Posts Categorized: SEO

“We’ve just launched our new building products website” Now what?

Most marketers would consider the launch of a new website the end of a successful project and off they move onto the next project or job on the list. For us at Pauley Creative and our clients it’s only the start. This is where the action begins.

After launching a new site it’s perfectly normal to allow for a few weeks to monitor the change over from old site to new site from a visitor level and from Google perspective. Visitors who were regular visitors to the old site are now having to adjust to the new site. New visitors will have never seen the old site so it will be the first time they navigate through your website. Where will they start and where will they end? This is the period where lots of information can be collected on how users behave on the new website.Read More

What happens after someone recommends your company?

In an industry where word of mouth (and golf courses) play a huge part in how business gets done it’s interesting to see what happens AFTER the word of mouth interaction occurs. Even if you are on a golf course or at a networking event and someone recommends you, it’s important to understand what the next step is in that process or journey especially as we all have the internet right at our finger tips.

Do you know how many people Google you as a result of someone recommending you? You may or may not. Do you know how many phone calls you have had as a result of someone recommending you? You may or may not.

Here’s an example of a ‘what happens next’ once some one recommends a company on Twitter and then researches the company via Google. Read More

Are construction publications link policies ruining online PR campaigns?

I’m always stuck between a rock and a hard place when it comes to trying to get links included in our client online PR strategies. Trying to keep the SEO guys happy and not irritate the web editors is a juggling act – one that I’m sure many PR’s within the construction industry are struggling with at the moment too.

Essentially, all I’m after is a unique URL within a news item or feature where readers can find out more information about the story. Sometimes it’s a more in-depth blog post, or a bank of case study images; sometimes it’s a video, or even a microsite/forum hosting an industry debate. We always make certain that we create valuable content, so it’s not like we’re chasing links to homepages or sales enquiry forms. Think of it as a half-way house as the journey towards the social media news releases picks up speed.

It’s beneficial to measurement for our clients, and ultimately to the website running the coverage. For example, if we see that lots of their readers have clicked our link and watched the video or read the blog post, we will undoubtedly value the publication higher and push more editorial content their way. At the end of the day if we can measure the success of our coverage in this precise, accurate way, we’re going to prefer using these outlets in the future.Read More

What makes a good construction products landing page?

When it comes to designing websites you have to understand and make note of how people interact and travel through your website (The user journey). Not all of your website visitors will enter via your homepage and therefore the messages on homepage such as what you do, your positioning statement. your most popular products etc have been completely missed. The page a visitor lands on first is therefore the landing page. A well optimised website will encourage visitors to land on pages which are relevant to their search terms and avoid the need to have to enter via the homepage and then make the visitor work hard to find the relevant content.

If you think about, this means every page on your website is essentially a landing page. But are you treating it as one?Read More

Don’t chase after Google’s algorithm, chase after what users want

Last week I attended BrightonSEO (biggest SEO conference in Europe) for the very first time, usually I just follow it on Twitter, but this year decided that I had to be there as so much has developed in the SEO and Analytics industry over the past 12 months. Search engine updates, coding enhancements through to how users have changed their behaviour online. Fascinating stuff. This for me was an opportunity to hear and speak to experts in the industry and get their perspective on how search is changing and is expected to change over the next few years.

The biggest point I took away from the conference was this, even if you decide to not read the rest of this post then the least you, as a marketer, can do is take this thought away with you:

“Don’t chase after Google’s algorithm, chase after your best interpretation of what users want because that is what Google’s chasing after” Matt Cutts – Feb 2011

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Why you should focus your SEO on search terms with more than 4 words (The Long Tail)

I know of many marketers who spend a lot of effort, time and money trying to get their websites to rank high within search engines for head terms, high volume keywords such as bricks, rainwater harvesting, loft insulation, wall ties, LED lights, cladding, aluminum cladding, roof tiles, silver taps and so on. Whilst these types of keywords are attractive because they come with high volumes of traffic it’s not really what you should be focusing ALL of your time, effort or money on. I haven’t come across many marketers who spend time looking at or focusing on the ‘long tail’, you know, the one’s who are about to send you an enquiry. Let’s just remind ourselves of what the long tail actually means:Read More

MDi TV Episode 14: What are advanced segments in Google Analytics?

Welcome to another episode of MDi TV. Today I will talk you through advanced segments in Google Analytics, explaining what they are and how you can use them to break down your data into smaller segments. Google Analytics already has some standard segments set up that let you view and analyse your traffic data in more detail by looking at segments such as:

  • How much traffic came from just mobile devices like the iPhone or iPad to enable to you understand how people interact with your site on a small device.
  • How many website visitors were new and how many are returning visitors to help you identify whether brand campaigns and blogs keep people coming back for more.
  • How many came from search engines or referral sites to help you determine if your SEO or link building tactics are sending quality traffic.
  • Non-bounce visits (viewed more than 1 page) which enables you to assess the quality of your content or landing pages.
  • View the data for those that completed a goal to help you just look at the user journey for those who subscribed, registered or filled in the contact form.

My favourite part however is the fact that you can create your own custom segments! This allows you to find out even more information about certain campaigns to see how your marketing efforts are working over time. Some examples of custom segments that I discuss in this episode include measuring brand and non-brand keyword traffic, brand loyal visitors and traffic from various social media sites.

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What is (not provided) in Google Analytics and why is it my number one keyword?

Have you logged into Google Analytics recently and noticed a certain keyword slowly rise to the #1 spot in your Keyword Report?

(not provided) google analyticsBack in October 2011, Google announced it would encrypt (SSL) searches performed by those who are logged into their Google Accounts (Gmail, YouTube, Reader, Analytics etc) which means sites will no longer receive the referral search term from these searchers. This makes it difficult for SEOs like us to optimise websites for particular keywords or search terms but it also helps us identify how many people could be seeing personalised search results. In Google Analytics you will see all encrypted searches grouped under (not provided).Read More

Measuring Brand Awareness for Construction Product Manufacturers

Using Google Analytics to measure the performance of your website can reveal so many useful insights and give you some really good actionable outcomes. At Pauley Creative, prior to doing any form of online marketing we carry out an extensive website technical audit which includes a full Google Analytics audit & analysis so that we can recommend actions, activities and projects based on data, and data which actually means something and can be benchmarked and measured against. It’s all well and good saying “Visits to our website increased by 130%” but what if I told you that 90% of those visitors stayed on your website between 1 second and 10 seconds? Not so successful now huh?

This is where Advanced Segments in Google Analytics can really help you understand and breakdown those larger numbers into more smaller, more meaningful numbers. Firstly, Google Analytics already comes with some pre-defined advanced segments for you to choose from. These are great but they are basic segments such as ‘search traffic’ which will display all the stats only for those who came to your website from a search engine or ‘mobile visits’ or ‘non-bounce visits’. However, Google Analytics does allow you to create your own segments based on the type of website you have and the information you want to extract from the analytics software.Read More