Small business SEO – Digital Marketing Strategy for Ivory Promise Brides

By Jan.04, 2018

Pnina Tornai wedding dress from Ivory Promise BridesDuring the Christmas break, I’ve been helping out Ivory Promise Brides in Bolton with their small business SEO strategy. Like a lot of small companies Ivory Promise have a WordPress website. They are selling designer wedding dresses from the likes of Pnina Tornai, Eve of Milady, Naama & Anat, Blue by Enzoani, Mon Cheri and Charlotte Balbier. 

I hadn’t heard of these designers before – but they are really impressive and there’s clearly a market here for affordable luxury. The shop are also offering competitive prices and exclusivity to the UK or Europe, so there is a clear value proposition. They have even had enquiries from Dubai where people will fly across the world to their shop in Bolton to see their exclusive dresses.

The first thing I did was try to define who the buyer persona is and then think about the appropriate channels, content and data in order to inform the digital marketing and SEO strategy. This is of course from our very own #Passion4Digital Buyer Persona Spring (shown below) from our book Digital and Social Media Marketing: A Results-Driven Approach. It’s ideal for Small business SEO strategy or indeed for larger companies!

Buyer Persona Spring - useful for Small business SEO strategy

I logged in to their WordPress dashboard and then looked at the data they have from their social media channels, Google Analytics and Google Search Console to start snooping around for data and insights.

What I found was that the site was driving a pretty reasonable amount of traffic, but not really generating many enquiries or conversions. The majority of users are female between the ages of 25-54 and generally from the UK. They were browsing the site usually on mobile (60%).

Small business SEO - demographics

Analytics shows that the buyer persona is female, age 25-54 and usually on a mobile from the UK

I’ve also recently been reading the excellent book E-Commerce Website Optimization: Why 95% of Your Website Visitors Don’t Buy, and What You Can Do About it. Ivory Promise isn’t an ecommerce site in that, it doesn’t sell through the website, so the goal is to generate interest and enquiries. That said, there are a lot of useful insights in the book around user experience, copy optimisation and testing. Basically, the book advocates testing and subtle changes, which can make a big difference.

I formulated a list of things for improvement such as:

  • Install the Yoast plugin for SEO and use to optimise pages
  • Do some keyword research using Keyword Planner and Search Console
  • Split the product pages up so that each could be SEO optimised
  • Create unique titles and meta descriptions based on keyword research
  • Create and encourage more external links including from social media, suppliers and others
  • Make sure the pages are mobile friendly, no errors and explore AMP (accelerated mobile pages) through an AMP plugin
  • Add a contact form and make the contact page clearer and linked from key pages and AMP
  • Take into account the buyer persona in terms of use and behaviour
  • Added a goal in Analytics for the contact page and derived keywords used, demographics, traffic etc.
  • Various other tweaks, copy changes and others
  • Sat down with the client and talked them through the changes and what needs doing on an ongoing basis

Pleased to say, soon after the changes were made, page views have doubled and the shop had a record day for enquiries through the website. Still much work to do – but I think this goes to show that some small changes can make a big difference. It is still a work in progress of course, but shows that you don’t need to spend a fortune, sometimes some small tweaks and attention can make a difference. Have you got any similar experiences or thoughts about small business SEO? We also run short face to face or distance courses in Search and Social Media Marketing. Please Drop me a line on any of this, I’d love to hear from you!

 
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Advertising in Manchester

By Apr.13, 2017

Manchester, viewed by many as the UK’s second city, is a magnet for activity. Whether it’s the music scene, the shopping, the sports.. it has everything. With the population now being over half a million (Greater Manchester – 2.5m+) and with this figure growing by the day; there has never been a time where advertisers have been able to reach out to as many people and achieve local fame. Have you considered advertising in Manchester?

Clear Channel Direct specialise in Outdoor advertising for Small to Medium sized Enterprises (SMEs); with their reach of 89% of people across Manchester meaning they are able to effectively target practically any audience (Source: Talon Outdoor).

Read more…..

 

How to manage online corporate reputation #unitedairline

By Apr.13, 2017

Corporate reputation, corporate reputation management and online reputation management are all becoming familiar terms to the world’s largest companies and their leaders. We at Reputation Consultancy are helping them to make sense of them all.

As they come to terms with the consequences of digital communications; with a new generation of connected and engaged stakeholders and with the rapid speed of online conversations, the appetite to understand, measure and manage online reputations has never been so strong.

And many are struggling.

From the corporate reputations of the FTSE 250 and the Fortune 500 to the local electrician at the end of your street, businesses across the world are waking up to the fact that reputation can make or break a brand and a business, in hours. Knowing how best to manage and measure that reputation in a digital world is now crucial for sustained success.

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The beginners guide to researching, creating and marketing an online business

By Apr.13, 2017

All entrepreneurs have a dream of starting a business, watching it grow and making their millions, but to do that in this day and age without using the internet would almost unthinkable. 

The internet is a global phenomenon with an estimated 3.2 BILLION users. 45.9 Million in the UK alone, 89.8% of the population!

If that isn’t the perfect playground for entrepreneurs I really don’t know what is. Nothing even comes close to the reach the internet has.

The internet can be used in almost every aspect of an entrepreneur’s journey to success. The thought that you can come up with an idea, check to see if there is a market, find someone to develop/produce your idea, then sell it to a potential customer base in the billions without even leaving the comfort of your own home never ceases to amaze me.

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SEO courses in Manchester #passion4digital review

By Apr.13, 2017

I started this course because I wanted to learn how to utilise the Internet and social media to start selling any kind of product or service… The problem was I didn’t know what I wanted to sell, so I just began brainstorming. It was very daunting and I was really nervous as I thought I would never have a chance in the industries that I was interested in. To top it off, my computer skills were very basic and I had never used any social media platforms before. So, I just started googling SEO courses in Manchester and guess what…

SEO courses Manchester

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How to advertise

By Apr.13, 2017

“How to advertise my business” is the question that most small businesses are asking. Unlike large, national companies who have a near-unlimited advertising budget, small businesses have to research heavily, evaluate and decide which type of advertising is suitable for their business and, more importantly, is the most cost-effective. Small businesses simply cannot afford to waste their budget on the wrong people, at the wrong time; it has to reach their desired target audience in the right mindset.

With so many advertising options available to small businesses, it’s no surprise that business owners are left scratching their heads. Online advertising, social media, press, radio and outdoor – the list goes on. Clear Channel Direct was launched in 2014 with a focus to help small-to-medium sized businesses grow and, since launching, has worked with thousands of organisations, enabling them to advertise locally on billboards, bus shelters and various sizes of digital screens.

Bristol Billboard in high traffic area

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What is SEO? How to create a great business strategy: The Basics

By Apr.12, 2017

I wanted to start by covering 2 of the most common questions searched online according to results on www.answerthepublic.com: What is SEO? What is a great SEO strategy for my business? and relate them to the experiences I’ve had with a friend and colleague who runs her own online business.

Please let me know in the comments below if you find this helpful or like and share the post with your social media.  This blog follows my completion of the Search and Social Media Marketing course at The University of Salford.

What is SEO?

First of all, SEO means Search Engine Optimisation and describes how we take your business and increase your rankings on a search engine such as Google or Bing.  The aim is to bring the listing for your website or physical store to the top of the search results and ultimately increase your business revenue.

There are many different search engines worldwide, I have listed the top 2 in the western world; however, the same strategy can be used no matter which engine or device is used to find you.

Read more…..

 

User Experience for SEO #UX #SEO

By Apr.12, 2017

Implementing user eperience for SEOTechnologies such as Google’s search engine and the other search engines out there have made our life easier. We now live in an age where people rely on search engines for answers to their problems. Online business now rely on  search engine and good user experience help to improve their product and services which leads to the topic of how you can use user experience for SEO (Search Engine Optimisation). I work for a company called HX Training and this post outlines my experience trying to optimise our web pages for things like our Legionella Webinar training and learning more about search and social media marketing.

The speed at which search engines give answers to queries also makes it so reliable that some people trust search engine results more than what a fellow human says. Have you ever been in a gathering of friends who are trying to remember or establish a fact which leads to an argument and someone says let’s “Google it” which almost seems so obvious? While a search engine provides immediate access to information, sometimes we still tend to get personal answers from official and reliable resources, or a friend.

Search Engine Optimisation (SEO) – the process of making your digital profiles visible on search engines for a range of relevant search queries – has changed drastically over the last few years. Google is the market leader in the UK and has reshaped the SEO landscape. Google is one of the top leading search engines in the world, believe it or not. Where Google goes others follow. Read more…..

 

What is SEO and the benefits it possess?

By Apr.11, 2017

What is SEO?What is SEO

What is SEO? That is a great question, and one that will be explained in detail throughout this blog post. SEO (Search Engine Optimisation) has vastly become an essential part of any digital marketing strategy, due to its proven effectiveness and wealth of benefits (don’t worry I will explain in detail later).

Search engine optimisation is a marketing technique where you aim to grow your visibility organically in the SERP’s (Search Engine Results Pages). SEO is done to improve rankings, increase the awareness of your product or service and drive traffic to your website. However, an important tip to take away is that with SEO, you shouldn’t just create a search engine optimised page, you should make the page user friendly, relevant to your audience’s needs and easy for search engine robots to understand.

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Legal Marketing: Our Development since SSMM

By Apr.07, 2017

5 Key Points of Progression

In both 2014 and in 2016, members of the team at Wildings Solicitors have joined The University of Salford in MediaCityUK for the SSMM course. For Solicitor Director, Kid Harwood, who attended SSMM in 2014, the course reaffirmed just how much of a pivotal role legal marketing would play in the development of the legal sector.

 

Kid Harwood - legal marketing George Crane - legal marketing

 

 

Getting involved with the communities in which we work is extremely important to us at Wildings. Seeing The University of Salford offering real value to businesses in the North West is something we found extremely heartening and is one of the reasons we were keen for our staff to rejoin in 2016.

Away from the SSMM course, Wildings have been involved with some great events at The University of Salford. KickFactor, launched at Creative Entrepreneur, was a Wildings Solicitors sponsored competition that took place in Media City in April 2016. The event saw young entrepreneurs from the business school competing for a one thousand pound investment in their business ventures.

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