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Digital Marketing

New Strategies to Utilise in Your Digital Marketing Plan

By | Digital Consulting, Digital Marketing

In a digital marketing plan, it’s so important to figure out different ways to engage with customers and become more visible online. You should be continuously honing and streamlining your marketing plan to get better results. You should never have the same plan for more than a few months at a time, as things change very quickly.

Things in the digital marketing industry evolve fast, so your strategies must evolve with it if you’re going to stay ahead of your competitors. Below, we have some new strategies that you should consider utilising in your digital marketing plan. Take a look and see what you can do this year to get better results:

Create Targeted Content

Content will always be king, and creating targeted content will ensure you’re reaching the people who are actually looking at your pages. You should put a lot more emphasis on quality, and make sure you target the age groups, industries, interests, and demographics of the people you want to attract. Posting lots of information that just isn’t targeted to your audience won’t do. Quality over quantity. Ask yourself, what will your audience find interesting? What questions are they likely asking?

When your content is more relevant, you will get much better results overall.

Start Video Marketing

Videos help to tell your brand story far more effectively, and they are an extremely popular way for brands to get their message across today. If you’re not using videos in your marketing plan, you’re already behind! YouTube isn’t the only way to watch them – brands with a brand video on their social media channels will get more engagement, too. These videos are also effective on channels like Instagram and on your own website. You just need to figure out how you’re going to put up more videos in a way that will suit your audience and align with your brand. Will you go live, do them with your smartphone, or have them professionally produced? A good strategy is key to getting this right!

Focus On Personalised Emails

Generic emails are a huge no-no in this day and age; customers want to feel special, so you have to personalise your communications with them. Personalising emails should be a priority to you in 2019, so make sure you find out as much about your audience as you can. Sending a reward on their birthday, for example, can go a long way! If you make a mistake – for example, call them by the wrong name, make sure you own up to it and apologise. This does happen, especially when you’re using software to email lots of people at once.

Use Facebook Marketing Strategies

There’s a lot to be gained from Facebook marketing. You can use live video, or even use the new advertising platform created by Facebook. Businesses can use this platform to direct their paid traffic to a lead generation form!

Incorporate Customer Reviews

Search results pages are already reflecting customer rankings, so asking for customer reviews is a must if you want to let everybody know how fantastic your business is. Bear in mind that your audience probably won’t give you a review unless you actually ask for it, so be polite. 68% of customers were more likely to leave a review if they were asked. You shouldn’t offer an incentive though, as this is a conflict of interest. Make sure you implement a process to gather feedback and figure out which review system works best for your business, as there are multiple options that could potentially work. Make sure you reach out so you can gain new reviews regularly. Don’t expect people just to leave them.

Make Sure You Have The Option To Live Chat

Live chat allows you to connect with customers as soon as they are ready to speak to you. Chatbots can make it easier to provide answers, and you can integrate chatbots with your website, and then program and customise them so they will fit your brand perfectly. They have to suit your brand image and the message you are trying to convey. Make sure your chatbots are customised to provide the information that your audience wants in seconds – live chat is even better, but this may not be possible all the time, for whatever reason. Your audience should be able to find the answers that they want as quickly as possible.


Will you be incorporating these new strategies into your digital marketing plan this year? You should be! Don’t wait; start using these strategies and get better results almost immediately.

SEO vs SEM vs PPC – The Bedrocks of Digital Marketing

By | Digital Marketing, SEO

In the 21st century, the success of a firm depends on its ability to market its products and services online. But the digital marketing landscape is by no means simple. There are all kinds of concepts that companies, both new and old, must learn if they want to have success.

As with anything, it’s best to start with the basics. In this article, we’re going to discuss some of the key terms that people use to describe marketing online – namely, SEM, SEO and PPC. Once you know what these acronyms mean, you’ll be in a much better position to decipher articles on the subject that you read in the future. So without further ado, let’s get started.

SEM – Search Engine Marketing

Search engine marketing, or SEM, is a term which covers a broad swathe of online marketing strategies. Search engine marketing can involve paid advertising, where companies pay search engines like Bing, Yahoo, Google and Duckduckgo to appear in search results, and “free” marketing, where firms generate content designed to rank highly in search results.

There are other forms of online marketing that do not fall under the umbrella of SEM, but they are few and far between. The vast majority of digital marketing dollars go on SEM-related activities, whether they cost money directly or not.

PPC – Pay-Per-Click Advertising

Pay-per-click marketing most closely resembles the marketing most companies are familiar with – advertising activities where the firm pays for the space they need directly. In the case of PPC marketing, the business pays for advertising to appear at the top or bottom of the page in search engine results, or to appear in banners on websites that are members of the advert network. PPC marketing makes it much more likely that your advert appears at the top of search results and is particularly useful for companies just starting that don’t have an established digital presence.

Of course, none of this is free. The “pay” part of PPC tells you that much. But how payment in PPC works is a little complicated. Essentially, you pay for advertising space related to specific keywords. Most PPC marketing platforms, like Google’s Adwords, allow you to select the keywords that you’d like to target with advertising and create advertisements around them. Other people may also want to advertise for those keywords, and so businesses must engage in competitive bidding against each other to secure the space. The firm that bids the most wins the right to appear in the advertising results and the others get relegated to subsequent pages or out of the results entirely.

PPC advertising is good in the sense that you don’t have to build up an online presence to benefit. If you’re a new business and you’ve got the money, you can pay to get to the top of search results without having to go through the much longer process of getting there “organically” – a concept we’ll explore next. But the downside is that you must pay each time a person clicks an advert, whether they ultimately decide to buy something from you or not.

SEO – Search Engine Optimisation

The aim of search engine optimisation, or SEO, is to boost the visibility of the pages of your site without paying advertising dollars directly to a search engine. Companies with effective SEO can climb the ranks in search results without paying for every click and eventually reach the first page, generating leads for free.

SEO involves many specific strategies designed to convince search engines that the content on your pages is more useful for users than the content on other sites. Google and others evaluate the merit of your web pages based on links from other websites, whether they contain useful content, images and videos, and the amount of traffic they receive from social media. Search engines take this information and use it to infer the quality of your web pages and how high up in the ranks they should appear for a given keyword.

The benefit of SEO is that by the end of the process, you should be able to generate traffic to your website organically, without paying every time a person clicks on an advertisement. Prospects will see your pages at the top of search results and then simply click through, no payment required.

The cost of SEO is that it can be both expensive and time-consuming. Rarely do new companies get to the top of search results for particular keywords in less than six months. What’s more, SEO is not free: you have to dedicate time, writers, and SEO professionals to the task.

How to Make your PPC & SEO Campaigns Work Together

By | Digital Marketing, SEO

PPC (or pay-per-click) and SEO are often characterised as two mutually exclusive digital marketing strategies. Businesses either use PPC, or they use SEO: they don’t use both.

But, with a little thought, it’s easy to see that SEO and PPC can work together, boosting the overall effectiveness of your marketing budget.

Both SEO and PPC cost money. It doesn’t make sense, therefore, to focus on one or the other. What firms care about is the effectiveness of their marginal marketing dollar: how much bang for the buck can they get from their digital marketing for each additional dollar they spend? Managers and entrepreneurs shouldn’t commit to one strategy or the other; they should choose to use both in a way that maximises their return.

There are many ways in which SEO and PPC synergise. Take a look at some of these ideas to get your PPC and SEO campaigns working together.

Gain Shared Insights

Although search engine optimisation and pay-per-click advertising are treated as separate entities, smart businesses know that they can use data derived from one to enhance the other. For instance, companies can collect data from their PPC advertising, see what works, and then implement similar strategies, keywords or H1 and H2 in their SEO content.

Use Landing Page Data

Companies can use their landing pages in a similar way by collecting data on the preferences of PPC-derived prospects. Firms can track which content, CTAs, and images are effective for PPC prospects and then utilise these insights in their organic SEO content.

Achieve Search Results Dominance

Some companies find that there are advantages of being both at the top of the advertising results and the organic search results. Being at the top of both signals to the customer that you’re a leader for their particular search query, making it more likely that they’ll trust you and click through to your site.

Build Customer Confidence In Your Brand

One of the best ways to build trust with your customers is through repeated exposure. People tend to trust what they see as familiar, and so businesses who can get their message in front of customers regularly are more likely to convert. Combining SEO and PPC is one of the best ways to do this because both can be used during different stages of the customer journey.

Most customers do not convert the first time they interact with your firm. Instead, they come into contact with your digital marketing content on several occasions before committing to buy. The first time they encounter you, they may click a PPC advertisement at the top of search results and get forwarded to a landing page. Next, they might do another search and click one of your blog posts high up in the rankings, thanks to effective SEO.

Then they may make several more visits, viewing product pages or making additional searchers and consuming more SEO-related high-ranking content, before finally converting. Using SEO and PPC together helps you attract and retain customer interest through multiple channels.

Use Competitor SEO Analysis In PPC

Competitor SEO analysis is fast becoming the norm for companies wanting to boost the effectiveness of their SEO. What’s the point of starting from scratch when somebody has already found a strategy which works? But what most firms don’t realise is that they can use competitor insights to drive better PPC. Competitors may be drawing people in using specific keywords or targeting a particular audience.

Use PPC Search Intent Data

Although certain keywords might be related to your business (and they may be popular), they still might not be associated with sales and conversions. People searching for “history of plumbing,” for example, may be more interested in researching plumbing than hiring a plumber. As a business, you want to target customers who have “intent to buy.” Tools like Google’s search query report can tell you the rate at which people converted after typing in specific keywords compared to others. Not only do you want to design your PPC around these particular keywords, but also use them in your SEO too. SEO content build around keywords that prospects use before converting are likely to yield higher returns than generic keywords

Leverage Your Display Network

Not all websites in your display network offer the same rates of conversion. Some sites will be popular among your customers, while others not. As a business, it’s in your interest to use your PPC data to find out which websites bring the most traffic to your site and generate the most conversions. Once you’ve got these data, you can pass them on to your SEO team who can approach these sites and offer to create lead-generating content.

How your Social Media can Improve your SEO

By | Digital Marketing, SEO, Social Media

In the world of digital marketing, achieving a strong ranking on Google is one of the most important challenges of all. Search engine optimisation, otherwise known as SEO, is the key ingredient in the recipe for success. While there are many ways to increase your SEO ranking, a strong social media game could be the secret weapon that leads you to success.

Here are just five ways in which social media marketing can actively influence your SEO in a positive manner.

#1. Content promotion

Publishing links to your blogs, videos, and content can have a minor impact on your SEO through those direct links. Significantly, though, the fact that the content will be optimised on keywords will mean that the content reaches the right audience. As they click the links and read the on-site content, the associated traffic statistics will have a very positive impact as search engines will see this as confirmation that your site brings value to the visitors.

#2. Social link building

Links to your website work wonders for the overall SEO strategy, and posting via your social media channels is a great way to do it. When other websites link to your site and content through social media, it can give the SEO a serious boost while also winning over new audiences. Getting this type of link from influencers is almost impossible without strong and active social media channels. On a separate note, it’s an ideal way to diversify the types of links you gain.

#3. Increased engagement

Social media thrives on the engagement between users, and this includes the relationship between company and client. While the shares themselves won’t influence your SEO, the added engagement certainly will. As the engagement and leads from the content grow, it will make your content (and, therefore, website) become a voice of authority in the chosen topic and keyword. This is something that the search engines algorithm will love, which will result in a better ranking.

#4. The Google-Twitter bond

Google is now partnered to Twitter, which means that popular Tweets are now displayed as a part of the search results. This makes posting relevant content on Twitter a particularly good way to cheat your way to the top of page one. When added to the impact of the added engagement and retweets, a strong Twitter account can be a very useful asset to possess. Given that the partnership is still quite new, it’s likely that the influence will continue to grow over the coming months.

#5. Brand awareness

When consumers search for your brand on search engines, it will slowly but surely increase the presence when dealing with non-branded keywords too. A strong social media game will lead to far greater awareness, not least because consumers spend so much time on social media platforms. Getting the brand known on social media ultimately has a snowballing effect that will subsequently start to recruit new clients thanks to the actions of your existing clients.

Social media helps the business grow in many other ways, but the SEO influences are certainly among the best.

 

Approaching the Customer Journey in the Digital Age

By | Digital Marketing, SEO

Digital marketing is an essential feature for any modern business as the online arena is where millions of consumer interactions take place every single day. When handled in the correct fashion, this environment promises to generate some truly fantastic results. However, this is only made possible when you approach it in the right way.

Here’s how to ensure that your online marketing strategies are met with the right responses time and time again.

Leaving the traditional route behind

In years gone by, there was a linear route. The consumer would first be exposed to the brand before becoming familiar with it thanks to regular marketing. The consideration stage would hopefully be followed by a purchase and a repeat customer.

Nowadays, consumers have greater expectations while they additionally interact with brands in a completely different manner – this includes where they shop and how they make consumer decisions. With a more sophisticated and customer-centric approach, however, it is possible to win over the online audience.

Marketing teams must now embrace two-way conversations, find innovative ways of pushing the brand as well as the products, and know how to strike at the moment where consumers are most likely to complete an impulse buy.

Approaching the customer journey in the digital age

It’s also worth noting that consumers now follow a four-stage cycle. After creating an ‘initial consideration set’ of brands, the consumer gathers information in the ‘active evaluation’ stage before choosing a brand with what is known as the ‘moment of purchase. Finally, their ‘post-purchase experience’ is where their future decisions will be influenced one way or the other.

Following the four steps below should put you on the pathway to success.

#1. Consumer-driven marketing

Modern consumers are influenced heavily by the views of their friends and family. When dealing with the online audience, this can extend to strangers that are past customers too.

User-generated content (including testimonials, customer reviews, and blogs) from impartial third parties carry a lot of weight due to their authenticity. In truth, those reviews and responses are likely to have an even greater impact than any marketing campaign.

While the user-generated content is important at every phase of the journey, the impacts are heightened during the active evaluation phase. The reviews and testimonials can make all the difference by confirming or contesting those initial first impressions.

Google My Business is a particularly good solution for local businesses, not least because it boosts the SEO status too. Other platforms including Trustpilot are very useful too.

Still, you will need to give your customers a reason to provide positive reviews. The last thing you want to do is let them down. So, set realistic expectations and surpass them. When customers gain a quality service that is even better than promised, the positive reactions will lead to great results.

#2. Engaging content

As a modern business, you don’t merely want customers to love your products. You need them to become loyal to the brand too. Thanks to digital marketing, this can be achieved before a product has even been purchased. You’d be a fool not to take advantage.

People buy into people. Even without face-to-face interactions, the use of engaging online content can make prospective clients feel closer to the brand than you ever thought possible. Blogs, behind the scenes videos, and opinion pieces are all great options. Essentially, you need the content to bring value to the consumer’s life while getting them familiar to the brand.

When a consumer loves the brand, they will be far more likely to look at its products with a positive outlook. In turn, this can lead to instinct purchases. Furthermore, the fresh content is a great way to keep the brand relevant – especially for existing clients.

Engaging and entertaining content is also the perfect way to celebrate the personality of your brand. The fact that you’ll enjoy it too should spread to the customers. Given how their mindsets can alter everything, the value of engaging content cannot be emphasised enough. Be sure to embrace it.

#3. Mobile strategies

The exponential growth of smartphone and mobile technology has changed the game forever as clients can now access valuable information at any time, any place, anywhere. In fact, over 50% of all online interactions now take place via handheld screens. Targeting this marketplace is no longer merely an option; it is essential.

Media consumption through mobile devices is an amazing thing, not least because it offers a real-time interaction between client and company while consumers can interact with each other too. Over 7 in 10 customers use their smartphone during the research phases of the purchasing journey. Therefore, your business needs to incorporate mobile strategies into its marketing endeavours.

If the mobile browsing experience is inadequate, it makes the business look outdated and unprofessional. Over half of the potential audience will suffer as a direct result. Conversely, when the site is optimised, the engagement levels will be far greater. Mobile search engine results will show your website in a more prominent position too.

#4. Communicate

Given the opportunities for real-time engagement with consumers, it’s vital that you learn to embrace a two-way dialogue. Participation will keep the business fresh in their minds, which will give you an advantage as they handle the decision-making process.

In addition to encouraging participation, it gives the business a chance to collect valuable information. This client insight (both individually and demographically) can then be used to tailor the brand accordingly.

Better still, the interactions will be held with people that actively show an interest in the brand. In turn, it can be assumed that they will be likely to show an interest in the products too. This prevents you from falling into the trap of wasting time and money on online users that won’t realistically buy your products.

When supported by the other ideas mentioned above, great communication that leaves consumers feeling valued is sure to guide them to the desired destination.

Creating Compelling Content for your website

By | Digital Marketing, SEO

As a business, it’s up to you to sell who you are to your customers, as well as selling your product or service. A part of this process is having an updated website that is easy to read, easy to see and easy to use. The other part? Having compelling website content that people love to read.

Why is it so important?

The information on your website promotes not just your products or services, but who you are as a company. Being a new business consumer engagement is vital for your future success. It allows you to build a relationship with your audience, and the better you do that, the more they will come back looking for more.

If you are providing regular, catchy content, your business is going to continuously have visitors looking for your words. You need to know the following so that you can create the best content:

  • What people are looking for on your website
  • Whether the content is relevant to the audience
  • The best way the content should be presented to the audience

You need to create that engaging content after you have budgeted for affordable web design to make your business website look good. Below, you’ll find some of the best tips to building that content for your business site.

You need a target market

You can’t write excellent, targeted content without a consumer group to target in the first place. Once you know who your target market is, you can learn their interests and needs so that you can personalise your information to them.

You need excellent quality

Let’s be honest: you are a business leader, you may not have any idea about writing the actual content for your site. You can choose to outsource this content elsewhere, or you could learn how writing in short, concise sentences engages people. You can learn the benefits of the active voice and you can write content that is original and accurate. All of this is vital for the SEO process on your site

You need the right structure

Structuring your content is important. People need to know exactly what you’re trying to say in the first few sentences of your content. This can help you to grab reader attention immediately. Think about bullet points and tables, photos and visuals and keywords scattered through the content to up your search rankings.

You need the right format

This is a personal choice for you and what you want for your business website. You need to present your content in a way that makes sense for you, whether this is in blog posts, short stories or featured articles. Infographics and visuals are also important!

 


If you think that you need some help with writing your website content, look into the services of a professional to help you out. Compelling content catches the customers – which is exactly what you would be investing in. Be expressive, be clear and be effective, and you’ll see the difference in your bottom line.

10 Effective Ways to Keep Shoppers from Abandoning your Cart

By | Digital Marketing, Website Design

So close, yet so far. It’s the conversion that slipped through the shopping cart. Despite the popularity of online shopping, customers abandon their shopping carts all the time. If you run an ecommerce site you would know this all too well. Good news is, there are simple ways you can improve the shopping experience to help reduce cart abandonment.

There are many reasons why people abandon their shopping carts, some of which include:

  • Shipping costs are too high
  • Long estimated shipping time
  • Customers comparing prices against a competitor
  • Customers only browsing
  • Poor navigation/ shopping experience
  • Distracted by something else

Regardless of the reason, it’s a lost opportunity and with over 69% of shoppers abandoning their carts in 2017, it’s a growing problem for ecommerce sites big and small. To tackle the pain of shopping cart abandonment, here are 10 proven ways to lift your conversions.

Send targeted cart abandonment emails

One of the most effective ways to lure back customers is with a follow up email. Assuming you have already captured their email address, you can send a targeted email with the customer’s shopping cart and an enticing call to action or offer, to encourage them to complete their purchase.

Be transparent

Not everyone can offer free shipping, so if you can’t, make sure you are upfront about the potential shipping costs before customers get to the end of the checkout process. Something as simple as adding a shipping calculator to estimate costs before checkout, can help to reduce the shock of an unexpected ‘add on’ cost.

Make the shopping cart visible

Shoppers like to browse. Having a cart that is easily accessible and that saves your options makes it easier for customers to review their cart at a later date. Customers can also get distracted, so being able to see at a glance what items they have in their cart, can serve as a reminder that they haven’t completed their purchase yet.

Streamline your checkout

Make it as easy and quick as possible for customers to complete the checkout process. Provide guest checkout options rather than insisting they create an account upfront. You can easily ask customers to save their information for future purchases or to create an account once they have completed their purchase.

Create a sense of urgency

Displaying items low in stock is a great way to motivate customers to complete their purchase so they don’t miss out. If you are running a promotion, having a countdown timer displayed can indicate time is running out for customers to take advantage of your special offer.

Offer various payment options

Not everyone wants to pay for their purchase the same way, so the more options you provide the more customers you will be able to cater for – such as PayPal and Afterpay.

Highlight your security features

Shoppers want to know the site they are shopping on is secure, so having an SSL certificate is imperative to gain trust. Displaying security badges on your site also helps to instill confidence in customers, knowing their personal details won’t be compromised.

Enhance your visuals

Shopping online means you can’t physically touch what you’re buying, so having high quality images that showcase your products at different angles will help customers decide whether the product is right for them.

Provide easy assistance

Sometimes customers may have a question about a product or the checkout process.  This is where having live chat enabled on your site is handy for instant confirmation. If your business isn’t equipped or resourced to handle live chat, then a basic FAQ page that is easily accessible can do the trick too.

Run remarketing campaigns

Win back customers by advertising to them while they browse other sites. You can target them with dynamic ads showing the items they didn’t purchase. By staying in their purchase mindset you may be able to encourage them to return and checkout.

 


 

Don’t forget, Google Analytics is also a great tool to identify funnel leaks and areas of your site that could be improved, to facilitate a better shopping experience and conversion pathway.

Want to improve cart abandonment rates on your ecommerce website? Contact us today and we’ll recommend the best solution for your business.

When Will my Website Rank #1 on Google?

By | Digital Marketing, SEO

Have you been told before by shady search companies or SEO specialists that they can guarantee you a top Google ranking for your website in just 7 days? Of course, it’s what we’d all love to believe, but the reality is it’s not going to happen overnight.

So how long does it really take to get your website a page 1 search ranking?

The truth is there isn’t a one size fits all answer. There are many different factors that come into play which can affect your position on the SERPs. To give you a better idea, research conducted by ahrefs has shown that around 95% of new pages published don’t get into the top 10 within a year. For those that do, it tends to take around 2 to 6 months.

How do the 5% get there? With a solid, ethical SEO strategy, backed by SEO specialists that continually monitor your site’s performance and optimise for the best possible outcome.

One of the key factors that helps improve your search ranking is through link building. It’s a process that takes time (hence why you won’t achieve an instant #1 result) but is extremely effective when done correctly. Neil Patel sums up link building really nicely.

So you now know it’s going to take at least a few months to gain any real traction for your site ranking, but that’s no reason to throw in the towel. Like the saying goes ‘good things come to those who wait’.

We’ve previously covered off our top Google SEO ranking factors, but here are a few insights that can help move your SEO efforts along in the right direction:

It all starts with proper keyword research

Creating content around the right keywords is crucial if you want to achieve the best results. Knowing which keywords to focus on will help determine the kind of content you need to create, in order to rank highly and drive traffic to your site.

Produce fresh content regularly

Google prioritises their ranking for new content and take into consideration a number of factors such as the length of content, timeliness of content and whether the content is original. Let’s take blog posts for example. Generally the longer the post the more credible the site will be. Anything more than 300 words is considered a good start, but the key is maintaining quality.\

Don’t stop your link building

If your SEO specialist has carried out your initial link building campaign, keep it going. In Google’s eyes it will mean you’re still relevant. Having quality back links on a regular basis will help maintain and continue to improve your position on the SERPs.

Whilst it may seem like a lot of effort to get started, having a long term SEO strategy in place will ensure your site benefits being at the top for years to come.

Ready to kickstart your rise up the Google ranks? Cloud Cartel’s SEO specialists will give it to you straight. Give our team a hola today.

 

Digital Marketing

The Basics of Measuring Your Digital Marketing Success

By | Digital Marketing

You’re spending so much time, effort and resources in executing your digital marketing strategy, but are you keeping tabs on how well you’re performing?

Unlike traditional forms of marketing and advertising, there’s no need to predict your success. Digital marketing provides you with endless valuable metrics to measure the performance of your campaigns and presence online.

Where to begin though? This is where Google Analytics becomes your best friend! Different metrics will provide you with different insights, but generally speaking they will fall into 3 categories – traffic, conversions and revenue.

Here are 5 basic metrics worth measuring that are relevant to most digital marketing strategies. As your marketing evolves and your hunger for results grows, you can delve into the myriad of metrics available to you.

 

Total site visits

At the bare minimum you should be reviewing visits to your website. And if you’re not, aren’t you the least bit curious? Your total site visits provide you with a basic level understanding of how effective your campaigns are at driving traffic to your site. Based on your activities, if you track your visits month by month you should be able to get a sense of what is working and what is not. Take your analysis a step further and review your visits based on channel specific traffic.

Bounce rate

This refers to the number of users who visit your site and leave straight away without as much as a click on a link. This is particularly important if you run an e-commerce site, where bounce rates are mostly associated with cart abandonment. If a high percentage of visitors aren’t sticking around long enough to engage with you on your site, then it’s a sure sign you need to review things.

Total conversions

Conversions can be seen as actions performed on your site such as filling out a form, making a purchase, downloading content or subscribing to a mailing list. This is one of the ways you can measure how profitable your marketing efforts are. If your conversion rates are low, then you should sound the alarm bells and start testing for improvements. You can easily set up conversion tracking in Google Analytics if your site doesn’t automatically measure this for you.

Cost per conversion

How much are your leads costing you? This is important if you engage in paid advertising, because it helps you manage your budget based on the performance of your ads.

Return on investment (ROI)

The ultimate measure of how well your digital marketing is performing. Are your activities proving profitable and delivering results to your bottom line? This brings into play a few other metrics such as comparing your cost per lead against your lead to close ratio verses your average customer value. A positive ROI means things are looking good, whereas a negative ROI is just that, and clearly means some changes need to be made. Sound confusing? Don’t worry we’re here to help if you need it!


We’ve only just scratched the surface on digital marketing metrics here, but if you’re not measuring any of your activities at the moment, then this is a great base to get started.

Not sure how to measure your digital marketing efforts? Get in touch with Cloud Cartel – Perth’s digital marketing experts.

 

SEO Top 10 Tips

Cloud Cartel’s Top 10: Google SEO ranking factors

By | Digital Marketing, SEO

Did you know Google unofficially has over 200 SEO ranking factors built into their algorithm? So, when it comes to optimising your site – where on earth do you begin?

We all want our business to achieve that page 1 position on search engines, but it doesn’t come easy, especially when you’ve got a lot of different factors coming into play. We’re not going to delve into the science of how search engines work, but it is good to get your head around it if you’re new to SEO.

Not all of Google’s ranking factors hold the same kind of weighting. Which is great, because it means even just focusing on the most important factors initially, will do wonders to maximise your SEO efforts.

SEO experts ponder search ranking factors all the time, because as we know it Google’s algorithms are constantly changing and your SEO strategy needs to keep up too.

So what’s relevant right now? Our SEO experts in Perth have compiled their top 10 list of ranking factors any SEO beginner should focus on, to get their business ranking higher on Google.

1. Mobile friendly sites

No surprise here, we talk about this all the time. Having a mobile responsive site is an absolute necessity these days, as the number of people browsing on mobile devices continues to rise.

Google prioritises this by pulling its results from mobile-optimised sites first, rather than sites geared to desktop computers. You can test how mobile friendly your site is using Google’s mobile testing tool.

2. Quality content reigns

Content for now, is still king. The combination of producing original content, at a length that ensures the content remains valuable is a sure winner that Google will love you. But what does optimising content for SEO mean?

Google still relies on keywords to understand what your content is about, but it’s how you use them that matters. The trick is to keep your content fresh while naturally integrating your keywords and not over doing it. Duplicating content and going nuts with your keywords is only going to harm your ranking, so it’s very much a balancing act.

3. The need for super quick page speed

How fast does your site load? Users jumping on your site want answers to something and they want it fast. This has always been a pretty important factor in Google’s eyes, but now the search engine is also measuring this against mobile sites with a new algorithm dubbed the ‘Speed Update’. Put simply if your site is dragging to load on mobile, you’re going to find it hard to rank high on the SERPs.

4. Schema markup

Schema what now? Schema markup is code you place on your site to make it easier for search engines to interpret your content. If you’re a small business this is especially important for local SEO, as it helps Google understand where your business is located.

5. Power to the domain

A high Domain Authority indicates your website contains quality information and that you’re a credible source of insights. Domain Authority (DA) is a metric made up of factors such as domain age and keyword relevance. It rates websites on a scale of 1 to 100. The higher the score, the higher the ranking, which is likely to result in more traffic for you.

But how do you achieve a high DA? If you’re actively engaging in SEO you’re probably already onto this, regardless here are some tips to help you increase your Domain Authority.

6. Quality backlinks

Google keeps score of what sites have quality backlinks. When a trustworthy website links back to you, it makes your site appear valuable and positions you as an online authority figure. Once you start receiving a steady flow of a backlinks, you’ll notice your Domain Authority improve not to mention your rankings too.

7. Social signals

What’s one way Google knows you’re producing valuable content? If it’s being shared of course. People power through social media we like to call it. Anything from likes, tweets, pins and general shares will positively influence your ranking – so get social!

8. User experience (UX)

Ensuring your website is functional and provides a positive user experience is high on the list of SEO ranking factors. A site that’s difficult to use or navigate can impact your rankings indirectly through the time spent on your site, number of pages viewed, the bounce rate and so on.

9. Technical SEO

This loosely covers many factors, but carrying out basic on page SEO are tactics any SEO friendly website should be implementing. You just can’t ignore it. Things like optimising your title tags, header tags, meta descriptions and images, making sure you have a proper sitemap… the list goes on!

10. Secured sites

Google has considered security a top priority since 2014. Maintaining data security on your website is important to prevent data breaches from hackers accessing users’ personal information that you may collect. A secured site will be encrypted with an SSL certificate and identified with ‘https’ in the URL.

Because Google wants users to be better protected, they now label sites that aren’t https encrypted as ‘unsecured’. Having an unsecured site does look bad for business, but it’s actually not the absolute deal breaker for SEO. It is however best practice to have a secured site, which is why we’ve rounded it off in our Top 10.

Around 75% of people using search engines don’t click or tap past the first page of results. Crazy huh! So it just goes to show why you should stay on top of your SEO game.

 


 

Need a hand reviewing search ranking factors against your business website? Contact the SEO experts in Perth at Cloud Cartel.