New Dynamic Infographic from Google – How Search Works
If you’ve ever been curious exactly how Google works, you might have found it a bit difficult to get your head around – which is completely understandable, as it’s not exactly simple being the most powerful search engine in the world!
However, the generous guys at the Big G have taken time out of their hectic schedule to let us know exactly how they do it – in simple terms, of course.
Should businesses be Pinterested?
We’ve all got used to the idea of using social networks such as Facebook and Twitter as a marketing tool. Many marketers have figured out how to spruce up their profiles, participate in discussions and update wall posts effectively.
However- just when we’ve become comfortable with the whole social media phenomenon – out springs Pinterest from nowhere. Can it be used effectively by businesses for marketing purposes? Or is it just an excuse for slackers to gaze at fancy images all day?
Here is a breakdown of the pros and cons of Pinterest to help you decide if it is going to be beneficial to your business.
Why you should be Pinterested!
Pinterest is a social sharing website that allows users to sign up and pin content they’ve found on the web to share with friends and followers. According to ‘ComScore’ it now has over 11.7 million unique users a month making it the fastest site in history to grow beyond the 10 million a month mark. Virtually all content that is popular is imaged based, therefore Pinterest tends to attract businesses that are able to present its product or services through images – such as restaurants, retail stores and product designers.
One of the reasons Pinterest has taken off (and a major reason why certain business sectors are using the site) is that it offers a value proposition that’s unique from other social networks out there. None of the other social networking sites do exactly what Pinterest does. Of course you can share images on Facebook and Twitter but image sharing is not the primary purpose.
It’s also a great place to connect with female users, one study showed as many as 97% of Pinterest fans are female – making this a good potential marketing opportunity for lots of businesses, particularly if your sector has a higher number of female consumers.
Pinterest also makes it very simple to share content on the web. It encourages users to download a pinmarklet (pinterest toolbar bookmarklet) that allows users to pin any content they find on the web that they want to share, it’s that simple! There’s no need for copying and pasting or switching between windows.
The main advantage of using Pinterest is that it’s an image driven site and let’s be honest, people love images far more than they love words. If you analyse Facebook, images and videos are the most shared content on there. If you’re a product based company, sharing images of your products on Pinterest is a great way to control the tremendous power of visuals on a popular site that is committed to sharing images.
Why you should be unPinterested!
Pinterest focuses mainly on visual content which can make it inaccessible (and irrelevant) to some businesses. Most exchanges on Pinterest are concerned with design, lifestyle and fashion and good quality images are a must. If your business does not lend itself to display through a visual means, then there is probably little benefit of you taking this route. Some B2B companies have taken the risk and experimented on Pinterest but it’s important to note there could be a backlash if you’re perceived as a marketing maniac.
Pinterest also has a lack of dedicated brand pages. Other social networking sites such as Google+, Twitter and Facebook have all developed space designed for companies which has helped rid some of the frustration users feel when being bombarded with advertisement. For Pinterest, businesses will need to figure out how to market without seeming like marketing. In other words create visual content that is valid in its own right – not just as a tool to drive traffic to the site.
The most pressing issue Pinterest faces is the images that are copyrighted. They have received a growing backlash from media owners and users over their somewhat ‘laissez-faire’ attitude to copyright. Pinterest’s ‘Terms of Use’ claims that it’s the user who is responsible for making sure there are no copyright or licensing violations so it could be you, the user who would be sued!
The image based site in itself has many flaws when you choose to use it for your business, but on the other hand it’s a free website where you can advertise your business in any way that you want and you are almost guaranteed to have an increase in traffic. So, for product-based businesses with good quality images and stylish products, absolutely – sign yourself up. For service-based businesses I would tend to avoid this site as it could end up doing more damage than good.
Responsive web design – break down those barriers
How often do you use your smart phone or tablet to search the web? If you’re anything like the rest of the population the answer is more than ever before. Figures show that mobile traffic is increasing month on month and data from Microsoft Tag suggests that:
50% of all local searches are performed on mobile devices
What this means for you depends very much on how your website has been built.
For those of you with older websites, the chances are that your site, designed with desktop browsing in mind, is not going to display well on mobile phones or tablet computers. In this convenience-crazy world we have created your dear browsers (who you have invested time and money to get) will not wait around to decipher your messy-looking web site, they will move on to the next one. This means you are potentially missing out on 50% of all search traffic for your product or service.
How to fix it? Instead of having a desktop version and a mobile version of your site, you need to ask you web design agency about responsive design. In this age of flexibility, having one single website that displays equally well on a variety of devices will maximise the potential of your web traffic and remove a potential barrier to them contacting you. Responsive design aims to make your site easily readable without layout or scrolling issues, giving you clarity, usability and style in one handy, flexible package.
There are loads of different ways your website designer can achieve a responsive design, but let them worry about the technicalities, email enquiries@esterling.co.uk to discuss your needs.
Happy Face, sad face: Facebook test out emoticons for status updates
Facebook has begun testing the use of fancy emoticons in status updates on their site. The new development which was originally adopted by the old Myspace allows users to pick symbols to indicate what they’re doing.
On this front, Facebook is playing catch-up as Google+ already supports animated emoticons on their mobile app and Path allows users to ‘smile’ at each other’s posts. So has Facebook come a little late to the party?
The new options include glasses to show someone is watching films or an event, headphones to indicate that they’re listening to music and a fork a knife to inform people when they are eating. As well as emoticons, users can choose from a list of options- such as Watching: ‘Harry Potter’, Feeling: ‘excited’ or can just enter their own text and thus spice up their status messages.
The social networking giant has kept tight-lipped about the feature but has said:
“The new development is an opportunity for people to visually represent what they’re doing and how they’re feeling through their Facebook posts.”
Before Facebook users get too excited, the new feature is only available to a handful of people during this initial testing phase. If these users report that they enjoy sharing their actions in a more visual way, the rest of us could be free to pepper our statuses with a variety of fancy emoticons.
Some critics claim that if the new development does become permanent the information could potentially be used to target people with adverts and therefore turning Facebook into a goldmine.
Advertisers would be able to know users’ likes and dislikes at a much deeper level. For example, if a user put a status about a particular album they’re listening to, it will become easier for advertisers to target them for ads regarding that type of music, particular concerts and promotions.
Facebook could potentially integrate this new status sharing method with Graph Search to load the new search method with additional information. The new status emoticons are being tested on both the web and mobile applications.
Social Media Strategy uncovered: LinkedIn
As part of our series on Social Media for businesses, Sentho Pembleton looks at LinkedIn and its benefits for small, medium and large businesses in the UK.
LinkedIn as a Marketing Tool
Unlike other social media sites, LinkedIn is viewed as an online network of influential people all over the globe. Most of us know, it can be difficult to get an audience with those in a position of leadership – Managing Directors and CEOs are well-protected through normal channels of contact. The advantage of LinkedIn is that it brings business people together in a new and unique way. If utilized properly, even an office junior would be able to engage in discussion and build relationships with company CEOs.
Find Business Partners, Clients and Service Providers
LinkedIn can help most businesses build a network of useful contacts. Just a simple search in your field will reveal thousands of experts, service providers and potential clients. Even if you don’t personally know an individual, you can request to be introduced through a mutual contact or you can send an introductory email.
Recruitment
For recruiters out there, LinkedIn can offer easy access to potential candidates. Businesses can locate a particular candidate that fits their required level of expertise and contact them directly. Companies can also post a job ad for a monthly fee dependant on the location.
Expert Advice
This business networking site offers a unique tool called LinkedIn Answer. It aims to facilitate information and idea sharing online. The service allows you to post business questions to both your network and the rest of the LinkedIn community. LinkedIn has always been used for knowledge sharing. Users have always been able to communicate through their mailbox to pose questions to connections.
Promote your blog
LinkedIn is a great way to share and promote a business blog. Users have the opportunity to add a blog or website to their individual profile in order to give it more exposure.
Recommendations
The recommendation feature can also be used as a business tool. Once you’ve added a product or service to your business profile, you can request recommendations from your customers. In doing this it will boost your company’s credibility and help you gain new clients.
LinkedIn and SEO
LinkedIn enables you to make your profile information available for search engines to index. LinkedIn profiles do receive a high page rank in Google and this is great way to influence what people see when they search for your business. In addition it now gives users the ability to share content. This activity will influence your search engine ranking positions.
LinkedIn Groups
More companies are now taking advantage of this feature for their businesses to network and grow. You can even add your website link in the group profile for great visibility. Sending weekly messages to your group can maintain interest and enthusiasm too. To make the most of your group, you need to find a niche/area business that is under- represented and aim to be the authority of the subject. The more quality content you produce to back this up and the more effectively you run your group, the greater the support you will get from your community and the more likely you are to appear as an authority in your niche fields.
Advertising
LinkedIn has over 120 million users worldwide and has extensive targeting capabilities to entice advertisers. The business network has followed Facebook’s example and introduced a ‘self service’ system ‘LinkedIn Ads’. This provides an opportunity for all LinkedIn users to advertise on a cost per click or impression basis. Advertisement can be tailored by job title and function, industry and company size, seniority, age, gender or certain LinkedIn groups.
For advice on setting up a LinkedIn profile or any other aspect of Social Media strategy, please contact eSterling on 0121 766 8087 or email to enquiries@esterling.co.uk
Search Meets Social – Google Authorship
The introduction of Google Authorship into Google’s ranking algorithms could seriously shake up the SERPs – We take a look at why, and how you can start to prepare!
In-bound marketing techniques have made quite a large shift in the last few years, as I’m sure regular readers are aware by now – the importance of inbound link building has subsided to make way for a content and usability-based ranking system known as TrustRank.
This shift has, however, brought with it a new breed of unscrupulous strategies – poorly generated content with no real substance, article spinning (the chopping-and-reforming of articles in order to make them appear unique – often with less than perfect grammatical results) and article directory sites full of worthless content that is read by no one, created solely for the purpose of manipulating positioning on search engine results pages.
The Authorship concept was conceived a lot longer ago than you may first think; the relevant patent was approved way back in 2007. Originally dubbed Agent Rank, the patent has now undergone two continuations (the first in 2009), but the most recent continuation is the most significant.
This is the first claim in the most recent update:
“1. A computer-implemented method comprising: evaluating a document that is hosted on a site, the document including a content item to which a maker of the content item has applied a digital signature; determining whether the digital signature is portable; if the digital signature is portable, using a reputation score associated with the maker in calculating a quality score for the document; and if the digital signature is not portable, using the reputation score associated with the maker in calculating the quality score for the document only if the digital signature is fixed to the site.”
(I know, it made my head hurt too!)
The most important bit is the mention of a “portable” digital signature. This allows the author to create content for various blogs, websites and article directories, whilst carrying through their reputation from their other online content. The name of this portable digital signature? The big G’s very own social network, Google Plus.
This allows you to associate all the content you personally produce with your own Google account. Google can then use this to determine how useful your content is, by judging how well received your previous content has been. If you continue to write good, useful articles with meaningful content, then you can expect to see your Author Rank increase, and as a result, your articles will reach higher positioning in search results. If you write rubbish articles with spammy content that are of no use to anyone, then you can probably expect the opposite to happen.
Authorship works by utilizing a new tag introduced in HTML5: the rel=author tag. This tag can be added to any <a> tag to denote that the link refers to the author of the content. Using this tag in conjunction with your Google+ URL allows you to link your content to your Google+ account, et voilà! You’ve claimed your first piece of content.
Of course, it isn’t quite that simple. In order to verify your authorship of the article, you must first add the URL of your blog to the “Contributor to” section of your Google+ profile, in order to prevent people from claiming their content was written by any Google+ user that takes their fancy.
Being able to verify your content with your Google+ account will help your content rise above the sea of poorly written junk-content of the black-hat SEO practitioners and article spinners.
It’s important to remember that at present, authorship doesn’t offer any actual boost to your search engine rankings (although studies have found that the “rich snippets” that authorship can generate can increase your CTR by 30-150%, and there’s another hidden benefit of authorship too!); it is simply just a way of claiming credit for your work. However, Google have frequently voiced their intentions for a method of distinguishing and validating content in search results, so it is extremely likely to become a deciding factor in search engine rankings in the near future. Whilst the introduction of Authorship as a factor in deciding rankings isn’t likely to penalise sites, and it probably won’t have anywhere near the SERP-smashing effects we’ve seen from our furry friends Panda and Penguin, it’s going to carry some sort of weight, and it makes sense to begin preparing for it to come into swing now, as those that don’t are putting themselves at a disadvantage already. If you fail to prepare, prepare to fail!
Calling all Web Designers!
eSterling are expanding again. We are on the hunt for an experienced digital designer to join our team at our Birmingham offices.
This is a fantastic opportunity with one of the Midlands most productive agencies. There is a structured career path with an opportunity for the right person to play a part in our creative direction and be at the beginning of an exciting growth phase – and be rewarded for it!
You are a Digital/Web Designer with an exceptional appreciation for graphic design including typography, colour and space with great attention to detail. You’re able to communicate your ideas and have an exceptional digital portfolio. Ideally having worked in a fast-paced agency environment for big brands.
Requirements:
- Excellent eye for design with great attention to detail
- Thorough understanding of and experience in layout, colour theory and typography in digital media.
- Fluent in current graphic design and web design practices using software such as Adobe Photoshop
- Strong design style, including creative design solutions within the constraints of web-based technologies.
- Strong knowledge of HTML and CSS
- Solid understanding of the technical abilities and limitations of web and mobile technologies.
- Ability to effectively manage multiple projects of varying complexities, meet deadlines and work well under pressure
- Proven experience of working well within design and development teams
- A strong digital portfolio
Advantageous:
- Experience of responsive web layouts
- Mobile UI design experience, both for apps and websites
- Experience of brand development and design for print
- Experience using the WordPress framework
You’ll be hungry to win awards, and may well have several already tucked under your belt. You’ll be confident in front of clients and happy to pitch your ideas to the boards of some of the country’s biggest brands.
All candidates wishing to apply for this role should submit their CV and portfolio to careers@esterling.co.uk
STRICTLY NO AGENCIES PLEASE.
Salary range: £16,000-£24,000 p/a
Make your first impression count – how to decide what to put on your homepage
We all know that making a good first impression is crucial when it comes to converting a potential customer into a buyer. This is even more important when it comes to online marketing, as a visitor to your website has so much choice. If your home page does not meet a visitors needs immediately, they will go elsewhere in a matter of clicks.
Your homepage will be the point of entry for many visitors to your website. As such it must be a positive reflection of what your company is about and, most importantly, how you can help your visitor. Think of your homepage as your online shop window – it must be tidy, eye catching and show off your company to its very best. Getting your homepage right will encourage your visitors to stay on your website and take the next step to becoming a paying customer.
Exactly what is needed for your homepage will depend on the type of business you have. For example, an e-commerce website will be very different to an online portfolio. However, there are some general guidelines that you can follow in order to achieve a well-organised home page that sends the right message to your visitors. A successful home page will have the correct balance of the following:
- Colour
The use of colour on a home page can be a powerful tool to catch the eye. It doesn’t have to be bright – subtle use of contrasting or complimentary colours can be a great way to reflect the personality of your brand, whilst directing visitors to the correct place by using brighter tones for buttons. Your company logo will be a great starting point for your colour scheme.
- Images
Photographs and illustrations are easier for visitors to interpret than lots of text, as images can instantly convey what your business is about. Pixelated and blurry images will create a bad impression, so make sure your homepage images are professionally shot or buy images from a stock website. A popular website layout is to have images above ‘the fold’ and text underneath, as once visitors have digested the images they can read more about what you do.
- Text
Having text content somewhere on your homepage is essential for SEO purposes, but as lots of text can overwhelm a visitor, you must get the balance right. Make a bullet point list of your unique selling points and expand these into a punchy introduction for your new visitors. Keep things simple and short – you can expand your points further on other pages.
- Calls to action
These prompts can be used on your homepage to direct your visitors to the right place to make an enquiry or purchase. Your call to action could be a button directing visitors to ‘contact us now’, or ‘get in touch’ that will take them to your contact form. You should also place your telephone number and email address on your home page to make it simple and easy for visitors to contact you.
Honesty is the best policy in social marketing
Every year thousands more companies are jumping on the social networking band wagon to attract potential clients, yet some of them are missing the key weapon – honesty. Anyone could bombard their Facebook profile with successful stories of their services or blow their trumpet about their discounts and promotions.
What they need to be doing is understanding exactly what their clients want, helping them and sharing photos or videos. Whether it’s offering useful information, asking them for feedback or posting where the team went on their Friday social, this will help build a relationship between you and your potential customer.
The internet is sometimes brutal and competitive so if you happen to post something which is false or is outright dishonest someone will catch you out and you will lose credibility. You might start to see your number of likes decrease on Facebook or receive a back lash from your loyal customers.
Either way there’s nothing worse than devoting time, posting content on your pages and then becoming an internet laughing stock. Being honest, truthful and upfront will help you avoid embarrassing mistakes and allow you to build strong relationships with your followers.
Social networking users perceive social marketing as a means of social interaction rather than direct advertising because there are no limitations. People aren’t able to find out who made the dazzling new John Lewis advert let alone the characters within the company itself but when reading Facebook posts on a regular basis or following someone on Twitter, a true personal relationship will develop.
Your social networking posts should be more of a conversation rather than a collage of adverts. That’s why those who ask relevant questions and participate in Facebook or Twitter comments get more attention and plenty more likes! Sharing photos of your colleagues (professional ones of course!) or even company work does will add colour to your profile and prove to your fans that you’re not just another faceless business page.
Overall honesty and openness makes the social marketing world go round and helps companies to forge long lasting relationships with their clients. The more open you are about your company, the more trusting your supporters will be. When it comes to placing the right content on your page, it’s better to give than receive! Clients would prefer to receive free information or help with something they’re struggling with rather than a constant barrage of ‘look how fantastic we are.’
Why Conversion Tracking Should be Your Number 1 Priority in PPC Campaigns
When running a PPC campaign Google provides a whole range of data that allows you to get the most out of the money you are spending on the campaign. Using all of the available tools will allow you to manage the data and allow the Account/Campaign to perform to its best.
ROI – Return on Investment
ROI is the revenue generated for every pound that is spent or the amount of profit generated from the ads within the campaign. This is one of the most important pieces of data that should be monitored as this is the overall figure that tells you how successful the campaign is performing.
Conversion Tracking
Conversion Tracking is another tool that is provided by Google and allows the user to see what happens after a customer has clicked on the Ad. Using this data will allow you to see which Ads are bringing in the most business and help invest in the best ones, which will ultimately boost your ROI.
So when running a PPC campaign make sure that all the tracking tools available are set up correctly as these will ultimately help you achieve the goals that you have identified will bring success from your campaign.
If you would like to enquire about Pay Per Click account management, please contact eSterling.