Social Media and Digital Marketing Hertfordshire

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Social Media Advertising

What is Social Media Advertising?

Social Media Advertising guarantees visibility in user’s newsfeeds using sponsored posts and display ads. It means reaching audiences that are not directly connected with your business and encouraging them to visit your website, make a purchase, follow your brand, or any other action you can think of.

What can we do?

We check our Advertising Campaigns daily to ensure our adverts are targeted, specific, and receiving the right level of engagement. We stay in regular contact to ensure you are benefiting from the work we are doing. A great campaign doesn’t just get a customer to buy from you once, it gets them coming back for more.
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Well Researched Target Audience
Creating stunning and engaging graphics
Engaging Adverts
Timely Delivery of Ads
Potential Global Reach
Targeted Local Reach
Regular updates with analytical insights
Dedicated Account Manager

What can it do for you?

Advertising on Social Media can help you increase your brand awareness and increase traffic to your website. It intelligently puts your business on the newsfeed of people already interested in the products or services your business offers.

Why us?

Our expert team can create excellent imagery to encourage people to click on your advert. As part of the package we can also create brand new landing pages with clear Calls to Action which will increase the likelihood of a visitor becoming a customer. Advertise for meTeach me how to advertise
Social Media Advertising Hertfordshire

Case Study - The Pearly White Club

The Pearly White Club needed to extend their reach on Facebook to sell their Eco-friendly bamboo toothbrush. We took on management of their Facebook Advertising Campaign and had great success with it that they decided to up their budget and begin a retargeting campaign.



"I love the advert! It's perfect. I wonder if it's a great advert not just for retargeting but to replace the current one for a while!" - Jenny
 

Our Latest News...

Is Your Website Page Speed Slowing Down Your SEO Progress?

We’ll make an assumption that you do the majority of your Google Searching on your mobile?
 
If that’s the case you must know that having a website fully optimised for mobile use is essential. This used to mean just responsiveness, so your website would automatically resize to the correct display for any device, but since the recent Google Speed Update (July 2018) websites have to be fully optimised for speed or else your SEO will suffer.

It may sound like Google is punishing slow websites, but consider how much patience you have when you encounter a slow page, or long loading times. The Speed Update seeks to make user experience much greater than before, and forcing the very slowest pages to update and fix loading speeds will mean those unwilling to provide a better experience for their users will ultimately lose their Google ranking over time.
 

What is Google's Speed Update?


The Speed Update is a new algorithm, which makes mobile page speed a key part in Search Engine Results Page (SERP) ranking. To break this down further, when someone uses a mobile phone to complete a Google Search, where your site ends up on the SERP will be based on a combination of SEO and Page Speed. It pays particular to mobile users, since in 2010 a similar update was applied to Desktop SERPs.

Initially Google has said that this will only impact the slowest websites, but as future best practise, it is wise to make tweaks and changes to your current website and pages to fully optimise and ensure you are never considered to be the slowest site. Assuming that since your website ranks highly and loads fast now, does not mean that in the future, all your competitors will be outranking you because your page loading times are considered the slowest.

We predict that initially the websites and Google listings that will be the worst affected initially are the older websites that have dominated the high spots for the longest time.

SEO is still heavily influenced by page content and writing your website copy with search queries and your users in mind is still the best practice. Consider the speed of the page an ‘icing on the cake’ issue, or more seriously and considerably a User Experience issue. Appreciating your users and their journey to buying a product or service off your business is still the best way to rank higher on the SERP.
 

 

How to Fix Your Mobile Website Speed?


To start fixing your mobile website speed you must first evaluate the current condition of your website speed. We often use a tool called Google Page Speed Insights to see how fast our client’s websites load, and indeed our own.

The report it generates will highlight how fast your page loads for both desktop and mobile and will offer suggestions on how to fix your loading speeds. We have highlighted some here:

File Compression
Using software such as Gzip, you can significantly reduce the size of your CSS, HTML, and JavaScript files that are larger than 150 bytes.

Minify Code
Optimise your code by deleting unnecessary characters and any strings of unused code. Tools such as UglifyJS and CSSNano are helpful.

Browser Caching
By caching information, a browser will make page load times quicker since it doesn’t need to reload the entire page every time. A tool such as YSlow will check your cache expiration date which will then mean you can edit your ‘expires’ header for the length of the time you want a visitor to hold onto the cache.

Optimise Images
Compress your images using tools such as TinyPNG, the smaller the file size, the quicker they will load. You can reduce your file size by as much as 70% sometimes!

Need SEO Help?
We know that SEO can be complicated, and diagnosing slow page speeds can be tricky. The SERP is always changing and is a constant jostle for position. We can help you rank above your competitors in two ways:
SEO Training & SEO Marketing

Related Post: The Importance of Keywords for SEO in 2018 

 
Page Speed SEO


 
The Decline Of Organic Reach On Facebook 2018
You’re the admin of your businesses Facebook Page, and for the last couple of years you have noticed a significant drop in the number of your fans viewing and interacting with the posts you publish to your page.

You’re not alone, this is a common problem in the marketing industry, but there are steps you can take to regain those lost likes, comments, and shares.

Why Has Organic Facebook Reach Declined?

Whilst the Facebook News Feed seems to be a never ending stream of friend updates and sponsored videos, it is in fact a competitive arena made up of contributors and marketers. Contributors are using the site as initially intended, to share their lives with close friends and acquaintances, marketers however, compete with each other to post content which receives the most engagement and propels their brands message forward ultimately delivering sales and profit.

Back in 2014, the first signs of organic reach declining was noticed when Brian Boland, the VP of Advertising Technology at Facebook, said that Facebook was managing more advert content than it previously used to, he also stated that News Feed space was much more competitive and that Facebook strives to show people content relevant to them. This makes sense, as a Facebook user you would prefer to see friend updates and personalised content at the top of your feed rather than all the sponsored posts and adverts, otherwise, why would you use it?

In January 2018, the head of Facebook’s News Feed, Adam Mosseri mentioned a shift in content ranking on the News Feed to help people connect with each other rather than consume media in isolation. So we know that marketing content has been relegated and its appearance on the News Feed has been forced to take a backseat.

For small businesses looking to grow their following, this update desperately hinders your progress and makes attracting new customers and followers difficult – it is not impossible though.

Maximising Your Facebook Reach

Facebook’s current machine learning algorithm is highly advanced in identifying the content an individual user typically engages with and organises their News Feed to accommodate and prioritise that content. For example, if a user uses Facebook for only watching videos and no other purpose, their News Feed will slowly become full of video content. Facebook knows they like that content, and wants to put more of it in front of them to encourage engagement.

Understanding your target audiences News Feed behaviour is essential for creating targeted content that maximises your organic reach. Take a look at your most recent posts, which post had the highest reach and which had the highest engagement, this will give you the best idea of the kind of content to replicate in the future to generate more interest.

Creating meaningful relationships with your current followers is massively understated in the mission to increase your organic reach. There are thousands of factors that inform Facebook’s News Feed algorithm, and it is impossible to excel at all of them, but we do know that it appreciates meaningful interaction between users, pages, and groups.

Meaningful interactions are the engagements that take place between two users on posted content, how long a user has watched a video before clicking off is a factor that will either help or hinder that videos chance of appearing on someone else’s News Feed. Here is an example of meaningful interaction at work.

Say your business page posted a video, with some accompanying text that features a link to your website. This post appears on a user’s News Feed, and they watch the whole video, they liked it, so they like the post. They then read the text and follow the link to your website. They liked the content on the website so they return to your post and comment something. You see this comment and you reply. The user then thinks that their friends would benefit from seeing this content too so they share it. Facebook understands this as a piece of relevant content that is worth being placed on more News Feeds, so it will feature higher than normal on this user’s friend’s News feeds.

The Benefit of Paid Content

Facebook has evolved into a paid marketing platform, and page admins are expected to pay for adverts to reach their own followers. This sounds crazy as you worked so hard for your following, but actually makes sense to certain extent. You have worked hard building your following, so you now have an entire audience prepared to listen to your message and could become genuine customers of your business. However these users do not want to be constantly bombarded by your message, it will almost certainly turn them away, if you post content several times a day, every business page a user likes could be doing the same, meaning this users News Feed has lost all personality and becomes a stream of marketing content. Facebook restricts the content posted onto a users News Feed and expects you to pay for ‘boosted’ content to reach them, meaning you publish a highly targeted message that you have spent time on perfecting and shaping to deliver the most impact and best engagement.

Facebook is helping to curate business content by reducing organic reach.

Accessing your followers through paid content may not be ideal for your business right now, but as the current trend of organic reach moves towards zero, meaningful content may not be enough to save your business from irrelevancy on Facebook.

For a more in depth look at how the Facebook News Feed has changed over the years, please visit this blog by Sophia Bernazani.
The Importance Of Keywords For SEO In 2018

What is a Keyword, and how is it likely to change in the future?

All words and phrases can be identified as ‘keywords’, as long as they have a considerable amount of searches in a month. Generally keywords and phrase will fall into two categories.

1. Short Tail Keywords

These are the traditional search terms that provide quite vague results. Usually they will consist of one to three words and will produce a wide array of suggestions.
  • Plumber
  • Painter and Decorator
  • Blog Keywords
If you conduct searches for a specific business or service you may find yourself getting frustrated with the lack of appropriate search results.

2. Long Tail Keywords

These are a lot more specific and tailored to providing specific results. Generally they consist of more than three words and are synonymous with conversational speech. Long tail keywords are becoming more relevant with the rising popularity of voice searching.
  • Local plumber in xxx
  • Painter and decorator able to paint tall buildings
  • Which keywords to use for my blog
Long tail keywords will often have fewer searches per month than short tail, but long tail keywords drive more targeted traffic to your website. People who search using long tail keywords are confident in the results they want, they know what information they want to see, and are more likely to convert on your website if you match their interests.

How to use them?

Ignore Meta Keywords!

Meta Keywords were once important, but not anymore, in fact they are completely irrelevant to modern SEO. Search Engine algorithms have become much smarter and can detect keywords embedded within your content and rank your page automatically. Therefore Keyword Research has become a crucial part of SEO, finding the right keywords that will drive relevant traffic to your website is so important for a high ranking on Google.

Tighten up your keywords, if you are a barbershop dealing exclusively with Men’s hair, consider the implications of using hairdresser as a keyword, you have opened the door to a section of the market that you don’t want to appeal to. Even though hairdresser is synonymous with haircutting and barbershops, using this as a keyword can mean high levels of traffic visiting your website but leaving straight away because the content is irrelevant to them.

Do not stuff your keywords!

Many years ago you could get away with throwing in as many keywords into your content as you liked with very little thought to the readability of your content. Not anymore. In 2011, the Google Panda update started to recognise keyword spamming and penalise you for attempting to trick the system whether you were guilty or not.

Keyword stuffing can look like the following:
“I am a Local Painter in Southend who specialises in local interior painting. I have been a local painter in Southend for many years and am also a local painter to areas around Southend.”

This does not read naturally and Google is clever enough these days to recognise that and penalise you for it.

Keyword Density

Keyword Density is a highly debated subject in marketing. Some suggest that Google takes density into account when ranking pages; others suggest that it is nonsense. Here is what we know.

Since Google can recognise keyword stuffing, they must have an algorithm in place to recognise overuse of keywords and phrases, so if it has the ability to recognise keyword density, why wouldn’t it consider it a factor when creating the super secret algorithm for ranking. However, since 2016 Google has used RankBrain as part of its algorithm. RankBrain is a machine-learning artificial intelligence system that interprets the searches that people submit to find pages that may not have the exact keywords in, but are similar. This means that you do not necessarily have to incorporate every single variation of a keyword into your copy, since RankBrain will be able to understand what a searcher’s true intentions behind their search is.

Future of Keywords

The late 2010’s has seen a surge in voice search products, dominated largely by Google and Amazon. In fact as of January 2018 there was an estimated one billion voice searches per month (Alpine.Ai), and this is set to increase to 50% of all searches by 2020 (Campaign).
When we talk about voice searches, we should consider them like long tail keywords. No one is saying “Alexa, Google Plumber” and expecting to find the best local plumber in their hometown. What they are saying is “Alexa, Google the best emergency plumber in xxxx”.
Let’s pretend someone is driving past our offices in Baldock, they might conduct a voice search saying, “OK Google, what hours are Big Reach Marketing open tomorrow?” But if they waited until they got home they would search on a desktop, “Big Reach Marketing”.

Businesses must be prepared for increased long-tail searches else they may get left behind by technology.

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