Gavin Duff

As technology advances, so do the strategies needed to improve your website’s SEO ranking. At Top SEO Ireland, we’re harnessing AI-driven techniques to help businesses optimise content and achieve higher visibility in search engine results with greater precision. In my latest blog, I share best practices used by Ireland’s top SEO experts, offering actionable insights to strengthen your strategy and keep you ahead in the digital landscape. Discover how AI can reshape your approach, attract more visitors, and boost your online presence. #TopSEOIreland #AI #SEO #DigitalMarketing #ContentOptimisation #OnlineVisibility #SEOExperts #Ireland #AIinSEO #BusinessGrowth

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💡 Thoughts on AI in Web Design 💡 AI is transforming responsive web design, enabling sites that adapt seamlessly to any device for an optimal user experience. Working with AI solutions, I’ve seen how this adaptability not only improves usability but boosts engagement, retention, and search rankings. Top SEO Ireland’s insights show that AI in web design isn’t just about visuals—it’s about creating a performance-driven experience aligned with user needs. Embracing these innovations is essential to staying competitive in today’s digital landscape. How is your organisation using AI to enhance customer experience? #AI #WebDesign #UserExperience #DigitalTransformation #TopSEO #ResponsiveDesign #topseoireland #SearchOptimization #Innovation

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I've just returned from a brilliant few days at Google Marketing Live 2024 in Dublin! The majority of the announcements didn't come as much of a shock to the marketing community, and to nobody's surprise, the word du jour was... 'AI' 🤖 It was, however, great to learn more about how current and upcoming use cases and product developments will help advertisers with everything from reporting to developing creative assets with generative AI. 🙌 Some personal key takeaways included: 1. Gross profit optimisation bidding for PMax, which was claimed to have driven a 15% improvement in campaign efficiency vs. revenue-based bidding when tested. This feature is due to launch for Shopping campaigns initially and for PMax for retail later in Q3. 2. PMax Asset level reporting (at long last) to better understand which assets are driving/dragging performance and inform optimisations. Additionally, they announced upcoming improvements to placement reporting for PMax - especially with YouTube placements. 3. Visually inspired search, allowing Shopping Ads to appear in visual search results triggered by Google Lens / Circle to Search (rolling out in the next few months. 4. AI-powered ads: The example was Google's AI acting as an intermediary between a search for 'storage space' and landing on the advertiser's site, with the middle step being an AI-powered experience for users to take photos of each room in their house, for it to determine the storage space they might need and personalise the experience to the end user. 5. YouTube Partnership Ads, powered by BrandConnect, to find and connect with trusted creators and harness the power of UGC. It sounded as though you could also source video creators who had tagged your brand/products and licence the use of the video (but yet to find verification of this). 6. Demand Gen is coming to DV360 and SA360 and the seed lookalike audience segment threshold is being lowered from 1000 to just 100 users. I also really enjoyed meeting global and regional product leads like Alicia F., Emma Phillips, Danielle Tomassini, Sukrit Agarwal and Mathilde Verron to discuss how the privacy landscape is continuing to evolve, and the latest technologies to support our clients to remain compliant and maximise the use of their first-party data. Rodrigo Carone and Ben Samuel did a brilliant talk about how MMM can help to inform strategy and strike a better balance of short-term (lower funnel) ROI vs. long-term (upper funnel/brand) growth. Exciting to hear about the plans for Meridian in the coming months. My final (and probably favourite) highlight has to be the talk from Emily Allen and Jonny Protheroe about the importance of leveraging heuristics and behavioural science to surpass consumer expectations throughout the 'messy middle'. I look forward to reading their 3rd report when it's released soon. Overall, a thoroughly enjoyable time! #googlemarketinglive #gml2024 #google #ppc

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🚀 Embracing the Future of SEO with Voice Search and AI! 🚀 With technology constantly evolving, understanding the impact of voice search and AI on SEO is now essential for businesses wanting to thrive in digital marketing. Here at Top SEO Ireland, we’re seeing firsthand how user behaviour is shifting towards voice-activated searches – a trend that’s changing the game for content optimisation. Adapting your SEO strategy to include voice search isn’t just about keywords anymore; it’s about understanding intent, natural language, and context. This guide offers key insights and practical tips to help businesses in Ireland stay ahead in our increasingly competitive online landscape. Optimising for voice search and AI can boost visibility and connect you more seamlessly with your audience. 🔍 Curious about how this could transform your business? Check out our guide! #SEO #VoiceSearch #ArtificialIntelligence #DigitalMarketing #TopSEOIreland #Innovation #SEOTrends2024

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Is your business reliant on your relationship with an agency? Increasingly, I'm seeing - Google Ads accounts owned by the agency (not the brand) - Social Media ads being run on the agency account (not the business) - Websites and domains owned by the agency (or closed systems where if you leave the agency, you lose all content) If any of the above sounds familiar, it's time to take some action. The longer you leave this, the worse the outcome when you eventually part ways. Why? Ads performance is heavily reliant on the data flowing to and from your website. If you don't have ownership of your ads account when you stop using your agency, that data will be lost, meaning you are starting from the ground up again. When your website and domain are owned by the agency, you are essentially handing over control of your online assets. Should you decide to part ways with the agency, you risk losing not just your websit, but also your SEO efforts, traffic, and any custom functionality built over time. Rebuilding your online presence from scratch is time-consuming and costly, so the sooner you have a conversation the easier it will be.

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Clients pay us, we pay them... 👀 Weird right? Yup, it's true. Most brands don't realise that working with agencies that have top-tier partnership status can be unbelievably valuable. Over the last 8-years: - We've built robust frameworks - Finessed a craft like no other - Taken brands from under the radar to outright famous - Underpinned by our proprietary Rscore ™ measurement system - Directly work with Meta & TikTok on beta testing new features In return, more often than not, we load our client accounts with ad credits, aka free media spend. What's not to love? Innovate and be rewarded. 🤝

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Building topical clusters instead of chasing random keywords...very demure. Prioritising technical audit findings based on revenue and growth impact...very mindful. Combining #UX principles with #SEO...very considerate. I have been loving the demure, mindful, considerate trend on TikTok 😀 and if you are looking for how to create an SEO strategy that's demure, mindful and considerate and blogging with intention, then consider signing up for this workshop this Friday. https://lnkd.in/eDYnu5Ur This workshop is open to all small and medium-sized businesses and content creators. You do not need to be in the fashion industry to join this workshop. #SEO #Contentmarketing #blogging #SEOwriting

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My client’s CPL reduced from £226 → £40. In 2 months of working together. Here's the process we took: 1. Strategy - defined the ideal client (wine investors) 2. Marketing - decided what platforms to use to get leads 3. Ads setup - set up ads on Google and Meta 4. Optimise - consistently improved the ads That's a very simplified version of what we ACTUALLY did. If you want to reduce your cost per lead, you can: Look at my content, a lot of it’s there. OR If you want to speed up the whole process and get more leads, Click ‘Book an Appointment’ at the top of this post. ⬆

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There’s a growing need to adapt your SEO strategies to the rise of voice search technology. As more users turn to virtual assistants for queries, optimizing your content for voice search becomes crucial for staying competitive. #ai #seo #aimarketing

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I've been testing the Screaming Frog OpenAI API yesterday and refining my prompts, here are my early learnings and an example prompt below 👇 Some early learnings: - OpenAI can only make recommendations in relation to the context of the field you give it (eg. you cannot ask it to optimise h1 tags in relation to the title tag). - Breaking down the prompt into steps seemed to improve output. - You need to specify the Australian English language (or whatever language variation you need) other it will default to US English. - You need to direct it to only give the recommended output text and nothing else (it still can go a bit rogue on this even with specification). - Giving it a persona as an SEO specialist seemed to improve output anecdotally. - These prompts will get you 80% there and still need some manual input, it's about efficiency over perfection. - Your prompts will need to be continually refined as your first attempt will have bugs that you learn for the next one. Here's my example prompt for optimising title tags at scale: You are a specialist SEO that has been tasked to optimised title tags following the steps below. Here's the task: discover title tags that are below 45 characters or above 70 characters and recommend optimised title tags for SEO if title tags are not between 45 and 70 characters or if they are not optimised for SEO click through rates or keywords. Not all title tags will need optimisation so use your logic and intuition following the below steps to make your recommendations. To do this there will be several steps. Step one, count the amount of characters within the title tag itself. If the character count is between 50-70 characters, disregard the following instructions and give the output 'Title Tag Within Optimal Length’ unless there are opportunities for other improvements in step 3 instructed below. Step two, if the page title is over 70 characters long or below 45 characters, re-write the page title tag to be within 50-70 characters and have “ - INSERT BRAND NAME" included at the end of the page title included in the character count. Step three, use SEO best-practices based on your intuition of how users would be searching to discover this page based on the context of the existing title tag, making them descriptive and keyword optimised. And the title tag optimised for click through rates to entice users to click on the page in the search results. If there is no title tag provided give the output ’No Title Tag’. Make sure to use Australian English in your output. Step four, in your output, only give me the recommended title tag or ’Title Tag Optimal Length’ (if no changes are required) or 'No Title Tag' (if there isn't a given title tag) based on the instructions above. Do not give any other text other than what you are instructed to do. This is important to have a finalised recommendation for the client that they can easily copy and paste into their CMS.

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Local SEO starts with the basics of having your keywords targeted on your pages. In this example, it's for a carpet cleaner in Wexford so that do you think he should have on his page? "Carpet Cleaning Wexford" needs to be on there as that's his main service and his main location. After just 4 months he now ranks #2 in Wexford for this search term and I only designed the website for him, there was no ongoing SEO. #localseo

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Anyone that says testing takes time is wrong, well not wrong, but testing and iterating can be done fast as long as it's controlled. In 4 months we have revolutionised a home improvement client's results through creative testing and including qualified lead ads. +57% Increase in revenue +237% Increase in ROI. Great result! Needless to say the client is chuffed. Simples. Now is the perfect time for testing ahead of peak, especially in the home space. Well done to Jordan Callum Brown William Brittain Timur Berent and Ricky Sayles Connective3

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AI isn't good for everything. Case in point incoming... I've avoided Suno so far, but fell down a rabbit hole last night messing about asking it to write songs about PPC, SEO and digital marketing (for jokes, obvs) At one point I got it into my head that it could have a go at doing a version of Robert Wyatt's classic 'Shipbuilding' but an SEO-influenced version called 'Link Building' (I know, and I am sorry, but it's done now) This was the result - it was nowhere near what I wanted (or expected) but it was charming and funny enough to share the result here. Let's see if you end up humming it all weekend. Thankfully AI ain't taking over individual creativity just yet https://lnkd.in/e-bqJQz7 #seo #backlinks #webmasters #linkfarms #seoaudit

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Last week at Substrakt we launched our first Cultural Website Performance Benchmark Report (which you can download via the link in the comments). We looked at the 2023 website traffic data for 76 cultural websites (encompassing over 110 million user sessions). I am doing a couple of webinars over the next two Wednesdays (tomorrow - Weds 8th May at 2pm BST, and next week - Weds 15th May at 11.30am ET / 8.30am PT) to walk through the background to the report, and some of our main findings. Book your place here: https://lnkd.in/eeaHnrun For example, our analysis found that: - On average, mobile devices are now responsible for more than 69% of traffic to cultural websites. However mobile conversion rates are on average 68% lower than desktop traffic. - Cultural homepages are the entry point for just 16% of traffic to cultural websites. - Traffic from email converts at a higher rate than any other source. - Basket abandonment rates on cultural websites are 52% better than other ecommerce sites. - The average value of mobile donations increased by over 70% in 2023. - 'Engagement rates' for cultural websites are 40% lower than other sectors.

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Let's try this again 😅 I've created a GPT that improves AI-generated content for SEO. It 'humanises' the wording and reduces AI 'fluff'. You can expect it to significantly cut down the word count, but remain optimised for search engines. I've seen good results from some tests, so please try it out and let me know what your results are like! Please do not interact with this post if you are not interested in using the tool or helping me improve it - this is a work in progress. Link in comments

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There's a huge amount of shit SEO advice out there. I love you - the community. Trust and follow people who rank their shit. Too many quick win social champions out there who will gain your attention with bad quality advice. The best people to follow and trust are the ones who have data, methodologies and proof and not people who do a good job of creating flashy media for your attention. There's also amazing resources out there for free including Aleyda Solís learningseo.io resource. Mark Williams-Cook and his Core updates newsletter https://coreupdates.com/ or Shai Aharony and Reboots SEO tests. Lily Ray and Amsive for their insights into SGE, SEO spam and more. Kristine Schachinger and her insights into algo tech, patents, spam and more. Follow good people who care more about their profession and offering than they do likes. #seo #seo2024 There's a lot of amazing resources out there.

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Here is a play I would run specifically for SEO or Google Ad Agencies to set meetings with Fortune 500 organisations. It's all made possible by a pretty robust SpyFu public data scraper that makes it easy to scale it. It's $5p/m (no financial interest, I accidentally rented this actor hah, and started to use it) For any domain, you can: Get Top Competitors 🏆 Get the Most Valuable Keywords Get the Most Successful Keywords Get Newly Ranked Keywords Get Top Ads Get Domain Statistics With this knowledge in hand, here is an offer which would crush on cold email: Hey {firstname}, {relevancywaterfall}. I just built a full report on what {bigcompetitor1},{bigcompetitor2}{bigcompetitor3} is doing for PPC Ads (or SEO) + everything that they are doing that {companyname} isn't right now. Would it be useful to see this? Send to the BIG company CMOs/VPs in your niche and trust me you will get results, bake in a counter-offer once you send it to present another 5 competitors on a call (you have your meeting, or they will probably request one anyway.) You can easily automate the full presentation, and talk big $$$ when they want to hire you. Why would this work? 1. You are sending something that companies pay $$$ for and you are giving it for free, it's unreasonable to ignore this + you instantly gain trust for not trying to pitch. 2. You get their attention, and your opportunity to WOW them, it doesn't matter if you focus specifically on this niche in PPC/SEO, it gives you the platform to give more value. 3. The best way to sell in 2024, is by providing value and not asking for anything back. The prospect will let you know if they want you, no BIG company will hire you pro bono. 4. As Alex Hormozi says, give away all of the secrets and charge for the implementation. If your product is good, then the ROI of them trying to replicate your service is much less than that of hiring YOU. Literally, what I'm doing in this post right now...few SEO/PPC Agencies will have in-depth knowledge of how to operate complex tools like Clay to even run this play. p.s. these sorts of campaign styles generate my clients 25-50 SQLs per week and close 3-8 deals per month. People buy from people...people by authenticity and genuine value.

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If you use GA4, Floodlight Tags, Facebook Pixels, Google ads tags or any other website tracking you need to read on 👇 As you are (probably) aware - it is illegal for you to track any (yes, any) visitors from the EU, California or UK unless they give permission through a 'cookie consent' popup. In 2024 the Australian Privacy Act is due for an overhaul - and soon Australian Websites will need to roll cookie Consent out for Australian users too. Unfortunately, this is not as simple as ticking a box and installing the popup. My guide will help you understand how Cookie Consent Platforms (CMP's) work, and how to integrate them with your Google Tag manager. CookieYes - https://fas.st/t/gHhPooDF More info at bangdigital.com.au - https://lnkd.in/gmEAsEzy #cookieconsent #privacyawarenessweek #PAW #googleTagManger #cookies #ga4 #bangdigital

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