Inbound Marketing Trends to watch in 2018

Inbound Marketing 2018
Reading Time: 11 minutes


Another year on and marketing trends are moving faster than ever. Planning for 2018, it’s important to look at some of the new technology which has come onto the scene (or increased vastly in popularity), and some of the wider tendencies to get an idea of what our SEO strategy for the new year should take into account.


Wherever possible I’ve tried to make the insight actionable, therefore after many of the sections you’ll find some resources which should get you started on putting each point into practice. If it’s not your job but you’re pretty sure it’s worthwhile, then share the article or its resources with your tech guys & gals so they can get a head start.


The Basics in 2018: yes…back to basics

Let’s start somewhere easy and critical. There are people that still skip the basics and consequently their strategy will struggle. If this is you, then go back to square one and get it right.


Inbound Marketing Basics 2018


Buyer Personas Adoption

Buyer Personas are really old hat by now for marketing agencies and companies that are ahead of the curve.


To tie in with some of the points above, and make the most of these tips and tricks, everybody really must know who their buyer personas are. I’m not just talking about their demographic data, but everything about their buyers’ lives. How many children have they got? Is it them or their partner that takes them to school? What music are they listening to on the way? Do they go to work afterwards or for a jog? Where do they jog? How do they feel? If they felt great then who will they tell? Where?


Ok, so you get the idea…Really knowing your buyer means you’ll know where to find them, get in front of them and solve their problem as soon as possible.


Completely beside the point, I recently fell in love with the social marketing tool Fomo.


To come back to the point, it turns out they did some quality buyer persona research and realised that the majority of their customers were also users of Shopify, so they created an app for their product in the Shopify marketplace which sent their sales through the roof.


What’s more a buyer’s journey will typical span a series of stages and emotional reactions which you can (hopefully) influence via interaction with your brand at just the right times, building trust and confidence.


Buyer Journey Inbound Marketing 2018

This journey is unique to each solution, and you should really understand each of your potential client’s steps toward making a purchase of your product or service, and even what they do once they’ve made the purchase. This also feeds into quality control- is the solution really fulfilling the person’s need? And my favourite part- if the client is happy with your solution, who will they tell? Where will they tell them? And importantly, how can we increase the spread of this positive review?


How to & Resources

If you’ve not done your buyer persona and user experience research, I suggest the following resource:


Niche-focused-offline-based link building

Link Building will continue to be principal in your Inbound strategy moving into 2018.


What people often forget is the objective of link building. We’re not only trying to increase our site traffic but we also want that traffic to be appropriate for our services and offering. Earning links from industry specific sources is hugely important not only for search engine ranking, but for driving high quality traffic back to our websites.


Interestingly, back on 25 May 2017, Google hit back at low quality guest posting, indicating that they would be coming down hard on people using guest posts simply as a spammy tactic to increase domain level links to their website.


The key takeaway is that your portfolio of backlinks should come from a variety of sources and tactics. Also for 2018, depending on your products and services, start basing your link-building on your offline relationships to ensure high quality and relevancy for your target market.


Win-win Inbound Marketing 2018


Tackle it with the following steps:

  • Who is my buyer persona?
  • What other local businesses, events, activities, people and places would be of interest to my buyer persona?
  • What can I offer the customers of those other local businesses and events, that would be of interest to the company?
  • Reach out to said company and offer collaboration.
  • You and other (local) company promote the collaboration, resulting in happier existing customers, excited new customers, endless possibilities for continued collaboration and high quality local links.


Sound good?

How to & Resources


User Experience in 2018

To kickoff, before talking about things you can actively do to improve your Inbound Marketing, it’s worth taking note of the current state of affairs:


In Matthew Barby’s recent post ‘the Future of Marketing’ he talked about the trade off between instant access and unrivalled convenience, and giving up your personal data. The following is a screenshot from his post highlighting the quality of the data that the most popular services have on us:


Data Horders Inbound Marketing 2018


The big companies already know what you want,  where you’ll want it, and exactly when you’ll want it, even before you will. 


Different content types for every occasion


The internet is hectic, stuffy, and full of randomness where we all vye for the attention of our users.


Ubiquitous access trends continue- we have access to all of the data on the web at any time, anywhere we wish to and on a range of devices. What’s more, it’s more and more common to have almost unlimited data plans meaning that the media that we consume can now branch out into different, richer formats.


People want data consumption types for every occasion and for different lengths of time too. Take the example of the Headspace app now offering meditation sessions for 3,5 or 10 minute lengths according to your availability (source: download their app!)


If you’re a regular follower of Hubspot’s blog, you’ll have noticed a number of recent changes, but notably they’ve branched out into regular podcast and online video media forms, which is expected to be followed into 2018.


The video


Video Use Inbound Marketing 2018


Back in 2011 Cisco predicted that 90% of all internet traffic would be consuming a video in some form.


Although this hasn’t quite happened, there is an increasing tendency for video and as websites are getting faster and users have more mobile bandwidth, there’s more freedom for alternative content types.


Users don’t want to read text, they want to be wooed by appropriate, moving, user-targeted content. So, if your home page is a static stock image, it’s high time you addressed this.


You can get an idea for website design and the impact of videos watching one of my favourite resources, the Impact Website Throwdown where they regularly address website design and use of videos for impact.


How to & Resources


Site Speed

Google is going nuts for user experience, as shown by some of the aforementioned changes going into 2018. Another of the ways to dramatically improve user experience is by focusing on site speed.


Before going any further, if you’re still thinking about your bottom line instead of your users (naughty…), then take a look at the following table showing the effect of site speed on the revenue of some of the top brands.


Site Speed Inbound Marketing 2018



Clearly it makes a big difference to your business. In fact, it also makes a big difference to Google too, as they don’t want to show users websites in the search results that take ages to load- you’d end up losing confidence in Google!


For this reason Google has made available a page speed test which analyses your website and tells you all of the necessary changes your developer should make in order to make your page zip.


How to & Resources


Mobile-Friendly Experiences

Back towards the end of 2016, around the time that mobile browsing had just usurped desktop browsing as the principal way to get your fill, Google talked about a ‘mobile-first indexing’ system which would essentially look at the mobile version of a site before the desktop version in order to rank it in the search engines.


Although they still haven’t officially put this into practice, it’s seemingly a question of time, and therefore your mobile experience should be top of your agenda.


EDIT: Since I originally put together this post in late November/early December, Google threw out another blog, with some excellent tips on preparation for mobile-first indexing.


Search in 2018

Adaptation for Voice Search

Digital Assistants and voice search is becoming commonplace, where long-tailed search queries and natural language patterns gain importance.


Google Assistant Inbound Marketing 2018


Structured Data Markup

As we’ll discuss further on in the article, those companies closest to the changing search landscape are making radical changes to their website structures to adapt to a growing number of voice searches.


In a review by Global Web Index, some 20% of searchers say they’ve made a voice search in the past 24 hours. Taking into account that this was back at the beginning of 2016, this figure will have continued to rocket ever since.


To adapt to this, Google, over the past 12-18 months, has been making several changes to its SERPs, amongst those the increased use of the question box (this standout answer is typically what your Google Home or Google Assistant might immediately reel off to you) and Featured Snippets.


To see just how the different SERP types have been changing over time check out the Mozcast page.


Featured Snippets Inbound Marketing 2018


You can read about each of the different result types that Google uses in Dr. Peter J. Myers’ guide to SERPs (search engine results pages) and result types.


The reality of these changes means that companies will need to market themselves to algorithms and AI first, in order to then appear in front of their target audience.


Forget ‘trust’, and think quality scores and user ratings. Think quantitative and qualitative output! Then think, how can I show Google this?


EDIT: Since I wrote this blog post, there has been an extremely interesting change to all search snippets which is still being analysed by industry experts, but essentially the traditional meta-description max length of 165 characters appears to have been amplified to a variable meta-description length, depending on where your sentence finishes, somewhere between 275 and 325 characters:


New longer metadescription character limit

To keep in the Christmas spirit…


The trick to this is that if you don’t update your meta-description it will remain at the same length, so an early 2018 tactic to get ahead of the competition, is to get re-writing these meta-descriptions (at least for your important pages) so that you can really make yourself stand out on the search page and take away that extra traffic.


Check out all of our suggested resources to put your structured data into practice on your website:


How to & Resources


Topic Clusters

To account for this fundamental difference in search the first websites are starting to use a ‘cluster’ methodology for their structure. This means that Google can interpret whole clusters of related information, which both reinforces your status as an expert in certain key ‘themes’ (not just keywords), and at the same time shows Google which of your pages you believe are the most important ones (normally conversion related pages).


Traditionally we would base a blog post around a specific keyword, and for every keyword which was of interest to our business, we would create a specific post related to that word. At its worst many years back, people would have individual posts focusing on a range of very similar keywords, for example ‘ball’, ‘balls’, ‘football’, ‘footballs’, etc- a strange but sometimes necessary practice to best position yourself for each word.


Over time Google has become excellent at recognising synonyms and other similarities in search queries and relating them to a wider range of articles.


These days I no longer focus a post on a keyword and instead look to cover a wide range of key ‘phrases’, all related to a similar theme, so as to maximise my posts potential of appearing in as many search results as possible.


So what are clusters and how do I create them?



Given the old way of writing blog posts, it was very common to find a lot of posts related to similar themes all bunched together in the same directory of your website, whereas now it’s really clear for a Google crawler bot where your priorities lie.


How to & Resources


Visual Search

If the internet is becoming more visually focused, you also need to take this into account in your 2018 strategy- how can you get your visually appealing products to appear where your buyer persona will be looking for it?


Google is aware of the need to both appeal and function visually and, although their 2010 launch of Google Goggles ultimately failed, they’re willing to give it another shot with the newly announced Google Lens, at the recent Google I/O.  Lens will attempt to identify visual objects and offer relevant search information to the user.


The reality of modern search is that we don’t solely use Google for our purchases, but in fact we use what are known as vertical searches. Looking for a new car? You might head to autotrader or and search from there. Looking for a new garden gnome? You might pop your search into Amazon. Vintage furniture or handmade jewellery?


If you’re a fan of Amazon, you may have already tried out their new augmented reality application which allows you to visualise your potential purchases in your own home in.

If you’re a regular on Pinterest, you may want to try the new Pinterest Lens, on which it seems possible that Google has based its own efforts.


Therefore, depending on what your product is, think about where your user will try to find you, and make sure your visuals are 100% so that you stand out.


Channels in 2018: same channels, new take

Social networks invest in “stickiness”

Over the past few months we have seen all of the big players invest money in tactics designed to make you stay on their platforms for even longer. Consider the following:

Google’s AMP (Accelerated mobile pages)

A technique to improve page-render time on mobile devices. The trick here is that to appear in Google’s news carousel, you need to use this format.

Facebook’s Instant Articles

This is the same idea as Google’s AMPs – use Facebook’s approved format for your post to appear on their platform (which they argue delivers a superior user experience).

Twitter extends character limit

Twitter character limits have doubled from 140 to 280 characters, allowing users to better express their initial thoughts and hopefully providing for an improved user experience, on their platform (of course).

Google Snippets (edit: late addition to post)

As mentioned above, Google have increased their max snippet length to somewhere between 275-325 characters, with the intention of responding to users queries from the search results page.


We’ve already touched on this, the fact that user attention spans are already rubbish, and with increased use across many devices and big companies investment in keeping you on their platforms, it’s imperative you solve your user’s problem as soon as they find you, in record time, on the device they arrive on and preferably on the same platform.


Basically I’m suggesting you head back to your social media channels and give them a fresh makeover. Whereas before you were trying to funnel them towards your web and super-optimised landing pages, try giving them what they need first time around.


How to & Resources


Chatbot landing pages increase conversions

If we take into account my previous point then your social networks really are your landing pages too.


Initial reports of usage of Facebook chatbots to convert have been really impressive. I’ve seen a few case studies out there, but a quick Google search brings up this one by Neil Patel, where his team achieved an open rate of 88% and a CTR of 56%.


The advantages are that you can preprogramme these bots to make specific responses according to user behaviour, and whereas in the past it wasn’t very accomplished, the bots intuition has greatly improved and more often than not they are capable of saying the right thing, and directly converting.


On another note, take a look at’s interactive landing page experience. Don’t be fooled by it’s somewhat guerrish appearance, the reality is this is the next step in landing page technology. It’s completely customisable and will help you to maintain your potential client’s attention span long enough to sap him of all his relevant and irrelevant information (side note: nothing’s irrelevant anymore).


Featured Snippets Inbound Marketing 2018


Chatbots are new-age keyword research, and the ultimate A/B testing tool- start investigating now!


How to & Resources



2018 is looking ridiculously exciting already for Inbound Marketing. We will all find that there are certain changes we make in relation to optimising for new search techniques, and this will depend largely upon changes made by the search giants.


The key here is to not get ahead of ourselves. Getting the basics right first will allow you to better understand and therefore focus your buyer, undoubtedly resulting in high returns at low cost.


Otherwise, with the right technical team in place, start digging into some of these changes! The key here is to being an early adopter of these techniques, so as to be amongst those to reap the most rewards. Statistically as the peloton catches up, conversion rates start to plane.


What are your feelings and expectations looking on to 2018? Are these points meaningful to your business, or do you have other priorities? Let me know what you think :).

Find out more about Jack and his work at


New: Ad Variations In Google AdWords – Video Tutorial

Reading Time: 1 minute

AdWords recently rolled out, amongst other changes, some features to help with as testing just in time for the holiday season. These changes are only available in the new AdWords experience interface and, I suspect will only ever be available there so, it’s yet another carrot from Google to move over to using the new-look AdWords.

The new feature makes it really simple to test variations to headlines , descriptions and more in your ads without having to create completely new variations each time. It also provides a much simpler way to understand the outcomes of your tests without having to use excel or go crazy with AdWords labels to keep track of things.

For a step by step tutorial on setting up the new as variations feature on your account or, to see the different ways you can expand on your current address testing strategy using variations check out my tutorial above.

Perfect PPC Interview Practise in Just 20 Minutes – Chatbot

Reading Time: 2 minutes

Not Just Another PPC Interview Checklist

In a fast-moving industry like digital marketing, particularly PPC staying on top of your CV, case studies and the latest news can all be challenging. So even if you have had recent interview practice, you may find a lot of your examples/references going out of date quickly. If you’re new to the industry, it can be even more daunting getting prepared for your first interview in PPC.

Never fear, having interviewed and, nurtured a host of great digital marketing talent over the last few years and, catching up with other industry experts I can help you get prepared for your first PPC interview or blow away the cobwebs if you’re looking to get some practice on talking about your achievements and experience again.

But wait, this isn’t another “top 10 most common PPC interview questions” – I’ve seen enough of those and, the devil is all in the delivery and explanation. So to give you a more natural feeling practice that will really stick in your mind. I’ve deployed the ultimate PPC interview practice with a helpful chatbot to make you feel at ease and guide you through some PPC interview practice to get your prepared for any PPC interview!



But Just In Case You Need Some More Hints

Common Questions

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Talking Points

Micro-Moments & Strategy

Programmatic & Brand Safety across channels

How Quality Score/Ad Relevancy Work

Brush Up On

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“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”