We love digital - Call
03332 207 677 and say hello - Mon - Fri, 9am - 5pm
Call 03332 207 677
Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.
Friday afternoon is almost a dead zone for webmasters and search specialists everywhere. Not just because it’s the last few hours of the working week and a good portion of the lunch hour is spent in the local pub. No, the real issue is that any changes you make to a website will be live throughout the weekend.
This leaves you in something of a quandary. Do you a) carry on regardless, hope that the new site alterations go without a hitch, b) test, re-test and then make an informed decision on whether to set any changes live or c) just hold fire until Monday?
Well the safest option, and most preferred is c) just hold fire until Monday. The reason behind this isn’t laziness, but straightforward logic. If you leave a paid search campaign running over a weekend without monitoring, you could blow the budget and ruin your campaign’s previously creditable CTR. If you launch a new site or a page within an existing site, any error could trigger a complete malfunction, ensuring a pretty awful start to your next week.
Internet marketing, paid advertising and website development is all about monitoring progress. If 404 errors start flashing up all over the show, you know that something needs to be done pretty quickly. Without being onsite to monitor this kind of issue, your site is wide open to cataclysmic failings throughout.
This is particularly pertinent with the release, or re-release of an entire website. Whilst you might be confident in the programming you’ve been doing for the preceding months, setting it free on a Friday is a major gamble. If people come along to a site opening but encounter error messages or slow loading times, that can leave a negative impression that is hard to turn around. By waiting until the next week, when your specialists are on site and ready to make any tweaks, you can minimise this potential damage.
But it goes beyond simply releasing a new site. The Friday afternoon issue can affect anyone. How about if you write a blog post with a glaring typo or any other major errors, what then? Well for two days that blog post can remain untouched and picking up traffic, making you look bad all the while. Of course you can’t just stop writing or working just because of an impending weekend, but added care is often key to ensuring that your two days off aren’t spent worrying about a Monday morning full of comments from disappointed blog readers.
The paid search issue is an area where simply setting live and hoping for the best really isn’t recommended. PPC campaigns require regular maintenance and must be observed in order to ensure that no costly errors have sneaked in. You could find that your budgets are wrong or even that erroneous clicks have maxed out your weekly projected spend in a single weekend. Key terms and negative keywords need to be defined and refined, so allowing them to simply run ‘green’ through the weekend is a risk, although of course some may see it as one worth taking.
SEO of course can be done at any time. There’s no issue of immediacy as it can take days to change a ranking and edits can happen continually behind the scenes, well away from any visitor’s eyes. So that doesn’t mean you have to shut down entirely. There’s always a lot to do when it comes to building, maintaining and marketing a website, just be careful with the Friday afternoon itch.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.