SEO by itself carries a lot of risk, a lack of easily monitored metrics and a general lack of certainty. SEO success is at the whim of Google. Whether it works or not will vary massively based on link building strategy, link quality, link velocity, on-page factors, your niche, your selected keywords and your ability to keep up and adapt to the monthly updates that Google tends to make.
The situations that you want to avoid include using the wrong strategy and being penalised for that or using a sound strategy but picking the wrong (non-profitable) keywords.
On the other hand, AdWords, whilst generally “more expensive” is inherently less risky. You can track it daily, pull out reports daily, rapidly turn keywords on/off etc. In other words, AdWords is a great way to “test” and “prove” that certain keywords have potential for profitability before going down the uncertain path of running a successful SEO campaign.
As a general rule, if a keyword in Adwords drives sales and/or leads (conversions) then it is safe to assume that an SEO campaign will help you to “win more” and scale up those results by an order of magnitude.
This approach of using both Adwords and SEO also encourages businesses and agencies to focus not just on vanity rankings but also on conversion rate and getting the fundamentals right.
Need SEO help? Email firstname.lastname@example.org
There are around 1.75 billion smartphone users worldwide.
Between now and 2017, mobile phone penetration will rise from 61.1% to 69.4% of the global population, according to an eMarketer report, “Worldwide Mobile Phone Users: H1 2014 Forecast and Comparative Estimates.”
So how do you market your business to this burgeoning mobile user base?
Here are one or two pointers before you start.
The biggest lesson to learn is to not treat the mobile channel as if it is just a smaller version of a fixed desktop display browsing channel.
Mobile users have access anytime, anywhere to their phone and they are constantly checking for updates on social media, news etc. Always on the go, they get distracted easily and, as a general rule, they want instant gratification from their mobile experience.
So a simple, quick loading landing page or a website that is optimised for mobile devices is a must. If your site or page is slow to load, mobile users will go elsewhere.
If you’ve already got a website with “responsive design” you might think that you are sorted. But it doesn’t necessarily follow that this will work well on mobile. Yes, the user will be able to see your site or page but will the overall experience be one that is suited and optimised to the mobile user? Will your “responsive design” allow the mobile user an effortless sign-up process? Will it offer the mobile user a pleasurable visual experience?
In short, your mobile site layout must be very simple, clean and uncluttered with a clear call to action, ideally comprising a one step process. It must be easy to navigate and quick to load.
Advertising on mobile devices is also different to traditional online display advertising. For awareness-raising and branding advertising campaigns, consider using “in-app” advertising – or advertising contained within an app – as this is where mobile users spend most of their time. This in-app inventory has different specs to traditional online display units, so it is important to think about how to craft these smaller banners, video or rich media units so that they become effective on small screen mobile devices.
It is also important to understand the environment in which a mobile user sees your ad because this will affect how a mobile user digests your ad. As mentioned, most mobile ad networks weigh heavily on in-app ads, so it will be important to understand the app environment before your create your ads.
So if you’re thinking about advertising on mobile devices, do your homework before embarking on your campaign, as there is nothing worse than creating a negative experience of your brand in the eyes of your potential customers.
What do you think?
What exactly does make a good logo design? We all know a good logo design when we see it and similarly we can identify a bad logo just as quickly. A great logo is unique, appropriate, practical, simple in form and delivers your message.
Your logo should be original and stand out on its own. While it can be helpful to look at your competitor’s logos, you should never use them as a guide to create your own logo. The idea is to be different from your competitors and stand out in a crowded marketplace. You want to have a logo that is better, or at the least very different to your competitors.
Your logo needs to portray the essence of your company. Understanding a particular industry’s ‘theme’ is important, and this is where a designer’s experience comes into play. How the logo is designed should be appropriate for its intended purpose. Are you a serious company such as a law firm, or one that revels in fun such as a children’s store? While a colourful cartoon logo would be appropriate for the children’s toy store, it would not be so appropriate for a law firm!
An effective logo should be able to work across a variety of media and applications. For this reason a logo should be designed in vector format, to ensure that it can be reproduced to any size, especially on the small side. A logo should be able to work both in horizontal and vertical formats. A logo needs to be still effective even if it is printed in only one colour, printed on something as small as a ballpoint pen or something as large as a billboard, or printed in reverse.
Simple In Form.
Keep your logo metaphor simple. While it is nice for your logo to ‘mean’ something, an overworked logo is not a pretty sight and can be problematic to reproduce. It’s no coincidence that the most memorable logos are also the most simple in appearance. You want your logo to be instantly recognisable, acting as a memorable identifier for your business. Normally a consumer will just take a fleeting look at a logo, and an overly complex logo will make that opportunity redundant.
Delivers Your Message.
A logo doesn’t need to show what a business sells or offers as a service. For example, real estate logos don’t need to show houses, computer logos don’t need to show computers. A logo is purely for identification.
“Should a logo be self-explanatory? It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. A logo derives its meaning and usefulness from the quality of that which it symbolizes. If a company is second rate, the logo will eventually be perceived as second rate. It is foolhardy to believe that a logo will do its job immediately, before an audience has been properly conditioned.” Paul Rand*
* Paul Rand (August 15, 1914 – November 26, 1996) was a well-known American graphic designer, best known for his corporate logo designs.
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