At Exposure Ninja, our digital marketing experts spend a lot of time analysing websites and marketing strategies, and we’ve noticed a few common errors that a large majority of companies or individuals are making. These issues could be seriously hampering how much traffic your website is attracting and how well it is performing and converting.
We’re here to bust the myths and give you some guidance as to how you can get on the road to digital marketing success. Plus, we’ve included a nifty trick that could seriously help you with your mobile optimisation!
1. Three-Year-Old Content Won’t Get You Anywhere
Too many websites have the same content on them forever. Most of the time this content was put together quickly and has never been optimised.
If you have a website, then it will have a purpose. And, more often than not, the purpose of a website is to appear at the top of Google for some specific search phrases that could generate you lots of business. But Google doesn’t like lazy people; Google wants you to be proactive. This means three-year-old content isn’t going to help you.
Did you know that Google now looks at “page freshness” as one of its algorithm factors? Freshness doesn’t necessarily mean how new the page is. It refers to how often the page updated. And we’re not talking about a few words. We’re talking about big updates to the content.
Don’t just start changing content for the sake of it, though. We’d recommend following these key steps:
- Have a keyword/trend research schedule alongside a content marketing schedule for every page on your website. We use Google Keyword Planner and Google Trends.
- Once a month, you need to analyse what keywords are being searched and compare them to the month before. Are the average monthly searches increasing or decreasing? The way people search changes over time, and you need these changes to be incorporated into your website text.
- Take a look at Google Trends. Are relevant searches increasing/decreasing?
Tailor your content around your findings.
- Think about how else you can use this content. Can you put together a blog post or do you need to add a new landing page to your navigation?
Remember that Google does not want keyword stuffed content. Google wants informative and relevant content that the user will find interesting and beneficial.
2. People Don’t Go On Facebook To Look At Your Products Or Services
Are you frustrated with how little traffic your social media marketing is sending to your website? We can help!
Let’s be honest about what Facebook is. I, like most people, go on Facebook to see what my friends and family are doing. I may follow your page because I like your brand or I’ve used your services before and I was impressed. However, when you post content on your Facebook/Twitter/Instagram feed, you are competing for my attention against my friends, my family, and cute animal photos like the one below.
Unless your content is something that’s incredibly relevant to me and/or really eye catching, I am not going to notice it, engage with it, or click on it. And, the harsh truth is, your product advertisements are not interesting.
Still, maybe you think your posts are different. Perhaps it’s going to be a light bulb moment for me, that I’m going to see your post on Facebook and that I’m going to realise I’ve been needing your services for ages. In fact, I’m going to call you right now and book in.
But you probably have your own Facebook account. And how often has that happened to you with another business? I’m guessing never.
We’re not in “buying” mode when we’re on Facebook. We’re in a lazy, relaxed, and “I can’t be bothered to do anything but scroll” kind of mood.
Publishing self-promotional content could also be affecting where you appear on my news feed. Facebook wants to make its customers happy. So when Facebook found out that their customers were getting rather miffed about all the self-promotional content on their newsfeeds, they decided to modify their algorithms. As a result, self-promotional content stopped showing up on people’s feeds. In other words, not only do I not want to see self-promotional content, Facebook is actively hiding it. As a result, it’s a complete waste of time and energy.
How can you improve your social media marketing strategy?
- Imagine that your customers walk into a newsagents. What magazines would they buy and what articles would they be most interested in? Tailor the content on your social media channels around this.
- Repost from other websites that your target audience is visiting.
- Write interesting and detailed content about things that they actually want to know. Even if this is not directly linked to your business, it will help you increase your engagement and brand awareness on social media.
- Imagery is everything. Make sure it’s eye-catching and optimised to the channel’s image sizes.
3. There’s No Point Paying For Traffic That Won’t Convert
Google’s AdWords is a pay-per-click advertising tool that we recommend to many of our clients. It’s quick, easy, and efficient.
However, there is no point in setting up the ad campaigns and paying for every ad click when you haven’t completed any conversion rate optimisation on your website in the last two years. You are basically just throwing money away.
Here are some crucial elements to conversion optimisation:
- Before you pay for any clicks, you need to make sure that every single page on your website has a clear and defined goal. You need to funnel all visitors to that goal. Think of your website as a map: how will you get the visitor from A to B?
- You need clear summaries above the fold that specify what you sell, who you serve, and why you’re better than the competition.
- You must have clear calls to action that demonstrate exactly what you want your customers to do next. These should be visible as soon as a customer lands on the page. In other, they should not be below the fold.
Once that’s completed, pay for traffic or use organic traffic to test it. Does it work? Could it be improved? Tweak it again and test it again.
Once you’re happy it’s working, get your teeth into that AdWords campaign.
The work isn’t finished yet, though. Now you need to start optimising and testing that ad campaign to ensure the traffic landing on your newly optimised page is interested in the goal you want them to complete.
4. Most Of The Time, People Won’t Land On Your Homepage
Do not prioritise your homepage over any other page.
You should know this already because you should have Google Analytics set up measuring your landing pages but, just in case you don’t, we’ll explain it anyway.
Most of the time, especially if you’re an eCommerce company or service-related company, people will not land on your homepage. They will land on the page that is most relevant to their search. Think of it like a shopping centre: people will enter from the car park, the front entrance, the side entrance, but not always the main entrance. Your website is exactly the same.
You need to make sure that you have well-optimised, individual landing pages for all the services/products/product categories you offer. You need a page for anything that people might type into Google so that you can target potential customers searching for specific phrases.
For example, if I’m looking for a new carpet, then I’m not going to type “Carpet Shop” into Google because I already know what type of carpet I want and I know it’ll make my life easier if I’m more specific. So I type in “Sark Cord Carpet Online” and I then, like magic, I am presented with 100s of pages of optimised landing pages tailored specifically for selling Sark Cord carpets. This saves me having to browse through websites to find the correct category I am looking for.
In summary, the goal of your homepage is to navigate people to where they need to be and reassure people of what you are offering. The goal of your landing pages is to get people to buy.
5. Just Because You Look At Your Desktop Site More Than The Mobile Site, Does Not Mean Your Customers Do
50% of Google searches are now conducted on a mobile device. You may sit in your office looking at your website on a computer, but it’s highly likely your visitors are not. They’re more likely to be browsing and buying on smartphones.
For this reason, you need to have a mobile marketing strategy. Google now looks at mobile searches and desktop searches individually. If your site is not mobile friendly, then you won’t be showing on the search results pages when someone searches for a phrase on a mobile (even if its phrase which you rank well for on a desktop). In short, there is no longer a correlation between the two. How you measure your ranking needs to be split between desktop and mobile.
Want to know a little trick to make it easier for you to check your mobile device if you don’t have a responsive site?
1. Right click on your website and click “Inspect”.
2. Your page should now look like this. In the left-hand corner of the sidebar, you should see an icon that looks like a tablet and a phone. Click on this.
3. Now you should see a dropdown in the top panel. You can click this and choose what device you want to see your website on!