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Google AdWords is a tried and tested method of getting qualified leads to a website. So when you invest heavily into the advertising platform and fail to achieve conversions, it can be incredibly disappointing and frustrating.
Ned Poulter looks at where the line falls between UX, CRO, SEO and many other web design disciplines whilst ultimately asking how you can leverage all of these aspects as somebody working in SEO.
Predictive Analytics is a term commonly used in conjunction with ‘Big Data’, but without really understanding the meaning of the term, the concept can be pretty useless. So, let’s find out what exactly Predictive Analytics is and why it can be beneficial for your digital marketing campaigns.
As marketers, we often focus on supplying prospects with in-depth information about our products and services to allow them to make an informed decision. Of course this usually contains a slight sales spin highlighting the benefits of our offerings so that an informed decision leads them to the right choice of picking our product. But is this the right approach?
Conversion rate optimisation might be seen as a separate specialism from SEO, but it’s clear that CRO is fundamental for a truly successful SEO project. It’s all very well bringing in shed-loads of relevant traffic but if that traffic isn’t resulting in conversions and making some mulah, your client will soon be questioning the ROI you’re bringing them.
A website should exist to serve a purpose. Gone are the days of having a site because, well everyone else has one so we may as well. A website should exist to feed a business leads, leads that convert to custom.
For small business websites that are not necessarily selling products or providing any sort of online service, then the most important aspect of the website will be the contact page. Finding your contact details or filling in a contact form should be an easy and straightforward process for the user.
Many websites adopt the tactic of placing a telephone number and email address at the top or side bar of every page on their website. This is a great way to provide quick access for visitors to get in touch and to reassure them that if they have any questions, you are available to chat.
Your site exists to serve a purpose and that will be to convert visitors in some form or another. With an in depth knowledge of your company’s user base and working knowledge of some very handy functionality within Google Analytics, you can get closer to the type of activity that resonates with your audience in order to do make them complete more key actions.
You know you are working in digital marketing when you are actually excited about visiting the Google office. Well, that was me this morning, especially as they have just moved their London office to a brand new building near High Holborn. It’s so new I can even forgive Google for not having it on Google Maps – I’m just bitter because Google maps led me to a small theatre near Covent Garden…