As search engine results have evolved over the years, helping Google understand your website has become more important than ever.
One method of providing explicit clues about a page is by including structured data. Structured data is a standardized format for providing information about a page and classifying content. This is typically written using Scheme.org vocabulary and can provide information on everything from product prices, stock availability, company contact details, customer reviews, delivery information and more.
Structured data, however, isn’t a direct ranking signal for search engines – so why is it so important to have, especially for eCommerce sites?
One way Google ranks sites is relevancy. For instance, if a user searches “cheap floor tiles”, Google return sites most relevant to that query and the user intent – so in this case it will most likely be eCommerce sites selling floor tiles. So if Google understands your site is an eCommerce store selling floor tiles, it will have more chance of ranking for this keyword.
Structured data make it explicitly clear what your page is about to Google, and while this isn’t a direct ranking signal, it may contribute to a stronger relevancy signal for the keywords you are trying to rank for. Allowing Google to easily see the exact information on products you want to sell is always going to be beneficial.
Another reason for structured data is Google’s ever-growing use of rich snippets. Rich snippets are Google displaying additional data aside from the usual organic listings and Google Ads – for instance, this may be a knowledge graph, showing the direct answer to a question.
Rich snippets extend to much more than just providing answers – here are some of the ways this can be utilised for eCommerce sites:
Displaying as much information as possible next to search listings is a proven way of improving click through ratio (CTR). The more information you provide, the more likely it users will click.
Some sites have seen as much as 30% increase in CTR after implementing structured data – this could be a major boost to both traffic and conversions.
Additionally, users will be entering your site with more information on the product they want to purchase. This can help decrease bounce rate and improve conversions as customers may have already made their purchasing decisions before clicking on the site.
If you are interested in improving your site with structured data markup, please get in touch with eSterling now. Our expert web design and SEO teams can implement structured data on your site, boosting your rankings, traffic and sales.
It seems like a good thing to have, and there’s plenty of companies out there who harp on about its effectiveness and how it improves the search rankings. So here is some information we thought would be useful
What is Google Business View?
Based on Google Street View, Google’s Business View gives users an inside view of your business. The idea is that, instead of just seeing a shop front, warehouse or generic office facade, you can now do a virtual walk in and see what the business looks like on the inside.
The difference from Google Street View is that there is no special Google vehicle doing the photographs. Instead, to get all those 360° images, you must hire a trusted agency (which we are) – it’s not something you can just do yourself.
The web seems to be unanimous in saying that there are benefits to having your business included in Google Business View. Having images of your business displayed right next to search page results should give customers a better sense who you are, and whether you are a real and trusted company.
So, it would be fair to say it will help your click through rate. But will it help your search ranking?
To date, it there doesn’t seem to be much research on this, and Google are pretty “hush hush” about it.
“An article that appeared in Moz.com in 2013 did show that sites that ranked high in local searches and have also adopted Google Business View managed to retain their dominance.”
Which suggests a correlation between having Google Business View and maintaining a Google ranking.
One thing we are fairly sure about, is that Google usually looks after those who use a Google feature. Having a virtual tour may not directly boost rankings, but is will increase trust, which does play a part in the local algorithm.
What can we offer with this Google 360 service?
- High quality 360 degrees walkthrough of your business from a Google Trusted & Verified agent
- Images linked to allow a virtual walk around offering a Virtual reality experience
- Interior & Exterior images
- Improve your Google presence
- Improve traffic to your website
- We will add the feature on your Google Business page, maps and street view
- Can be viewed across all mobile devices
- The codes/306 will be embedded onto your website
- The codes/306 can be embedded onto your social media accounts
- Ideal to show your showrooms/offices/factory/industrial/Warehouses
To discuss this package please contact Wave White on 0121 766 8087
Letting a website linger way past it’s sell by date will have a lasting, negative impact on your business but knowing when to start again can be tricky, so here’s some tips and signs that will help you to know when to invest in a brand new website.
Here are some of the most obvious signs that your website needs a redesign:
The web has moved on.
The online industry moves at an incredible pace and new trends, techniques and layout options appear almost on a daily basis therefor it is inevitable that your website will be out of date at some point in the future. There is no getting away from this. Sure, you can re-skin a site (this can often be more expensive in the long run – Ed) and patch it up but your essentially putting a plaster on it until the next time.
Web Design trends are a funny business. They can have the ‘wow’ factor but they can also date a website badly. I have a checklist which let’s me know if a trend is here to stay:
- Does it improve the User Experience?
- Does it improve website performance?
- Would the website be a success without it?
- Does it help the site achieve it’s goals?
Using this checklist I have been able to utilise existing a new trends which are of benefit to the site as a whole.
The site is no longer fit for purpose.
If your website is effecting your day to day running or you can identify holes in the online ordering process the site is already not fit for purpose. Your website should work with your business and not produce problems or extra work for employees. it can often be frustrating if you are constantly working around your site or having to change your workflow because of it.
Using a Content Management System (CMS) that is not intuitive can also lead to frustration. It is important that you are fully trained to use your particular CMS once the site is built and neglecting this can lead to struggles further down the line.
If your website no longer works for you but against you, it’s time for a redesign.
Your competitors are way ahead
This is a particularly tricky arena because sometimes following the trends of the market leaders can reap excellent rewards because your new and existing client base will already be familiar with the look and feel of your website and will reflect a professional approach to your business.
On the other hand, sometimes it is better to stand out from the crowd and put design first to help you achieve this. An example of this can seen with Apple in 90’s when they decided to produce desktop machines that looked totally different to the beige boxes that were on the market at the time. Apple pivoted to put the emphasis on design led products which reaped dividends.
This choice is normally dictated by what market sector your business is in so consult an expert on the subject to find the best approach for your business.
You’ve not updated in ages
The average lifespan for a well designed website is normally 3-4 years but in all honestly, if you had a website built yesterday and it was built poorly, it’s already time for a redesign! We get that your busy with the day to day operations of your business but your prospective customers want signs that you’re professional about all aspects of your business and a dated looking website is a surefire way of losing potential business.
Your website should be your statement, your first impression and if it’s dated or worse still, broken or not rendering correctly in modern browsers it will be harming your image and your reputation as a business.
Don’t fall into the trap of thinking “It’s only a website”. In most cases it’s the first place people go when speculating your services.
If you could attribute at least one of the following words or phrases to your existing website it’s time for a redesign:
- confusing to use
- not rendering correctly
- not mobile friendly
- hard to update
- Content Management System is confusing.
If you’re wondering whether having a new website will help you gain business via enquiries or you want more traffic to your website, the simple answer is no. In this instance I would advise you to read about Search Engine Optimisation before completely rebuilding a possibly perfectly good website.
If you can relate to any parts of this post then you already know whether or not to redesign.
Having a new website built begins with an aim, a purpose. “What do you want your website to do for your business?” is one of our first questions we ask and we go from there. Make lists of requirements, functionality, sitemaps and anything else you can think of! Be open and honest and set goals. Take advice and if it is inline with your website’s goals then go for it! Employ designers and developers that have a track record of delivering and for that reason alone, eSterling is a great place to start.
The new eSterling website has been a labour of love for myself for just over 18 months now and the result is so far removed from the original ideas and sketches I created back in the winter of 2015.
As we know everyone’s a critic so I knew my ideas had to be solid and without doubt, the right way to go. So with that in mind I set about tearing through the old eSterling website to find a more streamlined sitemap which focussed on three main elements:
- Who are we?
- What do we do?
- Evidence of our success
Once I got a defined page list I was able to begin sketching out the main pages which were to make up the bulk of the new website.
It quickly became evident that the copy from the old website did not have the tone I wanted for the new website – it was stuffy and very formal. So with the help of the beautiful people from our SEO department we were able to come up with more relaxed, engaging copy which reflected a more friendly approach.
After sketching out the layouts of all the main sections of the website and confirming the UI elements, I finally opened Photoshop to address the design’s look and feel. Once I’d selected the right design elements according to our branding guidelines and created some concepts from within Photoshop the home page began to take shape.
The home page dictates the style of the whole website and therefore, at that stage every design decision was pivotal in the make-up of the new site. Now, I would be lying if I said that this stage took a couple of days, it in fact took 3 months! The structure, layout, typography, imagery and individual elements had to flow and with this in mind I began to obsess over every little detail.
I had to draw a line in the sand and when I saw that my revisions were not as good as what I had originally designed I realised I had to move forward or risk the whole project going stale.
I then had a home page which I was (generally) happy with, the mobile and tablet versions were created alongside the desktop version using Photoshop’s lovely Art board feature.
So, do we need a CMS? If so, WordPress? What responsive framework do we use? Maximum grid width? Which font repository do we use?
In short I went with the following:
- No CMS – More light weight and we’re web professionals – we shouldn’t need a CMS to update our own website!
- A much scaled down version of Foundation – Light weight and simple to use
- Fluid grid system of 100% & 1200px – Why tie yourself down to just 1?
- Google Fonts – They have the right fonts and in the right weight
It’s these decisions that we make daily that are vital for any website we build, not just our own.
…It’s off to work we go
At this stage I was fully entrenched in Sublime Text trying to create the best website I’ve ever made. Beautiful, fast, informative, responsive, easy to follow, the list goes on! It was very challenging and a lot of fun!
I would often ask my fellow designers for their input and something which kept coming up was imagery. We lacked high quality images of the staff and premises so I scoured the web for Birmingham based photographers who could come in to eSterling Towers and take some beautiful pictures of the staff at work.
The name that jumped out was Ross Jukes. He was only in the office for what felt like 10 minutes but he produced some really amazing pictures for the new website. We hope you like them because we certainly do! Ross is available for commercial work so visit his website here.
When taking on positive/negative criticism it is important for any designer to keep the initial vision and aim of the site firmly in mind. If any advice or criticism deviates from the original plan, discard it with a polite ‘Yea, I’ll look into it’, but it is just as important to accept criticism when it works towards your original goals. Don’t be too stubborn to accept it with a ‘Yea, that’s a good shout’.
Once the team had taken a good look at the website and decided it was ready, we then set about launching eSterling.co.uk v3.0.
The website launched on Thursday 4th August 2016 and I really hope you like it.
Special mentions: Richard Locke, Wave White & Antoniya Darova for glorious PHP and copy that makes sense!
As ludicrous as it sounds, there are only 106 days left until Christmas and whilst the sane amongst us are still hanging desperately onto barbeque season and flip flops, the retailers amongst us know that now is the time to get ready for the festive season. The mince pies are in the supermarkets, the incidence of toy adverts on the television is steadily increasing and consumers, whether they know it or not, are being subtly herded towards the bright lights and ringing tills of Christmas shopping.
Now is the time to make sure your website is ready for the approaching season of madness, take stock, decide on any strategies or special offers and make sure your web development company has details of any changes you want to make sooner rather than later. Christmas 2013 is going to be tough for retailers but with a slight upward trend in the amount of consumer spending, for the well-prepared things are looking up. So, what to do to get your website ready?
1. Freshen up.
Have a good check through your content. It is always a good idea to change or add to your website, keeping your content fresh not only gives you Google points, but it keeps your customers interested too. If your site has a featured products section, start adding in your best-sellers or any new ranges. Make sure any photography is professional and shows off your products to their best advantage.
2. Special Offers.
Consider running some seasonal offers. Online purchasers love little extras like free delivery and that can make the difference between them choosing your site and someone else’s for their gifts. Most modern ecommerce systems will allow you to display linked products (customers who bought this also bought that). Alternatively a good old-fashioned BOGOF always goes down a treat.
3. Keep things simple.
Making your website hassle-free is one major way of improving your customer commitment. Look at how smoothly your search function works, and how easy it is for customers to checkout. Keep things simple and give good customer service and people will come back.
4. Don’t go mad on the tinsel.
Although you want to get ready for the festive market, don’t over-do the Christmas vibe. Gradually introduce changes to the site to get ready for the bells and whistles of December, but don’t go for it too early.
If you need to discuss any promotional changes to your website, or would like further information on website design, get in touch with eSterling today. We offer full design and development services to ensure your website is at the heart of your business.
Anyone who pays any attention whatsoever to the world of web design will by now be very familiar with mobile sites and the concept of responsive design (and if you aren’t, you can read more here).
Well, now there’s another reason to perfect your mobile presence – Google have now decided to take the smartphone-friendliness of a website into consideration when determining where a site ranks in its SERPS – meaning if your site can’t strut it’s stuff on the small screen, you could be losing even more traffic than before.
Google have announced in a recent blog post that they are planning to roll out algorithm updates that will penalise websites that are incorrectly configured for mobile browsing.
Here are a few of the most common errors made in mobile sites, and our advice for avoiding them:
Correct Your Redirect
A common strategy for providing a mobile site alongside your desktop website is to use different URLs to serve different pages. This tactic can work very well, as it allows you to lay out the content on your pages in a different format that is better suited for smaller screens and touch-based interaction. However, these redirects must be handled correctly in order to provide a consistent experience for the user with minimal frustration.
A mistake that often crops up with this sort of configuration is directing smartphone users to a set page (most often the home page), no matter which desktop page they are trying to access – requiring extra work from the user in order to navigate back to the page they originally attempted to visit in the first place! Naturally, this can be a source of annoyance for the user, and can result in them leaving your site in search of something less tedious to find their way around.
The solution for this issue is simple – make sure each page redirects to its own respective mobile-friendly page. If the content is not available in mobile form, then directing the user to the home page or other related page is preferable to serving a 404 page – but still not really ideal.
The difficulty that mobile platforms have with video content is well documented, and a topic for lengthy discussion in its own right. However, if you’re serving unplayable video content to your mobile users, pretty soon you can expect to see a drop in your search rankings.
The solution for this problem is (perhaps unsurprisingly) to avoid Flash content on mobile sites in general, as it is unsupported in iOS and Android version 4.1 and higher. To include video content, it is possible to use the new HTML5 markup
<video> tag, which should work without a hitch on all mobile platforms.
If you also provide a mobile app, it would seem only logical to promote this app to users browsing on a mobile device – and this can seem like a perfectly user-friendly move too, as your app may provide a better interface for your users to interact with similar content. However, advertising your app through interstitials or other methods which disrupt the conventional user experience of your site will soon start to have a negative impact on your site’s rankings, as well as annoying your users.
This doesn’t mean that you can’t try to entice mobile users with your shiny new app – as long as it is done tastefully. Google recommends using a “simple banner” displayed inline, alongside the rest of your website’s content. This can mean either a standard HTML image banner or utilising the support offered by the device’s native browser and operating system – for example Smart App Banners for Safari on iOS6.
More Speed, Less Haste
On top of these new rules concerning content, Google’s head of search spam Matt Cutts has alluded to a site speed penalty for mobile sites, similar to the penalty imposed on slow loading desktop sites. Whilst not much information has been disclosed at the minute, it’s fairly safe to assume that as mobile users are often connected to the internet via low-speed cellular connections, the load time that must be achieved will probably be significantly faster than in the desktop speed test.
As is usually the case with Google’s algorithm updates, these new guidelines will help to make the web a better place – both for webmasters and users themselves. Here at eSterling, we welcome them with open arms, and look forward to the mobile web becoming more user-centric and streamlined.
If you’d like to read more on the issues which may cause your mobile site to lose rankings, Google has helpfully compiled a list of common mistakes in smartphone sites to help you out.
As always, if there’s anything in this post which you wish to discuss or would like some more information on, please leave us a message in the comments or email us here.
While Search engine optimisation and Conversion rate optimisation are certainly the two best, and well known techniques for increasing return on investment from your ecommerce site one often overlooked method of maximising revenue is increasing the average value of the orders customers place through your website. By increasing your average order value you can quickly increase your revenue streams without a reliance on the time investments required by traffic generation and improved conversions.
Here are a few ideas you can use on your website.
Conversion rate experts agree that free delivery is a great method of turning browsers of your ecommerce store into buyers but you don’t have to offer that as an option from the get go. One technique you can employ is to add a free delivery threshold and advertise that fact on your basket and checkout. By using this method you can encourage customers to add more items to their basket in order to “save” money on the delivery. Please don’t see this and other techniques as underhanded or tricking customers. This is simply a way of giving them extra value while encouraging additional purchases.
You might also think about offering free delivery on certain products. This is an especially good idea for seasonal or time limited products.
If you have the ability to cross sell items on your website you should use this opportunity to target higher-end products. Related items are often selected when you add your products for the first time and are rarely updated. While you should review and refresh these cross selling items as often as possible there is an opportunity here to use Google Analytics to your advantage. By looking at the various paths take through the website and which categories and products they view most often you can tie products which customers do look at in concert together. Say for example you sell clothing and accessories, through Google Analytics you notice that customers who purchase a certain dress then quite frequently look at shoes. Here is an opportunity to tie those items together as you know they are actually related. This helps customers by giving them genuine items they might want to purchase together without requiring them to browse about the site and not getting the sale.
Instead of selling single items you might try to offer product bundles instead. By creating a product that is actually a set of complimentary items you can offer your customers a bargain when they purchase these multiple items together. By bundling items that total £100 for £90 you can increase your average order value where a customer might previously have bought one of the items in the pack for say £30. You might want to label these items “Gift Packs” especially during a seasonal period.
The same idea can be used for multi-packs whereby you offer several of the same product for a reduced price. This might be an easier method to call upon when your ecommerce software does not actively support volume discounts.
Clearly some of these techniques are dependent upon what your ecommerce software can provide but if you need help with expanding upon those facilities or if you are even thinking of updating to a new package eSterling is here to help.
While we have been running the eSterling website and blog for some time we thought it would be handy for new readers and anyone looking at the services we offer to have a short overview of the company.
eSterling is a Birmingham web design agency made up of a team of 20 people covering all aspects of development, support and SEO. We operate as a full service web agency offering web design, web development and search engine optimisation.
We mainly build websites for companies based in the West Midlands. We pride ourselves on producing a bespoke solution that meets the needs of businesses rather than foist a website template solution on them. We won’t hand you a basic template website or an older design with a new logo placed on top. Our team carefully researches your brief, requirements and market you are in and from that creates a tailored web solution just for you. We have over 14 years of experience in the web development industry and guarantee a fresh, jargon free and professional approach to developing your website.
We have provided many hundreds of companies in the Midlands with various categories of web solutions from brochure websites to ecommerce websites. If you are looking to sell products online eSterling have many years of experiencing producing bespoke ecommerce sites. We can provide you with a secure platform with easy to use CMS software that puts you in control of selling goods through your website. Integration with payment services such as SagePay, Worldpay, PayPoint and Worldpay is no issue and we’ll even advise on ways we can help with building support for CRM or Sage accounts into your website.
For a free, no obligation meeting and quote contact eSterling on 0121 766 8087 today.
While big in America, start-up culture doesn’t seem to have quite as much traction in the UK. Sure Dragon’s Den gets the viewing figures but it is little more than reality TV panhandling and doesn’t offer any insights into how to get the next Facebook beater off the ground. Here then is a quick guide to how to build your empire from scratch.
First up. What is the problem you are trying to solve? What possible solutions are there? What key metrics do you need to measure to see if what you are doing is a success? What is your unique value proposition? What advantage do you have that cannot easily be replicated? Who are you targeting? What will it cost? How are you going to make money from it?
Solve genuine problems. Don’t just come up with a list of features and don’t just offer a workaround to common problems offer a complete solution. Interview potential customers and find out what their problems are? What would be your solution? Everyone has that one great idea but it’s execution that counts.
Minimize your total time in getting something in front of potential customers. Launch as quickly as possible in fact you need to be even quicker than that. Your first step is your Minimum viable product, MVP in start-up lingo. This is always less than you think. It could be just a one pager with a sign-up form or a blog outlining your big plans. But you need to get something, anything, out there in front of your potential customer base.
Waiting until something is perfect is a recipe for failure. Things will never be just right and you’ll tinker forever over things that are just not important at all. You ain’t gonna need it is a mantra programmers follow and you should too when cutting features from your product. That’s right, you should always be thinking about what to get rid of next rather than what your next great feature is. Less is more. Keep it simple stupid. You need to find the one feature that customers LOVE. You’ll know you’ve found it when they complain that you’ve taken it away.
Iterate rapidly. Launch your MVP. Measure the analytics. Test your assumptions and trust in the data. Make the changes you need, optimise your product and launch again. Rinse. Repeat.
Fail Fast. You need to know if your product is succeeding or failing. This is why it’s essential to iterate and not go with the big up front product that is perfect. If you do and it fails you’ve thrown away months of work. Get the MVP out there and measure. If it fails start over again with the data you’ve got in hand.
Don’t feel guilty about making your product pay to play. It can be a big mistake to offer up all your work for free in the hope that someone might pay for it down the road. By charging money you’re telling people you think it’s worth something. By giving it away you’re telling them it’s not worth anything yet. Maximise your user acquisition, make your current customers happy and they’ll work as your viral marketers. You also did remember to set up your Twitter and Facebook accounts right ?
Don’t let customers get away. If you’ve converted someone through a signup you have their details. Follow up. Send them a personal email asking why your product didn’t meet their needs, what problems they encountered. If it’s viable then consider it for the next iteration.
Once you have found a fit between your product and customers you need to transition to growth and riches! Possibly. If you do make it to be the next Mark Zuckerberg just remember who gave you the advice…
One area lacking from the CodeIgniter feature set is user authentication. This is a feature fundamental to a huge number of standard web applications, be they globe-spanning social networks or a shop front for a local business. Indeed, the majority of sites that allow any kind of user experience customisation will at some point require assigning users a username and password to allow these features to be utilised. Many sites, both global and local, now use social media connections to provide authentication which enable users to interact with the application without the need for creating a new account to maintain. This approach has the added benefit (or detrimental consequence, depending on your world view) of allowing an application to potentially interact with more of the user’s data already available through their social networking activities, creating a more personal experience. Believe it or not, however, not everyone is on Facebook, and as such the current online landscape dictates that there must be a way for users to create an account in a web application with nothing more than their email address.
From a development point of view this means having a robust and reliable authentication system is a regular requirement. CodeIgniter doesn’t attempt to fulfil this need whatsoever and the inherent silver lining in that decision is that it helps to preserve the CodeIgniter mission statement of “maximum performance, capability, and flexibility in the smallest, lightest possible package.” There is no half-hearted effort to introduce a feature to CodeIgniter which has been deemed, rightly or wrongly, as non-critical and thus risk compromising the integrity of the framework.
The cloud to this lining, therefore, is how best to implement this functionality.
Not surprisingly, we’re not the first ones to ask this question. A discussion on Stack Overflow spanning over 3 years has hammered out the finer points for us and directly resulted in the creation of a new authentication library built upon comments and recommendations from the thread. This library is called Tank Auth.
Tank Auth is a rock-solid, fully featured user authentication library for CodeIgniter. Functionality includes user registration, activation, password reset and captcha support for new users and login, logout, logging and credential management for current users, all based on a well-defined security model that integrates smoothly in to the CodeIgniter core. This is a great solution to our authentication requirements that can easily be hacked in to shape for specific requirements.
Whilst everything that is present works well, it does still have a little way to go. Account profiles (as opposed to mere account credentials) are included but not implemented in any useful way. There is no ‘role’ management or user differentiation built in. And, as with the rest of CodeIgniter, there is no backend provided whatsoever.
That’s next on our list.