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I know, its already that time of year. Black Friday arrives on Friday 24th November, and hopefully you have been planning for this over the last 2/3 months. It’s important to plan ahead for a major event, but you can still have an impact if you’re running out of time.

Speed it up

One of the first things to look at is speeding up your site and your target pages. This applies to Organic and Paid campaigns, with speed playing a major role in both.

You should look to be doing the following for your target pages:

  1. Optimise ImagesImages can make up 75% of a pages weight. To make your upload smaller, choose a size that fits your needs and use plugins to compress images.
  2. Use a CDN – A content delivery network can help speed up your website’s delivery around the world, something that is particularly important if you sell in multiple areas.
  3. Remove old/unused/crap plugins – This is particularly important for wordpress users, but plugins weigh the page down. If you don’t need them or can replace them with something lighter then get rid.
  4. Remove unused tracking – Did you do Facebook once and left all the tracking data on there? Used hotjar a few years ago and never got rid of the code? If you don’t use it, get rid of it and it will speed up page load.
  5. Use caching – Make sure its all switched on and being used effectively. This can be particularly important when retargeting.
  6. Tidy Up Redirects – Redirects slow down the journey, so dont use more than needed. Also, check the URLs you use in Paid Campaigns, you would be surprised how often they redirect.

Make it easy to buy

Next you need to look at anything that might be making it that little bit harder to purchase. It’s best to test and learn but there are a few things that would quickly improve performance

  1. Fix broken things – Go through the check out process yourself and look for anything that breaks or is broken. Fix 404s, broken plugins and copy that doesn’t make sense. Use a tool like Screaming Frog or a free trial on SEMRush to find those issues.
  2. Add detail to descriptions – Think about the questions people may have about an item and answer them within the copy. This cuts doubt in their mind and increases the likelihood of them purchasing.
  3. Match copy with your advertising – Consistency of your messaging and visual continuity is key to making a user feel comfortable on your landing page. If they liked the copy and visual enough to click on it, the reflect that look and feel on the landing page. Consistency has consistently been proven to improve advertising performance so make sure it’s a part of your plan.
  4. Add Social Proof – Whenever you can, add reviews. Be they for your company or the product, social proof helps remove a barrier to purchase that a user may have.
  5. Remove the unnecessary – Cut down on the amount of work people have to do on the page. Make the form simple with few fields. Let them auto fill and remove unnecessary elements on the page. This cuts the effort of making a purchase.
  6. Clear returns and delivery information – Give people a clear understanding of what they are getting into. This cuts questions and helps them feel more comfortable purchasing.

Get in front of people

Black Friday and the build up to it is incredibly noisy for advertising, making it hard for your ad to stand out. Look at using alternate channels and methods to improve performance.

  1. Use your email list – If you have an email list, use it. During the period, send 3 or 4 emails. First, send a teaser of the offer. Then, announce its start. Next, send one during the deal. Finally, send one right at the end, highlighting the limited time left.
  2. Abandoned cart email nudges – If you can, use nudges around abandoned carts to try and get people back and making a purchase.
  3. Make the most of your social media – Highlight the offer on social, put it in your reels/stories and try to make sure that people engage with it in some way. You will get bored of this, but your audience will probably only see the message a handful of times at most.
  4. Use non-traditional channels – TikTok, podcasts, Spotify are all great ways to get in front of an already engaged audience. People don’t really skip Podcast or Spotify ads as they are already listening. If you can make an engaging audio ad, it’s a great way to inform people of your offer. TikTok is highly visual and a great way of showing off a product.
  5. Other Peoples email lists – If you know industry publications or advertisers you’ve worked with before, ask to join their Black Friday email list. They have done the hard work cultivating an email list of relevant customers, so make the most of them.
  6. Making the most of micro influencers – Micro influencers still get more engagement than the bigger “social media influencers” on the web, so look to them for cost effective and engaging pieces. They are also less likely to be booked up by other brands which is very helpful when looking for options at the last minute. There are numerous options for this including Twirl, Popular Pays and The Influence Room.

Summary

If you’re gearing up for Black Friday and time is running short, the above are some quick, effective strategies to boost your performance. First, speed up your website. Consider optimizing your images, using a Content Delivery Network (CDN), cleaning out old plugins, and activating caching. This will make your site faster and more user-friendly.

Next, focus on making purchasing as easy as possible. Go through your website, fix any errors, enhance your product descriptions to answer potential questions, and ensure that your ads and landing pages are consistently styled. Adding customer reviews can also build trust and encourage purchases.

Lastly, let’s get your deals in front of as many eyes as possible. Utilize your email list to send out a series of targeted messages. Make your presence felt on social media, consider advertising on platforms like TikTok, podcasts, or Spotify, and collaborate with micro-influencers. These steps can help you stand out in the crowded Black Friday market and attract more customers to your business.

Remeber, there is always time to improve. Good luck!

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Universal Analytics (UA) and GA4 are two different versions of Google Analytics. UA is the older version and GA4 is the newer version. In October 2021, Google announced that they will be discontinuing UA in 2022, therefore it is important to migrate over to GA4 before UA is switched off.

Step 1: Create a GA4 property

To migrate from UA to GA4, the first step is to create a GA4 property. This can be done by logging in to your Google Analytics account and selecting “Create Property” from the menu. You will then be prompted to select “GA4 Property” and enter the necessary information such as the website name and URL.

Step 2: Set up GA4 tracking code

Once the GA4 property has been created, you will need to set up the GA4 tracking code on your website. The GA4 tracking code is different from the UA tracking code, so it is important to make sure you are using the correct code. You can find the GA4 tracking code in your GA4 property settings.

Step 3: Verify the tracking code

Once the GA4 tracking code has been added to your website, you should verify that it is working correctly. To do this, you can use the “Real-time” report in your GA4 property to see if there is any data coming through.

Step 4: Import data from UA to GA4

The next step is to import your data from UA to GA4. This can be done by using the “Import from Google Analytics” feature in your GA4 property. This feature allows you to import data from your UA property to your GA4 property.

Step 5: Set up GA4 events and parameters

After importing your data, you will need to set up GA4 events and parameters. Events and parameters are used to track specific user interactions on your website, such as button clicks or form submissions. These can be set up in the “Events” section of your GA4 property.

Step 6: Create GA4 reports

The final step is to create GA4 reports. GA4 offers a range of new and improved reporting features, such as the “Analysis Hub” and “Explorer” reports. These reports can be used to gain insights into your website traffic and user behavior.

Step 7: Test and Monitor

After setting up GA4 property, verify the tracking, importing data, setting up events and parameters, creating reports, it’s important to test the implementation and monitor the data for any discrepancies. This will ensure that your migration from UA to GA4 was successful.

Conclusion

Migrating from UA to GA4 is an important step for anyone using Google Analytics. With the discontinuation of UA, it is necessary to make the switch before it’s too late. By following the steps outlined in this guide, you can ensure that your migration is smooth and successful. GA4 offers a range of new and improved features that can help you gain deeper insights into your website traffic and user behavior. With the new data and better reports, you’ll be able to make more informed decisions about how to improve your website and online marketing efforts.

Search engine optimization (SEO) is an ever-evolving field, with new technologies and changes to search algorithms constantly impacting the way businesses and marketers approach their online visibility. One of the latest developments in this field is the rise of virtual and augmented reality (VR and AR), which have the potential to completely change the way we interact with and consume online content. As VR and AR become more prevalent, it’s important for businesses and marketers to understand how these technologies will impact SEO and to start preparing for the next frontier of search.

The Rise of Virtual and Augmented Reality

Virtual reality (VR) is a computer-generated simulation of a three-dimensional environment that can be experienced through a VR headset or other devices. Augmented reality (AR), on the other hand, is a technology that superimposes digital information onto the real world, typically through a smartphone or tablet camera. Both VR and AR have the potential to change the way we interact with and consume online content, creating new opportunities for businesses and marketers.

One of the biggest advantages of VR and AR is that they allow users to experience products and services in a more immersive and interactive way. For example, a furniture retailer could use VR to create a virtual showroom, allowing customers to explore and interact with different products in a realistic setting. Similarly, an automotive manufacturer could use AR to create a virtual test drive, allowing customers to see how a car would look and feel in their own driveway. By providing these immersive and interactive experiences, businesses can help customers make more informed decisions and increase the likelihood of converting them into paying customers.

Another advantage of VR and AR is that they can help businesses stand out in a crowded online marketplace. As more and more businesses move online, it’s becoming increasingly difficult to capture the attention of potential customers. By creating unique and engaging VR and AR experiences, businesses can differentiate themselves from their competitors and capture the attention of potential customers.

The Impact of VR and AR on SEO

While VR and AR have the potential to change the way we interact with and consume online content, they also have the potential to impact SEO in a number of ways. One of the biggest challenges for businesses and marketers will be optimizing VR and AR content for search engines.

One of the main challenges is the fact that search engines are not currently able to crawl and index VR and AR content. This means that businesses and marketers will need to find other ways to make their VR and AR content discoverable by search engines. One possible solution is to create a separate web page for each VR or AR experience, which can be optimized for search engines using traditional SEO techniques such as keyword research and meta tags.

Another challenge is that traditional SEO metrics such as click-through rates and bounce rates may not be applicable to VR and AR experiences. Businesses and marketers will need to find new metrics to measure the success of their VR and AR content, such as the number of users who complete a VR or AR experience or the amount of time spent in a VR or AR environment.

Preparing for the Next Frontier of Search

As VR and AR become more prevalent, it’s important for businesses and marketers to start preparing for the next frontier of search. Here are a few tips to help you get started:

Search engine optimization (SEO) is an ever-evolving field, with new technologies and changes to search algorithms constantly impacting the way businesses and marketers approach their online visibility. One of the latest developments in this field is the rise of visual search, which allows users to search for information using images rather than keywords. As visual search becomes more prevalent, it’s important for businesses and marketers to understand how this technology will impact SEO and to start preparing for the next frontier of search.

The Rise of Visual Search

Visual search is a technology that allows users to search for information using images rather than keywords. This can be done in a number of ways, such as taking a photo of an object and using it as the basis for a search, or using a pre-existing image, such as one from a website or social media platform.

One of the biggest advantages of visual search is that it allows users to search for information in a more natural and intuitive way. Rather than having to type in keywords, users can simply take a photo of an object and use it as the basis for a search. This can be particularly useful for searching for products, as users can take a photo of an item they like and use it to find similar products.

Another advantage of visual search is that it can help businesses and marketers reach new audiences. For example, a business that sells clothing could use visual search to reach customers who are searching for a specific style of clothing, rather than customers who are searching for a specific brand or product.

The Impact of Visual Search on SEO

While visual search has the potential to change the way we search for information, it also has the potential to impact SEO in a number of ways. One of the biggest challenges for businesses and marketers will be optimizing their content for visual search.

One of the main challenges is that traditional SEO techniques, such as keyword research and meta tags, may not be as effective for visual search. Businesses and marketers will need to find new ways to optimize their content for visual search, such as using image recognition technology and structured data to make their images more discoverable.

Another challenge is that traditional SEO metrics, such as click-through rates and bounce rates, may not be applicable to visual search. Businesses and marketers will need to find new metrics to measure the success of their visual search content, such as the number of users who engage with their images or the amount of time spent on a website after a visual search.

Preparing for the Next Frontier of Search

As visual search becomes more prevalent, it’s important for businesses and marketers to start preparing for the next frontier of search. Here are a few tips to help you get started:

Optimize your images: Make sure your images are properly optimized for visual search by using image recognition technology and structured data.

Use high-quality images: Use high-quality images that are clear and easy to see. This will help your images rank higher in visual search results.

Create visual content: Create visual content such as infographics and videos to give users more ways to interact with your brand.

Stay up to date with the latest developments: The field of visual search is rapidly evolving, so it’s important to stay up to date with the latest developments. Follow visual search experts on social media and subscribe to industry publications to stay informed about the latest trends and best practices.

Conclusion

Visual search is a technology that is rapidly growing and changing the way we search for information. As visual search becomes more prevalent, it’s important for businesses and marketers to understand how this technology will impact SEO and to start preparing for the next frontier of search. By using image recognition technology and structured data,

Local SEO is the practice of optimizing a business’s online presence to rank higher in search engine results for local searches. With the increasing use of smartphones and other mobile devices, more and more people are searching for local businesses online. Google Maps is one of the most widely used tools for finding local businesses, so it’s important for businesses to understand how to optimize their presence on the platform in order to increase visibility and drive more traffic to their website.

Claim and Optimize Your Google My Business Listing

The first step in optimizing your presence on Google Maps is to claim and optimize your Google My Business listing. This is a free listing that allows businesses to provide their contact information, hours of operation, and other details that potential customers may be looking for. By providing accurate and complete information, businesses can help ensure that they show up in relevant search results.

One of the most important things to do when optimizing your Google My Business listing is to make sure that your business’s name, address, and phone number (NAP) is consistent across all of your online listings. This includes not only your Google My Business listing, but also your website, social media profiles, and other directories. Inconsistencies in your NAP can cause confusion for search engines and can make it more difficult for your business to show up in search results.

Get Reviews

Reviews play a key role in local SEO. Positive reviews can help boost your business’s visibility in search results, while negative reviews can have the opposite effect. Encourage customers to leave reviews on your Google My Business listing and other review sites like Yelp and TripAdvisor. Responding to reviews, both positive and negative, will show that you’re engaging and care about your customer’s experience.

Use Local Keywords

Keyword research is an important part of any SEO strategy, and local SEO is no exception. When optimizing your website and other online listings, be sure to include relevant local keywords. These might include the name of your city or neighborhood, as well as more specific phrases like “best pizza in downtown” or “best coffee shop near me.” By including these keywords in your website’s title tags, meta descriptions, and throughout your content, you can help ensure that your business shows up in relevant search results.

Get Local Citations

A citation is any mention of your business’s name, address, and phone number on the internet. These mentions can come from various sources such as local directories, news sites, and social media platforms. The more citations you have, the more likely you’ll be to rank in Google Maps. Some of the most important directories to get listed on include Yelp, TripAdvisor, and Yellow Pages.

Use Google Posts

Google Posts is a feature that allows businesses to share updates, events, and offers directly on their Google My Business listing. By using this feature, businesses can help ensure that their listing stays up-to-date and relevant. This can include creating posts for sales, events, and promotions, providing updates about the business, and sharing useful information like hours of operation, contact information, and other details.

Track Your Results

Finally, it’s important to track your results. Use tools like Google Analytics and Search Console to track your website’s traffic, as well as your Google My Business listing’s performance. This will help you understand what’s working and what’s not, and allow you to make data-driven decisions about your local SEO strategy.

Conclusion

By following these strategies, you can help ensure that your business is visible in Google Maps and other local search results. Optimizing your Google My Business listing, getting reviews, using local keywords, getting local citations, using Google Posts, and tracking your

Search engine optimization (SEO) is an ever-evolving field, with new technologies and changes to search algorithms constantly impacting the way businesses and marketers approach their online visibility. One of the latest developments in this field is the rise of artificial intelligence (AI), which has the potential to completely change the way we optimize for search engines. As AI becomes more prevalent, it’s important for businesses and marketers to understand how this technology will impact SEO and to start preparing for the next frontier of search.

The Role of Artificial Intelligence in SEO

Artificial intelligence (AI) is a branch of computer science that deals with the creation of intelligent machines that work and learn like humans. In the context of SEO, AI can be used to improve search engine algorithms, personalize search results, and help businesses and marketers better understand and target their audiences.

One of the main ways in which AI is impacting SEO is through the use of machine learning algorithms. These algorithms can be used to analyze large sets of data, such as search queries and website traffic, in order to identify patterns and make predictions. This can help search engines deliver more relevant and personalized search results, which can in turn help businesses and marketers better understand and target their audiences.

Another way in which AI is impacting SEO is through the use of natural language processing (NLP) technology. NLP is a branch of AI that deals with the interaction between computers and human language. By using NLP, search engines can better understand the intent behind a search query and deliver more relevant results.

Opportunities for SEO with AI

The use of AI in SEO presents a number of opportunities for businesses and marketers. One of the biggest opportunities is the ability to personalize search results. By using machine learning algorithms, search engines can deliver more relevant and personalized results, which can help businesses and marketers better understand and target their audiences.

Another opportunity is the ability to analyze large sets of data. By using AI, businesses and marketers can gain insights into search queries, website traffic, and other data that can help them improve their SEO strategy.

Another opportunity is the ability to create more sophisticated and efficient keyword research. AI-based tools can help businesses and marketers identify new keywords and phrases that they may not have considered before, which can help them improve their visibility in search results.

Challenges for SEO with AI

The use of AI in SEO also presents a number of challenges for businesses and marketers. One of the biggest challenges is the need to stay up-to-date with the latest developments in AI and SEO. As the field evolves, businesses and marketers will need to stay informed about the latest trends and best practices in order to stay competitive.

Another challenge is the need to adapt to new technologies. As search engines continue to develop and implement new AI-based algorithms, businesses and marketers will need to adapt their SEO strategies in order to stay relevant.

Another challenge is the need to develop new skills. As AI becomes more prevalent in SEO, businesses and marketers will need to develop new skills in order to take advantage of these new technologies.

Preparing for the Next Frontier of Search

As AI becomes more prevalent in SEO, it’s important for businesses and marketers to start preparing for the next frontier of search. Here are a few tips to help you get started: