SEO is for life, not just for Christmas

I am frequently asked “when should I stop doing my SEO?” I suspect that this is because people are looking to stop either working on their website or paying somebody else on their website

The answer, which might not be easy listening for some, is that you can only stop when either you have taken over all of your competition, when all of your competition cease to exist, or Google stops updating the way it ranks websites and your business website sites at the top of Page 1

I agree that it would be great if one could create a website, ensure that it is fully search optimised, click “publish” and watch the magic happen as people flock to the website and make purchases or submit enquiries.

And a lot of businesses still think that this is the way that things should be done. Great thought, and money, is invested in the design, the content, the logo, the colurs etc but SEO tends to be at the bottom of the list.

I have lost count of the times that I have been asked to optimise a new website and spent time with the owner discussing the changes that are required to ensure that the site can be efectivly optimised, rather than just paying lip-service to the requirements.

Sometimes a root and branch rebuild is the only way forwards.

The reality is that SEO should be as an important part of the website planning, development and build as the thought put in to the logo, the colours used, the pages required etc. It should be there, from the beginning – not considered an afterthought.

And once optimised, many website owners think “that’s it, site optimised, job done”.

The problem is that it can take several months for the SEO to have an impact (see “how long does SEO take” for more info). And you will probably find that your site ins’t in the hallowed top spot on Page 1. Your site might not even be on Page 1 so more work will be required.

And while you are doing this, so will your competitors – they’ll be trying to beat your website and working on their sites so you will have to keep working on yours.

And then there’s all the changes and updates that Google makes to the way that it measures and ranks websites – you need to be on top of those in case any changes made by Google have a negative impact on your website. And Google makes, on average, 9-10 changes PER DAY, every day

You should ONLY stop your SEO when one of 3 states is reached

  1. You take over ALL of your competition and prevent new startups from competing with you
  2. Your business is so good that all of your competitors fail
  3. You have reached the top of Page 1 and Google stops changing things

Daily changes to Google Search

In 2018 Google ran over 654,000 experiments. These will have been carried out by Google’s AI engines, trained external Search Raters and live tests. The outcome being 3,234 improvements to search, or 9 a day

We’ll never get to know, and understand, the majority of these improvements because most of them will be tweaks to the system. However, significant changes are often announced by Google or can be tracked by businesses interested in Google’s updates and quite a few people have published lists of known algorithm updates such as herehere and here.

The Competition

Carry out any search on Google and you’ll be presented with millions of results. Even a search for “jumpers for rats” returns over 6m results.

Google search for "jumpers for rats"

And we know, or should know, that a Page 1 result is all that really matters.

Why do Page 1 search results matter so much

That’s really simple to answer. Research shows that just 50% of Google users ever make it from Page 1 on to Page 2 of the search results and just 10% make it on to Page 3

Chart showing how many visitors to page 1 of Google and beyond.
Image credit Backlinko

Maintain, Maintain, Maintain. Keeping your site up to date

Once launched, your website is never “finished”. You need to be constantly checking to make sure that it’s performing as required, and investigating where it is performing poorly and put solutions in place.

You need to be frequently adding fresh content (a blog/news page for example), an “un-maintained site is a doomed site” as they say – and Google emphasise this on its Search Quality Evaluator Guidelines:

Some websites are not maintained or cared for at all by their webmaster. These “abandoned” websites will fail to achieve their purpose over time, as content becomes stale or website functionality ceases to work on new browser versions. Unmaintained websites should be rated Lowest if they fail to achieve their purpose due to the lack of maintenance.

In 20 years of SEO I have only had to re-skill myself about 20 times to stay current and up to date. The ONLY thing that hasn’t changed is that SEO is always changing. If your website fails to stay current then your website will wither on the Google vine.

The good sites will prosper, the poor sites – owned by lazy businesses – will be left behind. SEO is not just for Christmas

If you want any help with your digital marketing please don’t hesitate to get in touch for an informal chat by email (andy@enterprise-oms.co.uk) by phone (01793 238020) or ask me on Social Media – Linkedin or Twitter and I’ll be only too happy to talk.Thanks for reading and I hope you stay well

Find me:         https://seo.enterprise-oms.uk/  |  andy@enterprise-oms.co.uk
Follow me:     Twitter ¦ Linkedin
Phone me:      01793 238020 ¦ 07966 547146

Have you heard of The SMOG* Test?

It’s nothing to do with clean air but IS all about the readability of your website.

Did you know that the average reading age in the UK is 12-13 years and that a significant number of visitors to your website may have English as their second language?

If you haven’t given this any thought then you are probably losing visitors and business because your words could act as an impenetrable barrier and you could be losing custom.

Not only that but Google take more than a passing interest in readability.

There is a simple tool that you can use to calculate the reading age of your site and you really should apply this RIGHT NOW.

All you have to do is go to www.read-able.com, copy some text from your website that you want to test and paste it in to the “TEST BY DIRECT INPUT”Readability Test at read-able.com

Your pages will be parsed through 6 different tests [including the SMOG* test] and the individual results will be displayed together with an average.

Take a look at the Readability Test results

Readability test results

As you can see, the test results for the text that I pasted show that the reading age is 15-16 years and so a little owrk is required.

The results are provided in both age and US Grade Levels and you can find a simple Grade to Age comparison here.

Alternatively you could also try the “Drayton Bird test” by reading your content out loud. If it sounds like one side of a conversation the you are probably on the right track, if it sounds stilted and disjointed you need to go back to the drawing board!

How to make your text easier to read

If you need help with making your text easier to read you could turn to the free Hemmingway App for help.

Hemmingway App

In the screenshot, above, you can see that the App has highlighted areas for improvement, and as you make edits you’ll see the reading age on the right-hand side of the page reduce, and the highlighted text will start to disapear.

After a “first pass” you can see that the reading age has already come down. And if I paste this text in to Read-Able you can see that the reading age has fallen to 12-13, much closer to the target, and achieved without any Dumbing Down

Read-Able test results

And if you need any help with your website, search engine optimisation, social media, email marketing or any other form of online activity then all you have to do is #AskAndyP

Ring Me:      01793 238020      07966 547146
Email Me:    andy@enterprise-oms.co.uk
Find Me:      Linkedin     Twitter
Visit Me:     Bowman House, Whitehill Lane, Royal Wootton Bassett, Wilts, SN4 7DB

*SMOG – Simple Measure of Gobbledygook

Safer Internet Day 2020

1,2,3,log on box4 is the start of The Beatles “I saw her standing there”, it’s the way you “declare a thumb war” and it’s also the first 4 characters of the worst password of 2019 – which is 123456.

11th February 2020 is the 17th “Safer Internet Day” and I’d like to make it a day where people change their simple passwords for something much more secure.

Why is it important?
Safer Internet DayEvery day millions of websites come under attack, ranging from simple personal sites to complex e-commerce sites and online email service providers.

Just think about your information that’s out there, and what could happen if your business or personal security was breached.

What’s in your Gmail, Hotmail, Outlook.com mailbox, how valuable would that be to a cyber-criminal? What if they hacked your email account and sent emails to your contacts and connections, as you, then tried to use your email address for more nefarious purposes?

How about if, after hacking your email account, they used your credentials to try to

  • break into your bank account
  • hack in to your building society account
  • access your credit card account
  • use the info to set up fake accounts that they can then use to steal your identity, borrow money in your name and have it sent to their bank accounts,
  • buy products online that are delivered to them and billed to your address – the list goes on and becomes even worse if it’s business data that has been stolen.

Business bank accounts typically have more money in them with longer lines of credit, your servers may contain enough information for the cyber criminals to target your customers, there may even be ideas, designs and other pieces of Intellectual Property that could be sold or misused in a variety of other ways, all to your disadvantage.

You know it makes sense to have stronger passwords but a lot of people, as evidenced by this list, obviously can’t be bothered – maybe they deserve what comes their way?

Well I don’t think they do, which is why I’ve published this blog post as part of “Safer Internet Day” and I’d ask you to review your password policy, both internally and personally and follow these simple tips and guidelines to minimise your risk.

Password BoxWhat should you do?

Don’t use the same password on every site you log in to, ideally, each site that you have an account with should have its own, unique, password. I know that sounds hard but it’s remarkably easy if you use one of the many, secure, password creation and storage sites. There are loads to choose from, some hare subscription based whist others are free. You can read a review of the top ones here.

Personally, I use LastPass, I started using it a number of years ago and find it invaluable in matters of internet security. Your password manager will automatically create strong and unique passwords and save them in your databank and automatically fill in the boxes whenever you are on one of your sites that require secure access.

Many also come as Apps for installation on your phones and tablets so that you can always access the sites you need to, whenever and wherever you are.

CrowbarThey run in your browser so that you can access your passwords and other log-in data from any internet connected computer, at home or abroad, on holiday or business trip – just make sure you remember to logout if you’re using a public computer.

If you don’t want to use an App then make sure your passwords are at least 8 characters long and are comprised of a mix of UppEr cAse and loweR case, 1nclud3 a numb3r or 2 and m@ke use of spec!al character$ wherever possible. You can check the strength of your password at HowSecureIsMyPassword

If you are concerned about any of the security aspects for your business, then send me an email, andy@enterprise-oms.co.uk or give me a call on 01793 238020 for a hack free, zero obligation chat and I’ll be delighted to see whether I can help secure your business from cyber criminals and make sure that you don’t become a victim, like Capital One did in 2019 where a hacker stole 100 million records that included names, addresses, post codes, email addresses, phone numbers, dates of birth, bank details and social security numbers.

Are you missing out on a great marketing opportunity?

Email MarketingIf you are on my email newsletter list so you already like email marketing but  are you using email for your business? If so, well done, how is it working out for you?

If not, then perhaps you should read the following before you continue to miss out on one of the greatest marketing opportunities.

  • Did you know that 66% of consumers (businesses and consumers) have made an online purchase as a direct result of an email marketing message.(1)
  • There are more than 6.32 billion email accounts and this is predicted to reach 7.71 billion by 2021. Facebook has 1.3 billion users. A big number, for sure, but that’s around 1/5th the number of email accounts.(2)
  • Despite the explosion of Social Media 72% of consumers say that they prefer to receive their news via email than any other means. This is because ti comes TO them, they don’t have to search it out.(3)
  • 61% say they like to receive weekly promotional emails and 28% want them even more frequently! (4)

And here are some more reasons to use email marketing

Hand clicking on "quality"
  • Personalise.
    One of the other great advantages of email marketing over social media is that you can talk personally to your recipients.
  • Delivery.
    90% of emails reach their destination, the in-boxes of your clients
  • It’s easier
    It’s 5 times easier to win more business from existing customers than it it is to bring a single, new, customer on board
  • Great ROI.
    The DMA quote the return on investment of email marketing as 40:1 so for every $1 spent you get a return of $40
  • Calls-To-Action.
    You can easily add effective Calls-to-Action to your emails
    Buy Now
  • Performance monitoring
    You can measure the effectiveness of your email campaigns
  • Popular
    Email is the most popular activity on SmartPhones

How do you write to?

I’m not talking about buying lists of data but sending emails to your existing customers, which is permitted under GDPR, and encouraging people to subscribe to newsletters.

You can do this using pop-overs on your website, collecting data at networking events and business shows, in fact in any place where you cross paths with potential customers.

Next Steps

If you are interested in releasing the power of email marketing and need some help getting started, with creating your messages and/or with making sure your messages don’t get caught by the spam filters then get in touch.

It’s easy to do. Just give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free chat about email marketing for your business or organisation.

  1. Direct Marketing Association
  2. Radicati Group, 2017
  3. Marketing Sherpa
  4. Marketing Sherpa

Another Google Update

Google my Business

Last week there was a lot of talk across the SEO network about changes to results for Google Maps/Places/Google MyBusiness.

Some businesses seem to have suffered massively impacted by the changes. 

The way that it works is that a business sets up their GMB account and lets Google know of the areas that they service and so, when a Google user searches for a local business, Google looks at where the person in searching from and displays businesses based on those that are located in an (approx) 10 mile radius of the searcher although competitors up to 60 miles away might be shown.

This latest update now seems to have reduced the radius to just 5 miles with competitor activity limited to 17 miles.

There appears to have been some “bounce”, some businesses dropped out totally but a number then subsequently recovered as Google tweaked the algorithm although the tweaks now seem to have ended so where you are is where you will remain.

It would appear that the number and quality of reviews are not having an impact and the update affects all business sectors.

What can you do?

Not a great deal. Just make sure that your GMB profile is as complete as possible and make regular posts/updates and if you are unhappy about the outcome you can complain to Google using their “Business Redressal Complaint Form

And if you want to discuss this, or any other SEO/Google Ads, issues please don’t hesitate to give me a call on 01793 238020 or email andy@enterprise-oms.co.uk or make contact via Twitter or Linkedin

How Google’s BERT help catch a cow fishing

Google logo

I know, I know, you can’t really catch a cow when you go fishing, can you? Well, you can when you realise that a cow is actually another name for a large, striped, saltwater game fish.

And BERT (Bidirectional Encoder Representations from Transformers) is a major update to the Google search algorithm that has nothing to do with Transformers films or toys.

What does BERT do?

Google has been consistently trying to understand the context of the words used in Google searches. In the early days of Google they just searched on the words used in the query without attempting to understand the context. So, if you wanted to go on holiday to Majorca and wanted a hotel with a swimming pool you might search using “Hotel Majorca Swimming Pool” for example.

However, your results might include the Hotel Majorca on Swimming Pool Road in Lowestoft or a hotel on Majorca Avenue in Andover or other results based on any combination of the words without understanding the real nature of your search.

Next up came semantic search which was Google’s first attempt to understand context of searches but my experience was that it wasn’t really that much of an improvement on what went before.

And this is where BERT comes in, BERT is a “deep learning algorithm that is related to natural language processing” and it helps a machine to actually understand what the words in a sentence mean, and can take in to account all of the nuances that are included in human speech.

Roger Monti of the Search Engine Journal was looking for a search phrase that he could use to demonstrate how context was interpreted and settled on “how to catch a cow fishing”.

Before BERT, Google returned a lot of results based on livestock and cows in particular. However, following the BERT roll out Google used “fishing” to understand the context and the same search ,conducted by Roger, at the end of October was full of striped bass and fishing related results.

A striped bass being held by a fisherman
A Striped Bass

Do I have to do anything on my website?

Not really. You just need to make sure that you continue to deliver quality, focused content and continue to use synonyms where relevant and appropriate.

BERT is currently rolling out globally and so may not have reached a Google Server near you, yet,

If you DO need some help with your website, search engine optimisation and/or your social media and email marketing you can always get in touch for a chat – 01793 238020 or andy@enterprise-oms.co.uk

Where do you get your pictures from?

You need pictures for your website, your blog or your email marketing. Pictures helps make it look nice, showcases your products and services, breaks up your text, helps with your SEO and each picture is worth a thousand words, according to the old Chinese proverb.

And Social Media demands pictures. I’m not just talking about Instagram and Pinterest but Facebook, Twitter, LinkedIn etc because using pictures helps you post stand out from the crowd. Does anyone even read a “boring” text update these days?

But where do you get your pictures from?

Do you just go to Google, do a search, filter it by images and look for those that appeal? Do you look at other websites and think “that’s a nice picture, I’ll have some of that”.

Google Images selection of fast carsBelieve it or not, some people still believe that you can use any picture that you find on the internet. It’s OK because it’s there, on the internet, so it’s there for anyone and everyone – isn’t it? Do a Google image search, browse the web, find a picture you like, right-click and choose “Save As” and the picture’s yours to use in any (and every) way you see fit.

That’s the attitude that was very common in the early days of the internet. It wasn’t true then and it isn’t true now.

sketch on a napkinEvery picture on the internet has been taken by a photographer or created by someone, frequently with a particular purpose in mind. As soon as the image has been created the copyright is automatically assigned to the creator. They don’t have to do anything, they don’t have to register it anywhere, mark it in some way or declare that it’s copyrighted. The mere process of creation automatically creates the copyright at the same time. Even a sketch on a napkin.

So where can you get pictures from

Google Image Selection Tool

Well, you can still use your Google Image Search, you just have to be a little selective.
Instead of just choosing the first picture you come across, you can filter the images by “usage rights”. Click on the “Tools” button and a fresh line of navigation appears. Click on the “Usage Rights” and choose “Labeled for reuse”.

It is still advisable to check the rights that the publisher has attached to the image but at least you’re looking at images that should be OK for re-use.

But why use a picture created by someone else or a photograph taken by someone else? Far better to create something of your own. That way, you can be sure that it won’t appear on any other website. Use the camera in your phone, use your digital camera if you have one. Just make sure that your pictures are in focus, well lit and focus on the subject.

Alternatively, if your budget can stand it bring in a professional photographer or use a graphic designer. You’ll be sure to get unique, high quality content and the cost may just be a lot less than you expect. If you don’t ask, you’ll never know.

Of course, there are large libraries of stock images where you search for a picture that suits your needs. When you find one you’ll have to purchase a license to use it. Probably the most well known image library is Getty Images, a vast repository of high quality stock photography – but it’s not cheap. Shutterstock is another – and there are several more.

However, if you are working to a really tight budget, there are a number of stock photo sites that have a wide range of images that are actually free to use – here’s a small selection of ones that I turn to when the need arises

What happens if you get caught

All of the big stock photography libraries have software tools that are always crawling the internet. They are sophisticated enough to be able to tell whether you have cropped an image, flipped it left to right or carried out other forms of editing designed to hid the origin of the image – even if you have renamed it.

If you are caught using an unlicensed image you will be sent a letter from the copyright owner’s solicitor demanding payment. There is no way around paying; they will hound you remorselessly, like the Terminator. The demand will be based on how long they think you have been using the image so it could go in to the thousands of pounds. I have known people who have managed to negotiate the fee down, but they have never managed to negotiate it down to zero.

The whole tone of this email exchange in this regard can be very aggressive and unpleasant. Not good if you’re looking to keep your stress levels down.

Even if you “borrow” the image from a website you’ll never know. They may have bought a license to use the image but you haven’t – so you’ll have to pay up.

What’s the solution?

Ensure that you know where every single one of your images has come from and that you have the appropriate rights to use the picture and if you need any help – just give me a call on 01793 238020 or email andy@enterprise-oms.co.uk

What is “bad” SEO

SEO writing on a windowThe Art/Science/Discipline (delete as you see fit) of Search Engine Optimisation, aka SEO, has many branches. However, the first decision is whether you are going to use best practice or try to “game” the system, aka cheat, to get the search results you need.

The SEO practitioners who cheat are known as “black hatters” or “unethical” whilst the good guys are “white hats” or ethical.

Which you choose is up to you, however the impact on your business, if you make the wrong choice, could be disastrous.

How long does SEO take to have an impact on your website?
SEO takes time, months not days, not weeks but months. However, sometimes there are ways to “game” the system that can deliver results far more quickly. The downside is that doing this will be going against Google’s Best practice guidelines & will attract penalties from them.

Yes, your website might rocket up the search engine results but, once your site has been identified as using unethical techniques,Google will apply a penalty.

Google Penalties
Remember, Google does not have to list you anywhere, it’s of no real benefit to Google to have you in their listings and if you go against their guidelines you will be penalised.

Google is constantly checking results to make sure that the right sites are listed in the right place, to make sure that sites are not gaining unfair advantage and making sure that sites are not cheating the system.

In my experience, when caught cheating Google has three levels of penalty it can apply, depending on the seriousness of the “crime”.

  1. If it’s a relatively minor digression then Google may simply stop monitoring your site. Any updates that you apply to your site will be ignored. This means your site will just slowly drift down the pages until your site effectively disappears.
  2. A more serious misdemeanour will see your site actively demoted, perhaps by 5 pages (for example). With only 10% of Google searchers EVER going beyond Page 2 of the results, if you are on Page 5 you may as well be on Page 100.
  3. Total deletion from the Google database. Remember, Google is under no obligation to you.

Google Search ConsoleThankfully, most issues tend to be (1) and (2) and Google will let you know before a penalty is applied and give you time to put a remedy in place. They do this through the Search Console. You do use the Search Console, don’t you?

If you click on the “Security & Manual Actions” link in the Search Console’s left-hand navigation menu, Google will have posted any penalties that it is looking to apply. You have about a month to resolve any which means that you need to be checking every fortnight, giving you a good 2 weeks to resolve any issues.

How to overcome a penalty
If Google advises you that you have done something that goes against their guidelines and that they are about to apply a penalty you need to put a solution in place.

The first step is to identify what has caused the problem. Contact your SEO company and ask them what they have done and instruct them to undo it, PDQ! If you have done it yourself then you need to undo the dubious SEO tricks that you have applied to your site.

If Google don’t tell you, how will you know that you have been the subject of a penalty
Over the 20 or so years that I have been doing SEO I have fielded a number of calls from business people (not clients of mine) which all went in the same direction.

“Hi Andy, I don’t know if you can help but yesterday my business was on Page 1 of Google search. Now I can’t find it, and I’ve gone to Page 20. What’s happened?”

What’s happened is that they have been hit, and hit hard, by Google and have likely been deleted from their database.

Another way to tell is through Google Analytics, if your web traffic falls off a cliff, for example – as shown in the Analytics screen grab, below.

Google Analytics graph hit by a Google Penalty

 

If you receive notification from Google that they are going to apply a manual penalty then you have time to reverse the activity that was the cause of this warning.

If, however, you are like the people that have called me, and your site has simply disappeared it might be better to bite the bullet, buy a new domain name, build a new site and start again.

In many previous cases, I have worked with businesses to identify what went wrong, put corrections and rectifications in place and then tried to convince Google to relist them. When, after 6 months, there had been no change, my recommendation was to start again.

However, the last time I did this was a couple of years ago so things could have changed

Types of Black Hat Activity
Cheating has changed over the years. Back in the (very) early days of SEO, all that was required was to add keywords multiple times in the Keywords Meta Tag and repeat them multiple times on the page itself. So you’d have a page of content and them across the bottom of the page you’d see the keyword repeated many, many times.

Keyword, Keyword, Keyword, Keyword. Keyword, Keyword

The search engines spotted this and didn’t like it & the web developers realised that this looked bad so they changed the font colour to match the background so the visitor couldn’t see the text but the search engines could.

The search engines soon spotted this and didn’t like it so Black Hat SEO people simply made the font size 0. The text disappeared from the page, but was still visible in the HTML that could be read by the search engines.

The search engines spotted this too and didn’t like it so the SEO folks went for keyword “stuffing”. Cramming the keyword in to as many keyword places that they keyword possibly keyword could

The visitors didn’t like this and went elsewhere.

Next came Link Building and Link Farming. Buying back-links from websites that simply published lists of websites on thousands of pages, for a fee. These pages effectively looked like a phone directory where the only content was links to websites.

But Google didn’t like this and link farm users were likely to find themselves deleted

The next technique was cloaking. Your web-server can differentiate between you and I visiting a website and a search engine. Black hat SEO folks learned this and created content that was precisely what the search engines were looking for and only showed this content to the search engines. It was a bit like putting a honey pot at the end of the garden to attract the wasps when you’re having a picnic in the garden on a sunny day

But Google didn’t like this & users of cloaking were likely to find their sites deleted

How can you tell the difference between White and Black Hat SE Optimisers
If someone approaches you, offering to do your SEO and they guarantee to get you on Page 1 then I’d be inclined to avoid them. Nobody can guarantee this unless they are either

  1. Running a Google Ads campaign – but they should tell you this
  2. Running a Black Hat campaign.

If you ask an SEO agency how they will optimise your site, they should tell you what they will be doing. They should also tell you that they can’t guarantee results, just that they will use their skills and experience to move your site higher in the search results.

Avoid being hit by a penalty and do your SEO the right way. Give me a call to discuss ethical, White Hat SEO for your website on 01793 238020 or drop an email to andy@enterprise-oms.co.uk

How to Use Twitter Lists

Twiter logo heading up a post about Twitter lists

Twitter’s great isn’t it? Really good for keeping in touch with your Followers, for keeping up with the latest news, raising awareness of your business, demonstrating that you know your stuff and acting as the starting point for conversations that could lead to business.

But……….if you’re following more than 100 people it can become quite a challenge to find Tweets from people that are of particular interest due to the speed your Twitter news-feed fills up with new Tweets.

But there is a solution that makes things so much easier – and it’s called Twitter Lists

What is a Twitter List

Simply put, Twitter Lists are like filters. You add people you follow (and you can add people you don’t follow too – more on that in a bit) and when you only want to see their Tweets, you simply choose the relevant list and all the Twitter noise from everyone else is immediately filtered out, just leaving you with updates from people on your lists.

Types of Lists

There are two types of list, public and private. A Public List is one that all Twitter uses can see and a Private List can only be accessed by yourself.The types of lists that you could have include

  • Current Clients,
  • Previous Clients,
  • Suppliers,
  • Prospects,
  • Affiliates,
  • Partners,
  • Influencers,
  • Local Community,
  • Friends,
  • Family,
  • Topics of Interest,
  • TV Shows

If these were my lists then I’d set the business related to “Private” so that my competitors can’t easily see who my clients are etc.

Now, when I want to interact with my clients to see what they’ve said, and to add my own thoughts/comments all I have to do is click on the relevant list and the rest of the Twittersphere goes away.

Making your First Twitter List

Create a new Twitter list

There are two ways to make a list. The first is to navigate to the drop-down menu you get by clicking on your image or avatar at the top right of your screen and selecting the “Lists” option. If this is your first list you’ll be presented with a “Create a List” option.

Give the list a name and write a brief description (if you want to add a description). Then you choose whether to make the list Public or Private and click “Save List”

Now Twitter will show you a box which will enable you to add people to your list. Conduct a search and when you come across someone you want to add you simply click on the three dots and choose the “Add to list” option and you’ll be shown all of your lists and you can choose which list or lists that you would like this person added too.

Adding People to your list from your news-feeds

When you are reading tweets and come across someone that you’d like to add to one of your lists, all you need to do is click on their Twitter name to go to their profile and click on the three dots menu by the “Follow/Following” button and use the “Add or remove from lists” option

How do I see what people on my lists are sharing?

All you have to do is head back to the drop-down menu that you get from clicking on your image/avatar and select “Lists”. You’ll be presented with all of your lists and you just click the list you want to see.

See, it’s easy and a really useful way to manage your Twitter followers

Shadow Lists

When you follow someone they receive a notification that you have followed them and so they might follow you back and you might not want them to know that you are keeping an eye on them. So don’t follow them, just add them to a list, and make it a Private list

Look at other Twitter users LIsts

Andy Poulton's Twitter feed

If you look at someone’s profile you’ll be able to see how many they have simply by clicking on “Lists” – you can see that I have 33 lists and if you click on any one of them you’ll see an option to “Subscribe” in the top left – click this and you’ll be Following the list and you’ll also be able to see all the members of the list.

What’s Next

Go away, set up some lists for yourself, add some people and have a bit of a play to get the hang of the way they work. You can thank me for saving you lots of time later.

Joking aside, if you do need any help with Twitter, Social or SEO just give me a call on 01793 238020, email andy@enterprise-oms.co.uk or share your question with me on Twitter or LinkedIn and I’ll be delighted to assist.

You’re thinking of PPC Advertising – but where should you place your money?

In my experience, when thinking about advertising on the the web, most people think of Google and Facebook Ads and that’s about it but there’s a wide range of Pay per Click (PPC) opportunities available and the key to success is deciding which are the platforms most likely to deliver the best results.

In this post I’ll be looking the top 8 platforms that you should think about,

  • Bing Ads
  • Facebook Ads
  • Google Ads
  • Linkedin Ads
  • Pinterest Ads
  • Twitter Ads
  • Yahoo Ads

Bing Ads

Run by Microsoft, Bing is the search engine that seems to be forgotten but is in daily use by millions of people. My experience is that clicks are cheaper than those from Google and frequently of better quality. It gets better because if you have a Google Ads campaign, Bing Ads have a tool that will import all of your campaigns at the click of a button.

Bing also powers the Yahoo Ad network so you’ll have the added benefit of your Ads appearing across Yahoo too.

Look hard and you’ll also be able to take advantage of £100.00 credit to get you going (there are terms, of course but essentially, it’s free advertising)

Facebook Ads

Facebook, largest Social Media platform on the internet. 2.2Bn users worldwide and about 32m in the UK so why wouldn’t you want to advertise here. Well, if you have something to sell to consumers then you should give it some thought. You can have image ads, text ads, video ads, sponsored updates and much much more. 

Not only that but you can target specific audiences and markets through the demographic data that Facebook hold, making it a far more targeted campaign than other platforms.

However, if you are in the Business to Business market, Facebook may not be the ideal platform for your ads.

Google Ads

Not the longest running Ad platform but certainly the most well established, the most popular and the one with the greatest reach, with more than 3.5Bn searches taking place on Google every day!

Google ads can be placed on Google, YouTube, the Content Network as well as Google Search Partners.

You can have simple text ads, image ads as well as responsive ads targeted at mobile phone users.

Google Ads is also a great way to waste money if you don’t think carefully about where your Ads are displayed, to whom they are targeted and the way your search words are formatted and used. Campaign management (either in-house or outsourced) is essential to get the most from your Ads investment.

Linkedin Ads

Linkedin is home to over 520m professionals and so if your business is focussed on selling things to, or providing services to, a business market place than Linkedin is the natural home for your ads.

You can focus your ads on almost any of the demographic metrics that Linkedin collects, whether geographically, job title, seniority, job role and much more.

Traditional ads are shown on the right hand side on your Linkedin home page and across the top whilst promoted posts appear in the newsfeed and hate works best are hints, tips and white papers.

Pinterest Ads

Pinterest is quite new to the paid advertising market but is rapidly catching up, as demonstrated by it’s initial valuation before going public on the 18th April 2019 at $19/share valuing the company at $12.7Bn.

With more than 200m active, monthly, users who are researching trends, looking for ideas and inspiration it’s an ideal place to sell “things” – especially if your target market matches the key Pinterest demographic with 70% of Pinterest users being women and 40% earning more than $100,000 or more

Twitter Ads

Twitter is used by 330m people every month and is recognised as a key source of breaking news. 

Unlike a lot of the platforms mentioned here, Twitter ads stay on Twitter and so can be particularly effective and remain fully under your control. Your ads can be simple text but photos work better and videos are event more effective.

Yahoo

Yahoo was one of the original sellers of search ads and was the model that Google based Adwords on. Yahoo still stumbles on as part of the Oath network (Yahoo, AOL, Huff Post and Tumblr). 

Yahoo has a partnership agreement with Bing which means that your Bing Ads will also be displayed on the Yahoo network (and vice versa) and your ads can be simple text, images, video and any other supported media across the network

Conclusion

There are numerous Ad networks fighting for your advertising spend. My advice is to start small, test AND measure. If, after a couple of months, it seems that one of the platforms isn’t working for you then stop and switch to a different one until you find the right platform for your business.

And, if you need any help, I’ve been doing this since 2003 so give me a call on 01793 238020 or email andy@enterprise-oms.co.uk for a free, initial chat to see whether I can improve your existing campaigns or help you launch something new.