Frequently Asked Questions
We get a lot of questions from our much loved clients and we have it all in one place here for you too
Search Engine Optimisation
SEO stands for Search Engine Optimisation. It is the process of optimising a website aligned with an algorithm to become more relevant and dominant for targeted keywords, SEO enables the promotion of your website to become more visible to search engines in organic search results. Basically SEO puts your website in front of the people looking for your offer/solution to their want or need. This fast tracks you ahead of everyone else in your competitive landscape. It is important for businesses to have web presence in that people who are looking for your brand, products or services via search engines such as Google, Yahoo and Bing will generally click on websites only listed on page #1. (E.g. A Carpet Cleaning Company in Melbourne would want to target a relevant keyword like ‘Carpet Cleaning Melbourne’ and rank on page 1 organically.)
A few things to consider when engaging in an SEO solution, search engine optimisation does not happen overnight like Paid advertising does. There are many different factors to a successful SEO campaign and many different levels of expectations in terms of results. Generally SEO’s focus on page #1 rankings as the result, this can take weeks or months or sometimes longer it can depend on a few factors listed below:
-Domain age
-Quality and quantity of content
-Link profile
-Competition levels
-Geographic scale to target
We measure through data collected via Google Analytics. This allows us to understand how your visitors are engaging with your website, the websites usage and traffic sources. This allows us to identify more areas for improvement along the way. The bottom line is we want results for you through your ROI; we will work tirelessly to help improve the results that matter to you.
Organic results are those that are free and rank on page #1 for merit due to many factors, the main factors being relevance and authority. Paid results refer to many different forms of pay-per click (PPC). These results appear at the top of the page. Companies pay a fee every time their Ad is click on. It is immediate but can be costly if not optimised correctly.
The Meta Description is the text that is displayed below the search result title tag. It gives a brief description of your targeted search so you can identify what it is exactly that you are looking for. Meta Descriptions are still very important, however, they are used differently now compared to in the past. They are primarily used as your organic Ad text to compel visitors to click on your Ad and increase your click-through rate (CTR), which is the number of times your ad has been clicked divided by the number of impressions (the number of times an ad has been delivered).
Robots.txt is a page that instructs search engines about which information a company wants crawled or indexed by the robots and which pages to restrict. It is typed into your search box something like this:
www.google.com/robots.txt
Pay Per Click
Pay-Per-Click (PPC) allows businesses to target their prospective clients through bidding on popular key phrases. These Ads are delivered with a compelling message to attract highly relevant traffic. There are a few different forms of Pay-Per-Click Advertising as options and can assist in attracting prospective customers in different ways.
They are Google Adwords, Google Shopping, Google Remarketing and the Google Display Network.
PPC helps businesses bring in new, qualified website visitors to help grow online sales, obtain email enquiries and also to get the phones ringing.
We can target specific Ads to customers based on location- regions, cities or simply by setting a distance within your business or shop. We can also target specific devices such as mobile, and set preferences for a certain time of day.
Your Star Digital Marketing account manager will first gain an in-depth understanding of your current implemented marketing strategies and business objectives before coordinating a tailored strategy for you. We’ll shape your campaign so we can deliver real results to you for our efforts. Creating synergy across your current strategy so we can enhance your current marketing efforts to deliver tangible results.
All PPC strategies begin with research into your website and your target audience, that way we can connect you with them and ensure we are delivering qualified traffic to your website. Aligned with your goals and objectives we then tailor a solution based on your allocated budget, your max cost-per-click (CPC) and also what key phrases to target.
When a searcher clicks on your Ad, whether that click turns into a conversion or not, you are charged for that click.
This is why throughout the campaign management, we keep an eye on progress to see if there are tweaks we can make to increase the potential of delivering an increase ROI, this could be Ad text, Ad groups or new key phrases.
Results are measured, monitored and quantified through goal tracking and other web tools we use. We take time to ensure we are doing everything we can to make sure conversions are high and we are delivering a great ROI.
Whilst the campaign is progressing we will continually optimise the campaign to lower the cost per click and the overall media spend.
A Cost-Per-Click (CPC) is Google’s bidding system for the amount you will be charged for a certain key phrase. CPC’s can depend dramatically on whether or not a key phrase is competitive or not.
Competitive key phrase= Higher CPC
Non-competitive key phrase= Lower CPC
The most you are willing to spend for a cost-per-click bid is set as ‘max. CPC’, this means that you will never pay more than that. Generally you will pay less for a click even when your ‘max CPC’ is set. This results in the final amount you have paid being your ‘actual CPC’
Conversion
Conversion Optimisation is the process of getting a visitor to become a customer.
This method is to maximise your websites targeted goals by taking what you have and applying proven principles to maximise on results and get more of your website visitors to take your desired actions.
As a rule of thumb your website needs to convey your companies value and benefit to your audience within 3-7 seconds.
If your message is not focused on this then it is likely you will not get the action you want.
There is a lot under the surface of getting a visitor on your website to take your desired action whether that be an online sale, sign up, download, phone call or email enquiry.
If you have healthy traffic but your revenue stream is not ideal you can benefit greatly from this service.
Thankfully through our years in Search Engine Marketing we are in tune with the psychology of an Internet user and know what works to increase conversion lifts.
Our enviable set of skills and ideas are applied to optimise your website to next level revenue.
We will conduct an in-depth audit of your current website and identify missed opportunities, under performing pages and areas for improvement. We will then set a benchmark to see how the site is currently performing, this way we can prove that our efforts have shown real results.
The next step is to apply changes to a mirrored variation that we create. This is called an A/B Split Test.
We keep evolving our variation based on real data metrics. We continue making changes until we are in a position of a high converting and revenue-producing machine.
Specifically aimed at your target audience, expressing value and benefits, creating desire, urgency and helping guide the user to make a buying decision.
After all there is nothing worse than having page 1 rankings coupled with traffic and no sales.
There are many factors involved and all websites differ with different value propositions and advantages, even in the same industry type.
Our walk-through audit will give us a fair understanding of what works and what doesn’t and also what your target audience needs to ultimately take your desired action and make a purchasing decision.
Some of the tweaks and changes we will make again depend on the website.
A few changes can be small things such as text, fonts, colour schemes and images.
More dramatic changes such as page layout, design hierarchy and also developing social currency, trust and authority will impact conversions.
We want visitors to connect and engage with your brand and become lifelong customers.
Data metrics will enable us to see what is working straight away and where we can develop more of a solution to your visitors wants and needs.
Conversion Optimisation is important as it is essential to be dynamic and not merely static and hoping your visitors will in fact proceed with your targeted goals.
There can be numerous factors involved, largely it can depend on the volume of traffic toward the website. The larger the volume of traffic the quicker you can statistically enjoy the results.
Generally results can be instantaneous depending on what changes are likely to see a result.
Some websites can take a little longer as we need to get an understanding of what your visitors want and how they are resonating with your website currently.
The initial changes will target low hanging fruit and encourage the visitor to the finish line quicker through heightened user experience.
Some of the smaller changes implemented will help to improve Micro Conversions.
Results will become more frequent as we test, review, refine and apply new elements to the website on the way to compelling visitors to convert.
Chances are you are already paying for traffic in one way or another to come to your website.
Conversion Optimisation will work with your traffic to establish an easier way for you to capitalise on more value per visitor.
It is more cost effective to increase conversions with the traffic you already have, as opposed to paying more money to attract more traffic that won’t guarantee more desired actions to be taken.
Conversion Optimisation is primarily focused on getting you more value out of your current traffic to increase your ROI.
An A/B Split Test is the method used to test changes that are made to elements on a page. Through this method we can uncover which changes created positive outcomes.
Traffic is diverted between the Control (your current version) and our developed Variation (50%/50% split in traffic) through this technique we can track the statistical significance through the use of Google Analytic data and other web tools.
Web Development
No website or business is the same. Whether you run your business through an E-Commerce, brochure, or informational website we have the skills to make it not only search engine friendly but has built in conversion principles to maximise the value of traffic to your site.
We can assist in building you a website from scratch or adding on to an existing one or simply migrating an old looking site over to an easier platform.
Mobile optimisation is booming at the moment and if you are thinking of getting your website responsive on mobile/tablet devices then look no further.
All of our design and development is built around marketing principles; they must be user friendly, easy to navigate and easy to enquire or purchase.
All our websites are aesthetically pleasing to entice trust and portray value – we want your visitors to convert into customers.
At Star Digital Marketing we take a diligent approach to make certain your project is completed on time and within the specified budget. Your project manager will communicate to you the following phases to make sure your project is a success:
-Project manager and planning – to convey the steps of the project.
-Design phase – using your ideas we will develop a range of designs.
-Development phase – once you are happy with the look and feel of the final design – its development time!
-Content uploaded
-Testing, testing, testing – Thorough testing of all elements before deployment.
-Launch phase – Website goes live on the Internet!
-Training for CMS – In-depth training of the Content Management System (CMS).
-Analysis of conversion – A website needs its visitors to take the websites desired actions, we analyse this to ensure the site is working as it should be.
Building a website without diligent planning is like sailing a ship through a storm – you’re bound to end up in trouble.
The time it takes to produce a website depends on the size and complexity of your site.
A basic website generally takes around 4-6 weeks from start to complete.
Yes it will. All the websites we design and develop work on all devices across the board.
Google has released a new algorithm specifically targeting non mobile-friendly websites.
You will have your SEO rankings penalised for non-compliance.
All our design and development is optimised for mobile devices.
This can vary depending on things such as size (number of pages) and the features and functionality that is required for the website. Our typical website projects start from around $4000.
A CMS is a tool that allows you to maintain the website yourself. We provide the training necessary without the need for any technical skills. A CMS allows you to edit, add pages, images, products, newsletters or blog entries to your website.
