A very insightful chat with SEO Manager for Argos, Claudia Higgins over on the evolving SEO podcast.
Really interesting to go behind the scenes on how SEO is justified within a large company, what key factors work for them and the importance of clear reporting and regular communication with other teams.
Announced in Apple’s developer conference keynote a couple of weeks ago was an interesting feature for new apps that enables a small functional portion of your app to be downloaded when triggered by a QR code or NFC tag. Apple’s developer guidelines explain more.
‘Consider creating an app clip if your app provides an in-the-moment experience that helps people perform a task over a finite amount of time. For example:
– A rental bike could come with an NFC tag that people scan to launch an app clip that lets them rent the bike.
– A coffee shop could offer an app clip for fast advance orders that customers launch from a Smart App Banner on the coffee shop’s website. Customers could share a link to the website from the Messages app, which recipients then tap to launch the app clip from within Messages.
– A restaurant could let diners launch an app clip from the Maps app or a suggestion from Siri Suggestions, or scan an NFC tag at their table to pay for a meal.
– A museum could have visitors scan visual codes on labels next to displayed works to launch an app clip that reveals augmented reality content or provides audio commentary.’
This is perfect for all those parking meter apps that require far too much information to signup when all you want to do is pay and run.
‘How many times do you follow up?’ A great question from Dan Barker on LinkedIn. It’s a good thread to read and a great example of how to get engagement on social.
For those who want to know, here’s my proposal follow-up process:
Follow-up 1 (+2 days) – Make sure they have the proposal, offer to answer questions and link to an article on our site that relates to their need.
Follow-up 2 (+7-14 days) – When I follow-up depends on the known timescale. Invite to an event or webinar I’m running or another link to a relevant article.
Follow-up 3 (+30 days) – If I’ve not heard back from FU 1 or 2 then I send https://themagicemail.com this gets 100% response although not always a sale. If I have had follow-up but no commitment. I’ll ask what help they need to move the project along.
In the LinkedIn thread I also learnt the term AHSTIPTO (Always Have Something to Invite People to Offer), apparently I’ve been doing that already.
‘In macOS Big Sur, Safari will include a specific “Privacy Report” to break down what specifically Safari is blocking and give you more insight into which trackers are cropping up in your daily browsing.’
This means that any tracking pixels and code, including Google Analytics, will be clearly listed for all Safari users when they upgrade to macOS Big Sur later this year.
Shaming websites into reducing or removing all trackers on their site is the best way to improve the tracking and data leeching situation. Cookie policies and popups do nothing but confuse the situation and, like many agreements and terms of service online, people quickly click through to get to the information they want.
Using Ghostery in Chrome to test on our site for trackers, it shows we have two trackers. Google Analytics and DoubleClick. The Double click tracker is used by YouTube when we have embedded videos and can be removed by making sure you embed the videos with ‘Privacy-enhanced mode‘, I must admit I thought all our videos were set to use this, it appears a few weren’t. I’ve added a script to fix all videos on our site
Google Analytics will stay for now but I am looking at a way of compiling basic tracking reports locally on the server and not sending this data to Google.
‘Researchers from Kaspersky Lab on Monday said that they have recently observed about two dozen infected sites that found a novel way to achieve this. Instead of sending it to attacker-controlled servers, the attackers send it to Google Analytics accounts they control. Since the Google service is so widely used, ecommerce site security policies generally fully trust it to receive data.’
Clever but very creepy. Check you don’t have an extra Google Analytics profile in your sites source.
This episode is taken from an interview with my colleague Chris Richards on how he ranked his own website utilitysavingexpert.com to compete against the big comparison sites in the pursuit of Google search traffic Chris shares some of the strategies and tools he uses for local SEO, on-page optimisation, keyword research and his in-depth SEO site audit.
I really enjoy talking with Chris about SEO and I know you’ll take away a lot from this conversation.
PS Longtime listeners will hear an appearance from Al Osmond my co-host in the original run of the Something Inventive Podcast.