All posts by Cheryl Luzet

Over the last few years, we have seen a real growth in businesses using video content on their website. As the online world grows and changes, it’s important to keep up with your competition, and more and more of our customers are asking us whether they should consider some video content as part of their online presence. Our answer is a definite yes! We love video content at Wagada HQ. Video content is a fantastic way to help boost your search engine rankings plus it gives your website a really contemporary feel. Video content also shows that your company is fresh and innovative and it is a great way of getting the message about your product or service across to potential customers. But it’s also important to get it right. When it’s done well, video content is a real asset to your site and to your digital marketing repertoire, but if done badly it can look unprofessional and even damage your business reputation.

First of all, we’ll take a look at the benefits that video content can bring to your business and then we’ll talk about how you can create engaging, professional content for your website.

Why Is Video Content Important?

Video content brings your company to life

When you use video content you literally bring a static page to life. Whilst great content and high-quality images are still really important, having an element of video content on your website will help your customers to understand what your business is all about. You want your customers to trust you and often in a small business, you are the face of your company. By appearing in a video you can help your customers get to know you and understand what your business is all about. If you have a team, get them involved, so that potential customers can engage with all of you before they even meet you. Lots of companies use written customer testimonials online but a video testimonial can increase their authenticity, as viewers will be able to see the enthusiastic way that happy clients talk about what you can offer.  You can even use a 360 video tour of your premises to let customers check out your business from the comfort of their own sofa!

Video content is a really important SEO ranking factor

Google loves video content. The reason being, that well-produced, informative, engaging video content is an important signal to the search engines that you have rich, interesting and engaging content on your website – and content is deemed to be the most important ranking factor!

Video content adds value to your customers

One thing that Google wants to see from websites is that they really add value to their customers’ lives. Websites that are purely sales driven or lack creative content are likely not to rank as well as sites that can demonstrate to the search engines that they are going over and above what is expected to help their customers. This is where video content can be vital. You could use a video to demonstrate how to use one of your products, provide tutorials relating to your area of expertise or have team members doing online vlogs about subjects that would be of interest to your users. You can be as creative as you like but make sure that your video content will benefit your customers in some way.

Video content is great for social media

Whist it’s brilliant to have great content on your website, you also want to get it seen! Social media sites such as Twitter, Facebook and Instagram are some of the best ways to get your content shared. However, with so many blogs and memes flying around the internet, it can be hard to stand out. Video content is really engaging and if you create a fabulous video – whether it’s a bridal hair tutorial or a funny sketch – you could find it going viral. A great example of this is how the ‘mannequin challenge’ took off earlier this year. These videos of businesses attempting to pose like mannequins became a really popular social media trend (and we even did our own Wagada HQ version!) Take a look at what your key online influencers are sharing on their social media and keep on top of the latest videos trending on Twitter, to help you create video content that others will want to watch and share.

How To Get Your Video Content Right

Do your research

If you are spending time and money on creating video content, you want to get it right! You need to be sure that it is something that will be helpful and relevant to your customers and will encourage them to share your content. You’ll also want it to encourage customers to keep on coming back to your site. So do your research beforehand. Ask your customers what they would find helpful, take a look at what competitors or large brands are doing and do some research on Facebook and Twitter to see what video content is getting large amounts of likes and shares.

Take time to plan your video

Once you have a good idea of what type of video content you want to place on your website, then you need to plan it carefully. You might want to think about where you are going to film it – in your offices or on location in your town or city. Perhaps even on site with a customer. You’ll also want to consider who will be involved and if you will need any props to help you out.

If you are going to be speaking in your video content, it is a very good idea to write a script to make sure that you have covered all the key points that you want to include. You should also book in some time to do some practice runs as if you are not experienced in being on camera, it can be harder than it looks!

Hire a professional video company

We think if something is worth doing, it’s worth doing well and this definitely applies to video content. Unprofessional content with shaky footage shot on a mobile phone can look really bad on your website and could damage the image of your business. That’s why we recommend hiring a professional video company to help you out. They will have all the latest equipment to create stunning video imagery that will work well with your branding and will help you to achieve the content you are aiming for. Although there is an initial investment, it is well worth it to get your video content right.

As you can see video content is great for your website for so many reasons. It can help with social media engagement, let customers understand what you have to offer and offer them valuable information about your services and products. It can also boost your website in the search engine rankings and help you to gain more business. But of course, you have to get it right, so take the time to understand what your customers want and plan a slick and professional video that will complement your marketing strategy.  

 

If you’ve been planning a re-design of your website, or if you are just starting out and are designing your very first business website, you’ll have a lot to think about. You want effective branding, strong key messaging, dynamic content and a website that lets you stands out from the crowd. You’ll probably be thinking about all the great features that you can include for your customers and prospects – but don’t forget that you also really need to focus on how you can optimise your website for the search engines.

Why is SEO so important for your website?

SEO is all about getting your website found online. You could have the most amazing website in the world but if it doesn’t rank well in the search engines it will be hard to find. This means that you could well miss out on attracting the potential clients that you need to help your business succeed and grow. Whilst SEO can be a complex process, there are certain tasks that you need to make sure are taken into account by your website designer when you begin your site build. There is also some preparation that you can do beforehand to ensure that your site is fully optimised with all the things that Google wants to see.

To help you make sure that all of your SEO requirements are covered, we’ve created a handy checklist which looks at the key SEO tasks you need to prioritise when creating or redesigning your website.

1. Ensure you have sufficient space for your content

Google wants to see valuable content on the homepage so make sure that you have sufficient space to get the content that you need in. We recommend that you should use 250 words as a minimum, but ideally leave space for more than this in case you need to add additional wording. Content really is key for SEO success, so make sure that all your other category pages have enough space too.  Before you start, think about what sort of content you will want to have on there and what your customers will want to be able to learn about your business and your services. You might also want to be able to create landing pages which won’t appear in the main navigation of the site. These can be vital for specific advertising campaigns or for when you want to focus on a particular keyword – so make sure that you have this ability built into your site.

2. Do your keyword research

Keywords are a powerful tool for optimising your website and will ensure that the customers who are looking for your product or service will be shown your website by the search engines. They are often what a search engine looks for to determine whether your site is the right fit for a customer’s search terms. Ideally keyword research should be done before you start developing your website, as it can be useful as a marketing tool too. It helps you identify the types of products or services your target demographic are interested in and the content that they are searching for.

3. Make your URLs SEO friendly

A URL is the address that takes you to a particular web page on the internet. URLs are important to the search engines because they can contain keywords that let Google learn more about what that specific page is about.  For example one of our URLs is http://wagada.co.uk/content-marketing/ so it is clear that this page contains information about our content marketing services. Being able to add the correct keywords into URLs is quite powerful, so when designing your site make sure that it allows you to choose the URL rather than automatically taking the URL from the page title. Another key tip for URLs is to use a dash not an underscore for splitting words. If you are able to do this it will benefit your site. Ideally you want your URLs to be as specific as possible so ensure that all blog articles and all products/services have their own unique URL too.

4. Ensure your site has fast loading pages

A key concern of the search engines is that your website should be useable and user friendly and a large element of this is how quickly it loads. A slow site can cause impatient customers to click away from your site and can be frustrating and off-putting. This can also increase your bounce-rate which can impact negatively on your search engine ranking.  Often slow-loading graphics can be an issue so we recommend using CSS where feasible.

5. Remember that images are important for SEO too

Did you know that images can help your SEO too? People often forget about the images on their website but it’s important to optimise them as well as your text. You should have the facility to add an ALT tag for every image – this will allow the search engines to understand what your images are and you can include your keywords in these descriptions.  Be careful because some content management systems remove the image folder in the robots file which means that search engines don’t index or search the image. Therefore it’s a good idea to remove this feature in order that you can still get found in image searches.

6. Get your tags right

Tags mean that Google ‘bots’ can more easily find out what your pages are about. Try to get an H1 tag on every page which should be editable. This should be the main title of the page where keywords can be added in.  You will also want to make all title tags and meta descriptions fully customisable so that they can be changed and keywords added where and when needed. The titles which appear in the navigation should be independent from the title tag and the main title on the page – this is because if necessary you can have a different title tag to H1 to navigation title if needed.

7. Create a proper 404 page

You’ll probably have been diverted to a 404 page at some point when you have searched online. These are error webpages that are shown to a user when the page they are trying to find doesn’t exist anymore. Companies often use a humorous message and take the opportunity to divert the user back to a page that may be of help to them. It’s important not to just direct users back to the homepage as this can be confusing and frustrating for them as they don’t understand that there has been an error.

8. Don’t change your domain

This is an important one! If you are re-designing your website do not change the domain or move from www to non www. You should also ensure that the non-www version of the site is forwarded to the www. Version, removing any /index.php version.

9. Install Google Analytics

When you have your fantastic new website up and running you’ll need to be able to get stats on how many hits you are getting, which pages people are viewing and what locations they are coming from. That’s why it’s important to install Google Analytics as this programme will be able to tell you these details. This will help you to understand how successful your website is and inform any changes or updates that you may want to make.

As you can see there’s lots of work behind the scenes to be done when creating a website. The front-end design is only half the story and the SEO behind it will be vital in helping your business get found online. At Wagada HQ we always like to tell our customers that ‘we speak human’ and although website creation can get quite technical, we’re always on hand to translate and explain your SEO requirements and to liaise with your designers to help you get the website that works for you!

 

They say that the best things come to those who wait – and this is certainly the case when you are attempting to help your website move up to a prime position in the search engine rankings. SEO is an ever-changing industry, but one thing we know for certain is that it’s not always a quick or easy task to get your website the ranking it deserves.  The fact is, there are only 10 slots on page one of Google, and this means that there’s a lot of competition out there for the top spot! We understand that sometimes it can be frustrating developing and executing a winning SEO strategy, as you want results and you want them now.  However, as we explain in this article, with SEO and digital marketing, it is often proven that slow and steady really does end up winning the race!

At Wagada we like to say that we speak human. We don’t bamboozle you with technical talk or confuse you with SEO speak. Instead we like to explain clearly how optimising your website really works. We’ve taken a look at the reasons why SEO isn’t always easy, in order to help you understand exactly why it’s worth taking the time and effort to get your website to the top.

We provide high quality link-building opportunities

Link-building can have a powerful effect on improving your ranking in the search engines. If you are a relatively new business, then you will benefit from getting links pointing to your site from more established sites with higher domain authority. Google will note that these sites with high authority trust your website and this will transfer some of their value to your pages (this is often known in SEO circles as ‘link juice’). Whilst many SEO agencies will tell you they can quickly get lots of links to your site, these are often from low quality, disreputable sites that may end up doing more damage than good to your site in the long run. This type of ‘black hat SEO’ really should be avoided.

But getting high quality links isn’t a quick or simple process. Obviously, popular blogs and websites are in high demand and get frequent link requests. We find that the best way to get links is to work on establishing a strong long-term relationship with key influencers. This could be done by following them on Facebook, engaging with them during Twitter Hours and sharing their blogs and articles on social media. We also want to show them that we can offer them great content to link to, that is relevant to their audience. Of course all this takes time, but at Wagada we always find that patience pays off and by doing this, we can achieve really great links for our clients that have a positive outcome on their rankings.

We take the time to comprehensively review your website

Google will rank your website based on a number of factors. At the moment usability, content and relevance are seen as forming the backbone of a successful site that has the potential to rank really well in the search engines. Therefore one of the first things we will do is undertake an in-depth review of your website to ensure that we fully understand what is working well and what changes you need to make.

We want to make sure that your site is user friendly for your customers, that the pathway is well signposted to your consumer, and that the content you have is useful and relevant to them. Although this may be time-consuming, it’s time well spent! Think of it as being like a gardener spending time getting the soil just right before planting the seeds. We’ll make sure your website is in tip top condition and will give Google exactly what it wants to see.

We understand the value of organic SEO

We understand that in the long term, organic SEO can reap great rewards for your website. SEO involves helping your website to attain a high ranking without using paid search. This can be achieved by superior content, high authority links, a usable and user-friendly website and engaging social media. Of course all of this will take time to build up, but in the long term it means that your business won’t be reliant on short term paid for campaigns. Therefore, it will save you money as well as helping you to see your website move up the page rankings.

We build long term online influencer relationships

As social media continues to grow in influence and popularity, we are seeing how it can impact on your website’s search engine rankings. However, great social media involves a lot more work than simply setting up a Facebook page and a Twitter account. Engaging with your followers and potential customers is also key to building rapport and getting your voice heard. Social media is also an effective way of encouraging industry influencers to like and share your website content. When it’s done well, this means an increase in visits to your site and a boost to your online followers which will all give Google a great impression of your business. But social media is a pretty crowded market place. So getting your pages noticed and building relationships with others will take time and won’t happen overnight. We know that gaining the trust of customers and getting bloggers and online influencers to help promote your product or service is a really valuable SEO tool, and one that we think is well worth the work and the wait involved.

We know that good SEO is like baking a cake!

We have some pretty fabulous bakers in our team (you might have seen some of our fantastic cupcakes on our social media!) and that’s why we love the analogy of SEO being similar to baking a cake. You can use all the right ingredients but you won’t know what it tastes like until it comes out of the oven. You’ll also be constantly testing and refining your recipe to get the perfect combination. And that’s exactly what we do with your website. We’re always reviewing and testing it. We’ll trial strategies to see what works best and check that the results.

We’re confident that with time and effort we can get the SEO results that our clients want.  It’s important to understand that there is no one magic bullet that will see you rise to the top of the rankings – and beware of any SEO agencies that tell you there is. Getting your website to a good position in the rankings takes a range of dedicated strategies that value long term gains over quick wins, and who better to help you achieve this than the expert team at Wagada HQ.

 

If you run a small business, one thing that you know for certain is that you will always need to keep a close eye on what your competitors are up to. As an SME, you are likely to face competition from other SMEs as well as the bigger brands in your industry. Of course, when you are selling in the digital marketplace, you might also find that your business rivals are not just in your local area but are on a global scale too. This is not necessarily a bad thing though. It helps to keep you on your toes and can encourage you to keep growing and developing as a business. Therefore it makes sense to know what your competitors are doing when it comes to their digital marketing and SEO and to capitalise on these learnings to support your own marketing proposition.

What is a competitor analysis?

A competitor analysis takes a detailed look at what your rivals are doing with the aim of using these key learnings to inform your business decisions and your understanding of the marketplace. It’s essential to look not only at what your competitors are doing well but also at what they are not doing or doing badly. In digital marketing, your competitor analysis should incorporate key elements such as their general website usability, traffic, their social media content and engagement.  However you should also focus on a more in-depth analysis such as the specific keywords and phrases that they are targeting. Other things to look out for could be the events they’re attending, the content they’re producing, any PR activity, any paid online advertising campaigns they have invested in. in terms of identifying whether a competitor has invested time and resources into SEO, we would advise you to look at the title tags as a starting point. That is usually quite revealing as to whether SEO has been done and what keywords that are targeting. We would then advise you to look at what pages are indexed. Also take a look at what backlinks the client has – so use Link Research tools to see what their link profile looks like. These will all reveal great insights into your competitors’ marketing and SEO activity, or lack of!

Why should your business do a competitor analysis?

There are only a finite number of customers wanting to buy your product or service, and you want to be the ‘go-to’ brand. Therefore it’s vital to know what your competitors are up to and how successful they are online. Running a competitor analysis allows you to get ahead of the game and also to understand where your business needs to make improvements. Digital marketing is fast-paced and competitors will regularly be reviewing their online processes and activities, so it’s a good idea to schedule in competitor reviews across the year. This will ensure that you are always up to date with the market landscape and can execute effective and impactful marketing plans and campaigns.

Key areas of competitor analysis

Whilst it’s a good idea to have some clear objectives in mind when you begin your competitor analysis, you should also be open-minded as to what you might find! It makes sense to do your analysis under some key headlines of areas that are of importance to your digital marketing. We’ve listed these below, along with some of the online tools that you can use to help your research.

Like for Like Comparisons

One of the clearest ways to see how you compare to rival businesses is to make a direct comparison between the various strands of their online marketing strategy and your own. A great tool to help you with this is SimilarWeb. Their handy analysis lets you compare multiple areas of your business strategy against those of your competitors. What’s more, there is a free version of the tool which allows small businesses to begin their analysis without any heavy financial investment. Here are some of the comparisons that will help you to get the most out of a competitor analysis:

Website traffic

You can take a look at volumes of traffic to your competitor’s websites and where the traffic has come from. You can also see if it has gone up, down or remained the same during the last 6 months.

Traffic sources and referring sites

Of course, once you know how much traffic a competitor is getting, you want to know where it comes from. Are your competitors getting traffic from a paid affiliate scheme or perhaps from a well thought out social media campaign? If a competitor has high traffic coming from a channel that you are struggling with, take a closer look at what they are doing to achieve this.

Paid and organic keywords

You can get separate reports for each of these and it’s a great way to get new keyword inspiration, and also to get an idea of which keywords are working so well for your competitors that they are happy to pay for them.

Social media

Social media is becoming increasingly important for both the search engines and as a way for businesses to market themselves. Take a look at which social networks are driving the most traffic to your competitors.  It’s then a good idea to follow and like your competitors online so that you can regularly review what they are posting and sharing and who is engaging with them. If you use tools such as Moz, you could use FollowerWonk to analyse your competitors’ social media authority too.

Competitor link building

Links from good quality sites can form a valuable part of your SEO strategy. Getting a backlink from a high authority site can confer a higher authority on to your own website. It can be very useful to see where competitors are getting links from and to do this, you can simply use an advanced search option in Google search. To do this you need to type “link:” and then the domain name of the competitor you are researching. It can be extremely interesting to see the types of sites that your competitors are getting links from and can help you to plan your link building strategy going forward.

Keywords

As a small business, it can often be hard to find the right keywords for your business and of course popular keyword phrases can change and evolve over time. A useful tool for providing an in-depth understanding of your competitor’s keywords, including their organic keywords, is SEMrush. Although you do have to pay for this tool to get a more detailed overview, there are still some free reporting options. It’s helpful for you to understand which organic keywords are driving traffic to your competitors and you can then consider how you can make the most of these keywords on your website.

Keeping up to date

It’s important to keep up to date with any changes that your competitors are making to their digital marketing and you can use Google Alerts to help you with this. As well as setting them up for your own brand and keywords, you can also set them up for your main competitors to help you understand where they are getting links and mentions from online.

As you can see there is a wealth of online information out there to help you understand how your competitors are running their digital marketing. This information can be a vital way to make sure that your business can benefit from their online strategies – helping you to capitalise on your strengths and make the most of their weaker areas. Utilise the tools available to ensure that you have a detailed knowledge of how your business compares to that of your rivals. Analysis of their links, social media, traffic and their paid-for ads and organic keywords will enable you to keep one step ahead of your competition and to increase traffic and sales for your company.

 

Essentially, boosting your Twitter ranking means getting your Twitter account to feature in organic search result pages (SERPs). This, in turn, will help your website and its content get found.

But what if your Twitter account is not ranking in search results or you find that its’ ranking position is fluctuating?

Here’s 4 simple tricks to get your Twitter profile indexed and ranking for queries that relate to your content and your brand …

1)     Create a clear and informative profile using your Twitter handle and bio.

  • Your ‘real name’ on Twitter is searchable, so consider the keywords that clients may be using to search for you online. If you work on your own you may want to use your name. Otherwise, use your business name. This helps your branding and generates consistency across all of your social media channels which Google likes to see.
  • Choose an appropriate ‘user name’ – otherwise known as your Twitter handle and avoid being too vague or using initials. If you’re called Sue’s Florist don’t go by @SMflowers use something like @StAlbansFlorist or @SueWeddingFlorist as this really shouts about what you can offer.
  • Write a simple, short and snappy bio as this is likely to be indexed by Google. To boost your Twitter ranking, consider using popular keywords for your industry that’ll help you get found. If you are a local business, make sure you use local keywords too.

2)     Curate your Twitter content carefully.

  • Avoid multiple tweets as this looks spammy. Instead, plan a couple of well thought out tweets each day for maximum impact. Share relevant news and add value to any re-tweets by adding a comment of your own.
  • Use hashtags to make your tweets searchable. Spend some time researching popular hashtags that are relevant to your industry. You can also include popular general hashtags such as #MondayMotivation or #WednesdayWisdom to boost your posts.
  • Pictures and infographics are a popular way to boost your Twitter ranking and often help to gain interest in what you have to say.

3)     Include links and URLs in your tweets.

  • To drive business back to your website you need to make sure that you include links to your website in a proportion of your tweets. Whilst you can shorten URLs on Twitter with online tools such as Bitly, it is often recommended to use the full URL as people are more likely to click through.
  • Share useful information and an in-depth knowledge of your industry by linking to your website content such as new blogs or articles. This will help build your social authority.

4)     Engage with your Twitter followers and build relationships with key influencers.

  • The best way to boost your Twitter ranking is to gain a high level of engagement with your followers.
  • Not all of your followers will add value to your online presence, so it can be a good idea to regularly review who you want to focus on interacting with. Choose people who are key influencers within your industry. Make sure you tag people by their username if you tweet about their business and always thank people for any likes or re-tweets. Join in conversations and take part in any local or industry relevant Twitter hours as these are a great way to boost engagement.

So, why not start working on boosting your Twitter ranking today! You’ll soon reap the benefits of an increased profile of your brand, more traffic to your website and higher sales. And don’t forget to send us a tweet at @SEO_StAlbans – we’re always happy to connect on social media.

For more information on how to boost your Twitter ranking, feel free to get in touch with a member of the Wagada team.

 

 

As a business, you’re probably already aware of the importance of optimising your website for the search engines. Allowing search engines such as Google to find your site and to understand how you can help their users is a key factor in increasing your numbers of online customers. However, it’s really important not to let your SEO strategy become stale. The digital marketing landscape is one that is ever-changing, so even if your current strategy is working well for you, it’s essential not to rest on your laurels. So why not take the time to look at the changes the last year has brought and create a robust strategy for 2017.

Putting an SEO strategy in place for the coming year means that you can stay on top of your website and will be able to plan comprehensively for what you want to achieve. You can also be confident that your SEO will fit in with your wider business goals. We’ve put together a handy guide covering a range of points that you need to consider when you are planning your stellar SEO strategy for 2017!

  1. Understand Your Business Goals

Before you start working on your SEO strategy, you need to plan and understand what your goals are for your business overall.  When you know where your business is heading then you can start to map this onto your SEO targets. It could be that you want to reduce advertising budgets, in which case you may want to look at how content SEO could drive more organic search – rather than paid for search or online advertising. You might also want to reach out to social influencers to get your site seen and talked about on social media without having to pay for advertising.

Alternatively, you might wish to encourage customer loyalty, by getting customers to visit your website on a more regular basis in 2017 or connecting and engaging with them across social media. You might want these customers to stay on your site for longer when they do visit. In this case you could use your SEO strategy to look at creating more engaging content, setting up a regular blog section on your website or posting ‘how to’ video guides.

It’s important to ensure that your SEO works for your business in its entirety and can support and underpin your company goals for the next year.

Of course once you have your goals in place, you then need to assign ownership and project management to ensure that they are implemented correctly and within the timescales required.

  1. Review The SEO Landscape

Google is always striving to improve the way it understands its’ customers and to learn how to give its users what they want as efficiently as possible. That means that the strategy which saw your ranking increase last year might not be the same one that will boost your rankings this year. Technology also changes rapidly and as it progresses, people may start to search in a different way. Here are some of the key changes that we think will have an impact on SEO strategies this year:

  • An increase in voice search

We already saw how Google reacted to the increase in people searching for products via their mobiles. They released an update which meant that websites needed to become smartphone-friendly in order to achieve good rankings. We’re now seeing an increase in the popularity of voice search and whilst this is not yet massive, it’s definitely something to think about and prepare for.

  • Google instant answers

Google now aims to answer many user queries itself which can draw traffic away from your website. Think about how this might affect your keywords and look at how you can turn this into an opportunity.

  • Simple keywords becoming less important

Keywords on their own are becoming less important and the trend is turning towards long-tail keyword phrases and user intent. Businesses now need to understand that even small variations in keywords can change what the user intends to search for, and you need to learn how this affects your keywords and therefore your strategy.

  • User experience and the customer journey

Speed and efficiency of websites have always been important to the search engines, but Google also views pop ups and overlays negatively. Sites that provide a much better user experience tend to do better in the rankings. There’s also an increasing trend for multi visit buyer journeys. This means that you can’t just consider a single pathway from click through to purchase, but instead you need to consider how you can optimise your site for these multiple visits.

  1. Understand Your Keywords And Review Your Content

Make sure that you understand what your keywords and your long-tail keyword phrases are and plan your content to ensure that these keywords keep delivering for your business. Review these on a regular basis to look at how you are ranking for them and build a rolling plan to make sure that they fit in with your content.

When you are planning and reviewing your content you also need to be aware that Google is now very keen on the idea of comprehensiveness. This means that your content needs to be genuinely useful to your customers. Longer, more in-depth content can add real value for search engine users, and by combining long-tail keyword phrases within high value comprehensive content, you will be giving the search engines what they really want to see!

  1. Keep On Track With Your Strategy And Review And Measure Your Successes

Of course a stellar SEO strategy needs to be flexible and you should make sure that you review the outputs of your strategy on a regular basis. If your business develops or changes, you may need to make changes to your strategy, and of course there’s always the possibility of a Google update that could throw a spanner in the works! You’ll also want to make sure that your SEO is delivering what you want it to, when you need it too. Schedule regular strategy reviews throughout the year and stay on top of the latest SEO news and data. This will ensure that changes can be planned for as much as possible and won’t come as a shock!

So, make sure that your SEO underpins all of your business goals and will help you achieve them. Stay responsive to the changes that occur in technology and the search engines, and of course make sure that you monitor and refine your strategy regularly. This will help you to implement a high-flying SEO strategy that will get you seen and talked about online – and bring more customers to your site.

 

With over 500 million users, Instagram is one of the most powerful social media tools around today. It offers the opportunity to engage and interact with people in a very different way to Facebook or Twitter, and allows you to give your followers an insight into your business in a creative way. Here, we discuss our top tips when using Instagram for business, in order to create maximum impact.

Content

On the whole, it’s the content that you post on your business Instagram account that will have the biggest impact on how successful the social media tool is for you. Before your first post, it is a good idea to think about the following:

  • What do you want to achieve from your Instagram account? It’s important to understand that Instagram probably won’t be where potential customers go to search for a service or product they need. They are more likely to find you through hashtags and other users, and often turn to Instagram after discovering you elsewhere, in order to get a feel for your business.
  • Rather than focusing solely on showcasing your products or services, using Instagram for your business can be a great way to show a ‘behind the scenes’ view of your company – be it showing the production process of a product, or simply showing what you get up to in the office as a team. It can also help to demonstrate your brand and brand values in a practical sense.
  • You really need to keep in mind your target audience; their gender; age group; what they’re interested/not interested in.

Engagement and who to follow

If you’re on Instagram as a small business, it’s a great idea to follow and interact with other local businesses in your area. This increases the likelihood of their customers, potential customers and followers seeing your page and engaging with you, and generally being more aware of your products and services. Another tip is to check who your competitors are following, as well as what hashtags they are using.

Be sure to follow back any new followers if they are relevant to you. But take care – don’t just follow back anyone who follows you. Check out their posts, their location, their audience and their brand. It is best to go for followers that have value, as depth is more important than volume. Loyal followers will be more active on your account and are more likely to publicise your page.

When you come to engaging with others, we would recommend not liking pictures with over 1000 likes already, but would suggest you make a comment instead, as the owner of that account is much more likely to see and notice your comment rather than a like.

Hashtags

Hashtags are one of the best tools on Instagram for businesses, in order to get your content seen and increase your reach. Here are a few handy things you should know about, to make sure you get the most out of using hashtags:

  • In theory, you can use up to 30 hashtags per post, but you need to make sure they are all relevant.
  • Rather than adding your hashtags in the description of the picture, post them in the comments as soon as you’ve posted the picture. This way, they are more hidden and can only be seen if the user clicks on ‘view comment’. It simply makes the post look a bit more attractive!
  • Industry-related hashtags will help you increase your reach to a more specific audience. If you are an attending an event, make sure you find out if they are using a hashtag, so others who attend the event can find your pictures.
  • There are a number of commonly-used weekly hashtags, which can be relevant to almost anyone. For example, #MotivationalMonday and #ThrowbackThursday or #PicOfTheDay,. These are almost guaranteed to attract interaction, whether it be a simple like, a comment, or ultimately a follow.

 Plan you posts around calendar events

Planning your posts around a special day in the calendar and using the relevant hashtag is likely to be popular for interaction. For example, a #Christmas hashtag will allow others who are enjoying the festivities to see your post. Other examples could be more specific to your business, for example a technology company may post about an Apple keynote event, with a #keynote tag. Alternatively, other national/international hashtags such as #WorldVeganDay, #PancakeDay, or even hashtags like #NationalDonutDay are a fun way to share content.

Review what has worked

Ultimately, it will take you a short while to work out what works best for your business. Taking a step back to look at what time of day your posts get the most engagement or what hashtags work is sure to be beneficial to you.

So there you have it – WagadaHQ’s top tips when using Instagram for business that will help you get the most out of your snaps.

 

Happy New Year everyone! 2016 was an amazing year for all of us at Wagada HQ and we’re determined that 2017 is going to be just as brilliant. We’re always looking for new ways to help you wake up your website. One of the reasons we love working in the digital marketing world is that it’s always changing and evolving, so that we can keep making your online presence even better.

We thought that this would be a great opportunity to sit down with a cup of tea (and maybe a slice of cake if you haven’t started the new year diet yet…) and review what we believe to be the top digital marketing trends that have grown in importance over 2016. We think our top 5 trends will all be really vital elements of creating a high profile online business that gets your product and / or service both found and talked about in 2017. So read on to find out more about these trends and learn what they can do for your business.

Comprehensiveness Of Content

You’ll probably already know that having great content on your website leads to a much higher ranking in the search engines.  However, 2016 has seen a greater focus placed not just on content or how much of it you have but on its comprehensiveness. In simple terms, this means how well your content actually helps your users and how well it answers the questions they are asking or gives them the information that they need.

Whilst people used to think that short, snappy content was what time poor users wanted, in fact we now see that longer content actually leads to increased rankings. This is because it is far more likely to be comprehensive and to really get to the core of what your customers want to know! Comprehensive content works well as it means that you are giving users everything they want – so they are less likely to bounce out of your site. It also makes your business appear trustworthy and because you are offering valuable knowledge, your users are more likely to share it with their peers on social media too.

To begin to build comprehensive content, you first need to think about the questions that your target market might want answered. A valuable way to get this is to reach out to your customers and do some market research, in order to understand exactly what they want from your business. Another way is to start to list out all of the questions that are raised with your sales / support / marketing / customer service teams. Once you have the results from your research, you can start to create content that stands out. It could be that you offer free downloadable guides or a series of high quality ‘how to’ videos. Maybe you can take the time to write an in-depth article that other competitors won’t have taken the time to research. Creating comprehensive content can be time consuming and may have a higher cost in the short term but we think it is well worth investing in.

User Signals

Search engines are continuously getting more responsive and seeking a greater understanding of what their customers want. This means that they are becoming more in tune with user signals, which they interpret to help them gauge how people are searching online. As a business, it is important to understand what these signals are as they will enable Google to decide how to rank your website.

Key user signals are the ‘click through rate’ and ‘bounce rate’ for your site. If Google sees that you are getting lots of clicks to your site, but people are not remaining there for long, it could assume that you are not offering what your customers need. Therefore, you need to consider carefully how well your homepage or landing pages work. Ask yourself – ‘Do users find what they want quickly?’ ‘Are there clear signposts for where they need to go to fulfil their query?’ You should also think about what content you offer – for example engaging videos, a relevant blog or a news section could keep customers interested in staying on your site for longer.

Social signals are also becoming more important to the way that the search engines monitor your website. As social media becomes ever more entrenched in our lives, it has become a key way for people to search for products or services. The number of followers that you have on your social media pages is important, but what is perhaps more pertinent is the way that they engage with you. Shares, re-tweets and engagement with posts show the search engines the validity of your business and reinforce the fact that customers value what you have to offer.

Video Content

As 2016 progressed, you may have seen a move on both social media and business websites towards video content. A great picture may be able to speak a thousand words but a video can bring so much more to your website. We have found that video works so well because it can really bring your business to life. People get to know the team behind your business, they can view a demonstration of how your products work or even take a 360 degree tour around your premises! In a busy online marketplace, using video can really make your website stand out from the crowd.

Video content is also becoming increasingly popular on social media too. Facebook have launched Facebook Live which allows you to broadcast livestream video onto your pages. This is a fantastic way to engage with your followers, it can really make them feel involved in your daily life. A great example of how video content can go viral on social media was the fabulous mannequin challenge which we had great fun taking part in. We’ve also seen a rise in the popularity of vlogging (video blogging). This takes the concept of blogging one stage further and vloggers are able to talk directly to their followers and share and show them their experiences. Vloggers are now key influencers in the online sphere and it can be a good idea to know which vloggers would work well with your target market.

It is however important to get your video content right and having badly-filmed content can actually have a negative impact on your reputation and your business. It can be well worth investing in a professional video company to shoot some of your footage for you, so that it looks fantastic – and of course think carefully about what type of video content your customer demographic want to see and what they will want to share on social media,

Long Form Content

Following on from the fact that content needs to be comprehensive, we have also seen an increase in long form content. This means copy that is over 1,500 words rather than the 500 words often used in web content. It’s only recently that people have started to realise the benefits of longer content, as opposed to shorter articles that can be read and digested quickly. Recent research has shown that longer content ranks really well in the search engines and in fact, even Google – who are often quite reticent about giving ranking information – said in their Webmaster’s blog that “10% of users’ daily information needs involve learning about a broad topic. That’s why today we’re introducing new search results to help users find in-depth articles.”

Another benefit of longer content is that it can get more people linking to it. As it’s more detailed, it is more likely to be seen as a valued resource and therefore other sites will be keener to link to it. Longer articles also get more social shares on Facebook and Twitter, again due to the fact that they offer more to the reader. If you are still not convinced, then longer content has also been shown to lead to a greater conversion rate too.

Importantly though, when you are looking to write longer content, you should always make sure that you prioritise quality over quantity. Make sure that you are offering useful information and that you are writing about subjects that your customers want to read about at an in-depth level,

Long Tail Keyword Phrases

If you run a website for your business, then you probably already know what your keywords are and understand the words that your customers use when they are searching for your product or business. But, as search engines become more intuitive, we have seen how long tail keyword phrases have become far more important and how they are vital to helping you target your key customers.

Long tail keyword phrases focus on the detailed phrases that customers may be using to search for your services. A hairdresser may know that a keyword for their business is ‘haircut’ but that is a fairly vague and wide-reaching term and there will be a large amount of competition in the search engines. Therefore you need to think about phrases more specific to your business, i.e., ‘low cost haircut in St Albans’. Whilst this may not bring in as many hits to your website, what it will do is bring in more targeted hits that have a much higher chance of converting to sales.

Long tail keyword phrases are great for boosting both your organic and paid for search. If you are using AdWords there is likely to be far less competition for more unique and specific phrases which mean you can pay a lower cost per click.

We think that these 5 key trends will really come into play in 2017, so we recommend you take the time to understand how they can help your business. As always, Wagada will be keeping up-to-date with any changes in the digital marketing world and we’re sure that the New Year will bring some exciting developments. We’ll be the first to let you know so watch this space!

If you have a business, the likelihood is that you have one or more social media accounts linked to it. In this day and age being ‘social’ on Facebook, Twitter and Instagram is vital if you want to get your product or service seen and talked about online. Continue reading

Working in the search engine optimisation industry we know that great content can really add value to your website. Therefore it was really interesting to read that a recent SearchMetric report has shown that natural, relevant and high-quality content is a must have if you want to help improve your website’s ranking in the search engines. The key focus here is on high-quality content, which must be one of your main priorities if you really want to make an impact on how the search engines perceive your site.

What the search engines are looking for at the moment is not only lots of content, but also content that is truly relevant to your customer’s wants and needs. They want to see you offering something of real value to your readers. SEO experts have noted four main criteria that you should include in order for your content to meet all of the requirements of the search engines. So if you can keep these in mind when planning and writing your website, then you’ll know that you are providing the quality content that Google wants to see – and that your potential customers want to read!

In this blog we’re going to take a look at these five factors and talk a bit more about how you can use them to improve your website content.

  1. Make sure your content is covered in a rounded and comprehensive way

When you write your content, you need to make sure that you think holistically about the general topic as a whole – rather than simply focusing on just one keyword. It means that as well as writing about the key topic, you also need to look at related issues and sub-topics and include those as well. As the Google algorithms get more sophisticated, they are now able to work out words that relate to each other and are likely to be relevant to each other. This is known as co-occurrence analysis. So, if you were writing a blog about bridal hair styling, it would recognise that hairdryer and hair salon were complementary phrases. However, if you included the word restaurant in the same blog, the search engines would pick up that it was not relevant to that topic.

It’s all about context and so before you write your content, consider which subjects complement each other, and think about the other sub-topics that your readers may want to find out about, which could be a good fit within that article.

 

  1. Ensure that your content is the right length

It’s very tempting to think that because people are often time-poor these days, that this means that content which is short and snappy would be more popular. Statistics show that this is not the case, and in fact, sites which have longer content are more likely to rank higher in the search engines. It’s also really interesting to note that content which had between 3000-10000 words actually received more social shares too. The reason for this could be that the longer an article is, the more value it actually adds to your readers, as you can include far more in-depth information and a greater and more helpful level of detail.

 

  1. Include engaging images and videos

Research has shown that including engaging images or interactive videos in your content can really help your search engine rankings. Google can tell when you have enriched your text with images and it definitely correlates to a higher ranking for sites that take the time to do this. It has also been found that posts which included videos or pictures gained twice as many social shares as those without. When you add images to your text, make sure that they are optimised as well to make them easier for Google to find.

  1. Make sure your text is readable

We all know that consumers want websites which are easy-to-use, and a user-friendly website is valued highly by Google too. Part of making a site usable is ensuring that any text or content is easily readable. When high-ranking websites were reviewed, it was found that they all had content that was easy to read. When you have written your content you can review it using one of these readability tests. It’s also worthwhile re-reading any old content on your site to make sure it meets the readability requirements that the search engines require.

  1. Encourage social sharing

Although Google says that they don’t currently use social signals as part of their rankings, it has been noted that many articles which do have a high Google ranking also have a large number of social shares on sites such as Twitter, Facebook and Pinterest. We feel that encouraging customers to share your articles on social media still has an influence over your site optimisation as it means that more people visit your site, and it will help you to build and increase your brand profile.

As you can see the quality of the content on your website can have a huge impact on where your business sits in the search engine rankings, and there is a lot that you can do to review and improve your content to support your online proposition.

Firstly, think about your content holistically and consider the sub-topics that might add relevance or bring real value to your readers.

Secondly, don’t be afraid to make your content longer and in-depth.

Thirdly, add images or video clips that will bring your articles to life for your customers.

Fourthly, when you have finished writing your content, check it over for readability to make sure that it will be easy for people to read.

Finally, encourage online influencers to share your content on social media to get more clicks to your site and improve your brand profile.

By focusing on what your customers want to see on your site, you’ll also be giving the search engines what they want to see and helping your business to rank higher in the search engines.