Category Archives: Innovations

Website Content on Computer Screen - Dmac Media

Five Common mistakes that take the Oomph from your website content

The content on your website is vitally important and not just because you have spent ages writing it.  It’s the content of your site that engages potential clients and repeat customers. It is the content that contributes to keeping you high in the search rankings with Google. 

Easy functionality is essential. Zippy Design is important, but it is the actual content which brings people to the page.    There is no doubt that unique, vibrant and interesting content is the cornerstone of your web-site that not only informs potential customers, but goes a long way to keeping your website alive and vibrant.

Good content is worth investing the time and effort.   However, there are a few common content pitfalls. Small mistakes that take the value out of the script and wording on your site.  Here are some of the common content errors that can adversely affect your website.

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Update me

The most common mistake with a website is thinking that it is done!  Change the content on your website on a regular basis. Add news, special offers and a cute new image every now and again.  Link to your regular blog (Of course, you have a regular blog!).  Keeping things fresh will assist with the ranking of your website.  Staid and old content does not reflect well on your business in general. 

Plagiarism – write your own stuff! 

Yes, we know there is nothing new and amazing in the world. No unique revelations or wondrous new words, stories and facts that have not been uttered, retold or rehashed. But if your website content does not register as new, Google will disregard it or even worse, attribute it to the original writer (and rightly so, write your own stuff!).    Over 60% of the text on your site must be completely new and unique. 

This is not as hard as it may seem.    You can get ideas from other sites, blogs, magazine articles and Facebook posts and then just take some time to write it in your own words.  You can rehash your old content by taking it out and updating it for a re-post.  Keep an eye on the most popular items and use it as a guide to choosing subject matter.

Hootsuite Tutorial

Keywords     

Identify the keywords for your industry or services.  These magic words should be liberally sprinkled across all your writing.  Don’t be afraid of overusing words similar to your keywords. Literally mix it up so that you have a better chance of ranking. Competent keyword research is a complete tutorial and workshop all of its own, but in simple terms, it means using every word and phrase that you feel our customers will search. 

Spacing it out – designing it out

The way in which people read websites is different than you may think.  Basically, you are best to space out the information and content in easily readable sections. Design it out in bite size pieces.  Don’t waffle.  Keep it relevant. Less is more, as long as the less is relevant, smart and interesting.   Remembering how the reader’s eye works and cognisant that they are scanning rather than reading will keep you on-point.

Spelling errors bad edits

Use the spellchecks folks! There is nothing that screams inefficiency and sloppiness like a badly edited piece of work.  Run your content through the spell check, but don’t stop there, as spellcheck cannot tell the difference between ‘their’ and ‘there’ or whether you meant ‘form’ or ‘from ’!    So it’s a good idea to enlist the help of a pedantic friend, preferably one with freakishly correct grammar tendencies, to edit your work.  

By adding fresh and new content we are telling the search engines that the website is active and keeping our regular and our potential clients interested and engaged.  It is worth the time it takes to create new site content, so keep that steady stream of articles, blogs and images flowing for success!

Business strategy around a table using computer & paper

Machine Learning in PPC: What it can do for you?

Each and every day, we as humans interact with a wide variety of technologies. From the phone in our pocket to watch on your wrist, technology is an ever-increasing part of modern life for each one of us. In many ways, technology is limiting the need for human interaction, with self service checkouts now commonplace in supermarkets and intelligent fast food ordering through dedicated websites, it would appear as though human intervention is seen now as hinderance rather than adding value.  The same is holding true when it comes to advertising, and in particular search engine advertising, where in recent years we have seen the rollout of machine learning technology.

In 2017, Google began unveiling the first of their machine learning technologies through its ad platform, and since then, developments have continued to make advertising your business online significantly easier. In this piece we will explore a few of the machine learning technologies available to business and search marketers in Google Ads to help you hone your skill and grow your overall return on investment through Google Ads.

People using technology around a table

In – Market Audiences – Targeting People who actually need your business

According to Search Engine Land, Google completes over 63,000 searches every second. Pretty astonishing right?

But with so many searches happening every second, serving your ads to the correct target market has proven difficult. But not anymore.  We’ve already mentioned that the first of Googles Machine Learning Technologies was unveiled in 2017. In-Market Audience targeting was said technology.

For the first time, businesses can target potential customers actively researching solution providers with their advertising.

Google’s Machine Learning technology interprets search behaviour, website interactions & search patterns to develop a picture of the service or solution a user is looking for. Using ourselves as an example, we can now target individuals actively researching web service providers such as SEO & SEM partners as well as people looking for website developers.

Aside from the obvious benefits, in-market audience targeting can prove an invaluable resource for building brand awareness for fledging businesses, as they can deliver their marketing message to individuals actively looking for solutions

increasing users graph in google analytics

Bid Strategies – Get more users to your website through bid automation

A further addition to Google Ads is the introduction of new smart bid strategies. These strategies utilise a succinct combination of machine learning and contextual signs to deliver intelligent bids during the bidding process. Factoring in elements such as time of day, user location and even the users device allows smart bidding strategies utilise the most appropriate bid.

Smart Bidding strategies can be harnessed in a multitude of ways, but marketers should endeavour to ensure their chosen strategy aligns with their marketing objectives. Having used smart bidding with great effect over the past number of months, we have seen significant reductions in cost per acquisition metrics for a multitude of clients across a variety of industries.

Responsive Search Ads – Serve enticing ad copy that actually appeals to your customers.

Responsive Search Ads are a machine learning newcomer so to speak. Currently in Beta, responsive search ads allow advertisers add a variety of USP focused headlines, as well as numerous descriptions, and Googles Machine Learning technology will serve the most appropriate ad copy to the end user. Although it is still relatively early days for this technology, we have seen it reduce cost per click by up to 75%.

We envisage this automation technology becoming mainstream following beta testing and will become search advertising cornerstone going forward. Get ahead of the competition today and start using and testing responsive search ads in your Google Ads Campaigns.

So, what does the future hold? The reality is the sky is the limit. We are only beginning to see machine learning at work in Google Ads and I have no doubt that machine learning will become a profound influence on search marketing over the coming years. So why not try out some of the new features