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Marketing Channels for a Business

Marketing Channels for a Business

 

TRANSCRIPT

Adrian: Hi, I’m Adrian Maidment, the WUMA Media Digital Marketing Podcast. In this episode we’re looking at how to pick the right marketing channels for your business. With a focus on digital marketing. My guests for this episode are Loretta Crawford and Gemma Bond from Tourism Bay of Plenty. Loretta is the Destination Marketing Manager and Gemma is a Digital Content Manager.

Hello, Loretta and Gemma.

Hi.

Hi. Hi. Maybe we should just start with what those titles mean. I’ll mention, you can’t see it, but we’ve got a beautiful view of the Tauranga Harbour this morning. So come visit.

Loretta: I think you probably just summed up our jobs with that phrase.
Adrian: And that concludes my podcast.

Loretta: We work on campaigns and content that would encourage people to come visit the Bay of Plenty region.

Adrian: And I guess maybe one change is the whole Covid thing. Has that been a change from international or regional, to more of a local people kind of thing?

Gemma: Yeah. We aren’t marketing to international visitors at the moment. We don’t have any cruise ship visitors, which made up about five percent of our visitor population pre Covid. So now we are heavily focused on our domestic market and also kind of raising the profile with our locals of what there is to do in the Bay.

Loretta: With Covid, we had to make quite a few changes to our marketing channels, particularly our website. Gemma built a whole new Covid. hub, for visitor information.

Gemma: Yeah, it was an overnight change. We just actually launched the new website on the day that Covid was announced as a pandemic. So I just spent a year working on the website and then we launched it.

And suddenly we had no international visitors to come to the Bay of Plenty.

Adrian: It does look good, the website. Is that sort of your central hub for everything?

Gemma: That’s our kind of our storefront I guess.

Adrian: So for your digital marketing mainly, you’ve got: Facebook, Instagram…

Gemma: Website, and e-news letters. They would probably be our key channels that we use.

Adrian: And is there something that works better than others? To find your target market?

Gemma: It depends on the target market. So you know, our Facebook page is primarily populated with locals. So the content that we share on there is often more about events, what’s going on, what deals there are. Whereas the Instagram, we have a few different accounts for Instagram, but the main Bay of Plenty NZ one is more of an inspirational look at the beautiful pictures.

This is what you’re going to see when you come to the Bay, rather than pushing products or, you know, kind of book a tour with us. It’s about kind of inspiring people to maybe look at coming here rather than, somewhere else.

And I mean, a lot of what we have on Instagram is locals as well. And there’s a lot of pride. People just love a picture of The Mount.

Adrian: Yeah. When in doubt, put a picture of The Mount up.

Gemma: Yeah, pretty much. Yeah. It is always super popular. And I mean, Mauao is amazing, but we do try and expand on what else there is in the region rather than just focusing, because people know that, it’s our hero.

Gemma: So we do try and share the love with the rest of the region as well.

Yeah. And how I mean, there’s so many photos going up. How do you sort of keep things consistent across your channels?

Gemma: With Instagram? We use a we use a platform called later.com. So it’s a super, reasonably priced kind of scheduling platform, 400 US dollars a year, I think. And it just means that you can set up a whole lot of tracking hashtags.

And when you’re mentioned and it brings all that content into later.com, and then you can re-share it ,so you can plan your feed, you can preview it and see how it looks and make sure it’s all nicely curated with beautiful images.

But also our region covers the coastal Bay of Plenty, so we start at Waihi Beach and we go all the way down to Ohope. So we need to make sure that everything we’re sharing is across the region and not just in Tauranga or the wider kind of Western Bay of Plenty. We focus on making sure that we share the love.

Adrian: It’s a big area. And you’ve got lots of stakeholders in there, with different councils.

Loretta: Absolutely. Try and get some good coverage. And CrowdRiff is another really good tool for managing Instagram.

Gemma: It’s specifically designed for regional tourism organisations or destination management organisations, which is what Bay of Plenty is. It’s a gallery that we have on the bottom of our website and throughout the website where it’s UGC, so that’s a whole lot of user generated content and you can curate the content on each page based on what that page has on that.

So, if it’s a foodie page, we bring in the foodie content. If it’s a beach page it’s got beach images. And so it’s super it’s authentic. This way we get our own images. But, you know, people want to see what actually is happening in the region.

So it tells our story in a really nice, authentic way.

Adrian: Yeah, it’s kind of a move isn’t it, like in general advertising, away from the cheesy model of this product. We want more real life now.

Gemma: Yeah. You know, it’s just more trustworthy. It’s genuine.

Loretta: Yeah, it looks good, too. Yeah.

You’ve got a good product to start with pretty much as well. How do you measure your success? Can I use the word ROI?

Adrian: You can use the word ROI?

How do you measure stuff?

Gemma: It’s probably less of a thing for us because it’s not so much about selling or making money. But I think in terms of measuring success, it’s making sure you’ve got goals at the start and setting those benchmarks so that you know what needs to either be improved or, you know, you can kind of go back at the end and compare and say with what’s worked, what hasn’t. Not everything’s going to work.

Loretta: And yeah, I think setting those goals and then pushing yourself a little more each year really helps you.

Adrian: What are some of your goals? At the moment.

Loretta: Well, for example, or locals campaign, “No Place Like Home.” We had a goal of a certain amount of subscribers to the database. We had a goal for click rate. Bounce Rate. So we really knew what we were chasing for the whole financial year.

And we’ve hit most of those goals. But I think it’s also really good to combine your on and offline efforts. So we’ve made sure that we skinned our i-SITE, that we also had corresponding Google AdWords and the same messaging throughout our radio campaigns.

It’s kind of basic stuff as well. But we had one overall goal, which was to drive subscription to the e-newsletter.

Gemma: And spending a lot of time in Analytics, you know, like Loretta was saying about the bounce rate, the time on site, you want to see that the traffic you’re driving to the website, like I said, it’s our store front.

So we want people to get there and know that what they’re going to is what they were expecting to see. So how long are they spending on the site? What are they looking at? Is it good quality traffic?

So the bounce rates are really important to bring down. Those are things that you just constantly working on. And sometimes it works, sometimes it doesn’t. You’re going to have a fail every now and then. It just depends on who those people are and what the messaging is, really.

And the call to action.

Loretta: We get some surprises, too, but there’s also some pretty obvious ones. You know, tourism marketing is really seasonal driven. So our most popular content at the moment is hot pools, when the weather gets warmer it will often be fresh water swimming spots.

So it’s about being really relevant and timely with your audiences, which is what content marketing is all about. In fact, our latest e-newsletter has done incredibly well, hasn’t it?

Gemma: Yeah, we did. We have our domestic campaign. So that’s the ‘ Sure to Make You Smile’ campaign. So we’re targeting people outside of the Bay of Plenty to come here. We want to encourage them to come and visit. On Friday, I sent a newsletter out in open rate is at 70 percent.

And the kind of competitor bench mark is about 34. So that’s really good. And we led with the hot pools content. So you just know that that’s obviously seasonal, people are thinking about it. It was just before the school holidays.

So it was, you know, here’s some things to do during the school holidays. It’s inexpensive. It’s targeting people in the Waikato where there are no hot pools really. So it’s thinking about who you’re talking to. What might be interesting.

And we do a bit of A/B testing with our subject headlines just to see what people prefer. And then you can kind of make the next versions based on what you think working based on that test.

Adrian: Because email marketing has grown a lot, hasn’t it? And it’s really effective.

Loretta: I feel I feel like it’s it’s a new age of email marketing

Adrian: It’s not one of the cool things. But it actually works really well.

Loretta: It can be very, very effective. And I feel like its reputation was a bit damaged a little bit. You know, as as you know, brands might have got a little bit too spammy. But now moving back to content marketing focus, when it’s where it’s really relevant for your audience and nurture that audience with the right content, it can be really, really effective.

Gemma: And I think it’s really important to not to kind of manage expectations when people sign up to our newsletter. We have literally say we’re not going to email you every week. We’ll email you when there’s something interesting.

We don’t want to feel like we have to do it every Friday because we’ve seen we all. So we don’t want people to just kind of expect it, because once you expect something, you kind of ignore it a little bit.

So it’s almost like that surprise and delight.

Adrian: I was actually going to talk about time consuming parts. What are the most time consuming parts of marketing?

Loretta: Content!

Gemma: Whether that’s writing content or curating content or video content . It takes time, takes thought. It’s, you know, I mean, you can do some sort of fast and dirty video content and it comes out pretty good.

But you gotta be quite good at that. You know, it’s hard to nail it. So definitely creating content. And I think it’s being smart about it. And, you know, with e-news letters we have a couple of different databases.

So we email content, but we also share that content between the different databases because it just makes sense to use it in multiple places.

Loretta: We sometimes take inspiration for our content from local Facebook community groups. So if there’s a thread where people are asking how we can, I take my dog to a café on the weekends and there’s enough people interested and we’ll create a place based on that.

And we have done a piece recently on dog friendly cafes in the Bay of Plenty, and that’s been really, really popular. But the effort that it took to research that piece and reach out to some of the cafes and to curate photographs.

Yes, we put quite a bit of time into that piece, but it has been worth it.

Gemma: And we’re really lucky we have access to the iSITE downstairs. And, you know, they have people coming in all the time asking for where’s the map for this or how do I do that? So we have that kind of on the coalface kind of. I guess, feedback so we can direct our content based on what we know people are asking for, which is really helpful as well.

Loretta: So you listen to your audience.

Adrian: What’s the most popular thing? What’s the most popular thing that people ask for downstairs?

Loretta: Cycleways and just, you know, general maps. They’re also really interested in heritage and history. Sometimes they come in and they ask, what are the middens on Mauoa.

You know, what are these bits and pieces that I say? Because, you know, there could be better way of finding the signage around Tauranga about Mount Maunganui. So a lot of times they’ll come and ask the frontline staff. What’s this place, what does it mean, why is it relevant?

Well, say someone from a business, they’ve set up their business, right? They’ve got their product and they’ve got all these different channels. And they’re freaking out about…I got my Facebook and Instagram. I don’t know.

Adrian: I got the website… Is there a channel you recommend they start with? What’s their first step?

Gemma: I think that a website probably, if you’ve got no way to direct people, then it’s going to be pretty hard for them to get a profile. So, I mean, you can create a free website with Wix, or I mean, there’s so many platforms now that you don’t need to be a developer to be able to get a website.

So I think, you know, you need to kind of break down that barrier of feeling like you can’t do it. But also, so many people have a niece or a brother or, you know, cousin. That’s really good with that stuff.

So just make the most of your friends and family that might be able to help. But I think the first step would be either a website or even just a Google business listing. You know, Google is bigger than anything in the world.

So making sure that you’re on there, your hours are up to date, your street address, phone number. As long as someone searches for you on Google, something pops up that is super important.

Adrian: Google My Business and local listings are really important.

Gemma: Yeah.

Loretta: It’s just, you know, having the Yellow Pages online. Usually. So it’s a real must. And Facebook, of course, is free. And you can take bookings through Facebook, which is really useful if you, you know, have a bookable service, of course, Facebook and Google aren’t friends.

So if you’re a new business owner and somebody is searching for you and you don’t have a web presence, it’s not going to pop out the top of the top of the search results.

Gemma: But in terms of, I guess, trying to decide what channel I think do a bit of research, look at what your competitors are doing, what seems to be working for them, and don’t over commit, pick one and do it well.

And then once you’ve kind of got that ticking along, if you think you’ve got capacity to say, reach out to Instagram, then, you know, stop that. But I think. Whatever you start with, just put the time into making it right and doing it really well.

Otherwise, you know, I don’t know how many times I’ve done that. you go and look at a Facebook page and they haven’t put a post on for a year and a half. And you’re like, all right, well, I’m not going to go there.

Adrian: Is there business closed?

Loretta: Exactly. You run the risk of looking like you aren’t operating if you’re not posting regularly. Yeah. But it’s also really just knowing where your audience is. So you want to take your product to market to where the people are.

If it’s foodie related business, Instagram’s probably going to be a really good choice. But Facebook might be better or, you know, a website depending on some products. Your audience still reads the newspapers as well. We do a mix of obviously online and print.

Because it’s for locals in particular, it’s a broad audience. And so a lot of the decision makers do still pick up the community newspapers.

Gemma: Yeah. And Facebook is definitely an older audience now.

Adrian: How do you define an older audience? What age group?

Gemma: Definitely under 25 is not really on Facebook. And I’m not saying that twenty five year olds are old, but I think if you look at the, you know, 25 plus, the stats just get higher. But it’s actually, I think, like the 50 to 60 year olds are really active on it.

I’ve got lots of aunties that spend a lot of time on Facebook all day. But yeah, it’s it’s and, you know, they are very what’s the word? Engaged. Yeah. Whereas I think the younger people might be only, but they are just kind of scrolling.

Loretta: That’s OK for our efforts because a lot of that audience, the ones making the travel decisions. Yes. So it makes sense for us to be spending time to put content on that channel and engage with that audience. Yeah.

Adrian: What about paid advertising, Google ads or Facebook?

Loretta: We’ve found Google ads to be very effective when complemented with offline efforts to drive subscription. So we found that step was missing with our campaign to drive subscriptions to an e-newsletter.

So we implemented that digital layer. So when you search the Web address, the first thing that pops up is sign up here. So we were kind of able to control that journey a little bit more, and that’s been really effective and increasing subscriptions.

Gemma: Adwords is always a good thing to even just put a little bit of budget to and just have it running in the background. They’re hot leads. They’re searching as long as you’re getting your keywords, right.

They’re searching for your product or your activity or whatever it might be. And so, you know that if they happen to see your ad is up there and they click on it, that’s what they’re looking for.

So it’s a good way to do it.

Adrian: Is it better for more established businesses, because they know the brand?

Loretta: It depends. I mean I think radio can be quite useful if you’re trying to drive brand awareness. Especially if you’re pushing a memorable kind of URL, people search for it, you need to make sure that you’re popping up.

And often if you’re starting out, Adwords is the only way to get to the top.

Gemma: Yeah, paid advertising on Facebook. I think that you need to commit some of your budget to boosting your posts. The Facebook algorithm has made it so difficult to have any visibility unless you’re paying them. So even if it’s five dollars, you know, per post, which doing that once a week, that’s 20 bucks a month or whatever it is. It’s not a big spend, but it just means that you can kind of have a bit of control over where, you know, who’s seeing your posts as well as anyone being able to see them.

Facebook advertising, I think depending on the markets, depending on the product, in the tourism industry, it’s really muddied at the moment. So I’ve actually noticed quite a decline in the engagement and the kind of the success of it with the last campaign.

There’s just so much there’s so much terrible content, so much come and explore your own backyard. And, you know, everyone’s trying to do the same thing. So I think it’s not always going to work. There’s times when it does.

Video content is hero.. So if you’ve got some good video content, then just spread that far and wide because that’s. Yeah, it’s going to always get preference in terms of visibility.

Loretta: And I think sometimes people underestimate the efforts that are required for the final step of the content marketing process, which is distribution and sharing. So you’ve got your strategic content strategy at the beginning and then you create it, which is very time consuming.

Then it’s like, who’s going to actually say that? So how am I going to get it out there? And it’s not you know, you could sit it on your website and it might stay there for years and nobody sees it.

You’ve actually got to take it a step further. So we do that not just in our social channels with other content partners or, you know, moving into the PR space where you try and share that as well, as well as out our e-marketing email.

A newsletter communications program.

Adrian: Yes, good point. A lot of people are, I’ve made my video…Why isn’t it working? You haven’t done anything with it. It’s just sitting there.

Gemma: And I think, you know, it’s really important if you’re short on time or short on budget or both, is to make sure that the content you create has a bit of longevity.

And then at the end of date, you know, start with anything that we do. We try to really have that video content to make sure that we can use it for a couple of years, because it can be expensive.

So it’s making sure that you’re getting the best bang for your buck in terms of how many times you can use it and things like putting products on videos. If they change the brand, suddenly you can’t use that video anymore.

So you have to be really careful with what you’re putting in there, I think. Yeah, content that’s kind of timely. Also, you can use it more than once, like the hot pool content, we’ve used it heaps, because those hot pools are generally always there and we can kind of reuse it.

You might update and friction it up a bit, which is really good SEO. It’s to kind of make sure your content is getting refreshed.

Adrian: Cruise ships, not so much at the moment. No shots of the cruise ships?

Gemma: Not so many. No, no, that’s yeah.

Loretta: I’m not sure what will happen. We’ll just watch that space.

Adrian: Do you do much SEO?

Gemma: Our web agency does. Yeah. So I think by virtue of us loading content all the time, that’s really good for SEO. I don’t think it’s like it used to be back in the day where you had to, you know, type keywords into your content to make sure that it felt really forced.

Content is king. So the more content you add to your website or any online presence is going to help that profile.

Loretta: The bayofplentynz.com is our web agency’s most authoritative website simply because the amount of effort we’ve put into creating new content that we know is really relevant to our audiences, because we do look at those community groups and say, hey, what do people actually want to know about the region?

Where are the gaps? How can we be of use?

Adrian: So just what are your three, maybe three top tips for a business looking to work on their channels of distribution and everything and the websites,

Loretta: If they have a content marketing strategy, as well as knowing who the audiences are and what will be really relevant to them, putting the effort into creating good content that audiences will enjoy. Make sure you’ve got the time to distribute and publish it to multiple channels.

Gemma: And I think don’t get disheartened if, you know, if it doesn’t work the way you think it’s going to. Don’t think that it’s not going to work at all. It’s an evolving thing and it’s a slow burn.

It’s not going to happen overnight. You do need to commit to doing it properly. So just be patient.

Loretta: Maybe consider some really clean call to actions. What is the one thing, if you had to choose what your really want your audience or your potential customers to do, is it that you want to visit the website, you want to sign up to your e-newsletter, or do you want them to interact with your content?

Really pick some targeted goals and go after those.

Adrian: Great! We’ll leave it there on this sunny day that no one can see. But thank you, Gemma and Loretta. Thank you. And please come and visit.

Loretta and Gemma: bayofplentynz.com!!!

 

phone and book

Digital Marketing for a Charity or Not-for-Profit

 

TRANSCRIPT

Adrian: Hi, I’m Adrian Maidment, and this is the WUMA Media Digital Marketing Podcast. This episode, we’re looking at digital marketing for charities. My guest is James Chen, who is a marketer with experience across multiple industries; including health technology, robotics, e-commerce sustainability and education.

James has worked on campaigns and projects covering traditional and digital mediums. His digital experience includes: Search, Native, SEO, Content Marketing, Social Media, Multi-Channel Advertising and Display. James is chair of the board of trustees for House of Science Tauranga and has recently become a board member of the Art and Play Therapy in Education Trust. Hello James. 

man at computer desk

Why your business needs SEO

 Hi, I’m Adrian Maidment, and this is the ‘WUMA Media Digital Marketing Podcast’.

This episode is on how Search Engine Optimisation can help a business. My guest is Robert Stark, who owns “I Am Robert”, a branding and digital design company based in Taiwan. We recorded this episode in Taichung, Taiwan, in a cafe with piano bar music filtering down. So, there’s a bit of that in the background every now and again. We’ll be covering what SEO means to the business, tips to improve your website, and future developments in the world of SEO.

First up, how do you think business owners should look at SEO?

Rob: [00:00:36] I think you should look at SEO as you know, the first thing we reach for is our cell phone. If we have a question or problem, SEO means being found on it. So, if you’re not being found on Google, then people can’t find you or know about your products or services. Our job is to connect customer questions and making sure that you can answer it as best you can, because really good or Google is, is an answer machine that wants to give you the best answer that it can for each person’s individual inquiry. And that could be even wherever you are in the world.

Adrian: [00:01:18] And what are some key, just sort of key elements business owners should be thinking about in regards to SEO?

Rob: [00:01:24] Probably the primary focus should be on the content that you provide. And when you provide content, you should look at how people, firstly, try to find you, and then work out ways to optimize your content or write content that resonates with your user or your customer.

Adrian: [00:01:44] And I think that gets a bit lost. Sometimes it gets a bit confusing. Isn’t it?
That’s true. But if you, if you come up in the top five results then there’s, probably a 70% chance of you being clicked. If you’re not in the top five results, then you’re not going to get found.
Because no one goes to page two.

Rob: [00:02:01] No, yeah. It’s less than 5% go to page two. And it’s, I’d probably say, it’s getting more complicated. I would say that Google is better at actually answering your questions. You know, if you type in little green man, 400 years old, Google can say Yoda, whereas probably previously, it didn’t have such a good understanding of our natural speaking patterns. So, it may be more complicated, but I think it has a bit of understanding of what we want. So, to find. When we, when we type into search.

Adrian: [00:02:36] And from a marketing view, people talk about the funnel, stages in the funnel.

Rob: [00:02:41] Yeah. AIDA – Awareness, Interest, Decision, Action, sometimes it’s desire.

Adrian: [00:02:47] And how does SEO fit into all of that?

Rob: [00:02:48] Well, I think you have to think about your company. Some articles that you write should be top of the funnel, which is the awareness phase. Like making people identify that they have a problem. And then, some of those should be at the action phase. You know, like if someone’s wanting to buy Botox, then they should, you know, then you’d probably want best Botox services in Tauranga.

Adrian: [00:03:08] When you’re doing websites for people. Well, looking into people’s websites, are there a common few errors that people are making or areas where they really could be improved on?

Rob: [00:03:20] I think one of the things now is, is what’s called Search Intent. Google is really looking for search intent and search intent is where, for instance, now, if you type in say unboxing PlayStation, then every result will be a video.

So, when you want to rank for something, you’d have to see what the search intent is. And then you need to write content that’s better than that intent. So, it might, may not always be content and content can be video images lead before and after pictures, or it could be, you know, it could be writing.

So, you have to look at the result and work out, what expertise do I have or what unique perspective do I have on that little area? And how can I make it better?

Adrian: [00:04:07] Yeah, because people often go, I’d better go write a blog and knock out 700 words or something. But the customer might not actually want that, I just want to watch the video, the how-to video.

Rob: [00:04:16] It could be. You know, YouTube is effectively a search engine. Google and people go there for, you know, if you have a problem, sometimes you want to start with a video and other people start with voice search now. So, search comes in different ways.

Adrian: [00:04:35] You’re in a sort of a unique position of… not completely unique, but you’re dealing in two languages. How’s that different?

Rob: [00:04:41] Often with search, it has local intent. So, if you’re looking for best hairdresser, then that would be based on your region. So, you have to think about that when you’re building a bilingual website. But I mean, most of my customers are usually a Taiwan company, so they do either manufacturing or they’re in health. So, I have two customer bases that I target -is either Taiwanese looking for medical results or I’m looking for ex-pat or foreigners in English, looking for their products overseas, that my two main markets. Let’s say for B2B 93% of people are B2B purchases, start off with a search.
71% of those are generic. So, people are not looking for your brand. They’re looking for a specific product. So, if you can make the best product page, you have a good chance of being found.

Adrian: [00:05:38] And with COVID, on the product side of things, e-commerce has exploded, hasn’t it.

Rob: [00:05:43] Yeah. And also, Taiwan companies often focus a lot on the trade shows, but the trade shows are not going to happen this year. And probably, and you know, it’s already been a year, so probably two years, so people will get used to not going to trade shows. I believe. So, I think the focus should be more on working on their websites.

Adrian: [00:06:03] Is there any quirky Taiwanese website, things that set you off?

Rob: [00:06:08] I’d say that having the about page as the first link. You know, generally, in the West, we always go to the product page first. And then if we are interested in the product, then we’ll click the about page to learn more about the company.
Whereas Taiwanese companies often feel that their users should go to the about page first and then click on services or products. So, we have to correct that information.

Adrian: [00:06:33] In your dealings, do you find any sort of management differences between Western companies and Taiwanese-owned companies?

Rob: [00:06:41] I think because the way Taiwan business is structured, the group harmony is more important than the individual. So, often it will have a top-down structure. And often, often divisions in a company are quite siloed, like sales and marketing might be separate and they don’t interact that greatly. But, to make an awesome website, you want to have different perspectives from different customers talking, you know, meeting and, and to, to get the right content.

Adrian: [00:07:06] So it’s a bit of a challenge?

Rob: [00:07:11] So sometimes it can be a challenge. Often medical websites, they often focus more on the technical side or the technology that they have. Taiwan has more DaVinci machines, you know, that’s the laser. Taiwan has more DaVinci machines than anywhere else in Asia, per person.

So that’s not really a differentiating factor. Whereas most people start off with -I have this symptom, do I have this condition? So, if you can answer those questions better than anybody else, and you get to the top of the search term, back to the customer focus. So that’s our job. Our job is to focus on the customer and think about what customers really search for.
And most customers don’t type DaVinci machines, most customers type – Do I have a hernia? Do I have cancer? So, answering those top-of-the-funnel questions is generally more helpful.

Adrian: [00:08:12] Do you like writing? You must do because you just published a couple of blogs, haven’t you?

Rob: [00:08:17] I love writing. I love thinking about what my customers want to read. So, I started off by doing some pillar posts. Pillar posts are where you try to write a definitive guide on that topic. So, I’ve done two so far, one On-page SEO and one on Keyword Research. Most companies, before you start a website, you should have a goal. And you should have an ideal customer profile and the goals that you want to achieve in that.
So, keyword research helps you to work out the words that your customers are trying to type to find you.

Adrian: [00:08:53] And on-page, what’s that in a nutshell?

Rob: [00:08:56] On-page is more about optimizing your content and optimizing your design and optimizing the code.

Adrian: [00:09:05] We’ll get back into a bit of a marketing-speak on the buyer journey. It’s getting a bit more complicated. How has that changed?

Rob: Search has redefined the buyer’s journey. Buyers no longer follow a linear path from awareness to consideration to purchase. We turn straight to our phone for immediate answers. Using on-page SEO. It helps your brand be there and gain visibility by helping people and Google match your content to search queries.

Adrian: There are other search engines, but Google is just so dominant. Isn’t it?

Rob: [00:09:38] Yeah, Google has over 93% unless you’re in China. And then you’ve got to deal with Baidu.

Adrian: [00:09:43] Right now. I want to talk about somebody making news in the SEO world is core web vitals.

Rob: [00:09:51] I feel like Core Web Vitals is a new ranking signal for Google. In its algorithm, it’s alongside the other 200 plus ranking factors. Pages with good user experience will perform better than those without. So, there’s three core web vital metrics, are Largest Contentful Paint, First Input Delay, and CLS, (Cumulative Layout Shift), which is basically like page, load time.
How interactive is your page? Like how long it takes before you can click the menu and how visually stable your page is. Sometimes when we, when, when things load, the page will jump around. So, Google is trying to reduce that shift.

Adrian: [00:10:37] It’s easy, if you’re a business owner to test it out, you just, you can go to Incognito and then go inspect the page, go into Lighthouse and see what happens. Lighthouse, inspect, and it’ll bring up the stats on your page.

Rob: [00:10:54] You can also just type page speed insights. And Google will give you a score. If you’re based in New Zealand or anywhere else in the world, I think we’ve got to think about where their servers are located, which is currently in the US. So, the journey from New Zealand to US, or Taiwan to US, will probably make a little bit of a difference in speed.

Adrian: [00:11:14] And sometimes you do a search, you do it again, and the results can be a bit. It can be a bit of a freak-out moment because you can see how poorly your page is doing on speed.

Rob: [00:11:26] According to Google, 53% of people will leave a website, a mobile if it doesn’t load in three seconds. So that’s what Google is trying to push. Because results that don’t come up, results that come up and are too slow, then people click the back button. So those results are not seen as, as valuable as something that loads faster.
So, the main thing with page speed is, can you show something within three seconds?

Adrian: [00:11:54] Yeah. I like page speed. Make it faster, make it faster.

Rob: [00:11:58] However, it’s very technical. And it would require for many, many websites to start from scratch. So, Google’s going to introduce it slowly and we haven’t, we haven’t seen the effects of it yet. But content is the bread and butter of SEO.

Adrian: [00:12:16] Another thing on that sort of topic, just saying you do eco there’s lots of different areas of it. So, if you have got, say someone doing SEO, it might require other people to do other parts of your website, like a technical website designer.

Rob: [00:12:29] Also with Core Web Vitals, it is testing on a 3G mobile network.
So, a lot of the first world has 4G.

Adrian: [00:12:40] I think it’s going to become quite important.

Rob: [00:12:43] A slow loading site that fails Google’s requirements will eventually get a drop in rankings and traffic. But ultimately the content that you provide is more important because what’s the point of a fast-learning site that has terrible content. Will that make the user happier?

Adrian: [00:13:03] Yes. Okay. The balance, you’ve still gotta have the content.

Rob: [00:13:05] So a lot of it is thinking about things like lazy loading images. So as you scroll down the page, the images load, thinking about things like building a spa, a single page application, and that gets quite complex when you’re using a CMS, such as WordPress, because often the templates that you buy, are not configured for Google page speed. Often the templates that you buy and not configured for core web vitals.

The good-looking pictures and they go, that’s awesome. Awesome. It’s going to be great, but there’s a whole lot more going on. Like often when we design websites, we’ll load an image, the same image for mobile size and then we’ll load it for desktop size, which is different. So, getting onto your business is if I’m a Taiwan business owner or a western dude in Taiwan, what’re the steps that you would go through a client say, first time client, coming in to see you.
We always start off with the discovery session, which is to work out who your customers are. What’s your unique selling point and what new goals we don’t have goals of what you want to achieve in business. Then it’s impossible to work out how the website’s going to work or the brand name, and then the next step after that.

So, you’ve got your goals. Then we put together a plan. Generally, if it’s a branding project, that will probably be identity, and how that identity is going to be used. Or if it’s a website, a website is most of our work. So, for us, our website would be our first stage after discovery is we would, we do a sitemap with you.

We work through your keywords. And we give you an idea of the search volume for those keywords. Then we put that together into a site map and a content plan. From there we work in, we move into what’s called a wireframe, which is like a visual representation of how your site would look, how it would work and function.

And from there, once that’s been approved and we move into the design phase. For us, we custom design every, we, we build custom templates and custom things for each of our clients. So, whatever we design in Adobe XD is what we can code. And then from that, we move into code phase and then we move into a CMS.

A CMS allows you to enter content so often for us. We use Joomla, but we’ve also got some experience with WordPress and one of the things that’s really important with a CMS is mapping content types. So, for example, if you’re making a recipe page, then you’re going to have ingredients. So, you want content forms that you can enter in your ingredients.

And so you don’t have to mess with code or, or shortcuts. That’s one of the things we really like to focus on is making, making content entry as easy as possible. From there we go through like a check. And we test that across different browsers and devices.
And then we go through our training program with most of our clients. To show them how to use their website.

Adrian: [00:16:36] That’s important because some people in my experience get their website. and they’re like, how do I use it though? And we, you know, we build, usually we, we do that and then we can make videos and we always give a warranty of two months.

Rob: [00:16:48] So the customer can ask us any questions and we can work through any, any problems or issues they have. And then that’s the start. And then often customers hire us to continue to work on their SEO and their focus on content. And as your website gets more traffic, then we start to work on specific areas such as lead generation.
And as you see how customers come through your website, you can work out ways to optimize it through conversion rate optimization. Most of our projects have a two-to-three-month timeline.

Adrian: [00:17:29] A bit different to knocking out a few Google ads. Isn’t it? I mean, the time frame compared to SEO.

Rob: [00:17:40] I think inbound is more effective per dollar than outbound. If you can build content that people trust, then that content resonates with people and they believe in the company. If you just use outbound, then as soon as you, as soon as you, your ad budget dries up, then, so does your lead gen, so you can use it, you know, you can use a mix and match of both.

Adrian: [00:18:08] So now we’re going to do the quick-fire round.
I’ve got some questions we’re supposed to be doing these quickly. When I say content management system, I mean kind of like what website would you use? Okay, ready? Question one. If you’re a small business owner, what’s a good website to start off with?

Rob: [00:18:25] I would say WordPress or Joomla.

Adrian: [00:18:28] You use Joomla. And once you get bigger, what website would you use?

Rob: [00:18:32] WordPress and Joomla, then it helps you to, allows you to expand.

Adrian: [00:18:36] Any thoughts on the Wix?

Rob: [00:18:37] I’m not really a fan of Wix, because if you look at the core web vitals, it seems to do quite poorly.

Adrian: [00:18:42] And Squarespace?

Rob: [00:18:43] Squarespace has US servers. So, if we’re based in Taiwan, then it probably doesn’t load as fast and often the sites are very heavy.

Adrian: [00:18:51] Who is an SEO person to follow for some information on online. Who would you follow?

Rob: [00:18:57] I would say I like Brian Dean. He’s pretty good.

Adrian: [00:19:02] A helpful SEO resource to go to, or website?

Rob: [00:19:07] Backlinko.com.

Adrian: [00:19:08] That’s Brian Dean again.

Rob: [00:19:10] And iamrobert.com.

Adrian: [00:19:12] That’s a good one. Who owns that one?

Rob: [00:19:15] Me.

Adrian: [00:19:15] Okay. That’s good. It’s not biased. Best free resource to help people with their SEO?

Rob: [00:19:22] I would have to say Ubersuggest, it’s pretty handy. You have five free searches a day.

Adrian: [00:19:29] Okay. What’s one thing to look at, that could help your rankings.

Rob: [00:19:35] Make sure you serve every page under one URL. So, your website is either WWW or non-WWW. Choose one and then stick to that and use that throughout all your marketing and branding.

Adrian: [00:19:48] What’s frustrating about doing SEO?

Rob: [00:19:50] Writing content and not getting results.

Adrian: [00:19:52] And my final question is, what’s to look out for in the future of SEO?

Rob: [00:19:57] Voice search.

Adrian: [00:19:58] Voice search. Okay. Thank you, Robert. I’ll do the scores and I’ll give you the results later. I think that was a hundred percent though. And finally, Rob, if people want to find out more about you or your business, probably your business, where can, they search online.

Rob: [00:20:16] I am robert.com.

Outro: [00:20:18] What about, you’ve got social media going on? You’re on LinkedIn. I’ve got LinkedIn. And that’s enough. LinkedIn is very good isn’t it. If you type, iamrobert.com you’ll find me. Okay. That’s very good. Thank you for your time, Rob. Cheers. Thanks Adrian. You’re welcome.

conferance call screen

6 tips for better online meetings

The world has jumped on the online meeting bandwagon. Accelerated by Covid-19, conference calls are now a regular part of business. Zoom, Google Meet, Microsoft, Skype are software leaders in this video conferencing world.

While people are now much more familiar with online meetings, people are often not presenting themselves well on camera.

So, what mistakes can you easily avoid making? Here are 6 tips for better online meetings –  to help you act and look and present more professionally.

1. Before the online meeting

First up. Don’t presume it’s going to work smoothly. What system are you using? Zoom, Skype, Microsoft Teams, and Google Chat? Do you have the correct meeting link? Software/App on your computer or phone downloaded? 

Bandwidth – check. (Check your speed on a site such as https://www.speedtest.net/) Is your screen going to freeze? The audio goes crackly. Do a test call with someone else. Check internet speed.

If sharing a computer, check the computer isn’t double-booked for a meeting. Audio settings may also need to be checked. Are the correct input and outputs set?

Pre Meeting Appearance Check

Do you have appropriate clothing on? By this, I mean, appropriate to the meeting, such as even though you are at home, what are the expectations of what you should be wearing. Even if it is just from the waist-line up. Also, make sure it is not too revealing of body parts that could embarrass you and the associates. Finally, are your clothes colourings going across on the video?

You also want to be checking your face in the mirror, so that’s all good. No bits of lunch between your teeth. To make sure everything is looking suitable. I often put the camera just on before the meeting, to check that the image others are getting of me is working for me. 

What angle do you have your screen at? If too low, put something under it. We don’t want people to be looking up your nose. Aim for the camera to be just above your eye line. This is also a more flattering camera angle for your face.

2. How to look better on a Zoom Camera Meeting

Look down the camera, not just off to the side.

You would want to make yourself look presentable in your zoom calls and not appear with your bed hair. Take the time to brush your hair or just tie it into a ponytail. It does make a difference! Don’t have the time to untangle your hair? Pull all the hair together and make a messy or clean bun! Both look great with all kinds of outfits.

Another basic thing that most people tend to forget before appearing for zoom calls is to apply lip balm. You surely don’t want to end up with bruised, dry, and bloody lips during a professional meeting right? So take 2 seconds and apply that lemon flavoured lip balm of yours that’s been lying in your drawer ever since you bought it!

It’s perfectly alright and in fact, makes you more human if you are facing issues with dark eye bags. You’re working amidst a pandemic and it’s okay to get those due to lack of sleep. However, what you can do to make it better is use a little bit of concealer underneath those pretty eyes. It can make you look alive and it might even be able to boost up your confidence. If you still feel dead with the concealer on, coat a single layer of mascara on your lashes and you’re good to go!

You can also do the same for hiding skin blemishes that you’re not comfortable with showing. Use foundations or concealers. Tinted moisturizers can also do the trick if you’re not into concealers or foundations.

One more tip to take into account is making sure you have clean glasses on before starting the meeting. It’s not okay to have on greasy-looking glasses during a meeting. Not only will cleaning the glasses make you look good but it will also help you to see clearly. 

It honestly doesn’t take a lot to be ‘Zoom call ready.’ Use the tips given above and maybe put on a little lipstick when you’re tired of your everyday look? It’ll surely do the trick! Apart from setting up your physical appearance, you should also think about your nerves when you’re “on”.

computer on desk, post it notes
Photo by Magnet.me on Unsplash

 You should especially try to avoid nervous movements, as these will make you look unsettled. Take a few deep breaths and give yourself a pat on the back saying ‘you’ve got this!’ The rest will fall into place effortlessly. Meditating also helps if you want to try it out!

 Lastly, always try to look ‘down the camera’. Use your phone’s camera to make sure you’re sitting or faced to your favoured angle. So, when the call begins, do not let your eyes wander off to the sides because it’ll make you look like you’re not paying attention. Instead, look straight down the camera. It will also make you look calm and confident like you know what you’re doing.

How to light a conference call

Lighting makes a huge difference. For a start, bad lighting can add years to your perceived age! In regards to lighting, I’m not talking about lighting for a professional setup, such as if you are a YouTuber. The simple adjustment of light can make a big difference. Such as try to use natural light if possible.

 Or a simple desk lamp to add definition and clarity to you and your environment. If you plan to use natural light, think about the time of the day, where the sun will be. Adjustments to your broadcast setup may need to help make you “Pop” on camera. Some people simply have the room that they are broadcasting in too dark. Fix it.

3. The Background

The background of a meeting is a biggie topic. This can make national or international news when it goes wrong.

Your background should be tidy. It should be at least partly associated with your professional role. A bookcase is a classic look for coming across smart!

The “blur the background is a popular choice”, which I like to use, but it’s not full-proof. It limits what can be seen if you try to show something to others in your meeting. I also recently saw a blurred background, with a lot of background light, which made the person look like a ghost.

4. The unplanned support cast

Tell others in your property you are going online – where and what time. Close the door of the room you are in if possible.

You could even put a sign-up. If a window is in-frame, try to avoid “random” people potentially coming into shot.  

5. The length of the meeting

Time seems to be intensified online. So if you’re a talkative yapper in a normal meeting, you’ll become annoying and faster online. People talking over each other is a problem, as it’s harder to judge when others are starting or stopping to talk. So be aware of this. If it’s not crucial to talk – I usually find it’s best not to. Others appreciate that!

Depending on the meeting, you can go a long way politely nodding, and not saying much at all, if your input is not crucially required. Have your mic on silent, and just listen to others. It must be remembered that mics can be extremely sensitive to sound.

How loud are you? Not just for people in the meeting. Other people in your dwelling. You may want to dial it back a bit on the column for the others you are sharing your home with.

 Recording the meeting

This is you want to record a meeting, let all participants know this is happening. This reduces the chance of someone “Saying something they shouldn’t”. 

6. Others, in other rooms

Often people forget that they have others living in the house with them while being on Zoom calls. The result of this is usually people who are in the zoom call with you being able to hear what’s going around in your house. So, if you have a lot going on around you during the meeting, mute the microphone so that the noise doesn’t pass through. That way you can unmute it whenever you need to speak up.

After the meeting

Is my camera off? Have I left the meeting? Double-check. Several systems going could turn off the wrong one.

Summing Up

To sum it up, the key to acing your appearance and overall performance in a Zoom call is to be confident. Use the tips given above and do whatever you need to do to bring on that confident look and you’re good to go!

man holding a camera

How to be Comfortable on Camera

Video is a great way of building trust with an audience. However, people often feel nervous or unsure about being on camera.

So in this video, we’ll look at 5 ways to feel comfortable and relaxed when being filmed.

Telling someone to relax, doesn’t often work, but here are 5 tips that will help you to relax and feel comfortable when being filmed.

Have the Right Mindset

You’ve gotta remember that you have the information that people are wanting to find out about. So, the audience is wanting you to succeed. So just relax and share your information.

You want to film when are mentally at your sharpest. So for example, if you’re a morning person, arrange for the filming to be done in the morning.

Practise

It’s obvious, but often overlooked. In Tip 1 I said you know your topic, so it’s a lot easier to talk about it. which is true, but you have to be careful not to be overconfident. However, you’ve still got to plan and structure what you want to deliver, to get the message across clearly to your audience.

Work with People you Feel Comfortable With

I’ve had this experience myself, where a simple change in personnel can completely change the success of a project.

Performance Delivery

You need to think about things such as smiling. But not crazy smiling. Breathing – so you don’t faint. Not rushing what you say. And finally, you want to come across as genuine. You want to show who you are, to build up trust with your audience.

That’s our 5 Tips on being more comfortable on camera. Any questions, please write them in the comments.

podcast microphone

How to prepare for a podcast interview

A podcast is a great way to share information, build content and engage with an audience. Here are some key points to get to your podcasting goals faster, with less hassle and better results.

Format of podcast

Send a guest the link to your podcast, so they can listen to previous guests and get an idea of its format. What is the angle of your podcast? How would you describe your podcast to someone in one sentence? These questions can help clarify the focus of the podcast.

Microphone

An obvious point, which can be overlooked. Make sure guests and the host are  speaking into the microphone. It is easy to make eye contact between the host and guest, in a conversation, then be “off-mic”.  Also, check the audio levels of speakers before recording to balance them.

There may be a range in the levels of speech, so you want to balance them to a similar level.  You also don’t want huge ranges in sound levels during the interview, as this can impact on the quality of files, and add to the editing process.

Ums and Ahs (And other disfluencies– ‘You Know’…‘Well Ah’…‘Like’…)

These can be distracting to the listener. It can get to the point where this is all the listener hears. Some ‘Ums and Ahs’ are fine, as this is part of natural speech. The problem is if they get excessive.

This may require some editing to reduce them. Often people don’t realise the amount of disfluencies they use, so a test recording is a way to gauge this.

Other sounds

If filming on location, try to find a quiet place to avoid background sounds. Background sounds can be a distraction and also make editing difficult.  Test out the recording levels beforehand, the microphones can be sensitive to sound, so even someone talking ‘on the other side of the room” may be picked up by the recorder.

Some other incidental sounds to be aware of are: a hand clapping tapping,  jewellery shaking, paper rustle and a moving swivel chair.

If recording inside, consider the natural sound of the room, such as, is the room ‘too echoey’. If recording outside, the sound of wind can ruin a recording.

Pre-interview

You want to relax the guest, they may be nervous, they may have never done this before. Even people with extensive media experience can get nervous. So general chat before the interview can be helpful. Review the questions of what will be covered. Also, remind the guest that the interview is not live, so if a mistake is made, the question can be redone.

When the interview starts, the first few questions should be easy to answer, so the guest and host can get into the rhythm of the interview.

The reverse is also true about guests, they may get ‘a bit excited’.  They could talk too fast, or in the heat of the moment, reveal something they shouldn’t have said. So it’s important to protect the guest, and edit out content that could cause the guest problems. (You can ask them, “Can we keep this bit in?) You can also send the guest a copy of the finished interview beforehand, so they can check it first, so they are happy with it.

You don’t however want the guest dictating too much what is in the interview. More about avoiding any real clunkers, or perhaps editing has made a point in the interview unclear.

If however, the podcast is more of a debate situation with opposing views, no editing or guest approval may be needed. It all depends on the arrangement for the interview.

Preparation

Each guest should be well researched. Open questions improve the flow of a discussion.

Have the questions in front of you. Have a structure to follow, but be prepared to go in different directions with interviews. Give the guest a list of the questions before the interview to help them prepare.

How long is the interview?

Regardless of how long you’re planning the episode to be, it’s helpful to have extra content, for the editing process. Such as, if you are aiming for a 20 minute podcast, a 30 minute interview allows you editing options, such as cutting out sections that are not relevant, or not as important to the theme of the discussion.

Drinking water

Have a glass of water for guests and hosts during the interview. Offer them a class, before the interview starts. Room temperature or warm water is best. Not cold.

Plan B

A backup recording can be handy, just in case something goes wrong with your main file. For example, having a smartphone with a microphone placed near your guest.

What equipment does your guest have? If for example, you are recording a guest in a different location, check the quality before the interview of their equipment.

cell phone

6 Ways SEO Helps A Small Business

Many small business owners might imagine that investing a component of their marketing budget on computer program optimisation (SEO) strategy isn’t necessary. They’ll consider it as ineffective and too technical even to create a sense of it. But the truth is, SEO for small businesses is very important in New Zealand.

According to Flight Digital, 46% of all Google searches are looking for local information. 72% of consumers that did a local search visited a store within five miles. 97% of people learn more about a local company online than anywhere else. 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours.

Is SEO Really Worth It?

SEO for small businesses is a reality and more and more businesses are going toward this route. There are amazing benefits to SEO for small businesses without breaking the bank.

Let’s dive into the 6 reasons why SEO is worth it for your business.

Better Brand Visibility

Today, having a web site alone isn’t enough to realise visibility. You would like to create it useful, relevant, and straightforward for users to search out. When users explore a selected product or service, they might expect to work out the foremost relevant online sites that meet their needs.

The more people that hunt for your products and services, the upper the possibilities of your website appearing on the first-page search engines. Naturally, this may make your brand more recognisable and reliable. However, do note that having a web site needs a superb hosting provider and you’ll be able to choose between several good options for your SEO for small business.

Better User Experience

User experience plays an enormous role in program rankings. Search engines tend to rank websites that are easy to navigate, easy to “read”, and contain content that users are trying to find. for instance, if a user were to look for a boutique promotion agency in New Zealand, websites that are ranked higher will include those who have the attributes mentioned above.
When these attributes are met, the search engines will add favour of ranking your site as trustworthy.

Broader Audience Engagement

With the advancement in electronic technology, most of the buyers make a purchase decision after doing the necessary research on a search engine. SEO can facilitate your reach to a large audience without even paying for advertisements.
When done right using keywords that match your products and services, you may be able to target the correct customers. Whether or not you’re a brand-new business and just started a web site, you’ll still appear tops on the engines if you’ve got a correct SEO strategy in place.

So, to answer your question is SEO worth it? Yes, it definitely is.

High Possibility of Conversion

The ultimate goal of SEO is to urge more people to go to your website and obtain them to interact along with your services or purchase your products. It’s one in every of the most effective ways to urge conversions also. Call to actions are great for high conversion marketing. It may be to fill out a membership form, downloading a written report, and subscribing to a newsletter.

Customer Insights

Once you have a high number of users visiting your website, you’ll be able to access customers’ information that may be valuable to your business strategy. By utilizing Google Analytics, you’ll be able to be told information like demographics, location, age group, and also the channels they accustomed reach your website, time spent, and therefore the varieties of product pages or contents they read and then on. You’ll then use this information to assist develop or adapt your marketing strategies.

Upper Hand Over Competitors

Try searching a number of your competitors on search engines, and you’re absolute to find them ranked already. If they’re not, this can be your chance to own your site ranked. With SEO, the possibilities of you being found over your competitor will get you a much bigger pie of your customers, so why wait?

Tips Regarding SEO for Small Business

Now that you have a better idea about the benefits of SEO for small businesses, we can dive into some action plans that you can incorporate into your business. These tips will allow you to dive deeper into the question is SEO worth it?

Optimised Business Website

Create a website name that reflects your business type and its location. As an example, Star Fisheries uses the domain “starfisheries.com,” which has it all. Add keywords on page titles that identify along with your business, its services.nz along with its location. As a result, the visitor has a clear idea regarding your business beforehand.
Incorporate your business’ name, address, and telephone number (NAP) information is not only the homepage or contact page but each individual page of your website.

Keep Local Listings Updated

Perhaps one of the foremost and most effective ways to spice up local SEO is to confirm the supply and consistency of your business’ listing information across a myriad of third-party sources. Google has a very strong AI that scans these websites to understand the local market better and provide accurate search results.
If your business is not listed at all, the information won’t be picked up by Google or any other search engines. It can even negatively impact your business in the long run.

Proper Link Building

Consistently share links to your website via your Facebook, Twitter, and other social media channels, and encourage others to pass along the knowledge furthermore.
Embed links into emails and your website to send updates to the customers. You can also host local events for better brand visibility. You can offer discounts to local neighbourhoods, students, and support neighbourhood businesses as well to build credibility.

Be Active in Social Media

Develop a robust social media strategy that engages customers via Facebook, Google+, Twitter, Pinterest, Instagram, and other popular networks on an everyday basis. The more followers and engagement you receive, the upper your pages will appear in search. Note Star Fisheries’s Facebook page within the business’ search results above.
Updates on new products, giveaways, promotions, etc. can be amazing content ideas for social media engagement. Take care to retort to those reaching out via social media with questions or feedback on their orders.

Takeaway

At the end of the day, SEO is a tool that offers huge benefits to small businesses.  It can help build a brand, increase sales, engagement and boost sales.

youtube on screen

What is Video SEO and How Can It Help your Business?

When you search something on the internet, the search engine used gives you results based on your search. These results displayed in front of you are ranked, based on their relevance to your search. 

For any website owner, this ranking is crucial. The higher you rank, the more viewers you are likely to get for your content. SEO (Search Engine Optimisation) is a process used to make sure you fall in this highly ranked category.

Video SEO

One way of making sure SEO (to get a higher ranking) is a massive success for you is to include videos to your agenda. Why videos? It is because videos have become such a form of content that can easily attract people. Hence, video marketing is a wise choice for any smart business owner. This form of SEO greatly boosts your rankings.

Based on your search and the on-screen elements related to it, search engines like Google will present you with multiple results with the help of their advanced algorithms. Also, search results offered to searchers are also presented depending on the items circumambient to the video itself. 

How Do Videos Help In SEO Ranking For A Business?

As mentioned before, the higher your rank, the more visible you will be to people, especially customers. And if you want your business to grow and gain recognition, you have to make sure you become one of the first to pop up in their target searches. Here is how videos help:

  1. When you are in the highest ranks, you and your page will be noticed first. Hence, you will undoubtedly get an impressive number of clicks.  But when you add videos to the mix, the percentage of organic traffic you receive increases by 157%. In simple words, the click-through rate grows.
  2. Users find videos appealing. So, when a video is attached to your page, most people are likely to stay on that page for nearly double the time of a page which does not contain a video. 
  3. You can also expect to see a rise in the number of backlinks from other websites. However, this will only occur if you post quality videos – the contents being pertinent and useful for the user, encouraging them to stay and make use of your services. Poor-quality videos, on the other hand, will discourage people to stay on-page. 

 Video SEO: How To Make It Work

Based on your search and the on-screen elements related to it, search engines like Google will present you with multiple results with the help of their advanced algorithms. Search results offered to users are also presented depending on the items circumambient to the video itself. 

Search engines always take notice of videos when enlisting them in the results. And if you want to be noticed, make sure to include these search signals in your Video SEO marketing strategy:

  • Total video views
  • Video watch time
  • Video duration based on the user’s preference
  • Use of keyword phrases in titles, tags, closed captions, descriptions, categories and channel pages to bring attention to your website, page or video
  • Options to like, share, comment, subscribe to increase the participation of users

There are several SEO services we offer such as video, local and normal SEO. They are designed to make your business grow and flourish. 

 

keybord

Why SEO? And Why is it Important?


Today, having a website for your business or brand is crucial.
 
In the early days of the internet, there were very few websites, and the competition was less. But now, the competition is huge and increasing. The battle to rank and convert based on search engine queries is an ongoing battle.


Today, having a website for your business or brand is crucial.
 
In the early days of the internet, there were very few websites, and the competition was less. But now, the competition is huge and increasing. The battle to rank and convert based on search engine queries is an ongoing battle.

businessman, consulting, business

5 Free tools to save you time and reduce frustration

Everyone is looking to save time. Here is a list of 5 free tools I use most days to get things done. All are easy to use and can save a lot of frustration in a day at work.

SEOquake:
I’m starting with this SEO tool since I do SEO. SEOquake “is a free plugin that provides you with key SEO metrics”. I use it every day. It provides a great starting point when researching competitor’s websites, or checking on the performance of your own site.

Download as a Chrome extension and you’re away!

Snapseed:
Snapseed is a photo editing app ( Google Play and App Store). It has an array of tools to enhance the look of your photos. There are plenty of photo editing apps in the market.

I like Snapseed as it is straightforward to use and gets the job down for a quick post to social media, emailing to others, or saving to your library.

Grammarly:
This is pretty common now. It seems to be promoted wherever I go on the web.

However, I think it’s still important to mention Grammarly. It’s a valuable highlighter of spelling errors, grammar mistakes, and typos.

It’s a Chrome extension, that is a must-have.

Google Drive:
Google Drive allows you to easily share large files – it’s my go-to for this purpose. There are other options such as OneDrive and Dropbox, but Google Drive suits me best, as I am a heavy user of other G Suite tools such as Docs and Slides. Free to start with, with affordable options if you need more storage.

Zoom:
Zoom is pretty high profile now. It has had a huge uptake because of people working from home due to the Coronavirus; plus it has faced complaints in relation to security issues.

As a way to connect, it’s great. It has a stack of features, and his “Solid” when meetings are running. There are other options such as Microsoft Teams and Skype. So, it’s more a matter of preference and dependent on software others are wanting to connect with.

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