Category: SEO

How To Come Up With Blog Content Ideas For SEO
(Yes, It’s Still Worth It)

Generating fresh and relevant blog content ideas can feel like an uphill battle—especially when you’re juggling a million other startup priorities. You know you should be publishing to help your site rank on Google and bring in new leads, but let’s be honest, finding ideas (let alone time to write them) often ends up in the too-hard basket.

If that sounds familiar, you’re not alone. The good news? With the right strategies in place, you can unlock a steady stream of blog content ideas that not only build your visibility but actually convert visitors into customers.

And while AI content generators are flooding the internet with average content, Google’s algorithms are rewarding brands that offer genuine information gain—real insights, human experiences, and useful perspectives that go beyond surface-level fluff. This is where human-written content, crafted with purpose, gives your business the edge.

Here are five proven tactics we use every week with our clients to turn inspiration droughts into idea goldmines.

1. Competitor Research: Borrow What’s Working (Then Do It Better)

One of the easiest ways to fill your content calendar is by checking what your competitors are already ranking for. Using tools like Ahrefs or SEMrush, you can uncover their top-performing pages and spot the topics your shared audience already cares about.

The trick isn’t to copy—but to create something even more valuable. Add your own take, localise it for your audience, or go deeper into the topic.

For startups, this is a great way to compete with bigger players. You don’t need to cover everything, just carve out your niche and make your content more relatable, actionable, or insightful than the rest.

2. Ask Your Sales and Support Teams What Customers Are Actually Asking

No one knows your customers better than the people talking to them daily. If you have a sales or customer service team, ask them:
- What questions come up the most?
- What myths or misconceptions do customers have?
- What do customers wish they knew before buying?
These are perfect blog topics because they answer real questions from real people—often the ones closest to converting.

For smaller teams or solo founders, check your inbox, DMs, or live chat logs. You’ll often find hidden content gems hiding in plain sight.

3. Find Gaps in Your Own Google Search Console Data

If you’re already getting some search traffic, Google Search Console (GSC) can show you exactly what people are searching when they find your site. Dig into your performance report to spot high-impression keywords you haven’t fully covered or low-click opportunities you could optimise.

We regularly use this method to build content clusters for our clients—turning broad-performing pages into series of niche follow-ups that boost traffic and relevance.

4. Use Question-Based Tools Like AnswerThePublic or AlsoAsked

Want to know what people are actually typing into Google? Tools like AnswerThePublic and AlsoAsked turn SEO Akeywords into real, human-sounding questions.

For example, “meal planning” could surface questions like:
- How do I meal plan on a budget?
- What are the easiest meals to prep for beginners?
Each of these could become a post, a video, or part of a bigger guide. This approach works brilliantly for startups trying to build trust with first-time customers by answering the simple but important questions they’re searching for. They’re great for AI SEO results too, especially when teamed up with structured snippets and the appropriate schema mark up. These are often displayed in Google’s AI-powered results ahead of site links.

5. Mine Reddit and Quora for Unfiltered Insights

Head to Reddit or Quora, type in your niche, and see what people are actually asking. You’ll get raw, unpolished questions that reflect the real language and problems of your target market—perfect fuel for content that feels human and relatable.

Hot tip: Pay attention to threads with lots of upvotes or comments. These are signals that the topic is worth your attention.

Bonus Tip: Share Your Unique Insights

Finally, don’t overlook the power of human-led thought leadership. Share your take on industry shifts, lessons learned from launching your startup, or behind-the-scenes stories. This type of content builds credibility, positions you as the expert, and helps customers connect with the real people behind your brand.

Ready to Get Your Blog Moving?

We get it—knowing what to write is only half the battle. Actually writing it in a way that feels human, sounds like you, and works for SEO? That’s where our human content writing team comes in.

We help purpose-led startups craft blogs that build trust, boost rankings, and bring in customers—not just clicks.

Let’s chat if you’d like to take this off your plate and let us bring your brand story to life. Contact Us to discover how our AI-powered SEO services can help your business shine brighter online
May 27, 2025
How to Use AI-Driven SEO to Create a More Sustainable Web Design
TL;DR

AI isn’t just for chatbots and baby sized deepfakes—it can actually help make your website cleaner, faster, and greener. In this guide, we unpack 8 practical, planet-friendly SEO strategies that use AI to drive traffic without draining your budget (or the environment). Perfect if you’re a purpose-driven brand trying to do digital better.

Strategies for Purpose-Driven Brands

More and more often, we’re seeing that in the world of sustainable web design, AI-driven SEO emerges as a transformative force. By harnessing machine learning and extensive data analysis, brands can enhance their search rankings and user engagement. AI-powered platforms provide invaluable insights into keyword trends and competitor performance, thereby refining content strategies. Furthermore, AI understands user intent, enabling the creation of intuitive websites that foster satisfaction.

By optimising content visibility, these tools facilitate improved lead generation, positioning purpose-driven brands for success even during peak traffic periods. Embracing AI in SEO not only boosts relevance but redefines user experiences across the digital landscape.

Introduction to AI-Driven SEO

Definition of AI-Driven SEO

AI-driven SEO refers to the integration of artificial intelligence into search engine optimisation strategies, significantly enhancing the effectiveness of digital marketing efforts. This approach allows businesses to identify and analyse data patterns that inform SEO optimisation for sustainable web design. By understanding these patterns, brands can create content that resonates with their target audience, ultimately driving more traffic to their websites. Moreover, AI can automate routine tasks, allowing marketers to focus on strategic initiatives that align with their purpose-driven missions.

Impact of AI on Sustainable Web Design

The application of AI in sustainable web design extends beyond mere aesthetic enhancements. It plays a crucial role in improving functionality and user experience. For instance, AI can analyse user behaviour to suggest design modifications that promote eco-friendly practices. This is vital for improving online presence with AI, as a well-designed site not only attracts visitors but also engages them effectively. In this manner, AI-driven SEO can support brands in their quest for sustainable practices by ensuring their online platforms are both attractive and functional.

The Intersection of AI and Sustainable Practices

Understanding Sustainable Web Design

Sustainable web design involves creating websites that are environmentally responsible and resource-efficient throughout their lifecycle. This concept is essential for purpose-driven brands that strive to reduce their carbon footprint while maintaining a strong online presence. By using sustainable practices in SEO, brands can match their online strategies with their core values. This includes using energy-efficient hosting and improving website performance.

The Role of AI in Enhancing Sustainable Web Design Practices

AI tools can significantly enhance sustainable web design practices by providing insights that lead to more efficient resource usage. For example, predictive analytics can be employed to anticipate traffic patterns, allowing brands to optimise their server load and reduce energy consumption. This proactive approach is vital for digital marketing for purpose-driven brands, ensuring that their online strategies are not only effective but also environmentally conscious.

AI-Driven SEO Strategies for Purpose-Driven Brands

Keyword Research and Analysis

Effective keyword research is foundational to any successful SEO strategy. AI-driven tools can analyse vast amounts of data to identify trending keywords that align with a brand’s mission. This allows purpose-driven brands to tailor their content more effectively, ensuring it reaches the intended audience. By leveraging AI for lead generation, brands can enhance their visibility and attract users who share their values.

Content Creation and Optimisation

AI can also streamline the content creation process by suggesting topics, optimising headlines, and even generating draft content based on established guidelines. This capability allows brands to maintain a consistent voice while producing high-quality content that resonates with their audience. Moreover, by optimising existing content for SEO, brands can improve their search rankings over time, ensuring that their commitment to sustainability is front and centre in search results.

User Experience and Engagement

Enhancing user experience is paramount for retaining visitors and encouraging engagement. AI-driven SEO strategies can analyse user interactions and provide insights into how to improve website usability. This includes optimising site speed, navigation, and mobile responsiveness, which are critical for keeping users engaged. By focusing on these elements, purpose-driven brands can create a more inclusive and satisfying online experience that reflects their values.

Best Practices for Implementing AI-Driven SEO in Sustainable Web Design

Leveraging Data and Insights

Data-driven decision-making is essential for implementing effective AI-driven SEO strategies. Brands should leverage analytics tools to monitor their performance and identify areas for improvement. By continuously analysing user data, businesses can adapt their strategies to better meet the needs of their audience while promoting eco-friendly practices.

Integrating Eco-Friendly Techniques

Incorporating eco-friendly techniques into web design is crucial for purpose-driven brands. This includes using sustainable materials for web hosting and minimising resource consumption. By integrating these practices with AI-driven SEO, brands can ensure that their digital presence aligns with their sustainability goals.

Challenges and Considerations

Ethical Implications of AI in SEO

While AI offers numerous advantages, it also poses ethical challenges. Brands must consider the implications of using AI for SEO, ensuring that their practices remain transparent and fair. Ethical considerations are particularly important for purpose-driven brands, as they strive to maintain trust and integrity in their relationships with customers.

Balancing Automation and Human Touch

Finding the right balance between automation and the human touch is essential for effective AI-driven SEO. While AI can enhance efficiency, the personal connection and understanding that come from human interaction are irreplaceable. Purpose-driven brands should strive to maintain this balance, ensuring that their digital strategies reflect their core values and commitment to their audience.

Conclusion and Future Directions for AI-Driven SEO in Sustainable Design

Adopting a Holistic Approach for Sustainable Growth

To achieve sustainable growth, purpose-driven brands must adopt a holistic approach that integrates AI-driven SEO into their overall digital strategy. This involves aligning their online presence with their sustainability goals, ensuring that every aspect of their web design reflects their commitment to ethical practices.

Emerging Trends in AI and SEO for Sustainable Practices

As AI technology continues to evolve, new trends are emerging that will shape the future of SEO for sustainable practices. Brands that stay ahead of these trends will be better positioned to enhance their online presence and engage with their audience effectively. By embracing AI-driven SEO strategies, purpose-driven brands can not only improve their visibility but also champion sustainability in the digital landscape.
Further Reading

Harnessing AI-Driven SEO for Sustainable Web Design: Strategies for Purpose-Driven Brands

AI-driven SEO for sustainable web design involves leveraging machine learning algorithms and advanced data analysis to enhance search rankings and user experience. AI-powered SEO platforms provide insights into keyword trends, competitor analysis, and content performance, optimising keyword strategies and improving content relevance. AI can assist in creating more user-friendly websites by understanding user intent and behaviour, thus boosting user engagement and satisfaction. AI-driven SEO tools optimise content and website visibility, attracting more prospects and improving lead generation. AI changes SEO in many ways. It affects keyword research, content creation, and user experience. It helps make smart choices during busy times to improve performance.

Sources

AI-Driven SEO Strategies: Unlocking Growth for Businesshttps://pixolabo.com/ai-driven-seo-strategies/AI-driven SEO for startups and product brands leverages machine learning algorithms and advanced data analysis to boost search rankings and

Revolutionising Brand Visibility: The AI-Driven SEO Strategies You …https://www.linkedin.com/pulse/revolutionising-brand-visibility-ai-driven-seo-strategies-scott-jones-r0uueAI-powered SEO platforms can provide insights into keyword trends, competitor analysis, and content performance that would be impossible to

How to Leverage AI for SEOhttps://seovendor.co/how-to-leverage-ai-for-seo/Harnessing artificial intelligence can optimise your performance in SEO. It enhances keyword strategies and improves content relevance, thus boosting user

Harnessing Predictive Analytics: Boosting SEO Strategies With AIhttps://www.forbes.com/councils/forbesbusinesscouncil/2024/10/03/harnessing-predictive-analytics-boosting-seo-strategies-with-ai/By leveraging AI to analyse datasets, businesses can make proactive decisions during periods of high traffic demand, helping to optimise

Harnessing AI for SEO Supremacy | by Squadshttps://squads.com/blog/harnessing-ai-for-seo-supremacyAI is reshaping SEO across multiple dimensions, from in-depth keyword research to content creation and user experience (UX) optimisation. By

Why to Use AI in SEO – Knowledgebase by Thatwarehttps://thatware.co/why-ai/AI-driven SEO strategies can significantly improve the user experience. By understanding user intent and behavior, AI can assist in creating more user-friendly

Harnessing AI for Effective Lead Generation in HealthTech – Insiviahttps://www.insivia.com/harnessing-ai-for-effective-lead-generation-in-healthtech-strategies-and-tools/SEO Optimisation: Employ AI-driven SEO tools to optimise your content and website, improving visibility in search engines and attracting more prospects.

A Guide to AI-Driven Content Optimisation Techniqueshttps://www.nobledesktop.com/learn/digital-marketing/a-guide-to-ai-driven-content-optimisation-techniquesThis guide will explore the essential techniques that leverage artificial intelligence to enhance content creation, optimise audience engagement.
March 10, 2025
Keyword Density in SEO: Asking the Right Questions
When it comes to optimising your website for search engines, the topic of keywords often arises. A common question from those new to SEO is: “How many times should I use a keyword on my website?” This inquiry, while understandable, misses the broader picture. In this article, we’ll explore why keyword density—a concept that has often been overemphasised—should not be your focus, and what truly matters when creating content that ranks well and resonates with readers.

The Myth of Keyword Density

Keyword density refers to the percentage of times a keyword appears on a webpage relative to the total word count. Historically, there was a belief that achieving a specific keyword density—such as 2% or 3%—was a golden rule for improving rankings. This idea stems from the early days of search engine algorithms, which relied heavily on exact-match keywords to determine a page’s relevance.

However, search engines have evolved significantly. Modern algorithms like Google’s RankBrain and BERT focus on understanding context and user intent rather than simply matching keywords. As a result, the notion of an “ideal” keyword density has become outdated and irrelevant. In fact, overusing keywords, also known as keyword stuffing, can lead to penalties and harm your rankings.

Why ‘How Many Times?’ Is the Wrong Question

Focusing on how many times to use a keyword is akin to prioritising quantity over quality. Search engines today prioritise content that provides value to users. Instead of obsessing over a number, ask yourself:

Does my content answer the user’s question or solve their problem?

Is the keyword used naturally within the context of the article?

Are there related terms or phrases that could add depth to my content?

By shifting the focus to the user experience, you’ll naturally create content that aligns with modern SEO practices.

Write for Humans First

In a climate full of AI and instant articles, the key to effective SEO is to write for humans, not algorithms. Search engines are designed to deliver the most relevant and useful results to users. If your content is engaging, informative, and easy to understand, it will naturally perform better in search results.

Here are some tips for writing human-centred content:

Focus on Clarity and Readability Use simple language and break up your text with headings, bullet points, and short paragraphs. This improves readability and keeps readers engaged.

Incorporate Keywords Naturally Keywords should blend seamlessly into your content. Forced usage disrupts the flow and makes your writing feel awkward.

Provide Comprehensive Information Cover your topic thoroughly. This not only keeps readers on your page longer but also signals to search engines that your content is valuable.

Engage Your Audience Use examples, anecdotes, or questions to make your content relatable. The longer readers stay engaged, the better your page’s performance.

Read this classic post about human connection in a ChatGTP world

The Role of Semantic Search

Modern search engines are increasingly sophisticated, employing semantic search to understand the meaning and intent behind a query. This means they look beyond exact-match keywords and consider related terms, synonyms, and context. For example, if your keyword is “best coffee machines,” your content might also include phrases like “espresso makers” or “home brewing tips.”

By using a variety of related terms, you’ll create richer, more useful content that aligns with how search engines interpret queries.

Avoid Keyword Stuffing

While using your primary keyword is essential, overdoing it can backfire. Keyword stuffing—the practice of cramming a keyword into your content repeatedly—is not only unpleasant for readers but also a red flag for search engines. Pages that engage in keyword stuffing may be penalised, resulting in lower rankings or removal from search results altogether. Keyword stuffing, stuffing, stuffing…

Measuring Keyword Effectiveness

Instead of worrying about how often a keyword appears, focus on measuring the effectiveness of your keywords. Tools like Google Search Console, SEMrush, or Ahrefs can help you track:

Search rankings for your target keywords

Organic traffic to your page

Click-through rates (CTR) from search results

User engagement metrics like time on page and bounce rate

These insights will give you a clearer picture of what’s working and where improvements are needed.

Best Practices for Using Keywords

Here are some practical tips for incorporating keywords effectively:

Use Keywords in Key Areas: Include your primary keyword in the title tag, meta description, and the first 100 words of your content.

Optimise Headers: Use keywords or variations of them in headings to help structure your content.

Leverage Alt Text: Add descriptive alt text to images that include your keyword where relevant.

Avoid Over-Optimisation: Using a keyword too many times can make your content feel repetitive. Instead, focus on variety and natural phrasing.

Test and Adjust: Regularly update your content based on performance data to ensure it remains relevant and optimised.

The Big Picture

SEO is not about gaming the system or adhering to arbitrary rules. It’s about creating valuable content that meets the needs of your audience. Search engines have one goal: to deliver the best possible results to users. By prioritising quality over keyword density and focusing on user experience, you’ll be well on your way to achieving better rankings and building a loyal audience.

So you see, the question isn’t how many times you should use a keyword. The real question is: how can you create content that serves your audience and aligns with their intent? Master that, and the rest will follow.
January 21, 2025
Unlocking the Power of SEO in 2025: A Guide for Marketing Managers
The power of Search Engine Optimisation (SEO) in 2025 continues to grow and evolve, in our attention economy, it plays a pivotal role in ensuring your business’s online visibility. The old adage “If you’re not online, you don’t exist” has never been more true. The meaning of online may be changing but the crux remains the same. Yet, many business owners, marketing managers and coordinators find themselves grappling with its complexities, unsure of how to extract value from it.

If you’ve ever wondered what SEO actually means or how to use it effectively, this guide is for you. Let’s break it down, understand its value, and arm you with actionable steps to improve your rankings in 2025.

What Is SEO?

SEO stands for Search Engine Optimisation. It’s the practice of optimising your website to improve its visibility in search engine results pages (SERPs). When your website ranks higher, more people see it, click on it, and (ideally) engage with your products or services.

Think of search engines like Google as massive libraries, indexing billions of web pages and ranking them based on relevance and quality. SEO ensures your page stands out in this crowded library.

But SEO isn’t just about stuffing keywords into your content. Modern SEO involves understanding user intent, creating value-driven content, and delivering exceptional user experiences.

Why Is SEO Valuable?

Traffic That Converts: SEO brings organic (free) traffic to your site from people already searching for what you offer.

Cost-Effective Marketing: Unlike paid ads, SEO doesn’t demand a constant budget to sustain visibility.

Long-Term Results: With consistent effort, SEO builds your digital presence for the long haul.

Now that we’ve covered what SEO is and why it matters, let’s explore how you can master it.

3 Actionable Steps to Boost Your SEO Rankings in 2025

The SEO landscape evolves constantly, and what worked in 2022 may no longer be effective. As we step into 2025, these strategies will help your business stay ahead:

1. Optimise for Search Intent

Google’s algorithms have grown increasingly sophisticated, prioritising user intent over simple keyword matching. In 2025, ranking well means understanding why users are searching and delivering content tailored to their needs.

How to do it:

Categorise search intent: Break it down into informational (questions like “What is SEO?”), navigational (looking for a specific brand), transactional (buying intent), and commercial investigation (research before buying).

Match content to intent: If users are searching for “best marketing tools for 2025,” create a detailed comparison blog rather than just a sales page.

Use tools like Google’s People Also Ask and AnswerThePublic to identify common queries.

Snippet Tip: Answer direct questions concisely within your content, using clear subheadings, bullet points, and structured data. This increases the chances of your content being featured as a rich snippet on Google or even informing AI-powered tools like ChatGPT.

2. Focus on Core Web Vitals

Google’s Core Web Vitals — metrics that measure website speed, responsiveness, and visual stability — remain a crucial ranking factor in 2025. Simply put, a faster, smoother website improves user experience and search rankings.

How to do it:

Prioritise speed: Use tools like Google PageSpeed Insights or GTmetrix to identify bottlenecks. Compress images, enable caching, and opt for a Content Delivery Network (CDN) to boost speed.

Mobile-first design: Over 60% of web traffic comes from mobile devices. Ensure your site is responsive and loads seamlessly on any device.

Fix technical issues: Broken links, duplicate content, and outdated redirects can hurt rankings. Conduct regular audits using tools like Screaming Frog or Ahrefs.

Snippet Tip: Add structured data (schema markup) for your pages. For example, product pages can display reviews, prices, and availability directly in search results, boosting click-through rates.

3. Invest in Content That Adds Value

Content is still king in 2025, but the crown belongs to those who create value-driven, authoritative pieces. Google ranks content that’s not only relevant but also comprehensive and trustworthy.

How to do it:

Write for humans first: While it’s tempting to chase algorithms, your audience comes first. Use natural language and avoid keyword stuffing.

Adopt the E-E-A-T framework: Expertise, Experience, Authoritativeness, and Trustworthiness are crucial for rankings. Showcase industry expertise, cite credible sources, and include author bios where relevant.

Diversify content formats: Blend blogs, videos, infographics, and podcasts to engage different audience segments.

Snippet Tip: Break long articles into sections with descriptive subheadings (e.g., “What is SEO?”, “How to Improve SEO in 2025”). This structure not only improves readability but also enhances your chances of appearing in featured snippets.

Emerging SEO Trends to Watch in 2025

Voice Search Optimisation: With the rise of smart assistants like Alexa and Google Assistant, more users are searching conversationally. Focus on long-tail, natural keywords.

AI-Driven SEO Tools: Tools like ChatGPT and Jasper AI can assist in generating content ideas, improving keyword research, and even automating mundane tasks.

Visual Search: Platforms like Google Lens are changing how users search. Ensure your images are high quality, properly tagged, and optimised for visual discovery and not just clumsily stuffed with your keywords.

Measuring Your Online Success

Even the best SEO strategy is meaningless if you don’t measure its impact. Regularly track metrics like:

Organic traffic: Are more users finding your site through search?

Bounce rate: Are users staying on your site or leaving quickly?

Keyword rankings: Are your target keywords moving up the SERPs?

Domain Authority: Have you built your Google Trust score with trusted backlinks?

Conversions: Is SEO driving tangible business results, such as leads or sales?

Use tools like Google Analytics, Google Search Console, and SEMrush to monitor and refine your efforts.

Final Thoughts

SEO is no longer optional in 2025; it’s a fundamental part of any successful marketing strategy. By focusing on search intent, technical excellence, and high-value content, you can not only improve your rankings but also build trust with your audience.

The journey to mastering SEO may seem daunting, but with a clear strategy and consistent effort, the rewards are undeniable. Start implementing these steps today, and watch your brand soar in search results tomorrow.

Remember, SEO isn’t just about being found — it’s about being chosen. Let 2025 be the year you unlock its full potential.

Looking to grow your SEO presence and take your digital marketing to the next level?
Our team of SEO experts can help you craft a strategy tailored to your business needs. Get in touch with us today to explore how we can elevate your online visibility and drive real results. Our affordable SEO services will help you shine online.
January 9, 2025
Unlocking the Power of SEO for Small Businesses:
A Toasty Success Story

At Marzipan Media, we believe that SEO is the key to unlocking long-term success for small businesses. We’re thrilled to partner with Toasty, creators of the Ultimate Weatherproof Jacket, to help them expand their digital reach and connect with more outdoor adventurers. Whether you’re a local boutique or an international brand, keeping your SEO on point can make all the difference in today’s competitive landscape.

Why SEO Matters for Small Businesses

Search Engine Optimization (SEO) is the magic that brings your brand in front of customers when they need you most. Imagine someone searching for the best outdoor gear for their next adventure – without effective SEO, your product might not even show up in their search results.

For small businesses, maintaining strong SEO means:
1. Increased Visibility: Great SEO helps potential customers find you online. If you’re selling quality products like Toasty’s weatherproof jackets, being easily discoverable on search engines can turn curious browsers into loyal customers.
2. Building Trust: Ranking higher on Google lends credibility to your business. People tend to trust businesses that appear at the top of search results, and a consistent SEO strategy builds that trust over time.
3. Cost-Effective Growth: SEO is an investment with long-term benefits. Once your site ranks well, the traffic you attract is essentially free, compared to ongoing costs for paid ads.
4. Better Customer Experience: A well-optimized site is also a more user-friendly one. Optimizing for SEO means creating a seamless, fast, and mobile-friendly experience that your customers will appreciate.
How We’re Helping Toasty Elevate Their SEO

Toasty has already built a loyal following with their Ultimate Weatherproof Jacket, designed to withstand the harshest conditions while keeping you comfortable and dry. Now, we’re excited to take their digital presence to the next level. Here’s how:
- Keyword Optimisation: We’ll identify the key phrases that adventurers and outdoor enthusiasts are searching for, helping Toasty rise to the top when people are looking for high-quality outdoor gear.
- On-Page SEO Improvements: From optimizing their product descriptions to enhancing the content on their blog, we’ll make sure every part of their website is primed for search engines and users alike.
- Local SEO Boost: Small businesses can thrive by focusing on their local audience. We’ll help Toasty enhance their local presence so that when someone nearby is preparing for their next hike or camping trip, they know where to find the best gear.
- Content Strategy: From blog posts to product pages, we’ll craft content that not only speaks to search engines but also to people who need reliable gear. Sharing stories about outdoor adventures, customer experiences, and jacket features will build a lasting connection with the audience.
The Takeaway

SEO isn’t just about getting to the top of Google – it’s about staying there. For small businesses like Toasty, maintaining SEO means staying relevant, reaching new audiences, and growing sustainably. Whether you’re selling the best weatherproof jacket or any other product, the right SEO strategy can make all the difference.

If you’re ready to take your brand to new heights, we’d love to help you create a digital presence as powerful as your purpose – just like we’re doing for Toasty!
October 24, 2024
The Secret to Ranking Product Pages Every Time

Ranking product pages on Google is no easy feat. These “money pages,” as we often call them in the trade, are vital to driving sales and revenue, yet they’re notoriously difficult to rank. They exist in a competitive environment where countless businesses are vying for those coveted top spots. The difficulty isn’t just due to high competition; it’s also because product pages, by their nature, don’t naturally attract as many backlinks as other types of content. Furthermore, to keep our pages looking streamlined and easy to understand, the design process will knock out reams of text that could otherwise be used for SEO purposes.

But don’t worry—we’re here to help. Marzipan has been offering Affordable SEO Services for almost 10 years. We’re here to unlock some of our trade secrets to help your products rank on Google. Let’s dive into the secret to getting your product pages to rank every time.

Understanding the Challenge

Before we unveil the secret to ranking product pages, it’s essential to understand why they pose such a challenge in the first place. When it comes to SEO, Google and other search engines tend to favour content-rich pages that provide valuable information. Think blogs, how-to guides, or in-depth reviews. These types of pages naturally acquire backlinks because they offer useful, shareable content. Product pages, however, are inherently commercial. Their primary purpose is to sell, not to educate or entertain, which means they don’t typically attract the same level of organic links. Moreover, stuffing these pages with too many unnatural or spammy backlinks can raise red flags with search engines, leading to penalties rather than higher rankings. It’s a tightrope, but the challenge is achievable with the right SEO strategies.

The Content Conundrum

One of the primary hurdles in ranking product pages is content. Many e-commerce sites fall into the trap of using manufacturer descriptions, which are often duplicated across the web. This duplication can lead to issues with Google’s algorithms, which prioritise unique, valuable content. Additionally, product pages are often lean on content—after all, how much can you say about a single pair of socks or a kitchen blender? However, this lean approach doesn’t cut it in today’s SEO landscape.

The secret here is to go beyond the basics. Think about what your customers genuinely want to know about your products. Create detailed descriptions that highlight the benefits and unique features of your products. Include user reviews, FAQs, and even video content where possible. This not only enriches your product pages but also provides multiple entry points for SEO, targeting different queries and customer needs.

Leveraging Internal Linking

While external backlinks are crucial, internal linking is often overlooked in the context of product pages. Yet, it can be a game-changer. Internal links help distribute page authority throughout your site, guiding both users and search engines to your money pages. When linking internally, ensure you’re using relevant anchor text that naturally fits within the context of the linking page. This strategy not only boosts the visibility of your product pages but also enhances the user experience, which is a critical factor in SEO.

Consider creating blog posts, buying guides, or comparison pages that naturally link back to your product pages. These pieces of content can be optimised for long-tail keywords and serve as gateways to your commercial pages. By doing so, you’re not just creating a web of internal links but also adding value to your visitors, who might be looking for more information before making a purchase.

Building High-Quality Backlinks

While product pages don’t naturally acquire backlinks like a piece of viral content might, you can still develop a solid backlink strategy that doesn’t look spammy or unnatural. One approach is to create supporting content that is link-worthy. Think of it as building a content ecosystem around your product pages. Develop content that provides genuine value—such as how-to guides, industry insights, or research studies—that other sites will want to link to. Then, strategically link this content back to your product pages.

Another effective tactic is leveraging partnerships and relationships. Reach out to manufacturers, influencers, or industry experts to review or mention your products. Guest blogging on relevant sites can also be an excellent way to build high-quality backlinks. The key here is quality over quantity; a few authoritative links can significantly impact your rankings compared to dozens of low-quality ones.

Optimising for User Experience

User experience (UX) plays a more significant role in SEO than ever before. Google considers how users interact with your site—bounce rate, time on site, and click-through rate are all metrics that impact your rankings. For product pages, this means ensuring a seamless, engaging experience for your visitors.

Start by optimising page load speed, as slow-loading pages can frustrate users and increase bounce rates. Ensure that your product pages are mobile-friendly, given that a significant portion of online shopping now happens on mobile devices. Make navigation easy, and reduce any friction points in the buying process. Also, consider using high-quality images and videos, clear calls to action, and trust signals like reviews or ratings to boost conversions.

Embracing Structured Data

Another secret weapon in your SEO arsenal for ranking product pages is structured data, also known as schema markup. This type of code helps search engines understand the context of your content, allowing them to display rich snippets in search results, which can increase your click-through rate. For product pages, this could mean showing star ratings, pricing, or availability directly in the search results, giving you an edge over competitors.

Implementing structured data isn’t just about adding a few lines of code; it’s about enhancing the way search engines interpret and display your content. This not only helps with rankings but also improves the visibility and attractiveness of your search listings.

Ranking product pages on Google may be challenging, but it’s far from impossible. By understanding the unique challenges these pages face and implementing a comprehensive SEO strategy, you can improve their visibility and drive more sales. Remember, the secret to ranking product pages every time isn’t just about stuffing them with keywords or building countless backlinks. It’s about creating valuable, user-centric content, leveraging internal linking, building high-quality backlinks, optimising for UX, and using structured data effectively. With these strategies in your toolkit, you’ll be well on your way to dominating the search rankings and turning your product pages into powerful drivers of growth for your business.

August 29, 2024
How to Get Found Online – SEO Tips
SEO tips for new businesses to shine online.
We’ve been there. Multiple times. We understand that starting a new business can be both exciting and challenging. One of the biggest challenges is getting your business noticed online among all of the other content, blogs, websites and businesses. Search engine optimisation (SEO) is essential for improving your online visibility and attracting potential customers. Here are some actionable SEO tips to help new business owners get found online.
The digital landscape is crowded, making it crucial for new businesses to stand out. SEO is the process of optimising your website to rank higher in search engine results pages (SERPs), driving organic traffic to your site. In this post, we’ll explore essential SEO tips that can help new business owners improve their online presence and attract more customers.
1. Do Your Homework – Keyword Research
Keyword research is the foundation of any successful SEO strategy. It involves identifying the words and phrases your target audience uses to search for products or services like yours.
Use Tools: Utilise tools like Google Keyword Planner, SEMrush, or Ahrefs to find relevant keywords.
Long-Tail Keywords: Focus on long-tail keywords, which are more specific and less competitive, making it easier to rank.
Competitor Analysis: Analyze your competitors’ keywords to find gaps and opportunities.
2. Get Ready to Optimise Your Website Content
Content is king in the world of SEO. Optimising your website content ensures that it is relevant and valuable to your audience.
Quality Over Quantity: Focus on creating high-quality, informative content that addresses the needs of your audience. Better to be useful than everywhere.
Keyword Placement: Naturally incorporate your keywords into your content, including titles, headers, and body text.
Content Length: Longer content tends to rank better, but ensure it remains engaging and informative. Aim for around 600-1000 words to get noticed.
3. Start with the visible webpages – On-Page SEO
On-page SEO involves optimising individual web pages to rank higher and earn more relevant traffic.
Title Tags and Meta Descriptions: Write compelling title tags and meta descriptions that include your target keywords.
Header Tags: Use header tags (H1, H2, H3) to structure your content and make it easier for search engines to understand.
URL Structure: Create clean and descriptive URLs that include keywords.
4. Don’t Forget the Mobile Optimisation
With the increasing use of mobile devices, ensuring your website is mobile-friendly is crucial for SEO.
Responsive Design: Use a responsive design to ensure your site looks and functions well on all devices.
Page Speed: Optimize images and use tools like Google PageSpeed Insights to improve your site’s loading time.
5. Go Local with pinpoint SEO
Maximise those ‘near me’ searches. For businesses targeting local customers, local SEO is vital.
Google My Business: Create and optimise your Google My Business listing with accurate information, images, and customer reviews.
Local Keywords: Include local keywords in your content and meta tags.
NAP Consistency: Ensure your business name, address, and phone number (NAP) are consistent across all online platforms.
6. Backlink Building
Backlinks, or links from other websites to yours, are a significant ranking factor.
Quality Over Quantity: Focus on getting high-quality backlinks from reputable sites.
Guest Blogging: Write guest posts for industry-related blogs to earn backlinks.
Broken Link Building: Identify broken links on other sites and offer your content as a replacement.
7. Smash Your Social Media
Social media can amplify your SEO efforts by driving traffic to your site and increasing your content’s visibility. Bing increasingly uses social media signals to gauge relevance and rankability.
Share Content: Regularly share your content on social media platforms.
Engage with Followers: Respond to comments and engage with your audience to build a loyal community.
Social Sharing Buttons: Add social sharing buttons to your website to encourage visitors to share your content.
Don’t be afraid to ask for help.
Implementing these SEO tips can significantly improve your online visibility and help your new business attract more customers. SEO is an ongoing process, so continually monitor your performance and adapt your strategies as needed. With time and effort, you’ll see your business rise in search engine rankings and enjoy the benefits of increased organic traffic.
By following these SEO tips, new business owners can create a strong online presence and attract more customers. Remember, SEO is a long-term investment, and consistency is key to achieving and maintaining high search engine rankings. Don’t be afraid to ask for help, Marzipan Media have been helping brands shine online with their affordable SEO services for over 10yrs. We’re here to help you too.
July 22, 2024
How to ensure your CSP is effective against XSS attacks on a WordPress website?
When it comes to the latest core metrics for SEO, Google’s Lighthouse has audits for performance, accessibility, progressive web apps, SEO, and Security.

If your website is vulnerable you may lose valuable traction in your search engine results.

Content Security Policy (CSP) is a powerful tool to help mitigate the risk of Cross-Site Scripting (XSS) attacks on your WordPress website. Here are the steps to ensure CSP is effective:

1. Understand CSP Basics

CSP is a security feature that helps prevent various attacks by controlling the sources from which resources (like scripts, styles, and images) can be loaded. A CSP header tells the browser which sources it is allowed to load content from.

2. Implement a Strong CSP

A strong CSP typically disallows inline scripts and styles, and only allows resources from trusted sources. A good starting point for your CSP could look something like this:
```
Content-Security-Policy: default-src 'self'; script-src 'self' https://trusted.cdn.com; style-src 'self' https://trusted.cdn.com; img-src 'self' data:; connect-src 'self'; font-src 'self' https://trusted.fonts.com; frame-src 'none'; object-src 'none';
```
This example allows scripts and styles to be loaded only from the site’s own domain ('self') and a trusted CDN. Inline scripts and styles are blocked, as are any frames or objects from other sources.

3. Apply CSP Headers

To apply CSP headers to your WordPress site, you can either use a plugin or modify your .htaccess file (if you’re using Apache) or your server configuration file (for Nginx).

Using a Plugin
1. CSP plugin: There are several WordPress plugins that can help you manage CSP. A popular one is HTTP Headers.
2. Install and activate the plugin.
3. Configure the plugin: Go to the plugin settings and set up your CSP rules.
Using .htaccess (for Apache)

Add the following lines to your .htaccess file:
```
<IfModule mod_headers.c>
    Header set Content-Security-Policy "default-src 'self'; script-src 'self' https://trusted.cdn.com; style-src 'self' https://trusted.cdn.com; img-src 'self' data:; connect-src 'self'; font-src 'self' https://trusted.fonts.com; frame-src 'none'; object-src 'none';"
</IfModule>
```
Using Nginx Configuration

Add the following lines to your Nginx configuration file:
```
add_header Content-Security-Policy "default-src 'self'; script-src 'self' https://trusted.cdn.com; style-src 'self' https://trusted.cdn.com; img-src 'self' data:; connect-src 'self'; font-src 'self' https://trusted.fonts.com; frame-src 'none'; object-src 'none';";
```
4. Test Your CSP

Before deploying your CSP to production, test it to ensure it does not break your site. Use the Content-Security-Policy-Report-Only header to see what would be blocked by your CSP without actually blocking anything. Monitor the reports and adjust your CSP as needed.
```
Content-Security-Policy-Report-Only: default-src 'self'; script-src 'self' https://trusted.cdn.com; style-src 'self' https://trusted.cdn.com; img-src 'self' data:; connect-src 'self'; font-src 'self' https://trusted.fonts.com; frame-src 'none'; object-src 'none'; report-uri /csp-report-endpoint;
```
Set up a reporting endpoint (or use a third-party service) to collect CSP violation reports.

5. Monitor and Maintain Your CSP

Regularly review your CSP reports and logs to ensure no unwanted content is being loaded. Adjust your CSP rules as needed, especially if you add new plugins or make significant changes to your site.

Additional Security Measures

While CSP is effective, it should be part of a broader security strategy:
- Keep WordPress and all plugins updated.
- Use a Web Application Firewall (WAF).
- Sanitize and validate user inputs.
- Use HTTPS to ensure secure data transmission.
- Regularly scan your site for vulnerabilities.
By following these steps and integrating CSP into your overall security strategy, you can significantly reduce the risk of XSS attacks on your WordPress website.

If you’re still unsure or feel as though this all might be above your pay grade, we’re here to help.

We’ve been designing sustainable websites that are not only super secure but they are dazzlingly handsome too. Take the hassle out of your website so you can get back to doing what you should be doing, running your business.

Get in touch if you’d like to know more.
June 24, 2024
The Future of SEO in a ChatGPT-dominated world
As artificial intelligence advances at an unprecedented rate, the way we access and interact with information is also evolving. Among the most significant developments in this field is OpenAI’s ChatGPT, a sophisticated AI language model capable of understanding and generating human-like text. This technology has the potential to transform the landscape of search engines and, by extension, search engine optimization (SEO). This blog explores the implications of a world where ChatGPT, or similar AI, becomes the primary tool for information retrieval, and what this means for the future of SEO.
Introduction
The advent of search engines revolutionized the way we access information. From Google to Bing, these platforms have become the default gateways to the internet, providing users with answers to their queries within seconds. However, the rise of AI language models like ChatGPT poses a fundamental question: What if ChatGPT kills search engines? This shift would not only alter how users find information but also reshape the strategies businesses use to optimize their online presence.
The Evolution of Search Engines
From Simple Queries to Complex Algorithms
Search engines have come a long way since their inception. Early search engines relied on simple keyword matching to return results. Over time, complex algorithms were developed to improve the relevance and accuracy of search results. Google, for example, uses a combination of factors like PageRank, backlinks, and user engagement metrics to determine the ranking of web pages.
The Role of SEO in Search Engines
SEO has been integral to this ecosystem, with businesses and content creators continually adapting to algorithm changes to ensure their content ranks high on search engine results pages (SERPs). Traditional SEO involves keyword optimization, link building, and creating high-quality content that aligns with search engine guidelines.
The Rise of AI in Search
Recent advancements in AI have further enhanced the capabilities of search engines. Google’s BERT (Bidirectional Encoder Representations from Transformers) and RankBrain are examples of how AI is being used to understand the context and intent behind user queries better. Despite these advancements, the fundamental principle remains the same: users input queries, and search engines return a list of relevant web pages.
ChatGPT: A New Paradigm for Information Retrieval
Understanding ChatGPT
ChatGPT, developed by OpenAI, represents a significant leap in AI capabilities. Unlike traditional search engines, ChatGPT can understand and generate human-like text, making it possible to engage in more nuanced and context-aware conversations. This ability to generate coherent and contextually appropriate responses has profound implications for information retrieval.
Potential Advantages of ChatGPT Over Traditional Search Engines
Conversational Interface: ChatGPT offers a conversational interface, allowing users to ask questions in a more natural and intuitive manner. This can enhance the user experience by making information retrieval feel more like a dialogue than a transaction.
Contextual Understanding: ChatGPT’s ability to understand context means it can provide more accurate and relevant answers. This reduces the need for users to sift through multiple search results to find the information they need.
Personalization: ChatGPT can be tailored to individual users’ preferences and needs, offering personalized responses that traditional search engines might struggle to provide.
Challenges and Limitations
Despite its potential, ChatGPT is not without challenges. It requires vast amounts of data and computational resources to function effectively. There are also concerns about the accuracy and reliability of the information provided, as well as issues related to bias and misinformation.
The Future of SEO in a ChatGPT-Dominated World
Redefining SEO
If ChatGPT or similar AI models become the primary tools for information retrieval, the traditional SEO landscape will undergo significant changes. Here’s how SEO might evolve in this new paradigm:
Content Optimization for AI: Instead of optimizing content for search engine algorithms, businesses will need to optimize for AI models. This involves creating content that is not only relevant and high-quality but also structured in a way that AI can easily interpret and use to generate accurate responses.
Focus on User Intent: Understanding and addressing user intent will become even more critical. Content creators will need to anticipate the types of questions users might ask and provide comprehensive answers that align with their needs.
Structured Data and Semantic Markup: Utilizing structured data and semantic markup will be crucial to help AI models understand the context and relevance of content. This involves using schema markup to provide additional information about the content and its relationship to other data.
New Strategies and Best Practices
Conversational Content: Creating content that mirrors natural language and conversational styles will be essential. This includes using long-tail keywords and phrases that users are likely to use in a conversational query.
Enhanced Content Quality: High-quality, authoritative content will be more important than ever. AI models prioritize content that is well-researched, accurate, and trustworthy.
Diversified Content Formats: Leveraging various content formats, such as videos, podcasts, and interactive content, can enhance engagement and provide multiple touchpoints for AI to access and interpret information.
Monitoring and Adaptation: Continuously monitoring AI interactions and adapting strategies based on user feedback and engagement metrics will be crucial. This involves staying updated with AI advancements and incorporating new techniques as they emerge.
The Role of Technical SEO
While the focus might shift towards content optimization, technical SEO will remain important. Ensuring that websites are fast, secure, and mobile-friendly will continue to be key factors in providing a positive user experience. Additionally, optimizing for voice search and natural language processing will become increasingly relevant.
Ethical Considerations and Challenges
Ensuring Accuracy and Reliability
One of the primary challenges with AI-driven information retrieval is ensuring the accuracy and reliability of the information provided. Businesses and content creators will need to prioritize factual accuracy and ethical considerations when creating content for AI models.
Addressing Bias and Misinformation
AI models like ChatGPT can inadvertently perpetuate bias and misinformation. It’s crucial to implement measures to mitigate these risks, such as using diverse and representative data sets, employing robust content moderation, and promoting transparency in AI operations.
Balancing Privacy and Personalization
While personalized responses can enhance user experience, they also raise concerns about privacy. Striking a balance between personalization and user privacy will be essential to maintaining trust and compliance with data protection regulations.
The Impact on Businesses and Marketers
Shifting Marketing Strategies
Businesses and marketers will need to adapt their strategies to align with the new SEO landscape. This includes investing in AI-driven tools and technologies, developing new skill sets, and staying agile in response to changing trends.
Opportunities for Innovation
The rise of AI presents numerous opportunities for innovation. Businesses can leverage AI to create more engaging and personalized experiences, develop new products and services, and optimize their operations for greater efficiency and effectiveness.
Navigating the Transition
The transition to a ChatGPT-dominated world will require careful planning and execution. Businesses will need to invest in education and training to equip their teams with the knowledge and skills needed to thrive in this new environment.
Conclusion
The future of SEO in a ChatGPT-dominated world is both exciting and challenging. As AI continues to evolve, it will reshape the way we access and interact with information, presenting new opportunities and challenges for businesses and marketers. By staying informed, adapting to new trends, and prioritizing user experience, businesses can successfully navigate this transition and thrive in the AI-driven future of SEO.
June 3, 2024
Urban Metal. Our latest AdWords and SEO client

We are thrilled to welcome Urban Metal to our roster of SEO and AdWords clients!
As a small team of creatives, we can already tell that they honestly love the work they do. From their Brisbane-based studio, they’re on a mission to create beautiful, laser-cut decorative metal screens that inspire people to reflect, ignite conversations, and ultimately, enhance the space in which they live, study and work. They are PicPerf specialists and specialise in First Nations Designs and wayfinding.
Being a boutique digital agency we resonate with their passiona and are eager to collaborate with them to enhance their online presence, drive traffic, and generate high-quality leads.
At Marzipan, we understand that contacting people at the point of decision-making is crucial, which is why we leverage AdWords to reach the right audience at the right time. What’s more, by pairing our SEM services with SEO, we often see lower cost per click and higher ad rankings for our clients. When SEO is conducted on a website first it ensures brand messaging is synchronised across both organic search and AdWords. Welcome aboard, Urban Metal – we look forward to reaching new heights together!

May 10, 2024