Research estimates online retail to eclipse $350 billion by 2016. That’s a big number, reason for business people to seek online exposure. Search engine optimization and marketing efforts help business owners translate brand messages, enabling digital commerce.
Pay-per-click or PPC is championed for facilitating quick exposure, while levelling the field of competition, allowing smaller brands to usher exposure by wisely spending pay-per-click budgets.
Strict statisticians understand, Numbers don’t lie, but that’s misleading. Sometimes, PPC numbers fluctuate; but, before making definitive assessments, it’s better to adopt a broader viewpoint for optimal management.
Consider the following situations where immediate insinuation leads to marketing mistakes.
(Photo credit: Search Influence)
Impressions Up and Clicks Down
Search engines are offering your pages in the SERP’s more often, but contrary to immediate assumption, consumers are not clicking through to your sites pages! What did you do wrong? A number of reasons account for zero mistakes made.
Have you included new words to your campaign? If so, they may be too broad, intertwining with another vertical. For example, what if you had a new dog collar on the market called, The Nike Collar? Search engines may offer your brand pages when consumers conduct a broad, Nike search. Because they’re looking for sneakers and not collars, they will not click.
Great Clicks and Lousy Conversions
You hired a savvy marketing team to orchestrate witty and entertaining PPC ad copy. Eureka! Your PPC efforts are finally coming to fruition. But, the clicks are running your ad dollars up, while lousy conversions are not compensating for dollars spent. What happened?
While the double entendres and puns infused in the PPC ads are funny enough to intrigue interest, begetting clicks, the process ultimately confuses consumers, those who quickly bounce from your landing page once they realized the disconnect between the promise of the ad and the reality of the landing pages offered information, more information regarding this can be found here.
More Sales but Less Money
Pay-per-click efforts are engineered to make more sales and money for leveraged businesses. However, what happens when you’re pleased to see the success of PPC efforts, yet, ultimately, the endeavour is aligned with overall losses on your P&L sheet? Who or what is to blame? Perhaps you are.
What is the marketing and acquisition price of each product and service? Each has its own sales tunnel. What is the cost of acquisition regarding each individual PPC effort? For example, you may be making more software sales, but you may also be paying more to acquire those initial leads.
Increased Traffic and Decreased Engagement
Pay-per-click ads help consumers find respective goods and services, first alerting brand real estate exists, offering what consumers are seeking. However, the best billboard ads in the world cannot compensate for poor ambiance and user experience, once buyers get to a brands online real estate, web pages.
Your website is experiencing increased traffic due to well-managed PPC efforts. However, metrics of behaviour are not aligned with your PPC success; people are quickly bouncing from your pages. Why? It may have nothing to do with PPC and everything with user experience. How long is it taking your sites pages to load? Are there signals of authority and engagement on your pages? Is your design poor or outdated? Consumers have choices. Traffic does not warrant eventual engagement and sales.
Today most people rely on technology to help them carry out everyday tasks. Over the last couple of years there have been an increasing number of businesses having custom mobile applications developed in order to meet the needs and requirements of the ever growing number of mobile users. In this article we will explain the benefits of custom mobile apps and how you can go about having one created for your business.
Having a custom mobile app built can give your business a competitive edge.
Relevant to your business
One of the most obvious benefits of custom mobile apps is the fact they are relevant to your business. By creating a custom app with your business in mind, the developer can ensure that the app meets the needs of your target audience. The app can also be integrated with your existing ERP system, creating a seamless link between all of your existing sales channels.
With more and more people using their smartphones to shop online, it seems only sensible that businesses have a mobile presence. Those that don’t, risk losing out on potential sales to their competitors. Whilst some business owners choose to have mobile websites created for their company, others take it a step further and have custom mobile apps built. A study conducted by Compuware earlier this year found that eight five per cent of consumers preferred apps over mobile sites. The idea of being able to shop online using a smartphone is that it is quick and easy. This is something that custom mobile apps can offer, along with the added bonus of convenience.
Another advantage of providing consumers with a custom mobile app is that it can increase brand loyalty. Providing individuals with the information they need and want, twenty four seven is the best way to build up a loyal base of customers.
Developing an app
If you are thinking of developing a custom mobile app for your business, then now is the best time to make a start. Unless you have experience in developing mobile apps, you will need to seek the advice of an expert developer.
Learning about iOS and Android app development
Next week marks the start of Global Entrepreneurship Week. The organisers behind this week are encouraging businesses to take a step further in their plans and for you; this might be having a custom mobile app built for your business. Events are taking place all over the country, so make sure you pop along to one. There you will be able to get all of the information and support you need.
Bermotech are also putting on a free workshop on 23rd November at Imperial College in London. The event titled ‘An Introduction to iOS and Android Mobile App Development’ is aimed at those interested in getting into app developing. The workshop will involve an information session followed by Q&A and networking. It may be a great event for you to go to if you are looking to have an app developed for your business, as you will get a better idea of what is involved and may even meet an aspiring developer that could help you with your project.
Custom mobile apps make it easier and quicker for customers to access the information they require, which could result in an increase in conversion rates.
A custom mobile application may be just what your business needs in order to expand its customer base and increase sales. There are many different styles of app that can be created, so you will need to speak with an expert developer to see which type is right for your business. If you are interested in finding out more about mobile app development, then you are sure to find the help and support you need during Global Entrepreneurship Week.
Although they began using it in August 2013, Google did not officially announce the launch of its new algorithm Hummingbird, until September. For those of you who don’t know, Google use algorithms to sort through their search results and find the best answers to search queries. Whereas previous algorithms like Panda encouraged website owners to remove junk content from their websites and Penguin forbid the use of unethical artificial backlinks, Hummingbird is promoting the creation of high quality, constant content. In this article we will explain what is meant by constant content and what the changes mean for both businesses and content writers.
Hummingbird has introduced the need for business owners to create constant content for their websites and blogs.
Why was Hummingbird created?
Google designed Hummingbird to deal with long tail and conversational search queries. These type of search queries are becoming more widely used now that most people have voice activated technology on their phones. Rather than looking at individual keywords, Google is now taking the approach of focusing on the meaning of search phrases in order to provide users with the most accurate and relevant results. Whilst this has meant that businesses must tailor their website content to answer the needs of their audience, Google has taken it a step further suggesting that website owners need to also create constant content in order to rank highly in search results.
The launch of Hummingbird has introduced the need for businesses to produce constant content. Google are now looking at how recently you have added new content to your website and how frequently you update your websites with new content. The more frequently you upload fresh, topical and relevant content, the better you will rank in search results.
What this means for businesses
To put it simply, Hummingbird has forced businesses to get serious about content creation. In order to rank well, they must upload a constant stream of high quality content to their websites and blogs. Whilst it is essential that websites and blogs are frequently updated, they cannot just be updated with any old content. It must be original, unique, grammatically correct and free from spelling errors or Google will simply toss it aside. Many businesses will find themselves in need of reviewing how they are going about creating content and may feel the need to get a professional copywriter or two onside!
Benefits for writers
The demand for constant content creation is obviously good news for writers who should expect to see a rise in the number of businesses requiring their services. Now that Google can understand the meanings of words and finds it easier to distinguish between high quality, natural content and keyword stuffed spam, businesses will be looking to use the best writers they can possibly find to help them with their content marketing.
Whereas the volume of content was deemed important in the past, today the quality of content is viewed as equally as important, which is great news for professional copywriters. With the help of professional content creators, businesses should be looking to create educational and engaging content for their website, covering a wide range of topics related to their niche area. The more in-depth and informative their content is, the more likely they are to rank well in relevant search results.
Hummingbird should result in an increase in demand for professional copywriters.
Although many people fear the news of new algorithms, the launch of Hummingbird is actually good news for both businesses and content creators. The new algorithm will encourage businesses to create high quality content to use as part of their marketing campaigns. The more high quality content they produce, the stronger their online marketing strategies will be, which in time will lead to improved visibility. High quality content creation is more important to website owners than ever before and will prove to provide a great return on investment.
The past 12 months have seen some of the biggest changes in the Google algorithm a total of 14 updates which has caused the largest volume of penalties we have seen. Given the current state of the search engine and all the changes I wanted to list 5 of the most common reasons peoples sites are being penalised.
1. Keyword Anchor Text Overkill – Your back link structure and how natural it appears is very important one of the common issues we have seen is where SEO work carried out over previous years has over emphasised one or two keywords. A percentage of no more than 20% on one anchor text link should see your site is in good shape increasing brand name and urls links is now essential. Removal of previous links may be the only way you can change this. Check webmaster tools for penalties and also back link checkers for your anchor text .
2. Incoming link sources – We see links added not for the relevancy of the site but purely to pass on page rank and domain authority. If you sold Diamond Engagement rings online why would a site that talks about medication or fitness link to you ? Its all about relevancy… By all means gain back links to your Rings site from a niche Wedding blog. Perhaps even a travel site discussing Honeymoon locations if it isn’t relevant you can forget the page rank and domain authority factors.
3. Outbound links – If you do gain a link on a site in a guest blog post for instance think about the quality of that site. If the site links to sources that are not relevant such as Viagra links (most common example) be strong enough to turn down these opportunities. If your in a bad neighbourhood you could be part of a network or link farm that is going to get you penalised.
4. Your content is low quality – If you don’t have the time to write good quality content why not contact a copywriter on a site like People Per Hour or you could outsource to ourselves. Content for content sakes is pointless but content that is going to add genuine value, support and information to the reader is invaluable. Especially now with the rising importance of social shares for search.
5. Buying links from link sellers – Regular emails enter my inbox with opportunities to purchase links for $100 from India, Singapore. It makes sense right order from abroad and save a fortune ? One problem is can you trust these companies 100% not just to deliver the order but deliver them on high quality sites. Is the content they publish going to be high quality english ? Is their potential they will be linking to other poor sources. Is it really worth the risk ? Remember 100 poor quality links can be beaten by one high quality relevant link.