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WiserWeb WiserWeb | Web Design & SEO Norwich Company The Old Dairy Norwich Norfolk NR9 4NN wiserweb.co.uk 5 4.8 1 34 Best Web Design & SEO Company in Norwich, Norfolk Mo-Fr 09:00-17:30 http://wiserweb.co.uk/wp-content/uploads/2016/03/weblogo.png £££ +44 1953 852939 https://plus.google.com/+WiserwebUk/ https://www.facebook.com/wiserwebUK/ https://twitter.com/web_wiser/ 52.5798 0.966192 Darryl Britton https://uk.linkedin.com/in/darryl-britton-b09138b6

Category: Marketing


Mailing lists: Is yours up-to standard?

With the updated General Data Protection Regulations (GDPR), have you checked to see whether your mailing list is compliant with the new legislation?

The new rulings cover over 99 different areas, so it could be very easy to not realise you are in breach. They have changed the way companies and public sector organisations handle their customer data. But here are the most difficult rule changes those affecting information retained on current customers, including email lists.

The accountability principle

The new regulations introduce the Accountability Principle concept which requires businesses to give evidence to how they are complying with the principles of the legislation. This principle not only affects the collection of new data, but data already being held.

Article 5 of the legislation requires that all currently held personal data be:

• Collected for a specific purpose and that purpose is made clear to all those whose data you hold.

• Data must not be used for any other purpose than for which you have sought permission.

• You should only hold as much data as you need to complete the task for which you are holding the data. (Any other data should be deleted.)

• All data must be accurate and kept up to date at all times. Inaccuracies must be rectified immediately and any rectifications shared with third parties to whom you have sold the data.

• You should only keep data for as long as is necessary to complete the task for which you have sought permission.

• Data should be securely stored and protected against unauthorised access.

What you need to do to make sure you are compliant?

Make sure you have clear consent from existing customers to use their data for the purposes you have described. Note: pre-filling a form or check box with automatic consent is not considered clear consent.

If you cannot show you have received clear consent from the customer you must obtain their permission again or conduct a legitimate interest assessment (LIA) for each form of processing (i.e. marketing) you conduct for these people. Note: only send consent request emails to customers who have already agreed to receive information from you. Trying to achieve consent from customers who have already asked not to receive information from you is in breach of current data protection legislation.

Implement an information governance framework which records the changes made to customer data. You must keep a record of individual customer permissions so that you can prove you have permission to send marketing material to them.

Delete all information which is not required for the purposes of the permission you have received e.g. you do not need to know someone’s date of birth to send an email newsletter unless it contains information which is unsuitable for minors.


Working your way through the ranks: Why Google ranking is critical

With the constant buzz around social media and paid online advertising platforms that continue to advance, you could understandably ask: “is Google ranking even relevant anymore?” Well, good question. The short answer is: yes, absolutely! And the long answer is this entire blog article…

First, let’s swiftly deal with PPC…

Pay Per Click advertising is no replacement for organic search ranking. Why? Because between 70 and 80% of users ignore paid adverts entirely.

Now for social…

“You need a social presence”

“Social has replaced websites, blogs and email marketing”

“PPC and SEO are dead. You need to invest in social instead”

You’ve heard it all. But it’s simply not true. While social should be an essential part of your marketing efforts, 93% of all traffic comes from search engines. That’s 93% of all online enquiries, sales and first points of contact. And while social is great for reaching audiences you may not reach via search (as well as actively engaging with them), your website remains THE most powerful tool at your disposal. It conveys your brand identity, presents your service/products in a way that you choose and can capture all-important data to inform your future marketing strategies (such as which products are the most viewed, what pages drive the most engagement and what types on content lead to the most traffic and sales).

Ranking – Time to look at the nuts and bolts…

Ranking is decided by hundreds, if not thousands, of ‘ranking signals’. This includes links, site structure, social presence, load time, whether the website is mobile-ready, keywords, fresh content, time on site, bounce rate and much, much more.

We’ll be honest, all the above should be part of an ongoing strategy. It’s arduous work (and rather complicated). But it’s worth it. Here’s why…

The power of Google position: Digging into the data

Google aims to do two things: show searchers the pages/products/information that they are looking for, and direct users to pages that are the best and safest. Over the years, it seems that they’ve perfected their role, with a market share that today stands at 90.31%.

#1 position in Google would net you 33% of search traffic, while 60% of clicks go to the top three websites in search engine results. And if you need any further proof that continually working your way up the ranks matters, consider this: 75% of users never click past the first page of search results.


So we hope it’s clear – ranking matters. It always has, and unless the internet transforms into something unrecognisable, it most certainly will for many years to come. Want to find out what a month-on-month improving search position could do for you? Call the Wiser Web team on 01953 852939 or send us a message via our contact page, and we’ll be right back in touch.




Good reviews – They’re a non-negotiable for your business

Take a moment – when was the last time you read a Facebook review, checked a Trustpilot rating or left your thoughts on TripAdvisor? Chances are it was pretty recent.

While you may not give a second thought as to the heavy weight you place on a product review before clicking ‘Buy Now!’, now’s the time to consider what online reviews could do for your own business.

“While a good reputation precedes you, a bad reputation will follow you for a long time – it takes years to build a strong rapport with people and just seconds to lose it” – Richard Branson.

Positive reviews add to the bottom line (while negative ones taketh away)

86% of people would pay more for services from a company with higher ratings and reviews

Positive reviews don’t simply lead to intangible niceties, such as a ‘great online reputation’ or a ‘good brand image’. They measurably impact the bottom line – both for the better, with good reviews, and for the worse, with bad reviews.

82% of Yelp users said they typically visit Yelp because they intend to buy a product or service, while businesses with two negatives on the first page of search results risk losing 44% of its customers.

Each negative review costs the average business about 30 customers/clients.

They don’t know you, why should they trust you?

Word of mouth marketing has been one of the most powerful marketing mediums since the very first business set up shop. Despite us living in a digital age, this remains just as true in the modern day (as the following stats and facts go to show…)

For every business… 80% of consumers consider reviews just as important as personal recommendations.

For bricks and mortar stores… 90% of consumers read online reviews before visiting a business.

When you have a shining online reputation, potential customers trust you before they’ve even so much as spoken to you or purchased from your site. The stark reality is, earning trust in the online world is tough, if not impossible, without good reviews.

Bad reviews? They can be good for business!

“Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business” – Zig Ziglar.

Uh oh. You’ve been left a negative, one-star review. Rather than it being time to panic – bad reviews should be embraced. After all, they show you (in no uncertain terms) how your business can be improved. They also offer a right to reply – and with a carefully considered response, you could demonstrate professionalism and present a solution for the unhappy customer.

A word on testimonials

Featuring testimonials on your website are a powerful conversion tactic. After all, they break up the words on your site that were written by you with the thoughts of a real, life customer. Testimonials can also convey an emotional aspect as to how your business resolved the problem that they faced.

Want to talk about getting your satisfied customers talking, sharing and reviewing? If you’re ready to tap into the power of positive reviews, you know where we are. Call the Wiser Web team on 01953 852939 or send us a message via our contact page, and we’ll be right back in touch.


Latest Google Update Makes Mobile-Friendly Sites More Important

Latest Google Update Makes Mobile-Friendly Sites More ImportantGoogle has recently announced that it will be unveiling an update in May that will amplify its mobile-ranking signal in a bid to aid users to find more relevant, and mobile-friendly sites. However, as Darryl Britton from WiserWeb explains, Google wasn’t forthcoming about the exact impact it will have in the world of SEO.

Mobile-friendly sites have been gaining traction in the online world ever since Google made changes to its algorithm in 2014 which in effect promoted sites that were labelled as ‘mobile-friendly,’ which effectively means that the website can be navigated on a mobile device with very little difficulty. So this means that the webpage should not contain flash (as many mobile devices do not support it) and text should be presented in an easy-to-read way that doesn’t require pinching or zooming.

The mobile-friendly label was soon instilled as a ranking factor, which means that any websites deemed as not mobile-friendly would rank lower than their mobile-friendly counterparts. In fact, the algorithm update has such an impact on the industry, that it gained the name ‘Mobilegeddon.’

So what does the latest update from Google hope to achieve? Well, the information surrounding the update is somewhat scarce, but it does enforce one message, having a mobile-friendly website is more important than ever.

Why Is There So Much Focus on Mobile Sites?

Just as technology has evolved, so has the way we use it. When the Internet was first unleashed, the downloading of a webpage often took a number of wires as well as a great deal of patience. Internet users in the current day can not only download information wirelessly at an astonishing rate, but they can also do it from a number of different devices.

The introduction of touchscreen smartphones and tablets means that the way people peruse the web has changed somewhat dramatically. Operating systems such as Android and iOS were offering a mobile platform that could equally match the operating system found on any home computer.

As such, many webmasters saw the potential of these operating systems, as started to ensure that their website was built for visitors deriving from these platforms. This often meant that the structure of the website would adapt to a user’s device and operating system, meaning that the navigation was only done via the touch screen.

As smartphones become commonplace in the modern world, a series of apps and mobile-friendly sites were unveiled which made navigating the web a much easier endeavour while mobile.

The focus of mobile browsing has been adopted into modern culture, with a series of people uploading pics to social media while mobile, as well as checking into their favourite businesses.

Businesses are also able to promote themselves to potential customers in the area, by offering special discounts and offers to anyone within the locality.

Of course, there is also the fact that Google will want to present websites that are relevant and mobile-friendly, to help better serve advertisers who use the Google platform to help expand their business.

What Does the Update in May Actually Entail?

Google is holding back on this one, other than stating that mobile-friendly websites are a must. But Google has also been fixated on offering its visitors webpages that load quickly, and has introduced AMP (Accelerated Mobile Page) in the past, which helps sites load much faster, akin to Facebook’s Instant Articles feature.

As such, it can be expected that AMP will be introduced as another factor in Google’s mobile ranking algorithm, but this can only be speculated until the update is actually released.

How Can I Check My Website is Mobile-Friendly?

Evidently, some website owners may be concerned that their website may not meet the criteria set out by Google and therefore fall in ranking. However, Google does offer tools that can help webmasters ensure that their website is mobile-friendly. Using Google’s Mobile-Friendly Test feature can help you determine as to whether you need to make any changes.

There are also a series of guides presented by Google itself that will aid you in customising your website software by offering a series of checklists, as well as some questions and answers.

While many could deem such updates as frustrating, it actually instils confidence in users who use the search engine on a daily basis, as they know they will only be presented with rich content and responsive websites, not a series of keyword-stuffed websites that have haunted the Google results in the past, and are part of the reason why such powerful algorithm updates were put in place in the first instance.