The Value of a Full Site Audit

There are many factors that make a website rank with a particular search engine. Unfortunately, they don’t provide detailed instructions on exactly what those factors are… Google, Bing & Yahoo are the three biggest search engines and Google is obviously the biggest by far with over 70% of the search market. Search engine optimisation works to increase a website’s ranking within the major search engines in a natural, ‘organic’ way. Whilst there are plenty of books, articles and blog posts available on “how to do SEO”, you are most likely to find the information is out of date even if it was published earlier this year! Google has made some considerable changes to its algorithm this year and many of the tips that worked in the past can now actually have a negative effect.

website audit

One of the first places to start with SEO is a site audit and a technical audit. These will ensure there’s nothing within your website that could be having a detrimental effect on your search ranking position, and make it clear which areas need to be improved or changed. For example: errors on your website will have an adverse effect on your rankings, as will repetitive content. Even the speed at which a website loads will have an effect on its ranking. Google is all about the user experience and a welcome part of the new algorithm is attention to page load speed – definitely one of the most frustrating things on the web! I don’t know about you but if a page is taking an age to load then it’s very tempting to just navigate away. Let’s face it, when we browse the internet, we’re used to instant gratification and we’re impatient – page load speed is a pretty fundamental aspect of a website and users now expect quick load times.

Web audits are the ideal way to find ways to tweak and improve your website’s functionality and usability which will in turn help to raise your search ranking. A full site audit can also be the perfect starting block for a website overhaul or to kick start a new SEO campaign.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Integrating Online Marketing for Small Businesses

So, last month we talked about how to identify your target audience in our post on local marketing  in Milton Keynes. Today’s post is about how to begin integrating the different elements of your online marketing plan, including blogs, ads and social media profiles.

There are three points to consider here:

1) Cohesion

Firstly, you need to ensure that your branding is consistent across the different platforms you use – so your website, blog, social media profiles and advertising all carry your logo, perhaps your tagline and the same or similar colour schemes and imagery. You want all your marketing online to work cohesively together so that when a customer finds you on a new platform they instantly recognise that it belongs to your business. This not only keeps things from getting confusing, but it also fosters trust and familiarity.

The same goes with the keywords, titles and usernames you use. If your website is called: “Small Business Milton Keynes” but your Facebook account is something like “MK-MiniBusiness”, it won’t be immediately clear that they’re one and the same, and your customers certainly won’t be able to find you using the search option.

Another thing you want to keep consistent is your tone. Your business should have its own personality and social media is a fantastic way of getting this across. Are you humorous? Well-informed? Irreverent? Serious? If you don’t know what kind of ‘voice’ your company should have, look at your core values, goals and target audience – what does your business stand for and what kind of person are you aiming to attract?

All these things may change, adapt and adjust over time, but it’s important to keep things cohesive and recognisable, so that all the different facets of your online marketing act as ‘divisions’ of your company rather than separate entities.

2) Connection

There are two main types of connection we’re talking about here. First, there’s connection between your brand and your various points of contact online. There’s no point having a website, blog and social media profiles if they’re not connected with each other. The purpose of using different platforms for your internet marketing is that they serve as different outlets for your customers to interact with your company. It’s very simple to add a Facebook or Twitter button to your website pages and blog posts, or link from one to another using social media, and yet we’re often asked, “Why is no one ‘liking’ my Facebook page?” when there’s no direct link to it from the webpage – how are customers meant to know it exists? You can also use blog posts to link to internal content and remind users that they can get in touch with you in a variety of different ways.

The other type of connection that’s important is, of course,  connection with your customers. Once you have set up the different ways for your customers to find information and content about your business, you also need some sort of platform for them to contact you online. Social media goes beyond the slow and often impersonal dialogue of email, and allows your customers to reach you in real-time, and share their experiences, questions – and yes, complaints – in public. When you start adding content to your social media profiles, think about what your followers want to know or hear about. Tap into your demographic and make it reciprocal; provide them with discounts, promotions and exclusive information about your products and business, and in return they will give you recommendations and market research information for free, within your conversation.

If you are running a local marketing campaign, make sure you are making connections with other local businesses, groups and individuals who relate to your industry or company. Look into ways to cross-promote and mutually support complementary businesses to increase your audience.

3) Efficiency

Finally, you need to find a way to make your online marketing efficient and cost-effective. This means becoming organised in how you approach your social media management. It’s no good occasionally logging on to Facebook and posting a link here and there. If you are going to use social media as part of your internet marketing strategy, then you must treat it like any other part of your campaign and monitor, measure and adapt it according to its performance. Implement social tracking and analytics on your site and social profiles, and study what kind of content receives the best response from your followers. You can manage multiple social media profiles in a client dashboard like Hootsuite or Tweetdeck to make things simple, or schedule blog posts ahead of time to ensure your content is going out regularly.

To start with, write a list of basic tasks that need to be done every day (such as checking your social accounts, looking at relevant daily news and any messages you need to respond to) and get into a routine of making sure they get ticked off. Set aside research and development time each week to look at trends within your industry, current news and what your competitors are up to. Think of short and long term goals you want to achieve with your online marketing and work towards them methodically – a very real danger of using social media for business is the tendency to get distracted and run away with the social element of things, while your original business intentions get left behind!

integrate online marketing for small businesses

We hope some of these tips will give you a good starting point in your online marketing plan – this is just a brief overview of the kinds of things you should be thinking about, but if you want more help please get in touch with us at Ikroh.com. We’ll be going into more detail about making valuable social connections, organising your social marketing and creating a cohesive brand in future blog posts, as well as more ideas on local marketing in Milton Keynes, so keep your eye out for those on the Ikroh blog soon!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Using SEO and PPC for your Business

SEO Milton Keynes

Any kind of internet marketing needs to be factored into your business plan, tracked, analysed and adapted as necessary. Search Engine Optimisation and Pay Per Click Advertising are no exception and should be considered as an investment and offer you a measurable return on your capital – but how does it all work?

Prior to any campaign, keywords will be researched and suggested to make sure they are worth targeting. The search volume of each keyword or phrase is analysed, and using data and experience from previous campaigns, the expected ROI (return on investment) is worked out for each type of campaign. There are two main types of search advertising: natural search and paid search. Natural search comes under the title of search engine optimisation, where your ranking in search results is optimised from within your website and using content and coding. Paid search is generally pay per click advertising, using select phrases in ads that appear at the top of search results. Lost? Don’t worry, most companies employ search engine optimisation specialists to do all this for them.

SEO Milton Keynes

The team here at IKROH are SEO specialists, and we deal with all the technical stuff, leaving you to concentrate on the daily running of your business. Our aim is to make sure that your investment works for you and that your company will clearly see the financial benefits. The formula we use is simple (well, simple to geeks like us): we use your projected profit-per-transaction, and our knowledge and experience of the conversion rate. We then take a percentage of the overall search volumes for each keyword or phrase. Once we have worked out the numbers we can give our clients a realistic idea of the return on investment – and we’ll do our best to make it happen.

As a company, IKROH is unique within the UK – we tend to do things a little differently than our competitors. Ethical and down-to-earth business is the key to our success. Let me explain: we  only take on clients if they are not competitors to our current clients. So, for example, if you are a car hire company in Milton Keynes, you wouldn’t want us to also work with one of your competitors, improving their search ranking alongside yours. To us this seems unethical, and although it might be advantageous for us, it’s not in the interests of our clients. We never share information about any of our clients’ marketing activity or their company policies that are not already public knowledge – even in conversation. This is a big one that feels terribly unprofessional to us, but something you see on every commuter train every day, with businesspeople openly discussing information that should not be in the public domain.

So whether you’re a local Milton Keynes business looking for marketing help, or a national or international company wanting to boost your search ranking, book a meeting with us for friendly, realistic SEO advice.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.