Programmatic Advertising

Driving your advertising performance through artificial intelligence.

We remove the silos to allow media buying across all channels to occur seamlessly and through one strategic lens, with programmatic and direct buying converged into a single function, and media performance measured and optimized holistically. 

Automated bidding on advertising inventory in real-time, for the opportunity to show an ad to a specific customer, in a specific context.

When anyone clicks on a web page that has advertising space that is configured for programmatic advertising, the publisher of the page puts up an ad impression for auction in an ad marketplace. The ad marketplace then runs an auction among advertisers interested in displaying an ad to that specific customer that just click on the page. There may be many advertisers competing in this auction, and whichever one ultimately is willing to bid the most wins the auction and then their ad is displayed to the customer when the page loads.

Many small businesses aim to optimise their advertising and marketing expenses. Posting an advertisement to a broad audience is ultimately inefficient, as the target market of any business is a small subset of the broader population. Likewise, posting physical flyers around a university campus or other public area does not ensure that the target market will see the advertisement.

One solution is using an advertisement platform that allows for the specification of the target market.

Facebook, as an example, prompts advertisers to specify the demographic information, hobbies, and interests of the users who the advertisement will be displayed to. A small business producing specialty hiking equipment may choose to advertise to individuals in rural areas that are known for hiking locations. Such a business may designate hiking as one of the interests, and search for a younger demographic that has not already developed loyalties to certain outdoors brands. This scenario illustrates how crucial narrowing one’s target is in maximising the efficiency of advertising. Still, there are only so many active users on Facebook, and that number is subject to further decrease as other social media platforms become more prevalent.

There is, of course, a better solution to targeted advertising that can reach users who do not frequently use social media platforms where targeted ad spaces are offered. Programmatic advertising is an even more efficient means of responding to this challenge.

One form of programmatic advertising is real-time bidding, enabling advertisers to purchase relevant ad space within a few seconds.

Whenever an individual clicks a website with ad space that allows for programmatic advertisement, a bid for that ad space occurs on the ad marketplace. Thus, advertisers can autonomously out-bid their competitors to show advertisements to users who fall within their target audience.

Another form of programmatic advertising is programmatic direct. This form is slightly more manual than real-time bidding, as advertisers can hand-pick where their ads will appear.

They also know exactly what they will be paying, whereas the price advertisers who opt for the real-time bidding option will pay depends on the existing competition for the ad space, the customer, and the financial capabilities of the specific companies that are bidding for space.

The most obvious benefit of programmatic direct is that brands preserve their image by ensuring their advertisements are only displayed on websites aligned with their core values, beliefs, and essential purpose.

For instance, a brand that is selling electric vaporisers may not want to appear on a website hosted by a company that sells cigarettes, as electric vaporizer companies could be the primary competition for cigarette brands.

Another advantage is that a brand may see an increase in its revenue by having positive associations with a cause that many are passionate about.

Protecting the environment is one social issue that most agree on. Some brands have even seen success based on their environmental responsibility and goal to minimise all individuals’ carbon footprints alone. Tesla, a company that manufactures electric cars and solar panels, recently released an impact report that detailed both its overall carbon dioxide emissions and the carbon emissions that were saved as a result of the use of its electric cars.

Many brands have started to use recyclable and reusable packaging to appeal to environmentally conscious customers and to reduce their environmental impact. Plastic is a huge stressor on the environment that many companies insist on using, as it is durable and inexpensive when compared to its alternatives. Thus, a brand that boasts its environmental responsibility may want to use programmatic direct to appear on pages about the record carbon dioxide levels, or about various ocean cleanup efforts.

Aside from preserving a brand’s image and boosting their revenue by supporting popular causes, brands can also ensure their ads appear on pages that reflect their core values. This ties into the relevancy of the host website.

If a company’s core values are the promotion of health and peace of mind to the general public, that brand may prefer to appear on yoga and meditation websites that include similar messages in their “About” pages.

There are many advantages of programmatic advertising over the manual selection of advertisement space to purchase.

First, programs are not limited by the same physical needs that humans are, such as sleep, free time, and illness.

Another advantage is that businesses can spend less time on the process of finding relevant ad space and more time on the appearance and message of the ad itself. Graphic design is a time-consuming process; however, a graphic that is eye-catching and meaningful may be the difference between a successful and unsuccessful advertising campaign.

Another benefit is that businesses may be able to reduce the size of their marketing departments. Of course, humans still create advertisements and select the websites to advertise on if programmatic direct is chosen.

However, employers can save on the salaries and benefits of the employees who would have had to scrounge the Internet for websites with available advertisement space.

In the future, programmatic advertising may be used to sell television spots; it has applications in many industries that cannot be ignored.

Overall, both real-time bidding and programmatic direct are methods of programmatic advertising that will increase the efficiency of a business and maximise the number of potential customers a business can reach within the business’ designated advertising budget.

Real-time bidding is a completely automated method of bidding for and purchasing ad space, while programmatic direct allows advertisers to select the websites on which their ads will appear. Both forms of advertising allow businesses to target a specific user, instead of aiming to appeal to a general audience in the hopes that the target market will be represented in that audience.

For programmatic direct, businesses can choose to be associated with causes that are meaningful to them and their customers, while avoiding causes they do not support.

Though programmatic advertising may seem futuristic, it is relevant technology that small and large businesses should take full advantage of.

Programmatic advertising puts businesses in direct contact with individuals who could become loyal customers and facilitate the growth of the business through another powerful method of advertising: word of mouth.

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Mobile phone with Instagram logo

5 Tips to Creating an Instagram SEO Strategy That Works

Is your Instagram SEO strategy up to par? You can leverage the social media service to boost your rankings in search. Learn how here.

There’s no denying the value of Instagram for building a brand and connections. This little darling of a social media platform exploded in popularity. Instagram is now one of the preferred social media platforms of just about everyone.

There are more than a billion IG users worldwide.

Let that sink in.

You’ll want Instagram SEO to help your profile stand out.

This article shares some of the easiest ways to add SEO to your IG. So, follow along and prepare yourself to reach more people and build a stronger brand.

1. Optimise the Profile with a Keyword or Two

There are a couple of profile areas you could include organic keywords:

  • Username
  • Profile name
  • About info

Your profile gets indexed on the Web (not photos). Like any site, Google and the other search engines rely on keywords to understand the page. So, try injecting a relevant keyword into these areas as you see fit.

2. Find and Use Great Hashtags

Hashtags are the informative and navigational elements of Instagram. These describe the photo or help it connect with a trend or topic. Hashtags are essentially meta tags which you control to boost SEO.

Try this:

  1. Check competitors and note which hashtags they use
  2. Post your media and include one or two relevant hashtags
  3. Figure out which provide the biggest interaction
  4. Make a new list of the best hashtags for your efforts

This little process cuts down on hashtag spam. And, boosts what works on the platform. The result is an active community that’ll build up your brand image.

All of this leads to…

3. Leverage Your Brand Image and Connection

A big part of SEO is building backlinks to improve your reach and authority. Instagram SEO is no different. The more your image spreads, the better chances you’ll appear in search results.

Extend your reach by trying these:

  • Including your IG profile link in the byline when guest posting
  • Using embedded IG images from your profile in blog posts
  • Having webmasters link to your IG when they mention you

This gets your name out there while building backlinks to the profile!

4. Deliver Good, Quality Content to Followers

People follow your IG for its content and discussions. Deliver a great experience with remarkable images and you’ll have done half the work. 

Good content:

  • Gets people talking, sharing, and linking
  • Connecting and building up your brand
  • Wanting to work with you outside of IG

You are, in essence, becoming an influencer within your space. This can lead to coverage and connections that help grow your organic reach. With this extended reach comes a greater impact on your SEO because you’re everywhere.

And to think… it all starts with taking high-quality photos.

5. Keep Doing What You’re Doing Well

Dig into your IG analytics from the settings and learn about your best posts. Then, create more of that content as you already know it’s a hit.

You can do extra things once you have the list of top posts, too, like:

  • Adding them back into profile overview
  • Advertising with the most eye-catching ones
  • Reusing them on your site and in its content

Leverage what’s working. This creates a consistent experience for newcomers that translates into a broader reach!

Let’s Go Beyond Instagram SEO

A touch of Instagram SEO grows your reach through this popular platform. But it’s not the only important place you’ll want to get found online.

Visibility is everything, and you’ll want a strategy that works. Let’s work together and find an SEO strategy to grow your business. Then, amplify your impact through paid ads and incredible Web experiences.

Ready to explore what’s possible? Click here and let’s talk.

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mac computer on bench

Be the MVP of SEO: The Top SEO Trends of 2019

There are over 1.5 billion websites live across the globe. Each site is clamouring for the same thing: The top spot on Google.

Needless to say, if you’re looking to stay successful, you’ll need to get competitive.

Stay ahead of the competition and increase your conversion rates by reading up on these SEO trends for 2019!

Mobile-Friendly Design

Smartphones make browsing easier, faster, and more convenient.

As a result, most people are choosing to browse via their cell phone or tablet than their PC.

As the mobile experience continues to grow in sophistication expect this trend to continue.

Therefore, you’ll want to make sure that you’re ready.

Make sure that your site looks and performs well on a variety of devices. If you’re not sure where to begin, Google has a few great tips worth reading.

Voice Search Optimization

The way people browse isn’t the only thing changing. How they search for information is drastically different, as well.

Voice assistants like Amazon’s Echo or Apple’s Siri provide users with information in an instant.

And though the method of searching for information has changed, the way these assistants pull information is still reliant on SERPs.

To accommodate these changes, change the way you phrase organic keywords and use longer keywords. You’ll also want to phrase keywords as a natural query.

Engaging Content

Yes, content is still king in the world of SEO.

Creating engaging original content is one of the best ways to boost your SERPs, implement backlinks, establish site authority, and partner with other like-minded peers.

But how you go about creating that content may need a refresh.

Branch out and experiment with a variety of content types to grow your brand. Video content in particular yields a high ROI.

Fast And Furious Load Times

The longer it takes a website to load, the more likely a user will be to leave the site.

If your site doesn’t fully load within two to three seconds, expect users to bounce from your site pretty quickly.

Minimize the number of redirects a user must go through to get to your homepage. You can also optimize images or compress content.

Artificial Intelligence and Chatbots

You won’t always be available to answer a client’s question. But by the time you get around to responding to their message, they may have already contacted the competition.

Fortunately, AI is advanced enough that it can do most of the work for you. Think of it as an advanced search feature for your website.

Using machine learning, chatbots can help customers answer some of the most commonly asked questions. If a chatbot can’t point a client in the right direction, they can send the message straight to you.

This has the potential to improve your overall user experience, and thus, boost your SEO.

Make 2019 Your Best Year With These SEO Trends

If you’re not first, you’re last.

By utilizing these SEO trends, you can make sure that your website reaches — and stays — and the top of the search results.

Want to learn more about how you can improve your conversion rate? Get in touch today and let’s chat about how we can help your business.

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Web design trends for 2019

Upgrade Your Site: 4 Web Designs Trends to Try

A beautiful and strong website design is a large factor why client’s trust your business. Discover the top 4 web design trends for 2019.

Nearly 75% of consumers say that a company’s website design is one of the most important factors when it comes to choosing whether or not they’ll do business with a brand. 

Does your website design measure up? 

If you’re not certain, you need to read this post. 

In it, we’ll cover some of the top web design trends that your site should feature if you want to get higher search engine rankings, increased conversions, and ensure that your company makes the right first impression. 

1. Homepage Video Content

Video content is perhaps the signature element of modern web design. 

Close to 60% of people say they’d much rather watch a video about a product, service, or brand than read something about it.

In addition to including clickable images that lead to video links on your homepage, also consider embedding a video into your homepage’s background.

This is an excellent way to engage your customers and keep them on your website for longer. This increases your site’s dwell time, which means you’ll rise in the search engine rankings.

2. Inclusive Design

One of the biggest 2019 website design trends is inclusive design

In short, it’s web design that includes representations of people from all cultural, religious, social, and even physically able backgrounds. It might sound unimportant, but consumers are much more likely to work with a brand that they feel represents them. 

Inclusive design is also about making your site accessible to as many people as possible. 

This means including image descriptions, ensuring your layout is clear and intuitive, and making sure buttons are large enough to be clicked on smaller devices. It also means incorporating things like keyboard navigation and customisable text size into your design.

3. Incorporate Animation

Animation is another one of the year’s biggest web design trends

Viewers especially love custom animation and hand-drawn graphics, and they’re an excellent way to differentiate your brand from your competitors. 

CS33 animation brings buttons and drawings on your website to life. It’s a great way to draw attention to specific aspects and pages of your site, and you can even enhance still photographs with CS33 animated graphics. 

4. Include Chatbots

Customer service is the foundation of your relationships with your clients. But many companies aren’t aware that new website design trends can also help to strengthen your customer service. 

This is especially the case when chatbots are incorporated into website design.

Think of these chatbots as robotic digital customer service representatives. 

Their chat windows pop up whenever a new visitor arrives on the site. They can answer common questions, direct users towards specific pages or products, and much more. 

Of course, they also offer a serious boost to your conversion ratios. 

Need Help Bringing These Web Design Trends to Life?

We hope that the web design trends in this post have inspired you to rethink and update your current website design. 

Of course, we understand that you may not have the time or the digital expertise to do it on your own. 

That’s where we come in.

Reach out to us today to learn more about our website design services in addition to all the other ways we can help strengthen your company

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Cheering the winners

YES! You can claim your website under the $20,000 instant asset write-off scheme*

Feedback from most people, when it comes to the Scheme, is the same : “When the $20,000 tax break came out I knew it could be useful, but without a background in accounting I wasn’t sure whether it would be relevant to us. I did a fair bit of reading and it still wasn’t clear which assets would qualify”.

For most small business owners, while many are very well educated and understand at a high level of what qualifies under the scheme, they don’t know everything and this highlights that most have a gap in their knowledge of core business practices like accounting, marketing, legal, tax etc.

That’s a lot of missed opportunities!

With it’s extension to stay at $20,000 for 2019 I wanted to share that you CAN claim for a business website

Also the government has announced they will increase the write off from $20,000 to $25,000 and the date will be extended to 30 June 2020.  This has not been legislated as yet however it does not have any opposition and it is believed it is will go through.

Claiming website costs

If you incur expenses creating or maintaining a website for your business, you may be able to claim the costs as a deduction.

You can depreciate the costs of a website over time. You do this by various depreciation methods, including putting the expenses into a pool.  (ATO 2019)

Mark Chapman, director of tax communication at H&R Block, SMH 2017, says a lot of businesses are not fully aware of what they can claim. Some don’t even know the tax break exists.

“There’s a big knowledge gap in terms of what people understand about the tax break and what they can claim,” he says.

Chapman says when it comes to claiming expenses such as a website, some parts are considered capital assets and can be written off under the $20,000 tax break. Other elements may be written off straightaway as revenue costs.

“If you’re buying computer equipment and servers, or adding features like online shopping facilities or software that will give your business an ongoing benefit, these are usually regarded as capital expenditure and would be potentially eligible for the write-off,” he says.

As to what you can claim under the $20,000 immediate tax write-off, the first thing to remember is the purchase has to cost $20,000 or less, exclusive of GST.

If you have upcoming business expenses, now might be a good time to make the purchase so you can make the deduction in the current financial year.

But remember don’t just buy something for the sake of it – the purchase needs to add value to your business for it to make financial sense.


Get in touch to discuss your needs before time runs out!

** Please seek independent advice from your tax accountant or other specialist.  The information provided here is general in nature and not suitable for all businesses.

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Meta Tags Graffiti

What are Meta Tags?

Meta tags refer to information that is inserted into the head area of a web page. Search engines use these to ensure your sites are listed in their index. Meta tags are used by web developers to identify HTML specifications, keywords, descriptions, refresh parameters, to name a few. Except for the Meta title tag, the information on a Meta tag will not be viewed by people viewing your page in browsers. Owners of web pages have some control over the way their pages are described by search engines by using Meta tags. They can even keep a page from being indexed.

Types of meta tags

Among the different types of Meta tags, the most important in determining search engine ranking is now the description attribute. This attribute contains a description of the content of the website, which comes up during a search engine query. This description is helpful when a search engine can not use a site’s content to generate its own description. Other commonly used Meta tags are the language attribute, which tells a search engine the natural language of the website, and the robot attribute, which controls whether search engine spiders can index a site and follow the links within. There are a number of other, less commonly used Meta tags as well, but those listed here are the most commonly used.

How to make meta tag effective

To make your title tag effective, make it interesting and eye-catching. When creating it, think of your audience first and the search engines second. Don’t make it too long; probably 90 characters would be enough. Here’s the format using “What are Meta Tags” as the title of a page: Importance of using a metal tag -By using meta elements effectively it’s possible to get good engine ranking. It enables the webmaster to control the way my website will appear during search results. The website with a proper description is more likely to attract visitors. Success lies in proving brief and to the point description of the site. -The meta keywords tag is also of the important determining factors in page ranking. It contains the list of keywords which the Webmaster considers important to each page. Effective use of keywords helps to get a proper ranking on web engines. The best way is to go through each web page carefully and then select ten keywords that best represent the contents of the site. Too many unnecessary keywords lead to incompatible web research results and using words may lead to incomplete message -Meta tags help to classify a website so that it’s visible during search results. These tags provide the search engines with key information about the website which helps the user to find the concerned site quickly. Without the tags, search engines, that go by the information entered by the user, will give inappropriate results without proper ranking of digital businesses. -They determine the headers which are sent before sending out the details of the website and also rules out the name and content of each header. There are a number of different types of Meta tags that can be used on a website. They can specify headers to be sent before actual site content and can dictate the name and content of each header. Meta tags can also be used to indicate the keywords relevant to a site or document or the state or area that the advertised business serves. These tags are also used in SEO, though they are typically not visible to site visitors. These tags give a great deal of information about the website in order to help search engines organize and classify the site. The “keywords” Meta tag used to be one of the biggest factors in a page’s ranking, but this has become less popular after some site creators began using a large number of irrelevant keywords to drive traffic to spam or even virus-ridden websites. In conclusion, meta-tags are not a magical solution to the very complex problem of online marketing. They must be regarded as one tool in an inventory of other tools and should be used responsibly. Properly implemented, they will help complete an effective marketing strategy and this will facilitate the tremendous growth of your digital business by optimising your website.

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Finding keywords

How to Find the Best Organic Keywords

How to Find the Best Organic Keywords

Everybody loves free advertising, right? Optimising your site for organic keywords is one of the best ways to harness the power of the Internet and gain new customer traffic.
Did you know that Google processes 3.5 billion searches per day? This is why search engine optimisation (SEO) is so important. One of the best things about search engine optimisation is that it doesn’t have to cost you anything. By researching and optimising organic keywords, you’re helping increase your company’s visibility when they run a search. When someone types a search query into Google, Google compares the keywords in their search to the keywords that it finds online. This is one of the major factors that impact the order that sites are displayed on a search engine results page. Read on to learn how to determine the best organic keywords for driving traffic to your website.

Brainstorming Organic Keywords

There are several techniques that you can use to brainstorm organic keywords that your website is already optimised for. Start by looking at your company website, specifically your landing pages and your blog posts. This will give you an idea of the topics that are covered and the keywords that are relevant to your company and product. Consider this list your seed keywords that you will use to grow your keywords plant. Brainstorm additional related terms that people may search for when finding your website. For example, imagine you run a boutique hotel on the Sunshine Coast. Along with “boutique hotel Sunshine Coast”, your other keywords should include “where to stay on the Sunshine Coast” and “price of hotels Sunshine Coast”.

Use Google AdWords to Find More Keywords

Finally, turn to Google Analytics to get confirmation for the items on your organic seed keywords and suggestions for a few more. In Google Analytics, even if you are not running paid campaigns, you can look at the search queries and other links that are driving traffic to your website. You should see some of your seed keywords on this list and add any that you haven’t already included. While it would be great to optimize your website for as many keywords as possible, that just isn’t practical. If you are using Google AdWords, you can use the platform to test how effective each keyword is specifically for your business. However, don’t worry if you’re not familiar with Google AdWords. There are other ways to research keywords and refine your seed keywords into a master keyword list.

Refining Your List of Potential Keywords

In order to refine your list of keywords, you need to turn to some keyword research tools. While this process can be a little time-consuming, using these tools will benefit you in the long run when your website is seeing more traffic from organic searches and more conversions. There are a few different keyword research tools you need to take advantage of when planning your SEO strategy.

Optimise for Voice Search

Firstly, you need a tool that will help you with voice search. With voice search set to be the next big trend in digital marketing, you’ll save yourself time later on if you start thinking about it now. Voice search is changing SEO because we search in a different way when we’re speaking versus typing. While typed queries are usually point-form sentences such as “boutique hotel Sunshine Coast”, voice searches are posed as questions, “What is the best boutique hotel on the Sunshine Coast?”. Look for an app that generates a list of questions based on the keywords you enter.

How Popular Are Your Keyword Phrases?

Next, you’ll want to use a tool that shows you the cost-per-click (CPC) for your keywords. Even though you’re targeting organic keywords, it is still important to research the CPC data for your list. Google assigns costs to keywords based on their search volume, popularity and the number of competitors. The most expensive keyword phrase in the US is “best mesothelioma lawyer” (it’s a type of cancer from exposure to asbestos) at $935 per click. In fact, nearly 80% of the top 100 most expensive keyword phrases in the US are legal terms. This is because it is a highly competitive industry. The cost of a keyword phrase is an indicator of how often people are searching for it and how competitive the industry it’s in is.

Determine the Difficulty of Ranking for Each Phrase

The final step in researching organic keywords is determining how difficult it will be to rank for each keyphrase. Keyword research tools can determine this in a few different ways. One is to compare the number of searches versus the number of competitors. If there is a high search volume, and few competitors then it will be easier to rank for compared to a keyword with many competitors. Keep in mind that it’s easier to rank for long-tail keywords so focus on something like “boutique hotels on the Sunshine Coast for families” or “boutique hotels on the Sunshine Coast with a rooftop pool” as opposed to just “hotels on Sunshine Coast”. Once you’ve thoroughly researched your keyword list for these three metrics, you’re in a good position to start working on your on-page SEO.

How to Optimise Your Site for Organic Keywords

There are two important things to remember when optimising your website for organic search. The first is that there are no shortcuts and the second is that you need to be patient. If you’re looking for immediate results, then you should be focusing on paid search engine marketing, not increasing your organic reach. In the past, marketers were able to trick Google with tactics like keyword stuffing, but the Google algorithm has become too smart for these tricks. Now, the only way to bring in organic traffic is to show Google that your website provides content that consumers will find useful. This is one of the reasons that every website has a blog now. Google sees these articles as resources pieces related to their keywords. In our example, the hotel should think about writing travel guides about Sunshine Coast. They don’t need to be long, but even 500-1000 words about the best things to do as a family or the best places to eat will give them an SEO advantage over a competitor that doesn’t have these articles. Besides creating great content, be sure to include your organic keywords in the following areas:
  • blog post URLs
  • first paragraph
  • image files
  • meta description
  • subheadings

Is Your Website Optimised for Organic Search?

There are even online tools to help you assess your website’s SEO score. Don’t worry if you haven’t been following SEO practices. There’s nothing wrong with getting started even if your website has already been up and running for a few years. Not sure how to get started optimising your website for organic keywords? Contact us to chat about how you can start improving your organic reach.

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Functional and beautiful websites

Web Designer vs Web Developer: Who Do You Need?

Web Designer vs Web Developer: Who Do You Need?

You want your website to look great, but coding improves the functionality of your site. Don’t trust your web designer to know code, but don’t trust your web developer to design a great-looking site. Here’s your guide to a web designer vs web developer.
You hear about coding a lot these days. Coding websites, coding languages, Python, HTML, javascript – but what does it mean? For your website, it means the difference between a working website and one that loses customers. No one wants to lose customers! In our opinion, it’s worth hiring a professional design firm that has both designers and developers. As we’ll discuss below, the lines between the two blur, but stick with us. We’re doing our best to explain the difference between a web designer vs web developer below.

What is a Web Designer?

A web designer is an umbrella term for a few niche jobs and is a job within itself. In general, a designer is in charge of the website’s design and visual appeal. They create the page layouts ideas, the look the company is going for, and the feel it gives off. Then they create vision boards, templates, and sketches that show off the idea to the client. Before they do this, they need to meet with the client to learn about their expectations. That’s when they discuss things like branding and what experience the customer has in mind. Once they have an idea they can start designing aspects of the website using the software. Generally, this is something like Photoshop or Illustrator, but other programs exist. In those programs, they create site graphics including logos, frames, buttons and other design aspects for the site. Don’t let the technical aspect fool you. Web designers are artists. Their training includes the basics that art students learn, like the contrast of shapes colors and textures. They have to learn typography basics and have creativity and imagination. The best web designers dabble in other forms of art, to keep their creative spark alive. A web designer is in charge of the front-end site development, meaning the things you see. They need to stay up on trends and emerging design features to better serve their clients.

The Five Pillars of Web Design

To give you a better example of how art relates to web design, check out these design principles.

Balance

Like in-house decorating, art, or logo design there needs to be a balance of negative space to design elements. Without white space, things look cluttered and the human eye skips over them. This also relates to color balance, a website should be around the same tones – not neon green and pastel orange.

Contrast

While the general color theme should be in the same family, it’s okay to have a few contrasting elements. The intense difference in color forces the eye to pay attention and is great for important points or details.

Emphasis

Like we talked about above, there are some places in web design where you want the eye drawn. Perhaps it’s the order now or shop here button or a link to your funnel opt-in. Either way, your web designer needs to make sure these aspects are easy to find.

Consistency

As you can see, none of these design principles are completely separate from the others. Consistency and balance go together for color and design theme. Web designers are in charge of making the site look coherent, not confusing clients with a different design on another page.

Unity

Put in other words, unity is the whole shebang. Do the colors work together? Are they consistent? Is there enough contrast on the aspects you want to emphasize? These are all questions web designers ask themselves before they finalize a design.

Web Developer

Now that you understand a web designer is the creative, artist type, we can get into the nuanced differences. A web developer has the same abilities as a website designer, but they’re more tech-savvy. That’s not to say that no website designers can code, but let’s pretend they cant for the sake of argument. Both web designers and developers work hand in hand. Once the designer comes up with the pictures and design aspects, they hand them over to the developer. The developer takes the designs and turns them into reality. It’s like the difference between an architect and the person who builds the house. There are two types of web developers, front-end, and back-end. Both take intensive coding knowledge, but back takes more than front. The front end developer does what we’ve discussed, creating the images the designer put in place. The backend developer makes the site work, coding buttons to take you to a certain page, creating algorithms, etc. A website needs both types of developers, so make sure if you hire one they can do both or work with a partner. Computer developers who can do both and design as well are called “a full stack”.

Web Designer vs Web Developer: Who Do You Need?

Technically you need both. Neither a web designer vs a web developer can exist without the other unless you want a beautiful but non-functioning site. In most cases, you’ll find someone who can do both, unless they’re starting out. Many people who begin as designers learn the skills to become developers. A design firm will have all the right people for your project and they’ll know how to work together. We recommend going through a larger firm since you usually get a period of customer service for any operating issues. If you use a smaller firm, ask how long the developer will work with you once your site publishes. Then ask if it comes at an extra cost. Not to toot our own horn, but we’re one of those supportive web design powerhouse firms. We have both designers and SEO specialists who can help any size business. Contact us today by emailing hello@felicityjane.com.au!

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Adwords Marketing

7 Reasons Your Business Needs to Be Using Adwords

7 Reasons Your Business Needs to Be Using Adwords Marketing

In an online world full of clutter, few digital marketing strategies can make you stand out more than Adwords marketing. Not convinced? Read these 7 reasons why your business absolutely needs to be using Adwords!
Google owns 71 percent of the total search market share. Google AdWords is one of the most effective ways to reach these searchers. If you have ever wondered, “should I use Google AdWords,” the statement above sums it up and makes it clear why this is so effective. However, if you are still wondering why investing in AdWords marketing is such a smart investment, you can learn more here.

1. Google AdWords Increases Customers and Leads

Google Analytics is considered one of the best tools for lead generation. If you set up campaigns properly, it provides the potential to send extremely targeted leads right to your website. With Google AdWords, you can also focus on people who are actually searching for what you offer. The ad you create can include your businesses services and products, which means you can keep refining your searches so only those who want to purchase your services or products are led to your website.

2. Measurable and Accountable

When you utilize Google AdWords, you can see exactly how your ads are performing – any time. Unlike certain offline marketing efforts, you will be able to see how many people have viewed your ads, clicked to visit your website or clicked to call you. You can also see the precise number of sales your website has received directly from the ads. With this type of advertising, you have the ability to drive much more than clicks. With this effort, you can attract more customers by driving qualified, new website traffic. This results in an increase in foot traffic, phone calls and eventually, sales and profits.

3. No Click – No Cost

While many people aren’t aware of this, Google AdWords provides an extremely cost-effective method to reach customers who are ready to make a purchase. This is done by targeting the right services and products to the right audience. You only have to pay for using Google AdWords after someone clicks to actually visit your site, purchase your product or call you. The PPC – pay-per-click – model is the ideal option if you want to only pay for quality, qualified leads.

4. It’s a Flexible Marketing Platform

Anyone using Google AdWords on a regular basis will tell you it’s a very flexible marketing platform. It is a sustainable option for all sizes and kinds of organizations. As a result, you can turn internet traffic on and off with this system. This platform is also compatible with many other software systems and marketing platforms. For example, you can download your campaign data and analyze it with Excel spreadsheets. You can customize your campaign to focus on a specific online user or target people in different locations. You can even target people using various devices, and those on different websites that are owned by Google. Another flexible option is the budget you set. Determine how much you are willing to spend, and then set this for your advertising. You can set daily budgets, and limits, as well as dictate the amount you are willing to spend on clicks for certain keywords.

5. Receive a High Return on Your Investment

Unlike other types of marketing strategies, you only have to pay for the ads people are actually clicking on. After you have optimized your Google AdWords campaign, you can begin seeing a high ROI. This usually isn’t possible with other marketing efforts. However, you should remember, this can take time, and you have to figure out what approach best suits you and your business. To get a better picture of what is providing the best results, you need to keep testing and tracking your campaigns. Google AdWords is ideal for this because it is transparent, and the information needed is readily available. When you find parts of your campaign that provide a good ROI, you need to focus your budget and efforts on these areas. If there are certain parts of your campaign that are costing you money, eliminate them.

6. Achieve Fast and Transparent Results

As mentioned before, with Google AdWords you will receive easy-to-understand reports and results about your campaign as soon as it goes live. The dashboard will provide you with all the information needed, related to each of your campaigns, such as the number of ads clicked, the keywords entered by visitors to your website, the cost of your clicks and more. As a result, Google AdWords is a transparent system that doesn’t take you long to learn to use or navigate.

7. Tap into Large, Quality Traffic Sources

Google is one of the largest companies in the entire world. Each day, Google processes more than 40,000 searches per second. As a result, it’s able to send your business a large amount of traffic each day if you have the budget to pay for the traffic. Google takes pride in displaying relevant ads and content to those searching through their services. They continue to change and update their algorithms to produce the most relevant search results and ads available. This offers a positive effect on your business if you are taking advantage of Google AdWords advertising. The fact is, the people sent to you by Google are more likely to become actual customers, to opt-in to your email list, request information or take another action, than other visitors.

Should You Invest in AdWords Marketing?

This is the million-dollar question. However, as illustrated here, AdWords marketing offers a plethora of benefits. So, when answering the question of “will Google AdWords help my business,” the answer is a resounding “YES!” While Google AdWords is a great way to increase site traffic, you can also find out more about direct and organic search on our website. Or contact us to learn more about starting your own AdWords campaign.

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Pay attention to Local Search

7 Reasons to Pay Attention to Local Search

7 Reasons to Pay Attention to Local Search

When it comes to local search, it needs to be your top priority. See why it’s essential to dominate it so you beat out your competition.
When you offer a specialised service, it’s important to pay attention to your location-based clientele. People within your region will be your biggest customers because accessibility is key when making buying decisions. You need to optimize your site to ensure it pops up when people conduct local searches. Not only will site optimization help your search rankings, it will also help you convert leads into customers. Here are some of the biggest reasons why local search is important.

1. Reviews from Local Customers Will Boost Your Sales

A lot of businesses have a so-so attitude towards reviews. On one hand, they can really help your business stand out and attract customers if they’re good. On the other hand, a bunch of negative reviews can be disastrous for your organization. Especially, if they’re the first things people see when they search your company. Websites like Yelp have built an entire business on reviews. Yelp allows people to search for your business to find reviews, pictures, contact and location information. Yelp also uses a star rating system and lists the top rated businesses in the area. People who join Yelp are called Yelpers. They get to create a profile page with their picture and name. They can leave business reviews and photos. The Yelper system gives Yelp credibility. You know the reviews are made by real people who have patronized the business. In addition to Yelp, Google also has a feature that allows customers to leave reviews. Organizations can create a Google “My Business” page to promote their company. Customers can also leave reviews on the business page and post pictures. Reviews also help with search rankings. Google takes your digital imprint into account. If people are talking about your page and visiting your site, they’ll take notice.

2. Location-Specific Keywords Help You Target Customers

Keyword planning and research are going to set your business apart from the competition. Once you’ve found the right keywords, now it’s time to start creating keyword rich content. Avoid keyword stuffing. Keyword stuffing is when webpage content is filled with the same keyword used repetitively in an unnatural way. For example, the keyword “maid service” can be used to show that a company offers cleaning services. If page content features the phrase “maid services” 50 times, then it’s considered keyword stuffing. Google will give you negative rankings for keyword stuffing. Instead, try using a keyword planner to find the right keywords for your business. A keyword planner will show you the search volume for specific keywords. Search volume is the number of hits a keyword or keyword phrase gets. It’s best to rank for a variety of keywords to encourage web traffic to your site.

3. Google Local Pack Displays Local Businesses on the First Search Page

The Google Local Pack is a list of local businesses that are displayed underneath a map on the first results page. The Local Pack shows the business’ name, location, and business hours. It will also list the number of Google reviews your business has. The Local Pack used to display several entries but Google changed the display. The biggest reason for the change was mobile optimization. Several entries couldn’t be displayed comfortably on a mobile device. The key to getting your business into the Local Pack is consistency. Your business’ contact information should be clearly displayed on your website and on other websites and directories. Make sure your contact information is registered with the local Chamber of Commerce and other community organizations. Google trusts these sites and it’s more likely to promote your business if you’re linked to these networks.

4. Reputation Management is Vital to Business Growth

In all honesty, your business is only as good as its reputation. Poor reviews and ratings will not lead to new sales or customers. When you’re business receives poor reviews, it’s time to start analyzing company culture and productivity. It can be hard to thoroughly access your business when you’re fully engrossed in the company, so the best way to see how customers feel is to interact with them. Conduct surveys and let the customers tell you what you can improve on. You should also interact with customers online and through social media. If you’ve created a Google My Business page or Yelp listing, you can respond to customer complaints. Openly interacting with angry customers online in a respectful manner makes you look good. Potential customers see that you have the right customer service skills and attitude to remedy uncomfortable situations. A positive online persona can help you win over users conducting a local search.

5. Most Users Conduct Local Searches on Their Phone

Google changed their entire display format for a reason. In 2015, research showed that people conducted more mobile searches than desktop searches. In this high-paced environment, people need to access information when on the go. They don’t have time to go to a desktop or wait for a website to load. Americans spend approximately 87 hours per month browsing their smartphones, so the majority of their local searchers will be from their phones. Mobile optimized sites perform better within searches and get higher rankings from Google. How do you optimize your site for mobile devices? You improve the user experience through faster page loading times, incorporating fluid layouts, and designing web content for touchscreens.

6. The Majority of Your Customers Will be Local Residents

Service-based industries such as food services thrive from local support. The fact remains that most of your customers will live within a 25-mile radius of your business. That’s enough reason to make them a priority. Their proximity increases the chances they’ll be repeat customers. If they enjoy your service, they’ll also encourage their nearby friends and relatives to support your business.

7. Link-Building Helps You Gain Relevancy

One of the best things link-building does is build local traffic. When local sites and influencers post links on their page to your website, it boosts your search rankings and drives new traffic to your site. But link-building can turn into keyword stuffing if it isn’t done properly. You need to reach out to the local newspaper, journalists, bloggers, and critics to encourage them to write about your company. Try hosting a mixer or another event and invite local influencers. Once they start talking about your company, it will create some internet buzz and new site visits. You can also post coupon offers on deal sites like Groupon. Most Groupon users conduct local searches and will patronize your business if they see a good discount. Groupon also offers links back to your website, so it’s a great link-building resource.

Conclusion

If you need help building the right local search strategy, Felicity Jane Digital can help! Contact us today to start a conversation about taking your business to the next level.

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