social media trends taking over 2020 - web design london

Top 5 Social Media Trends Taking Over 2020

Social media played a vital role in businesses seeking to expand their visibility in 2019. However, 2020 will seek to fully capitalize on the trends set forth in the previous year with even better viewership and conversion rates.

Average social media dependency of the current generation has seen a steady rise, and if you look at the latest projections, you will have found your next target market. So if you haven’t already considered tapping into the social media market for your e-commerce website, then it’s high time you did.

Take a look at what which social media platforms are taking over this 2020.

The Rise of Gen Z

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The Gen Z (those who were born in 1995 and later) are the true digital babies. From birth, they were already exposed to the social media lifestyle, and they have continued that affinity into adulthood.

Trending only predicts more growth into this segment, and it is too significant to ignore. But be aware of the social media apps that appeal to them because Facebook just doesn’t cut it for them.

Instagram and SnapChat seem to have a profound influence on them, so be prepared to tap into those apps for your next marketing spiel.


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Take note of new features from their favourite sites that have become successes themselves. For example, a feature on Instagram called “Stories” is enjoying a huge success nowadays.

It is a feature where users or company brands can publish daily content which only lives for 24 hours; after which, it is gone. This keeps viewership up by being engaging because of fresh content every day. No brand should post content more than once per day anyway.

“AR” Is a Go

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Remember Pokemon Go?

The “augmented reality” game has set a gaming trend that is here to stay. “AR” for short is a game feature that allows your device to superimpose images of gaming characters on real or live scenes in the real world, giving the user the experience of having their favourite gaming characters right there in front of them, wherever they are.

Trending predicts that your marketing strategies should include this feature to give potential customers the ability to simulate “owning” your product right there and then to see or feel if it’s for them.

Imagine being able to superimpose the image of a dress on a potential customer so that she can see for herself if it is the right one. The possibilities are endless.

The Growth of Influencer Marketing

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Influencer marketing will see a huge rise in 2020. Since social media content has the tendency to become stale with sometimes limited viewership, it may be wise to partner with so-called “influencer marketers”.

These people have a huge fanbase or followers that they can easily “influence”.  It only makes sense to work with somebody who already has the numbers rather than starting from scratch and trying to reach those same numbers yourself.

Video Will Continue to Dominate

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Finally, don’t forget the power of video contents. With viewing devices becoming more mobile and capable of producing more stunning images, video contents are rising in popularity.

One report shows that on the average, 45% of people watch more than an hour of YouTube or Facebook videos. Plus add to the fact that video contents tend to generate more views or likes than any other social media content.

Do not ignore this trend and start producing more video content on your e-commerce websites for your target market and enjoy viewership that you never thought possible.

The Takeaway

Although social media trends come and go, it is still important to remain informed on consumer behaviour when it comes to the latest social media craze and the platform’s latest tools and features.

But one this is for sure—giants like Instagram and Facebook are providing businesses more ways to actually come up with fresh content and easier avenues of publishing them.

It’s a good idea for your your e-commerce websites to stay aware of such features like “Stories” and then decide which ones should you invest resources on.

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SEO Risks: Which Is Worth Taking and Worth Avoiding

To many business owners and even a handful of web design London firms, SEO offers little or no value whatsoever to their respective websites.  While this is completely untrue on so many levels, the perception is not hard to understand.

With all the information about SEO floating around, it’s hard to see which is real and which is not.  So much so that the decision to employ SEO becomes a very difficult one.

A good SEO strategy will not yield the expected results for months. In fact, the strategy itself might not make sense to most. But when they do, the results can be staggering in terms of exposure and profitability.

Like any other business, making a decision to try some new strategies and tactics carries risks that need to be taken into account. Risks have to be considered if they are worth taking in lieu of the expected benefits or are the risks too big that they’re not even worth trying out.

These are similar questions you can ask when giving SEO a chance to improve your site. So which SEO risks are worth taking and which are not?

To put things in better perspective, not using SEO is the biggest risk you can take. With that being said, let us consider other risks involved.

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SEO Risks Worth Taking

  1. Creating big and small changes and testing them for effectiveness

The ultimate goal of SEO is to create profitable traffic for your site. If nobody is actually clicking to gain access to your site, then that is not going to happen. There is a number of reasons why this is happening, and finding out is not easy.

The only way is to make changes to one element at a time and compare their performance against new variations of each. Changes can be made to titles, meta descriptions, and actual content, for example.

So what makes this method a risk? Doing these changes and testing routine is a trial and error thing. During the time when the correct wording combination and layout have not been discovered yet, traffic to your site might be reduced even further.

What makes it a risk worth taking is once you find the right arrangements, you’ll be able to maximize it and concentrate on increasing traffic to your site and ultimately profit.

  1. Using high-quality backlinks

Backlinks are a very important part of SEO. They increase rankings and help establish authority, and web design London and other companies can’t get enough of them. But why take the risk of losing customers by pointing them to another site that may potentially be better than yours?

Sometimes, it’s not just about your site but being generous enough to acknowledge other sites relevant to your users. So you may be risking losing visitors to your site by pointing them to other sites but you gain Google’s trust by establishing yourself as a reference to other reliable sites. This works wonders in increasing your rank in Google’s eyes.

  1. Improving your site’s URL structure

Homepage URLs should be brief and if possible contain the company name. Something like this should do the trick: It’s short enough and easily recalled. But succeeding pages should contain unique keywords and be more explicit as to the page contents. However even then, if URLs are too long and descriptive, their display will be in danger of being truncated by the search engine past a certain cut off point and replaced with a (….).  This is the time to change some of your URLs by revamping the site’s structure.

The actual risk involved here is that changes of this sort will affect traffic to the site and rankings. Dips in both traffic and rankings are not uncommon during these situations. But on the upside, if done properly, you will end up with a streamlined structure that is very attractive to both search engines and web users.

  1. Revamp your website

Every now and then, there will be a need to redo your site from the ground up. This may be a necessary move since the site is old and needing a facelift or just part of routinary changes.  Either way, redesigns like these can be risky and costly. You may see a dip in your rankings as Google tries to re-assess your site post-change.

Loyal customers may find themselves lost in the new design and move to other sites. But more often than not, Google understands these changes, and their necessity and rankings should bounce right back. Even old users will eventually get used to the new look. The other benefit of a complete revamp is gaining new clients because of the new improved image.

  1. Acquire Past Due or Open Domains

Sometimes, site owners for whatever reason fail to renew their domain subscription. This renders their domain available to other site owners to acquire and use. Buying domains with a track record and redirecting then to your site can be a good source of necessary backlinks.  There are serious risks involved with this method though, and you should only use this if you absolutely know what you are doing.

Make sure the expired domain you are going to use is related to the business you are in. Because if that domain has existing users, they will be redirected to your site every time they try to access it. Imagine their frustration if they end up on a site totally unrelated to one they are trying to access. The backlash to this technique could be detrimental to your rankings and to your popularity as well. This is a very cheap technique that can drive serious traffic to your site if you can pull it off.

SEO Risks You Should Avoid

web design London SEO risks to avoid

  1. Using or creating doorway pages

Doorway pages are simple web pages designed to redirect users to a different page than what they intend to go to. It is best to avoid using these because Google doesn’t particularly like them. And knowing how Google feels about these pages, it is best to avoid them altogether.  The risks are simply not worth it, and even web design London firms recognise this risk.

  1. Not allowing neutral backlinks to your site

We know that good backlinks help boost rankings, while bad backlinks have the opposite effect. But what about the neutral ones, those that neither boost nor hurt your site?

Neutral backlinks may not offer any advantage or disadvantage to your site, but they can still drive potentially good traffic to you. Plus, in Google’s eyes, your site will look good for allowing quality backlinks access to your site. This is a sure-fire way of avoiding the stiff penalties that Google imposes on sites that host low-quality backlinks.

  1. Deleting or combining entire pages or contents

What may seem to be a mundane action, deleting entire pages or contents from your site due to say, discontinued products and the like, can be harmful to your site’s metrics. Once these pages are deleted, everything associated with them like keywords and URLs is also deleted.  If these pages were ranking before, all those rankings will also disappear. Not a good idea.

Instead of deleting these pages entirely and risk losing those rankings, leave them there and just place messages or links for customers or clients that will redirect them to similar pages with relevant products or services. Similarly, if two pages are to be merged as one, be sure to put 301 redirects on the old URL to ensure all the link traffic and ranking are not lost.

  1. Use of exact match keywords in the anchor text

This was the logical way to boost traffic to your site in the past. But this method was abused to the point of being absurd that Google decided to put a stop to the practice. Now, any sign of overdoing this method carries a stiff penalty from Google, so it is best to just avoid this one. Look for more organic ways to link to your site and develop a good backlink profile.

  1. Making small changes too many times and too often to a site

Once in a while, it is good to update the contents of your site or even change the looks.  This is actually good practice in Google’s eyes. However, too many of these small changes and too often can hurt your site’s performance rather than boost it.

These minute changes will not go unnoticed by Google and even website visitors. This is prone to raising a red flag for Google who may end up penalizing the site for being suspicious because of the constant changes. Even users will eventually notice the changes and may find the site harder to navigate or losing value to them.

web design London SEO risks

In Conclusion

If there is anything that can be gleaned from all of the risks involved in SEO, it is the fact that SEO remains to be vital for website success. Risks are there whether you like it or not, but some risks are simply worth taking because the gains are far greater if they succeed. Web design London firms can help you gauge which risks are worth to tackle and which ones you should completely forget.

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Consumer-Centric Ways to Boost E-Commerce Sales

Yes, we all do want to succeed as online marketers. However, what does that “success” actually mean?

We can just as easily track analytics or count how many social media followers we have or even watch as the number of visitors of e-commerce websites grow.

But how do you know you’re successful? Well, there’s only one group who can judge whether you have a successful marketing campaign.

The Customers.

Despite there being dozens and dozens of “best practices” and “how to” guides available online, the truth is if your audience does not connect with your marketing campaign, then your success is for nought.

For a marketing campaign to truly develop, you need to understand your customers. That’s basically the only thing you need to do.

Approximately 80% of online stores have failed to generate sales because of one simple reason—these brands have focused too much on their products than on their customers.

Below are some customer-centric tips to help you boost your sales.

Put Emphasis on Social Selling

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A consumer-centric approach requires earning the trust of your customers. This is nearly impossible to earn with advertising alone, unless of course if you already have built an incredible brand.

Additionally, this is particularly challenging for e-commerce websites since they do not get to interact face to face with their consumers unlike in brick-and-mortar stores.

Now, how do you go about this?

One is to provide social proof. Second is to engage with your audience.

Social media platforms could be an avenue where you can build rapport and interact with your audience. You should show your audience that you too are a genuine human being, not merely a business venture looking at consumers as prey.

Here is a 3-step process for you to create an amazing social selling campaign:

  • Determine your brand’s core message
  • Share valuable, relevant content supporting your brand’s message
  • Respond as quickly as possible to your customers

Don’t ignore social selling since this could be the future of e-commerce industry.

A Too Automated Marketing Automation

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Running your e-commerce business demands an immense investment of resources, including your time. Since you need to seek ways in order to eliminate redundancies in the business as much as possible, you turn to instant messaging and marketing automation, which are incredible ways to streamline your marketing strategy.

The only drawback with this is the possibility of taking it too far.

Marketing in the twenty-first century has evolved, requiring more interaction with consumers. What once was the fully automated marketing in the 1990s isn’t possible anymore. Back then, companies could just as easily stuff a site with relevant keywords and wait for search engines to pick them up and send traffic to the site to generate sales.

These sites did not have to make any changes or engage with their audience.

Yes, you can still use automation software for smooth operation, yet you need to engage with consumers yourself. Make it a point to actually read consumer replies and come up distinctive responses.

Base PPC Ad Copy on Consumer Needs

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One of the best ways to generate sales for your store is PPC ads or pay-per-click advertising. However, there are far too many online e-commerce entrepreneurs who are doing it wrong. More often, their ads copy do not focus on the needs of the consumers, but rather puts emphasis on the benefits of their products.

Take a look at the following headlines for a few weight loss ads:

“16 Ways to Lose Weight Fast”

“Top FDA-Approved Weight Loss”

“Top 3 Diet Pills of 2018”

These ads simply inform the consumer what their product is. They’re not particularly good, per se.

Since business owners spend an enormous amount of money for PPC ads, it only makes sense to actually make sure they convert. Create ads around the needs of your consumers.

Put yourself in their shoes. Ask yourself: Why would he or she buy your product?


The e-commerce industry is at a rapid growth, and it will only get bigger, but not easier. Not only do you have to work hard to earn consumer trust, but also ensure your e-commerce websites’ marketing strategy revolves around the buyers.

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Your Landing Page Can Do Better: Here’s How

Yes, landing pages are indeed overrated.

Yes, you’ve spent hours and hours building your site’s landing page only to eventually discover it didn’t exactly work in your favour. They barely converted. Admit it, they were weak.

Although landing pages have been praised by many as the ultimate solution to magically boost conversion problems, they are not as simple nor easy as many believe. And don’t even think of believing once you build your landing page, the conversion rate of your e-commerce websites will skyrocket.

The average conversion rate per site significantly varies across different industries, though the average is about 2.35%, according to the CEO and co-founder of Lander.

What does this mean?

For every 50 visitors or users, only 1 will convert. Just 1.

Isn’t that a bit depressing since you’ve spent so many resources creating the most captivating landing page you could think of?


Of course, there’s always light at the end of a dark, depressing tunnel. Your landing pages can indeed be made to do better than just 1 conversion.

A majority of landing pages only “look pretty,” though not really optimised for conversions. These pages are not living up to their expectations since they are flawed.

Below are some tips on how you can improve the conversation rates of your landing pages. But before that, let’s first talk about what a landing page is and what it is meant for.

Landing Page: Definition

In a nutshell, it is the page you land on, though there’s more to this than meets the eye.

For example, a visitor clicks one of your ads, redirecting them to your e-commerce website’s homepage. So by definition, the homepage is the landing page.

Did you know that many companies are making this terrible mistake?

If you want to build general awareness about your brand, products or services, then you send visitors to your homepage. But if you’re trying to successfully convert them, then this might not be the page to redirect them.

There is only one singular goal for the landing page—to CONVERT.

Yes, that’s it. This page should not do anything else other than that.

There are 2 key points you need to remember:

  1. These pages are individual pages tasked with a singular goal.
  2. These pages are meant for one purpose—receiving “traffic from campaigns.” These could be click-throughs from social media campaigns or ads, emails, or PPCs.

Additionally, you need to run a successful campaign with the right traffic to be redirected to your landing page.

After all, your landing page will be pretty useless if there are visitor “landing.”

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Now, let’s assume you have successfully created your ad campaign and have a positive CTR. Your landing page should have at least of the following purposes:

  1. Capturing leads so you can market and communicate with them in the future when they find themselves further down the sales funnel
  2. Warming up prospective customers, getting them ready and excited to avail of your services or purchase your product before closing the deal

Each of the abovementioned purposes requires different types of landing pages.

Now, if you’ve been wondering about the benefits of these pages, then don’t fret. You can promote a positive first impression with your prospective consumer.

Did you know that it only takes 1/20th of a second to form a first impression?

This is where landing pages are advantageous. They can be customised and designed to create a quick, strong, positive first impression of your brand, visually.

These pages also help make a lasting impression on visitors, especially if they’re designed with images, graphics and videos. They can also be used to take advantage of trust elements.

Remember that most people remember 80% of what they actually see, and recall 20% of what they read.

Thirdly, the “lander,” as others refer to landing pages, also help promote consumer focus. Why? Simple, there’s less distracting noise.

Now, if all these are done correctly, then your lander is the perfect place for your audience to actually convert.

So, why are landers so overrated?

This isn’t because they do not work.

But it all boils down to business owners using a generic template or hastily slapping together something, yet doesn’t accomplish their goal.

Here’s how to make sure your landing pages do their jobs right!

Sync the Lander with the Ad Campaign

As earlier mentioned, the first step is having an effective and successful ad campaign. Nothing else matters unless you hit the right audience for your landing page.

Additionally, consistency is still key. So your ad and lander possess a consistent feel and look.


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Since Google switched to mobile-first index, mobile optimisation is now vital if you want your site visible and to succeed.

Every day, the number of mobile users is exponentially growing. In fact, they are expected to dominate web traffic.

So if you want to actually capture your audience, you need a mobile-friendly plan. There are 2 critical aspects when it comes to mobile traffic—simplicity and speed.

Simplicity. As the term suggests, you need to cut everything down to the bare necessities. You need to optimise your site for mobile and make sure your CTA is fully visible; otherwise, it defeats its purpose.

Load speed. This might not entirely be the first thing you think about when designing your lander, yet it is not only critically important for desktop but also for mobile traffic.

In fact, starting July 2018, page speed will be one of the ranking factors for mobile searches according to Google’s announcement last January. If your landing page takes more than 3 seconds to load, expect that 40% or higher of your visitors will likely abandon your page.

By simply fixing your load speed could significantly impact conversion rates for your site without having to change the other elements of the lander.

Additionally, Google pointed out that the longer the loading time of your page, the higher the bounce rate. Again, speed is a vital factor.

Take Out All Distractions

Remember that landing pages should serve only one purpose. That being said, remove the navigation bar.


Check out the image below.

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By removing the navigation bar on your lander helps increase the conversion rate by 100%. However, only a handful of landing pages removed their navigation menu.

This is, in fact, a simple fix that could spell the difference between profit and loss, and you should definitely take advantage of it.

Another way of distracting your audience is using too many words on your lander. Keep the page as visual as possible with infographics or bullet points and avoid putting too much text.

Using as little words as possible, deliver your message loud and clear, informing your audience clearly which of their problems you’re trying to solve. Though this requires some creative juices, you need to continually test your landers to match the ever-changing needs of consumers.

Check If Your Heading Actually Work

The headings and subheadings are the most noticeable features once your page has loaded. And when it comes to landing pages, first impressions are crucial. This is where your headline should make a memorable impact.

Not only should your headline be attention-grabbing, but also it should reflect the lander’s purpose and clearly deliver the message that sells. Straightforward. Simple.

Meanwhile, the subheading should reinforce, building on the main heading, and supplement the information without being too distracting or long. It has one purpose—provide more information to the readers or audience while still engaging them and enticing them to continually scroll down.

The Right CTA

Remember that your lander only needs ONE CTA. Although more than 68% of sites have over 5 CTAs on their lander, statistics show that only one CTA could boost conversions.

So you need to only pick one specific goal and call to action for each lander. Stick to it.

Then, ensure your CTA is consistent and relevant to your brand’s offers. Avoid using vague CTAs such as “Submit,” “Click here,” or “Continue”. These will not convert visitors.

Don’t Ask Too Many Questions

One of the biggest triggers for abandonment in landers is asking too much information. Simply focus on important data, although you don’t have to limit the form fields. One thing you can do is adding a progress bar so visitors know whether they’re almost done.

Check out this example below.

e-commerce websites london

Use the Right Visuals

Let’s get this straight first—Visuals are more than just images today. In fact, there are video landing pages with conversion rates of up to 56%.

Among the benefits of using a video for your lander are as follows:

  • Increasing audience retention
  • Increasing trust
  • People prefer watching videos
  • Great way for product or service demonstration

Don’t forget to embed a CTA to your video as well as on your landing page. But you have to remember not to make your videos too long, else lose your point and the audience’s attention.

If you’re using images, they should be relevant to the service or product you are offering. Now, there are certain criteria you need to follow with using pictures:

  • Large, high-quality format
  • Relevant to your service or product
  • Don’t use stock images


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The best advertisers and salesperson for your brand are testimonials from your previous or current customers. Why?

Simple. People trust other people. Testimonials help build trust for your brand. That’s you should keep using testimonials or consumer reviews on every landing page. Also, include trust indicators, reassuring consumers that your website is definitely safe.

Test, Re-test and Test More

Not only is there a science behind building landing pages, but also there’s an art to it. The only way for you to find the best lander for your campaign is to periodically test them.

You need to find what works best for you, and testing has been proven to help boost conversion rates.


Many expect landing pages should effortlessly convert visitors; however, the average conversion rate is only around 2%.

Does this mean the problem lies on the landing page?

Not exactly, but how these pages are being built and used.

These pages only have one goal, and every single part of a landing page has to be designed to move visitors toward that specific goal.

Now, it’s up to you to finally design a landing page for your e-commerce websites that will boost conversion rates, is consistent with your ad campaign and is optimised for mobile, with increased load speed times, with a short but sweet and direct to the point CTA.

Finally, make sure to always test your pages to check which features are working or not and which ones need to be improved.

E-Commerce Website Design London SEO Strategy

Why Is My E-Commerce Website Not Ranking?

In the digital world, landing on the coveted top spot on all search engine results pages, especially Google, could significantly improve the exposure of your e-commerce websites, establishing your authority in this lucrative industry and delivering the kind of ROI that you have been wanting.

But why isn’t your site ranking at the first few pages of SERPs yet?

This is, in fact, the million-dollar question many have been asking themselves at some point or another. Unfortunately, there is no single million-dollar answer.

There are a number of contributing factors why your site isn’t landing the top spot in SERPs. So if you felt you’ve done everything you could for your site yet you’re still at the bottom of the list, then you might want to consider these possibilities.

SEO Takes Time

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Yes, you’ve read that right! And there is no other way around. There is no magic bullet to propel you to the top.

“SEO is not an overnight process.”

When it comes to SEO, you definitely need barrels of barrels of patience. It doesn’t matter if you have built millions of millions of links if they all lead back to a website that is not able to convert traffic.

Researching, creating and implementing a strategy and producing content all takes time, and things need to be done in proper order. Then, it even take a longer time before Google, for example, realises you have made changes in your site.

You will then have to wait until search engines have determined that your e-commerce websites are providing brand new value. Generally, it takes approximately 4 months to one year before implement improvements and then you begin seeing actual results.

The bottom line: SEO takes time and requires patience, an extreme amount!

Your Site’s Beauty Is Skin Deep

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You’ve spent a great deal of time and money and other resources to ensure you have a well-designed site. Everything looks spectacular. In fact, you can’t get enough of it, and you visit it on a daily basis just so you could marvel at what you have accomplished.

But why is Google not seeing how beautiful and well-designed your site is? It could be that the design of your site looks great yet didn’t account for every single SEO angle.

The following factors could be holding your site back:

  • Old, stale content
  • Duplicate content
  • Insufficient content
  • Cluttered navigation
  • Incomplete basics, like alt tags, metas and schema mark-up
  • No blogs
  • Split keyword focus


Google May Have Re-assigned You to the Penalty Box

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Your site could be completely removed from Google’s SERPs if you received a Manual Action penalty. If you’ve ranked well previously and then suddenly your ranking significantly dropped, then Google must have placed you in the penalty box.

Now, how do you bail yourself out? You can resolve this by checking the Manual Actions Report. Then, start correcting issues Googled punished you for.

If you’re one of the sites who received these reports, it only means a Google reviewer (a human) found that your site is no longer compliant with the guidelines set by Google.

Now, what could cause such report?  The following are factors to be penalised by Google’s reviewer:

  • User-generated spam
  • Spammy free hosts
  • Hacked website
  • Spammy structured markup
  • Unnatural links coming from the site
  • Unnatural links going to your site
  • Contents with little to no added value
  • Sneaky or cloaking redirects
  • Spam
  • Keyword stuffing and hidden text
  • Cloaked images

Your Keyword Does Not Mean What It Should

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Your keyword could me something else to Google. For example, you’ve been doing good SEO to rank a certain page for a particular SEO. However, the page doesn’t seem to catch a break.

The culprit could be that the keyword you are trying to rank for means something else to you than Google.

Take a good look at the first SERPs of the word you’re trying to rank. Check if the results Google shows you are different from what you want.

You Treat Your Site Like It Exists in a Vacuum

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SEO isn’t the only factor that affects your site’s ranking. Don’t forget that it has not-so-distant cousins, like social media, PPC, content marketing and many more. In fact, today’s online marketing is more than a holistic approach.

Elements such as the number of clickthroughs, time on site, number of mentions on the web, and social media engagement all figure into the site’s overall ranking. Note that some of these indirectly affect the ranking of your site than others, but all of them play a significant role.

One thing you could do is to build a community on social media platforms and interact with them. This could potentially lead people to visit your site, read your blogs and other content and also click your links.

Small Changes Go a Long Way

e-commerce websites - SEO Strategy

You could be thinking there are tons of things to do to grab the coveted top rank on Google’s SERPs. And yes, that’s right.

All the more reason to jumpstart on making minute changes for your e-commerce websites. Small steps will still bring you from point A to point B.

Don’t worry if you’re still not ranking just yet. Give it a little more time, before you finally decide you need a serious overhaul.

Either way, what you need to do is examine the current situation of your site. Start small. Begin with small changes you can manage.

Remember that SEO doesn’t exist in a mere vacuum.