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.

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

Time Required


Make Long Tail Keywords Your Priority

Time Required


Improve Internal Linking

Time Required


Make Sure Your Website Loads Quickly

Time Required


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

Time Required



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.

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.

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.

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.

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