Category Archives: Website Content

As the world of online marketing has grown and social media has expanded, you may have noticed the term ‘digital marketing agency’ cropping up on a regular basis. And, if you run a small business, you might have wondered exactly how a digital agency could support your company and help it to achieve your marketing aims.

At WagadaHQ, we are Hertfordshire’s Digital Marketing People. We pride ourselves on being one of the fastest growing digital agencies in Hertfordshire and our expertise in this field has been recognised by a number of high profile awards including the Mum and Working Awards, the Best Business Women Awards and the St Albans Chamber of Commerce Community Business Awards. However we know that many small business owners are not always clear on what digital marketing agencies do and the benefits they can bring to a business. So we’ve put together this helpful guide to explain exactly what digital marketing agencies can offer and why they can be a vital support for your business strategy.

Search Engine Optimisation

Optimising your website for the search engines should be a priority for all online businesses but if you don’t feel confident understanding the technical talk involved and don’t have the time to read up on the ever-changing industry of SEO, it can feel quite stressful. At Wagada the first thing we tell our customers is that we speak human. A good digital agency will help guide you through the wonderful world of Googlebots and site maps.

Search engine optimisation moves at a very fast pace and Google’s algorithms are constantly changing. This means that you need to be on top of the changes to keep your website ranking well. So it’s vital that you work with someone who is experienced and confident in website optimisation and who understands how it all works. The great thing about a digital agency is that they can provide different levels of SEO support as and when you need it – from help with your initial SEO strategy, to SEO training to managing your SEO on an ongoing basis.

AdWord Campaigns

AdWords is another aspect of digital marketing that can often be tough to master if you run a small business. AdWords is a great way to get your website showing in Google’s listings quickly and they are also ideal for short-term advertising campaigns. However, when you are paying for every click it’s vital that you get your campaign right! AdWords can be time consuming and confusing if you’re not sure what you’re doing and that’s where a digital agency is perfectly placed to step in and support. At Wagada we have dedicated, experienced and highly-trained Google AdWords managers who are fully certified by Google. This means that working with a digital agency like Wagada will enable you to run cost-effective campaigns that really get your website seen by your target audiences, and will provide you with the best returns for your advertising budget.

Social Media Strategy and Management

Many people enjoy using social media in their personal life but when it comes to using it for their business needs it’s often a whole different ballgame. Setting up a business page, creating and curating your page content and using Facebook or Twitter advertising can take up a lot of time. Often our clients find that they just don’t have the time to get the most out of their social media. A digital marketing agency can therefore be invaluable in giving you your time back and managing your social media channels for you. Whether it’s the day-to-day running of your account, creating a content calendar that meets your business needs, or putting together a social media advertising campaign, a digital agency can provide a high level of support for your business. And, if you like social media but just want to make it as effective as possible, a digital agency can provide training to both you and your team.

Copywriting and Content Marketing

Our clients often tell us that when it comes to their marketing material and online copy, they know exactly what they want to say – they just don’t know how to say it! That’s where great copywriting skills come in handy. Whether it’s for email newsletters, web copy or your company blog, a digital agency will have a team of experienced and trained writers to support your communication strategy. They will understand how to write effectively for your customer base and will be able to get your message across in an engaging and compelling way. Digital agencies understand the particular challenges of writing for online customers and are skilled at supporting your SEO strategy by fitting your chosen keywords and long tail keyword phrases into your text in a subtle and natural way.

A digital agency will also look at your website content as a whole to make sure that once customers have clicked on your website, they want to stay there. They will look at how well your content works for your potential customers and can help you understand how to use your content effectively to support your overall marketing strategy.

You can see that a digital agency can provide small businesses with vital marketing support and advice – whether you just need help with a short term campaign or you want to outsource all of your business marketing on an ongoing basis. Running a small business is often a lonely job and it can make a difference to know that there’s a wealth of advice and support available which is just a phone call away. Many of our clients even tell us that their digital agency becomes an integral part of their ‘team’. So if you feel that a digital agency could help your small business, why not get in touch with us. We’ll be happy to talk in further detail about our services and how we can support you.

It is now estimated that more websites are loaded on smartphones than on to desktop computers. Since last year, research has shown that mobile use is increasingly overtaking desktop use, and that in our 24/7 society, more people than ever are opting for the convenience of browsing and shopping via their mobile phone. This means that your potential customers are looking to make purchases whilst commuting to work, watching the TV or even waiting for the dentist! Of course, the increasing use of smartphones has made an impact on search engine optimisation techniques, and Google showed how seriously they were taking mobile usage when they announced a new algorithm in 2016. This algorithm meant that sites which had mobile friendly pages ranked higher in the mobile search engines.

So, as well as ensuring that their site pages are mobile friendly, website owners now also need to consider whether they should make changes to their copy to make sure it is tailored to the specific needs of their mobile users. When you are planning your search engine optimisation strategy, it’s really important to take into account mobile usage of your website. To help you get it right, the WagadaHQ team have taken a look at some of the key characteristics of mobile phone users and have explored how these can influence your copywriting style.

Mobile users are often on the go

When you envisage a desktop user, you usually imagine that they are going to be sitting down comfortably and may have the intention of taking their time over your website, reading your blog posts and looking at your image gallery. However, when you think about your mobile users you need to consider that they may be on the bus, buying a coffee or heading off to a meeting. They may be grabbing a few moments in between work and lunch, or on the way to see friends. This means that if your copy is hard to read or difficult to understand they’ll soon be clicking away from your website.

When text is shown on a mobile device it appears to be stretched out and users often have to take the time to scroll down the page or use the pinch and zoom technique to make the text larger. That’s why it can be a good idea to consider the type and size of font that you use for your copy to make things as clear as possible for your reader. Ensure that customers can read your font clearly without having to make it bigger and that it’s easy to scroll through the text using just one hand. You should also include enough white space around your sentences to make sure that they stand out well and that the page is not cluttered and confusing.

Mobile users are time poor

Mobile users often have less time available to browse websites compared to desktop users. They may only have a few minutes to check their phone between meetings or they may be multi-tasking and trying to do two or three things at once. This means that their concentration will be brief and you won’t have long for your page to really grab their attention!

There are however a number of things you can do to help your users understand quickly and efficiently what your business is all about. Firstly, think about your sentences. Long, wordy sentences take up a lot of space on a small mobile screen and they also make it harder for a busy user to remember what you are actually telling them. So try to use short, succinct sentences which quickly get to the point and give your users the information that they really need to know. You can also make the most of subheadings, bullet points and highlighting certain keywords in bold, to make sure that chosen words and phrases stand out from the crowd. Simplicity really is key for holding on to time poor users.

Mobile users want to complete their purchase with the minimum amount of hassle

When mobile users want to buy online they really do want to be able to fulfil their purchase as quickly and simply as possible. If you don’t use your copy to clearly signpost their route to purchase and need your customers to take too many steps, you risk losing a potential sale. Therefore it’s vital to tailor your copy to make sure that it leads your customers along a clear pathway from the first click on your site to the final order.

You could consider using ‘buy now’ buttons, incorporate quick buy shortcuts and use minimal text and explanation to help simplify the process. Another important thing to consider is how your text flows. Well-structured copy will help your users understand easily what they need to do and you should make sure that written instructions follow a clear and logical order. Remember that most mobile users will want to be able to fulfil their purchase one-handed and using only their thumb, so ensure that this facility is available too.

Writing copy for mobile users can certainly be more challenging than writing for your desktop users. We have found that it can be a good idea to test your copy on your mobile users to ensure that it really works for their needs. Find out what they like and don’t like about reading your web copy on their mobile, and work with them to understand what changes are more likely to help them decide to make that final purchase. By getting feedback from your real-world customers you’ll be able to refine and streamline your mobile copy so that it grabs customers’ attention, and lets them do what they need to do simply and easily whilst on the go.


If you have your website up and running, the chances are that you already have a blog included on it. Blogs are brilliant for keeping your content up to date and relevant, creating valuable information that users want to read and share, and for incorporating the keywords and long tail keyword phrases that can really improve the way that Google ranks your website.

But, if you are an avid reader of other blogs, you may have noticed that sometimes they will have a ‘guest blog’ featured on their site and you might have wondered what a guest blog is and why people write them. In this article, Wagada HQ will take a look at what guest blogging is, why it can help your website and how you can approach other sites and encourage them to accept a guest blog from your business.

So what is a guest blog?

A guest blog is created when you or your company are given an opportunity to write a blog post which will be hosted on another company’s website.  Guest blogs will often be published on sites which have a shared area of interest or operate within the same industry sector. For example a hairdresser could contribute a guest blog to a personal stylist’s website or a childcare company might have an opportunity to write a blog on a parenting blogger’s site.

Now if you find it hard to come up with or write content for your own site, you may be wondering what the benefits would be of writing for another site – after all if you have a great blog idea don’t you want to keep it for your own blog? The answer is, not necessarily. There are actually a range of reasons why writing guest blogs for other sites can be really beneficial to your business and can help you to see your website moving up those all-important search engine rankings.

What benefits can guest blogging bring me?

One of the most vital things that guest blogging can do for your website is to help improve the way that Google views your website’s authority. When you provide a guest blog, the host site will usually let you include a link back to your own website. If you have the opportunity to blog for a site that already has a good page ranking and good page authority, then the search engines will notice this ‘link juice’ running to your site, and will assume that your site is also trustworthy and relevant. Of course this increase in authority can really help your search engine optimisation and the more high quality sites that you can get to link to your website the better.

A great guest blog can also really improve the number of hits that you get to your website. If you write a guest blog for a website that has a high volume of readers and you are able to entertain and engage them, then they will often click through to have a look at your business site too. Of course there is also the added benefit to the increased click-throughs of potentially increased sales. If you pick the sites you guest blog on carefully, then your product or service should be of interest to their readers and so it is a great way to widen your customer base.

Social sharing is becoming an increasingly important ranking factor for Google and guest blogs are a fantastic way to increase your website shares and engagement on channels such as Facebook and Twitter. Often when a company accepts a guest blog from your business, they will also be happy to share the content on their social media. If they have high levels of followers, this will really get your name seen and may help you increase your own likes and followers too.

That sounds great – how can I get a guest blog on another website?

Firstly it’s important to choose the websites you are targeting to host a guest blog very carefully. As we’ve already mentioned, the website’s authority is really important and you can use online tools such as Open Site Explorer to make sure you fully understand whether the site has a good ranking with Google. You really don’t want to hold a guest blog on a website which is perceived as spammy or low quality as that could actually end up with the search engines penalising your website.

You also need to make sure that the websites you are choosing are relevant to your industry. Google places a high level of importance on businesses using their website to add value to customers and so your blog will need to offer something useful to their readers. For example, a wedding cake maker could write a blog about the latest cake trends and this would work brilliantly as a guest post for a wedding dress shop. Equally it would be totally unsuitable as a post on a local MOT centre’s website!

Once you have chosen the sites you would like to offer a guest blog to, then really take the time to get to know their site to ensure that you can offer them a personalised guest post. Read their own blogs and think of a topic that would appeal to their readers. Don’t simply offer all the sites the same post, but ensure that each guest blog proposition is unique and will add value to what they can offer their customers.

It’s often hard simply emailing a website out of the blue. So aim to build up a relationship with them first via social media. Chat to them on industry Twitter hours, engage with them and share their posts and content so that they grow to know and trust you. Talk to them about what you do so that they understand the benefits that a guest post from your business could bring them.

Also keep an eye out on social media for websites actively asking for guest posts, either on a regular basis to help increase their content or as a one off if they are particularly busy at that point in time. If you are offered this opportunity then take it! You can also make use of your networking contacts with other local businesses to chat to them and see if they would be interested in a guest post from you – you could even come up with a reciprocal arrangement where you swap guest blogs with each other.

As you can see, guest blogging has a whole host of benefits for your website. From boosting your search engine rankings, to increasing your social media followers, and ultimately bringing more custom to your door, it’s an essential part of your SEO strategy. However, it is important to make the right choice of websites to offer guest blogs to and to ensure that the content you offer is going to inspire and engage them. Wagada HQ can help your business with both writing compelling guest blog content and researching and contacting the ideal websites to work with your brand. So if you are interested in guest blogging, but need a little help or advice come and chat to us – we speak human!


If you run a small business then you will probably be aware that you face some very specific challenges when it comes to getting your website ranking well in the search engines.

Firstly, you will be competing with larger brands who already have a big share of the market and who have marketing budgets far higher than your own. And, if you are a local business, you’ll also be targeting a much smaller base of potential customers, so you may have to work harder to attract traffic to your website. After all, people will only travel so far, even for a great hairdresser or a fabulous restaurant.

At Wagada HQ we love working with small businesses and we have a wealth of experience in helping them to wake up their website.  The good news is that there are lots of positive ways that small businesses can boost their SEO and get their products and services seen and talked about in the local area. So, let’s take a look at the ways that you can help to boost your site’s ranking in the search engines.

  1. Find out where your business fits in

The first thing you need to consider is where your business fits in and what your particular niche is. What is your unique selling point and what potential customers are you looking to attract? Obviously there is a lot of competition out there so it’s important that you can offer your customers something that your competitors can’t. It could be that you are the only restaurant in the area that cooks a certain type of food or perhaps you are the only hairdresser to have won a national award. You may even have a loyalty scheme that offers discounts or special deals, that no-one else offers. Whatever it is, you need to be able to shout about it online and show people why you are different (and better!) than the rest. Once you know where you fit, you can incorporate this into your SEO strategy. This could mean writing great content that potential customers will want to read, or targeting specific keywords that could be used in searches related to the product or services that you can offer.

  1. Think about your keywords

As a small business, it can really pay off to spend time researching the keywords and long tail keyword phrases that potential customers may be using to search for the products/services you provide. So do some research – speak to your customers either in person or via your social media channels and find out how they found you. What did they search for in Google? Once you know the keywords and phrases that they are using, you can start to incorporate them into your website content. It is also very important to think about the specific local areas that you may be looking to target and ensure that the names of those towns and cities are also included within your keyword strategy.

  1. Make the most of your budget

Whilst you might not have a multi-million-pound marketing budget (wouldn’t that be nice!), you can still get the most out of what you do have. Think about what you are able to do yourself and what elements of your marketing you enjoy and think about what you could outsource. Sometimes trying to do everything yourself can actually be a false economy, as a high-quality SEO agency could get done in one hour what it might take you five hours to achieve. Create a budget planner and look at how your budget can work best for you.

  1. Understand the local ranking factors that work for you

If you are a local business then to boost your SEO, you really need to understand and utilise the local ranking factors that Google uses. If you want to rank locally then the first thing you need to do is get your company on Google My Business. This is easy to set up and it actually uses distance as a ranking factor – giving more prominence to companies based close to where the user is located. This means that it is very important that your address shows correctly on your website and in your Google My Business account.

You can also get reviews on Google My Business and these can really help to boost your rankings. Remember to always ask your customers to leave you a review. The better ratings you have from your reviews, the more likely people are to click on your website!

You should also think about ‘near me’ searches. This is where customers use search terms such as ‘restaurants near me’, ‘florists close by’. So, if you can optimise your site for these type of searches you will reap the rewards, as these search terms are valued highly by Google.

  1. Network online and share your expertise

Networking on social media can help to boost your sales and get your business seen too. One of the reasons why social media is so great is that it works well even if you have a really small budget and if you get it right there’s no reason why your blogs posts can get shared and go viral just as much as those of companies with bigger budgets. Engage with key online influencers such as bloggers who write about your industry and with other local companies whose services and products complement your business.

Remember to add value to others and share your expertise. Create some great content on your website and start sharing! This could be written blog posts, cool images or video content. And don’t forget to engage with others on social media, as this is more likely to mean they will like and share your content in return.

SEO isn’t just for the big players in your market. Small businesses can also boost their website ranking by formulating an SEO strategy that plays to their strengths. It’s great news too, that you can optimise your website on a small budget. If you’re a small business who wants your website to work for you, why not get in touch with us at Wagada HQ. We can offer advice on SEO, website content, social media and digital marketing and we’ll help you to wake up your website and grow your business!


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 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!


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!

A Beginners Guide to Vlogging

If you take an interest in the online world and enjoy reading or writing blogs, then you might have noticed that there’s a new kid in town – the vlogger! Vlogging is simply a video version of a blog and its gaining popularity fast, especially with the younger demographic. Some famous vloggers such as Zoella are even getting book deals and product ranges based on their online presence.

We already know that blogging can be great news for your website – it attracts potential customers to your site, shows Google that you are an authority in your industry and can get you lots of social shares and recommendations. However, many people are now asking if vlogging can have the same powerful effect. We think that vlogging can be brilliant for your business but there are also a number of issues that you need to consider before you create your first video. So let’s take a look at the pros and cons of the vlog.

Vlogs can bring your business to life

Vlogs can really show you at your very best to your customers. If, as with many small businesses, you are the face of your brand, then it’s a great way for potential clients to get to know you before they decide to purchase your product or service. When you create a video, it builds a very immediate connection between you and your viewers. It’s as though you are there with them in their living room having a chat! People often feel more engaged with a vlog than a blog and it shows the human face behind your business.

However if you are planning to make a video you do need to consider your own personality and whether you would feel comfortable featuring in a vlog. It’s great if you are confident and bubbly but if you are more of an introvert you might not enjoy appearing in a company vlog. Don’t worry though as you can still utilise online video. Maybe you can narrate off camera whilst showing viewers around your premises, or you could encourage other members of staff to get involved on screen. Ultimately you need your confidence and industry knowledge to shine through, so if you feel happier with the written word then don’t be afraid to stick to blogging instead.

Vlogs are a great way of showing off your product or service

A picture may speak a thousand words, so just think what a video can do for your product! The great thing about vlogging is that it can literally show your customers how your product or service works in a way that a two dimensional photo just can’t do. If you’re selling a product, then a video enables you to give a live demonstration of how customers can use it. For example a hardware store might want to publish some “how to” vlogs about various D.I.Y. tasks or a florist could show clients how to create a simple floral table decoration. Vlogs can really help potential customers to understand what you do, and they are also a great resource to show off your industry knowledge and to encourage customers to keep returning to your site as a hub of information.

Vlogs appeal to the younger demographic

Vlogging has a great appeal to younger customers, particularly the under 25s. They love engaging with vloggers and will really expect to see some video content on your website. Whilst older customers can enjoy vlogs too, they may feel more comfortable with the written word, so before you decide to start a vlog, think about your customer demographic. If you are looking to appeal to a young clientele, then vlogs are a great way to do so. The under 25s are also more likely to share your content on social media if they like it, so make sure you get it right! It’s worth taking the time to do some research first to see what sort of video content your customers are looking for, so that you can ensure that your vlogs reach your target market.

Make sure you have the right vlogging resources

If you’ve invested in great branding for your business and spent time and effort setting up a fantastic website, then you don’t want to let your business down with a poor-quality vlog. This means that it’s important to make sure you have the resources you need to create high impact video content. Blurred images, fuzzy sound and patchy editing will look unprofessional and could end up losing you credibility online.

A good camera and a high-tech editing package means that you can create professional looking vlogs that your users will really enjoy watching. Don’t forget to add the extra finishing touches such as music, graphics and subtitles too.

Don’t forget to write a vlog transcript

If you’re keen on vlogging, you need to remember to add a written transcript to your website too. At this point in time, Google doesn’t have the ability to watch blogs which means they are not able to index them. To ensure that Google knows what your vlog is about, add a description or transcript to your page. You will need to do this to make sure that Google can rank your content in the search engine. It’s often recommended that you embed your vlog into a short blog post based on the content subject.

A transcription can also be useful to customers who are hard of hearing or who have English as a second language, and it means that clients can print the transcript too if they want a written record of the information on your vlog.

Vlogging is a fantastic way of reaching your customers and of highlighting your products and services. Before you start your vlog, make sure you have high quality equipment and that you feel confident on camera! Don’t forget to research your target market too, in order to make sure that you are vlogging about subjects that interest them, and always add written content to help Google index your site. We think we’re going to see more and more businesses utilising vlogs in the future and so it can be a great idea for your company to get a head start in the vlogging world!

If you are planning on helping your website move to the top of the search engine rankings then you will always be told that content is a vital factor in optimising your site. However, we often get asked just how much content business owners are expected to write as the thought of having to fill web pages with interesting and engaging copy can be quite daunting! There will always be debate amongst the SEO industry as to the optimum length of web content and there can be pros and cons to both short and long articles. This means that there are a number of factors that you should consider when planning the length of your web copy.

At Wagada we are experienced in writing user-friendly web copy that adds real value to your customers and, in doing so, will give your website a boost with Google too. So here are our guidelines on how to decide on the ideal length of web content for SEO and our top tips for how to write effective online copy.

Understand what Google wants to learn from your web copy

Whilst there is no limit to the maximum word count that you can use we would always recommend keeping to 500 words as a minimum ideal length of web content for SEO. This is because Google can class any article or page below this word count as having ‘thin content’. This means that they feel that if there are not enough words on the page there is a risk that there is not enough information to help the customer effectively. By using this as a minimum word-count guideline you will know that Google should view your content as giving more value to your readers. It also means that your articles will be long enough to include a good amount of information, and you can fit in your keywords easily without making your page look over-optimised which Google definitely doesn’t approve of!

Google’s bots and algorithms are becoming more sophisticated all the time and they are now looking for web pages and articles to clearly demonstrate their intent and the field that they are in. You should make sure that your web content is of a good length as you will need to include relevant information to show that you are an expert in your field – and that you can convey a high level of knowledge to your customers.

One thing that has also become increasingly important to Google is the usability of your website. This means how easy it is for your customers to find what they need on your site. With more and more customers shopping online and more products available online it’s all too easy for customers to make a quick decision to leave your website if they can’t find what they are looking for. Therefore you need to make sure that your copy is focused on helping the customer find the information that they need quickly and effectively.

Create a usable website that is focused on what your customer needs

As usability is so highly valued by Google then to make your site work for the search engines you need to make sure it works for your customers too. When you are planning your word count for your online copy never make arbitrary limits or feel constrained by numbers.  Instead concentrate on whether the length is right to provide the optimum online experience for your customers.

Begin by thinking about what your customer is looking for when they visit your website and what they will be wanting from each page. For example your Home Page will often be much shorter in terms of text than other pages. Customers come here to be signposted to the areas of your site that will help them and so they won’t want to have to wade through lots of irrelevant text to get there! If you make this page too text heavy you could risk losing them altogether.

Likewise there will be some pages on your site that you can use to really show off the knowledge and expertise that you have in your business area, and you will want to make these as detailed as possible. This is particularly relevant to blog articles or news pages which you should fill with lots of engaging web copy. Longer copy is often much more valuable for these pages.

Present your web copy clearly

Whilst the content of your web copy is key the way that you present it is also really important and can help your users to find what they need clearly and easily. This can be particularly important if you are looking to write a longer article. Although long articles can be great for your site optimisation one of the downsides to longer pieces of online copy is that often time-poor browsers just don’t have the time to read them and may be put off by an overly long page. Alternatively they might decide to come back and read them later when they have more time but this can lead to pogo-sticking which could give a bad impression to Google.

One way to get round this problem is to clearly pick out the main points of your copy so that customers can understand the key issues without having to read the whole article. Use elements such as sub-headings, bullets, bold text and links to highlight the most important areas of information in your text. This allows people to scan your article and pick out the elements that interest them without necessarily having to read the copy fully.

Write copy to encourage social shares

Social sharing is a fantastic way to get your content seen by potential customers and if your blogs or website are shared on media such as Facebook or Twitter it can encourage more people to visit your site – and may help to move you up the rankings.  Interestingly research from Paddy Moogan shows that the longer the post is the more likely it is to get social shares with posts of between 3000 to 10,000 words the most likely to get shared. You can see this in action in the below chart

So we can see that high quality content is vital to help boost your site’s optimisation and it’s important to think about the ideal length of web content before you plan your web copy. However whilst you should aim to keep your text above 500 words don’t get tied down by setting definitive boundaries to your word count. Consider each web page and blog post individually and review how it will help your customers and what they will be looking for when they visit your site. You can then tailor your copy to meet that need. Don’t be afraid to write longer posts as they can be really popular with customers and will help Google to see that you are a real expert in your industry.

As you know at Wagada we love content and believe that it is key to creating a fabulous website that your customers will want to visit, buy from and share with their friends. However sometimes large amounts of text on a screen can be off-putting and daunting to website users, so it can be a really good idea to break up the text with images. Humans are very visually lead and research has shown that adding images to web copy and social media posts makes people more likely to read them. Images appeal to our subconscious minds and really bring the words on the screen to life.

However it’s not simply a case of adding a few images into your post that you like the look of. In fact getting your pictures right can be a vital part of encouraging interaction and engagement. Pictures help you to create your company identity and tell your customers the story of your brand. It can be worth putting as much time and effort into your pictures as you put into the writing itself. So when you begin to visualise a web page or a blog post always think about the images that you are going to use to complement the subject that you are writing about.

We’ve come up with some great ideas about the different types of images that you can use online, and we’ll discuss how they can help you to engage your users.

Telling a story with images

Telling a story to your customers is a key theme in 21st-century marketing and images can really help you to define what you offer to your target market. Online users no longer want static images of items for sale with a plain background behind them – that’s a sure-fire way to turn them off your product! Instead use storyboard images to give your product vitality and to help potential buyers to understand how the products will add value to their lifestyle.

To create an effective storyboard image think about how your product or service will fit into your customer’s lives. How will they use it and how will it benefit them in their day to day life? You should also consider what aspirations they may have and think about why they are buying your product. For example if you sell furniture you could picture it in a show home setting – fully accessorised. You could show people relaxing and having a coffee on their sofa, or a dinner party in full swing at the dining table. By using images in this way you can move from selling simply a product to selling a way of life to your customers.

Complement images with powerful language

Pairing words with images can be powerful and compelling. To achieve this effectively you need to keep it simple and think of one or two words or a short slogan that embodies what you are trying to tell your customer. Then you need to find an image that will bring these words to life. A good example could be a gym or personal fitness trainer who wants to show clients how they can help them reach their fitness goals. By overlaying the words “reach your goals” onto an image of a runner crossing the finish line of a race you can show your customers as well as tell them what your brand is all about.

Graphs and charts can make data stand out

In many circumstances you may have a lot of data that you want to convey to your potential customers, but paragraphs of dry data on your website may turn customers off and lead to high bounce rates from your site. We know that many people are time poor and when they visit a website they want to get the information that they need as quickly as possible. Therefore a great way to show off this data quickly and effectively is to create good quality stand out charts and graphs that highlight the key facts that they need to know. Bar charts or pie charts in bold primary colours really grab the eye and are a quick and powerful way of getting your key points over to your clients.

Infographics combine data and design

With the rise of social media and sharing sites such as Pinterest we have seen a new sort of image – an infographic. This is an image designed to show information or facts in a way that is engaging and appealing. Infographics add interest to the data that you are trying to share and are a quick way to get your message across. They are often designed so that the most important facts are given the most prominence which means that even a quick glance gives clients the information that they need. Then once they are interested they can take a closer look to find out more. These images work brilliantly on Twitter and Facebook as people will often share them with their social network. Whilst it can be worth investing in a designer to create some infographics for your business there are also a number of websites and apps which allow you to design your own.

Remember to optimise your images for great SEO

Of course when you add images to your website you also need to make sure that you have optimised them effectively for the search engines. As Google can’t understand images (yet!) you have to add in ‘alt text’ tags with keywords that tell the search engines what the pictures are showing. It can also help to give your image a descriptive filename before you upload in onto your website as this also helps the search engines to understand more about what the image contains.

Google is also very keen on websites being usable for its clients and pictures that take ages to download may cause frustration and lead to a higher bounce rate from your site. So ensure that file sizes for the images you choose are not too big and that they load quickly and easily with no disruption to website users.

As you can see images can be really vital in both building your brand and creating an engaging website that your customers will want to visit and share with their friends and contacts. Use imagery to tell a story to your customers and mix pictures and words to help convey the benefits of your product and service. Images can also help the search engines find you so make sure that you optimise all of your website images too!