#so like it does essentially function like a brand and ties your magic in with voldemort's

[hpandthegobletofsass]

one of the few scenes i've written for the jegulus fic i've been working on, regulus getting his dark mark. wrote this back in january and haven't looked at it since until today and am deeply unwell about it, so posting this snippet to hopefully get motivation to write more than just the three scenes and fuck ton of notes i have (it's like 550 some words, so putting it under a read more, but you should read it and then ask me questions bc i have so many thoughts for this fic :3)

The next meeting is just after Christmas. There seems to be a slightly different cast of characters at each one, probably why these are so frequent, to keep anyone who couldn’t make the previous meeting up to date.

He isn’t there until the third meeting though. Just before Regulus is due to go back to Hogwarts. The vibes are different immediately, a chill in the air, everyone speaking in more hushed reverent tones with less idle chit chat.

He addresses Regulus specifically towards the end of the meeting. “Black, I’ve heard promising things about you,” he gives a small nod, “How have you been finding our meetings, intriguing I hope?”

This is the moment, the pivotal spot where everything shifts, “Yes, sir, they’ve given me much to think about, and already I have learned so much more than I ever could’ve hoped. I’ve been given access to resources on the dark arts I could never dream of finding at Hogwarts, it has been a great privilege.”

Bella looks like she’s about to start vibrating from excitement, that the Dark Lord is paying specific attention to the Black family is a dream come true to her.

“Hm yes, we can offer much that Hogwarts cannot. However, Hogwarts is where the youth of today exists, and it’s always good to have an insider, to convince those who might be unsure, what the best side to be on is." He pauses for a moment, "So perhaps, we have ourselves a new recruit tonight? Your cousin Bellatrix has already proven herself more than loyal, and I can’t imagine she would bring someone along who wouldn’t already be loyal to us as well.”

Regulus panics, Fuck does he know? he can’t know. It’s probably just because I’m 16 and he can’t have full control over me at Hogwarts. Verbally he says, “I’d be honored, My Lord,” with a small reverent bow.

He seemed pleased with this, “Brothers, tonight we celebrate adding another to our ranks! Welcome, young Regulus Black.”

Bella screeches beside me, clinging to my arm, Regulus offers a smile to the rest of the room, hoping he seems excited and not on the verge of tears. The meeting has now extended to include his induction.

Regulus has no clue what to expect, he knows Bella has the Dark Mark tattoo, and can only assume he's in for the same.

Regulus can tell there’s some sort of strong magic woven into the ink being painted on his forearm. It’s cold and feels almost alive, sort of snake like. Then came the pain. After Nott finished painting the design, he grabbed Regulus' wrist, barely touching his wand to the skin, and the mark sunk in. Regulus felt it eating away at his flesh, more like a brand than a tattoo, it was the most excruciating pain he had ever experienced. But he knew this was part of it, they were testing him, to see if he was weak, how he reacted to this pain was another part of whether or not they’d let him live.

Regulus allowed himself a grimace and nothing more, he refused to make any sort of sound as the ink burned through him like poison. Then it was done. The others congratulated him, told him he did well, that they were excited to have him on board, promised to send him books and such.

[startoverr231-blog]

How long does it take to learn web designing?

Becoming an best website designers doesn’t want to be tough. If you want to know the essential basics, we’ve prepare this manual that covers the whole lot you need to realize to get started.

What is internet design?

Part artistry and part science, net design faucets into every the modern and analytical side of a person’s thoughts.

Web designers take what’s conceptual and translate it into visuals. Images, typography, colours, text, terrible place, and structure come together offering no longer only a patron experience however a conduit for speakme thoughts.

A best website developers is conscious the importance of each piece of a layout. They make alternatives on a granular degree, styling each element, whilst in no way losing sight of the way the factors will come together and function in handing over at the format’s extra dreams.

Web designs are powered through the lower again give up

You’re going to stumble upon the phrases lower back end and front give up as you are mastering. Most novices combination these up, so it’s important to realize how they’re precise.

The returned end is everything that runs behind the scenes in showing a net website. Websites are dwelling on servers. When a user makes a request like navigating to a particular segment of a internet web page, the server takes this incoming records and in flip shoots out all of the HTML and distinct code simply so it presentations inside the person’s browser effectively. Servers host the records a net web site calls for to feature.

Know what the the the front prevent is

The again quit is taken into consideration the server facet whilst the the the front cease is the patron side. The the front end is wherein HTML, CSS, JavaScript, and distinct code work together to show a internet web site. This is the part of a web layout that humans have interaction with.

As you boost to your profession you can venture into greater specialized regions of net development. You can also additionally turn out to be operating with frameworks like React or Bootstrap or skip deeper with JavaScript or jQuery. These are extra superior regions that you shouldn’t fear too much approximately within the beginning.

How to study net design (in 5 steps)

1. Understand the important thing standards of visible design

Line

Every letter, border, and division in a format is crafted from lines that make up their greater structure. Learning internet design approach know-how the packages of traces in developing order and stability in a layout.

Shapes

The three easy shapes in seen layout are squares, circles, and triangles. Squares and rectangles work for blocks of content fabric, circles paintings for buttons, and triangles are frequently used for icons that accompany an vital message or name to motion. Shapes also have a enjoy of emotion, with squares related to electricity, circles with harmony and luxury, and triangles with importance and movement.

Texture

Texture replicates something in the actual worldwide. Through texture, we get an idea of whether or not or no longer a few factor is hard or smooth. Textures may be visible throughout web design. From paperlike backgrounds to the colourful wisps of a Gaussian blur, be privy to the awesome kinds of textures that would make your designs greater interesting and may supply them a experience of physicality.

Color

To create designs that aren’t an eye fixed strain, you must train your self in shade idea. Understanding the shade wheel, complementary colorations, contrasting shades, and the feelings that unique colorings are tied to will make you a better net fashion designer.

Grids

Grids have their roots inside the earliest days of picture design. They feature so well in bringing order to photographs, texts, and different elements in a web design. Learn how to structure your web layouts the usage of grids.

2. Know the basics of HTML

Hypertext markup language (HTML) gives the instructions for a manner the content, photographs, navigation, and other factors of a internet website online display in a person’s net browser. Though you don’t need to be an professional in HTML, it however permits to have a few familiarity with how it works, even in case you’re the use of a visual-based layout platform like Webflow.

HTML tags are the instructions a browser makes use of to generate a net website. Headings, paragraphs, links, and snap shots are all managed through those tags. You’ll specifically need to apprehend how header tags like H1, H2, and H3 tags are used for content hierarchy. In addition to affecting layout structure, header tags are crucial in how net crawlers classify a design and feature an effect on how they display up in natural are trying to find rankings.

3. Understand CSS

CSS (or cascading fashion sheets) offers styling and extra instructions on how an HTML detail goes to appear. Doing such things as utilizing fonts, such as padding, setting alignment, choosing colours, or even growing grids are all possible via CSS.

Knowing how CSS works will offer you with the abilties to create unique searching websites and to customise modern templates. Let’s pass over a few key ideas of CSS.

4. Learn the regulations of UX

UX is the magic that brings a internet site to lifestyles, remodeling it from a static arrangement of elements into a few element that engages with the emotions of someone scrolling through it.

The color scheme, content cloth, typography, format, and visuals all come together to serve your target audience. User enjoy layout is about precision and evoking emotions. It gives someone now not only a clean journey but an enjoy that connects them with the entity or brand inside the lower back of the net layout.

Here are a few UX standards you’ll need to realize.

User personas

Web design manner understanding give up users. You need to discover ways to do character research and a way to create consumer personas. In addition, you’ll need to realise how to utilize this statistics in developing a layout that’s optimized for his or her needs.

Information architecture

Without easy organisation, humans receives harassed and jump. Information structure and content material mapping provide a blueprint for a way the internet site and every phase will paintings together in offering a clean patron journey.

User flows

Constructing character flows might also come into play at the same time as you paintings your manner as much as greater sizeable design projects, but you’ll be better off within the destiny in case you begin considering those and building them out for your early designs. User flows talk how people will float thru a layout. They will let you prioritize the maximum critical sections and ensure that humans can get right of entry to them.

5. Familiarize your self with UI

A consumer interface is a mechanism that places a piece of generation into movement. A doorknob is a person interface. The extent manage on your car radio that your huge other received’t stop messing spherical with is someone interface. And the keypad that you input your PIN into at an ATM is a consumer interface. Just as buttons and other mechanisms within the real global allow a person to have interaction with machines, the person interface factors on a net website allow a person to position actions into motion.

No code presents an easy access into internet design

There changed right into a time, now not that long in the past, even as you had to have a deep information of HTML and CSS to manually write the code in the back of a web layout. Today, with out a code gadget like Webflow, it’s feasible to put together a website and release it in a brief amount of time. What took days or perhaps weeks can now occur in hours.

Of course, so much goes into developing a pinnacle layout business enterprise web sites. Learning the fundamentals in the back of visual format, the basics of UI and UX, and information how the front give up and again stop function will make you a more best website designers.

[aion-rsa]

Dragon Quest Games Ranked

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Even if you’ve never played a Dragon Quest game, you’ve undoubtedly played other titles influenced by the series. Basic JRPG tropes like the overhead view, turn-based combat, and the medieval fantasy setting all got their start with the original Dragon Quest (then called Dragon Warrior in the West).

While many of these game design innovations are attributed to Final Fantasy, which was released in North America first, the Japanese release of Dragon Quest actually beat Final Fantasy by a full year at a time when Square and Enix were still separate companies. In fact, Final Fantasy probably wouldn’t exist if not for the massive success of Dragon Quest.

Since then, the series has seen plenty of ups and downs. While Dragon Quest has always been a huge hit in Japan, the original game sold so poorly in the U.S. that it was given away with subscriptions to Nintendo Power. Unsurprisingly, a couple of games in the long-running series took more than a decade to see English language releases. But with the most recent game receiving widespread critical acclaim, and even a nod in Super Smash Bros. Ultimate, the series is finally getting the recognition it deserves around the world.

With 2021 marking the 35th anniversary of the first game’s release, there’s no better time rank the best and worst Dragon Quest games in the main series. Unfortunately, we could not include the Japan-only MMORPG Dragon Quest X in this ranking as its never been released in North America.

10. Dragon Quest II: Luminaries of the Legendary Line

1987

Dragon Quest II improved on the original in almost every way, but these days it’s more so viewed as a stepping stone for what the series would become rather than an essential entry. While the first game only allowed for 1v1 encounters, Luminaries of the Legendary Line introduced three-person parties, encounters with multiple enemies, and deeper combat options. 

But those innovations came at a cost, including nasty difficulty spikes and a high encounter rate. Add in a rather rote story about a prince saving the world, and there’s just not much here to justify a playthrough now, even if the many re-releases have slightly improved the gameplay. 

9. Dragon Quest IX: Sentinels of the Starry Skies

2009 

While well-received when it was released, time hasn’t been especially kind to Dragon Quest IX. It remains a high point in the series for allowing lots of customization for both the main character and party members, but that feature was tied to the game’s online capabilities, and Nintendo shut down its DS network years ago. If you try to play Dragon Quest IX now, you’re just not getting the full experience.

Square Enix has shown a strong willingness to remake and re-release Dragon Quest games over the years, and given that we’ve already seen remakes of the first eight games, it seems like it’s only a matter of time until we see Sentinels of the Starry Skies return in all of its customization glory.

8. Dragon Quest

1986

There’s a reason why so many indie RPGs are still built on the bones of this classic: the great grandfather of the JRPG genre holds up remarkably well 35 years after its initial release. Dragon Quest still has incredible charm and addictive gameplay, even if it isn’t the deepest title when compared to modern RPGs. 

With only five towns, five dungeons, and 1v1 battles, Dragon Quest is a simple and relatively quick playthrough by today’s standards, but it perfectly scratches that role-playing itch if you don’t have the energy to spend hours tweaking a character and planning strategies in a modern game. 

7. Dragon Quest VII: Fragments of the Forgotten Past

2000

Arriving at the tail end of the PS1 era, Dragon Quest VII was in many ways a culmination of what many still consider to be the genre’s golden age. Opening on a small island that at first seems to be the only landmass left on the planet, Fragments of the Forgotten Past features one of the most interesting stories in the series, and the challenging gameplay mixed with the deep class system gives it plenty of legs. 

But Dragon Quest VII also suffers from a major Achilles’s heel: its monumental length. The game certainly straddles the line of what can be considered too long, with a single playthrough typically taking around 100 hours. You have to really, really like the sometimes meandering story and the gameplay to get through this installment. Still, if you have the time and patience to put into it, Fragments of the Forgotten Past delivers like few other RPGs. 

6. Dragon Quest III: The Seeds of Salvation

1988

Dragon Quest III is the first title in the series that really feels like a typical JRPG. It was the Dragon Quest game that introduced the ability to swap between multiple party members throughout the adventure, as well as quality of life improvements like quick item sorting and the ability to fill all HP with a menu command. 

Best of all, The Seeds of Salvation features a more fully fleshed out plot than the first two games. Yes, you’re still the legendary hero out to save the world, but this time when you think you’ve won, the “real” evil appears, and it turns out there’s a lot more game to play, a then-innovative plot twist that would become an RPG staple for years to come. 

5. Dragon Quest VI: Realms of Revelation

1995

Realms of Revelation is a really solid entry in the series that arrived way too late in the West to get its proper due. Originally released for the SNES in 1995 at the peak of its popularity, the big hook is switching between a “real world” full of typical medieval castles and villages, and a more surreal “dream world” made up of people’s dreams. There’s definitely a strong Link to the Past influence.

Unfortunately, Dragon Quest’s popularity was at a low point in North America at the time of its original release, and we only saw the excellent DS port of Dragon Quest VI in 2011. See? There is some hope we might see Dragon Quest X in other territories, it just might take another decade or so. 

4. Dragon Quest IV: Chapters of the Chosen

1990

For better or for worse, the Dragon Quest games are notorious for following a pretty strict formula of an unnamed hero gathering a party to venture forth and save the world. Dragon Quest IV was the first game in the series to change things up, and the results are still praised three decades later. Instead of starting off as a hero, the first four chapters see you playing as different party members, before finally meeting up with the protagonist in the fifth chapter. Then you save the world. Okay, so it’s not a huge departure from the other games in the series, but each chapter is really well written.  

Originally released in Japan and North America for the NES, Chapters of the Chosen was also remade for the PlayStation 1. The stateside release of that game was cancelled at the last minute, but a second DS remake featuring a brand new sixth chapter eventually saw a worldwide release in 2008.

3. Dragon Quest VIII: Journey of Cursed King

2004

Journey of the Cursed King is the first game in the Dragon Quest series to feature fully 3D graphics, although the classic gameplay didn’t change much. In fact, you still select attacks in first-person mode. But it does feature one of the better stories in any Dragon Quest game. This time, the nameless hero has to save the king, who has been turned into a troll, and the princess, who has been turned into a white horse. Great characters and the inclusion of voice acting elevate the game above most other Dragon Quest titles, and even most JRPGs of the era.

Thanks to the bright, cel-shaded graphics, Dragon Quest VIII has aged remarkably well for a PS2 game, but the 3DS port, with extra playable characters and new story scenes is arguably the definitive version at this point.

2. Dragon Quest V: Hand of the Heavenly Bride

1992

Dragon Quest V is still the pinnacle of storytelling for the franchise. The game starts with the birth of the hero, and then proceeds to follow him through the ups and downs of the next three decades of his life. For the first and only time in the series, you’re even joined on your quest by your two children. Hand of the Heavenly Bride delves into the life of its main character in a way that few other JRPGs ever have. Add in the ability to recruit monsters to your party for the first time, and you’ve got the recipe for a legendary adventure.

While Dragon Quest V was well-received in Japan, it arrived at a time when sales for the series were so poor in North America that Enix closed down its American office, so the SNES version was never officially localized. Thankfully, the DS remake finally saw a worldwide release in 2009. That version has gotten pricier in the last few years, but it’s well worth tracking down for any RPG fan.

1. Dragon Quest XI: Echoes of an Elusive Age

2017

Echoes an of an Elusive Age is everything that makes the Dragon Quest series great wrapped in a beautiful HD package. The turn-based combat offers more options than ever; the characters, from the magic-wielding sisters Veronica and Serena, to the flamboyant performer Sylvando, are among the most memorable in the entire series; and the story is incredibly deep and emotional. And just when you think you’re finished, a surprising bit of time travel opens up the final third of the game, which is actually its best act.

The original release of Dragon Quest XI would have topped this list, but with the extras added in the 2019 Definitive Edition, it’s going to be difficult for any future title in the series to approach its greatness. Square Enix also added the ability to play the entire game in a 2D mode similar to the Japan-exclusive 3DS version of the game. There are also secret missions that call back to all 10 previous games in the series. Echoes of an Elusive Age is the absolute pinnacle of the series, and easily one of the best RPGs of all time.

cnx.cmd.push(function() { cnx({ playerId: "106e33c0-3911-473c-b599-b1426db57530", }).render("0270c398a82f44f49c23c16122516796"); });

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[epackingvietnam]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

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[bfxenon]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[camerasieunhovn]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/3aMON00

[kjt-lawyers]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[noithatotoaz]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[lakelandseo]

How to Combine SEO and CRO for the Ultimate Lead Generation Strategy

Posted by IzabelleHundrev

If there’s one thing that most marketers have in common, it’s that we want more leads.

Sure, not all leads are good. Some are even downright unqualified. But leads are what drive business, and as a result, many of us are held accountable for generating more of them.

Out of all of the lead generation strategies out there, there’s one that I find particularly effective: search engine optimization (SEO) and conversion rate optimization (CRO) working together.

While this may seem obvious, you’d be surprised how many marketing teams are really good at one or the other, but fail to find the balance between both.

Below, I’ll share why it’s critical to find alignment between SEO and CRO, and how to do it so that both of these functions work together to drive qualified leads for your business.

SEO and CRO: Why you can’t have one without the other

Being discoverable is more important than it’s ever been. If a prospective buyer can’t find your business online, there’s a good chance that you’re leading them right into the arms of your competitors.

By now, most businesses understand the importance of having a presence in organic search results. SEO is more than just a buzzword, it’s a given. And it’s critical to growing brand awareness and driving traffic to your website.

But there’s a catch.

Traffic doesn’t magically turn into paying customers and revenue. Ask yourself, when someone clicks on an organic result and lands on your website, what kind of browsing experience are they having? Is your site easy to navigate? Are your web pages optimized to guide the user towards an action?

Traffic without conversions is essentially just a vanity metric. CRO is the piece that ties it all together.

Put simply, conversion rate optimization is the process of optimizing a web page to lead a user toward a desired action. Typically, this action comes in the form of a conversion. This can be a demo request, email newsletter sign up, webinar registration — you get the gist.

The idea here is to entice the user to move further down the marketing funnel in some way.

SEO is what brings people to your website and CRO is what gets them to convert.

It sounds like a match made in marketing heaven, but achieving alignment is often easier said than done.

Start with a strong SEO foundation

I could write thousands of words on what it takes to build a strong SEO foundation for your website, but that’s not what this article is about. With that being said, a discussion about the relationship between SEO and CRO wouldn’t be complete without a mention of it.

Earlier, I said you can’t have SEO without CRO. But this goes both ways.

While it’s true that conversions are a meaningful standalone metric, you can’t have conversions without web visitors. Plus, experimentation and testing is a big part of what makes CRO so effective. It can be difficult to run tests if your website doesn’t get a healthy amount of traffic. More on this later.

A successful SEO strategy fuels the inbound marketing engine to bring new prospective buyers to your site on a regular basis. With SEO, your entire marketing team could be on PTO for a week and your website will still be generating traffic on its own.

If you’re still working to build a powerful SEO strategy, there are countless SEO resources that are available to you.

Be intentional about your content

Content and SEO go hand-in-hand.

When a buyer goes to a search engine, they want to find content that brings them an answer to their question.

As marketers, we want to create that content and match it to a buyer’s specific search query. We do this through extensive keyword research and on-page optimization to ensure that every piece of content that’s published has a likelihood to rank on page one.

Although this approach to content creation is effective at generating organic traffic, sometimes we forget to think about how a piece can drive impact beyond just ranking number one for a keyword.

CRO doesn’t just apply to landing pages or core solutions pages. There are elements of CRO that apply to your long-from content as well.

When strategizing topic ideas and doing keyword research, assign a goal to every piece of content that you publish. Ask yourself, “what action do I want the reader to take when they land on this page?”

Build this goal into your content calendar and incorporate it as a call-to-action (CTA) on each page that you publish.

As always, be mindful of the reader and their position in the funnel. Someone that lands on “The Beginner’s Guide to Marketing Automation” probably isn’t ready for a live demo just yet.

Instead, guide that reader toward a less intimidating action, such as signing up for your email newsletter. A good CTA shouldn’t feel spammy or overly promotional, it should provide additional value to the reader overall.

Following this process forces you to think beyond just traffic — you’re focusing on conversions before you even hit the “publish” button.

Test, optimize, and repeat

User experience (UX) is at the heart of both SEO and CRO.

If your website is slow, glitchy, and hard to navigate, it’s going to negatively affect both traffic and conversions. The goal is to continuously refine your website to ensure that anyone who lands on it has a frictionless browsing experience — thereby increasing their likelihood to convert.

This is why split testing is so important.

Split testing, sometimes referred to as A/B testing, is the process of testing multiple variants of a web page to determine which one converts at a higher rate. This is a core practice among marketers who specialize in CRO. You can test different types of lead forms, CTA buttons, copy variants, and even page layouts.

Here’s an example of a split test between a single and multi-step lead form:

Some SEOs may be hesitant to run split tests because they worry it will negatively affect organic rankings. The truth is that Google not only encourages testing, but it even has its own tool that helps marketers to run split tests.

As long as you’re abiding by Google’s webmaster guidelines, you should see no major negative impact on organic traffic due to testing.

It’s also worth noting that you can’t reach statistical significance in your split tests without a big enough sample size. In other words, you need traffic to have accurate test results.

There’s no hard and fast rule for what counts as “enough traffic” but the general consensus is that your web visitors should be in the thousands, at least. I recommend using this sample size calculator tool to get a better idea of a number that’s unique to your website.

This is yet another example of how closely intertwined SEO and CRO truly are. Earlier we discussed how important it is to start with a solid foundation in SEO, now you know how it fits into the bigger picture.

The common thread here?

CRO and SEO have a symbiotic relationship. What’s good for one is good for the other. And both are working toward the same common goal of generating revenue.

Identify marketing funnel gaps

When looking at the big picture of your inbound marketing efforts, SEO and CRO can help you identify and fix any gaps in your funnel.

Let’s say you have a product page that ranks #1 for its primary keyword and generates lots of traffic. But, when you dig into the conversion data, you notice that only a small percentage of users that land on that page actually convert.

This is a red flag that something is off with the page.

It could be the messaging, the offer, or the lead form. Just because it works for Google doesn’t mean it’s working for your audience. And their opinion is the only one that matters.

This goes the other way around too.

Say you have a product page that’s converting at a high rate, but you notice that it’s one of the lowest-trafficked pages on your site. This should alert you to revisit the content on that page and identify opportunities to re-optimize it. If you don’t, there are likely hundreds of potential conversions that you’re missing out on.

Final thoughts

SEO and CRO is kind of like the digital marketing version of the chicken and the egg. You can’t be really good at one without the other.

Realistically, it doesn’t matter what came first. What does matter is achieving alignment between these two key marketing tactics. By doing so, your website has the potential to become a major driver of leads and revenue for your business.

If there’s one thing you take away from this article, it’s to integrate your SEO and CRO efforts and view them as one cohesive part of your lead generation strategy.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[toptechbank]

Best free iPad apps 2018: the top titles we’ve tried

Free apps sometimes have a bad reputation, but many are gems that are so good you won’t believe they’re free. We’ve scoured the App Store to find the very best, and sorted them into handy categories, which you can find on the following pages.

On this page you’ll find the app of the week – our top new selection to try out, and check back every seven days where you’ll find a new option to test. After that, it’s the best entertainment apps (surely the best reason to own an iPad…) and a variety of categories on the following pages to tickle your fancy.

Free app of the week: Laugh & Learn Shapes & Colors Music Show for Baby

Laugh & Learn Shapes & Colors Music Show for Baby is a two-part game designed for children as young as six months old.

In Level 1, your youngling – now armed with a worryingly expensive piece of technology – can tilt and tap the screen to make shapes appear and bounce around. But Level 2 ramps things up considerably.

“Let’s put on a show,” chirps the app as the five shapes wiggle and jig about on the screen, lurking above a colorful keyboard. And you know what’s next: maddeningly jaunty earworms, augmented by a deliriously happy baby smacking the huge piano keys.

Your slow descent into madness will be worth it for the smile on their little face.

The best free entertainment apps for iPad

Our favorite free iPad apps for having fun with your iPad, whether shopping, coloring, reading, watching TV or using Twitter.

Attenborough Story of life

If you’ve any interest in wildlife films, Attenborough Story of Life is a must-have. It features over a thousand clips picked from Attenborough’s decades-long journey through what he refers to as the “greatest story of all…how animals and plants came to fill our Earth”.

The app is split into three sections. You’re initially urged to delve into some featured collections, but can also explore by habitat or species, unearthing everything from big-toothed sharks to tiny penguins skittering about. Clips can be saved as favorites, or grouped into custom collections to later peruse or share with friends.

Some of the footage is noticeably low-res on an iPad – there’s nothing here to concern your Blu-Rays, and that’s a pity. Still, for instant access to such a wealth of amazing programming, this one’s not to be missed.

Boldmatic

Boldomatic comes across like a social network for people who like making bold statements – in bold colors and with bold text. Imagine Twitter, but with a chunky font, eye-searing backgrounds on every post, and a user base that’s perhaps a little too full of itself.

Which all sounds a bit unflattering, we’re sure, but Boldomatic is actually rather fun. You can zip through the feed to find random thoughts, tiny nuggets of philosophy, daft jokes, and little bits of poetry.

Fashioning your own slice of creative genius is simple, too: just type out your words, select a background color (or a photo), and share it with the world.

Boldomatic also works as a means to create content for elsewhere. Your creations can be hurled at Facebook, Twitter, or Tumblr, to share them with the wider world (or Photos, if you want to keep them just between you and your iPad).

Chunky Comic Reader

The majority of comic-book readers on the App Store are tied to online stores, and any emphasis on quality in the actual apps isn’t always placed on the reading part.

But with many more publishers embracing DRM-free downloads, having a really great reading app is essential if you’re into digital comics. Chunky Comic Reader is the best available on iOS.

The interface is smart, simple and boasts plenty of settings, including the means to eradicate animation entirely when flipping pages.

Rendering is top-notch, even for relatively low-res fare. And you get the option of one- or two-up page views. For free, you can access web storage to upload comics. A single $3.99/£3.99/AU$5.99 pro upgrade adds support for shared Mac/PC/NAS drives.

eBay

eBay provides access to a colossal online marketplace. Anyone can sell, and so you’ll find huge brands mingling with individuals attempting to offload the entire contents of their basements and attics.

Something of a design playground, the iPad app is regularly reworked; but whatever eBay’s designers come up with, a large touchscreen device proves to be the best way to search. You can quickly drill down into categories, and explore individual listings, swiping between photos.

If you need to keep track of things, the app offers automated notifications, and can flag searches, making it easy to see whenever new matching listings appear. And if you want to sell yourself, you can do that in-app, with eBay providing shortcuts to get your listing started (through barcode scanning or matching your item to publicly available information about it).

Fingerpaint Magic

The iPad and App Store combine to create an extremely strong ecosystem when it comes to art apps, but that’s not terribly helpful if you don’t have an artistic bone in your body.

Fortunately, there are apps like Fingerpaint Magic that enable a much wider range of people to create something visually stunning.

As you draw, feathers of color explode from your fingertip, bleeding into the background in a manner that feels like you’re drawing with an alien material atop viscous liquid. You can adjust your brush and color – ‘neon’ from the former coming across like sketching with fire.

Artwork can be further enhanced using mirrors or background filters prior to export. The process is at once aesthetically pleasing, fun and relaxing.

A single $0.99/£0.99/AU$1.49 IAP unlocks a set of premium brushes, but Fingerpaint Magic’s free incarnation has more than enough to unleash your inner artist, regardless of your skill level.

Instapaper

Instapaper acts as a time-shifting service for the web. You can send pages to it from any browser (PC, Mac or mobile), whereupon Instapaper strips away everything bar the content. When you open the app, it’ll quickly sync your article collection. You can then read anything you’ve stored in a mobile-optimized layout that’s entirely free from cruft.

On an iPhone, Instapaper is handy for commuters wanting to catch up on saved pages while belting along on a train. But on iPad, the larger display transforms Instapaper into a superb lean-back reading experience – your own personal periodical that’s free from the gimmickry and iffy curation found in glossier fare, and that’s instead all about the content.

Melodist

Part meditative relaxation tool, part sleep aid, Melodist is all about creating melodies from imagery. All you have to do is load something from your Camera Roll, and the app does the rest.

On analyzing your photo or screen grab for changes in hues, saturation and brightness, a music loop is generated. You can adjust the playback speed, instrument and visual effect (which starts off as a lazily scrolling piano roll), along with setting a timer.

Although occasionally discordant, the app mostly creates very pleasing sounds. And while it’s perhaps missing a trick in not displaying your photo as-is underneath the notes being played (your image is instead heavily blurred as a background), you can export each tune as audio or a video that shows the picture alongside the animation.

These free exports are a pretty generous gesture by the developer; if you want to return the favor, there’s affordable IAP for extra sounds, animation and MIDI export.

Nebula

Among the various finger-painting apps for iPad, Nebula is one of the weirdest. You draw by dragging two fingers on the screen, which results in a set of neon lines atop the background. Twisting your fingers changes the nature of the futuristic ribbon you’re creating, and subsequent taps and twists add to its length.

Using the app’s settings, you can play with the thickness and density of the lines and switch between angled and wavy compositions. The results are very abstract whatever you do, but Nebula’s a fun app for creating something visually different on your tablet.

There’s no saving your work in the free version, though (beyond snapping a screen grab) – you’ll need the $1.99/£1.99/AU$2.99 Tools IAP for that, which also adds symmetry functionality and high-resolution PDF export.

Notes on Blindness VR

After years of eyesight deterioration, John Hull became blind in 1983. Notes on Blindness VR has six chapters taken from his journal of the time. Each is set in a specific location, marrying John’s narrative, binaural audio, and real-time 3D animation, to create an immersive experience of a ‘world beyond sight’.

Although designed as a VR experience, this app remains effective when holding an iPad in front of your face, moving the screen about to scan your surroundings. The mood shifts throughout – there’s wonder in a blind John’s discovery of the beauty of rain, disconnection when he finds things ‘disappear’ from the world when sound stops, and a harrowing section on panic.

Towards the end, John mulls he’s “starting to understand what it’s like to be blind,” and you may get a sense of what it’s like, too, from the app, which ably showcases how to craft an engaging screen-based experience beyond the confines of television.

Pigment

Adult colouring books are all the rage, proponents claiming bringing colour to intricate abstract shapes helps reduce stress – at least until you realise you’ve got pen on your shirt and ground oil pastels into the sofa.

You’d think the process of colouring would be ideal for iPad, but most relevant apps are awful, some even forcing tap-to-fill. That is to colouring what using a motorbike is to running a marathon – a big cheat. Pigment is an exception, marrying a love for colouring with serious digital smarts.

On selecting an illustration, there’s a range of palettes and tools to explore. You can use pencils and markers, adjusting opacity and brush sizes, and work with subtle gradients. Colouring can be ‘freestyle’, or you can tap to select an area and ensure you don’t go over the lines while furiously scribbling. With a finger, Pigment works well, but it’s better with a stylus; with an iPad Pro and a Pencil, you’ll lob your real books in the bin.

The one niggle: printing and accessing the larger library requires a subscription in-app purchase. It’s a pity there’s no one-off payment for individual books, but you do get plenty of free illustrations, and so it’s hard to grumble.

Sandbox

Sandbox offers an interesting take on coloring apps. Instead of virtual paper and pens (as per the excellent Pigment), Sandbox gives you a quirky combination of painting by numbers and old-school pixel art.

Select an image and it appears in grayscale. A tap zooms you in to a grid of numbers. Select a palette color and tap relevant grid squares to start coloring things in. Tap the wrong squares and your colors remain – but the numbers stick around in zoomed view, reminding you of your ‘error’.

Because you have to tap every single square, Sandbox might for some feel tedious. But there’s a meditative quality to proceedings, and there are plenty of images to color for free. A drag-to-color brush wouldn’t go amiss though.

Twitterrific

The official Twitter client may get the social network’s new toys first, but Twitterrific is a better bet for the more discerning Twitter user. It has a beautifully designed interface that’s a delight to use, helpfully merging mentions and messages into a unified timeline, saving you mucking about switching tabs.

Customization options give you the means to adjust the app’s visual appearance (and the app can optionally automatically switch to a dark theme at night), and powerful mute and muffle features block users and hashtags you want no part of.

Pay $4.99/£4.99/AU$7.99 and the app adds notifications, Apple Watch support, and translation support, along with removing ads.

WWF Together

With a noodly soundtrack playing in the background, WWF Together invites you to spin a papercraft world and tap points of interest to learn more about endangered species. 16 creatures get fuller treatment – a navigable presentation of sorts that hangs on a key characteristic, such as a panda’s charisma, or an elephant’s intelligence.

These sections are arranged as a three-by-three grid, each screen of which gives you something different, be it statistics, gorgeous photography, or a ‘facetime’ movie that gives you a chance to get up close and personal.

Apps that mix charity and education can often come across as dry and worthy, but WWF Together is neither. It’s informative but charming, and emotive but fun.

Rather neatly, stories can be shared by email, and this screen further rewards you with origami instructions to make your own paper animal; once constructed, it can sit on the desk next to all your technology, reminding you of the more fragile things that exist in our world.

YouTube

YouTube is the best way to watch YouTube videos on your iPad. On the dynamic Home tab, you can quickly get at interesting stuff. It includes channels you subscribe to, and videos you didn’t yet finish watching; but also, it makes recommendations based on your viewing habits. The more you watch, the better they get.

On selecting something to watch, the video itself sits at the top-left of the screen, allowing you to scroll through comments other viewers have left, and peruse an up-next feed. There’s also a full-screen view for a more immersive experience.

Fittingly, for a service seemingly attempting to usurp traditional television, the YouTube app also provides access to content you’ve bought on Google Play. And with AirPlay and Chromecast support, getting what you’re watching to an actual telly is a cinch, too.

For a mix of free and paid apps, check out our amazing Best iPad apps chart. If you’re more into a smaller form-factor or have your eye on the iPhone X check out our list of the best free iPhone apps.

Haven’t bought an iPad yet and not sure which is best? We’ve got them listed on our best iPad ranking – or you can check out the best tablets list to see the full range available now.

Are you a professional? Then our pick of the 10 best business apps should have something for you.

The best free art and design apps for iPad

Our favorite free iPad apps for painting, sketching, drawing, graphic design and animation.

Adobe Illustrator Draw

On the desktop, Adobe Illustrator is more about enabling creative types to work up pin-sharp illustrative fare than freehand drawing. But on iPad, Adobe Illustrator Draw concentrates on doodling. You can experiment with five highly configurable brush tips, which feel great whether drawing with a stylus or a finger.

But dig deeper into the options and the professional sheen of this app becomes apparent. There are perspective grids, a layers system for mixing and matching artwork and imagery for tracing over, and stencils you temporarily overlay when extra precision is needed.

Completed images can be exported to Camera Roll or the clipboard, and Adobe Creative Cloud users can also send art to Photoshop or Illustrator with layers preserved.

A straightforward vector export option would be nice, although that’s perhaps too big an ask for a free app designed to suck you into a larger ecosystem.

Adobe Photoshop Sketch

Although Photoshop started out as a tool for retouching imagery, plenty of people use it for creating art from scratch. It’s presumably that line of thinking that led to Adobe Photoshop Sketch, an iPad app that enables you to draw with virtual takes on ink, paint, pastel and markers.

The tools themselves are broadly impressive and configurable. You can adjust brushes in all kinds of ways, and then utilize blend modes and layers for complex art, and grids/stencils when more precision is needed.

Export feels a bit needlessly restrictive – you’re mostly forced to send drawings to Adobe’s Behance network – even Photos isn’t an option.

Also, while tools work well individually, they don’t really interact, such as when dragging pen through a glob of paint. Still, for free, Adobe Photoshop Sketch gives you a lot – and even if you don’t use the app for finished art, it works (as its name suggests) as a pretty neat sketchpad.

Autodesk SketchBook

We tend to quickly shift children from finger-painting to using much finer tools, but the iPad shows there’s plenty of power in your digits — if you’re using the right app.

Autodesk SketchBook provides all the tools you need for digital sketching, from basic doodles through to intricate and painterly masterpieces; and if you’re wanting to share your technique, you can even time-lapse record to save drawing sessions to your camera roll.

The core app is free, but it will cost you $4.99/£4.99/AU$7.99 to unlock the pro features.

Brushes Redux

The original Brushes app was one of the most important in the iPhone’s early days. With Jorge Colombo using it to paint a New Yorker cover, it showcased the potential of the technology, and that an iPhone could be used for production, rather than merely consumption.

Brushes eventually stopped being updated, but fortunately went open source beforehand. Brushes Redux is the result.

On the iPad, you can take advantage of the much larger screen. But the main benefit of the app is its approachable nature. It’s extremely easy to use, but also has plenty of power for those who need it, not least in the layering system and the superb brush designer.

Canva

The idea behind Canva is to do most of the heavy lifting when it comes to creating great-looking layouts based on your photos. Select a layout type (presentation, blog graphic, invitation, and so on) and the app serves up templates to work with.

These are mostly very smart indeed, but the smartest thing about Canva is that these starting points can all be edited: swap out images for your own photos, adjust text boxes, and add new elements or even entire pages.

Because of its scope, Canva isn’t as immediate as one-click automated apps in this space, but the interface is intuitive enough to quickly grasp. Our only niggle is the lack of multi-item selection, but with Canva being an online service, you can always fine-tune your iPad creations in a browser on the desktop.

Pixel art editor – Dottable

Despite being lumbered with an awkward name, Pixel art editor – Dottable is a usable and nicely-conceived app. Choose a canvas size and then the interface is split between your drawing area, layers, and tools.

The basics are all there for creating old-school pixel art, but beyond brushes and fills, Dottable adds some fairly sophisticated shapes and transform tools.

If you want to trace an image, it can be imported, and optionally converted to pixel art form. Exports are also dealt with nicely, either exporting your image as a PNG, or converting each layer into a single frame of an animated GIF.

None of this is enough to trouble the pro-oriented Pixaki, but as a freebie for pixel artists, Dottable is mightily impressive.

Dribbble

Dribbble is well known among designer types for being a hub of creativity. It’s used by thousands of illustrators, graphic designers, typographers and the like to upload ideas and see what everyone else is up to.

The discussion forums are a great way to get feedback on in-progress work and to talk about weird and wonderful sketches and experiments.

For those in a creative industry, the Dribbble app gets the bulk of the experience neatly onto your iPad. You can browse, chat, flag favorites, and adjust the toolbar to include buttons for quick access to your preferred streams.

For everyone else, it’s a hive of inspiration – a great way to explore what’s hot in visual design, perhaps even sparking some ideas to drive your own creative endeavors.

Flickr

Instagram might be the current online photo-sharing darling, but it’s clear veteran Flickr remains up for a fight. On iPad, it’s a lovely app, with a refined and minimal UI that makes browsing simple and allows photography to shine.

Another smart aspect of Flickr is its extremely generous 1 TB of free storage. You can set videos and photos to automatically upload, and they stay private unless you choose to share them.

There are compatibility issues with the most modern Apple toys as Live Photos end up as stills on Flickr. Even so, Flickr makes Apple’s free 5 GB of iCloud storage look pathetic by comparison; and even if you use it only as a belt-and-braces back-up for important images, it’s worth checking out.

Folioscope

One of the great things about the app revolution is how these bits of software can help you experience creative fare that would have previously been inaccessible, unless you were armed with tons of cash and loads of time. Folioscope is a case in point, providing the basics for crafting your own animations.

We should note you’re not going to be the next Disney with Folioscope – the tools are fairly basic, and the output veers towards ‘wobbling stickmen’.

But you do get a range of brushes (of differing size and texture), several drawing tools (pen, eraser, flood fill, and marquee), and onion-skinning, which enables you to see faint impressions of adjacent frames, in order to line everything up.

The friendly nature of the app makes it accessible to anyone, and there’s no limit on export – projects can be shared as GIFs or movies, or uploaded to the Folioscope community, should you create an account.

MediBang Paint

MediBang Paint feels like one of those apps where you’re always waiting for the catch to arrive. Create a new canvas and you end up staring at what can only be described as a simplified Photoshop on your iPad. There are loads of drawing tools, a layers system (including photo import), and configurable brushes.

Opening up menus reveals yet more features – rotation; shapes; grids – but palettes can also be hidden, so you can get on with just drawing. Judging by the in-app gallery of uploaded art, MediBang is popular with manga artists, but its tools are capable enough to support a much wider range of digital painting and drawing styles – all without costing you a penny.

PicsArt Animated Gif & Video Animator

You won’t trouble Hollywood with PicsArt (or PicsArt Animated Gif & Video Animator to use its unwieldy full name). However, it is a great introduction to animation and also a handy sketchpad for those already immersed in the field.

A beginner can start with a blank slate, paper texture, or photo background, on to which an animation frame is drawn. Add further frames and previous ones faintly show through, to aid you in making smooth transitions.

Delve further into the app to discover more advanced fare, including brush options and a hugely useful layers system. When done, export to GIF or video – or save projects to refine later. That this all comes for free (and free from ads) is astonishing.

Pixabay

If you often find yourself rooting around the web for images to use in projects, Google Images will do. But it can be tricky to know whether you have the rights to use whatever you download – and you very often don’t.

Pixabay does away with such concerns through its images being released under Creative Commons CC0. In plain English: you can do whatever you like with them.

The downside is the selection can be sparse for niche subjects, and quite a lot of the vector art is of poor quality. But for general imagery to add to a brochure or website when you’re lacking a budget for pictures, there are plenty of decent photographs to choose from, easily accessible from the app’s straightforward search.

Quark DesignPad

Quark DesignPad scratches an itch if you need to get started on some layouts while on the go with your iPad – or just fancy doing the same away from the glowing screen of your Mac or PC.

This isn’t a full-fledged desktop publishing app, note. Instead, it’s about creating frameworks for page designs – wireframes that show the placement of headings, images, columns, and boxes. You can work pages up from scratch, or use one of the pre-defined layouts. With its grids, pop-up menus, and a little nudge ‘joystick’, the interface proves to be flexible and efficient.

Output options, however, are initially limited. You can save flat images to Photos, but if you want PDFs or to print via AirPrint, you’ll need to go pro ($9.99/£9.99/AU$14.99).

Seedling Comic Studio

Although it’s apparently designed for kids aged 9-11, Seedling Comic Studio comes across a lot like a free (if somewhat stripped back) take on iPad classic Comic Life. You load images from your Camera Roll (or take new ones with the camera), arrange them into comic-book frames, and can then add all manner of speech balloons, filters and stickers.

Decided that your heroic Miniature Schnauzer should have to save the world from a giant comic-book sandwich? This is your app! Naturally, there are limitations lurking. The filter system is a bit rubbish, requiring you to cycle through the dozen or so on offer, rather than pick favourites more directly, and a few of the sticker packs require IAP.

But for no outlay at all, there’s plenty of scope here for comic-book creation, from multi-page documents you can output to PDF, to amusing poster-like pages you can share on social networks. And that’s true whether you’re 9 or 49.

Tayasui Sketches

Tayasui Sketches is a drawing tool, designed to be realistic, versatile, and usable. And although various IAPs lurk for the full toolset (which includes a ruler, extra layers, and pressure sensitivity), you get an awful lot for free.

You start by selecting a paper type, or use an imported photo as the basis for your masterpiece. Then it’s time to get cracking with the pens and brushes. Although it’s perhaps a stretch to call them totally realistic, they all offer pleasing results. The watercolor brush in particular is lovely, bleeding into the paper and leaving splats on the canvas when you tap the screen.

In fact, the app as a whole is very pleasant to use, offering the right balance between trying to help and getting out of your way when you’re busy painting. And as a final neat touch, if you’re stuck for inspiration there are some coloring book pages thrown in for free.

The best free education apps for iPad

Our favorite free iPad apps for learning new things – from coding to astronomy.

Khan Academy

Maybe it’s just our tech-addled brains, but often we find it a lot easier to focus on an app than a book, which can make learning things the old fashioned way tricky. That’s where Khan Academy comes in. This free app contains lessons and guidance on dozens of subjects, from algebra, to cosmology, to computer science and beyond.

As it’s an app rather than a book it benefits from videos and even a few interactive elements, alongside words and pictures and it contains over 10,000 videos and explanations in all.

Everything is broken in to bite-sized chunks, so whether you’ve got a few minutes to spare or a whole afternoon there’s always time to learn something new and if you make an account it will keep track of your progress and award achievements.

Py

Py wants to teach you to communicate with computers. You provide some information about the kind of coding you fancy doing, and it recommends a course – anything from basic HTML through to delving into Python.

Lessons are very reminiscent of those in language-learning freebie Duolingo. A colorful, cartoonish interface provides questions, and you type out your answer or select from multiple choice options.

Py could be more helpful when you get something wrong, but its breezy, pacy nature gives it a real energy and game-like feel that boosts focus and longevity.

Unlike Duolingo, Py doesn’t have any interest in being free forever. A premium tier locks a chunk of content behind a monthly fee (along with access to mentors, who can help you through tough spots via an integrated chat). But for no outlay, there’s still plenty here for budding website – and app – creators to get stuck into.

SkyView Free

SkyView Free is a stargazing app that very much wants you to get off your behind and outside, or at least hold your iPad aloft to explore the heavens.

Unlike TechRadar favourite Sky Guide, there’s no means to drag a finger to manually move the sky around – you must always point your iPad’s display where you want to look – but there’s no price-tag either. And for free, this app does the business.

There are minimal ads, a noodly atmospheric soundtrack, an optional augmented reality view (to overlay app graphics on to the actual sky), and a handy search that’ll point you in the direction of Mars, Ursa Major, or the International Space Station.

Swift Playgrounds

Swift Playgrounds is an app about coding, although you’d initially be forgiven for thinking it a weird game. Early lessons involve guiding oddball cartoon cyclops Byte about an isometric landscape by way of typed commands, having him trigger switches and grab gems along the way.

This is, of course, sneakily teaching you the fundamentals of logic and programming, and the lessons do then gradually become more involved. However, at no point does Swift Playgrounds become overwhelming. And the split-screen set-up – instructions and code on the left; interactive world based on your work on the right – feels friendly and intuitive.

It’s not Xcode for iPad, then, but perhaps a first step in that direction. More importantly, Swift Playgrounds can act as a first step for people who want to start coding their own apps, but for whom the very idea has, to date, simply been too daunting.

Wikipedia

Often, third-party apps improve on bare-bones equivalents provided as the ‘official’ take on a product, but Wikipedia is an exception. This freebie app for browsing the online encyclopedia is excellent on iPad – and probably the best option on the platform.

The Explore page lists a bunch of nearby and topical articles; after a few uses, it’ll also recommend things it reckons you’d like to read. Tap an article and the screen splits in two – (collapsible) table of contents to the left and your chosen article to the right. Articles can be searched and saved, the latter option storing them for offline perusal.

It’s a pity Wikipedia doesn’t rework the Peek/Pop previews from the iPhone version (by way of a long-tap), but otherwise this is an excellent, usable encyclopedia for the modern age.

Yousician

Learning a musical instrument isn’t easy, which is probably why a bunch of people don’t bother, instead pretending to be rock stars by way of tiny plastic instruments and their parent videogames.

Yousician bridges the divide, flipping a kind of Guitar Hero interface 90 degrees and using its visual and timing devices to get you playing chords and notes.

This proves remarkably effective, and your iPad merrily keeps track of your skills (or lack thereof) through its internal mic. The difficulty curve is slight, but the app enables you to skip ahead if you’re bored, through periodic ‘test’ rounds. Most surprisingly, for free you get access to everything, only your daily lesson time is limited.

TED

TED is a video app designed to feed your curiosity, by watching smart people talk about all kinds of subjects.

Although the organization’s name stands for ‘Technology, Entertainment, Design’, it’s fundamentally interested in ideas. Example talks we watched during testing included a piece about screen time for kids (and why related fears are not true), not suffering in silence from depression, and mind-blowing magnified portraits of insects. What we’re saying is: this app has range.

It also has smarts. Along with a standard search, you can have the app ‘surprise you’ with something courageous, beautiful, or fascinating, and revisit favorites by delving into your watch history and liked talks, which sync across devices.

TED’s perhaps not an app you’ll open daily, but it’s a breath of fresh air when you desire brain food rather than typical telly.

The best free health, food and exercise apps for iPad

Our favorite free iPad apps for cooking, relaxing and keeping fit.

Breathe+

Many of us are caught in high-stress environments for much of our lives, and electronic gadgets often do little to help. Apple has recognized this on Apple Watch, which offers a breathing visualization tool. But Breathe+ brings similar functionality to your iPad.

You define how long breaths in and out should take, and whether you want to hold your breath at any point during the cycle. You then let Breathe+ guide your breathing for a user-defined session length.

The visualization is reminiscent of a minimalist illustrator’s take on a wave rising and falling on the screen, but you can also close your eyes and have the iPad vibrate for cues. For free, there are some ads, which aren’t pretty, but don’t distract too much. For $1.99/£1.99/AU$2.99, you can be rid of them, along with adding themes and usage history stats.

Kitchen Stories

As you launch Kitchen Stories, you catch a glimpse of the app’s mantra: “Anyone can cook”. The problem is, most cooking apps (and indeed, traditional cookery books) make assumptions regarding people’s abilities.

Faced with a list of steps on a stark white page, it’s easy to get halfway through a recipe, look at the stodge in front of you, reason something must have gone terribly wrong, and order a takeaway.

Kitchen Stories offers firmer footing. You’re first met with a wall of gorgeous photography. More importantly, the photographs don’t stop.

Every step in a recipe is accompanied by a picture that shows how things should be at that point. Additionally, some recipes provide tutorial videos for potentially tricky skills and techniques. Fancy some Vietnamese pho, but not sure how to peel ginger, prepare a chilli or thinly slice meat? Kitchen Stories has you covered.

Beyond this, there’s a shopping list, handy essentials guide, and some magazine-style articles to peruse. And while you don’t get the sheer range of recipes found in some rival apps, the presentation more than makes up for that — especially on the iPad, which will likely find a new home in your own kitchen soon after Kitchen Stories is installed.

TaoMix 2

There’s a tendency for relaxation aids to be noodly and dull, but TaoMix 2 bucks the trend. You get the usual sounds to aid relaxation (wind, rain, birds, water), but also an interface that nudges the app towards being a tool for creating a kind of ambient personal soundtrack.

The basics are dead simple: tap the + button, select a sound pack, and drag a sound to the canvas. You then manually position the circular cursor within the soundscape, or slowly flick so it lazily bounces around the screen, your various sounds then ebbing and flowing into the mix.

This makes TaoMix 2 more fun to play with than its many rivals. Of course, if you just want to shut the world out, that option exists too: load a soundscape you’ve previously created, set a timer, and use TaoMix 2 to help you nod off.

Should you want something other than what’s found within the generous selection of built-in noises, packs are available for purchase (including whale sounds, ‘Japanese garden’ and orchestral strings); and if you fancy something entirely more custom, you can even import sounds of your own.

White Noise+

There are quite a few apps for creating ambient background noise, helping you to focus, relax, and even sleep. White Noise+ is perhaps the best we’ve seen – a really smartly designed mix of sound and interface design that is extremely intuitive yet thoroughly modern.

It works through you adding sounds to an on-screen grid. Those placed towards the right become more complex, and those towards the top are louder. Personalized mixes can be saved, or you can play several that are pre-loaded.

For free, you do get an ad across the bottom of the screen, only five sounds, and no access to timers and alarms. But even with such restrictions, White Noise+ is pretty great. Throw $2.99/£2.99/AU$4.49 at it for the extra features and noises, and it borders on exceptional.

7 Minute Workout

7 Minute Workout is designed to give you a complete fitness workout in just seven minutes. It’s far from alone on the App Store, but we like this take because it’s straightforward – and also properly free (rather than being riddled with IAP).

The exercise screens are basic, but bold. It’s always obvious where you are in a routine, and if you’re unsure about the next step, you can tap a video playback button to view a demonstration.

Beyond the exercises, the app enables you to track your weight and set the gap between exercises, which are regularly switched during the routine. The only downside is not being able to block specific exercises if, for example, you don’t have access to a chair, or cannot perform them due to accessibility reasons.

Epicurious

Epicurious is a massive recipe book for iPad. It provides access to over 35,000 recipes, and offers a magazine-like presentation. The entry screen is awash with new recipes with vibrant photography; you can quickly flick between that and dedicated pages for themed recipes and new videos.

The app’s search is excellent. You can select by meal type, and filter available recipes by selecting specific ingredients, cuisine types, and dietary issues (such as low-fat and wheat-free). Flicking back and forth between filters and results can irk, but the app at least does so quickly and efficiently.

The actual recipe pages are a touch basic – there’s no hand-holding like the step-by-step photos you get in Kitchen Stories. Still, if confident in your abilities, it’s a great app to broaden your culinary horizons.

The best free kids apps for iPad

Our favorite free iPad apps, learning tools, and games for toddlers and children.

Sago Mini World

Sago Mini World mashes together a bunch of Sago apps in a single colossal download, and enables you to unlock them all with a monthly $4.49/£3.99/AU$6.49 subscription. But before you run away screaming, there’s still plenty to do for free.

Sago Mini Friends (the app’s original name) remains intact, and is a generous, heart-warming game, promoting empathy, sharing and creativity through play. You select a character, knock on doors, and play mini-games, such as dress-up, taking a bath, and having a snack.

In the last of those, feed one character too often and the other looks sad, hopefully prompting your own tiny person to figure out that sharing is good.

This and the other free games shine, with bold colors and smartly designed interfaces. The freemium shift rankles, but doesn’t overshadow the strong content.

Zen Studio

According to the developer’s blurb, Zen Studio is all about helping children to relax and focus, by providing a kind of finger-painting that can only exist in the digital realm. Frankly, we take issue with the ‘children’ bit, because Zen Studio has a welcoming and pleasing nature that should ensure it’s a hit with every iPad user.

You start off with a grid of triangles and a column of colored paints. Tap a paint to choose your color and then tap individual triangles or drag across the grid to start drawing. Every gesture you make is accompanied by musical notes that play over an ambient background soundtrack.

Bar the atmosphere being knocked a touch by a loud squelch noise whenever a new paint tube is selected, the mix of drawing tool and musical instrument is intoxicating. When you’re done, your picture can be squirted to the Photos app, ready for sharing with the world.

This is, however, a limited freebie in some ways. You get eight canvases, which can be blank or based on templates. If you want more, you can buy an IAP to unlock the premium version of the app. Still, for no outlay at all, you get a good few hours of chill-out noodly fun — more, if you’re happy drawing over the same canvases again and again.

Doctor Who: Comic Creator

Doctor Who: Comic Creator does what you’d expect from its name. When you’re between seasons of the hit sci-fi show, you can satisfy yourself by fashioning custom adventures about everyone’s favorite regenerating time traveler, who goes everywhere and everywhen in a beaten-up old time machine.

Creating comics is akin to slapping down stickers – only you can move things around later. And you get a pleasingly diverse range of page layouts, along with a monster maker, so you can combine parts of the Doctor’s enemies into something suitably horrific.

The main downside is most foes lurk behind various IAPs – would it have killed the BBC to throw in a Cyberman for free? Sadly, there’s no way to use the app to get all timey-wimey and change people’s minds when the app was being made.

Lego Life

Lego Life is a social network for kids whose lives revolve around plastic bricks. Once you’re signed up, you explore feeds and follow themes, to become a better builder, or just see what’s current in the world of Lego.

Unsurprisingly, there’s a nod towards advertising of a kind, in new product videos being liberally sprinkled about. But mostly, this is an app about inspiration. You’re regularly offered building challenges and knowledge tests; during lazy days, you can slap stickers all over a virtual Lego kit, or build a mini-figure for your profile.

Given that it’ll mostly be kids using the app, it’s worth noting usernames are anonymized. You can’t type your own, and instead select from semi-random word lists. EmpressSensibleMotorbike, meet ElderSupersonicJelly!

The best free music and audio apps for iPad

Our favorite free iPad apps for listening to podcasts, making music or being a virtual DJ.

Auxy Music Studio

The thinking behind Auxy Music Studio is that music-making – both in the real world and software – has become too complicated. This app therefore strives to combine the immediacy of something like Novation Launchpad’s loop triggers with a basic piano roll editor.

For each instrument, you choose between drums and decidedly electronic synths. You then compose loops of between one and four bars, tapping out notes on the piano roll’s grid. Subsequent playback occurs on the overview screen by tapping loops to cue them up.

For those who want to go a bit further, the app includes arrangement functionality (for composing entire songs), along with Ableton Link and MIDI export support. Auxy’s therefore worth a look for relative newcomers to making music and also pros after a no-nonsense scratchpad.

Figure

The iPad is the perfect mobile device for composing music, with its fairly large display and powerful innards. This has resulted in a range of involved and impressive music-creation tools, such as Korg Gadget. Sometimes, though, you yearn for something simpler for making some noise.

This is where Figure comes in. Within seconds, you can craft thumping dance loops, comprising drum, bass and lead parts. The sounds are great, being based on developer Propellerhead Software’s much-loved Reason. They can be manipulated, too, so your exported loops sound truly unique.

Garageband

On an iPhone, music-making app GarageBand is mightily impressive, but on iPad, the extra space proves transformative. In being able to see more at any given time, your experience is more efficient and enjoyable, whether you’re a beginner tapping the grid view to trigger loops, a live musician tweaking a synth on stage, or a recording artist delving into audio waveforms and MIDI data.

Apple’s app also cleverly appeals to all. Newcomers can work with loops, automated drummers, and piano strips for always staying in key. Pros get seriously impressive track controls with configurable effects, multi-take recording, and Audio Unit support for bringing favorite synths directly into GarageBand.

If you don’t feel terribly creative sitting in front of a PC, GarageBand’s the perfect way to unleash your Grammy-winning songwriter in waiting.

Groovebox

Groovebox is a really clever app for anyone interested in making electronic music. The smartest bit is in the app being approachable for newcomers, yet offering power and features for seasoned noise makers.

The basics involve selecting a track type (drums, bass, or synth), and then a sound, whereupon Groovebox starts playing a loop. If you’re not happy with what you hear, tap the dice and Groovebox will spit out a different pattern.

Most apps of this ilk are samples-based, and so grind to a juddering halt at this point. But Groovebox goes further, offering a keyboard for live play, and a piano roll grid for tweaking a loop’s notes – or removing them all to add your own. You can also build up entire tracks using a ‘song sections’ feature.

The only major limitation of the free version is many advanced instrument controls sit behind IAP. Still, for no outlay, Groovebox offers plenty of head-nodding entertainment.

Music Memos

It’s fair to say that Music Memos is primarily designed for the iPhone, enabling musicians to quickly capture a song idea, which can later be expanded on. But if you’re in a studio – home or otherwise – strumming away on a guitar, and with an iPad nearby, the app can help you compose your next chart-troubler on a much more user-friendly screen size.

You kick things off by tapping a circle in the middle of the screen, whereupon Music Memos starts recording. Tap again to stop. The app then attempts – with some degree of success – to transcribe the chords played, and enables you to overlay automated bass and drums.

It’s when tapping the audio waveform in the recordings list that the iPad’s value becomes clear – you get the whole screen to see your in-progress song, which is great for playing along with or when considering further tweaks. And with iCloud sync, you can always record on iPhone and peruse later on iPad.

Novation Launchpad

GarageBand offers a loop player, but Novation Launchpad was doing this kind of thing years before, and in a manner that’s so intuitive and simple that even a toddler could record a track. (We know — ours did.)

The app comprises a set of pads, where you choose a genre, tap pads, and they keep playing until you tap something else in the same group. Performances can be recorded, and you can also mess about with effects to radically change the output of what you’re playing.

Whether you’re a musician or not, Launchpad is a great app for making a noise. And if you fancy something a bit more unique than the built-in sounds, there’s a $6.99/£6.99/AU$10.99 in-app purchase that lets you import your own samples.

Overcast

Podcasts are mostly associated with small portable devices – after all, the very name is a mash-up of ‘iPod’ and ‘broadcast’. But that doesn’t mean you should ignore your favourite shows when armed with an iPad rather than an iPhone.

We’re big fans of Overcast on Apple’s smaller devices, but the app makes good use of the iPad’s extra screen space, with a smart two-column display. On the left, episodes are listed, and the current podcast loads into the larger space on the right.

The big plusses with Overcast, though, remain playback and podcast management. It’s the one podcast app we’ve used that retains plenty of clarity when playback is sped up; and there are clever effects for removing dead air and boosting vocals in podcasts with lower production values.

Playlists can be straightforward in nature, or quite intricate, automatically boosting favourites to the top of the list, and excluding specific episodes. And if you do mostly use an iPhone for listening, Overcast automatically syncs your podcasts and progress, so you can always pick up where you left off.

Pacemaker

There are quite a few DJ apps for iPad, but they mostly tend to make the assumption you’re a master of the decks already. With its bright colors, straightforward nature, and lack of a price tag, Pacemaker feels rather more approachable to the typical wannabe deck spinner.

You can mess about with demo tracks or load tunes from your iPhone and Spotify. Then it’s a case of messing around with virtual decks, sliders and buttons to crossfade, beat-match, and add effects. If you hit on something especially great, record your live performance and share it with your friends.

It’s worth noting the app does have IAP lurking, but that’s really only for people properly bitten by the bug. Splash out and you can grab new effects or a premium subscription for precision mixing. For free, though, there’s plenty to enjoy.

Remixlive

Fancy creating a slice of dubstep, hip hop, or deep house? Largely bereft of musical talent (or just feeling a bit lazy)?

Don’t worry – Remixlive has you covered. Using the app, you select a genre (others are available via IAP – and some extras are even free), and then superstardom is just a case of triggering loops by tapping large colored pads.

The app’s pretty much idiot-proof – pads are labelled, everything’s always in time or in tune, and you can record your efforts by tapping a big REC button. Lovely.

But if you fancy going a bit further, the app’s happy to oblige: there’s a mixing desk for adjusting levels, live effects, and an editor to mix and match pads from different genre sets. Want to import/export your own sounds? Grab the relevant IAP ($5.99/£5.99/AU$9.99).

Seaquence

There are two ways to approach Seaquence, where the first is as a really bizarre interactive album. Select a track and a bunch of little creatures swim about on the screen, which results in spatialized sound mixes. (Stick some headphones on to hear how their movements affect the placement of sounds being played.) You can manually fling the creatures about, or tap-hold to remove them.

But Seaquence also enables you to edit. Add a new creature and it’ll instantly change the track. Tap a creature and you can delve into a scale editor, sound designer, and a sequencer for adjusting the notes of the current loop.

A $6.99/£6.99/AU$10.99 IAP opens up a bunch of pro features; but for free, Seaquence is entertaining whether you’re just listening and occasionally bothering the digital sea life, or figuring out how to construct your own tunes.

Beatwave

Beatwave is a grid synthesizer/sound toy, loosely based on Yamaha’s Tenori-on. This means you tap notes by turning on the grid’s lights. When the endlessly looping playhead collides with one, you get an explosion of color, and a sound plays.

Notes towards the top of the grid are higher, and those at the bottom are lower. Some instruments use the bottom two rows for drum sounds. Most importantly, though, Beatwave is designed to always make output listenable.

It’s actually quite difficult to create anything horribly discordant, short of filling every square on the grid.

For those who fancy more depth, the app offers plenty of alternate sounds, automated morphing, and the ability to save patterns to the sidebar, which you switch between with a tap. So it’s fun whether writing songs or just playing with sound and color.

The best free office and writing apps for iPad

Our favorite free iPad apps for writing, email, spreadsheets, presentations and calculations.

Adobe Acrobat Reader

Adobe Acrobat Reader is a popular app on the desktop for viewing, annotating and signing PDFs. On iPad… well, it’s much the same, albeit with a reliance on cloud storage, and a nicely-designed touchscreen interface.

On importing a PDF from another app, Dropbox, or iCloud Drive, you can rearrange its pages, add a signature, slather the thing in comments, and highlight bits of text. If your document arrived from Adobe Scan, you can search the text, and select/copy some to paste elsewhere. Annoyingly, copying must be done manually – there’s no ‘grab all text’ option.

In the main, though, this is a friendly, usable app, and you get the bulk of its functionality for free, including the means to share edited PDFs with other apps. (IAP is mostly for converting PDFs to other formats for editing in the likes of Microsoft Word.)

Adobe Scan

Adobe Scan turns your iPad into a handheld scanner. This in itself isn’t anything special – there are plenty of paid and free scanners for iPad, including inbuilt support with iOS 11. However, in Adobe Scan’s case, it’s mostly about the ecosystem.

The basics are present and correct – place a document in front of Adobe Scan and it will automatically be captured. This feature is sometimes a bit over-eager when scanning multiple pages (in one case during review, it took a fetching angled picture of a trackpad), but you can subsequently fiddle with cropping, page order, and recoloring.

The best bit, though, is the way in which Adobe Scan also captures words. You can’t actually get at them in Adobe Scan, frustratingly, but fling your PDF at Adobe Acrobat, and you can copy and paste text to the likes of Notes. Accuracy is pleasingly high, too.

Bear

A halfway house between full-fledged writing tool and capable note-taker, Bear provides a beautiful environment for tapping out words on an iPad.

The sidebar links to notes you’ve grouped by hashtag. Next to that, a notes list enables you to scroll through (or search) everything you’ve written, or notes matching a specific tag. The main workspace – which can be made full-screen – marries sleek minimalism with additional smarts: subtle Markdown syntax next to headings; automated to-do checkboxes when using certain characters; image integration.

There’s not enough here for pro writers – they’d need on-screen word counts, customizable note column ordering, and flexibility regarding notes nesting. Also, for iCloud sync, you must buy a $1.49/£1.49/AU$1.99 monthly subscription. But as a free, minimal note-taker for a single device, Bear more than fits the bill.

Dropbox

Dropbox is perhaps the most famous of cloud storage providers. For free, you get 2GB of space for your documents and photos – and more if you pay to upgrade.

In the early days of iPad, Apple wanted to hide the file system away, and Dropbox – which was quickly supported by a great many apps – became a kind of surrogate. And even in these days of iCloud Drive, it’s very much worth installing.

The main Dropbox app is smart and straightforward, with speedy previews, the means to save content offline, passcode lock functionality, and optional automated backup of your iPad photos.

As of iOS 11, Dropbox can integrate directly into the Files app, too. Given Dropbox’s cross-device and cross-platform nature, this makes it worth grabbing even if you only use it rarely. Chances are, though, you’ll use it a whole lot more often.

There are other decent cloud storage apps too, such as Google Drive, but even if you already have that it’s worth grabbing Dropbox for a little extra space.

Gmail

Gmail brings Google’s email service to your iPad. Of course, Apple’s own Mail app does this to some extent – and supports sending and receiving from Gmail addresses. But the Gmail app provides a fuller experience.

One of the most vital is the ability to undo a send. You have to be quick, but it’s hugely useful to stop something being sent if you realize you’ve made an error, or forgotten to add an attachment.

Elsewhere, the app’s also in tune with Google’s way of doing things, and so you get profile pictures of people you’re conversing with, integration with Google Calendar, and excellent search capabilities.

Another possible reason to install: as a means to keep business and leisure fully separate, if you use Apple’s Mail for work, and Gmail for everything else.

LiquidText

There are loads of iPad apps for reading and annotating PDFs, but LiquidText is different. Rather than purely aping paper, the developers have thought about the advantages of working with virtual documents.

So while you still get a typical page view, you can pinch to collapse passages you’re not interested in and also compare those that aren’t adjacent.

There’s a ‘focus’ view that shows only annotated sections, and you can even select chunks of text and drag them to the sidebar. Tap one of those cut-outs at a later point and its location will instantly be displayed in the main text. Smartly, you can save any document in the app’s native format, export it as a PDF with comments, or share just the notes as an RTF.

Microsoft Excel

The iPad’s well catered for in spreadsheet terms with Google freebie Sheets and Apple’s Numbers, but the reality is the business world mostly relies on Microsoft Excel. Like Microsoft’s other iOS fare, Excel is surprisingly powerful, marrying desktop-style features with touchscreen smarts.

You can get started with a blank workbook or choose from one of the bundled templates, which include budget planners, schedules, logs, and lists. Wisely, the app has an optional custom keyboard when you’re editing cells, filled with symbols, numbers, and virtual cursor keys. This won’t make much odds if you’re armed with a Bluetooth keyboard, but it speeds things up considerably if you only have your iPad handy.

You might be wondering what the catch is, and there aren’t many if you own a standard iPad or a mini. Sign in with a free Microsoft account and you’re blocked from some aesthetic niceties, but can do pretty much everything else. If you’re on an iPad Pro, however, Microsoft demands you have a qualifying Office 365 subscription to create and edit documents, but the app at least still functions as a viewer.

Microsoft Word

It’s not like Microsoft Word really needs introduction. Unless you’ve been living under a rock that itself is under a pretty sizeable rock, you’ll have heard of Microsoft’s hugely popular word processor. What you might not realize, though, is how good it is on iPad.

Fire up the app and you’re greeted with a selection of handy templates, although you can of course instead use a blank canvas. You then work with something approximating the desktop version of Word, but that’s been carefully optimized for tablets. Your brain keeps arguing it shouldn’t exist, but it does — although things are a bit fiddly on an iPad mini.

Wisely, saved documents can be stored locally rather than you being forced to use Microsoft’s cloud, and they can be shared via email. (A PDF option exists for recipients without Office, although it’s oddly hidden behind the share button in the document toolbar, under ‘Send Attachment’, which may as well have been called ‘beware of the leopard’.)

Something else that’s also missing: full iPad Pro 12.9 support in the free version. On a smaller iPad, you merely need a Microsoft account to gain access to most features. Some advanced stuff — section breaks; columns; tracking changes; insertion of WordArt — requires an Office 365 account, but that won’t limit most users.

Presumably, Microsoft thinks iPad Pro owners have money to burn, though, because for free they just get a viewer. Bah.

Numbers

With Numbers, Apple managed to do something with spreadsheets that had eluded Microsoft in decades of Excel development: they became pleasant (even fun) to work with.

Instead of forcing workmanlike grids of data on you, Numbers has you think in a more presentation-oriented fashion. Although you can still create tables for totting up figures, you’re also encouraged to be creative and reader-friendly regarding layout, incorporating graphs, imagery, and text. On iPad, it’s all tap – and finger – friendly, too.

With broad feature-parity with the Mac version, iCloud sync, and export to Excel format, Numbers should also fit neatly into most people’s workflow.

And although updates robbed the app of some friendliness (whoever removed the date picker needs a stern talking to), it still excels in that department, from nicely designed templates through to the handy action menu, ensuring common tasks are only ever a tap away.

Paper

For a long while, Paper was a freemium iPad take on Moleskine sketchbooks. You made little doodles and then flipped virtual pages to browse them. At some point, it went free, but now it’s been transformed into something different and better.

The original tools remain present and correct, but are joined by the means to add text, checklists, and photos. One other newcomer allows geometric shapes you scribble to be tidied up, but without losing their character.

So rather than only being for digital sketches, Paper’s now for all kinds of notes and graphs, too. The sketchbooks, however, are gone; in their place are paper stacks that explode into walls of virtual sticky notes. Some old-hands have grumbled, but we love the new Paper. It’s smarter, simpler, easier to browse, and makes Apple’s own Notes look like a cheap knock-off.

PCalc Lite

PCalc Lite‘s existence means the lack of a built-in iPad calculator doesn’t bother us. For anyone who wants a traditional calculator, it’s pretty much ideal. The big buttons beg to be tapped, and the interface can be tweaked to your liking, by way of bolder and larger key text, alternate display digits, and stilling animation.

Beyond basic sums, PCalc Lite adds some conversions, which are categorised but also searchable. If you’re hankering for more, IAP lets you bolt on a number of extras from the paid version of PCalc, such as additional themes, dozens more conversions, alternate calculator layouts, a virtual paper tape, and options for programmers and power users.

The best free photo and video editing apps for iPad

Our favorite free iPad apps for editing photos, working with filters, adding text to photos and editing video.

Photoshop Fix

It’s become apparent that Adobe – creators of photography and graphic design powerhouses Photoshop and Illustrator – don’t see mobile devices as suitable for full projects. However, the company’s been hard at work on a range of satellite apps, of which Photoshop Fix is perhaps the most impressive.

Built on Photoshop technology, this retouching tool boasts a number of high-end features for making considered edits to photographs. The Liquify tool in particular is terrific, enabling you to mangle images like clay, or more subtly adjust facial features using bespoke tools for manipulating mouths and eyes.

Elsewhere, you can smooth, heal, color and defocus a photo to your heart’s content, before sending it to Photoshop on the desktop for further work, or flattening it for export to your Camera Roll. It’s particularly good when used with the Apple Pencil (still a funny name) and the iPad Pro, such is the power and speed of that device and input method.

Adobe Photoshop Lightroom

Making apps approachable is a good thing on mobile, but sometimes photo editors go a bit far, flinging all kinds of detritus into the mix (stickers; gaudy frames; a million indistinguishable filters).

With Adobe Photoshop Lightroom, you instead get a more sedate and distinctly professional offering – although one that nonetheless retains plenty of immediacy.

The basic toolset includes cropping, rotation, a bunch of measured and genuinely useful presets, and an editor for adjusting tones, vignettes, colors and lens issues. Edits aren’t burned in and so you can experiment and revert as you wish. When you’re done, you can send the result to your Camera Roll.

If you’re an Adobe Creative Cloud subscriber, you also get DNG support, and selective adjustments. But even as a pure freebie, Lightroom’s a must-have for any iPad owner interested in improving their photographs.

Little Moments

There are loads of apps for making basic edits to photos and slapping on some words, but Little Moments stands out primarily through being rather jolly (if a little twee at times) and being extremely easy to use.

Load in a pic (or use the camera to shoot a new one), and you can quickly add a filter, adjust things like saturation and contrast, overlay some text boxes, and get creative with quotes and stickers.

Weirdly, the last two of those things are pixelated when browsing through the app, but look just fine when added (and sadly many of the categories also sit behind in-app purchases).

But everything else about Little Moments is a joy, from the non-destructive adjustments (unless you select a new filter, whereupon everything resets) to the friendly, intuitive interface.

Matissa

For reasons unknown to us, Prisma’s not on iPad, but Matissa provides a similar take on transforming photos into works of art. You know the drill: load a pic, select a filter, watch as the app turns it into something that looks more akin to paint on canvas, share, print, rinse and repeat.

Matissa’s filter selection is quite diverse, even if the results aren’t as convincing as Prisma’s. Still, there are some interesting ‘dynamic’ styles, which animate the end result, in a flickering loop that’s oddly hypnotic.

Everything does feel a bit too much like a blown-up phone app, though, and we wish Matissa could delve into shared albums rather than just Camera Roll. Still, it’s free, it works, and it does the job if you want to add a little art to your snaps.

MuseCam

The App Store’s awash with alternate cameras with editing smarts, but MuseCam warrants a place on your iPad’s home screen nonetheless. As a camera, it’s fine, with an on-screen grid and plenty of manual settings. But on Apple’s tablet, it’s in editing that MuseCam excels.

Load a photo and you can apply a film-inspired filter preset (based on insight from pro photographers), or fiddle around with tone curves, color tools, and other adjustment settings.

The interface is bold, efficient, and usable, making it accessible to relative newcomers; but there’s also enough depth here to please those wanting a bit more control, including the option to save tweaks as custom presets.

IAP comes in the form of additional filters, but what you get for free is generous and of a very high quality, making MuseCam a no-brainer download.

Photofy

Although Photofy includes a decent range of tools for performing typical edits on photos – including adjustments, cropping, saturation, and the like – this app is more interested in helping you get properly creative.

Within the photo editing tools are options for adding in-vogue blurs and producing collages; and in ‘Text & Overlays’, you’ll find a wealth of options for slapping all kinds of artwork and text on top of your photographic masterpieces.

The interface works well through bold, tappable buttons and chunky sliders (although it takes a while to realise the pane containing the latter can be scrolled). And although some filters and stickers require IAP to unlock, there’s loads available here entirely for free. (Also, Photofy rather pleasingly gives you alternatives for its watermark, if you don’t want to pay to remove it, but aren’t too keen on the default. Nice.)

Pic Collage

Pic Collage has you create collages from photos and images. In Grids mode, select some pictures, and the app automatically places them in a layout. If you’re not keen, switch to a different layout; you can also adjust background colors and border sizes.

Select an individual image and you can move and rotate it, and perform the kind of edits and adjustments you find in a slew of photo apps. Using the + button you can further customize your creation with stickers, text and doodles.

Beyond this mode, you can craft cards and ‘freestyle’ layouts. For free, it all comes across as an astonishingly flexible, usable and feature-rich take on digital collages. The only real downside is watermarks on your exported collages, but you can be rid of them forever by paying a single $1.99/£1.99/AU$2.99 IAP.

Pixify

On the iPhone, Prisma has become many people’s go-to app for transforming photos into tiny works of painterly art. Bafflingly, an iPad version of the app has yet to materialize, so fortunately Pixify is on hand to plug that particular gap.

In fact, in many ways Pixify is superior to Prisma. It has the same level of immediacy: load a photo and select what artwork you’d like it to resemble. But the app also provides a modicum of control over the output, in you being able to adjust brush sizes and how heavily the painterly style is applied.

The one downside on iPad is the final rendered image displays quite small on the screen. And even the $0.99/99p/AU$1.99 IAP, which unlocks higher-resolution artwork to export, doesn’t affect this oddity.

Quik

Formerly known as Replay, Quik is a video editor primarily designed for people who can’t be bothered doing the editing bit. You select photos and videos, pick a theme, and sit back as Quik pieces together a masterpiece that can subsequently be saved and shared.

For tinkerers, there are styles and settings to tweak. Post-Replay, the app offers its 28 varied styles for free, and you can delve into the edit itself, trimming clips, reordering media, adjusting focal points, and adding titles.

Alternatively, the really lazy can do nothing at all and still get results – every week, Quik will serve up highlights videos, enabling you to relive favorite moments. These videos are quite random in nature, but are nonetheless often a nice surprise. Still, anyone willing to put in the slightest additional effort will find Quik rewards any minutes invested many times over.

Snapseed

Apple’s Photos app has editing capabilities, but they’re not terribly exciting — especially when compared to Snapseed. Here, you select from a number of from a number of tools and filters, and proceed to pinch and swipe your way to a transformed image. You get all the basics — cropping, rotation, healing brushes, and the like — but the filters are where you can get really creative.

There are blurs, photographic effects, and more extreme options like ‘grunge’ and ‘grainy film’, which can add plenty of atmosphere to your photographs. The vast majority of effects are tweakable, mostly by dragging up and down on the canvas to select a parameter and then horizontally to adjust its strength.

Brilliantly, the app also records applied effects as separate layers, each of which remains fully editable until you decide to save your image and work on something else.

Splice

Between quickly trimming a video in Photos and immersing yourself in the likes of iMovie sits Splice. This is a free video editor that on the surface looks accessible – even simplistic – but that offers surprising depth for those who need it.

To get started, you import a bunch of clips. These can be reordered, and you can for each choose a transition if you don’t want standard crossfades. Access an individual clip and a whole host of additional tools becomes available, including text overlays, speed adjustment, and animation effects. It’s also possible to layer multiple audio files, including on-board music and narration.

For more demanding wannabe directors, Splice might still not be enough – in which case, head towards a more powerful product like Pinnacle Studio Pro or iMovie. But for everyone else, it really hits that sweet spot in being straightforward, approachable, and powerful.

Trigraphy

Another filter app, but this one’s more about creating semi-abstract works of art than aping a bunch of photographic effects from the 1970s (although you get those too). With Trigraphy, the most interesting bits are the art filters, which can totally transform even the most mundane snap into something visually arresting.

You get four for free – more styles lurk as various IAPs – and they’re all pretty amazing. With a single tap, you can turn your photo into a landscape of isometric blocks, or overlay fragmented reflective surfaces.

With the brush tool, you can then paint out the effects layer to let parts of the original image show through, before exporting at up to 4K. It’s certainly a lot more creative than tapping a button to make a pretend Polaroid.

The best free productivity apps for iPad

Our favorite free iPad apps for being more productive with cloud storage, timers, iPad keyboards, automation and more.

1Password

Although Apple introduced iCloud Keychain in iOS 7, designed to securely store passwords and payment information, 1Password is a more powerful system.

Along with integrating with Safari, it can be used to hold identities, secure notes, network information and app licence details. It’s also cross-platform, meaning it will work with Windows and Android.

And since 1Password is a standalone app, accessing and editing your information is fast and efficient. The core app is free – the company primarily makes its money on the desktop. However, you’ll need a monthly subscription or to pay a one-off $9.99/£9.99/AU$14.99 IAP to access advanced features (multiple vaults, Apple Watch support, tagging, and custom fields).

Cheatsheet

As iOS has evolved, Notification Center has become a far more useful and robust part of the iPad experience. It can now house all kinds of useful information, which is accessible via a single downwards swipe. The idea behind Cheatsheet is to create a place for tiny things you need to remember, such as luggage combinations, phone numbers, and Wi-Fi passwords.

The Cheatsheet app enables you to configure your list of items and their sort order; a custom icon can also be assigned to each one. On iPad, the screen is big enough to show two rows of ‘cheats’, meaning the widget rarely takes up much space.

Note that for free, you get all of this without even any ads, but there’s a single IAP ($2.99/£2.99/AU$4.49) to extend Cheatsheet further; this gives you extra icons, iCloud notes sync, a custom keyboard, and an action extension, along with allowing the developer to eat.

Evernote

In a sense Evernote is an online back-up for fleeting thoughts and ideas. You use it to save whatever comes to mind — text documents and snippets, notes, images, web clips, and even audio. These can then be accessed from a huge number of devices. (We suspect any day now, Evernote will unveil its ZX Spectrum app.)

The app itself could be friendlier, and there’s a tendency towards clutter. But navigation of your stored bits and pieces is simple enough, and the sheer ubiquity and reliability of Evernote makes it worthy of investigation and a place on your Home screen.

Find My iPhone

Find my iPhone isn’t well named, because it’s really ‘find all my devices that are signed up to the service’. And in the case of mobile devices, you really should sign them up.

The app itself gives you a list of devices and a map, showing where each device was most recently located. Lost something in your home? Select it, tap Actions, and have it make a noise, for easier retrieval. Lost something elsewhere? Set it to Lost mode, and hope a good Samaritan will notice the custom message/phone number. (You can also erase the device remotely.)

As an added ‘bonus’, Find my iPhone’s also a sobering reminder of how much Apple kit you own, if you see a dozen little bubbles nestled around your house on the map.

Firefox Focus

The web’s pretty great, apart from the bits that aren’t. And those bits are the manner in which your journey online is monitored by countless trackers. They look into what you’re viewing and where you’re going, aiming to serve up targeted ads. Beyond privacy issues, these trackers can slow down web pages and even crash browsers.

Enter: Firefox Focus. The app itself is a brutally stripped-back, privacy-oriented browser. You go online, tracker-free, do whatever you want, and then stab Erase to delete your session. Which probably sounds ideal for nefarious purposes, but this is mostly great for basic efficiency, and also handy if someone wants to quickly get online using your iPad but not leave their accounts live when handing your device back.

Beyond this, Firefox Focus can also integrate with Safari, blocking trackers and web fonts from that browser and, potentially, increasing its performance.

MultiTimer

Given the acres of space you get on an iPad display, it’s a bit odd that Apple’s own clock only provides a single timer. Fortunately, MultiTimer – as its name suggests – goes somewhat further by offering multiple options.

In fact, depending on the layout you choose, you can have twelve timers all ticking away at once. Each one of them can have its own icon, color and default time assigned, for those people who need to simultaneously exercise, boil eggs, and cook a turkey.

Smartly, the app works in portrait or landscape, and if you want a timer you can see clearly across the room, a single button press zooms it to fill almost the entire screen.

Should you want a bit more flexibility by way of multiple or custom workspaces, there’s a single IAP to unlock those features.

Notebook

Although Apple’s Notes is far more capable than it used to be, it can feel a touch sterile. Notebook mirrors a lot of the functionality of Apple’s app, while injecting a touch more tactility and fun.

Your notes are grouped into little notebooks, which when opened display as a grid of sticky notes. Individual notes can have a bespoke background color and contain text, imagery, audio recordings, checkboxes, and scribbles. The drawing tools lack the ruler from Notes but offer far more colors and tooltip sizes. Back in the notebook, notes can be grouped and browsed through with subtle flicks.

Export is weak and sync rather annoyingly requires an account with the developer rather than iCloud; but for a freebie note-taker on a single iPad, Notebook fits the bill.

Slack

We’re not sure whether Slack is an amazing aid to productivity or some kind of time vampire. Probably a bit of both. What we do know is that the real-time messaging system is excellent in a work environment for chatting with colleagues (publicly and privately), sharing and previewing files, and organising discussions by topic.

There’s smart integration with online services, and support for both the iPad Pro and the iPad’s Split View function.

Note that although Slack is clearly designed with businesses in mind, it also works perfectly well as a means of communicating with friends if you don’t fancy lobbing all your worldly wisdom into Facebook’s maw.

Slash Keyboard

Slash Keyboard is a custom iPad keyboard that makes sharing online content easier. Tap the slash key for a list of commands, which you can filter by typing a letter or two, and then enter search terms and prod a result to insert it into a document.

This makes it a cinch to quickly find and add links (Wikipedia articles; SoundCloud songs; App Store products; and so on) to notes, documents and social media posts. Additionally, Slash Keyboard speeds up typing with gestural single-finger scribbles in a manner similar to Swype and SwiftKey.

It’s not a perfect app by any means, as links are US-focused and sometimes use a proprietary link shortener rather than giving you the entire URL. Also, long-pressing the top row of letters cuts off the menu displaying related special characters.

But Slash’s usefulness counters such drawbacks, and it’s at the very least worth considering as an occasional alternate keyboard when wanting to link to a bunch of things you’ve found online.

Thoughts

There are plenty of apps for doodling on your iPad, but Thoughts differentiates itself by going for a kind of razor-sharp minimalism that’s vanishingly rare these days.

On creating a new document, you can draw with a finger, and resize the canvas with a pinch. There’s also an eraser, a small palette to change colors, an interesting night mode (which flips black to white) and that’s pretty much it.

It sounds reductive, but in reality frees you up. You’re not thinking about line thicknesses and the like – you’re just drawing. Export is a little disappointing – it would be good if you could have a vector format rather than a fairly low-res bitmap – but otherwise Thoughts is a nicely simple sketching tool for iPad.

TunnelBear

VPNs (Virtual Private Networks) are becoming very popular, due to issues people increasingly face when browsing the web. A VPN can be used to circumvent region-blocking/censorship and security issues on public Wi-Fi. Such services can baffle people who aren’t technically adept, but TunnelBear is all about the friendlier side of VPNs. With bears.

After installing the app and profile, you’ll have 500 MB of data per month to play with. That said, TunnelBear’s exclusive TechRadar plan offers a far more generous 5GB, 10 times the amount you get if you sign elsewhere.

Tunnelling to a specific location is simply a case of tapping it on the map and waiting a few seconds for the bear to pop out of the ground.

Tweet about the product and you’ll get an extra free GB. Alternatively, monthly and annual paid plans exist for heavier data users.

Workflow

Automation is something you’d usually associate more with a PC than an iPad, but Workflow, can perform strings of tasks on your behalf. This means instead of dipping in and out of several apps to do something complex, you can just tap a button.

The app’s gallery includes over 200 pre-made workflows, such as turning a web page into a PDF, creating an animated GIF, or finding the nearest coffee outlet. These can be saved to your Home screen as an app, to Workflow’s Today view widget, or even as a Share sheet action extension.

Should you want to construct a workflow of your own, you can do so using a straightforward drag-and-drop interface. During creation, workflows can be tested and each step tweaked until you’re happy.

Now Workflow’s owned by Apple, its future is a little unclear, but it’s also free, so you’ve no excuse not to delve in.

The best free travel and weather apps for iPad

Our favorite free iPad apps for planning a holiday, currency conversion, weather forecasts and mapping.

Google Earth

Google Earth is about exploring our planet. Search for somewhere specific and the app swoops and dives to its target. Important landmarks are rendered in 3D that’s surprisingly effective – if you don’t zoom in too far.

This is an entertaining, tactile app that encourages investigation. You can drag and spin the screen, and flick through cards that point towards local landmarks. Fancy looking at something new? Hit the random button, or tap on the Voyager icon for stories based around anything from UNESCO World Heritage Sights to trekking about Kennedy Space Center.

The app is effortless to use, and the iPad’s large screen enables you to more fully breathe in the sights; the result is armchair tourism that’s far more effective than what you’d get even on the largest of iPhones.

Google Maps

Google Maps is an app that might seem an odd fit for an iPad, but we’d argue it’s an essential install. First and foremost, it’s much better than Apple’s Maps for figuring out journeys: Google Maps can more easily find points of interest, and ably deals with public transport information.

Local areas can be explored in terms of amenities (food, drink, and sometimes entertainment), and in a more direct sense, with the road-level Street View. The latter is a great way to familiarize yourself with a place before you visit.

If you always have your iPad on you, Google Maps can save maps for offline use as well, so you don’t even need an internet connection to use it. Alternatively, sign up for a Google account, and the searches you make will be synced with the app on your iPhone.

Momondo

There are two things a good flight comparison apps needs to be: easy to use, and useful results. Broadly speaking, Momondo ably does the job in both cases.

Looking for flights is simple; the app allows a pleasing amount of vagueness regarding locations (including regions with multiple airports, such as ‘London’, or even entire countries, such as ‘New Zealand’), and it’ll happily enable you to search for singles, returns, or multi-city jaunts.

As search results gradually load in, the app points you to the cheapest and quickest options, along with what it considers ‘best’ when taking into account price, time and convenience. For some routes, a calendar graph lets you check nearby dates to see if you can snag a bargain.

Additional filters are available to further refine your results, and you can create an account to save favorites and receive fare alerts – plus hotel listing can be added in too, should you want a more comprehensive.

Townske

Townske seems to bill itself as an app akin to Foursquare – a place to find the best local cafes, restaurants, and sights in major cities. But really it’s more of a place where photo-bloggers can publish their unique take on amazing locations, thereby providing you with gorgeous photos and succinct chunks of writing to devour.

You can jump right into the main feed, or focus on a specific city. You then tap on a photo to open an individual story. Every one we tried was rich in superb imagery, with just enough text to add meaningful context without interrupting the flow of the visuals.

Neatly, you can tap a map icon to see where the various photos were all taken; and if you sign up for an account, favorite stories or individual images can be bookmarked for later. But even if you simply treat Townske as a regularly-updated lean-back digital take on a newspaper travel supplement, you can’t really go wrong.

Weather Underground

With a native weather app bafflingly absent from iPad, you need to venture to the App Store to get anything beyond the basic daily overview Notification Center provides. Weather Underground is the best freebie on the platform, offering a customizable view to satisfy even the most ardent weather geeks.

Current conditions are shown at the top, outlining the temperature, precipitation likelihood, and a local map. But scroll and you can delve into detailed forecasts, dew point readings, sunrise and sunset times, videos, webcams, health data and web links. The bulk of the tiles can be disabled if there are some you don’t use, and most can be reordered to suit.

Although not making the best use of iPad in landscape, the extra screen space afforded by Apple’s tablet makes the Weather Underground experience a little more usable than on iPhone, enabling faster access to tiles. And for free, it’s a top-notch app, although you can also fling $1.99/£1.99/AU$2.99 at it annually if you want rid of the unobtrusive ads.

XE Currency

XE Currency is a currency converter that’s far from the prettiest of its kind – but it is useful and has all the right features.

Initially, it lists a few currencies, with the base one at the top. Tap an item in the list to select it as the new base currency; you can also adjust the base figure – tap on the number, and then enter something new in the calculator. The list of currencies can be changed at any point, and an item’s position adjusted by tap-holding and dragging it.

Beyond that, you can analyze rates, by punching in an alternate exchange rate, view graphs that outline rates for a pair of currencies over the past decade, and sign up to free rate alerts, which notify you when specific points are hit.

Now check out the best paid iPad apps

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