Which Keywords Should I Use On My Website?

Or more to the point, how to identify the keywords I should be using on my website?

If search engines can’t find your content, then neither will potential customers. Keywords will help your site rank higher on search engine results pages. There are three critical factors that influence these results.

  • Competitiveness of the keyword or phrase
  • On-page optimisation
  • Off-page factors indicating authority

The more people that search for a keyword or phrase, the more competitive it will become to rank highly, so it’s key you select the right ones to compete for.

How to select the right keywords

The starting point here is to put yourself in the shoes of your potential customers… What are they looking for? What will they search to find it? What language will they use?

Grouping keywords together around your priority topic is essential. Find keywords that are linked to your main topic on current top ranking sites, this will help identify what you will be competing for.

We recommend a few online tools to help you with this –

  • Google AdWords Keyword Planner
  • Google Search Console
  • Google Trends
  • Google Suggest

Also, remember that punctuation doesn’t matter, neither do ‘stop words’ (and, to, the) and marketing speak is viewed negatively.

Where Should I Use My Keywords?

This one is easy… EVERYWHERE! Make sure your website is optimised with keywords on all pages and in your blog content. Add your keywords to all your social accounts in updates and on your profile information. Add keywords to ant documentation you produce or interviews you give as these things will be quoted online.

Example

We recently built and will be shortly carrying out some SEO work for a local private dentists practice in Newcastle. They are currently not utilising keywords on their homepage or on their social media accounts. We are setting up a blog for the site and have mapped out a plan to optimise keywords across the website, blog and socials. We have noted current rankings and will monitor progress after the work has been carried out.

 

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Why you NEED to Install Google Analytics On Your Website

Sir Francis Bacon is often quoted as saying ‘Knowledge is power’ in the case of Google Analytics this has never been truer. We often refer to having a website as only being the first piece of the puzzle on this blog… Then follows search engine optimisation, both on-site and off-site. In some ways adding Google Analytics to your site and then acting on the data that can be extracted from its reports is the final step. Well, the last step in the repeating loop of, Design – Test – Analyze.

Why set up Google Analytics?

Google Analytics can help you understand the performance of your website and once you can do that you can optimise it. Find out how many people are visiting your site on a daily basis, and how many of those are visiting for the first time or are returning. How long are people staying on your site and which page do most people leave your site on. How many people come from links around the web and how many come from social media.

Find out your site’s weaknesses

Which pages are people dropping off your site on? How can they be improved or could they just be deleted? At what stage are customers leaving the ordering process? All these questions can be looked into and improved via Google Analytics.

Learn more about your user’s journey

Use Google Analytics to see your customer’s journey through your website from source to exit. This can help you understand and refine that journey making sure they are funnelled in the correct channel to collect data or sell products.

Create and set goals to measure conversations

You can use Google Analytics to set goals and track conversions on your site. You can track the ordering process to see how long users spend on each step of the process and at which point the exiting the process without completing the transaction. This can help you streamline the process and generate more sales.

 

Example

We’ve recently installed Google Analytics on a North East roofing contractors website, we’ll be going through the data with them to improve the site and the customer journey.

 

 

 

Why your website HAS to be responsive on all devices

Why does my website have to be responsive? What is responsive web design? Don’t most people look at websites on laptops these days? In this post, we’re going to look at the answers to these questions and more… Making sure you understand the importance of responsive web design in today’s digital landscape.

What is responsive web design?

To put it very simply, it’s the ability of your website to adjust and optimise all it’s content to fit on different size screens. The most popular being smartphones, tables and differing sizes of monitor screens. The aim for the developer is for the website to be as appealing to the user on smaller screens as it is on larger devices.

Don’t most people look at websites on laptops these days?

Not really… Recent figures show 95% of people viewed Facebook on their smartphones, 31% on laptop & desktop combined and 8% on tablets according to Statista. As of very recently, 80% of top Alexa websites are mobile responsive, according to Mobiforge. So it’s pretty obvious, that statement simply is not true.

Why does my website have to be responsive?

In the modern digital age, your website simply has to be responsive. If it is not, it will now stick out like a sore thumb to users viewing on any device it wasn’t specifically designed for. With users so used to accessing Facebook, Amazon and other sites on their mobile devices, your site will almost look broken in comparison if it is not responsive. Add in better SEO results and proven lower bounce rates and higher conversion rates, it’s a no-brainer.

Show me an example of a responsive website

No problem! One of the UK’s leading security, surveillance and investigation firms, RWSSI has recently built a new website that is mobile responsive.

 

 

As you can see above the website optimises for the smaller screens perfectly. Allowing the site to retain all the design and functionality whilst moving seamlessly from lager to smaller screens.

Summary

You can’t afford for your website to not be responsive in the modern technological world. It’s absolutely imperative to the success of your website. If your current website isn’t responsive, get a new one straight away. You can’t afford not to.

 

Using custom icons for navigation

Using custom icons on your site is a great way to customise your navigation bar and attract the attention of visitors on your site. Custom icons are effective because they appeal to the visual part of our brain. 90% of information transmitted to the brain is visual, which means incorporating these features on your site means it’s more likely that your content will be memorable to visitors.

Liquidators and Insolvency practitioners, Connect Insolvency, needed an informative website that would also be visually appealing. Check it out here: By using five coloured icons to represent each of the services, it draws attention to the main information points of the website as well as giving the homepage some life. Icons can be used to break content on your page up and make it more readable as well as being more aesthetically pleasing to the human eye. When it comes to designing icons, there are a number of styles and shapes that can be used to create unique images.

Screen Shot 2018-01-12 at 11.45.15.png

As you can see, hexagons are the choice of shape here. Using this shape compliments the branding of the site and the company’s cubic logo. Geometric shapes, as custom icons, also sit well on a responsive website that is being viewed on a mobile device or tablet.

How to use testimonials to add value to your business or brand

Since the advent of social media, the giving and receiving of testimonials for your business or brand have changed somewhat. Gaining feedback from people is now much more transparent and easier than ever before.

What hasn’t changed is the importance of testimonials for your business. Testimonials prove to your customers (and potential clients!) that you can be trusted to provide a great service, or that your product meets the expectations set by your marketing.

Consider the last time you purchased a gadget or piece of clothing, or researched the next film you wanted to watch. Where did that process start? Was it when you clicked ‘Buy Now’? Or was it when you considered which product to go with. If you’re like most other consumers, it probably started with customer reviews. Customer reviews of products are entirely candid: they’re not publishing by the company or fluffed with buzzwords, some are not even spelt correctly. Yet, that rawness has a great deal of value to your business in persuading or educating others about your product or service.

Internet-only superstore Amazon use customer reviews in their marketplace as a metric for comparison between products. Each customer review is given a rating depending on how other users agree or disagree, meaning that the best, most-trusted reviews rise to the top.

Commercial Builders Newcastle

J3 Building Solutions, the premium construction companies Newcastle spread customer testimonials throughout their website alongside the descriptions and photos of what they do and how their service differs from the rest. The testimonials serve to reinforce the truth behind their words on the website.

Sleeky Web Design & Print, a leading provider of web design north east design superb websites for their clients. They use testimonials on their website to tell a story: the story of how their work has impacted the lives of their clients and how their work has made doing business easier for their customers.

Web and Graphic designer Kerri Mark Sharp includes his client testimonials within his portfolio. This allows his work examples to almost ‘speak for themselves’, as readers of the site can see his work, alongside the comments of the happy recipient.

How do you use testimonials within your business? do you print them on your stationery or include them in your website? do you encourage users on social media to leave their feedback for others to see? Let us know in the comments below!

Do you have a success story from using testimonials on your website? if so, we would love to hear from you. Please leave a comment below about your website and we will get back to you.

How to change your website address

Signposts

Changing your website address / URL is a big decision, in this article we cover must-do’s as well as things you should consider before making the decision.

Is the change 100% necessary?

However well you follow best practice (we’ll cover this later), changing your website address is sure to have an impact on your search engine rankings, as well as your visitors’ ability to find you.

Therefore you have to first consider is the change 100% necessary. Some good reasons for switching include:

  • Changing business name (e.g. www.abcarch.co.uk recently changed from ahmdesign.co.uk)
  • Adding professionalism (i.e. switching from grapemediablog.wordpress.com to grapemedia.co.uk)

…borderline reasons include:

  • Marketing strategy (i.e. switching from myolddomainnameisfartoolong.com to shorterdomain.com)

…whilst questionable reasons include:

  • Fad domain trends (i.e. changing from .co.uk to .uk) – www.heartinternet.uk recently did this, but this falls more into ‘marketing strategy’, as they are looking push .uk domains to their customers
  • Small name tweaks (i.e. changing from grapemedia.co.uk to grapenewmedia.co.uk

Best practice

If you have made the decision to change website address, it is essential you follow best practice, especially in terms of Google. Failure to do so can mean duplicate content issues or even being lost in the wilderness.

We recommend the following process:

  1. Set-up your website on the new domain
  2. Add Google Webmaster Tools to both the old and new domains
  3. Verify ownership of the domains via Webmaster Tools – we have found it is best to do this via the TXT record method, as once the old website is redirecting to the new one (see #4) other methods such as a meta tag stop working. This causes problems when using the Google change of address tool (see #5).
  4. Redirect your old website to your new website – this needs to be done with a permanent 301 redirect
  5. Tell Google of the change of website address using their tool – see the guide on Google Webmaster Answers

What next?

Once the change has been submitted, Google takes several months to re-index your website, which can have a huge impact on traffic.

You can speed up this process and limit impact by switching any backlinks from your old URL to the new one, as well as building new ones and actively publicising the change through social media.

Good luck with your new domain!