Welcome to the Froggblog

Just a quick note to wish you all a very Merry Christmas and prosperous New Year.

We’ll be taking a break over the festive period to recharge the batteries ready to be fighting fit for 2010. The office will close around mid afternoon on Christmas Eve and re-open bright and early on January 4th 2010.

For any urgent client enquiries, please contact your account manager or use the email address enquiries@leapfrogg.co.uk

Have a fantastic festive break. We look forward to seeing you in 2010. In the meantime, just for fun, a photo from our recent Christmas do. The theme was secret Santa with a twist. Each employee had to spend £10 on an outfit for a fellow employee from a local charity shop. So, not only did we look exceptionally silly but we also did our bit for chaaaarity!

All that leaves us to do is say goodbye the naughties…hello the tens…or teens…uhmmm, doesn’t quite have the same ring to it as the naughties does it?

Happy Christmas!

Love from the ‘froggers’ x

As we draw towards the end of 2009, we thought it would be useful to compile a list of the most useful articles from the Froggblog written by our team of experts over the course of the last 12 months. It is by no means a definitive list of the key events of 2009 (there have been just too many for us to find the time to write about all of them!). However, there has been some really useful advice shared by our team this year, so with that, here we go…

Strategy

Looking to succeed online? Be guided by these three words

Acquisition, conversion and retention should be at the centre of your digital marketing strategy. Ben Potter explains why.

Digital marketing snakes and ladders

Client Relations Manager, Christos, provides some great advice on developing and maintaining a fruitful relationship with your agency.

All good things come in threes; search, social media and content is another

Ben Potter explains the intrinsic relationship between search, social media and content-based marketing techniques and why they need to work together as part of an integrated digital marketing strategy.

The importance of customer care ‘after the click’

Dan Richardson endured a frustrating afternoon with a customer services rep; this got him angry and he blogged about it with advice all brands should take heed of.

Website Optimisation

Pretty websites do not automatically win popularity contests

Website optimisation executive, Claire Mason, looks at why a successful website has to do a lot more than simply look good.

Quick tips to increase your online conversion rate

It’s one thing getting visitors to your website but quite another turning them into customers. Suzanne Taylor offers some quick tips aimed at increasing those all-important conversion rates.

Improving your bounce rates…Jump to it!

More advice on making your website more sticky!

The case of SEO ‘Boondoggle’ - Leapfrogg’s view

Search guru Jill Whalen wrote a thought provoking article earlier in the year debunking many of the SEO myths that agencies and individuals, in the worse cases, hoodwink their clients into believing are more important than perhaps they actually are. Claire Mason gives her view.

Logical URL structure that benefits users and search engines

The structure of your website sets the foundations for how search engines spider and index your content, and also the ease by which visitors navigate the site to reach the point of conversion. A logical site structure is therefore integral to the success of your digital marketing efforts. Suzanne Taylor explains more…

Google Caffeine – SEOs feel the buzz!

Back in August, all the talk was about a new faster Google with better indexing capability, speed and accuracy of search results. Claire Mason carried out some early testing.

How to optimise your site for Bing

Another big story in 2009 was the release of Bing; Microsoft’s new search engine. Claire Mason investigated whether this new engine required anything different to the traditional methods of optimising a website.

25 things to remember when launching a new website

Mistakes made when launching a new website are all too common and can have some pretty dire consequences. Account Manager, Laurence West, well experienced in these matters provides an extensive checklist of things to consider when taking down your old website and launching a replacement.

Copywriting

How to sell your web copy

Some quick-tips from in-house copywriter Matt Crick on creating great web copy.

Syndicating content without losing authority

Publishing content, such as articles, online is a great way of extending your reach and gaining links. But you want to ensure that you are credited with being the originator of this content. Some tips from Suzanne on how.

How to create and formulate an effective blog schedule

Blogging in undoubtedly an important tool for the vast majority of online marketers. But all too often writers are stuck for ideas. If this is the case, you need to create a blog schedule for those moments where inspiration is not forthcoming. Matt explains how.

Social Media

Social capital, getting among the buzz, and what this all means

A good overview of social media and what it all means from in-house consultant Catherine Pryce.

Video: Social media tools you can start using today, for free!

Earlier this year I delivered a seminar on the beauty of free social media tools. Unbeknown to me the whole thing was recorded!

Twitter - A Quick Start Guide

If they handed out an award for social media tool of the year, Twitter would get it. There has been a huge amount of buzz around it and even I was converted! Some useful tips on how to get started.

Paid Search

Top tips on setting up your Google AdWords campaign for maximum ROI

Advice from Paid Search extraordinaire Amelia Dawson on setting up your Paid Search campaign to ensure maximum ROI.

Top tips on optimising your Paid Search campaign to maximise ROI

Part two of Amelia’s mission to stop you wasting money on Paid Search; this time, how to optimise your campaign on an ongoing basis.

How the Yahoo-Microsoft deal will affect SME paid search campaigns

Another major news story in 2009 was the Yahoo - Microsoft deal. Amelia went straight to work investigating what this means for those currently advertising across both networks.

Paid Search; bidding on competitors brand terms…the why’s and wherefores

Just because Google now allows you to bid on competitor brand names, it doesn’t mean you should! Amelia explains the pros and con’s.

That just leaves me to thank our team for some useful and insightful articles over the course of 2009 and to you, our readers, for tuning in. Expect the Froggblog to continue evolving next year, especially in light of a new niche offering we will be announcing during the early part of 2010.

Merry Xmas and a prosperous New Year!

Recently a friend of mine had his website redeveloped and asked me to take a quick look after it had gone live. The site looked fairly good from the outset; well designed, clear and intuitive navigation and plenty of useful content.  However, the developers had launched the site without redirecting the pages from the old site to the corresponding pages on the new site, whilst also failing to create 404 error pages. They also had no stats package on the site meaning there was no way to measure traffic during the launch and thereafter.

This led me to consider whether developers should understand the basic principles of how search engines work because in this particular case by ignoring, knowingly or unknowingly, the merits of redirects, they may have caused their client some pretty serious damage as any existing search engine rankings are lost, and along with it traffic.

I think the days are gone where a developer can simply ignore the fundamentals of how search engines work; such is their role in how all of us navigate the web and find information. When I first started with Leapfrogg nearly four years ago I would often work with clients whose websites had been built entirely in flash or frames. They would approach Leapfrogg after the site had been built (mistake! - the ‘after’ bit, not approaching me!) and then ask me to deliver an SEO strategy. I would explain the issues the client faced with their new website and their first question would be “shouldn’t my developers have taken care of this or known about these issues?”

Having worked in a web design company previously I would often answer that it simply depended on the brief that was given to the web design company at the time. If the site had been built to be incompatible with the demands of search engines, then it was likely to be because the developer did not possess the necessary knowledge and had therefore built the site to brief.

However, times have changed. Search engines are even more integral to our everyday use of the Internet to the extent where developers should understand how to build a search engine ‘friendly’ website. Remember, this is very different to search engine optimised. The latter involves detailed research into the target audience, keyword strategy, outstanding copy and an appreciation of the need to add a continuous stream of good quality content to the website. This work should all be much with the target audience in mind. This level of detail is often outside the remit of the developer, which is absolutely fine. However, I do think that developers need to really consider search engine ‘friendliness’ as an integral element of their offering. This involves the right choice of technical platform i.e. CMS, considerations around hosting and in particular navigation. If the site is an update to one that already exists than a migration strategy is integral, normally involving the use of redirects.

I think it is not only important for developers to possess this knowledge but also manage the expectations of their client. Don’t say that you do SEO when in reality all you are doing is building a search engine friendly site. This doesn’t help anybody when SEO in 2009 is an awful lot more complex than it was 5 years ago and involves a great deal more work in ‘off the page’ marketing techniques including link building, content and social media.

In helping developers, I have compiled a list of seven deadly sins to avoid when building and launching a new website.  Whatever brief you have been given I see these as integral to the service offered to your clients:

1. Do not build the site in frames. I am amazed that so many clients still approach Leapfrogg with sites using this dated technique. Equally, do not build the whole site in flash. Whilst search engines are getting better at indexing flash based content they have a long way to go yet. Using areas of flash is fine by the way, just not the entire site.

2. Pick the right technology, for example in using a content management system, what control does it allow over ‘on the page’ elements, such as Meta data? Importantly, what format does it churn our URL’s? Keyword based with as few parameters as possible is ideal.

3. Build the navigation to be ‘spiderable’ and ensure you implement a site map and other spidering/usability aids, such as a breadcrumb trail.

4. Consider where the site will be hosted and the number, and type of other sites, on the server.

5. Give your client access to free tools, such as Google Analytics. It is so easy to set up that there really is no excuse not to set up an account.

6. If you are redeveloping an existing site, and assuming the URL’s are changing, perhaps the biggest sin you can commit is failure to set up appropriate redirects. Redirects are crucial to maintain a sites’ presence across search engines (assuming it has one!) and also to pass the value of any links pointing at old pages.

7. Implementing a custom 404 error page. This is again really important if you have changed the site structure. If people hit a standard 404 error page they may not be able to access the site at all and the client could potentially lose new and existing customers.

I would be keen to here your thoughts. Do developers now have a responsibility to consider these basic principles in building and launching sites for their clients, whether they are search engine experts or not? Is there anything else you think should be considered by developers as a minimum standard?

It’s an obvious cliché, but my first 6 months at Leapfrogg have literally flown by, more so than in any other role I have worked in. Even as I write this I can’t quite believe half a year has gone by. I joined Leapfrogg in the spring, fresh to the world of digital marketing, with a background as an account manager in press, radio and web development. Since moving to Brighton, I really became aware of what seemed to be a digital revolution taking place within this newly appointed city, articles were being written, people were proclaiming it a digital hub, some were even suggesting that it is the new media capital of the UK…I wanted to be a part of it.

Despite the economic climate my research supported what I already knew; that ‘digital’ was the way forward and in fact the only marketing medium that was bucking the current trends. I knew there and then I wanted to move away from the old school methods of marketing and take the digital career path. Leapfrogg duly provided that opportunity. With such prestigious awards, such as ‘best place to work’ and ‘best employer’ in 2008 already under their belts I knew a great opportunity when one presented itself!

So what has my first six month contained? What hasn’t it contained I should say?! My introduction to all things digital marketing has not lacked in content and diversity and it has more than met my expectations. Learning about the chameleon that is digital marketing has kept my learning curve pretty vertical thus far, taking in; Natural Search, Paid Search, Website Optimisation, Social Media Marketing, Web Copywriting and Customer Retention to name but a few, with each specialist category breaking down into many more sub categories. This has meant everyday is a school day which keeps things fresh.

One of the main things I have learned is that our campaigns are by no means one dimensional and here at Leapfrogg we take a very holistic approach to digital marketing which allows us to provide the most effective solutions for our clients. I have learned that absolute attention to detail is imperative, as small changes can have big implications. There are certainly no quick wins, obviously we only follow an ethical approach to SEO and implement ‘white hat’ best practice techniques at all times. Ultimately, for any campaign, whether that is a small targeted paid search campaign for Christmas or a long term natural search strategy to build brand awareness, for it to be successful it is hugely important that you build a great relationship with your client from the start. This enables you to gain complete trust and total commitment to providing us with their time, knowledge, experience and feedback so we can in turn build the most effective campaigns around their key goals and objectives.

Most notable changes and developments in last 6 months have obviously been the seemingly unstoppable juggernaut that is recession; this is not exclusive to digital marketing and affects anyone and everyone in the workplace. Nobody likes this word and nor should they, however; it has made everyone, especially us, sharpen our tools, look at further refining procedures and focus even harder on making sure we provide the most effective campaigns, geared to providing maximum return on investment at all times.

Highlights so far have been; working with exciting and diverse clients across all industries, the summer party (which I can’t mention due to it being certified 18!), working with a great bunch of experts who have made me feel welcome and have built me a knowledge skeleton that I am adding the muscle to everyday. And last but not least the volleyball thrashing we gave to Pure 360!

Having come from a web development role previously, where it is all about the design, build and having an online presence or ‘shop front’, digital marketing is what gives the site a share of voice within that sector and drives footfall through the door. Having now had the benefit of seeing both sides of the coin and reviewing both disciplines, I can really see how important they both are in relation to each other. Unfortunately then, it is still disappointing and strange how some web developers are still decidedly lacking in empathy for SEO and it’s benefits to it‘s clients when building a website…but that is a whole different blog post.

It was said to me from that start that working within the digital marketing field would be challenging, diverse and interesting, well it has certainly been all of these things. However, I could not enjoy it more; the concept of taking an SME (small to medium enterprise) or tadpole, as I will refer to them for the purpose of this analogy, and with hard work, analysis, fine tuning, tweaking, tweeting and fettling campaigns, turning them into a frog or even a prince!

Yay, Christmas is around the corner! For most of us, a very happy time of year, full of lovely food, the odd drink(?) and the most exciting bit for me, PRESENTS!!

This Christmas is set to be a record breaking year for online sales.  Recent research by Kelkoo forecasts that 20% of Christmas shopping in the UK will be done online.  This is a significant increase in comparison to last year, most likely aided by the recession and people looking for the best deal online.

If you’ve experienced a tough year the next few weeks are undoutedly going to make or break the balance sheet come year end. Therefore, it is essential to ensure your website is working as hard as it possibly can to turn traffic into sales.

In order to maximise the conversion rate of your site, it is key to focus on the anxieties that customers face when trying to buy from you, particularly in the build up to Christmas.  As you are missing out the “touch and feel” aspect of traditional shopping, your site needs to explicitly answer all potential “objections” (i.e. is this site trustworthy?) with “counter objections” to give the customer confidence to purchase from you.

Frequent anxieties include:

1. Can I trust this site to use my credit card details responsibly, is it reputable?

2. Will the product I receive match my expectations?

3. Will the product be delivered in time (i.e. for Christmas)?

4. Will the aftersale service be good if there is a problem with my product?

When you know your visitors potential objections, you can explicitly structure your site with counter objections.  This should answer the majority of their fears, thereby increasing their propensity to buy from you and increasing your overall conversion rate.  Some great ways of finding out what anxieties your customers face when visiting your site are to survey visitors and/or usability testing. However, with just three weeks to go before the big day its probably a bit late for these more sophisticated techniques.

However, there are a number of quick checks you can make right now.

Most visitors’ objections will be simple and easily pacified by the use of content, client testimonials and security logos.  For detailed information and tips on how to make your site a Zen-like conversion experience (!) I would recommend you look at this great post on the Google Conversion Room Blog.  This post features some sure fire ways of increasing your conversion rate by simply understanding your audience.

A few of the key tips are highlighted below:

1. Make sure you are clearly highlighting Christmas delivery times, the date of your last delivery, etc. The ‘will it get here on time’ question will be the number one anxiety in the build up to Xmas. Also outline your returns policy, especially if you sell men’s socks!!?

2. Ensure you demonstrate your site is secure by using relevant security logos and guiding visitors through the purchase process with clear calls to action.

3. If you have customer comments, testimonials or reviews make these visible, particularly if they relate to the quality of the product or the speed of your delivery.

Understanding how your site visitors anxieties will change in the build up to Christmas and addressing them  should contribute to a bumper Christmas 2009.  Implementing client surveys and/or usability testing should ensure a sustained and profitable 2010.

Until next time…