Small entrepreneurs are often demoralised at the prospect of online competition from the big players. Brand awareness, global reach and dedicated financial backing are all utilised to improve search engine rankings, establish relationships and sell products. The monopoly established by big business can seem overwhelming, but there are smaller site strategies that help to improve SEO and create a level playing field. Used wisely, the internet can ultimately allow the cream to rise to the top. Read More
The popularity of mobile internet has transformed the advertising landscape forever. The first half of 2016 saw digital ad revenues reach $32.7 billion, an increase of 19% compared to 2015, with mobile ad revenues accounting for $15.5 billion. In other words, mobile now represents almost half of digital advertising revenues. Read More
Cost effective advertising is essential for an online business to become profitable. There are plenty of paid marketing strategies available, but without a huge advertising budget, you could soon go bust, and purchasing customers only to lose money, is a vanity project only the rich can afford. Advertising on Instagram is an exception to the rule and minimal outlay can provide impressive results.
During the first half of 2016, Microsoft and Google rolled out a host of updates and developments that further refined the way PPCs (pay per click) are rewarded. While not exactly re-inventing the wheel, the changes are being reflected in advertising and marketing strategies with announcements, updates and product launches keenly observed by savvy marketers. Here are some of the new features and services driving PPC trends.
Search engines such as Google are constantly refining and adjusting algorithms that determine web site page rankings. This ever-changing online landscape can be confusing – planting the seed of doubt in users accustomed to link building. In extreme cases, link building is abandoned altogether and viewed as a kind of devious decoy staged by Google to manipulate or punish users. The truth, as proven by many recent studies, is that links remain an important component of page ranking algorithms.
A huge number of websites remain inaccessible for mobile users due to the surprisingly slow uptake of responsive web design. More than simply mobile-friendly, responsive web design facilitates viewing on all devices and is essential for achieving optimum interactions with customers, clients and fans. In addition, as new technology is introduced and browsing behaviour adjusts to suit, websites need to look good while introducing functional features to improve user experience.
In 2014, Google announced the addition of HTTPS as a web page ranking signal. The change was expected to affect nearly one percent of search queries – a small number in principle, but large enough to attract the attention of digital marketers. After all, it’s acknowledged that Google uses hundreds of analytical strategies in their ranking algorithms, and every small improvement in website performance is welcomed by owners and users.
The purpose or function of a website should determine whether to use HTTP or HTTPS as a data transfer method. Firstly, however, the differences between the two need to be understood, along with any anticipated improvements to SEO that will be rewarded by switching.
In early May, Google introduced a second mobile rankings update. According to some analysts, the impact on page rankings has been small, especially when compared to changes after the first mobile rankings update. However, every move by Google is keenly followed by marketers trying to establish an advantage over their competition, and at the very least the update itself is further proof that Google intends to reward mobile-friendly web design.
More than 50 percent of web queries are now made on mobile devices. This fact alone should be the impetus for business owners to re-configure their website. There are few businesses out there that can afford to neglect 50 percent of their target market and still expect to turn a profit. Keeping up with change is more important than ever, and the number of non-mobile-friendly websites still functioning this far into 2016 is quite surprising.
While often lamented by marketers and businesses alike, paid search advertising is an immensely important component for any successful marketing strategy. Without adding a paid search element to your campaign, you can expect to lose out on an immense amount of potential leads.
Of course, simply participating in PPC and other paid search programs isn’t enough to succeed, either. You need just the right level of bid management and marketing insight to get the most out of your CPC and improve your click through rates. Otherwise, you’re simply washing your marketing budget right down the drain.