How to mess up your technical SEO!

Looking at another one of the talks from the recent Learn Inbound full day event, I thought I would share the details of Barry Adams presentation on the day. Barry is SEO consultant with Polemic Digital. He talked about websites that have totally screwed up their technical SEO without even realising it. Here are his top tips – things you need to avoid!

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  1. URL Duplication

What is URL Duplication?

It’s when you have one webpage but with 8 different versions as below! Search engines will treat each as a separate page. 

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So how to fix this? One piece of content should have one URL. Deep Crawl is a tool that can help identify SEO issues with your website.

No.2 Faceted Navigation Crawl Traps

Lots of options and lots of filters means lots of pages. Barry gave the example of an online shoe website – with sorting and filters it had 7.9million pages!!! for Google to crawl. Google has crawl budgets so it’s best to only get Google to crawl the pages you want rather than waste their time.

No.3 Redirects

A page will lose it’s value the more redirects it has. Every redirect loses a bit of link value – typically 15%.

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No.4  Load Speed

 A fast load speed will ensure your website will get the most benefit from its crawl budget ( the amount of time a search engine spider will spend crawling your website before it gives up). You can use a tool called WebPageTest to check your web page load time!

These are Barry’s suggestions for optimising your websites load speed. You should ensure that your website developer incorporates these tips on your site to maximise your crawl budget and thus improve your websites page ranking with the search engine.

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No.5  Automatic Country Redirect

 You may have an automatic country redirect setup on your website based on the ip of your visitor, which is fine. The problem is google crawls from american websites, it gets US websites only and if it can’t see it, it can’t rank it!

You can make an exception for a gogglebot user agent and this will correct the issue. 

All of these tips may seem of a very technical nature and they are, which is why it is important to have a good developer build your website from the start. When working with clients that have a website build as part of their digital marketing plans Optimise Marketing work with experienced developers to ensure your website not only performs for your user but also prioritises the needs of search engines.

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Tips to increase online sales

“As many as 60% of sales are lost to no decision”

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What a startling statistic. Brought to you by Joanna Wiebe of Copy Hackers at Learn Inbounds recent full day conference. So how to overcome buyer inertia? Joanna suggests we need to “go long”.

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So what does that mean? Joanna says that we should all try harder to ‘use our words’.  We are exposed to 5000 marketing messages per day and out of these we generally can only recall 4!! If you want to be within that top 4 you need to stop being average!!! And that means we need to “go longer” with our copy. We need to focus more on the customer problem and delay the product reveal.

Problem – Agitate – Solution – use the PAS Framework.

Words are supposed to create pictures and are supposed to engage our imagination. Joanna suggests that if our copy does not pass the closed eyes test that we should rewrite it until it does.joann-reading

For the full presentation – see the slidedeck below.

So what about you? Have you written copy for your website or blog that is just not converting? Consider perhaps rewriting it using the tips above and review the effect on buyer conversion! Joanna said that in her research in every case the winning copy was 2-3 times as long as the control. Give it a go and use your words!

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The value of Email Marketing

I constantly talk to clients about the value of email marketing, reaching customers directly, being able to easily analyse data like open rates, click rates and online sales. I’ve been meaning to write a blog on this topic for quite some time. Wolfgang Digital recently released their ECommerce KPI research and unsurprisingly (to me at least), Email Marketing is still outperforming Social Media Channels (all combined!!) for driving website traffic. It’s also the third biggest driver for online revenue behind Google Search and direct web traffic.

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Website Speed

The average load time for pages analysed in the report was 6.5 seconds, a lot less than the 2 second recommendation from Google. Increase you website page load speed and you’ll see improvements in conversion!

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Who doesn’t want to sell more on their E-Commerce website? Do these recommendations resonate with you? If you’d like help with setting up email databases, templates and campaigns, contact Optimise Marketing, we’d be delighted to help.

This report was covered in an article in The Journal – A 40 year old technology still beats Facebook for getting people to visit websites.  The original report can be read in full here.

 

 

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Buying Online – what’s the user experience like for your customers?

I attended a great Google Garage talk at the Wexford Chamber of Commerce Expo yesterday. One of the super takeaways from the talk I really wanted to share was this video explaining some of the pitfalls your online customer might experience when shopping online on your website. Take two minutes to have a look, it really highlights how difficult it can sometimes be for customers to purchase online.

Here are some slides with the main takeaways from the short presentation – the final slide has a link to the whole presentation.

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If you are considering upgrading your website to an ecommerce platform do ensure you consider the user experience throughout your site. To help you grow your online business there is an excellent Online Trading Voucher scheme available through the nationwide network of Local Enterprise Offices which you may be eligible for. In addition to web development the Voucher can also include Digital Marketing Consultancy an essential element to ensure your site is built and planned with the customer to the forefront of decision making.

Do get in touch or comment below if you’d like any further details.

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2016 European Consumer Trends

5 Consumer Trends set to influence Europe in 2016.

The Marketing Institute recently invited Mintel’s Richard Cope to present their research findings on European Consumer Trends for 2016. It was a really interesting presentation with lots of insights as to future needs and wants of consumers and how our environment is evolving. In particular there’s some  really useful information for  brands looking towards new product developments, retailers looking to remain relevant to their customer base and for tourism offerings who want to stay ahead of the competition – read on to see how!  Continue reading

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Learn Inbound January ’16 – a marketing review

Academy pic introPart of being an effective Digital Marketing Consultant is ensuring you are up to speed on all the latest thinking and tactics in your field so you can apply that learning to produce results for your clients and keep them ahead of their competitors. So, last week I attended the first #LearnInbound event of 2016 in The Academy in Dublin. A great initiative organised for evening time learning in very relaxed surrounds. 3 main speakers on the night – this time, all UK based practicing inbound professionals, discussing different topics all around driving traffic to your website and driving business growth. My main objective in attending was to take home some actionable tips for my SME clients and I’ve shared and summarised the talks below. Continue reading

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