We’ve also heard many metrics that demonstrate how short a user’s attention is likely to be once they hit your web page. Sara Fernández Carmona asks whether you’re driving true, demonstrable value straight away.

Sara says: “If your value proposition is not instantly clear, above the fold, your SEO efforts won't pay off.

A lot of websites look good from an SEO point of view – you’re getting traffic, the rankings are there, etc. – but if people land on the site and they cannot immediately understand what makes you different, they will just leave. Then, all that SEO work doesn't translate into results.”