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Engaging your Market through Content

It’s no secret that the digital landscape is changing. From the increase in use of mobile technology to a change in consumer attitude towards brand loyalty, content marketing has never been more important. The days of tweaking a few lines of copy are far behind us – and even throwing in a few contextual links here and there isn’t going to pitch you ahead of your competitors on Google. In our latest blog, we give you an insight into engaging your market through content.

 

Creating Valuable Content

In accordance with the “EAT” (Expertise, Authority and Trustworthiness) principle rolled out by Google earlier this year, companies must now approach content creation with a purpose. Creating landing pages for the sake of SEO is being regarded by search engines as poor content and resulting for many in penalisation. Companies are now encouraged to create exclusive and original content that can benefit the audience – for instance, information about a local event or activity that cannot be obtained elsewhere. Aside from delivering excellent service to your readership and original content, appropriately composed content will result in knocking any competitors from the top spot on search engines.

 

Finding a Balance

For a while now, Google has been penalising for the overuse of keywords and contextual links. However, have too few keywords and links and you’ll find yourself penalised once more for low optimisation. Use keywords sparingly, always try to achieve at least 300 words per page of copy and strategically place links that have context relative to your topic.

Not sure how much is too much? Ask a friend or colleague to proof read your copy and ask about their user experience. Generally speaking, stuffing copy full of keywords and links leads to disjointed copy and too many links presents the user with what appears to be a spam website.

 

Engaging your market through content strategically

Of course, with any great content plan comes an articulate and comprehensive strategy. When planning out content in advance, be sure to account for current affairs that your customer can relate directly to and keep your finger on the pulse for SEO opportunities to capitalize on.

To find out more about engaging your market through content, feel free to pop us a message or alternatively, head on over to fantastic SEO advice websites such as Yoast and Moz.

 

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5 Top Tips for SEO in 2015

SEO (Search Engine Optimisation) is your way of ensuring that Google and other search engines recognise your website as important and worth viewing. It is all about what you can do to make sure your site is bringing in the right kind of traffic which will result in conversions and good revenue. It is your way of taking advantage of search engines and the way they categorize websites. We give you the rundown a few top tips for SEO in 2015.

Keyword and Keyphrase Usage

Keywords are a huge part of SEO, using keywords allows search engine bots to crawl your site and pick up useful information, which leads to them specifying your site as important. What this means is that if you use specific keywords e.g. Luxury Hotel, then when users type “Luxury Hotel” into Google or other search engines, your page will come up as relevant to the search term.

ALT text for Images

Believe it or not ALT text on images is more important than you’d think. Search engines crawl sites and look for this image attribute. The main reason for the use of ALT text is to make the content accessible for those that are visually impaired. It is the description that describes to the user what is in the image so they can navigate around your site just as well as someone with perfect 20/20 vision. Without ALT text, Google and other engines will knock your rank down because it will deem your site to be not user friendly.

Meta Tags

Meta tags are possibly the most important thing search engines look for; every webpage should have it’s own meta-description, meta-tags and a meta-title. Though these are important attributes you NEED to remember that they must all be DIFFERENT for each individual page of content. Having multiple pages with the same title and description will cause search engines to believe your site is loaded with duplicate content – this is bad news for any site and will leave your content marked as spam, and as discussed earlier, it’s incredibly difficult to pull your website out of that hole.

More Top Tips for SEO

Of course, despite 2015 being named as the year of content marketing, it is equally important to be mindful of other SEO practices such as link building and ensuring all site content is accessible.

Links and Backlinks

Links are a vital part to SEO; if your page has links to other sites which Google or other engines hold in high esteem e.g. government websites, recognised industry sites etc. your site will be deemed to produce a similar high level of content. Although links can be very good for your SEO ranking, you have to be incredibly careful because they are just as capable of doing more harm than good. If you decide to link official websites e.g. government websites or trusted sites for Google and other search engines, be sure to add a “nofollow” attribute to them otherwise Google and other engines can mark your down website as spam. It is imperative that your website avoids being marked as spam because it is very difficult (though not impossible) to build your presence back up from that.

Mobile-Readiness

As discussed in our former blog post, mobile readiness is going to be a key feature in your SEO ranking this year. Google will be releasing a new algorithm on the 21st April 2015, this means that if your site is not mobile-responsive your domain will be penalized by Google specifically, and although other search engines haven’t caught onto this yet, Google is the most widely used search engine in the world. Your ranking on Google will affect your traffic. Mobile readiness will ensure that users can view your website on their mobile devices easily, if you don’t have this feature your business may suffer. If your site is responsive, Google will reconsider your ranking and knock your ranking up or down.

So now we’ve gone through the main importance of SEO, are you ready for 21st April? If not, don’t panic, but don’t hesitate to contact POSH and see what solutions we can offer you!

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Are you SEO mobile ready?

The importance of smart technology and mobile readiness is undeniable; everybody these days has a smart phone or a tablet. Whether it’s for business or pleasure, the user will require the browser feature and for this to be effective, companies have to ensure their sites are mobile responsive. Are you SEO mobile ready?

 

Why is this important?

 

This is important for the very reason you have a website in the first place. You create a website to sell or market your product. If your site isn’t mobile ready, this will cause problems for potential clients or customers if they can’t even see what you’re trying to sell properly. The main aspect of a site being mobile ready is that all the elements of the webpages fit onto the screen properly without looking distorted. The other thing is that because the content has to be minimized, your menu on the webpage ideally should be a pop-out menu as opposed to the desktop banner layout.

 

But how does this affect my business?

 

Our clients, since the mobile-readiness release of their websites, have witnessed a significant change in browsing behaviour – particularly in mobile-traffic. This means the amount of people who are going onto their site via mobile devices has increased and in turn created more revenue for them. So business and profit was increased simply by allowing their sites to be viewed on a mobile device such as an iPhone, Android, Blackberry, Windows phone or a tablet.

 

What if I don’t do this?

 

If you should choose not to make your site mobile-responsive, Google will as of 21st April 2015 penalize your website and your SEO ranking will drop. Google will deem your site of little importance because it basically is not current and keeping up with technology trends. This will affect your traffic; people won’t be able to find your site as easily as they were able to before.

 

How does it work?

 

Google releases new algorithms all the time. On 21st April 2015, Google will be releasing a new “Mobile Friendly” algorithm. An algorithm is basically a set of “rules” which Google uses to define whether or not a site is where it should be in the Search Results pages. If your site doesn’t fit in with the requirements of these “rules” your site will be penalized. This means your Google ranking will drop, basically you won’t be at the top of the page anymore.

 

Is your site SEO Mobile Ready?

 

Feeling a bit overwhelmed by it all and don’t know where to begin? To quickly check the mobile readiness of your site, head on over to the Google Mobile-Friendly test – a free tool to help identify issues with your website. Is you website lacking mobile accessibility? Don’t worry – POSH is on it. Get in touch with us and we’ll have it fixed pronto.

 

 

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Devilish Dining at the Skerries – POSH by PR

Enshrined in history, Edinburgh’s much-loved boutique hotel, The Dunstane, has announced that son of Scotland’s first Michelin Star Chef, Paul Hood, will be joining the kitchen. Well known for his entrepreneurial food skills, Paul has embraced the The Skerries Restaurant charged with the task of making it one, if not thee top restaurant in Edinburgh. So what does the Dunstane have in store for us? Read on to find out more about the new devilish dining at the Skerries…

Dating back to 1852, The Dunstane is the design of Edinburgh most influential and famous architect, William Playfair.  Fast forward 163 years and The Skerries restaurant has expanded, with the re-location of the bar – freeing up the restaurant floor – allowing more diners than ever before to experience Paul’s new taste sensations.

With his previous accolades including Edinburgh’s Prestonfield, La Garrigue, The Caledonian Pompadour and Royal Bank of Scotland Business School alongside celebrity chef, Nick Nairn, Paul had seized the opportunities with The Skerries. Having moved away from typical French luxury cuisine, Paul has promised new dishes monthly to compliment the already mouthwatering menu…

 

Dining at the Dunstane

Paul Hood – Devilish Dining at the Dunstane

“I’ve always had a passion for food! When I was fourteen I had my first job working in Prestonfield. My dad was a well-known chef, so I’ve really followed in his footsteps.”

“The Dunstane’s produce is so high quality – it’s exciting to work with such great ingredients and people! Let’s just say, there’ll be some really sexy dishes appearing on the menu soon!”

Looking forward to creating traditional Orcadian options, Paul is currently serving decadent dishes including Orkney Crab, Gressingham Duck and Sea Bass.

It’s safe to say, The Dunstane is set to welcome a new era of cuisine.

Click here for more information on The Skerries Restaurant and booking your own gastro night of devilish dining at the Dunstane.

 

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How to tell if your Brand is Confused

There’s nothing trickier than getting your branding right. Too informal and it alienates a high-value market. Too formal and it alienates those on a lower income. As a result, many businesses attempt to appeal to a broad spectrum of markets, and in turn confuse their company mission, their target market and end up losing out on some serious revenue. We’ve compiled a guide on how to tell if your brand is confused.

 

What exactly is a confused brand? There’s a lot of jargon thrown about when talking about brand confusion – colour theory, font accessibility, user journey – but what does it actually all mean?

It’s super easy to get wrapped up in the nitty-gritty of whether your new site should be azure blue or cerulean mist, but ultimately, it’s how it’s all pulled together across your brand presence – so everything from your premises to your social media.

 

How to tell if your brand is confused

 

Ask yourself the follow questions:

  • What is my company mission?
  • What is the purpose of the company?
  • Where is the business heading in the next five to ten years?
  • Who are my target markets?
  • Who buys my service?
  • Why do they buy my service?
  • What is a typical customer like?
  • What are their interests, career choices, social priorities?
  • Where do they hang out?

 

  • Does my website, logo, premises, social media, etc. reflect these values?

 

Appealing to your high-spending market with a gaudy budget logo put together on some free software? You might want to think again. Consider the message your company is sending out.

 

  • Are the services you offer clear and concise?
  • Have you made clear what your offer actually is?
  • Do you have a unique selling point that makes you product better than your competitors?
  • Do you offer luxury hotel rooms with a twist?
  • Or do you offer exclusive cuisine only available at your restaurant?

 

Make sure your product is clear and concise – it will help to eliminate poor communication and unhappy customers.

 

  • Is my brand uniform across all platforms such as Facebook, Twitter?

 

Make sure your brand image is consistent across all platforms. Keep straplines similar, logos the same and limit informal imagery to social media platforms like Instagram. Ensure you keep your tone consistent when interacting on other platforms outside your website/premises.

 

  • Do I maintain a consistent tone in content across my site/platforms in line with what my market needs?

 

  • Finally, is your tone in your company content correct for your market?

 

A photo of a notepad

 

If you’re aiming for luxury, an informal approach will probably turn away high-value customers. Sell the experience, not just the service/product. It’s not just start-up businesses that need to be wary of brand confusion; it’s not uncommon to come across companies with a long trading history who have lost their way with their branding. As companies grow, services evolve and markets change – so what may have been apt as branding before, has rapidly become outdated.

Be it stuck in old ways or perhaps a fear of change, not updating branding can lead to costly implications. Getting company branding right first time round means that logos and values will stand up against the test of time and 5, 10, 15 years later only minimal tweaking will be required to adapt to the market. Re-branding can be an expensive activity – and also detrimental to the efficiency of a business.

Ultimately, it’s as simple as this: constantly re-evaluate your positioning, and your branding will pay dividends.

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Are Social Media Campaigns for Business Worth Your Time?

These days, social media isn’t just for tagging your friends after a good night out. It’s the perfect marketplace for your business, where smart advertising can be free and real-time likes are often translated into online transactions. Uniquely, social media campaigns are also the one arena where businesses can stand on an equal footing, and where huge advertising budgets aren’t always translated into huge followings.

If you aren’t convinced that an ordinary kitchen-table business can compete with a high-street-brand-turned-internet-store, let me prove otherwise. You see, when it comes to social media campaigns for business, it’s not what you’re marketing that matters, it’s how you market it that counts.

When Social Media Campaigns Fall Flat

It’s easy to be skeptical when you haven’t seen success. A few years back I worked freelance for a luxury hotel OTA based in the UK. It was big business and the advertising budget was impressive. As part of our social media outreach plan we decided to jump on the Facebook bandwagon and give away a £1000 voucher to be redeemed against a stay in a luxury hotel. Since we had hotels in every corner of the world, we decided to go global. Our competition was posed online with gusto (as well as a strapping headline) and we sat back to wait for the ‘likes’ to roll in.

Our starting point was an existing database of 1,672 followers. Not great, but surely enough to get us going? On day one, the ‘likes’ trickled in slowly. Our following grew to the lofty heights of 1721 – hardly enough to warrant breaking out the champers. Day two came and went in similar fashion, while days three through six barely nudged above another fifty in total. When the competition eventually closed on day seven, our Facebook readership had hit 1,936. We had earned a grand total of 264 followers. Did that justify a voucher valued £1000? Possibly not.

A few years later I went to work freelance for a British self-catering company that was trying to break into the Scottish market. By this time I’d learnt a thing or two about social media marketing (I’d even graduated to tweeting). Their Facebook followers were pitifully low in numbers, and their Twitter account was in extended hibernation by the time I took it over. To generate interest I chose to host a competition and create a little buzz. One week later, and with a newfound understanding of exactly how social media for business works, I’d managed to flog three organic chocolate bars for the grand total of almost 600 new followers, proving that prizes don’t need to be big if you market the right way.

You see, what I’d learned was that social media campaigns for business don’t market themselves. There’s no good adding a competition to Facebook and expecting it to grow alone. It needs to be marketed, nurtured. Without the right attention you may as well not bother because you certainly won’t get the right return.

What Happens When Social Media Campaigns for Business Work

While not every campaign takes off like a packet of Mentos in a bucket of Coke, these days I have a fair idea of how well they will work before they get posted, and so far they’ve all been a measurable success. It’s not about being a Facebook genius, either. In fact, aside from work, I barely tag, like or share a thing on my personal profile. It’s about having the right avenues for promotion, knowing when to post, and remembering to engage afterwards.

So what happens when social media campaigns for business work? And I mean really work? Let me tell you about one of our latest social media campaigns on behalf of The Dunstane, a pretty boutique hotel in Edinburgh’s Haymarket and one of our existing clients.

We ran a two week competition to give away an overnight stay for two people, dinner included. We also threw in a box of artisan chocolates from a local company to make it really sweet (pardon the pun). One carefully timed launch date later, a touch of PPC during the inevitable ‘mid-point lull’ and plenty of behind the scenes advertising and we finished on a high; Facebook follower growth of 148%, Twitter followers up by 150%, social media revenue increase of a magnificent 249% and, my personal favourite, referrals from Facebook to the website of an utterly ridiculous 27,125%!

Still think social media campaigns for business are a waste of time? Don’t take our word for it. You can view more results from our work with The Dunstane or get in touch by saying hello@poshagency.com.

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