Google Analytics is being updated to help businesses get a clearer understanding of their customers and ultimately get better ROI.

Read our short blog to find out what changes are being implemented and what benefits this could present to your business.

 

Google Analytics is a vital tool that millions of businesses, big and small, rely heavily on to gather significant insights into their customers and clients. With recent major shifts in consumer behaviour and privacy-driven changes to long-time industry standards, Google Analytics current approaches just aren’t keeping pace.

Google has stated that the new update “has machine learning at its core to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms”.

 

Four new powerful features are being introduced:

• Smarter insights
• Deeper integration with Google Ads
• Customer-centric data measurement
• More granular data controls

 

Smarter Insights

As a result of Google’s advanced learning models, Analytics can now automatically alert you of any trends in your data. This means that you can easily identify which of your products or services are receiving the highest demand, so you can more accurately anticipate your customers’ future actions.

 

 

Google are continuously adding new metrics. One is a metric that can predict the potential revenue you could earn from a particular group of customers. This will allow your business to target high-value customers and gather more insights into why that audience is spending more than another audience.

 

Deeper Google Ads Integration

With smarter insights and new features, such as the metric mentioned above, it is easier to improve the ROI of your marketing by utilising the information you gather. The deeper integration with Google Ads allows you to “create audiences that can reach your customers with more relevant, helpful experiences, wherever they choose to engage with your business”.

Google Analytics can measure app and web interactions together so it can now include conversions from YouTube engaged views that occur in-app and on the web in reports.

 

Customer-Centric Data

Customer-centric measurements are replacing the measurement fragmented by device/platform to give you a better understanding of how customers are interacting with your business.

Customer-centric measurements use multiple identity spaces, including marketer-provided User IDs and unique Google Signals, but only if the user has opted into ads personalisation.

You can gather a better understanding of when a user first discovers you to when they are converted, which is critical information. You will be able to identify what channels are driving new customers in the user acquisition report and then use the engagement and retention reports to understand the actions users are taking and whether they stick around after converting.

 

Data Controls

The new approach to data controls will allow businesses to better manage how they collect, retain and use their Analytics data. There are more granular controls for ad personalisation to let you choose when to use the data to optimise your ads and when to limit data use to measurement only.

Google Analytics is designed to adapt to a future with or without cookies and identifiers. Modelling will also be included in the future, to fill in the gaps where data may be incomplete. So, all in all, you can rely on Google Analytics to help you measure marketing results and meet customer needs now as you navigate the recovery and as you face uncertainty in the future.

To get more information or to start utilising Google Analytics on your website give us a call today on 01543 387 047 or book an appointment now, we’d be happy to help.

Google have previewed a new call log feature that will help businesses keep track of any calls made through Google Search or Maps.

 

Google are always finding new ways to improve their platforms and this feature will undoubtedly help make it easier for businesses to stay engaged with their customers.

How the call log works

Google have stated that any calls, made by pressing the ‘Call’ button on a Google My Business profile, will show up in that businesses ‘Calls’ tab on their Google My Business app.

Calls will be made via a forwarding number, rather than the number on your profile, and an automated message that says ‘Call from Google’ will play before you are connected to the customer, so you will always be aware when a customer is contacting you directly through Google.

The ‘Calls’ tab, which will only be available on the Google My Business app and not desktop, will allow businesses to access both recent calls and missed calls. Calls are also kept for 45 days and will not track any texts.

This feature is currently in beta and only available in the US.

If you need any help with your Google My Business profile then get in touch on 01543 387 047 or book an appointment at a time that is convenient for you. 

Google have recently announced that their Web Stories WordPress plugin is officially out of beta and available to download within the WordPress plugin directory.

This plugin enables creators to easily make and publish Web Stories to attract more visitors to their sites.

 

 

What are Google Web Stories?

Web Stories is powered by AMP technology and allows you to create full-screen, tappable, engaging visual stories. They have a magazine-style layout that includes short videos/images with captions or large text headlines which link to longer content.

The plugin provides you with a way of turning your long-form, existing content into short-form content that users can easily digest. If the user is then interested in the content, they can click through to read the rest of the article on your website.

 

Where are Web Stories Shown?

Once published, Web Stories can be found in:

• Google Search
• Google Images
• Google Discover
• Google App

This means that your content will appear in more areas, to a wider audience, which will assist in bringing more traffic to your website. The plugin also improves your SEO and rankings, but more on that later.

 

How do you navigate the interface?

Web Stories has an extremely easy-to-use interface that allows you to simply drag-and-drop text and images to your preferred location on the workspace. There are also multiple fully designed templates, which help you to get started quicker.

 

 

You can either upload your own photos and videos or use the free stock videos and high-quality images provided through a collaboration between Google, Unsplash and Coverr.

For more information about navigating the interface click here to read Google’s Guide to the Web Stories plugin.

 

Web Stories and SEO

As we mentioned earlier, this plugin can actually help with your SEO and rankings, but only if your content is optimised correctly. There are a few ways to do this:

1. Add metadata.

This ensures maximum compatibility with search engines and certain discovery features.

2. Optimise the images and videos you use.

For images, Google advises that you use PNG8+alpha/WebP for images that require transparency or JPEGs/WebP for any other image. In terms of videos, Google advises that you encode with the highest compression yielding acceptable results.

3. Add analytics.

You can do this by either adding your Google Analytics ID in the ‘Editor Settings’ or by using the Site Kit by WordPress plugin.

 

Final Thoughts

Google’s Web Stories WordPress plugin is a great way to get your content seen by a wider audience. It is simple to install and has a very easy-to-use interface, with many features that will be updated regularly.

If you are thinking of installing this plugin on your website and would like more information or even just a helping hand, then do not hesitate to get in touch. We would be happy to get you set up and make sure your SEO works in your favour.

Get in touch now on 01543 387 047 or click here to book a free 15-minute consultation.

When looking for images to use on your website/blog posts, the first place you may go to is Google Images. Sometimes, it can feel impossible to find the right image and it’s often difficult to know how to use them responsibly.

Google have addressed this issue and released new features that allow users to easily and effectively use images more responsibly.

What changes has this Google Update made?

Licensable images will now have a ‘Licensable’ badge appear over them in Google’s search results. This will make it a lot easier for photo buyers to effectively locate licensable images.

 

 

After clicking on the image, the user will be presented with a link to the license details and information regarding the credit, copyright and creator. It is also an option for the owner of the image to add a secondary link that takes the user to an external website where they can purchase or license the image.

 

How do I locate Licensable Images?

Licensable images can be located in three easy steps:

1. Search for your required image on Google Images.
2. Select ‘Tools’ which is located just under the search bar.
3. Select ‘Usage Rights’ and choose the option you require.

 

What are the benefits of this Google Update?

Photographers and publishers will benefit the most from this update. The chance of their images being misused will be greatly reduced. Users will now find it much easier to give credit correctly, get consent to use the image and even give compensation if needed.

 

How do I implement this on my images?

In order to tell Google which images are licensable, you will need to add structured data or IPTC photo metadata to each licensable image on your website.

Google have created detailed instructions which you can follow here. Alternatively, you can get in touch with the marketing people on 01543 387 047 and we would be happy to implement it for you.

If done correctly, SEO can be a very powerful way to bring potential customers to your website. However, search engines are constantly changing so it can be very difficult to keep on top of the most effective SEO techniques.

This blog discusses five of the most common SEO mistakes we see businesses make and what simple actions they can take to resolve them.

 

1. Ignoring your Analytics

Data is everything when it comes to SEO. It is solid evidence that explains whether or not your SEO techniques are actually working. You can assess how well your website is performing and even pinpoint certain pages or areas of your site that are getting more attention than others.

Google Analytics is a great tool to use to get an overview of your website’s performance. You can find out information about demographics, traffic, bounce rates, and more. It will provide you with heaps of information that you can then use to make even more improvements on your website. Without this data, it is impossible to track whether or not your SEO techniques are actually working.

 

2. Optimising the wrong keywords

When choosing which keywords you want to optimise, it is vital that you do your research. You should be using specific keywords that are relevant to your business and bring you a lot of traffic.

Relevance is key. If you only offer services to local customers, don’t waste your time optimising global keywords. Equally, certain broad keywords will have a lot of competition and you would be wasting your time trying to compete to rank on the first page.

Instead, make sure you optimise relevant but specific keywords. For example, if you are a small iPhone repairs shop, you would be wasting your time trying to rank for the keywords “iPhone” or “Apple” as these would be far too competitive. However, if you optimise the keywords “iPhone repairs shop in Birmingham” (or wherever you are based) there would be less competition and you would find your website ranking a lot higher, a lot quicker.

 

3. Overlooking your content

Content is so important when it comes to SEO. If we’ve said it once, we’ve said it a million times: content is key.

Make sure you produce new content as often as you can, but most importantly update the existing content on your website regularly, as Google loves fresh content. You should be writing over 300 words on each web page to inform Google that you are an expert in your field.

Don’t forget that the purpose of search engines is to provide users with relevant, quality information, so the better your content is, the higher it will be rewarded.

 

4. Not adapting to search engine updates

Search engines are constantly updating and making changes to their algorithms. One of the worst mistakes you could make is not adapting to accommodate these changes.

You may have created the ‘perfect’ SEO strategy that brings loads of traffic to your website and gets you multiple conversions every day, but there is no guarantee that this strategy will work as perfectly tomorrow. With one major update, your whole SEO strategy could end up working against you, so make sure you keep on top of every update.

 

5. Not hiring an expert

SEO is not a five-minute job. In order to get any worthwhile results, SEO requires advanced knowledge and a lot of time and effort. Whoever manages your SEO should be an expert on current trends, strategies, they should also know your website and business inside out.

SEO should never feel like an experiment. Every change that is implemented should have been planned out and analysed to ensure that it will work effectively.

 

If you need any help with your SEO strategy, then don’t hesitate to get in touch. We are happy to talk through your business goals and discuss how we can help you to achieve them. Give us a call now on 01543 387 047.

Google recently announced that they are rolling out a new Google Search Console Insights tool that combines data from both Search Console and Google Analytics. Throughout this blog, we will be taking an in-depth look into what benefits this new tool can bring to you and your business.

If you’re new to Google Search Console and/or Google Analytics then this may seem a little overwhelming but fear not! Before we go any further, click here to read our short blog which explains what Google Search Console is and watch our short video below to get you up to scratch with Google Analytics, so you can fully understand how Google’s new insights tool works.

 

 

On August 17^th Google tweeted that the tool will “provide content creators with the data they need to make informed decisions and improve their content”.

 

What is Search Console Insights?

This new experience is designed to show content marketers an overview of how audiences have discovered their website’s content. It also provides insights about their audience and which pieces of content have resonated with them.

 

How do I access Search Console Insights?

Currently, Google Search Console Insights is a closed beta, meaning only a small handful of people have access to it. If you’ve been lucky enough to receive an invite then here are the ways that you can access it:

 

1. Follow the link that has been provided to you in the email you received from Google.
2. Click the link here and log in with your Google account.
3. Access it from the “Search Console in Search results” feature. (Search for a query that your beta listed site ranks for. You should see a Google powered result titled “Search performance for this query”. That result will contain a link that will take you to Search Console Insights).

There is no information regarding when this new tool will be available for everyone, but beta testers are being encouraged to share feedback with Google to help improve future versions.

How will Search Console Insights help me?

Here are the five main questions that Search Console Insights will help you to answer about your site’s content:

 

1. Which pieces of content are performing the best?
2. How well are your new pieces of content performing?
3. How are people across the web discovering your content?
4. What are your site’s top and trending queries on Google Search?
5. What other sites and articles link to your site’s content and did you get any new links?

 

The main advantage of this new tool is being able to access the data from Search Console and Google Analytics in one place. We understand that data can sometimes be tricky to navigate, so if you need a helping hand then get in touch on 01543 387 047, we’d be happy to help.

During Covid-19 we have seen a massive 70% increase in internet traffic. This means that SEO is now more important than ever before. In this blog post, discover our 5 top tips to help you continually improve your SEO strategy, during and after COVID-19.

During lockdown, businesses had to shift their sales from their stores and offices to online. SEO played a massive part in enabling businesses to be discovered online, and if it was done correctly, it presented a massive opportunity for businesses to convert new customers.

We are now approaching light at the end of the tunnel. Shops have reopened and we are no longer relying so heavily on the internet to gain customers. However, this does not mean that SEO should now be ignored. Now is not the time to take your foot off the gas.

This blog discusses our five top tips to help you to continue to improve your SEO strategy during and after COVID-19.

1. Fresh and relevant content

Just because we are coming out of lockdown, it doesn’t mean you should stop creating content. Google loves fresh content. And before you start panicking and trying to type up a million and one new blogs – fresh content just means up-to-date content.

So essentially, re-visit some of your old blogs and repurpose them. Update the statistics, add more photos, maybe even add a couple more paragraphs; do whatever you need to do in order to update that piece of content.

This is not to say that you can’t type up new blogs if you wanted to. If you have the time, type up a backlog of blogs ready to be released over the next couple of weeks/months. Websites such as ExplodingTopics.com and Google Trends show you what topics are currently trending so you can find out what people are searching for and answer the questions they are asking.

2. Use your data to your advantage

If your website has had an increase in visitors over the lockdown period you are at a major advantage, even if this didn’t actually lead to any extra conversions.

You can use the data gained through customers visiting your website to assess how well your website is working. Has a certain page led to more conversions than others? Are customers adding items to their basket and not purchasing? Are hundreds of potential customers viewing your website but not one of them have made a purchase?

All of this data is invaluable. It will allow you to make necessary changes to ensure that your website works effectively. Work with your data and use it to your advantage, and don’t be afraid to make changes to continuously improve your website.

3. Keep on top of the basics

It should go without saying; you need to keep on top of your SEO. SEO rarely gives you instant results (in some cases it could take up to six months to start seeing any results) so if you decide to suddenly stop your SEO campaign, you are setting yourself up to fail later in the year.

There are a few items that you should be checking regularly, such as your keywords. You should also check your page speed to see if your site is running quickly enough. Google offers a free tool to check this which can be found here.

Running a site audit can also be very beneficial. It will provide you with a full report on all of the technical aspects of your website, allowing you to see what areas of your website need improving. Click here for a free site audit from The Marketing People.

4. Update your listings

As we entered lockdown during COVID-19, you may have had to list your business as ‘temporarily closed’ or add limited hours to your Google My Business page. As we are slowly returning back to normality and businesses are opening back up, make sure you have updated your Google My Business page so all of the information is correct and up-to-date. The last thing you want is to open back up to no customers as Google is telling everyone that you are still shut.

To find out how to update your business hours on Google My Business, watch our short video which walks you through the simple process here.

Also, don’t forget to update every directory that you are listed on – not just Google My Business. All of the information online about your business needs to be consistent.

5. Get your website converting

If you follow the previous four tips your website should be updated and healthy, so all that’s left to do is make sure that your website is actually converting.

There are a few ways to increase your conversion rates. You can create more opportunities for visitors to sign up to newsletters/downloadable content through sidebars or popups. You could even run a special offer or promote certain freebies throughout your website.

If you need any help with your SEO or getting your website to convert potential customers then please get in touch with us today on 01543 387 047.