SEO: Crafting Unique and Helpful Content for your eCommerce store with Yoast's Carolyn Shelby

Rosa Mitchell is one of the team at connective3 a multi-award winning digital marketing agency who create market leaders. Working globally with brands such as AVON, Wren Kitchens, and Thortful, Rosa’s specialism is in Digital PR and SEO–with the hard-to-find combination of analytical brain and creative flair!  In this episode, we discuss:  The evolution of link building  The important role of creativity in digital PR campaigns  How to do well in digital PR  Rosa’s four key strategies for successful digital PR and link building  Dive in: [03:16] Transition from journalism to digital PR business director. [09:34] Creating effective digital PR campaigns without buying links. Using link reclamation for brand mentions. [12:58] Create specific, reactive PR for targeted campaigns. [15:24] Understand audience, build relationships, leverage email outreach. [19:14] Rapidly repurpose existing content to generate links. [22:54] Ways to improve digital PR and trends. [24:24] Seek fresh, trend-focused, and evolved ideas. Embrace collaboration and take calculated risks. [27:11] Insider Tips from Rosa!  Find the notes here: https://keepopt.com/201 Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Brad Houldsworth is sales and strategy director at Remarkable Commerce – home of the UK’s most customisable eCommerce platform.And Matt Henton is one of Brad’s happy clients– Head of eCommerce at fashion retailer Moss.In this episode, we discuss:Technical SEO’s important role in eCommerce SuccessThe big project over at MossHow choosing the right metrics can make a differenceDive in:[07:41] Prioritizing technical foundation for SEO success.[10:55] Focusing on technical SEO for big improvements.[14:17] Platform upgrade to address site performance challenges.[16:16] Retailers face challenges with complex system layers.[20:51] Focus on interaction and responsiveness within product pages.[24:39] Insider Tips from Matt and Brad!Find the notes here: https://keepopt.com/200Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor 

Louise Knight is one of the team at Navigate Video, an award-winning YouTube Agency who are focused on helping brands grow on YouTube, including (of course!) YouTube SEO. In this episode, we discuss:  How YouTube SEO requires time and a strategic plan  Why optimisation goes beyond just the videos  Optimising your OLD videos as well as your new ones Engagement and quality as keys to algorithm favorability  Leveraging new features and community engagement Dive in: [05:03] Optimise YouTube videos for higher ranking and visibility. [07:28] Maximise video discoverability through algorithm and tactics. [12:04] Understand audience, prioritize content, improve gradually. [13:35] Channel representation crucial for brand visibility and experience. [16:57] Test, change, adapt, and trust in marketing. [20:21] Improve old video content by editing it. [22:30] Adding clickable descriptions helps index video content. [26:43] Insider Tips from Louise!  Find the notes here: https://keepopt.com/199 Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Carolyn Shelby has been in digital marketing since 1994 (yes, it was a thing even then) specialising in SEO since 1997. She’s now Principal SEO at Newfold Digital and Yoast, continuing to develop innovative SEO strategies, and focused on enhancing the online visibility and engagement for Newfold Digital's brands.    In this episode, we discuss:   Why unique and helpful content is more important than ever  The evolving relationship between SEO professionals and search engines   How AI plays a role in content creation and SEO   Dive in: [04:54] Search engines have matured in significant ways. [07:02] eCommerce brands find it easier to reuse content. [12:04] AI can't generate targeted copy without human input. [13:23] AI anticipates, needs creative prompting for variation. [17:49] AI's diverse role in content creation evolution. [19:28] Helpful content should be the focus and target. [20:47] Insider Tips from Carolyn!  Digital Retail Index: Find out where you’re ranked or submit your own site for analysis >> KeepOpt.com/remarkable ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Emilia Swiecicka & Ali Wood are email marketing experts from Intuit Mailchimp, joining us to explain what all the recent deliverablity updates mean for you. In this episode, we discuss: Data Hygiene The importance of a clean and segmented email list The technical aspects of email deliverability Why consistent engagement and respect for subscribers are key What KPIs you should monitorAnd of course... DMARC, SPF, and DKIM! Dive in: [05:24] Differentiating between delivery and deliverability is crucial. [07:42] Follow-up quickly with customers for engagement. [12:03] Setting up custom domain authentication is simple. [13:37] Security protocols for reducing spam and spoofing. [15:34] For effective email deliverability, cover these regulations now. [17:07] Insider Tips from Emilia and Ali!  Find the notes here: https://keepopt.com/197 -----WooCommerce Deal > Save 30% for 3 months and get a $1,000 migration package for free >>> https://keepopt.com/woo-----****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Hannah Spicer has been helping luxury brands sell more online – especially with their email marketing since 2004. Including roles at Harvey Nichols, Stella McCartney, De Beers, and Kurt Geiger. Wow! She now runs her own consultancy “Hannah Spicer Consulting” specializing in email marketing for an equally impressive list of luxury and fashion brands. In this episode, we discuss: Why you should prioritize quality over quantity in email lists How to optimise your website pop-ups for to grow your email list The importance of continuous testing and analysis  Dive in: [05:45] Encourage sign-ups with incentives and added value. [09:13] Constantly test and adapt messaging to change. [10:19] Standard email opt-in placements, promoting on social media. [14:03] Lead generation ad strategy depends on performance. [17:01] Ask for email address upfront, add later. [18:32] Hannah’s Insider Tips!  Find the notes here: https://keepopt.com/196  -----WooCommerce Deal > Save 30% for 3 months and get a $1,000 migration package for free >>> https://keepopt.com/woo----- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Daniel Budai has been doing email marketing since 2017, and he and his team have helped over 180 eCommerce brands to improve their sales. He’s the CEO & Founder of Budai Media where they focus only on retention marketing – helping their clients both communicate better with their audience AND increasing retention of the best customers with laser-targeted segmentation and automation.In this episode, we discuss:Why you should use predictive analytics in email marketingThe importance of data-driven decision-makingHow to optimise email campaigns through smart segmentation and timingDive in:[03:50] Danie’s interesting eCommerce journey.[06:55] AI in predictive analytics recognizes patterns in data.[10:00] Three things you need for predictive analytics.[12:42] Setting up predictive analytics.[15:53] Identify profitable customers and manage churn risk.[17:41] Importance of churn risk, lifetime value, returning customers.[20:31] Daniel’s Insider Tips!Find the notes here: https://keepopt.com/195-----WooCommerce Deal > Save 30% for 3 months and get a $1,000 migration package for free >>> https://keepopt.com/woo----- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Bridget Poston is a conversion copywriter and email marketer helping DTC clients via her Beeline Copy agency. Where she creates human-first email marketing to keep your customers coming back, and finds untapped revenue within your email list.In this episode, we discuss:the untapped potential of email listswhy brands need to do ab testing, and how they should do itleveraging zero-party data to effectively personalize emailsDive in:[03:58] Transitioned from writing to holistic email marketing.[08:13] Brands should test campaigns multiple times.[10:35] Regular testing until Black Friday for email marketing.[13:50] Using first names for personalization is good, but collecting zero party data is now essential.[19:15] Organize tests in simple spreadsheet for tracking.[22:59] Testing subject lines and offers for flows.[24:40] Bridget’s Insider Tips!-----WooCommerce Deal > Save 30% for 3 months and get a $1,000 migration package for free >>> https://keepopt.com/woo----- ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Aimée López is a senior copywriter and strategist helping global brands get the most impact out of their copy. From in-store signage to SEO and whole cross channel brand campaigns. Aimée’s agency Copy Unleashed have delivered projects for Tate Modern, Top Drawer, GOBI Cashmere, and multiple global brands we’re just not allowed to name! AND in her pitch to be on the show, Aimée even offered to run around town with the URL on a sandwich board.In this episode, we discuss:Using the power of storytelling in product descriptionsThe strategic importance of SEO and unique contentWhy your copywriting should focus on the customerDive in:[03:38] Film background, prestigious school, scriptwriting, London journey.[06:32] SEO requires unique product descriptions, legal disclosures.[10:14] Google now values trustworthy, authoritative content for ranking.[13:01] Proper story framework vital for product pages.[16:55] Finding balance, aligning with customer sentiment.[22:35] Brands must read their customer reviews. [26:06] Hear Aimée’s Insider Tips!Find our notes here: https//keepopt.com/193Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor

Danielle Gipps is one of the team at customer acquisition agency Revenue Growth Agency. Where they are committed to growing ambitious luxury eCommerce brands through a tried a tested Revenue Growth Framework – where storytelling is key.UPDATE - audio issue fixed 29 Feb 24in this episode, we discuss:The integral role of storytelling in connecting with audiencesKnowing your audience and business well for effective top-of-funnel marketingThe power of video content and the necessity of iterative testingDive in:[06:17] Make strong impression on new audience for growth.[10:18] Algorithms target potential customers based on data.[11:30] Viewers make quick decisions, target content effectively.[16:55] Video is crucial for top of funnel.[18:27] Creativity is key for video content.[21:00] Get hands dirty, try, let ideas flow.[24:44] Test thoroughly and stick to best ideas. [26:09] Danielle’s Insider Tips!Book your free 30min storytelling consultation >>> https://Keepopt.com/revenuegrowthagency ****Get all the links and resources we mention & join our email list at https://keepopt.comLove the show? Chloe would love your feedback - leave a review here: https://keepopt.com/review or reply to the episode Q&A on Spotify.Interested in being a Sponsor? go here: https://keepopt.com/sponsor