Knowledge Hub - Search Engine Optimisation (SEO)

SEO is a broad topic, with a multitude of facets. You'll find our collection of SEO related articles, videos and guides here. Our Knowledge Hub is new so check back as we will be adding to it regularly. This content has been developed by members of our team based on their experience, skills and training.  If you are looking for information on a topic not covered here please let us and know. 

Articles 

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Everything you Need To Know About SEO

It’s hard to get your business noticed without a website or some form of online presence. Today, consumers expect to be able to visit and verify a business online, even if they have only seen it in bricks and mortar. That means that the digital space is highly competitive because all businesses are trying to get the attention of the consumer. To get your website seen ahead of the competition, bringing in customers, and driving profit you need it to be shown prominently by search engines when users are searching for the products or services you supply. This is where SEO comes in. Continue reading

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The Ultimate Guide: Search Intent and SEO 

Understanding the search intent behind a keyword will strengthen your SEO strategy and, in turn, deliver more organic traffic through to your website. It doesn’t stop here though; displaying the right content to a user, based on correctly correlated user intent, will help drive greater conversion rates. This guide will walk you through search intent, its place in best practice SEO implementation and how to leverage it to drive revenue. Continue reading

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How To Use SEO To Futureproof Your Digital Marketing

Using best practice SEO is the most effective way to futureproof your site against the negative impact that the current and predicted evolutions in search could have on it. Ensuring that your site is healthy, offers the content your users are looking for, as well as an attractive, easy to access solution to their problems are all ways to align with what search engines are looking for, whilst simultaneously engaging with your audiences effectively. This article offers insight and advice into how best to use SEO to futureproof your digital marketing. Continue reading

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The Role of Video in a Best Practice SEO Strategy

There are many different channels and tactics to consider in a SEO strategy, and one of the most important is content creation and optimisation. Video is a crucial form of content for today’s B2B and B2C consumers that can be leveraged to deliver exceptional SEO results. This article covers what video SEO is and why it is invaluable to your business’s SEO strategy. Continue reading

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Driving Revenue & Conversions with CRO

Your website may be seeing an impressive (or at least a reasonable) amount of traffic, but your leads aren’t converting, and you aren’t seeing the sales volume you’d expect or need. The cause? It’s most likely the fact that your conversion funnel is failing to engage and drive your users. It is likely that your site lacks effective CRO. CRO (Conversion Rate Optimisation) is the practice of optimising website pages to drive conversions, via the calls to action on those pages. Continue reading

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Keyword Research In Digital Marketing 

If you have ever looked into ways to boost your website performance, drive better traffic or rank more highly in Search Engine Results Pages (SERPs) then it is likely you have also heard of Keyword Research. In fact, the truth of the matter is that Keyword Research is actually the most vital ingredient to any digital marketing strategy and should be one of the first actions any business takes in its digital marketing implementation. Continue reading

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Google BERT & Understanding Natural Language Searches 

As well as being our favourite muppet, BERT (Bidirectional Encoder Representations from Transformers) is also an AI language model designed to help Google better understand natural language and deliver better, more intuitive search results. BERT was introduced in November 2018 and started as part of the search algorithm just over a year later in 2019. The biggest algorithm update in over five years, BERT had a large impact on search results, and is now said to be powering up to 100% of all English language queries in Google. Continue reading

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Using Facebook Effectively In Your Local Marketing Strategy

As a local business, engaging with your community is a valuable means of both bringing in new customers and retaining the customers you already have. One of the best ways to do this is through social media, using Facebook and or Instagram. In our downloadable guide, we cover the different ways you can engage with your local audience using these platforms and our top tips and tricks for success.

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Setting Up Your Google Analytics Account For Best Results

Basing your decision on inaccurate data can be damaging and even fatal for a business. Although Google Analytics is a great – and free! – tool, the default setup is not one we would recommend to any business and it should always be adjusted to fit your business requirements and specificities. In this article we explain how to set-up google Analytics according to best practice for your business.

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Local Search – Top Tips on How to Get Ranked for Local Search

For many businesses, big and small, gaining high local rankings is critical to driving quality traffic to their site. If you are looking to improve your local search, we have compiled a list of some key things you should do if you are looking to improve your local search visibility.

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How to Create High-Converting Landing Pages

Whether you are paying for your website traffic via PPC (pay per Click advertising) or being found in organic results, then you should focus on making sure you are maximising the value of every visitor that comes to your site. Effective landing pages can significantly contribute to engagement, conversion and ultimately your bottom line.

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What is a Disavow File

A disavow file is a text (.txt) document which lets you deactivate chosen links (or domains) that link from another domain to your website. Using a disavow file you can let major search engines know such as Google or Bing which links or domain names should be removed from your website’s backlink profile. Continue reading

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What Are Content Audits & Why Are They Important?

Good quality, relevant and helpful content, now more than ever, is key to digital marketing success. The saying ‘Content is King’ wasn’t coined for nothing after all! Great content enables you to reach specific target audiences with the useful information they are searching for. Delivering excellent content is a subtle gesture which shows a willingness to help readers and, as a result, attracts them to your site, assisting rather than interrupting their journey and encouraging them to interact with you. Continue reading

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10 Ways To Generate Better Content Ideas

There are plenty of tools and tactics that can be used to generate ideas that will help shake up your content balance and identify further opportunities for you to provide your audience with relevant, helpful content. Keep reading as we share our top 10 ways to generate digital marketing content ideas.. Continue reading

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Why Should Your Website have an SSL Certificate? The Importance of Doing it Properly

Google constantly updates is algorithms with the intention of improving user experience and security when browsing online. In October 2017, Google made the decision to mark http pages (those without an SSL Certificate) with submit forms, login fields and other data input sections as 'not secure'. Continue reading

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Why Image Alt Text is Important for SEO

Did you know that uploading images without taking the importance of Alt text into consideration can have a negative impact on your website's SEO? This is because search engines, such as Google and Bing, crawl web pages and are unable to understand image files unless an alt tag has been set. Alt text is therefore vital for search engines to enable them to better understand a page and provide people with the best possible results when they are searching online. Continue reading

 

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Is Your Website Marked as ‘Not Secure’ by Google Chrome?

The Google Chrome web browser is extremely popular with almost a 55% share of the worldwide internet browser market. This means that when Google release updates for their popular web browser, it is important the digital world takes notice.

In 2018, Google updated to Chrome 68 and it brought about some changes that anyone with a website should be aware of, especially if that website is still using HTTP as opposed to HTTPS. Continue reading

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The Importance of Understanding a User’s Intent For Better SEO

Search intent is the science of working out what a user is actually wanting to find by analysing their search term. Literally their intent while searching. Identifying the intentions behind a user’s search can be incredibly difficult, after all we all think differently and approach questions from different points of view. However, deciphering it can have a huge impact on your SEO and even increase the quality of your keyword research. Here are a few things to think about when trying to develop your content to better match your ideal customer and their needs.  Continue reading

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Practical Steps to Rank Higher in Organic Search

Ranking in organic search is critical in securing traffic for your website and subsequently generating leads and/or sales for your business. Search engine optimisation (SEO) is one of the most important digital marketing functions to manage this. Given the central role that the internet plays in daily life now, it makes sense to prioritise the tool which facilitates online targeting and optimisation.  Continue reading

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3 Steps to Ensure Good Website SEO Health

The health of your website is linked to your search rankings. For this reason, it is very important to ensure that your website health is, and remains, in good order and there are a few things you can do to make sure that this is the case. It sounds simple, and while keeping on top if these key checks is relatively straightforward, there is a lot more to maintaining a high level of good quality SEO on a website. For now though, let's look at these first 3 steps. Continue reading

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How Understanding Search Queries Can Elevate Your SEO Strategy

Oktawiusz Skrzek (SEO Manager) and Tim Butler (CEO) at Innovation Visual discuss the evolution of SEO, its critical role in the achievement of business objectives and how digital marketers can leverage developments to generate sales and better serve their customers.

Watch now

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Why is Google My Business Important for Your Business?

Setting up your Google My Business listing is one of the simplest and most effective ways of setting your business up to be found online. More and more search queries are becoming geographically specific and Google’s algorithms have been developed to consider user intent. Continue reading

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How to set up a Google My Business Page

If you own a business then you should have a Google My Business (GMB) page. In this article, we will be taking a look at what the setup process for a Google My Business page looks like. Continue reading

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How To Optimise For Google Voice Search

Google Voice Search allows users to search on Google by speaking on a mobile phone or computer rather than typing. You may have seen the icon outlined below, which you can use to enable the feature during your Google search session. Continue reading

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How Best to Optimise Images For Web

In a world where audiences expect information instantly, users are making impressions fast, and they’re using images as vital pieces of information to make assumptions about your company identity and to create a sense of what your business and content is about. But, while we’re busy creating an engaging visual experience for visitors to our sites, images are also busy affecting elements of those site’s technical performance and influencing SEO. As images can both influence the audience and impact SEO, it is important to balance providing an excellent visual experience with making sure images have the best possible performance for ranking factors. Continue reading

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What is Structured Data and Why Is It Important?

Structured data markup is a technical solution based on XML, JSON-LD and/or other digital coding formats used on the web today. It helps search engines and other digital tools understand better what a specific element of a web document is about, classify the page content and provide additional information about the document itself. Continue reading

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How Dark Traffic Can Lead To Inaccurate Google Analytics Data

Every business seeks accurate data. Accurate data can be transformed into useful insights that guide your overall strategy. You may rely on Google Analytics for accurate and reliable website data however if this is the case; you need to be aware of something called ‘dark traffic’. Although dark traffic can go mostly under the radar, it could be having a huge effect on the quality and accuracy of your data. But What is Dark Traffic?

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Why Category Pages are Important on your Ecommerce Site & How You Can Optimise for Success

Having great content on your site – whether it’s an ecommerce site or B2B website, should never be overlooked. Unique, quality content has the power to help you to rank higher in search engines and attract more relevant organic traffic to the site which ultimately leads to higher conversions.

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Case Study

Pedal Cover

PedalCover asked IV to address the SEO issues of their current site and help with organic and paid search. Within 6 months we delivered a 3x increase in site visibility for 70 key search terms and saw PedalCover overtake all of their main competitors.

Read this case study