Monthly Archives: April 2015

Nicola Peaty

Top tips on how to raise your search engine ranking.

By Nicola Peaty

search_engine_rankingWhere would we all be without Google these days?! As such a major force in our digital world, we have to play according to the big search engine ways in order for our online presence to be found by our target markets. Below are our top tips on how to help raise your website’s search engine ranking.

 

Start with your research: In order to really know how to attract your target visitors to your website, you need to know what search terms they are using when looking online for products or services which match those relevant to yours. You would waste a lot of time guessing or assuming certain terms and then finding you attract the wrong type of audience who immediately bounce back when they realise your site is not what they’re looking for. Wordtracker and Google Adwords are useful tools that will help you discover the exact words and phrases your potential customers are inputting to search engines. This kind of insight gives you real intelligence into how your market is searching and consuming relevant information to your company, so use it wisely and keep checking and updating accordingly.

Specify your search terms: Based on the keyword research, you will have a list of words, terms and phrases to form the basis of your SEO strategy. Make sure you use these keywords to match your company, products/services, but also where possible, specify the terms by using additional words to attract the absolute target audience. By this, we mean adding locality, product details and company information, so that a. your audience can see upfront exactly what they will view on your site and whether it matches their needs and b. you will avoid generic terms used by the big gun sites who will most probably rank higher and have paid for these terms through PPC.

Keyword your metadata: Use the list of keywords found by your research within the metadata on your website. The title metadata shows the page titles you can see in the web browser. The description metadata is your chance to give a succinct marketing push about the content visitors can find on that particular page. The keyword metadata is where you can use the research list of terms. It will also mean these pages appear by matching the terms searched by your prospective visitors and stand out with their relevant details compared to competing generic sites. Just don’t cram the titles full of keywords as this could well have the reverse effect and be completely ignored, so key the words concise but relevant.

meta-description-tag

Quality not quantity: Content is king as we all know in the online marketing space. Spiders love new and relevant content so keep updating and refreshing the information on your site. Use the keyword research on a regular basis to keep terms applicable and reflect in your content. Blogs are an obvious way of updating content and using social media to push this content out will hopefully then drive traffic back to your site. This increases the relevance and authority of your site. Monitor your content and know which is working and attracting the most views and comments, which can help you plan future content.

Online PR: Another way to get your content viewed and in turn raise your ranking, is to write and push out quality press releases. Again the word quality is used here, as the release has to be topical, insightful, have that grabbing ‘hook’ in order for journalists, other sites and viewers alike, to want to pick it up, link to it and view it. Value in your information will in turn give you value for your website and search engine ranking.

Links: Both inbound and outbound links play an important part on the authority and trust of your website, but again we have the quality not quantity rule to apply. Making sure you have fewer links that are all totally relevant and especially from other authority sites, is far more valuable to your ranking than hundreds of non-related small sites. It’s obviously easier to control outbound links from your site, but you can track inbound links from a range of programs such as SEOmoz and Google Analytics. This will give you an insight into who is coming to your site and where they are coming from. Another useful tip is to use specific and descriptive link tags which explains what content is to be found within the link, instead of generic terms like ‘click here’, which has no search engine value beyond the attached URL. If possible, you could contact these sites and ask them to do the same to help push relevant traffic your way.

Alt tags: Finally, once you’ve managed to drive visitors to your site, you want to keep them on there as long as possible. Therefore, use a variety of multimedia to keep their interest such as images, videos and infographics. Just make sure you don’t miss an opportunity by describing your media with alt tags (alternative text description). These can then be found by search engines and add a unique source of relevance to your audience. Below is a great example of how to post and tag images in an ongoing cycle which helps increase your links, add authority from other sites and keep your visitors engaged.

alt tag example

 

Nicola Peaty

How to create effective email designs.

By Nicola Peaty

Emails are still one of the many tools in the vast array found within the marketing toolbox. However, like all other marketing channels, emails must be carefully planned and thought-through to stand out among the competing messages and images sent to our inboxes. Recipients have a split second to decide whether to delete, view, click or share. So, you have to know your market, know your brand and be clear on your message in order to get the desired response from your email marketing. Here are some useful tips on what to consider when planning your email design and message together with some illustrative examples. Give Blood: We start with a great example of a striking design that you cannot ignore once you’ve opened this email. Perfectly laid out, your eye is drawn to the focal image and immediately to the call to action to make an appointment. Should you require additional information, there are three neat boxes at the bottom to supplement your needs and give you supportive facts and details. give blood email Apple: Due to the well known brand, Apple can afford to tease with simplicity, minimal branding and yet still attain the objective of a new store opening. All the details you need, albeit few, are present and correct. Clean and effective. apple email ASOS: Now that over half of us our opening emails on mobile devices, it would be madness to avoid tailoring email designs to suit mobile compatibility. See ASOS who have streamlined the images accordingly. Asos_Mobile2 New Look: Calls to actions play a major part in generating a response to emails. If you elect for a link or button, ensure they stand out among the background images. New Look have achieved this so well with two clear buttons for their two audiences. The message is also short but to the point, with the images giving examples of their World Cup clothing. It just shows that you don’t have to include reams of copy to communicate your message. new_look_good-blog-full Stitcher: Inviting interaction is always a clever way of drawing in your email recipient. The Stitcher email has plenty to click on to either listen, watch or even share. Plus they’ve been extra clever by tailoring the content for each recipient so that they feel Stitcher has taken time to select and personalise the email especially for them. Personalisation is key to emails so that recipients don’t feel spammed, so make sure if you include their name, the content must be relevant, otherwise you will lose their trust and interest. stitcher-email-example Cooksmart: This email demonstrates how to present a lot of images and information without cluttering and confusing the recipient. The list of daily recipes is complimented by the supporting images below and invites us to click on one of them to see the details. It also includes extra little links which draw us in to watch a video, download a menu or find out more about a particular ingredient. Plus, the additional calls to action ask us to post on facebook or forward to a friend. The overall design works well together and the clever marketing hooks are all there to entice the viewer. cooksmart-email-example Ballard: This design had to be beautiful in order to reflect well on the brand. Your eye is cleverly drawn down to the final and important call to action with a 10% discount. Simple and yet still effective. ballard email H&M: If you simply have a promotion to push, then H&M shows the bold and direct way to go about a less beautiful, but nonetheless effective, type of design. Two colours, minimal branding, clear message and call to action. Tick, tick, tick and tick! h_m_good-blog-full



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