Game changing trends in SEO for 2018

We are only in April and yet I have a prediction for the rest of the year. Now I’m not saying I’m Mystic Meg but with the recent changes of everything in the world of SEO it is not a giant leap to say I can predict where this is all heading.

SEO has always been a bit of a complex science and staying up with the game is just as challenging now as it’s ever been. Google has always said they want to lead the way to a safer and higher quality web. They want to give the best results to their users when they search.

For as long as I’ve been working in this industry (which admittedly is not that long) Google has been King and therefore where they lead others are bound to follow.

To help you understand and maybe even stay ahead of the game here are my list of top trends that I can see changing the face of SEO this year.

SERPs is becoming so much more!

Many people who come to me tell me they just want to be Number 1, because then they are getting the most traffic. Well, with the rise of the newest features to SERPs this is no longer always the case.

Features such as Local Packs, Knowledge Panels & Featured Snippets are changing the way people search. They are big and pretty and they are stealing searchers attention and clicks from organic listings.

Local Pack Rankings

We’ve had Local Pack rankings now for a while, that lovely little box you get at the top of search showing all the companies local to you or the area you specified that match your query. This is a great thing as you may have a hugely competitive market, or may be battling the big boys for the top positions. Local Pack will get to the top of search result even if you are not ranking Number One, and with a lovely little star rating showing next to your name.

Your Local Pack ranking are directly linked to your Google My Business account. A tool that I honestly love so much. It has been updated recently to have new features like posts, the more info you give it the better it will work for you. It also shows up when people directly Google your business on the right hand side which is a great little bit of advertising for you, all free of charge.

All these changes are great and give you even-more chance for your clients to see your brand.

Increasingly Personalised SERPs

Google, Bing and Yahoo are all personalising their search results in many ways. Search engines use information about the users such as Location, Search History and Interests to help tailor search results to them.

This can work in your favour, if you are getting traffic to your site and most importantly your articles. The search engine will remember the users that have been to your site before and will bring it up again for them when they next search another term relevant to your brand. Quickly you will become their preferred knowledge base.

Structured Data makes your pages more interesting

Now, I know that Google has never actually confirmed that structured data is a ranking factor, and let be honest in all likelihood it’s not. But lets just forget about Google and all its lovely algorithms for a moment, I know that’s not something I say very often, if all at all (Huge Google Fan-Girl) but just bare with me.

Structured data is a way of formatting the code of a website, HTML to be specific. It tells search engines how to display listing within SERPs.

In real terms, it makes things prettier.

It gives the searcher more information, meaning they are far more likely to click on your page. Rich Snippets controlled by structured data has been proven to improve click through rate by 30%.

To get this for your site, you will need be able to edit code or get in contact with your website designer. There are few different ways to do this but most SEOs,( myself included) go with schema.org

Link-less Mentions

Backlink collection is nearly the number one thing most SEO’s will spend their time on. But this may be changing soon. Though it has not been confirmed by Google as of yet, it certainly looks as though link-less mentions of your brand could end up becoming an off-site signal of huge importance.

Google and other search engines can easily identify a mention of a brand and use it to determine a sites authority. Currently this is no more than a rumour running around the SEO world but it seems there is good reason to believe Google really is paying attention to this.

Forget slow and steady, Faster is winning this race

Okay I admit it, this bit isn’t exactly a prediction.

We know it’s coming.

We’ve known for a while.

Google has told us so if anything I’m simply the messenger but nevertheless it’s important. From July 2018 Mobile speed has become a ranking factor for Google.

Three seconds! That’s how long your page has to load, anything more and your going to start seeing your rankings fall.

You can check how your site is performing with Google’s PageSpeed Insights tool. It’s a great tool and even gives you a list of way to improve your speed, straight from the horses mouth.

RankBrain Updates are making it harder for the cheaters to cheat

Now it depends on who you are, as to how you will feel about this next one. But it’s getting harder to convince Google you have great content if you really don’t. And the the penalties are even harsher than before.

Google uses a number of way to assess content and determine if it’s “comprehensive”. By looking at billions of pages across the web Googles RankBrain learns which terms are related to one another. This means it begins to understand and know what to expect from content on any given site.

So if you are sticking to your brands identity and writing quality articles about the things you do and nothing else you will be rewarded, but if you are trying to cheat the system and write low quality, high key-worded content you are more likely to fail than ever before.

Voice Search is Listening

You may not have even thought about it before now, but it’s here and getting bigger than ever. With 25% of all UK homes now having a smart hub, that’s a whopping 16 million users. And that’s just Smart Home devices. Google reports that 55% of under 21’s and 40% of adults use voice search on their devices every single day – meaning Voice Search is the real deal.

Learning how to rank within Voice Search can be somewhat of a learning curve for most people but it’s not as difficult as you may think, though it will mean integrating some new keywords specific to that area. There are plenty of tools out there that can help you do Keyword Research, my preferred one is SEO PowerSuite, it has a great bit integrated within it that allows you to find common questions people are asking search engines.

So that’s it that my predictions for 2018. Good Luck with your ranking and remember to watch this space!

GDPR and what it means for small business: Newsletters

Both Neil and myself have had a lot of questions in regards to the new legislation being enforced soon, so we thought we should write a blog telling you everything we know, as well as how to prepare yourself. We may add more blogs and make this a series if more questions arise. Please note we are not lawyers so cannot give legal advice and this blog is simply something that you may find useful.

As you may or may not know from May 2018 the way that personal data is kept is being changed through the EU, due to an update in the European GDPR law (General Data Protection Regulation).

The new privacy law will become enforceable on May 25 2018 and businesses not conforming to it have been warned with large fines. GDPR regulates how a business treats or uses the personal date of European citizens, including businesses located outside of the EU (if they have clients, or customers who are European).

Personal data is any piece of information that’s used alone or with other information that could identify a person such as name, address, Email address, telephone number etc.

If your company hold this kind of information about your clients or customers, you will need to comply with the GDPR law.

The GDPR will replace an older directive on data privacy, Directive 95/46/EC, and it introduces a few important changes that may affect small businesses.

So how will this effect newsletters?

Well if you have a newsletter and are using MailChimp, then you are holding personal data about your clients or customers. As you are holding their First and Last Name and Email address on your MailChimp account.

This means, according to GDPR, you need to gain the full consent of these clients to hold their details. Without their consent you cannot hold their personal data and wll need to give them the chance to completely delete their personal data. Unfortunately this is not as simple as unsubscribing them, as this does not completely remove all data.

Luckily this in not as difficult as it may seem. Here is how to request consent with MailChimp.

1. Head over to MailChimp and login

2. Click on “Lists” from the main menu at the top of the screen

 

 

3. Click on the title or your Newsletter list

 

 

4. Click on manage contacts on the secondary menu on the list page and select groups

 

5. Once on the group page click create group.

6. Select radio buttons from the selection. Fill in the group category area to something like “I want to stay subscribed to this newsletter and give my consent to my personal data”.

7. Fill in two group names, one that says Yes and one that says No.

 

 

8. Click save and then “Done for Now” on the next page

 

 

9. Head over to campaigns and create a new email. Name the campaign something that lets your subscribers know that you are requesting from them.

10. Fill out the campaign details as you usually would

 

11. Choose your usual email template

12. In the body of your email let your subscribers know what is happening. I suggest you tell them if they choose “No” they will have their Personal Data and Subscription deleted in 3 days and if they don’t reply they will also have their data removed within 5 days as without consent you cannot keep the date. You don’t need to be overly technical keep it plain and simple so that they understand what they need to do and why.

13. Create a link and paste into the “Web Address” area the follow code –
*|UPDATE_PROFILE|*
This will create a link in the newsletter where people can update their profile in a web page created by MailChimp as well as deny or grant their consent.

 

 

14. Here is a mock up for your reference of how our own came out

 

 

15. Send out the campaign and wait the time you stated. Then head into MailChimp again. Anyone who responded either way will now be seen under List > Your List Name > Manage Contacts > Groups> Click “View Groups” next the name of the group you created earlier.

16. Here you will see that your subscribers have been grouped according to the their answer. Now simply delete everyone in the “No” group.

 

 

 

17. If you aren’t sure how to delete contacts – here is a helpful guide from MailChimp.

 


What about going forward?

This is easier. MailChimp had removed the double opt-in procedure as a standard, however they have announce that they will be keeping it for all European accounts. Double Opt-in is a procedure for when someone signs up to your newsletter, they are sent an email asking them to consent to giving their information. If they don’t respond then no information is processed. This means your Newsletter has already receive the consent it needs to hold the personal data. You may want to write a little disclaimer in the Opt-in email which you can change in your MailChimp account so that people are 100% aware. This means though that going forward you don’t have to do anything at all.

We hope this has helped you to comply with the new GDPR laws.

7 Reasons why Online Marketing can benefit you

Email Marketing, Social Media Marketing, SEO, it all can seem to much when you already have a business to run and yet the importance of it all is growing more every day, as more and more potential clients head online to find the services they need.

If you’re unsure of what Online Marketing really is, or have already had bad experiences with it there are plenty of factors to consider before ignoring one of the largest growing digital industry entirely. To help, we at Clockwork Moggy thought we’d share a few of the top reasons we recommend every company big or small use Online Marketing.

1. Press You Control

As a business owner you have so many channels that you already own. Be it your own website through blog posts, Facebook post or Google reviews. All these channels give you the position to showcase the benefits of your services or products better than ever before.The ‘Press’ you create is followed by the customers who already love and trust your business making your post updates, discounts codes and major announcements made through social media even more effective.

2. Customer Support

This is the biggie for any modern company. Customer service is more important than ever. Now that clients from all over the world can see you, your business and your services at a click of the button. They expect you to communicate so much more. With properly managed social media not only are your customer able to ask you question about products and services but you are also able to ask them what they think about products, pricing or updates. It is a much more efficient way to communicate with you client base, after all Social Media is public so other potential clients can see just how helpful and friendly you can be. Besides responding to a Facebook comment or sending a tweet is far easier for clients than filling out questionnaire on their experiences.

3. Tracking your Competition

Spying. Okay so it’s not quite James Bond, but Online Marketing is a great way to keep an eye on what the competition in up to. The fact is, a modern customer is likely to look you up numerous times though hundreds of different channels before ever actually making contact with you. If you don’t have the right online assets the odds of them not only finding you but making a sale with you is next to none.
The trick of course that any Online Marketer will tell you is to launch campaign and makes sure you SEO is up to scratch and lastly make sure all your clients are giving you shining reviews everywhere they can.

4. Return on Investment

The return-on-investment for a full online marketing package is incredible. Most companies will charge you a few hundred pounds a month and for that you can spread your company’s brand reach to thousands more customers through organic Google search and Social Media, talk with leaders in your industry through blogs or LinkedIn and ultimately build up a stronger market base.

Better yet, online marketing can be monitored. This allows online Marketers to quickly move with the times and leave behind anything that is not working for you or your business. Allowing you not only see how effective your assets really are but also drop any that are not working.

5. Opportunities

Most company use a combination of Facebook, Twitter, LinkedIn, Google+, blogging and the perfect search engine for them give their marketer more to work with than traditional advertising would. Allowing for more clients to see them, more clients to interact with them and therefore more opportunities at a sale.

6. Targeting your preferred Market

If you have a strong online presence across multiple platforms and a strong direction with your online marketing, you will be able to target specific groups of customers. Facebook and Google allows you to promote your business page to certain cities and demographics. Meaning the people most likely to buy from you are the people that are seeing your brand the most. Another reason why online marketing can have a much higher return on investment for smaller, local businesses than traditional marketing would.

7. Positive Brand Awareness

Lastly but probably the most important one of all, brand awareness. Businesses that have a strong online marketing strategy can position themselves higher up in search results in places that make a difference to their business, appear more professional to customers and fully reach out to the markets that really matter to them, all the while building a stronger brand.

We hope this helped explain the importance of online marketing for any modern business for more information or a help with your own online marketing, check out our service page or feel free to contact us.

How Snapchat Can Help Your Business ?

Snapchat has been tipped to knock Facebook of its social perch. The increasingly popular social network passed Twitter earlier this year and with 150 million active users a day, Snapchat is destined to be the ‘next big thing’.

generation-yThe reason why Snapchat is so important for online firms is because it is mostly used by millennials – the 17-34 age bracket. Generation Y generally have the most spending money to squander on goods because they do not have overheads like family and a mortgage to fund.

Furthermore, two out of three companies claim they are becoming more reliant on social media to connect with customers and perform customer service.

Millennials do not trust traditional advertising. Having grown up with technology they have been bombarded with marketing ads and spam that have let them down. Generation Y consumers want authenticity, innovation and active listening.

And social media ticks all the boxes. Especially Snapchat.

Why brands should use Snapchat

Snapchat is a social platform that encourages unique and creative content. Millennials are also brain-trained to reward openness because they appreciate ‘sharing is caring.’ Just remember to publish content that is short and fun. Great graphic designs and videos work well.

Proving brands cut back on sales pitches and deliver useful information, entertainment and excellent offers, you will be given social acceptance. And Snapchat doesn’t limit the number of people that see your content like Facebook.

Ten billion videos are viewed on a daily basis in Snapchat which presents huge opportunities for forward-thinking brands to connect with tech-savvy millennials.

Furthermore, millennials are open to discovering new brands, more than any other age bracket. And generation Y typically stay loyal to brands they trust.

How brands earn consumer trust

Trust is a principle consideration for millennials. Brands need to make a promise and stick to it. If you can prove this through snapchat, your reputation will grow and you will receive more engagement, leads and sales.

Shoppers are open to receiving great deals and 58% of students confirmed they use coupons brands send to them via snapchat. Coupons also offer convenience.

Publishing quality content is also a driver for earning trust. And now the majority of millennials are accessing the internet and social media accounts with mobile devices, graphic images and videos have taken on increasing importance.

Snapchat users rely on brands to deliver entertaining content through visuals and videos. The social networks challenges brands to be more creative – a tactic and a gift you can use across all digital channels to attract more customers.

Although Facebook, still has the most active users, it is only a matter of time before millennials get bored and look for new experiences. And as the snapchat audience continues to grow, the creative social platform is a natural transgression.

Brands that adopt snapchat sooner rather than later will therefore be better prepared for the mass migration. Given Google’s mobile-first policy is challenging brands to publish creative content that is easy to digest, snapchat is a platform that will help and not hinder.

What Impact Does Product Packaging Designs Have On Purchasing Decisions?

Packaging designs have a huge impact on the psychology of consumers. People are drawn to certain colours and designs, and well-packaged products are more appealing than simple cellophane wrapping.

The quality of the packaging design can affect the performance of a product in a retail environment. When products are stocked on the shelves against competitor products, it is often the packaging that stands out to buyers.

The packaging design you choose for your products should reflect your brand identity and be consistent with the colours of your logo. You also have to consider the structure and size of the packaging together with the information you include on the outside.

Why is packaging design important?

Consumers resonate with colours, shapes and patterns. They are typically drawn to products that have packaging that is most agreeable to their tastes. The features of your product packaging should therefore reflect your brand image and the audience you want to attract.

For example, if your product is at the higher end of the market, the packaging design should exude an air of sophistication, elegance and style. The look and feel of the outer layer projects the perception a buyer will have of your product.

If you wrap a product in packaging design that suggests it is expensive, but the product is intended for customers at the lower end of the market, you will lose faith in the buyer and they will not trust you as a brand.

What information should packaging designs include?

The packaging of a product should also reflect the type of product that is inside and what purpose it serves. Most packaging states exactly what the product is, and often includes an image to give customers a visual aid.

The visual images can also affect purchasing decisions. As part of the design, high-quality images can catch the attention of customers and compel them to make a purchase on the basis they like the box the product comes in.

Other than information that has to be included on packaging as a legal requirement, you could also add a tagline. This can be a statement or play on words that suggests a benefit or feature of the product.

The detail you include on your packaging can appeal to impulse buyers that like the design, and careful shoppers that are looking for something specific in the product. How the information is presented is important as you need to catch the eye of customers so your product stands out above the competition.

There also needs to be a balance. Too much information can negatively impact a buying decision because the box is too busy and shoppers are unable to work out what the product is at a glance. On the other hand, you may have an exclusive product that is packaged with a plain, unassuming design which raises curiosity.

Given the number of similar products available on the market in the modern age, product packaging designs have an extremely vital role for attracting customers. So make sure your product packaging appeals to your target audience.

What Does The Penguin 4.0 Update Mean For Websites?

Google recently launched the latest update of Google Penguin 4.0. The week of the launch we noticed a bit of wobble, but that soon stabilised. However, some website owners experienced a dramatic fall.

So why are some websites affected by Penguin when others are not?

The reason for that is simple. Penguin is part of Google’s algorithm that identifies bad links that have been placed around the internet in order to boost search engine rankings for the recipient website.

The problem is that many inbound links have been purchased rather than earned on merit. Attempts to manipulate search results is something Google want to stamp out, and whilst some SEO companies persist with unruly black-hat link building tactics, it is their clients that ultimately suffer.

Now Google has incorporated Penguin as part of their core algorithm, an unnatural number of low-quality links will be penalised immediately. On the upside, sites that are penalised and rectified straight away will also be re-ranked immediately without suffering hammer blows. It would take around two years for brands to recover previously, now it can be pretty much immediately.

What are best practices for Penguin?

It’s been said a million times before, but the only way to rank in search engines is to publish premium content that engages readers. High-quality content will naturally receive inbound links whereby websites will benefit from higher ranking positions together with better trust and authority scores.

The focus of your content marketing strategy should therefore be based around building a brand rather than links. When consumers trust your brand and feel confident about buying products for your online store, they are more inclined to stay loyal. Changing brands carries a risk, and many people are resistant to change because it is a human condition to fear the unknown.

google-penguin-4-0-update-600x310If your content marketing strategy is focused around building inbound links, you will not feel the benefits for very long. Search engines measure trends and can determine the likelihood of a website receiving an average number of links within any given timescale.

Black hat SEO agencies that offer link building services tend to buy four or more links for their clients a month. If a brand was not getting any links, then suddenly starts being tapped four times a month, it’s a red flag to search engines.

The Google algorithm is more sophisticated now than it was three years ago. And since Penguin was released in 2013, thousands of websites have suffered because of poor content strategies. Now, digital marketing agencies will not be given the time to get away with manipulating search rankings and swindling their clients out of money for producing good results.

Google has always been intent on encouraging online businesses to publish premium content. Now they have figured out how to prevent SEO practitioners from cheating the system, end-users should expect to find more quality sites in their search results.

Online businesses on the other hand have no option other than to produce premium quality content in order to rank in search engines. If you want to know more about Websites or Online Marketing check out our service pages.

How To Enhance Brand Image By Promoting Brand Culture

Modern consumers don’t want to be sold stuff. If they want to buy something they will make their own decision. And the choice of company they choose to purchase from is the brand they resonate with the most.

It is therefore important to establish and a brand identity, and to build your image it is important reveal a brand culture. Let customers know what is happening behind the scenes and introduce them to your company in the real world rather than a faceless corporation with a snazzy logo.

Brand personality

To win over the attention of customers, you need a brand personality. This comes across in the voice of your content, but can also be promoted through branded content that provides customers with an insight to your business activities and events.

When you have a party, post pictures on your social media accounts with some witty captions that make people chuckle. Show your customers that you are responsible, but know how to have fun. Obviously make sure the images and stories reflect your brand so choose a suitable setting to host your party.

Introduce your staff

Although it is a good idea to introduce the key members of your team on the about us page, the little blurb box does not reveal too much. So showcase your staff in blogs with interview and news reports. You may even want to make a short video.

By that we don’t mean generic posts that say, “Hello, I’m Sam and like to walk my dog.” There has to be a story to tell. Concentrate on achievements and celebrate special events. If someone is running in a marathon or doing charity work drum up interest before the event and get your audience interested to know the results.

Show a humorous side

When people read content, they want to be entertained, so throw a few witty remarks or anecdotes into your blog articles and make the read more enjoyable.

Get customer feedback

To promote a brand culture, you need to be active on social media. So fish for feedback by asking your customers what they want to know about your company.

You can even involve customers to promote your brand culture and your products by asking them how they are finding your product. This could more risqué if the customer has a bad experience so you will need to be confident you will get plenty of positive responses.

Tell your company story

Every company has a story to tell. How did you get to where you are today? Where did you start? A brief history that reads like a Wikipedia entry is boring, so go into more detail and make it interesting.

Talk about your failures and how you overcame adversity or found solutions. When you show you have got grit, determination and ambition, customers will respect and trust you.

It is important that you create a brand image for your online business that people can identify with. Highlighting a brand culture is an effective way to support your marketing efforts and invites your customers to get to know you better.

What is Google’s Core Algorithm?

There was another flurry of activity in the SEO community this week as online businesses witnessed a dramatic twist in their organic search results. Yes, seems as though Google has launched another major update to its core algorithm.

As usual, the search engine giant rolled out another snow ball and as it rolled down the hill it took out some passersby. There are always winners and losers whenever Google update their algorithms.

But given Google is so secretive about how its core algorithm affects search results, recovering a drop in organic rankings is not always straightforward. The best way to avoid being penalised is to understand how the core algorithm works and work with it.

hummingbird4Hummingbird

The bulk of the core algorithm is known as Hummingbird and uses semantic text that understands the concept of content on a page. When Google launched Hummingbird in September 2013, it was the first sign the search engine was moving away from relying on keywords and steering more towards user-intent. Earlier this year, Google announced they added Penguin and Panda to the core algorithm to support Hummingbird.penguin5

Penguin

Penguin upset a lot of web owners when it was first launched, but they only have themselves to blame for trying to manipulate search results with ill-gotten links. Penguin digs our spammy links pointing to your website from third party sites and also broken links or links to unrelated topics. When embedding internal links, do not use exact-match anchor text. Use categories, related topics and hierarchies for anchors.

pandaPanda

The Panda algorithm relates entirely to content, or more specifically high-quality content. If you are publishing content that is well-written and in-depth, you will not be harmed by Panda, but promoted up in the ranks. Pages with thin content, badly written content or content visitors are not engaging with, do not get ranked.

Panda also supports Hummingbird in trying to match user-intent with keyword relevancy. The core algorithm takes keyword searches and looks for text that matches search terms exactly. If there are no exact keyword matches, Hummingbird determines the context of a page and throws up results it thinks should satisfy user intent. To improve that function, the final piece to the algo-puzzle is RankBrain.

google-rankbrainRankBrain

RankBrain is a machine learning piece of the algorithm which considers search terms that have never been used before and tries to determine what the user actually wants. When Hummingbird and Panda can’t meet user-expectation it is hoped that RankBrain will.

But RankBrain is also designed to understand natural speech patterns of humans in order to second-guess what users actually want. Once the algorithm has matured there is a strong possibility the core algorithm will be able to cope with voice search. We are not far off search through speech being the norm.

Understanding how search engine algorithms work gives you a better insight into how your website will perform better in search engines. But as you can see from the core algorithm, visibility in search engines predominantly resolves around high-quality content.

What Ranking Factors Should You Concentrate On To Improve Google SEO?

When Google let it slip the three most important ranking factors are content, links and RankBrain, they didn’t really tell us anything we don’t already know.

At least not on the surface. But there are underlying reasons why these metrics are what website owners should be concentrating on.

Google’s mission is to improve the quality of experience for end-users. The more people that use their search engine over their rivals means more advertising revenue goes into their already deep pockets.

But the search engine giant also has a genuine interest to improve search engine results and deliver content end-users want – especially on mobile devices.

Because mobile is becoming the customary way for users to access the internet, and will continue to do so as mobile technology improves, Google is intent on improving mobile search.

But for it to work properly, the search engine has to rely on publishers to create a user-friendly experience for mobile users. Hence the ranking metrics and subsequent awards of trust and authority scores.

What is RankBrain?

google-rankbrainLast year, Google launched RankBrain, an element of the Hummingbird algorithm that uses machine learning to improve search and rank content in relation to search queries.

But there is a long-term goal in mind: voice search. Because the keyboards on mobile phones are fiddly and take more effort, technology companies are trying to make mobile searches easier by using voice activated services.

But in order for voice assistants in search engines to function well, Google’s artificial intelligence system needs to understand natural speech patterns to determine what the end-user is searching for.

Google has already stated that end-users are still over-thinking search queries so that the machine understands what they want. But Google want end-users to use natural language so that RankBrain can learn what they want.

Although the search engine has not said as much, there is a strong possibility it will rank content that uses natural language over content that uses jargon, lingo or corporate language. Because this is how mobile users will conduct voice search.

Effective link-building

want40963-1UytrR1469101110We already know that content is king and inbound links are the strongest metric search engines use to determine the trust and authority of a webpage and ultimately a website.

The more inbound links you have pointing towards your content the higher it ranks. But you can also chip away at improving your trust and authority scores through internal link building and embedding outbound links into your content.

Search engines encourage publishers to point outbound links to high authority sites. The fall back to that is mainstream websites will take all the top ranks and leave little room for anybody else – even if they are publishing better quality content.

It is also a good idea to create silos on your website by pointing internal links to your main product or services pages. This is an indication to search engines that these are your main services and will be ranked higher alongside the keywords you have chosen for those pages.

Understanding how search engine metrics work is the first step to improving SEO rankings. So hopefully this article has helped.

The Psychology Of Marketing To Millennials

Millennials use the internet more than any other online generation and are subsequently changing the way brands express themselves and communicate with customers. Having grown up with mobile phones and computers in their life, the majority of millennials are much more tech savvy than most the previous generation X.

It is obvious that millennials are more inclined to shop online, stream video content and use social media networks. Yet understanding the consumer psychology of generation Y is more difficult than you imagine.

On the surface, there appears to be a conflict in terms. For example, millennials do not trust traditional advertising and prefer brands that show authenticity. Yet 82% interact with brands or retailers and 49% are happy to follow their favourite companies.

Millennial-social-media-tipsBrands with social responsibility receive a high percentage of the following, but millennials are also more inclined to discover new brands with 38% actively searching for experiences from undiscovered brands.

Generation Y are also more influenced by blogs and use brand content as a top media source before making a purchasing decision. They have little interest in TV and magazine ads and are not persuaded by marketing that feels deceptive.

What brands appeal to millennials?

Brands will find most millennials through mobile devices although consume more content across multiple devices than any other generation. The favourite hang outs are social media networks and 62% report they are more inclined to purchase from brands and become a loyal customer when there is engagement through social networks.

So what content is generation Y mostly drawn to? They prefer content that is personalised towards their own interests – both in-store and on digital platforms. This is why consumer data is vitally important to analyse and act upon. Misplaced advertising is treated with contempt as millennials do not waste their time with brands that send them offers for products they have no interest in.

The reason for that is because millennials are particularly cash conscious and can only afford to spend money on things they need; clothes, foods and services, although socialising is where a good percentage of their money goes. They have little left for luxuries.

Brands that offer economy rates and good value for money can capitalise on the psychology of young shoppers, but the most successful brands targeting this age bracket are companies that produce goods with social or environmental benefits.

One of the biggest surprises is that millennials are not persuaded by advice given by industry experts. Their purchasing decisions are mostly influenced by family, friends and strangers on peer review sites and celebrities, particularly when it comes to lifestyle choices and apparel.

The consumer buying habits of generation Y is changing the way marketers have to consider marketing strategies and the type of content you publish. Whilst millennials look inwards and prefer personalised services, they are also highly conscious of the world around them and care about social and environmental issues.

Back to Top