Latest posts from the Reprise Blog

Google livestream recap, product updates and the new Adwords Editor!

Tuesday, December 16th, 2014

The Google AdWords product team hosted on Thursday a live-stream from their Mountain View offices, spruiking key developments made in 2014 and some big announcements for Christmas and beyond.

It has been a bumper year for Google AdWords with the launch of upwards of 200 updates.

The focus has been quite clear, centring on enhancements to targeting capabilities, mobile app promotion and better illustration of the value of Google Search.  Each aimed directly at  improving the experience for both the advertiser and Google user.

The live-stream spoke to the significance of several of these updates, and focused on three specific areas.

App Promotion

Tom Price, Product Manager of App Promotion, kicked things off by making mention of the importance of keeping consumers engaged with your mobile applications.  He stated that hundreds of millions of App installs have started with the click of a search ad on Google, underlining the power of the platform in driving app downloads.   He also highlighted that 80% of all apps downloaded are likely to be used only used once.

The new and improved keyword tool (App Keyword Suggestions ) was discussed, which allows search marketers to tap into keyword searches made in Google play to build out effective keyword lists for App Download campaigns.

The global rollout of app re-engagement campaigns was also announced.  This will allow search marketers to target consumers in the SERP who have our clients applications downloaded to their mobile device, deep linking them back into that application, promoting better engagement in-app purchases and more.

Mobile and Cross Device Conversion

Phil McDonnell hit the stage next to talk mobile and there was a clear focus on the importance of cross device tracking.

Key statements from our man Phil included the fact that 90% of consumers switch between at least three devices daily, and that consumers are spending upwards of 15 hours a week on their mobile devices.

He stated with confidence that Google AdWords cross device conversion estimations, designed to illustrate the true value of our Search Campaigns, were extremely conservative and are at least 95% accurate at all times.

Bid Automation

The final speaker for the day was Wilfred Yeung, who stepped up to speak about the advances in automated bidding from within the Google AdWords interface.  This was particularly interesting, as we’ve seen significant advances in this space in recent times.

The detail provided today would suggest that the automation available within AdWords from a bid strategy perspective is on par, if not more advanced, than many third party tools including their own in DoubleClick Search.

Wilfred highlighted the programmatic nature of AdWords automation now available, which makes informed decisions for every auction in which your ad is placed.  The decisions being made by this technology are based on learnings around your Geographic location, device and browser, time of day, intent and profile (and remarketing lists).  Pretty powerful stuff!

 

The final hurrah was provided by the king of the castle, Mr Jerry Dischler, Vice President of Product Management for AdWords.  He announced the global launch of Adwords Editor 11, the latest iteration of Google AdWords editing software.

“AdWords Editor 11.0 represents the biggest update to the application since we released it in 2006. It’s been redesigned from the ground up: we’ve enhanced all of the features you know and love while adding new ones to help you do more in less time. With a brand new visual design and faster interface, AdWords Editor 11.0 is built to make you more efficient as you view and make changes across your accounts and campaigns.”

It is worth noting that you can expect the enhanced reporting tools announced previously this year in early 2015 and the new Adwords experiments by the end of the year.


Google Search Adds Mobile-Friendly Label

Friday, November 21st, 2014

Awesome! This page is mobile-friendly

As of this week, Google now adds a “mobile-friendly” label to search results identified to be optimised for viewing on a mobile device.

To be eligible for the “mobile-friendly” label, your page needs to meet the following criteria as detected by Googlebot:

  • Avoids software uncommon on mobile devices, eg. Flash
  • Uses text that is unreadable without zooming
  • Fits content to the screen without the user having to scroll horizontally or zoom
  • Provides an appropriate distance between links so the correct one can be easily tapped

If you’re worried about whether your page meets the “mobile-friendly” criteria, Google has provided a Mobile-Friendly Test available within Google Webmaster Tools.

Google Mobile-friendly Test

 

There appears to be a few discrepancies with the label thus far.  Some sites tested don’t show the label for the home page but other pages within the site do show the label. While this is still such a new feature, there are bound to be some mistakes, but I’d say we’ll see a lot more “mobile-friendly” labels appearing in search soon.  Google announced the change will be rolled out globally over the next few weeks.

Google Mobile Friendly Search Results


Reprise Media’s Inbound Marketing Team Expands With 5 Hires

Tuesday, October 14th, 2014

Craig Ellis - Josh Barnard - Alex Rahr - Colm Flanagan - Daniel Hornung

Specialist digital agency Reprise is expanding its inbound marketing capabilities as clients continue to invest in enhancing their customers’ digital experience.

Inbound marketing is a holistic, data driven two-way approach to marketing that focuses on attracting individuals to your brand, engaging them with relevant content, converting them into long lasting customers and brand ambassadors.

There are five executives in new roles for Reprise.

Daniel Hornung has joined the inbound marketing team from the former Bruce Clay, where he was SEO account manager working on clients including Domino’s, Hyatt Hotels, Lonely Planet and Suncorp Bank.

Josh Barnard has joined Reprise from sister IPG Mediabrands business Mnet where he worked for four years, most recently as technical operations manager.

Alex Rahr has joined from Wunderman where he worked on planning and strategy.

Rafael Canto joins Reprise in November after two and a half years working as an inbound marketing strategist for SDL Netherlands.

Colm Flanagan has been promoted to inbound marketing manager, having been SEO specialist since joining the agency in February 2013.

“We’ve been extremely successful with our inbound marketing approach since our IAB Search Marketing Award for organic search in 2013,” said Reprise Australia CEO Craig Ellis. “These new hires signal a significant step-change in our approach to digital marketing, underpinned by strong inbound expertise. Inbound marketing strategies are constantly strong performers for our clients and we will continue to resource our business with the top talent we’re attracting from around the globe.

“It’s a no-brainer. Clients are understanding more and more the importance of a high-performing, highly-tuned website enriched with relevant, engaging content to their bottom line and are diverting budgets accordingly”.


Why Sitelink Search Box changes may be affecting your search traffic

Wednesday, October 1st, 2014

Your website may be losing valuable clicks to competitors due to recent search results page changes involving enhanced Sitelink Search Boxes in organic search results pages. The below pointers highlight some quick changes that can get your website back on track and reduce any potential brand traffic losses.

What is the Sitelink Search Box?

Recently, an interesting change to the SERP’s has been introduced by Google, allowing searchers to ‘search within a site’ using the Sitelinks Search Box. This allows you to quickly filter content found on authoritative domains and is normally restricted to brand searches. You can check if this appears for your website by searching for your main brand term in Google.

Whilst this is a clever and quite useful search results update, the downside is that Google ads appear next to the filtered search results, allowing competitors to attract the click of that user. An example of the search box can be seen below:

Sitelink search box example for Bunnings

The secondary page shown, for example “power tools” gives a Google search results page with the related tools pages, but also has competitor ads which could be clicked, taking away a potential customer:

Sitelink search box results page

As such, it would be recommended that all webmasters who have an enhanced Sitelink Search Box for their websites implement a simple code change to ensure searchers are navigated directly to use your search pages.

This can be achieved by following the Sitelink Search Box coding recommendations found on the Google developer hub: https://developers.google.com/webmasters/richsnippets/sitelinkssearch. This ensures that searchers are pushed through to an internal page on your website, rather than an ad heavy Google search page. This also helps the user experience and prevents any visitor drop off before they arrive on your page.

A good example of this implementation is Amazon’s UK website, which direct users direct to the Amazon search pages when this search box is used.

On site search redirection *Bonus Tip*

A secondary recommendation, which can be considered during these suggestions is to look at how users are directed on a website following popular searches. An example brand utilising this well is fashion retailer The ICONIC.

When searching for “Nike” for example, the user is automatically redirected to the Nike brand page rather than a more generic search results page, giving a richer user experience. By doing so, it is possible for e-commerce stores to create a more seamless web experience for their visitors. In the below example, customised copy and imagery are used to add value to the Nike product range.

Nike directional search example

For step-by-step information on how this could be implemented for your website or you require any more information on the above, please drop us a line and we would be happy to help.


The SEO Guide to WordPress Plugins

Thursday, September 25th, 2014

WordPress Plugins

These days it seems there’s a WordPress plugin for just about everything. They range in purpose from changing the way a site looks to how it performs in search or in a browser.

Given the sheer size and popularity of WordPress there is certainly no shortage of plugins to choose from. And with WordPress 4.0 “Benny” released not too long ago, every man and his dog has been scrambling to get their plugins up to date.

Ask anyone who’s ever made a WordPress website and without even thinking they’ll tell you to install WordPress SEO by Yoast and W3 Total Cache. Both of these plugins just happen to be in the Top WordPress plugins on WPThemeDetector.com.

WordPress SEO by Yoast

WordPress SEO is the most popular plugin for WordPress, period. I’ve never made a WordPress site without it,  even before I started in SEO. Now that I know more about how search engines work and how to optimise websites, I use it even more. The only difference being now I know what half of the features do.

WordPress SEO caters for all user levels, from beginner to advanced. Don’t know what you’re doing? That’s fine, just let the plugin do everything for you. Think you know better? Do it your way, that’s cool. Flexible, highly configurable and well-supported. You’ll see the Yoast team active on Twitter daily and they’re always there to help. They believe in their product and want you to have success with your site.

W3 Total Cache

Another popular plugin that comes highly recommended from major web hosts such as Dreamhost and GoDaddy, even by the likes of Matt Cutts. W3 Total Cache is the ultimate tool for optimizing the performance of your WordPress site. And guess what, it’s even recommended by Yoast!

If you’ve ever run a page speed test (and let’s face it, you probably have) then you will be familiar with performance improvement suggestions such as minifying CSS/JS or adding expire headers. W3 Total Cache is the perfect plugin for doing just that. I’m yet to unleash the full potential of this plugin. I use it mostly for caching and minifying but there are many more features to explore. There’s also a lot of support for this plugin in case you get stuck.

Which WordPress plugins do you prefer?

I asked around at work and online to see what people’s favourite plugins are. Here’s a quick look at what people are talking about.

Justin – SEO Specialist at Reprise

“A couple of my favs and essentials for any WordPress installation are Autoptimize, which optimizes page speed by concatenating CSS & JavaScript and compressing them, and GZip Ninja Speed Compression to compress your site with Gzip.”

@WPThemeDetector

“My #1 is one that is not in the Top Plugin reports because it doesn’t show up on the site html code: BackupBuddy. I like BackupBuddy not only for the relief feeling backups give you, it’s also a great plugin for deploying WP sites from dev to live.”

Alex – SEO Executive at Reprise

Akismet came bundled into my first WordPress install and I’ve never had a spam blog comment on any of my blogs.”

@ReferralCandy

“Hmm! I like @yoast’s all-in-one SEO plugin. I’m not sure how much time it’s saving us, but it’s so easy and convenient! Another good, simple plugin is WordPress Editorial Calendar… great for scheduling drafts, etc.”

Daniel – SEO Specialist at Reprise

“I always use HeadSpace2 SEO as this plugin can take care of my SEO from site wide meta to 404 pages, plus it can add tracking for a host of tools, from GA to Crazy Egg and much more.”