an investigation into organizations' capacity
to facilitate and respond to e-communication
..:: a paper by Alan Charlesworth ::..
Introduction
This paper was presented at the Athens Institute for Education and Research
(ATINER) conference on July 5th, 2010 in Athens, Greece.
This paper does not represent 'academic' research with a hypotheses to be proved or disproved. It is simply a record of events surrounding the writing of my book; Internet Marketing: a Practical Approach. To satisfy copyright restrictions, any image used in the book must have permission from the copyright owners to reproduce that image - and as I wanted to use 'screenshots' of various websites, the publishers of those sites had to be contacted. This paper is, therefore, a record of my attempts to contact the relevant person or department to gain that permission.
Abstract
It is accepted that a website's credibility is enhanced by the inclusion of comprehensive contact details. Similarly, the provision of those details is also considered to be a key element in website usability. However, any resulting gain in credibility or usability is a by-product of their primary purpose: ie to facilitate personal contact between outsider and organization.
Taking advantage of a unique situation in order to evaluate organizations' responses, this paper utilizes an enquiry that is both authentic (ie not a fabricated scenario) and which seeks to deliver an un-solicited benefit to the organization.
Deliberately restricting contact to online-only methods, the research evaluates: (a) the ease in which the author could identify and contact an appropriate person or department, (b) if received, the nature of the response, and (c) the outcome of the request and time elapsed between initial contact and outcome. Going beyond simply evaluating the availability of online contact facilities, this research sought to identify a named recipient and assess each organization's internal communications by the nature of its response.
The results show that most organizations' websites rely on a generic contact form or email address and that few include a specific PR or 'press' contact - the targeted recipient. Furthermore, half of the organizations (many of them global brands) failed to even respond to the contact - ironic given the targeted recipients. Smaller companies, however, tended to recognize the opportunity by responding both positively and swiftly.
Research objectives
It is now commonly accepted that an organization's website is an important medium for people to communicate with that organization. This research considered a number of websites for their suitability in initiating contact. More specifically, the objectives were:
That the communication was not one that might be considered to be an everyday event tested each organization's ability to cope with non-standard communication.
A review of the relevant literature
Both practice and research has established that having prominent contact details is an essential element in website credibility, with even early writers on effective website design recognised that any lack of contact information was detrimental to the site (Abraham 1996, Landis 1995, Wallace 1995). The key issues are those of customer relations and credibility. Reflecting a marking perspective, Huang et al (2006) suggest that companies should always consider their customers first, therefore the company website must provide links to contactable person(s). Jonathon Hall (2002), in his influential paper for the BBC's training department, listed the 'top 12 sins' of common website faults features 'not having email addresses or online forms' at number two. Vorvoreanu (2006) suggests that even the non-prominent placement of contact details is detrimental to relationships.
With regard to credibility, seminal papers from Fogg (1999) and Stanford University (2002) address the issue. Fogg's 'web credibility grid' emphasizes that websites must have the facilities for users to raise questions and 'receive quick and helpful replies'. The Stanford Web Credibility Research Centre found that number five in its 'ten guidelines on credibility' was 'make it easy to contact you'. More specific to this paper is a comment from the Nielsen Norman Group (2009), stating that; 'if journalists can't find what they're looking for on a website, they might not include that company in their story'. The same research found that when asked for their top-five reasons for visiting a website, journalists identified 'locating a PR contact' as number one.
The debated use of email addresses versus online contact forms centres around the convenience and security offered by forms. Contact forms can be used to collect specific information (McGovern et al 2002) and at the same time collected data can be saved in tab-delimited databases and saved for future use. Forms can also prevent unwanted emails as addresses can be harvested from websites and used by spammers.
However, poorly designed forms can defeat the objective of allowing users to contact the organization quickly and easily. As with much of online marketing, concentration is focussed on the technical development of contact form development rather than what should be included as part of the organization's marketing communications efforts. Focussing on website usability, Nielsen (2005) found that [online] forms tended to be too big and featuring too many unnecessary questions and options. A further issue with forms is that if their design is poor, they are often not accessible to blind and disabled people. The UK's 1995 Disability Discrimination Act, Australia's 2006 Disability Act and the EU's European Disability Strategy (2004-2010) are examples of legislation that would all be breached by websites with such forms.
Not only should contact facilities be easily available, but online customers expect the online retailers to respond promptly to their inquiries, especially e-mail inquiries (Jun et al 2004, Cai and Jun 2003). Although the majority of research into email response is customer-contact orientated, the results are not encouraging. BenchmarkPortal (2005) found that when emailed 51% of small to medium businesses (SMBs) and 41% of large enterprises did not respond at all. Furthermore, when they did respond, 70% of the SMBs and 61% of large enterprises failed to do so within 24 hours. Similar results were returned by Transversal's third annual survey into customer service (2008) with less than half (46%) of routine customer service questions emailed to 100 leading organisations being answered adequately, and the average response time being nearly four days (46 hours). eDigitalResearch and IMRG (2009) found that only 10% of respondents rated retailers' responses to queries as 'excellent'.
Research from Transversal (2008) returned similarly disappointing results (an average response time of 33 hours), but it did find that some companies responded with useful answers within 10 minutes. Poor response to email inquiries is not limited to on-site email addresses. In an informal paper, Jenkins (2007) found that when responding to 41 opt-in emails only six actual human replies were received, three replies were automated messages, six replies bounced and the remaining 26 failed to respond at all. Despite numerous 'business advice' in both off- and online publications encourage a 'prompt' response, that period is not yet determined. Net-etiquette seemingly suggests that 'within 24 hours' as being reasonable, but this fails to take into account working hours and any potential time-zone differences between sender and replier.
The disparity in off- and online response times might suggest that despite organizations recognizing the value of the web as a communications medium, it still plays second fiddle to other forms of contact. The website of UK grocer ASDA, for example, tells visitors that the customer services phone line is available 14 hours a day but it can take a 'couple of days' to answer an email (your.asda.com/section-contact-asda [1/6/2010]).
Primary research approach
For this paper, the research was empirical, it being the recording of the results of a practical exercise. The circumstance was that in the course of writing an academic text-book (Internet Marketing - a Practical Approach) the author contacted 50 organizations seeking permission to feature a 'screenshot' of their website within the text. As the book was Internet-related, it was deemed appropriate that all requests be made only through that medium, accurately replicating a real-life scenario of a customer or stakeholder using the website to contact an organization persevering with the Internet as a medium for that communication.
Although the exact wording was personalized for each organization, the email message was essentially the same for all recipients. That is; permission was being sought for a screenshot of a web page to be used as an exemplar of good practice (none of the in-text examples present the organization, brand or product in a negative light). The details or URL of the required page was included, as was a description of the context in which it was to be used. As not one organization's website listed what might be considered to be the 'right' contact details all messages were prefixed with a suitable message explaining the purpose of the communication, why it was sent to that email address, and a request to forward it on to an appropriate person or department.
All communications used the author's 'work' email address (i.e. on a .ac.uk domain name) to add authenticity [Note that this may have been misguided as research carried out subsequently by the author (Charlesworth, 2010) revealed that Americans in particular are somewhat unaware of the nuances of domain name construction outside the common US suffixes (extensions) of .com, .org, .net and .edu.]. The selection of organizations, brands or products for the illustrations within the book was entirely random. There was no attempt to achieve any kind quota or pre-determined balance in their identification. In many cases the selection was pure chance - an advert being on TV at the time a relevant aspect of a subject was being written, for example. Permissions were requested throughout 2008.
Results & discussion
As this research is based on an actual activity details that might have been recorded in a research project are absent from the results - in particular, the difficulty the author faced in finding a suitable means of contact on the identified websites. Thus, any comments in this regard are both intangible and subjective, but the author can confirm that too many organizations make it difficult to contact them via their website. This situation is compounded when - as in this instance - the contact is more complex than a 'standard' customer enquiry. As the probability of receiving a positive response was important to the author (i.e. a response was required, unlike a research-only exercise where it might only be desired), time was spent in an effort to identify a suitable respondent.
The details shown in table 1 confirm that this was rarely possible, with 34 of the 50 requests (68%) not being made to named recipients. The majority of requests for permission were made via generic online contact forms (23/46%) - the method of communication with dubious usability and (as it transpired) the worst response rate. That such systems are used more for the benefit of the organization than the website user is significant in this exercise where the request was away from the norm. Given that the forms (and generic contact email addresses) are normally designed to meet specific criteria (e.g. customer complaints, delivery tracking) it is reasonable to assume that the response rates to such communications will be significantly better than in this case study.
Perhaps the most disappointing result is that 24 of the 50 (48%) contacted organizations failed to respond in any way to the communication. A further five responded to the initial contact - some with automated replies - but communication subsequently broke down. Positive responses were received from 20 organizations. That 13 (65%) were within 24 hours suggests that those recipients recognized immediately the potential benefits of the request. Only one recipient declined the offer, though the individual who replied was a member of the 'customer resolution team'. The nature of the response suggested [to the author] that the nature of the request had not been appreciated by an inappropriate respondent (note that the email's legal footer prevents the actual message being reproduced in this paper).
Generic contact forms have the worst response rate with 16 of the 23 forms (70%) eliciting no reply. Generic email addresses fared better with a failure-to-respond rate of 50% (8 of 16), but the best response rate (64%) came from named contact email addresses. This would suggest that as far as the initiator of the contact is concerned (the customer/stakeholder) a named email address is most likely to bring forth a response. However, given that the four 'named contacts' that failed to reply were; a PR manager, a VP Corporate Communications and two named individuals on press/media web pages this cannot be considered an absolute.
Although the actual size of each organization is not established categorically, it is the case that some are obviously large or small (e.g. a global brand name or a personal blog). Of the seven organizations that are easily identifiable as 'small', six replied within two days and all agreed to permission being granted, suggesting that with small organizations the message arrives at a responsible person who recognizes the value of the proposition. It is also the case that the websites of smaller organizations tend to include named email addresses.
Conversely, 19 organizations that can be identified as 'large' failed to respond to a generic form enquiry, including the global brand names Amazon, ebay, Expedia, Kelkoo, Kinder Bueno, Nike, PayPal, Saga and Wrigley. For these organizations it can be reasonably assumed that their PR/marketing departments would either recognize the opportunity or politely refuse it - suggesting that the communication from a generic form didn't reach an appropriate person or department. Having made this assumption, however, of the 13 contacts that can be identified as being PR or press professionals seven (54%) did not respond - suggesting shortcomings in these professions. Similarly, of the 35 organizations in e-commerce provision or online trading that may have benefited from the book's readers contacting them with regard to business or employment opportunities 22 (63%) failed to respond.
Table one illustrates details of the author's permission requests and the associated responses.
Practical implications and value to organizations
While it is reasonable to conclude that not appearing in an academic textbook is hardly likely to impact on an organization's turnover, the same might be said of any branding efforts. Similarly, there is a reasonable argument that a genuine customer who wishes to contact the organization is more important than an author seeking re-production permission. However, it is reasonable to expect that in the contemporary business environment organizations should make it easy for any individual to reach any person or department within that organization. The take-away for any marketer from this report would be that it is not that difficult to employ best practice in this respect, but it is easy to get it wrong. Best practice in external communications have been established over the years that new technology has been employed - telephones not ringing more than three times and supermarket customers not being obliged to wait more than a few minutes, for example. But it would appear that Internet-initiated communication has still to be considered in the same way as more traditional methods of conversing with customers and other stakeholders.
This can perhaps be best summed up by a more recent case study: As the author is constantly writing content for one book or another, so seeking permission is an on-going pass-time. It is in seeking permissions for the second edition of his book with Richard Gay (Online Marketing: a Customer-Led Approach) the author came across a report published by Edelman (The Social Pulpit; Barack Obama's Social Media Toolkit, 2009) which addressed Barack Obama's use of social media in his campaign for the US presidency and thought it would make an excellent case study. An email was sent to the report's principal author, Monte Lutz - and a positive reply was received within an hour. This on a Saturday afternoon! What is Edelman's business? Perhaps it's no coincidence that the organization that has best recognized the value of being featured in a text book is one the world's leading public relations firms. And Mr Lutz's job? Senior Vice President, Digital Public Affairs. Now there is an organization that practices what it preaches.
Table 1: Details of the author's permission requests and the associated responses.
CHAPTER 4 SEARCH ENGINE OPTIMIZATION
further reading ...
If you check the bio of the author of Comparing SEO to PPC you will see she is not new to search engine marketing - and so her opinion carries some weight. Note how the articles differentiates SEO from advertising on search engines ... just as I have done in this book - and as I have done since advertising on search engines started.
If you really want to get your head around how Google works, make yourself comfortable and read Google’s Search Quality Rating Guidelines.
These search commands for Google are useful for people searching on Google - but are included here as they can also help search engine optimizers in determining where keywords/search terms can be placed within a site.
Ignore the headline of Half Say Advertising is Important in the Buying Decision – top in the list of shopper’s important purchase information sources is search engines.
If you’re serious about understanding SEO We’ve crawled the web for 32 years: What’s changed? is a must read. Its author, Mike Grehan, worked from the North East of England in the early years of the web and we shared the stage at numerous events telling owners and managers about the Internet and how it was going to change business. From the same author, and also well worth a read is The origins of E-A-T: Page content, hyperlink analysis and usage data.
How Google Trends works is an interesting background on Google Search. Similar in nature in that it offers a background in how search engines developed is What we can learn from past and present Google algorithm updates.
The Open Secret of Google Search is an interesting read on the search giant.
The issue of Why you should invest in branded keywords even if your company ranks #1 on Google has folk who argue for both side of the debate – this one is in favour.
Around the time that the book was going to print a story that Google exec suggests Instagram and TikTok are eating into Google’s core products search and maps made the rounds of SEO commentators. One such response included some different types of search which might be used on social media, see - Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google. However, Millennials Are Increasingly Using Various Methods to Search for Things Online gives a wider, and more revealing. picture – note that there is no mention of ‘prefer’ as stated in the headline above. Are 40% of Gen Z shunning Google for TikTok? Not exactly is an update [Jan 2024] on the concept.
Personal research into this matches findings by others – we’re talking about ‘lifestyle’ searches only [e.g. “lively bar near me” or “how to apply X brand of makeup"], and mainly female users. I can appreciate that watching a series of short videos of local bars might be easier than reading about them. So - message to bars attracting younger clientele ... encourage customers to post videos on TitTok.
Google is trying to reinvent search — by being more than a search engine.
Just to show that SEO is ongoing - Google helpful content system update rolling out now (December 2022 update).
Welcome to the age of social SEO: how to maximize visibility on TikTok searches.
Google ranking signals: A complete breakdown of all confirmed, rumored and false factors.
ChatGPT has some roles to play for the digital marketer - perhaps the most common/useful will be in SEO, so here's An SEO’s guide to ChatGPT prompts and AI Chat and Keyword Research.
5 Website Performance Benchmarks from Q4 2022 offers some [slightly] different stats to the chart - on website traffic sources - shown in chapter 4, but the issues are generally the same. The 5 key issues are:
1. More Than 1 in Every 3 Sessions Encounters Friction
2. Page Load Speeds Impact Bounce Rates, Page Views
3. Mobile Widens Traffic Share Lead
4. Paid Search Traffic Converts Better Than Paid Social Traffic
5. Desktop Still Boasts Far Higher Conversion Rates Than Mobile
I've included Google releases March 2023 broad core update and Google removes several search ranking algorithm updates from its ranking systems page simply as a reminder that search engines change their algorithm on a regular basis.
Is click-through rate a valuable SEO metric?
I make it clear in the book that I consider SEO and PPC ads to be different things. SEO vs. PPC: Differences, pros, cons & an integrated approach offers a different view - although it also can be read as supporting my opinion.
Brand Visibility Is the New SEO ... caused by AI, apparently.
EXERCISE: Byron Sharp purports that ‘ ... paid search is not advertising (which has as its main job building mental availability). Search is like shelf space. It’s to improve purchase availability.’ Samuel Scott offers more detail, saying that ‘Display on retailer, broker, and review sites is the same as paid search. Paid and organic search are forms of distribution, not parts of promotional marketing communications. Basically, you are getting your product put on Google, Amazon, and others' store shelves like when you pay a store to put your juice in the juice aisle. Same for getting listed on sites like G2. This is fulfilling existing demand and having physical availability. Advertising is about creating more demand and having mental availability.’ Going back in time, when I first got involved in the use of the Internet for business purposes [in 1996] I was frequently asked where the new communication medium sat with regard to the 4Ps ... and I said it was part of distribution. My opinion wasn’t supported by many – any, even – but it seems I may have had a point.
What's your opinion on the views of myself, Sharp and Scott?
50% of product searches start on Amazon includes stuff from this and other chapters - well worth a read. Note that it's from the US, so the stat in the title might not apply to you.
Organic search could be the moat your brand needs is a kind-of strategic view of SEO using quirky analogies - in general, I agree with its basic premise, not least because it syncs with my opinion.
I'm not a fan of SWOT analysis ... just use the issues raised in SEO SWOT analysis: How to optimize where it counts as a kind-of to-do list.
Another example of why SEO is a full time job is Google to fix link report in Search Console. And another... Google releases August 2023 broad core update.
Why are publishers losing traffic from Google? is about online news - but much of is relevant to other kinds of website.
To understand the present and the future - take a look at the past ... Google’s Florida update: 20 years since the SEO ‘volcanic eruption’.
The AI-powered Google apocalypse is heading for your brand is from December 2023 ... who knows how true it will turn out to be?
Google confirms a search ranking bug where sites disappear from search results over the weekend is an example of what is a fairly common problem - if your website relies on search engines for visitors [and so, business] this can hit income.
The Periodic Table of SEO Elements has been around for a few years - this is the 2024 version.
A concern with using third parties - eg Google itself - for SEO purposes is that the third party can change its operating model ... Google is shutting down websites made with Business Profiles is one such example.
And the changes keep on coming ... Google releasing massive search quality enhancements in March 2024 core update and multiple spam updates.
Who Sends Traffic on the Web and How Much? New Research from Datos & SparkToro.
Consumers' online information sources - search remains top.
You can file Small review site lost 91% of its Google traffic to affiliate-focused SEO content under 'don't put all your eggs in one basket' - relying on Google is not a good strategy for a business.
6 unpopular SEO opinions you need to consider raises some interesting and accurate points. But here's a thing I allude to in the book. The first four points are much the same as I - and others - were teaching [or is that 'preaching'] back around 1997 ... that's before the author of the article left school.
The end of May 2024 saw big news about Google's algorithm HUGE Google Search document leak reveals inner workings of ranking algorithm, here's Google's reply ... Google responds to leak: Documentation lacks context - and Unpacking Google’s massive search documentation leak is a review of the happenings. Only time will tell how big a story this was.
As I allude to in the book, I think that knowing what is being searched for in this research is vital to make it relevant ... the what might dictate where the search is started, Also, note above the article which states that 50% of product searches start on Amazon - where does that fit into Almost Half of Gen Zers Opt for Social over Google for Search?
Is The Google Maps pin scam: A new Google Business Profile threat common? I doubt it - but I've included this article because keeping track of scams like it is an example of why SEO is a full time occupation.
Which Topics Are Gen Zers Searching for on Social Media?
In all aspects of digital marketing new terms come and go. I wonder GEO will stay the course, or disappear like so many others? See What is generative engine optimization (GEO)?
Again, it never stops ... Google August 2024 core update rollout is now complete.
Google updates crawl budget docs for large sites with differing mobile and desktop pages and links ...Google said it is best practice to have all links present on both mobile and desktop versions. I would ask; why on earth would you have different differing mobile and desktop pages and links? Maybe another example of non-marketers in marketing? [see chapter 3]
ThatLong-tail keywords: Target lower-competition phrases and attract qualified visitors has been published by [one of] the world's major SEO websites suggests that some folk are not aware of the issue. I and others were writing about it 25 years ago. Ho hum.
I've included How to fix the ‘Page with redirect’ error in Google Search Console simply as an[other] example of some of the stuff that competent SEOs need to know.
Another reminder that SEO doesn't stand still ... Google quietly updated the News and Discover manual action policies.
Although Google’s search market share drops below 90% for first time since 2015, it's still got 90% of the market so me talking about Google so much in the book is still valid.
Another example of the problem of [potentially] putting all your marketing eggs in one basket ... Google bug cause reviews to drop out of local listings.
59% of Americans click on brands they know in Google results: Survey ... also, nearly half of Americans trust organic results more than paid results and Google remains the most trusted source for information.
And again, again, it never stops ... Google March 2025 core update. And rules change as well ... Google Ads policy update.
In the book I mention the importance of E-A-T, 14 ways Google may evaluate E-A-T is a good guide … but it also shows that SEO isn’t as easy – or quick – as some folk would have you believe.
More on the subject ... E-A-T auditing: How to level up your credibility game
Naturally, just days after the book was published, this happened ... Google doubles up on E with updated search quality raters guidelines (E-E-A-T) - and here's another article, this one with more details ... How Google may identify and evaluate authors through E-E-A-T. And nearly a year later ... Debunking common Google E-E-A-T misconceptions.
The two parts of E-E-A-T Google hasn’t told you about.
Barry Schwartz's list of what is NOT a Google search ranking factor.
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ZERO-CLICK
[April 2023] There is a lot being said about AI-developed content and its impact on SEO - well here's my take. I think that impact will be on zero-click with searches producing more and more SE-developed content ... and that content will be produced by LLMs which will reproduce the content of websites. Furthermore, those websites' owners/publishers will not be compensated [via links] by the search engines.
In the book I suggest that Google was holding the zero-click percentage at around 50% - welllllll, I missed later data from the same researcher that proposed that figure upped it to 65% - around two thirds. In 2020, Two Thirds of Google Searches Ended Without a Click – although note that the research on which this was based does not include the CTR paid links to Google sites.
Google isn’t the only guilty platform to see the value of this strategy; see; Zero-Click Content: The Counter-intuitive Way to Succeed in a Platform-Native World.
More on zero clicks - with Google search study: 25.6% of desktop, 17.3% of mobile are zero-click offering some very different stats to those listed in the book. That said, the research seems to be a bit different. One thing about this research, however, is that the CTR on ads is less than 2%. That seems very low to me.
Nearly 60% of Google searches end without a click in 2024.
As per my comment at the beginning of this section ... 75% of Google AI Overview links come from top 12 organic rankings.
Ex-Google exec: Giving traffic to publishers ‘a necessary evil’ is an article on zero clicks which doesn't use the term.
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Another innovation from Google to keep you on Google - Google Maps adds new store location feature, Locator Plus, Reserve with Google integration, new analytics and more.
A Small Business Guide to Google My Business ... I think there is a reasonable argument that for many small businesses, this could be their web presence.
I’ve included the biggest mystery of Google’s algorithm: Everything ever said about clicks, CTR and bounce rate here as an example of how no one really knows how the Google algorithm works. As if it counts ... I’ve always thought that CTR counted, making it easier to stay in the top spot on a SERP than get to it.
Another version of How Important is The Top Search Result on Google? to the chart shown in the book.
Nothing that's really new in 16 reasons why your page isn’t ranking on Google but it's always good to have a list.
Keyword Research for Product Content
The Search Before the Search: Keyword Foraging.
I’ve put How to do a competitive analysis for local SEO in this section [where local search is covered] but it is relevant to other sections also.
What do you think the Most Searched Consumer Brands in the world in 2022 are? I’m not surprised [I’ve been around a while] but the why still amazes me.
The case of the stealth Google-bomb is about the role of domain names in SEO. You should know most of it if you're to work in SEO. It also kind-of confirms the value of keywords. Find out more about domain names.
YouTube SEO: How to find the best traffic-generating keywords.
Yes, SEO Keywords Remain Important.
SEO: Targeting the Long Tail for More Sales.
Here's a nice - and simply - tip SEO Signals from SERPs.
What Is SEO Writing? How to Be a Better SEO Writer is included in this section as its focus is SEO. However, although it is a reasonable guide to the practice, the article could also be in the section on developing website content and also content marketing. It also offers an insight into the skills, time and application required to get the job right.
I could have put How to attract your ideal customers with quality content in the later chapter on website development, but as it has a SEO focus, I’ve included it here.
Google doesn’t want your AI-generated SEO spam content.
Given the nature of much of this site [this page, for example] Outgoing links: Are they beneficial for your site or not? is something I've taken notice of over the years.
SEO content writing vs. content writing: The key difference.
An SEO’s guide to understanding large language models (LLMs).
This was true in 1996 ... seems it's still true now - 85% of titles feature keywords in Positions 1-5 of Google.
I think this issue - Does HTML structure matter for SEO? - is more important than many folk realise. One thing not covered in this article is that the search engines dislike pages that don't adapt for mobile devices. I found this out for this site and had to accept a PC format I didn't really to meet the mobile requiement.
How to audit your site’s backlink profile Auditing your backlinks is a process that should be part of your regular SEO routine. Here's a guide on how to do it.
I've included How to outsource link building: Benefits and tips to follow not just for the advice it contains, but as another example of the specialized jobs that are out there.
Links are not a top 3 Google Search ranking factor, says Gary Illyes ... 'I think they are important, but I think people overestimate the importance of links'.
Does guest blogging still work for SEO? Pros ... cons and best practices.
SNIPPET
Smile please - Colgate's oral health website
I’m not sure which section using the amazon search engine as marketing belongs in – but as Google may well pick up the Amazon listing, I’ve put it here. Obviously, it’s not for everyone, but for some it could be a really good idea.
Here are a few articles on links that are a bit old - but they will tell you all you need to know. If you take the time to read them all you will come to appreciate that not only is serious link building a strategic concern, but it is very time consuming. However, on the strategic side of things, you will note that some of the suggestions go beyond link building eg developing a competition on your website to encourage links - the competition itself might be considered as a marketing tactic in its own right. In other words, SEO should be a key aspect of the organization's marketing strategy. 50+ More Things Every Link Builder Should Know, 4 Ways to Wash Away The Link Building Hate, 5 Pieces Of Content: 25 Link Ideas, Link to my awesome content, please!, How To Attract Killer Links For E-Commerce Sites and 10 Questions To Ask When Creating A Link Building Campaign does answer some of the basic questions on the issue, and so is useful - however, some of it does seem just a bit creepy to me. Not sure it's the type of job I would enjoy doing every day :)
How to gain value from broken backlinks is perhaps for more serious SEO - but it shows that effective SEO is a full time occupation.
I have to say that I didn't realise this was so big a thing ...‘Link in bio’ platforms: Which is best for SEO?
GO ONLINE *page 91*
Two of the best SEO guides are Search Engine Land‘s Guide to SEO and Ahrefs’ The Beginner’s Guide to SEO.
Enterprise SEO: Lessons from 20 years in the trenches
I’ve put
9 roadblocks to SEO success here rather than in earlier sections because, effectively, it is about strategic SEO.
How to manage and edit your Google Business Profile from Google search.
1 million URLs: How to pivot your SEO strategy when you reach enterprise level
11 enterprise SEO challenges and solutions
How to plan and budget for enterprise SEO
I didn’t mention Negative SEO in the book, but it deserves a mention. I’ve put it in this section as although all websites are susceptible to it, only major websites are likely to be victims. 6 types of negative SEO to watch out for explains what it’s all about and Negative SEO Disavow Lists lets you know the basics.
How one company’s rebrand and domain name change led to SEO disaster details how getting this wrong can mean the end of a business - but in this example the organization failed to follow advice and guides that have been around since the turn of the century.
How to choose an enterprise SEO platform - what you need to know in choosing the right enterprise SEO platform.
7 tips to turn Google’s Search Essentials into strategy covers the key issues.
I could have put SEO and website design: How to build search engine-friendly sites pretty much anywhere on this page - but it's most relevant here.
Beyond SEO: Embracing the future of organic search optimization.
10 simple steps to analyze your brand SERP and build an effective digital strategy is very good ... but remember it is for a brand name - not all key words [though some of the tips could apply to general keyword issues].
Cross-border SEO for Same-language Sites.
I've put How to fix a huge traffic drop after rebranding here as I think
re-branding comes under 'enterprise SEO' ;-)