Social Media – get it in balance

I, like a lot of small businesses I talk to, have a healthy degree of scepticism when it comes to social media. A lot of marketing companies will tell you that you have to spend so much time promoting your business on social sites that you’d never have time to do any business! (But conveniently they can do that for you – for a fee).

Recently I read the ‘Ecommerce Quarterly report’ with interest. See here. This highlights just how few actual sales come from social media sites. Something that resonates with my past experience.

Note also that email marketing, the poor relation to social media, still brings in more sales than social!

This isn’t a call to not spend time building brand and product awareness on social media channels (with appropriate content to appropriate channels), but simply to ‘stay real’ and keep it in balance with focus on your own website. After all it’s sales, not hype, that bring in income.

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Site Builders – you get what you pay for!

WebSanity Internet Marketing logoI’ve just been doing some work for a client who wanted a little web consultancy to help tidy up their existing website, which is hosted on one of the site builder applications that are advertised heavily in magazines and on some TV channels. These are provided by website hosts and try to provide a simple, templated solution for small businesses to create their own website at a low monthly cost – “no web developer required”.

Now, I’m all up for using technology that gives you the most bang for you buck, and I understand that many small businesses can’t afford a costly full custom web design – but please, PLEASE, PLEASE don’t go for one of these site builders!

Using the package we found:

  • Practically no attention to any Search Engine Optimisation fields or settings we’d want – the site will struggle to rank well
  • It was almost impossible to do things consistently across pages – so the site looks, well, inconsistent
  • Poor/very limited design control – the site looks cheap
  • An editor that had a mind of its own – slow to add content
  • A very slow process to go through to add and edit content – a barrier to building content, a key component of SEO

For not a lot more money you can get a cheap WordPress website put together for you using an off the shelf design tweaked to your brand. That will give you an SEO friendly website that can grow with you as your business grows. Bottom line – I’d highly recommend that you don’t use website builders – because your business is worth more than that! Or maybe that’s just because I’m a professional web developer who cares about Search Engine Optimisation?

 

 

 

Help and advice on SEO in Huntingdon, Cambridge & Peterborough from WebSanity Internet Marketing.

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Renaming web pages for Search Engine Optimisation

Many people, after first getting into SEO, hare off and rename their key pages (that’s the page web address or URL) to contain better key words.

For example, renaming
www.WebSanity.co.uk/huntingdon
to
www.WebSanity.co.uk/web-design-huntingdon

Some words of advice:

  • Perform some keyword research first to determine the most popular keyword you want to target
  • Separate works with hyphens
  • Drop ‘stopwords’ that Google tends to ignore,
    www.WebSanity.co.uk/web-design-in-huntingdon
    drop the ‘in’
    www.WebSanity.co.uk/web-design-huntingdon
  • Keep things calm,
    www.WebSanity.co.uk/web-design-huntingdon-Cambridgeshire-uk
    might be identified as a spammy url by Google. Keep limited to three hyphens, two if possible
  • Add a structure if it is appropriate,
    www.WebSanity.co.uk/web-design/huntingdon
  • Keep levels under control – anything beyond 4 levels will be looked upon dimly by Google (if at all)
    www.WebSanity.co.uk/web-design/cambridgeshire/huntingdon/pe29/
  • Make sure you redirect the old name to the new name otherwise you’re doing more harm than good! A half decent CMS should do this for you, but a BIG word of warning here for WordPress users. WordPress does this redirect for you but using ‘temporary redirect’ codes which don’t pass the credibility of the old url onto the new url. Use a free plugin such as ‘Redirection‘ (just install it and do no more) to handle this properly for you.

In conclusion, renaming pages is often a starting point in SEO, just make sure that you take the above into account before you set off to avoid doing more harm than good!

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How can I improve conversions on my website?

Trying to improve the conversion rate of your website (the number of people who contact you about a service, or who buy from you online) is an often forgotten part of marketing your business online. You might have put a lot of effort into getting people to your website for phrases such as web design in Huntingdon (just pulling a random example out of the air!) but unless you focus on Conversion Rate Optimisation (CRO) then your website Search Engine Optimisation efforts might be wasted to some extent.

There are all sorts of things you can do to improve the customer experience just by looking at your website, especially if you can get an independent website review, but sometimes there’s nothing like a rigorous experiment.

In the old days there was a horribly complicated, but effective tool from Google to help you compare the performance of two versions of the same web page, but now – if you’re lucky enough to have a WordPress website – you can get free plugins to do this in a much simpler fashion. These show two different versions of the content on a page in sequence to different visitors and then let you compare the results to see which is more effective.

So you might try different coloured buttons, different text etc. and see which is most effective. Over time the differences can really add up. The big guys like Amazon test things like this to the nth degree, after all, a 0.1% difference due to a different button colour in their web design is worth a of money at the volumes of visitors that they get!

For you the more important things are the lessons learned which you can then apply across the rest of your website – just remember to only change one or two things at a time, otherwise you’ll learn far less!

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