Author Archives: Shirish Agarwal

About Shirish Agarwal

Shirish Agarwal is the founder of Flow20 and looks after the PPC and SEO side of things. Shirish also regularly contributes to leading digital marketing publications such as Hubspot, SEMRush, Wordstream and Outbrain. Connect with him on LinkedIn.

October 1, 2020

How to Make Your Website Accessible to Users with Disabilities

Digital inclusion is a topic of growing importance for every marketer and business owner and if you have a website, you must make it accessible to people who are blind, deaf or have certain other disabilities.

It’s going to be the law.

Legislation in EU, UK & USA

In 2016 the European Union passed a law (Web Accessibility Directive) which mandates that all public sector websites need to make necessary changes and become more accessible to people with disabilities.

That law has taken effect just little more than a year ago, on September 23rd 2019, but only for websites made after September 2018. Older websites, those that were made before September 2018, became affected by the law just a week ago, on September 23rd 2020. 

Mobile apps, on the other hand, must conform by June 23rd 2021.

Last year, in 2019, the EU passed a complementary law (European Accessibility Act) which mandates that all private companies must also make their websites more accessible to people with disabilities. Member states must adopt and publish necessary laws, regulations and administrative provisions by 2022, and the requirements of the European accessibility act must already have been implemented.

In the UK, we already had a law that made it illegal not to provide services to a disabled person that is normally provided to others. Online services, such as ecommerce shopping or transportation ticket reservation, are also included.

Besides that, the EU law continues to be applied in the UK during the transitional period.

On the other side of the Atlantic, a similar law has existed for 30 years and it’s called Americans with Disabilities Act (ADA.) 

Even though it didn’t mention websites or mobile apps when it was passed in 1990, the US Department of Justice holds that ADA applies to all segments of business, including websites or apps.

Why You Should Care

Apart from fines for breaking the law, marketers and business owners should also be aware of the fact that 15% to 20% of the population has some kind of disability.

Therefore, if you develop a website that isn’t accessible to deaf (e.g. no subtitles or transcripts for video and audio files) or blind users (e.g. no alt text to describe the image), you will practically close the door to every fifth visitor!

Imagine losing one fifth of your revenue because you neglected accessibility during website development. 

Such a waste, isn’t it?

5 ways to Make Your Website Accessible to Users with Disabilities

Luckily, making your website accessible doesn’t have to be complicated. You can start implementing some changes today and below you can find 5 important and simple steps that will take you in the right direction.

1. Enable Keyboard Navigation

Many assistive technologies use a keyboard to navigate the website. Most commonly it’s done with the Tab key. The goal here is to make all your content accessible with a keyboard. You can test accessibility by unplugging the mouse and trying to navigate the website just by using the Tab key.

2. Add Alt Text to Images

This step is not only going to make your website more accessible to visually imparied people who make use of screen readers to understand what your website is about, but also to search engines that are basically doing the same thing. 

Both visually impaired people and search engines such as Google can’t see the image, but only read its description. That’s why adding alt text can also help your website rank better in search results. If you add a keyword to the alt text and someone searches for that keyword under the Images tab on Google, your image (and your website) might appear in search results.

3. Choose Colours That Make Reading Easier

Text and background must be in contrast. This should be the rule independent of any laws and regulations; it should be common sense. 

However, some people are color-blind while others, especially those with learning disabilities, greatly benefit from using colours to organize the content. You can satisfy both groups by simultaneously using colour and other visual indicators (arrows, question marks, etc.) and by adding white space between blocks of content.

4. Use Headlines to Structure Your Content

This is another step that will make your content compliant with accessibility laws and better in terms of search engine optimisation. Both screen readers and search engines will use headlines to navigate the content.

Use only one H1 header and then start adding H2 as subheadings while nesting others under it as H3, H4, etc.

5. Make Audio and Video Files More Easily Accessible

For regular users, autoplay videos can be annoying, but for users with disabilities, they’re even worse. For example, when using a screen reader, it can be hard to turn off that video or audio file.

Besides avoiding autoplay, you should also add subtitles to video and transcript to audio files to make them accessible to deaf people.

If you need help in understanding accessibility and implementing necessary changes to your website, feel free to get in touch and Flow20 will be happy to help.

April 16, 2020

Impact of COVID-19 on SEO and Your Organic Traffic

COVID-19 or better known as Coronavirus has led to a global upheaval in 2020.

This is because businesses, as well as economies, are shifting to support the health of the citizens and the slow infection rates. While the government has imposed measures to restrict the foot traffic and movement of vehicles, business owners have been forced to search for creative methods to provide services virtually to their customers. Many businesses are also suffering due to the COVID-19 outbreak and have come to a complete halt.

November 8, 2019

How to use LinkedIn to generate leads

Lead generation is a fundamental part of building a successful business. In order to gain paying customers, you need a reliable stream of leads to send them in your direction. However, as simple as this concept is in theory, the reality often proves a little harder.

While you understand the objective, the actual act of generating traffic and leads can be more complex, with 65% of businesses citing this as their number one marketing challenge. The good news is that LinkedIn can be an invaluable tool in helping you to achieve this end. A highly effective method of targeting potential customers, research has shown that more than 80% of business-to-business social media leads come from this one website.

So how can you use the platform to your advantage? Here are a few tips and tricks you might find useful.

Optimise your profile for connecting

It sounds pretty obvious, but when it comes to connecting with people, your LinkedIn profile plays a big part in determining your success. In order to garner the interest of individuals that you don’t know in person, the content that other users see must appeal to them.

Let’s begin with the picture you use. Without a profile picture to prove you’re legitimate, no one is going to accept an invitation from you. Your best bet is to have a professional headshot done, but if this isn’t possible, find a solid coloured background, dress to impress, and have someone snap a shot of you.

The next thing to consider is your title aka your professional headline. This needs to give you a roughly equal standing to the people you want to connect with, so if you’re targeting smaller companies, for example, you’ll probably begin by approaching their CEOs. If you’re a CEO yourself, it’s easy – simply input ‘CEO of (your business)’. If you can’t lay claim to that role, try to find a term that suggests a similar spot in the hierarchy, such as ‘founder’ or ‘CMO’.

Once you have that covered, round out your profile optimisation by making sure that everything is properly filled in and that the text you include does a sterling job of talking you up.

Identify those who make the decisions

Once you’ve done a good job of selling yourself to any potential contacts, take some time to make sure that you’re targeting the right people. In order to do this, you’ll need to think about the sales cycle. In every company, there will be a decision-maker and/or makers. While this may be the CEO in some instances, in many others it will be the HR, marketing or sales manager. Take the time to work out who this person is, and your efforts are much more likely to be fruitful – quite probably, in a much shorter timeframe than you’re used to.

Follow up your leads

In order to generate leads, the likelihood is that you’ll target a large number of individuals. While widening the playing field certainly does increase your chances of success, you need to think very carefully about your strategy. You see, one of the most frequently made mistakes in terms of lead generation is identifying useful contacts, initiating contact, and then only following up with those who respond, before beginning the whole cycle again. What this fails to take into account is that 80% of sales require five follow-ups, even though 50% of people stop at one []. To prevent your message from getting buried, be persistent; if you haven’t heard back after three days, this is the ideal time to try again.

Position yourself as an authority

As well as actively making an effort to network, there are other highly effective ways to make yourself known. One of these is LinkedIn’s publishing platform. Giving you the chance to share content, it’s a great place to republish posts from your company’s blog. What this does, without any additional effort required on your part, is position you as an authority in your field. Demonstrating to potential clients and/or customers how experienced and expert you are, it may well prove enough to draw an interested party in your direction.

A wonderful and often underutilised marketing tool, LinkedIn Ads have the power to rival any social media platform, especially for B2B ventures in need of some new contacts. Isn’t it time you made the most of your profile and started using it to generate useful and potentially lucrative leads?

Looking for a digital marketing agency? From Search Engine Optimisation (SEO) to AdWords, Facebook ads to AdWords training, Flow20 can help. Flow20 now also offers Facebook ad training courses and Instagram ads courses.

October 28, 2019

Focus on these (3) things to get the most from your SEO


Where do you hide a body so one will find it? On page 2 of Google.

That’s how this classic joke from the SEO community went.

Except that it’s now more like ‘bottom of page 1’ NOT page 2.


Facebook live logo with image August 30, 2019

Why Facebook Live Is The Perfect Platform To Grow Your Brand

One of the most exciting ways to connect with your followers and create new ones along the way is by using Facebook Live. Here are some interesting stats that you need to know about Facebook Live:

Should you manage your Google Ads campaign yourself, or hire an agency?

Google is unarguably the most powerful search engine in the world currently, which means your business needs to be leveraging the power of Google Ads. A Pay Per Click (PPC) campaign is a must for any digital marketing campaign  have the power to dramatically increase your business visibility to Google users the world over.


May 28, 2019

Looking for a 10? How to improve your Google Ads Quality Score to (near) perfect levels

So, after a perfect 10?

Well, aren’t we all?

And while I can’t promise that if you follow the steps below you will achieve 10/10 Quality Scores on your Google Ads campaigns, I can promise that’ll it will get you very close, reducing your Cost Per Clicks and increasing your Return on Ad Spend along the way.

Here are the most effective and proven ways to increase your Quality Score:

1) Have small, tightly-themed ad groups

Google rewards keywords by way of higher Quality Scores when the keyword closely matches the ad headlines. And, you can only create headlines that are very relevant to your keyword if you don’t have too many keywords within each ad group.

Think about it: Say, you’re targeting a keyword such as “self assessment tax  accountant’.You should have at least one ad headline that has that same keyword in the headline (and another headline which uses a more creative headline so you can split test).

If you had several keywords within the ad group such as self assessment tax accountant, self assessment accountant London, self assessment London, you won’t be able to create one single headline that closely matches all.

Start thinking in terms of structuring your account using Single Keyword Ad Groups (SKAGs). As the name suggest, you will only have one keyword per ad group which will therefore allow you to create ads that are highly relevant to the target keyword, thus checking 2 out of the 3 boxes that make up the Quality Score score.

Expected Click-Through Rate (CTR): How likely is someone to click your ad when Google serves it for the keyword they type in?

Ad Relevance: Does the ad make sense to appear when someone searches for a particular keyword?

Landing Page Experience: Does the information on the landing page correspond to what the ad is offering, and vice versa?

2) Improve your landing pages

You can have the most detailed and tightly-themed campaign in the world but if your landing page is not doing its job of making it easy for your visitors to buy your product or enquire about your service, your Quality Score is going to take a hit.

Out of the several factors, here are the main ones that’ll help you improve your landing page experience score:

Increase your website’s load speed – Make sure your website loads fast because slow loading times won’t only have a negative impact on your Quality Score, it will also limit your ROI

Improve conversion rate – The purpose of your digital marketing campaigns is to generate enquiries and/or sales so make sure your website you’ve optimised your website for conversions.

Lower bounce Rates – Having a form visible above-the-fold, the landing page’s headline matching the keyword, quick loading times will all help to improve your Bounce Rate.

If you aren’t sure what your Bounce Rates should be, the image to the right should give you some averages based on different sectors.

Make sure your on-page SEO is excellent – Your landing page already have titles but make sure the main headline(s) is using the H1 attribute as that has a bearing to the landing page experience score of Quality Score.

For example, on our Google Ads management page, we have the headline as “Pay Per Click (PPC) Management London’ which uses the H1 attribute as that is one of our target keywords for SEO and PPC campaigns.

So, you want to make sure that the keyword that took the prospect to your landing page is same or very similar to the H1 title.

If you aren’t sure of these, feel free to contact Flow20 or use a tool such as this one to check.

3) Increase your Click-Through Rates (CTR)

One of the most effective ways to improve your Google Ads’s Quality Score is to increase your ad’s CTR. Here are some tips:

Use all relevant ad extensions – sitelinks, callouts, rich snippets and so on…the more real-estate your ad occupies, the higher the chance of it getting clicked.

Don’t waste ad copy allowance – Currently (May 2019) Google Ads gives you 30 characters for the 3 headlines and 90 characters for the 2 lines of description. Making use of the allowance in full is another way to increase the amount of room your ad takes which can result in getting it more clicks.

Bid competitively – Make sure you’re bidding enough for your target keywords as low ad positions will generally result in lower CTR which in turn impacts your Quality Score negatively.

So, there you have it, some tried and tested ways on how to improve your Quality Score. Take the time to implement these and you will begin seeing your Google Ads game improving in no time, bringing you one step closer to the perfect score.


To increase the chances of paying the least possible for your clicks, make sure you focus on improving your Quality Scores.

For help with your digital marketing campaigns, whether that’s Google Ads, Facebook, LinkedIn,  Social Media or with designing landing pages get in touch with us today. Or, view all our services here.

Flow20 now also offers Facebook ad courses and Instagram ads courses.

April 4, 2019

What’s the impact of your domain reputation to your rankings

Christmas had come early for SEO professionals everywhere. In July to be precise as that is when Google issued a revised and updated version of their quality rating guidelines handbooks.

164 pages of pure SEO gold that was previously information reserved for a 10,000 strong network of human raters worldwide was first publicly released in 2013 but Google made a significant update to it in 2018.

Flow20 brings you a condensed version of the handbook, distilling only the most important information and presenting to you in an easy to understand and actionable format.

Time to begin improving your domain’s reputation and improve your SEO.

SEO Tip 1: Reputation matters

For quite some time now Google has paid attention to a website’s reputation and if you want to improve your organic visibility the first thing to do is start with improving your reputation.

Based on the public data available as well as notes from the leaked version of the 2013 handbook, here’s how manual raters may go about evaluating a website’s reputation:

Step 1: Find the home page via the company name search
Step 2: Determine if other versions of the domain exist e.g.
Step 3: Look for direct reviews about the company e.g. “reviews”
Step 4: Look for company reviews on review sites such as Yelp, Google Shopping, Trustpilot / Feefo, Google My Business to name a few

From page 14 of the handbook:

“Your job is to truly evaluate the Page Quality of the site, not just blindly accept information on one or two pages of the website. Be skeptical of claims that websites make about themselves. – Guidelines, page 14”

It goes without saying that on your own website you’ll have nothing but good things to say about your business and the offering which is why evaluators are asked to research what independent sources seem to have to say about your company and how well it does its job.

Note: Quality raters cannot alter Google’s results directly. A rater marking a particular listing as low-quality will not cause that page to be banned or lose ranking.

Instead, the data generated by quality raters is used to improve Google’s search algorithms, an automated system of ranking pages. Over time, that quality rater data might have an impact on low-quality pages that are spotted by raters, but the algorithm will also impact pages that weren’t reviewed.

Get your brand reviewed in different places

This is why getting your site listed on review websites and then having a process in place to routinely ask your customers for review is so important.

Ideally, you want to have customers leave reviews for you in a number of different sites and not just one. Often, we have clients asking us if it’s best to get all of the reviews on Google My
Business as that is Google’s own property and that could be a big mistake.

In the real world, you would likely have had people leaving reviews in different places and that is precisely what you want online too.


If anything, having all your reviews on GMB may actually end up doing more harm than good so make sure you diversify!

Pro tip: the keywords and keyphrases used in a review matter so where possible, ask your clients to use the keywords in your review that you want to rank for. For example, if you’re selling accountancy services in London and one of your target keyword is accountants in London, try to get that keyword in your review.

Individual reputation comes into play

The general reputation of a website has been important to Google for quite some time as we’ve covered above.

What is new in the latest update however is that for the first time, the reputation of the individuals behind the brand seems to have taken on significance too.

This new addition to the guidelines has implications for you in 2 ways:

First, make sure that you have an about us section on your website.

As most of you will know, Flow20 doesn’t just do Google Ads and SEO, we build websites too and it isn’t uncommon for clients to want to leave out the about us page for a whole host of reasons (its too ‘personal’, we don’t have good imagery to use, our office doesn’t look great…the list goes on…) and whilst we understand that for strategic reasons, when it comes to SEO and ranking on Google, this is one thing you don’t want to omit.

At the very least, you want to have the names of all the key personnel behind the company and having a picture attached to each will help too. Hubspot has put together a handy article on this to help you get started.

By the way, remember, this isn’t just to please Google: informative and detailed about us pages can also have a positive impact on your visitor-to-lead conversion rates.


Here’s a brilliant about us page

The second thing to note is that just as important as an about us page is, now that Google is taking individual reputation into account, having detailed bio’s of the people behind the company is just as important.

What this means is to have detailed write-ups about each person, suitable imagery and perhaps above all else, including links to any third party websites or pieces of publication that can raise the individual’s credibility.

Although not explicitly stated, it would seem logical that links to a busy Social Media profile should be just as effective in establish authority so if you have those, it should work just as well.

Another thing worth bearing in mind is that depending on the type of business you’re in, the weightage of individual authorship reputation can vary.

Google is likely to give this new factor more importance if you’re providing services such as medical, finance, law rather than say gardening or cooking which of course makes sense – when showing results for ‘what to do if you think you having a heart attack’ Google will want to do all that it can to show the very best result than for ‘how to make pasta bolognese’.

What this means for you is that if you’re providing services of a sensitive nature, improving how your website fares for the individual authorship reputation is very important.

I’m a new business so have no reputation to speak of, what do we do?!

Get started!

Reputation, whether that is online or offline has to be built over time and we all have to start somewhere don’t we?

The important thing is to have a system in place that is building your online reputation over time – once your business picks up, it’s easy to forget about the marketing aspects with asking for reviews becoming something you do only once a year. Instead, work on implementing a process, e.g. sending an email out to all new customers every month asking for a review can help you streamline the process.

Here are some other things that can help you increase your website and brand’s reputation.

Collaborations & strategic partnerships

Collabs are a proven way to improve your reputation which means it will also help you get better rankings.

No matter what your area of businesses, there’s a good chance that you can approach other businesses in a similar sector where your respective target markets are likely to overlap. If the partner in question is an established brand then that’s even better as some of that brand authority is likely to rub off on your brand during the collab which means more SEO brownie points.

Just as important perhaps, all of this could have a much more beneficial impact to your business’s sales and bottom line over and above improved rankings.

Do you provide IT support to businesses? Do a podcast with a web development agency (cough cough). Are you an accountancy firm? Reach out to providers of serviced offices in your area asking if you could write a detailed post on tax saving tips and publish on their blog. Window cleaning company? Do a video about end-of-tenancy cleaning especially for one of the estate agents in your area.

And if you’re still lacking inspiration or ideas, this article on Forbes should help!

Create and/or give away something of value and make it easy to share

Unless you’re in the field of SEO or perhaps digital marketing, giving away your trade secrets may seem like an awfully daft thing to do.

However, giving away something valuable for free when executed correctly can do wonders for increasing your domain’s reputation. The keyword here is execution and what we mean specifically is the shareability aspect.

Whether its a white paper or a video, an infographic or a blog post, if you can get your content shared it has incredible value because when Google sees that something you created is being shared publicly it is as clear a sign as any that the person to have created the content must be trustworthy.

More trust = improving rankings.

Of course creating something that is engaging enough as to entice users to share is much easier said than done but this guide ought to give you some ideas.

Just as important is to have several ways to allow your content to be shared on as many different Social Media platforms as possible.

Start by having a sharing widget such as Addthis or AddToAny on your website, on all blog posts, videos and infographics.

Embedding a Social Media widget such as the social plugin by Facebook could be another way with the benefit being that for logged in users, sharing (or even commenting) becomes much easier.

Its a good idea to benchmark your before/after rankings and keep a track of them on an ongoing basis to see how all your hard work is making an impact.

For help with your digital marketing, whether that’s Google Ads, Facebook, LinkedIn or Social Media campaigns, or with designing perfect landing pages, get in touch with us today. Or, view all our services here.

Flow20 now also offers Facebook training course and Instagram advertising courses.

Of course, if you need help at any stage, you can always contact us.

January 25, 2018

Why most blog posts never get read and how to optimise yours to help it get more traffic

Updated June 2018

Average read time: 13 minutes

There’s few marketing catch phrases that make me cringe more than “content is king”. I stopped counting the number of times I saw it quoted after number 481 (ok, not really but you get the point).

However, the reason I find that so annoying is the same reason I see it quoted so often: because it is true.

The benefits of writing blog post are too many to list here, but I will give it a try:

  • More opportunities for generating leads
  • Establish authority in your niche
  • Fodder for your Social Media properties
  • Express your views
  • Demonstrate thought leadership (another close-to-becoming-cringeworthy term)
  • Gets Google to visit your site more often and an increase in crawl rate is good for your SEO
  • Increase your website/blog’s repeat visit levels (Google likes websites which users come back to)

What’s missing in the list? Driving traffic.

And, that’s because content written for its own sake hardly gets read. To give you an idea of what I mean, take a look at the graph below:

On average, approx. 70% of the new organic visitors to the blogs are driven by just 20% of the blog post which means 80% of the posts never really see the light of the virtual day.

Why is that you ask? In my experience, it is because most of blog posts have been written for the purposes of keeping a blog up-to-date or sharing something on social media and not so much with SEO and/or conversions in mind and without a strategy to begin with, there’s little chance of your blog posts doing anyone any good.

I have put together this short guide containing SEO tips for your next blog post which can serve somewhat as a checklist of your future blog posts.

Decide on your target search terms

If you’re writing blog posts not just as a brand building exercise but to also help you generate leads and traffic, just like with your website pages, you need to have a keyword strategy for each blog post in mind, before you begin writing it.

Start by selecting no more than 2-3 long tail keywords as the target for each blog post. You don’t want to stuff it with keywords and aim to use it approx. once every 250 words.

At the same time, use synonyms for the target keywords as well because Google’s semantic search is now pretty competent at picking up different words/phrases with the same meaning and assigning rankings accordingly.

Make sure you use the target keywords at least once within the first 2 paragraphs of your blog post via a h1 or h2 tag.

Assigning relevant h tags to all the headings within your blog posts is important if you want it to have any chance of getting position 0 i.e. getting featured in the featured snippet

Our sister website Digital Restaurant in the featured snippet for ‘restaurant table management’. How’d we do that? By using the very same techniques described above

Size (of your post) matters

Although, quality will generally trump quantity when it comes to SEO, when it comes to the length of your blog post, quantity is almost as important for several reasons:

First off, one of the ways Google determines the usefulness of a piece of content is to look at a metric called Long Click.

Simply put, this is the amount of time the user spent on a page after having gone to it from the search results and whether they hit the back button to visit another search result and if so, after how long. Ideally, Google wants to not have the user come back to view another result as not only does that mean the page satisfied the query but also that Google’s top result was highly relevant. What all of this has to do with length count is that in most cases longer pieces of content generally fare well on this metric.

Second, lengthier blog posts will typically have to be better researched which not only means it is likely to improve your Long Click rate but your Bounce Rates are going to be lower which is yet another ranking factor.

In terms of the word count, is there a magic number?

A/B tests Neil Patel carried out on copies with 1400 words vs 500 found that the lengthier copy not only got more views but also generated more conversion. The folks over at Yoast say they’ve had the best results from blog posts containing more than 2500 words. Medium’s magic number seems to be 1600.

From the data Flow20 analysed 1200 words per blog post seems to be a good target to keep in mind.

Shorter blog posts generally don’t have great engagement unless they were quite specialised or covered a niche topic.

Which brings me to the next point….

Large fish, small pond

One of the best pieces of strategic advice Matt Cutts, ex head of Google’s web spam team ever gave was on how to stand out by focusing on small market segments where it is easier to establish your brand as a leader.

Whilst this may or may not apply to you strategically, when it comes to choosing your blog post topics, this should be one your deciding factors.

Rather than choosing snooze-inducing topics such as tips on making money, how to clean your oven and ways to save on your next holiday, spending the time to research topics that are topical or perhaps, likely to be of interest to your audience.

If your posts can draw inspiration from your personal or business experience then that’s even better as that’ll make your content truly unique.

Here are some tools to help you find interesting ideas for your next blog post:

See a more comprehensive list at

Ubersuggest long-tail suggestions

A Twitter search for #mortgages brings back tweets that mention this topic on Twitter. From these results, you may get the idea to write a post about how buying a home is still cheaper than renting a home – for now anyways.

Make it well researched and cited

Unless you’re a SEO professional and know the value of outbound linking, you might be reluctant to include links to other websites, possibly competitors to cite a piece of research or reference in your blog post thinking your posts will lose some of the link juice.

However, this is a big mistake as one of the ways Google can determine the credibility of a blog post by looking at how well it is researched and cited and there’s no better way to do that than linking relevant pieces of text to the research material.

Here’s another excerpt from Search Engine Land’s article on creating quality content:

“Credible: Show your site’s credibility by using original research, citations, links, reviews and testimonials. An author biography or testimonials from real customers can help boost your site’s trustworthiness and reputation.”

On a sidenote: don’t forget, the more you link out, the more likely you’re going to get linked to (which is great for SEO), not to mention you’re increasing your brand exposure.


Say goodbye to stock images

Using descriptive images is a proven way to grab your visitor’s attention and reduce your article’s bounce rates and if you’ve been using stock images mostly until now, it is time to put in a little more effort when it comes to choosing the images that’ll accompany the text.

Real images not only have higher click-through rates but they also give more authenticity to a blog post.

Using stock images within your blog posts might be the easier option but is seldom the best one.

And, that’s it!

If you’re serious about making your content help you in your SEO efforts you might want to actively start tracking new keywords for each blog posts in a position tracking software such as SEMRush or Moz or one of the several hundred others out there.

Don’t be afraid to test different lengths and word counts and comparing that against your rankings and amount of traffic each blog post is driving to understand how your website’s own domain authority and audience will impact the effectiveness of your SEO and how many of your blog posts are seen, read and hopefully, shared.

Was that too long to read? Here’s what we covered:

  • How much traffic do blog posts usually get
  • Defining your blog post’s keyword strategy
  • Keeping them of appropriate length
  • Finding good topics to write on
  • Increasing your content’s credibility
  • Stock vs real images

For help with your digital marketing, whether that’s Google Ads, Facebook, LinkedIn or Social Media campaigns, get in touch with us today. Or, view all our services here.

Flow20 now also offers Facebook training courses and Instagram ad course.

January 4, 2018

Google AdWords and Google Analytics audit results from a real campaign

There’s no shortage of good resources on theory and practical advice on auditing a Google AdWords campaign. However, I couldn’t quite find one which contained real-world suggestions based on an actual AdWords campaign which is what this blog post is all about.

The audit here is pretty much what I sent to client but removed any references to the company name and/or URL. The company offer a range of voice and data products for B2B – telephone systems, high speed data access, call recording solutions and so on.

This audit also includes some suggestions and areas of improvement of landing pages data taken from Google Analytics.

The time period is Jul 20, 2017 – Oct 20, 2017.

PS. I audited the account over 2 days and different computers hence the mashup of old and new interface screenshots.

View: Settings >> Device

Comments: The campaign is delivering the lowest Cost Per Conversions for desktop visitors with mobile being the worst performing device. Both, computers and mobiles have had an almost equal share of ad spend, however, there have been 3 x more conversions from computers.

The cost of acquiring a desktop lead has been £145 but £439 for a lead from mobile which makes the former far more cost-effective as a lead source.


  • Decrease the bid adj for mobiles by about 30%
  • Increase the bid adj. for computers by about 50%
  • Analyse the following KPIs for mobile users via Google Analytics
    – Bounce Rate
    – Time on site (compared to other devices)
    – Visitor-to-lead conversion rate of organic traffic to get a broader data set to compare with

View: Settings >> Location

The default location targeting settings is currently not the most effective way to target the most qualified visitors. The default recommendations Google makes is seldom in the best interest of advertisers and is geared towards increasing clicks regardless of quality.

By targeting people ‘who show interest in my targeted location’ and excluding people ‘who show interest in my excluded location’ the campaign can be serving ads to anyone who searches for the keywords within the campaign even if they’re from a different country.


  • Change targeting option to ‘people in my targeted location’
  • Change exclude option to ‘people in my excluded location’

View: Settings >> IP exclusions

It’s a good idea to exclude all IP addresses that have access to the AdWords account to limit unnecessary impressions racking up thus reducing your CTRs. Optional but recommended. You can always use the ad diagnostic tool to check where your ad is showing up and how.

View: Settings >> Locations

Greater London has accounted for approx. 65% of your total ad spend but only delivered 50% of the conversions. More importantly, the cost/conv. from Greater London has been 1.5x higher than those from Essex, Sussex and other areas clearly suggesting the traffic quality from this location isn’t nearly as high as from others.


  • Reduce bid adj. for Greater London by 30%
  • Increase bid adj. for Hampshire by 40%
  • Increase bid adj. for other areas by 10% each

View: Segment >> Hour of day

The campaign is set to run between 6am – 7pm and the lowest CPAs are coming in at around 11am, 9am and 3pm in that order.

The most expensive conversions are taking place between 2pm – 4pm.

Between the hours of 4pm – 7pm, absolutely no conversions have occurred even though it has taken up about 20% of the ad spend


  • Increase bid adj. by 30% for 9am – 12pm
  • Reduce bid adj. by 30% from 4pm – 7pm
  • Reduce bid adj. by 50% from 4pm – 7pm

View: Segment >> Day of the week

The campaign is set to run Monday – Friday and the lowest CPAs are coming in on Monday and Tuesday.

The most expensive conversions are taking place on Thursday and Fridays.

The CPA for Monday is £123 compared to £339 for Thursday which is a difference of over 150%.


  • Increase bid adj. by 30% for Monday
  • Decrease bid adj. by 25% for Thursday

View: Keywords

Out of a total of 23 keywords, only 2 of them have delivered 100% of the conversions and the cost/conv from the 2 varies significantly (£14.75 vs £279.06!).

Moreover, a lot of the other campaign keywords have incurred costs but not delivered any conversions.


  • Review the current cost/conv and decide on what is feasible
  • Consider creating more ad groups and keywords to find new opportunities

View: Ad groups >> All

From the 5 ad groups, only Call Recording Solutions / Generic has delivered 100% of the conversions even though it accounts for 65% of the ad spend.

It’s a good idea to regularly look at how the various ad groups are performing and not just the ads themselves as low performing ad groups still consume the budget for that campaign which could otherwise be spent on higher earners.

Low performing ad groups can also drag the Ad rank of the campaign down which over time can result in higher CPCs.


  • Create separate ad groups for campaigns that haven’t delivered any conversions to date
  • Analyse each of the non performing ad groups to analyse possible reasons for the low ROI and make changes before launching a new campaign (simply copying over the ad groups onto new campaigns will still deliver the same results)

View: Ads >> All

You have already paused non or low performing ads on both, the campaign level as well as Ad groups level which is good.

View: Shared library >> Audiences

The campaign isn’t currently storing any visitors for remarketing as the tags don’t seem to be active. The visitor data would suggest that the tag, either the remarketing tag or via Google Analytics was in fact active but due to possible changes on the website, the code has been removed.

Remarketing can be very effective esp. when creating highly targeted campaigns. For example, you might have one remarketing list for users who visited a ‘money page’ such as the download brochure or the price list. Or, you could create a remarketing list which comprises of people who’ve gotten a quote and then show them a special offer via display ads to encourage them to take up the offer


  • Fix remarketing tag on website

Landing Pages

The landing pages currently in use don’t have a form immediately visible the image in use isn’t closely related to the product/service being offered (not sure why there’s a picture of a car when the product being offered is a business telephone system).

Here are some tips and best-practices on how to improve your visitor-to-lead conversion rates and reduce your current Cost Per Acquisition of leads and sales.


  • Include the contact form above-the-fold (taking into account the most common screen resolutions to determine what the above-the-fold dimensions would be)
  • Include a relevant image within the banner
  • Create different landing pages including only one piece of contact info and evaluate conversions

As a sidenote, you may expect that having as many contact options as possible on landing pages like you have (phone number, live chat, callback form etc) would improve conversions this isn’t always the case as sometimes this can overwhelm users. You may wish to experiment with landing pages by reducing the Call to actions to just 1 or 2 and comparing the impact on conversion rates.

Visitor Behaviour

The website gets almost an equal amount of share from mobile vs desktop visitors however the amount of time desktop users spend is 5 times that of mobile visitors. This would usually suggest that the website isn’t very mobile friendly or there are cross-device compatibility issues.
Similarly, as the chart above shows, the average Bounce Rate of visitors is close to 90% which is very, very high. However, the site itself seems fairly easy to use and I suspect there is a problem with the GA code somewhere as opposed to 90% of users bouncing off the site without having interacted with it.


  • Check website on a few different mobile devices to uncover any mobile-specific issues

Traffic Acquisition Report

Looking at your traffic acquisition report, Organic search (SEO) seems to actually deliver the 3rd highest quality of traffic as well as sending through almost 35% of your new visitors.
Compared to paid traffic, visitors from SEO are spending twice as much time on site and are significantly more engaged!

Most of the organic traffic is coming into non ‘money pages’ such as blog posts. Possible reasons for this is a weak keyword selection on the landing pages and/or low SEO positions. Ideally, you want at least 60-70% of the incoming traffic coming to your home page and the landing pages as that is the audience set that is likely to convert into leads


  • Identify the most lucrative pages and services and run a Search Engine Optimization (SEO) campaign to improve your organic rankings
  • Revisit the keywords being optimised for the landing pages and make tweaks where necessary

I hope you find this useful. If you’re looking for resources containing general tips and theory on auditing a PPC AdWords account, here are some that I have found to be helpful:

For help with your digital marketing, whether that’s Google Ads, Facebook, LinkedIn or Social Media campaigns, get in touch with us today. Or, view all our services here.

Flow20 now also offers Facebook advertising courses and Instagram training course.