Category Archives: Online Marketing

Talking EPOS – How retailers overcome stock management issues on ecommerce websites

One of the major fear factors for real world retailers, when they are stepping into ecommerce, is the challenge of managing stock.  If most retailers are honest they will confess that their real-world stock management is patchy and are terrified at the thought of selling something they don’t have in stock.

This is one of the most common roadblocks we help retailers overcome and we have seen all sorts of solutions.  Here are my top 5 from the lowest cost and complexity to the highest.  They will give you some insight into the best way forward for you.

 

1. No stock management

Believe it or not a staggering number of retailers select this option.  They rely on there products being easy to source from suppliers to cover them.  If you have strong ties with suppliers, this can be a low-cost way to get started as your website does not need to carry out any stock checking, it is either available or not, black or white.

 

2. Basic Stock management

As retailers put more and more stock online and the order volumes start to increase it can be harder to keep customers product moving.  Alternatively, you might not have steady supply chain, and this means you need to operate a more flexible stock file.  The low budget option for this is to use a stock file update within your website.  Usually this consists of a CSV file upload option that lets you update product lines in bulk.  You need to be sure the uploader can handle complex product variants if you are using options like size, colour or type on your website.

This can be a blunt but effective instrument for manging stock but needs manual intervention on a regular basis to work well.

3. Epos feed – one way

Almost any Epos in operation today can create and send reports to servers.  With this option you can send an automatically generated stock file with stock volume and price for each product to the website.  The website will generally run an update check one to two times a day looking for a fresh file and update the website from there.

It is very much a one-way street with product data only going from the EPOS to the website and no return website order data. Your Epos provider may charge for enabling this solution but as it is relatively low tech it should not be to excessive.

4. Epos feed – Two way

Now we are really getting into automated stock.  This solution allows both the product feed from epos to web but also pulls down web order data from the website to the Epos.  This will give you a very high percentage of accuracy on your stock and pricing data and has the added benefit of not needing day to day management.  Two things to keep in mind;

  1. a) this is still not live stock as the website will only update on a fixed time schedule.
  2. b) unless your epos has all ready got web service functions in place, retrieving order data from the web may have large costs attached or may not be possible at all

 

5. Live-stock management (API)

This is usually the higher end of the available options but is worth a look if you have the budget.  More and more modern epos systems offer an API environment.  This lets your website developers used pre-set calls between website and epos to check stock volumes on the fly (when a user browsing your site for example) or mark stock as reserved at the point of order confirmation.  It is truly live stock management.  It requires a good Epos system and good stock management policies with staff involved but if you can afford it you have a much better satisfaction rating with customers and much lower refund rate.

 

Summary

To sum up there is more than one way to handle stock and if you are just getting started you can manage without for at least a while.  If you are trying to decide on a good epos, make sure you ask the vendor about the web service options available and get a feel for what they cost.

As always if this has left you with more questions than answers get in touch and we are happy to help…

 

 

 

 

An Introduction to Attribution

If your understanding of marketing attribution is cloudy, don’t worry you are far from alone. Many digital marketers & traditional marketers feel at sea when it comes to attribution models. In this article we throw you a life ring and help you find your feet when it comes to marketing attribution.

Attribution as a whole relates to the business of assigning credit to a marketing channel. Before we get into the nitty gritty of it all, let’s firstly clear up some of the digital marketing jargon your likely to come across during this piece.
First off…

Conversions

If I had a penny for every time I have been asked to explain what a conversion is, I certainly wouldn’t be sitting here writing an article on attribution. Essentially, a conversion is any customer action which you can define as being profitable for your business.

A conversion can be anything you deem valuable for your company, from an email sign up to an online transaction. Conversions generally take two forms – micro or macro. Micro conversions contribute to the buyer journey and helps buffer a potential customer through your sales funnel. Macro conversions, on the other hand are the ultimate action you want your customer to take, i.e. request a quote, call your business or complete an online transaction.

Metrics

Secondly some metrics. Return on ad spend (or ROAS) and cost per acquisition (or CPA).

Return on ad spend boils down to the amount of money a company receives for every euro spent on an advertising source i.e. spend €100 advertising, receive €1000 in revenue.

Cost per acquisition or cost per conversion relates to the amount of money a company spends to generate a conversion action. i.e. Spend €10 and gain 1 email sign up or generate one call.


Now that we have cleared that up, let’s examine what exactly attribution is and how these elements play a role…

Attribution is the process of assigning the credit for these micro & macro conversions to a marketing channel or set of channels, offering greater channel insight for marketing professionals. Doing so, can help optimise budgets, spend and even refine marketing efforts to drive an increased return on ad spend and lower cost per acquisition.

Sounds great right?

Now that you have a basic understanding of what “attribution” is let’s examine it a little closer.

There are a range of different models when it comes to attribution. Each model assigns credit differently to various channels used by a customer leading up to a conversion. These models can be categorised into last click or last interaction, first click orfirst interaction, linear, time decay or position based. Don’t fret if you’ve never heard of these models, we are going to examine each one closer. For each of the following we are going to use the following customer journey as an example.

Customer Journey

Monday – Clicks Facebook Ad
Tuesday – No Action
Wednesday – Clicks Google Search Ad
Thursday – No Action
Friday – Clicks Google Shopping Ad & Converts

• Last Click Attribution

Last click or last interaction attribution model assigns the credit for the conversion the very last touch point used by the customer. Applying the last click attribution model to the above example would assign all the credit to the Google Shopping Ad click and nothing elsewhere. Has its limitations, right?

• First Click Attribution

First click attribution performs in exactly the same manner as last click attribution, however in this case all the credit would be assigned to the first click that brought the customer your website. In the example above, this would mean your Facebook campaign would be assigned all the credit for the conversion, and why shouldn’t it, after all this is how the customer first found your website. But if you weren’t using Google Search ads or Google Shopping would that customer have bought from you or a competitor?

• Linear Attribution

The linear attribution model could be described as a fairer attribution model. In this instance it assigns credit equally among all touch points that led to the conversion. In the example given above, this would mean that 33.33% of the credit would be assigned to each of the three campaigns that contributed to the overall sale.

• Time Decay Attribution

Utilising a time decay attribution model gives greater emphasis to the clicks closer to the conversion. Essentially this model reduces the value of the first click and assigns greater credit to each subsequent click with the final click being assigned the most credit. In the example above, 60% would be assigned to the Google Shopping Campaign, 30% to the Google Search Campaign & 10% to the Facebook Ads Campaign.

• Position Based Attribution

Position based attribution assigns credit to the first and last clicks primarily, and divides the remaining credit among touch points throughout the customer journey leading to conversion. Essentially this attributes the most credit to what brought the customer to your site initially, and what ultimately led to their conversion and minimises the value of any intermittent marketing channels. In the above example 40% of the credit would be assigned to the Facebook Ads Campaign & 40% assigned to the Google Shopping Campaign, while the Google Search Campaign would receive 20% of the credit.


Each attribution model has its own pros & cons and grasping the concept can prove quite tricky initially.

When it comes to choosing an attribution model that’s right for your business, understanding your customer journey is key. If you are retailing a high ticket item, customers tend to spend much longer in the research and evaluation phase and so may visit your website numerous times before converting. In this instance, each touch point had a role to play in convincing the customer, so a linear or time decay model is most appropriate.

On the other hand, if your customers journey to conversion is quite short, and their overall spend is low, it is likely they will move to research and evaluation phase quite readily suggesting a last click or position based attribution might be most appropriate.

 

While attribution is a rather complex, multifaceted topic, if you take away one thing from this article let it be this – no attribution model is perfect. Despite your best efforts, every model has is shortcomings and the pursuit of perfection can lead to unrestrained hair pulling and sleepless nights.

To quote Scott Rayden of Marketing Land

“The secret of mastering attribution is knowing when good is good enough.”

Thankfully, from an introductory perspective, Google Analytics can help you gain understanding in the role each of your marketing channels plays in your overall performance. It even has built in attribution models and a comparison tool so you can see just how each channel performs under each model. Getting to grips with these models and other analytics reports you could be using can and will help you optimise your online marketing and drive greater return

What exactly is a ‘landing page?’

 

In the digital world there is way too much of industry terminology and acronyms that are confusing and perplexing to us normal folk. In a business that bandies about insider jargon from conversion rates to latent semantic indexing, it is comforting to find something which does exactly what it says on the tin.

 

A landing page is simply the page that you land on once you have clicked on a link (either in an ad or anywhere else). As the page where the link ‘lands’ you, a landing page offers a unique opportunity to engage potential customers to take immediate action.

 

In the jargon of the industry, a landing page leads you to a CTA or A call to action.  A good landing page is designed to generate leads or enquiries for potential client interaction. A good landing page gets you an excellent conversion rate, which in any language means that your clicks are turned to actions and ultimately, into sales.

 

If your landing page is currently getting you a good ‘conversion rate’, there may be room for improvement. The following hints & tips could help you increase the number of enquries or sales your website generates or if you are new to this method of inviting potential new business then read on

 

What makes a good landing page?

 

 

 

First impressions last.
Make the invitation to your landing page enticing by crafting powerful & interesting headlines.  Here’s a Good Landing Page Example.

 

Once potential customers have clicked through and arrived on your landing page, keep them interested with a simple message that gets your point across quickly.  It is worth remembering that most people only scan the internet and read less than 30% of what you write.  Bullet points, short paragraphs and numbered lists are the way to go… so…

 

 

  • Have a clear, persuasive Call to Action: The main object of your landing page should be clear and persuasive.  Give a simple explanation of what you are offering and an enticing invitation to action ‘Sign up Now!’ or ‘Create my account’…etc.

 

  • Keep a consistent message: Mirror the wording of the ad or headline with the actual ‘landing page’ content. Research shows that potential clients get confused, and even irritated, if the landing page does not reflect the click invitation. It may negatively impact on your brand.

 

  • Ask for the minimum amount of information: Prospective clients prefer a succinct contact form and can get a little nervous if you ask for too much information. Keep it to names, contact details and let the follow up do the rest.

 

  • Swift Action on those leads: A potential customer who has communicated through the landing page option should receive an acknowledgement, a welcome email or follow up in good time to instil confidence and keep that ‘landing page’ working well for you.

 

 

A successful landing page should yield a high volume of conversions and quality leads. If you would like more advice on how to tweak your ad’s and landing pages, contact our expert Digital Marketing team and start a conversation today.

 

 

6 Top Social Media Tips for Car Dealers

Social media: For some it’s their favourite past time, for others it is the bane of their life. Love it or hate it, there is no denying it plays a massive part in all of our daily lives– so if you haven’t already, it really is time to embrace it, especially from a business point of view. With that in mind, this blog is going to focus on Car Dealers – although feel free to interpret any of the points for your own business.

 

It’s common knowledge that Car Dealers are experts in their field in most aspects of traditional marketing (billboards, newspapers, brochures, radio ads etc.) You name it and they have it covered. It does seem however, that a large portion of car dealers (Not all!) do not utilise and severely underestimate the power of Social Media.  Perhaps it’s the typical scepticism that is within the Irish culture “Sure who would buy a car online?”, and although it is possible to buy a car online (yes really!) that’s not what this is about. What if I was to tell you that you can advertise your business to your customers for free? Would you jump at the offer? Of course you would!

 

With all that being said here are my top 6 tips
for Cars Dealers:

1. Be Social

So many businesses forget what their objective is, so here is a hint – you are on SOCIAL media! This is the perfect place to add a personal element to your business, this is not however, the place to add your entire car directory and spam your customers with information and images. People are naturally nosey and any insights into the personal side of the business will generally be well recieved and create a personal attachment to a potential customer, that you have never even met. This can be the hardest element to begin with, but trust me, once you do you will be amazed how many post opportunities you will see each and every day.

2. The Team

There is no “I” in team, so following on from point one about keeping it personal, you should show case your team. Make your customers feel like they know you and your team members, before they even enter the forecourt. Your team is what keeps your business going and not only will it increase their morale by telling the world how great they are, it will show the discerning public how valued the team really is. If you have a specialist in a certain area, then tell your customers all about it.

3. The Customers

It’s a personal peeve of my own when a customer takes the time to try to interact with a business only to be met by a stone wall. If a client leaves you a lovely review, then remember your manners and say thank you. If by chance they leave you a bad review, then, address the issues politely and as the old saying goes “There is no such thing as bad publicity”. Make a point of showing happy & satisfied clients leaving with their sparklingly new car and if there is a personal element, add it to the post. (But Always obtain permission)

4. The Rule of Thirds

If you are finding the balance of the first few points hard to manage, try Hootsuites Rule of Thirds – Hootsuites is a clever tool used for managing all you social media platforms.  This clearly lays out that a third of your content should be business related. The next third should be the personal element, to promote your business and brand in a different, social way. The final third is the most general part, this can include local events, some humorous memes and seasonal activities. A simple and clever idea for car dealers is to feature a weekly top tip on how to maintain their cars.

5. Platforms

There are multiple social media platforms; Facebook, Twitter, Instagram, LinkedIn, YouTube, Google +, Pinterest, Snapchat, Tumblr, Flickr, to name but a few of the most popular ones. The most important aspect is to post the right content to the right platform. To give you some guidance on this there are some things to consider. You simply can’t Snapchat without a face filter!  Does you’re Twitter have the right hashtag? But, most importantly is your photo “Insta” ready? If you’re even slightly confused about any of what you have just read, then you need to do your research before launching into multiple platforms. Remember to post quality over quantity. Another solid piece of advice is to start easy and walk before you run.  Pick the most suitable platform for your business demographic and master each platform one at time before moving onto the next one. A big no-no is having inactive social media account.  If you’re not using it – start now!

6. Paid Advertising

This is the only tip that involves any input apart from your time. This one is a little more complicated and needs far more than a bullet point! Advertising on social media, just as in traditional advertising, comes in many forms and can target a specific demographic tailored to your business.

 

car-dealer-social-media-2

 

 

 

If you need advice on the best way to spend money on social media platforms, have any questions, or need assistance with your social media, contact the Dmac Media Digital marketing team today.

 

professional Car Photography

Taking professional car images for your dealership.

The digital landscape of car dealerships has changed massively in the past ten years. Your car showroom is now online, laptops, phones and tablets are now the first port of call for the new & used car buyer.

 

The online marketplace is becoming increasingly competitive as car dealers are constantly upping their game to stand out from the competition and the standard of car imagery has suddenly gone through the roof. As a car dealer you now have to also take on the role of ‘car photographer’ and put out consistently slick and professional imagery because, let’s face it, if your image is shoddy they’ll be scrolling right on by.

 

Doing it yourself

So you have allocated the time resources and energy to shoot your own car imagery, here’s some tips to get the most out of your time.

Location, Location, Location:

Choose your location wisely. Most importantly the location of all car photos should remain the same. This ensures your cars look uniform and professional when browsing online. Shoot against a large clean wall or some kind of generic scene that won’t change week to week and doesn’t have any distractions in the background. Remember cars are like giant mirrors so any reflections of passers by or other cars will be picked up.

Equipment Needed:

Camera, Tripod, Ladder…Check

Invest in a decent camera that can be designated for the job ensuring photos are of high quality and look the same (switching cameras every time will produce different quality images). A tripod set up in the same place every-time means all cars and angles can be shot at the same height & distance. A ladder will allow you mix it up sometimes and get some interesting angles when the car calls for it!

Shoot Angles

Photograph the same set of angles for every car, ideally you should move the car not the camera so that the background is the same whether shooting the front or the back.  Any key features in the interior should also be shown off. Here’s a few examples that will give the customer a nice journey as they flick through your images.

front-l3_4

 

 

frontsidebackback-l3_4

 

These images were taken at Kevin Egan Cars using a purpose built turn table. Expensive but the results speak for themeselves.

Post Production

As much as it saves time to upload straight from your camera if you can run the photos through an editor and apply the same settings or filter every time it will really add that wow factor and keep photos looking consistent whatever the weather.

 

This free online tool allows you to quickly adjust the exposure or make the colours appear more accurate. You can even overlay your logo if you want to get really fancy!

https://www.befunky.com

For more info on editing images check out our blog A quick way to resize and crop imagery without buying photoshop.

 

Calling in the Professionals

Car photography is time consuming when done right. There are always guys out there to lend a hand and ease the burden. At Dmac Media we recommend Image Console.

 

Image Console work with Irish car dealerships on a regular basis. They can provide you with the training and equipment required to shoot great car imagery. Once you have great pics they will provide branded templates for your images and the platform to publish your images/videos on all required host sites.

 

Taking it to the next level.

Once you have the basics looking great consider shooting some video content to really engage the customer who wants to explore a car even further.

360 views are also fast becoming the leading way to give users an interactive and engaging tour of the car. Although expensive to set up they really take the experience to the next level. See example here.

If you want to know any of the above please don’t hesitate to contact us here at dmac media.


Google Shopping Featured Image | Dmac Media

Google Shopping – What is it?

Over the past number of years, Irish Internet users will have noticed distinct changes in the layout and content showcased on Google Search Results Pages. From news articles to integrated maps, search results pages in 2018 are a far cry from their early 00’s predecessors. The latest addition to the search results pages in Ireland is Google Shopping. Google Shopping has revolutionised Ireland’s eCommerce landscape. But what exactly is Google Shopping and how does it all work?

 

Continue reading

Website Content on Computer Screen - Dmac Media

{Video} Why Website Content Is So Important

We often tell our clients that the key to succeeding online comes down to great content.

 

In this video, Dave McEvoy explores why content is so important and why unique content feeds Google’s true objective – to provide a variety of credible sources of information about a topic, product or service.
If your considering copying your content from another website you will think again after watching this video.

 

If you’d like to learn more about writing great content, contact our Digital Marketing Team Today!

 

Protect Your Brand With Google Adwords

Branded Adwords Campaigns – Why Your Website Needs One!

It seems not a week goes by that we don’t field a call from a worried client who has realised that a competitor is trumping them in search results. While most of these calls tend to relate to organic or free traffic on websites, there is a growing number of our valued Dmac customers reporting their competitors are ranking higher than them on their branded search terms and loosing would be customers to competitors pay per click (Adwords) campaigns.

 

Let’s start off by explaining what I mean by branded terms. Take ourselves, Dmac Media, as an example. We’d like to believe that our brand has become instantly recognisable to our customers. However people who are not yet our clients may be unfamiliar with us, but may have a small inkling about who we are, what we are about and our services. So let’s say someone searches for “Dmac Media Website Designers.

 

You’ll notice I have highlighted the words “Web Design.” The likelihood is that our competitors will have included the keywords “web design” in their own pay per click campaigns as they will want to be found when someone searches for “Web Design Company” or “Website Designers”. In turn their paid ad has the potential to serve above our own organic or free result and effectively hijack potential customers.

 

Branded Search Advertising

Branded Search – Paid Ads drive Organic Result Down the Page

 

So, we then have to put ourselves in our customer’s shoes. If we were researching a list of Web Design providers and a very compelling ad promoting a discount or intriguing call to action, the likelihood is we are going to click on it and become distracted and possibly never return to our initial search.

 

Now if your business can afford to let customers choose a competitor at the final hurdle, stop reading now. The reality however, is most businesses can’t. Lost enquiries lead to lost revenue, and without revenue where would we be?

 

The solution – running a small, low budget branded adwords campaign serving on your branded search terms i.e. Search terms that include your brand name.

 

Branded Search Advertising in Adwords

Branded Ad Campaigns ensure your customers find you.

 

When we say low budget, we really mean low budget. For most small and medium enterprises in Ireland the volume of branded terms is quite minimal, meaning costs are kept low. Adwords has its very own signals for determining what ads to show and how much to charge called Quality Score. Brand based campaigns drive quality scores up thanks to the following three elements which your competitor won’t be able to rival.

 

1 – Ad Relevancy to Keywords

2 – Expected Click Through Rate

3 – Landing Page Experience

 

For branded adwords campaigns, getting a 10/10 quality score should prove to be no trouble at all. Are your ads relevant to the keywords chosen? Well yes, because the individuals are searching for your brand and in turn are being shown your ad. This also drives up your expected click through rate. Finally, ticking the boxes for landing page experience such as high page-speed, limited pop ups, easy navigation and good links then your well on your way to Branded Adwords Success.

 

 

Online Trends in 2018

Keeping your business ahead of the Digital Curve

In today’s fast paced online environment the goalposts are always moving.  Just when you, as a business owner, sit down to consume your much deserved piece of the online pie, a single algorithm update and causes your website to plummet down the organic rankings.  And with it, goes all your hard work.

 

That’s why we here at Dmac Media have created our 2018 Digital Outlook, to keep you ahead of the Online Trends in 2018. Similar to our last year’s review, we’ve set out a number of key considerations to help drive   your online business forward, for the coming year.

 

This year, we examine three main aspects of the online environment that are set to change (and in some cases already have). These are likely to impact your website & online business; Security, Organic Ranking & Social Media.

 

The Biggest Change to Data Protection in 20 Years.

 

2018 will bring significant changes in relation to data security, with the biggest change to data protection legislation in 20 years, coming into effect on May 25th.  Business owners across Europe and the wider world are familiarising themselves with the finer aspects of the incoming General Data Protection Amendments (GDPR). Once enacted, businesses will have a host of new requirements to adhere to in relation to their customer’s data. For those businesses currently utilising email marketing software such as Mailchimp or Constant Contact these changes are set have profound impact.

 

No longer will it be acceptable to harvest user emails at checkout, with auto ticked boxes or implied consent through silence. Instead, businesses must make a conscious effort to transparently inform their customers about their marketing intentions at signup.  Customers must knowingly opt in once informed. This is just one aspect of a very detailed document and regulation. If you would like to learn more about GDPR and how it will impact your business

 

Not Secure – Leave This Area Now!

 

As you can imagine, with personal data security becoming a pressing issue, many of the internet stallworth’s have reacted. Following two years of subtle inkling’s,  Google have enforced a hard line in relation to secured and data protected websites. Many of you may have come across notification like this while browsing.

 

Website Security Issues

 

 

To use the words of Dave O’Brien a fellow Dmac Media Blog Author, a notification such as this is “more than a little discouraging, it is in fact completely off putting.”

 

Why is my website unsecure

 

In simple terms, Google has recognised that information being sent through your website is not encrypted and could in fact be accessed by a hacker (Eeek!). Adding an SSL Cert (Security Socket Layer Certificate ) to your website, adds an extra layer of security through data encryption before the information is sent. Becoming SSL secured brings with it a host of benefits including a higher search ranking and increased trust and confidence among consumers,  while it will also elevate your website above competitors.

 

Buy an SSL Certificates

 

Is Your Website Harder to find than Wally?

 

While we’re on the subject of higher search ranking, last year we suggested that mobile first indexing would be a feature and that you should start optimising your mobile content. We do hope you heeded our call,  as doing so would not only have put you ahead of the competition, it will also have given you a head start on what is set to become the norm in the coming years. While progress has remained largely slow on this aspect from Google’s point of view, we believe it will gather pace throughout 2018.

 

Is your website Mobile Friendl

 

With Google working towards mobile first indexing, mobile performance and in particular speed is key. Large image files are the number one offender when it comes to slow mobile websites. Just one large image on your homepage can drive customers away from your website before they even get a chance to see it. There are also a number of technical optimisations Google now look for when it comes to mobile (& desktop) websites. Compressed code, minified HTML and even landing page redirects can all contribute to a slower than anticipated website. Thankfully, there is a very useful free tool that will help you see just how your website is performing on both mobile & desktop.

 

 

Is my website slow?

 

Facebook Pioneers Beware – It’s Pay to Play in 2018

 

Unfortunately Google don’t hold the “Goalpost Moving” monopoly. In early January, CEO of Facebook, Mark Zuckerberg, announced a host of new changes set to impact largely on brand and  publisher pages. In essence, Facebook is set to supress publisher pages and place greater emphasis on more meaningful, real life content. In other words, personal pages. This comes as no surprise as Facebook’s Organic Reach has been declining for many years now (only 6% of your pages audience is likely to see a post), the many social pioneers who have steadily built up their audience look set to be worst affected. Such businesses will require a social media strategy rethink, and in most cases paid social media marketing appears to be the way forward. Beware however, as costs increase with demand.

 

 

So there you have it, 2018’s Digital Outlook. While some aspects of this article may seem daunting, fear not, Dmac Media are here to help. Whether you’re a business that relies predominantly on email marketing for revenue, or if its social media that makes your business tick, Dmac Media can help you charter that heavy waters of today’s digital ocean. Get in Touch Today!

How can SEO help improve your business?

What is SEO?

SEO or Search Engine Optimisation is the name given to activity that attempts to improve search engine results—the unpaid or “organic” results.

The majority of web traffic is driven by the major commercial search engines such as Google (80% of users), Bing (9.5%) and Yahoo (8.5%). These provide search results, where web pages and other content such as videos are shown and ranked, based on what the search engine considers to be most relevant to users and about what they already know about your website. In search results, Google displays links to pages it considers relevant and authoritative.

 

But isn’t Google smart enough without my help?

Search engines are very smart, but they still need our help. The major engines are always working to improve their technology and to crawl the web more deeply returning the best possible results to users. There is, however, a limit to what search engines can do unaided. Good SEO can get you thousands of visitors and increased attention, but the wrong moves can obliterate you from the google search rankings and spoil the chance of your website being anywhere near page one.

In addition to making content more accessible to search engines, SEO also helps boost rankings so that content will be placed where people will find it. The Internet is becoming increasingly competitive, and those companies who work at SEO have an advantage.

 

AdWords – The easy way?

Google AdWords is more immediate than SEO since you can create advertising campaigns and start getting targeted traffic very quickly, while with SEO you need a lot more time to get good rankings and traffic. AdWords can be expensive, every time a potential customer clicks on your ad you are charged per click regardless of whether they buy anything or not.

What happens when you stop paying for the Google AdWords? Your campaigns traffic will automatically stop but once you start getting organic traffic with SEO, this will continue long term. A well-managed AdWords campaign can target many ‘Short tail’ keywords simultaneously i.e. for sports shop ‘Sports shop Ireland’ ‘Sports shop Dublin’. They very rarely however, cater for  ‘Long tail keywords’ this is an advantage of SEO is that it works well with these ‘Long tail keywords’ i.e. for the same sports shop it would include ‘where to buy footballs in Dublin’, ‘best cheap sports shop near me’

AdWords and SEO are not in competition with each other, they are two individual very powerful tools available in your digital marketing array. You can use AdWords when you want traffic fast but you need SEO for long term and sustainable online success. Investing in SEO can have an exceptional rate of return compared to other types of online marketing.

 

Why do I need SEO?

Although social media sites like Facebook can generate visits to your website, search engines are the primary method of navigation for most Internet users.

Search engines are unique in that they provide targeted traffic—people are searching for what you offer. Search engines are the ‘middle man’ that make this happen. If search engines cannot find your website, you miss out on incredible opportunities to organically drive traffic to your website. SEO attempts to optimise the information and structure of your website to achieve a good ranking. Experience has shown that search engine traffic can make (or break) any website’s success.

 

Keyword definition: Keywords are ideas and topics that define what your website is about. In terms of SEO, they’re the words and phrases that searchers enter into search engines, also called “search queries.”

 

5 benefits of SEO for your business

  1. It is cost effective- Compared to the costs associated with other forms of advertising, SEO provides a good return on investment.
  2. Find new customers and assist growth- The basis for any website is to allow customers to find you. With higher ranking, your customer base is likely to increase.
  3. Achieve better conversion rates – optimised websites loads faster, are easy to read and navigate, and will display properly in almost all types of devices, including mobile and tablets.
  4. Build brand awareness–When your sites appear on the first page of search engines such as Google organically , potential customers are more likely to trust your brand (as previously discussed in the trust stack)when they search for a particular term rather than having paid in order to rank well with Google AdWords.
  5. Stay ahead of your competition – Let’s face it, people searching for what they want will stop as soon as they find it, hence beating your competition in rankings will steamroll you past your competition

5 disadvantages of SEO for your business

  1. SEO results will take time, this is not something that will happen overnight.
  2. It can be difficult to calculate the ROI because there are a lot more factors that play a role in getting people organically to your website.
  3. Keywords: there may be massive competition for your vital keyword and SEO provides no guarantee that you will rank on the first page of google for the keywords you are targeting
  4. Changing times: Google regularly update their techniques to improve their results and make them more accurate, this in turn can affect your ranking on the results page.
  5. Investment: SEO is free but once you factor in the time cost of implementing it or the fact that it needs to be done by someone who knows what they are doing and this usually involves hiring a professional to do this for you