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The huge growth of e-commerce means that selling goods and services online has become a crowded and fiercely competitive market.

So even if your business benefits from a well optimised website, excellent content and positive social media engagement – you still might need a little bit of help reaching your target audience.

For this, an increasing number of businesses use paid advertising services to amplify their visibility and engage the web users they really want to reach.

As a brief introduction, here we explain how paid advertising works and look at some of the most popular and effective paid advertising platforms available to businesses.

So, what is paid advertising?

The internet has become rapidly easier to monetise over the past decade, so on websites, search engines and social networks everywhere you will notice there is a lot of advertising space.

In 99% of occurrences, the adverts you see as you browse online are governed by a commercial advertising network and tailored to match your personal preferences. This is usually based on your search history or related to the website/content you are viewing.

So for example, if you visit a football website or use a search engine to look for football stories, you will be more likely to see adverts about football themed products that relate to your interest.

Similarly, if you follow Manchester United on Facebook there is a good chance that you will see the occasional Manchester United or football related adverts on your timeline based on your profile preferences.

How can a business benefit?

Paid platforms allow targeted advertising to put your brand in front of the audiences that you feel are most likely to be interested or invested in your products and services.

This kind of funnelled marketing helps businesses to create engaging campaigns that are tailored for the web users that are more likely to answer your calls to action – whether that is to visit your website, find out more, or make a purchase.

With intelligent bidding systems that help to build an online campaign without breaking the bank, paid advertising offers direct B2C and B2B engagement that can drive traffic to your website within the constraints of your budget and with absolute flexibility.

Here we look at some of the most popular platforms used by businesses:

Google Ads

Google offers advertisements which appear in search results through the Google Ads network, or ads that appear on other websites through their tailored Display Network and Google’s AdSense facilities.

Bing Ads

A largely similar format to the Google equivalent, Bing Ads is a dedicated pay-per-click (PPC) advertising system. All bids are based on how much you are willing to pay per each click on your ad.

Google Shopping

Google also allows e-commerce businesses to pull their product feeds directly into a pay-per-click system which enables these products to appear in shopping search, helping them to best reach those people who are a little further progressed in their purchasing decision.

Facebook Ads

Facebook ads are targeted to users based on their location, demographic, and profile information. Once an ad has been created, a budget can be set to bid for each click or thousand impressions that your ad will receive across the site.

Find out more

If you would like to find out more about the benefits of paid advertising and how the team at SEO it Right can build and manage your campaigns, please get in touch!

Call our friendly team on 0121 308 0219 or email us at enquiries@seo-it-right.co.uk.

The post Why use paid advertising strategies in 2019? appeared first on SEO it Right.

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With the rapid pace technology is developing at, a lot of things are changing. Digital marketing within your business will allow you to appeal more effectively to a modern audience. However, we can only benefit from digital marketing if we know how.

Below we have outlined the key points which every digital marketing strategy should include in 2019. With customer expectations changing as quickly as technology, you cannot afford to let your business miss out.

User Friendly Websites

User friendly websites are essential for providing online customers with an effortless experience. Straight forward navigation, excellent readability, fast loading time and being mobile friendly all contribute to a positive online experience.

With more web searches being completed on a mobile phone, a responsive website design is crucial. Being responsive will allow your website to adapt to different screen sizes, without sacrificing image quality, layout or loading time. Therefore allowing easy, time efficient navigation for users and an overall better experience.

Improving Consumer Journey

The customer journey follows the route an online visitor takes from first discovering your brand to completing a purchase. Every step of this journey should be considered in your digital campaign, to encourage new customers to complete their journey.

From awareness campaigns, paid ads and referral content to straight forward purchasing and online reviews. Improving your customer journey with digital campaigns will increase sales, website traffic and repeat business.

Chat-Bots

According to a survey*, 83% of online shoppers require support to complete their purchase. Chat-Bots provide your business with extensive customer care, where there is always someone present to chat to live. Communicating through text instead of a phone call encourages clearer communication. Queries can be easily understood in a text format, compared to a phone call, and it also provides a transcript to refer back to.

Security & GDPR

Enforced in May 2018, GDPR outlines the latest changes for organisations who collect or handle data concerning EU residents. Those who fail to comply are at risk of being fined. It details how personal data must be:

  • Processed lawfully, transparently and fairly
  • Adequate, relevant and limited to what is needing to be processed
  • Accurate and updated
  • Processed securely
  • Only stored for as long as it is necessary

Hosting a poorly protected website can put both website owners and users at risk. As a website owner, it is your responsibility to create a safe online space for users entering their personal details. If these details are leaked then you may be in breach of privacy law and GDPR.

Get in Touch

At SEO It Right we offer services in website design, content marketing, social media marketing, email campaigns and SEO. To help your business adapt and commit to digital marketing in 2019, call a member of our team on 0121 308 0219.

* LivePerson’s Connecting with Consumers report

The post Why Committing to Digital Marketing Really Matters In 2019 appeared first on SEO it Right.

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As anticipated, 2018 was a year where mobile devices increased their dominance over desktop computers as the most popular format to view and use websites.

This shift has led to a natural demand for the usability of mobile sites to be improved, with the advent of responsive design meaning that high-quality websites should be able to adapt for use on any device – be it a smartphone, tablet or desktop computer.

In 2019, the importance of hand-held devices will be demonstrated by the continued roll-out of Google’s ‘mobile-first indexing’ strategy, one of the most significant shifts in their site crawling technique in recent years.

Here we explain what ‘mobile-first indexing’ means, how it can affect your website rankings, and why it makes responsive design essential.

What is Mobile-First Indexing?

Google’s ‘web-crawlers’ are used to index every website, allowing them to gather the information provided by site HTML. This information is downloaded onto Google’s search engines, with the data collected used (alongside other factors) to decide how a website will rank for particular search terms and keywords.

Traditionally the ‘desktop’ version of a website will be indexed first, but this is no longer the case, with Google shifting to a new mobile-first approach that will prioritise collecting information from the mobile version of a website.

Can this effect how my website ranks in search engines?

Yes and no.

Desktop and mobile search engine rankings are different, so results for any particular website can vary dependent on whether the search enquiry is made using a desktop or mobile device.

So whilst desktop rankings are less likely to be affected by mobile-first indexing, the mobile version will certainly be subject to key ranking penalties based on usability factors such as page loading speed – making high-performance responsive design an SEO essential.

Another important factor is content.

Without responsive design it is easy to lose the key content used to optimise the desktop version of a website, which is often removed or cut down for display on a smaller screen. This means that mobile sites can often carry less information than their desktop equivalent, making them harder for search engines to understand and index correctly.

This difficultly in understanding exactly what a mobile version of a site is about is likely to affect rankings, and will be particularly troublesome when ‘mobile-first’ becomes the norm.

Because responsive design creates an identical version of the website for desktop and mobile devices, all content is adapted, meaning the same information can be collected comfortably from either version of a site.

Can this impact my online sales?

Yes. Mobile commerce is set to account for 54% of ecommerce sales by 2021, so it’s essential that your website is responsive and fully optimised in order to keep up with competitors.

Find out more

If you would like to talk about making your business website fully responsive for use on mobile phones and handheld devices, contact the team at SEO It Right today.

Call out friendly team on 0121 3080219 or email us at enquiries@seo-it-right.co.uk.

The post Mobile-First Indexing: What you need to know appeared first on SEO it Right.

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If you’re trying to get the word out there about your business, there are many tactics you can try. From SEO and advertising to networking groups and social media, if you’ve got the energy to do it, there are plenty of ways you can showcase your offering. One of the key things you could do, [...]

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We all know that Google’s algorithms influence search, but have you considered the other external factors that could impact how your customers find you? When we talk, in the SEO sense, about search factors, very often we are referring to the guidelines laid down by the almighty Google that may (or may not) help your [...]

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