You may be aware that EU regulations governing the use of cookies on websites are changing. As of 26th May 2012 you’ll need to have given some thought to how you’re going to change your approach to using cookies on your site. The new regulations were laid out on 26th May 2011 and the one year ‘grace period’ is about to expire. It’s now time to implement your new cookie policy.

Whether you are up-to-date with the ICO’s (Information Commissioner’s Office) new guidelines or don’t know your cookies from your shortbreads, you can find out all you need to know here to help you plan for your future.

So what are cookies?

Let’s start from scratch. Cookies are small text files which are sent from your web server to your visitors’ web browsers. These files are then used to collect information from your visitors and store it so it can be used later.

What’s the problem?

The key problem is that very few users understand what cookies are or what they do. This means that the vast majority of websites are essentially ‘taking’ information from visitors without their knowledge or permission. The percieved morality of this depends on whether or not the information taken is being used for the visitors’ benefit or for the benefit of the website’s owners. 

For instance, some cookies are used to help guard against forgery. They can help users assemble and save a shopping basket or remember settings that users have chosen. These types of cookies are clearly in the user’s interests.

Whilst many cookies are helpful to users, others are very helpful to advertisers and website owners. Cookies can be used to show users targeted adverts that follow surfers across the net based on their previous browsing, leaving some to feel like their privacy has been invaded. These are the main types of cookies the new regulations are legislating against.

Google Analytics and cookies

Whilst some cookies are clearly helpful to either visitor or website, others fall into a grey area. One of the biggest problems with the changing regulations is just how helpful cookies can be for both parties. They make it possible for websites to assess performance, improve usability and boost business too. With Google Analytics on your side you can keep track of:

• Where people view your site from
• What technology people use to browse your site
• How often visitors return
• Areas of most interest on your website
• Along with so much more

Over 60% of the top 10,000 websites make use of Google Analytics, and it has been suggested that in excess of 15 million other sites make use of the tool. As Google Analytics relies on cookies to gather information about website usage, the change in EU regulations is a big worry for a vast number of sites. SEO and Pay Per Click teams are especially reliant upon good analytics to create effective online marketing campaigns for your website.

Are my cookies ‘good’ or ‘bad’?

The type of information cookies collect and how this information is used varies and will affect how you need to roll with the changes. Below you’ll find the different categories that cookies broadly fall into. Some of these are integral to the running of your website and these will not be regulated. Some cookies, however, are not essential and the new regulations will affect how you use them.

• Category 1: Strictly Necessary

These are cookies used for vital parts of websites. This includes information like anti-forgery tokens, shopping basket references and user account sessions. The new regulations will not affect the way that these are used and you will not need to have the consent of visitors to use them.

• Category 2: Performance

These cookies are used to assist performance. They help with tasks like showing a particular version of a site to the relevant visitor. Although you’re unlikely to need consent, these cookies need to be mentioned in the terms and conditions of your site.

• Category 3: Functionality

Analytics is the big one here. These category 3 cookies store information from visitors to your website which can be analysed to gauge usage and develop your website accordingly. This is the category you should be most concerned with when it comes to SEO and Pay Per Click advertising. These cookies will also remember customisable user settings like font and colour preferences. 

ICO states that you should have the consent of users before these cookies are downloaded to their browsers.

• Category 4: Targeting/Advertising

These cookies are one of the main reasons people are nervous about cookie usage. They track visitors from site to site, collecting information which makes it possible for websites to display specific, personally tailored adverts – this is known as targeted advertising and many people are uncomfortable with it. You must notify visitors if you want to use category 4 cookies. You must also obtain each user’s consent before downloading them to any browser.

What’s changing?

Awareness and consent are at the centre of the new EU e-Privacy Directive’s regulations. Extensive research has revealed that very few people actually understand how cookies work, what they’re for, what they do or how to opt out of using them. For instance, one study commissioned by The Department for Culture, Media and Sport, revealed that 37% of respondents had heard of cookies but had little or no understanding of how they work or what they do.

With this in mind, the EU has stated that websites must make all visitors aware of any cookies used and obtain user consent for any cookies of category 3 or above. If websites fail to do this, they risk being lumped with a civil penalty of a maximum £500,000 per cookie. Ideally the ICO would like to see an ‘opt-in’ policy, where users must actively choose to use cookies instead of an ‘opt-out’ policy, where users must actively disable cookies themselves.

What does this mean for my website?

If you’re using anything higher than Category 1 cookies on your website then it is time to rethink how you use them. To be compliant with ICO guidelines you will need to do some of the following:

• Inform visitors immediately that cookies are in use on your website
• Give visitors the option to opt out of using cookies before proceeding
• Provide visitors with thorough information about which cookies are in use, what they do and how they are used

Although these steps will ensure that users are fully aware of and complicit in your use of cookies, there may well be some negative effects. For example, it is likely that many users will not opt-in and choose to use cookies when presented with the choice, particularly if they are unsure about a cookie’s purpose. If many people fail to accept your cookies, you could start to see flawed Google Analytics statistics and may find you are forced to work in an entirely new way.

Many experts advocate split testing a few pop-up options in order to design an informative, cookie opt-in service with a high opt-in rate which causes the fewest bounces from your site.

What should I do?

Here at Liberty we aren’t legal experts; if you want to be absolutely positive you are sticking to the letter of the law, get your solicitor to look over the ICO guidelines. That being said, the ICO regulations document has the following to say about Analytics cookies:

“The Regulations do not distinguish between cookies used for analytical activities and those used for other purposes. We do not consider analytical cookies to fall within the ‘strictly necessary’ exception criteria. This means that in theory websites need to tell people about analytical cookies and gain their consent.

In practice we would expect you to provide clear information to users about analytical cookies and take what steps you can to seek their agreement. This is likely to involve making the argument to show users why these cookies are useful. Although the Information Commissioner cannot completely exclude the possibility of formal action in any area, it is highly unlikely that priority for any formal action would be given to focusing on uses of cookies where there is a low level of intrusiveness and risk of harm to individuals. Provided clear information is given about their activities we are highly unlikely to prioritise first party cookies used only for analytical purposes in any consideration of regulatory action.”

As you can see, this is a very flexible statement which appears to state that those using cookies for purely analytical purposes are very unlikely to face any type of formal action, provided they supply clear information on their site about which cookies are being used and why.

If you are using cookies which are more intrusive, it would probably be wise to ensure you are completely compliant with the regulations. However, if you are using analytics cookies, you are very likely to be safe as long as you update your terms and conditions to ensure:

• Your users have easy access to information about which cookies you are using
• Your users understand which cookies are at work on your site and why
• Your users know they have the option to turn cookies on and off
• Your users know how to turn cookies off if they so choose

This is the way Liberty intends to progress; how you decide to work with the guidelines is entirely your call. 

Another consideration is the fact that many experts are of the opinion that it is only big names and persistent, aggressive ‘regulation-flouters’ who are likely to face heat from the ICO. Many people from within the web industry believe the ICO is likely to make an example of a handful of large internet presences that make no effort to comply as well as those that repeatedly and unconscionably flout regulations and use invasive, aggressive cookies without warning visitors. 

These regulations are going to be extremely difficult to enforce across the internet so, unless a direct complaint is made against you, a good, honest information policy regarding cookies is likely to stand small-to-medium enterprises in good stead.

What’s everyone else doing?

There have been a range of different responses to the changing cookie law across the internet. Some sites have done nothing at all, whilst others have expanded their terms and conditions to include an explanation of the cookies used on-site. Meanwhile, some sites have taken a more direct approach to ensure they are fully compliant with the new regulations. By and large it is the big brands and big names who have taken compliance most seriously.

BT, for example, have taken it to the extreme. If you look in their footer menu, you will see they have provided a clear, thoroughly informative pop-up and toolbar which gives each visitor all the facts they need as well as the opportunity to opt in or opt out of using cookies. They even allow visitors to decide whether they want to turn specific cookie types on or off. This gives users the choice to use any combination (or no combination) of:

• Strictly necessary and performance cookies
• Functional cookies
• Targeting cookies

Meanwhile, websites like the BBC and John Lewis have opted to meet the ICO halfway by providing very thorough help sections on the cookies used on their website. This at least shows willing, which is much more than many sites are doing. 

Should I panic?

We wish we could give you a definitive answer here, but unfortunately all we can say is ‘probably not’. If you’d like to make sure you’re on the safe side, an informative and helpful guide to your site’s cookies is a very good move. Taking this step will not harm your website and also shows your visitors you are responsible and honest. If you do want to be as compliant as you can be, you may like to look into implementing a pop-up system to give users up-front, immediate information and options, yet compared to the majority of small to medium businesses online, this would be a fairly extreme response.

So how does the cookie crumble?

In summary, before the 26th May you should perform a thorough audit of the cookies you are using on your site. 

• If you decide they are intrusive, either stop using them or (if you just can’t keep your hand out of the cookie jar) implement instant pop-ups which warn and inform users, then give them the option to turn cookies on or off.
• If your cookies are analytical, you might like to implement an instant pop-up strategy, although you are likely to remain compliant without it so long you provide all the requisite information somewhere on the site. 
• If your cookies are for functional, user-centred purposes only, you are fine and can sit back and relax!

Best of luck with your new cookie policy!

It might sound a bit medieval but, as official Google Local Champions, Liberty Marketing will be riding in on their noble white steed to get small-to-medium Welsh businesses online, in touch and up to date with the internet! There won’t be any swords, shields or damsels in distress, instead we’ll be offering workshops and one-to-one support as part as the Google Juice Bar and GWBO (Getting Welsh Business Online) initiatives.

These programmes were masterminded by Google after a study found that Wales is lagging far behind its British neighbours when it comes to online business. Whilst the UK as a whole has the biggest online economy in the world, Wales is not receiving a proportional amount of this benefit. Here are a few interesting facts and figures that illustrate the problem:

• The UK online economy makes up at least 7% GDP
• That’s more that the construction, utilities and transport sectors
• The internet economy contributed more than £100bn to the UK market last year
• In Wales 25% of small-to-medium businesses don’t have a website
• Of the 75% that have a website, a mere 58% have a high web presence
• Welsh businesses with successful sites grew 7x to 8x faster than those without a well-performing website.

These statistics are the result of an in-depth, Google-commissioned study which showed a surprising backwardness in the Welsh online industry. With these stats in mind Google and the Welsh Assembly Government decided it was time to act.

Starting in March 2012, a year of online awareness will see the Google Juice Bar travelling across the country. After the launch event in Cardiff on March 6th, the Google Juice Bars and workshops will travel across the country, helping small-to-medium businesses to blossom and reach their full potential on the internet.

These workshops and Juice Bar sessions are free, friendly and don’t come with any added sales pitches! Best of all, they can cover the area of your choice. Whether you’re a total novice looking to set up a free website for your company, or want to learn how to market your existing website online – the Google Juice Bar experts are here to help.

As official Google Local Champions, the Liberty Marketing team are excited to be part of such a fantastic, worthwhile initiative. As the fastest growing online marketing agency in Wales we are passionate about promoting and boosting Welsh business online. If you would like to learn more about how to boost your business online, or would like to know more about the GWBO initiative, take a look at the following link or get in touch with the Liberty team today!

Occasionally, amongst the more measurable techniques of link building and PPC advertising, SEO copywriting gets overlooked. Yet great SEO copywriting is an extremely valuable string to your online bow, performing numerous roles which improve your rankings, attract traffic, engage visitors and convert visits to sales. So why is SEO copywriting so powerful? And why is it so tricky to get right?

Proverbially, the pen (or keyboard) is mightier than the sword and this is exactly the case with SEO copywriting. Great writing and clever keyword usage is vital to a high-performing website. The reason that getting your SEO copywriting right is so tough is because it needs to perform multiple functions. You should expect your content to:

• Improve Your Rankings
  Careful keyword insertion will help to get your page ranking highly for your chosen search terms. As a rule of thumb, the higher the keyword density, the better chance your page has of ranking highly. However, a ridiculously high keyword density will look awful and may even be discounted as pure spam, this is terrible SEO copywriting. The trick is to get the balance between high keyword density and great web copy just right.

• Represent You & Your Business
  The text on your website tells your customers everything they need to know about you and what you do. It is a public representation of what you are all about. Great SEO copywriting will give your content the professional edge it needs to impress. Sloppy grammar and spelling are a real turn off for visitors. They suggest a lack of care and professionalism.

• Engage Visitors
  The right kind of SEO copywriting will be able to give off exactly the vibe your target audience will respond to. Once the SEO copywriting on your site has enticed visitors via top search rankings, it now has the job of getting your visitors excited about your business. Whether you’re looking for a slick, professional style or a more youthful, upbeat tone, the services of a great SEO copywriting team can help you hit the perfect note.

• Convert Sales
  Now your visitors have been directed to your website, it is the combined job of your design, your product and the SEO copywriting on your site to sell. Creating engaging, keyword rich content which is persuasive all at once is no easy task and it is only too easy to get it wrong.

SEO copywriting is all about balance. That might sound a little bit zen but finding the perfect compromise between a high keyword density, an engaging tone and text that sells is an art form. The trick is to decide upon your priorities. Decide whether your main concern is boosting your rankings, building on your image or converting sales. Here at Liberty we’ve found that asking our clients to rank these concerns from 1-3 allows our experienced SEO copywriting team to produce fantastic content that works seamlessly with your SEO strategy.

If you’d like to learn any more about SEO copywriting, or would like to find out more about what a top SEO copywriting team can do for your business, get in touch today.

Sometimes the internet can seem like a cut-throat place. In such an environment non-profit groups and charities with limited budgets can lose out. Fortunately there are many good guys scattered across the web and, luckily, search engine giant Google is just one of them. 

What are Google Grants?

Google have been running a programme called ‘Google Grants’ for a number of years now. The Google Grants programme allows non-profit, charitable organisations to give their online presence a significant boost by providing them with their very own AdWords account. This Google Grants AdWords account comes with up to £310,000 worth of online advertising every year, allowing charities to make a big splash online. 

Why should your charity go for a Google Grant?

A well-managed AdWords account allows users to display their adverts right at the top of Google search results.

Put to good use, Google Grants are your organisation’s route to increased visibility, a greater presence, a louder voice, widespread support and significantly boosted donations. 

To date, Google Grants have supported and empowered more than 6,000 non-profit groups by giving them free access to highly effective AdWords advertising. The Google Grants programme has been responsible for some incredible charitable successes. From boosting Shop UNICEF’s profits by 43%, to gaining 10% more volunteers for CoachArt; Google Grants can be used to achieve great things.

Is my organisation eligible for Google Grants?

If you are a registered UK charity with current charitable status, you can apply for a Google Grant. Google Grants are available to you if you are registered with:

• The Charity Commission of England & Wales
• The Inland Revenue
• The Office of the Scottish Charity Regulator

Along with registered charity status, you will need the following in order to be eligible for the Google Grants programme:

• An up-and-running website to link to your Google AdWords Pay Per Click account 
• A set of targeted keywords relevant to your charity
• No money-making adverts (this means no affiliate ads and no Google AdSense etc.)
• The ability to make the absolute most of the Google Grants programme and your free AdWords account. 

This last point is an important one. The team in charge of the Google Grants programme are obviously looking to ensure that the Grants they award are used to the greatest advantage. This means that they are far more likely to be given to organisations with a good understanding of how AdWords works. 

How do I apply for the Google Grants programme?

Before you do anything, make sure you know exactly what you are signing up for. Ensure you fully understand how Google Grants work and how you can turn a free AdWords account to your advantage. When you make your application you’ll need to:

• Suggest potential keywords for your AdWords campaign
• Provide compelling adcopy to work alongside them
• Explain exactly how your charity will benefit from the Google Grants programme

If you are at all confused or uncertain about any element of Google Grants or AdWords, speak to someone who knows their stuff. Here at Liberty we have a dedicated and talented Pay Per Click team who work extensively with Google AdWords. Our Pay Per Click advertising experts can provide you with all the advice, training and information you need to make your Google Grants application a success. Call us now on 029 2076 6467 to discuss how we can help make your application stronger and take away a lot of the hassle.

Once you’re on top of all the facts, you’re ready to make your application. Just fill out the online Google Grants application form and wait for it to be reviewed. Due to the high number of applications, the review process could take up to 5 months. Once the review has been completed you will be contacted with the result. If your Google Grants application has been successful you will also be sent instructions to help you set up your Google Grants AdWords account and get started! 

What do I need to know about Google Grants?

Once your organisation has been accepted onto the Google Grants programme you will continue to benefit for as long as you continue to make good use of the award and stick to its rules. Here are a few key things to bear in mind regarding Google Grants:

Use it or lose it

Once you’ve won your Google Grants account, you’ve only just begun. In order to manage a successful AdWords campaign and to continue receiving free advertising from Google you’ll need to regularly work on and monitor your AdWords account. Signing in regularly and responding promptly to communication from the Google AdWords team will give your grant a longer life.

Stick to the rules

You can be taken off of the Google Grants programme if you fail to keep to the rules. There are a number of rules, but if you are using your free AdWords account for your own charitable purposes you’re unlikely to break any of them. The conditions include:

• Only ever linking your free ads to your organisation’s website
• Never using irrelevant keywords
• Never using bids of more than $1.00
• Never using your free ads for purely commercial purposes
• Never using Google Grants ads to advertise financial products or vehicle and property donation

You have the power to boost your budget

If you prove that you are using your allotted Google Grants budget shrewdly and successfully (and to its full extent), you may be rewarded with an increased budget. Google Grants generally start at around £75,000 per year and could be increased to a maximum of £310,000 per year. To push budgets up and to create the most successful AdWords campaigns, many charities outsource the management of their Pay Per Click advertising to an online marketing agency like Liberty.

If you would like to learn more about Google Grants and how to boost your non-profit organisation using Google AdWords, get in touch with us today. Our AdWords experts can help you to win a place on the Google Grants programme and make the very most of all that Google has to offer.

A recent study has shown that Google may be falling short of Microsoft's search engine, Bing, when it comes to the helpfulness and relevance of their search results. The study looked at just how many searches made using the search engines actually resulted in a visit to one of the suggested websites. The findings were very interesting; around 80% of searches conducted on Bing resulted in the user visiting a link provided by the search engine. Meanwhile, over at Google, searchers made use of the links provided by only 67% of the searches.

This brand new research has been conducted by the web tracking firm, Experian Hitwise, who concluded that both search engines showed room for substantial improvement in terms of the number of search results that users actually go on to explore. Researchers at Experian Hitwise believe the high percentage of searches which did not lead to a website visit shows that both search engine services could stand to enhance the precision and usefulness of their results.

The results of Experian Hitwise's study could suggest a number of things. While it is possible that Bing, and its related search sites, are simply more likely to come up with the link or answer that searchers are looking for, the results of the study could also mean that people using Bing and Google are using the two search engines in different ways and for different reasons. This may account for different patterns of use and may mean that the disparity between the two does not necessarily reflect badly on Google.

The comparative success of Bing over Google in this section of the search engine market, however, looks as if it could be mirrored by the state of the companies' respective market shares. In July, Google's US search market share dropped to 66.05%, a drop of 2%. Searches conducted through Bing on the other hand experienced a 1% increase, taking their share of the market to 28.05%. The most substantial growth, however, was recorded by the Bing-affiliated Yahoo, whose shares in the market ballooned by 4% to achieve a 15% share of the market. Interestingly, and perhaps relatedly, searches conducted on bing.com itself dropped by 2% to 13%.