It’s not uncommon to head into a meeting with a client and to hear the words ‘We want more Facebook Likes.’ Our follow up to this question is always the same – ‘Why?’
We’ve always been told that ‘Bigger is Better’ and we carry this philosophy into social media marketing. However, by the end of this blog we will hope to educate you as to why worrying about the reach of your Social Media accounts is the wrong approach when it comes to marketing.
Sure, with more people liking your page you may reach more people with your content. But, how many of those people are actually looking to purchase your products and services at that exact point? We can guarantee you that it’s not a particularly high figure, unless you’ve build up a highly engaged audience.
Let’s get something very important out of the way first. Most people who like a page on Facebook will not be directly engaging with the content you post. In fact SocialSamosa found that just 1% of users that liked a Facebook page even bothered to visit the Businesses’ Facebook page.
So what does that mean? Let’s say your page has 100 likes. Of those likes only one person is likely to be directly engaged with the content you are producing. This is backed up by click through rates of Facebook posts which show that most have a Click Through Rate of under 1%. We showed in another blog the experiment that a client had set up which saw a CTR of just 0.84% so the experience is pretty consistent throughout.
Users on Social Media became quickly burned out by businesses promoting goods and services on Facebook. A survey found that 80% of users ignore Ads on Facebook – simply because it isn’t what they are interested in. It should come as no surprise that as users gradually become more and more jaded with the presence of businesses on Facebook that the amount of people liking pages on Facebook is reducing dramatically. Locowise found that September 2016 saw the smallest growth in the number of pages liked by users. In essence we have reached a plateau in the growth of Social Media as a marketing tool.
If we are discarding the importance of follower numbers as a performance indicator for our social media marketing what should we being looking at? The most important metric we should be focusing on is the engagement that each post brings. This means that rather than focusing time and energy into finding more followers we should be putting it into creating content that resonates with our existing audience and develops their intent to buy.
We should be looking at the amount of traffic generated by our Social Media accounts and the return on investment that produces.
Essentially we should be looking at Social Media Marketing the same way as we would any other form of marketing.
Hopefully, you are not a company that just uses Facebook to promote your business. But, if you are we suggest looking at other ways to promote your business. Whether that is via the development of a new website or looking at other forms of advertising such as pay per click.
We don’t want to discourage you from using Social Media as a marketing tool. Stick with it. Stay on it. Do what you need to do. What we caution against, as we do with our clients, is pursuing a Facebook likes crusade. Likes themselves are fine, but they can be misleading and are worth nothing on paper. Is it worth spending that kind of money on a vanity metric?
Here’s a question that we get asked a lot by clients. People are very keen about finding how to rank for keywords on Google and improve the amount of traffic coming to their website via Google. Getting your keywords ranking can be a very frustrating process, especially if you come at it without a full understanding of the actual process.
The first obstacle you might encounter is the question ‘what is a keyword?’ Techopedia give a great definition of this as being ‘a particular word or phrase that describes the contents of a Web page.’ The keyword for this page for example is How To Rank For Keywords On Google. As you can see, keyword is a bit of a misnomer, and it can include phrases.
So, how do we get our keyword ranking well on Google? Let’s find out.
It’s vitally important to make sure that people are actually searching for the keywords that you are intending to use. You could write the world’s best content about a certain topic, but if people aren’t interested then you are unlikely to improve the number of visitors coming to your website.
It’s best practice to assign a unique keyword to every page on your website. This gives you a great opportunity to target high traffic keywords in certain areas and to really get down to a niche level with pages targeted at very specific consumers.
Let’s give you an example:
Colin’s Coffee Cups is setting up the keywords for his site. He decides to use the term ‘Coffee Cups’ as the keyword on his main page. This is a very competitive keyword so he is going to have to work really hard to get that page up the Google Rankings. He then has a page with the keyword of ‘themed coffee mugs.’ He has chosen this as it is a less competitive keyword which will see him be able to climb up the rankings much more easily.
Colin might go even further and find keywords that people use when looking for something very specific. When using a tool like Keywordtool he finds that people search for the term ‘green coffee cups with gold trim.’ This is an example of a long-tail keyword (defined as ‘longer and more specific keyword phrases that visitors are more likely to use when they’re closer to a point-of-purchase.’) and by using it he is likely to develop his traffic and sate the desires of the customers using this term.
So, in terms of Keyword Research be sure to look beyond just the obvious terms and really consider the longer search terms people might use.
After we have conducted our keyword research we need to consider the on-page considerations in order to get the keyword ranking well on Google Searches. We’ve spoken about some of the considerations you will need to take when editing your page to ensure that it ranks well for the keyword which are well worth reconsidering.
There are 3 key points that you should remember when developing your page to rank for a keyword are:
156Digital ensure that your keywords are found by customers who want to find the product or service that you are selling, and to convert these searches into sales. Our Expert SEO Services have helped many of our clients reach up and bring in even more custom. We even offer a FREE SEO consultation for companies with 30 miles of our Cheshire office. We want you to know that we have the expertise to help.
So what are you waiting for? Either use our contact form or give us a call on 01270 768821 today and take the first steps towards your website bringing in even more traffic.
Ever been tempted to boost up your social media following by buying Twitter followers? It’s a conversation that comes up time and again with clients who believe that the best way to boost their profile on social media is to purchase followers.
So what does buying Twitter followers actually entail? Essentially you pay a company that has taken the time to setup up thousands of fake profiles to start following your company on Twitter. The theory behind it is that by having more followers you will look like a reputable, influential figure to the man on the street. Also, you should be reaching lots more people with every tweet, right?
There’s no way round it. If you have paid for Twitter followers in the past you are stupid (and we have some magic beans you might be interested in..) By purchasing Twitter followers you are essentially throwing money down the drain. As we’ve already stated, when you buy Twitter Followers you are just purchasing fake profiles that have been set up so that you have a bigger ‘Follower’ number. They aren’t going to respond to your marketing, they aren’t going to be making any purchases and they certainly aren’t going to be influencing anyone.
We’ve even seen sites which suggest that their fake profiles can retweet your tweets for an extra fee. But who exactly are these fake profiles retweeting to? Other fake profiles. Are you going to gain anything from these exchanges? No, absolutely nothing, we guarantee it.
It can also damage your reputation. If you saw a local family run business from your vicinity on Twitter with over 100,000 followers you’d be pretty shocked. Doing a bit of digging, you find out that all of these followers are fake. What do you think of the company now? In all reality, you probably think a little less of them after finding out about that lie. You start to think about what other lies they’ve told you. You decide that you can’t trust that business and won’t use it again. This isn’t a hypothetical situation, it’s a genuine story from one of our friends. Fake followers damage your reputation with real followers.
As Gary Vanynerchuk points out in an excellent blog post about people purchasing fake followers, the amount of followers you have makes absolutely no difference to the effectiveness of your marketing. What is important is getting followers who are interested in the products and services that you offer and tailoring your social media output to increase conversion rates from your tweets.
People bandy around the ‘Social Proof’ argument to attempt to justify purchasing Twitter Followers. However, there has never been a single study that shows that customers will be more tempted to buy from companies with more followers on Twitter.
‘Social Proof’ is mainly conjecture developed from a intentional misunderstanding of the word of mouth model. Do you check how many followers a product has on Twitter before you buy it? No, and neither does anybody else.
Focus more on creating great content that works towards getting current followers to purchase from you. If you don’t have many followers really work to engage with them, spread the news of your Twitter account on other channels or just accept that maybe it isn’t the channel for you!
At 156Digital we offer social media management services in Cheshire. If you want to make the most out of your current social media channels then please get in touch with us via our contact page. At 156Digital we promise you that you will see a great improvement in your Social Media Marketing returns without a fake follower in sight!
When it comes to improving the number of leads and sales that come through your website it is absolutely vital that your pages are optimised for search engines. At 156Digital we offer professional SEO services which can help to boost your business.
But why should you use our Professional SEO Services? Here are 5 things that will happen as a result of using our SEO Services.
The main aim of us carrying out SEO Services is to ensure that search engines can find your website, but also that it is ranking highly on search engines. It’s simple, when a page ranks higher with a search engine, the more likely it is that potential customers will find your site when conducting a search.
Whether it is optimising current pages on your website or developing new content to address search terms that potential customers are using we can help. Our SEO experience has helped many websites bring in fresh visitors which have boosted the revenue streams for our clients.
If you are currently paying for traffic to come through to your website then we can help to reduce the amount that you spend on these channels. Professional SEO Services boost the amount of organic (i.e. coming from search engines) traffic to your website you will get better leads. This will lower the amount that you need to spend on these channels to get similar traffic numbers.
Of course, it may be that you wish to carry on paying for traffic to really turbocharge the amount of leads coming through your business. We are more than happy to help with that too and offer pay per click management at a competitive rate.
An absolutely vital part of SEO is ensuring that your customers get the best possible experience when they visit your website. To do this we ensure that all the copy on your website is written in an easy to understand way. We also track customer journeys to ensure that they aren’t hitting any dead ends on your website with either links that don’t work or by being sent to pages without relevant information.
By doing this customers will spend more time (and money!) on your site and this will be relayed back to search engines as a quality indicator for your website. The more time customers spend on your site, the higher it is likely to climb on search engine results pages.
Imagine buying your company great advertising space, but then never really using it. This is exactly what you do when you don’t carry out SEO on your website. You neglect one of the most important advertising outlets you have. By carrying out SEO you can really make the most out of your investment in a website and see it generate a great Return on Investment.
More and more companies are seeing the benefit of having professional SEO Services carried out on their website. They have seen the advantages that SEO can bring to the websites and are generating more leads and sales via their website than ever before. Ask yourself, can you afford to let your competitors take business away from you? You need professional SEO Services to ensure you stay competitive.
156Digital ensure that your website is put in front of prospective customers who want to find the product or service that you are selling, and to convert these searches into sales. We even offer a FREE SEO consultation for companies with 30 miles of our Cheshire office. We want you to know that we have the expertise to help.
We work on a month to month rolling contract, so you won’t be trapped in a contract for long periods if you have a down turn in business, not that you will with the amount of customers we will be bringing in for you!
So what are you waiting for? Either use our contact form or give us a call on 01270 768821 today and take the first steps towards your website bringing in even more traffic.
At 156Digital we like to help you turn your site into an e-commerce dream. Many small companies we talk to really struggle to drive sales online. The problem that a lot of sites have is that they can have the world’s best product, but they just haven’t invested in making sure that their pages are optimised for search engines.
With 52% of e-commerce sales coming through organic searches by consumers there is a vital need for you to carry out Search Engine Optimisation (SEO) on your website. By carrying out some of the basics of SEO you will undoubtedly see traffic increase to your website, and with it sales of your products will increase.
Let’s take a look at an example of a site where SEO work hasn’t been carried out to see where the problems can occur.
We took this example from the Shopify forum. The owner of the site was asking why they weren’t getting much traffic through to their store. A review of the SEO for the site revealed a number of problems that we would recommend making changes to in order to boost traffic.
The first real problem that we see is that it appears that no keyword research has been done. It looks like whoever has developed this page has labelled the product as a hat. It should come as no surprise that ‘hat’ is a pretty popular search term. In turn, Google brings up 1,880,000,000 search results for ‘hat’. That’s One Billion, Eight Hundred and Eighty Million pages. What are the chances of getting your small company to the top page of results? Quite literally one in a billion (and more!)
Solution:Target niche keywords that your customer are likely to search for. In the example we see that the product has been described as a ‘Strapback.’ A search for ‘Strapback hats’ brings up far less results, in fact just 0.03 of the results brought up for ‘hat’! Whilst there may be fewer searches, this narrowing is more likely to see you reach the customers interested in your product.
The next problem that we see is that the title and meta description aren’t too appealing. Why are these important? Titles and meta descriptions are what a search engine serves up to a user when they perform a search for products or services as the image below shows.
So what’s wrong with these on the page we are looking at? The title of the page is ‘Cross Bones Hat | ClasickSociety.’ The title is the first thing that a potential customer is going to see, so it makes sense to include a unique selling point or call to action in the title of your page. It should also include the keyword for the page at least once. It’s mentioned that one of the USP’s for the site is that all of the products are hand stitched by local artisans in California. Taking that into consideration we might change the page title to:
“Cross Bones Strapback Hat | Hand Stitched in California | ClasickSociety.”
Let’s break down that title. We have the keyword in there (strapback hat) and a Unique Selling Point. We even have space to put the brand in. Also note that the title is written in ‘Title Case’ where the first letter of each word is capitalised. This helps it stand out more on SERP’s results pages to potential customers.
So what about the next part, the actual page description? Again, this needs to be built around persuading the customer to click the link to your page. Again, we need to include the keyword to increase the relevance of the search result to the consumer. We should also include some details about the service that we are providing.
Let’s look at the current meta description. Currently the description for this page is ‘Black Hat Front: White Cross-bone Logo Back: Red & White Embroidery & Clasick ‘AKA ** StrapBack , Dad Hat, Pol Hat **”. Again, this is something that needs urgently addressing. There’s nothing that tells us about the USP of the hat, the keyword isn’t evident and it’s unlikely to draw anyone in. We have 150 characters to really sell our product here. Take a look at the meta description we’d suggest.
‘Black ‘Crossbones’ Strapback hat just $22 – 20% off while stocks last. Proudly handmade in the USA. Fast Shipping with International Shipping available.’
Again, let’s break down the meta description. We’ve been careful to once again include the keyword for this product in the meta description. We’ve also included the price which will be important if we are targeting buyers – as well as nothing that it’s on sale and adding a sense of urgency. We’ve also added the brand’s USP in the meta description once again and provided further information we think customers might look for.
The best way to think about your title and meta description is that it is your shop window on the Search Engine results page High Street. If it isn’t designed in a way to entice customers in, then you aren’t likely to get many sales.
Another problem with this page is that it is lacking a true product description. In essence, it might not be seen by search engines as being very useful at all and may result in the page not being indexed on Google. The product description should be where you really entice the customer to buy your product or service. Think about the questions that you get asked on a regular basis by customers and really try to answer these. The more relevant content you can put on your pages the more likely it is a customer will buy from you. Don’t forget to include your keyword in the product description.
As a rule, search engines understand that e-commerce pages might be a little short on text and may repeat certain elements throughout the site. For example, you may repeat the shipping process throughout your site. Google won’t see this as ‘thin content’ so don’t be afraid to put it in. Where Google will penalise you is where it sees content from other sites merely copy and pasted onto your site.
Finally, think about the product image. Ideally, this will be saved with your keyword in the file name. It can also be worth using a software program designed to reduce the file size of pictures (irfanview is a great tool we use.) This will help your product images load much quicker, which can again be a key factor in people leaving your site.
It’s becoming easier than ever to start your own business to sell products online. The difficult part is developing your website to really get great traffic coming into your website and you should always consider the importance of SEO when developing your website.
Don’t have the time or technical skill to handle your sites SEO? At 156Digital we offer professional SEO Services in Cheshire and it is our aim to help small businesses reach their potential online. If you would like to talk to us about improving your sites SEO then simply use our contact form to get in touch.
One of the biggest bits of ‘advice’ floating around the internet about how to get your business noticed is by using Facebook advertising. The logic seems sound on the face of it – there are 32 million Facebook Users in the UK alone and that doesn’t include Instagram where Facebook Ads also appear. It’s also, on paper, far cheaper than other forms of Paid Marketing, often paying just a fraction of the cost per click than you would using Google Adwords for example.
But, in a conversation with a prospective client we found that in a test they’d paid £120 for an ad campaign on Facebook that reached 4356 people and saw just 39 clicks on their ad! They’d paid £3.08 per click, far more than they would of done with Adwords! The Click Through Rate was pretty dismal – just 0.89%. And how many leads were generated from that campaign? NONE.
Sound familiar? Let’s see why their (and your!) Facebook Ads just aren’t working!
Let’s start with a basic truth about what Facebook is. Facebook is SOCIAL Media. It’s a place where people come to find out what’s happening with friends, find out the latest gossip and look at cute pictures of cats. It’s not a place where they come to be sold goods and services. Yes, people might ask for recommendations for goods and services, but once again the important thing to remember is the social aspect of that. Your Facebook ads aren’t working because people aren’t coming onto the site with a ‘buying’ mindset.
You wouldn’t expect to grow crops in the Desert. Likewise, don’t expect to grow a Customer Base on Facebook. In research it has been found that upto 80% of users on Facebook ignore ads. Users can tell when something is an advertisement and will quickly scroll past it to get to more of the stuff they want. It’s not like when you are targeting consumers when they are information gathering when you advertise during pay per click. Instead, you are doing the equivalent of running up to a group of friends and shouting at them to buy your products. Nobody is going to be impressed.
Want hard figures to back up what we are saying? This great blog found that Social does not deliver purchasers (accounting for 1% of e-commerce sales, compared to 16% for email and 17% for cost per click) and that Social delivers poor conversions (with a conversion rate of 1.17% compared to 2.04% for search and 2.18% for email.)
Quite simply, it’s just not the right tool for the job. Most of the time…
So, as we said sometimes Facebook isn’t the right place for your advertising. Except when your products are ‘sexy’ enough to grab the attention of somebody scrolling through Facebook. Oddly enough, nobody is going to be getting excited by your Facebook Advert promoting your humdrum items, but something that ties into their identity? That’s more likely to get engagement. As you can see in the image above the ad has got plenty of attention. Why? Because it’s something more Social – you’d start a conversation with friends about a restaurant, so it seems less intrusive on Facebook.
If you have a product that you wouldn’t start a conversation about with friends then you probably don’t have a ‘Sexy’ enough product for Facebook.
If there’s one thing that Facebook adverts let you do very easily is target completely the wrong people. Some people think that by just ‘Boosting Posts in Your Local Area’ they are going to see a stampede of new customers. But, how many of these people are actually that interested in what you are offering? Is a 13 year old on Facebook the prime audience for your products? Probably not, but you’d be paying to reach them by merely boosting your posts.
There are much more complexed ways of targeting customers hidden away in the background of Facebook which can improve the efficiency of your ads targeting. But, go back to our previous two points and remember that you might be wasting time and resources even making a great targeted ad.
You might think that we are pretty down on Social Media. The truth is that whilst it isn’t perhaps the best tool for promoting your products and services, it is a vital tool for Customer Relationship Marketing. Social Media Marketing should be used as a tool to create a dialogue between you and the customer, but also customers and other customers. It’s about being a point of call for people with a problem or query about your products. It’s a place to develop a Social Relationship with your customers.
At 156Digital we are experts when it comes to developing social media marketing that will help to develop a great relationship between you and your customers. With a great deal of knowledge we can create campaigns that really work!
So what are you waiting for? Either use our contact form or give us a call on 01270 768821 today and take the first steps towards building an even stronger bond with customers.
There’s been an explosion in the development of new homes in Cheshire. With the development of new homes comes a new set of customers for businesses in the local area, but the question is if your company is visible to these potential new customers?
Whereas you may have previously relied on local word of mouth to reach customers you now need to consider how visible your company is online. Why? More and more, people are relying on search engines to find out about businesses local to them. This means that if you don’t have an online presence, or if your online presence isn’t easily findable, then you risk losing out on a lot of potential new customers.
Let’s have a look at some ways you can make your business more visible to people just moving into the area.
If you want your business to be found locally then it is absolutely crucial that you have setup a business account with Google. By setting up your business on Google your company will be displayed when people search for local businesses in your area.
Let’s imagine that somebody moves into the area and is looking for a new hairdresser. A company that has set themselves up as a business on Google will show on the search results. The customer will get the address of your company, basic contact details, a link to your website (if you have one setup) and any images that you choose to share as part of their search.
You even show up on Google Maps, giving you an extra boost of visibility for people who might not know the area well. Let’s take a look at how a brewery in the USA used Google Business to increase the visibility of their business.
As you can see in the video, setting up on Google Business was very important to their success and increased the number of customers visiting their premises. It’s something that’s very simple to do and if you don’t already have it in place is absolutely vital. If this is something you need help to setup we at 156Digital would be more than happy to help with!
Your business needs to have a website. It seems insane in 2017 that there are still companies who resolutely refuse to have a website developed for their company. Now, more than ever people are using search engines to inform purchasing decisions, so by having a website you can be part of the consideration.
Consider somebody who has just moved into the area looking for a new service. They may have found you on Google Business listings, but they might want a bit more information about your business before they make a visit. Your website is a great way to really express why a new customer should come to you and you can really use it as a platform to impress new customers.
But be wary, a bad site can be sometimes be more damaging than having no website at all. Plenty of times we have seen companies attempt to build their own websites and they end up looking terrible. It is far better to bring in web design specialists such as ourselves to develop a website for you. Even better, our services won’t break your bank and will cost far less than you think!
You need to ensure that if you do have a website that it is visible on search engines. To do this you need to ensure that your website has had SEO Services carried out on it.
SEO will help to get a page that both customers and search engines love. This helps in two ways. Firstly, customers are more likely to visit your business if they are engaging with the content on your website. It doesn’t have to be anything fancy, but it is well worth getting in SEO Experts to develop the content on your website to appeal to customers.
By carrying out SEO work you are also more likely to see your website go up the rankings on search engines and become more visible to people searching for your services. Experts such as ourselves know what search engines are looking for and can tailor your site to perform better. This will mean more visitors and ultimately more sales for you.
So, with those key points in mind you need to ask yourself if your company is ready to take advantage of these new homes. If your Digital output isn’t up to scratch then you need to contact us at 156Digital to get your company ready for the tidal wave of new customers that should be heading your way! We even offer a FREE consultation to devise a digital marketing strategy for your company.
You can either contact us using our contact form or by giving us a call on 01270 768821. You will be glad you did.
One question we get asked by prospective clients is ‘Are SEO Services Worth It?’ Our answer? Absolutely! We firmly believe that SEO Services are the key to a healthy Digital Marketing plan and without an investment of time and money in SEO then you will struggle to bring in new customers online.
Where the distinction lies is the price between paying for Good SEO Services and those who don’t really understand what they are doing. We’ve spoken before about how you can waste money on SEO Services by employing the wrong people to do the work for you. Good quality SEO work, as we provide at 156Digital can be the difference between a profitable online business and a business failure.
So why do we think SEO Services are worth it? Let’s talk about three points that will convince you that investing in SEO is a must!
Look at the example above. How do you think that Debenhams, New Look and House of Fraser got into those positions? Luck? There’s no luck involved at all. Those three companies have invested heavily in making sure that their pages meet SEO best practice. The result? They move up the search rankings and are more likely to be found by people interested in buying blue shoes. It’s been reported that 22% of sales online are driven by organic search making it the biggest driver of sales digitally. If you want to ensure that this organic traffic is finding your website then you need to invest in SEO.
You don’t need to be targeting big products. Even small, local businesses need to invest in SEO to ensure that local users can find them on the internet. The amount of clients we speak to who bemoan the lack of activity on their sites who haven’t invested in SEO is staggering. Without really engaging in SEO activities (leaving your site either not in search engine rankings or left way down) your site will be unable to fulfill its potential as a great source of leads for your business.
There are some that will argue that instead of investing money into SEO that you should just pour money into pay per click advertising. Their rationale is that you will get to the top of the Search Engine rankings anyway and that you can do it far quicker.
The problem with that rationale is that it ignores the importance of the page that a user is sent to. The user needs to have a good experience when they get to a landing page, and user experience is the central tenant to SEO. If you are determined to spend money on PPC then it is far better to split your budget and spend some on improving the SEO on your pages before launching any campaigns. Why? By investing in existing pages the content on them can be made more likely to convert a user to a customer. Plus, Search Engines will look at the quality of a page when determining how much they pay per click. If you invest in SEO Services and improve the quality of these pages beforehand then it is far more likely you will pay less for your campaigns and get a better return on investment.
By paying for SEP Services you get the advantage of another set of eyes looking at the way you are marketing your business. It may transpire that way you describe products isn’t they way that the general public search for them. It’s things like this that an SEO Expert will give. Also consider the time that you can spend more productively on making your business better in other areas if somebody else is looking after the SEO.
If you don’t want to be competitive online, want to pay far more for other services and waste your tme trying to get your page to rank, then no, SEO Services aren’t worth it. But, if you want to make the most out of your website and want to spend your time productively elsewhere then they are absolutely worth it!
So what are you waiting for? Either use our contact form or give us a call on 01270 768821 today and take the first steps towards your website bringing in even more traffic with great SEO Services.
Does your company’s website render correctly when it’s viewed on a mobile phone? It’s astounding how many websites we come across that are not mobile friendly. With more searches now being carried out on mobile rather than on traditional desktops nowadays it’s important that your site is designed to be mobile friendly.
In this blog we are going to explain some key reasons about why your website needs to be mobile friendly. But, before we start with that, let’s explain what we mean by a mobile friendly website.
A mobile friendly website is one that can be displayed easily on a mobile phone. If you are reading this on your mobile phone then you will already know that this site is designed to be mobile friendly, but if you are on your desktop be sure to check out the page on your phone to see the difference!
So what makes a mobile friendly website? The website will be able to adapt to the size of the screen that it is being viewed upon. This means that instead of just showing a desktop site, which might result in a squeezed version of your site, it instead displays a version that is easier to navigate. This is done by making the text larger on mobile sites, and doing things like turning menus to hideaway pop-outs. All these steps are designed to make it easier for users to view your page.
There is a huge demand from both users and search engines for sites to be mobile friendly. The trend for searching via a mobile device is only going to continue to grow so your attitude towards having a mobile responsive site is ‘must have’ rather than viewing it as a luxury.
There’s a lot of evidence that shows that users want a mobile friendly site and will not be happy if they don’t receive one! 91% of mobile users reported that access to content is important to them. That means that if you aren’t providing the content they are searching for on a mobile device then you are not going to convert that user into a customer. Indeed, the number of users that will disappear just because of a non-responsive site is incredible. It’s been reported that 61% of users will simply visit another website rather than carry on with a non-mobile responsive experience.
Quite simply, if you aren’t providing a mobile responsive experience, you are shooting yourself in the foot and losing customers.
It’s not just users that aren’t keen on non-mobile friendly sites, search engines aren’t that keen on them either. Obviously Search Engines appreciate the wants of their users and want to provide the best experience for them. As we’ve seen users want the mobile friendly sites, so search engines are more and more giving these higher rankings. Indeed, Google have announced that they are punishing sites with no mobile site by demoting them down the results rankings. It could therefore be the case that you are losing ot on even more traffic by not being mobile friendly! It’s vital for your SEO to have a mobile friendly website.
At 156Digital we are happy to help bring your site into the mobile friendly era. Our Web Design service focuses specifically on creating mobile friendly websites which maintain a seamless experience for users across all platforms.
At 156Digital we are waiting to hear from you. We even offer a FREE consultation session to companies within a 30 mile radius of our offices in Sandbach. You can give us a call on 01270 768821 or use our contact form to get in touch with us to arrange this.
Keyword Planning is one of those terms that you hear thrown about by Digital Marketers. What is it though and why is it so important to digital marketing? We’re glad you asked and hope to give you a little bit more understanding about what it is.
Let’s address the first part of the phrase. A keyword in it’s most basic form is the subject that a webpage is about. So, you could say that the keyword for this page is ‘keyword planning’. If I was talking about mugs then the keyword for the page could be ‘mugs’. Think of the keyword as an entry into an index page in a book. When people search we are trying to match the keywords on our page to their search.
The helpful lot over at Wikipedia define Keyword Planning as ‘A practice used to find and research actual search terms people enter into the search engines when conducting a search.’
That is a pretty basic explanation of what it is. But there’s so much more to it than that. Looking just to historic trends is no good, we don’t want to just find out what people are searching for. Planning allows us to anticipate the search terms that people will use when we are building our website. When new trends in search come in (such as the growing trend of voice activated searches) we must ensure we keep our pages up to date and able to still meet the demands of those searching.
Keyword Planning can be as formal or informal as you like. It could take the form of a prepared document, or it could be planned entirely in your head. At 156Digital we always like to work on a spreadsheet so we can go back and review our planning when needed. It also ensures that there is no overlap of where keywords might be assigned to multiple pages. This can cause problems in that your pages effectively start to compete against each other in the
Let’s take a look at an example to see how we might go about working out a Keyword Plan. In our example Billy has just opened his business Mugs4U.xyz and has asked us to develop a keyword plan for his new website. This is the original plan that Billy came up with.
Billy has quite a small website, but offers a range of mugs on his website. Each of these ranges are organised by page. Billy has used Keyword Planner to inform his search and give actual numbers. We can see the average number of monthly searches that take place for each keyword. Of note is that some of the search terms have quite low numbers of searches a month. We can also see that Christmas Mugs is a very popular search term around Christmas, so we perhaps shouldn’t be too concerned when it’s not getting much traffic in May. This trend has been clearly identified in the notes.
Billy is unhappy with the amount of traffic generated by the website though and would like us to develop his site to generate more traffic. Our updated keyword plan (which then goes on to inform site architecture) is shown below:
As you can see from the highlighted cells we have suggested a number of changes to the keywords the pages serve. The homepage would now target the search term ‘coffee mugs’ which gets far more searches per month than ‘buy mugs online.’ The second alteration that we recommended was to slightly broaden the search term for blue cups and merge the two pages together. There is a danger sometimes of creating pages that are too specific due to the expert knowledge we ourselves may have. The ideal practice is to think like a consumer and what they are likely to search for. The estimated scope for traffic improvement is massive by carrying out this simple research.
So, what are the drawbacks of Keyword Planning? Just because you adapt your page to meet a new keyword doesn’t mean that you are automatically going to draw more traffic. Clearly, more companies will be targeting the keywords that work best, so you may be facing a drop in the Google rankings. Also, just because we want a page to rank for one keyword doesn’t mean it will. Search Engines can be odd things at times and will rank your page for a totally irrelevant term while ignoring the phrase you want!
156Digital can offer Keyword Research Services as part of their SEO Services package. If you’d like to get your site in a more organised fashion, increasing the traffic that comes to your website, or just getting higher in the Google Rankings then we can help you. Just get in touch using our contact form.