Why We Use PHP, Despite the Critics
For at least the last 15 years, we’ve heard a recurring cry of “PHP is dead!” Can it ever be replaced?
You don’t need to look at the stats to see that PHP lives on in 2024. It is the backbone of the largest websites online and PHP development is an industry standard. If PHP were to disappear tomorrow, it would leave a gap that no other programming language could fill.
PHP was originally an abbreviation of Personal Home Page [Tools], introduced by Rasmus Lerdorf in 1995. Today PHP is a recursive initialism that stands for Hypertext Preprocessor, and a resilient, general-purpose scripting language. It has many uses but is especially suited to web development.
Is PHP Still Relevant?
PHP is by far the most popular server-side language available in 2024. This chart from Web3techs shows usage among the websites with a known server-side programming language: it’s higher than the memes would have you believe.
PHP is regularly updated, with new functions and tools to support cutting-edge websites.
Open Source, Volunteer Supported
Similar to WordPress, PHP is open source. This means no single company owns PHP, and it is available for free download and use for any purpose. Additionally, PHP is supported by a global community of volunteers. This means it is resilient and independent of a single company staying in business to keep it updated.
The latest version, as of this writing, is 8.3, released in November 2023. PHP 8.4 will be coming in November 2024.
A Server-Side Script
PHP is a server-side language, which means it runs on the server that hosts the website, rather than in the user’s browser (client-side).
PHP is commonly used to generate HTML documents for websites. Although PHP files reside on the server, the browser only receives the generated HTML, not the PHP code itself. Client-side languages like AJAX are processed within the browser after the files are downloaded.
To illustrate, using server-side languages is akin to ordering food at a restaurant: you place your order, the kitchen prepares the meal, and you receive it ready to eat. Conversely, client-side languages resemble meal kit delivery services, where you receive the ingredients and must cook the meal yourself.
The benefits of a server-side language
- Your source code stays private, making your website less vulnerable
- It can retrieve files from large databases, making it perfect for building large e-commerce sites
- It doesn’t rely on client-side plugins to run properly.
Using PHP: Versatile, Stable, Scalable.
PHP is a versatile programming language. We use it for command-line scripting, developing desktop applications, web-based applications, integrations with software and more; although its primary use is web development.
“PHP is versatile, stable, scalable, it has clear syntax, and it’s easy to pick up and switch between projects. It’s an industry standard because it is the “Swiss army knife” of programming languages. Over 70% of world web applications and websites are using it from simple brochure websites to enterprise-level solutions.”
– Ciprian Visan, Lead Developer
Swiss army knife is an apt description: PHP has more than 1000 built-in functions and features that make common tasks easier. These include string functions, such as replacing all occurrences of a particular string with a replacement; File functions, such as checking whether a particular file or directory exists; and array functions, such as joining array elements with a string.
The other reason is that PHP is a high-level, interpreted language that has a simple and expressive syntax. It does not require strict typing, memory management, or compilation. This simplicity allows developers to code in their own style, with no restriction on structure.
Frameworks for PHP
Today, a vast library of frameworks is available for use with PHP to provide different features and functionalities for web development.
Some of the most popular ones are:
Laravel, Symfony, CodeIgniter, CakePHP, Zend Framework, Yii, Slim, Phalcon, and Lumen.
These frameworks help developers create applications faster and easier by providing features such as routing, templating, validation, authentication, authorization, testing, caching, logging, and more.
PHP runs on almost any platform, including Windows, Linux, Mac OS X, and Unix. It also supports most web servers, such as Apache, Nginx, IIS, and LiteSpeed. It easy to install and can even run without installation using a portable server like XAMPP, which only further fuels its popularity.
Sites Built with PHP
Unless you’ve been living in the woods for the last 15 years, here are a few examples of PHP users we know you have heard of:
- Facebook was initially built using PHP. While Meta has moved away from the programming language over time, it still plays a significant role in their infrastructure.
- Wikipedia, the world’s biggest online encyclopaedia, relies heavily on PHP for its backend operations, content management, and user interactions.
- Tumblr, the microblogging and social networking platform, employs PHP to power its vast network of user-generated content and social interactions.
So many of the largest websites today use PHP, leading many to conclude it is irreplaceable.
“From experience, I can easily see there is no single alternative to replace PHP as a programming language available on the market now. Switching from PHP to something else will create infrastructure problems, will increase production costs, will quadruple development times, will require more specialised staff and will make development slower.”
– Ciprian Visan, Lead Developer
Long Live PHP
With its ease of use, technical prowess and ongoing development and support, there is a lot that speaks for PHP as the go-to solution for web development. As a dev using PHP every day, it’s easy to see just why it has such a large market share.
“PHP is a practical thing, people who use it will always complain to anyone who will listen. Seasoned practitioners understand and just get on with it.”
– Adrian Jones, MD at eSterling
SEO Is An Investment, Not A Cost
“How can I justify the cost of SEO?”
“Why should I spend more on SEO?”
“How can I budget for SEO?”
If you consider SEO as a running cost, like power or coffee, you might question what you are paying for. As we like to say, SEO is a marathon, PPC is a sprint. That’s because SEO is an investment, not a cost, and should be considered as such.
SEO clients aren’t paying for a fixed amount of traffic every month: you’re paying for professional time spent on your website. This time builds into a significant and stable ROI as we make changes that support your site to be found and understood by Google.
That’s because a more accurate category for SEO is as an investment.
And a question I always encourage brands to ask is this: “Can you afford not to invest in SEO?”
1. If you’re not ranking, one or more of your competitors is.
How badly do you want to increase your market share and take some of the business your competitors are winning from SEO?
Taking Traffic from Competitors Requires Investment.
2. Unlike paid media, SEO should compound over time.
It might take longer to show an ROI than paid channels, but over a matter of months, those ‘clicks’ and ‘conversions’ become more cost-effective as traffic compounds.
Think longer term and forecast accordingly. 
3. Relying on one channel (e.g. PPC) is risky.
When COVID hit, so many businesses wished they’d started investing in SEO sooner. In the early uncertainty, many marketing teams had to pause paid spend on PPC ads.
Those who had invested in SEO as well as PPC still saw traffic, because they had the strong foundation of a properly optimised website.
And that’s without even mentioning the everyday need to diversify traffic sources. A sustainable business model should be able to acquire customers via multiple channels, in case one of them fails.
Diversify your digital marketing.
4. You need to invest at a level that lets you win.
Let us say the quiet part out loud: SEO only gets ROI once your site ranks in traffic-driving positions. You won’t see that return if you’re not investing enough resources to get you there.
Invest to win.
5. Your competitors aren’t standing still.
The longer you wait to invest at a level that lets you win, the further ahead competitors will get.
When you do decide to invest to win, you’ll have more catching up to do.
Invest in SEO: Beginning with a Sitewide SEO Audit
If you’re not getting an ROI from SEO, these are the questions you should ask your current providers:
- What’s the strategy? No, not a list of tactics. A strategy.
- What’s the growth forecast? When will the investment break even and how will the ROI grow over time?
The ROI is only as good as the provider. Long-term gains come from careful, measured approaches. Our digital marketing and SEO team spend time on your site each month, in proportion with your investment, to get you where you need to go.
Get Quality SEO From Today or Read more about our SEO Services.
The Most Important Infrastructure for Businesses? Data Back-ups.
Data backups are vital infrastructure for any business. They store a copy of your website, customer data, order details and product data.
Companies need their data in the same way that humans need food & water; without it, the company faces very high potential for issues with viability & continuation in the event of a disaster recovery scenario. You might think that data loss will never happen in 2024, but it’s not worth the risk: as the adage goes, you’re better safe than sorry.
If your hardware fails or you are targeted by a malicious virus that means you lose this information, backups get you back to normal quickly.
What is a data backup for?
The purpose of a backup is to create a copy of your data that can be kept safe and ultimately used to recover data from in the event of data loss.
Data loss can be the result of hardware or software failure, data corruption or encryption (via malicious virus) or even accidental deletion of data through any number of scenarios.
Many businesses will protect their critical data with regularly tested backups, making it one of the key components of a company’s disaster recovery plan and business continuity strategy.
Use the 3-2-1 Rule for Backups
The 3-2-1 Rule is a data protection strategy that covers all bases. The rule advocates keeping:
- 3x copies of your data
- Stored on 2x different types of media
- With 1x copy kept off-site
At a minimum, “off-site” means in a separate building to your business, but we would recommend separate geographical locations. Cloud Storage is ideal for storing off-site back-ups, as it is unlikely to be involved in the same data loss event, but is easily accessible from anywhere.
In a typical 3-2-1 backup situation, backup software creates a copy of the selected data, saving this to an on-premises data storage device. During that process or sometime shortly thereafter, two more copies of the data are saved to two other devices.
Traditionally, at least one of those devices was a tape library but today it might be an external hard drive or cloud storage. Tape is still used in some circumstances either for compliance or very large sets of data.
“3 is good, 2 is okay, 1 is none.”
– Ben Goodhead, eSterling System Administrator
Test Your Backups
Until proven otherwise, backups should be presumed not to work and unusable in a disaster recovery scenario. This is the mantra of system administrators worldwide, and for good reason.
Data Availability – By testing your backups, you can be sure they’ll contain valid data that is up to date, and ready to be used to restore data. When the worst happens and data is lost, stress levels are often running high: this is not the time to find out the data is invalid.
The longer backups go untested, the longer you’re potentially going to be missing data if it is corrupted.
Test backups at least weekly.
Data Integrity – It’s all well and good testing just one or two items from a backup, but this doesn’t prove that all of the data has integrity.
Sometimes, large data sets are corrupted towards the end of the backup.
A full restoration is a necessary test.
Compliance – Many industry regulations and data handling laws dictate how you must keep your backups. Certain industries require backups to be kept for 12-month periods or longer. These must be retrievable on demand.
Test all back-ups required for compliance.
What should I back up?
Back up as much as possible, including customer data, employee data, internal systems data and eCommerce data. Losing any of this could incapacitate a business. Of course, it depends on the business and the industry, as to what data you store.
In an ideal world, the answer would be a resounding “everything” but with costs of storage and administration overheads, this is rarely achievable.
At the very least, back up:
- Emails
- Financial data, including customer, supplier & employee data
- Personnel & Administration data
- Software & Applications
Emails
Email is everywhere, almost nothing gets done without an email preceding or following it. Some mailboxes span decades, with years of information, contacts, past deals and more.
Ask yourself – would you be able to carry on your day-to-day role if your entire mailbox disappeared?
Financials
Financial information is key to a business, not only your own but customer information too. This means transactions, books, payment data, invoices and everything else that goes into the billing & payments a business needs for continuity.
Personnel & administration data
This may include client, employee & supplier contracts, business plans and other confidential information which is required for the continued running of the business. These must be kept safe & backed up at all times.
Software Applications
Does your industry rely on an older piece of software? For example, your workflows may run on a program that was written in 2004 and has no viable modern replacement. This is not ideal, but it happens.
Some programs are unavailable after data loss because the software company has gone out of business. This is more common than you might think, and in these situations, the application cannot simply be reinstalled.
As such, backing up older applications is a must for making sure you can restore your crucial software.
Data Back-ups and Cloud Storage
If in doubt, back it up, and then back it up again. The cost of storage is always decreasing, but you can never put a price on saving your business from the throes of data loss.
eSterling can help: we offer a cloud storage solution for offsite data back-ups. Our cloud hosting gives you:
- Fast, daily back-ups
- 99% uptime
- FTP Access
We will securely store any range and combination of data, including servers, computers, mailboxes, databases and more.
BrightonSEO Lessons: Content Strategy in 2024
Our team travelled to Brighton for the biggest SEO conference in the world: BrightonSEO. It’s come a long way from a room above a pub, they say…
Because of the sheer quantity of talks, tips and strategies shared at this event, we can’t include everything. This is the first blog in a new series which will cover the most interesting insights, organised by topic. First, we’ll look at content strategy.
What kind of content will you focus on? How much of it will you produce? Across which platforms? How will you measure success?
A good content strategy is:
- Informed by current content performance
- Targeted using audience profiles
- Time-bound and Measurable
New Thinking on Content Strategy
With the launch of Google SGE coming this month, and search intent forming a much bigger part of the picture than in previous years, there is a lot to discuss this year. The main question on our minds was:
“How do we plan content that creates resilient organic traffic for our clients during all this change?”
Three speakers in the Content Strategy session had different takes on what SEO content writers should prioritise.
1. Preparing for Google SGE
Anna Morrish of Quibble shared content strategies for AI-integrated search. Google SGE will show AI-generated answers before organic website results. As a result, SEO’s are currently analysing how to mitigate losses in organic traffic, which Morrish says may drop by 20-60% in May 2024.
From analysing results during the SGE trial period, Morrish suggests the main areas to focus on will be category content and Google reviews. These are the main decision-making areas that are summarised by SGE, with links to information sources included in the answers.
Using ‘labyrinth movie gifts’ as a sample search query, Morrish demonstrated that SGE will suggest various expansions of the query by category. If category content on eCommerce sites lists helpful information that other providers don’t, the SGE may list your categories over others and cite your website as a source.
She also showed that local business reviews appear as a summary in Google SGE. Like category content, if your Google Reviews include specific language about services, the SGE experience will be more effective.
We’re looking at the questions audiences are asking about our clients’ products and services to understand content gaps and create content to fill them.
Research from STAT (Moz) points to a net benefit for SEOs. The data suggests that users in the US rarely see SGE results by default. Instead, they are triggered by “Generate” buttons, giving users control.
This means the top 5 results will not be completely obscured by the “Generate” button, so your high-ranking pages will still have value.
They also found that sites referenced in 55% of SGE results “did not actually appear in the top 10 organic results for the same SERP.” As we know from the introduction of Featured Snippets and People Also Asked, search users look around for context, even when Google is feeding them key information directly. Lower-ranking pages with specific and useful information may still gain clicks as citations in the SGE’s references.
3 key tips to prepare websites for Google SGE:
Here’s how we can make sure websites are ready for this AI integration and minimise drops in organic traffic.
- Keep content short and to the point.
- Make it personal where possible
- Encourage specific reviews for local businesses
The introduction of AI content isn’t necessarily going to cause a huge shift in metrics. SGE will only appear for users who log into a Google account in their browser, and won’t necessarily show up automatically. This feature is not yet available to more than a ‘small slice’ of UK users, so stay tuned for more detail as the roll-out progresses this month.
2. Target Users who are Ready to Buy with Comparison Posts
Araminta Robertson of Mint Studios shared data on real content that mentions competitors without directing traffic away. Conventional wisdom has been that writing about competitors will simply make users aware of other options and potentially lose sales. Robertson skewers this logic as old-fashioned.
“Customers already know about your competitors” she says, and backs it up:
- They’re doing 3x the research they were doing in the 2010s
- They’re seeing targeted ads the second they start searching for products like yours
- With smartphones, searching multiple sites and products at once is quicker and easier.
Robertson’s rationale for prioritising comparisons was convincing: Comparison posts double conversion rates, and double the size of the deals they lead to. 
This is because comparing your solution to your competitors’ targets people who are ready to buy. At this funnel stage, people crave comparisons, as shown by the success of sites like Compare the Market.
Why does this work?
Giving potential buyers a direct comparison between your product and a competitor’s alternative saves them time and cognitive energy.
“You don’t want to write an article that says “Our product is the best” full stop.”
The key is to show the situation in which your solution is best. Robertson suggests structuring the article into three parts.
- First, make a solid case for your product. Use technical details, the problems it solves, and testimonials to show why this product works for the situation.
- Give the straightforward facts of a competitor’s product. You can avoid being overly negative or critical, and you can show the situations in which these products might surpass your own.
- Do the same for a third competitor. Give just the facts.
To Make Comparison Posts Work: Name the Elephant
Robertson also advised writers to build trust with the reader by “naming the elephant in the room”: bias.
By being up-front and acknowledging that we think our product is the best, we can disarm the reader’s cynicism. This helps them assess the products with more openness and presents your brand as honest and down to earth.
3. Sustainable Content is Better SEO
Fiona Brennan of Indie Essentials broke the silence on the environmental impact of server farms. To sustain the internet as it is, with 15 million pieces of content (or 328.77 million terabytes of data) generated daily, millions of servers are running day and night. This uses energy and creates an enormous carbon footprint.
Brennan argued that creating huge volumes of content on every conceivable channel is also unsustainable in human terms, sharing that 50% of content writers are burnt out.
The solution to both of these issues is to create less. Instead:
- Optimise existing content. Use what you have before creating more.
- Improve CRO to make the pages that perform well bring people to the products.
- Reduce your channels to include only the channels that make sense for your target market.
- Don’t be afraid to pivot future messaging towards the audience you’re gaining, rather than trying to target everyone.
We already know that with content, less is more. It’s with gratitude that we share Brennan’s approach as a people-first strategy for content creators as well as internet users.
Content Strategy is Changing: for the better.
We’re relieved, frankly, that SEO content doesn’t need to be long-form, rehashing existing information or produced ad infinitum anymore. It’s exhausting, for content writers and SEOs alike. The new content strategy ushered in by the Helpful Content Update, SGE and anti-spam policies favours lean, specific and informative writing.
When we rewrite content for a client’s website, we start with a content audit. By creating an inventory and analysing each page, we can prioritise high-value pages that need work. Out-of-date, irrelevant pages, such as old blog posts, can be pruned or updated, and any new content is as lean as possible.
A few years ago, the conventional wisdom was to add as much content as possible. This means most websites that have had SEO in the past may need to reduce and distil the information they display to continue seeing good results.
If your website’s rankings have been declining, get in touch for an SEO audit with eSterling.
The Benefits of a Custom Thank You Page
How do you show customers they’ve completed their purchase? Say Thank You!
A ‘Thank You’ page to mark order completion should be as standard as a 404 page. It shows when users complete an order or an enquiry.
Just for eCommerce?
Thank You Pages can also acknowledge:
- Newsletter subscriptions
- Document downloads
- Ticket purchases
- Survey completion
- Competition entries
The list goes on. Whatever action your users take, acknowledging it satisfies a basic need for closure.
Thank You Pages Build User Confidence
When users click the order button to complete their purchase, they expect confirmation that the button worked.
If nothing happens, or they’re redirected to the home page, they may doubt that their order has been logged.
If they see a basic page, that’s often good enough. A ‘thank you’ page lets the user know they completed the user journey successfully. They have clear expectations of what will happen next and are satisfied.
But what about next time? Are they likely to remember your brand once they’ve ordered from you? How do you leverage this positive interaction to build your brand?
Edit the Default
If your eCommerce website uses WooCommerce or OpenCart, you’ll likely have their default order confirmation page. This is plain and, frankly, boring. Good designers will add some styling to make it fit the rest of your design, but there is a lot more scope for creating something unique to your brand.
But it’s just another page, and it doesn’t do anything. Why give it any more thought?
A custom Thank You page is a small detail that can take a website the extra mile for the brand. Designers can hard-code bespoke messages, add plugins and animations, and build a page your customers will remember.
A Custom Thank You Page Builds Brand Personality
A good user experience is just one part of building your brand’s reputation. The content on that confirmation page is an opportunity to inject some personality into your website.
Whether that’s a friendly ‘Cheers for the order’ or a formal ‘Your purchase has been successful’, what you put on this page shows who you are as a business. A whimsical animation or a clean, luxurious design can go a long way in boosting your customers’ loyalty and affinity for your brand.
Your Thank You page should match the rest of your website’s design and tone of voice, so it’s not the place for a radical shift in tone. Use this page to back up the reputations you’re already building.
Next Steps
You can use your Thank You page to remind users of important next steps, or make suggestions. Amazon’s order confirmation page is full of related products. Independent businesses often share a link to download receipts. At the very least, use this page to show users the way back to your home page.
Ask our Design Team for Custom Pages on your Website.
We build websites. If you want to add a Thank You or Confirmation page to your website, eSterling can help. Give us a call on 0121 766 8087 or visitour Website Design page for more information
Talking to the Next Generation of Digital Developers
On Wednesday 21st February, eSterling’s Commercial Manager, Wave White and SEO Content Writer, Alice Hindson-Matthews visited Cadbury Sixth Form College in King’s Norton to talk to students there about how a Digital Marketing Agency operates. Here’s how they got on.
Taking a field day from the office, we were invited into the college to talk to students on their Digital Design and Development T-Level course about our work as a Digital Marketing Agency.
Since this sector is a broad spectrum, we gave a brief overview of website design, front-end and back-end development, SEO, PPC, content creation and social media management. The students were engaged and asked thoughtful questions, and it was a pleasure to share some industry knowledge and personal experiences with them.
Highlights included conversations about the barriers that women in the technology sector face, which are slowly but surely being eroded, and about Artificial Intelligence. These young minds were excited to learn about all kinds of algorithms and machine learning,
An LLM Turing Test in Person
To see how familiar the students were with AI Large Language Models such as ChatGPT, we shared some example statements and asked them to identify whether the author was human or AI.
For Example: can you tell the difference?
“Enter the realm of light accessory heroes, your champions against the shadows and missed moments.”
“Discover our extensive range of water bottles designed to keep you hydrated on-the-go while expressing your unique personality. From sleek stainless steel bottles to vibrant and eco-friendly options, we’ve curated a collection that caters to every taste and lifestyle!”
“P355NL steel is a fine-grain, low-alloy steel composed of high carbon and minimal sulphur.”
(Answers: AI, AI, Human.)
The aim of this was to illustrate that while LLMs can write, it’s not necessarily good writing. When the students could tell a statement was written by AI, the reasons they gave were:
- It sounded “distant” from the subject
- It “didn’t make sense”
- It was “too long”
- The tone was “fantastical”
Like many commentators, the students saw that AI content often misses the mark, particularly in sales.
“Painfully Generic”
I wanted to show the students that when a person knows the subject well, it shows through details and depth in their writing. AI-generated text, on the other hand, is painfully generic.
If we can identify the differences, then so can teachers, audiences and potential customers.
Gaining an audience’s trust is a key part of marketing, and can’t be achieved with generic AI copy.
Women in Tech – Understanding the Barriers as Social and Societal
We also had a positive discussion on women in the technology industry. According to TechNation, women held just 26% of positions in the UK technology sector in 2023, and growth since has stalled since 2021.
Despite being heavily involved in early computing and the legwork of programming, women are now in a disastrously unequal position, particularly among back-end developers. College staff shared with us that they were having difficulty getting girls to enrol on the Digital Development course – without proper training, progress will continue to be slow.
It is crystal clear to us, as employers keen to hire a diverse team, that the barriers to entry occur well before the interview stage. In a 2023 report, Women in Tech UK found that 22% of people think the key reasons are early misconceptions and a lack of STEM education for young girls, with male domination, fewer progressions to senior positions also getting more than 15% of the responses.
We celebrate the efforts and achievements of organisations such as GirlsWhoCode and Women in Tech Brum, and we are finding ways to continue contributing to this progress as an organisation.
Supporting T-Levels and Placements
Visiting the college was a good opportunity for us to learn about the new qualification: T-Levels. These are a midpoint between purely academic A Levels and experience-led apprenticeships that meet the needs of industries like ours brilliantly.
While our roles are too complex to teach apprentices everything from scratch, students benefit from industry experience early on, and a degree is also not necessary. T-Level qualifications give students 45 days in industry placements as well as classroom learning and examination.
Building relationships with colleges and sharing industry knowledge is critical to keeping this sector running in Birmingham. As developments continue to accelerate, we are all continually learning and experimenting. Giving talks like this is one way we can share and inspire our future colleagues.
Website Design Trends 2024
If you’re looking to redesign your website, or even start a brand new website, it shouldn’t look like it was built in 2016. A contemporary design builds customer trust, and the features you employ can say a lot about your brand.
Whimsy, simplicity, and futuristic innovation can all be communicated through the design ideas and features that will be used on thousands of new websites this year.
Best Website Design Ideas in 2024
Designing websites is what we do, so we know when something good comes around. These ideas will make your site stand out and show off your brand.
How do I know if I need a new website?
Colourful Gradients
Rather than minimalist linear gradients, 2024 is about complex gradients that blend 3 or more colours. This creates depth and dynamic interest across the page and is perfect for brands where creativity is key.
A gradient like this can give sites a sense of space and light, even in dark mode, as this intergalactic example from Cosmos shows.
These creative colour gradients can also give website designs a psychedelic effect when combined with mouse interactions, as in is this award-winning design.
On this site, the user’s mouse sends liquid ripples through the header’s gradient. When highlighting text, the highlight itself is animated, fading from one colour to the next.
The downside of all this animation is, as stated above, the slow page speed, which indexes at 5.6s on Lighthouse. This could be caused by an array of complexities across the site, but we suspect the header is playing a role.
Dark Mode
With more and more apps adding Dark Mode in recent years, websites are following suit. In the early days of computing, we wanted to mimic the blank white page, or at least follow print with dark text on a lighter background.
Today, designers are more aware of blue light’s effects on sleep, computer use causing eye strain and conditions such as migraines and headaches. Dark mode is much more comfortable to read and provides a contemporary feel to any website design.
Dark-mode website design doesn’t just mean black backgrounds with white text. It can mean any colour palette where the text colour is lighter and brighter than the background. For example, this dark red palette from data science company Ventriloc. 
Grids, Outlines and Bento
Many new website designs are finding new aesthetics for their user interface. Instead of full-width sections, a grid helps designers show a lot of information without creating clutter.
Types of Grid Design:
- Informational: detailing features, USPs in neat, discrete sections
- Navigational: providing quick access to tools and service pages
- Aesthetic: communicating brand personality as organised, technical, and modern.
There are two different styles for these grids, however, with quite different effects.
Thin lines, flat colours and sharp edges
Some grids use thin, high-contrast borders to divide pages and menus. They often employ a low-impact colour palette and clean typography. This kind of design projects simplicity and a down-to-earth attitude, and is often used by companies working on sustainability and ethical business.
Curved Tiles on a Contrasting Background
The other side of the bento-grid coin is the designs that favour rounded tiles and complex colour palettes. They are much punchier and common in SaaS interfaces such as Pinterest and Spotify.
From Procreate.com
They are heavily used in Apple’s UX layouts and promotions, so wherever they appear they remind users of iPhones, app menus and the high-technology, futuristic atmosphere of the 2010s.
Amplify this futuristic appearance by adding shadows, gradients and dark mode designs.
If you’re interested in using a grid in your website design, make sure it matches your brand identity. Are you a back-to-basics, sustainable, salt-of-the-Earth company or a high-flying, hi-tech, streamlined business?
Custom Cursors
Custom cursors add novelty and whimsy to your digital branding. A cool new pizza restaurant could use a pizza slice cursor, for example. A dog-walking service could change the cursor into a chew toy.
This restaurant website design uses a peanut, chased by an elephant.
If it gels with your brand identity, this animation type can engage your ideal customers, turning your site into a game or a novelty. They spend more time on the site, looking for more fun features, and they develop an affinity for your brand.
They might even share your site just so their friends can see your cool cursor animation. All this makes them more likely to choose you when they’re ready to purchase.
A Hero’s Welcome: The Return of Static Hero Banners.
It’s goodbye to slideshow headers on homepages. These are fun when done well, but they can quickly grow too large, particularly with sub-optimal images. This slows the homepage down, with a negative effect on the whole design.
Slower site speeds mean potential customers navigate away, and search engines are less likely to rank the site on page 1.
Instead, 2024 will see a return to static hero banners. These high-definition banners fill the page right up to the fold. They’re responsive, having a great impact on desktop and mobile alike.
Hero Banners invite people to interact immediately and distil your branding into a focused message. This website design trend can do a lot for brands that prefer a focused user experience.
AI Design Features
AI has been the buzzword of digital circles for over a year now, and we are still seeing more use cases and innovations surfacing. While the basic Large Language Model content is nothing to write home about, the more advanced uses have us thinking.
Layout Generation
With machine learning, there are models like Hostinger that can create website layouts and templates, based on what most websites have already. It might not create anything ground-breaking, but it could give designers more time to focus on customisation and finer points.
Visual search
Using computer vision to recognise and identify certain objects, visual search functions have helped users identify plants, artists and landmarks, learning about the world through their phone camera.
In 2024, visual search will support eCommerce platforms by helping users find similar items for sale online. No more prying for where your friend got their trainers…
Dynamic Content Personalisation
By understanding how users interact with a site, AI can highlight content that may be most interesting to them. Just like Spotify’s playlist creation and recommendations, your website could create personalised wish-list suggestions, related products and blog recommendations.
Chat-bots
With AI content generators, customer service bots are likely to get an upgrade in 2024. They’ll be more able to write natural language, respond to technical commands and even walk users through payment processes. As long as your bot is equipped with the right API for your payment system, your website users will find making payments more accessible and satisfying.
Generative “Art”
AI has been making marketing imagery much quicker and cheaper for brands, and it looks like this will continue. AI art can mimic art media such as oil paints and charcoals, and styles such as cubism and pointillism.
We predict this will lead to a rise in complex imagery for some brands (where appropriate), as access to artistic images will no longer require artist and illustrator commissions.
**AI Pitfalls**
However, as fast and affordable as AI is making imagery, it is an imperfect solution. AI and generative art programmes frequently offer surreal additions to images, such as disembodied limbs or exaggerated facial expressions.
It also can never mimic true creativity. It is generative, not imaginative, and can only draw on what exists already.
For original art and thinking, brands will need to invest in human artists.
Kinetic Typography
Kinetic typography or dynamic typography is a feature that adds animation to text to create a whimsical and expressive home page feature. This is great as it can work as a loading animation, as in this zine from CashApp. It can also be triggered as a scroll animation, encouraging users to read to the end.
Accessible Website Design
In recent years, website designers have been paying more attention to accessibility for all. In part, this means enabling users that have disabilities, conditions or impairments which cause a barrier to internet use. Many people use assistive technology such as screen readers, magnifying software, closed captioning and eye trackers.
Accessible design takes proper coding to enable keyboard navigation, translation to audio or braille, or other enabling technologies. Make sure to include:
- Breadcrumbs to allow users to jump back up the page hierarchy
- Alt Text that describes the image accurately
- High colour contrast (above 4.5:1) to support users with low vision, colour blindness or migraine
- Descriptive link anchor text, not just “click here”.
- Semantic HTML such as heading, navigation and button tags to help assistive tech replicate the structure.
- ARIA (Accessible Rich Internet Applications) for elements that don’t have semantic HTML tags
One great example of an e-commerce website that is beautiful and accessible is Pink Moon. This site has almost no contrast errors, it’s structured logically and uses semantic HTML and ARIA tags throughout.
Build it Well with eSterling
“As always, it’s contextual: You can look up some beautiful modern design techniques, but when you actually describe what they are, it’s similar to what we’ve always been doing, with a new twist. The way you use these design concepts is what makes a website look modern.”
Joel Birkett, Designer at eSterling Ltd.
There are fluctuations in web design trends, and the key is to understand which will stand the test of time. Is AI another bubble? Will custom cursors drive conversions? We’re willing to experiment with you. A lot of what makes today’s websites look brand new is similar to what’s gone before; the big impact is thanks to quality design.
11+ SEO Tips We Picked Up at BrightonSEO 2023
On September 15, 2023, two of our SEOs and a content writer travelled to Brighton for a conference that specialises in search, social and content optimisation. I know, it was over a month ago, but sometimes that’s how long it takes to unpack a suitcase full of lessons. We’ve had a chance to put these SEO tips into practice, and we’re ready to share the most useful and intriguing lessons from BrightonSEO 2023.
What is BrightonSEO?
BrightonSEO is the foremost search marketing conference worldwide, hosted in the UK and the US. It brings together speakers from all over the world to share SEO best practices, the latest in content marketing and discussions on search metrics and social media.
“It’s a chance for SEOs to meet, learn and do their job a little better.”
– BrightonSEO
Find out more about how we use SEO at eSterling.
SEO Lessons from BrightonSEO ’23
We would love to share every little thing we learned, but that would be:
- Extremely long
- Time-consuming
- Not as good as just attending the conference yourself
Instead, we’ll continue adding to this article until we have created a full SEO Guide, so watch this space!
These are tips from some incredible people in search marketing, so we’re not looking to plagiarise – you’ll find links to their slide decks in this article so you can get the full picture.
To help you find the advice most relevant to your website, we’ve sorted these tips into two categories: Basic SEO, Content and Local SEO.
Basic SEO Tips
We already know that site-wide strategies work much faster than single-page or single-keyword strategies. And we know that Meta-titles are important. This lesson is more of a reminder to us, but we’re including it because it might be new to you.
Quick Wins
These are the first jobs in any SEO strategy, those which take minimal effort but have a high value. Thanks to Andy Mollison‘s presentation, our SEO team are up to date on the low-hanging fruit to gather early on in the strategy.
Meta Titles
The growth rate for sales from organic traffic can increase rapidly just from templating meta titles. These are the titles that show up on SERPs, which are not necessarily the same as the headings on the page itself.
Meta titles should be specific and relate to the most relevant search queries for the product. For example, if you’re a food wholesaler, you should include ‘Wholesale’ in your meta titles.
For eCommerce websites, you can gain a huge amount of organic traffic by making it clear that customers can buy online in the meta title. This differentiates your page from a brochure website or magazine articles about the product type and reaches people looking to make a purchase right then and there.
Image compression
Making sure all your images are high quality is great, but if the files are enormous they’re going to slow down the site and leave pages lagging behind in the SERPs too. On top of this, slower loading means people navigate away to find a faster solution, so it’s worth compressing images.
Sitewide image compression is possible with WordPress plug-ins such as TinyPNG, and there are plenty of online tools available to support lossless compression and optimise your images.
Image Alt Tags
Use alt tags to help explain to Google what your pages are about. It’s a common practice to add keywords here, but a mistake some make is to paste the same keyword to each image regardless of what is shown.
Alt tags are also used to make your website accessible to users using screen readers. Even if you’re using stock imagery to highlight how stress-free life could be without your product, the alt tag should reflect this. SEO Best practice is to use keywords and relevance in your alt tag descriptions.
Internal Links
Internal links were a key topic at BrightonSEO this year. Julien Deneuville and J. M. Felip discussed methods for ‘wrangling’ internal links on huge sites, while Martin Hayman described how we can build internal links using Topic Clusters (more on this later).
Internal links within your site do three things:
- Help search engines find all of your pages and understand which ones are most important
- Pass authority between pages on your site
- Help users navigate to the most important pages for them
Internal links can often be found in the site navigation, a useful links section in your page footer, or in a sidebar highlighting similar pages. However, according to J.M. Felip, an SEO strategy should prioritise the links in the main section of your page.
These in-context links lead to relevant and related information, helping your users find related content quickly and helping Google’s crawlers understand the relationships between your pages.
Our Digital Marketing team provide Organic SEO and eCommerce SEO services to businesses of all sizes. Contact us today to discuss an SEO strategy for your website.
SEO Content
We’ve heard so many times that ‘Content is King’ and, as a content writer, I have to agree: nothing does more for a page than content. However, just adding a blog post every week or stuffing your pages full of keywords is a rubbish strategy that won’t get you anywhere.
Content for content’s sake is not the point. What SEO’s mean when we say ‘Content is King’ is that the sites with the most comprehensive, readable, well-linked content on a topic overall will rank more highly than a single page that vaguely skirts around the edges of the subject, without relevance to the rest of the site.
The point of a search engine is to help users find what they’re looking for online. The point of content is to answer queries. Good content will signal to the search engine that this website is a trustworthy source.
But how do you create content that stands out in a saturated online space?
Highlight your topical authority.
Content Clusters Put Information Front And Centre
Content clusters or topic clusters have been a great SEO content strategy since around 2016 when Google’s search algorithm began to favour topic-based content. The idea of topic clusters is to link related content together around a central ‘pillar page’. This creates a user-friendly structure and a search-friendly system that can easily be crawled and indexed.
The reason for using this strategy is to strengthen Topical Authority. Every domain is given an Authority score, based on how trustworthy the website appears to search engine algorithms. With quality content, internal links and backlinks, a website can gain high authority and thus, high rankings.
Related content can be internal or external, including blog posts, social pages, guest blogs and site pages. However, creating a chaotic web of links between all of your existing content on a particular subject can become unmanageable and difficult to navigate from a consumer mindset. This is where Pillar Pages come in, and I was lucky enough to get a refresher on this subject from Martin Hayman, author of The Organic Advantage at BrightonSEO this year.
Pillar Pages can be Short or Long
Also called keystone pages, core pages or cornerstone pages, this is the central hub to organise all your topic content around. A good pillar page will:
- Summarise the topic adequately
- Contain links to all cluster pages
- Be easily found on the main website.
Sub-topics
Around each pillar, high-authority sites have sub-topic “cluster” pages. These go into greater depth on particular aspects of the topic.
Sub-topics might be instructions for use, benefits of a product, comparisons with other topics, use cases, and so on.
Link each cluster page to the central pillar, and to other cluster pages. As you add more sub-topics, you should update the pillar page with a relevant link, so that users can navigate up or down the chain, zooming in and out of the subject.
Supporting Content
Hayman also recommends creating supporting content, blog posts that are relevant to the topic, social media posts, and so on. These provide an extra layer of internal and external links to bolster the cluster as a whole. They can link to the pillar page, cluster pages and each other, creating a network of information with the pillar page at the top.
To make pillar pages and content clusters work for your website, the key is to build internal links between them. This strategy gives a good structure for high numbers of internal links, but a scatter-gun approach is ill-advised.
Plan topic clusters well to ensure all of your website’s internal links are high-quality and relevant to the topic that you want to become an authority on.
Most importantly? Write for humans, not search engines
Easily-accessed AI language models such as Chat-GPT have led to a deluge of content that is vague, unorganised and poorly written, not to mention down-right wrong. A poor understanding of SEO can often lead us down the path of creating any content that contains high-volume search queries, and using AI to speed this up seems like a no-brainer.
Avoid this SEO pitfall. We need to remember that we’re trying to answer queries in the most efficient way possible for the humans who are searching, not the algorithm itself.
And search engines like Google are wise to this: the latest ‘Helpful Content Update’ makes it clear that “people-first content” will always rank higher than content created to trick search engines.
This means being reliable, original and substantial. It should also be well-produced, present information in a trustworthy way and focus on putting people first.
“People-first content means content that’s created primarily for people, and not to manipulate search engine rankings.”
Google also lists some warning signs to identify content that puts search engines first, including:
- Using extensive automation to produce content on many topics
- Mainly summarising what others have to say, without adding value
- Leaving readers feeling like they need to search again to get better information
- Promising to answer a question that actually has no answer
Here’s how to avoid writing unhelpful content.
- Put in the time to fully understand a topic. Research always leads to more valuable content than using AI straight off the bat, because you can get the facts right and identify gaps in existing content and write to fill that niche.
- Research also shows you what a trustworthy source looks like in the topic field. You can then replicate those features, such as citing sources, including technical drawings or gathering quotations and reviews.
- Write content for the intended audience. This all lies in the tone of voice you use, which can help your content stand out from the crowd. Companies using the same old AI-generated text tend to get lost in a field of similar content. Original, people-first content has the upper hand when showing Google that your content is uniquely different to competitors.
- Answer human questions like a human would! Find out what questions users are asking using tools like Answer The Public and SEMrush. This way we can discover which queries searchers are actually using most often. Answer them fully.
For help creating a content strategy or for more information about our content marketing services, eSterling is just a phone call away.
Local SEO
Some agencies still think Local SEO is creating 50+ landing pages with “Keyword Place Name” headings for every city where the client wants to gain customers.
I’m exaggerating, but I have written enough content that suggests a company is based in different cities and neighbourhoods for absolutely no results.
We don’t want to do this. It takes a long time, it’s expensive, and it creates complex site structures that don’t do much if your business isn’t in the area.
Use Your Google Business Profile
Ranking as a local business depends much more on your Google My Business Account, the profile that shows up in the Businesses section of SERPS when people search for ‘[keyword] near me’. This is extremely relevant for restaurants, repair garages, cafes, grocers, opticians, dentists, and so on. If your customers are all local, you need to focus your efforts here.
Looking at any results page for this type of query on most search engines, you can see that even the top-ranking pages don’t cut through. Below the paid Ad results there’s an embedded Map, complete with location pins and a list of the businesses they highlight.
Local SEO is about being the first one on this list, not just the top-ranking page on SERP. It makes local search a different ball game to your regular SEO.
To show up in a particular area, businesses should treat their Google Business profile like a landing page.
Bare Minimum Local SEO
These are the necessary tasks you need to do to help people find your business locally. Without these, Google will put a business with better profiles ahead of you, even if your address is closer to the location. If you’re a fairly niche business, or the only shop in town, you may get away with just following these steps.
Keep the details up to date. It’s no good having a listing if it shows your old phone number or the wrong address.
Add photos. This increases the chances of having your business at the top of the list. Even better if they’re high-quality, high-resolution photos that show the best of your business.
Don’t Add Keywords. Just use the name of your business. The category of business will help people find you, but adding keywords to your business name here can lead to account suspension.
Use a local phone number. This is additional proof of your location for search engines and customers. If you want to rank in Wolverhampton but you have a Coventry phone number, you’ll rank lower than other businesses.
List the correct opening hours. Customers rely heavily on the opening hours listed on SERPs, as they’re often easier to find than those on your main website. Having the wrong hours could lead to negative reviews, leading to loss in rankings, leading to a loss of business – you get the picture.
How do I do Local SEO for multiple branches?
You can manage multiple locations from a single Google business account, so each branch or location can be listed with a local phone number, a local address and correct opening hours.
Brilliant Local SEO
Get Detailed Reviews. According to Greg Gifford, 30% of consumers read reviews for local businesses, and they are a major ranking factor for Google. Encourage your customers to leave good reviews as often as you can. The results are even better if they add photos or write a lot of detail, as these reviews are more likely to show up first.
Give Good Reviews a Thumbs Up. Do this from as many accounts as you can, because 2 or more thumbs help the review stay visible for longer.
Use Attributes. By tagging your business as ‘dog-friendly’, ‘LGBT-friendly’, ‘Gluten-free’ or ‘Wheelchair Accessible Entrance’, you’ll gain from searches using these terms. Customers can also filter their search results by attributes, so you want to describe your business as fully and accurately as you can.
Upload videos to your profile. There is a 75MB limit, which means you can use around 35 seconds of video content to highlight your business. Show services in action, a tour of your café, or introduce yourself.
Beyond Google
It’s not just Google that offers business profiles. There are plenty of potential customers searching on Apple maps and Bing maps, and while the majority are on Google, it’s worth at least claiming your listings on all search engines.
According to Greg Gifford, 6/10 businesses have not claimed their Apple Map listing. Once your Google My Business profile is optimised, use Apple Business Connect to optimise there as well. It’s also worth optimising on Bing maps and takes very little time to do so.
The team at eSterling specialise in Local SEO services. Contact one of our team today to discuss how we can help you.
A Culture of Learning
SEO is continually evolving to keep up with search engine algorithms. Because of this, we put a lot of value in learning the best practices and new thinking in search. By investing time in learning, experimenting and implementing new strategies, eSterling continues to offer the best SEO in the West Midlands.
Many thanks to the BrightonSEO ’23 Team for having us, and we hope to come back next year.