2018 / 07

The most valuable real estate on your site

July 9, 2018News

You are probably familiar with the simple real estate axioms like location, location, location.

What a lot of other people don’t realise the same is also true with respect to the screen location and the placement of content on your website.    There have been a number of eye tracking studies performed to understand what people look at and if it varies and more importantly can it be influenced.

The standard “F” map still holds true and the inverted L is also still valid but the influence of images has always been a catalyst to break these standard consumption pathways, particularly if the image is provocative or if it resonates well with your target audience.

This article provides some excellent examples of this process: https://blog.kissmetrics.com/eye-tracking-studies/

The other thing to notice is the image of the baby.  The heat map gives a very strong message about how humans behave.  When there is an image of a face we respond very strongly to it.

From infancy we have been told to look people in the face.  Since then we have learnt the value of looking at the face to get social cues and nonverbal responses.  The face is super important to us.  This study highlights the value of a face in an image on websites.  Of course the image needs to be closely tied to a call to action to get any real value.

Anyway have a look at the article and tell me about your take on it.  If you want more information why not give us a call?

Recycling has never been so helpful!

July 6, 2018News

Before we start I want to raise some reality checks.

  • People are busy.
  • Fans miss content, and if they miss content you can bet humble customers will miss a lot more.

We work with a lot of companies to support the creation of content.  We provide a range of strategies to ensure the seeds of their content are varied so they have a lot of angles and topics to cover but easily the biggest and easiest strategy is content recycling.

This is not to suggest having the same content appear and then reappear weekly or even monthly but every 6 months or 12 months probably isn’t a problem.  That way you can do two things:

  1. Keep your messaging tight
  2. Reduces your overheads for content creation

We have found customers will re-engage with the content and it may feel familiar but it’s really rare for them to realise it’s a rehash.   Even if they do they will often sent the website owner comments like, I missed so many things the first time I read this OR glad you reposted this as its great information.

That’s really the key.  If the information is good your customer won’t mind seeing it more than once.  If it’s bad or even average, they probably won’t want to see it, ever.

So make sure its high quality and go ahead and reuse it.  We work with some great applications that automate this entire process!  Want to know more?  Contact us today.

Making the most of your social content

July 3, 2018News

If you’ve been in business for a while you will know that the clever folks over at Google keep making changes on how websites are ranked.

While there is always uncertainty about the final mix we know if done correctly social content and currency of content impact its algorithms.  If you think about it, it just makes sense.

While it’s easy to create website content that frames you as an expert it is much harder to fake social content.  As a result google seeks this as a potentially more authentic information source.  By having inbound links from these sources with link text that leverages key phrases you will get value.

Check this article for more information: https://www.forbes.com/sites/jaysondemers/2015/01/27/6-social-media-practices-that-boost-seo/#ddb2c0a3d171

The freshness of content is also important.  Google loves websites that update regularly.  From their perspective these sites have the greatest chance of giving their customers the best/latest answer to their search questions.

Check this article for more information about ranking factors: https://searchenginewatch.com/2016/09/26/guide-to-google-ranking-signals-part-4-content-freshness/

So if Google wants fresh content and it values social content why not use your activity in your social channels to create a solution.

Placing a social feed on your website ensures the content you are posting on the social channels is reflected on your home page.  This gives you the hit for social content and the regularly updated content benefit.

This approach is particularly useful if your website was built in a way that makes updating content difficult.  This way you don’t have to use the website tools, just keep posting on your social channels.  Awesome!  But what happens if you run out of things to talk about?  It doesn’t matter where you post the content if you have nothing to say.  I will talk about this next!  But if you want more information contact us today.

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