Latest posts from the Reprise Blog

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.”


Google Makes Changes Affecting Mobile Ad Creatives

Wednesday, September 24th, 2014

Google recently announced that as of October 15th 2014, changes will be made to the way mobile ad creatives are used to display ads and as a result, mobile ads will look different on smartphones. According to Google, this change will improve mobile search, making it easier and faster by showing more relevant and useful information.

What changes will happen to  the mobile ads?

Basically, the ad extensions may take over the description line 2 of your ad.

If Google expects one of your ad extensions to perform better than description line 2, description line 2 will be shortened to appear on description line 1.

The look and feel of the new mobile ads

There are a couple different examples below of how the changes will affect your mobile ads in different scenarios.

Example 1 – When no ad extension is currently being served.

Google Mobile Ad Creatives Before and After

Now: Description line 2 shows and only Sitelinks show.

After launch: Description line 2 is truncated and replaced by a location extension, if expected to perform better. Sitelinks continue to show.

Example 2 – when one ad extension type is already serving.

Google Mobile Ad Creatives Before and After Example 2

Now: Description line 2 shows and only Sitelinks show.

After launch: Description 2 is truncated and replaced by a location extension, if expected to perform better. Sitelinks continue to show.

How will the change in mobile ads impact the user experience?

With ad extensions being promoted to a more prominent position within the mobile ad, users will have easier access to the information that may be more relevant to their search, such as location, call extensions or any other deep link.

How to optimise the mobile ads

There are several optimisations that Reprise recommends to ensure that mobile ads take advantage of this new format.

  1. First and foremost ensure the most important information in your ad is located in the title or description line 1.
  2. Use mobile preferred ads with tailored mobile creative so that the messaging is more relevant on mobile searches.
  3. Enable all relevant extensions such as site links and location extensions to offer users multiple engagement opportunities.
  4. Optimise ads so they are eligible for extended headlines.

Conclusion

As the share of impressions through mobile devices grows, Google is making changes in ad formats to improve user experience, as well as click-through on the Paid ads and extensions. For the search advertisers, the immediate focus will be to refine the mobile search strategy and adapt their messaging to capture specific user intentions.

It is also worth mentioning that it will be possible for advertisers to opt out of this new feature once made available by Google.

Story by Tom Franklin | Performance Executive


Reprise Australia shortlisted as Best Digital Services Company of the Year

Wednesday, September 24th, 2014

Reprise B and T Awards LogoReprise Australia has been shortlisted in the category for Best Digital Services Company of the Year in the B&T Awards 2014, being held on Friday 21 November at Darling Harbour. This is the 3rd consecutive nomination for Reprise who are yet to take home the prize.

Reprise Australia CEO, Craig Ellis, was thrilled to receive the news of the nomination this morning:

“A fantastic achievement; one that each and every one of our team has contributed tirelessly to and should take a great deal of pride in. To be recognised as the best in your game for 3 straight years is no mean feat and is testament to the people and culture of Reprise.”

We look forward to the awards happening on 21 November and wish all of the other nominees the best of luck.