What Does the Change to Google Business Profile Mean For You?

GMB profileGoogle has chosen to make changes to its local listing platform. Previously known as Google My Business, or commonly by the acronym GMB, the service is now called Google Business Profile.

GMB has always been seen as a key part of effective local SEO – and that seems to be set to continue under its new name and a redesigned layout.

Here we take a look at the key features of this change to establish what the move to Google Business Profile means for you and your business.

A simpler system

One major aspect of the redesign has been a focus on simplifying the platform so that businesses can claim and verify their Business Profile via other Google products that they use.

Rather than exclusively using the Google My Business app, business owners will be able to manage their profile via Google Search, Google Maps, and their respective apps.

According to Kara Jancourtz, Community Manager at Google: “It is now easier to complete verification or resolve other issues with your Business Profile. Just search for the name of your business on Google or go to your profile directly in the Google Maps app and you’ll see an option to verify the profile or resolve other issues, like profile suspension.”

It seems that Google does have plans to completely retire the Google My Business app at some point in 2022.

Google Business Profile Manager

A big part of the change will focus on simplifying the setup for larger businesses that have more than one location.

The current Google My Business web experience will be transformed into Google Business Profile Manager. This should make things much easier from the perspective of managing multiple different profiles for a single business.

There will, however, be more ways to manage your Google Business Profile through products such as Google Search and Google Maps.

How will this affect your business?

The local listing platform is a key part of optimising for local search. At Artemis, we have always encouraged a strong Google My Business profile for our clients.

And while this platform might be making some changes, we tend to think that a business’ attitude towards it should stay the same. Google Business Profile will continue to be an absolutely essential part of local SEO.

Currently, the interface for using the platform won’t actually change a great deal beyond the branding. And while this will mean some upheaval for the local listings, this change should occur gradually.

Businesses will have the opportunity to more easily claim, access and edit their local listing – and that can only be a positive.

Artemis has years of experience managing Google’s local listings platform and conducting the highest quality local SEO for clients. If you are interested in having us do the same for you, please contact us today by calling 01444 645018 or emailing info@artemis.marketing and we will get back to you as soon as possible.

On-Page and Off-Page SEO: What’s the Difference?

On-Page and Off-Page SEO: What’s the Difference?

On-Page and Off-Page SEO: What’s the Difference?Your SEO strategy is fundamental to attracting customers and turning them into conversions and sales. A high-quality SEO strategy should always include a mix of both on-page and off-page SEO techniques and tactics – there is no point in doing one without the other.

But the difference between on-page and off-page SEO might not immediately be clear – and it is always important to understand your SEO strategy, even if you have an agency doing the work for you.

So, here we present our guide to on-page SEO and off-page SEO, and discuss how the two come together to be effective in a quality campaign.

What’s the difference?

In basic terms, the distinction is simple and obvious: on-page SEO refers to anything that is done on your website to help you rise in search engine rankings. Off-page SEO is what occurs away from your website.

However, there are complexities in both, and it is important to understand the strategies for each and how they complement each other.

On-page SEO

You are in full control of your on-page SEO. This work includes everything that you do for your own website to boost yourself in the rankings. It can include everything from content creation and internal linking, through to more technical work such as URL structure and page loading speed.

When a search engine views your site, it takes into account a range of on-page signals, and these play a major role in how you rank for specific search terms.

Examples of important on-page SEO work

There are actually many different examples of on-page SEO and it is important to include all of them in your overarching SEO strategy. Some of the most important include:

  • Quality content – the old SEO adage ‘content is king’ still certainly applies. Having great content on your website shows search engines that you can provide visitors with what they are looking for. There should be a real focus on quality – all content that you put on your site should be well-researched, relevant, exceptionally written and, most importantly, unique.
  • Content structure – just as the quality of your content is vital, so is its structure. This refers to using the kind of signals that search engines like to see on a page to help them understand its intent. This means utilising headings tags correctly, and skilfully incorporating the keywords that you want to rank for.
  • Linking (internal and external) – we’re not talking about incoming links here (we’ll get to that in a moment). On-page linking refers to links within the content on your site and where they point. Linking internally to other pages on your site is a vital element of good SEO, and it helps search engine crawlers to find their way around your site as easily as possible. It also makes navigation potentially easier for users. On the other hand, linking externally to high quality websites and trusted resources actually shows to search engines that your website is similar to theirs. External linking can also help you win backlinks.
  • URL structure – sometimes overlooked, your URL structure has a big impact on your SEO. Well-formatted web addresses help search engines to understand the hierarchy of the site, and is another feature in easiest possible navigation for crawlers.
  • Page loading speed – an increasingly crucial ranking factor, the speed a page loads is considered by search engines to be an indicator of its quality. Search engines want to present users with the page that they are looking for as quickly as possible. If sites are slow to load, users may click away.
  • Meta title and description – the title of the page and the meta description are always the first thing a searcher sees when they find you in the listings. Using search-optimised phrases in title is an important signifier to search engines. Meta descriptions don’t actually affect your ranking, but failing to write one can lead to search engines automatically generating one.

Off-page SEO

Off-page SEO work refers to anything that affects how you rank that isn’t done on your website. Search engines don’t only consider your site when they rank you – they also consider how you are perceived by other sites. Do quality sites link to you? Do you have good ratings on independent review sites?

The stronger your off-site SEO, the better you will rank.

Examples of important off-page SEO work

There are many off-page factors that influence your SEO. Some important ones include:

  • Google My Business (GMB) – GMB is a free tool Google offers to business owners to allow them to appear in different location in organic search listings and Google Maps. The large bar appears in the right-hand side of the search results, making a striking visual impression. A well-optimised GMB profile can be a big boost for your local SEO.
  • Reviews – your ratings on independent review sites such as Trustpilot, Facebook, Feefo, and especially Google Reviews are a crucial ranking factor. Getting good reviews indicates that your site is trusted.
  • Link building – incoming links remain one of the most elements in search engines determining your perception online. Earning links on high quality sites shows Google that your website is trusted. It’s vital you avoid low quality links, as they can have a negative effect. Your focus should be on getting the best possible links you can.

At Artemis, we experts in all aspects of SEO. Our team can manage all elements of both on-page and off-page SEO. If you are interested in learning more, get in contact with our experienced team today.


The Three Pillars to a Successful Google My Business Profile

When looking to improve their SEO, many businesses focus solely on optimising their website. Whilst this is hugely important, it is far from the only way that businesses can improve their search rankings. There are other extremely valuable opportunities to rank locally, namely by optimising your Google My Business (GMB) profile.

GMB is Google’s business directory, containing information about businesses ranging from their address and contact details to specifics about how they operate and the products or services they offer.

Creating and maintaining a strong GMB profile is a sure-fire way to increase your online local visibility.  Many factors impact how successful your Google My Business profile is, but we’ve narrowed it down to three: Proximity, Relevance, and Trustworthiness.

Here we take a look at the three pillars of a successful GMB profile and what you can do to maximise your business’ profile.

  1. Proximity

GMB is most important as a function of local search. Customers are more likely to use businesses in their vicinity – so it is vital that your GMB profile is centred around your physical location.

There are a variety of ways to focus on proximity within your GMB profile – of course, a huge part of this is ensuring that you have the correct address and postcode in your GMB listing. It might seem obvious, but inconsistencies here can create problems, not to mention confusion for your customers.

Now it goes without saying that you can’t pick up and move your storefront, but companies that offer a service frequently operate in a wider geographical area than what is listed as their core address. By specifying this radius in the service area section, businesses can improve their chances of ranking for prospective clients further afield.

  1. Relevance

Your GMB profile must show good relevance to the search topic – if you are offering hairdressing services, you don’t want to be ranking as a local restaurant. To increase relevance, optimising your GMB profile is key.

It is important to consider the most suitable categories that define your business – take the time to go through the available categories to make sure that you are using the right ones. It is also worth adding products if you are an eCommerce business, or services if not.

You can also show your relevance to the specific search queries via writing a high-quality company description that really sets out the niche of the market you operate within, as well as the industry as a whole.

  1. Trustworthiness

Unsurprisingly, the more positive reviews a business has, the more they will develop trust with potential customers. And this has a snowball effect. According to Brightlocal, 87% of customers now read reviews on local businesses. This indicates that they are a significant factor in the consumer decision-making process – and should therefore be a vital part of your GMB profile.

Another way to develop trust is by adding personal images to your GMB profile. Are you a local restaurant? Add images of your seating area and the food you serve. Are you a construction firm? Add images of your team along with before and after images of projects you have carried out.

According to Google, listings with photos receive 35% more clicks through to their website than those who don’t. So whatever it is that makes your business unique, showcase it through your images.

Our seasoned SEO professionals are leveraging GMB for our clients. To get the most out of your Google My Business profile, get in touch today.

UX and CX Difference

User Experience and Customer Experience: What’s the Difference?

While user experience and customer experience may sound like different terms for the same thing, nothing could be further from the truth. There’s a distinct difference that marketers and businesses should be aware of when targeting audiences, particularly where web design is concerned.

A good web designer knows how to bring in the wider context of the customer journey into their work, considering each stage from research through to purchasing a product or service. But they’ll also need to incorporate features that enhance the user experience as well. Here are the key differences between user experience and customer experience.

What is User Experience?

User experience focuses on the overall experience that someone has with a product, whether it’s a website, an app or something else entirely. For someone designing a product, this means looking at the visual impact of it as well as how easy it is to navigate and use. It also encompasses factors such as page loading speed and interactivity.

These vital signs form part of the page experience ranking signal that has an impact on search engine rankings. The overarching goal of user experience is to ensure that the user has a positive journey from start to finish.

What is Customer Experience

The scope of customer experience is much broader than user experience, as it extends beyond just using the specific product. It encompasses all channels and touchpoints that the customer has with a brand, from customer service to the sales process, advertisements, product delivery and more. In order to influence a positive customer experience, all facets of a brand’s strategy need to be aligned.

How UX and CX Work Together

A great example of seeing how UX and CX work in conjunction is an online retailer that sells spectacles. The user experience side of this process would involve the potential customer creating an online account – the navigation and visual layout of the site impacts how easily they can do this and whether they are able to fulfil their objective.

But perhaps the user finds the process of inputting their prescription and size details confusing and complex. This is where customer experience comes into play.

The user then speaks to a customer service assistant who can tend to their issues quickly and provide a positive experience through explaining the process, even offering a discount for their next purchase.

This is an example of negative UX but positive CX, but of course, the situation can easily work the other way around as well. For any business, consistency is key and it’s important that both UX and CX are carefully considered for a positive brand reputation.

5 Star Review

How Can UX Be Used to Improve CX?

User experience has enormous influence over customer experience and there are strategies that brands can employ that will help them ensure that all customers have a positive user and customer experience when dealing with the business.

Firstly, it’s important to ensure that users have easy access to contact details. This includes plenty of clear and visible calls to action, easy contact forms that are quick to complete and live chat options, as well as prominent contact details so people can get in touch.

It’s also vital that users have a quick route to purchase and a streamlined journey that makes it as simple as possible to research the product or service they need and checkout.

From an online perspective, quick page loading speeds, visual stability in the form of consistent page features and mobile-friendly websites all contribute towards a positive user and customer experience.

You want to ensure that customers are able to interact with your brand as easily as possible, not just online but also in person as well, so that they have a stress-free interaction without any frustrations.

Final Thoughts

It’s important to balance both user experience and customer experience in all areas of your business. Not only does this help influence your brand’s reputation with audiences but it’s also important to SEO and page rankings as well. Having a combined knowledge of SEO, UX and CX makes a massive difference to the success of any marketing strategy, so it’s well worth investing time into.

At Artemis, we are specialists in both customer experience and user experience and we would be happy to help you optimise your site for both. Get in contact with us today to learn more.

Featured Blog Image

Taking Your Small Business Online: What You Need to Know About SEO

For any business, SEO plays a crucial role in online success. But it’s especially important for small businesses looking to grow and expand their reach. Taking your business online is all about maintaining a positive and consistent presence and carefully considering your campaigns in order to maximise their efficiency.

What’s more, with the rise of online services now in the wake of the pandemic, it’s never been more critical to utilise technology in the right way. In this post, we’ll take you through some of the main points you need to consider when shifting your focus online and everything you need to know about the importance of SEO.

Write Great Product Descriptions

Product descriptions play a key role in helping your customers understand the benefits of a product as well as improving credibility and helping your audience find specific the products they’re searching for. If you’re relying on a loose, fluffy copy that isn’t descriptive or detailed, you could be missing out on a prime opportunity to convert.

Ensure that all of your product descriptions are engaging, detailed and include keywords to help boost the SEO benefits for search results.

Provide Easy Navigation

There’s nothing more frustrating than trying to search for a product on a site and not being able to find what you’re looking for.

So, a top tip for taking your business online is to prioritise the user journey and ensure that they have a positive experience from start to finish. One way to do this is to take a look at your analytics data and check that visitors aren’t dropping off at any stage before making a purchase. If they are, you can make amendments to your content or layout to help streamline the journey and make your site easier to navigate.

Keep Shipping Information Clear

Abandoned baskets could provide a clue as to how noticeable your information about returns and shipping charges are. If you’re getting customers to the checkout stage and then losing them at the final hurdle, you may want to assess the visibility and accessibility of information regarding delivery times, charges and returns processes.

No-one wants to go through the process of making a purchase only to be turned off by the prospect of a hefty shipping rate.

Take Advantage of Cross-Selling

Websites provide a great opportunity for upselling and cross-selling, so make sure that you’re informing customers of similar products that may be of interest. It’s well worth including links to related products to customers who are ready to buy, such as ‘People who liked this also liked…’.

Not only does is increase sales revenue and customer satisfaction but it can also help improve the overall customer experience by informing them of products or services they otherwise wouldn’t have known about.

Optimise Images

An area of SEO that is often overlooked is images – they are an important part of site loading speeds and can also improve search rankings. For eCommerce businesses, image SEO should be a huge focus, so make sure that alt tags are included, sizes are optimised for quick loading speeds and that captions are relevant.


Consider Chatbots for Better Customer Support

A great customer experience is key to any business but especially those in the eCommerce sector. Chatbots can be a great addition to your site in helping to guide users through the buying process and helping them find what they need. It can also free up valuable time from your staff in answering frequently asked questions. Live chat delivers real-time assistance to customers who want to check details before they make a purchase and has been proven to increase order value and build better customer relationships.

Check Your Hosting

No business wants poor hosting that lets them down the moment they start to receive a boost in web traffic, so make sure that you choose a reliable hosting company that can support your business through busier periods. Cheap web hosting is a false economy and can cost your company in the long run, not just in sales but also with regards to your reputation, so don’t be tempted to scrimp in this area.

Final Thoughts

From the strategic placement of internal links to optimised images and a clear user experience, small businesses have a multitude of opportunities to boost their SEO performance and enjoy online success.

At Artemis, we specialise in the high-quality SEO for small and medium-sized businesses – we would be happy to help you take your business online. Contact us today for more details.

Branding: Secret Weapon to SEO

Branding: the secret weapon of SEO

Standing out from the crowd in the world of business is critical and it’s precisely for this reason that branding is so key – it defines your business and is how people identify your company. But branding has been seriously overlooked as a tool of SEO and digital marketing. So, what is it about branding that makes it so crucial and what role does in play in SEO?  

What is branding?

In the minds of many, branding is just the colour scheme on your website or what your logo looks like. But while these elements are important, there’s far more to branding than just visual details. When branding is done well, you’ll find it woven into the very fabric of your business, from customer experiences to your values and reputation. Tone of voice and messaging, values and personality all fall under the umbrella of branding. In other words, there are non-tangible elements to your business that your branding is responsible for, which help a customer pick you from the crowd. 

Branding: Secret Weapon to SEO

How can branding help SEO?

Google uses algorithms to decipher where a website needs to land in the search results. There are various factors that play a part in this ranking system, from the keywords used and the quality of the content, to links, time spent on page and how quickly a page loads.

The good news is that each of these elements can be tracked and tweaked easily for a higher success rate. Branding is one of these elements, but the difference is that it works indirectly, making it harder to measure. But that doesn’t detract from the importance of it when it comes to page ranking. Here are some of the reasons ways branding affects SEO.

A boost for your inbound links

Inbound links from authority domains are one of the main ways that Google determines search engine rankings, but these links need to be relevant and placed naturally in-context; they need to be earned through editorial merit rather than traded or purchased. When links are included from a trusted, respected brand with a strong reputation, click-through rates will typically be higher due to more people being attracted to the site, which is great news for your business. 

It encourages social sharing

Social proof accounts for a small but significant percentage of ranking factors. In the same way that inbound links indicate that your brand is trustworthy and reputable, a greater volume of shares on social channels like Facebook, Twitter, and Instagram equates to increased visibility and reliability in the eyes of Google. 

Click-through rates are enhanced

Click-through rates, check-ins and clicks to call are all behavioural cues that tell Google your business is a trusted establishment. For example, if a dependable site ranks lower on the page but users skip higher results to click through to the link that’s believed to have the most dependable information, Google will push this result up in the rankings as it can see that it’s the business that people trust most. 

Branding and SEO can help shape your reputation online

The Search Quality Rating Guidelines set out by Google mention reputation on numerous occasions, particularly in relation to ‘what outside independent sources say about the website’. What this proves is that what others say about your business is just as, if not more, important than what you say about yourself, whether that’s in the form of news articles, forum discussions or third-party rating sites. 

Having a great brand reputation sits at the heart of this and it goes a long way towards where your ranks. It’s for this reason that brand mentions are so critical – when your business has strong branding and a great reputation, more people are naturally going to mention you. 

But while brand mentions are important, so is SEO. The two work together to boost your position in the rankings, as those higher up in the SERPs are more likely to be trusted than those several pages back. In order to build brand awareness and see a positive return on investment from your SEO strategy, you need to develop your branding and vice versa. 

Final thoughts

A thoughtful and considered brand-building strategy will boost your reputation as a business but it will also support your SEO efforts. Both SEO and branding are critical to any business success, impacting your visibility, sales and profits. When strategising, it’s important that these two factors are developed in harmony with one another for the best results. 

At Artemis, we are specialists in SEO and we understand how to use branding to maximise your website in order to boost conversions, sales, and profit. Get in contact with us today if you would like to learn more about our SEO services.

The role of content in boosting your local SEO

The rise in the importance of local SEO has been dramatic – once only a small niche in search, creating content and optimising for local search terms has become essential for businesses with any kind of physical presence. 46% of all searches are looking for local information, which shows just how vital it is for any business to ensure that they rank well around location-based terms.

Content writing has an important role to play in the deployment of your local SEO strategy – and many of the most useful ways to improve your rankings are commonly overlooked. Here we take a look at how written content can boost your local SEO.

Optimising your Google My Business

Google My Business has become a vital aspect of local SEO, as Google has looked to encourage businesses to provide it with the most up-to-date and accurate information about the company. GMB is considered to be Google’s specific tool to help businesses appear as they should in the listings – and an authentic and updated GMB profile should be rewarded with a position in the sidebar space.

But content can also play an important role in optimising your GMB profile to ensure that the description of your business includes relevant keywords and phrases. These won’t affect your search rankings in any way, but they can help your profile stand out and reinforce to potential customers what you do.


Strengthening meta descriptions and title tags

Sometimes overlooked, meta descriptions and title tags are still important – especially to local SEO. When a customer makes a location-based search, they are shown the SERPs and at that point in many searches it is still only the title tag and meta description that provide any information about what is contained on the page.

A well-written meta description should include the location term you are targeting so that it shows up in bold in the SERPs. And a strong title tag reinforces and reassurances the potential visitor with what they are clicking on.

Expert local content

Google is getting smarter and is increasingly learning what constitutes great content on a website – and how to best serve up that fantastic content to searchers. Writing remains an absolutely invaluable form of content that is useful not only from Google’s perspective, but also for the user. Providing great local content related to your industry can be a huge benefit from a local SEO perspective, as Google begins to associate your site with valuable local information.

This could include anything from educational content to local events and news – anything that is relevant to your business and incorporates the local area. Creating this kind of content is a fantastic way to discover a market niche that can bring visitors back to your site again and again. Spend some time conducting research into who your local customers are, and what they are interested in. This will allow you to develop a smart content strategy.

Content for local intent

It is also important that you should create pages and support content around local keywords and search terms. This is vital in narrowing the competition for the terms and reaching the audience that you are interested in. Ultimately, Google needs a good number of signals that your website serves a local audience – when the algorithms understand this, they are more likely to rank your page highly for local results.

It is important here that you should utilise local schema markup as this is still underutilised by businesses;  this can be a great way to gain competitive advantage over them.

Local link building

Links are still arguably the most vital currency in SEO – and this is no different in local SEO. In fact, it is magnified. Local links have fantastic relevance to your business, as Google is able to understand that a local site linking to another is a great indicator of the quality of that site. The sophistication of Google’s algorithms continues to grow, so the importance of gaining high-quality local links will only become greater.

Creating excellent resources and useful content is still an excellent way to earn high-quality links back to your site from authoritative local websites.


Encouraging reviews

Reviews are absolutely essential to local businesses, so it is no surprise that they carry a lot of weight from an SEO perspective too. But many businesses can be accused of not really doing enough to encourage customers to provide reviews of their products or services.

However, high-quality content writing can help here too. Smart messaging and strong calls-to-action (CTAs) can have a huge effect on customers, and can be the difference between them leaving a five-star review for your site, or clicking away.

Writing for specialist local directories

There are many directories that your business should be listed in as a matter of course – this differs by industry but could include anything from TripAdvisor and Yell to Yelp and Thomson Local. But many businesses fail to utilise strong local directories with a good reputation. These can be an extremely valuable place to list your business.

On these directories you will need a short description of your business, and content writers can create these for you. Good business descriptions should include all of the relevant details about your organisation. And in case you’re thinking of copying the text from your homepage, be aware that many directories will not allow the use of duplicated content.

Final thoughts

Content writing has a major role to play in all aspects of SEO, and it is certainly true of the work you are doing to get your business ranking on local search terms. It is a great idea to work with specialist content writers who understand the needs of SEO, as well as how to write excellent content.

And of course, it should also be stated that while content is extremely important, there are a huge number of other elements that make up a strong local SEO strategy. At Artemis, we have years of experience in SEO, keeping up-to-date with best practice and helping businesses with all aspects of digital marketing.

If you would like to learn more about our range of services, get in contact with our friendly team today.

Learnings from Google’s January 2020 Core Algorithm Update

Google has had a busy January making significant changes to its algorithm and search results. As large updates are usually not implemented in the run up to Christmas, January is often the month where we see quite a few changes in the search results. Here are the three main changes that have happened in January:

Core Algorithm Update

Google makes regular updates to its core algorithm but the one in January was quite a large one, resulting in significant changes in search results across the board.

There are no details of what the core algorithm change was focused on, these are never released by Google, but the update has very positively benefited Artemis clients’ websites. Our initial assessment of this update is that it is focused on content quality and better rewarding content that deserves to rank higher, due to higher relevancy, accuracy and presentation, but which may have lower PageRank authority than other websites targeting those same key phrases.

New Desktop Search Results Appearance

In 2019 Google changed the look and feel of the mobile search results to include a favicon for each listing and placing the web address (brand) above the page title.

In January Google copied this same set-up across to the desktop search results. This layout may work well on mobile screens but for desktop it does not work well at all.


The new desktop results were so poorly received that the backlash caused by this change prompted Google to make the unprecedented move of admitting that maybe it wasn’t the best update to the interface and that they would begin to experiment with further alternatives.

We have now already seen the favicons removed from the desktop search results and we can expect further changes over the coming weeks.

Featured Snippets

A featured snippet is presented in the search results when Google’s algorithm believes that an enhanced result may be very useful to the user based on the search query entered.

Ever since the feature was introduced, a website could enjoy two listings on the first page of the search results: The featured snippet and the organic search result itself, for example:


This double listing was often deemed unfair by many and in January Google changed this set up so that if a website had the featured snippet, the same page would not appear again in the organic search results.

This change has advantages and disadvantages. If a listing had a featured snippet and a first place organic listing, this update will result in a loss in traffic as now there is only one opportunity to click through to that page. However, for those websites that rank low on the first page of the results, to get the featured snippet is a way of getting to the top of the search results without needing to be first organically. There can only be a traffic increase in this scenario.


As with all changes there are always winners and losers. The latest changes have been very positive for Artemis’ clients and it is a reflection of our constant attention to detail, optimisation refinement and very high-quality link building activities. We expect the Artemis approach to SEO will continue to have an increasingly positive effect on business for all of our clients throughout 2020.

If you would like to learn more about Google’s updates and how Artemis can help your business stay ahead of them, please get in touch with our experienced team today.

What we can learn from pre-Christmas online sales

What we can learn from pre-Christmas online sales

With the new decade beginning, it is interesting to look back at what has changed in recent years in terms of online shopping behaviour. The advent of extensive pre-Christmas sales has changed online shopping behaviour significantly over the festive season. But what does that mean for 2020 and beyond?

Christmas sale signs with snowman

The changing face of online sales

Traditionally, sales were only available after Christmas with the Boxing Day Sale and the famous January sales encouraging shoppers to spend what little money they had left. However, over in the US, sales have traditionally started the day after Thanksgiving; the day known as Black Friday. The concept of Black Friday has filtered into Europe over the last five years, increasing in popularity every year.

Following Black Friday, for those who are too busy to go shopping straight after Thanksgiving, in the US they have further sales on Cyber Monday, which is the first Monday after Black Friday. This has now extended into ‘Cyber Week’ for those who want to enjoy lower prices for even longer in the run-up Christmas.

These US habits have now become ingrained in shopping behaviour in the UK and much of Europe and it’s permanently here to stay. It has significantly changed how businesses sell online in the run up to Christmas and meaningfully impacted profits too.

The impact on the bottom line is particularly problematic for businesses as Christmas has traditionally been the time where many businesses have made their most sales and profits.

Focus on mobile and conversions

Mobile usability and conversions are key for online success today; and this is even more critical when analysing Christmas shopping behaviour.

You will no doubt have been inundated with marketing emails in December from every website you happened to have given your email address to, websites you probably can’t even remember using, all offering you amazing deals for Black Friday, and the entire week after it.

In today’s mobile driven world, we are mostly likely to open an email on our phones and then click through to the mobile version of a website. The need focus on mobile usability and conversions has never been so important.

Most mobile websites sill convert at a rate of half that of desktop, most still don’t load as fast as they should and most aren’t set up as effectively as they could be for conversions on mobile.

Hand holding a mobile phone

What should you focus on in 2020?

In 2020 the focus on mobile needs to be even greater to ensure increased sales/enquiries and optimal conversions, especially in light of the significant shift in online shopping behaviour.

At Artemis we are completely mobile focused. We understand that since Google switched to its mobile first index, it has become essential that businesses improve their mobile optimisation and user experience. This is even true for B2B companies who may still get more traffic and conversions through desktop users.

We work with all clients to continuously improve conversions, page load speeds and usability across their mobile websites. It’s a constant process of learning, testing and refinement what works best for each website, in each market and for each type of customer.


Our focus for 2020 is very much on maximising the performance of the mobile websites for all of our clients. If you are interested in learning more about what Artemis could do to improve your business’ mobile website, don’t hesitate to contact us today.

Local SEO tips for businesses with multiple locations

Local SEO tips for businesses with multiple locations

If you run a business that depends on a certain amount of foot traffic and face-to-face interaction with customers, local SEO is one of the most essential facets to your overall digital marketing strategy. A recent report from Uberall revealed that 82 per cent of mobile shoppers have used a ‘near me’ search – showing just how common it is for users to search locally.

You’ve probably been aware of this goldmine for a while now, and been doing everything you can to make sure your physical premises has a strong profile for local organic search. But what happens when your business expands into two or more physical locations, after you’ve put all that time and effort into local SEO for one store or office?

This exciting milestone can feel daunting, for more reasons than just the search implications, which is why we’ve put together this helpful guide to approaching SEO when you have multiple business locations.

Overhead view of model town with signposts to multiple locations


Give each location its own page

When customers need to interact with your company in person to make a purchase, it’s essential to set up landing pages for each individual location.

If you keep information on all your individual branches in one big list on a single page, you can’t expect Google to serve this result up to anyone who searches for a town or region which just so happens to appear somewhere on that page.

We advise that you come up with a standard format to use for each individual location page, covering basic things like the address, landline number, and opening hours, along with anything else that may be unique to the branch, like certain items that are kept in stock or specialist staff who work there.

While it helps to go in with a template for these kinds of pages, it’s obviously important to make sure there’s no duplicate content across your site. Take some time to come up with unique, compelling content for each location page. If it’s a newer branch, perhaps you can tell the story of how the business expanded into this location. If it’s the original headquarters, you may want to go over the founders’ professional history and the personal connection they have to the region.

The URLs for location pages should also have the same structure, with the individual town or region included wherever possible.

You should also add PostalAddress schema properties to your localised pages. This will maximise the chances of rich results popping up in SERPs when a potential customer searches for “(your business type) in (your location)”. If you’re not all that familiar with schema markup, we have a great beginner’s guide here.

Optimise your Google My Business listings

Once you’ve split your business branches into their own, localised pages, you can create separate Google My Business listings under a single location group. This will create a unique listing for each location which will be served up to customers searching in the corresponding area.

You should always exercise caution here. One thing that will always grind down the value of a GMB listing is inconsistencies between the information on a listing and the information that Google can find elsewhere. Take some time to list all the places where details of your business premises appear online; social media profiles, directory listings, your shiny new localised web pages, and make sure they show the exact same information as your other citations.

Be sure to set up social media pages, directory listings and so on for your new branches before their Google My Business listings go live. Inconsistencies can cause Google to either bump your business down local SERPs, or update listings with incorrect information, causing you to miss out on localised impressions and traffic.

Google search results page

Tempt reviews for each Google My Business listing

You’re probably doing everything you can to get positive online reviews for your business as a whole, but now you need to start thinking about location-specific GMB reviews to ensure the healthiest possible organic profile for each individual branch.

You probably know the basic best practices for getting reviews on Google My Business. First of all, just ask! Secondly, avoid shifty black-hat tactics like review gatekeeping or spinning negative reviews of your competitors.

The next thing to cross off your list is to ensure you’re making it as easy as possible for your customers to leave a review once they’ve bought your product or hired your service. A lot of brick-and-mortar businesses do manage to ask their customers for reviews, but make them go through the whole protracted process of going to their GMB page, finding their specific branch, and filling in the review form for the first time.

The one simple change of adding a link to your Google My Business review form in confirmation emails and thank you pages can have a massive positive impact on the overall number of GMB reviews your business earns, and in turn, the amount of paying customers who visit your store or office!

Build local citations

Aside from your Google My Business listings, which are powerful citations in themselves, you should aim to build a large and healthy repertoire of citations as part of your local SEO strategy.

Go in with a plan to build a healthy mix of the three main types of citations: structured citations, citations from industry-specific sites, and unstructured citations (essentially normal backlinks) from local news sites, blogs, and community social media pages. If you’re a stranger to citation building, there’s a wealth of knowledge about how to approach it online, along with tools to make the whole process easier for you like MozLocal and BrightLocal.

Going back to our second point, make sure you’re not so caught up in expanding your local SEO profile that you neglect to think about your premises’ basic information. Make sure the company name, address, contact information, and any other important details, are consistent across all pages on your site and everywhere else they appear online.

Follow these steps, and soon enough every physical branch of your business will be fighting fit when it comes to local SEO. There’ll be obstacles along the way, and it will probably take some time to see any measurable impact to your organic traffic and conversions, but building a strong foundation for your local online profile is the first step towards roaring success!


If you are looking for help with local SEO, the team at Artemis has years of experience in helping small and medium sized businesses. Get in contact with us today for more on what we could for you.