It isn't always easy to determine exactly why you've dropped in SERPs and have seen a traffic dive

You might know the 'flush of victory' when your content eventually hits the first page of search results and attracts significant traffic. Can you imagine the moment it drops one day? Perhaps, this has already happened to you? You’ve taken the effort and have created high-quality content, which should have been fresh and engaging for quite a long time, but something went wrong. Time passed and you've noticed that the page isn't performing that well anymore. The reasons for this may not be obvious at all. If you want to know how you can diagnose the problem, recover and prevent the same decline next time, this post is for you. [si_guide_block id="35519" title="Download our Individual Member Resource – Managing SEO playbook" description="This guide is for marketing and digital marketing managers who need to manage Search…

So, what are the different types of featured snippets and what’s their value?

Ever since they first appeared, there are plenty of reputable articles online that explain how to gain featured snippets. However, most of these don't analyze the value of the traffic using real-life examples and give you a true sense of a business case for acquiring these. We’ll take a look at different types of featured snippets and offer some key findings. One simple reason for the rise in importance of featured snippets for digital marketers is the sheer amount of Search Engine Result Page (SERP) "retail" space these take within search results. They dominate the results page and offer greater visibility for a specific query that a potential customer is actively searching for and thereby interested in. Furthermore, in a previous Smart Insights article,…

Is Google favouring long-form content in its results?

Something rather strange happened recently to the results for one of our major keywords 'copywriting' - see SERPs. For the past 12 months or so, our homepage has consistently appeared in the top 10 results for the term – the largest volume search term in our industry. This page has been replaced with various other landing pages, most recently settling on a guide we produced titled 'How to become a copywriter.' This is despite the fact that this page does not include the term 'copywriting' in the meta data or header tags on the page and has no external back links. I suspected that the replacement of this page may have been due to an algorithmic penalty due to overzealous use of the term in link building to the homepage. However, …

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