Google Mobile First Roll Out

Google Mobile

Google Mobile First Roll Out

29th March 2018 by Roger Martin

Google Mobile First Roll Out

29th March 2018 by Roger Martin

google mobile first

Mobile First – what is it?

Google are rolling out a new mobile first index to respond to changes in user behaviour. With more searches being carried out on mobiles than desktops in many countries, including Japan and the US, this change reflects Google’s mission of connecting people with what they are looking for in the exact moment and where they are looking for it.

Right now, Google builds its index (the database it serves search results from) by crawling and processing webpage URLS. Its ‘Googlebot’ spider, or robot, crawls both desktop and mobile versions, with an 80/20 split in favour of desktop.

Mobile first indexing means that indexing will be based on the mobile version of a website. This version will be the starting point for what Google includes in the search results and will determine page rankings, even for listings that are shown to users searching on a desktop.

If your site doesn’t have a mobile version, your desktop site will still appear in the results, but not having a mobile site may negatively affect your rankings.

What does Mobile First mean for you?

Firstly, there’s no need to panic. This is a slow roll out that may take a couple of years to complete. In fact, if you can answer Yes to these questions, you’re pretty much there:

  • Is your website responsive? Does its design respond to different devices so that it’s easy to read and navigate without needing to resize or scroll?
  • Is your mobile version verified as a separate property in Google Search Console? This allows Google to crawl and index it.
  • Does your mobile site deliver a great user experience? Is the content well-curated and easily accessible?

Want to find out more? Give our friendly team a shout to chat about our responsive web design and SEO services. You can call us on 01604 696385 or email us at info@star-digital.co.uk.

Why Digital should be in your Marketing Mix

Google and the marketing mix

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

Why Digital should be in your Marketing Mix

26th March 2018 by Roger Martin

reasons why digital marketing

So you’ve handed over your Instagram account to the resident office millennial and had a quick poke around AdWords. You’ve sent a few emails and have the feeling you should be blogging more regularly, but deep down you’re not really sure what the point of it all is.

Of course, we completely get digital marketing (for that, read we’re absolutely obsessed with it), so thought we’d preach to the not-quite converted about why digital marketing should be a key player in your marketing plan.

There’s a whole bunch of digital marketing tools that you can use to promote your brand:

  • content marketing and SEO
  • organic, local and paid search
  • social media
  • email marketing
  • your blog

Choose the best combination of  these to direct people to your website from all over the internet, e.g. through a friendly chat on social media, by posting informative blog content and Youtube videos and by sending targeted and personalised email campaigns. You can even remind people what they were browsing for with remarketing ads – here’s a geeky stat for you: 70% of users who revisit your website through remarketing are likely to convert (CIM 2018).

Just make sure your campaigns work as well on phones as they do on laptops, and check that your message and tone of voice are consistent so that your brand is immediately recognisable across all channels.

One of the beauties of digital is that it’s cheap. Cheap is obviously a pretty subjective word, but there’s no denying that digital marketing is less expensive than traditional advertising.  TV and magazine adverts may be out of your reach, so why not replace TV ads with YouTube vids and magazine ads with blog posts? Better than cheap, digital marketing is cost-effective. You can test and target different audiences to find out exactly what works and save money by promoting your brand to people who are genuinely likely to buy from you.

Digital marketing also lets you measure how well your campaign is performing. Reports from Google Analytics, your email platform and Facebook Page Insights, for example, show you exactly which campaigns your customers are engaging with and which ones might need some work. The amount of data presented can be pretty daunting, but if you’re a Google Analytics newbie, you could focus on

  • how may unique page visitors are you getting?
  • where are your visitors coming from? Is it a Google search, a link in a personalised email or a Facebook post?
  • how many people actually clicked on your ads and how much did each click cost you? Did these clicks turn into conversions?

Check your bounce rate and average time on site too to find out if people are finding your website content relevant.

Social media often goes hand in hand with digital marketing, and it’s a great tool to find out what people are saying about you (or to monitor brand sentiment, if you fancy a bit of marketing jargon). Build rapport and show customers that you care by engaging with them online. Chat with customers to nip any issues in the bud – even if you don’t do social media, your customers probably do and it’s better they raise any concerns directly with you rather than having a good old Facebook rant to everyone else. One thing to bear in mind is vanity metrics – it’s hugely flattering to see your number of Likes and Followers rise, but are these actually getting customers to your site (and ultimately to your checkout)?

Worried about biting off more than you can chew? Give our friendly team a shout to find out more about our digital marketing services. You can call us on 01604 696385 or email us at info@star-digital.co.uk.

Instagram Shopping Finally Launches in the UK

Instagram Social Shopping

Instagram Shopping Finally Launches in the UK

22nd March 2018 by Roger Martin

Instagram Shopping Finally Launches in the UK

22nd March 2018 by Roger Martin

 Instagram Shopping

After the successful launch of shopping on Instagram in the US last year, shopping via the Instagram app has now come to the UK and we couldn’t be more excited!

The companies that were part of the US trial last year found that the Instagram shopping had performed well and provided their customers with a unique and hassle free shopping experience.

In the last few years, Facebook released it’s own shopping via Facebook business pages for merchants using Shopify or WooCommerce, allowing users to easily shop on the social platform. This received a great reception with customer’s being able to shop seamlessly when visiting company’s business pages. One of the requirements for the Instagram shopping service is for retailers to already have a Facebook shop feature installed on their business page.

Facebook ShoppingFB Shopping ecommerce

The new shopping feature on Instagram allows Shopify retailers to tag products in their organic posts enabling customers to tap on the image to be sent to the official product page on the site and check out effortlessly.

Sellers can tag up to five products per single post or 20 products for a multi-image post. For now, the shopping service is only accessible for physical items such as clothes and beauty items although over time we anticipate the shopping service will cover a wide selection of different products.

As shown below, after clicking on the desired product on the post, the customer will be sent to an individual product page containing imagery, pricing and a short product description. After clicking on the shop now button, the user will then be sent to the product page on the company website where they can successfully select the exact item or sizing and move seamlessly to the checkout process.

This new feature is supposed to cut of the hassle of searching for products on search engines and the struggle of not finding desired products immediately.

Instagram Shopping

Instagram Shopping Topshop

Instagram Shopping Feature

Large ecommerce companies such as Topshop, M&S & Heidi Klein have already incorporated this feature to their organic posts and are probably already seeing an increase in traffic to their site.

It won’t be long until other ecommerce businesses and even SME’s adopt this trend to help drive sales, promote awareness of new products and increase their website traffic.

Instagram Shopping

We can’t wait to use this new feature in Instagram and see how the trend grows in the next few weeks. At Star Digital, we provide social media management services to help ecommerces businesses enhance their digital footprint and maintain a strong online presence, contact our friendly team for more information on 01604 396385 or info@star-digital.co.uk.

What are your thoughts on the new shoppable posts feature for Instagram? Let us know your opinions in the comment box below.