Google Have Changed their Search Algorithm We have been advising our clients for some time of the importance of having a mobile ready website but from Tuesday, 21st April, Google are making major changes to their search algorithm that will seriously affect SME’s who are not ‘mobile ready’! ‘Mobile Ready’ is Key Your ranking will change when it comes to users searching from a mobile device or tablet and Google will start favouring mobile-friendly websites over those that are not. Mobile friendly means websites that are easy to navigate re-size to fit the relevant screen, have easily clickable links, easy to call phone numbers and larger text that’s easier to read on any device etc. Google have said that this change will ‘have a significant impact on our search results’ and websites that aren’t mobile ready will rate lower. Everybody’s Doing the Google Dance Now 80% of internet users own a smartphone and more than 60% of your website traffic now comes from a tablet or mobile device. Google want to ensure a positive user experience when users click through on a mobile link. These new Google algorithm changes could result in a very significant reduction in visitors to your site if it’s not mobile ready and those who are at bigger risk will be those who haven’t heard the news or not reacted to it. Was It Good for You? Although content marketing is still very important, user experience is now equally as important! You could have the best content in the world with the most relevant keywords and your SEO up to date but If your customer gets to your website and can’t access the information easily by phone you’ll be penalised. How to Make a Quick 'Mobile Ready' Website Check If you want to quickly check your site, bring your cursor down to the bottom right hand side of your website and squeeze the site over to the right hand side. If your site doesn’t adapt at all ie. text enlarge or menus change then it’s not mobile ready and you’re in trouble with Google. What Does this Mean for You It’s very simple! If you want to remain high in the Google rankings, you MUST have a Mobile Ready website! Call us now and we’ll show you how: 01 697 8380 or email us: firstname.lastname@example.org
- Sharing Is Caring Share five (relevant) things of interest within you or your colleagues area of expertise. These don't necessarily have to be about the product or service you provide but should be of benefit to your valuable customer. Share helpful tips, links and articles and don't be afraid to give information away. Your customers appreciate added value.
- Tell people what you've been up to Showcase the latest work, news successes and awards from your company. Show new products and installations.
- Industry News Compile news from your industry, add links and add your brief take on it and how it's relevant to your customers. Always link this back to your products & services. It is important that you are (or appear to be) knowledgeable within your industry. Make your self the 'go to' person.
- Testimonials & Case Studies SHARE these with potential customers. Ask your existing customers to 'share the love'. Why they do business with your company, how your product or services help them, how effective you are? Do Case Studies for bigger projects and ideally compile a testimonial and /or case study for each product or service and relevant to each target market.
- Video Interviews If you're good in front of the camera, why not record a (short) video interview highlighting your or an employee's expertise or style. These can quickly become very popular and you could potentially be the next global overnight sensation.
- Product Videos Allocating marketing budget to short product videos is always a good investment. 'How to' videos are always very popular with customers and video content is very popular with Google. Videos also give you the opportunity to put a bit of personality on your company.
- CSR (Corporate Social Responsibility) Tell your customers what charities you work with and try to include them in your endeavours i.e. invite your best customers to the next charity dinner or event and then feature it in your newsletter. Don't forget to take photos.
- Cross Sell & Upsell Products Take the time to Share three things that your customers might not know about your product or company. This is a good opportunity to 'Sell them what the don't know they need YET!'
- Tell your story Don't be afraid to personalise your business, how it started, how it grew. Make it interesting and relevant and most of all SHORT!
- 2 + 2 + 2 Never be afraid of feedback, encourage it! Send your customers a short email twice a year asking them to tell you 2 Things you do well? 2 Things you do but should improve on? 2 Things you do that you should stop doing? This feedback is invaluable and will surprise you - customers appreciate you asking.
- Make it Relevant Above all, when you contact your customers by email, make it relevant, make it interesting make what you're saying of additional benefit to your customer and don't forget your calls to action - Call Us Now, Visit Our Website, Email Us etc.
Is It time for a Brand Refresh? As your business grows your brand needs to remain current and modern. It needs to reflect the purpose and vision of the company and represent your company image to your customer. As your business evolves so should your brand! Keeping Up with the Jones’ When I say brand refresh, I don’t mean a radical and unrecognisable brand change, just a spring-clean, a freshen up! I suppose you’d call it your brand evolution. Reassure your Customers Keeping it current will reassure existing customers and attract new ones. Look at Microsoft – Their brand evolved over 30 years and is still recognisable while maintaining it’s competitive edge! Apple logo evolution When Apple started out in 1976 their target audience was specialists and techies but as people became more computer savvie and technology became more accessible their target audience became huge. In turn it became vital that their brand should change and reflect new user friendly and stylish products. Although the initial brand change was quite radical to reflect this repositioning of the product, everything after that just evolved naturally to ensure it remained current and relevant and set them apart from their competitors. Branding New Business If a company changes name or two elements of a company separate, refreshing the brand is a good way of representing this change while taking certain recognisable elements of the old brand and adding new modern aspects such as font and colour. A good example of this would be when Lloyds and TSB split and a rebrand was necessary. They retained the recognisable part of the brand – the Black Horse – and freshened up the font reassuring customers that this change was a positive thing. So How Do You Go About Refreshing Your Brand? If you are thinking about refreshing your brand, do not even think about doing a cut and past job internally. If you’re doing it, do it properly and allocate a realistic budget. At the very least get in touch with a good graphic designer and if budget will allow make contact with a branding/design agency for professional help. Start with a brand audit. This will mean an impartial review and analysis of your brand image, including logo, tag lines, images etc. Following this and a full consultation with you the process of designing fresh ideas will commence. This is a very exciting process for your business and a fantastic investment in it’s future. If you want help with your Brand Refresh CALL US on 0169 78380