Blog – Baldwin Digital https://www.baldwindigital.ie Mon, 06 Feb 2017 12:49:16 +0000 en-GB hourly 1 How to Create a Content Marketing Strategy https://www.baldwindigital.ie/create-content-marketing-strategy Mon, 06 Feb 2017 12:44:52 +0000 https://www.baldwindigital.ie/?p=11269 How to Create a Content Marketing Strategy Content marketing is highly influential in attracting audiences, but getting it right is important to achieve success. What is content marketing? Content marketing is the process of creating and publishing content that's of use and relevance to target audiences, so they'll visit your site, fulfil a call to [...]

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How to Create a Content Marketing Strategy

How to Create a Content Marketing Strategy

Content marketing is highly influential in attracting audiences, but getting it right is important to achieve success.

What is content marketing?

Content marketing is the process of creating and publishing content that’s of use and relevance to target audiences, so they’ll visit your site, fulfil a call to action, and become a loyal customer. A successful content marketing strategy can improve your bottom line.

Content marketing takes various forms including blogging, social media posts, videos, how-to-use guides, newsletters and eBooks.

Why your business needs a content marketing strategy

By establishing a content marketing strategy, you have a cohesive, methodical and documented approach to creating and distributing your content, so that it reaches the right people and has the desired effect.

With a strategy in place, you can organise what content goes where and to whom, you can ensure a consistent approach and optimise the efficiency of everything you produce. A content marketing strategy also lets you establish your brand identity.

As an example, if you’re creating content for social media, this may differ from website blogging, so your strategy will outline various elements you need to consider, to ensure the right yet consistent approach.

How to create a content marketing strategy

Before you develop a content marketing strategy, you need to do some research.

Goals

Define your goals and decide what you want your content marketing to achieve.

Target audience

Decide who you want to target. Think about the problems or dilemmas this group might face, and how you could use your expertise to help them. What areas might interest your target group?

Think of content ideas that would be useful to these people, without directly promoting your products or services. Consider different stages of the purchase process that your audience might go through.

Use tools

Make use of tools to organise and schedule your content, such as WordPress plugins, which we mentioned two below to get you started.

CoSchedule

CoSchedule WordPress Editorial Calendar Plugin

CoSchedule Integrates directly with your WordPress dashboard, this tool helps you plan and arrange your content on a calendar. The plugin helps you to promote your content with scheduled social media sharing with plans starting at $30 per month.

A 14 day trial is also available for testing before having to commit to purchasing.

Editorial calendar

Editorial Calendar WordPress Plugin

Editorial Calendar for WordPress is available to download for free on the wordpress.org plugin directory website. Although it doesn’t have as many features as CoSchedule, it’s a good editorial calendar option for you.

Unfortunately, it lacks social media promotion tools, saying that, it lets you schedule all of your content months in advance for smooth implementation of your content marketing strategy.

Wrapping things up

Don’t forget to promote your content once it’s published. If you want to win audiences over, creating a content marketing strategy is something every business can’t afford to ignore.

Check out our info-graphic: 10 Stats Businesses Can’t Ignore About Digital Marketing

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7 Tips for Google AdWords Optimisation https://www.baldwindigital.ie/7-tips-google-adwords-optimisation Mon, 23 Jan 2017 10:41:40 +0000 https://www.baldwindigital.ie/?p=11250 7 Google AdWords Tips to Further Optimise Your Campaign Google AdWords is a powerful advertising tool, but many AdWords users could get more value for the money they pay to Google. Here are seven Google AdWords tips to help you optimise your campaign. 1. Putting Search and Display in the same campaign Too many AdWords [...]

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7 Google AdWords Tips to Further Optimise Your Campaign

Google AdWords Tips and Optimisation

Google AdWords is a powerful advertising tool, but many AdWords users could get more value for the money they pay to Google. Here are seven Google AdWords tips to help you optimise your campaign.

1. Putting Search and Display in the same campaign

Too many AdWords newcomers combine Search and Display networks in the same campaign. This is a big mistake. Search and Display are completely different entities, with different methods of selecting keywords, setting bids and writing ads. Make sure that you keep Search and Display apart, with separate campaigns for each.

Google AdWords Search and Display Network

2. Just relying on Broad Match

Match types are an important part of Google Search campaigns. There are four types of match, and Google have produced a handy guide for those unfamiliar with the terms, see video below.

Broad Match, in which Google determines which search results are relevant to your keyword, is the most popular, but relying solely on Broad Match is a bad idea.

With Broad Match, you will never know exactly which search terms will match your keywords, which makes it tricky to write precisely focused adverts, which in turn, will reduce the Quality Score of your adverts, and Quality Score is crucial, as this video shows:

The best approach is to avoid Broad Match altogether and rely on a mixture of Exact Match and Broad Match Modifier.

3. Failing to weed out the bad placements

AdWords users who run Display Network campaigns aren’t always sufficiently vigilant about what sites their ads are placed on. The solution is to use a Placement Report, which will show which web pages your ads have been running on and enable you to weed out those that are not relevant, to make sure that your ads are laser-focused.

4. Poor structure

Taking care over the structure of your campaign is always worth it. Instead of simply having one campaign featuring all your keywords, collect them into tightly-related groups, breaking them down into as many different targeted ad groups as you can. By structuring your campaign in this way, it will have much more impact.

Poor AdGroup Structure

5. Not split testing adequately

Split testing enables you to compare two or more aspects of a campaign to see which is performing strongest, but make sure you get the most out of split testing. Always pause underperforming ads, don’t over-focus on Clickthrough Rates (CTRs) to the exclusion of Conversion Rate and Return on Ad Spend, and try out a wide variety of ad concepts.

6. Not paying attention to Impression Share

Don’t overlook Impression Share. It’s a good measure of how strongly your campaign is performing against your competitors, and by maximising your Impression Share, you can be sure you are getting more value for your advertising spend than all of your competitors.

AdWords Impression Share

7. Only using Google

AdWords is the best advertising platform out there, but putting all of your eggs in one basket never makes good business sense. Lean on AdWords by all means, but make sure you also diversify into a range of other paid and unpaid, online and offline sources of traffic.

Google AdWords updates and performance Summit 2016

While you’re here, why not check out our other blog post on 3 Google AdWords updates you should know about which also includes the Google performance summit 2016 video.

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Site Speed: Tools for Better Rankings and User Experience https://www.baldwindigital.ie/site-speed-tools-better-rankings-user-experience Thu, 15 Dec 2016 20:27:23 +0000 https://www.baldwindigital.ie/?p=10899 Site Speed: Tools for Better Rankings and User Experience There are many tweaks you can make to your website to improve your search engine optimisation, from adding alt text and images or by making the most of your meta descriptions. But one thing that is increasingly becoming more important to Google (and therefore to you!) [...]

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Site Speed: Tools for Better Rankings and User Experience

Site Speed for Better Rankings and User Experience

There are many tweaks you can make to your website to improve your search engine optimisation, from adding alt text and images or by making the most of your meta descriptions. But one thing that is increasingly becoming more important to Google (and therefore to you!) is your site speed. The slower your site, the slower Google will index your pages, causing new posts to appear less quickly in the SERPS.

Speeding up your website can bring in organic traffic sooner and, of course, improve the user experience for your visitors. This experience could lead them to staying longer on your site and potentially bringing in more sales for you. Take a look at our article on on-page ranking factors to find out more about improving your SEO.

Site speed tools

To get started, you’ll need to check your site speed, so you have something to measure against when you make your improvements. Use several different tools as they all do different things, and allow for the fact that site speed is different when you check it from different locations.

  • GTmetrix

  • Pingdom Tools

  • WebPageTest

  • Yslow

  • Google PageSpeed Insights

GTmetrix is an excellent tool, with multiple locations, checks on a real Android device, performance tracking and a whole lot more. Pingdom will also do multiple locations, with some handy tips on how to improve your results. Alternatively, WebPageTest uses real browsers to check speed and offers simple or advanced testing. If you require suggestions to improve your statistics, Yslow would be the perfect fit for you.

And finally, Google PageSpeed Insights is overall a great one to use as it gives results for both mobile and desktop in separate reports.

Add a caching plugin for site speed

WP Super Cache is a free and simple plugin for caching your site, or you could try WP Rocket, which we highly recommend, a paid plugin which has many more features, such as lazy load, where images below the fold aren’t loaded until the user scrolls down, Content Delivery Network (CDN) integration, minification of HTML, CSS, Java Script, Google fonts, database optimisation, caching for mobile devices, caching for feeds and SSL along with sitemap preloading.

Alternatively, W3 Total Cache is a good option, however if it is wrongly configured then it can slow your site down even more.

To read more about different plugins to speed up your site, check out our 5 best WordPress plugins to speed up your website article here https://www.baldwindigital.ie/5-wordpress-plugins-speed-up-your-website.

Conclusion

In addition to using a caching plugin, there are other things you can do to improve the speed of your website. You could research different hosts, as some are better than others. Equally, using a Content Delivery Network (CDN) could significantly speed up your site, as could reducing the size of your images by using a plugin such as SmushIt.

It’s extremely important that your website works quickly on mobile devices and tablets, too, with more people than ever using mobiles to search, browse and buy. Therefore, using Accelerated Mobile Pages (AMP) is the ideal solution to make sure your site is fast-loading on mobile.

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How to Protect Your SEO Rankings When Migrating to a New Domain https://www.baldwindigital.ie/protect-seo-rankings-when-migrating-domain Wed, 30 Nov 2016 12:27:26 +0000 https://www.baldwindigital.ie/?p=10860 How to Protect Your SEO Rankings When Migrating to a New Domain We put so much effort into building our websites and enhancing our SEO rankings that changing domain name and migrating a WordPress website can be quite daunting. Thankfully, Google has made provisions for domain name switches, and in this blog we will show [...]

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How to Protect Your SEO Rankings When Migrating to a New Domain

How To Protect Your SEO Rankings When Moving Domains

We put so much effort into building our websites and enhancing our SEO rankings that changing domain name and migrating a WordPress website can be quite daunting. Thankfully, Google has made provisions for domain name switches, and in this blog we will show you the steps to take in order to hang on to your Google ranking while making the transition.

Why move?

It should be pointed out that sticking with an existing domain name is definitely preferable, so if you don’t have to make the switch, you really shouldn’t. But there are reasons, such as a change of brand name for instance, that moving to new domain names and migrating content becomes necessary.

Other factors may include the discovery of a domain name that you believe is better, or that your old domain name was penalised for some reason. So how do we go about moving domain name in the first place? Let’s start at the beginning.

Before we begin

We should note that most of the advice you will read is aimed at long term SEO stability, and that your site might, and is likely to, see a dip of sorts while the process takes place. These tips are also provided in the assumption that you have a back up for your WordPress site, and if you’ve not done so already, here is how you can do it.

It is also important to point out that you are required to retain ownership of your previous domain name, even if you will not be using it any more; this is essential to redirection.

Migrating to a new domain? Here’s how not to lose your Google ranking

Step 1: Copying all current site content to the new domain

Don’t redirect anything until you have copied your site to your new domain. This can be done using the Duplicator plugin, which allows you to transfer all your URLs to the new domain, this means it will include all the internal links across your pages.

Step 2: Redirection of old to new site

You need to perform a 301 redirect which will allow both search engine robots and human users to find the correct page on your new site. This requires finding your .htaccess file, which you can do with an FTP program such as Filezilla which gives you access to the server of your WordPress site. You can find the .htaccess file in your site’s root folder.

After you’ve downloaded it, make a copy of it, and this will act as your back up. Then open the .htaccess file with a text editors such as Notepad. The code should appear as something similar to “htaccess”.

First, you need to redirect at domain level by adding the following code to the top of the .htaccess file,

RewriteEngine on
RewriteCond %{HTTP_HOST} ^oldurl.com [NC,OR]
RewriteCond %{HTTP_HOST} ^www.oldurl.com [NC]
RewriteRule ^(.*)$ http://newurl.com/$1 [L,R=301,NC]

You then need to add your individual pages and posts by adding the 301 redirect code line by line, and the 301 redirect code if you are planning on retaining an identical URL structure should be:

Redirect 301 /original-post newdomain.com/new-post

For those that are structurally changing their URL structure, there is the need to redirect every link manually, which can take a lot of time.

After saving the new .htaccess file, traffic should be redirected to the URLs on your new site from your old domain. Undergo a period of manual testing to check they are working properly using the Fetch as Google tool in the Google Search Console to make sure Google is being properly redirected to your new site.

Use Fetch As Google In Search Console

Step 3: Notify Google that your domain name has changed

Google needs to be told about your changes, and you can make sure the transition is smooth by filling out their official form. This can be done by navigating to the Google Search Console which used to be called Webmaster Tools. Verify your old domain name if you haven’t already, and then use the same process to confirm your new site – both of them must be registered correctly within the Google Search Console.

You click on the gear icon in the old domain name’s dashboard and find the Change of Address form which needs to be filled out.

Using Change Of Address In Google Search Console

After you have followed the instructions and completed the form, click submit.

Search Console Change of Address Instructions

Step 4: New sitemap submission

You can submit a sitemap for your new domain to Google, and this is done by creating your new site’s XML sitemap, before submitting to the Search Console. We recommend using the Yoast SEO plugin for all your website sitemap.xml requirements.

Submit A New Sitemap Using Search Console

Step 5: Monitoring of the Google Search Console

If Google encounters indexing problems, you can see them in the Google Search Console, so make sure you are constantly monitoring it in the wake of the changes. Among the important reports are search queries and index count, and for a full list of what to check, take a look at this Google support document.

Step 6: Inbound link updating

It is a useful exercise to contact any sites that have linked to you and request that they change the URL used to the new domain – maybe getting all of them changed is unrealistic, but even achieving some is a plus. And don’t forget about updating the URL on all your social media profiles and pages.

Step 7: User notification

As a matter of course, you should let your readers know that you have switched domain, in order to avoid any uncertainty about your current address, and encourage them to use the right URL. You might do this by including a page on your new site which explains the changes, or alternatively creating a custom 404 error page to tell people they have clicked on a link which has been improperly directed – you can, in fact, do both.

Step 8: Wait for the rankings jump

If you have taken all the above steps you have fulfilled your side of the bargain when it comes to minimising the effect of a domain change in terms of SEO. You just need to patiently wait for Google to index your new site fully, before you hopefully witness a rankings jump. Don’t forget, an initial rankings slump if perfectly normal and should not represent a worry.

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5 eCommerce Link Building Tactics That Still Work in 2016 https://www.baldwindigital.ie/5-e-commerce-link-building-tactics-2016 Mon, 24 Oct 2016 18:13:18 +0000 https://www.baldwindigital.ie/?p=10841 5 eCommerce Link Building Tactics That Still Work in 2016 Why pay for something when you can do it yourself? That's sometimes the question posed when weighing up the benefits of organic link building methods against paid-for channels. There is also the consideration that in a lot of cases, organic is more powerful than PPC [...]

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5 eCommerce Link Building Tactics That Still Work in 2016

ecommerce link building tactics

Why pay for something when you can do it yourself? That’s sometimes the question posed when weighing up the benefits of organic link building methods against paid-for channels. There is also the consideration that in a lot of cases, organic is more powerful than PPC and the like. So to empower your on-site SEO and the content you are churning out, organic link building is a great way to rise up the rankings for e-commerce sites.

Add into the equation the hike in PPC prices that we have seen in recent times, and there really is a lot to be said for coming up with an effective link building strategy.

Here are five tried and trusted tactics that you may want to put into action, in order to open up some direct avenues to your e-commerce site:

1. Complementary product affiliates

It is worth building relationships with affiliates that might market a product which complements your own, or vice versa. This is because they are doing their website visitors a service by advertising your product, and could agree to include it on one of their pages for the convenience of their customers. Similarly, they might expect a reciprocal link on your own site in return. Take this link for ‘Flash and Video’ https://addons.mozilla.org/en-US/firefox/addon/download-flash-and-video on the Mozilla Firefox site – it is a program that complements the browser, allowing users to download flash games and video.

2. Leverage your official vendor status

If you are a retailer that does not produce goods, but relies on a supply from a major manufacturer, they may have a page on their website dedicated to displaying the details of official vendors which sell their products. Make the most of your business relationship with them by requesting that they include your details on this page, along with your address and contact details – you might find that you are popular with prospective customers in your area. Here is an example from RØDE Microphones’ website, which displays their official dealers.

3. Internal linking

You should not discount the importance of internal linking if you want to give your product pages more prominence on Google. A proven tactic is to employ category or product page linked keywords on your home page, as this is where a large share of the external links e-commerce sites build will direct users to.

4. Contests on product page

Contests and competitions have long been considered a savvy way of engaging with internet users and grabbing their attention, but how do you make them work for the internal product pages of e-commerce sites? The answer is, run the competition through an internal product page, and whenever the link to the competition is shared, visitors will be taken to that specific page. You could opt to use a site like Gleam to set up the competition.

5. Infographics

Infographics are a great way of producing interesting, usable and shareable content which is designed to be gobbled up by news and educational platforms, and the beauty of them is that you can embed links to an e-commerce page with ease, or alternatively you can request that a platform credits you with a hyperlink. Take this example of sport and music ticket retailer Ticketbis’s infographic, that was produced for the Daily Mail on the Manchester football derby.

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Google Penguin 4.0 Update Now Real-Time https://www.baldwindigital.ie/google-penguin-4-0-update-real-time Fri, 30 Sep 2016 14:25:10 +0000 https://www.baldwindigital.ie/?p=10785 Google Penguin 4.0 Update Goes Real-Time SEO experts and algorithm fans around the world have been eagerly anticipating the release of the new Google Penguin update. We’ve been waiting almost two years for the announcement – the last Penguin update took place way back in October 2014 – so it’s no surprise that Penguin 4.0 [...]

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Google Penguin 4.0 Update Goes Real-Time

Google Penguin Update 4.0

SEO experts and algorithm fans around the world have been eagerly anticipating the release of the new Google Penguin update. We’ve been waiting almost two years for the announcement – the last Penguin update took place way back in October 2014 – so it’s no surprise that Penguin 4.0 has already made headlines in the world of SEO.

Penguin is designed to help Google root out sites spamming its results page in ways the tech giant might not normally detect. The new Google Penguin 4.0 update looks set to make the algorithm more flexible and more intuitive, both of which could help SEO experts and web masters to improve their sites and avoid lengthy penalties.

Penguin goes real-time

In the past, Penguin only ran periodically. Sites that were considered to be spammy would be penalised and would remain penalised until the next time Penguin ran. As the filter was manually operated, this could take months. Sites caught in the last Penguin sweep have been waiting almost two years to be reassessed, with many loitering at the very bottom of the page rankings throughout that time.

The new Google Penguin 4.0 update, however, has been designed to run in real-time. This means that sites will be reassessed by Penguin every time Google re-crawls and re-indexes a page, ensuring sites that make improvements will be rehabilitated faster and helping to keep the search engine results up to date.

Penguin becomes more page specific

Another major change in the Google Penguin 4.0 update is that the algorithm will now become more page specific. Instead of an entire site being penalised for SEO infractions, the offending page will be targeted individually. Web masters will be able to see which of their pages have been penalised and make the required changes, something that will help them get their site back on track much more quickly.

Penguin penalties

Penguin is the part of Google’s algorithms that detect unnatural link building patterns. In order to ensure your site doesn’t fall victim to the filter, you need to ensure it mimics natural link building footprints. This means only including links when it makes sense to, only using relevant anchor texts and only linking to related content.

Building a natural link profile

In order to ensure your site is ready for the next round of Penguin checks, you’ll need to begin building a natural link profile. This means you need to avoid over optimised anchors, avoid using keyword rich anchors and avoid repetitive link quantities. You’ll also need to vary the type of links you include in your site and ensure links are included in the main body of text.

Conclusion

As Penguin will now run in real-time, you’ll be able to see the results of your improvements and adjustments much more quickly. This will make it easier for businesses to create good quality sites and will ensure that any penalties are as short lived as possible.

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