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This is your very first post. Click the Edit link to modify or delete it, or start a new post. If you like, use this post to tell readers why you started this blog and what you plan to do with it.
It was almost ten years ago when tech analyst Mary Meeker predicted mobile web browsing would overtake that of PC and laptop use. Fast forward to 2017 and consumer browsing habits highlight this as a fact – and woe-betide any website that isn’t optimised for mobile!
There are a number of compelling reasons why any business with an online presence has to cater for users on all platforms. But, more than just being able to access your website from a desktop, laptop, tablet or smartphone, they need to be able to use and engage with the website easily. And – in the case of mobile users – with just one hand.
Data from comScore shows that in August 2016 – the most recent date the figures cover – US consumers spent 87 hours per month browsing on their smartphones. The same report shows just 34 hours were spent browsing the web on laptops and desktops.
With that statistic fixed in your mind, it’s clear to see why ensuring your website works equally well across all platforms, is an essential function of your online offering. When it comes to mobile that means:
Of course, most websites are initially designed for laptops or desktops – although that’s probably evolving, even as of this writing! But, as it is – currently still the norm, it stands to reason that most websites start out as being perfect for laptop or desktop usage.
However, we’re talking about the importance of mobile-friendly websites, so let’s focus on that.
One way to ensure your website works well across all platforms is to use a responsive technology framework. This type of site is based on a grid that automatically re-sizes and shifts to suit the device the site is being viewed on. That makes it a great option that means you don’t need to design a number of different site layouts, as it automatically works with what you have and makes it work for the user.
But, to make it work across all platforms, you’ll need to ensure the design of your website is suitable for all of them too. That means having a homepage that isn’t too cluttered with content, links, images or videos. Instead, go for a simple, but striking layout. One that’s easy to navigate with all the most important links easy to find and clearly identified.
If you use a responsive technology framework with a site that has a lot going on, particularly on the homepage, you’re going to encounter a number of problems that will also hurt your google rankings. For instance, a slower page download speed pushes you down the rankings, as does a site that isn’t well optimised for mobile.
There are a number of open-use (or free to use) such frameworks available online, so it doesn’t have to be a major change or investment for you. But, in the competition to keep consumers engaged, its one you can’t afford to make.
However you create a website that is as mobile-friendly as it is for laptop usage, the important thing is that you do it. If you don’t, it’s likely your potential customers will browse elsewhere and that Google will move you slowly down their list, too.
If your business has a website then you or someone in the company, need to understand Search Engine Optimization (SEO) and Search Engine Marketing (SEM). Failure to understand it and gear your website and content towards it will render your site invisible to search engines. That means it will also be invisible to your target audience and potential customers.
But, before you start panicking about keywords, backlinks and upload speeds, let’s take a look at why SEO and SEM exists. And you’ll quickly understand why we think you’re losing money if you don’t consider it relevant to your site.
Why Do We Have SEO?
Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is a way to help internet users find the information they want. SEO is also a way to allow firms with an online presence, be visible to their customers and potential customers.
The way that’s achieved is by search engine web crawlers and bots analyzing, reading and collating a lot of info from many different websites and individual pages. Then, once it’s happy with that search and analysis, the search engine lists websites that are relevant to the search word or phrase. The site that’s the most relevant will ‘rank’ highest and be the number one result. Other sites will follow, in rank order.
That means that if your website has all the right content, a clear coding path, good page upload speeds and is targeting the right audience, it should rank highly. Seems pretty simple, right? Well, not for everyone.
But, it only works if the websites have got the right information, in the right places. And that means in the on-page content and the back-end of the site too.
Source : http://hongkongseohk.com/warning-youre-losing-money-by-not-using-search-engine-marketing/
If you’re reading this, then you probably do know about Search Engine Optimization – or SEO as its more commonly known. But, for many of you, you’ve probably learned or picked up much of your knowledge, over the past few years. And that means some, most or almost all of that you know, is no longer relevant.
We don’t mean to sound harsh. But things, or should we say Google, has changed a lot in the past 12 months. So, in order to help you get back on top of SEO and climbing up search engine rankings again, we want to share a few details with you.
Google Is On to Your SEO Tactics
We know there are other search engines out there that people use. But, the fact remains that Google is still the most popular. Statistics from Net Market Share show, that as of April 2017, Google held 77.43% of search engine use. So, when it changes any policies or rules, people need to know about it.
Google and other search engines have cottoned on to websites’ use of keywords, creating backlinks and other practices in the name of climbing up the rankings. And they’re no longer rewarding sites that feature that kind of content or marketing behavior.
That means you need to develop your website in the way you would if you weren’t always thinking about search engine rankings! Easier said than done, we know. But, once you start doing that, the search engines, Google included, will begin rewarding you by… you’ve guessed it. Raising your site up the search engine rankings!
Of course, talking about a more naturally developed site and doing it, are two different things. So, let us give you a couple of pointers in the right direction.
Don’t Create Content With Only SEO in Mind
Search engines still analyze and ‘read’ your website. But things like keywords and links don’t count for quite as much as they used to.
One reason for the change is because users search for things in a very different way than they did in the past. Gone are the regular single word searches. Instead, they’ve been replaced by whole sentences and full questions.
A second reason that we’ve already mentioned, is that Google doesn’t want websites to create content for Google. Content should be created for users. So, keyword stuffing, hiding and adding links like there’s no tomorrow, no longer really work. In fact, if Google and other search engines think that’s what you’re doing, you’ll be penalized and moved down the rankings, instead of up.
Instead, create content that your target audience and existing users will read or view. Interesting, relevant or entertaining content is what you need to put on your site. Of course, some of the keywords associated with your business will no doubt feature. But, provided they’re in there for the benefit of the content and not to woo Google web crawlers, they will be a positive addition.
If you stick to creating content – be it written, imagery or video – that your users and potential users want to engage with, then Google will approve. The rewards for that approval are to be higher up the rankings, which is exactly what you’re after.
In the past, desktop computers and laptops were the number one way users engaged with the internet. But that’s now changed. Mary Meeker hit the mark with her 2008 prediction that mobile web usage would overtake desktop in 2014. And since then, mobile internet use has continued to grow, while desktop and laptop browsing popularity wane.
With that in mind, Google and other search engines have raised the importance of having a website that’s also optimized for mobile. That doesn’t mean your desktop website ‘fits’ a mobile screen. You need to work harder than that (mobile optimization on topf of your SEO effrots) for Google and your user’s approval.
Instead, what you need to have is a website that comes in a variety of sizes and formats, suitable for the different ways people use the internet. It can’t be just about fitting things in, but also breaking the text up, having smaller images and sites that are easy-to-navigate regardless of how or where users view them.
One way to do that is, instead of creating your new website for a laptop then optimizing it for mobile, flip that round. Create your website for mobile first and then make the changes required for laptops.
As with the well-written natural content, creating websites with mobile in mind is something you should do because most of your audience will view your site that way. And remember, your website has to be created for your customers and potential customers and not to impress a search engine or your IT team.
Broaden Your Marketing Strategy Horizons
Now you know a little more about what Google wants and doesn’t want, you’re hopefully thinking more about what your customers and audience want. This is exactly what Google and other search engines like and will reward.
Now’s the time for you to think outside the online box and try a few different marketing strategies to generate new customers and keep your existing ones happy. Luckily, you can get some online genius help with that.
Google has some new tools that help you understand the relationship between mobile searches and real-store entry and purchase. Use that analytics insight to work out the best areas to do a leaflet drop, run a competition or post billboards.
By combining online ingenuity and old-fashioned advertising techniques, you could find you’re onto a winner in both online and real stores – where relevant. And, by wooing your customers in a variety of ways, both online and out on the street, you should gain the added bonus of reaching a bigger audience.
And that’s something most businesses are trying to do and need to do, in order to grow their customers and their profits.
There are so many options when it comes to online marketing, that it’s easy to get bogged down and feeling lost. But, when it comes to driving sales and improving your search engine rankings, the two options you will definitely be familiar with are Organic SEO (Search Engine Optimization) and Pay Per Click (PPC).
In the sprawling world of the web, there’s a place for both of them. However, it can be difficult to know which option to go with when you’re creating your latest marketing strategy. Let us guide you through that decision and make the right one for your needs, right now.
What Exactly is Organic SEO and PPC
For fear of assuming too much understanding, we’ll quickly run through exactly what we mean when we’re talking about Organic SEO and PPC.
Organic SEO is the process by which you grow your online audience naturally and attract them to your website through the content you publish on your website, on social media,and with strategic partners. You’ll have a link to your site, or a specific page on your site, across all that different content, encouraging readers to click through and visit. You’ll also make sure all your content has certain keywords and phrases in well-written, original content, to help keep your website high up in search engine results.
These are the main ways to organically grow your website visitor rates.
PPC is where you pay different online advertising companies to place an ad for your website in front of the right target audience, based on their online activity. This means that regardless of the content you have on your site, provided the user doing the searching fulfills a particular criterion, your ad will be displayed for them to click on. The ad will appear either in a search engine results list or as an ad on another website. But, you’ll only pay each time the ad is clicked on – hence the name, pay per click advertising.
PPC can be an expensive option if conducted for a long period. But, handled well, can help drive traffic, increase visibility and grow sales over a short period.
When to Focus on Organic SEO
For most businesses, the answer to this question is ‘at all times’. That’s because, provided you have a cost-effective way of creating engaging and quality content, linking with partners and/or growing your social media presence, then organic SEO should occur naturally – provided you stick to a few rules.
In 2016, 66% marketers surveyed by HubSpot said they were focusing on SEO and improving their organic growth. One likely reason for that is over time, great content with the right keywords and phrases can generate clicks and customers again and again. So, over time, you’re compounding the success of the initial content.
Content marketing advice is all over the internet. In the ten or so years since its importance has been recognized and elevated, the number of content marketing experts has quite literally exploded. Unfortunately, much of that advice is created in the name of their own SEO benefits.
Now, I’m not saying there’s something wrong with an SEO strategy that focuses on content – we all do it because it works. Unfortunately, what a lot of these ‘experts’ and growing number of posts on content marketing do is focus on what they’re interested in and not strategies that work for others.
So, here are some of the worst content marketing strategies we thought to put together for easy reference.
1. Any Content Will Do
No doubt, this advice has been taken by more than a couple of people! But, it is definitely advice you should never follow. Ever.
Yes, content is important. Regularly updated content streams are even better. But, if you don’t have something interesting, relevant or entertaining to share, then it’s best to keep quiet. Or, as Thumper’s father in Bambi told his cheeky son: “If you can’t say something nice, don’t say nothing at all”.
Whenever you add content to your website or use it in any marketing strategy at all, it has to be good, great or spectacular. Anything less than good won’t get you the results you’re looking for. And, if it’s particularly badly written or thought out, it could result in penalties from Google and/or a loss of users.
2. Target as Many Social Media Platforms as You Can
We get it, we really do. Social media is an important tool in capturing an audience, particularly a younger one. But, if your business, product, service or brand isn’t relevant to the users of a particular platform, then it really isn’t worth your while. Trust on this.
Spend your time wisely and target your potential audience in ways that will reach them, at the right time and in the right way. Now, if you do follow the advice to target them all you’re in likely to lose customers or be penalized by search engines. But, you will be wasting time, effort and money. And that’s something few businesses can afford.
Of course, in rare circumstances, businesses can tap into an audience they didn’t realize was relevant for them, But, this really, hardly ever happens.
3. Don’t Waste Time on Documenting Your Content Strategy
Another misnomer. And one, that if you follow it, could cost you, customers. Documenting your content marketing strategy includes keeping track of:
If you don’t follow at least some of the above, then how will you know what you’re doing, what is working and equally important, what isn’t. Data from Content Marketing Institute’s annual Content Marketing Benchmarks, Budgets and Trends report, consistently shows the importance of documenting your content strategy.
In fact, 61% of the most successful content strategies were run by businesses who documented that strategy. Yes, it’s another job to and your already long list. Once you get into the habit of documenting everything you do, though, you’ll be surprised at how quick and easy it becomes.
4. Let an Agency Handle All your Content Decisions
This is a tricky one. But, letting an agency handle everything to do with your content, isn’t the way to go. Sure, there are lots of excellent content marketing agencies out there who can help you achieve the results you want from an effective strategy. But, you need to be in control.
Giving an agency a brief is all well and good, but always ensure the brief is followed. Don’t hand over any sign-off authority to anyone outside your business. That can lead to problems with your content both now and later on.
Asking agencies for advice or even to write/create much of your content, works well for many firms. But, only when certain rules are followed – by both parties. That means you need to know exactly what you want and need and have a firm deadline in place. Think tone of voice, topics you love, ones to avoid and confidence you’ll get what you request – and are paying for!
Always make sure everything associated with your website:
5. Focus Only on Keywords and Adding Links
While both of these details are important to any content marketing strategy, they should only ever form partof it and not be the sum total. If your content is an obvious vehicle to place a large number of keywords and phrases on your site, people will notice.
That includes site visitors looking for informative, interesting or entertaining content. It also includes search engine web crawlers and bots who know gobbledegook or keyword stuffing when they find it. If they do see that in your content, you’ll be penalized by dropping down the rankings.
The same goes for links. Adding in two-or-three relevant links to other websites is appreciated by your visitors and search engines. But, go crazy with too many and readers will switch off – or onto another site – and Google won’t be impressed, either.
We said it further up, but we’ll say it again. One of the keys to great a great content marketing strategy is to focus on creating content that is well-written, useful, has only a couple of relevant links and is easily readable. Yes, it might take more time or cost more money, but it will earn you more site visitors and grow your sales. And that’s what most companies want.
Ensuring you have a website that’s got great Search Engine Optimisation (SEO), can seem like a never-ending battle. But, if you spend some time and get things right, that one labour intensive period should pay off. And, unless Google performs a huge overhaul of its SEO rules, you’ll manage to keep on top of things with regular, but brief audits and minor updates.
We know, putting time aside for a thorough website audit and SEO update isn’t everyone’s idea of fun. We’ve got a few tips for website optimisation that should take away a little of the pain and help you reap the ranking rewards you’re looking for!
Do Your Keyword Research!
We know, the word ‘research’ makes it sound as though something will take FOREVER! But trust us, it doesn’t have to. We’ve broken down a keyword research plan into three key areas:
There are helpful tools and other, slightly different methods. But in the end, the results will be barely discernible from those you’ve achieved with the one described above.
Source : http://hongkongseohk.com/seo-101-tips-for-optimizing-your-website/
The number of smartphone users is continuously growing and it far outnumbers PC users, which is why the possibility of reaching the audience of this channel should not be ignored. Mobile marketing creates stronger user experiences that extend beyond the standard banner ad, which can be easily overlooked on a mobile screen, which gives greater possibility to reach the targeted audience anytime, anywhere.
Source : http://hongkongseohk.com/services-mobile-marketing/