5 Reasons Why you Need to Regularly Update your Website

Website Update Updating your website can be a mundane and costly task although it will save you money in the long run and will benefit your organisation significantly. By frequently updating content on your site, you can attract more traffic, improve your SEO and search rankings, improve your site loading time and most importantly keep your website secure. Here are 5 important reasons why you should be updating your site on a regular basis.   Update your security Security is one of the most important attributes for a website, especially if you’re an ecommerce business. It is essential that customers know they are visiting a secure site, otherwise they’d be hesitant to input personal information or their payment details. You can reduce your chances of your site getting hacked by installing new and up to date security software. Most CMS systems or ecommerce platforms will regularly let you know when there are updates for your site, it’s important to not ignore these!   New content attracts more traffic It can be obvious when a website hasn’t been updated in years due to the out of date content & meta data. Viewers can tell when a site hasn’t been updated in a while and it will ultimately steer them away from your site. By creating new and fresh informative content for your readers you will tend to attract more traffic to your website as people will generally be interested in content on the site, which will encourage them to visit more. It is important that if you add new pages or new content to your site, that you update the meta data to reflect what’s on the page. This can help drive traffic to the specific pages on the site. Read our blog post on how to successfully drive traffic to your website.   Ensure it’s mobile responsive If you haven’t updated your site in a few years, it’s more than likely that your site is not mobile friendly. Responsiveness is essential for every website nowadays not just because of the vast amount of people accessing the Internet, but also because Google will penalise you if your site is unresponsive. Google recently stated that they were expanding the use of mobile responsiveness as a search-ranking signal and that if your site is not yet responsive then it will have a significant impact on search results. To check the responsiveness of your site be sure to use tools like Google Webmasters and Google Page Speed Insights.   Keep SEO updated to improve search rankings  By constantly keeping your site updated with fresh content will help support your SEO. Google loves frequent updates and will ultimately reward you when you put new content on your website. A site that is updated frequently will be crawled more by Google bots and if you have high quality content on your website, Google will boost your search rankings and ensure you are in the top search results. This is an on-going requirement, remember you won’t see changes overnight, you need to make sure you are consistently updating the website over time in order to see outcomes.   Improve your website speed  You can monitor your website’s loading time whilst frequently updating your site. It is important to make sure your site loading time is fast as the speed of a website can affect the customer journey drastically. If your site takes over 5 seconds to load, this could result in a customer leaving your site and never returning. The best tools to monitor your website speed if Google Page Speed Insights or Pingdom. These tools can show you how long your site loads and what exactly is affecting your page speed. We offer various services to help keep your website updated. Call our friendly team on 01604 696385 or email us at info@star-digital.co.uk for more information.

Top Tips for Improving your Google Shopping

Google shopping campaigns allow you to show your viewers product images, names and pricing, making it an essential tool for ecommerce stores. Shopping ads are predominantly for promoting your products and driving sales. Visual advertisements are said to have a much greater chance of grabbing viewer’s attention than text-based ads. The majority of customers search for products using a search engine such as Google and around 52% click through to the Google Shopping results. Google Shopping
  1. Use high quality images
It is important to use aesthetically pleasing images to attract the viewer’s attention. You need your product images to stand out against your competitor’s images so they will choose to click on your products over others. Users are most likely to click on an image over a plain text advert. Always use high quality images on white backgrounds in your Google Shopping campaign. It’s important that viewers can clearly see the appearance of the product being advertised; otherwise they more than likely won’t interact with the ad.  
  1. Include well-written copy
Nothing speaks unprofessional more than poor grammar on adverts. If ad copy is spelt incorrect then it can make the organisation look incompetent and will immediately have the viewer questioning as to whether the company is legit or not. It is essential that you produce copy that is enticing to viewers and that contains keywords relevant to your organisation in order to receive clicks. Pricing should be included in your copy as well. The product’s pricing must be the same in the shopping feed as displayed on the landing page on the site. Google can disapprove items containing information that is not consistent across the feed and the site.  
  1. Use target keywords in product titles & descriptions
It is essential to use relevant target keywords in the product titles in your PLA feed. This way, your product ads will be triggered when users search using similar keywords. There is a 150-character limit for product titles in Google Shopping so it’s important to include product info that will be most important to the viewer. Unlike search text ads, you cannot pick the keywords that your products will show up for, although you can influence them by optimising your titles and descriptions by placing target keywords at the front of your titles & descriptions. By viewing the search terms in your industry by visiting Google Trends, you can see what people are searching for and include these search terms in your shopping adverts.  
  1. Get your bid strategy right
 With the combination of a great product feed and the correct bidding strategy, your shopping campaign should effectively drive sales and awareness of your products. Bids in Google Shopping are made at product group level. The structure of your feed is important and will determine how much you pay for each time a user completes a search that triggers one of your ads to appear. Once your Google Shopping campaign is active, you can manage your bids in different ways such as by manually optimising bids, Google automated bidding either enhanced CPC, maximize clicks or target return on ad spend known as ROAS. It is important to know what your search impression share is. The higher your search impression share, the more Google will show your product feed.  
  1. Offer promotions to entice viewers
Online shoppers are often persuaded by great product deals and offers. By offering discount promotions directly on your feed will entice people to click on your ads and view the products in more detail on your site. Utilising promotional offers in your shopping feeds can help as a strong call to action for users who are searching for the best offers and cheap deals on certain products. Special offers should improve your conversion rates as it gives your customers an incentive to purchase products from your site. When offering promotional deals on your shopping campaigns, you need to make sure the promotions are relevant to the products and that they match the pricing on your website, otherwise Google won’t run the adverts.  
  1. Utilise dynamic remarketing
Dynamic remarketing allows you to show previous website visitors adverts that include products and services they viewed whilst on your website. This is a great way to attract those customers who were interested in your site although did not purchase anything on the site. This is a common issue as not everyone will buy a product on their first visit, it usually takes a few visits before someone commits to purchasing. Dynamic remarketing can be easily set up on Ad Words by creating a feed that includes all your products or services containing the unique ID, pricing and an image.   For more information on the PPC management services we offer, feel free to get in touch with our team on info@star-digital.co.uk or call us on 01604 696385.