May 2019

All posts from May 2019

Before Building Your Business Website

by Martin Yumbya Marketing Director on May 28, 2019 Comments Off on Before Building Your Business Website

Today I’d like to talk to you about your company website. We get calls all the time from potential clients and the calls usually go something like this;

“Hi, our company needs a new website, we do XYZ, please send us a quotation?”

Well this is really the wrong approach to developing or designing your primarily digital property for your company. And when I get that question I always push back and ask, “Tell me more about your company, what you sell, what are your business goals, your current customers and who is your target audience” Because this is the information you need to keep in mind when building your website.

Whether you are an e-commerce company looking to sell products online or a non-profit looking to engage with donors and/or your constituents, you always need to keep in mind that your company or organization has a specific goal or objectives and your website will have to play a very major role in helping you achieve those objectives.

Your website is a very key piece in your overall marketing and communications strategy and unless it is directly helping you achieve your business goals, then you might as well not even have one.

You don’t just need a website, you need an effective website.

 

So before you start the process of identifying someone, or a marketing agency to build your website, you need to ask yourself the following questions:

  1. Why do we need a website
  2. What business purpose do we want it to achieve: Conversion examples – Hotel rooms, Online sales
  3. Who is our website’s target audience – who is your target audience as a company
  4. How do we want our website to serve them
  5. What is the success criteria for our website
  6. How will our website help us achieve our business or organizational goals

Remember, your business has, or should have a business plan that is reviewed and updated annually. And included in that business plan is a marketing plan that hopefully includes a digital marketing strategy. Therefore, with the cost of smartphones and data dropping, resulting in more people getting online in huge numbers, your website is actually the backbone of your business growth and marketing strategy. At least for most organizations. That’s how important it is to your overall success.

So, when the time comes when you are ready to build your company website, be sure that you work with a partner who takes the time to understand your business, understands the importance of your website to the success of your business, and is able to guide you through the process of not just building a website, but building an effective business tool.

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Martin Yumbya Marketing DirectorBefore Building Your Business Website

The Big Bad SEO Monster

by Mathew Muraya Head of Strategy on May 27, 2019 Comments Off on The Big Bad SEO Monster

Search Engine Optimization (or SEO for short) isn’t what the blogosphere would have you believe. It is not some unstoppable big bad monster lurking in the shadows trying to destroy your company and everything you hold dear. At its core, SEO is simply the process of making sure that the people that need to find you can find you. As long as you focus on these two key components of any search, you and your beloved will be just fine (no pitchforks and torches necessary).

The Human Aspect

Each search is done by a person looking to achieve a certain goal. This goal could be to find your business, to find out about the products and services you offer, or even just to get directions to your doorstep. As a brand, your goal is to make sure you are easier to find than your competition while making sure all the information potential clients would require is available to them.

The most important step to doing this is to view your company from the perspective of a customer to figure out what it is your clients look for when they look for you. One you have channelled the inner client within you write down a list of words that people would use to find you (hold on to these). These “keywords” form an essential basis for your website. Sprinkling them in a frequent manner on your website makes sure that when people look for you, they find what they are looking for.

The Cogs in the Machine

Working on SEO without understanding how search engines work is like going monster hunting with a quiver full of arrows and no bow. You may get lucky and prevail in the end but it is ill-advised, so please sit back and allow me to string your bow.

Search engines are software systems that scour the world wide web for information which they display in Search Engine Result Pages, or SERPs for short (we digital marketers are obsessed with abbreviations). Basically, search engines find the stuff they think you are looking for. To do so, they crawl through your website and find as much information as they can about it from each page. The search engines scrutinize every aspect of each page from the visible content to the media. Like a mother-in-law, search engines are very judgmental, looking at every tiny aspect of code behind your webpages.

Search engines are however text-based systems making text-based content your best friend in SEO. For these, the best policy is to regularly sparingly add the keywords in the text where they make sense; search engines penalize web pages that just stuff keywords in illogical places especially in page descriptions that are just keywords with no context. When it comes to non-text elements such as images and video content, search engines rely on the descriptions of them in the website code. To optimize non-text content, you should use the relevant keywords to name your files as well as use keywords to describe them in the meta-tag (it’s like a description that only the search engines see).

The monster hunting world of SEO is vast with many tools and methods to achieve your goals. The process is long, arduous and recurring but it is very effective and with the rewards being more than worth it. We hope this at least helped you get to know the monster a little better. Go forth and HAPPY HUNTING.

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Mathew Muraya Head of StrategyThe Big Bad SEO Monster