FutureProof Digital

02/09/2026

What is topical authority?

There’s literally 100’s of ranking factors, but often our focus is something called Topical Authority; a website’s expertise and credibility on a particular subject.

Google’s mission is to provide their users with the most relevant and reliable information available, so they analyse the depth, quality and quantity of content on every website, we call this topical authority.

This is the theory; your site won’t rank for a single post on a topic, but if you publish 25 posts, they all have an increased chance of ranking. Every topic is different; some may only need 10 posts, some might need 50 posts or more.

How do I know?
There’s tools available online, free and paid, that will build topical maps for you based on your keyword targets and what your competitors rank for. AI is also pretty good at statistical work, but this is still a little hit and miss.

02/09/2026

01/09/2026

Your website isn't a marketing channel…

A lot of websites, especially in the B2B world have industry pages, describing what they can do for businesses in a particular industry.

This is fine, but here’s my issue.

People think that these pages will bring in people who work in that industry, and they won't. If there’s no traffic for a term, no matter how good the page is, it won’t generate any traffic. That’s just not how search works.

People might view these pages once they get to your website, but that’s not the page they land on from the search results.

An example from a 2025 client.
They provide services in a number of sectors.

They have industry pages for “Planning & Construction” “Power Generation & Data Centres” “Life Sciences” and a few others.

These pages get zero search traffic… none at all.
People view them, but they’ve always viewed another page first; they’ve used a different search term. But why?...

People use search terms related to what they need, a problem they’re trying to solve, not terms related to themselves, their job role, or their industry.

If you want to target people in a specific industry, there’s two options;

LinkedIn
You can use LinkedIn audience tools, either ads or Sales Navigator, to target people based on industry, location, job role and other categories.

Cold Outreach
Research all of the companies in the industry you’re targeting and reach out to people that work there; phone call, email etc.

There’s no issue with industry pages, but you need to get the right people to visit your website first, because your website isn’t a marketing channel.

31/08/2026

Have you ever seen anything like this ?... 🇸🇪

31/08/2026

What's the difference between a “quick win” and a hack?

We have a section in SEO Audit called Quick Wins. It’s the most read section, for obvious reasons. But people often have a negative perception of the term “quick win” and this can hold you back… we all need quick wins.

A quick win is not a hack. It’s not exploiting a platform vulnerability. It’s not a strategy or tactic that won’t work next week.

A quick win is something simple, that maybe should have been done in the past, that will deliver results fast, for a small amount of effort compared to the return.

2 Examples.

Quick Wins.
Update and optimise all of your title tags; add more keywords, improve the “hook” etc. This can increase clicks and rankings… fast.

Analyse your Google Search Console data, and identify search terms that get a decent amount of traffic, that you rank for (somewhere between position 4 and 20), but there’s no dedicated content.

Hack.
Recently, the trend has been to publish “top 10” style posts, and putting your own business in the number 1 spot, to “trick” AI into recommending you. Obviously, Google closed this loophole.

“If it won’t work tomorrow, don’t do it today.”

28/08/2026

In this week’s YouTube video, I show you how to create and customise a professional WordPress website header using Elementor.

We start in the Elementor Theme Builder, creating a new header template and build the layout using containers. I add a logo, website title, WordPress navigation menu and call-to-action button, before adjusting the spacing, alignment, sizing and styling to create a clean, responsive design.

You'll see how the different elements of an Elementor header fit together and how to customise the layout to suit your own WordPress website.

By the end of the tutorial, you'll have a complete custom header featuring your logo, navigation links and a prominent call-to-action button.

If you're building a WordPress website with Elementor, this tutorial will help you understand how to create a header, without relying on a pre-built theme layout, in way less time than you might think.

https://www.youtube.com/channel/UC14jK0sNatITjaviO3PW9sQ

27/08/2026

It's not all about looks…

Changing the way your website looks won’t get you more traffic.

You need a website that looks good. When people land they need to be impressed, you need to present a professional image… that’s why they contact you.

But… the way your website looks won’t bring people in.

Social Media sends traffic to your website.
Ads, on Meta or Google, send traffic to your website.
SEO sends traffic to your website.

Don’t think of your website as a marketing channel, it’s a sales channel. It’s your shop, and when there’s people in it, you can sell to them.

Website traffic, to all sites, has been on the decline for a few years now, not many businesses have escaped this trend… but a traditional “redesign” is not the answer, that’s not going to increase clicks.

I’ve seen so many businesses go through this cycle again and again over the years. Traffic goes down, redesign the site, traffic goes down again, redesign the site… traffic never recovers, because a new-look website isn’t marketing.

If you want more people to come to your website, you need to tell more people about your website, not change the way your website looks.