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.

Google Fix AMP Reporting in Analytics

Given Google’s intent to make the internet mobile-friendly, the company has been a long time fixing the reporting feature for Accelerated Mobile Pages (AMP) in Analytics.

However, the search engine giant has now announced an AMP filter has been added to Analytics so marketers can test the performance of all AMP pages on mobile devices.

Google did add an AMP filter to its free Search Console Analytics tool back in May. But strangely, the metric did not include the core results. It only reported on the lead stories that appear in the top carousel section.

Reporting on Top Stories only allows publishers to follow news stories, which made reporting on AMP pages practically useless for most marketers. The feature should yield better results now you can filter AMP article results across the board.

ampWhat is AMP?

AMP stands for Accelerated Mobile Pages. It is an initiative led by Google to speed up load times for mobile phones users. Because many mobile handsets are not typically connected to fast internet connections, wait times increase.

One of the reasons a website loads slowly is because it has too much code. Every action, feature and graphic requires a code. These are programmed using either HTML, CSS or Javascript.

Whenever you visit a website, each code has to communicate with a server. So the more codes, the longer the communication takes. Hence, websites with a lot of codes take longer to load. In essence, codes disrupt to the performance of a website and negatively affect the user-experience.

To help avoid these problems, Google initiated the AMP Project which is an open source platform where developers can access stripped down HTML codes that do not require as much communication with servers. The result is faster loading websites.

Why do you need AMP?

Google ranks websites based on a number of metrics. Some of the most important metrics are user-engagement. Therefore, if visitors to your website are not hanging round and exploring your online store, search engines will determine you are not providing a good user-experience and rank you lower in search results.

Google says that over 50% of searches are performed using mobile handsets. This means there is over a 50 per cent chance your website will be performing slowly on mobile devices. And if it is, you compromise your ability to climb search results.

Furthermore, Google plans to introduce a mobile-first search index in the early part of 2017. The new directory will rank websites based on their performance on mobile phones rather than desktop PC’s.

This news is a forewarning to online businesses to ensure your website performs well on mobile handsets. And that includes using AMP codes to ensure your webpages load promptly on mobile handsets.

The switch to a mobile-first world will be disruptive. However, online businesses have little option other than to take prompt action – otherwise you risk losing the search engine standings you have worked so hard to build.

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.

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.

2015 – a Gigantic Year for Google

– from Alphabet to Algorithms

With well over a billion unique visitors using Google every month, the search engine is by far the biggest in the world, eclipsing Bing, its closest rival, which sees just 350,000,000, unique monthly visitors – almost a third of that of the front runner.

As a result, the entire online world hangs on Google’s every move and the ripples from even the smallest changes and updates can be felt in every web design office, graphic design studio and marketing agency on earth.

So with its three big changes this year, the internet giant really had the ever changing world of the web talking. Impacting everything from web design and branding to company structure, these changes have made 2015 a gigantic year for Google and an important year for everyone who works online.
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Algorithms

Google started its year as it meant to go on, announcing big changes to the criteria that it used to rank websites.

Nicknamed ‘Mobilegeddon’ the updates, which came into force on April 21st, meant that Google would begin to favour websites that were optimised for the mobile web.

This has lead to the redesign of thousands of sites, with webmasters looking to make pages easier to navigate, faster to load, responsive and generally simpler and more enjoyable to use from a mobile device.

Alphabet

After keeping the digital world on its’ toes with their updated algorithms, Google then proclaimed that it was changing its name – sort of.

August 10th 2015 saw Google announce that it was creating a new public holding company called Alphabet. With the URL abc.xyz, the new company would own many of Google’s subsidiaries including Nest, Calico, Google Ventures and Google X as well as Google itself.

The move is meant to make Google’s operations cleaner and more accountable while allowing its subsidiaries to focus on pushing the boundaries of technology and innovation, all without putting the web giant at any risk.

Logo

Just a few weeks after the advent of Alphabet, Google was at it again and proved their penchant for change, this time by giving its internationally recognised logo a facelift.

In line with modern wed design trends, Google has removed all unnecessary flourishes from its logo, muted its trademark colours and flattened its formerly 3D font.

Though the new logo has provoked Marmite-esque reactions across the world, the design does reflect contemporary web design, with many brands replacing their flowery fonts and intricate etchings with cleaner, simpler and more eye-catching alternatives.

From its algorithms to its image, Google has made a lot of changes in the last twelve months. And with digital design, online trends and technical innovation moving faster than ever. And this pace of change shows no sign of slowing in the immediate future.

To make sure that your website is up to date and ready for the today, tomorrow and beyond, get in touch with the team at Clockwork Moggy and we’ll help you give your brand the contemporary touch.

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