Posts by Tom Capper - Page 3 of 4

5 Reasons Legacy Brands Struggle With SEO (and What to Do About Them)

A post bringing together some of my repeat experiences with larger clients.

DA is the Wrong Metric for Reporting on Link-Building

This article originally appeared over at https://www.distilled.net/resources/da-is-the-wrong-metric-for-reporting-on-link-building/. That URL 404s at the time of writing, hence the new location here.

How to rank for head terms

In effect, this is the blog of my SearchLove London 2018 deck – but should as such be quicker & easier to digest for people who weren’t there on the day.

Internal Linking for Mobile First

Something I’ve been thinking about for a while – what does internal linking best practice look like in a world with mobile first and (it turns out) “noindex,follow” URLs not being re-crawled? It’s easy enough for small sites, but this ought to be a major concern for any site with a 4+ figure page count.

Analytics Black Holes

I’d long noticed on sites with multiple analytics setups, that traffic levels could differ even on unfiltered views. In this post, I tried to dig into the patterns in that data.

Digital Marketing Data Analysis Pitfalls

A bit of a rant about some of my biggest pet peeves in interpreting analytics, rank tracking or ranking factor study data.

SEO Above the Funnel: Getting More Traffic When You Can’t Rank Any Higher

Sometimes, you can’t have any more pie. Perhaps the pie is infinitesimally small. Or perhaps the rest is already taken. Or perhaps you already have the entire pie. In these cases, to progress, you must make the pie itself larger.

The 30-Minute Information Architecture Audit

This article originally appeared over at https://www.distilled.net/resources/30-minute-information-architecture-audit/. That URL 404s at the time of writing, hence the new location here.

Continue reading “The 30-Minute Information Architecture Audit”

The State of Links: Yesterday’s Ranking Factor?

Back in Google’s early days, people navigated the web using links, and this made PageRank an excellent proxy for popularity and authority. The web is moving away from primarily link-based surfing, and Google no longer needs a proxy — so what, in 2017, is the point in links?

(Spoilers: We’re not done with them yet…)

Getting Started with Measuring Brand Awareness

This article originally appeared over at https://www.distilled.net/measuring-brand-awareness/. That URL 404s at the time of writing, hence the new location here.

Few people dispute that brand awareness is an important consideration for companies of all sizes – there’s a half-trillion dollar global advertising industry built largely on that premise, after all. In the SEO industry, however, we’re probably not as aware of it as we should be. I recently published a study on Moz showing that branded search volume is better correlated with organic search ranking in Google than Domain Authority, and as Google gets smarter and links become increasingly unrepresentative of how the web works, we can only expect this relationship to deepen.