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Archives for April 2023

What Is the Importance of Keyword Research and How Can You Do It Effectively?

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Getting eyes on your web pages is the first step toward a sale. Keyword research helps companies find the correct phrases to make that happen. In fact, utilizing keyword research strategies can significantly boost your website metrics. To get the most out of your efforts, it’s essential to understand how the research works and the best way to measure results.

Role of Keywords in Search Engine Ranking

Search engines aim to connect users with the best answers to their questions. To achieve this, algorithms crawl webpage content and index keywords. When a query contains those words, the search engine generates a list of applicable links with the most relevant at the top.

Businesses can influence these results by including the right keywords in their website content. Landing pages, blogs and even social media posts can increase search engine results page rankings, boosting the likelihood of users visiting your site. Most users don’t scroll beyond the first results page; if your company doesn’t appear near the top of a SERP, it’s practically invisible.

Of course, being first on a results page won’t do you any good if your site doesn’t offer what the querent needs. SEO and keyword research helps you target individuals who actually want your goods and services, ensuring you see returns for your marketing.

Importance of SEO Keyword Research

Keywords vary in impact and target audience, which is why keyword research is important for concrete results. A poorly chosen phrase may bring thousands of new website visitors while increasing the bounce rate as those users immediately leave. Keywords can’t just be popular in your industry — they must connect consumer needs to your solutions.

There’s no one-size-fits-all way to target a particular audience, especially when algorithms update frequently and under the radar. Instead, businesses must create an ongoing research, measurement and optimization process to stay adaptable in an ever-shifting online environment.

Keyword Research Tips

One of the most important things you can do is stay on top of SEO news. Marketing experts closely monitor Google announcements and SERP trends to anticipate changes; if you’re not on the ball, your rankings will drop. By the same token, responding quickly can catapult you into the top spot as competitors regroup. Understanding the landscape will shape your research approach.

Which strategies you use also depends on your goals. For example, to increase local traffic, you should research keywords that utilize the location. Brainstorm words closely associated with your area, such as the city, county or neighbourhood name, and see which generate high results.

You can also experiment with the following:

  • Utilizing social media trending topics associated with your products or services
  • Varying keyword length
  • Targeting different stages of the sales funnel
  • Trying variations of Google search bar suggestions

Another great technique is competitor analysis. What are other businesses in the space doing, and how effective is it? This approach highlights what works for your industry and the gaps you can exploit.

There are also a variety of tools available — Google’s Keyword Planner is even free. This resource uses the search engine’s knowledge to generate lists of potential keywords, giving you a great place to start.

Keyword Incorporation in Website Content

Of course, how you use keywords matters as much as the phrases you choose. Algorithms assign a lower value to “stuffed” web pages and a higher value to content that incorporates keywords naturally. In fact, Google has said that quality content is the number one criterion for SERP ranking.

To create high-quality content, limit the number of keywords and use them strategically. Headings are excellent placement, as are the first and last paragraphs. Strongly tie the keywords to your own business and, above all, keep your audience in mind.

You should also continually analyze SERP performance. Doing so lets you immediately detect when a strategy no longer works. You can find tools to measure bounce rate, click-through rate and other metrics that gauge the effectiveness of your SEO strategy.

Finally, don’t hesitate to hire professionals to manage your SEO. Keeping up with research, implementation and analysis is a full-time job and can be especially time-consuming for small businesses without a designated marketing department. Unwired Web Solutions handles everything necessary to optimize your website for search engine queries. For more information, visit our website or give us a call today.

The Importance of Storytelling in Content Marketing and How To Do It Effectively

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Today’s consumers are used to a flood of marketing and tune out blatant attempts to grab their attention. However, there’s a way to get your audience invested: storytelling marketing. This advertising approach isn’t new, but it’s also not easy — the human brain is wired to respond to organic storytelling and can easily tell when efforts aren’t genuine.

There is a way, however, to create an earnest narrative that engrosses the audience while cementing your brand in their minds. The key is understanding the core rules of successful storytelling and incorporating them seamlessly into your marketing.

What Is Storytelling in Content Marketing?

A content creation strategy creates a solid foundation for all other digital advertising. It fills your website with informative, well-written content and produces engaging posts for your blog. High-quality content serves as a vehicle for search engine optimization, encourages backlinks and creates a recognizable brand voice.

However, content on its own isn’t storytelling. Storytelling requires three things:

  1. A protagonist
  2. An antagonist
  3. A narrative

The protagonist is who the audience roots for — the hero in classic tales. While it’s possible to create sympathy for super-human protagonists, the simplest and most effective route is to make them relatable. For brands, this usually means positioning consumers as the protagonist — the heroes of their own stories.

The antagonist supplies the conflict by acting in opposition to the protagonist. Sometimes the antagonist is a person, but it can also be a cultural or societal norm, the environment or the hero’s inner demons. In a marketing context, it could be the glass ceiling, a traffic jam or self-doubt.

The narrative is what we generally think of as a “story.” The protagonist encounters the antagonist, engages in conflict and resolves it. This is where you illustrate how your company helps the protagonist overcome adversity. For example, if you sell coffee, the narrative could be that a young person (a stand-in for the consumer) experiences lethargy (the antagonist) in the morning. Your coffee gives them the energy to greet the day smiling.

What Can Storytelling Do for Your Brand?

Where can storytelling content marketing succeed where other techniques fall short? For starters, it gives you control over the narrative.

Your branding, company history and media reports impact how consumers view your enterprise. Based on this information, people will assign motives to your business, whether accurate or not. Incorporating storytelling into your branding gives you the best tools to influence consumer perception.

It’s also key to getting the audience to identify with your company. Today’s consumers are wary of faceless corporations and more likely to see them as antagonists than allies. Storytelling is so uniquely human that it can bridge the gap between a person and a corporate entity. In fact, the first parasocial relationships were those with fictional characters. Creating a narrative gives consumers the right context to see the human behind the logo.

What Is the Best Approach to Storytelling Marketing?

The fluid nature of storytelling allows brands to craft a narrative unique to their goals. While the specifics of your strategy will vary widely from your competitors, there are a few principles you can use to guide your efforts.

First, be genuine. Audiences can tell immediately when a storyteller is trying too hard, which comes off as manipulative. In contrast, people instantly connect with genuineness because they see themselves in it. To stay genuine, ditch the buzzwords and lofty pronouncements; speak to the audience with words they understand.

Second, know your audience. Who do you want to bring in the door? Whose opinion matters? Understanding these demographics will help you create a narrative that resonates with potential customers.

Third, utilize many types of media. While storytelling is often associated with the written word, there are many ways to spin a tale:

Social media is the perfect place to experiment with the format since algorithms reward diverse media. It’s also an opportunity to invite consumers into the narrative by asking them to share their own stories.

Effective storytelling content marketing takes skill and investment. If you’re unsure where to begin, Unwired Web Solutions can help with our team of marketing experts. To learn more about our services, get in touch online or give us a call. With the right support, you can take control of your story.

The Importance of Responsive Web Design and How to Implement It

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In today’s dynamic digital landscape, having a responsive website design is crucial for businesses that want to provide a seamless user experience across all devices. Responsive website design enables a website to adapt to the screen size and resolution of any device. This means that users can access and interact with your website without formatting or interface errors, whether they are using a desktop computer, laptop, tablet, or smartphone.

What Is Responsive Web Design?

Responsive web design is a method of creating websites that are optimized for different screen sizes and resolutions. With a responsive website, the layout, content, and functionality of the website adjust according to the device used to access it.

Why Is Responsive Web Design Important?

All of your business initiatives rely on a functioning website. According to a study by Statista, mobile devices account for over 50% of all internet traffic worldwide. In the United States, that figure is even higher, with mobile devices accounting for nearly 60% of all internet traffic. This trend shows no signs of slowing down, which means that businesses must make a website responsive to ensure their websites are optimized for mobile devices.

Consistent User Experience

Consistency is essential for creating a positive user experience that fosters engagement and customer loyalty. With increased loyalty, you have increased revenue, savings on marketing for new customers, a boost in brand reputation, and an overall competitive advantage.

Improved SEO

Google and other search engines prefer responsive websites because they provide a better user experience. As a result, responsive websites tend to rank higher in search results, which can lead to increased visibility, traffic, and ultimately, conversions.

Increased User Engagement

A responsive website design ensures that users can access your website from any device, which means they are more likely to engage with your content, products, and services. Increased engagement can lead to higher conversion rates and increased revenue. Optimized mobile apps also make it easier for users to share about your brand on social media.

How To Implement Responsive Web Design Effectively

Before putting your design into production, take stock of your goals and target audience. Imagine who your users are, and why they have navigated to your website. Then begin to think about the technical aspects such as fluid layouts, flexible images and media queries.

Use Fluid Layouts

A fluid layout is a design that adapts to the user’s screen size and resolution. This means that the layout of the website changes depending on the diagonal size of the user’s screen. A fluid layout ensures that the website looks great on any device and provides a consistent user experience.

Use Flexible Images

Images are an essential part of any website, but they can also be a significant source of frustration for users if they don’t load correctly. To ensure that your images look great on any device, use flexible images that scale according to the user’s screen size.

Use Media Queries

A media query is a CSS technique that allows you to adjust the layout of a website based on the screen size and resolution of the user’s device. Media queries are an essential tool for creating a responsive website design that provides a consistent user experience across all devices.

Prioritize Mobile Design

A mobile-first design approach ensures that your website is optimized for mobile devices, which is critical given the increasing number of users who access websites on their mobile devices.

Test, Test, Test

Testing is an essential part of creating a responsive website design. Test your website on different devices to ensure that it looks great and functions correctly on all devices. This will help you identify, troubleshoot and debug any glitches.

Rely on Unwired Web Solutions for Responsive Website Design

At Unwired Web Solutions, we stand apart from the competition by providing a customized approach to responsive web design. We take the time to understand your business, goals, and target audience to create a website that reflects your brand and provides an excellent user experience on all devices. e are committed to providing personalized, high-quality responsive web design services that help our clients achieve their goals and stand out in a crowded digital landscape. Contact us today to learn more!

How To Perform a Comprehensive SEO Audit of Your Website

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Search engine optimization is an ongoing process as algorithms update, links break and new technology enters the market. A website SEO audit helps you identify these issues early through a structured, data-driven analysis. Ideally, you should perform an audit at least twice a year, though fast-paced industries may need up to four.

What if you’re a small business without a dedicated marketing department? Should you still allocate the resources toward such a big project? Honestly, the return on investment is worth the effort, especially when your competitors prioritize SEO. If you’re unsure where to start, plenty of tips, tricks and marketing firms are available to help. In fact, this guide is an excellent place to start.

The Importance of Website SEO Audits

As the criteria for search engine results page rankings change, so too must your optimization efforts. SEO audits look at your website’s keyword choice and placement, content topics and other factors to determine their effectiveness. Once you’ve identified areas of weakness, you can update webpages to boost SERP rankings.

A thorough audit also shows what’s working. For instance, if a particular page has a high click-through and low bounce rate, it’s doing something right. Analysis helps you understand what’s pulling views so you can apply those techniques to other pages.

SEO Audit Tools and Techniques

Learning how to do SEO audit work can be intimidating initially, but tools streamline the process. In fact, many perform the hard work of gathering and comparing data — all you have to do is set parameters and interpret the findings.

Of course, with so many options on the market, it’s a task in itself to find the right one. Hiring a marketing firm to conduct your audit allows you to bypass this step. These companies already have a wealth of tools and stay on the cutting edge of SEO technology. They also have the experience to interpret reports quickly and make recommendations.

What do the best SEO audit tools do? First and foremost, they deliver information in an easily digestible format, such as graphics, for easy comparison. Their accuracy is also paramount, as businesses base their strategies on the data. Finally, they sync with Google Analytics to provide a comprehensive, real-time look at how your efforts fare across the internet.

Areas To Focus on During Audits

Once you have the right tools, it’s time to tackle the auditing checklist. Since every website seeks to appeal to the same algorithms, how to perform an SEO audit doesn’t vary much between businesses. No matter your industry or size, you should check the following:

  • Keyword research
  • Site architecture
  • User experience
  • Technical errors
  • Backlink profile

As mentioned, analyzing keywords helps you identify phrases that no longer boost your SERP rankings. Their success is supported by site architecture, which impacts the webpage crawlability. Algorithms crawl pages in search of keywords; prioritizing crawlability ensures that your SEO actually counts.

The site architecture also impacts the user experience, affecting how visitors navigate. The audit will further evaluate the following UX factors:

  • Visual appeal
  • Consistency
  • Responsiveness

As you consider UX, remember to gauge mobile compatibility. The majority of consumers research products on their mobile devices, so your site must accommodate them. That means adjusting to mobile dimensions and avoiding unsupported programs.

Your website’s functionality also impacts the customer experience. For example, long load times prompt visitors to look for products elsewhere. Broken links can make your site seem unprofessional and frustrate consumers, leading to a poor perception of your business. Finally, compounding technical errors can drop your SERP rankings.

Backlink profiles are an essential aspect of SEO for several reasons. First, they’re a signal to algorithms that your content is high-quality. Second, they direct traffic to your website through third-party websites. An audit identifies broken links, allowing you to adjust your strategy to build a more robust backlink profile.

Keeping your website optimized takes knowledge, the appropriate tools and time. If you’re stretched thin in any of these areas, the experts at Unwired Web Solutions can pick up the slack. In addition to performing SEO audits, we offer social media marketing, web design and content marketing services. No matter the scope of your enterprise, we can help you increase your online influence. To learn more, contact us by phone or request a quote online.

How to Design a Website That Is User-Friendly and Easy To Navigate

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At the heart of a successful website is one that is designed with the user in mind. Websites that rank high in ease of use of having simple navigation may get more traffic and better results in the search engines. A user-friendly website starts with intelligent design choices. You need the help of an experienced SEO and website design firm, Unwired Web Solutions, to make your site more effective.

Learn About Your User’s Behaviour and Habits

First, businesses need to understand their user’s behaviour and habits while searching the web. Companies can work with their marketing team to develop a baseline demographic of their ideal customer. You can learn about your potential customers with marketing research into their habits and lifestyle.

Once you find out what is important to your customers, you should focus on that information and make it easy to find on your site. You should also have your web design team plan out the overall purpose of your site and ensure the flow of information is logical and makes sense to your users. Users that get frustrated with a website may leave and never return.

Create a Clear Structure for Your Site

Next, work with your web design pros to create a clear structure for your site. Web design trends have changed in the last few years, making it essential to revise your site’s structure if it’s older and tired. Use feedback forms and surveys to get information about how you can change the layout of your site to better serve your users.

Whatever structure you choose to go with, be sure that your site is functional in all types of internet browsers. Popular browsers like Chrome and Firefox may be fine, but users may have different browser preferences that are different, such as Opera, Safari or Edge.

Use Intuitive Navigation Menus

Your site’s navigation also needs to be updated to be more intuitive and user-friendly. Most successful sites start with a landing page that presents important information to users and instructs them with a specific call to action. Ideally, your landing pages will be able to convert users into customers and bring in more revenue.

Your web design team should be experts in advanced programming languages, such as DHTML, JavaScript, Motools and Ajax so they can build navigation menus that function smoothly. If you have a lot of information on your site, your team should be adding drop-down menus or other navigation tools to simplify the organization.

Optimize for Mobile Devices

Many users today browse the web on mobile devices, such as phones or tablets. The look and structure of your site may function differently when it’s not being displayed on a computer.

Your site needs to also be optimized for mobile devices with a different layout and structure that fits a smaller screen. Web design for mobile devices looks different from desktop designs and needs unique features, such as a condensed navigation bar, larger fonts and optimized images.

Improve Load Times

Modern internet users are also very impatient, so your site’s load time is critical in keeping them engaged with your content. Most web design experts recommend clearing sites of annoying add-ons that increase load time, such as videos, pop-ups and complicated widgets.

The average site has about four seconds of leeway for load time, so anything you add to your design needs to have a fast turnaround time in order to be effective for your audience. Our team works with our clients to test site load time and improve speed so you don’t turn off potential customers.

Make a User-Friendly Website

If you aren’t sure how to make a user-friendly website, that’s where we come in. Unwired Web Solutions understands the latest trends in web design and can apply them to usability. Our team of designers, programmers and testers can revamp your site so it not only looks great, but it generates leads and results. We combine this with our content marketing strategies to give you a comprehensive team approach to web design.

Contact the team at Unwired Web Solutions today for more information about our web design process. We approach design by first learning about your company’s goals for your site and then working with your existing structure to design something more effective.