Why Would You Order A Brand Audit?
Brand audits provide a clear picture of the business profile as it stands online. The reputation of the business by measuring public reviews. Brand audits are also essential in identifying areas where there is a potential leak in the brand image and sales funnel. Identifying brand inconsistency can help improve the customer journey.
Plugging a leak in the brand sales funnel is no simple task. Identifying traffic drops, potential penalties from manual actions or automated on the Bing & Google search engines can have a serious impact of online sales.
Does the franchise or brand have a unified search profile? In most cases no, the search profile is splintered for franchise and multiple location businesses. This can be managed within the Google My Business dashboard, there is a product called the bulk dashboard for businesses that have more than 10+ locations. Take warning though, this dashboard is no point and click problem solver. The bulk dashboard is quite complex and was intended for businesses with 1,000’s of locations to manage their franchises with ease.
Penalties can be imposed on websites of any size and function. Even Coke-a-Cola is not safe from a Google penalty. When implementing a penalty recovery its best to understand teh kind of penalty imposed. Google has many penalty types, the generic marketing agency would be aware of 3 to 4 types of penalties. In some cases the penalty is relatively easy to recover from and can be removed in 24 hours.
The more intricate penalties are not so easily dispersed, the more technical penalties require a full recovery process to be implemented. Using a best practises approach, we systematically go to work on cleansing the penalty. During the penalty you will see your brands rankings will drop. Your website traffic will dramatically fall and this will effect your online sales. Revenue will be effected as the penalty goes undiagnosed.
In some cases it is unavoidable to recover the higher rankings, but that said the downward spiral can be stopped. These penalties can be from all sorts of online activities, including duplicate content and unfavourable link building practises. We work towards reducing immediate effects against your website. and towards steering your website into the good graces of Bing & Google giving you back the foundations for higher search listings
Our goal is to remove the penalty and steer your website into the good graces of Bing & Google. We will rebuild the solid foundations for success in the search listings.
Uncovering these problems is part of the brand audit. The aim is to identify and provide a prevention plan or recovery plan in place to limit the damage to the franchise and or brand name online.
Our Brand Audit’s Include:
- Analyse Current Brand Profile
- Analyse Brand Domains & Sub Domains
- Analysis Website Structure & Navigation
- Measure Website Performance
- Conduct Analysis of Link Profile
- Conduct Website Content Audit
- Identify Issues
- Determine Cause and Effect of Issues
- Structure and Prioritise Clean Up Procedure
- Provide Report & Recommend Next Steps For Recovery
- Deploy & Execute Recommended Clean Up Recovery Steps
- Provide A Strategy For Full Recovery and Plan For Future
What is involved in an SEO Audit?
Website Audits and SEO Audits are similar to brand audits but, focus much more on website performance and structure. A heavy focus is also given to search result listing’s, and the online presence of your website.
The aim of these types of audits is to take an in-depth look at your website and how it performs against competitors. Analysing areas of opportunity to grow and target. Potential problems will be assessed and plans to minimise loss of traffic and sales will be reported.
We are experienced professionals who live and breathe online marketing. Our expert advice can help change your business revenue by implementing a digital strategy that works. Look at this as an investment in your online sales channel, our reports have had immediate impact on the bottom doller of many businesses.
We provide share docs, presentations, phone interviews and in some cases in person presentations. These presentations outline the problems and areas of opportunity. While not cheap these are a business investment that will ultimately provide a return on your spend.
An SEO & Website Audit Includes:
- Website Performance and Structure
- Website Current Search Result Listings
- Content and Sales Copy Analysis
- Measuring Against Competitors
- Measuring Traffic and Website Analytics
- Identifying Market Opportunities
- Search Volume and User Search Queries (Keyword Opportunities)
- Analysis of Website MultiMedia
- Analysis of the Website UX (Customer Journey)
- Identify Potential Penalty
- Measuring Social Media Marketing Campaigns
After the audits have been completed we need to schedule a meeting either remotely or in person. At the scheduled meeting we will go through the agenda of the presentation point by point. The research completed during the audit will be kept confidential.
We systematically go over each point with an explanation of cause and effect and suggested recovery processes. The end result of this meeting is to create a plan of action items and a schedule of works for completing the project until completion.
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What is involved in a PPC Audit?
When you order a PPC audit you are requesting an analysis of your current profile for paid advertising on platforms like Google, Facebook, Youtube, Bing and more. We provide a clear picture of how your current paid advertising is going, areas of improvement and how you weigh up against competing businesses. We also report on competitors that may be bidding on your brand name and terms.
The term Search Engine Marketing or also known as Paid Search marketing includes the actions;
- Pay Per Click
- Pay Per Call
- Pay Per Impression
- Pay Per Engagement
- Pay Per Action
- Pay Per Acquisition
Pay Per Click Marketing Overview
You have the organic search results and you have the paid advertising search results. Organic results are where SEO is used and Paid Ads are where PPC is used. Selected keywords have a cost per click and you pay Google to advertise above the organic search results for those keywords. There is several variations for the ads display and this is always changing as search trends evolve.
Search Engine Marketing platforms all have specific features and benefits for different businesses. Your business might be best suited to market on Google with Adwords or you may be better suited to market on Facebook or Youtube. We can help you identify what platform will work best for your ad spend and provide the best return on your doller.
Your pay per click goals should be for example, to have a contact form filled out or to make a sale on a product. Use PPC campaigns to generate leads and sales, just like a tap you turn it on and water comes out if you turn it off the water stops. PPC campaigns work wonders when combined with an SEO campaign, our Pay per click reporting process identifies new opportunities and competitor changes.
We take the time to analysis the market and identify pay per click patterns. These patterns may be from competitors or from visitors and how they engage with your PPC campaign.
Essential Measurements Of A Successful PPC Campaign.
Paid advertising complements organic search results. When you use PPC you do not have any exclusive rights in organic search unlike when you use SEO campaigns. Pay per click is best suited for generating leads and sales and is especially successful in e-commerce. The ability to appear above the organic results is a very powerful advantage and will bring in website traffic.
To measure the success of a Paid Advertising campaign, effective KPI’s (key performance indicators) must be established. Tagging each touch point within your sales purchased funnel will allow for rich data tracking. You would ideally measure data recorded against cost per visitor, cost per lead, cost per engagement, cost per impression and cost per customer acquired.
You should optimise for the essentials. There are several more factors for measuring KPI’s of a successful PPC campaign but we will be using the KISS (keep it stupid simple) system.
When we optimise campaigns we want to drive the cost of all actions down. The cost of meeting KPI’s should be to improve effectiveness and decrease spend. Can this really be achieved? Yes but with work and using a complete digital strategy, taking care on targeting and new opportunities. We do not want to pass costs on to another department just to meet KPI’s so not attracting lower quality leads and sales that make more work for sales teams or account managers.
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Sales Pages and Conversion Rate Optimisation.
It might be great to get people on your website but what if no one purchases your product or services? That ad spend is a waste. Conversion rate optimisation is where you look at the sales pages and work out how and where the problems are and how to correct them.
Your sales page is where you make money! This can also be where you are losing money.
Getting ad clicks to your sales page is one step in the process. When potential customers land on your sales page, you ultimately want them to convert into a sale. At the very least, opt in for your mailing list for future conversion.
You might think getting the ad clicks means your ad is doing very well, attention needs to be on the sales page where the “Buy Now” button is. This is where the intent to buy comes into play. When customers arrive on your sales pages from your advert they need to be channelled and directed to your buy now buttons. We measure the attraction verse justification costs of a new lead.
Targeting buyer intent keywords is one surefire way to attract quality leads that have intent to purchase. This example is not a buyer intent keyword “body tanning” where this example keyword is “affordable mobile tanning near me” the search contains intent to find near the customers and a outlined budget in the search terms.
We call this conversion rate optimisation. Previously labelled post click optimisation for attracting a few sales leads and then analysing the campaign for more targeted display. Any paid advertising campaign should include a conversion rate optimisation service for higher converting adverts. A successful PPC campaign will involve a consultant optimising the campaign for keywords, geo location and consumer trends after analysing data.
We know search engine marketing for franchises.
Paid Search Platforms You need To Know
- Bing Ads – Microsoft AdCenter
- Facebook Advertising
- Google Adwords
- Instagram Adverts
- Pinterest Adverts
- Youtube Video Adverts
Understanding your target audience and your marketing goals help’s me create the perfect marketing campaign.
If you agree that your business website should act as an online conversion focused sales funnel?
Then you should enquire about how we can help your business take advantage today!
Fill in the form on the top of this page.
*All audit findings are kept confidential.