Online Marketing New Year Resolution - Part 1 website optimisation

Online Marketing New Year Resolution - Part 1 website optimisation

 

Online Marketing New Year Resolution - Part 1 website optimisation

A new year is a great time to tackle your online marketing and generate new leads, viewers, readers or customers.  But where do you start?  In part 1 website optimisation.

At Omologist we are strong believers that you need to fix the horse before the cart so we have developed a process for considering your online marketing and working through the process.  For example, if you run an Adwords campaign and your receiving a below average score for your landing page then it will be important to fix your landing page before you focus on doing more Adwords advertising.  If we fix the landing page and get the score to “above average” then we can focus on the Ad itself as well as improve the CTR (click thru rate).  But the landing page comes first until it scores above average.  The benefits are your ad rank should rise as your quality score rises and your AdWords cost should fall.

As we work through the process below the goal will be to focus on those low hanging fruit that will generate the big improvements in your online marketing.  Yes, there are lots of other things you will be able to consider but for this exercise, we are focusing on those things that will generate a more sustainable and substantive impact on your online marketing.

Some, maybe many of these you are already doing, but given its the new year it provides a great platform to review and check that everything is set correctly and it optimal.  If something has not been implemented then this is a good time to set that in place.  We will move through quickly but if you need additional information please send us a not comment below and we can provide additional information or each website we provide will have additional information.

If something has not been implemented then this is a good time to set that in place.  We will move through quickly but if you need additional information please send us a not comment below and we can provide additional information or each website we provide will have additional information.

Step 1 : Website Optimisation

To get started the first focus should be on website optimisation.  There is nothing worse than going to a website that is slow and takes years to load.  Or a website that crashes, or makes it hard to find what you’re looking for.  An e-commerce website with popups for mailing lists can be very annoying.  So the first thing to do here, consider your website speed and usability.  To test speed you can use

To test speed you can use omologist.com or you can use Google Page Speed Test.  Each of these tests will analyse your website speed and can come back to you with at least 18 areas to fix if things are that bad, (hopefully less).  Some of these can be fixed easily while others you may need to get an expert such as a web developer or systems admin.

If your website is hosted you may be able to approach them on issues such as web caching software installation and compression which require changes to software on your server.  If you’re with AWS or Azure you can usually contact them or find relevant information on their websites about how to install/utilise this software on your website.

Once your website speed is humming this will create a significant improvement in experience for your customers.  We all hate slow sites so this is an easy win.  Also, don’t forget to think about mobile users and use the guide from Google or omologist to fix your mobile website as well.  We cannot stress how crucial this is.

Once your website speed is humming this will create a significant improvement in experience for your customers.  We all hate slow sites so this is an easy win.  Also, don’t forget to think about mobile users and use the guide from Google or omologist to fix your mobile website as well.  We cannot stress how crucial this is.

While we’re optimising your website, it’s a great time to ensure you have the following tools implemented to help.  The first of these will be Bing Webmaster Tools and Google Search Console.  Both of these tools will assist with analysis of your website.  If you want, omologist can do this analysis for you once you have signed up for these tools and we can prioritise the work that needs to be done for you.

With these two accounts setup, you will need to give them a little time to crawl your website and determine any errors that may need to be addressed.  If you already have accounts with each or one of these then it is a great time to log in and review what errors are being generated with crawls of your website.  Bing for example also checks for malware on your website or phishing which a hacker may have been put there by someone else and this way you know and can get it removed.

The next things to consider are robots.txt and sitemaps.  If you don’t have a sitemap or have not updated your sitemap in some time then this provides a great opportunity to do so.  The sitemap does show not only a level of professionalism but also allows you to provide a full list of pages on your website to Google and other search engines and makes it easier for them to find each page you want to be indexed in a search engine.

Updating your site is important as it shows an active website.  Given its a new years resolution, it’s a great time to build out a plan for updating your website.  If you’re a small business and only update the website once or twice a year it may be worth building a plan to update your site on a regular basis.   Setup up a plan to write a new article for your blog weekly or monthly.  Set up a time to review your Bing webmaster tools and Google search console on a monthly or at least quarterly basis and then plan out fixing the errors raised.

The internet keeps changing with technology and so, therefore, does online marketing so even if you have no errors or issues today, you may do in 3 or 6 months so planning a regular review which can take minutes can ensure your stay on top of your online marketing.

Set up a time to review your Bing webmaster tools and Google search console on a monthly or at least quarterly basis and then plan out fixing the errors raised.  The internet keeps changing with technology and so, therefore, does online marketing so even if you have no errors or issues today, you may do in 3 or 6 months so planning a regular review which can take minutes can ensure your stay on top of your online marketing.

If you have not done it, or you have not reviewed them for a long time, Google My Business and Bing Places are two services worth implementing as Google and Bing will create these for a business anyway so taking ownership means you have the ability to ensure all information is correct and that the right images of your business and website are being used.

We have come across businesses who have accounts on Google My Business for each shop.  Each of these should be managed in one account and someone should be deemed to manage this to ensure the information is always correct including addresses and phone numbers and images.  The added benefit is that you can also respond to reviews of your business and it is important to be proactive in this area.

We have come across businesses who have accounts on Google My Business for each shop (10 accounts!).  Each of these should be managed in one account and someone should be deemed to manage this to ensure the information is always correct including addresses and phone numbers and images.  The added benefit is that you can also respond to reviews of your business and it is important to be proactive in this area.

In Part 2 we discuss Page Optimisation.

If you’re interested in being a Beta Tester of omologist.com send us an email to support@omologist.com with your name, email address and website.


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