Although people seem to use the terms WWW and Internet interchangeably, the two are actually very different beasts
There is a belief that the Internet came about through military research. The US government needed to find a way to send the “launch” message to ICBM silos in the event of the telephone network being disabled.
Although the US military contributed to the formation of the internet it was a lot more than this, and was mainly in the academic domain.
In the early 60s various projects in the US, UK and France had the aim of building, and interconnecting, computer networks, particularly the Super Computers of the day, for data sharing and data transmission.
In the early 80s the American National Science Foundation funded a number of supercomputers at several US universities, provided interconnectivity between them and also built a network that allowed by other academic institutions for research. This marked the beginning of the internet.
The first Internet Service Providers emerged in the USA & Australia in 1989 and in 1990 a small number of commercial entities in the USA were provided with private connections to this network. Connectivity increased rapidly, and the Internet as we know it, was born.
The Internet is the structure along which data travels when going from A to B and can be likened to a road network. And, like a road network, there are some routes that are faster than others and even the fast routes suffer from occasional issues and blockages which slows things down.
The World Wide Web
In 1989-90 research at CERN, in Switzerland, by British computer scientist, Tim Berners Lee (now Sir Tim) saw the development of a technology that linked hypertext documents in to an information system which was then accessible from any node (connection) on the network. Sir Tim released his research in tot the world and allowed it to be used without any license fees and this allowed it to become the defacto document standard for the world wide web. This is why all web addresses start with HTTP, it defines the protocol to be used to transmit documents, Hypertext Transmission Protocol although we are now more familiar with HTTPS where the S adds Secure.
Basically, the Internet is the structure along which the data travels (the road system mentioned in the previous section) whilst the World Wide Web is the data that travels across that network, like traffic on a road.
If you need any help with your presence on the World Wide Web, from your website through Search Engien Optimisation (SEO), Advertising or anything else I’ll be more than happy to have a free chat to see how/where I can help your business. All you have to do is call me on 01793 238020, email firstname.lastname@example.org or just search Chief SEO Officer.
Back in the early 80s, when I was undertaking quite a bit of management training I became familiar with 7Ps. Proper Preparation & Planning Prevents Pretty Poor Performance*.
When I moved from IT Support Engineer and Consultant in to Internet Marketing I learned about a different 7Ps, the 7Ps of Marketing:
Sometimes, when I introduce myself as a marketing professional, some conclude that I work with “advertising”. As you’ll see as you read on, you’ll see that advertising is just one part of marketing communications, which is one of the 7 Ps of marketing.
I’ve touched really briefly on the various elements of the marketing mix – but please get in touch if I can help you work through anything in particular, email email@example.com or give me a call on 01793 238020.
This is just a snapshot of the breakdown of marketing. But it is good to sit back from your business and challenge yourself with some of these questions.
Is there a market for what you do? How do you know?
Why should people buy what you offer at all and why should they buy from you?
What makes you different from your competition?
Who is your competition – when did you last do a competitive SWOT?
What are the overall growth trends in your sector?
What is your sales pattern? What area of your sales is strongest and why and can you harness this strength elsewhere?
And what area is weakest? What are you doing about it?
How well do you treat your customers?
Which profitable customers can you win from whom? Who? How? Why? Where? When?
Have you built value into your pricing?
Are you competitive?
Is your cost enough for you to work with profit?
How do you set your price?
Will you discount?
How will you avoid being always known for discounting?
What do your competitors do?
Keep It simple
How easy/convenient is it for your customers to buy from you?
Where and how are you currently selling your products and services?
What are the opportunities to extend these?
If you are selling a service on the web, are you supporting with testimonials and case studies?
Are your people one of your main strengths of your business?
Or are you the bottle neck in your company? Are you better than everyone else and does everything have to come through you first?
What type of leader are you?
What is the path for your team to voice their concerns other than coming through you?
Are your people your best ambassadors or are they whinging about you/the business as soon as they are out of the door?
Are they as well trained as they can possibly be?
Did you involve your team when you last undertook a company SWOT (strengths, weaknesses, opportunities and threats) –really powerful.
One of the vital Ps but often overlooked and often designed for the company’s benefit rather than the customer’s. Ask yourself:
Can your team deliver a consistent level of service to all customers and at all times?
Customer retention is critical.. how failsafe is your process to ensure you don’t lose any?
How effective is your sales process?
What processes have you in place for telephone answering/billing/communication with your clients/recommendations/operations/
Physical Evidence (Brand)
Your brand is defined as
Signs by which you are known and remembered
A bundle of explicit/implicit promises
A reflection of personality
A statement of position.
Have you thought about/discussed what does your company stand for? What’s its personality and philosophy? What’s your one key brand promise to your customers?
Your brand is so much more than your logo. Think about a new visitor’s journey to your web site – does this reflect the look and feel of any communication they have had from you hitherto? Will they recognise this as being part of the same business? Have you had your website made mobile friendly? Really important.
A few hours spent on this are far from fluffy nonsense.
Just a few from the hundreds of options
Face to face
Word of Mouth referral
Telesales as part of a process
Exhibitions and events
Direct marketing and sales letters with appropriate follow up driving to the web
Events and seminars
Advertising but think carefully before you embark here. One off random ads are a waste of time and money! Is it the right target market? Don’t be dazzled by offers…
Website and how are you pushing your web? Does your copy talk about ‘you’, ie the reader? Are you making regular blog posts and updates? Have you considered more SEO, more PPC, back links, etc
Online videos on YouTube – how to/ about/testimonials – so many options.
Social media – which platforms should you invest time in?
So then, back to the management version: Just think how powerful your marketing strategy will be when you combine the planning from my original 7Ps with the focus provided by the 7Ps of marketing.
Combining your marketing knowledge to create a good strategy/plan using the 7Ps of Marketing coupled with the the 7Ps of Management managing implementation will surely lead to improved business performance.
But there are few quick wins when it comes to marketing, the more you work at it, the better it becomes. So, remember to take time away from working IN your business, (doing the business stuff) to work ON your business, doing the stuff that makes your business better. Set aside time on a weekly basis – little and often on a regular basis.
Remember though, I’m an Internet Marketing specialist although I’ll be more than happy to talk over other elements of your marketing activities and help where I can, Digital Marketing is where my skill set lies. If you have any questions, call me on 01793 238020, email firstname.lastname@example.org or just search Chief SEO Officer
*Oh, and of course we didn’t learn “pretty poor performance” we used a far more pithy term than “pretty”
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
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
CPC = Google Ads
Google Organic = Google Free Search Results
Direct = Either Google can’t identify the source or people have entered the URL directly in their browser
Bing Organic = Traffic from Bing (Microsoft search)
UK Search Yahoo Organic = Traffic from Yahoo UK
Yahoo Organic= Traffic from Yahoo
m.Facebook = Traffic from Facebook on a phone or tablet
Google.com = Traffic from Google.com
Traffic from a third party website
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
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.
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.
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
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.
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.
It looks as if we are looking not at the beginning of the end but at least the end of the beginning of the Covid-19 pandemic in the UK. The government has slightly relaxed lock-down and hopefully will further relax things as the infection rate and number of deaths continues to fall.
There is no doubt that the UK government has thrown a vast sum of money supporting businesses with the aim of helping them survive coronavirus and ensure that they are able to restart and ramp up.
However, nobody knows how the economy will recover. There’s been talk of a quick return to business normality in a V shaped return.
However wise minds think it could be a U shape with the economy bobbing along the bottom until things pick up, a W shaped return should there be another peak of infection or even an L shaped recovery, which would be no recovery at all.
With over 20 years of supporting small businesses I have been through a number of recessions and know that businesses that really WANT to trade, and even increase their market, can do so provided their business is fit and well and ready to return to the fray.
What I do know is this, there will a lot of companies hunting for new business but a lot of them will have just re-opened and be hoping that what worked before lock-down will work post lock-down.
You have an opportunity to pull ahead of your competition
And it’s not difficult. You can take advantage of one of the government support packages to give your marketing activity a boot. The coronavirus Bounce Back loan is perfect for this.
If you are a small to medium sized business that has been effected by the pandemic then it is highly likely that you will be eligible. You must be
is based in the UK
established before 1 March 2020
adversely impacted by the coronavirus
And that’s it. The loan is 100% backed by the government and so the ultimate risk to lenders is negligible.*
You can borrow between £2,000 and 25% of your turnover, to a maximum loan of £50,000
And here come the best bits
There is nothing to pay for 12 months, and the loan attracts no interest either
Then you pay the balance back over up to 5 years at an extremely attractive interest rate of just 2.5%
What could you use the loan for
You could use the loan to play for a completely new website
You could use the loan to fund some training
You could use the loan to pay for professional support and consultancy
You could use the loan to pay for your SEO
You could use the loan to fund a Pay per Click campaign such as Google Ads, Facebook Ads, LinkedIn Ads etc
IT could be used to pay for a complete rebrand
Printing of marketing collateral
Running a mail shot campaign
You could could mix and match any from the above – as the following example demonstrates
New website – £3,000
12 months SEO support – £2,160
Google Ads campaign – £500/month -£6,000 for a year
12 months Social Media management – £2,880
12 months email marketing support – £2,160
Total £16,200 + VAT
You would pay nothing for the first 12 months
Then just £303.75 per month for 60 months bringing your total borrowing in at £17,229.38 – a loan cost of just £1,029.38*
That’s just £14.30 in interest per month, over the lifetime of the loan
If you wanted/needed less, here’s what £10,000 and £5,000 loans look like
Monthly Cost – £187.50
Total Cost – £10,635.42
Total Interest – £635.42
Monthly interest equivalent – £8.83
Monthly Cost – £93.75
Total Cost £5,317.71
Total Interest £317.71
Monthly interest equivalent £4.41
Don’t delay, start today
But I wouldn’t put it off. Only the government knows when the loans will need and your competitors may already be seizing this opportunity and as more companies take advantage the waiting list for your chosen professionals will be growing
Note that you are only eligible for one Bounce Back Loan so please make sure you have every eventuality covered.
I am yet to hit peak capacity but I’ve already had a couple of client take advantage of the Bounce Back Loan and have asked me to ramp up the marketing and coaching work that I do for them
So, don’t miss out – plan what you want to do. Get in touch for a quote, apply for your loan and then we can get started
Get in touch for an informal chat by email (email@example.com) 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
*I am not a financial adviser and you should take expert advice from your accountant, business adviser or other professional before proceeding. My figures come from the Lloyds Bank Bounce Back Loan Calculator
Enterprise Online Marketing Solutions accept no responsibility for any action that you might take after reading this post.
It’s a scenario I come across almost every month, a website gets relaunched after a major rebuild, perhaps the migration from an old site to something that’s (finally) mobile friendly or that’s the result of a corporate rebranding or a migration to e-Commerce or, or……well, you get the picture.
Then the problems start. Google Analytics starts reporting high Bounce Rates, the site falls down in the search engine results and visitor numbers start falling.
So, what’s happened?
Unless your relaunch is carefully planned, there’s a lot that can go wrong but one huge problem is Google. Your old site might have built a lot of respect with Google that hopefully translated in to great results when people were looking for you. However, if you just launch a fresh new site it’s highly likely that all of that respect is lost.
Not only that, but your old pages will keep popping up in search results, people might have added your old site to their favourites and when they visit – they are met with a 404 (page not found) error
What you need to do
And yet, it’s so easy to prevent this. Before you press “go” to launch your new site you need to create a list of all of the pages on your existing site.
Then you remove all of your previous site from the internet (or just make it inaccessible). You can do this by deleting your web files or simply by copying them to a new folder. Keeping a copy is essential, just in case anything goes wrong with your new site you can always revert back to your old one provided you have a copy of it but you need to take it off line to avoid any confusion.
Now you map your old pages to new. So, for example, mywebsite.co.uk/about on the old site should be mapped to mywebsite.co.uk/about-EOMS on the new site.
I use a spreadsheet with two columns to make this process easy to manage.
Finally you ask your web developer to put “301 Redirects” in place that map the old pages to the new. What now happens is any visit to one of your old pages will automatically transfer the visitor to the relevant new page.
Not only that, but a 301 redirect also carries forward a fair percentage of that Google respect I mentioned earlier,
If you need some help with the relaunch of your new website, need a new website, need help with your SEO or anything else to do with your online marketing then don’t hesitate to drop me an email firstname.lastname@example.org or give me a call 01793 238020
You might have a website that’s been build using WordPress. No one will blame you, after all it’s free and has become probably the most used Content Management Systems (CMS) out there. In fact, in 2018 around one third of all websites were built on WordPress.
You might have built the site yourself or paid a developer to design and build it for you. You might not even know that your site has been built using WordPress.
It’s popular because it’s free and pretty easy to use – well it is when compared to some of the alternatives out there anyway. Although popular and free, it may not be the best and although it It is OK it does have a number of issues.
Because it’s so popular it’s become a top target for hackers. This means that the people behind WordPress have to be on their toes, always on the lookout for weaknesses & flaws that the hackers can exploit to break into a website and create mayhem.
When the WordPress developers come across such a flaw they create a patch and release a new version of WordPress. As an example, the current version is 4.7. However within the next couple of weeks there will probably be a new version. 4.7.1 and then 4.7.2 and so on and so on and so on, releasing updates as and when flaws are discovered.
You and your web developer need to be on top of this by making sure that you’re running the latest version of WordPress. The newer versions, if set-up properly, should update themselves automatically but you need to keep an eye on things just in case. Older versions had to updated manually, by clicking the ‘Update Now’ link so it all seems pretty straightforward. But it’s not!
Why things may not be as easy as they seem
Most websites using WordPress use a number of Plug-Ins, small pieces of software that add extra functionality to the website and make it easier to manage.
However, you need to exercise caution when updating – especially if you use a lot of plugins to manage different elements of your site because some of the plug-ins may not have been updated to work with the latest version of WordPress.
This means that hitting the WordPress Update link might cause a plugin to stop working and this could break your website.
But what happens if you don’t update WordPress?
Well, you might find that your website gets hacked and will start to do things that you would’t want to be associated with. It could start to download malware to the computers of all the people who visit your site – software that could monitor their keystrokes and pass banking details back to criminals in Eastern Europe or China, for example.
Or you could find – as one news website found out to their embarrassment – a lot of unsavoury spam being inserted into the first paragraph of every news story on their website.
How did this happen?
The company were very lax – their site was built using WordPress and was last updated in June 2012. Since then, there have been 114 updates to WordPress, some to improve performance and some to improve security.
By failing to keep up to date this gave the hackers and “easy in”. The hackers were able to use automated tools to find websites using WordPress and to find out which version was being used. From there, it would have been simple for the hackers to target a known weak spot and break in. From there, it would have been the work of moments to install their own spammy code.
What should their website manager do?
It’s easy to cure – all they have to do is identify and delete the malicious software and then update to the latest version of WordPress, although they are so behind with their updates that they might find their site gets broken by the update so they might be caught between a rock and a hard place.
If you are worried about WordPress, then don’t hesitate to get in touch. Give me a call on 01793 238020 or drop an email to email@example.com for a free, confidential and obligation free chat.
A Content Management Systems (CMS) is a tool that business owners, web developers and others use to build their websites. There are loads to choose from, depending on your specific requirements, and WordPress, Joomla, Drupal, Magento, Umbraco, Squarespace, and Wix are some of the most popular.
If your website uses WordPress(WP) then you find yourself in good company. It’s by far and away the most popular CMS, being used by 32% of all websites. WordPress is popular for a number of reasons, the software is free (but you’ll still need hosting that will cost), it’s pretty easy to use and there are thousands of “themes” (designs and templates) that you can use to define the way your website looks and many of them are free to use. There’s lots of places you can turn to for advice and support and lots of professional developers who can customise your site so that is does exactly what you need.
WordPress is not perfect though, it may not do everything that you need. However, it’s an open system which means that if you understand how to write software you can create your own enhancements. You don’t even need to be a software developer to benefit. Somebody, somewhere has probably already had a similar need to yours and written something to do the job. Thousands of people have created additional enhancements and have made their tools available to everyone. These enhancements are called plug-ins. A lot are free whilst others require a payment, although the majority of these are inexpensive.
The downside to plug-ins is that each one you use makes your website run a little slower, and with Google beginning to penalise slow sites the speed of your website is something you need to keep an eye on. This means that you shouldn’t just keep adding plug-ins. You should make your choice, install your plug-in, give it a test and if it doesn’t do what you need then uninstall it.
Not only should you keep your plug-in count to a minimum but each plug-in MUST be kept up to date.
The authors regularly update them, some updates patch security flaws, some improve performance and/or add extra functionality and some updates are required to make sure the plug-in runs with the latest upgrades to WordPress itself – so you need to be regularly checking, unless you have a program that monitors then for you. Best case scenario is that nothing happens, worst case scenarios are that the un-patched plug-in breaks your website or a security hole lets a hacker in .
Your WordPress site needs to be secure so that hackers can’t break in and do their hacking thing. Which could be to use your website host malicious software and force it on the computers of all that visit. They might create pages with links to their web pages, or look to capture details identifying visitors to your site. Thankfully, there’s a plug-in that will fortify your WordPress website against attack.
Your website has to be fast. To stop people drifting away, your pages need to open within 3 seconds. Slower that that and people will not wait. Slower than that and Google may start to penalise your site by pushing it down in their search results pages. There’s a plug-in that will keep WordPress running as fast as possible.
Search Engine Optimisation
In order for your customers to be able to find you in Google (or Bing, or Yahoo or one of the other search engines) the search engines have to be able to understand what it is your website is offering. The discipline that enables the search engines to understand your website and hopefully put your site on Page 1 of the results is called Search Engine Optimisation. There’s a plug-in that makes it easy to search optimize your site – so long as you know what you are doing.
Hopefully you regularly back-up your business data. Well, you also should be backing up your website too. If you make an editing mistake and break your site, you can restore a working version, if something else breaks your website then you can restore a working version and if you have a problem with your host then a back-up will make it relatively easy to move your site to a new host. Guess what, there’s a plug-in for that too
So, which are the best plug-ins to use?
I can’t tell you that because there are thousands of the things but I can tell you which are the first ones that I install and configure on every WP website that I work with, in my mind they are essential and should be installed before you even think about developing your WP website
4 free plug-ins every WordPress site should have
WordFence for security
WordFence is a security enhancer. It is an “endpoint” firewall which means it cannot be bypassed, unlike a Cloud Firewall. This means that everybody trying to access the admin area of your site (both you as the site admin and the bad guys – the hackers) have to get past WordFence first.
It defends against “brute force” attacks, where a hacker attempts to guess usernames and passwords and after a certain number of failed attempts (you set the limit) it blocks the attacker, effectively making your website invisible to them. WordFence keeps a blacklist of known hackers (by their IP address) and automatically blocks them. WordFence also sends you an email when one of your plug-ins requires updating, making plug-in management a whole lot easier.
It scans your WP files for malicious software and if you need even more functionality (most users won’t) then the Premium version is just $99
Updraft Plus is a back-up plugin for WP. Now that you have secured your site from external threats you should look to guard yourself from internal problems, accidentally deleted pages, server/host issues, and (in the unlikely event of an intrusion) issues caused by hacking and penetration. It could even be something as simple as a WP, or plug-in, upgrade that breaks your site
To do this you need to be making regular back-ups of your WP installation and your content. Updraft Plus will do this for you. You can set a schedule so if you want an automatic hourly, daily, weekly back-up you just set the plug-in and it does the rest. You can even save your back-up to your Google, Microsoft or one of many other Cloud accounts,
Should you need to restore your WP site, Updraft Plus makes this easy too.
WP-Rocket is the only plug-in on this list that doesn’t have a free version. However, the cost for a single site won’t break the bank at just $39.
What WP-Rocket will do for your website is make it faster to open on a visitors computer.It uses a number of tools to achieve this. It compresses your site for faster transmission across the internet, it manages images so that the only images downloaded are those that are visible on screen, if allows a web browser to cache key elements of your site so that they don’t have to be reloaded every time a visitor navigates to a different page. You can see everything that WP-Rocket does here.
Yoast – for SEO
In order to stand a chance of being found on the internet, your website needs to be “Search Friendly” which means that Google, Bing, Yahoo, Duck Duck Go etc can find your site, visit all the important pages, understand what’s on offer and (hopefully) put your site on the first page of the search results when someone is looking for your products, goods or services.
However, WordPress doesn’t make it easy and this is where the YOAST plug-in comes in to play. As long as you understand the requirements for effective SEO then the YOAST plug-in makes it easy to implement key SEO requirements.
So, there you have it, four essential plug-ins for your website before you start working on the design, the look, the feel and your content and if you need more help with your website, no matter what CMS you are using, your SEO or digital marketing then all you have to do is pick up the phone and give me a call on 01793 238020 or send firstname.lastname@example.org an email
Carousels, (aka Image Sliders) the name given to those annoying sliding images that seem to feature on most websites these days. As you might have gathered, I’m not a fan but is my dislike subjective (taste) or objective (they don’t add anything).
It’s objective and here’s why
1/ the human eye doesn’t respond well to movement – or maybe it responds too well. We may not live in the jungle any more, but we did once. Our brains are wired to react to sudden movement, and this movement is called a saccade. It’s our retina’s uncontrollable response to movement, and the speed of movement during each saccade can’t be controlled. The eyes move as fast as they are able.
This might have been great when hunting prey in prehistoric times whilst trying to make sure the odd sabre toothed tiger can’t creep up on us, but today, it’s your slider fighting for your attention.
2/ They take control away from the visitor Visitors like to be in control when they arrive on your website. They don’t want to see something they have no use for, and frankly, the whole point of your website should be to give your visitor what they came for.
When you put an auto-rotating image slider on your homepage you take control out of your user’s hands and give it to the slider. You know what follows? Disaster. Image sliders keep rotating, attention keeps being grabbed and web visitors loose patience. This is not only frustrating, but is terrible for usability according to UX Movement.
3/ They take up Space and hardly get clicked? How many times have you watched a slider waiting for something useful to appear? If it’s more than once then you’re in the minority.
You already know image sliders are so fast and distracting, visitors tend to ignore them. Erik Runyon ran a study at Notre Dame University to test and measure the number of clicks made on the sliders in comparison to homepage visits and you know what?
The study revealed a mere 1% of visitors clicked on a feature on the slider. That’s like the unicorn of bad conversions.
4/ They reduce visibility The Neilson Norman group (founded by Jakob Nielsen, “the Guru of website usability” New York Times) group ran a usability study, where a user was attempting to search special deals on Siemens washing machines. The user arrived on the Siemens homepage that looked like this with a deal on a washing machine at the top of the page.
The user didn’t spot the deal
She ignored the offer placed in a small box in the left-hand corner.
Then she ignored the big banner splattered on the page, even though it had an image of a washing machine on it.
Because the image slider looked so much like an ad, she left the website without buying the machine, costing Siemens an easy sale.
Jakob Nielson also pointed out that international users and users with low literacy get easily distracted and frustrated by the image sliders, as they are unable to read through one offer before another slides into place.
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