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IMC Podcast #4 Optimising your website with structured data

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Continuing on our theme of SEO I thought this interview with Duane Forrester (recorded back in early 2019) would be helpful to show how structured data and schema is a key trust signal for search engines.

We discuss why we should be using structured data on our website, how this impacts conventional SEO and why it matters for voice and augmented reality.

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Episode Notes


Don’t worry about people stealing your ideas

Worry about not making your ideas happen in the first place.

Seth on his blog

When I was a book packager, we ended up publishing about 120 books and pitching another 1,000 that were never published. In all of that time, I can only remember one of our ideas (it was a big one) being stolen from us and published without our participation. That code of ethics created a feeling of intellectual safety. But, at the same time, it was our successful books that were copied the most–and that copying was not just a symptom but often a cause of their success.

If there is one person worth copying, it’s Seth.

Relatedly there’s a good book I listened to called Information Doesn’t Want to Be Free by Cory Doctorow. He argues that by protecting your idea with wrappers of digital copy protection you’re stopping your work spreading and being bought by more people than if you didn’t have any copy protection at all.

Modernising a restaurant’s digital experience

(or websites as I like to call them)

Nice article from Suzanne Scacca on Smashing Magazine on how web developers can help restaurants up their digital game.

Restaurants that fail to digitize going forward won’t survive.

That applies to any business. Key take aways (ahem) from this article:

  1. Think about your customer’s needs and prioritise the website for them
  2. Diversify your income. Don’t rely on any sector or client
  3. Make sure all related social sites and directory entries have consistent branding. If you aren’t mentioned on other sites start work now

Safari 14 Does Not Block Google Analytics

Simo Ahava confirms that Safari’s 14s Intelligent Tracking Prevention does not blog tracking using GA (via Daring Fireball).

For better or for worse, one of the previews showed that is listed among the trackers that are being prevented on websites.

Queue panic and the spread of misinformation like wildfire through the dry brush of first-party analytics.

I was under the impression that the forthcoming version of Safari was just ratting out trackers to users not preventing them.

IMC Podcast #3 Landing page review and on-page SEO

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Subscribe on YouTube, Apple Podcasts or Android.

In this episode, I share some of my conversation with Chris Richards about our landing page review process. It was taken from Club Webinar #16: Improve landing page SEO.

We talk about what ‘On-page’ SEO is, what we look for during a review and of course some tips to improve your SERP (Search Engine Ranking Position).


Episode Notes


How SEO works within a big retailer

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.

Apple’s App Clips

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 often should you follow-up a proposal?

‘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 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.

Infectious Marketing: Blogging and Keyword Strategy, 23rd July 2020 – Free Webinar

In this webinar, Heidi and I will discuss how to capitalise on your blog or start one if you are new to blogging.

  • The benefits of a blog, why you’d do one and how often to blog
  • Blog content inspiration for the different tourism sectors
  • How to capitalise on your blog and give it reach
  • Tips on getting your blog found with SEO and Yoast
  • Advice when researching topics

This event has finished but you can watch the webinar video recording.


Privacy report coming to Safari

Lily Hay Newman at Wired

‘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.

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