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Strategies for Mastering Local SEO in 2024

Strategies for Mastering Local SEO in 2024

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Is your business fully leveraging local SEO to attract nearby customers? As Google continues refining its search algorithms, understanding and applying effective local SEO techniques becomes more crucial than ever. This guide will walk you through the essential strategies for enhancing your local search presence, particularly in the wake of Google’s March 2024 update.

Understanding Local SEO in 2024

Local SEO helps businesses promote their products and services to customers in the area at the exact time they’re looking for them online. The importance of local SEO strategy has grown significantly, and with Google’s March 2024 update, the stakes have gotten even higher. This recent update has placed a stronger emphasis on the relevance and originality of content, making it vital for businesses to adapt their SEO strategies accordingly. 

The update affects search by penalising low-quality content more harshly and rewarding pages that provide clear, valuable, and locally relevant information. This means your SEO efforts must now be more focused and authentic than ever, ensuring your content genuinely serves the needs of local customers and adheres to the latest SEO guidelines. By understanding these changes, you can better prepare your business to appear prominently in search results, drawing more customers to your doorstep.

Optimising Google My Business

Google My Business (GMB) is a powerful tool for enhancing your local SEO. Start by claiming and verifying your business listing if you haven’t already. Make sure all your business information is accurate and up-to-date, including your address, phone number, and business hours. Regular updates and posts on your GMB profile can also improve your visibility and show Google that your business is active, which is favoured by the algorithm.

Photos and videos play a crucial role in enriching your GMB listing. Regularly upload high-quality images of your business, products, and events. This visual content not only engages potential customers but also signals to Google the legitimacy and appeal of your business.

Finally, utilise the Q&A feature to engage directly with customers. Answer their questions promptly and thoroughly. This not only aids in customer service but also enriches your profile with keyword-rich content, improving your local search rankings.

Enhancing Local Listings and Citations

Consistency is key when it comes to your business’s online information. Check all listings across directories like Yelp, TripAdvisor, and local business associations to ensure your business’s Name, Address, and Phone number (NAP) are consistent. Inaccuracies can confuse potential customers and negatively impact your search rankings.

Beyond accuracy, work on enhancing your presence in these directories. Encourage satisfied customers to leave positive reviews and address any negative feedback promptly and diplomatically. High-quality, positive reviews can improve your business’s visibility and attractiveness in local searches.

Also, consider expanding your listings to include niche directories related to your industry. These can provide valuable backlinks and direct traffic from potential customers who are interested in your specific services or products.

By refining your Google My Business profile and ensuring consistent, accurate listings across all relevant platforms, you set a solid foundation for your local SEO efforts, directly addressing the demands of the latest Google algorithm updates.

Local Content Optimization

Creating content that speaks directly to the audience in your area is essential. Start by identifying the specific needs and interests of your community. Host local events? Sponsor local sports teams? Mention these in your content. Use local landmarks and colloquial language to make your content resonate more with local customers. Also, make sure to optimise your pages with local keywords—think city names, neighbourhood names and jargon.

Regularly updating your blog or news section with articles about local issues or events not only keeps your content fresh but also establishes your business as a local authority. This can significantly boost your relevance in local search queries, especially post-2024 update, where the value and originality of content are heavily emphasised.

Leveraging Reviews and Social Proof

Reviews are a cornerstone of local SEO. They provide social proof and influence search rankings significantly. Encourage your customers to leave positive reviews by creating easy pathways to review sites and gently reminding them after a purchase or service. Address all reviews, both positive and negative, in a respectful and constructive manner. This responsiveness shows potential customers that you value customer feedback and are committed to continuous improvement.

Additionally, showcase these reviews on your website and social media to enhance credibility and attract more local searches. Engaging with customers on social media can also amplify your visibility and impact on local search results, making your business appear more connected and relevant to the community.

By focusing on content optimization and actively managing reviews, you not only enhance your local SEO but also build a stronger, more engaging relationship with your local customer base.

Building Local Backlinks

Building backlinks from reputable sources within your community can significantly enhance your local SEO. Collaborate with other local businesses, newspapers, and blogs to get featured in their content. Participate in community events or sponsorships that may lead to mentions in local media. You can also create valuable resources that local institutions find useful, prompting them to link back to your site. This approach not only boosts your SEO but also strengthens your community connections, reflecting positively on your business reputation.

Mobile Optimization for Local Search

With the increasing prevalence of mobile searches, especially local ones, your mobile site’s performance is more critical than ever. Ensure your website is responsive, meaning it adjusts smoothly to different screen sizes. The loading speed of your mobile site also needs to be fast, as users expect quick access to information while on the go. Additionally, optimise for local SEO by including location-based keywords and ensuring your local business information is easily accessible on the mobile version of your site.

By focusing on building solid local backlinks and optimising your site for mobile users, you can significantly improve your local SEO performance, catering effectively to the needs of mobile-first consumers and enhancing your visibility in local search results.

Using Local SEO Data to Drive Business Decisions

Accurate data analysis is essential for refining your strategy. Utilise tools like Google Analytics and Google My Business Insights to track how well your SEO efforts are performing. Look at metrics such as local search rankings, website visits from local users, and conversion rates. This data will help you understand which strategies are working and which areas need more attention. It’s also invaluable for identifying local consumer trends that can inform product or service adjustments.

Conclusion

Local SEO not only boosts online visibility but also strengthens community connections and supports business growth. Regular updates to your strategy, in response to new Google algorithm changes and local market shifts, are crucial for maintaining and improving your visibility in local search results. From refining your Google My Business profile to optimising mobile experiences and leveraging local backlinks, each step enhances your connection with the community and bolsters your online presence.

SEO Audit

How to Conduct an Effective SEO Audit for Your Website in 2024

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Are you ready to ensure your website stands strong in the face of Google’s latest updates? Conducting an effective SEO audit is crucial, now more than ever, as search engines continue to refine what they consider high-quality content and trustworthy SEO practices. This guide will help you navigate through the intricacies of an SEO audit, equipping you with the knowledge to improve your site’s visibility and ranking in 2024.

Preparing for Your SEO Audit

Essential Tools
To start, you’ll need access to several SEO tools that are integral to conducting a thorough audit. Google Analytics and Google Search Console are must-haves for insights into your site’s traffic and performance. To best leverage this data, you want to have analytics properly set up, monitored and used to identify areas needing improvement. 

For deeper analysis, consider using paid tools like Ahrefs or SEMrush, which offer advanced features like keyword tracking, backlink analysis, and competitor insights.

Audit Objectives

It’s imperative to define what you want to achieve with your SEO audit. Are you looking to increase traffic, enhance page speeds, or perhaps improve the user experience? Set clear objectives at the outset to focus your audit efforts effectively. This clarity will help you address specific issues that could be impacting your site’s performance, especially in the wake of the latest Google algorithm changes, which emphasise the importance of high-quality, engaging content and robust SEO practices.

By starting with these foundational steps, you are setting the stage for a comprehensive audit that can significantly enhance your website’s ranking and visibility online.

Technical SEO Audit

Site Health Checks
Begin with checking your website’s crawl errors in Google Search Console to ensure search engines can easily access your pages. Additionally, verify that your site is secure by checking for an HTTPS status, which is crucial for maintaining user trust and meeting Google’s security standards. It’s also essential to ensure that your website is mobile-friendly, as Google heavily favours sites that perform well on mobile devices.

Site Speed and Accessibility
Page speed is not just about user convenience; it’s a significant ranking factor. Utilise tools like Google’s PageSpeed Insights to analyse and enhance how quickly your pages load. Remember, faster sites provide a better user experience and are favoured in search rankings. Also, check for proper use of alt tags on images and accessible navigation, as these factors contribute to both SEO and accessibility compliance.

Compliance with Google’s Guidelines
Review your site to ensure it aligns with Google’s Webmaster Guidelines. This includes checking for sneaky redirects or hidden text, both of which can result in penalties. Regular compliance checks will keep you in good standing and help avoid sudden drops in rankings due to algorithm updates.

On-Page SEO Audit

Content Quality Analysis
Post-2024 update, it’s critical to evaluate your content for quality and relevance. Ensure each page on your site has clear, engaging, and informative content that adds real value for users. Check for over-optimization of keywords, making sure your use of keywords feels natural and helpful rather than forced.

Keyword and Meta Data Optimization
Analyse how effectively you’re using keywords in your content. There are a lot of outdated ideas about content best practice in the ether, but ultimately you want to be making it engaging, unique and helpful. Consider your keywords and how often they are in the text after you’ve ticked the other key factors off the list. 

Is your content aligned with what your target audience is searching for? Ensure your meta titles and descriptions are compelling and accurately reflect the content of each page, as these elements directly impact click-through rates from search results.

Structural Elements
Headers and subheaders (H1, H2, H3 tags) not only organise your content effectively for readers but also help search engines understand the hierarchy and relevance of your content. Ensure these are used strategically and include target keywords when appropriate.

By thoroughly addressing these areas in your SEO audit, you’ll enhance your site’s technical foundation and on-page optimization, both critical for ranking well in a competitive digital landscape.

Off-Page SEO Audit

Backlink Profile Cleaning
The quality of your backlinks can significantly impact your SEO. Use tools like Ahrefs or Moz to analyse the backlinks pointing to your website. Identify and disavow any low-quality or spammy links that could be damaging your site’s reputation and rankings. Focus on fostering high-quality backlinks from reputable sources, which will support your site’s authority and credibility.

Social Signals
While social media does not directly impact SEO rankings, the engagement levels on these platforms can indirectly influence your visibility. Evaluate how your content is shared and discussed across social platforms. High engagement can lead to increased traffic and backlink opportunities, which in turn support SEO.

User Experience (UX) Audit

Engagement Metrics
Using Google Analytics, review key user engagement metrics such as bounce rate, average session duration, and pages per session. High bounce rates can indicate that your site is not meeting user expectations, which negatively impacts SEO. Optimise content and site structure to encourage deeper engagement and longer visits.

User Journey Optimization
Ensure that navigating your website is intuitive and straightforward. Simplify user paths to important content and conversion points. A well-structured site not only enhances user experience but also aids search engines in understanding and ranking your site’s content. Test different layouts and navigation structures to find the most effective arrangement for your audience.

Addressing these aspects will help you create a more engaging, user-friendly website that aligns with SEO best practices, enhancing both user satisfaction and search engine rankings.

Content Evaluation

Originality and Value
Assess the originality of your content to ensure it stands out in your niche. Each piece should provide unique insights or solutions that are not merely reiterations of commonly found information. With Google’s increasing focus on reducing clutter in search results, your content must be both unique and valuable to your audience. Regularly updating older content to keep it relevant is also vital.

Content Strategy Revision
Reevaluate your overall content strategy in light of recent SEO changes. This involves planning for content that addresses the specific needs and questions of your target audience, optimising content formats (like videos, blogs, and infographics), and scheduling regular updates and expansions. A dynamic content strategy helps maintain user interest and engagement, crucial for SEO success.

Competitive Analysis

Adapting Strategies Post-Update
Look at how your competitors have adjusted their SEO strategies since the latest Google update. Identify any new tactics they might be using to enhance their rankings and consider how you can integrate these strategies into your own SEO efforts. This analysis should help you find gaps in your own strategy and opportunities for improvement.

Benchmarking
Use competitive benchmarking tools to compare your SEO metrics with those of your competitors. This comparison should cover various aspects such as keyword rankings, backlink profiles, and content quality. Understanding where you stand relative to your competitors can guide you in prioritising the most impactful SEO actions.

These strategies help ensure that your content and competitive strategies are aligned with current SEO best practices, enabling you to adapt and stay competitive in a rapidly changing digital landscape.

Reporting and Actionable Insights

Impact of the Update on Your Site
Examine the data before and after the SEO audit to measure the impact of the March 2024 Google update on your site. This analysis should focus on changes in traffic, rankings, and user behaviour metrics. Highlight which areas were most affected and how your adjustments have improved the site’s performance.

Prioritising Fixes
Based on the audit findings, prioritise the issues that need immediate attention. Focus on quick wins like fixing broken links or optimising meta tags, and plan for long-term strategies such as content redevelopment or enhancing user experience.

Action Plan Development
Create a detailed action plan outlining the steps necessary to address the prioritised issues. Set realistic deadlines and assign responsibilities if you’re working within a team. Ensure that the plan includes ongoing monitoring and adjustments based on the ever-evolving SEO landscape and Google’s updates.

Conclusion

Wrapping up, it’s clear that staying ahead in SEO isn’t just about ticking off boxes—it’s about continuous improvement and adaptation, especially with the ever-changing landscape of Google’s algorithms. Through this guide, you’ve gained insights on conducting a thorough SEO audit that not only addresses technicalities but also enhances the quality of your content and user experience. This process isn’t just about fixing what’s wrong; it’s about strategically enhancing your site to engage and satisfy both your audience and search engines. Remember, the goal is to build a robust online presence that thrives on both relevance and authority.

Safe Marketing Campaigns

10 Strategies To Create Safe Marketing Campaigns

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There must be nothing more disappointing than receiving an email from your favourite company saying they had a data breach. 66.33 million people use the internet only in the United Kingdom. 

Imagine how much of their private information is used daily to deliver digital marketing and advertisement campaigns.

Why It Is Important To Secure Your Consumers’ Data

Consumer data can include information collected from individuals interacting with any brand online at any point in their lives. Protecting users is essential for all businesses equally though small businesses, in particular, usually face higher risks. Limited resources could lead to poor security strategies. 

In these ten tips, you will find useful information to run high-performing marketing campaigns while keeping your client’s data safe. 

1. Designate a specific team or person to control your data. 

Firstly, ensure that every member of your marketing team understands the importance of data protection. Even if your organisation is small, everyone should be trained in best practices for handling consumer data.

If you have access to large amounts of data, consider hiring specific professionals within the security field. Data privacy specialists and crisis managers are examples of team members who could prevent and mitigate data breaches. This decision could be life-changing to the future of your business. 

2. Secure Data Storage and Access

Have you ever thought of where you store your consumer data? Whether the answer is in the cloud or on internal servers, your storage systems should be encrypted and secure. Use every level of security you can, depending on the possibilities of your business. 

Also, limit the amount of people who have access to your data. You don’t need every person within your team to have access to it; make sure to set up levels of access depending on job functions or hierarchy. 

3. Obtain Consent and Be Transparent

Transparency is key when it comes to online advertisement and marketing. Always obtain explicit consent from individuals before gathering their information for marketing purposes. 

It’s also a good idea to get legal advice from an expert regarding your specific area’s regulations. It is recommended to use clear and concise opt-in forms to explain how you’ll use the data and give users control over their preferences.

4. Limit Data Collection

Do you really need to collect every piece of information you can? Limit your data collection to only what is necessary for your marketing campaigns, reducing the risk of exposure in case of a breach. 

If you create personalised and good marketing strategies, you won’t need to gather much information. Stay with the essential information that directly influences your marketing goals.

The less information you have, the easier it is to protect. It’s best to keep it minimal here and consistently reevaluate the data you need for your marketing campaigns. 

5. Regularly Update Software

Outdated software is usually one of the main reasons for security vulnerabilities. Keep all marketing tools and platforms up to date with the latest security patches and updates. Enable all automatic updates wherever possible to ensure that your software always runs the latest, most secure version.

Big companies are also worried about data leaks; they usually provide new tools and versions you can make the most of. 

6.  Use VPNs for Work Environments

VPNs allow your team to hide their IP address and encrypt sensitive data. Encourage everyone within your business to use virtual private networks (VPNs) when accessing sensitive information. 

Whether you work from home, at an office, or with a hybrid arrangement, you can invest in reliable UK VPN services to encrypt data and protect your customers and team members. 

7. Monitor Third-Party Vendors

If you work with third-party vendors or marketing partners, they should follow the same data protection standards as you. Perform regular assessments of vendors to evaluate their data security practices and mitigate any potential risks.

Establish clear contracts with your third-party vendors, ensuring that data protection clauses are clearly outlined in contracts. 

Specify the responsibilities of your business in particular and include protocols. This will provide a legal framework in case you need to hold vendors accountable for bad usage and administration.

8. Conduct Regular Security Audits

Take a proactive approach and regularly audit your marketing platforms and data storage systems. This way, you can identify potential vulnerabilities beforehand and prevent security gaps. Marketers have to stay one step ahead when it comes to data because once campaigns are launched, there is no turning back.

It couldn’t hurt to check on your team, too, and provide updated information or access to courses if needed. 

9. Monitor for Suspicious Activity

Stay vigilant for signs of unusual or suspicious activity on your marketing platforms. Don’t be too confident of any platform, even if you have been using it for a long time. 50 % of businesses in the UK have experienced security breaches or attacks in the last 12 months. 

Early detection can help prevent data breaches before they escalate. Set up automated alerts for unusual login attempts to quickly identify potential security threats. 

10. Have a Response Plan

Even if you do your best, data breaches can still happen, and you will need a response or crisis plan. Be prepared for the worst-case scenario with a complete plan to minimise the damage and rapidly address the situation. 

If you count on a specific security team, this should be easy, but if you don’t, you might need to create a strategy and select a response team or helper. 

Conclusion

Prioritising consumer data protection could take a long time and be expensive. Many resources are needed for a strong security strategy, but depending on the size of your business, you can manage this using different approaches.  

By implementing these ten strategies and asking for help if needed, you can ensure your client’s safety and your organisation’s prestige. Delivering marketing campaigns that resonate with your audience while maintaining high standards of security is possible in 2024.

How to Balance AI and the Human Touch in Performance Marketing

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As performance marketing continues to evolve, so do the tools at our disposal. Among these, AI stands out as a transformative force, revolutionising how marketers engage with audiences while preserving the essential human touch.

If anyone had reservations about using AI to create content for performance marketing, the advanced capabilities of ChatGPT put those doubts to rest. 

Based on a survey conducted in 2023 among B2B and B2C marketers, 73% of participants indicated that they utilise generative artificial intelligence tools, such as chatbots, as an integral aspect of their company’s operations — a stark contrast to the 27% of marketers not using generative AI tools.

Commercial Director, Oliver Koukoulis-Fribbens, for performance marketing software company Phonexa, “I’ve witnessed firsthand how the applications of AI in performance marketing — from sales forecasting to behavioural analysis — are as diverse as they are impactful.”

In this post, we’ll explore effective strategies for leveraging AI in marketing, overcoming scepticism through personal AI integration, and the myriad benefits it brings to the table.

The Evolution of AI in Performance Marketing

Gone are the days when marketers were solely reliant on gut instincts and manual analysis. 

Today, AI empowers marketers with unparalleled insights and automation capabilities. From predictive analytics to personalised recommendations, AI enables businesses to optimise their marketing efforts precisely.

AI plays a pivotal role in enhancing lead generation, streamlining workflows, and improving ROI. By harnessing AI-driven platforms, marketers can identify high-value leads, tailor content to specific audiences, and optimise ad campaigns in real time.

Embracing AI Scepticism

AI-driven marketing is currently in vogue due to its unmatched accuracy and cost-effectiveness. Artificial intelligence not only aids marketers in customer interactions but is also becoming progressively more valuable in creative endeavours such as design and coding.

Moreover, its scope is expanding as Google continues to add new AI features to Performance Max. 

Despite its transformative potential, scepticism surrounding AI persists in some circles. To overcome this hurdle, marketers can adopt a simple yet effective strategy: integrating AI into their personal lives before applying it professionally.

Consider the AI algorithms powering virtual assistants like Siri or Alexa. By embracing these tools in our daily routines, we familiarise ourselves with AI’s capabilities and build trust in its efficacy. This personal experience then translates seamlessly into our professional endeavours as we leverage AI for content creation, customer engagement, and data analysis.

Benefits Beyond the Bottom Line

The advantages of integrating AI into performance marketing extend far beyond cost savings or efficiency gains. While these benefits are certainly compelling, it’s the transformative impact on the overall customer experience that truly sets AI apart.

By utilising AI-powered chatbots, for example, businesses can deliver personalised support around the clock, enhancing customer satisfaction and loyalty. Similarly, AI-driven analytics enable marketers to glean actionable insights from vast datasets, leading to more informed decision-making and better outcomes for businesses and consumers.

Exploring AI’s Versatility: Use Cases for Customer Service & Engagement

While AI’s prowess in generating compelling content is well-documented, its utility extends far beyond copywriting. For performance marketers, AI algorithms can optimise ad targeting, identify emerging trends, and even predict customer behaviour with remarkable accuracy.

A commonly introductory use case of AI involves automating mundane tasks. For instance, if customer service agents are tasked with note-taking during or after a call, AI can transcribe their conversations and extract key action items, thereby liberating agents’ time and enabling them to concentrate on more intricate customer concerns. When employed effectively, AI can also expedite customer responses and deliver more personalised interactions.

AI also streamlines the way organisations interact with employees. Businesses can enhance responsiveness and agility by leveraging AI-driven tools and solutions, fostering collaboration, innovation, and AI-driven customer engagement.

AI-powered tools present remarkable opportunities for growth, facilitating seamless collaboration between marketers and other stakeholders. This allows businesses to resonate more effectively with their customers and, ultimately, boost profits.

Charting the Course for AI-Driven Success

As performance marketers continue to navigate the changing landscape, one thing is clear: AI is not just a tool — it’s a catalyst for transformation. By embracing AI and harnessing its full potential, performance marketers can drive growth, innovation, and, most importantly, meaningful connections with our audiences.

To quote William Pollard, “Learning and innovation go hand in hand. The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.” 

In the age of AI, it’s not enough to rest on our laurels. We must embrace change, challenge convention, and leverage technology to shape a brighter future for performance marketing — one that seamlessly blends the best of humanity with the power of AI.

For a deeper dive into the coexistence of AI and human marketing, tune into Phonexa’s Amplify webinar, “How AI is Changing Marketing Without Losing the Human Touch.”

Web Design on Start-up Success

The Impact of Good Web Design on Startup Success: A Comprehensive Guide for Entrepreneurs

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In the digital dynasty we have built this century every company has to engage with technology and develop an online presence in some way, shape or form. Fostering a distinct social media presence is a great way for small startups to gain footing in the industry and a small following to move forward. However, regardless of what the actual product you’re flogging is social media can only get you so far. A fantastic case study to evidence this is Lucy and Yak, once a small sustainable retail startup formed of Lucy, her partner, and her Yak. (Just to make this clear for those not in the know, Yak is to quote ‘the van where it all began’ not an exotic mammal used for propaganda purposes.

Lucy and Chris, her partner, quit the 9-5 rat race back in 2014 and found themselves amount the Kiwis selling handmade pouches made from pre-loved clothes. Moving back to the UK, Lucy and Chris, purchased Yak, loving home, functional transport and portable office, selling vintage clothes online and through pre-unique retail orientated e-commerce sites such as Depop. In 2017, they realised their eye for fashion and partnered with a likeminded manufacture who shared their prerogatives for sustainability, fair trade production, and fair pay. The original 30 pairs sold out on Depop in mere hours.

At this time, Depop is Lucy and Yak’s main if not sole distribution centre while Instagram, Facebook and Twitter are their information, marketing, and promotion points. As a business model this is not a sustainable existence for any company and as the demand for this particular environmentally conscious, comfy, stylish style of fashion and their customer base increased Lucy and Yak needed to carve out a space in the web for themselves entirely branded with the staple Lucy and Yak identity where you can now find a plethora of products, a blog, mission statements, company prerogatives such as anti- racism and all the necessary information anyone could need to, say, write a short case study on the brand… For more on the startup success story of Lucy and Yak click here.

This, of course, is just one example within the infinite wealth of websites currently live on the internet today, over one billion to be exact, that demonstrates the necessity of the website itself in startup success. But there is such a thing, as a bad website. We all know this, no one likes a website bombarding you with adverts and obtrusive pop ups that are the aesthetic equivalent of a nine-year-old girl’s MySpace page with all the navigational sense of a black hole. This is where web design, and good web design for startups at that, is key to the success of a website and, by extension, the startup itself.

Web design is what it says on the tin, the design, the planning, the arranging of content on a website, that not only allows the startup itself to be shared with the rest of the online world but also that creates space for the startup in the web where the company’s identity can breathe and grow. Now certified web designers are the ones with the academic know-how when it comes to the technological nitty gritty such as SEO (Search Engine Optimisation) and securing the domain itself. But to get you started, there are some fantastic website builders out there such as WordPress and Wix which are great first stepping stones for creating an initial online presence through a dedicated unique website. For this or similar websites for startups you will need to concentrate on two fundamental prongs of web design for startups: Aesthetics, and Functionality, and we’ll break these down for you into their vital components in what will be the perfect guide for any budding entrepreneurs.

Aesthetics

Aesthetics

Now, Aesthetics as most will recognise, refers to the ‘look’ of a website, we’re talking colours, fonts, graphics, user interface, essentially what your customers are going to immediately see when they click on your website; and, when it comes to the aesthetics of web design… there are some recommended dos and don’ts.

If you’re the kind of person who lives in dark mode on all your devices, your poor eyes have been straining much harder than the rest of us who prefer light and bright. According to recent research by psychologists, Piepenbrock and Mayr, when we look at a bright background, our pupils constrict and our ability to absorb the information on screen is increased. When looking at a dark background, the opposite effect occurs meaning the legibility of the text and thereby the entire content of your website is not being absorbed. Remember the mantra: get it right, black on white!

Equally, font and typeface are key, and not to be confused. Font refers to the form of the text, whether it’s in bold, italicised or underlined, whereas typeface refers to the style or type of text such as the old faithful’s, Comic Sans, Times New Roman, or Garamond. However, it’s an unspoken rule that, while sans serif fonts, such as Helvetica, are generally preferred for clarity and legibility on-screen, they are also associated more with technology, digital, or STEM based business and websites. While serif fonts, such as Times New Roman, tend to be associated with creative, old- school journalism, arts and humanities-based businesses, bearing in mind that Times New Roman was initially created for The Times newspaper. You may even get quirky and use cursive typefaces if that fits your startup’s identity but keep in mind to prioritise clarity for large blocks of text and perhaps save a highly stylised cursive typeface for headers and logos. Given these unspoken associations this may be something to consider, and whichever typeface you do decide to define your startup’s identity, you need to be consistent.

This leads us nicely into a discussion of identity, remember, websites are an increasingly large part of a business’s identity, and, as a startup, it’s incredibly important to lock exactly what your company is about down clearly for your audience. Well-placed, relevant graphics are useful to make your website exciting and visually demonstrate exactly what your startup is about. Clean Beauty startup, Saie, founded in 2019, is listed as one of the fastest growing startups to watch in 2024; their website is at least 70% graphics over text but every visual is essential and relevant to their brand.

On the flip side of this, irrelevant or obtrusive pop ups can be a dealbreaker for visitors to your website. Love-bombing in new relationships is no turn-on and bombing your customers with unnecessary add-one’s, adverts, and obtrusive pop ups begging them to ‘sign up to our newsletter’ is a sure-fire way to deter a good portion of your new clientele when they arrive new to your website. Cookie notification is necessary due to current legislation but covering the screen or corrupting the perceived legitimacy of your website with unrelated, “dodgy” adverts, however much they might pad your bottom line, is a definite don’t.

Finally, your mission statement, or purpose needs to be abundantly clear with the web design of your startup: what are you and your company about? Why are you important? Why should the customer choose you? Remember every company has a product that the customer needs to need in order for it to succeed. Whether this is displayed verbatim in an ‘our mission’ subheading, implied through a site blog or evidenced sub-textually in the wider visual aesthetics of your website.

Functionality

Functionality

Now that we’ve dealt with the ‘what will it look like’ portion of the outfit, we need to tackle your website’s design functionality. For the purposes of this simple but comprehensive guide we won’t be diving into the pitfalls of poor SEO, or how to integrate HTML and CSS to generate perfect web design layouts. But we will be exploring the importance of functional layouts and basic navigational principles to create the perfect first web design for your startup.

To allegorise web design into a simpler concept it’s essentially a map of Middle Earth, complicated nonsense to the layman but to a cartographer or someone with the equipped smarts an entire world. This guide will allow you to become equipped the right smarts and tools to fashion your own maps where X marks the spot to your product and ergo your profit.

However, without recognisable markings and features that are essential for you to navigate using the map it is completely useless. Website builders will tend to offer tutorials and templates using known paradigms for web design layouts; key aspects of these will include simplified contact information immediately visible, usually in the top right of the screen, with the logo either at the top left or middle of the page. A navigation menu using row of headers or a menu icon clearly visible which, when clicked, displays the necessary headers to navigate the site successfully, breaking down pages into sensible categories. Some sites may incorporate a search bar, clearly visible, and most likely a site map at the bottom of the site, linking to the most important information and, crucially, social media links.

Referring back to our original case study Lucy and Yak, we can see that their website doesn’t necessarily follow all the navigational features included in the above “template” however, it does incorporate a recognisable web design using easily identifiable icons to make the functionality of the website easy and simple for even the most avid technophobes to navigate. Firstly, the site loads immediately, it sounds obvious however, studies show that the majority of visitors will abandon a website if it takes longer than three seconds to load so make sure to organise a hefty bandwidth to power your website if it’s very media heavy. Secondly, the navigation headers, ‘shop’, ‘about us’, ‘help’, ‘our stores’, are clearly visible in the top left corner of the site, with an embedded drop-down menu for the customers to navigate the ‘shop’ and browse the website’s products, and by clicking on the ‘Lucy and Yak’ logo you are returned back to the homepage. By scrolling down on the homepage, you will not only find new featured products, but can evidence their prerogative of sustainable fashion materials, sign up to their newsletter, and view an embedded sneak peek of their Instagram social. At the very bottom we have a clear, well-structured site map complete with relevant headers, ‘help’, ‘for you’, ‘about us’, ‘legal’ containing all the essential information for any visitors to the site whether customer, journalist, or collaborator, alongside social media icons linking to their pages.

From this example, though in 2024 their original web design will have advanced significantly, we can observe and understand the fundamental importance of using recognisable navigation layouts, tools, and icons for the layman, and of course, if a user can access your site and navigate successfully their far more likely to come back having had a positive experience than if they get lost on their travels. When considering websites it is a useful point of research to have a look at web builders if you’re low on funds, helpfully however, there are certified web designers who specialise in websites for startups, such as ourselves, know their stuff and will often bring a whole host of knowledge to the procesds. Hopefully, if you’re new entrepreneurs with a viable startup this guide will have provided some helpful information to get your footing within the online world.

Magento website

How to improve the SEO of your Magento Website

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Are you the owner of a Magento Website? Then you must already know how important it is to stay ahead of your competitors. Search engine optimisation (SEO) is the best way for long term success of your online business. But how can you improve your SEO? This quick article cover several different methods that ensure your website ranks higher than ever.

Quick loading times

The first way to improve your website ranking is by looking at the loading times of your Magento website. Are the loading times relatively slow? Then there is a high chance that your online business will not be doing well when it comes to search rankings, which we want to avoid. Make sure to improve loading times as much as possible to have quick loading times of every page on your website. Magento websites need a great hosting platform, we work closely with Hypernode.com.

An optimised structure of your website

The second way that will aid your website’s SEO performance is by optimising the structure of the website. Many Magento websites have terrible structures when it comes to their landing pages or product category pages. This results in people losing interest in your website. Google recognises this and punishes pages that aren’t friendly towards customers. It is therefore important to have an expert on this matter take a look at what can be done to maximise retention and ultimately increase your search engine ranking. Our team of nerds would love to assist with this to ensure your user experience is perfect for your customers.

Keyword research

The third method that is extremely useful when it comes to SEO, is keyword research. This entails doing research with handy tools on what types of keywords have the most search volume and relevance towards your Magento website. It is also important to take a look at how competitive some keywords are. If a keyword is too competitive, it is wiser to put your resources towards other keywords. The result of this endeavour? A Magento website that gains more traction than ever before!

Linkbuilding

If you have been working on your Magento website for a while, you must already know of link building. But what backlinks are the best ones to have guest posts on or purchase a blog post on? These backlinks must be placed on websites that have a decent amount of traffic. They also must be relevant towards the keyword you incorporate in the guest post. The difference between an amateur linkbuilder and an expert is choosing the right websites to publish backlinks on, with quality content that will benefit the user.

Focusing on mobile devices

Finally, it is crucial to focus on mobile device visitors. Most visitors nowadays come through their mobile device, meaning that you will need to have a webpage that is welcoming for them instead of a desktop version. Google will reward you with a better search ranking if you do this well.