content that will resonate with your target market.

It’s crucial that your content is highly targeted and has the ability to capture the attention of your target demographic. If you’re struggling to come up with ideas, it always helps to analyse your competitor’s content! Of course, you should make sure that the content you share is original.

Many people also find it useful to prepare a content calendar, this way you can date advantage of key dates and events.

Now, let’s take a look at the type of content available…

The power or content should certainly not be underestimated or ignored! Perfect for connecting and engaging with your target audience, getting your content right will ultimately determine the success of your content marketing campaign.

There are whole host of different types of content that you can integrate into your marketing strategy including…

• Blog Posts
• Templates
• E-books
• Videos
• Infographics
• External Content
• Charts/graphs
• Q & A sessions
• Interviews
• Vlogs
• Mind maps
• Memes
• Online Games
• Quizzes
• Polls
• Photos
• Predictions
• Podcases
• Slideshares

Remember, it’s all about creating highly engaging content that not only reflects your brand identity but also resonates with your target market. So, think outside the box, establish a consistent tone of voice and most importantly, create content that will get people talking about you!

The content that is most suitable for your business will depend on the needs and desires of your target market. And of course, when it comes to distributing your content, it’s equally important that this is done in the right way as this can also have a huge impact on the success of your online content marketing content.

Organisation and smart scheduling is of the upmost important and it is at this point that your content calendar will prove to be extremely useful, especially when it comes to distributing your content in an effective and timely manner.

Manage and publish your content!

Now for the fun part… it’s now time to put your editorial calendar into action and publish your content! At this point, you should pay close attention to how your target market is engaging with the content you share! And remember, a successful content marketing plan has the ability to set your brand apart from your competitors, providing you do it right.

And, if you’re struggling to come up with ideas, there are plenty of professional digital marketing teams that are equipped with the knowledge, skills and expertise to accelerate your online content marketing plan in line with your businesses’ goals and objectives.

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

08 Jun

Why digital marketing is essential for new businesses

Thanks to advances in technology, more people than ever before are connecting, engaging, and communicating online. This only the tip of the iceberg as to why digital marketing is essential for new businesses.

As a result, digital is now recognised as one of the most powerful communication tools, allowing businesses to connecting with new, existing, and potential customers, in all corners of the world.

And, if you’re a start up business, it’s vital that you recognise the importance of investing in digital marketing if you’re looking to optimise exposure, boost conversion rates, and raise awareness.

After all, launching your own business can be daunting and challenging, especially if you don’t have any financial backing.  Oh, and with approximately 80 new businesses born in the UK, every single hour, it’s crucial that you take the time to position your brand at the forefront of your customers’ minds, especially in the digital world.

Today, one of the best ways of growing your brand is to invest in highly targeted digital marketing solutions that will allow you to connect, engage, and inspire your target market.

Let’s face it, digital marketing is faster, more versatile, and more streamlined than any traditional marketing tactic, which is one of the reasons why this form of communication has continued to increase in popularity.

If you’re a start up business and you’re looking to make your mark in the online world, we’ve created a helpful guide outlining why digital marketing is essential for new businesses – we hope you find it helpful!

What is digital marketing?

So what exactly is digital marketing? Although many small businesses recognise that they need digital marketing, many do not know what methods of communication are employed as part of an effective digital media strategy.

From blogs, online advertising, and SEO website content, thorough to social media, email marketing, and PPC (Pay-per-click) there are a whole host of innovative forms of digital communication that can be used to engage with your target market.

You can engage with your target market in real time

As an aspiring entrepreneur or new business owner, you will quickly realise that networking is everything when it comes to raising awareness of your product or service.

From connecting with customers and investors, through to engaging with potential partners and other businesses, there are a whole host of digital marketing solutions that will allow you to connect with the right people, at the right time.

Embracing a number of platforms that have the ability to help you to maximise exposure, digital marketing will allow you to reap the many benefits that come hand in hand a number of digital channels.

Embrace social media channels

Today, the majority of us are permanently attached to our smart phones ad tablets. And, with more people than ever before communicating, shopping, and connecting using social media, it would be foolhardy not to utilise these platforms and channels of communication as part of your digital marketing strategy.

The power of social media certainly should not be underestimated or ignored. Allowing you to connect with people that are genuinely interested in your brand, ensuring that you have a credible presence on all social media platforms is a great starting point when it comes to building relationships, managing your reputation, and of course, spreading the word about your products or services!

Some of the most popular social media platforms include Instagram, Facebook, Twitter, and Pinterest. Just remember, as a general rule of thumb, it’s definitely a case of quality over quantity when it comes to sharing content on social media. So, if you haven’t got anything good to say or share, simply don’t post it!

Whether you use social media to acquire new clients or to gain a credible online presence, digital media will allow you to directly target your audience based on the country they live in, their age, and their interests.
Embrace social media channels

Today, the majority of us are permanently attached to our smart phones ad tablets. And, with more people than ever before communicating, shopping, and connecting using social media, it would be foolhardy not to utilise these platforms and channels of communication as part of your digital marketing strategy.

The power of social media certainly should not be underestimated or ignored. Allowing you to connect with people that are genuinely interested in your brand, ensuring that you have a credible presence on all social media platforms is a great starting point when it comes to building relationships, managing your reputation, and of course, spreading the word about your products or services!

Some of the most popular social media platforms include Instagram, Facebook, Twitter, and Pinterest. Just remember, as a general rule of thumb, it’s definitely a case of quality over quantity when it comes to sharing content on social media. So, if you haven’t got anything good to say or share, simply don’t post it!

Whether you use social media to acquire new clients or to gain a credible online presence, digital media will allow you to directly target your audience based on the country they live in, their age, and their interests.

You can identify and understand your audience

The key to a successful digital marketing campaign is understanding your target audience. And, unlike conventional forms of marketing such as sponsorship and print advertising, digital marketing is a great way of collecting a broad range of data about your target market.

For example, by setting up analytics on your website, you will be able to access data that highlights how long your customers spend on your page, as well as the sites they visit after spending time on yours.

There are an extensive range of sophisticated analysis tools that will give you an insight into the needs and requirements of your target market, allowing you to market your product or service effectively.

But that’s not all… there are also a number of digital marketing solutions that can be used to predict the future actions of your target demographic too! This will allow you to boost retention rates, whilst ensuring that all of the components are in place to capture your audience when the time comes.

Cost effective

Due to its versatility and power to connect and engage with a worldwide audience, digital marketing is far more cost effective than traditional marketing – great news if you’re a new business on a limited budget!

Optimise conversion rates

Digital marketing will not only allow you to increase engagement rates, but it will also allow you to optimise conversion rates too!

There are a number of tools that will allow you to measure the success of the incoming traffic to your site. This means you will be able to determine the traffic that is converted into subscribers, sales or leads, as well as look at areas of improvement.

Earn people’s trust

Millions of people, in all corners of the world engage with social media platforms and other digital channels.

And, an increasing number of people are now connecting and engaging with their favourite brands online! So, as a new business, this offers the perfect opportunity to collect as many testimonials and reviews as possible about your product or service.

People trust people and when it comes to considering whether or not to purchase a particular product or service. In fact, it’s often the case that many people will base their decision about your brand based on what others have said.

Above all, building your brand through effective digital marketing will not only allow you to maximise exposure, but it will also allow you to inspire action and expand your reach to new markets, in all corners of the world, 24 hours a day, 7 days a week.

After all, digital marketing is an important step for any business, regardless of their size or status. Oh, and if you stand any chance of staying one step ahead of your competitors, it’s certainly worthwhile recognising the significant role digital marketing can play when it comes to growing your new start-up!

Embrace Digital for your Startup!

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

26 May

4 ways to accelerate growth with effective digital marketing

Start up Business? – Here are 4 different ways to accelerate growth with effective digital marketing

As technology continues to advance at an unprecedented rate, more business than ever before are recognising the advantages of investing in digital marketing in order to accelerate growth opportunities in the digital world.

And, this is particularly the case for start up businesses looking to extend their reach, connect and engage with new audiences, and generate awareness on a wider scale.

Providing the perfect opportunity to communicate with your target consumers, in all corners of the world, 7 days a week, 24 hours a day, it’s no surprise that digital marketing is now recognised as one of the most effective and powerful communication tools.

If you’re a start up business and you’re looking to enhance your digital marketing campaign, we’ve created a helpful guide outlining 4 different ways to accelerate the growth of your brand by implementing a digital marketing strategy that meets your core business objectives.

Optimise your landing page

In today’s ever evolving digital world, it’s vital that you recognise the relevance and importance of investing in a website.

If you don’t, it’s highly likely that you will be left behind, as more people than ever before are shopping, communicating and engaging online. But, it’s simply not enough just to have an online presence.

In an over crowded digital world, it’s equally important that you optimise your landing pages in order to give you the best possible chance of being seen. A landing page that has been optimised will not only optimise traffic and conversion rates, but it will also help to increase sales.

This can be achieved by implementing a number of key digital marketing strategies that have been designed to remove distractions, capture user emails and deliver clear and concise messages in the most effective manner.

So when it comes to the design of your landing page, make sure there is an option to capture your customers email address as this will allow you to instantly convert your visitors into a potential leads. Many start up businesses offer visitors an incentive to reveal their email address. And remember, visitors to your site will already be interested in investing in your product or service, so this strategy is a great way of capturing highly targeted leads.

Create an easy to navigate website

The key to retaining visitors to your website is to create a user friendly landing page that has the ability to instantly capture the attention of your target market.

Populating your website with too many ads and too much information can be extremely off putting to visitors, and can actually deter them from investing in your product or service.

Instead, you should opt for a site that is clear, concise and easy to navigate. But that’s not all, you should also include clear call to actions that inspire visitors to invest in your product or service.

It’s equally important that visitors understand exactly what product or service you are offering from the second they visit your website. So make sure the quality of the writing and visual images populating your website are up to scratch. And, as a general rule of thumb, you should adopt the approach that less is more!

The content you use to populate your website should also be relatable and inspire action. This is a key component in any digital marketing strategy and you should take the time to understand how your target market prefer to consume information, as well at the platform this use the most.

Tone of voice is also important and this should reflect your brand identity, ethos and philosophy. If it doesn’t, it is highly likely that your target market will disengage with your brand.

Getting your strategy right is key to every digital marketing campaign

There are a whole host of effective digital marketing tactics that are perfect for complementing and enhancing a wide range of targeted digital strategies.

Allowing you to target and engage with your ideal customer profile, online behavioural advertising and influencer marketing are two of the most effective online marketing tactics.

Online behavioural advertising is a popular marketing method that involves collecting relevant date over a period of time. The data is then used to deliver targeted advertising campaigns that have been carefully selected to appeal to the specific preferences and interests of the type of customer visiting your website. You can also implement this marketing tactic on social media platforms such as Facebook, in order to maximise impact and engagement.

Of course, although implementing an effective SEO strategy is imperative, opting for a Pay-Per-Click strategy is even more important when it comes to utilising the power of digital advertising.

Then there’s Influencer Marketing. This tactic targets the node rather than the individual and is often used to reach your target market through Customer Relationship Management and paid advertising.

Stay in tune with digital trends

The digital world is constantly evolving and growing. With this in mind, if you stand any chance of standing out from your competition and growing your business at a rapid pace, it’s vital that you keep up to date with the latest digital trends.

This will not only prove instrumental when it comes to implementing an effective digital marketing strategy, but it will ensure that you are utilising every strategy and platform available.

At the moment, there are a whole host of relevant digital channels that have proved fundamental in the success of many start up businesses. And, don’t be afraid to try new and exciting strategies as part of your in integrated digital campaign!

For example, video content has continued to prove influential when it comes to adding a new dimension to many digital marketing campaigns, especially when it comes to connecting and engaging with consumers of all ages.

In fact, according the recent statistics published in the media, over 8 billion videos are viewed on social media platforms such as Facebook every single day. And with industry professionals predicting that high impact video content will account for 80% of Internet by 2019, now is the perfect time to invest in video.

And, there are lots of ways that you can make video content work for your brand, especially when it comes to delivering your brand’s core messages. However, if your budget doesn’t quite stretch to video content just yet, there are other ways that you can increase engagement and maximise awareness.

You can do this by making sure your brand has a prominent presence across all social media channels. Social media offers the perfect opportunity to initiate some creative digital marketing that is sure to grab the attention of your target market.
Above all, the digital marketing arena is now more powerful than ever before, and should be a key strategy employed by every start up business when it comes to extending your reach and maximising exposure.

After all, there are no other communication tools that will allow you to remain connected with your target market, 24/7, right?

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is always on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements.

26 May

In-house Marketing or Outsource to an Agency

In-house marketing or outsource to an agency – what’s better for you?

Effective digital marketing is absolutely vital for any business – allowing you to reach out to new customers and reinforce your brand image and reputation amongst existing ones.

But a big question for many companies is whether to handle their marketing in-house or to outsource the role to an agency.

There are a number of pros and cons to consider for both sides of the argument, and it’s important that you carefully consider all options before making a decision.

On the one hand, in-house training is an investment for the future. However, it does require the investment of both time and funds in order to be successful. On the other hand, outsourced marketing allows you to access a team of skilled, experienced, and dedicated professionals as and when you need them. However, this approach can limit the development of your staff in terms of marketing experience.

It’s a debate that’s gone on for as long as we can remember. Ultimately, however, the decision will come down to which approach works best for your business.

So let’s take a look at the pro’s and cons of in-house marketing and outsourcing to an agency, in order to help you figure out which approach will be most beneficial for your business…

In-house marketing – the pros

Faster approvals

An in-house marketing team allows you to have more control over timescales, which typically means that ideas are generated and work is completed faster. Being in constant contact with your marketing team will also allow you to track goals and progress, and review your strategy more efficiently.

Product expertise

One of the key benefits of an in-house marker is that they have daily access to and contact with all departments in your organisation, allowing them to become an expert in your product.

This means that your marketers can learn about your organisation’s history and current roadmap, so they can build a long-term marketing strategy in line with your vision for the company. They can also learn about the finer details of how the product works directly from the development team, which means that they can market it in a concrete and effective way.

Alignment and communication

An in-house marketing team can communicate and align at any time because every team member is just a shoulder tap away. Daily interactions such as weekly meetings and regular catch-ups can help to reinforce the underpinnings of your marketing strategy.

In-house marketing – the cons


If you hire an in-house team, you will have to be prepared to pay a competitive wage to each member of the team. Depending on which area of the country you are based in, the average salary of a graphic designer or web developer is around £25,000 – £35,000. Although this could well be a price worth paying if you need someone on a full time basis, you could retain the services of an agency for far less and you won’t have to worry about sick pay or holidays.

On-going training

If you want to keep your in-house marketing team up to date, you’ll need to be prepared to invest time and training – identifying the training needed to keep your business one step ahead, and then paying for the training itself.

Let’s take SEO, for example, staying on top of SEO and securing a desirable Google Search result isn’t as simple as it might appear and you’ll need to stay up to date with the latest tools and techniques if you want to stay ahead of the curve and your competitors.

Staff retention

Following on from training, staff retention can also pose a problem to in-house teams. Although building the skills of your in-house team is an investment for your business, if more skilled and experienced staff start leaving for better paid positions, you’ll need to invest in staff and training once again.

Limited resources

Whether it’s due to time, budget, or lack of skills, your in-house team will have a limit on how much they can handle in terms of workload. If you decide to ramp up your marketing efforts at any point, it might mean taking on extra staff, or having to set much longer deadlines, which will limit your productivity in the long run.

Outsourcing – the pros


Outsourcing your marketing activities to an external agency can be extremely cost effective, typically costing you just a fraction of what it would cost to hire a full-time marketing member of staff. It also means that you won’t lose out on vital marketing time for holidays or sick leave, as there’ll always be a member of agency staff on hand ready to take over and ensure your campaign continues to run smoothly.

Diverse range of skills

When you outsource your marketing requirements to an external agency, you’ll have access to a huge range of skills and expertise – from web designers, copywriters, advertising specialists, and graphic designers, through to sales consultants, SEO consultants, social media experts, and programmers. To hire this level and diversity of expertise in-house, you’d need to invest a substantial budget in a huge team of staff.

Unrivalled expertise

Marketing agencies work in a dynamic, fast-paced environment and it’s essential that they keep their skills constantly updated and stay up-to-date with the latest industry trends. In order to attract clients and offer new and exciting, in-demand services, agencies needs to stay at the top of their game and compete in an often crowded marketplace.

Agencies also have the advantage of having built up experience in marketing for similar businesses across various industries, meaning they have plenty of knowledge that could benefit your company.


Another benefit of working with an agency is that it’s an extremely flexible way of working, allowing you to scale up or scale down services based upon your specific requirements. As your needs change, the agency will simply change the way in which they approach your marketing strategy.

After all, marketing encompasses a huge range of activities, from blogging through to technical SEO, and not every business will need all of these skills at any one time. And do you really want to spend thousands of pounds hiring a web programmer, for example, when you might not need them in eight months’ time?

Of course, although this is possible with an in-house team, it is far less straight forward as you will have a fixed number of staff with a specific set of skills. This means that you might even find yourself having to outsource specific tasks that you don’t have the skills or expertise to handle within your in-house team.

Free up internal resources

Outsourcing your marketing efforts will free up internal resources, allowing you to focus on what you do best.

All too often, marketing roles are given to existing team members as an extra element of their role. Staff with too many different responsibilities may feel pressured and overwhelmed, meaning that their marketing tasks are overlooked. Outsourcing your marketing to an outside agency will relieve pressure on your in-house staff and free up internal resources, allowing them to be focused elsewhere.

External Perspective

When you outsource your marketing division to an external agency, you will gain invaluable access to an external perspective. Looking in from the outside, the agency will be able to challenge you strategically from the very start of the project and offer advice on what has and hasn’t worked for other clients. This can be hugely valuable, particularly at times of major change or at the start of a new campaign.

Outsourcing – the cons

Less control

Putting your marketing strategy and activities in the hands of another company can be something of a daunting prospect for businesses – and that’s totally understandable.

Although you’ll need to sign everything off and your agency will usually go above and beyond to ensure that you are happy with the results, you won’t have as much control as you would do with an in-house team.

If you would like to discuss outsourcing your marketing with one of the UK’s fastest growing digital agencies please get in touch with the team today to arrange your free consultation.

17 May

What does Voice Search mean for you Local Business

Local Business Voice Search 2017

Virtual assistants like Alexa, Cortana and of course Siri together with advancements in technology, has led to an uptick in people using  voice search while looking for local services in 2017.

For businesses that rely on local search traffic to generate leads and sales, this has important ramifications for their digital marketing strategy.

OK Alexa, Can you tell me some stats on Voice Search in 2017?

Without stats and data it can often be difficult to allocate time and budget to a particular form of digital marketing. So to give you he lowdown on voice search, predictions and stats from current usage. Some of which are worth noting if you have local business.

The Voice Search Stat You Should be Paying Attention too right now!

First off the voice search statistic that is worth paying most attention too. When someone is out and about on their mobile, voice search is 3x more likely to feature local intent, great news! Customer are on your doorstep trying to find services or products locally.

“Mobile voice-related searches are 3X more likely to be local-based than text” via Search Engine Watch

Voice Search  Future Predictions

Much has been made about what the future hold for voice search, there are of course skeptics and ambassadors for moving to voice search over text.

“50% of all searches will be voice searches by 2020” according to comscore

“About 30% of searches will be done without a screen by 2020.” via Mediapos

“By 2019, the voice recognition market will be a $601 million industry”, according to a report from Technavio via Skyword.

Current Voice Search Usage

Nothing matters more than what current voice search usage looks like. You may be wondering if there is any current demand or if being an early pioneer of vice search means you will be biding your time to see the return on your marketing investment.

Google voice search queries in 2016 are up 35x over 2008” according to Google trends via Search Engine Watch

“40% of adults now use voice search once per day” according to comscore

“60% of people using voice search have started  in the last year” according to MindMeld

Why is Voice Search Becoming more Popular?

It’s not hard to see why. Voice searches are fast (we can speak at 150 words per minute, whereas our type rate is only 40 wpm), convenient (instant, hands-free) and becoming reliable… well maybe!

“Humans can speak 150 words per minute vs type 40 words per minute” via Katherine Watier

“42% say that use while driving is  a reason for using voice search” Katherine Watier

Voice Search is convenient, hands-free, and an on-the-go alternative to typed mobile and desktop searches. What’s not quite as obvious is how this latest evolution of search will impact local businesses and local SEO.

So how can businesses ensure they aren’t left behind when it comes to local Voice Search?

Voice search is a growing trend that has been on the radars of SEO Agencies for the last few years.

A recent trends report from Mary Meeker’s found that Google voice search queries in 2016 are up 35x from 2008, something to a local business should take not of for sure!

Wondering what you need to know about voice search as a local businesses? Here are a few of the most important ways voice search is changing traditional local search engine optimisation strategies.

The way People are Searching is Changing

Longer Search Queries

The way people type compared to the way the speak is very different. When people search online through type the search query is normally kept quite short. However when someone uses voice search to conduct a search, we tend to use longer more sentence like commands and phrases. Local businesses can take advantage of this shift by optimising their websites for long-tail local search terms that aren’t yet being heavily targeted by any of the competition.

Conversational Style Search Terms

As well as using longer search queries when we talk to a digital assistant instead of typing we also use a more natural language and tone. .

When you come to write content a key way to optimise this should be by writing in a conversational tone of voice and select the kinds of phrases that are most likely to be used when speaking to a personal assistant.

It’s a good idea to look back at the business’ recent analytics to see which natural-sounding keywords are bringing traffic to the website.

Because of Google limiting what you can see in analytics, you’ll also want to look in Google Search Console and consider using other third party tools like SEMrush (A tool we love and use every day at Digital Ethos). This will allow you to figure out what customers are saying when they use voice search and provides a great starting point for developing a strategy to target voice search as it gains popularity in the coming months and years.

People Want Answers Now

One of the most common current uses for voice search is asking informational type questions. Personal Assistants look to replicate search engines by providing the best and most relevant answer to your question.

This is more convenient than making users wade their way through a list of possible answers (unless the search results don’t match the user’s intent, which is another important issue to consider). However, this also makes it harder for businesses to rank in voice search results.

The solution for local businesses to preform well in voice search? Include the question and more specific information that answers questions unique to the business, niche and industry.

Figure out what your customers want to know and build a content strategy around answering those exact questions. Remember the key ingredient,  focus long-tail keywords and write in a natural tone of voice.

How to rank your Local Business Website for Voice Search

When Google is deciding to rank your website for voice search there are 3 main ranking factors;

Relevance: Does your website answer the user’s question at great depth and knowledge?
Distance: Mainly used for locality, how close is your businesses location from where the potential customer is?
Prominence: How well does your page rank in organic search? Have you amassed good reviews?

If you consider each of these when optimising your website for voice search in 2017, you will have a higher chance of being presented as a result.

Understanding How Customers use Voice Search to find Local Services

Understand how potential customers are using voice search to find what they are looking for is pivotal.

Before you begin anything, you should completely understand the way in which voice search can be used and how your target audience is using it. This will give you a better insight into how you can optimise your website for their needs and rank in the voice search results.

Be Mobile Friendly First

This has been the case for a couple of years now but your website must be mobile responsive. Having a mobile friendly website is one of the key signals that Google will look out for when ranking your website for local voice searches, as most of these local voice searches will be carried out on a mobile device.

Local On Site Optimisation is a Must

As well as being mobile friendly, your website must also be local search friendly. This means that it is optimised for its location. This can be implemented rather easily by including your location, phine number, opening hours and local directions on the key pages within your website, ready for Google to understand and index.

Consider Key Search Queries, Think like the Best

Think about the queries to add to your page titles. These are the things that you know consumers will be saying into their devices when using voice search. For example “What is the best pizza place in Leicester”. Adding phrases like “The best” will be picked up on by Google and give your website a better chance of being included in voice search results.

Customer Engagement

It has been reported that websites get 4.8 times more engagement from intelligent searches (including voice search) compared to standard searches so it is well worth considering optimising your website for voice search as more and more people begin to look for local services through voice search.

What’s to come for Local Voice Search?

Local voice search and the strategies for local businesses to rank in these results will continue to evolve as Personal Assistants get smarter and as consumers’ usage and comfort level increases.

In the meantime, let us know what you think will be the biggest adjustment for your local business will be when it comes to targeting voice search in 2017 and the future.


17 May

Giles Refoy Business Development Manager

A Day in the Life of A Business Development Manager at Digital Ethos

Giles Refoy joined us at Digital Ethos as a Business Development Manager little over 6 month ago. We spoke to Giles to find out what a ‘typical day’ is like, what is success – and what he most enjoys about Business Development.

Hi Giles, what is your background?

I’m a Business & Marketing Graduate from the University of Gloucestershire, where I received 2nd Class Honors in Business Management & Marketing Management with French. I spent much of my early career years in senior sales management roles working for companies such as Tesco, IKEA, Homebase and the Co-Operative.

Why did you decide on a career in business development?

I’ve always had a passion for developing businesses and products – which I have done with varying success! Having worked in retail successfully for the most part of my career I just decided I needed a change, something where I could be rewarded monetarily for the hard work I do and not just a thanks and the potential for promotion every few years. They say it’s nothing ventured nothing gained so I decided to make a huge change and left my retail career behind me to work in Russia in financial services sales.


Well that is a good question, I was approached by a recruiter on LinkedIn and was asked to go to a presentation about working in Russia, and me being me I decided to go and to see what the opportunity was. Having attended I thought to myself I have been afforded the opportunity to work abroad in a reputable company on a new career path and if all else fails I will simply fall back into retail. That was 6 years ago now and I have not looked back.
I was in Russia for just over a year and it was incredible, the training and support to achieve daily targets was great however I missed the UK and decided to return and put into practice what I had learned so I began outsourcing my skills to small start ups who needed sales help but who did nit have large budgets, I maintained low overheads so was able to contract a below industry rates which gave me that edge on more expensive solutions from companies offering the same sales services. My network grew and I began being referred to other companies and I eventually built a small team and a small business called ‘By Appointment Only’. I had not considered doing this and after 4 years decided I wanted to go back to what I loved about Business Development and wanted to work under my own steam and this brought me to Digital Ethos.

Business development has been the perfect route to give me exposure to a wide range of sectors – and working with a fantastic range of innovative businesses, right at the sharp end.

So what does a typical day at Digital Ethos look like for you?

We manage and design campaigns for various clients at Digital Ethos so I have to carefully plan each day. I spend the first part of my morning making sure all meetings are confirmed and everything is running smoothly. Then it’s the calculated plate spinning which all Business Development Managers need to have firmly under their belt as the needs of the business change daily from a task perspective. However a normal day starts with confirming meetings, then to call all prospects who have been sent quotes and/or campaign guidelines with a view to converting them from prospects into Digital Ethos clients. I then begin the job of choosing which industry sector to start prospecting. On average I make between 50 & 80 calls per day, plus sending emails, sending out quotes, writing meeting/client briefs and preparing the teams for their campaign calls. I wear many hats and have to keep everything I do diarised and scheduled so as to not miss any opportunities.

I will then review all client and prospect contact to track engagement and follow up on any interest, as well as any follow ups logged in my CRM. It is important to not only find new leads but keep in touch with existing ones to build a relationship with them. Business development isn’t a quick sale, it’s about building a relationship and a mutual opportunity for the client and the lead.

The most exciting part of my day happens in the afternoon. It’s time to call the leads I have been contacting via email. This is the opportunity for me to deliver a great pitch and offer them the value proposition of Digital Ethos. If all goes well the main part of these calls is about discovering how we can serve the needs of the prospect and this can go in any direction, so I really have to be prepared to discuss anything Digital! I finish the day by reviewing the day’s activity and sending out subsequent emails to provide new contacts to follow up on the next day and updating the team.

What do you love most about the job and what is its most challenging aspect?
I love learning about new industries and the work of our clients, from creative social & digital platforms to scientific research & mobile applications all the way through to automation, recruitment, food & beverages, fashion, financial services, e-commerce and new emerging technologies the list is endless in this rapidly growing world we live in. The challenging part is understanding, the industry and the purpose of our clients sufficiently to be confident and comfortable talking to decision makers to then be able to identify and develop genuine new business opportunities.

What do you do in your free time?

In my spare time well I believe it or not I get the opportunity to perform on stages all over Europe as a Drum & Bass MC. I love to travel and also have a love for Italian and Mediterranean food so holidays tend to be in that part of the world.

What competencies do you think makes a good BDM?

1. A passion for business and what you are selling.
2. Adaptability and the drive to learn about varying industries
3. Being able to use your initiative to spot an opportunity from an insight, or challenge.

Do you enjoy a target driven environment – why?

Working in a target driven environment such as Digital Ethos has given me the encouragement to develop and focus on delivering success for myself and our clients. Winning new business and building relationships is exciting and varied within a Digital Agency, I also feel it enriches me as a person as I am exposed to so many different business models, needs and also cultures. I know that the results are down to me so nobody will be harder on me than myself and that I also love as I control my performance.

17 May

Google Adwords Extensions

Google Adword Extensions – Complete Guide 2017

What if your Ads could stand out from your competition and you could improve click through rate in your AdWords Campaigns AND have a positive effect on your Quality Score? AdWords Ad Extensions let’s you acheive all of this!

What is an Ad Extension Anyway?

Ad extensions allow you to show extra information to your potential customers about your business. They provide the opportunity to add more information to your ad than the basic headline, URL, and ad copy you’re traditionally able to use.

This extra information helps your ad to stand out and get clicked, which in turn will lower your cost per click and in many cases improve conversion rates. This additional prominence gives you improved visibility and added value. Therefore, if you’re looking to boost your paid search performance you should be utilising Ad Extensions. Not only are they easy for businesses to implement, they are displayed at no additional cost.

Ad extensions that are currently available to all advertisers include:

• Sitelinks
• Callout extensions
• Structured snippets
• Call extensions
• Message extensions
• Location extensions
• Review extensions
• Price extensions
• App extensions
• Affiliate location extensions

Within your Adwords account, you may only use a handful of these extensions, depending on your industry. Within every account, you should be utilising sitelinks, callouts, call and review extensions. These can be applied to almost every industry.

How much do ad extensions cost?

Ad extensions do not add any additional cost to your campaign. Google say that on average extensions can increase your CTR by 15%. Ad extensions can increase your quality score, which in turn decreases your cost per click. Therefore, a lot of the time, once you’ve optimised your ads with ad extensions, you can see the cost decrease.

According to Google, “The Ad Rank for your ads with extensions is adjusted for the expected impact of ad extensions and other ad formats by taking into account the relevance, click-through rates, and the prominence of your extensions. The more prominence your ad receives, the more impact ad extensions will have on your Ad Rank”.
When and where can extensions be shown?
Depending on the position of your ad on the Google search results page will depend on whether Google shows your extensions or not. Due to the limited amount of space available above Google’s organic search results for ad extensions, and ads in higher positions get the first opportunity to use this space for extensions. For example, an ad that is in top position gets the opportunity to show all their extensions, whereas ads in fourth position may only highlight 1 or 2 of the extensions they’ve asked Google to utilise. In the below example, you can see that as we go down the paid for listings, the amount of ad space decreases:

Men's Leather Jacket Adwords Extension Example

There’s a limit to the number of extensions each of the lower positions may receive, and in general, you won’t be able to get more prominence from ad extensions than you would from moving up an ad position.

Where can I add extensions into my campaign?

From your AdWords Dashboard Select the campaign or ad group you would like to add your extensions to. Ad extensions can be added at the campaign or ad group levels however, they are only available for Search Network Only and Search with Display Select Text Ads.
1. Select the Ad Extensions tab
2. Click the View: drop-down menu

Adwords Extension Part 1

3. Select the extension you’d like to add, type in the additional information and your extensions should be approved within 24 hours. Usually, this process is much shorter than 24 hours.

If you are looking for a PPC Agency Birmingham, please get in touch with any questions related to paid search and we would be happy to help.

13 Jan

How to Maximise your Website’s Potential

Get the most from you Website in 2017

A website is one is one of your most powerful communication tools, allowing you to connect and engage with your target market, 24 hours a day, 7 days a week.

And with the digital world constantly evolving, it’s more important than ever before that you recognise the importance of investing in a website. If you are looking for web design Leicester then Digital Ethos have all the experience to get the most out of your digital project.

But to maximise your website’s potential, it’s vital that your website is performance focused, responsive and engaging. This is particularly important when it comes to driving traffic and giving your business a competitive edge.

If your website is struggling to drive and generate targeted traffic or even engage with the right people at the right time, we’ve created a helpful guide outlining some of the ways that you can unlock your website’s full potential.

After all, if you stand any chance of making a lasting impression in the digital world, it’s vital that you are able to get the right messages to the right people.

Update your website regularly

It’s super important that you keep your website update with fresh content. This is because if the articles and information on your website is incorrect or outdated, this can have a huge impact on your reputation.

Uploading regular content not only helps you to connect and engage with your target market, but it also allows you to optimise SEO as search engines love new sources of information and up-to-date content.

On the same note, if you haven’t got anything worth saying, don’t say it. A site that is populated with pointless and uninspiring content can deter visitors from engaging with your website just as much as having stagnant content there.

Optimise SEO

There’s no point having a website if no one can see it, right? With this in mind, it’s important that your site has all of the components needs to drive traffic to your website.

SEO involves employing techniques to drive traffic to your site, making it easy to find online. The process involves implementing various SEO strategies in order to achieve a higher ranking on well-known search engines such as Bing, Google and Yahoo.  You can achieve this by ensuring that your website features lots of SEO enriched content and focuses on incorporating lots of key word phrases that your customers would naturally search for. Elements such as Meta tag descriptions, title tags and internal links can also help.

There are a whole host of Leicester SEO experts that can help you to maxmise your website’s full potential, allowing you to drive traffic and spark engagement with the right people at the right time.

Keep things simple

When it comes to the design of your website, it certainly pays to keep things simple. This is because a site that is confusing and cluttered with unusual fonts and bewildering buttons can instantly deter visitors from exploring it further.

Your website should be clean, simple and easy-to-navigate with clear calls to action. There are a whole host of Digital marketing agencies in Leicester including Digital Ethos that can help you to unleash your website’s full potential.

Digital Ethos is a leading, performance-focused web design agency in Leicester. For further information about our digital services, please do not hesitate to contact us.

Think about how your website will function when used with other devices

More people than ever before are browsing the Internet on the move.

With this in mind it is vital that your website is compatible with mobile devices and tablets, otherwise you risk losing traffic and customers.

But that’s not all…Google actually prioritises sites that are Google Friendly, so make sure you check in with your website designer to make sure that your website is compatible with mobile devices.

Choosing the right website design agency in Leicester

Whether you’re based in Blaby, Charnwood, Harborough, Hinckley, Melton, there’s no shortage of digital agencies in Leicester. However, it’s important that you connect with an agency that understands your objectives and most importantly, can turn your vision into a reality.

01 Dec

4 Reasons to Invest in SEO

Why you should invest in Search Engine Optimisation

Are you looking for SEO in Leicester? Step this way! We’ve compiled the top reasons to invest in professional SEO services for your business.

Search Engine Optimisation (SEO) has been an important marketing tool since search engines first popped up on the digital horizon.

What is SEO?

SEO is all about making your website easy to find online. It’s about implementing various strategies and techniques in order to increase the amount of visitors to your site by obtaining higher ranking in popular search engines such as Google, Yahoo, and Bing.

SEO Leicester

Here at Digital Ethos, we offer SEO services in Leicester. Our team of SEO specialists will help you to embrace SEO to grow your business and increase your website’s online exposure.

We can help you with a wide range of core SEO services, including everything from content strategy, local SEO, and organic SEO, to SEO consulting, link earning, and in-depth reporting. Taking a results-driven approach, in just a matter of months, our Leicester SEO experts will produce real, tangible results.

Why should I invest in SEO services?

If you haven’t invested in an SEO campaign yet, now’s the time to get on board! Whether you aren’t convinced that SEO is effective or you don’t think you’ve got the budget, our team will help you to implement an effective, cost-effective SEO strategy that works for you.

Here are just some of the reasons why your Leicester business should invest in SEO services…

It works!

You’ve probably heard that SEO is dead. But as the saying goes, you shouldn’t believe everything you hear! SEO is far from dead – it’s just constantly changing, meaning that you need to stay on top of the relevant tools and techniques if you want to make the biggest impact.

The fact is, SEO works and there is plenty of evidence to prove it! From search traffic and referral traffic, to increased brand visibility and reputation, SEO is proven to bring a whole host of benefits. The key is employing qualified SEO professionals who understand the tools and techniques that work. Our SEO experts in Leicester will be more than happy to go over some statistics and case studies with you…just ask!

It’s here to stay

Again, despite what you might have heard, Search Engine Optimisation isn’t going away any time soon. No matter how the internet and, specifically, search engines change, SEO looks set to continue to play a key role in digital marketing. It will simply adapt as the algorithms and technology behind search engines evolve. Even as visual and video content becomes more and more prevalent, these types of searches still rely on keywords, just as traditional text-based content does. 

Internet Marketing is cost effective

In comparison to other marketing and digital marketing tactics such as pay-per-click advertising, social media marketing, and lead purchasing, SEO is relatively cost effective and typically provides a good return on investment and campaigns can be adapted to meet your budget requirements.

Over time, the ROI of SEO increases. This is because, every piece of content you create, every link you build, and every strategy you implement is permanent and will help to increase your authority and visibility over time.

Increasing importance of Search Engines

For many of us, the first thing we do before investing in a product or service is to search it online, right? In fact, studies have shown that 80 – 90% of consumers now search for reviews online before committing to making a purchase. And, with smart phones, tablets, and other connected devices becoming increasingly central in our day to day lives, this number is expected to rise. It won’t be long before almost everyone searches for products and services on the web so it’s important that you give your business the best possible chance of being found. SEO will help ensure that potential customers find your business.

Digital Ethos provides SEO services in Leicester. For further information or to discuss your requirements further, please do not hesitate to contact us.

Call us now on 0333 772 0189 or request a call back from one of our consultants.