I worked for a large publishing firm which was, let’s say, a little backwards about coming forwards when it came to the deadly importance of online content. As I had experience of Search Engine Optimisation I taught my team what I knew, some of them embraced the knowledge and some of them ignored it but I took the stance that only time would tell…And did you know that for Christmas 2009 the sale of ebooks was greater than the sale of traditional material?  Yes, times are most certainly changing!

I’ve just read an article that debates whether marketing magazines are soon to be superfluous. I must admit that I read this particular article in a paper format magazine and that I do like to read magazines on occasion although my daily thoughts are inspired by what I read online. I will read articles by the same people, or recommended by the same people, time and again because I have come to trust their opinions. The magazine I was reading highlighted some key points as times change about the ever increasing importance of becoming known as an authority in your field to maintain interest when it comes to online content and the possibility of charging for this content.

Becoming known as an industry expert is something that I stress to my clients time and again. The way to get people to read your content is to build your brand around being the forefront expert in your industry so that readers come to trust and respect what you have to say. It doesn’t matter whether you’re sharing recipes, fitting windows or selling used cars, if you can convince people that you know what you’re talking about then you are more likely to gain and retain readers.

This is where blogging becomes imperative. It’s a quick and easy way to talk about your business and related industries while naturally including keywords relevant to your business and introducing more fresh content to your website. Not only that, but the more regular your posts become, and the more comments and discussions they provoke, the more of a trusted source of information you are likely to become and people may begin to spend the money that they would have spent on a magazine subscription on a subscription to your blog.

Food for thought…

Would you pay for online content if it was high quality and from a trusted source or are you determined to stick to reading the books and magazines designed for your industry?

Surely, you’re going to consider creating a blog and becoming the specialist in your industry though, just in case offline content can’t compete? Come on; introduce yourself to Joe Blogger, he’s a useful kind of chap…

Chichester Design can incorporate a blog into your website design and development and their professional copywriter is more than happy to get you started writing search engine friendly blog posts. Contact us today.

“How do I get my website to the top of Google?”

“How can I get more traffic to my website?”

“Is it worth me starting up a business for this, that or the other?”

And we thought as a special treat we would give you a few hot tips that will get you well on your way to a prosperous 2010 and stop Ben sounding like a monotonous old broken record all at the same time.

“How do I get my website to the top of Google?”

This is the age old query (well, digital age anyway) to which there is no one simple answer I’m afraid. But there are several things that everyone can do to improve their Search Engine Optimisation and therefore improve their rankings in the search results, here’s just a few of Ben’s favourites:

Search Engine Optimised webcopy – The first place to start with regard to Search Engine Optimisation is top-notch content. You need content on your website that is relevant, interesting, informative, easy to read, easy to navigate and fresh.

One of the most important elements of webcopy is that it contains the keywords that people will be searching for in relation to your product or service. For example, with the Chichester Design website we make sure that words like “Chichester”, “web design”, “web development”, “copywriting” etc are prominent (and of course choosing a nifty company name such as ours tends to help a little). But be careful not to just use keywords for the sake of it, they should fit naturally into the flow of your copy so that people actually gain something from the content, and we don’t mean a headache!

As people and search engines scan read online it’s important that your content is organised in such a way to aid this. Consider using subtitles and bullet points to break up the copy and improve readability. Linking to other relevant pages within your website also help the readers and the search engines to find what they are looking for effortlessly.

No one likes stale content and with the Internet being such an evolving and interactive place there really is no excuse for the boring and clichéd. Make sure that your content stays up-to-date so that your readers stay interested and the search engines keep coming back to crawl.

Google AdWords – Using Google AdWords to promote your services can work hand-in-hand with Search Engine Optimisation. AdWords also use keywords as a point of relevance and you will notice that the sponsored ads always appear alongside natural search results (on the right-hand side and at the top) for whatever keywords or terms you are searching for on Google.

The difference between sponsored ads and organic search is that sponsored ads are likely to be far more specific and more useful when searching for specialist products or services and when comparing prices and expertise.  For example, if you search for “bike maintenance Chichester” you may see a sponsored ad from Bike-Master and if you click on that ad you will be taken directly to the Bike-Master website so that you can contact them and find out more about their services. On the other hand, if you were to click on an organic search result it could be an article about the Council maintaining cycle routes – not really very helpful if you need to fix your bike – you see the difference?

It is a good idea to have specially designed landing pages for each product or service that you are advertising through AdWords, which should also be Search Engine Optimised. The main reason for this is that if a person has to make more than one click after clicking through from your Ad to your website, they will get bored and leave.

Social Media – Using Social Media such as Twitter and Facebook has been increasingly popular over the last year and 2010 is heralded to be “The Year of Social Media” so it seems there’s much more excitement to come.

Google has been indexing blog posts for a while and this indexing is usually as quick as the posts are frequent, which has seen blog pages coming up trumps in the organic search results. For example, if you search for “Google AdWords Chichester” the Chichester Design blog takes places number one and two in the search results.

The mighty search engine has now turned its attention to indexing social media posts, which are showing up in search results far more regularly. For example, Google recently launched its real time search feature which uses social networking sites, such as Twitter and Facebook, to provide live commentary, links and reportage related to a user’s search. Not only that, but Google’s fusion of blog, news and social networking content has produced a search results page which focuses on synergy more than ever before. That means your Twitter or Facebook profile page can now be as important as your website itself.

“How can I get more traffic to my website?”

This is what everyone wants but some seem to believe that it will just happen as a result of a flick of a switch overnight; it takes considerably more effort than this. First of all, people need to know that you’ve got a website and then they need to know what it is and how to find it.

Marketing Strategy – Kate’s always reminding us that any business needs to have a good, solid marketing plan in place to survive but this does not necessarily need to cost the earth.  The purpose of a marketing strategy might be to raise brand awareness, attract new customers and retain existing customers. But, whatever mode of communication you choose, your key call to action would usually be to get people to visit your website and find out more about you. Thus, you should use other media to drive visitors to your main marketing vehicle (your website) and from there it will create new leads and conversions.

Digital media is a much more cost-friendly and accessible option for many and the likes of e-newsletters, PPC and distributing press releases online seem to be taking over where direct mail, print advertising and snail mail press releases left off.

Chichester Design offers a full marketing consultancy service, which includes a proposal to help you take all sides of marketing into consideration to achieve the best mix for your brand. There are so many options available now and newer mediums like social media cost more in time management than hard cash so are a more viable option for start-up businesses.

Search Engine Ranking – as long as your website is ranking well in the search engines for keywords relating to your business service or product you should acquire a good share of traffic. For example, our clients Ski Floralie wished to rank for terms such as “ski chalet”, “luxury chalet” and “Luxury chalets Saint Martin”. As a result, we have re-written their webcopy as well as their page titles and meta descriptions for their web pages to include these terms.

Since we published this new and improved Search Engine Optimised copy online just after Christmas there has already been a 60% increase in web traffic to Ski Floralie’s website. With time, the website should also rank higher in search engine results for these specific terms and encourage those people searching for those terms to visit the website and hopefully make a booking.

“Is it worth me starting up a business for this, that or the other?”

Traditionally, when considering starting a business, conducting market research is perhaps the most vital step. After all, without such consideration, the endeavour is merely a shot in the dark – which is really a rather irrational and foolish way to go! When it comes to the web the story’s the same, with the identification and targeting of a niche being make-or-break for your business.

Google Trends – It’s exciting (exciting for us, at least!) that such a large volume of web traffic is directed through the major search engines. Such a high percentage of the population search the web that usage data is an invaluable resource for identifying what’s being searched for and whether/how well that search is being catered for. Even more invaluably, Google publishes this data for free at Google Trends.

Not only is Trends an interesting way to identify niches, but it’s also an excellent way to find the optimum keywords for a website, depending on the present popularity of certain topics. Entering multiple keywords returns a graph comparing the popularity of each keyword over a selected time span. Not only do correlations emerge, but a clear winner when it comes to which keyword to focus on.

Hitwise – Similarly to Google Trends, Hitwise can help to identify online marketing opportunities for clients based on how their online presence compares to competitive websites and, in turn, maximize the return on their investments.

Hitwise offer a range of services for this purpose. For example, Hitwise Rankings are updated daily and provide a comprehensive overview of top performing websites across more than 160 industries. With over 1 million websites categorised, this tool gives marketers a complete view of their industry and specific online competitors.

Chichester Design offer clients free access to Hitwise analysis reports (which can cost up to £1000) through their premium AdWords Management service, Jumpstart. Read more about how Chichester Design can Jumpstart your AdWords.

Google Analytics – We recommend Google Analytics to all Chichester Design customers and will set up this free service as standard whenever we build a website.

This is because Google Analytics tells you everything you want to know about how your visitors found you and how they interact with your site. With the help of Analytics data you will be able to focus your marketing resources on campaigns and initiatives that deliver return on investment, and improve content on your site to convert more visitors’ enquiries into sales and commissions.

Google Analytics has the enterprise level capabilities you would expect from a high-end web analytics offering and provides timesaving integration with Google AdWords as well as non-AdWords initiatives.

In summary…

You now know the resources you need to work out whether it’s worth going forward with your business concept, how you can get your website to the top of the Google search rankings and how you can generate more traffic to your website.

Well there’s not a lot left to say apart from, what on earth are you waiting for?!

And remember if you need any help with Search Engine Optimisation, web copywriting, Social Media Optimisation, Google AdWords, marketing strategies or any of the other services that Chichester Design specialises in, we’re only an email away. Contact us now and start 2010 off the right way.

We all know the benefits of social media, it can:

• Raise brand awareness
• Promote special offers and events
• Provide company insight and personality
• Provide a useful vehicle for communicating with customers on their own level, at their own pace, in real time
• Act as a quick and easy vehicle for trouble-shooting
• Bolster Search Engine Optimisation

What about the ways that it can go wrong? 

You may be concerned that something derogatory and potentially damaging could be said about your brand online. But, the fact of the matter is that if someone has someone negative to say about your brand then they are going to do it, whether they are shooting their mouth off in the pub or whether they Tweet about it.

The benefit of someone saying something negative about your brand online is that you are more likely to know about it and you have the right to reply, amend the problem and set things straight. This is something that many people fail to consider, but online discussions not only open the channel of communication between you and your customers right up but also anything negative can be addressed in such a way to put you back in a positive light.

Tom Chapman, Headstream’s Social Media Strategist had something to say on the issue in May’s B2B Magazine and below is the gist of his expert opinions:

Listen to the buzz

• Track down the buzz around your brand within social media to gauge an idea of what negativity
• Use free tools like: www.whostalkin.com  and www.socialmention.com.  List relevant keywords to search, e.g. brand name or product number. Results will be returned by category – blogs, forums, networks, news and video
• Google alerts are also a great way of monitoring the conversation based on brand mentions

Can’t beat ‘em?  Join ‘em

• React quickly to negative/inaccurate buzz so that it doesn’t spread around cyberspace at a rate of knots
• Respond top posts or comments or contact the detractor directly to show willing to communicate and right any wrongs
• Refrain from being defensive as it will breed negativity, just explain your position and invite feedback

Transparent communications

• Remain open and honest at all times
• Keep your customers informed of how you are rectifying problems
• Failure to communicate puts your brand at the mercy of social media – the kind that you’re worried about!

Social media strategy

• Turn negative search engine results positive with the power of keywords. Use your company blog to respond to negative comments, making sure that its title features keywords that match the negative content and pip negative posts to the post in search engine results.
• Counteract negative comments by highlighting positive testimonials from key clients
• Use your Twitter account to raise awareness of your responses
• Use video or webcasts to respond on mass
• Those with online communities can confine negativity to one area, allowing immediate response

Keep at it

Bad news spreads quicker than good news and while you can’t stop people commenting about your brand or disparaging your products and services you can learn of negativity faster online and react faster to rectify any issues.

You need to always be aware of what people are saying about you and this is easily achievable online.  Investing a little time in keeping up-to-date with social media will make sure that you know what’s going on and will set you on the road to becoming an authoritative voice in your subject area; meaning people will come to you for advice and look upon you and your brand in a more positive way. Everyone’s a winner, you see!

For more information on how Chichester Design can help you with your Social Media Optimisation please contact kate@chichesterdesign.co.uk today.

Generation Web 2.0 has seen a mighty transformation in the way that people engage online and this is a big plus for online retailers during these times of economic difficulty. Essentially, businesses can engage with their customers and associates in a way they have never been able to before and get that little bit of extra value feedback.

What’s social networking?
Most of us are familiar with social networking sites like Facebook where we bump into old school, friends, work colleagues and meet like-minded folk online who we share our interests and ideals with. It’s a great way of keeping in touch and meeting new people but cuts out the time and expense that can be consumed by traditional socialising such as going down the pub, or out for a meal.

A social network profile will generally feature:

• Personal information- age, marital status, religion
• Groups, hobbies and interests
• Photographs
• More personality- opinions, design, applications

What is important to note here is that social networking is making the divide between personal and work life more blurred. While some companies have banned employees from Facebooking and Twittering in the office, others have embraced social media and openly encourage their marketers to recruit brand advocates via their personal and professional profiles.

What’s professional networking?
There are currently around 35 million professionals connected through networks such as LinkedIn. Professionals essentially sign up and create profiles to share information with likeminded people, whether they are in a different position within the same industry or work in a different industry and but hold a similar position. Networking is a great way to pick up tips, hints and contacts that you can use to forward your own career or build your business.

A professional network profile will generally feature:

• Your profession/job title
• Industry
• Education
• Work experience
• Specialist skills/expertise/qualification
• Geographical location

Chichester Design’s Little Gem

• Get involved on a social basis- sign up and create a social profile
• Get involved on a professional basis- sign up and create a professional profile
• Join groups and engage with people
• Understand and recognise when viral marketing opportunities arise
• Dedicate to and focus on authentic dialogue to build trust
• Assess whether your company is ready to use social media
• Go beyond a test budget and invest a little time and money in advertising
• Go beyond using banner ads and experiment other options
• Measure your ROI continually and make necessary adjustments

If you work freelance or as part of an agency and want to meet contacts and drum yourself up a bit of trade, make sure you get yourself signed up to LinkedIn ASAP. And you’ll find the Chichester Design gang already linked and ready to make your acquaintance.

Similarly, LinkedIn is a bonus contact building tool for those in the recruitment industry. You can take a look at people’s professional interests and qualifications and work out whether they would be good recruits to have on file for your specialist sector.

Why don’t you go online, have a play and see what all the fuss is about?

The new GUI by Wilson Design has been implemented by Chichester Design and is now LIVE!

It features AJAX, videos, improved blog and a new fluid design.

Chichester Design have also launched the new SCDF newsletter and management program providing automatic mailing list management and statistics feedback from every send out.

Have a look at the newsletter here: http://www.scdf.org.uk/newsletter/onlineversion/aug2007.html