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    Split Testing Titles and H1s: Do They Still have an SEO Impact?

    Title tags and H1 tags have always been at the centre of SEO - no good site audit doesn’t mention them. However, it is tempting to wonder if optimising these things makes much of a difference anymore? At Distilled we have seen that on large pages, getting these things right really does seem to make a difference. Yet, it has always been hard to prove. However, we’ve been piloting our SEO split-testing platform and one of the tests we’ve run focussed on exactly this type of change. This post demonstrates how improving title tags and H1s can make an appreciable difference. Read more

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    Future Talk and Timely Tactics: Everything You Missed at SearchLove Boston 2016

    Our first conference of 2016 has been and gone, and what a success it was! Over 200 smart marketers joined us in Boston for two full days of sessions and a suite of parties to boot. If you didn’t make it along this year, or if you did and want a refresher on the key takeaways, we’ve compiled all speaker decks and the salient points to remember now you’re back in the office. Read more

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What The Block? An Exploration of the Future of Digital Advertising in an Ad Block Climate

Ad blocking is one of the topics Distilled covered in Searchscape (which showcases our predictions for the future of search) late last year, defining it as one of the most poignant topics in search for 2016. At their simplest, ad blockers are apps, plugins or browser extensions that alter or block ad content on a page. Read more

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    What We Learned in April - The Digital Marketing Month in a Minute

    Perhaps unsurprisingly, a lot of April's biggest stories come directly from Google, with the search engine giant trialling a number of new products, along with changes to its Search Quality Rater Guidelines. Other stories come from many of the other tech giants, including a look at their respective financial results (with some seeing better results than others). Read more

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    A Close Look at the Five Most Interesting Talks from BrightonSEO 2016

    Last Friday, myself and a number of fellow Distillers made our twice-annual pilgrimage to Brighton for the excellent BrightonSEO. Throughout the day, we took in as many different tracks as possible to get an overall view of what was on offer. We’ve decided to take a deep dive into five of the most interesting talks from the day, and what we learned from them. Read more

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    Just Let Go! Why Unsubscribing is Critical to Email Marketing Success

    This post will run through some of the negative tactics surrounding email subscriptions. It will also look at how those tactics can have an unseen impact on your marketing success. Finally, we will look into some ways to turn the unsubscribing process into a better experience, even if someone is leaving you for a while. Read more

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    Panic Time or False Alarm? A Beginner’s Guide to Traffic Drop Analysis

    Have you ever been in a situation when your or your client’s traffic has dropped and you’re not sure what to do? How do you know if it's a real problem or just seasonality? Being able to recognise those true traffic drops, as oppose to red herrings like broken tracking or the aforementioned seasonality, is a critical skill for marketing consultants and in-house marketers. You’ve got to know when to reassure your boss/client, and when to suggest action. This post will walk you through the process of confirming what actually happened and understanding why it happened in the first place. Read more

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    The Technical Audit Checklist Made for Human Beings

    Technical audits are one of the activities that define SEO—we’ve all done them. But audits are only as valuable as their impact. Whether you’re a practitioner or an agency partner, your job really begins when the audit is finished. With that in mind, we asked “Can we design an audit that helps make real change happen?” The result is an aware technical audit checklist. It considers the underlying problems we’re tackling (or trying to prevent). It makes technical audits faster, more effective, and more impactful. Read more

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    What We Learned in March - The Digital Marketing Month in a Minute

    It's been another busy month in the digital marketing world. Google has announced a brand new version of one of its major products, and a proposed redesign for another. Facebook is ramping up Instant Articles, in preparation to take on Google Accelerated Mobile Pages. It's also been a busy month for Distilled too, with a number of noteworthy blog posts to sink your teeth into. Read more

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    A Comprehensive Guide to Tracking Offline Interactions in Google Analytics

    Introduced with Universal Analytics, Measurement Protocol is an alternative way of sending data to Google Analytics that gives you far more control than traditional on-page code. In this guide, I’ll look to explain what can and cannot be done with Measurement Protocol and how to deploy it in practice. Primarily this will be focused on the use case of lead tracking, but the lessons here apply to any application of Measurement Protocol. Read more

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    Beyond Search: A Look into the User Acquisition Funnel using Facebook, Unbounce & MailChimp

    When SEO isn’t the best answer, but acquiring users/leads is still important, there are paid tools that should be in one’s arsenal. It’s not just enough to think of throwing money at Facebook, Twitter, Google or even Bing and hoping for the best. Rather, one needs to acutely target, test, record, design and guide potential clients through the funnel to go from visitors to conversions.
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    How to Conduct SEO Due Diligence

    When a company is sold, or a significant investment is made in the private markets, the process typically reaches some non-binding offer or term sheet relatively early in the process. Before that offer becomes binding, or the deal is sealed, there is a need to validate the assumptions and information the seller provided early in the process. This process is called due diligence. SEO due diligence is a process we’ve run a few times to review digital marketing performance and assumptions about future performance on behalf of investors or acquirers. Read more

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    What is the Personal Index and Why Should You Care?

    The personal index is what we at Distilled have been calling search results that are specific to the searcher, and importantly, contain content from their own data. This is as opposed to the public index, the results of which can be accessed by anyone, from any device, although exactly which... Read more

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    Google to Announce that Links are no Longer a Major Ranking Factor

    Let’s be absolutely clear, when Google does announce that links are no longer a major ranking factor, they’ll be presenting a carefully-tailored PR play, and it won’t actually be true in the way it’ll be interpreted. However, they will say it, or something like it, and people will lose their collective minds. Read more

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    What We Learned in February - The Digital Marketing Month in a Minute

    As February draws to a close, it's time to take a look-back and wrap up the biggest digital marketing stories in an easy-to-digest bundle. This roundup includes a healthy dose of Google news, such as AMP developments and a big change in how the Google SERP displays adverts. There's also new Facebook reaction updates, as well as a catch up on the ongoing Apple vs. FBI case. Read more

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