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Archives for February 2021

Why You Should Be Doing A Quarterly Content Marketing Audit

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When looking at how to improve SEO, doing a quarterly content marketing audit is essential. While this may be a new term from some people, it has been an important part of online marketing since day one. To get the most out of your website, experts recommend doing a quarterly audit of your content. If you are looking for content marketing services in Canada, the professionals at Unwired Web Solutions have the tools to make sure your content is helping your SEO. 

The performance of any content website follows an 80/20 rule which means that 80% of traffic is a result of just 20% of content. This means that only a few articles are the ones pulling traffic and creating conversions. The trick is making sure your 20% is performing well and keeping up to date information. 

Why You Should Do an Audit

A well-performed content marketing audit can provide deep insights into your marketing strategy in terms of the blog articles and content that are performing the best. Most people tend to write content and never go back to it once it is published. However, over time it may become outdated or completely irrelevant. 

This is why it is a good exercise to keep revisiting your content quarterly to keep check on its usefulness and make sure all the information is up to date.  

By performing a well-executed content audit, you will find out which pages or blog posts are your top performers. You will also find which topics your audience most engages with, and it can give you a chance to find any posts that have exceeded their expiry date. Your audit will provide insights that will enable you to increase the focus on future efforts to increase sales, provide lead generation, and give you details about your marketing progress. 

Before starting your quarterly audit, it is necessary to define your objectives. A content audit is not an easy task and can strike fear into the most experienced marketers. By clarifying your business needs you can objectively look at your content and see if it covers what you want to achieve. 

By defining your business goals, you will be able to select performance parameters and list the best content classified into 4 categories. These categories include:

  1. Engagement metrics
  2. User behaviour metrics
  3. SEO metrics
  4. Sales metrics

Create Content Inventory

Before deciding on how to audit your content, it is important to decide what type of content you need to review. Internal content such as blogs, news, product reviews, landing pages, or external content can all be part of your audit. 

Once you have decided where you will put your focus, you can start your inventory. Collecting the URLS’s of all the webpages you want to analyse is called a link analysis. This will provide a list of all pages that need to be checked for your audit. 

As you analyse each page, recording your data in a spreadsheet will provide a quick and easy way to reference each one later in time. This will also allow you to get the full picture and draw inferences about your site by looking at your metrics as a whole. 

Assessing Your Content

By evaluating each piece of content, you will be able to place them in one of three categories. 

  • Keep: This category will contain pieces that perform well and will be kept as part of your future content marketing strategy. 
  • Update: This content needs to be updated to make it more efficient or relevant to future searches. 
  • Delete: This is content that is beyond improvement and updating it will take too much effort. This can contain content that was set up for seasonal marketing that has since lost its purpose. 

While performing your content marketing audit it is necessary to keep your long-term marketing strategy in mind. By finding your successes and failures you will be able to understand what changes need to be made to reach your target audience and get better conversion rates. 

In today’s fast-growing world, performing an audit regularly is necessary to stay relevant and improve your online engagement. A frequency of 3 to 4 times is recommended, though you can adjust this to suit your company. Performing a content marketing audit is no easy feat, and many people need content marketing services to help them perform the task. If you want to make sure your site is up to date and at peak performance, contact our experts at Unwired Web Solutions today. We will be happy to assist you with your audit to make sure you are getting the SEO exposure your business deserves. 

SEO Expert Tip Focus On User Experience

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The internet is a crowded environment. It takes planning and effort to make sure that your website gets noticed. For the past three decades, search engines have been cataloging content on the web, and content providers have been looking for ways to ensure their sites land on the first page of the search results. Search engine optimization is a set of processes that seek to improve site visibility and rankings for search results that are relevant.

These days, Google algorithms direct traffic on busy internet highways. Keeping up with the ever-changing methods the company uses to determine what gets seen in search results is not easy. Unfortunately, any changes they make ultimately alter optimization strategies. This leads many businesses to hire an SEO company to do the work for them. While it is important to get people to visit your site, there is more to a good SEO strategy than simply getting views. 

Prioritize Your Users’ Experience

In 2021, optimizing your content so that it turns up in relevant search results is going to take more than just getting people to your website. Getting visitors to stay on your site is imperative to good rankings. The quicker they leave, the lower your position falls. There are multiple ways you can create content that is engaging enough to make people want to stick around. Your optimization strategy should utilize more than one method, but each should seek to place the primary focus on user experience. Possible strategies include:

  • Write content that is centred on medium-tail keywords, and make sure that that page is high quality. Make it meaningful and relevant and get rid of the fluff.
  • More people are inclined to watch a video than read a post, so take advantage of opportunities to create engaging video content.
  • Optimize your content to show up as a featured snippet by incorporating keywords, lists, images and graphs into your content.
  • Write long-form content that has some staying power, rather than providing information that is likely to change in a few months’ time.
  • Make sure that your site is mobile-friendly. So many people use their devices these days that a mobile site is considered the primary site, rather than the desktop version.

Perhaps it seems intuitive that user experience is important to finding and keeping customers. It has always been the key to any successful business. The internet and search engines have altered marketing strategies, but, in the end, SEO rankings are circling back around to placing importance on user experience to determine which sites rank high and which sink into the depths of search results.

Familiarize Yourself With Google’s RankBrain

So, what’s driving the shift in SEO strategies? Simply said, it’s Google. The company utilizes a number of elements in its ranking algorithm, and RankBrain is one of them. Google now uses the “learning” capabilities of artificial intelligence to determine what ultimately shows up on search results pages.

This AI is capable of ascertaining probable user intent based on the way people interact with the results that turn up for a given search query. If a user clicks on a link for your site, and then immediately leaves, it tells the AI that your site wasn’t what that person was looking for when they entered the search terms. When they spend more time on your page, RankBrain takes it to mean that you are providing them the information they are seeking, which, in turn, boosts your ranking, drives more traffic to your page and increases your lead generation and sales.

Give Your Business a Boost

Keeping up with the ever-shifting landscape of SEO is a full-time endeavor. Unwired Web Solutions makes it our business to stay on top of the newest trends in marketing. Our SEO services provide you with the most up-to-date approaches to optimizing your site, driving more organic traffic to your online properties. Take the next step in growing your business by contacting us today!

The Most Current Trends in Website Design

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Website designs are ever-changing across the digital landscape. To attract visitors and get customers, it is important to have a sharp-looking website that is easy to navigate. Some of the creative new tools and visual enhancements this year will give websites a real wow factor and improve accessibility for customers. If you are looking for an updated web design or you have a new business, it is essential to choose a website design company in Waterloo to help you develop a platform that fits your business needs in a transformative and creative way. Here are some popular trends in website design that will get your site noticed.

Dark Mode Aesthetics

Dark-color themes are increasingly popular and appear to be a new staple tool of online marketing. Darker backgrounds add visual appeal and make graphics stand out. Dark mode also gives a sleek, professional look to websites.

On the practical side, dark themes are easy on the eyes, reducing strained vision and headaches while protecting against more serious sight issues. This allows users to comfortably view the screen, so they are likely to engage longer with your website.

Flat Design

Sometimes too much is not a good thing in website design. Customers want a clean and accessible site that is easy to navigate. A lot of pop-ups or drop-down visuals make the online experience busy and often turn off potential customers. It’s important to know your customer base and get the design right.

A professional web design company can address your needs and make your website eye-catching but not overwhelming. Flat design or minimalism provides a smart look and makes your site much easier to maintain. New features can be added as needed and others removed to keep the look fresh and inviting, something customers appreciate.

Digital Illustrations

Illustrations are an exciting new feature in web marketing. Customers draw conclusions about companies from their websites. It’s important to provide a positive first impression to get return visitors. Illustrations enhance your brand with a creative new look. Customers tire of static content, so illustrations help to modernize the visual representation of your business story.

AI-Driven Chatbots

People are increasingly drawn to a more interactive experience online. Companies need to consider this for future web development needs. Artificial intelligence is transforming connectivity and the entire virtual community.

Chatbots bring a human-like touch to website communications. People find them helpful and easy to use. This is the key to future iterations of this tool because accessibility looks to remain a top priority for customers.

Video Presentations

If you want to attract people to your website, videos are a must-have feature. Busy lives mean people are less interested in consuming information through wordy written formats. Short videos or clips allow customers to see what your business is about and experience your personality. People like to be entertained and informed, so videos offer the perfect medium to highlight the uniqueness of your business and provide a direct emotional appeal to your customers.

Micro-Interaction Tools

Micro-interactions are an effective and unique way to relate to customers. Customers are treated to a brief animation that occurs when tapping, clicking or hovering over specific areas of the website content. This small but crucial interaction makes customers feel a part of the experience and is a helpful navigation tool.

These small interactive components are what make the overall process of using a website appealing to customers. It shows them you are attentive to their desires and want to provide them with the best possible interaction with your business.

Choose the Best Web Solutions Team

At Unwired Web Solutions we specialize in innovative and comprehensive web services. We offer our clients a full product suite that gives your business the edge it needs to succeed in today’s busy online environment. We collaborate with you to develop strategic goals to fit your unique business needs. Contact us to learn about our creative approach to web marketing.

Top 5 SEO Trends For 2021

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With a new year comes all new trends in the world of search engine optimization (SEO). But for many business owners, SEO can be a confusing world filled with concepts that they may not be familiar with. However, by simply getting to know the top 5 trends for the new year, you can stay ahead of your competitors. For those looking for professional, reliable services for search engine optimization in Kitchener, Unwired Web Solutions has got you covered. Our team of leading experts can help improve your search results and expand your customer base.  

A great search engine optimization strategy should be relevant and stay on top of trends. By taking a look at what is ahead for SEO professionals in 2021, you can get a good idea of what your business may be lacking. We have asked our top SEO experts what the top 5 trends will be for the new year. 

1. Focus on The User

While this is not a new concept, it is important to refocus and fine-tune your approach as searcher behaviour and intent changes all the time. Getting into the head of your customers and understanding the nature of why people search the way they do can greatly benefit your business. 

Part of this means that SEO pros will start to transition away from traditional practices that will hold less value as the algorithms get stronger. Writing meta descriptions for every single page will become a thing of the past while more focus will be put on better understanding of what is happening within the search engine results page and searcher intent.

By paying closer attention to search results, SEO pros can get a leg up in creating content in the way that searchers desire to consume it. It is now more important than ever to focus on learning what a user is looking for and learning how to fill their needs. 

2. Mobile-Friendly Sites

Mobile-friendly sites are becoming more important than ever since Google rolled out mobile-first indexing in 2019. This means that the search engine looks primarily at the mobile version of a website, considering this the “primary” version instead of the desktop version. Moving forward, it is estimated that nearly 73% of internet users will access the internet solely via mobile devices by 2025. By checking how effective your mobile site is and monitoring your mobile usability, you will have better chances of staying on top of Google’s search results.  

3. Utilize Video

For those who have been avoiding video, you better get over being camera shy. Online video seems to be the way forward. YouTube now has over 1 billion users and it is growing daily. According to Cisco, video is projected to surpass all other content forms in terms of consumption, so if you want to get your information heard, you better fire up the camera! 

But video alone will not get you ranking on Google. Your videos must be optimized with a video channel name and description. Keep in mind that your description should not be crammed with keywords but provide a user-friendly overview of what your channel is all about. 

4. Optimize for Voice Search

Voice search technology has come a long way thanks to innovations such as Google Assistant, Apple Siri, and Amazon Alexa. By 2022 it is estimated that 55% of all households will own a smart speaker. 

Voice search is now something that needs to be considered for keyword creation. When people do a voice search, they tend to use longer more natural-sounding phrasing. For example, when using voice search a person may say “What are the new fashion trends for 2021?” by they may type the words, “new fashion trends 2021.” Keeping the way people will be searching in future in mind when creating keywords will help immensely with SEO. 

5. Refer to the EAT Principal

More than ever, quality content is critical for ranking success. But what is “quality” in Google’s eyes? The easiest way to make sure your website stacks up is to refer to the EAT principal: expertise, authoritativeness, and trustworthiness. Google looks at these factors to decide if a webpage has useful, quality content. 

The best way to ensure your site has quality content is to make sure you are publishing topics that your client values. Be sure to back up any claims you make with statistics and facts. Linking to reputable sites such as .edu and .gov and having credible sites linking back to yours are also ways to fulfill the EAT criteria. 

By following these top 5 steps you may be able to improve your SEO and attract more customers to your site. Having a knowledgeable team in charge of SEO can ensure these new trends are applied to your site and stay on top of search results to stay relevant in your field. If you are looking for search engine optimization in Kitchener, contact Unwired Web Solutions and talk to one of our experts today.