Insights

SEO & content

Articles on SEO & content: practical decisions, methods and the context needed before implementation.

What is cost per action (CPA)?

What CPA is, how to choose the action measured in a campaign, and why action cost must be assessed together with its quality and business outcome.

Published 2018-03-01

Keyword research: how to pick the right phrases

Keyword research connects customer language with search intent. See how to build a phrase list and avoid creating competing pages.

Published 2017-08-07

What is SEM? The differences between SEM, SEO and PPC

SEM combines organic visibility and search advertising. Learn how SEM, SEO and PPC differ and when each channel makes sense.

Published 2017-07-03

What is SEO? How organic search optimisation works

SEO helps search engines understand your website and helps customers find it. See what organic search optimisation involves and what is best avoided.

Published 2017-06-27

How to start a blog post: 11 effective approaches

How do you open an article so that it answers the reader's intent quickly? Discover 11 introduction types, examples and a pre-publication checklist.

Published 2016-05-24

Why Website Content Matters to Your Business

Website content explains your offer, builds trust and helps clients decide before they get in touch. Three practical reasons to treat it strategically.

Published 2016-04-29

Content marketing for a company: where to start

Content marketing helps answer customer questions before a sales conversation. See when it makes sense and how to build it without empty texts.

Published 2015-08-16

5 Content Creation Principles That Help the Reader

Discover five content creation principles: from reader intent and original contribution to freshness, structure, and purposeful linking.

Published 2015-07-09