Google Announces Retirement of Universal Analytics – What You Need to Know
Recently, Google announced that they would be discontinuing Universal Analytics (Google Analytics 3) from the 1st July 2023, replacing it with their new Google Analytics 4, which was launched in 2020.
You may be wondering what this means for your website analytics, as most websites still rely on GA3. With this post we hope to answer a few of your burning questions.
How is Google Analytics 4 Different?
Although the premise of Google Analytics 4 is the same as Universal Analytics, much of the interface and data collection methods have changed.
In GA4, rather than tracking individual metrics such as page views, it focuses on events such as user engagement. This includes metrics such as clicks and scrolling which offers a greater insight into your users’ actions. These new metrics mean that the generated reports have changed.
As some metrics have been removed and new ones added, the reports generated by Google Analytics have changed as well, with more focus on user engagement. There is also a new reporting interface that allows you to create your own custom reports using the new metrics. Although this is a process that requires some learning.
This move to Google Analytics 4 demonstrates Google’s dedication to improving user engagement and experience.
How Much Longer Can I Use Google Analytics 3?
After the 1st July 2023, Google Analytics 3 will no longer track your website traffic and data. This means that technically you will be able to use GA3 up until this point. Following on from this, although GA3 will no longer analyse your website, it will continue to store your history allowing you to view your previous data.
However, this means that comparing your current performance with your history will become more difficult.
The last date you will be able to send data into Universal Analytics will be the 30th June 2023.
When Should I Make the Move to Google Analytics 4?
Despite Google Analytics 4 being a direct move from Universal Analytics, your history will not be transferred over. This means that if you wish to compare your current performance with your history, as mentioned above, it will be a more difficult process.
To ensure that you get the most out of Google Analytics 4, you should consider making the move sooner rather than later. Comparing your history with your current performance is a key metric within GA as it provides crucial insights into improvements and issues with your website.
What Should I Do Now?
At this stage, you should set up and configure a Google Analytics 4 Property ASAP, as this will allow you to gather data before Universal Analytics is turned off.
If you wish to know more about the process of making the change to Google Analytics 4, or need help setting up a GA4 property then please contact us and we will begin the process.
November 2021 Google Core Update
November 2021 Broad Core Algorithm Update
Google updates Google Search hundreds of times a year to ensure that the Searcher has the best possible experience. The majority of these updates are not noticeable, but they still contribute to the overall user experience.
Several times per year, Google releases Core Updates which are larger and more noticeable. These sometimes bring disruption to websites as they can decrease or increase in rankings and traffic. This is normal and usually stabilises after a week or two.
Overview
Announced on the 17th November, the November Core Update saw a spike in SERP volatility, much like the spike back in July with the previous Core Update. This time, the spike was larger, with an average of 20% more volatility than in July, however, it levelled out sooner.
There is speculation that the Google Core Updates are becoming less impactful, however it is also possible that the Updates are being streamlined in order to limit disruption.
Both Desktop and Mobile were hit by the Core Update, with Mobile being the most affected. This is a trend we are starting to notice with broad Google algorithm updates, as Mobile becomes more and more of a priority.
Impact
Analysing the top 100 websites which saw the most volatility, the ‘winners’ of the Core Update saw an average position gain of 33, while the ‘losers’ saw an average position loss of 28. While there were many sites which were significantly affected by the Core Update, the average website only saw a shift within around 3 positions.
Advice
As has been the case with the previous Core Updates since 2019, Google’s advice has remained the same. Websites should make sure that their Mobile versions are up to date and running smoothly, alongside ensuring that their content is high quality.
If your website has been hit by the November Core Update, it may be the time to update your content and make sure that it is high quality and meeting top ranking keywords. Alongside this, when generating new content it is important to make sure that it is high quality, proofread and optimised to improve the chances of it thriving in the many updates Google rolls out in a year.
Web Design Trends for 2022
Whether you are an eSterling customer or just looking around the web for some solid design trends for your next project then you’ve come to the right place. Every year brings its own trends and design fads and only a very select few stick, so I’m here to go through the good and bad of trends for 2022.
Light / Dark Options
This particular trend involves giving the user the ability to view your site in either dark or light mode depending on their preference. Having initially come from the back of Android & Apple’s UI options there’s a good reason for this trend to really take off in 2022. It has been proven that dark-mode reduces eye strain and conserves battery power on Mobile, Tablets & Laptops so it’s got that going for it too.
My take on this is a little more complex – I think if your websites traffic revisits your website either weekly or monthly then this would work and will give the user the impression that they’re getting a personalised experience.
If it’s added just because it’s a trend, then I’m not sure what value it really adds? Personally, I have Dark-mode set to my iPhone because I prefer the aesthetic but nothing more.
Would it work for your customers? What do you think?
Mesh Gradients
These are traditional gradients that include normally 3 or more colours that are pulled together to create a gradient effect that can be seen online more and more. You can use them as element backgrounds or as part of a hero section.
I’ve seen this as a design style for corporate brands to appear more contemporary and ‘fun’ especially used alongside bright, vivid colours.
Although this trend leans heavily on the colours that have been selected, if you choose the right combination, this trend can look eye-catching and quite impressive.
I think if the target audience is right, the branding colours lend themselves to this look, this could be a trend which will continue to be used throughout the 2020’s.
Most Minimalist Design
I feel the word ‘minimalist’ features on every single design trend since the early 00’s. This new take on minimalism removes all unneeded elements and leaves the bare essentials, replacing them with whitespace.
This look is mostly used for ultra-modern brands who seek to be associated with a contemporary, minimalist lifestyle. So this look would work for modern furniture stores, tech brands and clothing brands aimed at 18-30 year olds – It’s all about the target audience!
I personally love this look as it cuts out the BS and leaves just the product/content etc. but it’s not right for everyone.
Animating Icons
Now we’ve all seen the animated ‘menu’ or ‘hamburger’ icons which turn into a big ‘X’ to close the menu – Yes, this has been around for a while but LottieFiles has opened their doors and provided Web Designers with a toolbox of animated icons. I think this trend will really take off in 2022.
These light-weight icons can really enhance the UI of a website and as they’re SVG’s too – they are fully interactive on all devices and browsers.
When used correctly, this trend can really make a site look and feel more polished and complete. It gives the impression that the designer has taken their time to get things just right.
It’s a no-brainer, just do it!
General Advice
If I was asked to give our customers or other like-minded people some advice for the web in 2022, I would say the following 3 words: Speed, speed, speed.
With every passing month, Google reaffirms their stance on slow, poorly built websites stating that they will be penalised resulting in a lower Google ranking which could be devastating for small to medium sized businesses.
Essentially this could be the death of these ‘off-the-shelf’ website builders such as WIX, Mr Site, Et al. If building your own website is a serious option due to cost then I would say it’s not worth it. You could do more damage than you could imagine.
If you rely on website enquiries or calls originating from your site, if it doesn’t rank, you’re dead in the water. In essence, what Google are trying to do is promote well built, fast websites over the slower, more poorly built websites. The Google Core Vitals are the new metrics which will come into force that test your websites responsiveness, speed and performance and potential they could decide on the success of your website.
Ultimate SEO guide to eCommerce Migration
Migrating your eCommerce site to a new platform or design can come with a host of benefits – from increased functionality, better security, improved user experience and other advantages that could help your online revenue grow.
However, every experienced digital marketer knows that without proper preparation migrating an eCommerce site can come with a lot of pitfalls that, if ignored, can spell disaster for SEO performance.
To help with this process, we have put together the ultimate SEO guide to eCommerce migration. If you follow this checklist, you will be less likely to see in a drop in your organic rankings and traffic and
It should be noted that each migration is different and comes with its own host of challenges. This guide is meant to outline the main general issues that migrations face, but this mileage may vary depending on factors such as domain name changes, change from HTTP to HTTPs, payment gateway changes and more.
Preparing to Move
These steps should be the first thing you do and can be done before work has even started on the new version of the site.
Crawl Your Current Site
Screaming Frog is a widely used tool that crawls all URLs on your site and lets you analyse all technical and on page SEO data. Other tools are available to do this but Screaming Frog is free up to 500 URLs and is relatively simple to use and understand.
Screaming Frog Website Crawler
It’s important you crawl your current site to obtain a list of all your current URls as well as SEO data about those URLs that can be used for comparison and benchmarks later on.
Important SEO data can include Metadata, Canonical Tags, H1 & H2 Tags and no-ndex pages .
Benchmark SEO Performance
Using Google Analytics, Google Search Console and the software you use to track your search engine rankings, take a snapshot of performance to benchmark how your site performs in search engines.
Look at how many users land on the site through search engines, how long they stay on the site, the percentage that bounce, how many pages they view per session, what devices they view your site from and your top ranking keywords with the highest monthly search volume. All of this data can then compared once the migration goes live.
Benchmark eCommerce Data
As well as benchmarking your SEO performance, you should export as much details as you can about your sales performance.
Look at revenue, transactions, conversion rate, what channels users are most likely to convert from, what devices users are most likely to convert from, what pages are viewed and assisted conversion. This data will give you a good idea of the impact the migration has on your site’s profitability.
Benchmark Backlink Profile
It is also important to export a full list of all your backlinks. Ahrefs is a useful tool that allows you to look in-depth at all of the domains that link to your site. Keeping a record of this is important to ensure that no important inbound links are lost during migration.
Compare Live Site & Stage Site
Map Redirects
With your current URL list from the crawl, create a full 301 redirect map to ensure that all old website URLs redirect properly to the new URLs. Normally, a map will be a spreadsheet with a column with your current/old URLs with another column that lists the new URL counterparts.
Once implemented on the staging site, you will want to crawl the old URLs to ensure that no redirects are broken. This should be repeated again post-launch.
Example of how a redirect map could look.
Ensure URL structure is still SEO friendly
If you are migrating to an entirely new eCommerce platform, it is more than likely that the URL structure will change for products and product categories. Review the new URLs on the staging site to ensure they still meet SEO best practices.
- Do URLs still contain target keywords?
- Do URLs follow standard structure like /productcatefory/product/ ?
- Do URLs contain hyphens instead of underscores?
- Do URLs appear spammy/stuffed with keywords?
Compare Internal Links/Site Structure
Before launch, you will need to check to see if the new site has SEO friendly internal links and structure.
- Are all of your main pages, product categories and products linked in your main navigation?
- Are there any orphaned pages?
- Do category pages contain indexable links to the products?
- Are there any broken links on the site?
- Are there any internal links that 301 redirect?
- Are there pages that take more than four clicks from the homepage to get to?
- Do you product categorised in a way that targets keywords?
Review & Copy Metadata
From your initial crawl you should have all of the meta descriptions and titles present on the current site. At this point it may be a good idea to review all metadata to ensure that it effectively targets your keywords.
- Do page titles begin with your main target keyword for that page?
- Does your meta description contain the effective Calls to Action?
- Are all titles and descriptions an appropriate length?
Once the review is completed, copy all Metadata over to you the staging site so that it is ready for when it goes live.
Review & Copy Content
Content is more important than ever for SEO performance so ensure that the new site has unique SEO-friendly content on all pages.
- Does content contain relevant keywords for all pages? Creating a keyword map for each can be helpful to establish what you need to target.
- Is there any duplicate content anywhere on the site?
- Do products contain enough technical information?
- Is it easy to tell what your product is, what it does, why you should buy it from the descriptions?
- Do all product categories have content?
- Is there content on the homepage?
- Check word count on all pages.
Review On-Page/Technical SEO Elements
- Check H1, H2 usage
- Check IMG ALT attributes
- Verify proper implementation of canonical tags
- Check all pages that you don’t want indexed and marked with ‘no index’ tag.
- Check for canonicals and duplicate URLs
- Check the site will
- Ensure the new site has an SEO plugin installed e.g. Yoast for WordPress.
- Ensure Google Analytics tag is copied over.
Copy Schema Markup
For an eCommerce site, schema markup is particularly important.
In 2011, major search engines created a common set of data markup that search engines use to better understand the meaning of and information on a webpage. This collaborative markup is called Schema.org.
All eCommerce sites should have some schema markup on their page, in particular the product schema markup. Although it doesn’t directly impact rankings, it has been proven to have a direct impact on click through rates due to the enhancements it can give your search engine rankings.
If this is on your current site, ensure this is transferred over and if it is not make sure you create schema markup to be implemented before launch.
Compare Page Speed
Using Google’s Page Speed Insights and their Lighthouse Developer Tools, compare the page speed for the current and new sites. Although this may change after launch, it is important to review now to ensure that if there are any issues severely impacting page speed, they can be resolved well before launch.
Compare User Experience
Once you have reviewed all technical aspects, it is also important to check that your new online store works from a user perspective. While this won’t have a direct impact on organic traffic, if you don’t consider the user, you could see a fall in conversions.
- Is it easy to search products on the site?
- If you have a lot of product variations on your site, can these be easily filtered down to specific requirements?
- Are products categorised in a simple, understandable way?
- Is your website easy to navigate?
- Do product pages display enough information to make an informed purchase?
- Is delivery information made clear?
- Is contact information easily accessible?
- Do you have clear Call to Actions?
- Is it clear what elements are clickable?
- Are all product images high quality and relevant?
- Is this site easy to use on all devices?
- How many steps is your checkout process? Is this as simple as possible for the end user?
After Migration
Launch Checks
Once your new site has been launched, it is important to check the below:
- Verify all redirects are working.
- Check that the site is not being blocked from being crawled or indexed.
- Verify all pages that you don’t want accessible in search engines aren’t set to nofollow.
- Check for any 404 or 301 response codes on internal links.
- Ensure that Google Analytics is tracking page view data.
- Verify that Enhanced eCommerce tracking is setup and tracking data correctly.
- Verify that the site has an XML sitemap and this has been submitted to Google Search Console.
- Check that all On-Page and Technical data that has been copied over from the old site is present and indexable.
Site Speed Test
It’s important to check page speed again after launch as if there are any server or hosting changes post-launch you could get different scores.
Page Speed Insights
If you notice a drastic reduction in page speed scores, it is important to rectify this as soon as possible as page speed is a ranking factor for Google.
Ongoing Monitoring of SEO performance
You should set checkpoints to compare the new site’s performance to the old data that we benchmarked earlier. This can be after a week, a month 2 months and then quarterly.
Important things to monitor at each stage are:.
- Have any new pages been indexed?
- How have search engine rankings changed?
- Have the pages that are ranking changed?
- Have you seen a fall/rise in traffic?
- Are users bouncing more? Are users spending less/more time on the site?
- Have you seen a change in transactions/conversion rate?
- Has average transaction value changed?
- Has your top performing products changed?
If you need assistance with migrating your eCommerce site, our SEO team has helped business move their site to a variety of different platforms, ensuring everything is in place to protect their organic traffic.
Contact us now for more information for how we can help you migrate your eCommerce site now.
Google’s Core Web Vitals Algorithm Update: What You Need to Know
Google has confirmed that Core Web Vitals are becoming a new ranking signal for search results in May 2021 – but how do they define Core Web Vitals and what impact is this going to have on your site’s rankings?
What Are Core Web Vitals?
Google is adding Core Web Vitals to its recommended ‘Page Experience’ guidelines which currently includes:
- Mobile-friendliness
- Safe-browsing
- HTTPS-security
- Intrusive interstitial guidelines
Core Web Vitals is categorized into three metrics which are defined as –
Largest Contentful Paint:
The Largest Contentful Paint (LCP) metric reports the render time of the largest image or text block visible within the viewport.
In simpler terms, the LCP is the time it takes for the majority of content on a web page to load. This metric is important as it analyses what it is like for a user to open your webpage. For the vast majority of users, a page that takes a long time to display its main portion of content is not ideal. Google has recognised this by including this metric as part of its search algorithm.
Google has suggested that an ideal LCP measurement is 2.5 seconds or faster and has specified these guidelines for poor, needs improvement and good speeds. These guidelines will be vital for SEO performance after May 2021, when Google introduces LCP as a direct signal for how it ranks pages in search results.
First Input Delay:
First Input Delay (FID) is the time it takes for a page to become interactive – for instance, this could be choosing an option for a menu, entering text into a field or clicking a link on the site’s navigation.
This metric is important for Google as it looks at real users interacting with their page by measuring how long it takes for them to actually do something on a page. A slow FID suggests that a page is unresponsive and indicates to Google that this page is less usable than others that have a higher FID time.
Google has outlined that sites should aim for a first input delay of 100ms for a good user experience.
Cumulative Layout Shift:
Cumulative Layout Shift:(CLS) is how stable a page is when it loads – essentially how much it moves around on your screen as the page loads.
If elements such as text, images, forms or anything else moves before the page is fully loaded, then this is indicative of a high CLS.
Below is an example of how this could be particularly frustrating for users and why Google views it as an important metric for deciding the best sites.
Google has defined the below criteria for a good CLS score. Google suggests that “To provide a good user experience, sites should strive to have a CLS score of less than 0.1.”
You can test your site and see how it performs for these3 metrics using the Google Page Speed Insight tool.
How Will Poor Core Web Vitals Affect My Site?
If your site is falling below Google’s recommended scores for each Core Web Vital metric then this suggests to their algorithm that your site takes a long time to display for users, is slow to become interactive and is visually unstable while loading and is therefore less “useful” to users. In May 2021, if your competitors are still outperforming you on these metrics, this is going to have a direct impact on the rankings of your site.
Fortunately, there is enough time to improve your site’s Core Web Vitals before Google launches its algorithm changes and your rankings begin to drop.
eSterling have an expert team of developers, designers and SEO specialists who can help improve your Core Web Vital metrics and prove to Google that your site is worth putting at the top of their search results.
Contact the team at eSterling now on 01217208420 or email hello@esterling.co.uk to find out how we can improve your core web vitals.
SEO vs PPC: Which is Better for My Business?
When making a decision on how to spend your marketing bucks, one decision you’ll have to make is whether to invest in PPC (pay-per-click) ads, SEO (search engine optimization).or both.
In an ideal world, we would suggest the majority of companies invest in both PPC and SEO to ensure you can effectively outperform competition and dominate search engine results pages for your chosen search terms. However, if you have a smaller marketing budget, you may only have to opt for one.
This guide will define SEO and PPC and give you the pros and cons of each and help give you an idea of which you should use as part of your marketing campaigns.
What is SEO?
Organic rankings that are affected by SEO campaigns.
Search engine optimization (SEO) is the process of optimizing your website and web pages to rank higher in search engines like Google and Bing. Organic rankings refers to the search results of a search engine that cannot be influenced by paid advertising. Organic search results are ranked according to their relevance to the search term.
Pros of SEO
- Cost – SEO is generally a lot more cost effective than other forms of digital marketing -in particular PPC and Google Ads. This means that there are big opportunities for a great ROI in the long term.
- Scalable – Once you have gained first page rankings for high volume keywords, you can easily build off this success and look at other areas to target. Good performance in SEO can easily be built upon provided you have the right strategy.
- Higher Click Through Ratio – Generally, users will be more likely to click on organic results than paid results.
- Branding – Aside from more traffic, high search rankings give your business and brand more visibility online. Your site appearing highly can influence your perceived credibility with an audience looking for your service. Many uses trust organic results more than ads and you can quickly build a reputation as a leading provider of a product or service if you rank highly for a number of keywords.
- Sustainability – Once you have achieved high rankings and have an ongoing SEO strategy in place, your competitors can’t simply outbid you to appear higher. They will need to invest a lot of time in developing a strategy to improve their site to be able to remove you from the top.
Cons of SEO
- Long Term – Results from SEO can sometimes take months to generate results – if you only have a short window to see returns from your marketing, SEO may not be the best option.
- May Not Be Viable for All Businesses – For the majority of businesses, SEO will be an invaluable tool in their marketing arsenal. However, a small number of businesses may not see the same benefit – this could be because their industry is too competitive in search or that their product/services just don’t get enough search volume.
What is PPC?
Pay-per-click (PPC) is an advertising model where your ads are displayed with a link to your website and you pay only when a user clicks through to your site. This is typically associated with search engine advertising like Google Ads or Google Shopping.
Pros of PPC
- Quick Results – In comparison to SEO, PPC can generate results much faster. Once you have set up your campaign, you should instantly start seeing traffic to your site. PPC is perfect for businesses that need results in the short term.
- Position on Results Page – Google Ads now take up a large portion of search result pages, generally in the first four positions. Although users tend to click on organic results more, being able to occupy the top of a results page for your chosen keyword can obviously be a massive boost to both traffic and authority.
- More Specific Targeting – With PPC ads you can filter who you target based on age, location and demographics. You can make sure you are only paying for the traffic that you want on your website.
- Range of Channels Available – Google Shopping Ads, Display Ads and Text Ads are all forms of PPC advertising. Investing in PPC marketing gives you the option of trying these channels and seeing what works for your business.
Cons of PPC
- Can Be Costly – Depending on your industry, PPC can be expensive. Extremely competitive industries such as Law services or insurance can have very high costs per click. This is something to consider if your marketing budget is on the lower end.
- Start off more Expensive – Although PPC can get results immediately, to optimise your account you need a lot of data on clicks and conversions. This means that initially your initial cost per conversion will be higher than it will be once the campaign has progressed and begun to generate data. You will need to be realistic about how long it takes to optimise a PPC campaign.
Is SEO or PPC right for my business?
This will largely depend on your industry and business and you will need to weigh up the above pros and cons and see how they fit in with your business.
In the simplest terms, SEO can be seen as a lower cost, longer term solution whereas PPC can have higher cost but more impact in the short term. This, along with the other advantages and disadvantages will need to be weighed up against your own business needs.
If you are still unsure about what direction to take your digital marketing campaigns in, eSterling can help.
Our dedicated marketing are experts in both SEO and PPC campaigns and can offer free advice on what is best for your business and guide you to the channels that will get you the best return on your investment.
Contact the eSterling team now and we will be happy to help with any questions you might have.
Google Shopping is Going Free Worldwide – Here’s How to Get Your Website Ready
Google will roll out free listings on their Google Shopping platform in mid-October. This service allows online eCommerce stores to sell their products directly on Google.
Since re-branding to Google Shopping in 2012, the service has been paid-only. With increasing pressures bearing down upon retail markets, the search engine giant has decided to allow businesses to list their products for free to help them better connect with consumers during this period of uncertainty.
While they previously remained tight-lipped about the launch date outside of the US, Google have now confirmed that free listings will become available for all in mid-October.
Here’s how free listings will look
This is a massive opportunity for any product-based business. Even before the pandemic hit, hundreds of millions of Shopping searches took place every week. It has been estimated that Google Shopping makes up 85% of paid traffic for online retailers.
Over the COVID-19 crisis, eCommerce has become vital for the success of a large number of businesses. Google Shopping and other digital commerce services have also become key places for businesses looking to sell their wares.
If you already use Merchant Center and Shopping ads, you don’t have to do anything to take advantage of this change; your listings will automatically show up at no cost.
However, if you haven’t used the platform before, now is the perfect time to make sure your website and products are ready for listing on Google Shopping.
How to make your website ready for Google Shopping:
eCommerce Ready
First of all, your website requires full eCommerce functionality to be eligible for Google Shopping. This essentially means that customers can purchase products on your website.
Your site will need at the very least individual product pages, basket & checkout functionality and an integrated payment gateway. If your site doesn’t have these capabilities, you won’t be able to make use of the free Shopping listings.
If you sell products and you haven’t upgraded your site so customers can purchase directly on-site, now is the perfect time. Alongside the huge benefits of free Shopping listings, digital commerce will prove to be a vital revenue stream for many as more and more shoppers move online.
If you are interested in how you can upgrade your site, get in touch with the team at eSterling who can help make the transition to eCommerce. We have been building eCommerce sites for over 20 years and know how to create sites that makes it easy for customers to purchase the products they need.
Set Up A Merchant Account
As free listings will go live in a few weeks, now is a better time than ever to sign up for a Google Merchant account and get acquainted with how the platform works.
This account is where all your product data will live, alongside where you can where you can set shipping and tax rules. Sign up is easy and can be done here – https://www.google.com/retail/solutions/merchant-center/
Sign up for a merchant account here.
When you want to start selling products, you will need to verify ownership of your website. This can be done in a few ways including Google Analytics, Tag Manager or a HTML file upload.
If you need assistance with verification process, eSterling can help guide you through the easiest solution possible
Set Up Product Feed
If you have an eCommerce site all ready to go, you’ll need to generate a product feed that can be sent to Google. A shopping feed is essentially what allows you to tell Google what you are selling and how much to sell it for. This is the heart of any good Shopping campaign, so getting this setup and optimised in advance could be key to success.
Setting up and optimising your google shopping feed will ensure you show up for the right searches, earn clicks and maximise sales. eSterling have helped companies across the UK set up their product feeds and succeed in Google shopping. We handle everything from generation to optimisation, so if you want to outperform your competition when the free listings roll out, contact eSterling now.
Optimise Product Pages
Google Shopping requires landing pages from product ads to show the same product, image and price that appeared on the Shopping listing, as well as the ability to intuitively add to cart and purchase.
A landing page that doesn’t meet Google’s requirement could prevent your products from showing up at all. Now is the perfect time to review all of your product pages to ensure they are eligible to appear before free listings are launched this month.
Google also requires product images to meet certain quality standards, for instance, if your image is too low resolution the product may be prevented from appearing in your campaign at all. Now is a great time to review your product images.
eSterling’s web design team have created hundreds of product pages that meet the standards of Google shopping. If you feel your product pages need reviewing, contact us now and we can go through what you need to do to get them ready to sell for free on Google Shopping this year.
Set Up User Tracking
Ensuring you can accurately track how Google Shopping users are interacting with your site will be vital in ensuring your campaign is performing as best as possible when you start making use of the new free listings.
eSterling’s SEO team can set up Google Analytics and other user tracking options on your site in no time, making the process as simple as possible and ensuring your tracking is ready once the new changes start to roll out.
Call us on 0121 766 8087 and we can discuss in more depth how we can help you get your website ready for free Google Shopping Ads.
How much does a website from eSterling cost?
Whilst we’re all experiencing the initial teething pains of ‘the new norm’, it’s becoming evident that businesses across the country are looking to invest more in Digital solutions to help bring their products and/or services to a wider market, so with that in mind we thought it would be a good idea to provide some insight into our pricing policy.
First of all, each business we speak to have their own requirements, but it’s imperative we know the targets of the new site so that once we have that information, we can then provide advice on how best to achieve those goals.
Brochure Websites
There are many different types of brochure websites so it’s important to know what’s right for your business and this is where we come in – once we know your aims, we know the ingredients that will let your business thrive.
Here’s a range of questions we’ll probably ask you prior to quoting:
- What makes your business different from the rest?
- Do you have a site map?
- Do you want to display previous works?
- Do you require a Blog or News Section?
- Does your business have any specific corporate branding?
- What is the main Call to Action of the new site? (Essentially, what do you want your visitors to do?)
- What level of design would work best for your target audience? Simple, corporate or ‘WOW!’
These type of questions really give us an insight into the type of Brochure Website you’re after but more than that, they give us the initial spark of interest which allows our years of experience to flourish. We’re then in a position where we can help, advise and support your new project.
Brochure Websites can cost anywhere between £2,000 to £10,000 depending on your specific requirements but it’s important to know that every decision made during the project is based on your goals and targets. We always try to educate and give the best advice we can to our customers.
eCommerce
Where to start with eCommerce!? First of all, it’s important to grasp just what an eCommerce website gives a business. You can’t hire a Salesperson who’s available 24/7 or is willing to take and process orders on Christmas Day!
No other asset will do what a well-built eCommerce website can do for a business – it’s that simple.
So with that in mind, just how much is a well built eCommerce website? Well just like Brochure websites, we ask questions, we probe for information, How many products? Do those products have options? Do those options change the price? Is their tiered pricing? How is shipping calculated? What payment provider(s) are you using? All these questions need to be answered so we can plan out the project and provide a clear quote.
Part of the eSterling fact-finding stage involves our eCommerce Specification document which is forwarded to all eCommerce prospects and gives us a solid base to work from.
Our eCommerce offering ranges from £5,000 – £30,000 but as I said at the start of this section, you can’t hire a Salesperson to do what a well-built eCommerce can do.
You get what you pay for
In every industry around the world, this phrase is true but in Website Design, it’s apparent even more so. Our industry is also populated with Freelancers, one-man-bands and people who have taken a course in Web Design 101 and think they’re experts.
When you’re dealing with an agency that has been around for nearly 25 years you get a lot more for your money. You get an experienced team working on your project, some of the best Designers and Developers in Birmingham, a dedicated Project Manager and access to one of the most dynamic Digital Marketing Departments around – and that’s all before your new website goes live!
Once live, your main contact will be our HelpDesk Department who can help and advise you with any queries you might have. You’re also in the capable hands of our Commercial Manager (Wave White) who can advise you on how to make the most of your website and be on hand to support your online presence.
Need help with your Website project or Digital Marketing?
Talk to one of our experts today on: 0121 766 8087
or
Call our Business Development Team on: 07533 898249
Facebook Shops is launching soon: Here’s what you need to know
Facebook is launching Facebook Shops in a bid to gain a stronger foothold in the eCommerce world and compete with the likes of Amazon and eBay.
Shops will allow businesses to set up free storefronts on Facebook and Instagram. Facebook has had shopping features previously, but this update will allow companies to completely transform their Facebook pages into more accessible and attractive storefronts.
What is Facebook Shops?
In a recent post, Facebook has stated that:
“Facebook Shops make it easy for businesses to set up a single online store for customers to access on both Facebook and Instagram. Creating a Facebook Shop is free and simple.”
“Businesses can choose the products they want to feature from their catalogue and then customise the look and feel of their shop with a cover image and accent colours that showcase their brand. This means any seller, no matter their size or budget, can bring their business online and connect with customers wherever and whenever it’s convenient for them.”
Essentially, Facebook shops will function similar to existing eCommerce platforms but will only be available across Facebook and Instagram applications.
There are also plans to roll out features that allow businesses to handle customer support issues through Messenger, Instagram, and WhatsApp
Is Facebook Shops Free?
Shops are completely free to create – the only potential charge to businesses if a customer uses Facebook’s checkout option but this option can be turned off and users can instead be directed to the businesses’ own website checkout process.
If a business has a fully functioning eCommerce website then all products can be listed on Facebook Shops for free as then there is no need to use Facebook’s internal checkout process.
Is Facebook Shops Worth It?
Absolutely! As COVID-19 has forced shoppers away from the high streets, online sales have soared. These new Facebook and Instagram shopping features present another opportunity to get your products in front of consumers who are looking to purchase online.
With 1.73 billion daily active users worldwide, Facebook has a massive reach. Shops allow businesses to tap into this audience directly. With billions of users now able to easily browse products without leaving Facebook, this is a great opportunity to boost sales in a time that may be difficult for a lot of companies. With no cost to Facebook and such a big audience for your products, there is no reason not to try it out.
Even if you don’t currently have a huge following on your Facebook, the platform allows you to run paid ads that will put your products and storefront in front of targeted demographics.
When does Facebook Shops Launch in the UK?
Although Facebook Shops has launched in the US, it will be rolled out to the UK and rest of the world in the next few months.
How do I set up a Facebook Shop?
To upload all of your products to a Facebook Shop, you will need to create a product data feed or sync your OpenCart, WooCommerce or Magento website.
The digital marketing team at eSterling are able to guide you through this process and get everything in place ready for you to start selling on Facebook shops.
If you need more information on how we can help you sell on Facebook Shops or any advice on social media marketing, please get in touch now.
Why you should invest in Digital Marketing during the Corona virus outbreak
During these unprecedented and difficult times, there are many business owners who are trying to minimise financial risk for their business by pausing advertising efforts or cutting advertising spend.
This could be seen as a short term and temporary fix but eventually, this will lead to needless lost time and effort later on when it comes to rebuilding your marketing strategy from scratch.
So could this be the time to re-evaluate your existing budget and invest more in Digital Marketing? This blog explains why continuing with your marketing efforts is now more crucial than ever.
Grow your online presence & connect with your clients.
Following the government announcement regarding halting the spread of the virus, people are spending more time online and are using social media to connect with others. So this is the best time to grow your online presence and get more people to engage with your brand.
This could include working on your website to improve rankings and increase your site’s visibility when someone is searching for a particular product or service and being more active on social media. Even if your business is currently closed, you can still use social media to stay in contact with your current clients by showing your empathy and support during the outbreak or posting about small steps you have taken as a business to help people in need.
Make sure that information on your website or social media is up to date and keep your clients posted about any changes in regards to your services.
Covid-19 Update on Facebook…
Covid-19 Update on Twitter…
If you are not familiar or confident using social media, eSterling offer a complete Social Media Management service. We can manage your social activity and provide you with reports to track your online performance and engagement.
Understanding the importance of Search Engine Optimisation (SEO).
Search Engine Optimisation (SEO) is a process which includes a number of steps and actions that aim to increase the quantity and quality of traffic to your website via organic Search Engine results. SEO is a long term process and the results are not immediately obvious. So now is the right time to invest in SEO so that your website is fully optimised for when the sanctions are lifted and business returns to normal levels.
eSterling are experts in all things ‘SEO’ and our SEO services provide regular reviews, up to date reporting and on-going support. We make sure the site is fully optimised and that you are targeting the right keywords as well as resolving all technical issues.
That gives you a big advantage over your competitors as many of them may have not looked at their SEO campaigns.
Time to invest in content.
Content is one of the main ranking factors for all Search Engines and Google has made it clear that a great content strategy can increase traffic and in-turn improve rankings. During these days people are spending many hours browsing the internet and reading articles. You should focus on updating your website’s content and optimising pages for desired keywords for your products or services.
Don’t forget to add or update your blog section with interesting and informative content to keep your customers engaged, even if your company is closed or you are not operating usual hours.
Take advantage of our copywriting services and we’ll create well-written, original and engaging content based on your brand and target audience.
Start online advertising by creating profitable Pay Per Click (PPC) Campaigns.
People are staying at home and searching for products and services online, so you could take advantage of the increased search volume and invest in PPC advertising. With Google Ads you’re in control of the money you spend and are only charged when someone clicks on your ads so most of the clicks will come from customers who are looking for your products or services.
If you have already set up PPC campaigns and your business is still operating then it is worth leaving these campaigns running as your customers may still be looking for your services or products.
Should you have any questions about online advertising and PPC, don’t hesitate to get in touch. Here at eSterling we are still fully operational and can help you with online adverting and offer full support throughout this period and beyond.
Focus on your website and improve User Experience.
With daily traffic at an all time high, now could be the right time to think about a new website or a redesign of your old website to improve user experience. You need to make sure that your website is mobile friendly, the page speed is good and navigation is easy with clear structure and defined call to actions on all pages.
If you are not currently selling products, now is a great time to convert your site into an eCommerce site or improve your existing site since most of the transactions are taking place online. With so many people in quarantine and not being able to go to the stores, eCommerce sales are booming!
Invest in eCommerce.
We have years of experience in designing and building websites and we always endeavour to build sites that exceed your expectations and generate you more business. Give us a call to discuss your project & requirements today!
What’s Next?
At some point in the future this pandemic will pass, so you will need to make sure that you’ve got your business ready to go. Investing in your online strategy now, will reap the rewards further down the line.
We are here to help! We can help you promote your business online and develop an effective and measurable Digital Marketing strategy.