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Matt

October 22nd, 2014.

How should your company use Twitter?

Twitter can seem like an alien world to people who have never used it; 140 characters of plain text per tweet, so how can you get anything out of it that’s actually useful?

Well of course, it’s more than just plain text, with hashtags, hyperlinks, and an increasing choice of multimedia formats.

Embedded images were among the first supported media types, Twitter’s own Vine application adds the possibility of videos (albeit only six seconds long) and Audio Cards extend the media types to include streaming audio.

So how can you capitalise on the wealth of possibilities put forward by the microblogging platform?

Outreach

Outreach is one of the key uses for Twitter, with a fundamentally public audience – more than on any other social network, it’s possible to reach Twitter users who do not actually follow you yet.

The benefit of this is simple: it maximises your potential audience and allows you to build your customer base by reaching people who might otherwise have never heard of your brand.

A potential downside is that you will need to invest quite a lot of time and energy into tweeting if your profile is going to look active and approachable to people who are unfamiliar with your company, but it should be worth it for the final payoff.

Focus your efforts by joining in with an active hashtag in your industry area, or your geographical area: good examples of both include #journorequest for PR and journalism professionals, and #NorthWestHour for firms based in the region.

Focus on developing a list of bloggers and journalists in your industry and monitor their requests and interact with them.

Customer Service

One of the best uses for Twitter is customer service – the ability to quickly respond to queries, and to acknowledge comments that wouldn’t ordinarily warrant a full reply.

It’s a platform on which people often ask the little things that can keep them interested in your brand, but which they would be unlikely to go to the trouble of contacting a Tech Support email address for.

Good examples of this include telecoms firms such as Virgin Media, whose account is almost solely used for customer support.

And within their recent tweets, a particularly fine example of how Twitter can allow you to tweak your tone of voice is a thread from a customer who opened his enquiry with: “What’s occurin’ gorgeous?”

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Virgin Media’s response blamed his issue on their web page being “a little bit of a diva”, a great example of replying to the customer in their own terms, and of how the social aspects of Twitter can keep things light, even when people are experiencing problems.

Just be careful if you are taking this approach – some people will feel you are not taking them seriously enough, so be certain that you only adopt a light-hearted tone of voice to those customers who used one in their own enquiry.

PR

Perhaps the best example of using Twitter for positive PR occurred on the day when Google unwittingly started displaying a parody of the bakery chain Greggs’ logo in search results.

The logo appeared in Google’s summary box of facts about Greggs on related search pages, and said the bakers had been “providing s**t to scum for over 70 years”.

Greggs responded in good humour, tweeting a photograph of their donuts to Google and adding: “Fix it and they’re yours!

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Soon after, another photograph followed, this time of the Google logo spelled out in sausage rolls, and a suggestion that Google might use it as their Doodle for the following day.

OK, so that may have been a rather audacious suggestion – but Greggs got near-universal positive feedback on the stunt, with Twitter user Claire Dauria calling it “the best pastry-based social media bants ever“.

The best example of a Twitter PR campaign that backfired is probably MasterCard’s #PricelessSurprises hashtag.

As a campaign itself – giving people the surprise of a lifetime – it was not badly conceived, but MasterCard famously tried to force journalists at the Brit Awards 2014 to use the hashtag, whether they wanted to or not.

The response was outrage from the journos and from Twitter users in general, and while the campaign definitely got the company’s brand name in the headlines, it was for the wrong reasons.

Be careful when using Twitter – or any social network – for PR, and remember that a little self-deprecation goes a long way online, whereas trying to force your brand on to people will always be met with hostility in return.

Branding

Building a brand on any platform can be a challenge, but on Twitter the expectations are a little different, and small businesses in particular can often gain a substantial following by allowing their personality to shine through – perhaps because they tend to be a little more modest than the big brands, and don’t make the same mistakes.

A good example of this is Alyssa Smith, an award-winning jeweller who has picked up several celebrity customers and is a regular tweeter.

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With an approved charity range of Formula 1 jewellery and appearances in print and on Channel 4 News – not to mention gracing the back end of a bus as a poster girl for her university – Alyssa is a shining example of how Twitter can help transform an individual or small firm into a fully fledged brand.

She is friendly and approachable, replies regularly to all of her customers and brand advocates, and strikes just the right balance with tweets about new product launches and special offers.

Again, it’s not always easy to do this, so don’t assume that it is, but the massive public audience and easy access to celebrities and media outlets makes Twitter a great tool for the job.

Mobile-Payments

Matt

October 17th, 2014.

The Growth of Mobile eCommerce Payments

From cash to credit cards, the way consumers pay for their purchases has significantly evolved over the past few decades. Now, however, the evolution of payment methods is accelerating, thanks mostly to the prevalence of technology in society.

According to statistics, there are currently six billion mobile phones in use throughout the world, and 88% of Europeans own one. Many consumers now browse eCommerce websites from their phones.

Research-gives-insight-in-the-mobile-payment-user-base-and-penetration-worldwideIn 2012 alone, people spent $25 billion on purchases that they made from their mobile phones. Now, 32% of all purchases online are made from mobile phones. As a result of the growth of mobile platforms, by 2018, according to Goldman Sachs, international e-Commerce will see a growth of $638 billion. By 2020, it is estimated that the majority of people will make purchases using their mobile phone.
The popularity of mobile phones is changing the way consumers shop. Often, people don’t feel that using their credit card or debit card to pay for purchases is safe or secure. The need for a more convenient and secure way to pay for purchases has led to an increase in mobile payment systems.

What is a Mobile Payment System?

A mobile payment system is a mobile payment processing platform, which you can use to make purchases. With a mobile payment system, you can purchase both digital and physical goods. Many companies, from PayPal to Amazon now offer mobile payment options to their customers. There are four types of mobile payments:

  • Contactless Near Field Communication
  • Premium SMS Based Transactional Payments
  • WAP Billing/Mobile Web Payments
  • Direct Mobile Billing

Popular Mobile Payment Systems

More and more companies are offering mobile payment systems, which are designed to make shopping online quicker, easier, and safer. All of these mobile payment platforms vary in the models they use. However, they all eliminate the need for registration details, passwords and credit cards or debit cards.

Zong

Zong is a mobile payment organisation, which allows its customers to make payments online, via their mobile phones. The company, which was acquired by eBay in 2011, operates in forty countries, including the UK. Zong now has 60 million users in the UK. Customers in the UK can use Zong if they are on the Vodaphone, Orange, O2, T-Mobile, 3 or the Virgin network.

To use Zong, you simply click on the red Zong symbol, and a box will appear. You need to enter your mobile phone number into this box. Then, you will be sent a secure pin code, which you will enter online to make your purchase. With Zong, a consumer’s purchase is charged through their mobile phone bill, by their mobile network.

PayPal Mobile Payments

PayPal is a well-known digital wallet and online payment system, which has been making it easier for consumers to shop online. Now, the company is offering a mobile payments system, called PayPal Mobile Payments. The company first tried the NFC payments model, but found it too complex and limiting. The system now is very simple.

First, you have to activate your mobile phone number and pin number. These will be your mobile login details. Then, either online, or through apps, you can shop using this payment system. You simply select PayPal as your payment option, and then enter your mobile number and pin number to make your purchase. This payment system is compatible with iOS and Android apps, and it allows you to pay via phone, tablet, and many other mobile devices.

Amazon Payments/Amazon Mobile Payments Service

Through the Amazon Payments system, consumers can make purchases online, in a way that is more secure and more convenient. Through the Amazon Payments system, Amazon is offering the Amazon Mobile Payment Service (MPS). With this system, customers can make purchases with their mobile phones.

To make a purchase using the Amazon Mobile Payment Service, first click on the “Pay with Amazon” button. You will then be taken to page hosted by Amazon Payments, where you will use your Amazon login details to sign in. From there, you can select a payment method that you already have on file with Amazon. Once you’ve selected a payment option, you’ll return to the merchant’s site, where you can make your purchase. You can use the Amazon Mobile Payment Service to make purchase from any mobile device.

Netsize

Netsize is a payment platform, which allows its users to make purchases from their phones and other mobile devices. The company works with over 160 mobile networks in more than 50 countries. Netsize offers many mobile payment models, including WAP billing, in-app billing, and operator billing.

Text2Pay

Text2Pay is a mobile payment system, which makes purchasing products online, much easier. The payment system operates in over fifty countries. To make a purchase on Text2Pay, you need to click on the “Pay by Fone” button. Then you will need to enter your mobile phone number. You will then be asked to enter your post code, so that Text2Pay can verify that it matches the details for your mobile phone number. After this, you will be sent a pin number, which you will need to enter to complete the transaction.

Boku

One of the largest mobile payment programs, Boku operates in 66 countries, and is partnered with over two hundred mobile phone networks. Boku is a very safe, and convenient mobile payment system, and it offers excellent customer services.

To use Boku to make a purchase, you need to select the “Pay by Mobile” option. You will need to enter your mobile phone number. Then, you need to click “Yes” to confirm your purchase. Purchases that you make using Boku will be charged directly to your mobile phone bill. This means that you don’t need to use credit cards, debit cards or bank accounts to make your purchase.

With the rise in smartphones, apps and tablets, mobile payment systems are becoming an integral part of eCommerce. As the amount of purchases made from mobile devices continues to grow, more and more eCommerce sites are sure to begin offering mobile payments.

A view of Facebook's logo May 10, 2012 i

Matt

October 10th, 2014.

How to Target Your Competitors Facebook Fans

You’ve heard that having a Facebook page is all the rage for business nowadays. You think that you should be part of the Facebook trend. You possibly use Facebook personally and see that it could help you gain new customers and communicate with existing ones. You even wonder whether you can use it to promote yourself to some of your competitors’ fans. So what should you do?

Setting up Your Own Page

Obviously before you can even think about using it to attract customers, new or those of your competitors, you need to build up a professional, attractive Facebook page yourself.

It is a relatively easy job to set up a Facebook business page, but there are a few clear steps that you need to follow.

Begin by clicking on the downwards facing triangle towards the right of the blue bar across the top of any Facebook screen. A list of options comes up; choose “Create Page”. Select the most appropriate of the following options:

  • Local business or place
  • Artist, band or public figure
  • Company, organisation or institution
  • Entertainment
  • Brand or product
  • Cause or community

facebook-cover-photo-dimensionsFill in any relevant information you are asked for. Note that it is not possible to change your category without having to create a completely new page, so think carefully before you choose it. If there is any doubt at all, this might be a good time to look at your competitors’ pages. How have they classified their pages?

Fill in all the basic information and upload your main profile image (sized 180 x 180). As this is the image that appears beside all of your posts it should ideally be your logo. Also, think carefully about how you describe yourself in the About Me field. This is what will appear on the front page, and is what any casual visitor will see about you. Make it count. Again, look at your main competitor’s description, and try and produce something better than what they have written.

The next section looks at your Admin Panel, which will be an area you will work from regularly. One job to do here is to write an expanded About Me section for the fan who is interested enough to click on the shortened version on your front page.

It is time to check your opposition again. Generally, what is the first thing you will notice when you go to their site?  It will probably be the cover photo that they drape across the upper section of their front page. You need to ensure that yours is equally as striking, or preferably more so. Remember that the measurement is 815 x 315 – get this right, otherwise you will be disappointed by the results.

Content

The absolute key to your business Facebook page is to have regular engaging content. You need to ensure that somebody is given the task of regularly updating the page, and keeping conversations going. You can easily set up rights for different staff members in the Administration Pane.

You can create tabs with content. Again check how your opposition use their tabs. You want your visitors to have a good user experience, so it is often best to restrict yourself to the four tabs that remain visible without scrolling. If you were a British firm in the fast food industry, you might notice that the McDonald’s U.K. site uses far more than the four basic tabs, and have them listed in a somewhat eclectic order. The four main tabs, in order, are Timeline / About / Photos / Students. These are followed by More, which if you click on brings up McDonald’s Breakfast / House Rules / Likes / Locations / Videos / Search Jobs / Visit Us / McNuggets Saucy Challenge.  Burger King, on the other hand, chooses to only have three items under their More tab, obviously relying on their customers navigating to the more visible tabs.

Make certain that you post regularly. Analyse what your readers seem to like and engage with. Do they like images? Do they like statistics? Do they click on particular types of links? You can find this information out by clicking on “View Insights” in your Admin Panel. From there you can monitor reach, engagement etc., and determine what works and what does not.

If you have any particularly important posts, maybe they are about a particular promotion or some key item of news about your business, you can make these posts stand out by clicking on the star at the top right of any post. This highlights the post horizontally across the entire page.

Targeting Your Competitors

So specifically, what can we do to target our competitors? There are a number of strategies, although many of these have had to change quite recently as facebook-business-newFacebook has altered its terms and conditions, limiting the activities that it considers acceptable within its rules. They have cracked down hard on tracking add-ons recently, and it is now quite difficult to get detailed information about pages that are not your own.

Firstly you should analyse your competitor’s internet strengths and weaknesses. You can get basic statistics about a domain’s popularity on Facebook by entering the following url in your browser:

http://api.facebook.com/restserver.php?method=links.getStats&urls=http://www.insertwebsiteaddresshere.com/.

e.g. if you want to know statistics relating to McDonalds, you could enter:

http://api.facebook.com/restserver.php?method=links.getStats&urls=http://www.mcdonalds.com/

This will bring up an XML file that will include the number of Facebook likes, shares and comments, relating to the particular domain. So, in the McDonalds.com example there are currently 2913 likes, 6800 shares and 4448 comments, but their McDonalds.co.uk site has only 17 likes, 102 shares and 2 comments.

You can find some more information by using http://graph.facebook.com/facebookname,

e.g. for McDonalds:

http://graph.facebook.com/mcdonalds

Some useful information you can learn here is their site ID number (which can be substituted for their name in the address bar), the category they have chosen for their website (have you chosen the same category?), their Facebook likes (a huge 32153757 in the case of mcdonalds.com), their username and a number of other statistics.

You can find some interesting information by going to https://www.facebook.com/competitorsname/likes, e.g. https://www.facebook.com/McDonaldsUK/likes tells you the number of likes on a day-by-day basis. It also tells you that McDonalds UK’s most engaged fans are Londoners aged from 18-24.

The next area to look at is what your competitors’ fans are writing on their Facebook wall. Go to their Timeline page, and scroll down the left sidebar until you come to the Posts to Page section. Click on that. You will now have a page of the most recent posts made by the visitors to their site.

Read these comments. What do their fans like about them? What can you do to emulate the things that they are doing successfully?

Just as importantly, what are these people complaining about? On the day I looked at the McDonalds UK page, there were fans complaining that most of the vouchers they were given were years out of date. Immediately you know of something to watch out for yourself. There were also many other complaints about poor service and even dishonesty by a particular branch. While there is obviously not any proven veracity as to the truth of some of the complaints, it is still a good guide as to public feelings about your competitor’s performance.

You can learn a lot from how your competitors respond to the complaints, either from the good techniques they use or the bad ones. Notably, the McDonalds technique was to not respond at all.

You can learn more information about your competitors’ Facebook pages (as well as interesting and useful statistics about your own page) by subscribing to Fanpage Karma. There is a 14 day free subscription option if you only want to use it once to get basic information. It can tell you what kind of posts attract fans and encourage engagement, e.g. do the fans react best to pictures, links, videos or offers etc. In the case of McDonalds you discover that they only post pictures. Fanpage Karma also shows you statistics about what days result in the best interactions. Clearly the most successful McDonalds posts are made on Fridays. This does suggest that if McDonalds was your competitor, you should be making Friday posts.

You can use the History and Benchmarking tab within Facebook Karma to see what kinds of posts have done well for your competitor. Maybe you could benefit from producing more posts like those with high engagement. While you are on that page you can see who the top influencers are, and you can look to see why they have been successful. At the time of writing the most successful food and beverages page is actually the Starbucks one. Make certain to record these successful competitors’ ID numbers, which you can use when targeting your Facebook advertising.

Targeting Your Facebook Advertising

One way that you can really target your competitors is by targeting your advertising towards the people who like your competitors’ pages. You can even design ads that focus on the problems that you have seen mentioned on your competitors’ pages. For example, a UK fast food restaurant, could make a point of advertising how they do not hand out dated vouchers.

Facebook_News_Feed_adWhen you set up your Facebook ad it is recommended that you use the Power Editor option. This gives you a number of choices to help you specifically target your ads. If you click on Ads, then Audience and scroll down you will find a section on Demographics. Within that you will find a section on Internet Behaviours and Categories. To target your competitors’ pages, search for them by name in the Interests section. So, for example our fast food restaurant would target their ads at people who list McDonalds as their interest. While you are at it, you may find that it might be a good idea to choose to target a Lookalike Audience for your existing fan base in the Audiences section.

If your competitor is too small to appear in the Interests field, you can at least target the same demographic. As McDonalds UK targets 18-24 year-old Londoners our fast food restaurant could also target the same group.

It is no longer easy to get specific lists of your competitors’ supporters. Facebook have made it clear that you breach their conditions if you try. There used to be quite a few applications that would strip out for you the I.D. codes of the people visiting your competitor’s Facebook pages. There is no longer an easy way to do this. However if you do your homework and follow the techniques I have outlined you should be able to focus on your competitors’ fans with your targeted advertising dollars and promotion, combined of course with high quality appropriate content on your own page.

sofa

Matt

October 8th, 2014.

Great Content Used on eCommerce Product Pages

Creating a high quality product page requires a combination of many different elements. From the content to the layout, a good product page must combine functionality, optimisation and high quality copy.

Presenting your product pages in a way that is useful for both search engines and customers is incredibly important. Many different elements are involved in creating a website that prompts customer action and increases conversion rates.

Cross-Selling

newlookCross selling is a technique that involves suggesting or recommending products that are similar to the one that the customer is already viewing. For example, when a customer on a furniture website is looking at a sofa, the website may recommend an ottoman, by placing a link to that product somewhere on the same page.

Statistics show that cross-selling increases conversion rates by 3%. It also improves the overall ease-of-use of your site, increases the average value of each order, and provides more visibility to your website’s overall range of products.

Example: New Look

Click on any product on fashion retailer New Look’s website and you’ll not only be presented with great high quality imagery for that product, but also other complimentary items. New Look gets cross-selling right in their “You May Like” sidebar. The complimentary products are prominent, but small enough for the main product to still be the primary focus.

Effective Copy

Effective content is, arguably, one of the most important aspects of creating a high quality eCommerce site. In fact, 60% of consumers buy a product after they’ve read content about it.

panGood copy cannot only increase your conversion rate, but it can also help your site’s search engine ranking. If you want to increase conversion rates, you must have an engaging product description written for every product on your site.

It should not only include the dimensions and specifications of a product, but it should also tell the reader why they should make a purchase. It should let them know what makes this product unique.

Example: William Sonoma Steel Grill Fry Pan

When it comes to product descriptions, William Sonoma gets it right. The product description for their Steel Grill Fry Pan combines all the elements of a good product description. It uses adjectives carefully, and cleverly, and provides the reader with information about the product in an interesting and engaging way.

Subtle Use of Keywords

Search engine optimisation is as important as ever for online businesses. B2B statistics show that SEO leads have a close rate of 14.6%, while traditional leads, such as print advertising, only have a close rate of 1.7%

johnlewisImplementing effective SEO on-page elements can drive traffic to your website, and place it at the top of the search engine results. Search engine rankings are important for your site. According to statistics, 75% of consumers never scroll past the first page of search engine results. If you can get your site higher up in the search engine results, using SEO, it can have a massive effect on your conversion rates.

Example: John Lewis

Using both generic and brand phrases such as Adidas and football trainers, as well as longer tail descriptive keywords like black, white and mens in a way that reads naturally, and actually adds value to the copy and covers longer tail search phrases, John Lewis is a prime example of how SEO can be used effectively. There is also a good amount of descriptive text on the product page that will help the product rank for a wider range of long-tail phrases.

Customer Reviews

bootsProduct copy is one of the most important aspects of a good eCommerce website, but potential customers often want the opinions of “real” people. Allowing customers to leave reviews on your site can increase your conversion rate. Statistics show that 70% of consumers check with reviews before making a purchase.

Example: Boots

Pharmacy, and cosmetic company, Boots allow their customers to leave reviews on products. You can even sort products by customer rating, using the “Top Rated” search criteria.

High Quality Imagery

sofaPhotographs are a huge selling point for eCommerce sites. High quality imagery makes the shopping experience for your customers better overall. It gives the customer more information about the product, which words simply can’t convey.

To increase your conversion rate, offer controllable 360 degree views, photos with products on their own and in use, close-ups and views from multiple angles and perspectives. It’s also ideal to use images that are on the larger scale, rather than small images, as these can increase conversion rates by 9%, according to statistics.

Example: Sofa.com

Sofa.com is a fantastic example of how high quality imagery can be used to enhance customer experience. Large, high quality photos, and 360 degree product views, make the viewing experience a delight for the consumer.

Utilise Extras Like Video

Video offers a number of benefits. It increases overall user experience, and provides a fresh insight into the product. Most, importantly, however, videos can increase your conversion rate. Statistics show that consumers that watch a video about a product are 64% more likely to make a purchase.

Clear CTA

While cross-selling, email capture forms, copy, high quality imagery, and videos are all important for increasing your conversion rates, you don’t want to overcrowd your product pages. You want the focus of each page to be on the product, and on purchasing the said product. So make sure that you have a clear call to action on your site.

Responsive Optimized Web Design

Nowadays, consumers not only shop for goods on a PC, but they also use laptops, smartphones, and tablets. Providing your consumers with a high quality experience on your sites, across multiple devices can improve conversion rates and ROI.

A consumer shopping from their phone doesn’t want to have to scroll across the page. A responsive web design makes a website viewable from multiple devices, without the consumer having to resize the page or scroll across.

Example: Cotswold Outdoor

Whether you are shopping from your laptop, or your phone, the Cotswold Outdoor looks great. A fantastic example of a responsive optimized site, you can view this website on any device, without having to scroll, scale or zoom.

speed

Matt

October 3rd, 2014.

A Guide To Improving Your Page Load Speeds

Many businesses may think that page load speeds are not very important, and why would they? Most of us these days have super fast conversion-rate-page-load-timebroadband Internet, fibre optic is being rolled out and 4G provides users with speedy mobile Internet. So what does it matter if a webpage takes 0.5 milliseconds longer to load than others? Well for one, Google takes into consideration page loads speeds, and will rank websites with faster load speeds higher in their search rankings. Major ecommerce giant Amazon, reported in 2006 that for each 100 milliseconds they speeded up their page load speeds, directly correlated in a 1% increase in overall sales. Interested now? We thought so, here are 11 ways to improve your websites page load speeds.

1. Use a Content Delivery Network (CDN)

A CDN (such as Cloudflare) works by placing your files across several different servers around the world. For example, when you get a visitor from Brazil, they will download your website files from a sever that’s closest to them. Using a CDN can reduce as much as 60% bandwidth and greatly minimises the number of requests visitors make to your site. Using a CDN also helps your website become less susceptible to DDoS attacks, as files are distributed over several locations

2. Compress your images

Images are a major factor when it comes to page load speeds. There are several ways to compress images without comprising quality, for WordPress users we suggest downloading the Smush.it plugin. This will automatically reduce the size of every image on your site without distorting the visual appearance. Also, before uploading images to your server ensure that they are compressed as much as possible using a free programme like Irfanview

3. Spring clean your database

A problem with website platforms such as WordPress, is the size of your database can become very big in a small amount of time. Once you start making post revisions, adding plugins and extra widgets, your database can become a big drain on your server resources. Depending on the platform you use, there’s several ways to reduce the size of your database, from manually deleting files you don’t need, to downloading plugins that do all the hard work for you.

4. Compress your website

We mentioned the benefits of compressing images, but all your other files eat bandwidth too. Using server compression applications such as Gzip, will speed up page loads speeds by compressing all your website files into smaller compressed files. Hor hosting company should be able to install this very easily.

5. Don’t let others hotlink your images

‘Hot linking’ an image is when another website uses your image on their website, that’s sourced back to your website database. This results in bandwidth being taken for free by other websites for your images. There’s certain plugins you can use to stop this in WordPress, or by adding code to stops others from hot linking your pictures.

6. Sort out your broken links

Going through your website and fixing all 404 errors and broken links not only helps your site save bandwidth, but improves your Google performance and improves your visitor experience. If you site has many broken links, users are much more likely to leave your site, check your Google Webmaster Tools to see if you have any broken links or errors  and fix them. Alternatively, download the Broken Link Checker plugin on WordPress. Fix your links and watch not only your bounce rate fall, but your site speed up.

7. Is your code best practice?

If you hired a coder to create your website, did they use the best coding practices? It’s quite possible to have two identical websites that both look and respond the same, while being created from two different blocks of code. Using as little coding as possible is a sure fire way to improve page load speeds and reduce overall file sizes. If you’re not a coding expert, and chances are you’re not, ask someone who is to quickly look over your code and ask them what they think.

8. Ask Google

Google offers many amazing free tools you can use for your website, one of them being PageSpeed Insights. Simply enter the URL of your website and hit analyse. Once complete, Google will give you feedback on how your website loads up on desktop and mobile devices, and what further action you can take to help speed up your site.

9. Enable browser caching

Browser caching is an awesome tool all website owners should use, it work by allowing your previous visitors to save your sites commonly usee files on their local machine. So the next time they visit your site, they can access the files directly from their computer without having to make another HTTP request to your sever. Perfect!

10. Reduce your plugins

Less is more when it comes to installing plugins on your site. The more you have the slower your site becomes, and the more problems and security threats you open yourself up for. Any plugin you don’t require or no longer use, delete them. If you have a feeling a particular plugin is reducing the page load speed of your website, deactivate it and run a speed test to see whether it was slowing down your site. You might be surprised to see how much damage one small plugin can do to the page load speed of websites.

11. Use a faster web host

Not all web hosting companies provide the same quality service, depending on who you use, makes a tremendous impact on your website speed and performance. Popular budget host providers are names to avoid if your website drums up a lot of daily traffic.

Page-Load07Further Tools to check your website performance

Along with using Google PageSpeeds, there are several other free tools to check your website performance, they include:

Pingdom – is a great free tool that allows you to test the speed of your website, and monitor how quickly users can download files from your site.

Which Loads Fastercompares two sites against each other to see which one loads faster. It’s best used to compare your site with your competitors to see where you are falling behind.

WebPageTestallows you to check the speed of your site from several locations around the world. Users can create simple tests from testing page load speeds to video capture and visual comparisons.

Web Page Analyser – works very much like PageSpeed Insights in that it measures the speed of your website and gives you advice and tips on how to improve performance and efficiency.   As it stands today, around 48% of all Internet users come from mobile and tablet devices. The need to reduce file sizes and increase page load speeds is increasingly important. if your site takes too long to load, users will click back and head on over to your competitors.

Follow our 11 tips today and watch your page load speeds become faster than ever before.

Use the free tools listed in this article to test the speed and performance of your website. After making the 11 changes, run the tools again and let us know how your website got on in the comments below.

GoogleTrusted-img

Matt

October 1st, 2014.

Google Trusted Stores Now Open In The UK

In 2012, Google launched its Trusted Stores program in the USA. Now, the search engine has opened the program to UK retailers, aimed at creating a better shopping experience for both consumers and eCommerce websites.

What is Google Trusted Stores?

Google Trusted Stores is a program that is beneficial to both consumers and eCommerce sites. With the Google Trusted Stores program, retailers that meet certain criteria get a Trusted Stores badge, which displays on their site, and on paid search engine results. This badge allows stores to show they offer fantastic customer service and consistent, on-time deliveries.

gts

 

Benefits to Consumers

The Trusted Stores Program benefits consumers in a number of ways. As online stores have to meet strict criteria to join the program, consumers are able to shop with more confidence. Online, there are thousands of stores for consumers to choose from, and often, consumers don’t know which ones are going to provide them with the best shopping experience.

When a consumer sees the trusted stores symbol on a store, it differentiates that site from others. It allows shoppers to more easily identify stores that offer a high quality shopping experience. Merchants with the badge will also offer free purchase protection from Google.

Benefits to Businesses

For retailers, the program can be highly beneficial. It provides merchants with the chance to differentiate themselves from their competitors. The Trusted Stores badge immediately makes a store stand out.

For example, a person searching for a floor lamp on Google will see an abundance of stores. However, if they see one store is displaying a badge, they are most likely to visit that particular store.  This increased level of visibility will attract more customers, and therefore, increase sales and conversion rates.

Most importantly, however, the objective data offered to consumers through the program can drastically increase a store’s customer base. When a consumer places an order with a site, they want to know that it offers a good shopping experience. The Trusted Stores Badge provides consumers with more objective information on a store’s quality level.

When a consumer hovers their mouse over the badge, they will see a report card. This card offers information on a store’s customer services and shipping reliability. Also, it will display overall data on the store, such as returns, delivery times, email response times and the overall shopping experience. This data is collected through an independent shopping evaluation company called StellaService. With this symbol, the consumer is given an objective review of the site, and will be more likely to purchase with that store.

Applying: Who should Apply and How to Apply

Stores can apply to the Google Trusted Stores program, only if they meet certain eligibility criteria.

  • Process a Certain Number of Orders: Your site must consistently process at least two- hundred orders, over twenty-eight days to be eligible.
  • Use Shipping Tracking Numbers: On the majority of the orders your site ships, you must use shipment tracking numbers. This is so Google is able to see how quickly your shipments were delivered, and how many were delivered.
  • Cannot Sell Restricted Items: If your website sells any restricted items, such as tobacco, weapons, and certain pharmaceuticals, it won’t be eligible for the Google Trusted Stores Program
  • Must Offer Reasons for CancellationsIf your site becomes part of the Trusted Stores program, it must provide reasons for cancellations. When an order status changes to cancelled, you will be taken to a pop-up screen. On this screen, you will have to state the reason for the cancellation. In order to keep your Google cancellation feed up to date, you have to enter this data.
  • Deal with Customer Escalations Promptly: If a customer is not happy with one of your employees, and wants to talk to someone in a higher position, this issue must be resolved within one working day.
  • Use a Custom Domain and Have an SSL Certificate: Your website must have its own custom domain, and have an SSL certificate to participate in the Google Trusted Stores program.

Launching in the UK, the Google Trusted Stores program is sure to have a big impact on eCommerce and paid search, and  may helpincrease conversion rates for many stores.

Google-Local

Matt

March 25th, 2014.

A Beginners Guide to Google Local Listings – How to Get Listed and Ranked

For many small business owners, online marketing is a vital component of the marketing mix, and thankfully in my experience; this is something that most small business owners will know very well. And while there are a lot of ways to get noticed on the internet, the best way to get online attention has always been Google. Because of Google’s ever-reaching virtual arm, a business owner would be advised take advantage of the local-business focused Google Places.

Google Places is a great tool for any locally focused business, and it’s also free and easy to set up. This post is going to show you exactly how to get your business listed on Google Places and it’s going to take you through the all-important task of getting ranked.

Setting Up Your Account and Getting Listed

Before we get to optimisation, I’m going to take you step by step through getting your business actually listed on Google Places. This process is fairly straightforward and the initial setup should take no more than an hour.

Step 1 – Create a Google Account for Your Business

To start with the very basics, you are going to need a google account for your business. You probably already have a personal google account, but it is advisable to make one specifically for your business. The reason for this is that there is a chance that an employee will manage your listing at some point, and you probably won’t want them on your personal account. This is also convenient if your business does ever switch hands in the future. It’s best to keep your business account easy to remember, and most people will simply put their business name @gmail.com.

Step 2 – Claim Your Business as Yours

google_placesIf your business Gmail account is good to go then you can now claim your business and get it listed. Now you’ll need to go to the Google Places homepage and click Get Started. Click “Get your business found on Google” and now you’re off to the races. Since this is your first time listing a business under your business account you will have to search for the business by your country and phone number. It is important that you use the businesses landline for this search or google won’t recognise the business (this is because of the integration with google maps).

When you search for your business Google will either find your business and show you basic information (usually pulled from directory sources such as Yell) or it will take you to the next step that we’ll cover. If it does have you listed already then still don’t worry because you will be able to edit and add more information about your business. At this point your business is being claimed as yours and you will now move on to the biggest part of this guide.

Step 3 – Edit Your Listing

Now you are in control of your listing and you can get started on entering all of the details of your business. Google will want you to be very specific and you should prepare yourself because there is quite a lot of information to be entered now. We’re going to touch on each area now and give you a good idea of how to efficiently do each section.

Basic Information

google-local-10-packBasic Information is where you’ll input all of the, you guessed it, basics of your business. This section is fairly easy to understand, but it is also very important for your listing. These are the categories that your listing must have, straight from Google:

  • Country
  • Company Name
  • Address
  • City, County, Postcode
  • Main Phone Number

While the fields are pretty self-explanatory it is important to note that consistency is key here. Google wants to trust your business and it wants to make things simple for the consumer, so it is very important that you enter everything here consistently with how you’ve used it in the past. Look at other websites that your business is on, such as FreeIndex or Qype, and make sure that every detail is identical. It really helps to nitpick here because even minute things like using St. instead of Street can make a difference to Google.

The business description in Basic Information is also a very important part of your listing. This is your time to shine and make your business look good (all in 200 characters or less), so you should think of it as something that you would feature on your own business website. Use keywords here and make sure to target the description to your ideal consumers.

Service Areas and Location Settings Areas

In this area you will be asked if your business is in one location or if it is in multiple locations. If your business doesn’t do deliveries or outside business of any kind then select that option and you’re done. If your business does operate in multiple locations then you will have to determine an area of service. For this option you can either provide a distance from your location or list the cities/areas that you want to be listed in. Both options have their advantages and it will really depend on your type of business.

Hours of Operation and Payment Options

This section is again pretty straightforward. Google will pull the information from your company website if you don’t enter it, but it is best to be in control of the information and avoid any errors. Completely filling everything out will also help to build on your reputation with Google and make you look more trustworthy.

Images/Photos

Photos are a very important part of your listing and they should definitely be included. Pictures will make your business look more attractive to potential customers and it will also make you look more professional and trustworthy to Google. There is a limit of 10 pictures so be sure to use the best pictures possible with you limited slots. It’s also a very good idea to use your most important pictures first, so that customers see the good ones even if they don’t look through all of them. The pictures that you should use include:

  • Company logo
  • Images of your employees at your business
  • Pictures of your products
  • Pictures of the business itself

Videos

Videos aren’t exactly necessary in your listing, but they definitely won’t hurt. Every little thing still builds credibility and makes you look more trustworthy.

Additional Details

It might be tempting to put keywords and extra marketing in this section, but that would be a very bad idea. The best use of this area is to put additional details only, things similar to the examples that Google offers (brands carried, parking). You can use your keywords in the other sections, but reserve this area only for important details that didn’t fit in the other areas.

Step 4 – Verify Your Google Places Listing

You are almost done now, but you still to verify with google that you do actually own your business before you can take full control of your listing. There are two options for verifying your listing, and these options are phone verification and mail verification. Mail verification can take 2-3 weeks so as long as the option is available to you (which it will be in 99% of cases), you’ll want to use the phone option. Immediately after you choose the phone option your business line will receive an automated call from Google which will give you the 5 digit verification pin. Enter the pin and you will finally be ready to go on your listing.

Optimising Your Google Places Listing

Now you and your business are all set up and verified on Google Places, but there are still some things that you can do to get the highest ranking possible on your listing. Being listed is all well and good, but this isn’t the same thing as being found.
A lot of the little tricks have been mentioned above, but I’m going to go through a few more good practices that will help to get your rankings up.

Maintain Your Google Places Listing

This might seem a bit obvious, but you will definitely want to keep up with your page and change any details if anything in your business changes. It’s also a good idea to check the analytics on your website and play with your listing until you get the optimum traffic from it.

Market Your Google Places Listing

It might seem redundant to market a marketing tool, but giving your listing some love really will make a big difference in the long run. To ensure that your Google Places listing gets the most attention possible you might want to consider these steps:

  • Encourage your customers to review your listing – use transactional emails and mailing lists for this.
  • Post updates on your Google Places page with things like coupons and discounts
  • Build up business reviews on other reviews services
  • Optimise your business website for Google

Utilise Citations to Improve Your Google Ranking

Citation-Image-1-LogosThe last thing that we’re going to touch on which will really help your ranking is the all important tool of citations. Google loves to see you being mentioned on other websites, and having a good list of third party citations is one of the best things that you can do to improve your local ranking. There are countless services that list local businesses, and getting yours on just a few of these (but especially the right ones) will endlessly help you in your pursuit of getting noticed by customers. LocalVisibilitySystem is a great starting point to see the types of websites that you should be getting your business listed on.

I have also put-together a useful list of the top local citation sources that are used by Google.

The Excel Spreadsheet can be downloaded from here

UKLocalCitations

The above tips will all help your business not only get listed on Google Places, but will also help you actually be seen. If you follow these steps and always keep your Google listing in mind then you will start to find that it is an excellent source of well-targeted local customers.

LASTLY – you can of course ask your SEO agency to do ensure you have your Local SEO done right.  Please see how Datadial can help you by clicking here.

 

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Matt

February 13th, 2014.

(Another) New EU Directive: Will it Inhibit or Enhance Online UK Retail?

A new EU directive has made its way into UK law.

The purpose of this new legislation is to both increase customer rights when buying online, and make expectations of customers more consistent across the European Union, thereby increasing cross-border trade through online stores.

We all remember the cookie fiasco of 2011, the last major attempt at enhancing the rights of the internet user. The UK government not only failed to enforce it, but even to comply to their own law. Due to strong resistance and powerful arguments against the law, it was revoked in 2013.

Will this new push for user’s rights follow a similar fate?

10 Second Summary

To make customer rights more uniform across Europe via:

  • Increased minimum cancellation period

  • Obligatory refunds within this period

To increase customer rights by:

  • Forbidding auto-ticked checkboxes

  • Using clearer, less attractive language on the ‘Buy’ button

There are many other changes to be made in response to this directive, but the above represent the parts of the legislation most likely to affect online retailers in a big way.

When Will This Affect Us?

The law is set to come into effect in the UK on the 13th of June, 2014.

Some things are likely to need changing before this date rolls around. We’ll need to retrain our staff in regards to dealing with returns, cancellations, refunds, and customer service in general.

Terms and conditions will also be affected, as well as the code responsible for auto-ticked checkboxes, and the text for the ‘Buy Now’ button is going to get a little uglier, I’m afraid. Let’s get into specifics.

Shall I Click “Buy”, or “Order With Obligation To Pay”?

agt-buy-buttonWords like “buy”, “confirm” or “place order” are now apparently too vague and open to interpretation to describe the button that leads to payment.

“Order with obligation to pay” is the phrase our customers now have to read and agree to before buying from us.

One of the biggest arguments against the old cookie law was that it put other countries, particularly the US, at a significant advantage, since their websites didn’t include pop-ups which, to those that don’t know what cookies are, looked like a request to infringe on their privacy.

The buy button thankfully occurs a lot further in the buying process, and is likely to have less of an impact.

Sales may be lost, however, and they are not sales that depended on people not knowing what they were clicking on. It’s a wonder why this was deemed as a necessary change.

Be_zhNZIgAAEonG

Credit: Chris Lake @Lakey

If the cookie law was a reaction against the thought of websites tracking our movements, is the buy button law a reaction against the thought of the 1-Click button?

We can deviate a little from their suggested script, as long as it remains explicitly clear that by clicking the button they are entering into a contractual agreement that ends in payment. Clearly, it’s up to us to interpret this detail to a degree.

Whatever the case, the change to buy buttons is just one part of this legislation.

Say Goodbye to the Presumptuous Tick Box

When a page loads, any checkboxes that relate to a add-on service must be un-ticked.

checkboxFrom July onwards, if you want your customers to sign up to your newsletter or add some extra insurance cover to their purchase, you’ll have to make the prospect compelling enough to have them tick it themselves.

Most customers have now been trained through experience to look for checkboxes they have to opt out of before clicking confirm. No, it doesn’t build goodwill for a brand, but it still goes on. You can see how this is in the same line of thought as the buy button changes, the difference being that these checkbox changes are likely to be a genuine improvement in the buying experience.

Adopt a German Attitude Towards Refunds

The “right to cancel period” will be expanded from a minimum of 7 working days to 14.

This is to align the rights of customers buying from a UK retailer with those of customers buying from other EU countries, such as Germany, who already enforce a 14 day right to cancel period.

Refunds for products will be obligatory within the right to cancel period, on the condition that the product is returned with its value undiminished by carelessness. Even if the customer has cancelled, the retailer can withhold refund payment until the product is properly returned, which most of us will agree is fair enough.

It seems that these changes to refund policies are weighted to be fair to both parties, but they will require some attention be paid to our terms and conditions before enforcement comes into play in July.

The benefit is a consistent customer experience across Europe, which should result in more cross-trade online, and a wider reach for small UK retailers that don’t have the budget to expand operations overseas in a physical capacity.

How Do We Protect Ourselves from Prosecution?

If you’re hoping for a similarly lax enforcement practice as we saw with the cookie law, you’re in good company. Perhaps a revision to the surprising buy button policy will occur in time, but until then, any UK business owner who acquires sales online will be at risk of prosecution without making the necessary changes.

You can read the official document here (PDF), which includes model cancellation forms and detailed descriptions of policies we’ve covered here.

The most visible loose ends we will need to tie up are the buy buttons at the end of our buying sequences, the add-on checkboxes that appear at the same stage, the statements made in our terms and conditions (even if it is only the enforcers who will read them), and the wording of any relevant forms available to our customers.

Be sure to educate yourselves and your staff on all the relevant changes. There are many others included in the document above, including changes to content classification, and to information available through customer support helplines.

 

online-review1

Matt

January 29th, 2014.

How Online Reviews Can Make or Break Your Business

Your customer is staring at the screen, hovering over your buy button, and they can’t shake the feeling that they might be about to waste their money.

Finally, their cursor slips back to Google, where they throw “…reviews” at the end of the search query. They don’t come across anyone talking about your product, but instead find few about a competitor.

If people can’t find what others are saying about your product or service, then this scenario is a daily reality for your would-be customers.

Traditional advertising is losing its advantage. People have always trusted their friends’ opinion, and now, just about anyone can be your customers’ friend online.

As consumers we’re predisposed to respond to recommendations, rather than promotions. We trust honesty, skeptical of sales copy. Above all, we want be convinced by people like us to give in to our temptations.

If someone is considering handing money over to you, it means they’re tempted. They will look for reasons to buy.

All you have to do is give them reasons they feel they can trust, which means they can’t come from you.

The Secrets To A Lucrative Review Campaign

Review campaigns are efficient converters if done correctly.

In order to translate into increases in sales, they need to be optimised in four ways

  1. Schema Markup
  2. Persuasion
  3. 3rd Party Reach
  4. Reputation Management

Let’s look at each of these in more detail.

1. Schema Markup: Make Your Reviews Impossible for Google to Ignore

People don’t link to reviews, so how are we supposed to get ours some visibility in the search results?

Schema markup and social signals are all the search engines really have to go by.

We’re covering social signals in section two, so here’s an overview of what you need to know to have your reviews indexed and properly organised to make them accessible to search engines.

Schema.org markup is the metadata convention that the major search engines (Google, Bing, and Yahoo!), agreed to use as the standard way to make web content more accessable to them.

Implemented properly, it makes sense of, and helps to organise structured data structured data.

The Markup

Use the “itemscope” attribute in a <div> tag to tell the bots that everything in this division is about one particular “thing”, which you’re about to specify.

<div itemscope> </div>

Use the “itemtype” attribute to link to Schema’s page about reviews, telling the search bots where you’re getting your markup from. This leaves it looking like this:

<div itemscope itemtype=“http://schema.org/Review”> </div>

Finally, add an “itemprop” attribute to this tag, and every other tag within it that you want the machines to understand. The itemprop name for a review is simply “review”, so our division ends up like this:

<div itemprop=”review” itemscope itemtype=“http://schema.org/Review”> </div>

Let’s look at an example taken from the Schema.org webpage on reviews.

Example Review

Webpage Text:

5 stars – “A masterpiece of literature”

by John Doe. Written on May 4, 2006

I really enjoyed this book. It captures the essential challenges people face as they try to make sense of their lives and grow to adulthood.

Schema Markup:

<div itemprop=”review” itemscope itemtype=”http://schema.org/Review”>

 <span itemprop=”reviewRating”>5</span> stars -

 <b>”<span itemprop=”name”>A masterpiece of literature</span>” </b>

 by <span itemprop=”author”>John Doe</span>,

 Written on <meta itemprop=”datePublished” content=”2006-05-04″>May 4, 2006

 <span itemprop=”reviewBody”>I really enjoyed this book. It captures the essential

 challenge people face as they try make sense of their lives and grow to adulthood.</span>

</div>

You can go further into the world of Schema.org markup and make full use of all the attributes and properties that it offers you, but the above is all you need to get started and to label the essential elements of a review in a way the search engines will understand.

If it’s all a bit daunting there are a few markup generators out there which you might want to try-out.

reviewA bit of Schema markup makes your reviews stand-out in the search results. Searchers prefer to click on links that have a picture and/or a line of stars next to them which will have a huge impact on your click-through-rates. If you’re running ads in Google Adwords, why not give your landing page every advantage it can get?

2. Persuasion: Turn Customers into Spokespeople

Ask and you’ll receive.

Companies are constantly leaving opportunity on the table when it comes to reviews. It’s anyone’s guess as to why, considering how easy it is to tap this resource. Take this chance to get an edge.

There a a few ways to go about it:

Follow up email. You have your customers’ email addresses, so make use of them. Make it a simple one-click-at-a-time process, perhaps with the words, “Are you satisfied with our service?” and a binary option below, which opens up a fast-loading page with the words “…almost done.” at the top, and a single extra box to fill in a quick reason for their answer. Don’t ask your customers to fill out a survey. Most people imagine they’ll be committed to pages of questions.

Calls to Action. Where would it be appropriate in your site to ask for a review? Perhaps at the end of a tutorial blog post that helps your customers solve a common problem? Blog comments are better than nothing, but perhaps it’s worth directing people’s attention to something a little higher in return.

Social Media. People like to talk. And nowhere do they talk more online than on social media sites. On-site reviewing presents a mental barrier. The customer isn’t used to your domain, or your interface. It’s new and scary. But they’ll turn around to tweet in the next moment without hesitation. There is opportunity in the connection you have with the social web, and exploiting it can be as easy as tweeting, “Tell us what you think.” Consider having a section of your site that displays the best tweets you’ve ever received.

Incentivise. Asking nicely works on some people. Others need a little more of a push. Stay well away from gifts that could be construed as paying for reviews (i.e. discounts on future purchases), as this will discredit the reviews that you do manage to get. We’ve been trained to be suspicious of internet content at the best of times, so do everything you can to maintain trust. A good alternative is to offer a prize draw, or to donate to a cause. Any kind of incentive is risky to your reputation with not-yet-customers, so to be safe keep these offers to follow up emails and make it very clear that the incentive doesn’t depend on whether the review is positive or negative.

3. 3rd Party Reach: Have Spokespeople Everywhere Online

Google-Places_reviewsThe most powerful place to have positive reviews is on 3rd party sites.

72% of consumers trust online reviews as much as personal recommendations, as long as they find them on an impartial review site such as Reevoo or Epinions, or on the marketplace site where they reached your brand, such as Amazon or Google Checkout.

Google Shopping seller ratings are aggregates of ratings pooled together from all relevant review sites on the web, including reviews left on your own site, so long as you’ve implemented Schema markup properly (see above).

While social media can be powerful, the highest return on time investment will always be spent on the sites where people go specifically to talk about products and services, and to either persuade or dissuade others from using yours.

Enter into these targeted conversations and take an active role.

Answer people’s questions or deal affectively and professionally with concerns that are raised, and don’t be shy about linking to pages that list your product or service. Remember, 3rd party reviews are seen as more trustworthy, so encourage them!

4. Reputation Management: Use Everything to Your Advantage

A bad review will help you.

Consumers who go out of there way to read bad reviews are 67% more likely to convert than the average shopper, and 30% suspect censorship when there are no negative reviews to be found. I know I fall into that category.

A caveat to this is that if the majority of reviews are negative, the impact is of course to deter most potential customers. There is a balance.

In order to strike it, we need to manage our online reputations by tackling negative reviews head on. Listen to what’s being said, as the feedback alone can be invaluable. To stay completely on top of it, keep a spreadsheet of negative reviews. This way, you can search and compare what customers wish were different. See what’s cropping up repeatedly, and if it’s clear something needs to change, you can now allocate resources to solving a problem that you can be sure will boost your business in the future.

 

google-tax-1200x800

Matt

December 17th, 2013.

Good Guy Google – Nine Awesome Things Google Have Done That You Didn’t Even Know About

Love them or hate them, almost all of us these days use Google as our default search engine, and for increasingly other services beyond that, from email to analytics, document storage to translation. Some strange few even use their social media offerings.

But are Google ‘good’ as a company? There is plenty of deserved criticism surrounding privacy and tax avoidance amongst other things. supposedly Google still work on the simple premise of ‘Don’t be evil’, although many would claim that this ethos went out of the window a long time ago. Even Eric Schmidt has since come out and said that the claim was stupid.

However, Google do do a lot of ‘good’. Here are ten of the best examples of ‘good guy Google’, and of the search engine giant doing things that, while not driving their profits higher, help to benefit – potentially – all of mankind. And no, this isn’t a paid Google post..

Google.org

Google.org is perhaps the best example of Google doing good, as it exists purely to develop technology with a positive social impact.

Google-Flu-2013-France2Projects range from Google’s role in advertising and coordinating crisis response efforts, to heavily subsidised (or free) versions of Google’s commercial products for use by non-profit organisations.

Most impressive of all, however, are the Dengue and Flu Trends services, which detect the earliest indications of an outbreak of flu or dengue fever based on the number of people searching for symptoms and treatments.

These can predict epidemics even before doctors have noticed a significant increase in patients presenting with the relevant symptoms, allowing production of the right medicines and vaccines to be scaled up in preparation.

Googling ‘Suicide’

Search for ‘suicide‘ and you might expect the usual helplines and support services for your country or location to be among the top results anyway.

However, Google go further than that – in the UK, you’ll receive a specific message (which, admittedly, still appears below rather than above the sponsored links) telling you to call the Samaritans for help.

In the US, you’ll be presented with an equivalent message for the National Suicide Prevention Lifeline, while in either country, the organic and sponsored results alike are packed with organisations who can offer advice and support to those going through troubled times.

Breaking Boundaries

Perhaps more than any other big brand, Google work to open doors – figuratively speaking – in developing countries, in order to give people there access to information on as much a free a basis as possible.

The company itself is physically present in over 60 countries worldwide, and the majority of its search results are served to non-US customers.

Google Search itself is available in over 130 different languages, while Google Translate translations can be manually improved by international readers to give a better version of the text than is possible through automated translation.

This is helping to make every web page – regardless of its original language – accessible to web users worldwide, putting all countries and nationalities on a level footing in terms of their access to knowledge and information.

Google Doodles

google-steve-jobs-link-1317903191When Google’s homepage logo changed to a ‘Doodle’ – originally a stylised version of the logo that paid homage to a famous person born on that date, or some other such achievement – it used to be big news.

These days, Google Doodles appear much more often, and are much more complex, often involving some kind of game or other interaction.

However, they also serve to raise awareness of scientific achievements, independence days and cultural celebrations, helping to unite people all over the world every time they make a search.

In rare instances, Google will also add a text message below the main search box on their homepage – they did this, for example, as a mark of respect to Apple innovator Steve Jobs upon his death – and this is a further means by which they can raise awareness, as well as showing a little of their human side on what is otherwise a sleek corporate homepage.

The Return of Authorship

It’s worth taking a moment to look at some of the more recent ‘good things’ Google have done specifically for the way the web works.

For instance, since introducing their own Google+ social network, Google have made it possible for authors to effectively connect their work directly with their Google+ profile.

This in turn allows seasoned professionals to be given added significance in the search results by placing their author image alongside their work.

Supporting Journalism

The web has often been portrayed as the enemy of traditional journalism, with print news publications finding it difficult to compete with real-time ‘news’ via social networks, and to maintain editorial standards in the face of bloggers who are often not subjected to the same levels of scrutiny on grammar and spelling.

In February 2013 though, Google took the first plainly visible steps towards overcoming that (outside of simply carefully selecting the sources of content that are included in the Google News search index).

A total of eight students from 2,300 applicants were selected for fellowships at seven different organisations with links to journalism, from research centres and training facilities, to action groups that aim to protect investigative journalists while they carry out real-world research.

The response to the scheme was so great, Google had to extend the application review period by a full week, and received an application every two minutes on the last day of the deadline; the chosen students will also spend a week working at Google, and learn about how the worlds of journalism and technology can overlap in the years to come.

Safer Internet Day

Each year, on Safer Internet Day, Google make efforts to raise public awareness of online security – particularly among those users who might not be so experienced at using computers or searching from smartphone handsets.

The brand’s commitment to security is built into its products – Google Chrome automatically updates to apply any new security patches, while both Google Search and Gmail transmit data only via encrypted connections.

But its public awareness efforts go beyond automation, encouraging best practices among human users of its services, and of the kinds of technology on which those services are delivered.

In 2013, for instance, the Safer Internet Day campaign from Google focused on issues like locking and password-protecting PCs, laptops and mobile phones, to prevent unauthorised access.

Scrolls and Santa

In December 2012, Google made two announcements with close links to Christmas – one of which was a frivolous bit of fun, while the other was a major archaeological advance.

Google-Santa-Tracker-4-600x358Once again, the search engine ran its annual ‘Santa Tracker’ service, giving people worldwide the ability to “see where Santa’s headed next” on services like Google Earth, and on devices ranging from PCs and laptops with the Chrome browser installed, to Android-powered mobile devices.

Around the same time, Google unveiled the further digitisation of the Dead Sea Scrolls, putting 5,000 images of the scrolls online, and with detailed information for 900 individual manuscripts.

Google provided the storage for the data – which includes colour images at 1,215 dpi resolution, along with infrared scans – and added supporting information through Google Maps, their own imaging technologies, and even YouTube integration.

Whatever your religious beliefs (and that extends to non-religious beliefs like atheism too), Google strive to cater for cultures and communities of all kinds through these kinds of projects, whether they are academic in nature, or simply a fun way to celebrate an important date on the calendar.

Google Goats

goats2In 2009, Google stopped using noisy, air-polluting lawnmowers to clear the grass and brush from the hills around their Mountain View headquarters (a necessary task to reduce the risk of a grass fire close to the building).

They instead hired a herd of goats to come and eat their way across the hillside, clearing vegetation as they went.

‘Mowing’ using goats takes the company about a week each summer, and has the dual benefits of reducing carbon emissions while also naturally fertilising the land – and for approximately the same cost as using petrol-powered industrial mowers.

markenlogo_searchmetrics_0

Matt

July 18th, 2013.

Using Searchmetrics And VLookup For A Competitor Rankings Comparison Report

Searchmetrics is a brilliant SEO tool, the amount of insight that it gives on client and competitor sites is incredibly useful. One of my favourite reports, along with some manipulation in Excel is to run a quick rankings comparison report on your competitors so you can gain insight into what they’re ranking for, more importantly what they’re ranking for and you’re not, and also how your site matches-up a full range of industry keywords.

For this sample report I’m going to take a look at some of the bigger sites in the insurance sector.

http://www.aviva.co.uk
http://www.churchill.com
http://www.lv.com
http://www.morethan.com

Other good insurance companies do exist, along with quite a few terrible ones.

Run each domain through Searchmetrics and run a long-tail keyword report on each of the sites that you wish to compare.

Organic   Rankings   aviva.co.uk  Weekly    Searchmetrics Essentials

Export and download each of these reports.

Organic   Rankings   aviva.co.uk  Weekly    Searchmetrics Essentials2

 

In Excel create different sheets for each of the exports along with the first sheet which should be named ‘comparison’ this is where all of the magic happens and your data will be pulled-in.

sheets

Paste each sites data into onto it’s own sheet, as well as cumulatively into the ‘comparison’ sheet.

Then under Data > Remove Duplicates remove duplicated keywords on the ‘comparison’ sheet.

remove-duplicates

Then delete the  following columns in the ‘comparison’ sheet  – URL, Pos, Title, and Traffic Index. This should leave just Keyword, Search Volume and CPC.

Next add columns for each of the sites that you wish to compare. This should leave you with a sheet that looks something like this.

sheet

Then, using VLOOKUP you’ll need to pull the ranking data from the other sheets into the comparison sheet. So for example into Column C all of the rankings for Aviva will appear.

The formula you’ll need is =VLOOKUP(A:A,Aviva!A:G,3,0) The easiest way to generate this is to use the insert formula function,

function

Lookup value – Is the value that you’re looking up, in this case is column A, the keyword.
Table array – is the table you’re finding the value in, which is the Aviva sheet, so click in the table array entry field, then go to the Aviva sheet and highlight all of the columns.
Col index num – is the column with the data in that you wish to import, so column 3, the ranking position.
Range lookup – Enter FALSE or 0 here to find an exact match. This will cause #N/A to be returned if the site isn’t ranking for the keyword.

Repeat this for each site. And then expand the selection by dragging the corner of the box down to apply to each of the cells in the sheet.

expand

Tidy the sheet up by formatting as a table, and (hopefully) you should have something that looks like this.

final

If the #N/A results are annoying you can easily remove them by modifying the VLOOKUP formular from

=VLOOKUP(A:A,Aviva!A:G,3,0)

to

=IFERROR(VLOOKUP(A:A,Aviva!A:G,3,0),”-“)

You can also colour-code the rankings using conditional formatting.

endsheet

 

If you would like to download this example sheet I have added it here – CompetitorReport

 

 

daily-mailbullshit

Matt

April 3rd, 2013.

How the Daily Mail Became The Worlds Most Read Newspaper

Love it or hate it, the Daily Mail has always had the power to shock. With its daily obsessions over immigration and ‘human rights insanity’ to a determination to cover every tiny detail about the Royal family and celebrity stars, the paper has an almost equal share of critics and fans. Yet although this British national newspaper is not the biggest selling daily in the UK, never mind globally, it has been named as the biggest online news source in the world overtaking the New York Times (comScore, Feb 2012).

All the British national papers began their internet websites on a more or less equal footing in 2008. While the Times (in June 2010) decided to go down the route of paid subscription content, the Daily Mail and most of the other papers decided to monetise their websites through the use of paid advertising. The announced in June 2012 that they had become profitable for the first time.

However, the success of the newspaper’s online operations is set to continue growing. Guy Zitter, managing director of Mail Newspapers, told an industry conference in June that the advertising potential of the Mail Online was still “not even touching the sides”. Whilst advertising revenues are predicted to top £30m this year, two thirds of this still comes from the UK, whereas two third of the Mail Online’s audience lies elsewhere. – Four Media

For this strategy to work, they would have to be able to drive traffic to their websites in high volumes. Most of the newspapers translated their daily issues of the paper into online editions, using traditional journalism and headlines to create their websites. While this ensured that they kept their loyal readership, the websites were not able to maximize the attention of the search engines.

article-2142161-13051A43000005DC-148_634x334

Setting up a Dedicated Web Operation to Write up News

The Daily Mail from the start set up a separate web operation. Their homepage is made up of hundreds of stories, each clamouring to be read. The headlines read as summaries of the story, but they are also anchor text, a link that when clicked will lead the reader to the story. The story pages themselves are chock full of pictures, diagrams, commentary, YouTube clips, in fact anything that is vaguely relevant to the story. The links are designed to keep you reading and following other stories of interest on the Mail Online website, in the process maximizing their advertising revenue.

One section of the site that is deliberately written for the online version and doesn’t feature anywhere near as heavily in the print version is the celebrity news section. This is a deliberate ploy to target keyword with high search volumes as well as developing a loyal online readership around these topics. The popularity of the celebrity content is shown when looking at the directories on the site with the highest search visibility, with TV and showbiz capturing a larger share of visibility than news.

download
There is a column of abbreviated stories, small pictures and anchor-linked headlines down the right hand side of every page. This public hunger for celebrity stories has driven trending articles upwards for the Mail Online and they are regularly updated. They will rewrite and republish stories in real-time if the interest is there.

The content is refreshed at a fast rate. The web team receive the articles from the journalistic team and tweak them to suit the online readership. Articles are also gathered from other news websites and rewritten. This enables the team to put together a large amount of news stories quickly, cheaply, and optimise them for the website and publish them. A frequent criticism of this tactic is that journalistic integrity is often compromised, facts aren’t checked as there isn’t time, and often articles are closely plagiarised from other sources.

Picture21

 

Source: FourNewsletter

Developing News for the US Audience

A large part of the Mail’s success is based on their growing US readership. Dedicated journalistic web teams were set up in Los Angeles and New York. The website has a link to its US edition across the top tabs of the homepage. The Mail’s strategy drives a high volume of web traffic to the website by offering popular stories. Most news websites advertising revenue is driven by page views and the Mail’s success in encouraging visitors to click more links is instrumental in becoming the most widely read news website online. The Mail Online aims at the English speaking world and there is no shortage of potential readers.

Successful SEO Strategy

SEO strategy has played a large part in the website’s popularity. The mini-article type headlines are long tail keywords, researched and utilised for their popularity in the search engines.
In-depth articles help to maximise long-tail search visits, and the incorporation of images, diagrams and rich media help to encourage other sites to cite them as a source to develop their link profile.

Backlink History   Majestic SEO

But the website’s most successful manipulation of the web involves social media. The Mail Online wants to be the news website that everyone is talking about and often the tactics involved could be considered as linkbait, that art of creating something controversial that provokes debate by manipulating emotion.

Samantha Brick – Successful Linkbait?

Samantha Brick, one of the Mail’s regular journalists wrote an article entitled ‘Why Do Women Hate Me because I’m Beautiful’ in April 2012. During the following 24 hours, the article trended on Twitter, over 200k Facebook likes and received 1.5 million comments, most of them uncomplimentary.
At the time she was one of the most talked about women in the world. The Mail Online received backlinks from trusted and relevant sources including other national newspapers, Twitter, and many different blogs which included the Business Insider, The Huffington Post, Gawker and Buzzfeed amongst others. Overall the article helped to generate more than 4,000 links to the site. There was also a follow-up article with Samantha Brick in The Independent and TV and magazine interviews which followed.

In SEO terms, this kind of exposure is pure gold and the Mail Online gained a lot of attention. However many of the commentators were concerned at how deliberately the furore was created and maintained.

The Rush to Publish – The Mail Online’s Public Mistake

This need to be constantly at the forefront of trending articles can turn sour as the Mail Online found out when it tried to publish the results of the Amanda Knox trial appeal in October 2011. Two versions of the appeal story had been written up. The wrong story was published which stated that the appeal had been turned down when it had in fact succeeded. The story was only published as fact for 90 seconds, but it had been noticed and the Press Complaints Commission upheld a complaint about it, citing concerns about the accuracy of the reporting.

Several large blogs picked-up on the mistake and the rest of the national press picked it up as a story. However even when they get it wrong, people are still talking about the Mail Online, discussing it on Twitter and posting the links.

Success At The Expense Of Journalistic Integrity?

The Mail Online’s success has been due in no small part to its ability to understand that it was important to differentiate between the newspaper and online news markets and to ensure that each was correctly targeted.

It tempts visitors to stay and click on two or three pieces with its anchor-linked teaser headlines and most articles are commented on. A quick check of the website today and the lead story has already collected 1099 comments; another story further down has 50 comments, yet another 531 comments. The Daily Mirror on the same day has its highest number of comments as 18 on one article; the Sun has a story with 50 comments.

The Mail has a knack of getting its readers to participate and that is one of the secrets of its success.

The Mail Online is the most successful of the British newspapers to translate to online readership, but it has adapted its techniques to achieve its goal. Coincidentally, the Times website makes more revenue from its subscription service, but it serves only a fraction of the readership of Mail Online.

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