How to build successful backlinks is something of a hot topic right now. With more businesses relying on digital ways to communicate and sell than ever before, DIY SEO is becoming increasingly popular.
SEO isn’t something which you achieve, but rather an ongoing process which constantly needs chipping away at. Establishing a great backlink profile is one of the most important, if not, the most important process to gaining PageRank on Google.
Establishing backlinks that appear on websites with high domain authority will improve the quality of the traffic your website receives. Understanding what makes a good link and placement is, therefore, an excellent place to start your SEO strategy.
Congratulations, you own a website, you and the other two billion plus website owners out there. But what good is a website if it never gets seen!
After we have paid for our websites to be built by a Web Developer, often at a high expense depending where you go might I add, how do we ensure Google recognises our website and displays it to as many people as possible which are browsing for our product/service or brand? Well the short answer to that question is SEO. Search Engine Optimisation takes place both on your website and off it. Working on off-page SEO can be very time consuming and often involves striving to reach long term objectives, like increasing a website’s reputation, the level of traffic flowing to it, or increasing the number of quality links from other online sources which lead back to it (backlinks). On-page SEO concentrates more on optimising the HTML code and content on your website so as it’s more Google and UX (user experience) friendly.
While large organisations can afford to sign up to long term costs to have their website’s managed full time by a technical SEO team, Micro Businesses generally have a long way to go before they can comfortably afford large agency fixed contracts and prices. Which makes it very important that your website is developed with SEO in mind. Either that or the other option is you chip away at the issues yourself or hire a small agency like ourselves to do it for you at an hourly fee.
Google ranks websites based on various factors. One of the of the most prominent onpage technical factors however, is its load speed. Google has developed lots of web-based tools for Developers over the years. Core Web Vitals data can be easily accessed via the Google Search Console which monitors your website’s basic technical performance. The Pagespeed Insights tool located on it scores websites out of 100 across both desktop and mobile devices against three metrics; Largest Contentful Paint (LCP), First Input Delay (FID) and Cumulative Layout Shift (CLS).
While site load speed is not the only factor you should consider when optimising your website, it should be one of the first and easiest to diagnose with these amazing tools from Google. Check out your scores and see if they meet the average benchmarks below.
Largest Contentful Paint (LCP): measures loading performance. To provide a good user experience, LCP should occur within 2.5 seconds of when the page first starts loading.
First Input Delay (FID): measures interactivity. To provide a good user experience, pages should have a FID of less than 100 milliseconds.
Cumulative Layout Shift (CLS): measures visual stability. To provide a good user experience, pages should maintain a CLS of less than 0.1.
In 1990 Tim Berners-Lee, a name not many recognised by many considering, changed the lives of every human being on the planet with the largest leap in communicational breakthrough the world has ever seen, the invention of the World-Wide-Web.
The way we communicate, promote and even operate our businesses ever since then, has changed so dramatically that entire industries have seen the ends of what were once, solid, profitable business models. You only have to take a look at the world’s largest brands and where you find them online to understand the necessity of digital marketing.
Businesses which don’t adopt digital marketing methods into their business strategies and operations, are much much more lightly to fail in their first year. The ability to optimise bespoke budgets from day to day, makes digital marketing a much safer and more efficient route for SMEs and start-ups especially, when aiming to increase conversions, rather than running the risk of paying the high costs of failed advertising objectives via TV advertising. More and more businesses every day are adopting a more focused approach to their digital marketing strategies.
“The ad market in the UK has grown over the last 10 years from £17.4 billion to £21.4 billion spent in the UK. The market is growing but … digital has grown from 8% to 48%.”
(John Mew, Chief Executive Officer of the Internet Advertising Bureau UK).
A 2018 MDG survey identifies that half of Marketers report that social media alone has helped them; increase sales, grow partnerships, generate leads, develop fans, increase traffic and increase exposure. At the moment businesses are spending on average around 14% of their marketing budgets on social. This figure however, is expected to grow in the region of 20% within the next five years!
How much does it cost to advertise online is not a straightforward question. One of the most daunting things about starting out on a new business venture to those who aren’t very tech savvy, is the knowledge that the internet and technology are becoming more and more of a necessity when creating a successful and sustainable business models in today’s constantly evolving business environment. A recent WordStream blog release identified that businesses make an average of £2 in revenue for every £1 they spend on Google Ads and that 72% of consumers asked want brands to share discounts and sales over social media.
Online advertising frustrating you?
Advertising online for the first time can be a confusing experience, even for the most tech savvy business owners and Managers. To help you on your way in conquering the digital needs your market demands, here are 2019’s social media Cost Per Click, CPC or sometimes referred to as Pay Per Click PPC, benchmarks measured by WordStream.
CPC/CPM bidding methods
The average CPC across all industries as of January this year, stands at £1.34, meaning that depending on your desired Ad objectives, be it signing up to a newsletter or purchasing something from the ecommerce page you have, it will roughly cost around that kind of region of price per conversion, depending on the industry and how the campaign is managed. However, CPC isn’t the only bidding model advertising over the internet requires you to understand. CPM, or Cost Per Mille (cost per thousand), is a bidding strategy best used when brands want to maximise the number of impressions (times an Ad is seen) it gains rather than the number of conversions (sign-ups/sales etc) it leads to. This is a great way for maximising on brand awareness and reach objectives against the bids you place. There are lots of other biding types out there such as ECPC (Enhanced Cost Per Click) and CPA (Cost Per Acquisition) but these are the two main ones you should become familiar with.
It is important to understand both the advantages and disadvantages of both bidding methods across different platforms (social media page or Google Network the Ad is shown on). You should also take into consideration the existing profit margin on goods/services you provide when creating your bidding strategy, to ensure there is going to be a Return On Investment (ROI or ROAS Return On Ad Spend) to reape at the end of the campaign.
While CPC costs across Facebook are lower than the other social media platforms, it is worth noting that the targeting Facebook offers to its advertisers is very very sophisticated and good at what it’s meant to do, target the right audiences with the right products and services.
Look out for future bloggs which focus on the cost of advertising on each social media channel.
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