A few weeks back we received a request from Rob Bimpson (www.trafficLawyer4u.com) to review and optimise his Ad Campaign. Rob, concerned that his site was starting to fall behind the competition, felt they were putting more effort into their Campaigns, especially those for drink driving and speeding.
We always do our best to respond quickly in these situations and this was no exception. Tracey called Rob to put his mind at rest and reassure him that we were taking immediate action, as she said
"We're on the case, you'll just have to make sure you let us know if you're inundated with calls".
Rob, relieved and satisfied countered
"(laughing!) Thanks Tracey, if I'm inundated with calls I'll buy you a case of Champagne".
Nick (SEO Consultant / Ad Campaign Management) got straight to work preparing a revised mutli-point strategy for the Campaign and carrying out agreed amendments, shortly thereafter the Ads were back on top, performing better than ever. At the same time we made some revisions to improve organic results for Dangerous Driving Offences and this is now achieving a Page 1 listing on Google.
Did it work? you bet!, here's a clearly delighted Tracey with the promised case of Champers, which arrived early on Saturday morning.
I'm sure she's going to share (some of) it with Nick, who'll no doubt be putting in even more effort than usual having received this sparkling gift.
Finally of course it's Cheers to Rob Bimpson and trafficLawyer4u.com.
Bad news last Friday (the 13th....) Richard G, who's been with us for a little over 6 years is leaving. We're going to miss him for sure but we've been lucky to have him in the first place so we can't complain.
They say that all dark clouds have a silver lining so, with this in mind, we're going to use this as an opportunity to expand our development team. In addition to a replacement for RG we're going to be taking on two more Web Developers and a dedicated (Internet) Marketing Consultant
If you’re selling products online then there’s no reason you shouldn’t have a Google Product feed set up. So, the next question is: are you taking full advantage of your Google Product feed?
The obvious answer is yes, right? You’ve got a product feed set up, what more is there to it? This is a common mind set, but how much traffic entered your site through this feed? And better yet, how many of these visitors made a purchase?
These are the two questions that really matter and will give you the most to think about, but do you have the answers? The likely answer is no, which means how can you tell if your feed is optimised? And how can you tell that you are not missing out on exposure and sales?
Anybody can set up a Google Product Feed. It’s deceivingly simple to do so, which is where the problem lies. Because it is so simple to set up, it is so often done in a way where you see little click through and even less sales. Many businesses will view Google Product Feeds as a set and leave job, where this is far from the truth.
A fully optimised Google Product Feed will:
• Increase your product exposure in Google, for free.
• Build brand awareness as your products are more visible.
• Allow your products to rank for keywords your site may not.
• Drive relevant search traffic that are more likely to buy to your product pages.
• Increase sales!
So, are you 100% sure that your Google Product Feed is delivering the best results? Probably not.
A properly optimised Google Product Feed is a highly effective way of marketing your products online. If it’s not optimised, then get it done today! If you don’t have one.... Then better get moving fast, your competitors are already ahead of you (psst, contact us for one!)
Facebook has recently launched a new registration tool for site owners which will conveniently pre-populate fields on your sign up form with user data from Facebook. This extends to showing the user what information is being shared and also which friends are already signed up for the service.
This is an attractive feature to add to your sign up forms as it could potentially reduce the number of fields which need to be filled in; increasing the likeliness of registration from your users. The unique proposition of showcasing friends which have already signed up is another feature that will almost certainly help with converting site visitors.
The Facebook Registration Tool is implemented by adding the usual Facebook code to your mark up. What’s interesting is that it can be applied to any sized registration form – so you can easily add fields to cover information that Facebook won’t necessarily have; credit card details for example.
This type of functionality allows for visitors who are not registered with Facebook or do not wish to use their Facebook details to also use the same sign up form.
So, what effect does this have on your admin? Well, effectively once a user has completed your form the same data can be sent through as with your standard form that is in operation right now. With minimal modifications, there would be little, if any, extra admin work!
Yelp is a site that is currently taking advantage of this tool. When signing up, if you’re already logged into Facebook then a number of fields are pre-populated. Take a look below:
As you can see, the email field and birth date are already completed (with options to change if needed). Alongside this, the first name, last name and gender fields are also automatically populated with data from Facebook and removed altogether. (You can view how the default form looks by un-checking the tick box).
In this particular example, the sign up form only requires the user to enter and confirm a password and submit their postcode – dramatically cutting the amount of information and more importantly, time, needed to complete registration.
Does this look like something your forms would benefit from? Of course – practically any eCommerce site would benefit from this tool, especially those that already have a social media presence.
For more information on how we can integrate Facebook tools onto your site, please contact us on 0800 081 1688. Alternatively, see our Facebook Marketing Services or Social Media Marketing pages.
Google has recently announced an update to their ranking algorithm which aims to promote the latest (or “freshest”) information in the search results. They understand that many search queries, while not explicitly implying it, are usually looking for the latest up to date information. An example provided by Google is searching for the term “Olympics”, which is most likely to be querying something about the 2012 games.
Their latest algorithm update is trying to address this issue and present more fresh results where relevant. An estimated 35% of all search terms are likely to be affected by this update; meaning any fresh and new content could receive a significant boost in rankings if it is relevant and well targeted.
This obviously presents a huge opportunity for increasing traffic to your site by creating new and fresh content on a regular basis. As confirmed by Search Engine Land, one of the methods Google uses to confirm freshness is by when the page was first crawled. This suggests that one of the factors will be newly created pages and not changes to existing ones – so it’s important to create new content (pages) regularly in order to benefit.
If you do nothing, then this update is unlikely to affect you. However, you will be missing out on opportunities to receive more traffic and rank for more keywords. By creating relevant, well constructed content, you are likely to benefit from this update by seeing pages indexed quicker and ranking higher. It’s also probably safe to assume that producing fresh content more regularly will encourage Google to crawl your site more often.
Google has specified different areas which are likely to benefit from this freshness update; for example, current affairs. But, if you’re not a news site, don’t worry. There will be other areas where benefits will be seen. Take reviews of new products – if you’re looking for a review of a product, you’ll probably want a review of the latest version and not last year’s model, so this is a good area to target with fresh content.
Implementing an idea like above is simple – get a blog. Blog’s are excellent ways of creating new content and encouraging discussion. They blend well with social elements too, so this would be an effective and actionable way of providing fresh content to both site visitors and Google (contact us for one!)
Regardless of this update, adding new content to a site is a great way to improve keyword targeting and attract more visitors. Therefore, you should think about the type of content you could create that will be beneficial to your visitors (and also target keywords you want to rank for).
Some ideas include:
These are just some very brief ideas. With some creative thinking, you can easily discover many ways of creating fresh and interesting content to take advantage of this new update. If you think of any, feel free to leave a comment. ;)
To receive a bespoke, tailored solution for how your site could take advantage of the Google Freshness Algorithm update, don’t be afraid to contact us. We can provide you with a bespoke, comprehensive blog solution that will allow you to fully take advantage of this algorithm update or develop a content strategy that is right for you. Contact us today on 0800 081 1688.
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