Author Archives: Ellen Pickett

ABOUT THE AUTHOR

Ellen Pickett  |  Digital Marketing Manager

Why Newsletters Work!

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There can be some negativity around email newsletters; we all receive too many of them and yes, some can become tedious and often ignored. However, don’t be too quick to dismiss newsletters as being wrong for your business – when done well they can be very effective at bringing high quality traffic to your website. High quality traffic that wants to buy from you.

Pug reading newspaper

Firstly, consider that you are talking to an audience who has already told you they want to receive news from you. These people have admitted they are interested in your product or service. At Tomahawk we often see healthy website traffic from newsletters on our clients’ Google Analytics accounts – low bounce rates and a high amount of time spent on the website. So, whilst there will always be a percentage who don’t...

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No more right-hand side ads - what do the Google changes mean for me?

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Over the past month Google has changed the way Adwords is displayed on desktop search results. Have you noticed the difference yet? Here's how the changes may affect your business.

What changed?

Empty Right Hand Side Google Adwords

  1. No more text ads shown on the right-hand side.
  2. Up to four ads are now shown above organic (natural) search results – when previously the maximum was three.
  3. Three ads are also now shown at the bottom of the page.
  4. This means the number of maximum text ads has been reduced to seven whereas before there could be 11.

Why did it change?

Many people will say the answer is money, but by removing the ads on the right, Google has created a cleaner user experience that is more consistent with how mobile search is displayed. The right-hand space is also now used for other...

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What is Remarketing and Why Should I Care?

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Learn how to recapture visitors who have abandoned your website and turn them into bookings!

Why Is Everyone Talking about Remarketing?

Introducing New and Returning Traffic

There are two types of traffic that comes to your website: “new” and “returning”. If you have the chance, login to Google Analytics and take a look under Audience > Behaviour. How does your new and returning traffic compare?

New Vs Returning Traffic in Google Analytics

Commonly, you’ll find your returning traffic stays on your website longer, viewing more pages. This is because the people who have come back for another look are those who are more interested in your product or service. Hence, your chances of converting returning traffic into a lead or sale is higher than with new traffic.

Therefore it makes sense to increase your returning traffic by encouraging more visitors back...

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Beating the Hacking Reaper - Ways to Protect Your Website

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Hacking Reaper

Part II in our Halloween 2015 blog series.

Website hacking has become an increasingly common occurrence, with tens of thousands of sites and applications affected every day. It seems that no one is safe, including Ashley Madison, Apple’s iCloud, J.P. Morgan and Home Depot to name just a few. Last week Google announced they are cracking down on spam and hacked websites, not only removing more of them from search results but removing them faster.

Unfortunately, you will never be able to 100% safeguard yourself from being hacked by a determined and skilled individual or group. However, there are a number of things you can do to ensure you are less likely to be affected - and if you are affected, how you can minimise the effects on your business.

1. Choose your passwords...

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Yes, your website users will scroll!

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The common myth that website users don’t like to scroll below “the fold” has persevered for nearly 20 years, and is still a debate I regularly participate in with clients and colleagues alike.

It was actually back in the internet dark ages (1998) when Jarrod Spool discovered that users will happily scroll. The simple fact remains that people would rather move down the page than click to go another page for further content. Which is good, because longer pages mean more words, which (usually) means better search engine optimisation.

If you need convincing, just watch a five year old with an iPad. They intuitively swipe the screen to scroll down. It is in our nature to do so.

The rise in small screens across all generations has heightened our scrolling education. Browsers and...

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Good bots, bad bots and ghost spam

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You may have noticed lately that there has been an increasing amount of odd-looking referral websites cropping up in your Google Analytics reports. This is known as referral spam.

Whilst this traffic doesn’t normally harm your website, it can skew your web traffic analytics because they often have a low visit duration and high bounce rate (yuk!).

There are three types of spam traffic - here’s what it is about and how to deal with it. Maybe grab a cuppa tea first because, let’s be honest, this isn’t the most exciting thing you’ll ever read.


1. Well behaved bots

A "bot" is an automated computer programme that visits your website to gather information, e.g. a search engine bot crawls your site to determine how to rank it in results.

Many of these bots – aka “spiders”...

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