Archive for April, 2010

How to Improve your Search Traffic with Deep linking

Friday, April 30th, 2010

Link building is one of the key ways to build the authority of your website in the eyes of the search engines.

And the greater the authority of your website, the higher up the Search Engine Results Pages (SERPs) it will rank.

Its important to remember when link building that you don’t just concentrate on your homepage, but build links to high quality sub pages too. This is called ‘deep linking’, and can significantly boost the traffic – and conversion rate – of your site.

Most websites only have links going to their homepage. This is because when they are mentioned and linked to from other sites, its easiest for others to lazily link to the homepage, even though there may be more relevant pages on your website.

Why you need to focus on deep links

1. It will improve your link profile.

Your website is best served by a range of links including those that go to sub pages, those that include images, some with your website name and others with appropriate anchor text. This link profile makes your website look authentic in the eyes of Google, and is a good basis for long term link building programmes. .

2. It will improve your useability

Links work best when they take users directly to the most relevant content. If people arrive on your website expecting certain information, and then have to search and click around to find it, many will leave before completing that exercise.

3. It lets you get more varied traffic

Deep links will make certain pages on your site rank much more highly for keywords that your homepage can’t. If you focus your homepage around one topic, but have other pages on other topics, those others need good external links in order to get a chance to rank highly in the SERPs for searches that are relevant to those other topics.

4. It lets you exploit the long tail

The chances are your sub pages include longer and more varied keyword phrases, since sub pages usually have more in depth information on a particular product you sell, or highlight a particular element of your service. This make your sub page more likely to rank highly for those longer tail keywords. If you build inbound links with the right anchor text too, then those pages will easily rank more highly for those longer tail terms.

How to improve your deep links

1. First of all, check how many – and what type – of deep links you have.

2. Work out which sub pages would benefit from inbound links

How many do they have already
What anchor text do they have
Do they get search traffic already?
Are they an important page?
Are they a good landing page for users?

3. Assess your internal links to those pages, and make the necessary improvements.

Do they have links from the homepage?
Do they have links from other powerful pages in your site, especially from within blocks of text?
Do you have sitewide navigation to your sub page?

Now its time to build some links to those pages!

Use directories for these links, even if your site is well established. Try to use niche directories relevant to those sub pages

Look at your homepage inbound links and work out which of those would be better off pointing towards your sub pages. Contact the party responsible for those links, and ask them to modify them. The chances are that the change would take their users to the most relevant page on your site, so they should be happy to make that improvement.

Utitlise relationships your business already has with suppliers and trade bodies, and try to work out if any of those are ripe to be approached for a link to relevant content.

Thats it.

Deep links are better for users, and they give more pages on your website the chance to rank highly in the SERPs and get more, relevant traffic. If you want Euston Digital to show you how to improve your website link profile with our link building services [link] then get in touch.

Tags: deep linking, Link Building
Posted in Link Building | No Comments »

Rap your way to Number 1 on Google AdWords

Tuesday, April 27th, 2010

This is a serious blog. On an important subject. Search Marketing. PPC. SEO. CRO. AdWords.

Serious. Honest.

Tags: PPC, rap, SEO
Posted in And Finally, PPC, SEO | No Comments »

Euston Digital achieves AdWords Certified Partner Status

Tuesday, April 27th, 2010

Back in 2003 Euston Digital was the first agency to become Google AdWords Professionals. We achieved this by taking and passing the very first AdWords exam.

The Google AdWords Professional Program has now been replaced by the AdWords Certified Partner program.

This basic difference is that the new program raises the bar on being AdWords qualified. The old exam has been replaced by four new ones. There’s the Basic AdWords Certification. And then there are advanced exams in Search, Display and Analytics.

Euston Digital are part of the first wave of agencies to achieve this status. This means that our clients can be reassured we’re on the cutting edge of developments in paid search advertising. We stay up to date with the latest tools and best practices for managing AdWords accounts, and our clients can be sure our knowledge will help them effectively manage their campaigns campaigns.

Here’s the shiny new logo, along with a link to our new status checker:

To find out how our Pay Per Click Management can help turn a profit from your search campaigns, get in touch.

Tags: AdWords certified partner, adwords professionals, Google AdWords
Posted in PPC | No Comments »

Ratings and Reviews to appear on Google AdWords

Friday, April 23rd, 2010

Yesterday Google announced their Product Reviews Program. They’re going to start to include ratings and users reviews in their shopping results, search results and in AdWords too.

The whole point – they say – is to make consumers better informed about purchasing decisions.

Later on that day some keen eye PPC afficionados on Search Engine Land spotted user reviews and ratings appear on AdWords ads. Here’s what they saw.

We’ve spotted nothing yet, but this could well  be a game changer for any Pay Per Click campaign. Users will naturally gravitate to those with the best ratings, and even a modest rise in CTR for these advertisers will transform their campaigns.

So whilst its important to keep an eye on your quality score, all website owners should be working hard to manage their online reputation and foster positive reviews.

This ties together the marketing channels of PPC of Social media ever closer. To find out how Euston Digital can help you with that, get in touch.

Tags: adwords, pay per click, PPC, ratings, reviews
Posted in PPC, Social Media | No Comments »

Google AdWords Display Exam: Euston Digital is the 1st agency to pass

Wednesday, April 21st, 2010

Back in 2003 Google launched their Google Adwords professionals program. Euston Digital took the exam on the first day, becoming the first UK agency to gain AdWords professional status.

Euston Digital have done it again

We’ve now taken part in a new exam Beta designed to test applicants on their ability to make the best use of Google’s growing list of display advertising tools.

Google published the results today. The pass rate is 70%. Euston Digital achieved 96%.

Commenting today Nick Leech said: “In the last 24 months Google have massively increased their ability to deliver effect display advertising for response led customers. They’re keen to make sure agencies can make best use of these tools for their clients. We’ve demonstrated that Euston Digital are on the leading edge of this exciting new area”

Google content campaigns  now include:

*Keyword based content

*Placement targeted

*Placement and keyword targeted

*Audience targeted

*Audience, placement and keyword targeted

*Google Remarketing

*Remarketing and audience targeted

*YouTube promoted videos

*YouTube pre and post roll, and in-video

*YouTube overlays and transparencies

*Video ads on third party publishers

To find out how Euston Digital can boost your display advertising campaigns, get in touch.

Posted in Display, PPC | No Comments »

Web Designer Job Vacancy

Wednesday, April 14th, 2010

Euston Digital is recruiting…again!

We’re looking for a Junior Web Designer to work on our growing portfolio client websites. We design, build, maintain and update our clients websites, and work out what changes we need to make in order to turn visitors into customers. And we need more help.

About you

You need to be enthusiastic about designing and building websites. You need to be aware of the developments in CSS, XHTML (HTML), javascript, XML, PHP, ASP & Databases. We’d like to see examples of your work, and examples of sites you think are great. And we want to know why you think they’re great, too. You need to be totally into Web Design!

About Us

We are a young, interesting and fun team based in London Waterloo. We’re good at what we do. We want you to help us be better. And in return we’ll help you too.

What’s next?

If you’d like to know more, or have some questions to ask please send an email to nick@eustondigital.co.uk

Tags: job, web design, web designer
Posted in Jobs | No Comments »

Top 12 Tips for your product pages that turn browsers into buyers

Tuesday, April 13th, 2010

Euston Digital doesn’t just drive vast quantities of traffic to our client’s websites. We help convert those visitors into customers.

Elsewhere we’ve given you specific advice on improving your website conversion rate. This time, we’re going to give you some tips on how to improve your product pages.

1. Product images

*Try testing out product images in use vs in the showroom
*Place product images on the right side of product pages
*If at all possible, allow customers to zoom in on the product
*Include multiple images of the product.
*Make sure the images are of a high quality. Consider having a professionally shot product image – nothing turns people away like a poor product image

2. Product description

Don’t just regurgitate what manufacturer tells you. Write concisely but engagingly about it as though you love the product.

3. Customer reviews

These can boost conversion by up to 30%. Collect reviews, but wait until you have enough before displaying them.

4. Add to cart buttons.

Get these right. We’ve spoken about cart buttons in more depth here.

5. Call to action

Have 1 main call to action. Don’t confuse the user by asking them to do too many things. ‘Buy now’, ‘get in touch’, ’sign up for our newsletter’ etc. What do you really want them to do?

6. Cross selling and up selling.

Yes its a good idea to add other complementary products to the page. But you don’t want to distract the user from buying the initial product. Consider adding other products but only use small images.

ndorse others with the statement ‘other customers buying product x also liked y’.

7. Consider varying the price.

Unsurprisingly this can have the single biggest impact on conversion rates.

8. Stock availability.

Make it clear whether an item is in stock or out of stock. If you disappoint customers buy letting them buy something you can’t supply, they’ll never come back. Stock levels can serve as a call to action (only 3 left so order now)

9. Delivery times.

Tell the user when they will have the product in their hands.

10. Feature lists

Include a feature list with every product, a list of facts about that product. Tell users what their product can do, and what’s included (or not)

EG. Bread Maker
400w
3 Baking settings
Automatic timer
1 year warranty

11. Benefit Lists.

Tell customers why it’s great. So for the features above:

400w: Enough power for home baking
3 Baking settings: Get bread just the way you want it
Automatic Timer: Get fresh bread ready for the morning
1 year warrantee: Rest assured it will be replaced.

12. Shipping charges.

Be clear what it costs to send the product. Make sure customers know what is included and what is not. If at all possible try to make it free.

Thats it.

Making changes to your product pages can yield vast improvements in conversion rate. If you want Euston digital to improve the conversion rate of your website then get in touch.

Tags: converversion optimiser, cro
Posted in Conversion Optimisation | No Comments »

Want to buy an Apple Mac? Not today you don’t

Tuesday, April 13th, 2010

Ever need a bit of reassurance that even the mighty have downtime?

Here’s what Apple have got greeting customers of their store:

Even the mighty have ‘uptime’ issues it seems.

Now let me think. Apple made $15.7billion last year. Even if just 10% of that came through their online store, that’s a big number. Lets call it $1.6billion.

That means that each day Apple take $4m. So each hour the store is down they might be missing $166,700.

Someone is not going to be happy about that…

Tags: apple
Posted in And Finally | No Comments »