When it comes to PPC it is essential that you work together with your agency in order to maximise your return on investment.

However, there are lots of things that will restrict the ability of your PPC team, meaning that you don’t get the most from your budget and they are hindered in just what they can do.Here are just a few guidelines we’ve put together so that you can help your PPC Agency make you the most money:

Know what PPC is


Ask any PPC what the most annoying part of their job is and they will undoubtedly tell you that it’s educating their client on what the service they are paying for actually is.


All this should be discussed prior to buying the services – by having to give you a refresher lesson every time you check in we are just wasting our time and your money. Learn what PPC is and how it is used or just let the professionals do their thing.

Give them a bigger budget


If you want to get more out of your PPC campaign you need to be willing to put more in, it’s a typical case of having to spend money to make money. The more money your agency has to work with, the more keywords they can target and the more custom they will be able to bring your way.

We understand that it can be hard to cough up cash sometimes, but if you can afford to provide a bigger budget then you are making it much easier for them to do their job.

Have a clear strategy


What do you want? If you don’t know then how can your PPC agency know? Have a clear strategy in place detailing things like your budget, what channels you want to go down and what products or services you want to target.

If you have seasonal items then planning these way in advance gives your PPC agency time to set them up and get them rolling exactly when they need to be – perfect for bringing in extra seasonal custom.

Facilitate code updates and upgrades


A code doesn't last forever. As time passes, things change and Google adapts its code to match this, which means that you may need to update or change the code on your website. Making this a simple and quick process for your PPC agency will not just mean that you’ll be kept up to date, but it can also open up more avenues for greater revenue stream.

Additionally, outdated code can become defunct and stop working which can seriously damage your ROI if it isn’t updated quickly.

Stop checking up



Not that we don’t love talking to you, but three phone calls in one day to ask how your campaign is a bit much. We know that it’s your money and you want to know where and how it is being spent, but your PPC Agency are professionals and have a track record in delivering successful campaigns. Not to mentions that as an agency, you aren’t their only client.

By constantly checking up, you’re dragging your account coordinator away from their job in order to check up on information that will be included in the report – trust us, if it is important then we will call you!

Now that you know how to be the perfect client, you probably want to find the perfect agency and that could well be us! Want to know more? Get in touch with the PPC team at Liberty Marketing today and find out how we can help you maximise your profits.
Here at Liberty Marketing, our expert PPC team deal with quality scores every day, but many people overlook this handy indicator. So why is this a quality element of good old Google AdWords? And why should everyone start to show a little more interest in it? We’ll tell you why.

What exactly is a Google AdWords quality score?


Quality scores are the key to any successful pay per click campaign. And every AdWords account has them, it’s just about learning how to utilise them. 

Every account has quality score measures which looks at key performers. These help to determine bid prices and positions. Google describes quality scores as, ‘an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad.’

So the job of a ppc professional is to ensure relevance, to keep that great quality score and conquer the world.

But can a poor score do any damage?


A poor quality score can affect you in many ways. The major thing is that it determines eligibility, so a poor score could mean your ad won’t get displayed. Then of course there is the risk of high cost-per-clicks (CPC) and terrible volumes. 

A good quality score is the key to affordable and well placed ads, as CPC, broadly speaking, reduces as a quality score increases. 


There’s more than one quality score though…


Indeed there is a number of different quality scores and there are a number of ways you can directly influence these. That’s why you need to get to know them in depth. The keyword quality score is the one you want to keep your eye on though!

(image: Star Infranet)

Keyword quality score – Google AdWords keyword quality score measures effectiveness of a given keyword and presents a result of between 1 and 10. This is calculated using historical data from Google, or if you’ve been running a campaign for some time, from significant historical data gathered in the account. 

Account quality score – This looks at the current and past performance of the account, looking at the click through rate (CTR) in particular. If you’ve performed well in the past then it is assumed you will in the future – it’s like a recommendation. 

And the better you continue to do, the greater your score will grow, and better the benefits will be. This can take months to do, but trust us, it’s worth the wait. 

Ad quality score – This performance indicator is what it says on the tin – it looks at the quality of your ad. 
Top tip: Check the CTR for each advertisement and pause those that aren’t performing. If active they can drag your score down. 

Mobile quality score – Last but not least is mobile. With an increasing number of people using their smartphones, rather than a computer, to trawl the web, it is important to analyse an ads performance on these devices. 

What else could be affecting my quality score? 


You can’t start building your quality score without first learning what factors determine it. We’ve mentioned click through rate and relevance, but have you thought about your landing pages?

A sites landing pages should be optimised to encourage interaction, and should direct users through the site and the buying journey. You can direct a horse to water, but if the water’s dirty, you can’t make it drink. Even the best ads will have poor results if a site cannot convert the interest. 

Keyword relevance and loading time of these landing pages will also affect your score, so make sure to have your site copy well written, optimised and without site errors. 

So, how can I improve my score?


Now you know why a poor quality score is a bad thing, we’re assuming you’ll want to know how to improve it. Well, there are a number of ways of doing this, but here are a few top tips to get you started: 

Know your score – Find out what your score is by logging into your Google AdWords account and clicking on the keywords tab. On the right hand toolbar, click ‘customise columns’ and ensure that ‘qual’ is ticked. This will assure that your score appears when you view your account. 

Track your score – Check your score on a regular basis – has it gone up or down? What could have influenced this? This is a great way of finding out what works for each campaign. 

Keep it small – If you are going to play around and run tests to see what influences your quality score, do so on a small scale. Or even make a duplicate to use.

Improve your CTR – Do keyword research, use quality content and think about your target audience. 

Change match type – Think about match type. Google AdWords has a broad choice for you to use, but ‘broad match’ is generally the most widely used as the default option. 

Relevant Ad Groups – Depending on the number of ads and keywords you have, you should have several Ad Groups set up. These allow you to micromanage your campaigns and make small changes, while tracking results. 

Negative keywords – CTR is all about success rates, so eliminate the chance of your ads appearing when you don’t want them to, with negative keywords. This can cut out irrelevance, and superfluous views, improve your bounce rate, and consequently enhance your CTR and quality score.  

Track your keywords – Keyword popularity can change and often appear in patterns, so make sure to keep an eye on them. Regular keyword research is essential. 

Liberty Marketing’s Guide to Your Google AdWords Quality Score


Hopefully after reading this guide you have a better understanding of what a quality score is and how it can help your business. Google doesn’t like to share its secrets, so the exact formula for quality score success is a mystery. But after years of experience, we think we’re pretty clued up.

If you have any further questions about Google AdWords quality scores or would like to enquire about our PPC services, get in contact


(image: LinkedIn)

Liberty Marketing Ltd has been shortlisted for a Fast Growth Wales Award for 2014!

Fast Growth Wales


So what is Fast Growth 50? Now in its 16th year, it is a list of the fastest growing companies in Wales, and celebrates business success and entrepreneurialism. 

Since starting in 1999, the Fast Growth 50 has listed 470 firms who have created more than 25,000 jobs for the Welsh economy. And these firms have created an estimated £14billion of additional turnover a year. Money that in many cases has been spent and reinvested in the local area. 

The 2013 winner was Village Bakery in Wrexham. A food producer that grew a whopping 1,561% between 2010 and 2012. The business continues to be successful, and has recently secured £2.3million to build a 26,000sqft Baking Academy. 

Why has Liberty been shortlisted?


Liberty Marketing has been shortlisted in the Professional and Financial Services category of the Fast Growth Wales Awards for 2014. 

And as a company we believe this is a fantastic achievement to be recognised amongst the great and good of Welsh business. We’re incredibly proud of the now 35 strong team here, who deliver successful SEO, PPC and social marketing campaigns to a growing client list each month.  

The big announcement 


On the 17th October 2014, all 50 companies will be celebrated in style at an annual gala dinner at Holland House Hotel, Cardiff. An event that is one of the most prestigious and awaited in the Welsh business calendar. And we think this year is going to be the best yet! 

The night will entail an award for the fastest growing company presented by Capital Law. And the compiled list will feature in a special supplement of the Western Mail on Wednesday, October 22nd. So don’t forget to pick up your copy!

Liberty would like to say a big thanks to all of our clients and to the team. 


Can you believe it, we’ve made it to introduction number 30! And who better to say hello to than Mr Ceri Williams.

Ceri is a Senior PPC Account Manager here at Liberty Marketing, who has been an integral part of the team since he joined in 2012. But before joining us 2 years ago he spent approximately 6 years working for an in-house digital marketing management team. So he knows his stuff!

When Ceri isn’t perfecting PPC Campaigns, and has some down time, he enjoys using Twitter, watching old Western films and believe it or not – listening to opera music! But his true passion is food, it’s the only reason he wakes up in the morning.

When Ceri was little he dreamt of being a football player, and despite not having the tekkers to make the big time, he’s still into his sport. Gutting and renovating his home has also been a great way to keep fit.

Got a PPC question? Then this is the man to ask. Send your questions to us on Facebookand keep tuned for the next Meet the Team segment!

(image: The Verge)

How many followers do you have? 10s, 100s, 1000s, more? When you first start out on social media, building a following can be slow. And for that reason many people are now opting to buy their friends. But apart from being a bit sneaky, are there any other disadvantages of buying Twitter followers? We’ll discuss that here.

How do you buy followers?
 

The most common way of buying followers is through a method called ‘zombie account following’. This is where you enlist the services of a 3rd party company, who have a database of ‘zombie’ accounts. They will then follow your Twitter page from these accounts. These are usually inactive users or fake accounts, made solely for this purpose.

The pros 

(image: Fame Burst)


You’ll be one of the popular kids


The more friends you have the more popular you will appear. Whether they are true followers doesn’t matter, it’s the figure that counts – isn’t it? 

And a high number of followers will make you look and feel important. High numbers dictate worth – you must be worth a follow if 1,500 people already do. 

It’s quick and easy


Results don’t happen overnight if you do things the right way. But if you are looking for a quick win, then this may be the answer. There are numerous sites out there that promise 1,000s of followers for only £5, which is sure to get the savviest of bargain hunters interested. Just don’t expect any of the 1,000 to interact with your account. 

The cons


Eww! spam!


Nobody likes ‘spam’ as a food and it is especially disliked in our inboxes. If you decide to purchase Twitter followers you could end up seriously p***ing off your ‘real’ followers. 

Most of these zombie services will insist on access to your account, and while they are in there they will send out many messages to advertise their dubious methods. This is something you as the account holder have little or no control over.

Receiving the same tweets and direct messages not only is annoying but it can really…

Give you a bad rep   

Do you pride yourself on your business’ great reputation and strong relationships with your customers? Well, that integrity may become tarnished quite quickly if you decide to use this technique. 

Buying followers is like cheating in a race, by cutting out the hill climb, and jumping over the fence onto the home straight and the finish line. It is generally seen as immoral. And if you can’t put the time and effort into your own business, can your customers really expect you to give it to them? 

You’ll get found out

It’s easy to think “oh we’ll never get found out”, but you’d be surprised how many people do. Apart from the key giveaways, such as huge increases in a small amount of time, and the relentless advertising, there are now online tools which will scan for fake profiles. 

A simple Google search for ‘find fake followers’, will result in a myriad of checkers, who will pull the results for any Twitter handle. 

It’s nothing but a number

Would you rather 10 real friends or 100 associates? The same question can be applied to your Twitter account. As we previously mentioned, these bought followers won’t interact with you. It can be lonely at the top!

It won’t give you a Klout!

Do you know what your Klout score is? Well, as outlined in, our essential guide to social media terminology, Klout measures your social influence. The higher this is, the better.

And bought followers should help you, fake it until you make it. Whether real or fake, all followers are counted towards your overall score – aren’t they? Well… no. 

Having thousands of followers may make you appear to be influential, but Klout looks at your interaction to formulate your score. So if you don’t have any retweets, replies or favourites you are unlikely to make it, even to double figures. 

Danger! Danger!

Finally, before handing over your details (and your money), stop and think ‘is this safe?’ Some (not all) of these companies are phishing schemes, which are looking to take advantage of unsuspecting businesses and their followers. Is it really worth the risk?  

(image: Slate)

So will you be buying Twitter followers any time soon? Here at Liberty we believe in expanding your following the good old fashioned way – with engagement and interaction!

From a reality TV star to the owner of a waste management company, Media Wales have released their list of the 35 most entrepreneurial and innovative men under the age of 35 in Wales. And Liberty’s founder and MD, Gareth Morgan, has made the list. Go Gareth!

The 35 Under 35


As a follow up to their 35 women aged under 35 making their mark in business and professional life in Wales, Media Wales have today announced the men making waves in the business world.

The 35 under 35 lists are created to highlight the achievements of the businessmen, and to hint at who to look out for in coming years. The shortlisted men can be entrepreneurs or businessmen from any part of Wales, north or south, but must have demonstrated great success in their field. They have to stand out from the crowd!

And not only do these promote the success of individuals, but how Wales is a melting pot of business ingenuity. Yes, Wales has talent! 

So Why Liberty’s MD?


Gareth, 33, set up Liberty back in 2008 and since then has grown the business to become Wales’ largest online marketing agency; Liberty now proudly employ 35 digital marketing professionals and are now delighted to have over 100 retained clients, including large brands such as Fiorelli, Benefit Cosmetics and Folly Farm. 

Here at Liberty Marketing we know digital marketing inside out, and hope to continue to develop these skills and grow the business even more. If you have any questions about digital marketing or would like to work with Liberty get in touch with us.

What is a customer persona?


A customer persona is, simply put, your perfect customer. It’s a stereotypical person that’s most likely to interact with your brand or buy your goods. 


Which persona are you?   (Image: Nicolas Nova under CC BY 2.0)

Each brand will provide services to a number of different personas – some will have in excess of 20 different target markets. But what one group of potential customers needs is completely different to what another group needs.

Customers need to be targeted specifically – after all, if you try to please everyone, nobody will like it. 

How can you create content that works? By speaking specifically to relevant audiences. And to do that you need to develop personas. 

Avoid the people you don’t want


By targeting personas, you can also specifically target who you don’t want to speak to. This means that your content and your investment only speaks to the right people and incurs as little wastage as possible. 

So without further ado, let’s discover how to create marketing personas in six easy questions – and a few more sub questions. 

Question #1 – What’s their situation?


Establish the general demographics of your chosen persona.

What gender are they? How old are they? What’s their marital situation? Are they well educated? How much do they earn? What do they do in their free time? What’s their favourite David Bowie song? 

Question #2 – What’s their name?


Go on, give them a name. It may sound silly, but it’s a great way to personalise a target market. 

Question #3 – What are their problems?  


Whether you’re a single mother on the dole or a millionaire businessman, everyone has problems and issues. Understanding the troubles and worries of your target market is key to creating content that helps them (more on that in a bit). 

Question #4 – What are they looking for?


In keeping with their problems, your personas will also be looking for a variety of things online. They could want:

  • To learn new things
  • To impress friends, peers and colleagues
  • To save money
  • To make money
  • To buy the right product
  • To be entertained 

Question #5 – How do they interact online?


Different personas will use the internet in vastly different ways. Getting to know your persona will help you understand, for instance, the specific social networks they use, or the websites they visit to get information.

It’ll also inform you about the type of content you need to create to get their attention.  

Likewise, it’ll also help you understand how (and whether) your personas communicate online. Some people will talk on message boards, brand social channels or comments boxes, while others will simply get what they’re looking for and leave. 

Question #6 – How can you help?


Once you’ve gleaned all of this information, you can now think about how your brand can help this persona. 

You know their problems, what they’re looking for online and where they go to get information. Now, thinking of your brand’s USPs and the specific knowledge of your team, you can identify ways to meet them halfway. That’s how you write content that works. 

Talk to us about personas today


Want to learn more about your target markets? Hold a persona session with us. Get in touch today

The best content appears effortless. But scribing something that’s engaging and interesting isn’t a walk in the park. You need to put the hours in creating your masterpiece.


Da Vinci’s Last Supper probably took a while, after all. 

But it is possible. I’ve condensed the blogging process into 27 simple steps – and split it into 4 stages:

  • Research – developing personas, researching competitors, finding keywords 
  • Writing – titles, tone, meta information and word counts
  • Aesthetics – formatting, images, social and proofing 
  • Post-script – sharing, analysing…and starting again

Research

Step 1 - Develop personas for your content


Your brand will have more than one different target market. 

Consider the different types of people who use your business and consume your products.

What are they like? What age are they? What do they do professionally? How do they consume content online?

Step 2 – Think about your persona’s problems


Each of your target markets will have problems and issues that are specific to them. Put yourself in their shoes. 

What information are they looking for online? What are the issues that are preventing them from buying your products? What don’t they understand about your industry? What problems do people discuss with you in ‘real life’? 

Step 3 – Consider how you can help them


Hopefully, this bit should be easy. Once you know what your personas struggle with online, you can brainstorm ideas to help them out. 

Problem-solving content can manifest itself in a variety of ways. You could:

  • Help them to improve relationships and behaviours
  • Choose between specific products
  • Make them better at their job
  • Teach them about relevant things
  • Entertain them
Creating helpful content like this will make your brand appear more relevant and more authoritative. 

Step 4 – Do your research


You can spot a badly-researched article a mile off. You want your content to be the definitive resource on this chosen subject, so it needs to be meticulously examined – bursting with facts and stats.

When you write The Perfect Blog, the bulk of your hours won’t be spent on perfecting the prose, they’ll be clocked up investigating your chosen subject. 

Search online around your chosen subject. Download podcasts or watch YouTube videos to learn more. Heck, you could even pick up the phone and speak to a real person

Step 5 – Check out your competitors


It’s also important to take a look at what else is out there online. If you’ve identified a niche with no direct competitors – great. If not, consider how your competitors are presenting their information. 

How can you write your blog in a way that trumps what they’re doing? How can you make yours stand out? 

Step 6 – Use Google’s Keyword Planner Tool to find search terms


Blogging without thinking about keywords is a little like running a race with one leg. With a little luck you’ll get to where you want to be, but you’ll find it a lot easier with the right technique.

Identifying the right keywords – and weaving them into your blog – should increase the amount of attention your article enjoys. 

Google’s Keyword Planner (once Keyword Tool) is a great way to find the lucrative terms that could give your blog a better chance of standing out in the search results. It’s pretty easy to use, once you’ve got used to it, and can offer some genuinely interesting insights into what you should be including in your blog. 


Step 7 – Seek out the longtail


Keyword Planner is an excellent tool that can really inform your research process. However, many find it somewhat limited in scope and also find that it doesn’t highlight more in-depth ‘longtail’ searches of four words and more.

What’s more, if you’re operating in a competitive industry, you just know that your rivals will be looking at the same data. 

There are many ways to find niche search terms to gain an advantage: 

  • Search on relevant forums – if people are asking others on Quora, Yahoo! Answers and discussion boards, you know they’re asking Google too
  • Use autosuggest – post a keyword about your blog topic into Google and its autosuggest feature will show you other relevant searches
  • Use ubersuggest.org – this simple tool crawls autosuggest data to find related searches around your keyword
  • Search on Google Trends – for search terms before they get popular

Step 8 – Just make sure it’s interesting


Keywords are important, but they’re not the be all and end all. After all, Google has said that it receives 500m queries every day that have never been searched before – that’s 15% of all submissions. 

You’ve just got to make sure it’s worth reading. Which leads us nicely onto…. 

Writing

Step 9 – Get your titles right


It’s essential to get your blog title right. Don’t just believe me. These are the words of advertising supremo David Ogilvy:  

“On average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar” 

There are a number of ways to do interesting titles, which will vary depending on your target audience and how they consume your content. 

  • 14 Reasons to Love…. Love it or hate it, the soaring success of Buzzfeed has proven that people adore lists
  • Kanye West’s Guide to…. Grab a reader’s attention by relating your (potentially dry) subject to celebrities, TV shows or on-trend fashions
  • The Most Brilliant… Interesting adjectives make a blog stand out in search results and web pages
  • How (and Why) You Should... Trigger words – while they can also correspond directly to long tail search queries
  • How You Will Gain With… Promises convey authority and can invoke trust
  • Keywords… The title is the first place Google spiders look when crawling a page. So if you can include relevant keywords naturally in a piece, do it

Don't be too long

Recent design changes to Google’s search results mean that titles over a rough length will get truncated. A study by Moz showed that the breaking point is around 55 characters.  


However, search results now have a newspaper-style space limit rather than a character limit, so you can have higher-character titles than 55. It depends on the letters you’re using. Titles with plenty of capitals and wide letters like W, M and G will need to be briefer than those with lower case letters like l, i and s.   

To check that your blog title will fit in Google’s search results, try Moz’s title tag preview tool.

Step 10 – Write your title again


Write another title. Whatever you came up with, you can do better. 

Step 11 – And again


Write another one.  

Stuck for ideas? Try Portent’s Content Idea Generator. Simply enter your subject and it’ll show you some of your options – some serious, some not – while explaining exactly why they’re so intoxicating. 

Step 12 – ...And again 


…and even more if you want. The point is, the more titles you write, the more chance you have of writing something interesting, innovative and, ultimately, successful. 

Step 13 – Perfect your tone

 
Just as you’re writing a blog that appeals to the specific problems of your chosen persona, you need to write in a style that appeals to them too. 

Every person has different values. Think about what’s important to your targeted persona. 

This diagram from Schwartz’ 1992 Universals in the Content and Structure of Values is a great way to understand what’s important to the specific people you’re writing for. As well as helping you to understand which feelings you should be evoking with your syntax, Schwartz’ also helps you to understand what you definitely shouldn't.

Step 14 – Give it a juicy meta description


If you’re working in a congested market, the right meta description can make all the difference. 

Ensure your description isn't any more than 150 characters and piques the reader’s interest. Use your characters to tell users what they can expect to find on your blog and how it will help them. 

Read more: Barack Obama's Guide to Writing the Perfect Meta Description

Step 15 - Get your length right


The perfect length of a blog is a much-discussed topic. And in truth, how long your blogs need to be depends on just two simple criteria:

  • How much you’ve got to say
  • How much your persona wants to read

In simple terms, the more words a blog post has, the more chance it has of ranking for different search terms – purely for the amount of extra keywords that are naturally included in the piece. 

A study by SerpIQ showed that the average content length corresponded with a page’s search ranking. Pages that could be found in 10th place on Google had, on average, 400 words less. 


As the analysis is quite vague, it’s worth taking it with a pinch of salt – and the words included sidebar text as well as site content, so the numbers are slightly north of where they should be – but it shows that Google values detailed, wordy content. 

It’s not just Google that loves in-depth blogs: readers do too. Another Moz study showed that the amount of links its blog received corresponded directly with its word count.
Again, this study does have its limitations – namely that Moz’s personas are likely to be the types that appreciate wordy, detailed content – but it does confirm the importance of going into detail. 

Step 16 – Remember: Waffles are amazing, waffle is awful 

(Image: Joy under CC BY 2.0)

One thing that’s true is that ‘fluffy’ blogs, with word counts filled out to manipulate search rankings, simply aren’t worth it. 

Online users are a savvy, demanding bunch – if you’re not giving them interesting, relevant or well-written content then they’ll either skim over it or leave. 

Step 17 – Give it a call to action


Just as every blog needs to be written in line with the target persona, you need to be aware of how you want them to react to your content. 

At the end of your blog, you need the perfect call to action to keep readers on your site and keep them interacting with your brand.  You could:

  • Ask them questions they could answer in comments below the fold
  • Guide them to your social channels 
  • Get them sharing the content
  • Invite them to learn more about related topics 
  • Offer ways for them to speak to a real-life brand representative 
  • Take them to sales pages 

Step 18 – Be aware of buying journeys

(Image: Moyen Brenn under CC BY 2.0)

The wrong call to action can turn a reader off.

For instance, if you were a homewares specialist telling readers about the season’s latest trends, you should know that most readers won’t be in a position where they’re comfortable to shell out hundreds of pounds on a sofa yet. A more suitable call to action could be to send them onto your blog for further interior advice. 

However, if you’d written a blog that was quite far down the ‘buying funnel’ (for instance, a blog that compared two specific sofas) you might find that it’s wiser to usher them onto transactional web pages where they can research products and prices. 

Aesthetics


Step 19 – Format it


Did you know that 65% of people learn visually? What’s more, because blogs and onsite content are visual learning resources, it’s likely that an even higher proportion of your online audience will learn visually. 

So you need to suit them. Make your blog really easy to read:
  • Include plenty of white space
  • Use bullet points, bolded and italicised text
  • Use paragraphs liberally 

Step 20 – Perfect your H1s, H2s, H3s


Red Dwarf - Rimmer Takes Shots photo REDDWARF-RimmerTakesShots.gif

As you can see from this page, headings are a great way to break text up and make a web page more pleasing to the eye. 

As well as the aesthetic benefits of using headers, they also play a key role in attracting organic traffic. H1s, H2s and H3s are among the first things that Google spiders recognise when analysing a page. So if you can do so naturally, incorporate search terms into your headers.
  

Step 21 – Use inviting images


It’s true what they say: a picture paints a thousand words. The right images on your blog can do a number of things:

  • Illustrate a metaphor you’re making
  • Surprise the reader
  • Evoke positive emotions
  • Draw the reader in
  • Complement the general feeling in your blog
  • Lighten the mood

Put simply, pictures make pages look good. 

Step 22 – …Or social content 


It can be just as valuable to complement your blog with aesthetically pleasing, relevant social content. Instagram, Twitter and Pinterest all allow you to easily embed their content into your blogs. 


Using tweets, posts and pins can be more illustrative, insightful and engaging than regular images – while they sidestep many taxing copyright issues and can make a brand appear more progressive and social savvy. 

Step 23 – …Or videos


The same goes for YouTube videos, which are incredibly easy to embed into blogs. Videos look good and can illustrate your content in a way that images can’t – while they can improve your chances of ranking well for specific keywords. 

Step 24 – Proof, proof, proof


Nothing looks worse than a poorly-proofed piece. Grammatical errors, spelling mistakes and incorrect statements can hamper a blog’s effectiveness and damage a brand. 

A second (and third) pair of eyes is always essential to check a blog before it goes live. 

Post-script


Step 25 – Share it


So you’ve published your pride and joy. Now you need to share it: 

  • Show it off on (relevant) social networks – hashtag it on Twitter, Instagram and Tumblr to have the best chance of getting found
  • Search around query-related sites such as Quora and Yahoo! Answers – and post your content in comments boxes
  • Find relevant topics in Reddit and other relevant forums – help people out with your expertise
  • Talk to others online – offer your unique point of view in the comments section of popular blogs.  

You can’t just post a blog and hope it goes viral. Even the best content needs a push to give people the best possible chance of seeing it. 

Step 26 – Think about the analytics


A few weeks after you’ve uploaded your piece, it’s important to see how it’s faring.

Is it ranking for any specific search terms you’d like? What kind of traffic is it generating? Is it converting visitors? Does the bounce rate suggest it’s doing what it intended? Is there anything you could change about it to make it more successful?

Over the long term, if your blog is bringing in substantial traffic, it makes sense to keep it up to date. Keep on top of any relevant changes in the industry and use it to link to newer blogs. 

Step 27 – Start again


Go back to the top. Write another blog. 

(Image: Jemima Gibbons under CC BY 2.0)

This week’s team introductory says hello to Dimple Kotecha!

Affectionately nicknamed ‘Tina’, she joined the Liberty Marketing team in July 2014 as an SEO Accountant Coordinator. And is quickly learning the ropes here in the world of digital marketing.

Dimple has an undergraduate degree from Keele University and a masters from Loughborough. She then spent some time working as an assistant buyer for an online fashion company – a job many shopaholics would dream of we’re sure!

When Dimple is not in work she enjoys spending time with family and friends, going out to eat and using Facebook. When she was a little girl she dreamed of one day becoming a pilot, but now gets her fix of travel through visiting new destinations.

Dimple is YouTube famous, thanks to her now husbands proposal in the middle of Covent Garden – he organised a flash mob!

Do you love travelling like Dimple? Then why not pay us a visit at Liberty Marketing HQ?  

For those of you not in the know, an infographic is one of those long pictures you find on the internet that are stuffed full of interesting facts, figures and statistics. Basically it is a brilliant way to get valuable information across in an aesthetically appealing way and when done right they can be excellent for link bait (people linking to your infographic).

There are many different ways that you can go about creating an awesome infographic, but there are some things you can do to ensure that yours really takes off. Here are a couple of tips I’ve put together to help you make a viral infographic:

Get accurate, unique data


Has the topic you’re planning on covering been done before? If the answer is yes, then is there an infographic of it? If no, then you’re onto a winner but if there is then look at how well it has been done. Sometimes infographics don’t take off simply because the presentation and display has been done poorly.

Image from Visual.ly

By collaborating a wealth of unique, interesting and accurate data you will be able to provide information that is useful to a range of people. Make sure you check and double check your numbers, as the last thing you want is to provide incorrect information. Do your best to ensure that this data is presented in an interesting and informative way that people will enjoy reading.

Plan, plan, plan


This is arguably the most important stage of an infographic as planning is essential to success. You need to know what kind of story you are going to tell with the information and create a layout showing which order you are going to put the data in.

Other important things you want to do at this stage include thinking of colour schemes and the types of images you wish to use. Make sure that it is all relevant and consistent otherwise you may end up with a mixed-matched graphic that will be hard to understand and look cluttered.

Getting the design right


One of the biggest contributing factors in going viral is to make sure that it is beautifully designed. Keeping it simple is essential for the quick digestion of information, after all nobody wants to spend all afternoon reading an infographic! Try to keep everything as short and concise as possible to allow for skim reading, but make sure that all the information you need is available – achieving this is often the hardest part of creating an infographic.

Don’t forget to share


Even if you have the best infographic in the world, if you don’t shout about it then how do you expect people to find it? Make sure that you’re sharing via your social media and that it is simple for others to do so – quick share buttons are great here. Sending out press releases is also a fantastic way to gain quality backlinks and raise greater awareness of the infographic.

Don’t forget to write up a brief summary of what is contained in the infographic so that search engines are able to find it. Google isn’t able to read pictures (yet) so this is the only way you can be sure that you are found in organic searches. Try to make it as interesting as possible and ensure that it reads well, this will not only help it to be found but can be a great back-up in the case of technical malfunctions.

Breaking it down


To recap, if you want your infographic to take off you need to:

•    Collect unique, interesting data
•    Double check the figures
•    Present it in an interesting way
•    Get the design and layout right
•    Plan everything in advance
•    Keep it simple
•    Double check it looks the way you want it to
•    Share it
•    Summarise it in around 250 words

And that’s all there is to it! As long as your content is good, the stats are unique and this area hasn’t been pulverised by countless infographics done by many different companies. If you’re looking for more help to get your infographic off the ground then get in touch with us today!