Bite-sized Branding Episode 26 - Talking about Landing Pages, SEO and Google Ads

When talking about websites, it does not start and end with the creation of a website, having your domain name, your services offering, maybe a blog or two and your contacts page. There are several aspects of a website that make it “GOOD” and not just on its appearance. We discuss Landing Pages, SEO and Google Ads, three different facets that may or may not be combined together to make your website even more valuable to your business as a sales tool.

Landing Pages vs Website

One great thing about your website is having a deep insight into your business. You can talk about all the different aspects of your business, every individual service, history, background, credibility the list goes on. Do not expect too much from your website, since the purpose of your website is for validation

With a Landing Page, the key difference is that it is targeted, much like a campaign. It is something separate from your current brand but does not affect how you position your current website.

What you’d want to do is set up your landing page to be a solution first for your client’s journey. Websites today are not built to sell products(unless you’re an eCommerce store) so that's where a landing page comes in, it adds value to the customer while selling your products or services. 

A landing page should best target your buyers or customers, thus it needs to be well planned out. The best way to get that targeted landing page is by understanding your buyer's persona. By thinking about what it is that they are thinking, what they are feeling, what their current issues and what would the solution do for them built into the experience in your landing page.

3 Things to best capture in creating a Landing Page:

• What is the problem 
• How do you provide the solution?
• Credibility with Videos or Whitepaper downloads

SEO - What is it, Why is it important, Current Updates

Search engine optimization (SEO) is the art and science of getting pages to rank higher in search engines such as Google. Because search is one of the main ways in which people discover content online, ranking higher in search engines can lead to an increase in traffic to a website.

Google has been doing a new algorithm change. One implementation of SEO in particular is the new parameters around mobile responsiveness of a mobile site. Responsiveness is all about the modifications of your site to appear on your mobile phone. Since 80% of online transactions happen on a mobile phone. Therefore Google is pushing for higher responsiveness on mobile sites because they want to make the viewers have the most comfortable experience viewing your content. That is why Responsiveness is the number one factor to become a really high ranking site. And not just by being responsive but providing a really nice response experience.

Basically, Google is focusing on:

• How close your content is together - like a button is too close to an image or a text is too close to a button it creates complications 
• Fonts - smaller than a 16pt font could jeopardise your mobile site responsiveness
• Originality - use original content and original images this is much better than the use of stock content and images

At the end of the day, when you are building your website. Think about why people need to find you, think about all the information that is related to you, and at the same time think about the things that are not related to you so that you can push them somewhere else so that we do not have incorrect traffic to your website.

Are you the right fit for Google Ads

Google Ads are spoken about by every other business in the aspect that you need to advertise your business in order to be found - a known fact about advertising. But with the new digital age, there are new rules in the sense of how to find passing traffic and that is what we call GOOGLE ADS.

Google Ads is not a simple exercise, it needs to be a pre-planned exercise like any traditional campaign being done during the old days. 9 out of 10 customers are frustrated and disappointed with the investment because it has not given back the correct return of investment and results in sales. The secret around that comes down to the planning - What are you planning to achieve, what are you trying to sell, who are you trying to sell it to and what period are you trying to sell it at? Google operates 24/7, it just waits for people to sell it too, so if you did not position your campaign correctly you will miss out on valuable customers. 

Google loves consistency, so the more you spend on it the more they will help you reach your end goal in a form of conversion or sale. But if you’re intermittent with your investment or low on it, you are basically slowing down the algorithm to the point where it does not work at all. There is lots of traffic, lots of competition, all doing the same thing, on the same platform, on the same algorithm, a regular spend on a longer-term would give you better in return results.

Summary

With marketing, no matter how many times you have done something, you have to be willing to make the investment to create the right fit. The great thing about Landing Pages, SEO and Google Ads is that if it’s not working, we can tweak it straight away.