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The Weekly Wrap – 20th November 2019




SEO: 2019 Google core algorithm updates: Lessons and tips to future-proof your SEO
Here are 3 things to consider from the 2019 Google core algorithm updates (announced in March, June, and September) to help you future-proof your SEO.

SEO: 8 Tried & Tested Tips for Improving SEO & Developer Relations
Here are 8 ways to work more harmoniously with your development teams. 

SEO: A framework for SEO success with structured data
Aleyda Solis and Chris Long share their approaches to using Schema to increase organic search visibility.

SEO: Rand Fishkin on optimizing for and against Google
Rand Fishkin discussed how Google is entering new markets and what brands can do to insulate themselves.

SEO: Here’s Why Inclusive Web Design with SEO Wins 2020
In this article, you’ll learn how inclusive design with SEO creates new opportunities for digital marketers and web designers seeking a competitive edge in search engines.

SEO: Former Googler: Often Someone Assumed Google Took Action But Didn’t Really In That Way
Former Googler, Matt Cutts clarified an alleged action from Google 10 years ago.  

SEO: 11 Deadly SEO mistakes to avoid in 2020
Here are some of the most deadly SEO mistakes that you must avoid in 2020. 

SEO: Tired of manually checking for Google Merchant Center disapprovals? This script has you covered
Here is a script will send you emails you when the percentage of disapproved products in your feed has exceeded the limit you’ve set it, saving you the time and tediousness of manually vetting the Google Merchant Center.

SEO: SEM vs. SEO vs. PPC Defined: What’s the Difference?
In this article, you’ll learn the differences and similarities in key digital marketing terms like SEO, PPC, and SEM, and how the tactics work together in a well-rounded strategy.

SEO: Why Your Thank You Page Is Costing You Money (& How to Fix It)
Here’s how to implement micro-commitments and a yes ladder on your Thank You page to better nurture and convert leads to your core offer.

SEO: The Top 7 Things You Must Know About Google’s BERT Update
In this article, you’ll discover the seven most important takeaways from Google’s BERT update for content marketers 

SEO: What to Do About BERT & Google’s Recent Local Algorithm Update
In this article, you’ll learn about two of Google’s algorithm updates took place in the past two weeks: BERT and Possum, a local algorithm update and how you should respond to them.

SEO: 9 Reports Every SEO Needs: Introducing Custom Report Templates in Moz Pro
In this article, you’ll find 9 custom report templates to help you communicate the value of your SEO efforts to your clients.

Paid: 4 Ways Automation Can Supercharge Your Holiday PPC Campaigns
Here are four ways you can start to protect your holiday campaigns with automation layering.

Paid: How to use new Google Ads Combined Audiences
In this article, you’ll learn how to combine affinity, in-market, retargeting and other audiences to create personas for Search targeting in Google Ads.

Paid: Four steps to create an engagement-based conversion channel
In this article, you’ll learn how to create an engagement-based conversion strategy to convert site visitors.

Paid: How to Use Facebook Ads to Promote Your Content
In this article, you’ll find a step-by-step guide on how to create Facebook ad campaigns to promote your content.

Paid: Google Policy Ad Disapprovals: A Story of False Flags
A how-to guide if your search ads are constantly flagged for policy disapprovals, even if they are not infringing upon any policies.

Social: 6 of the Best YouTube & Video Optimization Tools to Boost Your Views
Here are six great YouTube and video optimisation tools that can help you boost your views.

Social: The Ultimate Guide to Social Listening
This seven-step guide will help you craft a social listening strategy and set up a workflow that works for you.

Social: 11 Ways to Improve Your Facebook Video Ad with a Killer Hook
Here are 11 ways to make your Facebook video ad unmissable with an impressive hook, including starting with blurry images, skipping sound, and more.

Social: How to Use Instagram Hashtags for Business: A Guide for Marketers
In this article, you’ll discover a complete guide to using hashtags strategically across Instagram feed posts, story posts, and IGTV posts.

Social: Facebook Ads Strategy: A New Approach for a Competitive Marketplace
In this article, you’ll discover how Facebook ads have changed over the last few years and find tips to help you change your strategies to keep up.

Social: How to Create an Instagram Content Strategy With User-Generated Content
In this article, you’ll learn how to develop a customer-centered user-generated Instagram content strategy.

Local: Local business study finds 0% of site traffic coming from email, paid media
Here are some interesting findings from the ‘Google Analytics for Local Businesses Study.’ 

Local: Google Local Update (Bedlam Update) Related To Relevancy Not Proximity
Joy Hawkins suggested that the Google Local Update, were largely related to relevance, not proximity.

Local: 4 Tips to Boost Your Google My Business Profile
Here are 4 major points to consider when boosting your GMB presence.

Mobile: Rich answers in Google mobile search more than doubled since 2018, study finds
In this article, we discuss Perficient Digital’s findings regarding rich answers in Google’s mobile search queries.


SEO: Google brings audio news aggregation to smart speakers, phones
Google has launched what it calls “Your News Update,” an audio news feed that you access through the Google Assistant. 

SEO: Google testing car rental comparison ad unit in search results
Google is testing a sponsored widget for car rentals in the search results.

SEO: DuckDuckGo Smarter Encryption Enforces HTTPS Routing
DuckDuckGo announced Smarter Encryption, an effort to restrict users to HTTPS connections.

SEO: Google: We Do Not Penalize Sites Using Old School HTML & Tables
Google’s John Mueller said that Google does not penalise sites using old school HTML, like old table designs or invalid HTML.

SEO: Hey; Bing Has Been Doing The BERT Thing Since April
Bing announced they have been using BERT since April 2019, and have applied this model to every Bing search query on a global scale 

Related Articles:

SEO: Google: GoogleBot Won’t Request Google Analytics & Many Other Ad Scripts When Crawling
Google’s Martin Splitt said that Google won’t request Google Analytics and many other ad scripts when crawling your site. 

SEO: Google Warns Of Chrome Mixed Content Change & Impact On Rankings?
Google said that Chrome is making changes to how it handles mixed content and you should be on top of it for your users.

SEO: Google Video Structured Data Help Document Gets A Big Update
Google’s Lizzi Harvey announced that the video structured data document got a ‘big refresh.’

SEO: Google Answers November Update Question
Google’s John Mueller offered advice what to areas to focus in response to Google’s BERT algorithm update.

Related Articles: 

SEO: Google: Third-Party Data Can Be Skewed In Unexpected Ways
Google’s John Mueller said he would use third-party data as they’re always skewed in unexpected ways and suggested using your actual data instead.

SEO: Google: Search Console Team Working On “New Email Stuff”
Google Search Console’s Daniel Waisberg said that they are currently working on some email related stuff at the SMX East.

SEO: John Mueller Answers About Structured Data and Rankings
Google’s John Mueller said that Google uses structured data information to better understand the entities on a page.

SEO: Google: Malware Reviews Go Faster Than Hacked Content Reviews
Google’s John Mueller said that said that generally Google is quicker at processing malware reviews than hacked content reviews

SEO: Google: Median Time For GoogleBot To Render Is 5 Seconds
Google’s Martin Splitt announced at the Chrome Dev Summit 2019 that the median time for GoogleBot to render is 5 seconds – even the 90th percentile is done in minutes.

SEO: Another Google Webmaster YouTube Series: Search Console Training
Daniel Waisberg, Search Advocate at Google who works with the Search Console team, announced a new YouTube series on the Google Webmaster channel named Search Console Training. 

SEO: Google Update Response Falls Short of Expectations
Google confirms update. Says it’s like other updates. But publishers feel differently about it.

Related Articles:

SEO: SEO myths busted by an ex-Googler
Here are the 10 most SEO myths, busted by former longtime Google Search employee and SEO expert.

Paid: How to use new Google Ads Combined Audiences
Google Ads has started rolling out “and” logic to enable advertisers to build layered audiences for Search. 

Paid: Redesigned Microsoft Advertising Editor now available
The latest version of Microsoft Advertising Editor has an updated look and some new features designed to make it easier to use.

Paid: Google Quietly Rolls Out Combined Audience Targeting for Search Campaigns
Advertisers are seeing combined audience targeting for search campaigns in their Google Ads accounts.

Paid: Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote
Microsoft Advertising’s Christi Olson said that Microsoft’s goal is to help retailers become more competitive and deliver more engaging customer experiences that unlock new revenue and fuel future growth.

Local: Google Maps is Adding Local Recommendations in ‘For You’ Tab
Google Maps is piloting a new feature which sees its Local Guides providing recommendations to users.

Related Articles: 

Local: Google My Business Listings Disappear – It’s A Bug
Google My Business listing area under the ‘Manage Locations’ tab (which is the default page most go to when they login) – you won’t see any listings.

Mobile: Google Ads New Release: Ad Groups for App Campaigns
Ad groups are now available within Google App campaigns, along with expanded headline and description fields.

Read Our Blog Post:

mozcon 2019 rob bucci local search analytics feature image

MozCon 2019: Rob Bucci – Local Market Analytics: The Challenges and Opportunities.

Check Out Our EduTuesday Video:

2019-19-11- Edutuesday - Bert SEO Update - Thumbnail

EduTuesday: BERT SEO Update: The One Thing You Need To Do To Stay Ahead

The Weekly Wrap – 3rd July 2019

3rd July 2019


SEO: Why it’s worth targeting keywords with no-to-low monthly search volume
Here’s why you may want to target under 100 volume keywords to generate targeted traffic and more leads for your website.

SEO: Three tools providing actionable competitive research insight
In this article, we share three competitive research tools that provide highly actionable insights.

SEO: Why Having a User-First Approach to SEO Is Important
In this article, you’ll learn how to have a user-first approach to SEO.

SEO: Google Sandbox: Is it still affecting new sites in 2019?
In this article we will discuss the implications Google Sandbox have for new websites in 2019.

SEO: How to Improve Your Search Discoverability & Boost Lead Volume
In this article, we shared actionable tips on how to improve your search discoverability in order to drive qualified leads and deliver results.

SEO: How to Super Power Your Link Building
In this article, we discuss how to make link building work for you.

SEO: Google’s Diversity Update Gives Smaller Sites a Chance to Rank
This article discusses the effect of Google’s diversity update and concludes smaller sites have a greater chance to rank for competitive keywords.

SEO: AMP HTML Now Supports Autocomplete for Faster Search Experiences
In this article, we discuss how AMP HTML Autocomplete can provide users a faster search experience that will enhance overall user experience.

SEO: Everything You Need to Know About Internal Link Building
Here’s what you need to know when building internal links within your website.

SEO: How to Use User Behavior Analytics to Increase Your Conversions: 5 Tips
Here are five tips on how you can manage user behavior analytics to set yourself up for more conversions.

SEO: Quality Raters Guidelines and Google Ranking Signals
In this article, we discuss if Google’s Quality Raters Guideline considers Broad Core Updates, whilst considering Google Ranking Signals.

SEO: Searchmetrics: Google’s diversity update did impact search results
Here is another study on the Google diversity update that shows the update did help with diversity.

SEO: 7 Best Alternatives to Yoast SEO WordPress Plugin
Check out the following list of the seven best alternatives to Yoast SEO.

SEO: How to spin a bad site migration into higher traffic and conversions
In this article, you’ll learn how to remedy replatforming problems, regain rankings and revenue.

SEO: How to Set up a Well-Integrated Effective Link Building Campaign
This article outlines exactly how to create an effective link building campaign.

Paid: Dynamic Search Ads: What You Need to Know
Here’s everything you need to know to set your dynamic search ad campaign up for success.

Paid: 6 Tips You Need to Get SEM Forecasting Right
Here are six tips to guide your decision-making process when making projections for PPC campaigns.

Paid: Today’s customer decision journey is so complex but AI can help
This article explains how AI can help understand the modern day customer decision journey to enhance your digital marketing efforts.

Paid: 4 Tips for PPC Specialists in the Automation Age
Here are 4 tips for PPC specialists to compete and excel in the age of automation!

Content: Content Marketing: The 5 Most Important Things You Need to Know
Here are five important pieces of knowledge that will help you massively increase your chances of success.

Content: How to Make the Content Marketing Case With ROI
In this article, you’ll learn how to make the business case for content marketing and address the ROI issue up front.

Content: 7 Tools to Optimize Your Old Content for New Conversions
in this article, you’ll learn how to improve conversions with content that’s getting good traffic

Social: 9 Ways to Increase Your Messenger Bot Engagement
In this article, you’ll discover how to encourage people to engage with your Messenger bot on Facebook.

Social: How to Target Cold Audiences With Facebook Ads
In this article, you’ll learn how to determine whom to target with Facebook cold ads.

Social: 5 Overlooked Facebook Audiences to Improve Your Ad Results
In this article, you’ll learn how to create five valuable Facebook audiences in Ads Manager.

Social: 5 Ways to Increase Sales With Instagram
In this article, you’ll find out how to foster a shopper-friendly Instagram presence.

Social: 3 Ways to Improve Your YouTube Watch Time
In this article, you’ll find three easy ways to increase the amount of time people spend watching your videos on YouTube.

Local: What do you do if Google My Business doesn’t understand your business?
In this article, we discuss potential issues that prevent Google from being able to provide an accurate Google My Business page.


SEO: Google To Drop Any Support For crawl-delay, nofollow, and noindex in robots.txt
Google posted this morning that they are going to stop unofficially supporting the noindex, nofollow and crawl-delay directives within robots.txt files. 

Related Links:

SEO: Google Image Search Tests Sticky Image Preview Box
Google has been testing many variations of these image preview boxes in search for some time but this one is bolder because it sticks.

SEO: Google: Updating a Page’s Publishing Date Won’t Make it Rank Better
Google’s John Mueller recently advised that updating the publishing date of a page won’t have an impact on rankings.

SEO: Google Images Makes It Easier To Share GIFs
Google announced you can now share GIFs in Google Images.

SEO: Google: It May Be Worth Looking Into Compressing HTML & CSS
Google’s John Mueller said that it may be worth looking into compressing your HTML and CSS to help your rankings.

SEO: Will Google Crack Down On Sites Leasing Out Its Subdomains
Google’s John Mueller addressed the topic of sites leasing or renting out subdomains off of their main domain and letting third-parties put their content on those subdomains in an effort to rank better in Google and sell more.

SEO: Google Says Sometimes Old Posts Are Still Relevant, But Not In That Example
Google’s John Mueller said old articles and posts may still be relevant today and will still rank as date is not the only ranking factor.

SEO: Google’s John Mueller on Good Links and How to Get Them.
Google’s John Mueller define what a good link is and how to get them, whilst discussing other signals that can power up your rankings.

SEO: Google’s John Mueller on Retaining SEO After Migrating Web Platforms
Google’s John Mueller recently offered advice on migrating to a different web platform with minimal impact on SEO.

SEO: Wayback Machine Now Shows When a Page Was Updated and What Changed
The Internet Archive’s Wayback Machine has a new tool that shows the exact date a page was changed what was changed on it.

SEO: Google Might Be Testing A Text Based Button In Its Search Box
A text based search button have been spotted in Google’s search bar.

SEO: Google: Site Migrations Can Take About A Day If Done Correctly
Google’s John Mueller said ‘if’ done correctly Google can process the website migration effectively.

SEO: Google Confirms GoogleBot Does Not Support HTTP Pipelining
Google’s Gary Illyes has confirmed that GoogleBot does not support HTTP pipelining.

SEO: Alexa.com adds more search tools to its competitive analysis
Alexa is announcing new features that pushes it deeper into world of the search engine optimisation (SEO) and search engine marketing (SEM).

SEO: Google aims to make it easier for SMBs to start using its products
Google for Small Business launches with resources and product recommendations for small businesses.

Related articles

SEO: Google Search Console Adds Mobile-First Indexing Information To Reports & Tools
Google’s adds mobile-first indexing reports to Google Search Console that aims at helping webmasters understand how Google is crawling your website.

SEO: Google Search Won’t Return Search Results For Some Searchers
Google is returning an error that reads “did not match any documents” in the search results for some searches. Google’s Danny Sullivan said they are investigating further into this issue.

SEO: Google Possibly Testing Stackable People Also Search For Buttons
Google spotted stacking the “people also search” for buttons under a snippet instead of a carousel format.

SEO: Google Deprecates Support For Social Profile Markup For Knowledge Panels
Google announced yesterday on Twitter that they have deprecated support for social profile markup specifically for the knowledge panels. Instead Google said you can either claim your knowledge panel and/or let Google figure it out without the markup.

SEO: Google Search Console Alerts: Change In Top Queries For Your Site
Google is now sending alerts for changes in your top queries for your site in Google Search Console.

SEO: Google Search Console Offers Three New Sets of Googlebot Crawling Data
Google updated Search Console with new sets of data to help people understand how their site is crawled by GoogleBot.

SEO: Google May Bring Full Page Screenshot Renders To Testing Tools
Google’s John Mueller hinted that Google may be bringing the full page from top to bottom as Google renders it in the testing tool’s screenshot section. 

SEO: Google: Sitemaps Do Not Directly Impact Your Search Rankings
Google’s Gary Illyes said that XML Sitemap files do not directly impact your rankings in Google Search.

SEO: Google Bug Shows Tons Of Links In Featured Snippets
Google has been spotted links in the featured snippets box on the right hand side panel of the search results.

Paid: Google Expands the Distribution of App Ads
Google Ads is expanding the distribution of app ads, which will now show up more often on iOS devices.

Paid: Google taking Ads API back to beta over performance issues
Google has decided to send its Ads API back to beta. Feedback from developers about slow response times have caused Google to determine that the API is not ready for production usage.

Paid: Microsoft Advertising Offers Clearer Data on Ad Positions in Search Results
Microsoft Advertising will now provide clearer insights on where ads are appearing in Bing search results.

Paid: Microsoft Advertising, FKA Bing Ads, Rolls Out Support for Parallel Tracking
Microsoft Advertising, formerly Bing Ads, is rolling out a series of new features designed to help pages load faster after an ad click.

Paid: Google Ads Introduces New Ways to Promote In-Store Sales
Google Ads is rolling out new ways for local businesses to advertise in-store sales.

Paid: Google May Be Testing Bringing Back Green Ad Label
Google has been spotted bring back the Green Ad Labels for Google Ad listings.

Social: Facebook Updates News Feed Algorithm to Reduce Sensational Health Claims
Facebook updated its news feed algorithm to reduce the reach of posts making sensational or exaggerated health claims.

Social: LinkedIn Introduces a New Way for Pages to Generate Leads
LinkedIn is rolling out new tools to help pages drive leads and measure the results.

Social: LinkedIn Changes its Algorithm to Surface More Personalized Content
LinkedIn is changing how posts are ranked in users’ feeds, tailoring content to their professional interests.

Read Our Blog Posts

How To Improve Your SEO & User Experience With Internal Link Building Image

How To Improve Your SEO & User Experience With Internal Linking

how to use crazy egg to enhance cro activities p1

How To Use Crazy Egg To Enhance Your Conversion Rate Optimisation Activities Part 1 – Setup

How To Conduct Effective Conversion Rate Optimisation To Grow Your Business

how to conduct CRO to grow your business - ignite search blog header

By Kelvin Sim

What is Conversion Rate Optimisation?

Conversion rate optimisation (CRO) is the systematic process of making improvements to your website with the objective of increasing your conversion goals. As we have mentioned in our recent blog post – Your Guide To Everything You Need To Know About Conversion Rates, conversion goals are the desired actions you want your website to produce.

Converting in this context refers to the action you want your visitors to take while they are on your website; this could be a purchasing a product via your Ecommerce website, a subscription to an online service tool or a form submission.

Therefore, CRO involves understanding what your visitors on your website are looking for, their journey as they navigate through your website and the actions they take during their visit. More importantly, CRO also involves understanding what deterrents exists on your website to prevent them from completing your website goals.

Now before you begin your CRO activities, you must first understand CRO’s role at each stage of the marketing funnel.

The Marketing Funnel and CRO

In the previous section we explained that CRO is essentially the process of understating how visitors performed a desired action on your website. To understand this conversion journey, you must first understand the marketing funnel.

The marketing funnel is a system designed to attract and convert customers to your business. Ultimately, the goal is to convert your visitors into ‘paying customers’ – This is subjective to your conversion goals.

There are 3 stages in the marketing funnel:

  • Top of the funnel – Awareness/ Discovery Stage
  • Middle of the funnel – Consideration Stage
  • Bottom of the funnel – Decision/ Conversion Stage

marketing funnel - ignite search blog

Each stage of the funnel carries a specific function. If one stage of the funnel is optimised, more prospects trickle down to the next stage, and this process continues.

Top of the Funnel Strategies

The top of the funnel is all about engaging your visitors with content that will help them discover how your website offers the optimal solution for the problem they’re experiencing.

top of the marketing funnel - ignite search blog

For example, a user may browse through the search engine results page looking for a pair of socks. This user then clicks on a link that redirects them to your Ecommerce clothing store where you offer a broad range of socks. At this stage the user has discover your website and have entered the first stage of the marketing funnel.

At this stage your CRO activities should focus on providing visitors content in a format that they will engage with and encourage them to perform an action that will lead them further down the marketing funnel.

Remember, this stage of the funnel is about engaging your visitors and maximising awareness. It is not about convincing your visitors to perform complete a desire conversion goal, for instance purchasing a pair of socks from your Ecommerce store; that comes later in the funnel.

Middle of the Funnel Strategies

The middle of the funnel is about providing solutions for your visitors to consider for the problem they’re experiencing.

middle of the marketing funnel - ignite search blog

For example, in the given example above your visitor is now aware your Ecommerce store offers a broad range of socks. They are now searching for a pair of socks with their favourite basketball team’s logo on it. At this stage your visitor is navigating through your product listings and seeking more information.

At this stage your CRO activities should focus on developing targeted content in a format that will interest your visitors. For instance, optimising the content at this stage may be providing your visitor a variety of socks with their favourite basketball team’s logo to choose from. This will offer them options to consider and encourage them to perform yet another action that will lead them to the bottom of the marketing funnel – the conversion stage.

Bottom of the Funnel Strategies

The bottom of the funnel is where you want all your visitors to end up as soon as they enter the funnel. The conversion phase of this stage deals with your visitors performing the desired actions and completing the conversion goals you have set on your website.

bottom of the marketing funnel - ignite search blog

For example, your visitor has found a pair of socks with their favourite basketball team’s logo printed on them. Your visitor has now decided to buy these pair of socks and in doing so your visitor will have to enter their personal and credit card details.

At this stage your CRO activities should focus on providing visitors a clear optimal solution to the problem there are experiencing, in this case a pair of socks with their favourite basketball team’s logo printed on them.

Furthermore, the CRO at this final stage is to ensure visitors take the necessary steps in order to complete your conversion goal. These steps must be clearly mapped out in an efficient and effective manner.

The journey from visitor to lead to customer is complicated. However, this journey becomes much simpler when you have optimised each stage of the marketing funnel. With CRO, you’re able to design a marketing funnel that doesn’t have any conversion friction, and your visitors seamlessly transitions from one funnel stage to the next.

Now that you understand CRO’s role in the marketing funnel, you’re probably thinking “Why is CRO important to me?”

Why Is CRO Important For Business Growth

CRO is the process of optimising each stage of the marketing funnel to convert visitors to leads to customer. This optimisation process will help increase the number of conversion goals completed on your website and consequently increase your conversion rates.

Here are 2 major reasons why CRO is important for your business.

  1. Tracking your conversion rate is the key to success.

Understanding and tracking your conversion rate is essential to the success of your business. It can help identify any strengths and weaknesses in your website, allowing you to action the necessary steps to improve your visitor’s journey to completing a conversion goal.

  1. Getting visitors is hard work and expensive.

A crucial metric to consider is the Return of Investment (ROI) in any marketing campaign. Other forms of digital marketing efforts such as Search Engine Optimisation (SEO) and Paid-Per-Click (PPC) advertising campaigns will require time and resources to implement. This makes your visitors very valuable and losing them can be very costly if not done correctly. Although traffic is great indication of how well people can find your website, but if no one is completing your conversion goals then you’re essentially wasting money.


CRO is important because it helps you understand how your online visitors navigate through your website as well as the actions they take/ or don’t take during their visit. To ensure a comprehensive understanding of these website movements it is within best practise to consider CRO at each stage of the marketing funnel. This will help drive visitors to undertake a series of actions that will encourage them to complete the conversion goals you have set on your website. Consequently, when CRO is conducted effectively this will help increase your website’s conversion rates and ultimately, contribute to the growth of your business.