Search Engine Optimisation & Website Promotion
Digital Marketing is all about experience. Through monitoring various website Analytics over a long period of time, you can then deduce the best ways to improve SEO.
We build websites with a good, honest SEO set-up, but it often takes time to get to the top, depending upon your competition. We can advise our customers of the most effective ways to use digital marketing to imrove their rankings, ways that will stay around for the long-term.
SEO & Digital Marketing Projects
SEO / Search Engine Optimisation
Search engines are getting cleverer every day, and there is no point in trying to second guess how their algorithms work. You just need to follow the basic Webmaster Guidelines provided by Google, and be honest, descriptive & concise with your website content. Using the correct page titles, meta information & keyword density will help greatly, which is where an experienced web designer will come in handy.
All websites that we create will be set up with SEO in mind. There are free tools that you can use that highlight any SEO errors on any given web page, but a lot of it is just common sense & using good copy-writing.
Sharing your website content on social media platforms is a great way to interact with your customers & provides more avenues for search engine spiders to find your website. But it can be time consuming.
There are many free tools provided by most platforms which make it easy to share your website content – such as the Facebook Like / Share button, or the Twitter Tweet button. The important part is to create interesting, engaging content on your own website that you are happy to share.
A well written article with useful information, or an online competition are popular ways to get people involved. And it is important to keep the topics close to the area of your business, to attract like-minded people.
For the majority of our web design projects we install a number of social media plugins – depending upon the clients preferred social media platform. We then instruct the owner on how to use them.
PPC (Pay Per Click) Advertising
Google Ads / AdWords or Bing Ads are the most popular PPC platforms, but a PPC campaign sometimes requires a lot of refining & monitoring to ensure you are not just throwing money down the drain!
We manage PPC campaigns for a number of businesses, monitoring keywords & search terms to make sure their adverts are attracting the right people & avoiding wasted clicks.
Google Ads / AdWords is a minefield in itself! If you don’t carefully select your keywords – ensuring that your landing page reflects your advert – while eliminating any negative keywords, you will surely get a lot of unnecessary clicks… costing you money.
It is also very important to check out your competition. Because if you are going head to head with a larger, more established company, you have to be a lot cleverer than them to be successful. Because they will probably be able to out-bid you.
The rules for email marketing have changed, due to GDPR. But we think this is a good thing! Email marketing has never been a big driver of sales… most people will not even open your email – no matter how well designed it is.
If you can develop a genuine list of email recipients, your success rate will improve drastically. And if you give these recipients real incentives, discounts & news updates, you will slowly build a database of real subscribers.
Creating a good email campaign takes a bit of practice or trial & error, due to the various ways people read emails – whether on their mobile phone, using a desktop mail client, or an online account like Hotmail – creating the perfect email is quite tricky. So keep it simple!
Sometimes the old style HTML tables are more reliable… because most email clients remove any header script information (like CSS style sheets). Mixing tables with in-line CSS styling can produce most effects you could possibly want. But you should avoid using too many images, because it is very likely that the recipient will not even bother to download images.
You also need to be aware of certain words or phrases that may be considered spam, along with the layout & message that you are sending to people – to make the maximum impact & getting the message across as simply as possible.
Having worked for several online companies, we have managed email design & distribution for a wide range of audiences – for national & global companies. We currently facilitate digital marketing for a number of companies, managing their databases of contacts & sending emails to various sets of customers.
Blogging & Copy-writing
The most important aspect of SEO / digital marketing is to be original, concise & descriptive. Search engines will give valuable content more prominence in their search results, so good copy-writing is very important.
Blogging is perhaps the best way to get your words out there. If you create an interesting blog post, people will start finding it & hopefully interact with you. Blog posts are easily shared on platforms like Facebook, Twitter or LinkedIn, and if you are providing some useful information, people are more likely to share it.
Why are Blogs important?
If you think about it, Google is entirely dependant on words. The words & phrases on your website determine how Google ranks you. So if you produce a comprehensive blog, covering many aspects of your specific product or service – you will improve your chances of hitting the random choice of words a person will type into Google to find a website.
For 90% of our web design projects we provide a blog feature or news section. We always encourage people to update this regularly, but most business owners do not have time to write articles. But at least the feature is there if they find the time!
Analytics & Webmaster Tools
Google Analytics is a very useful tool which gives you mountains of information about your website visitors. It tells you where your visitors are, geographically, how long they spend on your site, how they found your website – along with many other statistics that are important to know.
Webmaster Tools, also a free bit of kit from Google, will tell you how your website is viewed by search engine bots / spiders. It will tell you if there are any faults with your SEO set-up, and give you tips on how to fix the faults.
Google Business & Google Maps have recently been merged into one account, but previously existed as separate tools. It is worth getting a Google account & create a business page on Google – this will show your business on Google Maps, which can often appear above natural listings for local searches.