How To Fix Website Content Bloat: A Practical Guide to Streamlining Your Site

Are you feeling overwhelmed by your website's content bloat?

Too much content can be detrimental to your website's performance, SEO and user experience.

It's time to take a step back and do a content audit to identify the content that should stay and the content that should go. With this guide, you'll be able to easily identify and fix the “excess” on your website in an efficient manner. We'll walk you through the steps of conducting a content audit, determining what content to keep, and creating an effective content strategy that will streamline your website. 

What is Website Content Bloat?
Website bloat is excessive content on a website. That includes text, icons, images, videos – and entire pages. 

It’s typically found on older sites, that have grown over time. Usually we find that this growth has been unstructured. With changes of staff, the addition of new content hasn’t been directed by a clear strategy.

Don’t feel bad about it, there are many successful companies that grapple with the same problem. And the longer you leave it, the worse it gets!

The Consequences of Content Bloat on Your Website
Website bloat negatively affects the user experience and can have a significant impact on your SEO. It is typically associated with:

1. Slower load times
2. Reduced user engagement
3. Reduced trust in your brand
4. Decreased conversions - Reduced lifetime value (LTV)
5. The excessive inclusion of content on a website makes it difficult to navigate. By including too much information, you run the risk of drowning your visitors and losing their attention.

Creating an Effective Content Strategy
With the content bloat on your website identified, you can begin the process of streamlining your site.

When analysing your content, first make a list of the main topics that will help visitors find what they're looking for. Also make a list of the topics that impede the user experience, and should be removed. 

Find the right balance between providing enough information and streamlining the experience. 

At this stage, this is a general overview, not a page-by-page cull.

If you're too concise, you might leave out information that your customers need, which can lead to confusion and frustration for your customers. To find the right balance, consider using the following questions to guide your decision-making: 

• Are your visitors able to find the information they need within the content?
• Is the information relevant to their needs?
• Is it easy to understand?
• Accurate?
• Is the information up to date?

Conducting a Content Audit
Now that you've identified content that should stay and content that should go, it's time to conduct a specific, page-by-page content audit. 

Before you take a knife to your website and start slashing content, use Google Analytics or an online tool like Ahrefs Site Audit to identify popular pages and content on your site.

Don’t delete your most popular pages!

You will also want to consider SEO, because the inclusion of targeted keywords is critical if you want to rank well on the search engines.

Seven Steps For A Content Audit
When conducting a content audit, you should follow these steps: 

1. Identify the content that should stay on your site and the reasons behind keeping it. 
2. Identify the content that should go on your site and the reasons behind removing it.
3. Identify the overall structure and organisation of your site. 
4. Identify any content gaps.
5. Make a plan for how you're going to fix any content gaps or problems.
6. Measure the success of your content strategy with analytics.
7. Make any adjustments to your content strategy based on your analytics results.

Challenges
In the absence of good data, it can be difficult to know what to cut and what to keep.

One solution is to compare your site to similar sites – but choose those that rank well. 

Here is one approach that you can adapt to suit your organisation:

1. By comparison with the industry leaders, assess if your information is too lengthy or if it's missing key components.
2. Identify any content gaps
3. Draw up a content schedule to fill the gaps. 
4. Include the order in which you want to publish your content
5. Prepare the content
6. Publish your content on a regular schedule. Try to publish content two to three times per week. This is good for SEO. It also means you do it in stages, rather than trying to do everything at once and suffering burnout, or loss of quality.
7. Make sure that your site is properly indexed with all search engines.

Benefits To Expect
With reduced load times, a better user experience, and an improved brand, you'll be able to attract more users to your website and retain them for a longer period of time. 

You'll have the opportunity to increase your revenue via higher conversions, which should improve the lifetime value of each customer. 

Measuring Success
To measure the success of your content strategy, tap into the fantastic data included in Google Analytics. Look for changes in: 

• How many visitors are coming to your website 
• Which pages on your site they're coming to
• Their pathway through your site; what content they're viewing 
• Time spent on site Conversions (set conversion goals)

With the above data, you can make adjustments to your content strategy as part of a continuous improvement plan.

If the team at Boylen can help, we'd love to be involved in your next project. Use our Contact form to get in contact.

Are carousels good for SEO? The short answer – based on independent research - is no.

Full-width carousels with high resolution images greatly impact on page load speed. User experience is marred every second it takes to load a page past the initial two seconds (Jones 2013). Slow websites are bad for SEO.

While some of this research isn't new, it certainly isn't out of date. If anything, it has become more relevant with each passing year and search algorithm update.

In an article by Peep Laja (2014), some research suggest that carousels or sliders impact negatively on conversion rates and people often miss the messages therein as they think they are adverts and thus hit by ‘banner blindness’.

Valk (2014) explains that apart from people not paying attention to the carousel and it slowing down the website, the carousel pushes down content therefore having a negative impact on SEO. He therefore advises that carousels should show only one message and not move automatically. It should give the audience the choice to click through (control) if they want to view more.

He also advises that the size of the carousel should not dominate the page and the carousel should be below the most important content. Homestead (2015) also supports this position. 

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We’re repeatedly advised to use on-page SEO make a website more search engine friendly – but what exactly is it?

On page SEO is the practice of optimising a website to rank higher in search engine results. It’s the things you can do to your site to make it appealing for specific search terms. (Off-page SEO refers to the factors away from your site that promote it, such as reviews and backlinks - which you have less control over.)

While it can be time consuming, on-page SEO is important because it helps search engines understand what your website is about. It uses relevancy and quality measures to determine where to tank it in search results. 

There are many factors that contribute to on page SEO, including:

1. Title Tags
2. Meta descriptions
3. Header Tags
4. Website Structure
5. Keywords
6. Content optimisation
7. Image Optimisation
8. URL Optimization
9. Page load speed
10. Mobile friendliness
11. Anchor text
12. Geo-tagging 
13. Internal links

Expanding on key elements of on-page SEO

Title tags and meta descriptions are two of the most important on page SEO factors. Title tags are the text that appears in the search engine results pages (SERPs) as the title of a website, and meta descriptions are the brief descriptions that appear underneath the website's title in SERPs.

Both title tags and meta descriptions should be unique, descriptive, and keyword-rich. They should also be short and to the point.

Other important on-page SEO factors include website structure, content quality and keyword usage.

Website structure refers to the way a website is organised. A well-structured website is easy for search engines to crawl and index, and it is also easy for users to navigate.

Content quality is growing in importance as search algorithms become more advanced. Search engines favour websites with high-quality, well-written content. Content should be original, informative and relevant to the website's target audience.

Keyword usage is vital for on-page SEO. If you’re not including keywords, how can a search program possibly find your content and deliver it to audiences. They should be used throughout the website's content, including in the title, headings, and body text. However, keywords should be used in a way that sounds natural and is not overly repetitive.

Summary

On page SEO should be a key part of any SEO strategy to improve its chances of ranking higher in SERPs.
It’s not a ‘tomorrow job’, it’s a ‘do it now’ priority task.
 

Click on the FAQs nested below to 'learn the lingo' of search engine optimisation (SEO).

We'll be adding to it on a regular basis, so pop back to bring your learning growth on an upward trajectory.

If you are undertaking your own SEO, you need to understand a glossary of terms to be able to stay up to date with the latest practices. A lack of deep knowledge is closely linked to a lack of rankings!

If you are working with an Adelaide SEO agency, then you need a basic understanding of the terminology so that you can manage what you are delegating. 

SEO Adelaide refers to search engine optimisation techniques used by Adelaide companies to significantly improve their website rankings, traffic, sales and brand recognition with all the major search engines used in South Australia. It relies on high quality content to answer queries made by users of search engines, as well as world's best technical practice. 
A range of tools exists to assist in identifying how to improve performance. These tools – such as Google Search Console, Moz and Ahrefs – also provide independent reports to measure your progress.
As an Adelaide SEO agency with 30 years’ experience in marketing, Boylen has the proven results to assist a wide range of organisations with SEO in Adelaide and South Australia.

An example of success for search terms such as "SEO Adelaide" and "web design Adelaide" is shown below, where we have optimised our own website to appear at the top of search rankings.

SEO Process 
Our first step would be to allocate you a dedicated SEO expert. This person will be located in our Adelaide office, so you can meet when needed to talk through plans and priorities. 
The focus is on your goals – but we usually like to make sure you have the aim of adding tens of thousands of dollars in new sales, patient bookings, enrolments … whatever it is that drives your business.
Working together, we will drive up the number of top-ranking search results that put your website pages in front of more high quality and motivated visitors and prospective clients will lead to increased leads.
One of the first things we would do is to draw up two lists:

1. The keywords that attract the most traffic in your sector, as well as keywords that bring in less traffic but are more achievable in the short term for achieving the number one ranking.
2. Competitor websites that are well placed in search engine rankings. These are the companies that are beating you. From our experience, you’ll be delighted the day you see that you leapfrog your competition.

Moving forward, we would devise a plan that best suits your needs.  Generally it would include:
Audit your site and fix all of the important issues in priority order. We’ll be guided by Google and Bing webmaster tool guidelines, so we are using world’s best practice.
Before we undertake work, we report back to you with our recommendations. These will cover:

• on page optimisation
• off-page optimisation
• creation of backlinks to your website to rank it in the top positions of search engines.
• Proposed content updates
• Updating your meta descriptions and ensure they aren’t duplicated
• Optimising your Google My Business page. This relates to Google Maps and helps your website to show in local search (the Three-Pack at the top of search pages) to help potential customers find you

SEO Reporting
A report that draws on data from Google Analytics will be emailed to you at agreed intervals. Some clients want reports more often, some less, and some want them to be provided in a certain way just before board meetings so they can be included in board papers.
Beyond the basics, SEO can be something of a mystery for many people. Part of our optimisation process is to help you understand why we are doing certain things – and not doing others.

Let's talk. It all starts with a phone call.
 

Local search and geo-targeted websites have become more prevalent as users become more mobile and as devices such as smart speakers, voice-activated digital assistants, connected cars, and other internet-connected devices continue to grow in popularity. If you operate a business that markets internationally, you’ll likely want to target users in other countries with your website and marketing materials. You may also want to optimize your content for searchers in these different regions. This article will give you some helpful advice about how to do SEO for international markets so you can extend your reach to people all over the world on Google, Bing, Yahoo, and other search engines. Keep reading to learn how!
Search engine optimization (SEO) is a crucial part of any website. It is the process of making your website more visible to search engines and increasing its visibility organically rather than through paid advertisements on search engines. This article will explain how to do SEO for international markets by applying it to your business and websites so that you can reach as many people as possible. In this blog post, we’ll go through a six-step framework for successfully doing SEO for international markets. It’s not always easy to launch an online business internationally; however, with the right preparation and planning, you can increase your chances of success. Keep reading to learn how!
This FAQ post will introduce you to SEO techniques to drive traffic from international markets to your website and then convert those visitors into customers.
The core techniques are the same no matter what market you are targeting, whether it is international SEO for the USA, Europe, Asia, Africa etc.
With these tips, you’ll learn how to effectively target new audiences with your content while also optimising it for their search engines using keyword usage, metadata, and other strategies.
Before You Start: An Introduction to International SEO
Before we jump into the six-step process for successfully doing SEO for international markets, we should first discuss some important aspects of international SEO. As your company expands into new markets, it’s important to keep these key points in mind: - Visibility - Visibility is the key to success in any given market. Your content needs to be found by potential customers in order to lead to conversions. That’s why SEO is such a critical component of your marketing strategy when you’re expanding internationally. - Language - SEO also requires a high degree of translation if you want to appear in multiple markets at once. It’s not enough to simply have one website in English if you want to expand internationally — you need to have websites in each language that you’re targeting. - Cultural differences - What works in one country may not work in another. Beyond language differences, you also need to keep cultural differences in mind when expanding your business internationally. You also need to take into account the variations in purchasing behavior that occur based on country.

Step 1: Define which countries you want to target and why
The first step in doing SEO for international markets is to define which countries you want to target. Keep in mind that SEO targeting is more granular than just targeting “countries”; you can use specific targeting settings, such as regions, languages, and topics, to hone in on more specific areas. 

Step 2: Get technical
Your technical SEO is as important as your content strategy. For example:
Hreflang is an SEO technique that allows websites to “speak” different languages. Hreflang links a page from one language to another. When a user goes to the page in their preferred language, the website will automatically be indexed in the other language as well. This is often used for international SEO because it helps Google understand that there are different versions of your site and can rank them accordingly. It also allows you to tap into local market trends, which can be beneficial in the long run. As with any complex technical process, hreflang requires a lot of planning and research before you dive in. You will need to understand how hreflang works at both the site-wide level and the level of each individual page (translating, creating, etc.). If you’re unsure where to start, reach out to your web development team or an SEO consultant.
A good way to increase your search ranking is to create an optimised international SEO directory. This type of directory is typically used by businesses that do business internationally, and it’s designed to serve as a one-stop shop for people looking for relevant content about the business and its products or services. There are two primary benefits to creating an international SEO directory. First, it provides you with a way to establish trust with potential customers outside of your home country, which is especially important if you sell products or services outside of the US.
Second, it helps you reach new customers in other countries who would otherwise be unable to find your website. By optimizing your website for international search engines, you can ensure that your site receives more traffic from overseas, which translates into more opportunities for sales.
International-friendly URLs are URLs that are easy for people to understand and use, regardless of their location or language. International-friendly URLs can be created in many different ways and can include the following:

• By using the correct case, such as www.example.com instead of example.com
• By using the correct domain name, such as mycompany.com instead of company.com
• By including a country code on each URL component (for example, http://ca.example.com)
• By using keywords that people around the world can understand (for example, www.example.com/products)

There are no hard rules for creating an international-friendly URL structure, and every situation is unique. However there are some basic guidelines that can help you to create an international-friendly URL structure that will be easier for your visitors to understand and use when navigating your site:
1 Always include a top level domain name in your URL structure, such as mycompany.com instead of company.com 
2 Use keywords that people around the world can understand 
3 Use common spelling conventions 
4 Avoid spaces between words 
5 Make sure all elements (including punctuation) match 
6 Avoid special characters 
7 Do not include a trailing slash 
8 Include capitalization in key words 
9 Avoid single word URLs 
10 Avoid numbers
Language tags are used to define the language of a website. They’re typically used to help visitors search for content in their preferred language. There are a few different types of language tags: 
1. ISO 639-1 codes: These are commonly used in Europe, Africa, and Asia. They’re not widely supported by web browsers, though, and should only be used if absolutely necessary. 
2. ISO 639-2 codes: These are most often used in North America and South America. They’re more widely supported by web browsers, but they aren’t as strict as the other codes. 
3. ISO 639-3 codes: These are most often used in Australia and Oceania. They’re the most widely supported by web browsers, but they also have the strictest rules of all four ISO codes. 
4. Language code: This is a special type of tag that can be used to identify any combination of languages. It can be useful for websites that have content written in multiple languages or for sites that have a mix of languages on their site at any given time.

Step 3: Translate your content for different markets
If you only have one language on your website, you’re limiting the number of potential customers that you can reach. It also reduces trust in local markets. That’s why translation is one of the most important SEO strategies for expanding internationally. It not only helps you get ranked higher, it increases conversions. Don’t forget your website’s title, meta description, URLs, etc. You can either hire a team of professional translators to do this or use software like Google Translate that can help facilitate the process.

Step 4: Review the quality of your organic search traffic
It’s important to review the quality of your organic search traffic. You’ll want to look at how your traffic is currently being generated so that you know what you have to improve on before targeting new markets. You can review important metrics, like impressions, clicks, click-through-rate (CTR), and average position on Google Search Console to see how your website is currently performing. 

Step 5: Review ad effectiveness based on geo-targeted ads
If you advertise on Google, you can also use geo-targeted ads to expand your reach to new markets. If your ads are not performing well, you’ll be able to identify the areas that you need to improve on in order to generate better click-through-rates and more clicks. There are certain factors that will help you determine which countries to target with your ads. One tip is to look at the demographics of your current customer base and determine which countries have similar demographics. This will help you decide which countries to target with your ads.

Step 6: Define success metrics for international markets
Make sure you define success metrics that will help you understand how well you’re doing. 
 

Yes, we do.

In today’s digital world, businesses are no longer limited to just their local market.

If you own a company that services clients in other countries and use your website as your primary marketing channel, search engine optimization (SEO) can help you get more visibility in those new markets.

We've been helping Adelaide export companies be found on search engines in many European countries.

We have developed considerable intellectual property on international SEO over that time, which we are happy to share with new clients (provided they don't compete with our existing clients).

Local search techniques related to the city of Adelaide should be at the heart of most “SEO Adelaide” campaigns. The strategy would combine technical excellence with content that is tailored to the needs of customers.
By using techniques recommended by major search engines, a series of on-page and off-page improvements will improve the visibility of your site in search results.
It's important to understand user intent, so that you can provide relevant content that answers the search queries of your target market. Helping individuals and businesses in your local area solve a problem is at the heart of providing targetted content.
Search terms are also known as “keywords” and local search normally has a geographic modifier attached, usually at the end of the phrase. For example, “SEO Adelaide”, “Ford dealership Adelaide”, “Nike stockist Adelaide” and so on.
Boylen is one of many search engine optimisation agencies in South Australia – but very few Adelaide SEO agencies have our experience. We know that the following aspects are critical to SEO success:

• Correct choice of keywords
• Optimised for small screens (mobile first)
• Fast page speeds to provide an excellent customer experience
• Link building, both externally from trustworthy and relevant websites, and internally between your pages to assist user navigation.

SEO Strategy: there are many aspects to a SEO campaign, which is why starting with a strategy is so important.
Contact us here if you’re looking for the top SEO services in Adelaide. We can discuss your local search goals and look at how we can “SEO Adelaide” your website to generate low-cost, high converting leads.
We’re one of the top Adelaide SEO companies. We’ve boosted organic website traffic for many organisations. Let’s do it for you!
 

Our Technical and On-Page Support is a monthly task for SEO clients.

We check to make sure your site and all internal pages can be found on search engines and that they are Google compliant.

What You Will Get:

1. A monthly report in language that is easy to understand and apply to your business
2. Resolution to any technical crawl issues
3. Inbound links analysis
4. Ongoing tweaks to your existing content for maximum chances of search engine exposure
5. Technical best practices and implementation as follows -

• Page titles
• URL and subdomain naming convention
• Meta descriptions
• Google Authorship
• Google Places
• Image filename/alt text
• Header tags
• Site architecture
• Content and keyword usage
• Sitemaps
• Internal linking
• Robots.txt/meta directives
• Duplicate content/canonicalization
• Server response/error codes
• Site crawlability/accessibility.

If you don’t have the time or the skills, Boylen can help. 

If you are on the cusp of launching a newly redesigned website, a lot of the optimisation work should already have been done.
So as a last-minute check of things that might be missed, have you actioned:

1. website redirections
2. integration with Google Analytics, Google Search Console, Facebook Pixel etc
3. open graph tags
4. sitemap indexing and error reporting
5. and do you have a post-launch SEO plan?

Following the launch of the website, SEO shouldn’t stop. In fact, if you have a brand new site, you need to go into overdrive to get found.
Check your reports (you get regular reports, right?) and use the data from the new website to make smart adjustments. 
Good luck!
Reach out to us if we can help: SEO Adelaide Consultants
 

Modern SEO techniques place a strong emphasis on quality social media to help with your visibility on search engines.

Social media sends traffic to your website and these are often people that wouldn't normally have found your website on their own. It also engages people. It allows for two-way dialogue. All of this is excellent when optimising your website.

Read on for a comprehensive guide to various social platforms you can consider.

Social Media Marketing 
There can be no doubt that social media marketing is an effective weapon that every digital marketer needs to have in their arsenal. Social media usage has grown steadily year on year, with billions of worldwide users.
As a result, digital marketers increased their social marketing spend. They did this for a reason. Social media marketing, when done right, can be a cost-effective way to rapidly generate leads/sales in the short-term.

What are the Goals of Social Media Marketing?
This is where digital marketers tend to disagree. Many, especially those that work within the B2C arena see it as a vehicle for producing leads/sales. Others, primarily those that work with B2B clients, see social marketing as a way to engage with potential clients.
Either way, it is important to keep your marketing goals at the forefront when designing a new social media marketing campaign, to get the most out of your budget.

Current Social Media Marketing Trends
As social media marketing has evolved, it has become more complex. New techniques are regularly developed, exploited and then discarded once they reach saturation point. Currently, the most notable new trends seem to be:

• More focus on user-generated content – a good example of this in action, is the way that Google Maps ties into Google Reviews. Consumers are prompted to provide reviews of places they visit and also upload photographs which are visible across both platforms.
• Employing micro-influencers – rather than relying on major influencers with hundreds of thousands of followers. This technique relies on finding influencers with fewer subscribers, who operate in particular niches.
• Visual content – remains one of the major trends in social marketing. Video, infographics, etc. A picture paints a thousand words as they say.
• Live video – as social networking sites have added the ability to broadcast live video, then social marketers have begun coming up with ways to exploit this new channel.
• Social bots – these vary in complexity from being nothing more than amusing, all the way through to A.I. driven, automated pre-sales and customer support systems.

And of course, mobile. Consumer behaviour has changed massively since smartphones and always on mobile internet became mainstream technologies. Currently, Facebook mobile use is around 94% of all monthly page loads. Twitter sits at 82%, and LinkedIn at 60%. Instagram is almost entirely accessed from mobile devices. Therefore, it is imperative that we craft our social marketing posts with mobile users in mind.

What are the Most Popular Social Media Sites?
There are dozens of social networking sites, but only a handful that has a large enough volume of users to make them truly useful as marketing channels. The most popular of these being:

• Facebook – needs no introduction, the granddaddy of social media sites, with a massive user base of all ages, locations, interests, etc. A solid choice for both B2C and B2B marketing.
• YouTube – the largest video hosting site in the world. Marketers have produced some pretty impressive results using YouTube. However, recent changes to the YouTube terms of service may have reduced its effectiveness in B2C marketing. It is still a great option for publishing B2B focused video content.
• Instagram – very popular with younger generations including Millennials and Generation X. Lends itself more to B2C marketing rather than B2B.
• Twitter – the original micro-blogging platform, with a solid paid marketing offering. Works well for both B2C and B2B.
• LinkedIn – the king of B2B social marketing. A solid content strategy backed up by strategic paid social marketing can be very effective.
• Google+ - the red-headed stepchild of social networking sites. No paid marketing offering, and quite difficult to approach from an organic angle. 
• Others – Qzone, Weibo, Reddit, Pinterest, Tumblr, etc. Although popular, these are rather niche sites, and won’t be included in this article.

Choosing a Target Audience for Your Social Media Marketing Campaign
Which social network you choose for your social media marketing campaign, should be driven by the target audience you aim to reach. As part of your overall marketing efforts, you have probably spent time producing marketing personas for your mainstream purchasers. These personas are perfect for deciding which social networking site you should target. 
Below, each of the main social networks is briefly outlined, including the type of audience they are best for targeting.

An Overview of Facebook Marketing
Target audience: A wide scope here, of all ages, interests, locations etc. However, it is often seen as “the old folks” social network by younger people. Therefore, it may not be the best choice for targeting consumers less than 30-years old.
Number of users: Around 2 billion active users per month worldwide.

Facebook Marketing Do’s and Don’ts

• Do – make sure every post is branded (logo, etc.)
• Do – develop a standardized social media voice for your company/brand/product to ensure social updates are consistent.
• Do – ensure that you moderate all comments and replies to your posts. Consider disabling comments if you lack the resources to do this effectively.
• Do – make sure your company website, all promotional material and communications such as emails, link to your Facebook page.
• Don’t – leave any part of your Facebook page blank. Make sure all sections contain proper, valuable information.
• Don’t – forget the SEO aspects of creating your Facebook page, as all public Facebook pages are indexed by search engines.
• Don’t – drive people crazy with long lists of hashtags. Use only the most relevant ones.
• Don’t – post too frequently, the key to consumer engagement is keeping them interested without spamming them with your marketing message.

Generating Sales Conversions with Facebook Marketing
The method used for driving conversions using Facebook marketing will differ between B2C and B2B goals. B2C primarily revolves around presenting special offers and specific product promotions, leading to an actual sale. B2B is more about engagement, promoting branded content such as white papers or case studies, which drop the Facebook user at a lead capture landing page before the content can be downloaded. These leads are then fed into the company CRM to be nurtured.

An Overview of YouTube Marketing
Target audience: A wide scope here, of all ages, interests, locations etc. Equally suitable for B2B engagement using educational video content, and B2C sales through product/service specific video content.
Number of users: Around 1.8 billion active users per month worldwide.
YouTube Marketing Do’s and Don’ts

• Do – make sure that you watermark all of your video content so that it cannot be copied.
• Do – produce themed playlists that create a logical customer journey for specific products/services.
• Do – tag each video with relevant keywords.
• Do – use YouTube to share other forms of video content, such as screen capture of webinars.
• Don’t – forget to use the primary description to deliver a text-based call to action and relevant links.
• Don’t – publish low-quality video. Aim to produce the most professional looking videos you can within your budget.
• Don’t – use too many popups and annotations prompting a viewer response. Let the video content speak for itself. 

Generating Sales Conversions with YouTube Marketing
YouTube works well for both B2C and B2B marketing, with subtle differences. For B2C marketers, YouTube is great for making sales conversions fairly immediately. For example, an unboxing video of a new tech product, complete with relevant sales links, would drive actual sales. B2B marketers tend to use YouTube differently, building consumer engagement, trust and authority by publishing educational video content. The goal here is to generate focused leads to be nurtured using the company’s sales process.

An Overview of Instagram Marketing
Target audience: primarily younger users, Millennials and Generation X see Instagram as their funky, fresh social network which lets them interact with their contacts in short, sharp, messages.
Number of users: Around 1 billion active users per month worldwide.
Instagram Marketing Do’s and Don’ts
•    Do – aim to build a community, even though Instagram doesn’t offer such a full suite of tools for community management as other sites.
•    Do – design your shared content around the placement of hyperlinks.
•    Do – from time to time post a real advertisement. Even though Instagram is not the perfect vehicle for ad-based content, it can work.
•    Don’t – be tempted to try and automate your Instagram community using bots.
•    Don’t – get too aggressive with your sales message.
•    Don’t – fail to use the services of suitable Instagram influencers if your budget can cover it.
Generating Sales Conversions with Instagram Marketing
Instagram works best for B2C conversions. Posting product offers (although without a hard sell), and details of new or limited availability products or services.

An Overview of Twitter Marketing
Target audience: A wide scope here, of all ages, interests, locations etc. Particularly good for targeting consumers that are interested in real-time updates about the brands and products that interest them.
Number of users: Around 400 million active users per month worldwide.
Twitter Marketing Do’s and Don’ts

• Do – use hashtags properly, don’t waste space by targeting irrelevant hashtags. 
• Do – write properly, don’t be tempted to use slang and abbreviations to get more into your tweet.
• Do – use a URL shortener to free up more space for your tweet.
• Don’t – follow everyone, Twitter has some automated tools that monitor follows and unfollows and will restrict your account if they see suspicious activity such as bulk unfollowing.
• Don’t – waste space on irrelevant verbiage, keep it short, succinct and on target.

Generating Sales Conversions with Twitter Marketing
Twitter is something of the odd one out when it comes to producing conversions. Users of Twitter tend to be more interested in real-time events. This makes Twitter a great vehicle for promoting something like a football match, with a whole series of tweets building interest as the event gets closer. Finding a way to fit this kind of social marketing into your own strategies may be tricky, but for certain products/services, it can work very well.

An Overview of LinkedIn Marketing
Target audience: Primarily B2B, great for reaching senior professionals and members of the C-suite.
Number of users: Around 500 million active users per month worldwide.
LinkedIn Marketing Do’s and Don’ts

• Do – pre-qualify the people you try to connect with. Make sure they are involved in the purchasing process of the product/service you wish to promote.
• Do – create personalized messages for new connections, nothing is more insulting to a professional person than receiving a “Hi there” copy and pasted message.
• Do – hold back, don’t instantly drop a heavy marketing message on new connections.
• Don’t – send multiple connection requests, if somebody doesn’t want to connect, then move on.
• Don’t – engage without intent. Make sure you have something valuable and engaging to discuss with new connections.

Generating Sales Conversions with LinkedIn Marketing
LinkedIn marketing is all about B2B engagement, building authority and extending brand reach. If you operate a company LinkedIn page, make sure it is entirely up to date and the information it provides is of value. Typically, you will be publishing LinkedIn updates and articles to support your service offering. Your aim is to entice new leads into your sales funnel by offering them something in exchange, such as a downloadable resource.

A Facebook Marketing Case Study
Disney Parks exploited the viral nature of Facebook in its collaboration with the Make A Wish Foundation. Disney Parks came up with the new hashtag #ShareYourEars. Disney Parks then promised Facebook users that for every picture of Mickey Mouse’s ears uploaded to Facebook, they would give $5 to the Make A Wish Foundation.
This marketing gimmick when viral, and Disney ended up donating over $2 million to the Make A Wish Foundation. A perfect example of how coming up with a gimmick is all that is needed to bring the power of Facebook over to your side of the fence.

A Twitter Marketing Case Study
The Marvel movie Black Panther set a new record as the most tweeted about movie of all time. There was no accident involved in setting this record, Marvel orchestrated it using smart Twitter marketing tricks.
With over 35 million tweets mentioning the movie, Marvel constantly stirred the pot by regularly tweeting snippets about the movie prior to its release and thought-provoking questions about the plot of the movie. Marvel entirely exploited the Marvel Cinematic Universe fan base and the fan’s general interest in all things Marvel to create a constant Twitter buzz for weeks.

A YouTube Marketing Case Study
The company Trainline ran a very successful YouTube-based marketing campaign some time ago. The campaign was successful for two primary reasons. 1) the content they produced was of exceptional quality and 2) the video content was designed to go viral.
The video itself featured Big Shaq, who was played by Michael Dapaah the comedian. The video is highly amusing and designed to appeal to a very wide range of YouTube users. Currently, the video has over 1.4 million views.

A Unified B2B Social Marketing Case Study
Coix Health set up an entirely new marketing campaign, focused on social media marketing and the promotion of branded content. A traditional marketing plan was executed, including building marketing personas to identify core consumer demographics. This resulted in Coix Health being able to craft a highly targeted marketing message.
The campaign itself utilised branded content such as infographics, quizzes, listicles and Q&A articles, alongside YouTube videos. Social media marketing techniques were used extensively to promote this fresh content and drive leads into the top of its sales funnel, building a list of potential customers. 
This final list was used as a basis for an email marketing campaign contact 1,884 prospects. This resulted in a 42.8% open rate and a 14.5 click-through rate, both much higher than industry averages.

A modern site – whether it’s a website redesign or a brand new project - should include best practice SEO to attract and engage visitors.

Our solution places a strong emphasis on delivering a better user experience across speed and interaction.  

Boylen creates and manages SEO strategies for schools, ASX-listed companies, exporters, associations, medical, legal … and more! Each exercise brings new knowledge we can apply to your organisation.

To increase impressions, improve click-through rates and generate high value traffic for the website, a Boylen SEO expert will:

• develop an SEO-friendly site structure
• undertake key word analysis and page density reviews to be used for future content as part of your SEO strategy
• Implement meta data across the site to improve organic search results at a page level
• provide content recommendations and assistance, including:
  • pages optimised for responsive display
  • improved user journey and browsing experience
  • pages optimised for search engine indexing and appearance
  • improved user journey and browsing experience through internal linking and UX updates
  • bounce assessment and attention to website “pain-points”.

As a local SEO company, we will also take care of:

• link building
• website redirections
• integration with Google Analytics (GA), Google Search Console, Facebook Pixel etc
• open graph tags
• sitemap indexing and error reporting
• pre and post-launch SEO setup to boost the ranking of your website in the search results.

Following the launch of the website, we will also offer an ongoing search engine optimisation improvement package that will use data from the new website to make informed improvements to UX and search engine display. A SEO specialist can also provide monthly reporting, content assistance and recommendations inside these packages.

Yes, lots of companies outsource their social media management, or parts of it. That might be managing everything, including writing posts, shooting video, designing graphics and so on, or it may be one element such as helping to reply to difficult user responses.

Social media is important in website SEO. It sends positive social signals to Google and steers more traffic to your site. Not everyone agrees on how important it is but this article provides a good insight dor further reading.

Make sure you use people who get your company and can speak in a voice that reflects your brand, whether that’s serious business or a cheeky upstart brand. You don’t want someone calling an AFL umpire “The Referee”, or suggesting you call “999” instead of “000”.

That’s when people realise the content is artificial and turn off. 

Worse, as we have discovered on several occasions, when dodgy operators insert secret links into your website, such as links to XXX rated sites. We have seen this twice. The lesson in that is to actively manage what your social media consultant is doing. 
 

The factors affecting SEO (or search engine optimisation) are ever-changing as Google adapts its ranking criteria to rank websites higher in the search results when they provide the best user experience.

A common discussion surrounding SEO is that of quality vs quantity.

Google rewards both – but generally quality wins out. To elaborate on this, a site with high levels of traffic will do well and a site with a high number of backlinks can also be expected to rank high.

But – and it’s a big but – if you have low quality traffic that hits your site and leaves quickly, Google will see you high bounce rate figures and penalise your site. Similarly, if your backlinks come from known backlinks factories and if they have no relevance to the content of your site (locality, subject matter etc), then you will not reap the full benefits.

By contrast, an Adelaide business website with less traffic that has an audience that is highly engaged and stays on the site and clicks on conversion points, will be rewarded. So too will a site that has fewer backlinks of very high quality and relevance. That's why you need a SEO specialist.

Understanding SEO

The good news is that you can undertake an entry-level SEO campaign yourself. However, there are many ranking factors to take into consideration when creating an SEO friendly page so it is also worth taking the time to learn basic HTML. For example, knowing how to write a good page title is the first way you can start focusing on improving SEO in your page through HTML tags.

Backlinks

People find the task of acquiring backlinks to be difficult. The best way to break it down is the more links a site has that come from other, widely used, popular sites, the higher the SEO ranking will be. However, links from poor SEO sites or less popular pages can actually decrease your website score. There comes the quality vs quantity debate. Which is better, having thousands of links and not monitoring where they come from or having a few hundred links from quality sites that are being monitored by both parties? Both will generate traffic to your site however if you want consistent buyers, leads or subscribers you need links and content that will attract them and keep coming back for more.

SEO Quantity

Quantity does have its place in SEO. You do want high levels of traffic, especially when compared to your competitors. Winning with more terms ranking on page one of Google is also good for business. Other ways to increase SEO through quantity could be increasing the keywords in the Meta-HTML tag and by using alt words on images found throughout your site. These can obviously help however this requires constant attention and updating and will take a considerable amount of your time.

Quality Content

People appreciate good quality content. When you do high quality research, writing and videoing, you are going to be answering questions that people search about and, therefore, this will generate interest in your website … and generate repeat visitors to your website.

In Closing

Quality SEO is more effective and will get you better results, traffic, leads or whatever it is you are looking for from your content, in the long term. The good thing about working online and providing content is that it can be changed and optimised to work better for you. So if you have started with a “quantity approach”, you can change course and create quality content and links in the future.

Final Quality Tip: A hallmark on generating quality content is good use of keywords. When deliberately inserting keywords into your text, try to find ones that are used naturally in the content you are providing. This will ensure that you use keywords effortlessly and will not come across as keywords being placed for the sake of SEO.

Talking with someone helps make sense of it all. Please feel free to make contact with us. We're always happy to help.

We follow a process that is linked to numerical ratings and percentages. That means within days, you will see improvements in your numbers, such as site speed and keyword visibility, that will start improving your search rankings.

How quickly to move from “never seen” pages on Google search results, up to page one, depends a lot on your competition and how much effort you are willing to put into the project.

• For example, if you are in a highly competitive field – such as SEO for dentists in Adelaide CBD  – it will take more effort than if you are an automotive outlet in a regional town. (We can show you how we achieved a stunning result for a local dentist. It was a real team effort but the surgery staff stuck to a simple process and reaped quantifiable rewards.)
• As another example, you may wish to engage us to go “all out” early in a project. Our audit will show what needs to be done for technical SEO and on page SEO, and we can devote the resources to getting everything up to the highest level in a short period of time. After that, you can move to maintenance mode, to ensure you don’t slip back.

If you’re keen to ramp up leads generated by your website sooner than that, Google AdWords is a great way to go.

Want help? Click here and we will get back to you fast.

Google Ads are the paid ads you can see at the top and bottom of Google search results pages with the word ad next to them.

These ads are set up to target specific services, and link back to a page on your website relevant to that service.

Each click on an ad will cost you money. How much it costs depends on a variety of factors, with one of the key ones being how desirable a search term it is, and what other Google Ads users are prepared to pay. It’s an auction model whereby you set your maximum bid for Cost Per Click (CPC), and Google uses that and a number of other factors to determine when to display your ad. As well as setting a maximum CPC for each search term, you set a daily budget so that your spend is constrained.

We can set up and run your Google Ads campaign for you. We charge an initial setup fee, and then an ongoing campaign management fee. Unlike an advertising agency, we do not take commissions from platforms that want you to spend more on ads. The campaign management fee enables us to monitor and optimise your Google Ads to ensure you see maximum ROI for your Google Ads spend. The cost is determined by how many ad groups you want to target. Typically we charge as follows:

•         Setup includes:
  •    Research search terms.
  •    Write ad headline and copy, submit to you for approval, revise if required.
  •    Optimise landing page for each ad (one existing page per ad).
  •    Set up campaign to maximise search results (impressions) and clicks.
•         Campaign Management covers:
  •    Initially weekly (moving to fortnightly once it settles) assessment of effectiveness of campaign, including targeted terms, ad copy & landing page CTAs. Submit any recommended changes to you for approval, and implement.
  •    Reporting on outcomes (monthly)

We often find the CPC comes down as we optimise the campaign.

Interested? Let's talk or meet. Contact us here and we will be in touch.

Where your website ranks in the search results, how many clicks you achieve and increasing your conversions are central to measuring success.

Our SEO service starts with a site audit, which allows a SEO consultant at Boylen to:

• Find out for sure what your competitors are doing. Get an independent report on where your site ranks for the key search terms – and where your competitors rank.
• Develop a SEO strategy to suit your needs and your budget. Your dedicated SEO specialist will include measureable goals. That way you know whether or not we have been successful.

Following the setup, we move into a monthly cycle of actions and reporting.

As we maximise your visibility for Google searches, we can clearly measure SEO success? Basic measurements include:

• Improvements in keyword rankings
• Showing up in Google Maps results (top 3)
• Number of first page keyword rankings
• Revenue generated from the website
• Number of visits from keyword searches
• Length of visitor time on the website
• Conversion rates.

Want to improve your website's performance? We can help! Contact a SEO specialist today.

Before we get to the steps involved in setting up a Google Analytics (GA) account, let’s have a look at what it is and why it is important.

GA is a free tool that lets you measure and analyse your website traffic. No website should be built without it.

It lets you see website data in tables and graphs. It guides your SEO marketing.

At a basic level you can see how much traffic you have received over a given time period, how it is trending, what country they have come from, what device they used (eg. smartphone) etc. The medium metric offers great insights into how you are getting visitors; are they coming from organic search (free Google search results), are they people coming direct to your site by typing in your details, perhaps it is via your social media marketing efforts or through your company’s paid advertising.

You can see how long people stay on your site – and the percentage of people that leave almost immediately (bounce rate).

More sophisticated users can track Goal Conversion, User Experience and how your customers are interacting with your ecommerce website.

All of this data can be overwhelming.

The key is to know what are the important drivers for your business. Then you can measure, set benchmarks and goals, and execute a search engine optimisation plan to improve your website performance.

To set it up, click here:  Google Analytics Set Up Steps.

Your website design and marketing agency will also be able to handle this task for you.

Where do people think they get the best data on a product or service purchase?

YouTube. 87% of people list it as the number one source of truth (our words). It’s Google research so it’s rock solid.  This is worth repeating: the overwhelming majority of people – nine out of 10 – choose YouTube to find the best possible information.

The next question is: how good is your YouTube presence?

As of September 2022, the answer is no.

However, you can register your interest. The good news is that Canada has just joined the USA in having VDA in search results, so Australian new car cards and second hand vehicle resellers will be able to access it soon (in our opinion).

Until then you need to reply on search engine optimisation to rank at the top of page one in a meaningful way, or opt for the plain web designs the search engines currently offer SME businesses.

We've written a blog on it here.