Resources
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The Case for CRO: Your Website is (Probably) Leaking Conversions
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At Distilled, we get a lot of leads from companies wanting SEO. Press them on what they want, and they say, “high rankings”, but is that what people really want? Make a query uncommon and long enough and I’m sure a solid page can rank at the top. But, if no one is searching for a query, who cares what position it ranks in? What people want is traffic, for which rankings are often used as a proxy, but even so, traffic is really only one part of the equation. Read more
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What Web Dev Inadvertently Taught Me about SEO
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Before Distilled, I was a Digital Producer (think: front end developer meets project manager) and worked on dozens of web development projects. So when I started my role at Distilled, I didn’t expect to discover that I’d been inadvertently practicing SEO in following guidelines that make websites accessible to most people. This is because, believe it or not, web development best practices map onto SEO guidelines pretty well. Read more
5 Excellent Talks from the All New BrightonSEO
Friday 2nd September was my introduction to the long-running BrightonSEO conference. As well as it being my first chance to really dive into the world of SEO beyond the walls of the Distilled offices, it was also the first BrightonSEO conference to take place at the Brighton Pavilion. So having had a few days to really digest the talks, I’ve put together my list of the best talks I was able to see. This isn’t meant to be an exhaustive list of the event, as I’m sure you can appreciate I could only see a fraction of all presentations on offer. However, I hope that you’ll be able to learn a thing or two from the top-notch speakers in my roundup. Read more
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3 Ways to Find Answer Box Opportunities
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An answer box is a type of a rich snippet and represents a snapshot of an answer to a searcher's query. It comes in a format of a paragraph, a list or a table and includes a link to the site it is taken from. What makes it so so interesting is that by appearing in an answer box you get to take over the first search result even if you aren’t the top organic result. Doesn’t it remind you of the good old days when you could just tweak an on-page copy and outrank your competitors? Read more
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What We Learned in August - The Digital Marketing Month in a Minute
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While this month's industry news has a number of Google-related developments to tell you about, it's Facebook and Apple that dominate the news with two major stories to tell you about. Apple is dealing with a bombshell tax ruling, while Facebook's trending team has been fired and the machine algorithm acting solo has gone slightly haywire. Read more
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The Handy Guide to Setting Up Scroll Depth Tracking
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How would your marketing approach change if you knew that 80% of your users were only scrolling 25% of the way down your homepage? User falloff can happen for a number of reasons. Perhaps your content isn’t relevant. Maybe it’s too long, or just flat-out boring. Whatever the reason, scroll depth tracking is a great way to find out just how much of your content is actually being seen by your users. Read more
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A More Organized Approach to Technical Audits
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A common task that is required of SEOs is performing technical audits. As an SEO, your ability to look at a website from a technical perspective and provide recommendations is essential to your role. The goal of this article is not to show you how to identify these issues. The goal is not to teach you how to fix the issues you find. Instead, this article focuses on outlining a framework that could be used when approaching SEO. My hope is that this framework will help make our recommendations clearer and more impactful. Read more
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New Ideas, New Content, New Formats! The Distilled Yearly Creative Roundup
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Over the past year, some of the content Distilled has created has seen the highest metrics we’ve ever head. To reach these dizzy new heights, we stepped out our comfort zone and started trying some new formats (as well as perfecting some more of the tried and tested formats we’ve had success with in the past). Let’s take a look at some of the content from last year and the metrics it achieved. Read more
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What We Learned in July - The Digital Marketing Month in a Minute
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While not on the same level as Microsoft's $26billion purchase of LinkedIn, this month's news is dominated by Verizon's multi-billion dollar acquisition of Yahoo. There is also the usual array of news from Google, including more AMP developments. Instagram also gets in this month's biggest stories, with its newest feature, aptly named 'Stories'. Read more
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Ways Recommendations Fail and How Split-Testing is Changing Consulting
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It’s always bugged us that so many recommendations get shoved in a drawer and never seen again. I remember the repeated pain in the early years as we found ourselves getting surprised again and again by the clients who would commission us to create some in-depth audit, and then never make the changes we were recommending. Our obsession with figuring out how to have an actual business impact for our clients meant that this was really troubling for us - after all, a recommendation that never gets implemented can never make a difference. It was so troubling that we ended up crystallising it in our core values. Read more
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JSON-LD in Real Life: Understanding and Implementing Structured Data
Chances are, you’ve already heard of JSON-LD — you might even be using it already. Kudos to you if that’s the case. If you haven’t heard of it, I’d urgently recommend you to read up on what is becoming an ever-more important part of SEO. The good news is that once you have a grounding in it, it isn’t that hard to get right. By the end of this post you’ll understand enough to understand any JSON-LD you come across. Read more
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Give it Up for Our SearchLove London 2016 Speakers
Our annual flagship London conference is taking place on October 17th and 18th 2016 at our favourite venue, The Brewery. Hundreds of marketers from across the globe will gather for two full days of learning and networking and to be inspired by our awesome lineup of speakers. If you haven’t already registered your seat, I’d highly recommend you go do that now, we’re set to sell out this year! Read more
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The Google Analytics Audit Checklist
Here at Distilled, we have pulled together a Google Analytics audit checklist which we will continue to keep up to date as Google Analytics roll out any new features. This is the checklist we use to help all of our clients, and we’ve shaped and reformed it over time, hence why we so keen to share it and help other SEOs, digital marketers, and even small business owners who can use GA but want to make the next step up with their setup. Read more
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How to Make Award Winning Creative Content - Part 2
This post is a continuation of part one of ‘How to make award winning creative content’ , which focused on our Drum Search Award for Photoworld. Following on from the previous post, where we discussed the elements of our CEWE Photoworld work that netted us the Best Use of PR - SEO award, part two will run through the campaign that helped us take home the Best Financial Services Campaign - SEO for our client, Fleximize. Read more
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A Guide to Writing Better Business Documents
One of our core values at Distilled is that it’s not our job to deliver reports, it’s our job to effect change. However, in order to effect change, it clearly sometimes is our job to deliver reports, and we want to get as good at them as we possibly can and make sure we are as effective with them as possible. To that end, I thought I’d collect a few links I’ve seen and thoughts I’ve had over the years on how to do this. Read more
