Category : Internet Marketing & SEO

M3 Publishing > Internet Marketing & SEO
28Dec
mobile phone - mobile websiteMobile Websites: Keep Up or Get Lost

Mobile Websites: Keep Up or Get Lost

To some, this may sound like a rather rude headline.  It is not meant to be.

It is actually meant to catch your attention and enable us to tell you about a subtle but important change from our friends at Google.

A recent statement from them about it’s ‘mobile first index‘ will soon start to have an impact on those businesses that are not keeping up with technology.

It is predicted that by the end of 2017, three quarters of all internet searches will be performed on a mobile device. This is why Google is changing the way it assesses websites – by keeping results not only relevant to the subject of the search, but to the actual device being used.

This means that any business that has not optimised or made their website more readable on a mobile device, is going to suffer when it comes to website results by becoming effectively hard to find or “lost” in the world of the web.

This statement from Google is what changes the situation for the, shall we say, old-fashioned websites – and there are plenty of them out there.

The critical phrase from Google reads:

 

“Our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site”

 

This set of algorithms will be referred to as their ‘Mobile First Index‘.

Businesses that are still displaying an out-of-date website MUST now change the way they look at website optimisation.

Going forward, they should also consider the ‘content‘ aspect of their website and the way it is set out for prospective visitors. These factors are equally important for both driving visitors and holding their attention on your web pages.

If you wish to stay out of the web wilderness, please call M3 Media Publishing on 0161 922 8571 or visit m3publishing.co.uk.

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26Jan
click rate from your websiteHow do you assess the value of a click?

How do you assess the value of a click?

I am occasionally asked why clicks are important to the search engines and if they can be evaluated, as part of a Internet marketing strategy. They can, in my opinion but the way we value a click needs to be explained. Although the answer may sound a bit confusing at first, I will try to help you understand how each click through to your site represents a part of a potential sale.

Ranking highly with the search engines increases your chances of getting those coveted clicks and each time a searcher (or prospective customer) lands on your website, you have a valuable opportunity to generate a sale from that visitor.

How to calculate the value of a click? 

One of the issues I see in businesses is how to measure the results of marketing activity. This is particularly relevant when we come to the subject of Social Media.

I often hear the question “Social Media can’t be measured can it?”

Well, in my eyes it can and this is done by evaluating the ‘click through’ that we get from links from our blog posts or other published content. These clicks are invaluable, because they each provide us with an opportunity to grow our business.

The main issue I see after we help clients generate literally hundreds of clicks, is that they are not able to harness this valuable web traffic.

Also, depending on where you publish your content, each click can help you gain a better understanding of who your web visitors are and in what they are interested. You can calculate how much traffic you will need to generate to reach your predetermined target of new business. While the exact value of each click differs based on the actions the “clicker” takes upon arriving at your site, it is sometimes possible to calculate the average value of each click by doing a bit of analytical maths after you’ve received more than a few thousand visitors.

Below I’ll show you a calculation you can use to determine the approximate value of your clicks, based on the unique results of your own campaign:

    • Calculate Conversion Rate

What percentage of the people who click through to your site are actually performing a desired action (i.e. – buying a product, clicking an ad, opting into a newsletter, etc.)?

Let’s say one of your landing pages gets 1000 visitors, and out of that group, 50 are converted into customers. That would mean you are working at a 5% conversion rate.

    • Calculate the Revenue Earned from Converted Visitors

Now that you have a rough estimate of a conversion rate, you’ll need to calculate the combined cash value of all converted visitors. This is easier if you’re only selling one product or service at a fixed price.

Let’s say for example that the 50 visitors who were converted ended up paying your company £20 each, that would mean that the total value of all your converted visitors would be £1000 (50 converted visitors multiplied by £20 each = £1000).

    • Divide Number of Visitors by the Combined Value of the Converted Visitors

Finally, now that you know exactly how much revenue your converted visitors generated, you can then divide that number into the total number of visitors it took to earn that amount. This enables you to arrive at your estimated value per click.

So, in the example above, out of 1000 clicks 50 of the visitors spent £20 each, giving you a total revenue of £1000 out of 1000 clicks, which would give you an average value of £1 per click. Of course, this is an overly simplified scenario for example’s sake, but it should help you understand the basic maths involved.

If you’re selling more than one type of product, or a service that ranges greatly in price, the above calculation will not be nearly as useful. In such situations, I can honestly say it is nearly impossible to judge the value of a click, as one click might bring you a new long-term client, while another might generate nothing more than a nominal purchase.

As such, the value of a click largely depends on the unique actions of the person doing the ‘clicking.’

In the end, I suggest you focus more on conditioning and converting visitors to your site than in spending time evaluating each click. The key is to get them to your site with clicks from the first page of Google and from there you have the opportunity to convert them.

This is why I feel that clicks are invaluable. Each click represents a potential buyer and that is something that is worth its weight in gold.

David Lomas

Call me now on 08450 519374 for a free consultation on improving your website performance, social media measurement or your prospect conversion rate.

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13Jul
Content marketing experts need to appreciate what Google are doing to improve results for quality contentUnderstanding Google’s ‘Phantom 2 Algorithm’

Understanding Google’s ‘Phantom 2 Algorithm’

Google has gladdened my heart yet again. This time with their ‘Phantom 2 Algorithm’. As someone who is passionate about good quality content, I would like to commend them in their drive to ensure we all provide quality content for our web visitors.

I will endeavour to explain about their latest algorithm, which has been referred to as ‘Phantom 2’.

This is because the effects were already being seen by some of us in the ‘content-driven’ sector, before it was announced publicly by the guys at Google.

The good news for me is that this algorithm will ensure that those websites containing massive amounts of dire content, stuffed with keywords and providing no discernible ‘quality of information’, will be seriously downgraded.

It also hits the “How to…’ articles that are used by many people as a pre-curser to a sales pitch and, in my opinion, not really providing us with the information that we may need when starting out on our ‘research paths’.

Businesses and brands that want to produce content for it’s ‘value to the customer’ will be rewarded. If they do the job properly, then visitors will be engaged and in turn, will stay on their websites for longer.

The end result being more business and I would suggest, maybe a higher customer spend in the end.

What is Google’s Phantom 2 algorithm looking for?

I have simplified the main things that the latest Google algorithm ‘Phantom2’ looks for:

  • Images
  • Videos
  • A wider use of vocabulary
  • Related words as well as key words
  • A higher word count per article.

Ideally we should write about topics that matter to our customers. – This does not mean that your content must be directly-related to your sales offering – in fact it shouldn’t.

This element of Google’s content strategy fits in perfectly with how we feel about content marketing at M3 Media Publishing. It is something that we have been doing for 12 years.

We believe that the first step you should take is in first getting the customer or web visitor to feel comfortable with you as an organisation. It is then possible to lead them to your door – along what I have previously referred to as my ‘Customer Corridor“.

Well-written content can do this. From there, once you have gained a level of trust with your prospect, you can more easily tempt him or her to find out what you are offering.

This effectively allows you to attract your customers, rather than pushing your message at them.

Perfect!

David Lomas

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16Jun
Is your business mobile ready for Google?Are you mobile-ready for Google?

Are you mobile-ready for Google?

With Google’s latest algorithm, which focuses on how mobile-ready your website should be, all businesses will need to get their act together, or may even disappear from the face of the earth!

OK, so it’s not actually, quite that bad – until your business may suddenly stop appearing in Google’s search results of course.

The subject of being Mobile-Ready, then becomes a matter that maybe needs to be given your very urgent attention.

Seriously though, we should all have mobile-friendly or mobile-ready websites by now – It is 2015, after all.

In fact, I would suggest that any business looking to compete and stand apart from their competition, should be looking even further ahead. We must all try and find new ways to stay ahead of the game.

Many businesses that I talk to will, as usual, be trying to play ‘catch-up’ upon hearing this news about mobile. But surely, they should want to get ahead of their competition – not just draw level.

You don’t want to be ‘as good’ as your competitors but strive to be ‘better than them’.

How do we adapt to ‘mobile’?

There are technical things that some SEO and Web guys will not be as good at as others. We therefore have to find the better ones out there

Getting the technical stuff right is really a matter of you first assessing and choosing the people that you use to look after your ‘webstuff’.

I would want to ensure that they will be dealing with your website ‘individually’, and not treating it like every other website they work on. Things like responsive design may not be right for everyone and all your web content may not easily be transferred from the large screen to the small mobile screen.

Therefore, going for the cheapest website design or SEO is not, in my humble opinion, the way to success!

Heading up my team at M3 Media Developments is Paul, who lectures in SEO – I know he is good and I do what HE tells me to do when it comes to SEO, because I consider he is the expert in his particular field.

I allow him free reign to develop all our websites and he can then focus his attention and his creative talent on building my business via improved lead acquisition and conversion rates.

That also means we both stay happy!

What can we do to get ahead in the mobile era?

The next stage of development will be ‘Mobile Apps’.

The one thing that Google will like even more than a mobile-friendly website, will be a mobile app.

My prediction is that “One day, all websites will be mobile Apps”

Some 10 years ago, I predicted that all websites would be based on blog platforms – and that is more or less the case now.

Why will Apps rule the world?

They will not ‘ALL’ rule the world of course, but the websites that deliver ‘valuable and relevant information’ direct to their recipient in super fast time, will be top dog when it comes to Google.

We will all have to stand out as individuals within our business sectors and have the requisite ‘background and experience’ that supports our claim to be an ‘expert’. This is ideally the information which needs to be in front of your prospects before your product or services.

At M3 Media Publishing we are presently creating a lightning-fast ‘mobile profile App’ which will enable you to create TRUST with your prospects before you meet them. Giving you the perfect edge over your competition.

David Lomas

Learn how we can position you as a trusted expert: Please call me on 08450 519374

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27Jan
aim your article writing at people not GoogleHumans or Robots – Who are you writing for?

Humans or Robots – Who are you writing for?

Do you consider this a strange question?

It’s not really, if you understand how the internet works.

When writing content, I much prefer to communicate with ‘people’ rather than ‘search engines’.

If we follow the preachings of Google, and to survive on the internet, you need to pay attention, if not necessarily pay homage to them, we should be writing articles in a natural way.

Over the last 10 years I have seen the way Google has steadily been improving the way they respond to and in turn, value well-written content.

We have come a long way from all that heavily keyworded content, that in many cases made no sense whatsoever. These articles were written in many cases, to accommodate the requests of the search engines.

Things have improved from a Google perspective and good quality, informative content is now being deservedly recognised.

However, the majority of articles that I see on websites, that are written by ‘marketing or SEO agencies for ‘SEO purposes’ are dull and uninspiring, to say the least.

Grammatically, they may be well written, and I am sure that they contain the relevant keywords and phrases that will no doubt attract the search engines.

But from a customers perspective, they are as dull as dishwater.

Who cares? you may ask.

Well as website owners, we all should…

Why is it important to have ‘engaging content’?

Well, when you consider that, next to ‘unique & relevant content’, the most important factor that Google can measure on your website is ‘popularity’, then you may need to re-assess your content strategy.

I recently looked at one particular business who was paying an SEO agency for around 25+ articles each month – to be published on their website.

On the face of it, this is what the search engines wanted to see.

But when I looked at how many of these articles were actually being ‘shared’ by web visitors, the results were very disappointing.

From a count of say 50 articles, I only found a dozen of them had actually been ‘shared’ on social media and none of them more than 5 times!

When you realise that Google’s method of measuring the popularity or ‘value’ of a website is in the number of times ‘others share their content’, this is therefore a content strategy that is having a negative influence on their rankings.

The content was nicely written, but, frankly, it was dull.

So, if you are going to get your content written by others, ensure that they aim it at us humans and not just at the internet spiders.

Otherwise, enjoy your writing!

For help with using engaging content to gain the attention of your chosen target audience, please contact me via:  david @m3publishing.co.uk

David Lomas

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13Oct
What do you know about ‘Hummingbird’ and how it affects you?

What do you know about ‘Hummingbird’ and how it affects you?

algorithm from Google reads your contentGoogle recently implemented their latest and most powerful search algorithm, ‘Hummingbird’.

What a great name, and a great way of catching our attention.

Named ‘Hummingbird’ because it deals with both ‘speed’ and ‘precision’, it was introduced around the beginning of September and its’ intention is that it will improve the relevance of Google’s search results – particularly for longer, multi-word queries.

Nowadays, consumers, whether they are in business or domestic consumers, behave differently. We all as consumers, have so much more confidence in Google as a search engine that we trust to get accurate results.

This is what Google want – To find, as accurately as possible, the exact information for which you are searching.

This leads people to enter much more complex search queries into the Google website.

So rather than searching for car servicing, the customer now may request something far more specific to their particular needs, like ‘Mercedes recommended oil brand CL500’ – effectively asking for exactly what they want to know about.

This means that your business has to work to attract a much more targeted customer, by using what we call ‘long-tail keywords’.

It is all getting a bit complicated but the end result, in my opinion, is that hummingbird will help you cut through wasted enquiries and find the customers that you can really want to help.

Read my full article here at LetsTalkSocialMedia.co.uk

David Lomas

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8Oct
How do you attract customers to your business?

How do you attract customers to your business?

audiencemenContent marketing can be an effective way to attract customers to your business as long as you follow the rules.

The quality of your content is important, as initially, it needs to help you ‘engage’ with your audience.

This needs to be done with a powerful headline before anything else.

The shorter the headline the better and try and get a word into it that catches the attention of your specific target audience.

“We are going to attract new customers”.

This has surely got to be the campaign slogan for any business, because if you do not attract customers you are potentially going backwards as a business and allowing your competitors an opportunity to step in and maybe overtake you.

Creating content to attract customers

Many business people tell me they have been offered poor quality content, by so-called SEO experts in the past and have then been told: “It is only for the search engines, it isn’t important”.

Well, take it from me, it damn well is!!

Never use crappy content, that is stuffed with keywords and from a factual point of view, is of little or no value at all.

Bad content will actually downgrade the page rank of your website!

Also, NEVER use duplicate content – it can have a serious effect on your wealth. As two major banks in the UK have recently experienced with what can only be a lack of good advice from their digital team.

Good stories about your business can become part of your ‘word of mouth’ marketing, because nowadays, as we all have access to social media, they can be ‘shared’ to many others, by whoever reads them.

But this is only likely to happen if your readers perceive what they read to be valuable.

Sharing content is so important nowadays.

Content marketing is not just filling articles with keywords and putting them on your website.

The key is producing ‘engaging’ content which is necessary when attracting customers. The second thing is to work at getting it ‘shared’ by others.

That is what the search engines really want to see, as it is one of the important ways that they actually measure the popularity and value of your website.

So, ensure that you provide relevant, useful and focused information for your readers or prospective customers, and they are more likely to read it, pass it around their social connections and then hopefully, come back for more!

If you want to learn how to tie in your social media activity to an effective content marketing strategy, please talk to me!

David Lomas

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