online marketing strategy
It’s that time of year when retailers shift up a gear to cope with the influx of Christmas shoppers. With more and more people shopping online – last year’s Christmas period saw a huge increase in online sales and stats are predicting further growth this year – gearing up your ecommerce site to cater for this festive audience is absolutely imperative.
So, how can you get your website ready for the Christmas shopping season? Here are our top tips:
- Be mobile friendly – ever since Google launched its first mobile friendly algorithm back in April 2015, sites that cater for the smartphone and tablet audience have received more recognition from the search giant in the form of better rankings. With festive consumers more likely than ever to reach for their phones to browse the latest deals as opposed to firing up the desktop, can you really afford to miss out on this audience? You can use this Google tool to check the mobile friendliness of your website.
- Be fast – increasing internet speeds and more choice of products online has made us, as consumers, more impatient than ever. No matter how good your organic or paid search presence is in the run up to Christmas, if your landing pages take too long to load, searchers will become impatient and move on to your competitors. Experts suggest that a load time of less than 2 seconds is acceptable, but if your site is graphics heavy or your hosting is not up to speed you could find yourself losing out on potential custom. Check the load speed of your site here with Google’s PageSpeed Insights.
- Be aware – we talk a lot about consumer UX, why? Because it is so important. If you can experience the journey your customers will take when visiting your site and anticipate their needs, you can deliver a website that caters for them, which means you are much more likely to convert your traffic into sales. Specifically, you can check for broken links, 404 pages, missing page elements such as images or prices and ensure that the checkout process is working perfectly.
- Be willing to adapt – nothing is more damaging to your sales than a static marketing strategy. Over the festive shopping season people will be doing things outside of their normal routine, so you need to adapt to this by monitoring and measuring their behaviour and changing your site or strategy accordingly. For instance, if you notice a high cart abandonment rate in the run up to Christmas it could be time to review your prices and delivery times against competitors as your online visitors are obviously getting so far but falling at the final hurdle.
Following these simple tips will help you to improve conversion rates in the busy Christmas shopping period and beyond! If you need help with your online marketing strategy give the SEO it Right team a call today on 0121 308 0219.
Lots of people like to talk about how SEO is dead. I don’t think there is any truth in this. As far as I can see SEO is just as important as ever and providing you are prepared to abide by the rules and amend your tactics pretty much constantly you can still very much reap the rewards. What is dead however, is the traditional method of selling SEO on keyword rankings and importance.
Whilst keywords are still very much a part of any online marketing strategy as they help us to hone in on what it is that matters to that business and what topics must be covered in the copy presented on that website, they are not the be-all and end-all of successful online marketing.
Google uses Latent Semantic Indexing (LSI) to index content on webpages so if you think writing a few paragraphs with the same keyword appearing every few lines is going to get you to the top of SERPS you are very much mistaken. Good relevant content is built around related, synonym and similar keywords – each requiring justification to be on the page. With the introduction of Hummingbird, created to understand more complex search queries, onsite content must now be written to address the potential long tail questions that searchers may ask – moving focus away from more generic keyword search terms and getting people to look at the value of the content itself.
Whilst Google might like to think that Pay Per Click will kill the keyword salesman I think we can all safely agree that in the world of white hat SEO, selling on keyword performance alone is pretty much dead already. Yes keywords still have a role in online marketing but this is part of a wider visibility strategy that simply cannot be achieved and sustained through keyword marketing alone.
If you want a straight talking approach to your online marketing why not give SEO it Right a call on 0121 308 0219 where we can explain more about this.
Posted by Frances Berry