Boing, Boing, Boing. What’s the Bounce Rate?

I’ve been a fan of Google’s web metrics tool (Google Analytics) since it was introduced in 2005. For most businesses, it’s free to use. The necessary tracking code is easy to add to your website and provides a wealth of information about your site’s performance but the Bounce Rate is one of the most powerful metrics, a powerful insight into the minds of the people who are visiting your website.

And yet all the Bounce Rate does is record the percentage of people who visit your website but leave almost straight away without doing anything more than viewing the page they landed on.

With 15 year’s experience, my view of the Bounce Rate is as follows

0-20% – Phenomenal. In 15 years I think I’ve only come across 4-5 sites with a Bounce Rate in this area and one of those was only because the site hadn’t installed Google Analytics correctly.

21-50% – Most of the sites that I work with fall into this region. One where between 1 in 5 and 1 in 2 visitors leave the site without doing anything

+51% – Any website with a Bounce Rate of 51% and higher really needs the reasons investigating. These sites are hemorrhaging visitors and, more importantly, opportunities but HOW do you go about analysing a high Bounce Rate and turning things around.

Remember, a 51% Bounce Rate (BR) means that over half of the people that you have persuaded to visit your website, whether that’s by SEO, Google Ads, Social Media (And Social Media advertising), e-mail and video marketing or simply word of mouth are just leaving without doing anything meaningful. If your website were a shop, they’d be sticking their head through the door, shrugging their shoulders and moving on. As a consequence, this has to be worth investigating. After all, if you invest in more marketing, all that’s going to continue to happen is that over half of those you attract will just do as the 51%+ have done before – and leave.

Working to reduce the Bounce Rate. Where do you start?

First, ensure that you have a really good understanding of your website because if you don’t know what you want your website to do for your business how do you know whether it’s doing it – or not.

What are the goals of your website? Here are some common ones.

  • To sell something
  • To attract newsletter subscriptions
  • To encourage inquiries
  • To allow people to download something

If your website has a high Bounce Rate where do you start looking? There are many ways to approach this, but I always like to start by taking a look at the website itself. What message is it sending to visitors?

Let’s say, for example, that you sell widgets and those widgets are used to attach the engines to an airliner.

Having a large photo of an airliner at the top of your home page probably looks good to you. And, because you know that your widgets play an important part then it sends a message – to you, and you alone. To everybody else all it actually says is “here’s a pretty picture of an airliner”. Questions that could come into the visitor’s mind might be “is this a travel company?” “do they make the whole airliner” – not – “aha, these are the guys that make the widgets that hold this airliner’s engines on”.

Remember, although you may have 3 seconds to get your webpage open in front of your visitor that’s an eternity compared to the 2/10ths of a second that a visitor takes to “get” your website……..or not!

Once happy with the website the next place that I’d look would be at marketing activity. Are the messages being broadcast by the marketing actually delivered by your website? For example, it’s no good talking a two-for-the-price-of-one offer if there’s no mention of it on your website, or if the offer is difficult to find. Visitors won’t look around – they’ll leave (bounce) and may never come back

Now that the marketing messages align with your website, and your website is as good as it can be, it’s time to dive into the data provided by Google Analytics.

Using Google Analytics to troubleshoot the Bounce Rate

The first place I look is the source of your web visitors.

Google Analytics/Acquisition/All traffic/Source/Medium will answer this one

Website traffic Sources in Google Analytics
Website Traffic Sources in Google Analytics

Traffic Sources Key

Any entry that’s tagged “/referral” is where a visitor to your site has followed a link published on a 3rd party website. This could be an indicator as to how your online marketing is performing

  1. CPC = Google Ads
  2. Google Organic = Google Free Search Results
  3. Direct = Either Google can’t identify the source or people have entered the URL directly in their browser
  4. Bing Organic = Traffic from Bing (Microsoft search)
  5. UK Search Yahoo Organic = Traffic from Yahoo UK
  6. Yahoo Organic= Traffic from Yahoo
  7. m.Facebook = Traffic from Facebook on a phone or tablet
  8. Google.com = Traffic from Google.com
  9. Traffic from a third party website
  10. Traffic from a third party website

For this particular website, you’ll see that the Bounce Rate is very high for the majority of traffic sources and particularly high for visitors from Google Ads. With the majority of sources having a high Bounce Rate it would appear that the problem either lies with the marketing that is attracting the wrong people to the site, the website is failing to meet expectations or the problem lies elsewhere.

Bearing in mind that one of the earlier exercises was to ensure that marketing was sending the right message it’s obvious that, for this website, the problem with the Bounce Rate lies somewhere else

Geographical Source of traffic

Navigate to Audience/Geo/Location in Analytics

Scroll down past the map to see the countries where the traffic is coming from. You’ll see the Bounce rate for each source country. If you are targeting the UK and your UK Bounce Rate is OK then the next step is to try to understand how your marketing is promoting your traffic outside of the UK.

It’s possible that your website is attracting visitors from markets that you don’t serve. I have seen a number of sites that have attracted a lot of visits from the USA. When American visitors have landed it becomes immediately obvious that the website can’t address their needs so they leave immediately (Bounce).

The reality is that there is probably very little that you can do about this but it’ll be a relief to see that the Bounce Rate for your target locations is OK.

For this site, the Bounce Rate is high for all countries so the answer doesn’t lie here and the hunt continues

Visitor Demographics

Navigate to Audience/Demographics/Age in Google Analytics

Although Google can’t identify all visitors to your website it’s still worth checking the visitor demographics. You can check that your website is reaching the age groups that your business is targeting.

Again, for the website being used in this blog, the Bounce Rate is high across the board so the answer lies elsewhere.

Navigate to Audience/Demographics/Gender in Google Analytics

Some companies target specific genders and this enables you to make sure that your visitors are coming from your target demographic. Once again, with a high Bounce Rate for both genders, the answer isn’t here. The hunt continues.

Web Browser Issues

Navigate to Audience/Technology/Browser & OS in Google Analytics

Web browsers are complicated pieces of software and it’s not unusual for websites to hit problems with some browsers and not others. This screen looks at the browsers used by visitors to your website and the Bounce Rate per browser. If a particular browser has a high Bounce Rate, but only delivers 5% of visitors (or fewer), it’s not worth paying too much attention. The cost to investigate, and resolve, the problem probably outweighs the benefits

This website is performing poorly in all browsers so the problem isn’t here either and the hunt continues.

Mobile Issues

Navigate to Audience/Mobile/Overview in Google Analytics

We are all used to accessing the web on our phones, but how well does your website work on small screens. It’s possible that this is the cause of the high Bounce Rate.

Now we’re getting somewhere. Desktop visits have a Bounce Rate in the comfort zone (44.50%) whilst phones and tablets are well above 50%.

Take a detailed look at your website, using your phone. Try to act as a customer and see whether you can spot any problems. Is the site slow? Is the navigation poor? Is excessive scrolling required?

Ask friends, colleagues, family to do the same, and feedback their findings and thoughts.

Next, take it up with your web developer.

Site Speed

Navigate to Behaviour/Site Speed/Overview in Google Analytics

I think we have gotten to the nub of the problem. This is a slow website. Although the server is quite slow to respond (0.36 seconds) the technical elements (screenshot above) taken to find the website and start to open it on a device are still under 1 second so the problem lies with the content of the website itself.

Navigate to Behaviour/Site Speed/Page Timings in Google Analytics

Google Analytics page speed performance chart
Page Speed Report – blurred to protect the company

This page looks at the performance of every page of your website and details the speed of each page as a + or – when compared to the site average. It helps to identify poor performing pages.

Navigate to Behaviour/Site Speed/Speed Suggestions in Google Analytics and Google will provide information and recommendations as to the actions you should take to improve the speed of your website. This might be a list that you take up with your web developer

Another way to identify issues is to put your website URL into https://www.webpagetest.org . This site runs a speed test three times and then displays the results as a waterfall graph, highlighting the speed of each element of a website, enabling you to identify problem areas.

A web page speed test waterfall chart
A web page speed test waterfall chart

Summary

So, there you have it, a detailed look into the Bounce Rate, and the ways that you can use Google Analytics to identify issues so that you can take corrective action.

Thanks for reading and you need more help with your website’s Bounce Rate or anything else to do with your web marketing all you have to do is get in touch. I’ll be only too happy to answer any questions that you might have.

And Finally

Don’t forget that you can book a FREE 40 minute consultation with me.

Find me: https://www.seo.enterprise-oms.uk/  |  andy@enterprise-oms.co.uk
Follow Me: Twitter ¦ Linkedin
Phone Me: 01793 238020 ¦ 07966 547146

Google Ads, Vs Facebook Ads Vs LinkedIn Ads – which one would you choose

Google Ads, Vs Facebook Ads Vs LinkedIn Ads – which one would you choose

Advertising of the Pay per Click (PPC) type has been with us for a while now. Yahoo was one of the first to offer it, quickly followed by Google and Google is now probably the most well-known provider with its Google Ads product (formerly known as Adwords).

You can read more about PPC on my website but here’s a quick overview.

How does Pay-per-Click work?

The overview is pretty simple.

A typical Google Ad with a headline and a couple of lines of description
A typical Google Ad with a headline and a couple of lines of description

  • You (the advertiser) design an Ad to fit the constraints of your chosen platform.
  • You agree to pay the host platform, whether Google, Facebook, Linkedin, etc. a certain amount of money every time your Ad is clicked on. This is your bid.
  • You pay (an agreed) fee per click (every time someone clicks on your Ad). Because of the way that the bidding works, this is unlikely to be the full amount of the amount that you have bid

The amount that you have to bid is in your hands, the amount that you have to bid varies depending on whether you want to be at the top of the first page, the bottom of the first page, or elsewhere in Google search. Other variables that impact the cost you’ll have to pay include the number of companies competing with you AND the amount of profit in a particular sale. The more profit there is, the more you can afford to pay per click

I’ve worked on campaigns where we’ve paid a few pence per click and on others where the clicks have cost many pounds

The top three PPC platforms are Google, Facebook, and Linkedin, but which is the best?

They all work in pretty much the same way. You decide how much you are willing to pay every time someone clicks on your Ad and you set a maximum daily/monthly budget so that you have total control over costs.

There are no minimum campaign lengths and no minimum spends. Allied to the ability to start, pause, and stop your campaigns whenever you want/need to, your budget is totally under your control.

Where should I spend my advertising pounds, which is the best?

The reality is that there isn’t a “best” platform per se, the best is the one that most effectively reaches your target market.

If you are a Business to Business (B2B) supplier then Linkedin will be worth considering and if you are in the Business to Consumer (B2C) sector then Facebook would probably be your platform of choice

However, if you have a limited budget then the most effective option is probably Google Ads – and a quick look at the numbers demonstrates why

In 2019 93% of the UK had access to the internet. With an adult population of 52.5 million, this equates to a total internet reach of 48.82 million people.

Facebook has 32m active users in the UK and LinkedIn 27m. These are fantastic numbers. And you get to choose who your Ads are shown to. You can choose from a wide range of demographics to ensure that your Ads are properly targetted.

  • where they live/work geographically
  • their interests (Facebook)
  • the ages you want to target
  • the genders you want to target
  • job descriptions (LinkedIn)
  • job titles
  • and more

However, there is no way of knowing who in your targeted audience is actually looking for the things you sell or the services you deliver but you are only paying when someone clicks on your Ad – so that’s OK then, isn’t it?

Are you Missing out?

As we have seen, the Social Media reach of Linkedin and Facebook is fantastic, as are the advertising controls, ensuring that your Ads are only displayed to those in your target demographic groups. But you ARE missing out.

Google is used by around 95% of the UK’s internet users, so that’s around 47m people, 15m more (nearly 50% more ) than Facebook and 20m (74%) more than LinkedIn,

And your Ad is only shown by people who are searching for the things you sell or the services you deliver.

Which makes Google Ads, in my opinion, the best place to spend your advertising money.

You might say that I am biassed but I actually manage campaigns across all 3 platforms and the results demonstrate that Google does provide a better return, provided your campaigns are properly managed.

Burning cash
Burning Cash

And that’s the crux of the matter. Without effective management, you may as well simply send Google a cheque every month or just burn your cash because your campaign will just not work

With attention and careful management, however, you should be able to make a Google Ads campaign deliver a plentiful supply of new customers to your website.

But your website MUST be good at converting these new opportunities into leads, inquiries, opportunities, and sales.

Thanks for reading and remember, if you have any questions about PPC, need help with your PPC campaign or want help launching and managing one all you have to do is get in touch. I’ll be only too happy to answer any questions that you might have

Find me:         https://www.seo.enterprise-oms.uk/  |  andy@enterprise-oms.co.uk
Follow me:     Twitter ¦ Linkedin
Phone me:      01793 238020 ¦ 07966 547146

Black Hat SEO – Keyword Stuffing

Black Hat SEO spelled out with Scrabble letters

When I started SEO in 2001 things were a lot simpler than they are now. Back then it was all about keywords. Keywords in the Keyword Meta Tag, keywords in the Meta Title and Meta Description tags and Keywords liberally scattered throughout the content.

Obviously people came up with ways to “game” the system, to effectively cheat the search engines into giving them a better result than they were probably due and Keyword Stuffing was one of the first.

Keyword Stuffing – Level 1, repetition

Based on the knowledge that the search engines looked at the number of times a keyword was featured on a web page, keyword stuffing became the thing to do. This simply involved the multiple repetitions of keywords at the bottom of the content. The problem with this was that it looked ugly.

An example of keyword stuffing
An example of keyword stuffing

Keyword Stuffing – Level 2, invisible stuffing

Level two in Keyword Stuffing was to set the font to the same colour as the background, making the stuffing invisible but leaving a great deal of apparently empty space at the bottom of each page. However, you could highlight the text with your mouse, if you were so inclined

Keyword Stuffing – Level 3, nearly invisible stuffing

Now, the search engines realised they were being gamed so if you were caught using fonts in the same colour as your page background, your site would be penalised. The SEO folk adapted to this by making the font a very similar colour to the background……a visitor would still not see the text but because it wasn’t the same colour the search engines were happy – for a very short time. And they changed the rules so if your keywords were in an identical OR very similar colour to the background you’d be penalised.

Keyword Stuffing – Level 4, totally invisible stuffing

And the SEO folk learned from this changed the font size back to a contrasting colour and then set the font size to 0. So, the keywords were there, they were in a colour that stood out from the page background but the typical visitor to the page wouldn’t see them, they took up minimal space and all was good in the world of SEO

Until the search engines cottoned on again and amended their rules to penalise websites that used keywords in the same (or similar colour) as the background AND/OR had the font size set to zero

The above techniques to game the system (a polite way of saying cheating) became known as Black Hat SEO and it’s something that I avoided simply because I didn’t want client sites to be penalised.

Since those early cowboy days of SEO, many things have changed. The profession has cleaned up its game (although Black Hat SEO still exists if you want to cheat the system and eventually get kicked out of the Search Engine Results Pages – SERPs) and the search engines regularly update their algorithms – the software that decided where a website deserves to sit in the Results pages.

If you want any help with your digital marketing please don’t hesitate to get in touch for an informal chat by email (andy@enterprise-oms.co.uk) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk.Thanks for reading and I hope you stay well

SEO is for life, not just for Christmas

I am frequently asked “when should I stop doing my SEO?” I suspect that this is because people are looking to stop either working on their website or paying somebody else to do the Search Engine Optimisation on their website

The SEO Triangle of Google, Bing and Yahoo

The answer, which might not be easy listening for some, is that you can only stop when either you have taken over all of your competition, when all of your competition cease to exist, or Google stops updating the way it ranks websites and your business website sites at the top of Page 1

I agree that it would be great if one could create a website, ensure that it is fully search optimised, click “publish” and watch the magic happen as people flock to the website and make purchases or submit enquiries.

And a lot of businesses still think that this is the way that things should be done. Great thought, and money, is invested in the design, the content, the logo, the colours etc but SEO tends to be at the bottom of the list.

I have lost count of the times that I have been asked to optimise a new website and spent time with the owner discussing the changes that are required to ensure that the site can be effectively optimised, rather than just paying lip-service to the requirements.

Sometimes a root and branch rebuild is the only way forwards.

The reality is that SEO should be as an important part of the website planning, development and build as the thought put in to the logo, the colours used, the pages required etc. It should be there, from the beginning – not considered an afterthought.

And once optimised, many website owners think “that’s it, site optimised, job done”.

The problem is that it can take several months for the SEO to have an impact (see “how long does SEO take” for more info). And you will probably find that your site ins’t in the hallowed top spot on Page 1. Your site might not even be on Page 1 so more work will be required.

And while you are doing this, so will your competitors – they’ll be trying to beat your website and working on their sites so you will have to keep working on yours.

And then there’s all the changes and updates that Google makes to the way that it measures and ranks websites – you need to be on top of those in case any changes made by Google have a negative impact on your website. And Google makes, on average, 9-10 changes PER DAY, every day

You should ONLY stop your SEO when one of 3 states is reached

  1. You take over ALL of your competition and prevent new startups from competing with you
  2. Your business is so good that all of your competitors fail
  3. You have reached the top of Page 1 and Google stops changing things

Daily changes to Google Search

In 2018 Google ran over 654,000 experiments. These will have been carried out by Google’s AI engines, trained external Search Raters and live tests. The outcome being 3,234 improvements to search, or 9 a day

We’ll never get to know, and understand, the majority of these improvements because most of them will be tweaks to the system. However, significant changes are often announced by Google or can be tracked by businesses interested in Google’s updates and quite a few people have published lists of known algorithm updates such as herehere and here.

The Competition

Carry out any search on Google and you’ll be presented with millions of results. Even a search for “jumpers for rats” returns over 6m results.

Google Search "jumpers for rats"

And we know, or should know, that a Page 1 result is all that really matters.

Why do Page 1 search results matter so much

That’s really simple to answer. Research shows how few Google users EVER make it off Page 1 of the search results – as delineated on the graph below by the dotted line at “10” – and just 10% make it on to Page 3

Chart showing how many visitors to page 1 of Google and beyond.
Image credit Backlinko

Maintain, Maintain, Maintain. Keeping your site up to date

Once launched, your website is never “finished”. You need to be constantly checking to make sure that it’s performing as required, and investigating where it is performing poorly and put solutions in place.

You need to be frequently adding fresh content (a blog/news page for example), an “un-maintained site is a doomed site” as they say – and Google emphasise this on its Search Quality Evaluator Guidelines:

Some websites are not maintained or cared for at all by their webmaster. These “abandoned” websites will fail to achieve their purpose over time, as content becomes stale or website functionality ceases to work on new browser versions. Un-maintained websites should be rated Lowest if they fail to achieve their purpose due to the lack of maintenance.

Google Search Quality Evaluator Guideline

In 20 years of SEO I have only had to re-skill myself about 20 times to stay current and up to date. The ONLY thing that hasn’t changed is that SEO is always changing. If your website fails to stay current then your website will wither on the Google vine.

The good sites will prosper, the poor sites – owned by lazy businesses – will be left behind. SEO is not just for Christmas

If you want any help with your digital marketing please don’t hesitate to get in touch for an informal chat by email (andy@enterprise-oms.co.uk) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk.Thanks for reading and I hope you stay well

Find me:         https://www.seo.enterprise-oms.uk/  |  andy@enterprise-oms.co.uk
Follow me:     Twitter ¦ Linkedin
Phone me:      01793 238020 ¦ 07966 547146

How Google’s BERT helped catch a cow fishing

Google logo

I know, I know, you can’t really catch a cow when you go fishing, can you? Well, you can when you realise that a cow is actually another name for a large, striped, saltwater game fish.

And BERT  (Bidirectional Encoder Representations from Transformers) is a major update to the Google search algorithm that has nothing to do with Transformers films or toys

What does BERT do?

Google has been consistently trying to understand the context of the words used in Google searches. In the early days of Google they just searched on the words used in the query without attempting to understand the context. So, if you wanted to go on holiday to Majorca and wanted a hotel with a swimming pool you might search using “Hotel Majorca Swimming Pool” for example.

However, your results might include the Hotel Majorca on Swimming Pool Road in Lowestoft or a hotel on Majorca Avenue in Andover or other results based on any combination of the words without understanding the real nature of your search.

Next up came semantic search which was Google’s first attempt to understand context of searches but my experience was that it wasn’t really that much of an improvement on what went before.

And this is where BERT comes in, BERT is a “deep learning algorithm that is related to natural language processing” and it helps a machine to actually understand what the words in a sentence mean, and can take in to account all of the nuances that are included in human speech.

Roger Monti of the Search Engine Journal was looking for a search phrase that he could use to demonstrate how context was interpreted and settled on “how to catch a cow fishing”.

Before BERT, Google returned a lot of results based on livestock and cows in particular. However, following the BERT roll out Google used “fishing” to understand the context and the same search, conducted, by Roger, at the end of October was full of striped bass and fishing related results.

A striped bass being held by a fisherman
A Striped Bass

Do I have to do anything on my website?

Not really. You just need to make sure that you continue to deliver quality, focused content and continue to use synonyms where relevant and appropriate.

BERT is currently rolling out globally and so may not have reached a Google Server near you, yet,

If you DO need some help with your website, search engine optimisation and/or your social media and email marketing you can always get in touch for a chat – 01793 238020 or andy@enterprise-oms.co.uk

What is “bad” SEO

SEO writing on a window

The Art/Science/Discipline (delete as you see fit) of Search Engine Optimisation, aka SEO, has many branches. However, the first decision is whether you are going to use best practice or try to “game” the system, aka cheat, to get the search results you need..

The SEO practitioners who cheat are known as “black hats” or “unethical” whilst the good guys are “white hats” or ethical.

Which you choose is up to you, however the impact on your business if you make the wrong choice, could be disastrous

How long does SEO take to have an impact on your website?
SEO takes time, months not days, not weeks but months. However, sometimes there are ways to “game” the system that can deliver results far more quickly. The downside is that they will be using something that goes against Google’s Best practice guidelines.

Yes, your website might rocket up the search engine results but, once your site has been identified as using unethical techniques,Google will apply a penalty

Google Penalties
Remember, Google does not have to list you anywhere, it’s of no real benefit to Google to have you in their listings and if you go against their guidelines you will be penalised.

Google is constantly checking results to make sure that the right sites are listed in the right place, to make sure that sites are not gaining unfair advantage and making sure that sites are not cheating the system.

In my experience, when caught cheating Google has three levels of penalty it can apply, depending on the seriousness of the “crime”.

  1. If it’s a relatively minor digression then Google may simply stop monitoring your site. Any updates that you apply to your site will be ignored which means your site will just slowly drift down the pages until your site effectively disappears.
  2. A more serious misdemeanour will see your site actively demoted, perhaps by 5 pages (for example). With only 10% of Google searchers EVER going beyond Page 2 of the results, if you are on Page 5 you may as well be on Page 100.
  3. Total deletion from the Google database. Remember, Google is under no obligation to you.
Google Search Console

Thankfully, most issues tend to be (1) and (2) and Google will let you know before a penalty is applied and give you time to put a remedy in place. They do this through the Search Console. You do use the Search Console, don’t you?

Simply put, if you click on the “Security & Manual Actions” link in Search Console’s left-hand navigation menu, Google will have posted any penalties that it is looking to apply. You have about a month to resolve so you need to be checking every fortnight so that you have 2 weeks to resolve any issues.

How to overcome a penalty
If Google advises you that you have done something that goes against their guidelines and that they are about to apply a penalty you need to put a solution in place.

The first step is to identify what has caused the problem. Contact your SEO company and ask them what they have done and instruct them to undo it PDQ. If you have done it yourself then you need to undo the dubious SEO tricks that you have applied to your site.

If Google don’t tell you, how will you know that you have been the subject of a penalty
Over the 20 or so years that I have been doing SEO I have fielded a number of calls from business people (not clients of mine) which all went in the same direction.

“Hi Andy, I don’t know if you can help but yesterday my business was on Page 1 of Google search. Now I can’t find it, and I’ve gone to Page 20. What’s happened?”

What’s happened is that they have been hit, and hit hard, by Google and have likely been deleted from their database.

Another way to tell is through Google Analytics, if your web traffic falls off a cliff, for example – as shown in the Analytics grab below.

Google Analytics graph hit by a Google Penalty

If you receive notification from Google that they are going to apply a manual penalty then you have time to reverse the activity that was the cause of this warning.

If, however, you are like the people that have called me, and your site has simply disappeared it might be better to bite the bullet, buy a new domain name, build a new site and start again.

In many previous cases, I have worked with businesses to identify what went wrong, put corrections and rectifications in place and then tried to convince Google to relist them. When, after 6 months, there had been no change, my recommendation was to start again.

However, the last time I did this was a couple of years ago so things could have changed

Types of Black Hat Activity
Cheating has changed over the years. Back in the (very) early days of SEO, all that was required was to add keywords multiple times in the Keywords Meta Tag and repeat them multiple times on the page itself. So you’d have a page of content and them across the bottom of the page you’d see the keyword repeated many, many times.

Keyword, Keyword, Keyword, Keyword. Keyword, Keyword

The search engines spotted this and didn’t like it so the web developers realised that this looked bad so they changed the font colour to match the background so the visitor couldn’t see the text but the search engines could.

The search engines spotted this and didn’t like it so Black Hat SEO people simply made the font size 0. The text disappeared from the page, but was still visible in the HTML that could be read by the search engines.

The search engines spotted this and didn’t like it so the SEO folks went for keyword “stuffing”. Cramming the keyword in to as many keyword places that they keyword possible keyword could

The visitors didn’t like this and went elsewhere.

Next came Link Building and Link Farming. Buying back-links from websites that simply published lists of websites on thousands of pages, for a fee. These pages effectively looked like a phone directory where the only content was links to websites.

But Google didn’t like this and link farm users were likely to find them,selves deleted

So, the next technique was cloaking. Your web-server can differentiate between you and I visiting a website and a search engine. Black hat SEO folks learned this and created content that was precisely what the search engines were looking for and only showed this content to the search engines. It was a bit like putting a honey pot at the end of the garden to attract the wasps when you’re having a picnic in the garden on a sunny day

But Google didn’t like this and  users of cloaking were likely to find their sites deleted

How can you tell the difference between White and Black Hat SE Optimisers
If someone approaches you, offering to do your SEO and they guarantee to get you on Page 1 then I’d be inclined to avoid them. Nobody can guarantee this unless they are either

  1. Running a Google Ads campaign – but they should tell you this
  2. Running a Black Hat campaign.

If you ask an SEO agency how they will optimise your site, they should tell you what they will be doing. They should also tell you that they can’t guarantee results, just that they will use their skills and experience to move your site higher in the search results.

Avoid being hit by a penalty, give me a call to discuss ethical, White Hat SEO for your website by giving me a call on 01793 238020 or dropping an email to andy@enterprise-oms.co.uk

You’re thinking of PPC Advertising – but where should you place your money?

Screen Shot of Bing Ads, PPC

In my experience, when thinking about advertising on the the web, most people think of Google and Facebook Ads and that’s about it but there’s a wide range of Pay per Click (PPC) opportunities available and the key to success is deciding which are the platforms most likely to deliver the best results.

In this post I’ll be looking the top 8 platforms that you should think about,

  • Bing Ads
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Pinterest Ads
  • Twitter Ads
  • Yahoo Ads

Bing Ads

Run by Microsoft, Bing is the search engine that seems to be forgotten but is in daily use by millions of people. My experience is that clicks are cheaper than those from Google and frequently of better quality. It gets better because if you have a Google Ads campaign, Bing Ads have a tool that will import all of your campaigns at the click of a button.

Bing also powers the Yahoo Ad network so you’ll have the added benefit of your Ads appearing across Yahoo too.

Look hard and you’ll also be able to take advantage of £100.00 credit to get you going (there are terms, of course but essentially, it’s free advertising)

Facebook Ads

Facebook, largest Social Media platform on the internet. 2.2Bn users worldwide and about 32m in the UK so why wouldn’t you want to advertise here. Well, if you have something to sell to consumers then you should give it some thought. You can have image ads, text ads, video ads, sponsored updates and much much more. 

Not only that but you can target specific audiences and markets through the demographic data that Facebook hold, making it a far more targeted campaign than other platforms.

However, if you are in the Business to Business market, Facebook may not be the ideal platform for your ads.

Google Ads

Not the longest running Ad platform but certainly the most well established, the most popular and the one with the greatest reach, with more than 3.5Bn searches taking place on Google every day!

Google ads can be placed on Google, YouTube, the Content Network as well as Google Search Partners.

You can have simple text ads, image ads as well as responsive ads targeted at mobile phone users.

Google Ads is also a great way to waste money if you don’t think carefully about where your Ads are displayed, to whom they are targeted and the way your search words are formatted and used. Campaign management (either in-house or outsourced) is essential to get the most from your Ads investment.

Linkedin Ads

Linkedin is home to over 520m professionals and so if your business is focussed on selling things to, or providing services to, a business market place than Linkedin is the natural home for your ads.

You can focus your ads on almost any of the demographic metrics that Linkedin collects, whether geographically, job title, seniority, job role and much more.

Traditional ads are shown on the right hand side on your Linkedin home page and across the top whilst promoted posts appear in the newsfeed and hate works best are hints, tips and white papers.

Pinterest Ads

Pinterest is quite new to the paid advertising market but is rapidly catching up, as demonstrated by it’s initial valuation before going public on the 18th April 2019 at $19/share valuing the company at $12.7Bn.

With more than 200m active, monthly, users who are researching trends, looking for ideas and inspiration it’s an ideal place to sell “things” – especially if your target market matches the key Pinterest demographic with 70% of Pinterest users being women and 40% earning more than $100,000 or more

Twitter Ads

Twitter is used by 330m people every month and is recognised as a key source of breaking news. 

Unlike a lot of the platforms mentioned here, Twitter ads stay on Twitter and so can be particularly effective and remain fully under your control. Your ads can be simple text but photos work better and videos are event more effective.

Yahoo

Yahoo was one of the original sellers of search ads and was the model that Google based Adwords on. Yahoo still stumbles on as part of the Oath network (Yahoo, AOL, Huff Post and Tumblr). 

Yahoo has a partnership agreement with Bing which means that your Bing Ads will also be displayed on the Yahoo network (and vice versa) and your ads can be simple text, images, video and any other supported media across the network

Conclusion

There are numerous Ad networks fighting for your advertising spend. My advice is to start small, test AND measure. If, after a couple of months, it seems that one of the platforms isn’t working for you then stop and switch to a different one until you find the right platform for your business.

And, if you need any help, I’ve been doing this since 2003 so give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free, initial chat to see whether I can improve your existing campaigns or help you launch something new.

How to optimise your YouTube videos


You can watch the video, listen to the podcast or read on

YouTube, great isn’t it – more cat videos than you can watch in a lifetime! 

However, it’s also a great source of information AND a really powerful way to reach web users who prefer to watch videos rather than read stuff. Imagine you want to learn how to fly fish. Just go to Google and search “learn how to fly fish” for example, and Google shows you that there are 135 million results and the top is dominated by YouTube videos .

Google search results for Fly Fishing

Getting Started with Video Marketing

Making videos has never been easier with great quality cameras in our phones, our tablets, our digital cameras – the list of devices goes on.

Before you start recording, however, you need to make sure that your video has a purpose. Then you need to make a short list of keywords that are relevant.

As you record your video and add your commentary you need to make sure that you use these words and phrases from your list.

For the video accompanying this blog I’ve concentrated on “optimising your video”, “making your video easy to find” and “SEO for YouTube” 

Watch your video, does it look OK? Does it sound OK? If you are happy then you’re ready to move to the next step.

Uploading your video to YouTube

Once you’ve recorded your video and checked to make sure that you are happy with it the next step is to upload it to YouTube. Now you need to make the video easy to find and and make it easy for Google to understand what it’s about so that your video stands a chance of appearing in Google results, not just in YouTube search.

Next on the “to-do list” is to do is give your video a name that includes the types of words that people might be using when searching – so for the video that goes with this blog I’ve called the video “How to optimise your YouTube video”

Then you need a description so that YouTube can understand what the video is about.

Finally you need to add captions, in other words translate your speech in to text so that watchers don’t have to turn their speakers up or plug their headphones in. YouTube will automatically create the captions but you need to check that their speech t text translation has translated accurately and if there are errors you can go in and correct them.

Vimeo.com

Although powerful, YouTube has a number of annoying traits – not least

1/ The ability to show “People who watched this video also watched……” 
2/ The ability to place annoying adverts on your video – ads which might come from your competition if you’re not careful.

So, before you embed your video in your website or share through your Social Media channels and email campaigns get on over to https://vimeo.com and set up a free account.

Vimeo is a “YouTube for professionals” and doesn’t take Ads and won’t recommend similar videos so your viewers wont get dragged away down the YouTube rabbit warren and forget where they started. 

As a professional video platform it is mainly funded by subscription accounts but the free account should be more than adequate for your use.

Use the Vimeo embedding tools to add your video to your website, your blog, any email marketing that you conduct and your social media

And that’s it. If you have any problems with recording your video, optimising your video or anything else to do with your digital marketing then just give me a call on 01793 238020 for a free, obligation free, chat or drop me an email to andy@enterprise-oms.co.uk

How long does SEO take?

Hourglass - representing the time that SEO takes

SEO, easy isn’t it. Write some content, mess with the Meta Tags, get your image names and Alt Tags right and Bob’s your uncle, right? Instant SEO love from Google and a rush up the search engine results pages (SERPs)

Wrong………SEO takes time. Despite the amount of technology and artificial intelligence devoted to managing Google’s (other search engines are available) search results it actually takes some time for your changes to search to actually take effect.

If you are not familiar with key SEO terminology then pop across to my SEO Glossary

But how long does it actually take?

Google certainly isn’t telling but a number of people have carried numerous experiments and a number of conclusions have been reached.

The first is an answer that you don’t want to hear – “it depends”. And it depends on so many things, more than 200 according to Google.

Like everything, SEO should be planned and can be broken down into a number of phases, the first of which is

Research and Discovery

Audit your website to see what needs to be done, have a look at your competitors, think of the ways that people might be looking for the things you do.

Implementation

SEO Writing

The next step is to take the results of your research and start to build it in to your website. The “Technical SEO”. You should be auditing your back-links to make sure that they are of a high enough quality

Next up you need to start creating new content. Writing blog posts, creating FAQs, writing white papers etc. You should be sharing these through your Social Media channels, email campaigns etc.

By month four you should begin to see some improvement in your position in the search results – an indication that your work is paying off – but don’t stop.

Management and Tracking

You should be paying attention to Google Analytics to see how much traffic is visiting your site and how many leads, sales, enquiries are being made. If traffic has increased but actions haven’t then you are either reaching the wrong people, sending the wrong message or your site is not working particularly well. Now is the time to look at all of the issues and put resolutions in place.

Continue with your content creation. Too many companies opt out of SEO after 3-4 months because they don’t feel that it’s working for them. The reality is that their SEO may only just be getting going. A time frame of 6 months to a year is where you should be aiming. SEO is not a sprint, it’s a marathon. The more you work at it, the better things will get but the marathon never ends.

But remember

It’s no good being number 1 in the search results if your website isn’t playing its part in the role and converting those visits in to leads, enquiries or sales.

Not only that but SEO is just part of your marketing mix, you also need to be effective with your Social Media, email and Video marketing and everything else that you do to promote your products, services and your brand.

And if you need some help with any aspect of your SEO, from a site review to a full package just get in touch for a free, no obligation conversation and we’ll see where it takes us.

If you need help with your search engine optimisation (SEO), your website or anything else to do with your marketing all you have to do is pick up the phone and give me a call on 01793 238020 or send andy@enterprise-oms.co.uk an email

How many words is enough?

A lot of you will know that I keep my finger on the pulse of SEO, it is what I do 60% of the time, after all.

I always push the need for “fresh content” on website because it’s well known that it really helps with your SEO. However, I am often asked how long a blog post or web page should be.

Graph showing Total Word Count Vs Google Position

If you search on Google for the answer, you’ll find that people are recommending 1,000 to 2,000 words as the minimum for “optimum SEO” and in a recent post Backlinko quote research that indicates that the average piece of content that ranks on Page 1 of Google contains 1,890 words.

However, just because you can write the magic amount of words doesn’t mean your post will gain a P1 ranking and here’s why.

There are over 440m blogs across the internet but if you take Medium and Tumblr in to account then there must be over 1 billion blogs and with billions of searches conducted every day, and thousands of new updates posted everyday, there’s an awful lot of competition so, how do you win the content war?

First off, throw away the word count target.
Why?

Because if I tell you to write 1,890 words you’ll aim to do precisely that and a short update will be padded and padded with unnecessary filler which means that even if it does rank – people just won’t read it. On the other hand if you need 3,000 words to do a subject justice you’ll edit it so heavily that it just won’t wont make sense. So here’s my first tip.

Tip 1 – make your content as long as it needs to be

Obviously, from an SEO perspective, the longer it is, but you also need to write really well to maintain reader engagement.

Tip 2 – Be Original & Ride The Wave

Sounds contradictory I know but If you piggyback on a news article you’ll simply be one of many “me too” writers, so use your knowledge, skill and experience to approach a topic from a different angle. Tools such as UberSuggestBuzzSumoand Google Trends will help you find popular topics to use your skills and experience on.

Tip 3 – Ask your readers

You could use Social Media and Survey Monkey to actually ask your readers what they would like to know about. I know, daring isn’t it!

Tip 4 – get writing

Remember, once you have written something, find some relevant images to illustrate your message and then re-read what you have written to make sure it makes sense. Use tools such as the Hemmingway App and Read Able to ensure readability (aim for a reading age of around 12-13) and then, finally, read it out loud to yourself.

If you read in your head, you’ll read what you think yo have written but by reading out loud your brain has to analyse every word and translate the visual signal in to an audio signal and you’ll frequently find yourself thinking “I’d never say things like that” and every time to reach that point then go back to the edit screen and revise.

All that I would like to add is a hearty “good luck and good writing” and if you need any help with your content just get in touch – andy@enterprise-oms.co.uk or 01793 238020 for a no-fee, obligation free chat.

Oh, and how long is this article? It’s just 568 words

And if you need any help with technology, websites, SEO or marketing all you have to do is pick up the phone and give me a call on 01793 238020 or send andy@enterprise-oms.co.uk an email for a free, zero obligation chat about your needs.