Category: Industry Insights

Google Analytics 4

The Newest Generation Of Google Analytics

Google now brings you GA4, a completely overhauled next generation of Google Analytics. For the first time, Google has rebuilt its platform from the ground up, transforming the way data is collected to provide holistic measurement and data capture across websites and mobile applications.

Google Analytics version 4 includes new machine learning processes to help businesses get a more complete picture of their audience and customer base. Previously, this was not always possible because some site visitors choose to disable the use of cookies and data sharing but with GA4, data capture is still possible without the use of cookies.

Overview – What’s new in Google Analytics 4?

Here is a quick overview of what differentiates Google Analytics 4 from Universal Analytics (previous versions of GA):

  • Machine Learning: Advanced algorithms that offer better data analysis.
  • Data protection: the new GA4 allows the collection of data without cookies or identifiers.
  • Data import: You can only use Universal Analytics for websites while with Google Analytics 4, you can collect data for a website, app or both platforms at the same time.
  • Data control: better management of data, in particular as regards the collection, storage, deletion and sharing.
  • Data flow: GA4 allows you to measure various data points and page impressions, such as scrolls or clicks on external links.
  • Visualisation: GA4 introduces new visualisation possibilities, such as funnel visualisation, tables and charts.
  • Event Tracking: GA4 will allow marketers to modify, correct and fine-tune the way events are tracked in their analytics without having to change the code on the spot.

GA4 – Machine Learning At Its Core

With the introduction of GDPR laws in Europe and greater online privacy, it is becoming more difficult to track users with cookies. With machine learning, GA4 makes the need for cookies obsolete.

The new Google Analytics 4 uses machine learning to monitor data, as well as predictive forecasting and conversion modelling to make assumptions about site traffic and visitor behaviour based on current data, rather than relying on each page’s “hits.” It’s offered as part of a new “insights tool” that anticipates customer actions and tailors marketing campaigns to focus on high-value audiences

GA4 – New Layout & Interface

Universal Analytics (UA) has three levels of data organisation (Account> Properties> View) but now there are only two: Account and Property. Instead of having sub-categories to explore like in UA, GA4 charts and tables have drop-down menus and the ability to see more details. The visual simplification of the interface is because GA4 is increasingly designed for mobile users as well as web users.

GA4 – New “Event-Based” Data Collection

Google Analytics 4’s new model of data collection is based on “events”, whereas UA was based on the concept of a “session” which was focused more on user information. GA4 makes it easier to follow the path of a user across devices from start to finish, collecting and classifying interactions and behaviours.

Both page views and any actions, such as clicks, scrolls, add to cart, and purchases. Therefore, it is a more user-based model and consequently, allows us to make more specific analyses about user behaviours.

GA4 – Multi-Platform Data Processing

There are many new benefits of using GA 4 for your business as it introduces a wide range of new features and data streams. One of the biggest is that you can use Google Analytics 4 for a website, app, or both at the same time compared to its predecessor Universal Analytics, which only tracked users on websites.

Basic steps to setting up GA4

  1. Open your Google Analytics account or create one;
  2. Create a GA4 property – by default, the new properties created in Analytics are GA4 properties
  3. Create a data stream – choose the platform for your data stream (website, iOS app, Android app) and enter the information
  4. Enable data collection, and implement the Analytics code using e.g. Google Tag Manager for your website, or the SDK for your app.

 

Need help getting started with Google Analytics 4?

We can help you refine your approach to Google Analytics 4 to maximise the potential of your website.

 

Website Design Agency, Bristol UK

Our digital marketing services in Bristol, North Somerset and Somerset are geared towards an increase in unique visitors and a better conversion rate.

We specialise in SEO, PPC, and a variety of other digital marketing services. We’ll help you integrate web analytics to track, report on, and optimise your campaigns regardless of the online marketing platforms you use.

Contact us to get started.

Website Design For The Visually Impaired

Today, most people would find it difficult to imagine their life without the internet – with just a click you can have the world at your fingertips, as long as you can see the screen and interpret the information clearly and accurately; in other words, as long as you don’t have some kind of visual impairment or disability.

It’s not unexpected then that among total web users, there are around 2.2 billion people with various levels of visual disabilities and impairments (data from the World Health Organization). Website developers need to move towards a more inclusive perspective of web design to allow visually impaired individuals equal opportunities in accessing content through the use of screen readers, screen magnifiers, braille displays and input systems.

Let’s take a look at a few key aspects of website design considerations for the visually impaired.

How does a visually impaired person browse the web?

The most common assistive technologies for the visually impaired are screen-readers or Braille displays connected to a computer. The screen-reader works as an interpreter, which sends the text and all readable content on the page to the speech synthesis system, known as text-to-speech (TTS), which transforms it into voice, including images and links. Therefore, simple and direct content allows the user to focus and digest the content of the page in a much simpler way.

Elements such as animated images, scrolling texts and flash effects are hardly ever interpreted by screen-readers. In addition, shaded backgrounds and the use of particular shades of colour make it difficult for the visually impaired to navigate the main content of a webpage.

Tips For Better Site Accessibility:

 Structure Of The Pages

Unlike sighted people, who use a mouse and trackpads to navigate the content of a website, visually impaired people use keyboards to navigate content. Keyboard navigation is one of the most important aspects of website accessibility and the ease of navigation of a website is determined by how well the content is structured.

Therefore, designing web pages that pay attention to the headings and the structure of the elements that compose them can facilitate a better understanding of the content and accessibility-friendly navigation using a keyboard.

Readability

Making sure the content is easily readable is of utmost importance. For this reason, it is essential to use a clear font and a correct layout with titles and bulleted lists that divide the text. Fonts (or typefaces) are not all the same and are divided into two main categories: serif fonts, which are better for reading on paper, and sans serif fonts, which are more popular on the web.

Attention should, therefore, be paid to the font used, the spacing between letters, words and lines, and of course to the size; generally not recommended below 14 pixels.

Most screen readers also have problems with emojis, non-standard characters, and some punctuation marks such as the ampersand.

Alternative Text

Providing a textual alternative to the multimedia and photographic content of web pages is particularly useful for all visually impaired users who use screen readers. For this reason, it is necessary to make a site accessible by labelling everything precisely by inserting the ALT tags of the images and the description, including those of the button link.

For example, a correct “ALT” tag for an image depicting a “house with a garden photographed by the sea is “house with garden by the sea”, while an empty “ALT” field or with a wording such as “IMG_112.jpg” which makes impossible to understand what you are looking at.

Forms

Make sure that users can fill in all form fields on the page. For this reason, it is important to verify that all labels are correctly associated with the elements, making it possible to correct any form-filling errors. For example, “Enter your name here” instead of just “Name”, can facilitate a much better experience for the visually impaired.

Links

Links must make sense so that they are interpreted correctly by screen readers. A series of “Click here” buttons do not allow people to understand what will happen by clicking on that link. It is necessary to use buttons and links explaining the action, for example, “Click here for the Home page”. Making the link obvious and describing what the link is for in context will help screen reader users identify when a link is displayed.

Colours

There are certain algorithms and standards established by the W3C (World Wide Web Consortium, the international organisation that sets standards to ensure long-term web development) that indicate the optimal relationship between the colour of the page background and that of the text.

Don’t rely on colour alone to convey information. Colour can emphasise and make an operation more understandable, but it is ineffective for colour blind users or those using a screen reader.

Conclusions

Most of the technical requirements needed to make an accessible website can be integrated without particular issues or increased development times by a professional web design company.

If you’d like to know more about how to make a website more accessible, get in touch with one of our digital marketing experts.

 

Website Design Agency, Bristol UK

UK Digital Marketing creates high-quality, responsive websites that enable you to engage with mobile consumers effectively, regardless of the device they’re using.

We build bespoke packages for our clients and work directly with them to implement a tailored approach that suits both their immediate and long-term business plans.

Contact us to get started.

 

What Is a Sitemap?

What is it for, and how do you create one?

 Creating a sitemap is essential from an SEO point of view.

Let’s find out what a sitemap is and why it is useful to create one.

What Is A Sitemap?

The definition of a sitemap is this: it is a file that contains all the URLs of a website, listed according to a hierarchical set during creation, which we want to index on Google and other search engines.

In simpler terms, the sitemap can be seen as the index of a website, similar to what the index of a book is. The sitemap presents an overview of the structure of the content of a website to facilitate the search and identification of topics by users and search engines.

What Is A Sitemap For

Sitemaps allow search engines to accurately crawl your website and correctly find and index all pages. They essentially have 2 main functions:

  •   Help the user to find the content of interest on a website.
  •   Communicate to search engines the organisation of the site’s content to facilitate crawling operations and to obtain adequate indexing of all pages.

Sitemap Formats

There are essentially two most used sitemap formats:

HTML sitemap: it is an HTML page that shows all the URLs of the site to facilitate user navigation. The HTML sitemap is the “oldest” sitemap and was created mainly to orient the customer and improve his user experience. The XML sitemap, on the other hand, was invented by Google in 2005 to make it easier for search engine crawlers to crawl the site.

XML sitemap: it is a file in XML format that is used only to provide information to search engines on the structure of the website and on the frequency of updating the pages.

Why use Google sitemaps?

An XML sitemap allows webmasters to provide information to Google’s crawlers on the pages of their website by highlighting the hierarchies and correlations between the various elements and indicating specific data for each page, such as the date of the last update and the frequency of modification.

Sitemaps are recommended for:

  •   New sites to speed up the indexing by Google of the contents created.
  •   Websites to communicate new or recently updated pages.
  •   Sites with isolated content that are not well-linked to other pages of the site, thus preventing it from being ignored by Google.

The Benefits Of A Sitemap

In general, building a sitemap will not automatically help you reach the top of Google’s search results, but it is a vital action that will assist search engine crawlers in their work and speed up the crawling of your site.

How To Create a Sitemap

There is a specific XML metalanguage for generating sitemaps. If your site is developed with an open-source CMS like Joomla or WordPress, there are several extensions or plugins that can be right for you. Joomla uses JSitemap, while WordPress uses Yoast SEO.

Alternatively, you can use Google Search Console which allows you to upload your sitemap or create a new one.

There are also free online sitemap generators that you can use to create a sitemap such as:

https://www.xml-sitemaps.com/

http://www.makeasitemap.com/

Submitting A Sitemap To Google

Once the sitemap has been created, you’ll need to communicate your sitemap to Google via Google Search Console – to access it all you need is a Google account.

Creating and communicating an XML sitemap is a key aspect of SEO optimisation that should never be overlooked, especially on large sites.

You can learn more about SEO here

 

Need Help Creating a Sitemap for Your Website?

Creating a sitemap is often the job of webmasters, developers and SEO specialists – if you need expert advice about correct indexing of your site, UK Digital Marketing can help create a sitemap for your website for a complete SEO strategy.

We’re also one of the top-rated website design companies in Bristol.

 

Website Design Agency, Bristol UK

UK Digital Marketing is an award-winning digital marketing agency that creates high-quality, responsive websites and digital marketing solutions that enable you to engage with consumers effectively to grow and succeed online.

Contact us to get started.

What Are Backlinks?

..And Why Is Link Building Important for SEO?

 

A backlink (or inbound link) occurs when another website links back to your website with the aim of using the information you offer, or part of it, to support its own content.

Backlinks are fundamental in the application of an SEO strategy aimed at favouring the positioning of your site within the SERP (Search Engine Results Pages).

The aim is to help you attract authentic links from external sites that are useful to you, increase traffic, scale the SERP and improve the authority of your site.

One of the main pillars of any good SEO campaign that relates to content (but not the only one) is backlinks.

How Backlinks Work

Backlinks play an important role in search engine crawlers, SEO and overall website growth. The simplest way to think about backlinks is to think of them as conversations between websites.

For example, Claire is a blogger, and she writes an interesting article about a holiday destination in France.

Another blogger, Michael, links to Claire’s article because he wants to share or add his point of view on the topic. Since Michael writes about the subject on his blog and links to Claire’s blog post, Michael thus creates a backlink to Claire’s blog.

As Claire’s blog is rather popular in the travel industry, other sites link to her article as well. This increases the authority of Claire’s blog, and Michael’s blog, in turn, gets a free boost from the backlinks from an authoritative site.

Win-win for everyone.

Why do you need backlinks for SEO?

Backlinks are important for an SEO strategy because they represent a vote of confidence from one site to another. The backlink signals to the search engine that the site is of quality, thus causing an increase in the rank of the site that receives them.

  • Increase in visits for those who receive inbound links.
  • Greater authority for the target domain.
  • Relevance of the content to whoever inserts the link.

Building quality links is an SEO optimisation technique because links are a signal to Google that the website is a quality resource worthy of mention. Therefore, sites with more backlinks tend to earn higher rankings on the SERP.

How To Get Backlinks

In truth, the only sure way to get good backlinks is to get them organically, without forcing it, without fancy tricks or the need to buy backlinks, for which Google can penalise your website.

There are several ways to get quality inbound links or backlinks to your site, but there are a few quick and easy ways that work best.

To get quality links, focus on creating valuable content that attracts the attention of your audience, such as:

  •   eBooks, Case studies
  •   Blog post, News
  •   Video tutorials
  •   Infographics, List of resources
  •   Podcasts

 

  •   Do a Google search for a well-ranked blog post or site in your market segment and then create your own content to improve and expand on it – inserting the original page’s link in your content.
  •   Write pillar articles. These are long-format articles that contain several thousand words and cover every aspect of the topic you’re focussing on.
  •   Write guest posts on other blogs and websites that you can use to link back to.
  •   Contact influencers or industry leaders in your niche or industry and tell them about an article on your site they may want to link to.

Backlinks Are Essential For Growing Your Website

Getting more quality backlinks is one of the most important strategies for improving your site’s ranking on Google.

However, don’t take shortcuts and buy low-quality directory links, comment links, spam networks, or other cheap linking services that promise to boost your site’s rankings.

Instead, post high-quality content and build relationships with other sites in your industry to generate natural, high-quality backlinks from related sites.

Need Help Creating Quality Backlinks?

Get help from a local SEO agency, Bristol

If you intend to rely on a professional SEO agency, then UK Digital Marketing has the skills to support you in the implementation of effective link building strategies so that you can increase the authority and improve the positioning of your site.

Website Design Agency, Bristol UK

UK Digital Marketing is an award-winning digital marketing agency that creates high-quality, responsive websites and digital marketing solutions that enable you to engage with consumers effectively to grow and succeed online.

Contact us to get started.

 

 

Simple, Local PPC Tips & Strategies

Simple, Local PPC Tips & Strategies

Boost Your Local Pay-Per-Click Conversions

Local PPC (Pay-per-click) is an extremely effective way of capturing potential customers on the search engine results page (SERP) across multiple devices within a specific area. Geo-localised ads are shown only to those who are looking for your business within a delimited area, typically within a radius ranging from roughly 5-30 miles depending on your type of business, and are labelled with an “ad” designation.

This method of marketing will therefore be able to bring highly relevant traffic to your site, from users who are ready to buy now, therefore, guaranteeing effectiveness, lower costs and faster short-term results.

There are a few tips that we think will help you improve your Local PPC strategy, we’ll share a few of these below.

What’s your local PPC goal?

Before starting any local marketing plan, it is important to frame the goals of the campaign. When it comes to local search engine marketing, there are a few different things to consider:

      •   Do you want more click-throughs on your website?
      •   Are you looking to improve your lead generation?
      •   Are you looking purely at driving conversions and sales?

Some, or all of these may be combined but the goal of your local PPC campaign will help inform your overall strategy, including keywords, budget, and ad copy.

What’s your local PPC budget?

It’s critical to set a monthly budget for local PPC because it’s dependent on the number of people who click on your ad – thus the name “pay per click”.

We propose that you choose a strategy based on your sector, geographic location, and the volume of goods and services you want to promote. The amount of money you can invest on PPC advertisements in a month is determined by your budget, and the level of spending can change from day to day, and month to month.

While you can set budget limits, Google will help determine the precise CPC (cost-per-click) depending on your budget, the effectiveness of your ad and landing page, and its click-through rate in comparison to your rivals.

You simply downscale to your monthly spending once you know how much you can spend per click.

What are your local PPC keywords?

It’s time to think about the keywords you’ll use once you’ve established your maximum cost-per-click. To begin, establish a list of keywords relating to your products and services, then utilise the Google Keyword Planner to expand your list and develop new ideas. In a perfect world, you’d locate keywords with a large search volume, minimal competition, and a maximum CPC plan that fit your budget. However, that’s easier said than done.

Time to write our local PPC ad

Now is the time to actually write the ad copy. Again, if you are working with a local PPC agency, they will take care of it for you, but if you want to do it yourself we’ll give you a few ideas.

First, keyword titles with search intent, keeping your URL visible to inform consumers that your ad is relevant, the ad copy itself, and employing a clear CTA (call-to-action) are the most important aspects of an effective ad.

Secondly, deals and promotions are usually a smart idea to include in your PPC ad wording to persuade consumers to click on your ad.

 

Need help with your local PPC and digital marketing?

Local PPC Agency, Bristol UK

Our digital marketing services in Bristol, North Somerset and Somerset are geared towards an increase in unique visitors and a better conversion rate. We build bespoke packages for our clients and work directly with them to implement a tailored approach that suits both their immediate and long-term business plans.

Contact us to get started.

How to Create Great Web Content for better local SEO

How to Create Great Web Content for better local SEO

Search Engines Optimisation (SEO) is not just reserved for large brands and international companies, even the smallest businesses can often out-compete the biggest names to be at the top of Google’s search results: this is what it means to achieve good SEO, and more importantly, good local SEO if you’re a local business.

Local SEO allows businesses to obtain organic visibility in a limited geographical area, which is why it is essential for those who provide services in a specific area to pay more attention to this side of digital marketing. But to move up the SERP in local SEO, you will need to create content.

Here are a few examples of content that you can use to improve your local SEO.

Create an FAQ page

The pages dedicated to an FAQ (Frequently Asked Questions) are a sort of “question and answer” section that can also be used to create effective local search content.

The underlined phrases are search phrases or keywords that can be researched using a keyword finding tool.

A few example questions:

“Do you provide digital marketing services in Bristol?”

“Can you help me with social media marketing in Bristol?”

“Are you a local content marketing agency?

Also, one thing to bear in mind is that voice search is changing the way people are requesting information from Google; it’s, therefore, pertinent to think of ways that people might ask questions verbally as opposed to lexically to optimise the content in your FAQs sections.

Start a blog

Having a frequently updated blog is brilliant for traditional SEO as it is for Local SEO.

If you already know you don’t have time to write blogs constantly, our advice is to rely on a professional or find a local copywriting agency to help you. Writing blogs does not simply mean writing a few articles here and there but it means creating an editorial plan that includes a set blog post based around your current and future products and services and using focussed keywords to help you compete in the local SERPs.

Blogs can encompass a range of topics, here are a few common blog topics:

      •   Help and advice blogs
      •   “How to” blogs
      •   Insights into specific products and/or services offered by your company
      •   News and industry trends
      •   Customer interviews and testimonials

Localised Landing Page

You must have a dedicated landing page for each area in which you operate. Additionally, you must have pages with unique content that includes keywords relating to the business’s location and services. This information must appear in the title tag, the H1 tag, and ideally also in the content, all in a natural manner and with extensive use of variation and synonyms.

Also, If your business is local, it’s critical to provide a map on the page that clearly shows where it’s located; ideally, you should also include your business name, address and telephone number (NAP).

The NAP is necessary for Google to understand that the business is local, and it also contributes to search positioning.

Looking for more help with your local SEO and digital marketing in Bristol? 

 

Digital Marketing Agency in Bristol UK

Our digital marketing services in Bristol, North Somerset and Somerset are geared towards an increase in unique visitors and a better conversion rate. We build bespoke packages for our clients and work directly with them to implement a tailored approach that suits both their immediate and long-term business plans.

Contact us to get started.

Google Search Console

Google Search Console

What is it and what is it for?

Google processes approximately five billion searches in a single day. While your website may not appear in every online search, it is critical to monitor its position and performance in the search engine results that matter to your company. It’s simple (and free) to track your site’s success on Google with Google Search Console.

Not to be confused with Google Analytics; the difference is that Google Search Console suggests measures for SEO that drive traffic through search engines and Google Analytics lets you monitor and gives you a complete picture of traffic through your various marketing campaigns, social media, search engines and more.

What is Google Search Console?

Search Console, formerly known as “Google Webmaster Tools,” is a free web service that allows you to track and troubleshoot your site’s performance in Google search and help you improve SEO or ranking visibility on the SERP (Search Engine Results Pages) and bring more relevant traffic to your website.

The Google Search Console can be used by anyone of any experience level and skill set; whether you are an SEO expert, a web developer or a business owner, you can use the Google search console and get real value from it.

What is Google Search Console used for?

The Google search console helps you to:

      • Determine whether Google can locate, crawl, and index your website.
      • You can ask Google to crawl and re-index your entire website or a specific web page.
      • Troubleshoot any issues with crawling and indexing.
      • Solve typical issues with mobile device usability and monitor, test and track your AMP pages (accelerated mobile pages)
      • Examine security concerns, as well as manual site actions.
      • Discover which websites are linked to yours.
      • Determine how frequently your website appears in Google’s search results.
      • Check to see if your website appears in any searches or search results.
      • Figure out which search results are bringing people to your website.

Google Search Console Tools

You can use Google Search Console to access a number of tools and reports, including:

      •           Overview: A brief summary of total website clicks, indexed pages and for seeing your site’s overall performance.
      •           Performance: Check your website performance in depth with the performance report as well as your average click-through rate (CTR) and position in search results.
      •           URL check: Find HTML errors, mobile usability errors, and JavaScript that you can forward to your development team.
      •           Coverage:  Confirm the index status of your website and its pages with the Coverage report.
      •           Sitemaps:  Submit and review uploaded sitemaps, as well as any sitemap errors.
      •           Usability on mobile devices:  Check the mobile compatibility of your indexed web pages.
      •           AMP:  Find out which AMP pages Google can and cannot index.
      •           Rich result status:  Find scannable or unreadable rich results on your pages.
      •           Manual Actions:  Get a summary of manual actions against your site and potential fixes.
      •           Security Issues:  Review any security issues on your site or web pages.
      •           Links:  View links to your site and specific pages, as well as link anchor text

 

Looking for help with Google Search Console?

 

If you need professional help improving your search rankings and website traffic, our SEO Consultants can help integrate, monitor and interpret your Google Search Console reports to improve the performance of your site

Contact us to understand how our digital marketing services can help your business reach the heights of Google search results and better business success online.

 

Digital Marketing Agency in Bristol UK

Our digital marketing services in Bristol, North Somerset and Somerset are geared towards an increase in unique visitors and a better conversion rate. We build bespoke packages for our clients and work directly with them to implement a tailored approach that suits both their immediate and long-term business plans.

Contact us to get started.

Google Analytics

Google Analytics

WHAT IS IT, WHAT IS IT FOR, AND WHY DO YOU NEED IT?

What is Google Analytics?

Google Analytics is a feature-rich web analytics tool (free & premium version) that allows for the analysis and monitoring of user behaviour of any website or mobile application, through the collection of client-side data and provides statistics and analytical tools to show you if your digital marketing and SEO optimisation strategy is working.

For Google Analytics to work, it requires the use of JavaScript code to track data and record user interactions with the website. This code must be inserted on all pages of the site where data is to be tracked.

Google Analytics data collection is totally hidden from users due to the use of cookies, which allow not only to track visits to the site, but also to determine if a user has previously visited the site, from which location, which pages were viewed, and so much more.

70.8% of the top 100,000 websites in the UK use Google Analytics

https://trends.builtwith.com/analytics/Google-Analytics

What is Google Analytics for?

Google Analytics should form part of your web marketing plan no matter what industry your company is in or where it is on its growth trajectory: Big companies aren’t the only ones who need to rigorously analyse their data. SMEs and professionals who want to build and track their marketing campaigns to sell their services can all profit from Analytics.

Google Analytics delivers quantitative and qualitative data that describes what happens on a website or app for all types of online visitors, allowing us to answer things like:

      • How many visitors am I attracting to my site?
      • What geographical area do they come from?
      • Are they using a desktop or smartphone?
      • Which channel did they come from (search engines, Facebook etc..)?
      • Did they come through organic or paid search engine traffic (PPC campaign)?
      • Which pages of the site did they land on?
      • What are the most viewed pages and content?
      • How long do they stay on my site on average?
      • How many users signed up for your newsletter this month?
      • How much revenue has my site generated through my SEO campaign?
      • What products have I sold through AdWords?

The information gathered by Google Analytics can then be used to determine how to better optimise your site to meet your ever-changing marketing goals and increase conversion rates (CRO – conversion rate optimisation).

Why do you need Google Analytics?

Google Analytics reports will provide you with an extremely detailed and comprehensive overview of aspects such as:

Know your audience better

One of the most important tools within Google Analytics is the information it collects about the visitors who browse your website. You can also tap into information that shows you on which days and times your target is most active, or find out if your users are predominantly male or female, what age group they belong to and what their main interests are. All this is valuable when honing your digital strategy geared towards your audience.

Traffic Capture

Google Analytics gives you easy to digest data about whether your traffic comes from organic searches, social networks, PPC advertising campaigns, or other sources. You’ll be able to track CTR (Click-through rate), average position, impressions, and other metrics by linking Analytics to Google Search Console.

 

Analyse Site Conversions

Conversions are essential to PPC advertising campaigns and Google Analytics will help you keep control of your digital strategy by allowing you to monitor and create specific conversion targets and share them with Google Analytics, allowing you to rely on real-time reporting on sales, e-commerce returns, and the efficacy of PPC advertising and other multi-channel funnels.

It should be clear at this point how important it is for a digital campaign to be linked to a feature-rich platform like Google Analytics to make data-driven marketing decisions.

 

Need help getting started with Google Analytics?

We can help you refine your approach to Google Analytics to maximise the potential of your website.

 Website Design, Bristol UK

Our digital marketing services in Bristol, North Somerset and Somerset are geared towards an increase in unique visitors and a better conversion rate.

We specialise in SEO, PPC, and a variety of other digital marketing services. We’ll help you integrate web analytics to track, report on, and optimise your campaigns regardless of the online marketing platforms you use.

Contact us to get started.

 

 

 

Digital Marketing Trends 2022

Digital Marketing Trends 2022

Digital marketing seems to move at lightning pace, and keeping up with all the changes is critical to maintaining your current online audience and reaching out to new ones.x

Digital marketing is not only about advertising; it’s also about solving problems, providing exceptional customer experiences, and retaining customers over time.

While data-driven advertising, automation, and artificial intelligence (AI) technologies continue to advance, online marketing will aim to become more inclusive and more targeted

Now that 2021 is long gone, let’s see the digital marketing trends for 2022 that you should be aware of.

The Change In Privacy

Consumers are becoming increasingly distrustful of the content they’re being targeted with as a result of the excess of digital advertising and barrage of unsolicited marketing. As a result, digital marketers should plan for greater privacy constraints in 2022, which will change how they can track their consumers’ behaviour and ultimately the way they advertise to their audience.

Google has stated that third-party cookies would be phased out by 2023 and many digital marketers and advertisers will have to rethink their strategy as a result of this.

More Personalised Content

Following on from privacy, 2022 will also see the personalisation of content as a major marketing factor. Creating targeted marketing that caters to your demographic will yield more beneficial results than broad content that hopes of appealing to as many people as possible. But it’s not simply the content that must be engaging, as mentioned above, in an oversaturated webspace, ensuring that your audience receives the right ads at the right time and place is also critical to engagement – with greater privacy, audiences will be difficult to reach, and by creating personalised, targeted content could serve as a way of keeping audiences engaged and on your side.

Artificial Intelligence & Automation

Automation is becoming a more useful weapon for digital marketers as technology progresses. It not only saves time but also has the capacity to maximise the marketing campaign choices you make. AI allows you to access additional data, giving you more information on which to base your strategies and overall plan.

There are numerous new types of AI being researched, each with its own set of goals. Some are assisting advertisers in determining the most effective use of their resources, while others are focusing on specific demographics in order to gain a deeper understanding of user behaviour. Google Ad products are at the forefront of AI automation, and they provide a wealth of potential for marketers in 2022.

Video Marketing Is Still Trending

There are no indicators that video content marketing will fade away anytime soon. In 2022, having a video presence online to assist you in promoting and selling your products and services is just as crucial as it has ever been, if not more so. After 2 years of in-and-out lockdowns, online users have grown fatigued and bored of the constant barrage of ads, emails and spam.

Video content is popular because it is simple to consume, and it is beneficial to marketers because it promotes user engagement and retention more than text. That is why videos are used by more than 86% [1] of businesses as a marketing technique.

Video marketing can be used along with other digital marketing and social media campaigns to create compelling marketing strategies that work.

Ready to make your website stand out in 2022?

 

Our full-service digital marketing agency can help you.

Digital Marketing Agency, Bristol UK

At UK Digital Marketing we’re already thinking about how we can employ these new trends to benefit our clients.  We are constantly researching digital marketing trends to find new ways to maximise the potential of your online campaigns, whether SEO, Web Design, Digital PR, Social Media, Video, Copywriting and Online Reviews Management, our digital marketing services and packages aim to give you the visibility and readiness you need in 2022.

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Design Strategies for Better Mobile Browsing

Design Strategies for Better Mobile Browsing

 According to Google statistics; searches for information, products and services from mobile devices have outstripped searches made on desktops. And, In December 2020, it was found[1] that web page views from mobile phones accounted for roughly 46.7% of web traffic in the United Kingdom (UK) and 54.5 % globally.

With this in mind, it becomes essential to have a website optimised for mobile viewing.

So, let’s have a look at a few strategies to keep in mind when designing a mobile-friendly site.

Clear and Concise Navigation Menu

A mobile site menu should be short and easy to navigate – the navigation menu is an element that can present a high bounce rate due to a sense of disorientation experienced by the user if it’s not thought out properly.

Therefore, limit your choices and keep things simple to reduce your margin for error, and keep in mind that when it comes to website navigation, the patience of those who browse your site is low.

Allow Viewing of Images

Especially when it comes to e-commerce, images play a very important role because the desire to purchase something is conveyed through them. Users are looking for high-resolution images that highlight product details. For more important images, such as product photos, use high-quality, detailed images. It is also a good idea to prompt users if the browsing experience of the site is better in portrait or landscape mode.    

Call-to-action (CTA)

The call to action should be placed in the foreground and a central position so that it is visible. The call to action is essential to encourage potential customers to take the desired action, which is usually to buy, call, email or request something. It must not be too long and must be able to elicit a reaction from the reader. If in doubt, it is better to test different calls to action to understand which is more effective.

Keep Forms Short

Forms are the biggest weakness for most mobile websites regardless of how mobile-friendly they are. It’s important to keep in mind that asking for too much information will turn off your visitors. Therefore, it’s important to streamline the data entry requirements and only ask for relevant details to keep your forms as brief as possible.

 

Search functionality (that actually works)

The search function of a mobile site must be visible on every page, and it MUST work. All too often is mobile search functionality rife with issues, this turns people off and consequently causes them to leave your site. It is good to make sure that the searches on the site are relevant so that users can easily find what they are looking for. Using a search filter is useful for making the results more accurate while also providing you with more data on what people are looking for on your site.

Conclusion

Having a website that can be viewed on all platforms is no longer an option, but a necessity, thanks to Google’s (strong and clear) push in this direction. Sites that have issues with mobile browsing or are slow on mobile devices are severely penalised. Furthermore, mobile devices now account for over 60% of all web browsing, with the number increasing year on year.

Looking for a mobile-friendly website designer in Bristol?

 

Website Design Agency, Bristol UK

UK Digital Marketing create high-quality, responsive websites that enable you to engage with mobile consumers effectively, regardless of the device they’re using.

We build bespoke packages for our clients and work directly with them to implement a tailored approach that suits both their immediate and long-term business plans.

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[1] https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/