Conversion Rate Optimisation
Posted by Aaron

Beginners Guide to Conversion Rate Optimisation

Conversion Rate Optimisation, Marketing, PPC Management, Reputation, SEO

What is Conversion Rate Optimisation (CRO)?

Media buyers and marketing agents are under constant pressure to generate new leads for clients’ websites. The most natural approach to achieve this goal is to increase traffic to the site. Sadly, this strategy is a standard marketing playbook that does not always generate the desired results. While traffic is essential, creating a consistent conversion path for website visitors is the best way to increase leads. That’s where conversion rate optimisation strategies come into play.

Before diving into the main topic, there is a need to understand what a conversion is and how it occurs. A conversion happens when a website visitor completes a desired action on the website. It may be a click-through to the products’ page, subscription to a newsletter or buying a product. The rate of conversion is calculated by dividing the number of conversions by the number of visitors to the site over a particular period. For example, if a products page had 100 visitors in the past day and 20 of them made a purchase, your conversion rate for that day is 20%.

Benefits of Conversion Rate Optimisation

CRO aims to increase the conversion rate by researching audience behaviour, analysing what stops them from converting and adjusting specific features to increase this rate. The process offers several benefits.

Improves Sales

Enhancing your conversion rate means you have successfully convinced your visitors to sign up for a newsletter or other such action. It creates a platform for nurturing them until they are ready to purchase your product.

Paid Advertising becomes more effective

Marketers use this strategy to complement their organic SEO efforts. CRO not only helps increase exposure of your brand and attracting new visitors but also tests out keywords used. Given that paid advertising is a pretty expensive venture, increasing the conversion rate makes your campaigns worth the money.

Capture better leads

CRO does not include all the visitors to a website; instead, it focuses on high-quality visitors. This way, the marketer has a better chance of converting them to customers.

Reduces Customer Acquisition Cost

Increasing the conversion rate is the first, effective way of getting cash for projects such as social media marketing campaigns. When you optimise a website, traffic from other campaigns improves as well thus, reducing the customer acquisition costs.

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How to Perform CRO

The first step to a successful CRO is to define objectives. Do you want to convert visitors to actual customers, lead them to sign up for a trial or fill a form? Next, you need to identify gaps in the conversion path and employ strategies that optimise it accordingly. As such, you need to conduct thorough research on your visitors and their behaviour. Marketers achieve this by performing quantitative and qualitative user research.

Quantitative Research

This research focuses on data and user behaviour. Marketers can use tools such as Google Analytics to gather useful metrics, including the most visited pages; the pages visitors spend the most time, devices used to access the website, demographics and other data. You also want to add conversion tracking to the site to determine the number of visitors converting, their demographics and the path they follow.

Here is a small example of what research and optimisation can do if done correctly. This is a website ranking nationally for specialist mortgage services.

 

Google Search Console Results

Qualitative Research

It refers to research from channels like review websites, customer interviews and focus groups to understand the customer’s experiences. You can perform an online survey distributed via email where you ask customers questions such as:

• Why they visited the website
• What they were looking for – Online Reputation Management advice?
• Whether they found it – check bounce rate
• Whether the experience was hassle-free or confusing – fire events when reaching specific parts of a page
• Why they decided to convert – A/B test different CTAs
• Why they left the site – didnt answer their question? Price?

The research methods should help you make intuitive observations and create strategies for CRO. You need to evaluate each approach by assessing the potential improvement it offers to the site, the value it brings to a page, and the resources required implementing it before choosing the best strategy for your CRO objectives. Here are useful CRO strategies online marketers should consider applying.

Include Lead Flows in the Blog

Lead flows are high-converting pop-ups designed to capture the attention of the visitor and create value. It’s a win-win situation where the visitors have a flawless experience when getting content and you get the conversion. As a result, the marketer can easily customise the fill-out forms according to the visitor’s preference without engaging a developer.

Use Text-based CTAs

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CTAs (Call-to-actions) are a great way to entice visitors to take the desired action. However, this strategy has become pretty ineffective as most website visitors don’t always read to the bottom of the post. Banner blindness is another feature that causes people to ignore banner-like info on sites. Text-based CTAs help capture the attention of the visitor, leading him or her to convert. For example, you can include a link to a landing page styled as another heading to see if the traffic converts to leads compared to regular CTAs.

Optimise with A/B Testing

The test compares the effectiveness of one version of an element or page to another version. A/B testing is a continuous process that allows online marketers to test a landing or other page with different features. For example, you can create two versions of a landing page and check it against your audience to find out the version that performs best or test how a red and blue CTA button performs. If the blue CTA button increases conversions, use it and move to another feature. Be sure to run tests for one element at a time, avoid overwhelming your audience and identify the variables that drove most results.

Optimise Your Landing pages

They are an essential part of the modern online marketer’s toolkit. It is where an existing lead engages more with your brand, or the visitor becomes a lead. An A/B test comes in handy to help you identify the version that generates most leads. The objective is to create a simple path to conversion that does not overwhelm visitors. Essential features that will help you optimise a landing page include:

• Using a catchy headline
• Using simple, and clear texts and images
• Including high-quality and relevant images
• Using language and design that match ads

Develop a Consistent Workflow

You can create automated workflows your colleagues in the sales department will find useful. For example, you can send emails on behalf of the sales representatives to allow leads to arrange a meeting with them at the click of a button. Alternatively, the sales reps can receive email notifications when a lead makes a high-intent action, e.g., adding a product to the cart or viewing the price page. You can also send emails to the visitors who abandon the shopping cart.

Optimise High-performing Blog posts

If you have been writing blog posts for a long time, it’s likely that you have posts that outperformed others. Blog posts remain a great CRO tool as you can quickly identify those that attracted high levels of web traffic. However, if the conversion rates are not impressive, find out the reasons for the low rate. For example, the CTA may be unclear or the content you are promoting may not be aligned with the blog post’s content. You can update the content to keep it fresh and relevant or optimise it for search engines or social media platforms like Facebook and LinkedIn.

Re-target Website Visitors

Most visitors won’t take the desired action. Retargeting allows you to remarket your site to visitors who left your website. Marketers achieve this by tracking visitors to the site and creating targeted ads as they visit other websites. The approach comes in handy when you want to retarget people visiting high-converting web pages.

Contact Us if you would like a Conversion Rate Optimisation Audit of your landing page 

Disable Wordpress 5.0 Editor
Posted by Aaron

How to disable WordPress 5.0’s new editor

Business, DigitalOx, Website Design

If you keep on top of your wordpress installation updates, you would have noticed WordPress 5.0 was released on the 5th of December. With it came a couple of game changing updates:

  • The platform is heavily moving towards a more user-friendly experience. WordPress was already at the forefront of user friendliness with the use of plugins and ease of implementation. With the latest update, they are upping the ante by make the post and page builder even easier to use. The problem with this is it now competes more aggressively with Page Builder plugins and therefore causes issues such as disabling their functionality altogether.
  • Page builder plugins could see a downturn in use. There are a few good page-builder tools that integrate very well with WordPress, some of which can make any amateur look like a professional developer. Gutenberg won’t replace them overnight, but it has the potential to deter people people from requiring plugins to do what is now built in.

If you are here, the new editor has removed your ability to keep using your current page-builder plugin (until they update and put a fix in place). The easiest fix right now is to disable Gutenberg and go back to the original editor.

How to Disable WordPress Gutenberg Editor:

Plugin:

  •  https://wordpress.org/plugins/disable-gutenberg/

 

Manually:

Login to your admin dashboard and locate the Appearance tab

 

 

 

 

Click “Editor”

Disable-Gutenberg-Editor-Step-2

 

 

 

 

Ensure your current (child) theme is selected

Disable-Gutenberg-Editor-Step-3

 

 

 

 

Click “Functions.php” in the side bar

Disable-Gutenberg-Editor-Step-4

 

 

 

 

 

Insert this code at the bottom ->  add_filter(‘use_block_editor_for_post’, ‘__return_false’);

Disable-Gutenberg-Editor-Step-5

 

 

 

Click “Update File”

Disable-Gutenberg-Editor-Step-6

 

 

 

That’s it. If you change themes then you just need to do the same thing. I have already this works on 4 different theme websites so this isn’t a theme specific fix.

 

Disable-Gutenberg-Editor-Step-7

 

 

 

 

 

reputation management uk
Posted by Aaron

Do I Need Proactive Reputation Management?

Business, Business Reputation Management, Company Reputation Management, Corporate Reputation Management, DigitalOx, Online Reputation Management, Personal Reputation Management, Reputation

With the world’s information only a fingertip away, your online profile has never been so important to protect and preserve. Online attacks can come from nowhere, often without any provocation. Inadvertently upset someone in a Forum post? Legitimately fired someone? Won a contract over a competitor? Got a new job and moved on? Congratulations, you’ve potentially got an online enemy and one who could very easily be prepared to spend numerous hours daily online ruining your reputation unfairly.

As UK reputation management specialists, we’ve seen versions of this story for ourselves many times over. So now we advise all individuals, and companies, concerned with protecting their online reputation for the future to act pre-emptively, before there’s even a problem.

Planning ahead for the future is something we all do in any case, so let’s just add planning for managing your online reputation to the mix. What does a Proactive Reputation Management plan even look like?

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A good reputation management company should be able to answer that question for you fairly easily: it looks like an ongoing monthly campaign to constantly create new positive content, constantly create backlinks pointing to chosen content, constantly maintain active and positive social media publications, and review and collate information by analysing the major search engines on a daily basis to ensure no negatives have appeared.

That same good reputation management company should also be explaining to you that it’s not all about them; you also have a part to play in protecting your online profile. Tips such as: withdraw from and refrain from making comments on online forums and blogs, ensure you have all major social media accounts activated, provide initial photographs and information to allow for the creation of a website and the aforementioned social media accounts, and above all flag up immediately if you suspect there may be a problem incoming. Even if your suspicions prove to be unfounded, the company working with you would rather know and plan for the worse than be taken by surprise and suddenly find an influx of negatives that they then have to deal with.

Monthly ongoing costs for this type of service should be fairly low; we look at the following when determining a monthly cost:

  1. Your social status (owner of a company vs employee of a company)
  2. Your job status (politician vs teacher)
  3. How many times your name is searched per month over the last 12 months
  4. How many (if any) negative links on the first 3 pages of Google
  5. Which versions of Google you want us to target (uk, fr, de, au etc)
  6. How many search terms you want us to protect (adding location, middle name, wifes name etc)

Using all this information will allow us to paint a picture of how long it should take us to get a foothold of pages 1 and 2. We then make you an ongoing offer (no contract) for monthly reputation management. If at any time you know there is likely to be something negative comping up about you, we have options availbe that allow us to post multiple press releases which syndicate and can help stop those negative links ever appearing. Such as a mention from Entrepreneur.

If you’d like to talk to us about any of the information within this article, don’t hesitate to get in touch.

Alpha-Blue-Ocean
Posted by Aaron

Alpha Blue Ocean – a Case Study by DigitalOx Limited

Business, Business Reputation Management, Case Study, Company Reputation Management, Corporate Reputation Management, Digital Marketing, DigitalOx, Local SEO, Marketing, Reputation, Review Management, Search Engine Optimisation, SEO, Social Media Marketing, Website Design

 

Each of our Clients is unique, and none more so than one of our more recent Clients; investment finance company Alpha Blue Ocean (ABO).

ABO is a transparent, ethical investment company – something of a misnomer perhaps, in an industry where all too often ethics are sacrificed for the sake of profits. From a significant interest in health, new energy and new technology companies in their first 14 months of trading they’ve accounted for (?arranged?) an impressive EU$900million in new investments.

They’re slick, professional, organised and energetic – both as a company and as individuals behind the company! So when given the opportunity to contribute fresh, unique content to their new website (currently under construction, visit their current site here at www.alphablueocean.com in the meantime), SEO services to both the old and new websites, and an ongoing Social Media Management (SMM) service designed to streamline and improve their social media presence not just in the UK but across Europe; we jumped at the chance!

For companies like ABO, who have such a unique market presence and a unique overall portfolio, our first job is to ensure we understand (as much as is possible without the benefit of a couple of extra degrees and a few years working in the financial investment market!) their services, needs, ambitions and future plans. This obviously lets us adapt our normal strategy to be completely suitable for their needs.

If your chosen Digital Marketing Agency doesn’t sit down with you – whether in person or via the multitude of technological ways we have these days of keeping in touch without physically being face to face – and learn your needs and services in order to adapt their normal service to suit, then take heed: run!

On an examination of ABO’s needs, our usual SEO services were expanded to include content creation and assistance with translation provision in a multitude of European languages (Swedish, Italian, Spanish) to reflect the multi-national nature of the corporation and the multiple European trading countries of the company. It’s also important to point out that SEO (Search Engine Optimisation) should also be tailored to the company you’re working with as a Digital Marketing Provider; in this instance we had to consider multiple search engine results and placements across Europe, as well as the standard Google.co.uk and Google.com services.

Search Engine Optimisation should obviously always be adapted to your Client: after all, no two Clients are likely to have the same sets of keywords nor the same potential Client targets and so each job should be truly unique and bespoke. Add to that multiple European languages and multiple European search engines, and we have a team of ‘techies’ here in our Scunthorpe office scratching their heads a lot wishing they’d paid more attention in language classes at school!

Learning our Client’s needs and motivations form a critical part of our early months of working in partnership together. In the coming few months, we’ll be posting here about ABO’s new website and our ongoing SMM work: because a multi-faceted, complex partner such as ABO; requires multiple Case Studies in order for us to truly explain and explore our relationship together.

by DigitalOx Ltd

 

Posted by Aaron

My Experience with DigitalOx by John Awen

Business, Case Study, Digital Marketing, DigitalOx, Local SEO, Marketing, Search Engine Optimisation, SEO, Social Media Marketing, Website Design

I first came across DigitalOx in mid-2017. I had received some bad publicity which emanated from some vicious online blogs that were circulating and being shared across various social media platforms, the blogs were full of vitriol hatred and animosity towards me, they really were nasty and were doing my credibility no good at all.

I contacted them via email, explained my situation, gave them the various links, back history and left them to it. Within 48 hrs I heard back from them, this time via a phone call, a very lovely Lady called Alana spoke with me, explained in layman’s terms what they would do and exactly what the process was in removing false, untrue and defamatory content from various online sites.

I knew straight away that my case would be dealt with efficiently and without hesitation, such was Alana’s manner, she just had the natural gift of putting me at ease instantly and made me realise that this, sadly, is an all too common occurrence for many people and that they would do their utmost to get it sorted as quickly as possible.

Within two weeks all the vile blogs had been successfully taken down and removed from all google and accompanying web providing search engines, to say I was relieved is an understatement, as I am sure anybody that has had to endure online stalking and being trolled will appreciate and be in agreement with me, the relief was immense and I could finally not worry about fake material that anybody could read.

  

From this point, I employed DigitalOx several times, to slightly redesign my website, SEO all the accompanying pages, along with getting them to design some fliers and business cards for me, again, nothing was too much trouble and every task I asked them to undertake was delivered swiftly, to a high standard and without any fuss at all.

I really cannot recommend them highly enough and for me personally, I like the fact that you can actually call them and speak with Alana personally, in todays digital age where the majority of conversations take place via texts and emails, I find this personal touch very reassuring indeed, although sadly, this is now a rare thing indeed, so huge credit for this once again.

DigitalOx really are pioneers within their field, nothing is too much trouble and I don’t know of any technological and digital problem that they will not undertake and complete to a very high and satisfactory standard.

The relationship I have with them is constant and ongoing, even when I am not having work done by them, I often receive an email, or a phone call simply to see how I am doing and to check there are no problems with my website and that I am happy with everything they have done for me, I don’t know of any other digital company that provide such great friendly services and the after care they also provide is highly recommendable and greatly appreciated.

In almost two years of working with DigitalOx I have found them to be nothing short of incredible, the online digital knowledge they possess is second to none and I cannot recommend them highly enough: in fact, in this past week, I have had another slanderous online blog removed by them within 72 hours, along with seeking legal intervention on their advice, which is now ongoing and this alone shows the vast knowledge that they cover and will undertake.

Whatever your digital needs, across all the many spectrums of this age, DigitalOx are for me the stand out company to contact.

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Posted by Aaron

The basics of PPC – Part 3

Business, Digital Marketing, DigitalOx, Marketing, Pay Per Click (PPC), PPC Management

The basics of PPC – part 3.

Following on from our 2 previous articles covering some of the key basic principles of PPC campaigns, let’s continue our look at how you create a successful ad campaign.

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We’ve looked at having the right keywords (1) and the right ad messaging (2) so now let’s look at your text and wording itself.

  1. Finding the right words

You’ve got limited space in Google AdWords, so choose your words carefully. Remember that Google will ban some adverts too if they don’t like the wording – for example, advertising a ‘cure’ or saying something is ‘the best ever’ will earn you an advert ban until you can provide Google with the proof to back up your marketing spin!

So to avoid your campaign being sidelined at the beginning, stay away from vague promises and too much spin – stick to the facts, and match your advert wording to the keywords and landing page carefully.

If you do a Google search and look at the adverts, you can get an idea of basic wording ideas from the layouts. In terms of physical space, you’ve got headline 1, headline 2 (both show in blue at the top of the advert) then the main text with which you have to grab their attention and get them to click on your website – so choose wisely, as you’ve only a few words to spare!

  • Make sure you have an attention grabbing title so you really stand out
  • Include a keyword in your advert and display URL
  • Make sure your ad points to an incredibly specific landing page
  1. Have the right landing page

Once someone clicks on your ad, they’ll be transferred to the landing page on your website that you specified. That page is also indexed by Google in relation to your keywords and advert, so this will have a massive effect on your quality score. It is important for your budget, and your overall success, that the potential customer gets what they are expecting when they click through. The landing page must match up to the ad messaging, and your digital marketing agency should have ensured this before launching your PPC campaign to get you the best possible results.

If they found ‘dog trainer in Lincolnshire’ interesting and that’s why they clicked, but the landing page then talks about a cat breeder in London, they’re not going to be very happy! Also Google doesn’t like that, and will score your adverts lower and show them less often as a result. Finally, you’ll have paid for a click that was never going to result in anything.

Have a clear, precise and relevant offer on your landing page that leads them on to the result you’re after, such as getting them to download something, or to buy, or to fill out a contact form or chat message etc (your ‘conversion’ as discussed previously in parts 1 & 2). Keep track of information that will be useful to you by including tracking codes in your thank you pages (Google Analytics – it really is your best friend in PPC terms!).

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Your success in running a PPC campaign will come down to selecting the most effective keywords, using the strongest ad messaging and meeting expectations with the right type of landing page and a fantastic offer. PPC isn’t something to just set up and forget about. It’s only through monitoring, updating and strengthening your activity as you go along, that you’ll hit on gold in the end and the right type of traffic will start flowing. That’s why most people choose to engage a good digital marketing agency to run the campaign for them – paying a monthly management fee is a small price for success, after all.

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_ Click to see our Transparent PPC Management fees click here or contact us for more details _

 

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Posted by Aaron

The basics of PPC – Part 2

Business, Digital Marketing, DigitalOx, Marketing, Pay Per Click (PPC), PPC Management, Reputation

What do you really need to know about PPC? Part 2!

Google Analytics: your new best friend! It’s impossible to run your PPC campaign without Google Analytics being installed, so first, ensure your website has it running. Next, make sure your AdWords and Google Analytics are linked to each other and you have goals (from Part 1 of this article – your ‘conversions’, what you term a success, as in what you want customers visiting your website to actually do) set up. That way you can grab specific insights quickly and make any adjustments you need to as the campaign continues over time.

A successful AdWords campaign will consist of a few key elements:

  1. The right keywords

Choosing which keywords to bid on is the single most important decision you need to make. You can bid on broad terms (e.g. ‘dogs’) which usually cost significantly more because lots of people are interested in them. Or you could go for what’s called long tail keywords (e.g. ‘specialist dog trainers’) which are a lot more detailed and specific, but likely to be cheaper because fewer people will be bidding on them.

To get it right you need to stop thinking about what you want people to search for in order to find you, and instead start thinking about what your potential customers might actually be typing into Google. In the example used above, a dog trainer may look at terms like ‘dog trainer Lincolnshire’ but what their potential customer actually searches for would be something different but related, like ‘how to make your dog stop barking’, or ‘how to control your dog on a walk’, for example.

Another set of basic keywords to include in your list is your own branded terms, like your company website, your company name and competitor websites. Just don’t get too carried away – unless you have a pretty large budget, as competitor branded terms can quickly eat up your money. When you’re starting out it’s always going to be more effective to build up your keywords gradually. Start with a small list and add more to it as you go along. Get some results in and then change your tactics based on the results – Google Analytics will be telling you what’s working and what’s not, so it’s vital that you use its reporting tools on a regular basis so you can tweak things as you go.

  1. The right ad text

You will only have limited space for your ad and to get your message across to secure that all important ‘click through rate’ – those are the % of clicks you’re paying for, so it’s important you get it right.

If what they are looking for doesn’t match what you are offering, then you’re really wasting your money as you’ll be paying for clicks that have no hope of ever leading to anything – plus Google will mark you down (quality score, more info below) if your ad search terms don’t match your users landing page experience.

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The secret here is to realize that volume should not be your main goal. You’re not just aiming for high numbers and to get the most clicks you can, you’re aiming to get the clicks you really want and those that will spend money with you. That means thinking about the ‘spending power’ of a searcher and having an advert, landing page and call to action (your chosen conversion type) that is going to be relevant to them.

This landing page experience (ensuring that it matches the advert, for starters) is a particularly important point because it will also affect your quality score – a measure Google uses to calculate how and when to show your ad, and how much you’ll pay for it. The higher your score the better you’ll do in these metrics and the more Google will show your ad so you get more clicks for less money from having a properly optimised campaign.

The number of options you have may feel a little overwhelming at first, but try not to get too overwhelmed. If you simply begin by thinking about the narrowest possible search terms and an offer you can make, thenconcentrate on doing them really well that will be a great starting point for your first AdWords campaign.

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PPC Basics Part 3 will be released in a few days. In the meantime, go to our PPC section for more PPC information! Dont forget to request a callback to see how we can help you and your business.

 

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Posted by Aaron

The basics of PPC – Part 1

Business, Digital Marketing, DigitalOx, Marketing, Pay Per Click (PPC), PPC Management, Reputation

What do you really need to know about PPC?

Pay-Per-Click (or ‘PPC’ as it is commonly known to save us all time!), is the fastest available way to drive web traffic to your company’s website. Every time you do a Google search, the first (and last) few entries on Page 1 are paid-for-adverts. And as we all know, 92% or internet searches don’t go beyond page 1 of Google so paying to be on that first page will more than likely earn you your money back, and then some.

Google estimates that businesses generally make an average of $2 in revenue for every $1 they spend on AdWords. Not a bad ROI to shout about, although results do vary by industry so be careful and liaise with your digital marketing agency about what results you can expect to see.

As the name suggests, PPC is basically a form of Online advertising where you pay each time someone clicks on your ad. This may be a set amount per click, or you may need to bid against rival companies on how much you’re willing to pay to secure pride of place beside the search results – again your digital marketing agency will consider your budget, anticipated conversion rate, profit per conversion, and of course your keywords before advising on what type of campaign you should be running.

Before you go splashing your cash, it’s important to know what you’re doing (or you could quickly find your budget has vanished but you have nothing to show for it!). Here we’ll give you some valuable pointers on how to get started with your own PPC campaign – of course if you’re not very ‘tech savvy’, the correct course of action is to turn the whole thing over to a digital marketing agency from the start. In which case, use the below as a guide to get you more up to speed with the basics of PPC.

The first point to cover is strategy. As with anything in marketing, in order to be successful, you need to think about what you want to achieve and to have a solid strategy in place. There’s no point wasting your money by not planning, so planning the campaign becomes your first port of call. Here are some key questions you need to answer before you get going, in order to ensure you set everything up correctly.

  1. What constitutes a conversion for you? What specific action do you want visitors to perform in order to record their visit as a ‘success’? Do you want them to download an e-book, purchase a product, activate live chat, subscribe to a newsletter, etc etc? You need to be clear what a conversion is, and make that clear to your digital marketing agency.
  2. How are you going to record these actions, (Google Analytics?) and are they being pulled through into AdWords?
  3. What figures do you need to achieve? Is there a target CPA (cost per acquisition) at which point the campaign will be profitable? (This is obviously a vital point: if you spend £1,500 pcm on AdWords to generate 13 ‘conversions’ and each conversion is worth an average of just £100 then you’ve not broken even….so you must be clear on your figures when setting your budgets, including what you expect to earn per conversion).
  4. Are you willing and able to commit for a six month period? As you’ll need to set a budget and stick to it for a minimum of this period in order for the campaign to be properly refined and optimised. Ideally, we’ll sign clients up to a 12 month PPC campaign with a break clause at month 6 because by then we should all be seeing the benefits. So you need to understand from the get-go that this is a long-term commitment and it takes time for results to be refined.

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So to summarise, the first and most important thing you need to do for a new PPC campaign is to outline why you want to use PPC and what your goals are: this will help you set up your campaigns well from the start.

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www.digitalox.co.uk for more information: PPC Part 2 released on the 11th of September 2018!

 

is seo dead 2018
Posted by Aaron

Has SEO Finally Met Its End In 2018?

Business, Digital Marketing, DigitalOx, Local SEO, Marketing, Reputation, Search Engine Optimisation, SEO

Is SEO dead?

The fact that the phrase ‘Is SEO Dead’ crops up as a Google auto-complete suggestion shows you how many people are searching for it. A few additional clicks to read a few articles also shows you just how inaccurate the search is. If search engine optimisation dies, digital marketing as an industry would die with it. In fact, SEO continues to be a vital part of branding strategies of Online businesses, especially those that seek regional and local search engine rankings.

No matter what type of business you run in the UK, you need good, managed, SEO to reach out to your audiences; by boosting sales, establishing loyal customer bases, and ensuring that your company is found online by the casual searcher and not just those who know your company name. SEO becomes your regional/local advertisement – and long term it’s probably the best Online marketing strategy you can adopt.

SEO serves regional and local marketing purposes for all types of companies – so long as you offer a product or service to customers, your company will benefit from a good, strong SEO strategy. Statistical analysis of customers shopping habits reveals that at least 50% of search engine users look for local businesses – so if they can’t find you online, you’re losing out to your competitors.

SEO will: increase your company’s visibility, create awareness of your company and its products / services, and – if done properly – can also generate leads for your business. It’s also your opportunity to create and market your company with an identifiable brand / theme that customers notice and remember and hopefully use to search for you in the future.

With good SEO, you’re going to increase traffic to your website so it’s important to ensure that your whole website is optimised and clear for end users, with a clearly defined ‘call to action’ and easy to use contact / order forms. A lot like PPC planning, you must know what you want from each user on the website and what constitutes a ‘conversion’ for you so that your SEO company can help you achieve your aims.

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A good SEO company will look through every page of your website and make recommendations on every aspect to improve performance and help you to achieve the aims you’ve designed for them – it should be the case that after engaging an SEO company, their ‘first fix’ is the biggest and most complex so that they can lay the groundwork for the months that follow.

Your SEO company should be installing and using Google Analytics to determine visitor patterns and all future improvements, and it’s important that you as the company owner build up a good relationship to trust their recommendations. You may be particularly fond and proud of a certain aspect of your website, but you must prepared to sacrifice or change it if your SEO company makes the recommendation: that’s where trust and the overall relationship really come into play.

As digital markets have become densely populated and concentrated, search optimisation in the UK has proven to be the strongest technique to mitigate risk and maximise profits compared to say PPC which is much higher cost to maintain (but does have the advantage of giving you that ‘quick fix’).

Statistical analysis shows that around 92% of the online users in the UK do not search content beyond the first page of Google. Among them, at least 33% of the users visit the first website on the first search webpage. So good SEO can help you be the company that they visit first, and that’s obviously the aim of SEO – grabbing that first spot under the PPC ads that appear at the top of every search.

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organic seo
Posted by Aaron

Organic SEO Vs PPC in 2018

Business, Digital Marketing, DigitalOx, Local SEO, Marketing, Pay Per Click (PPC), PPC Management, Reputation, Search Engine Optimisation, SEO

Pay-per-click marketing (or ‘PPC’ ) is a familiar term to all of us. It serves all the marketing purposes: visibility, customer reach, branding, and awareness. And it does so quickly, offering an overnight customer reach and company advertising platform. Considering this major fact, it is justifiable for businesses to ask us why they should not focus on PPC, and even prioritise SEO below it. Here, we explain our opinion of SEO vs PPC.

Image result for organic seo

Organic SEO is slower, but has long lasting results. PPC, in contrast, is much faster but short-termed (unless you have an endless pot of money to draw from, that is). PPC could kick-start your business for short-term goals; however, traffic stops coming as soon as you stop paying for the online ads. You may also find the cost of some ‘clicks’ to be prohibitively expensive, particularly in big cities for popular products / services.

On the other hand, SEO, by way of a contrast, does not abandon your business and keeps driving traffic to your website on a long-term basis. It also continues to drive traffic even if you stop putting money into it for a few months (although some rankings may drop, you won’t disappear from Google altogether).

That’s directly opposite to PPC, of course. With PPC, the second you stop your budget and pause your adverts your company effectively disappears from Google: unless you’ve also been actively engaging in an SEO campaign alongside your PPC, of course.

Image result for ppc illustration

PPC requires a considerable chunk of your monthly marketing budget to keep driving the traffic in. Now, if the amount you’re going to earn from PPC every month is equal to or greater than the budget you’re spending on it, then it’s totally worth your while doing it. However, for those companies who don’t find it as easy to get sales conversions from their websites, for whatever reason, organic SEO builds and grows with time; but once it is established, it helps you achieve your marketing and branding purposes without requiring a lot of money or effort. A good Digital marketer will look at your expected conversions, your monthly budget availability, and your profit margins per sale to gauge whether to recommend organic SEO over PPC: or, if budget allows, a combination of both.

And that’s actually the best possible option for most companies – although it may not always be practical in terms of budget, admittedly, – to have a combination of both PPC and SEO running simultaneously so that you’re maximising every possible avenue of Online customer for your company.

A really good digital marketing company will be able to talk with you about the benefits of both or a combined approach, and will understand budget restrictions etc form a critical part of your decision making process as to what form of Online marketing you take up.

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To talk with us about PPC, SEO, or a combination of both go to www.digitalox.co.uk for more details.

 

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