Building your landing pages around the call-to-action

‘Best practice’ learning promotes placing the primary CTA (call-to-action) for your landing page near the top of the page, above the fold. At face value, this seems logical, right? You want visitors to complete the primary goal for the page, which means following your CTA. However, there are several reasons why this basic recommendation isn’t necessarily true or accurate: 1. The ‘fold’ is a myth The mind-numbing variety of devices (it’s estimated there are about 6,500 and counting!) means that the fold is not a fixed entity and depends entirely on the device type accessing your landing page. 2. Your CTA should be placed where an action is most likely to be taken New visitors to your landing page may not know who you are and what you do. These people are less likely to be willing to commit to an action immediately as they need to know that…

Why you should place regular analysis at the heart of your SEO 

In this article I will review the importance of regular analysis to help SEOs learn what is and isn’t working on their website, helping to inform optimisation and testing programs.

Why is regular analysis required?

The world around us is forever changing which impacts online behaviour. The key reasons for this are:

1. Online search patterns change

This is driven by several factors, including social trends and fads. A fad can drive a surge in specific search activity, only for this to wilt quickly.

A great example is retail fashion – each season has its theme and only a few of these themes will stand the test of time. Also some trends are cyclical/seasonal so will phase in and out of search e.g. Knitwear – popular at Christmas and through Winter.

Screenshot – declining and rising search keyphrases in the UK market