1.    Use the Facebook ‘Like’ Button –

With over 800 million active users, Facebook is easily the largest social network on the web, and as a result, it’s the easiest way a brand can share with their audience on a mass scale.  By ‘Liking’ your press release on such a visible platform, it increases the chances that your target audience will read your Press Release and maybe even interact with it.  This is great for increasing your brand visibility, engaging with your audience, and spreading the news that was included in the PR.

2.    Use Twitter –

Twitter is one of the most effective social networks for businesses using online customer service, or looking to directly engage with their clients.  This is what makes it so useful for facilitating the spread and outreach of a Press Release.  By sharing a PR directly on a businesses Twitter account, they are maximising potential that PR has to connect with the relevant audience.  You can write a brief message describing the PR, and how it might help people, and this will also include a link directly to the PR.  It’s a simple, but very effective strategy.

3.    Embed your Press Release on your company blog –

By simply posting any press releases on your company blog you are maximising the potential for it to reach the audience it has been written for.  This mean people who are interested in the type of services or products you offer, or users that read your blog regularly and are likely to engage with it or share it on their own social media profiles.  It’s simple to do, and it makes sure that the potential outreach of the press release is capitalised upon.

4.    Link to your Press Release from your homepage –

Sometimes, when you post your Press Release on your blog, it might be missed by browsing users who are just scanning your homepage.  An almost foolproof way to ensure this isn’t the case is to link to the Press Release directly from your home page.  Again, like the previous points, this is an effective strategy because it makes the most relevant audience aware of the content included in the PR.

5.    Use intelligent internal linking in the PR –

One of the great features of releasing an online Press Release is that it naturally creates many new links form authoritative sources.  Because of the increased online visibility that a premium online PR generates, it is crucial that you optimise the linking in that press release so that users can navigate from it to any relevant websites quickly and easily.  This will make them more likely to share the PR, or even a direct link to your company website on one of their social media profiles.  This is a brilliant way to boos online visibility.

These are just five simple tips to increase the visibility of your online press release.  If you have any further questions about how online PR might influence your digital marketing campaign, then please feel free to contact anyone here at Click Consult via our website.

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Google’s own definition of Rich Snippets can be seen below:

“Google tries to present users with the most useful and informative search results. The more information a search result snippet can provide, the easier it is for users to decide whether that page is relevant to their search. With rich snippets, webmasters with sites containing structured content—such as review sites or business listings—can label their content to make it clear that each labelled piece of text represents a certain type of data: for example, a restaurant name, an address, or a rating.”

Read more about Rich Snippets by going to: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=99170

Here at Click Consult we have been doing some digging around and found that a large number of different types of Rich Snippets are now being used by a wide range of sites.

Below is a list of the Rich Snippets we have found that are currently live in the SERPs:

At this stage Rich Snippets have no effect on SEO or rankings. They can however help to improve the Click Through Rate (CTR) of a site significantly by giving the searcher more information at the decision stage. Basically a searcher is more likely to click on a site that shows 10 Reviews than a site that shows none.

Judging by the growth of Rich Snippets we predict that some of the following things could soon be appearing within the search results too:
-    Primary Image on Webpage (primaryImageOfPage)
-    Movie, Music and Event durations (duration)
-    The base salary on Job Postings (baseSalary)
-    Menu Snippets or Link to Menu for Food Establishments (menu)
-    Nutritional Information, including calories, fat content, carbohydrates and more (calories, fatContent, carbohydrateContent)

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Those arguing that you can’t separate the two focus mainly on a comparison with on-page SEO, as opposed to off-page. When you think about constructing an SEO campaign, there are always defined targets and objectives that an online business sets themselves. How successful a company is in reaching these objectives is determined by the various online analytics reports that are available for measuring things like ROI, bounce rate and traffic volume. In the earlier days of SEO, this was an exclusive feature of search engine marketing, because they were the main provider of these analytical reports. As time has passed, search marketing agencies have become able to develop these reports internally, and produce them with a great deal more clarity than the search engines provide in a raw form.

More importantly, however, as the social networks have developed over the years they have developed their own analytic reports based on social-specific measurements and metrics. I have written about how Facebook Insights improves social media marketing, but the important thing to remember is that the social networks, and various third parties are able to produce robust and reliable analytics reports regarding a businesses social media activity. This is no longer a feature exclusive to the search engines, and it means that potentially, a business could conduct all their online marketing on a social network (although, this really isn’t advisable!).

Another feature intrinsically linking social media marketing and search engine optimisation is that they are both long-term commitments. SEO requires lots of moderation and constant improvement and tweaking to succeed, and social media marketing needs the same. Both require fresh, unique and valuable content to be shared regularly if returning customers are going to be engaged enough to value your business.

I’d be interested to hear your thoughts on the subject. Do you think Social Media Marketing and SEO are separate subjects?

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At the moment, the changes are only going to apply to signed-in users at Google.com, who are searching in English.  They will be notified that the changes have been made to their SERPs when they see a notification that looks like this:

Another feature of this update is one that members of the search engine optimisation community have been calling for, for a long time.  That is the option to switch between personalised and depersonalised results with a single click.  This is easily done using this button,  located to the top right of the SERPs:

This is a great feature because it is making the effect of personalisation much more transparent, and allowing users to simply switch between personalised and depersonalised results gives them a level of control that was absent before ‘Search Plus Your World’.

How is personalisation going to affect my SERPs?

There are several ways that personalisation is going to affect your SERPs.  These include listing from the web that have been boosted because of your social (Google+) connections, listings that have been boosted because of personal behaviour, public Google+ posts and photos, and private or “limited” Google+ posts and photos.  The most eye-catching of these is the final point I mentioned about private content now appearing in the SERPs.  Google have provided an example of how private content will infiltrate the SERPs using a scenario where Googler, Amit Shighal, searches for ‘Chikoo’, which is the name of his dog, and the name of an Indian fruit.  In his personalised results, the SERP would look like this:

In this example, as highlighted by the Google arrow, we can see that the result is featuring in his results despite him not sharing it publically, but instead choosing a “limited” share option.  Before ‘Share Plus Your World’, Google wouldn’t have been able to list these photos when they Singhal searched for ‘Chikoo’ because they weren’t public, and therefore Google couldn’t see them.  However, it’s important to remember that this privately shared content will not appear in the public SERPs, only in your personalised ones.  Some have already suggested that the idea of private content appearing in the listings like it is public content is unsettling by its very nature, and it may take some getting used to.  To reach these photos, he would have had to use the separate Google+ Search:

Another feature of ‘Search Plus Your World’ is the ability to access only content that has been shared on Google+ or Picasa.  This can be done by clicking on the highlighted ‘Personal Results’ option that appears directly beneath the search bar:

Another new feature, that might be of particular to brands looking to Google+ for a social media marketing campaign, is the suggested ‘People and Pages on Google+’ that is suggested for certain queries.  For example, when I search for ‘Gaming’, Google suggests the following people and pages:

This is a perfect example of how having an optimised Google+ profile can give your brand a fantastic opportunity to increase visibility.  I’d imagine that the G+ profiles for IGN and G4 will get a lot of additional traffic through these listings, and as a result their main websites may see an increase in social network referral traffic.   This should illustrate to those still undecided about creating a G+ profile for their brand, that it really does have the potential to be highly effective strategy, and it is worth adopting it early to be ahead of the game when ‘Search Plus Your World’ goes global.

The final feature I’ll cover is the ability to quickly connect with other personal Google+ profiles in a way that is very similar to how ‘Direct Connect’ works for Google+ business pages, and comparable to the functionality of Facebook when you search for a person’s name.  So, if I wanted to search for Rand Fishkin from SEO Moz, this is how it would appear:

This makes it easier to connect with the people I follow, or am connected with through Google+, particularly because below this top listing, I can see what content they have publically shared because that might be of specific interest to me.  I would also be able to see content shared in a “limited” way, if it had been specifically shared with the circle I was part of.

One of the point’s I hope to cover in more detail, is how Google appear to be favouring their own product (Google+) ahead of other social platforms such as Facebook and Twitter, despite them both arguably being bigger data sources.  Interestingly Google have recently stated that they’d be open to collaboration with those social networks, but because they don’t allow Google to crawl and index them deeply enough, their impact in the SERPs is limited.  If Facebook and Twitter did allow Google to crawl them, do you think they would marginalise the impact of their own product in favour of two rivals?

In this post I’ve just covered the basics about how ‘Search Plus You World’ is changing the face of the SERPs as we traditionally know them.  However, several well-respected voiced in the SEO and internet marketing industries are already questioning the ethics, and the quality of these new result pages.  In the next few weeks I’ll be covering this area heavily, but if you have any queries about how this might affect your social media marketing strategies, then please don’t hesitate to contact Click Consult.

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Website Review Questions:

1.    Why does the site exist?

This is a simple, but highly effective question.  Why is the site there?  Who exactly is going to benefit from it?  Why should visitors keep returning to the site?  If you are able to look at the website and come up with a definite answer as to why it is there, then that is a good basis to form an opinion of the rest of the site.

2.    What are the user experience issues?

User experience issues can relate to website design, usability, conversions and content.  Does the website design reflect the content of the website and is it user-friendly?  Are all the links working and pointing where they should be or is the site seemingly unstructured and a bit chaotic?

Is the on-page content useful, reliable and relevant to the search query that led you to the webpage in the first place?  Do you trust the quality and would you consider sharing it on social networking sites?  If the answer to both of those questions is ‘yes’ then that website is generally of a high quality.

3.    Has the website been optimised for indexation by the search engines?

There are a few tell-tale signs that can be spotted to find out if a website has been optimised for the search engines – some aesthetic and some may require a bit of further exploration.  Firstly, look at the Meta Title tags and find out what keywords are being targeted and if they reflect the content on the webpage.  Have the Meta Descriptions been optimised and do they also reflect the content on the webpage?

Other metrics that take a bit more effort to judge include finding out the quality and quantity of inbound links pointing to a site.  Are they coming from reliable sources that other authorities in the industry might use?  Is the content optimized to target the keywords that are being optimised for while remaining useful and informative?  Again, you would ideally be looking to get the answer ‘yes’ for all these questions; if not there is work to be done!

4.    What social channels does the website use and how active is it?

Looking at blog posts, for example, and researching how much activity (shares, likes etc.) they have received on social networks is often an important indicator as to the overall quality of the site.  The more social shares, the better the quality of the content.

The ‘social’ strategy of a website can also be linked to usability; how easy is it for a visitor to share the content on their social profiles?  Why would they want to share the content in the first place?  What is incentivising them to share the content?  Again, finding answers to these various questions all help build a holistic interpretation of a website that is important when a website review is being conducted.

These four categories should form the basis of all website reviews, but the depth with which each is explored should depend on the content of the website and the detail required to complete the website review.

Here at Click Consult we have a team of expert internet strategists and web developers who are equipped with vast experience at improving websites from a range of industries.  If you have any queries about our search engine optimisation services then please feel free to contact us via our website.

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SEMRush

(Sourced from: http://www.semrush.com)

As you know the core of any SEO campaign is keyword research. You simply type your URL or your competitor’s URL into the search box and a generated SEMRush report will provide:

• The current and previous positions of the search query.
• The average amount of queries the keyword receives a month in correspondence to the Google Keywords Tool’s local monthly searches.
• The average cost per click.
• The ranking URL of the page that is displayed in the search results for the query.
• The ratio of the number of visitors coming through to the site after searching for the keyword.
• The ratio of the estimated cost of buying the same number of visitors for this search query to the estimated cost of purchasing the same number of targeted visitors coming to this site from search results.
• The competition of advertisers for the particular term.
• How many pages does the search engine know for the query.
• Estimated dynamics of change in the number of search queries in the past 12 months.

When selecting those all important keywords SEMRush is highly beneficial to use as a basis of assessing what organic keywords a website already ranks for, it offers other profitable keywords that the Google Adwords keyword tool would not necessarily pick up.

Having all this information on one page is extremely convenient, and makes keyword research so much easier. Using a database like SEMRush as well as the Google Adwords keyword tool for carrying out your keyword research is without doubt a recipe for SEO success, generating profitable campaigns more quickly and efficiently!

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How to write a blog comment?

Firstly – and most importantly, add something constructive.  Don’t just write – ‘Thanks! Great post!’ or something of a similar ilk, because that just is not helpful.  It does not show the author of the blog post, or the other readers what the person commenting really thought of the post beyond the fact they were grateful that it existed.  Show that you are motivated and willing to add a constructive point that is really going to value other readers.

Don’t be afraid of showing some emotion and passion in the comments you leave.  The comments section is there to allow readers a platform to express their opinions, whether they agree with the article or not.  It would also be worthwhile to perhaps give some background on why you are commenting.  This adds some context to your comment and can show other readers why you are ‘qualified’ to comment on the topic and why they can trust it to be truthful.

As I mentioned briefly, the best blogs will cause the readers to form an opinion, and in the comments section you should disclose that opinion.  The only caveat that I would give on this point is to ensure that you back up your opinion with evidence, or it may appear that you are ‘trolling’, especially if your point goes against the common theme of the blog post.

If you link to other sources make sure they are definitely going to be deemed relevant and interesting by other people reading the blog.  Don’t simply use the comments section as platform to display mindless self-promotion because this tactic will undoubtedly back-fire and end up damaging the cause you are trying to promote.

At Click Consult we have teams of expert content & blog writers and marketing strategists who all understand how important managing brand reputation online can be.  Ensuring you contribute high-quality content to the blogs you comment on can go a long way to raising online brand awareness.  If you have any queries about our content writing services or any other of our SEO facilities then please feel free to get in touch.

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Content to Convert

1.    Display your expertise

The content on your website provides the perfect opportunity to display your expertise for the industry you operate in, and to build trust with visitors so they can be confident they are completing a conversion with a reputable source.  A handy little tip when constructing content for product pages or technical blogs is to imagine you are a member of staff in an offline store, and a real visitor comes in to enquire about a product or service.  How would you sell it to them?  What kind of questions might they ask?  What other products might you recommend to them?  Why should they buy the product from you and not from your competitor?

These are questions a person might ask in an offline environment and it is safe to assume they will be asking them online as well.  Make sure your content addresses any concerns the site visitor might have, and is packed with useful information that proves your company is professional and trustworthy.

2.    Maintain a professional yet welcoming tone

Maintaining the correct tone throughout the content on your website is essential for conversion rate optimisation.  Because the content is being presented in the online environment the opportunity to gage how a visitor is reacting is lost, and therefore it could be easy to alienate users.  The best way to avoid this is to remain professional, yet welcoming – attempt to intrigue and inform industry experts that might be very familiar with your products, but also try to engage first time visitors who might be put off by unnecessary technical detail and jargon.

Google now uses the on-page content as one of the main factors in gaging the overall quality of a website.  In order to achieve one of the highest levels of qualities it must be useful, informative, engaging and creative.  If you can maintain this throughout your on-page content then it is likely that you will be encouraging as many conversions as possible.

3.    Write with the mind-set of a marketer

It is important to remember that your content is advertising because you should be using it to sell the products or services you offer.  Because of this it is vital that you are writing your content with a marketing mind-set as it will enable you to engage with your customers in a way that directly encourages them to purchase their products with you and not elsewhere.  This is important because obviously you want to ensure that you do not push visitors towards other products or services that competitors might offer.

Again, think about questions a visitor might ask and make sure you are open and honest in explaining the pros of your service and why customers would benefit from converting with you and not at another website.  Remain credible, professional and honest, but focus on achieving as many conversions as possible.

At Click Consult we offer a special content writing service where our expert SEO copywriters construct search engine friendly content that is optimised to achieve a fantastic level of conversions.  If you have any further questions about any of our web marketing services then please contact us via our website.

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A high bounce rate is caused by a person visiting a specific webpage, then leaving straight away back where they came from without navigating any further into the site.  So, how can this be a good thing?  Well, it all depends on the content or the purpose of that specific page, as I’ll soon discuss.  A hugely positive side effect of Google’s Panda update is that webmasters are keen to either delete or re-work any ‘low quality’ pages on their website.  Nevertheless, just because a webpage is generating a high bounce rate does not always mean that a page is low quality and there is no need to either delete or rewrite all pages that do have a high bounce rate.  Let me explain why.

I mentioned above briefly that understanding the on-page content could be a better way of determining the overall quality of a webpage.  It is necessary to holistically consider the overall role of a page within a website before using bounce rate as finite metric for judging quality.  For example, a user might be directed to a blog post on your site from the search engines, read the blog, then return straight to the search engines.  The fact could be that the visitor has ascertained the information the information they needed, so they would have no need to progress any further into the site.  The same principle can be applied to almost all pages that are loaded with informational content.  If a webpage provides information or could answer a potential user search query, then the bounce rate might not necessarily be directly related to quality.

With that being said, the opposite might rule might apply to the homepage of a website, for example.  The homepage is often the gateway to the other information on a website, so naturally a webmaster would want visitors to delve further into a site from the homepage.  If a page with navigational qualities commands a high bounce rate, then that webpage might need some reworking.  The structure of the page maybe clumsy, links may not work or the page design might not be user-friendly; there are many reasons why a webpage might cause users to leave straight away – and particularly for navigational pages, this does need to be addressed.

So, to conclude I would say that there are other factors to be considered as well as bounce rate in judging the quality of a webpage.  Primarily the function of the page – is it written or designed to answer a user query, or should it be helping users locate other parts of the website.  There are also other lesser-known metrics that might explain a high bounce rate on a webpage; if the user chooses to print the page or bookmark it, for example, might explain why they leave without visiting other pages.

If you have any other questions related to internet marketing or SEO, please feel free to contact us via our website.

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Divining the best keywords from the AdWords Keyword Tool for a search marketing campaign can be an extremely intricate process.  It is also always entirely bespoke; even an internet marketing agency that represent two businesses in the same industry will need to construct separate strategies depending on a wide-range of factors.  For example, larger businesses generally have more resources available and so can afford to target more competitive keywords, contradictorily, smaller businesses with a tighter budget might want to focus on targeting local keywords or avoiding branded or highly competitive keywords, initially.  There are many other factors that go into a keyword strategy (seasonal trends, website KPI’s), but ultimately it will form the backbone of other search engine optimisation or digital marketing efforts.  Needless to say, it is a crucial process and understanding how keyword strategies are created, even if it is just the basics, could greatly improve the potential for SEO success.

The best way to blog about this process would probably be to create a fictional keyword strategy – in this case I’ll imagine I have just been asked by a Sweet Shop (I’m very hungry and it’s nearly lunchtime…) to create a keyword strategy for their new website – they would like 5 keywords to target on their homepage.  This particular Sweet Shop is based in the UK and they offer an extensive collection of retro sweets as well as a free delivery service for their customers.  This is how I would begin creating the keyword strategy that would help these sugar-crazed moguls conquer the fiercely competitive online confectionary marketplace:

The Strategy

Before any tools are used or spreadsheets are opened, the first stage in the construction of a keyword strategy should be a brainstorming session.  If the strategy is being devised in an agency environment, it might mean opening a dialogue with a client and discussing what phrases represent their business and what they would like to rank for in the SERPs.  If working as an in-house SEO strategist, it might mean talking with other staff or simply using your own knowledge of the company to determine the best phrases to kick-start your keyword research.

In this highly fictionalised example I will have just ended a conference call with Mr Sherbet and Ms Parma-Violet, the proprietors of our online sweet shop, and this is the list we have created for potential homepage keywords:

•    Sweets
•    Sweet Shop
•    Sweet Store
•    Buy Sweets
•    Online Sweet Shop
•    Online Sweet Shop UK
•    Sweet Shop Delivery
•    Buy Sweets Online
•    Retro Sweets
•    Retro Sweet Shop
•    Retro Sweet Store
•    Buy Retro Sweets
•    Buy Retro Sweets Online
•    UK Retro Sweets
•    Retro Sweets Delivery
•    Candy
•    Candy Shop
•    Candy Store
•    Buy Candy
•    Buy Retro Candy
•    Buy Retro Candy UK
•    Confectionary
•    Online Confectionary Store

The list could carry on like this for potentially 50-100 keyword ideas depending on the size of the project (but you get the idea).   Other ways I might have generated words for this list is with some basic competitor research.  I could conduct a search in Google for other online sweet shops then look at the HTML coding of their website to view what keywords they are targeting.  The next stage is to simply copy and paste this list into the ‘Find Keyword’ box on the AdWord Keyword Tool homepage and generate the results.  They should look like this:

Firstly, I have used the ‘Exact’ match filter because I want get data referring specifically to the terms I have entered, not a ‘Broad’ match.  For example, the term ‘Buy Sweets Online’ generates 2,900 broad global monthly searches, but only 720 exact global monthly searches.  While this should probably still be used as a keyword (more on that to come), if traffic volumes and ROI are estimated using ‘Broad’ keyword data instead of ‘Exact’, then the forecast will be inaccurate.

Secondly, I have edited the red boxes into the screenshot.  These are the phrases that can instantly be disregarded because they aren’t going to generate enough traffic.  It is also likely that the keywords ‘Online Sweet Shop UK’, ‘Retro Sweet Store’, ‘Buy Retro Sweets Online’, and ‘UK Retro Sweets’ will also be disregarded because they only generate 58, 22, 28 and 12 local monthly searches per month respectively.

The next decision I make might be to cut out some of the most popular results.  This might seem strange, but let me explain the logic using the transcript of a fabricated phone call between myself and Ms Parma-Violet:

Ms Parma-Violet:  Hello, I see in the keyword research you sent me that ‘Candy’ generates over 300,000 global searches per month.  Obviously I’d like be number one on Google for that phrase, please.

SEO Strategist: Whoa! Slow down there you sugar-peddling tycoon!  For a new website to target such a highly competitive keyword is unrealistic.  In your case it would be much more effective to target a phrase with lower traffic volumes but who are more likely to convert.

Ms Parma-Violet: You’re right.  These sweets must be rotting my brain.

The imperative word is ‘unrealistic’.  As I mentioned above, each strategy is bespoke and there will be times when it will be pertinent for a campaign to target the really high-volume search queries, but on this occasion it wouldn’t be logical.  While the above transcript is firmly tongue-in-cheek, the point remains valid, particularly for emerging businesses in competitive marketplaces.  For the majority of websites, traffic has no value if it isn’t converting – it’s better to have ten visitors a week with two conversions than 100 visitors and zero conversions.  I would always recommend that it is better to target lower-traffic, but importantly less competitive keywords at the beginning of an SEO campaign.  It is much more effective to dominate phrases from the keyword longtail than to fail to see any traffic from highly competitive keywords.

So, that’s the end of part one of this Keyword Research study, but hopefully you’ll return for the next addition where we will cover other features of the AdWords keyword tool and conclude the keyword strategy.  If you have any further questions about internet marketing strategy or other search marketing services then please feel free to contact us.

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