People really love being entertained, especially when it gets warmer. During this time they like to have fun and go to shows in their local areas. If they are well informed then 30% are likely to buy tickets for events. 46% of filmgoers usually research films online before buying tickets. Amongst those 60% of researchers will by their event tickets in this manner.
As summer approaches, shoppers will begin to think about getting away on their holidays. Approx. 89% of people who fly away for their summer travels like to research destinations online before they purchase a holiday break. Approx. 65% of business of business customers also buy online with others opting to deal with in-store travel agents or business travel companies.
Spring is all about putting in time and making improvements. That goes for people’s homes, as well as your business. 20% of shoppers plan to fix up their space over the season. With so much going on, make sure you’re clued up on all things DIY.
Shoppers start searching for Easter items as early as mid-February. Last year, the average family spend on sweets, clothes and other Easter goodies was 12% higher online than in stores. Mixing online and offline, searches for opening hours increase 1800% as the big weekend gets close.
Cupid isn’t here yet, but 1 in 3 consumers are so loved-up they start their Valentine’s Day shopping in January. Last year, people began searching for romantic gift ideas as early as January 7th. It’s time to get in the mood for love.
Christmas will soon be here, and so will the January sales. Christmas Day mobile searches related to the after Christmas sales have increased by 74% year on year. Although many shoppers visit physical shops during the sales, 84% of smartphone users still reach for their phones whilst they’re there.
What to do:
– Google Data, January 2013 to December 2014.
– Google Data, March 2015.
Consumers seem to live by the saying “The early bird gets the worm”. It’s only October, but they’re already starting to think about their winter holidays. Searches for skiing begin as early as three months before the ski season, and brands are a popular thing. On Google, 58% of winter travel searches are for specific companies or brands.
What to do:
– Google Data, Search Query Volume, March 2013-March 2014.
– Google Data, March 2015.
Writing great web content for your business is one the most important things that you can do. The content that you write is an ambassador for your business and if you don’t create error-free and engaging content, then your website visitors will not trust your business.
Your competitors know this too, as demonstrated by the 63 million posts that were created in August 2016, using WordPress or its Jetpack plugin. So, with so many people writing content, it is essential that you write great web content that stands out.
The content you write must flow and follow best web writing practices. When writing you should avoid common mistakes such as the comma splice and run-on sentence.
When uncertainty about capitalisation, spelling or grammar kicks in, it is best to simply Google it.
If you want to write good web content for business, then it is essential to become a researcher. Content that is well researched, informative and full of detail will get shared more.
In a nutshell, preparation is the key and writing is the easy part.
However, it is important to understand that quantity isn’t quality. Constantly creating new content for your business’s website is only good if that content is in-depth and avoids needless repetition. In many cases it is better to strengthen existing content.
It is important to remember that the content that your write is for humans. This means that the content needs to be digestible and you can check this by reading back the content you have written.
Blog posts and articles need to engage the reader and where appropriate this can be achieved by including personal elements or by using humour, wit or clever references.
If you want to write good web content then it is also important to keep the reading level low. Using fancy vocabulary or using three words where one would suffice, turns off readers and is a negative factor in Google’s ranking algorithm.
Understanding your audience is key if you intend to engage them. You should consider who you are writing for and why. Google Analytics can help you to hone your skills by giving you a deeper understanding of the people interacting with your brand online.
Social media can be used to give your business a voice with existing customers, new customers and soon-to-be customers. Sharing posts and seeing how they perform on social media will give you an insight into the future writing you should do.
Using good SEO basics will not only help your business perform better in SERPs but will also help your content catch the eye of potential readers.
You should apply proper headings and subheadings, tag images correctly and write an eye-catching meta description. While you need to understand what keywords to focus on, it is also important to include them naturally. In short, it is not wise to write a sentence simply so that you can include a keyword or phrase.
SEO is a constantly changing beast so remember to adopt beneficial changes and don’t be resistant to change.
If your business uses intrusive interstitial ads on its website, then now is the time to consider removing them. Google’s ranking algorithm is about to be updated and will view intrusive interstitials as a negative ranking factor.
Business owners have until January 10th 2017 to remove intrusive interstitials, if they do not wish to have their webpages penalised.
Google is about to crack down on intrusive interstitials on the mobile web and this type of advert usually opens as a webpage is loading in.
A statement from Google expresses that “Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller.”
Google further states that “While the underlying content is present on the page and available to be indexed by Google, content may be visually obscured by an interstitial. This can frustrate users because they are unable to easily access the content that they were expecting when they tapped on the search result.”
Pages that continue to use intrusive interstitial ads may be penalised from this date, and in mobile search results, they may not rank as highly.
Removing this type of ad should not be overlooked. The importance of this action becomes apparent when we consider that more searches are made from mobiles, compared to searches made on desktops.
Problematic interstitials are easy to identify and will generally be one of the following types of ad:
Not all interstitials are problematic. Here are three types of interstitials that are not problematic:
Google has focused on intrusive interstitials as part of its strategy to improve the user’s experience, which is one that is more and more likely yo be taking place on a mobile device. These ads are just part of an overall strategy that business’s need to respond to, in order to rank well in SERPs.
Currently, Google has identified that 85% of pages in mobile search results are mobile-friendly. This means that the content on these pages is readable without zooming, and tap targets/buttons are appropriately spaced for touch screens.
Business owners should begin by checking if their website is mobile friendly. This can be done by using the mobile friendly test and mobile usability report, found in Google’s Search Console.
If you need help removing intrusive interstitials or optimising your website for mobile search, then Odyssey New Media can help. Contact Odyssey New Media today at firstname.lastname@example.org or call us on 0844 500 6911.
Your business can go beyond keywords and save money with AdWords and Remarketing Lists for Search Ads (RLSAs). RLSAs where first introduced in the summer of 2013, but even today, they are still underused.
With RLSAs, ad spend is used more efficiently and improves conversion rates, giving a better return on investment (ROI). They help businesses to avoid bidding on generic keywords that generate low, if any, conversions.
A search ad group can be created to only show ads if the user is on the specific Remarketing List and if the user is making a search, with the keywords that your business is bidding on. The Remarketing List can also be used to adjust bids targeted at specific ad groups. We cover this in more detail later on.
These previous website visitors need to be actively searching Google, using the keywords in the search campaign, in order to be targeted. Whereas with standard marketing, ads are shown to users who are generally browsing on the Google Display Network.
Overall, RLSAs will let your business tailor search campaigns, in order to target valuable and more qualified users, who essentially are already aware of your business’s website and brand. RLSAs can be particularly attractive to small businesses, that may only have a small AdWords budget. They can be used to avoid the extensive and strategic optimisations that PPC traffic campaigns may need, to become successful.
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