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Jan Klin & Associates
Charnwood, Hollow Lane
Kingsley, Cheshire WA6 8EF

Tel +44 (0)1928 788 100

The institute IDM Fellow

Google’s ‘Mobileaggedon’ Release

On 21st of this month Google officially released its major mobile algorithm update which favours sites with large text, easily clickable links and pages optimised to show up well on mobile devices.
More significantly it stated that websites which are not mobile friendly will get demoted down the listings.

Does this matter to you?

Firstly, its important to stress this will not affect your conventional desktop or tablet rankings – its just mobile rankings. The thing is for most sites mobile is an increasingly important access device. Mobile access is up this year by 10% to almost 60% on average and of course you can check your own figures through analytics. If you do this you will probably realise the importance of it. Incidentally its not just a ranking factor but a major ranking factor meaning that if your site is not mobile compliant it will get demoted in favour of compliant sites so it is important to put right.

You can easily check your site at this link…. Mobile Friendly Test

The best solution if you have a problem is to make your site responsive. This means whatever device your sites is accessed by will be detected and the relevant size of site displayed. Its standard practice nowadays to make new sites responsive but if your isn’t its straightforward to put right through a simple redesign modification – drop me an email (jan@janklin.com) if you want us to look at it for you and give you an idea of effort/cost involved.

Interestingly its large sites/brands which seem to have the biggest problem with their very large, often complex sites – for example Ryanair, Versace and Nintendo all do not have mobile compliant sites. The smaller your site the easier it is to put right.

The reason Google have done this is to ensure the user experience at sites is positive – and this brings page load times into the mix which is ultra important for mobile access– Google reckons that people abandon pages after 5 seconds and 46% don’t return. So its not just rankings that are important but the wider user experience which will be enhanced by an effective responsive site.
If you want to know more google have published a faqs page which can be accesses here…


Posted in Online Marketing, SEO News | Comments Off

The Truth, the Whole Truth and Google

If, like ourselves, you are actively involved with improving search engine rankings – you will probably be all to aware that for many years the inbound links to your website are a very important signal for Google to base your rankings on.

More specifically this was the basis of Google’s innovation that made the search engine the market leader through its speed and accuracy. Measuring the number and quality and relevance of links into your site was critical to its ranking success.

The problem with this though is that sites which contained un truths, mis information and downright lies could still get high rankings on Google just because other sites linked to them. A problem Google has been wrestling with for some time as it contravenes Google’s major objective which is to provide good useful information for searchers; clearly untrustworthy information should get demoted down the list.
Google is now addressing this – a research team is producing an new algorithm which will promote pages up the rankings for truthful information and demoting those with untruths. Instead of just counting the links it will be counting correct and incorrect facts and ranking accordingly. Theres more information on this here….


How will Google know whats true and what isn’t? Google has a vast ‘knowledge Vault’ it has compiled from the internet over years on facts (2.8 billion of them!) and other items considered accurate and it will use this to apply a ‘Knowledge Based Truth Score’ to webpages which will then determine the rankings.

This is not live yet but we expect a first release before the end of this year so maybe its time to revisit your content to eliminate anything which may be questionable or over hyped?

There will be other simple things it can measure like for example your reviews – if you promise next day delivery and lots of your reviews complain about late delivery, or if you boast exceptional service and your Twiter streams don’t support this – it could be a ranking problem going forwards. Conversely if your website content is in sync with your social media and other external references it will be beneficial.

Will this eliminate the need for links? We don’t think so but it will be a whole new category of ranking factors we need to pay attention to going forwards that over time, and depending on the type of site you have, may become more important than backlinks.

Posted in SEO News | Comments Off

Google Improves Local Search Results

As the link between local results and mobile becomes more important you need to update your local listings if you haven’t already done so.
What used to be referred to as Google local and Google Business at various times has now been wrapped into ‘Google My Business’. This is an integrated tool which allows you to bring together your business listings, with maps and your Google + page. There’s more detail on how to do this below but first I just want to remind you of the importance of local business results.

The first thing is that when people do a search for your business you/they want something like this…..


That is a location map, multiple links, contact details etc. You’ll also want this to render properly on a mobile device if thats what the search was done with….


Perhaps more importantly from a SEO perspective you will want something like this to happen for a local keyword search – e.g. ‘plumber in preston’…..


That is you’ll want to be present in the ‘Google 7 Pack’ and have map results display along side.
This is a matter of ensuring you have a Google + page integrated with maps results – and all this can be achieved by going through the ‘Google My Business ‘ process.
Just go to this page…



and click on to ‘Get onto Google’ which will take you through the process.
The first thing you will be asked is for you to login via your Google account – so if you dont have one you’ll be offered the opportunity to set one up – then its a matter of describing your business and its location – and also the link with your Google + page if you have one. Again if you don’t you’ll be asked to set one up and its important you do since this will be a way of interactively engaging with your customers.

Before this information can be published Google will send you a card through the post with a pin number/reference on it to allow you to complete the registration process by proving its your business you have described.
Once done you’ll have integration between you business details, its location and your Google + page – all accessible through different devices.

The other consideration is then the SEO – getting as high as you can in the 7 pack. Here are the main factors which will maximise your ranking position….

  • ensuring you have your full address on the site along with references to the city/location in the metadata
  • get some good local links (eg local biz directories)
  • Ideally get some reviews (good ones!)
  • get some dialogue going on G+

Best wishes with it

Posted in Online Marketing | Comments Off

Beyond SEO – Revitalising your Web Traffic

Retargeting your web site visitors.

So you are doing really well with your SEO – your are getting lots of traffic but there’s a problem; only 5 in every 100 visitors makes contact by either enquiring of your services or buying from you. In fact you are doing very well if you get this sort of conversion rate, the industry average is 2-3% depending on the type of business you have.

Have you ever wondered what happens to the 95% plus percent who never make contact? After all they had some interest in you thats why they were at your website. Wouldn’t it be great if we could follow then around the web and remind them to revisit us? This is what we mean by retargeting.

Of course some left without making contact because you may not have been relevant to their search – but many may have left because they were shopping around or that life intervened – nature called or they went for lunch or whatever. The chances of them returning even if you were relevant are small; Unless of course we retarget them.

A retargeting example

Here’s a simple example: Yesterday I visited one of our customers’ sites. They are in luxury travel. Later in the day I visited other sites – one was Tripadviser another was a product comparison website. In both cases as I browsed these sites little ads popped up reminding me to revisit the travel site. Of course you need to be a bit careful about this ‘electronic stalking’ so it doesn’t become counterproductive, but just imagine if I was actually on their site looking for a luxury villa holiday in the algarve; I later went to tripadviser and their banner popped up offering a £100 discount voucher I could get by clicking back to their site. This would be a highly relevant way of using retargeting and also highly effective.


Different ways to retarget

In the above example the retargeting was was carried our through Google. Its what Google refer to as remarketing and is an option when you use their Adwords pay per click service – you have the option of having ads appear elsewhere on the web rather than just at the Google search results page. The ads get triggered on the host site after someone has visited your website via a PPC ad to remind them to return.

Of course this only works if you use Google PPC but there are many options now to do this retargeting when people visit your site via any means – through natural search, direct traffic as well as PPC traffic. The technologies to do this used to be the domain of larger companies but over the past couple of years many low cost technologies have become available to allow this natural retargeting to happen; and it can be very effective.

How does it work?

You simply place a bit of code (provided by the technology provider you use ) which appears on your webpages. You can then track these visitors across the web (via cookies) and your technology provider makes sure your ads get displayed to relevant ex visitors at relevant times to bring them back. This is done by real time bidding (RTB) where the provider bids for ad space in real time and if the price is right your ad gets displayed.

Tracking people who are interested in you as they browse the web – and bringing them back to your site for the right reason and the the right time -is becoming an essential component in the digital marketing mix of all businesses and we now have the technologies to do this cost effectively.

There’s a list of the technology providers who provide this sort of service here…..


We are working with a couple of them right now and I’ll keep you posted about our experiences.

Posted in SEO News | Comments Off

Keywords in Domain – Still a Good SEO Tactic?

A few years it was a well known SEO tactic to buy domains which included your target keyword in order to get a good ranking. Indeed the tactic became pervasive and people bought many domains to cover a wide range of keyphrases they wanted a rankings for.

If you sold widgets getting the domain www.widgets.com and an range of domains pointing to it – www.bluewidgtes.com, www.redwidgets.com and others was a good tactic. Does this still work today?

As part of Googles clamp down on low quality sites they introduced a algorithm modification a couple of years ago to downgrade such sites (http://searchengineland.com/low-quality-exact-match-domains-are-googles-next-target-134889).

We all thought that was the death of what was referred to as EMD (Exact match domain) SEO tactics, but today if you do a search for ‘ cheap flights’ you get…


You can see that www.cheapflights.co.uk gets a higher ranking than both expedia and latminute.com even though you can see that both these sites have a higher domain authority than cheapflights.

Here’s another anomaly….


For a search for ‘watch movies online’ You can see onlinemovies.pro and watchmovies-online.ch have a better ranking than Blinkbox which has a massively higher domain authority than them.

So EMD still seems to work. In fact here is a recent study from the canirank blog (http://www.canirank.com/blog/) which seems to support the situation.

And here’s a compelling item from their study which shows that you need around 3 times as many links to rank equally if you dont have keyword rich domains…..


So, do you go out and buy keyword rich domains still? A few points…

Buying multiple domains with keywords in and having them pointing to the main domain wont work anymore (for many reasons)

Having a keyword rich domain will still give you an advantage HOWEVER you will still need to satisfy all other SEO requirements – good quality links, good quality content, proper SEO on metadata etc.

So, its not a alternative to good SEO ( as it once was) its an important factor so long as you SEO the site properly as well.

Having said that how important is it to rank well for one major term? It probably isn’t for most sites– most sites nowadays get their best conversions from many ‘long tail’ phrases rather than from one or two major ones.

Another point to bear in mind is that what works on Google now may not in the near future. So, all things considered our advice would be don’t obsess about buying keyword rich domains – if you have one, great but make sure the SEO is good quality as the EMD itself will never be an alternative to good SEO.

Posted in Online Marketing, SEO News | Comments Off

Your free SEO Audit template

Good SEO comes in several stages of activity, but the starting point has to be the audit – carrying out all those essential checks to ensure your site will perform as well as possible once its optimised.

Some things are nice to have – others are showstoppers if not addressed.

The link below will download an audit we recently did for a client – with the name removed – which you can use as a template to ensure you are carrying out all the important checks.

Your SEO Audit Template.


Posted in Inbound Marketing, New Lessons, Online Marketing | Comments Off

Are links still important?

We still get asked quite a lot about the relevance and importance of back-links from a SEO rankings perspective. Lots of people seem to think that in some way Google has de-emphaised their importance.

Its true Google has made lots of changes over the last couple of years but as far as we can see – and we deal with rankings on a daily basis – links are still incredibly important. Poor quality ones arent though – high quality certainly are.

Getting one high quality link quite often makes a substantial difference to your rankings – the trick is how to find them then create them, but what exactly do we mean by a good link?

A good measure is Domain Authority (DA) and to find yours or you competitors all you need to do is to go to Open Site Explorer – a free tool from Moz at… https://moz.com/researchtools/ose/

Here’s my example…..


This DA – 33 in my case – is on a scale of 1-100, but the significant thing is that its on a logarithmic scale rather than linear.

In practice this means that, for example, getting a link from a site with DA 50 is not twice as important getting a link from a DA 25 site – its more like 10 times more effective. Looking at it another way – getting 1 link from a DA50 site is equivalent of getting links from10 different DA 25 sites.

A good place to start looking for good links is at the sites of companies known to yourselves, who you already have a relationship with – then work out the best way to get a link from them knowing the effort will certainly be worth it if they have a high DA site.

We recently saw one of our customers move from low rankings to top 3 positions – just by getting 1 link from a DA65 site.

Another way of finding such links is through competitive analysis – finding what important links your high ranking competitors have. You can do this using Opensite Explorer and listing their links in DA order. You wont be able to acquire all of their links but there may be some with high DA you could get.

For the more adventurous…..

A more interesting way of doing it is through a dynamic link map….

If you open up a new browser session and copy this url into it bit.ly/SGbDYa.

(open up 2 different windows so you can read this at the same time as looking at the link map)

The size of the blue circles is proportional to DA. If you click on the up arrow in the top left hand corner you will see the links fly in – spotting the larger blue balls is the trick. In this case you can see that the www.webtravelservices.com would be a link worth having.

If you want to create a dynamic site map there’s a blogpost we created which will show you step by step how to do it….

Creating a Dynamic Link Map http://www.janklin.com/blog/creating-a-visual-map-of-your-backlinks

Posted in Inbound Marketing, Link Building, Link Earning | Comments Off

How to build your Twitter followers and keep their attention

You can love it or hate it, but you can’t escape the fact that Twitter is an essential business tool for any company with online visibility. In reality, many people simply don’t understand Twitter, so leave it alone in favour of one of the more familiar platforms. However, if you take a hold of it, Twitter is an awesome lead generator. So I’ve decided in this post to share my secrets how to increase your followers and what to do with them once you’ve won them.

Hashtags are the life blood of Twitter

Hashtags were created by Twitter and have been adopted into the language of modern culture. You see and hear them everywhere, but they only work on Twitter (and Google+, kind of, but I won’t go into that). I see hashtags being used on Facebook all the time, but they don’t serve a purpose there; on Twitter hashtags are a search mechanism and something that can be used to great advantage.

There’s 2 ways you can use hashtags:

  1. To win new followers
  2. To reach a wider audience with your tweets


Winning new followers with hashtags

This is how it’s done. Choose a hastag relevant to your industry, I’ll go with #blogging. Carry out a Twitter search for #blogging and you’ll be shown a list of search results of tweets which include this hashtag. All you have to do is work down the list (be as selective as you want) favouriting tweets as you go. This strategy works on a conversion rate of approx 3%, so if you want 1 new follower, favourite 30 tweets, if you want 10 favourite 300. It really is as easy as that. Depending how relevant your hashtag is in relation to your Twitter Bio will determine the strength of conversion.


Reaching potential customers with hashtags

Because hashtags are an accepted search mechanism on Twitter, lots of people use them. Therefore, if you don’t use hashtags in your tweets you have much less chance of getting seen than if you had. By inserting #blogging into my tweets, I will be seen by anyone who searches for that hashtag. Clearly, they are looking for information on ‘blogging’, so could be a possible business alliance or potential new customer. If I didn’t use the hashtag they won’t find me.

If you’re not sure which hashtags to use, try one of my favourite tools www.ritetag.com

Don’t let your new followers wriggle free

You’ve spent a few hours on Twitter and now have a few dozen new followers. You’ve checked out their bios and they are all genuine accounts who are involved in one way or another with your industry. In other words, you have a perfect audience. What now? Well, the next stage is to create some rocking content to share with them. That way you will be seen as a thought leader, you’ll start getting requests to speak at this conference or that expo and your brand awareness will go through the roof! But, before you get ahead of yourself and chuck all your money and resources into content, there’s something else you can do really quickly…

Use lists to forge relevant bonds

Twitter has a little used feature called Lists. It’s a simple concept, create a list, add people who follow you to it, and you have a convenient way to filter out all the noise. That’s great and pretty useful, but what’s even better (imho) is that when you add a follower to a list they receive a notification.



So, let’s say I have a follower I want to do business with but I just can’t seem to get his attention, I add him to a ‘flattery list’, i.e. one which will make him feel good about himself, such as ‘My Top Bloggers’.

He will then receive a notification which reads: Matt has added you to his list ‘My Top Bloggers’ – how good is he feeling right now? And who is he thinking about while he’s feeling so good? That’s right, me. If I didn’t have his attention before, I have it now.
Now, you can invest in that content you’ve been thinking about and when you’re ready to share it you have a targeted list of Twitter users to send a tweets something like this:

How do you get new Twitter followers? Maybe you have a method I don’t know about. Call Us on 01928 788 100 or email jan@janklin.com

Posted in Content Marketing | Comments Off

Lesson Six – Optimising other Metatags

In addition to the ‘title’ tag we optimised last time, there are a few other important tags which need our attention.

What follows is instruction on how to structure the rest of the tags for your homepage – although these same instructions will be applied to the rest of our website as we move forwards.

So, the Title tag is the most important from a ranking point of view, and here are the others we’ll focus on:-

  1. The ‘description’ tag – will have a marginal effect on ranking but its importance is that it will maximise click throughs to your site if we structure it properly
  2. The ‘keyword’ tag – has very little value for the main search engines nowadays, but we might as well structure it since lesser search engines still use it
  3. The ‘h1′ tag – there are a series of ‘h’, or header tags which add structure to our on-page content. The h1 is the most important from a ranking point of view. Its not essential to have such a tag but it will make a difference in competitive situations.

So, lets take a look at where these tags show up. If you go to google and search for Parrot Supplies, you should get ….


You’ll see the listing in 1st place is Northern Parrots, one of our customers. The blue/purple link is of course their Title tag, and the text immediately below is the contents of their ‘description’ tag.

If you go to their homepage – www.northernparrots.com – and view the source code (as you practised doing in the previous lesson 5), you will see the detail of the description tag in the 16th line down….


You’ll also see, directly above it, the Keyword tag. So heres some detail on exactly how to structure your homepage description and keyword tags….

The Description Tag

The importance of this tag is that it will drive click throughs to your website if its well structured, so here’s how to construct it:-

  1. You have around 25 words (No more then 160 characters) you can show here, so use them all if you can to maximise the visibility of your listing
  2. Make it a bit salesy or ‘call to action’ oriented – again to encourage click throughs
  3. You’ll see that search engines highlight the keyphrases in this tag that have been search for, as you can see in this example of a search for ‘dr martens’….


So, I recommend you have at least one repetition of the phrase in the tag (and no more than two). However it is worth mentioning that the listing in Google may change depending on what Google deems as more relevant to the search.

Keyword Tag

As mentioned previously it has little value nowadays but its ‘best practice’ to include one. I’d include no more than 4 phrases in this tag, and, importantly, make sure they are phrases which appear in the ‘title’ and ‘description’ tags….


Now the h1 tag…

H1 Tag

Content wise it should be very similar to your ‘title’ tag – except that its visible on your webpage, so it should be modified accordingly.

In the following example you’ll see the contents of the H1 tag displayed at the top of the web page, and if you view the source code you’ll see the Title tag has similar content because the phrases Parrot SuppliesParrot Accessories and Parrots Shop are the phrases this page is optimised for…


If you view the source code and search for h1 you’ll see exactly how this tag is structured…


I think that’s enough tuition for now, we’ll address the ‘alt’ tagging two lessons hence. If you have taken in all this that’s great and if you now change these homepage tags you’ll have a pretty well optimised homepage.

In future lessons we’ll show you how to deal with the rest of the site and look at specifics like eCommerce sites and international sites. We’ll then focus on the important process off ‘off page SEO’ – link building and content marketing and the interaction with social media.

Posted in Links to all SEO lessons, New Lessons, SEO Lessons 2014 | 2 Comments

Lesson Five – Homepage Title Tag

Hopefully you have now got some keyphrase rich copy produced for your homepage.

Good SEO is about aligning the keyphrases people search for to both your on-page copy and the associated metadata. (Metadata being the behind-the-scenes code the search engines see, but human viewers typically dont).

The most important piece of metadata as far as search engines are concerned is the Title tag. Its into this tag that you need to position the keyphrases you identified for your homepage.

Firstly, lets look at a well structured title tag from one of our clients. Then we’ll look at your homepage title tag and work out how how to change it.

So, if you go to the Northern Parrots homepage – www.northernparrots.com. The simplest way to see the tag is to right click on the background and click on View Source or View Page Source depending on which browser you are using.


What you should now see is the code as listed below.

You will see at the top (ninth line down) we have the title tag with the contents …
<title>Parrot Supplies | Parrot Shop | Parrot Accessories – Northern Parrots</title> 


The important point about this tag is that the main keyphrase targeted – Parrot Supplies is right at the beginning of the tag. Parrot Shop and Parrot Accessories are also important phrases so they appear near the beginning too.

Here are another couple examples. Follow the process above to view the title tags and familiarise yourself with what well structured tags look like and work out which keyphrases they are targeting:-


Then go and look at your own and make a note of it.

Structuring Your Homepage Title Tag

Here are some specific instructions for structuring your title tag:-

1. Include the main keyphrase at the beginning of the tag

2. Have the secondary phrase directly after it. You can use a hyphen or the ‘pipe’ character ( | ) as a seperator. If in doubt look at the three examples directly above.

3. Put your company name at the end of the tag. (So that when people search for your company name your homepage appears)

4. No more than 10 words in total (keep it below 59 Characters if possible).

5. No unusual characters – stick to alphanumeric plus hyphens, pipes and commas.

6. Use caps for the first letter in each word and lower case for the rest (it needs to look good as it will show up in search results!)

example: Exhibition Trailer, Hospitality Trailers & Display Trailers – Towmaster

One final point – many people conduct searches for local services (around 40%) so you may want to add a geo variable in the mix. This will also be less competitive than the more general phrases so you’ll get ranked more quickly

example: Exhibition Trailer, Hospitality Trailers &amp; Display Trailers – Towmaster Wigan

This will ensure searches for ‘Exhibition trailers Wigan’ and ‘Hospitality trailers Wigan’ show up in the search results.

If you do this make sure you have the location somewhere within the homepage content also.

If you have any problems or questions please drop me an email and I’ll help you out (jan@janklin.com).

You are now ready to upload your new text content and the title tag for your homepage. Go ahead and do it. The next time google bot comes calling (in a few weeks probably) the results of this activity should be apparent.

Posted in Links to all SEO lessons, New Lessons | 2 Comments