Do you think about SEO (Search Engine Optimisation) when creating content for your website? Does the topic of SEO bore you, worry you, feel too abstract or make you think it’s something for the IT gurus to worry about? If you’re a content creator for your business, SEO should be a major factor in every single word, sentence and page you write for your website. In this blog post we’ll be sharing our top tips on how to create web content to help you get in the coveted top organic search results for your most relevant keywords.
1) Keyword research. Do you have a list of the keywords connected with your business, the keywords that potential customers will actually use? If not, it’s time to develop one and ensure these words get frequent use in your web content. Although obvious repetition and keyword cramming is to be avoided, it’s worth staying focussed on what your main keywords are and naturally weaving them into your writing.
2) Images. Whenever you use images make sure they are relevant, eye catching and purposeful. Make sure you have filled in the image title and description, as well as the alt text, which should describe what’s on the image. This is great for SEO purposes since Google places a relatively high value on alt text to determine what is on the image and also to determine the topic of surrounding text. It also makes your image accessible, since screen readers for the blind and visually impaired will read out the alt text.
3) Links. Referencing other reputable websites and featuring recent material, is a great way of increasing your chances of being found by search engines. Keep up to date with links though – there’s no point adding a link if it’s broken.
4) Write well. Copywriting is a skill, and if it’s not one you possess it’s time to learn, or to pass the content creation work onto somebody else. To keep your reader’s interest, your content needs to have a natural flow – blog posts where readers get bored quickly and bounce off after a few second won’t do you many favours. Make sure you avoid spelling mistakes and grammatical errors too, else it won’t do your reputation much good.
5) Short Paragraphs. A general rule of thumb when writing web content is to keep your paragraphs short, aiming for around two to five sentences. This helps you stay focussed on what you really need to say and makes them visually more accessible to the reader. Even if you are writing a lengthy blog post, it’s a good idea to use short paragraphs to avoid losing your reader’s attention.
6) Subdivide your content. As with short paragraphs, another way to keep your reader’s attention and help them to focus is to use subheadings, lists or bullet points. This also helps you, the author, to stay focussed and hopefully, to naturally gather in more relevant keywords into your content.
7) Write Relevant Content. Finally, nothing beats writing relevant content. This might seem obvious, but a recent study revealed that 72% of marketers said relevant content creation is the most effective tactic when creating an SEO strategy, so it’s worth staying on topic.
If you have any other tips for improving the SEO worthiness of web content, let us know. In the meantime, if you need help improving your website, get in touch.
We all know the frustration of looking at the web stats and seeing the, sometimes large, proportion of customers who got as far as the cart and then whoosh, disappeared. Where did they go? Was dinner calling, lunch break up, a giant hot air balloon landing in their back garden momentarily distracting them from their purchase? It’s hard to know in most cases what prevents someone from completing their purchase, but there are some useful tools which can help bring those people back from their state of abandon to become a fully fledged, signed-up customer.
One thing to ensure is that your website has the checkout experience as smooth and easy as possible, otherwise it’s possible your ‘almost customer’ lost interest in pursuing their purchase. Your website needs to be easy to select the product, simple to see and click on the basket and ensuring the checkout experience is as easy as possible.
So if, despite your best efforts, you’re still seeing people drop out before they finish their purchase, it’s time to intervene. As well as Google Remarketing, which we covered in our last blog post, there are some great plugins you can add to your retail site to help bring customers back to finish their purchase. One allows you to auto email people who got as far as entering their email address to remind them their basket is waiting. This is very effective and does work to draw people back who were merely distracted during the checkout process rather than having a complete change of heart.
We hope you found this blog post useful. For help with setting up an effective online route to purchase and all aspects of the creation of an online retail website, get in touch.
In our last blog post we looked at Google Shopping, a powerful way of attracting a potential buyer. But what happens if a buyer is attracted to your site but doesn’t buy there and then? How do you remind a potential customer of your product once they have left? The answer is remarketing.
The chances are, if someone is browsing the internet for a product, that they will visit several websites before making a decision. Remarketing is a way of reminding a customer about your product or service once they have left your site, and hopefully whilst they are still considering their purchase in the coming days or weeks.
You’ve probably seen remarketing ads before. They’re the image based ads which follow you around the internet as you browse, advertising a product or website you have viewed in the previous days or weeks. The websites they appear on have signed up to host Google Display Ads.
To set up remarketing you need to have a bit of technical know-how. Firstly you define the audience you want to target within Google Analytics and then you import it into your Google Adwords account. If your website numbers are quite small or you want to keep things quite general you can keep your remarketing audience as anyone who has visited your site. If you have bigger website hits you can create an audience as specific as anyone who has abandoned the shopping cart (you need at least 100 visitors to create an audience). The great thing about remarketing ads is that you are only charged when someone clicks on your ad, hence a potential customer may have your advert popping up several times reminding them of your product, without it even costing you anything.
Although the click through rate on remarketing ads is generally quite low, they are performing the very useful role of reminding people of your product as they consider their purchase. People may well end up revisiting your site through an organic search of your business name too. Remarketing ads are a great way of bringing potentially lost leads back to your websites.
Tips: Make sure the remarketing ad you create reflects the audience you have targeted.
We are currently offering Free Google Adwords Audits through our digital marketing partner. This will include advice on whether remarketing is right for your business – get in touch for more info.
In our last blog post we looked at Google Search engine ads, one of the most popular methods of getting traffic to your website. In this blog post we’ll be introducing a very important channel for retailers: Google Shopping.
What is Google Shopping? Google Shopping campaigns put your product images, price and business name right in front of people searching on Google making it great for retailers. The ads appear alongside Google search results when people search for the products you’re selling, making them a powerful way of attracting a potential buyer.
If you sell products it’s worth setting up some or all of your products on Google Shopping. You only pay when people click through to visit your website or view your local inventory, making it very cost effective. Google Shopping ads work on all devices and will take people directly to where the specific product page is, making it easy for them to buy.
You’ll need to work with your website developers to set up a feed of your products that goes into Google Merchant Center. This then syncs with your Google Adwords account to make a Pay-Per-Click campaign within Google Shopping. You can then manage your Search Engine Ads and your Google Shopping Ad campaigns from the same place.
Tips: Make sure you have described your product with all relevant product keywords in the title and description, as Google matches search queries to the keywords in the title and description.
We are currently offering Free Google Adwords Audits through our digital marketing partner. This will include advice on your existing Google Shopping campaigns or advice on whether Google Shopping is right for your business – get in touch for more info.
Having a website with no visitors is like having a shop with no footfall. There are several ways to get traffic to your website and in this blog post we’ll be introducing one of the main channels: Google Ads. There are lots of different ways of setting up ads in your Google Adwords account but the most popular method is Search Engine Ads.
So what are Search engine ads? These ads are the ones which respond to a user’s search on Google, appearing in the top 4 slots below the users search and the bottom four slots on page 1. Even if your website is brilliantly designed and has top notch search engine optimisation (SEO), the best position you can get to without paid Google advertising is the top position below the 4 ad slots.
If you’re serious about getting potential customers to your website you need to be aiming for one of the top 4 ad positions AND position 1 of the natural search results! The great thing about search engine ads is that, if set up correctly, your ad should only be appearing to people who are actively seeking your product or service. What’s more, you only pay if people click on your ad (even if they click on it more than once, you pay for 1 click).
Tips: When setting up your search engine ad campaign it’s best to run it to the search network only (by default it’s set by the search and display). It’s also worth being aware of how keyword matching and negative keywords work and to write compelling ad text which makes potential customers want to click and saves on wasted clicks!
We hope you found this useful. Watch this space for next month’s blog post on another great advertising feature in your Google Adwords account: Google shopping – great for retailers. For advice or help setting up your Google Adwords account, get in touch.
We are currently offering Free Google Adwords Audits through our digital marketing partner – get in touch for more info.
You’ve set up your website, it’s modern, responsive, well designed and slick, with killer branding and excellent copy. You’ve thought about your customer base with images and wording which reflect the lifestyle your brand represents and resonates well with your target audience. So what next?
Challenge number two is driving traffic to your website, and we don’t mean any old traffic, we mean visitors who will really get your products and are most likely to take action. Your website has huge advantages over a physical store since it can make it’s presence known without paying the business rates for a high footfall location. Whilst only the big brands can afford to open their doors on Oxford Street, it’s more of a level playing field online. If you have a great product, a savvy marketing plan and use your budget wisely, your online business will be going guns in no time!
There are three main channels which we’d advise using to drive traffic to your website. The first is Google Advertising via a Google Adwords account, the second is social media marketing (paid advertising as well as regular posting) and the third is email marketing. These three channels attract potential customers in different ways and allow you to capture people’s interest at different points in their customer journey.
Google Adwords has the advantage of showing your ads to people who are active seekers. If you have set up your Adwords account correctly your advert will only appear to people who are looking for the product or service you are offering. Social media marketing and email marketing are both ways of generating interest about your product or service amongst customers or potential customers who aren’t actively seeking what you offer.
Over the next few blog posts we’ll be going into more detail on the different ways you can drive traffic to your website and the different website features which can help generate traffic. Watch this space!
Great Branding and a Great Look
First off, your website needs to represent your business effectively with well thought out branding, good quality images and excellent copy. Make sure your website is attractive to your customer base with images and wording which reflect the lifestyle your brand represents and resonates well with your target audience.
If your site looks outdated, with poor quality images and rambling text this clearly doesn’t give your brand the edge over your competitors. You need an overall look which really tunes into your customer base with an attractive, clean look.
Your website doesn’t just need to look good, it needs to be user friendly. It needs to seamlessly take the visitor where they want to go, with easy navigation and clear calls to action: it needs to be logical as well as being pleasurable to use. If your visitor experiences confusion or frustration whilst navigating around your site they will probably go elsewhere.
To give your visitors the best experience of your website it needs to be responsive to whichever device they are using, whether it be laptop, mobile or iPad. A responsive website automatically reshapes and resizes itself depending on the device your site is being viewed on, as well as adjusting the navigable elements to suit the device (such as simplifying menu bars and product displays for a mobile). Read our blog post on responsive websites to find out more.
With Google’s switch to a mobile first index it’s even more essential you choose a web designer who understands the importance of designing for all devices.
Choose a web designer who can make sure your website is secure, safely hosted, loads quickly and navigates correctly. Here at Spartan we work exclusively with open source platforms like WordPress, WooCommerce and OpenCart. These systems allow us to build a bespoke, flexible and secure website that is tailored to your needs.
Integration with Other platforms
Your website doesn’t work in isolation, it needs to blend seamlessly with other platforms such as eBay, Amazon, Sage, PayPal and Mailchimp as well as all of your social media accounts. Not only do you need a web design company with the expertise to integrate external platforms, you also need your website to be built flexibly so additional features such as e-commerce functionality or even EPOS integration can be added in later if needs be.
To make sure potential customers have the best chance of finding and visiting your page, it’s essential to have clean, SEO-friendly code. SEO-friendly code acts as a guide for search engines by providing a clear picture of your site’s content. Make sure you choose a web designer who understands SEO and can optimise your site for search engine rankings.
If you want a website which gives you the best return on investment choose a web design company with the experience, expertise and in depth knowledge to give your business the edge. Here at Spartan we create visually stunning, intuitive and mobile responsive websites which incorporate your in depth knowledge of your business with our design and development expertise.
Get in touch on 01392 366933 to chat with one of our team or get inspired by browsing our portfolio here.
Merry Christmas from all of the team at Spartan.
Please note that our offices will be closed from 12:30pm on Friday 23rd December 2016 until 9am Tuesday 3rd January 2016.
During this time our support services will be limited to email only. If you have an urgent support request please email it to firstname.lastname@example.org. Emails will be collected daily and answerphone messages will be checked sporadically.
We hope you have a very Merry Christmas and a Happy New Year, and look forward to seeing you in 2017.