The Importance of Optimising for Voice Search

The volume of voice search is increasing particularly with the rise of voice assistants. All major technology providers have heavily invested in virtual assistants and voice search.

Google has Google Assistant, Apple has Siri, Amazon has Alexa and so on. Optimising your digital campaigns for voice search is now a vital component in any strategy as voice search has fundamental differences from typed search.

Our team at FCDM have complied some tops tips for optimising your digital campaigns for Voice Search:

Optimise for Mobile

Voice search is mainly associated with mobile, as most voice queries come from smartphones. Different mobile devices are widely used so it is vital to adopt a mobile first approach when optimising your website.

Ensuing that your website is highly responsive to all devices is the first step. Testing your pages regularly for mobile friendliness is also a must and keeping all your resources crawlable to make sure your mobile site doesn’t block CSS, JavaScript, images, videos is essential. Once completed, it is important to add and verify the mobile version of your website in Google Search Console.

Think More Local

If you run a local business, optimising for voice search is a must as voice searches are normally more location-focused than any typed searches.

Creating and optimising a Google My Business account is the first step and then start gathering as many reviews possible on Google. Our team would also recommend optimizing you AdWords campaigns for the “Near me” searches, adding AdWords location extensions and incorporating Google Maps Local Search ads into your campaign.

Create Natural Content

When you think about it logically, when you speak to your phone you essentially treat it like a person! Thus when optimising your content for voice search, it must be as naturally sounding questions or statements. It is vital to provide clear context to what your content is about and write it in a way that can be read aloud. You can consider building your content around questions, creating a Q&A page on your website. Optimizing the format is also important as Google loves small tables, paragraphs and short lists.

It is important to note however that voice assistants rely on natural language processing. Over time they learn the patterns unique to the person who speaks to them, their preferences in restaurants, transport, shops, and other kinds of their behaviour. On the basis of this knowledge, virtual assistants will provide tailored and relevant search results that vary depending on the user.

Conversational keywords

Our final tip from our FCDM team is to understand that a different approach must be taken when it comes to keyword research for voice search optimisation. As voice search is more about long-tail conversational keywords and questions that people are likely to ask a different approach is needed. Long-tail keywords are less competitive and generally convert faster.

By using the above tips, you can easily optimise your digital marketing campaigns for voice search results.  Our extensive experience in assisting our clients with optimising their strategies for Voice Search ensures the specialist skills needed to execute effective and profitable digital strategies. If you are looking to partner with an expert team to drive new business, feel free to get in touch today on +353 1 5253188 or email sales@fcdm.ie

Broadening Your Audience Potential with LinkedIn

Following Facebook’s algorithm shifts this year, many business have looked to diversify their traffic sources.

With over 500 million users and a more business-cantered approach than other social media platforms, LinkedIn can be a great tool to generate sales. Over the past year, LinkedIn has been developing its marketing solutions for businesses and the partnership with Microsoft has enabled a broader range of integrations and data tools to help optimize campaigns.

Our team at FCDM, have complied some top tips to help your business to use LinkedIn to broaden your audience potential.

Activate LinkedIn Website Demographics

LinkedIn Website Demographics is a free reporting tool that can provide your business with demographic information about the LinkedIn members visiting your website. This tool can be very beneficial in assisting in optimizing your LinkedIn campaigns and content as you can use LinkedIn’s demographic information to better understand your visitors and their behaviour.

In order to avail of the free tool, your website audience must be over 300 members and you will need to add the LinkedIn Insight Tag to your website. Once verified you will be able to view and compare metrics about two different website audience segments at a time. You can further filter the data for the website audiences using the date range dropdown and the following demographic dimensions:

• Job title
• Company industry
• Job seniority
• Job function
• Company size
• Location
• Country
• Company

Utilise LinkedIn Video

Video is the most popular form of content across all social networks today and LinkedIn is no exception. LinkedIn says video content is shared 20x more than any other type of content on the platform.

To share a video. all you have to do is go to the post button (Android) or share box at the top of the feed (iOS) and tap the video icon. You can then start recording a video or upload previously recorded videos. Q and A sessions and showcasing your office culture is a great place to start, when developing ideas for your LinkedIn video! Don’t forget to check in on your viewership statistics for each video, which are similar to those for articles and posts you publish on the site.

Join and Participate in LinkedIn Groups

Another great way to increase the value of LinkedIn for your business is to join and participate in LinkedIn Groups. This is an area where professionals share content, information, and insights about a particular industry and it’s a great place to build your knowledge and expertise. It is also a useful place for connecting with new business contacts and establishing your brand as an expert in your field.

It is vital however to participate regularly within these groups and to comment or start discussions on other people’s posts as constantly engaging with other members of the group can increase the visibility of your brand and help establish your credibility in your industry.

As you can see, there are a lot of great ways to use LinkedIn when broadening your audience potential. Discover how LinkedIn can enhance your businesses bottom line, by scheduling a consultation with our experienced team today.

Generating High Quality Leads with Paid Search

Google Ads are now the king of paid search and has been for quite some time and remains one of the best ways to drive new business and generate high quality leads.

B2B paid search is a bit more challenging than when you are advertising direct to the consumer. At FCDM, we test various ad text combinations, landing pages, key-phrases and other paid search elements to ensure optimal campaign performance.

The first step in the process is to create ads that will generate quality leads. It’s important know exactly who it is you are reaching out to, so in turn we can tailor targeting and ads to reduce wasted clicks that are wasted money.

Secondly, it is vital to direct your prospects to a well-designed landing page. Every landing page should have the following:

  • A compelling and converting headline.
  • An image or video of your product or services.
  • A short description to explain what your product or service is.
  • Bullet points to highlight key features and unique selling points.
  • Lead capture form so users can submit the contact information.
  • A strong Call to action that directs users to the action you want them to take.
  • Testimonials, reviews, case studies and award recognition.

In order to maximise your lead generation efforts, at FCDM we would also highly recommend the creation of both Remarketing campaigns and Display Ads as part of the overall PPC strategy.

Display advertising is where our team start getting more creative with our lead generation efforts. Display marketing offers a more budget-friendly alternative and can take advantage of the platform by using a layered targeting approach and setting custom affinity audiences.

By using Remarketing, we can can target users that have already visited your website and customise the ads more efficiently based on their browsing habits. At FCDM, we understand the importance of offering users something of value, rather than trying to sell them something. We aim to focus our Remarketing campaigns on a content offer hence generating leads that are more likely to be interested in what your business has to offer and make a purchase in the future. Key Remarketing messages can be in the form of customer reviews, brand benefits and industry insights. The key aim is to portray your business continually as a valuable resource and potential business partner. This will ensure that your brand remains ‘Top of Mind’ and aims to build further trust in your brand and product.

Unlike eCommerce Paid search campaigns that report on profit, it is important to take the reporting down a level to include lead generation KPIs such as:

  • Qualified leads
  • Total leads
  • Cost per qualified lead

At FCDM, we are experts in helping our clients to acquire quality leads that are nurtured into sales. We have produced significant results time and time again for our clients by utilising paid search for successful lead generation. If you feel that your business could benefit by working with Manchester’s leading digital marketing agency, feel free to get in touch today on +353 1 5253188 to discuss how FCDM can help take your business to new heights!

Pinterest as a Content Marketing Tool

Pinterest can be powerful marketing tool and helps to build brand awareness, improve engagement, drive conversions and generate increased website traffic.

According to Pinterest, in 2017 there were 175 million active Pinterest users around the world and 75 billion ideas “pinned.” Ninety-three percent of Pinterest users, use Pinterest to decide what to buy online, and 67 percent have said they discovered new products because of what they’ve seen on Pinterest.

But can it be an effective content marketing tool? Absolutely!

When considering using Pinterest as a contect marketing tool, it’s important to keep your online marketing strategy in mind and how the functions of Pinterest will compliment your content strategy goals.

How can Pinterest contribute to my business as a Content Marketing Tool?

While you can follow and be followed on Pinterest, your content can be seen in a number of ways by people in and outside of your network. A pin on Pinterest can lead directly to your website, product and landing pages or content. Pinterest is fun and users can absorb a large amount of content through the images that you share.

How can you harness the power of Pinterest as a Content Marketing Tool?

First and foremost it is vital to make it very easy for your website visitors to ‘Pin’ from your pages. This can be done by using Pinterest’s own Save Button or customize your own share button.

Depending on what your business sells or publishes, you should enable Rich Pins if possible. Product Pins give pricing info while Article Pins would be perfect for your latest blog.

Which is even more reason to get the jump on this strategy before it really takes off in the content marketing space.

At FCDM, we have used Pinterest to help many of our clients to increase brand awareness and sales by harnessing Pinterest as a Content Marketing Tool.

For Flowers.ie, we have used Pinterest to help to grow brand awareness rapidly by providing an engaging way to reach their target market through the content that they share. Their sales have grown steadily and they attribute much of that growth to Pinterest. Within the first 2 months of using Promoted Pins, they saw a 15% increase in sales and revenue. Their compelling content has been saved by a significant number of pinners, allowing them to reap the benefits of their Promoted Pins long after a campaign is over and continue to see their cost per acquisition decrease continually.

Get in touch with our team today and let us help you to harness the power of Pinterest as a Content Marketing Tool!

Top Tips for Choosing the Perfect Domain Name

Your brand is important, and your domain name is the foundation upon which your online brand will be built. Your domain name is how users will find, remember, share and identify your company online.

Your domain name domain is often the first thing that your customers will see, so it is important to find a domain that fits your business, ensuring that it is memorable and easy to spell. Your choice of domain will also impact on your website’s success in nearly every area, including search engine optimization (SEO) and social media marketing (SMM).

Here are some tips from our experienced FCDM team to help you on your journey:

Decide on the right Domain Name Extension

It is important to use the right domain name extension for your business. Every web address ends with a full stop followed by a domain extension for example .ie, .com or .co.uk etc. Each one has its benefits, so find the one that best suits your business. Fell free to get in touch with us for further information on what might work best for you.

if you’re simply concerned about protecting a branded website address it would also be advisable to pick up related domain extensions and redirect them to your home page, just to avoid brand confusion in the future.

Consider using a keyword in the URL

Search engines try to determine what your website is about so they can list it in relevant searches. The domain is one of the first places they look for clues about your business. It is important to consider either an EMD or a PMD for this purpose. While exact match domains (EMDs) are no longer a necessity, keywords in your domain name can still help your SEO ranking.

  • Exact Match Domains (EMD)

An exact match domain is a web address that is identical to the word or phrase that a user might enter into a search engine. For example, if a user searches for “Flowers” an EMD would be www.flowers.ie

  • Partial Match Domains (PMD)

A partial match domain is a web address that includes some of the words or phrases that a user may enter into a search engine. For example, if a user searches for ‘repair my phone’ a PMD would be www.repairmystuff.ie

Consider choosing a brandable domain

Having a domain name that matches your target keyword does offer some benefits, but there is another factor that you should consider which is the brand-ability of the domain.

Your brand is important, and your domain name is the foundation upon which your online brand will be built. Your domain name is how users will find, remember, share and identify your company online. In both social media and search engines, the domain name is the primary way by which users can identify where the link will lead.

FCDM have an experienced team on hand that can help you when choosing the right domain name for your business!

In conclusion, when choosing the right domain name for your business, it is vital to remember that your URL may be the first thing your potential customers will see. A strong domain name can make a positive and lasting impression. If you require assistance when choosing the perfect domain name for your business, feel free to get in touch today for a free consultation with our expert team!

Twitter Updates

Twitter will now use thousands of behaviour signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline.

Twitter has recently announced another significant change to the way its conversations will work, evaluating not just the content of individual tweets but the way users behave more broadly on the platform.

Twitter representatives recently published a blog post about the changes, outlining the steps it is taking to address what it defined as “troll” behaviour. Twitter also said it was using policies, human review processes, and machine learning to manage how Tweets are organised in conversation and search. It also said one of the behavioural signals it would be paying attention to are accounts that do not have confirmed email addresses.

Twitter will now use thousands of behaviour signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline.

In a recent online publication, Twitter quoted that ‘’by using new tools to address this conduct from a behavioural perspective, we’re able to improve the health of the conversation, and everyone’s experience on Twitter, without waiting for people who use Twitter to report potential issues to us’’

In February, Twitter took some aggressive steps to curb spam and bot activity by blocking identical actions across multiple accounts. Less automation now means more time-intensive tasks for businesses. The new policy restrictions no longer permit simultaneous posts with identical content to be shared across multiple accounts.

It also eliminated the ability for a user to simultaneously ‘Like’ or ‘Retweet’ a post or ‘Follow’ an account from multiple accounts. This means that users of automation platforms like Tweet Deck can no longer select multiple accounts to automate posts, tweets, retweets, likes or follows.
Instead of posting identical content to multiple accounts, Twitter recommends creating a tweet from one account and then retweeting the content from another account.

With Twitter’s ongoing attempt to improve the health of its platform, it remains to be seen how this will impact businesses moving forward.
If you would like further information on Social Media Advertising, feel free to get in touch today with our experienced team today here.

Google launches Goal Optimised Shopping Campaigns

The release of Google’s Goal Optimised Campaigns marks another step towards Google’s focus on automation and machine-learning.

Google have recently announced a new Shopping campaign type called Goal Optimised Campaigns. The campaigns will use machine learning to aim to automatically optimise ad delivery to achieve the defined conversion goal value, such as revenue or return on ad spend.

The innovative new campaign type will combine dynamic Remarketing and standard Shopping in one campaign in order to deliver an ad across Google properties and the ad network. Ads can display on Google Search results, Gmail and YouTube, as well as Search partners and the Google Display Network.

For most businesses, Google Shopping and Google Remarketing serve two very different purposes. Google Remarketing allows you to re-engage your customers and bring them back to your site to convert, whereas Google Shopping is a tool for capitalising on your brand equity and driving new customer acquisition.

The release of Google’s Goal Optimised Campaigns marks another step towards Google’s focus on automation and machine-learning. GOCs effectively merge Google Shopping campaigns with Google Responsive Remarketing ads, opening up the reach of your Google Shopping ads to not just the Search Network, but the Display Network, YouTube, and even Gmail, all in one campaign.

At FCDM, we have a proven track record in creating and managing winning Google AdWords campaigns for our clients, who are dotted all over the globe.

FCDM are a trusted and certified Google AdWords Partner, which is the highest award that is given to us directly by Google. Google certified partners are more equipped to help your business grow and prosper online. We know how to transform your Google AdWords campaign into your most powerful lead generation tool.

If you are looking for an experienced digital agency, who are Google Accredited Partners and can help your business to win business, we can help you! Contact our experienced team today to find out how FCDM can take your business to new heights!

FCDM nominated for Prestigious Award

FCDM is delighted to announce that we are finalists in the ‘Exporter of the Year’ category at the upcoming 2018 Athlone Business Awards.

The Athlone Business Awards is an annual event hosted by the Athlone Chamber of Commerce that recognises local businesses that excel in their area of expertise.

At FCDM, we pride ourselves on being a digital agency with a difference and have a passion for delivering results and this can be seen through the success that we have secured for our clients both nationally and internationally.

Additionally, FCDM’s team based approach allows us to provide a high quality, flexible and hands-on service. Our comprehensive skillset includes marketing, web development, graphic design, search engine optimisation, content development and project management expertise. Our portfolio ranges from small independent companies to large corporate clients.

The awards ceremony will take place on Saturday 21st April in the Sheraton Hotel in Athlone and we are very much looking forward to attending the event.

You can book tickets to the event and support the finalists on the night. A complete list of categories and finalists can also be found here.

New Google My Business Dashboard

Google is now slowly rolling out the new Google My Business dashboard.

Although Google offers many options for small and local business owners to promote their business, the process hasn’t always been crystal clear. With so many choices like, Google+, Maps, and Google Search, business owners previously had to manage multiple profiles to reach their customers. As a solution to this problem, Google My Business combines all these apps into one convenient all-in-one business solution.

Google My Business lets you post updates to showcase what’s new, respond to reviews to build loyalty and add photos to highlight what makes your business special.

The new dashboard in Google My Business will allow users with multiple listings to view and edit their information in a much more user friendly way.

Some of the features in the new dashboard, according to Google will be as follows:

  • Users will no longer need to switch between card and list view within their dashboard; all users, large and small, will be using the same interface.

 

  • The new dashboard is much easier to navigate, allowing you to click into a listing and edit within the same window.

 

  • Features such as Posts and Insights are now more easily accessible, displaying on the side navigation panel of the main page.

 

  • Adding more listings will no longer impact the loading speed of the page.

If you are looking for an experienced digital agency, who are Google Accredited Partners and can help your business to win business, we can help you! Contact our experienced team today to find out how FCDM can take your business to new heights!

Facebook Announce News Feed Changes

According to a recent announcement from Mark Zuckerberg, what we will see on our News Feed is set to change very soon.

Nowadays, most of our Facebook news feeds are dominated by professionally made content from brands, businesses and the media. According to a recent announcement from Mark Zuckerberg, that is all set to change very soon. Facebook’s new goal is to help you to “have more meaningful interactions”.

According to Zuckerberg, Facebook has studied academic research and concluded that social media is only good for a user’s well being if they use it to “connect with people we care about”. So Facebook now wants to promote the sorts of posts that encourage those interactions. Moving forward, expect your news feed to be now dominated by posts from friends and family, as well as Facebook groups that you are a member of.

Facebook has long displayed concerns over the decline in organic sharing with users posting content about their own lives, rather than simply sharing links to the wider web or professionally produced videos and photos.

Facebook now plans to promote posts that generate discussions over those that are ‘passively consumed’. Company executives say they hope the changes will make people feel better about using Facebook, following a year in which critics have warned of its negative effects on society and high-profile former employees have distanced themselves from their creation.

Facebook have also reportedly partnered recently with fact-checking organisations, working to prevent fake news from spreading. It is now forcing all advertisers to disclose the content of their advertising publicly.

If you would like further information on Social Media Advertising, free free to get in touch today with our experienced team!