Thursday, December 3, 2015

Vorian Agency: Business Marketing Planner for 2016 Free Resource

Business Marketing Planner for 2016 Free Resource

We are pleased to share with you, our FREE Vorian Agency Marketing Planner Resource for 2016 to enable you to plan your seasonal marketing activities across 2016. Download the free Excel spreadsheet here.

This very useful 2016 monthly marketing planner has worksheet tabs set up for each month. Each month has the columns for the Days of the Week, the Dates, then additional information supplied that includes; Western Australian Public Holidays, WA School Term Dates, Significant Events/Celebration Dates so you can plan your Marketing and Social Media campaign posts.

Vorian Agency is supporting local Perth businesses in 2016 through the provision of 16 business marketing training courses at no cost for attendees. These two-hour training sessions covering 16 different popular marketing topics run by General Manager Matt Lynch, have proved to be very popular in 2015, with great feedback and reviews from seminar participants. The dates for each training course are included in our 2016 Marketing Planner Resource, and you can also now view and book your place for any of the 2016 courses online here. There are two brand new seminar topics added in 2016.

December is the perfect time to reflect and analyse your marketing efforts during 2015, and plan for 2016. Vorian Agency is available to assist your business marketing preparations through consulting, analytics review, competitor analysis, preparing annual marketing budget distribution and marketing strategy, campaign and creative design, as well as campaign implementation and reporting. Preparation is key to success.

Contact us on 1300 100 333 or email for more information.

Enjoy your FREE 2016 Vorian Agency Marketing Planner Resource. You are welcome to Forward this to Friends.

Tuesday, December 1, 2015

Special Rapid Marketing Christmas Offer ONLY for December

Need instant targeted website traffic and sales this Christmas?

Can you believe it is Christmas already? We've just started to string up the Christmas lights and decorations around the home, it's the first day of Summer, and as of today - the first of December, we are counting rapidly down til Christmas Day and the Boxing Day sales.

Many business owners may be concerned that their sales targets for December won't be reached...

Well it's not too late! And we can do something about that by deploying rapid marketing solutions - Sign up today by calling 1300 100 333 and get started straight away.

Vorian Agency can help your business today with our suite of rapid sponsored pay-per-click advertising options aimed to increase your website traffic, targeted to relevant, active consumers across a range of online channels; Google Adwords (Search Network, Display Network, YouTube), Bing/Yahoo! Adwords, Facebook Ads, Instagram Ads, Twitter Ads, LinkedIn Ads.

Special Rapid Marketing Christmas Offer ONLY for December
- NO set up fee
- NO minimum contract term
- NO minimum AdSpend budget
- At any time, you can scale up your campaigns or put them on pause
- As a Google Adwords Partner get $100 FREE AdSpend credit when you spend $25 on Google Adwords for new advertisers.
- It's our Merry Christmas to you!

We're ready to deploy - email or phone 1300 100 333.

View all our Search Group; PPC and Social Media Advertising options here, then contact us to apply this very special Christmas Offer Discount.

Don't wait for your True Love to send to you the Partridge, two Turtle Doves or even three French Hens... every day counts in this Christmas Count Down.

ps. Don't have a website currently? We also have a rapid deployment budget website option. Click here to find more.

A new business website for far less than you think!

Budget WordPress Websites with Perth Web Design Company Star 3 Media

Perth website design and development company Star 3 Media, part of Vorian Agency, an integrated marketing agency located in Perth, Western Australia provides quick and cheap marketing solutions for start-ups, home-based, as well as medium sized businesses, to enable you to get online fast, normally within two-weeks, with a new website, micro-site, ecommerce-site or blog-site at the fraction of the cost of traditional custom website packages.

Our cost-effective budget website plans, with a low monthly price, enables you to focus your marketing budget into the online activities that actually drive the Return On Investment necessary to build your business, through creating brand awareness and targeted marketing with SEO, PPC, eMarketing and Social Media options.

Are you ready to save some money in your marketing budget?

Do you want to turn on the traffic and start sending business your way today?

Our budget website template packages include:

+ Domain Name Management
+ Website Hosting
+ Mobile Responsive Templates
+ Multiple Website Features
+ Website Built & Launched
+ Website Security Maintenance
+ Scalable Content Management System
+ CMS Manual & Video Training

Our job, is to take the work off your hands and load your selected website template with your supplied company logo, images, contact details and content, then take it live online - fast!

WordPress is the preferred CMS platform because it is simple to use. To support your new website we have developed an online WordPress training video series to teach business owners and their staff, how to manage their own WordPress website. We also provide a detailed WordPress Manual as a reference.

So it really couldn't be easier, or quicker, to get a professional online presence for your business up and running today. Then apply all that left over marketing budget to effectively target marketing solutions that drive qualified traffic, by using Adwords, Search Engine Optimisation, eMarketing or Social Media.

Get online right now with Star 3 Media, visit or phone 1300 100 333 for more information.

Thursday, November 26, 2015

Preparing a Dark Website for Crisis Management

One of the most common and useful tools in any crisis or emergency communication management strategy is having a ‘dark website’.

Now don’t get confused with the nefarious ‘dark web’, nor the ‘dark side’ and popular Star Wars references. A dark website is a pre-made, non-visible web site that is activated when a crisis or emergency occurs for a company. The site stores written-in-advance information and then provides all the latest information concerning the crisis, along with news releases, company statements and contact information. In the event of an incident the dark site needs to be ready and seen by the public within hours.

Websites, microsites and social media sites are where most people will turn to get the latest information about an event or company. When a crisis hits, a company simply doesn't have time to have their IT team, web designer and marketing team to put a special website together, which could take days or even weeks. At that rate, the company could be out of business before the crisis response website is even launched. Once live, the company's dark site positions the company as the primary source of information about the crisis. It shows that the company is in control and taking responsibility, which generates trust and goodwill.

The advantages of using a dark site includes the ability to post quickly changing information, the availability of an alternate site when a standard site crashes due to too many hits or a malfunctioning server, and the ease with which users can quickly select and prepare documents for uploading.

In a crisis, due to the increasing number of simultaneous web traffic hits spiking in a short period of time, exceeding the capacity of the hosting environment, a website may become unresponsive or crash. If other operations within the business rely on the same website hosting environment this may have a flow on impact to other business functions. Understanding the current primary website hosting, redundancy, fail-over as well as what load testing has been previously performed to confirm maximum performance thresholds is important.

Having the dark site hosted on alternative servers to the current site is an option, so that when the existing site is not accessible, viewers can be easily re-directed to this other server. The process of 'redirecting' has to be looked at in regards to the management of the DNS (Domain Name Server) for the current site, if considering updating the DNS to reflect a new IP address (Time delays through DNS propagation may be a concern... as some DNS propagation can take 24hrs), so alternative domain name pointing methods/redirects may need to be considered. Hosting on redundant servers, can be beneficial in any emergency that damages infrastructure. If the client has internal self-hosting rather than a distributed cloud hosting solution, or a redundant data centre approach with fail overs in place - this should always be scoped and confirmed first, as part of the decision making process of which method to select. My own preferred solution involves a symlink on the hosting server, changed to instigate an immediate change to the dark site folder hosted in same environment, taking the current site offline and replacing it without delay to the dark site version. Hosting/IT and access will determine who/how this is performed.

Costs for maintaining a separate web site, domain name management, hosting, and website maintenance updating, need to also be considered as part of the ongoing operational costs when considering a dark site for businesses. Surveys show that for every $1 spent in crisis planning saves $7 during a real crisis. I always remember the quote: ‘Failing to Plan, is Planning to Fail!’

Determining what information, content or functions of the current website are required to still be available in the event of an incident and deployment of a dark site, need to be firstly determined, as this will affect the methodology employed, in either having a separate website, or having a cut down version of the current site in the same location/domain. So, the dark website can either be a separate website with its own URL, a page or pages linked to the company's homepage, or a special design that replaces the company's normal website. If the current website is fit-for-purpose with a clear and efficient CMS publishing process, then urgent content can take over relevant pages at the flick of a switch. This has the added benefit of not panicking customers in unaffected territories (different domain name or design elements), or breaking their user journey. As such, my initial research process would be to determine what web infrastructure is currently in place and if this is suitable to use.

From a brand appearance perspective be mindful to display and demonstrate a clear signal of intent. If the business agrees unanimously that this crisis situation is the only priority right now. The situation is so serious, the product so compromised or the service completely unavailable, then everyone needs to know you are taking this very seriously, and a separate dark site will help convey this properly. A conversational tone of voice, different to the typical corporate brand tone, can also be achieved with a separate dark site.

Dark sites are also useful to establish a distancing strategy. Then, when it’s time to move the conversation on, the dark site and how you refer to it can be a way to digitally compartmentalise.

If the crisis is likely to be long-running, then this is also a determining factor into the method of site deployed. Particularly where the business has a regular wider customer base that expects to find routine business information quickly.

Impact to Search Engines, and 404 error handling (page not found), or redirects (302 Temporary Redirect), need to be considered for the long term implication of brand impact, and organic search results. As taking a website fully offline, and presenting 404 errors will cause degrading results in Search Engines.

Caveats: If a website is taken offline, all online/offline marketing campaigns (Adwords, Social Media, EDMs, Landing Pages, QR codes, Apps, Shortened URLs etc. will no longer work for the period that the site is down.) If a 'Business As Usual' or partial BAU is required during this phase, then consider a home page take-over of the current site, where the home page is replaced with the Dark Site content and internal web page templates are updated with the top header section replaced out with the Dark Site information, and a pointer back to the home page to reference all updates during this time. This means that the remaining body section/content/functions in the site are still available to consumers and won't impact Search Engines, or campaigns. This is an option for discussion and consideration during the scoping phase. Content that is created for the dark site needs to be considered with SEO in mind, to ensure no long term impact to brand terms and what pages should/shouldn't get crawled or indexed by Search Engines.

Design Considerations:

A minimal design helps users find emergency information, since they were not distracted by the wealth of different topics, navigation channels and other visuals present on the day-to-day public web site. The site should contain:
- Available facts about the crisis
- What happened and what specific steps the company is taking to respond.
- Special instructions telling those affected by the crisis what they must or must not do.
- Company background and FAQ.
- Relevant information that promotes a better understanding of what the company does and how the crisis occurred.
- Contact information and email addresses for the news media.
- Statements from the top company officials.
- Contact information for members of the public affected by the crisis (a 24-hour toll-free line is best, along with the company support Twitter feed and the #hashtag for the event so that the conversation can be followed).
- Regular and timely updates. Always engage your community in an authentic manner. Being deceptive in a crisis management situation will get you nowhere.

Clearly one of the most crucial things is to get the social media presence right. Concerned customers or shareholders will probably turn to their own newsfeed of choice, from Facebook, Twitter, Google+, LinkedIn and Instagram. This is where the company also needs to be, telling their side of a story and providing updates in text, images and short films. Have the channels ready for when you need and linked to each clearly from the dark site.

Recruit an external team like Vorian Agency, or form an internal working team that will manage content on the dark site. Responsibilities for this team should include determining policies for developing and updating content on the dark site and choosing criteria for when the site will be activated and made visible to the public. Training of how to perform updates to this selected team should be given, along with a CMS Manual for reference.

Recruiting a technical team that will manage the networks between the dark site and the company's standard site should be considered. Responsibilities for this team should include determining sharing controls (e.g., which staff are allowed access to manage the dark site) and choosing domain names.

Will Multiple Languages be required?

For global multinationals, confirm if the dark site needs to be translated into languages other than English. Using Google Translate with a built-in automatic machine based translator can translate text into 52 languages. Caveat: MBT is not 100% perfect, but it is a reasonable alternative for quick information under extenuating circumstances.

How can Vorian Agency assist you?

- We offer simple template WordPress websites that can be used for the purpose of a separately hosted, different domain name, managed and maintained solution starting from $79+gst per month. This format is reliant on client supplying logo, images, content, and selecting from our range of website template choices.

- For larger clients, custom dark site website solutions are built after consultation which address all of the points noted in the above article. Social Media policy, management, monitoring and support during a crisis event is also available. Contact Vorian Agency on 1300 100 333 or email to arrange a no obligation consultation.

Wednesday, November 25, 2015

Which Shopping Cart eCommerce Platform Should You Use?

Although there are literally hundreds of different shopping platforms for online ecommerce, Shopify and BigCommerce are typically considered the two most popular Shopping Carts currently. When a business has a WordPress CMS (Content Management System) we would consider WooCommerce as the preferred solution for the Shopping Cart. This post will focus on the differences between Shopify and WooCommerce specifically.

For getting a store online fast and easy, Shopify delivers. It’s easy to use and you don’t have to worry about maintenance. However there are down sides to consider, as you don’t own the site and the cost of hosting and apps can get expensive over time. Although you can do a lot with Shopify you’re more limited than you are with WooCommerce which scales for more advanced functionality.

Which ecommerce shopping cart is better?

Which would be better for you depends on what you want from your site. Do you want a store only? Do you want to have a powerful blogging platform? Do you want to own your site and have more control? Do you want to not have to worry about site maintenance? It is beneficial having an informed conversation so that you are aware of the options and restrictions each solution offers.

If you want an online store that’s easy to deal with and you’re willing to pay whatever it costs, Shopify is a recommended choice. It’s simple to use, looks great, has excellent e-commerce features, and hosting and maintenance are taken care of. Support is easy to get if you need it and you can expand your store’s features and functions with a large selection of add-ons. The blogging platform has very basic functionality. You can blog there, but it really is weak at best. It can’t be expanded like a WordPress site can and if you decide you want to move it, you will have to copy and paste or use a plugin that requires lots of work setting up every single post. It’s a good choice for just a store, but it’s not a good choice for a website, or a blog that includes a store. For advanced SEO purposes, Shopify has its limitations. It can be pricey, but the cost is clear and up front.

If you want to choose your own hosting company, have full control over your website, and importantly own the site — and you don’t mind the extra work of running a WordPress site, then WooCommerce the ecommerce plugin on WordPress, is the clear choice. A WordPress site powered by WooCommerce will be cheaper and give you more control. The WooCommerce plugin is free and you can choose from literally thousands of themes, both free and premium, that integrate nicely with WooCommerce. It can be added seamlessly to your current WordPress site. Support for your site is not always that easy because it’s an integration of several systems. If you want blogging to be a big part of your site, then WordPress again is the clear winner. Even though the plugin is free, extensions can cost money and you still have the expense of building, running and maintaining a WordPress site, and the total cost is not so clear.

Considering Shopify

The Shopify dashboard is straightforward. There are ways to see information about existing orders, product inventory, and customers.

If you think you will need a lot of third-party extensions, check out competitor BigCommerce, instead. It has a higher price tag, but it comes with more features out of the box and we have a lot of clients who have been using this product successfully, so you may wind up saving money if you plan to use a lot of advanced features in the long run with your online store.

Shopify offers free, attractive, and modern-looking themes in eight different categories. If you want something more sophisticated, you can visit the Shopify Theme Store, which has more than 100 free and premium templates. Some premium templates are pretty expensive, so keep an eye on your total monthly bill, and of course it is more if you were to have a custom theme created.

Google Analytics

Both Shopify and WooCommerce integrates with Google Analytics.

When it comes to performing shopping cart SEO (Search Engine Optimisation); Magento, WooCommerce and Shopify are considered the best shopping cart platforms:

SEO product tags

Optimise your product pages for search engines with product specific meta tags, titles, and URL handles.

The nice part about Shopify is the ability to do POS (Point of Sale) terminal on the iPad, as well as Facebook Shop. You can extend the store with a range of third party apps.

Mobile commerce ready

Your online Shopify store includes a built-in mobile commerce shopping cart. Your customers can browse and buy from your store using any mobile phone or tablet.

Your own domain name

You can use your own domain name, or purchase one through Shopify.

eCommerce Facebook Stores

A particular benefit of Shopify, is their Facebook store which turns your Facebook for business page into an ecommerce platform. Easily display products, promote them on Facebook, and sell them to all your fans.

Note that WooCommerce on WordPress can be used via a Facebook Canvas page with custom design and development integrating your WooCommerce store into the Facebook Business page.

Social Media integration

All Shopify websites include social media integration, such as Pinterest, Instagram, Facebook, Twitter, and Tumblr. Similarly this can be achieved with WordPress and WooCommerce.

Marketing your Shopify store on Google Adwords - Google Product Listings

Businesses can sync their Shopify Store with the Google Merchant Center, simply and easily using a direct, automatic API feed to keep their product listings up-to-date.

Shopify directs customers away from the existing domain to its own payment page ( to process actual payments, which may result in abandoned shopping carts if customers get confused about getting redirected to an unknown site and don't want to proceed.

Shopify by default uses its own payment gateway 'Shopify Payments', as well as PayPal Express Checkout. It can also integrate with 70 other payment gateways. Remember that PayPal also charges its own credit card-transaction fees. If you use Shopify Payments, Shopify waives the transaction fees.

SSL Secure shopping cart

All Shopify credit card and transaction information is protected by the same level of security used by banks: a 256-bit SSL certificate.

Shopify also supports Google Wallet, alternative payment systems such as Dwolla, BitPay, Coinbase, and GoCoin, as well as offline payments such as check, money order, and bank deposits.

You can also set up the store to just authorise payments and manually charge the card when ready.

Abandoned checkout recovery

Recover lost sales on Shopify by automatically sending an email to prospective customers with a link to their abandoned shopping carts, encouraging them to complete their purchase. WooCommerce has a variety of plugins that provide this same functionality on WordPress.

Offer free shipping

Improve your average order size by offering free shipping to your customers. You can choose the price point at which free shipping applies.

Gift cards

Your customers are able to purchase a gift card for someone from your store, or you can use gift cards as store credit.

Inventory management

Manage your entire inventory with Shopify. Track stock counts, and automatically stop selling products when inventory runs out.

There is also integration of Shopify into a site, but really they are stand-alone separate entities:

Accounting/CRM integration

Integration can be done via OneSaas for both Shopify and WooCommerce

In Summary

Shopify and WooCommerce are both great choices that serve different purposes and audiences. Shopify is easy to use and maintenance is taken care of, but it is more limited and gets expensive. WooCommerce is free and flexible, and integrates easily into your WordPress site, which you are completely responsible for. The best choice will depend on the needs of your business.

Please note that Vorian Agency does not provide custom development for Shopify, but will perform Shopify setup and configuration for client projects. Vorian Agency provides full ecommerce integration and custom development for WooCommerce solutions on WordPress.

Perth website design and development company Star 3 Media, part of Vorian Agency, an integrated marketing agency located in Perth, Western Australia. Provides a quick and cheap marketing solution for start-ups, home-based, as well as small to medium businesses, to enable them to get online fast with a new website at the fraction of the cost of traditional custom website packages.

Our cost-effective budget website plans, with a low-cost monthly price, enables your business to focus their marketing budget into the online marketing activities that actually drive the Return On Investment necessary to build your business, through creating brand awareness and targeted marketing with SEO, PPC, eMarketing and Social Marketing options.

Get online right now with Perth website design company Star3 Media - Phone 1300 100 333 or email  

2015 Shopping Cart Review References:

Friday, November 13, 2015

WordPress CMS Training YouTube Video Series by Perth Website Design Company Star 3 Media

Perth website design and development company Star 3 Media, part of Vorian Agency, an integrated marketing agency located in Perth, Western Australia. Provides a quick and cheap marketing solution for start-ups, home-based, as well as small to medium businesses, to enable them to get online fast with a new website at the fraction of the cost of traditional custom website packages.

Our cost-effective budget website plans, with a low-cost monthly price, enables your business to focus their marketing budget into the online marketing activities that actually drive the Return On Investment necessary to build your business, through creating brand awareness and targeted marketing with SEO, PPC, eMarketing and Social Marketing options.

Are you ready to save some money in your marketing budget?

Do you want to turn on the traffic and start sending business your way today?

Our budget website packages include:
- domain name registration and management
- website hosting
- choice of mobile responsive website templates
- features that include Google Maps, forms to collect user information, image sliders, blogs, social media icons , shopping carts and more...
- monthly website CMS patching and maintenance to keep it up-to-date and secure
- a realiable scalable CMS that will grow with your business and provides the ability to add additional functionality as required.

We take the work out of your hands and load your selected website with your company logo, images, contact details and content, then take it live and active.

To support our budget website packages we have developed an online Wordpress training video series to teach business owners and their staff, how to manage their own WordPress website after it has been built and we also provide a PDF WordPress Manual as a reference resource.

View the WordPress training videos here.

So it really couldn't be easier or quicker, to get a professional online presence for your business up and running today, then apply all that left over marketing budget to effective targeted marketing solutions that drive targeted traffic ready to buy your products and services, by using Google Adwords, Search Engine Optimisation or social media advertising.

Ready to get online now? Phone 1300 100 333 or email

Looking at robots.txt for SEO optimisation

What is robots.txt?

Robots.txt is a text file that contains rules to control the behaviour of search engines as they crawl your site, known as the 'robots directive'. You can create using any text editor software such as Notepad.

Each website created may include a robot.txt file located at the root level of the server. It may also be located at This file is what search engines initially look for when they start to identify and crawl your website. As a robot directive, it explains to the search engine what it can and cannot do on the website. The file can either communicate to all search engines or selectively isolate and put independent requirements on individual search engines.

What should you exclude in your robots.txt file?

The robot.txt file may exclude areas in the site that you don’t want the search engine to discover, crawl, or particularly index. Without the robot.txt file, the results will be published in the search engine results page, allowing the general public to identify and access sections of the site that may not be appropriate. These sections may be directories of programming elements, a secure or admin section on the site, or components of your content management systems, depending on what you’re using, that can be blocked from the robots so they don’t crawl and index those elements.

Robots.txt Example:

It is important to be aware that some useful sections of the site could be inappropriately blocked. A common example is the /images directory. On average, five to seven percent of search results may be initiated through an image-based search with a user clicking through to the actual website. When the images directory is blocked, search engines may not be able to discover, identify, and list within their own directories of image search capabilities those images that are related to your business. For many businesses, this could benefit and support Search Engine Optimisation activities.

Sitemaps Location

Another thing you can see in a robot.txt file is a pointer to the location of your Sitemap. A Sitemap is a digital directory written in extensible mark-up language (XML) format which lists all the pages of your website that you wish to have indexed by the search engine. Putting a pointer within your robot.txt file to this location allows search engines to automatically discover your Sitemap and additional Sitemap files you have included, such as a geo Sitemap, and an images Sitemap. Supporting search engines in discovering these is beneficial for your site. For this reason, consider having a pointer to either a master Sitemap file or individual Sitemap files for your website.

The robots directive not only blocks certain robots’ actions as well as the pages to be crawled and indexed. It also determines speed. If the site has any particular issues in hosting, for example, where a crawl may slow down the actual site’s performance and affect the users’ experience, you can actually put speed controls to determine how fast the robot approaches and works its way through your website.

Google Webmaster Tools (GWT) and Bing Webmaster Tools (BWT) allows you to remove individual page files through single requests. The crawling speed may also be supported and addressed within GWT and BWT apart from being listed in the robot.txt file. You can even monitor the traffic, speed, and the amount of data used by the search engines over a period of time to determine if the performance relates to any issues or concerns for your website.

HTML Meta Directives

If you want to specify rules per HTML page, you can do this using HTML meta directives. This informs the search engines a specific action for a certain page.

Google, Bing, and Yahoo have implemented a number of HTML Meta directives including the following:
  • NOINDEX META Tag – This tells a crawler not to index a certain page.
  • NOFOLLOW META Tag – This tells a crawler not to follow a link going to another content on a certain page.
  • NOSNIPPET META Tag – This tells a crawler not to display snippets in the search results for a certain page.
  • NOARCHIVE META Tag – This tells a crawler not to show a cached link for a certain page.
  • NOODP META Tag – This tells a crawler not to use a title and snippet from ODP (Open Directory Project) for a certain page.
Having your content indexed by major search engines can be a frustrating and time-consuming experience, but it can be done. By executing the techniques mentioned above, you can get confidential content removed quickly and prevent it from showing on search results pages. 

Search Group, a local Perth SEO company helps keep your business visible online through effective SEO and Internet marketing strategies. Visit for details about our services.

Tuesday, October 6, 2015

New Client Branding Case Study: GoCrisis

Vorian Agency, a West Perth based digital marketing company, is a certified Google Partner, Bing Ads Professional company, Hootsuite Solutions Partner and MailChimp Expert company.

We have recently undertaken a complete branding exercise for new client GoCrisis in preparation for their inaugral conference to be held at The Duxton Hotel Perth this Thursday 8th October, 2015.

The conference 'Crisis Management Leaders Summit' features speakers including; the Crisis Director Malaysia Airlines, Curtin University, Computer Emergency Response Team, Former Queensland Premier, GoCrisis, Air China, Vorian Agency's own General Manager Matt Lynch and many more who will share their personal experiences, discuss the latest research and trends on the risks that businesses face, the impact that social media and the real-time news cycle have on crisis and emergency management, leadership in crisis and what we can learn from recent world events and how to apply these lessons to corporate crisis response. The conference website, speakers list and agenda can be seen here. Follow the conversation online around the conference #gocrisis #vorianagency

Vorian Agency's diverse service range has contributed to GoCrisis with;

  • New Logo Design, and Style Guide
  • Responsive Website Designs for both the Company and Event
  • Custom Event Booking Payment System
  • Responsive MailChimp eNewsletter template
  • Search Engine Optimisation
  • 16-page glossy Training Brochure printed and .pdf for web
  • 2-page glossy Conference Agenda printed flyer
  • 3 different pull up conference banners

Vorian Agency provides customised marketing solutions including; search engine optimisation (SEO), pay-per-click advertising (PPC), social media marketing (SMM), web design and development, branding, print and graphic design, as well as video and audio production services that are aimed at promoting your brand’s products and services through a variety of results oriented strategies.

Find out how Vorian Agency can help your business today. Call 1300 100 333 now and arrange a no obligation free meeting with our friendly marketing team, and receive a free website evaluation report. Or email and learn about the extensive range of services that Vorian Agency have to offer. Please visit our website:

Did you miss out on our recent Google Partners Event? Here is a recording of the livestream with Google so you can find out more about 'Micro-Moments' in marketing:

Friday, October 2, 2015

Crisis Management Leaders Summit, Perth 2015

Crisis Management Leaders Summit, Perth 2015

Perth 8th October 2015
#gocrisis #vorianagency

Business and government are experiencing an unprecedented increase in risk and an exposure to crisis; globalisation of supply chains and customer base, climate change, population growth, large demographic shifts, new technologies, an explosion of regulatory requirements – more than ever, it seems that the need for preparing for the unexpected is necessary. We are faced with a surge in the occurrence of product recalls, unexpected fatalities, natural disasters, data loss, disrupted supply and, as a consequence, the expectation from those affected by crisis – customers, the media, public, employees, shareholders – are more demanding.

The Crisis Management Leaders Summit focuses on the current topics concerning today’s crisis realities and how businesses and governments are coping. It offers delegates a unique opportunity to look at crisis management from different viewpoints and to learn cross-industry lessons and best practice.

With contributions from the Crisis Director Malaysia Airlines, Curtin University, Computer Emergency Response Team, Former Queensland Premier, GoCrisis, Air China and many more, our speakers will share their personal experiences, discuss the latest research and trends on the risks that businesses face, the impact that social media and the real-time news cycle have on crisis and emergency management, leadership in crisis and what we can learn from recent world events and how to apply these lessons to corporate crisis response. We will look at global organisations in crisis and learn from their failures and successes.

Find out how to Manage Social Media in Crisis, I am presenting on this topic at the Crisis Management Leaders Summit, Perth 8th Oct, and you can find out what is in my own #EDC (Every Day Carry) Marketing Tool-kit.

The Scout Motto is 'Be Prepared'

"Be Prepared... the meaning of the motto is that a scout must prepare himself by previous thinking out and practising how to act on any accident or emergency so that he is never taken by surprise."
Robert Baden-Powell 

How prepared is your business?...

Wednesday, September 23, 2015

Brotli - the new compression algorithm from Google

Google is introducing a new compression algorithm named Brotli, which it says can reduce file sizes up to 26 percent over existing solutions.

The increased density is achieved by “a 2nd order context modeling, re-use of entropy codes, larger memory window of past data and joint distribution codes.”

Its current compression algorithm, Zopfli, isn’t being buried (yet, at least). Google notes Zopfli is already in use across various compression solutions, so shuttering it won’t happen straight away.

Brotli — Swiss-German for ‘small bread’ — is a big deal. It’s not an iterative deflate-compatible engine, but a whole new data format.

In a study, Google measured the compression speed and ratio of Brotli against current standards like Zopfli, LZMA and LZHAM. It found the new format used less CPU than existing remedies across all decompression corpora.

While it’s very early, Brotli is faster and more powerful in testing, meaning faster page loads and data transfer. It also uses less CPU and battery, and is open source just like its predecessor.

Source: TNW News

Tuesday, September 22, 2015

An invite to our Vorian Agency Google Partner Event

We would like to invite YOU to our Google Partner Event

The Internet gives every business a chance to achieve success. We'd like to invite you to join our agency for a FREE Google event where you'll learn from digital marketing and advertising experts; Lucinda Barlow, Head of Marketing, Google Australia & New Zealand and Duncan McGrath, Google Ads Product Specialist & Marketing Manager, about how to grow your business online.

When: Wednesday, 30 September 2015
Time: 10:00am - 12:00pm WST
Where: Vorian Agency
Address: Level 1, Suite 90, 102 Railway Street, West Perth, WA 6005
Book Now:

Vorian Agency, a West Perth based digital marketing company, is a certified Google Partner, Bing Ads Professional company, Hootsuite Solutions Partner and MailChimp Expert company. Our online marketing specialists are Google and Bing Adwords accredited and have had many years of experience working with thousands of clients across a broad range of industries and campaign types.

Vorian has affordable and cost effective SEO (Search Engine Optimisation), SMM (Social Media Marketing) and PPC (Pay Per Click) advertising solutions to suit everyone, from small businesses, start-ups, through to large enterprise clients. We have managed clients of every scale and budget with ROI (Return On Investment) and CRO (Conversion Rate Optimisation) top of mind by increasing click-throughs, maximising conversion rates and reducing acquisition costs.

Are you ready to receive targeted, highly qualified website traffic, who are ready to buy from you and right now? As we are ready to deliver. Our team of Adwords specialists can get your campaign live and operational in days.

With CPC (Cost Per Click) advertising, pay only when someone clicks through to your website. As Vorian Agency is a Google Partner, we offer new business users to Google Adwords a $100 FREE Ad Spend credit when you spend $25. Your campaign is assigned a dedicated Google AdWords account manager. Our specialists research only the most effective search term combinations, and continually refine the campaigns through effective A/B testing, measuring and with transparent regular reporting.

What better way for your business to be found online and start directing qualified traffic to your business immediately. Find out more today with a no obligation free meeting with our friendly marketing team, and learn about the extensive range of services that Vorian Agency offer by phoning 1300 100 333 or emailing Call now to get your free website evaluation report!

Vorian Agency also offer an extensive series of free ongoing marketing training courses to support local small business growth and staff development #voriantraining. There are currently fifteen different two-hour courses presented by Vorian's General Manager, Matt Lynch. Bookings through the website Visit our Facebook page to hear the reviews from our satisfied trainees.

Wednesday, August 12, 2015

Google My Business Photography - Can you be found?

  • 81% of internet users use search engines to find a website.
  • 73% of all online transactions begin with a search engine.

Google Map Locations for businesses, the old ‘Google Places’ is now known as Google My Business. But it is now more that just a management console for your business location details… The Dashboard integrates: Location, Google+, Insights for your Business, Review Management, Google Analytics for your website, YouTube, Adwords Express, and even the ability to start a Hangout video call.

Vorian Agency is a Digital Marketing Agency based in West Perth, and we are Google Partners, Bing Ads Professionals, a Hootsuite Solutions Partner as well a MailChimp Expert company.

We're here to assist businesses of all shapes and sizes to be found online. Apart from a range of SEO and Marketing packages we also have a Google Certified Photographer who can photograph the interactive 360-degree Virtual Tours for your business for Google Maps or to place on your website or social media channel. We also have professional photographers to update your social media profile pictures, take product shots or images of your business.

Interested to see what a 360-degree Virtual Tour looks like for your business? Click here to view Vorian Agency and visit us virtually. Then call us on 1300 100 333 or email to book your own photo shoot.

Friday, July 24, 2015

Tips to improve your Content Marketing

The Internet is all about information. It is because of this that generating content plays a sizable role in virtually any Web-related strategy. Google may have changed its algorithms more times that you would have wanted, but one thing has remained constant so far—the demand for high-quality content. Remember that saying ‘Content is King’?

Now you may be thinking, how can you make good content if you are not a pro in writing? No worries, the tips below will get you started:

General writing tips

Know your readers

Assuming you have picked a topic, the first thing you have to keep in mind is who your readers are. Are they from your niche? Are they kids? Make sure to employ verbiage that will be understood by your readers. If you are unsure of the specifics of your readership, it’s best to keep your words simple. Use jargon only when necessary. Google Analytics demographic data will provide a very good insight into the persona of your converting consumers.

Keep it brief

Make your content easy to read by keeping your paragraphs between five to seven lines in length. You can do this by getting to the point and avoiding unnecessary statements.

Keep it personal

The best content is that which reads like actual conversations. Tell a story. Use “I” or “you” unless otherwise specified. It would also help if you could infuse your content with your personality to make it unique. You can make it humorous, entertaining or serious—the choice is yours.


No one likes content that is all over the place. As such, make sure that your content flows smoothly from intro to finish. Do not be scared to use subheadings to divide your content into neat sections. If needed, use bold and italicise for emphasis.

Use images

People can be very visual. As such, content with images are often more preferred than those with just text. Add images but make sure that they are relevant to your content.

Manage expectations

Set the mood with a catchy headline. Click-bait, hyperbolic headlines may be popular today, but they do not suit every situation. Follow up your title with an intro that sets your readers’ expectation of the content. Support the intro with an informative content body. Finally, wrap up the content by ensuring that your readers understood your message once they finish reading.

Writing B2B content

There may be times when you will have to write with other business owners as readers. For instances like this, use the following tips:

Write evergreen

Just like evergreen plants, make sure to write about topics that will stay relevant for a long time. Avoid fads unless they have potentially long-term effects. In case changes affect the relevance of your content, be prepared to make updates.

Support your points

Simply saying that your product was well-received is not enough. Back up your statement with studies, surveys and figures. To make your content more engaging, you can employ visual aids such as infographics.

Give readers a reason to read

Make sure that your readers will derive something from your content. A good idea is to keep it actionable through lists and how-to instructions. You can even add instructional videos and images. You can also offer industry insights or solutions to common problems. In the end, you may even offer resources that your readers can turn to for further assistance.

Establish your authority

It will not harm you to talk about yourself in your content. Allocate a small part of the content to showcase your accomplishments as these will get your readers’ attention.


Headlines are the things your readers will notice. For this reason, it is vital that you create an excellent headline. Making sure that is as specific as possible is a good start. Indicate that your content is backed by data. Make certain that your readers know what they gain from reading your content.

Make it interesting

Just because you are writing for business owners does not mean you have to make your content dull. Incorporate emotion and personality into your content as this will help in keeping your readers engaged.

Writing B2C content

Writing content for consumers is different from writing for business owners. Let the tips below guide you:

Timing and topic

Customers want to be updated. Select topics that are trendy and post them as soon as possible. You may also cover the latest events in your content to attract more readers. If you can, incorporate pop culture to maximise shares and likes. Are you following trending hashtags for topic suggestions?

Quantity is key

It is ideal that you post as often as possible, especially if you have a history of posting about the latest events.

Use visuals

When writing for consumers, it is okay to have more visuals than actual text. You can even post hybrid content or a combination of different formats. This includes videos, podcasts and GIFs.

Get their attention

Aside from using catchy headlines, you can also limit the length of your content so that it remains easily digestible and edgy. Use emotions to capture their interest. Use visuals that are emotionally charged, too. Make sure, however, to avoid making your content too heavy.

Let readers participate

Consumers enjoy being able to participate. That said, it is a good idea to incorporate interactive elements to your content. Add quizzes and games, if you can. You can also enable commenting so readers can respond to your content. Asking a question at the end of your post can stimulate engagement, particularly with Social Media.

Writing great content is not as difficult as you may think it is. Just keep on practicing by writing often to hone your skills. The more you write, the better you will be at it and the more traffic your site will get.

For assistance with your online marketing requirements contact Vorian Agency on 1300 100 333, via our website or email

Friday, July 17, 2015

Using Canonical Meta Tags to address Duplicate Content site issues

If you are conscious about your website’s ranking in the search engine results, then one of the last things you want to find out is that you have several instances of duplicate content in your site. In case you do find an accumulation of duplicate content, don’t worry. You can always use the canonical meta tag as an effective means to address the issue.

What is the canonical tag?

The canonical meta tag is placed in the HTML header of a web page. It tells search engines that the page is a copy of the URL indicated in the tag and that it should be treated as such. This prevents search engines from imposing penalties for duplicate content on your page because of the existence of said copies. This is the canonical tag:

<link rel="canonical" href="URL here" />

“Wait,” you say. “I don’t create duplicate content. I don’t need the canonical tag.”

Indeed. Any responsible website owner knows that creating duplicates is one of the easiest ways to drop out of the rankings. As such, many go to great lengths if only to ensure that every page is populated by unique content. Duplicates, however, do not necessarily have to be created by you. Here are some of the instances by which duplicate content may be created without your knowledge—or consent:

·         The system may create session ID URLs in lieu of cookies or other URL trackers if they are disabled in your system.
·         Different URL cases are usually redirected to the same location but at times, they may be recognised by search engines as duplicates of each other.
·         E-commerce pages often make multiple URLs for the same page, especially if there are multiple available options for a single product. They also tend to use country-specific URLs to accommodate different currencies but these may be identified as duplicates of a single page.
·         The mobile version of a page is also prone to getting mislabelled as a duplicate.
·         Different mirrors of secured pages are often crawled separately and as such, may be read as duplicate content.

The canonical tag can be used to prevent these instances from having a detrimental impact on your website. While the process itself of applying the tag is straightforward, there are a number of ways that you can get it wrong.

1.       Do not have more than one canonical tag in a single page. A single canonical tag at the <head> section of every page is enough. Having more or putting the tag in the wrong place will lead the crawlers to ignore the tag(s).
2.       Do not use the canonical tag for multiple pages. In cases when you really must deal with multiple pages, you can use the prev and next tags instead of the canonical tag. You can also redirect crawlers to index a “View All” page instead. This page collates all the results together for easy review.
3.       Do not use your homepage as your preferred site. A canonical tag tells search engines to crawl the indicated URL instead of the page with the tag. Use this opportunity to have search engines reference the other pages in your site.
4.       Do not use canonical tags for featured content. There is a good chance that these pages will be ignored, making you lose some of the traffic for your features.
5.       Do not use 301 redirects and canonical tags interchangeably. While they do have similarities, 301 redirects are useful for when you have performed changes on your site’s structure. A 301 effectively redirects traffic, too. Canonical tags redirect crawlers, not traffic, and are great only for addressing duplicate content.

For all its apparent benefits, the canonical tag is effective only when you use it correctly. Keep in mind the proper mechanics before implementing it in your pages. You can look for strategies on the Internet on how you can use it or which other tags and techniques you can pair it with to give you better results.

Vorian Agency’s dedicated SEO – Search Engine Optimisation division is Search Group. Vorian Agency is a Google Partner, Bing Ads Professional, Hootsuite Solutions Company and a MailChimp expert company.  We provide free seminars on SEO and marketing best practices for businesses in Perth, Western Australia. We will help you get acquainted with the tools you can use to help you reach your marketing goals. Contact us now on 1300 100 333, visit us at or email to get started.

Tuesday, July 7, 2015

HTTPS and why your website should have it

In light of the controversy regarding the government’s encroachment on the privacy of Internet users, enhancing the security of your website has become more of a necessity than an option. Encrypting your website traffic by using HTTPS is a great start and can be advantageous for both your site and its users.

What is HTTPS?

HTTPS is the secure version of Hyper Text Transfer Protocol (HTTP), the protocol used for the transfer of data between your browser and the website you are trying to access. In fact, the “S” in the abbreviation stands for “secure.” Because of its added safety features, HTTPS is used for online exchanges and transactions that demand heightened confidentiality, such as Internet banking.

HTTPS works by encrypting communication between your browser and the website’s server. The system uses a secured socket layer (SSL) to encrypt any information sent from and to the site, as well as the corresponding functionality to decrypt the enciphered communication. Encrypting the message protects it from hackers who may want to take your information without your consent.

Why is HTTPS not mainstream?

Despite its potential benefits, using HTTPS never became standard among website owners. Owing to the extra steps taken to secure your communication, implementing HTTPS used to add around three or more seconds to the website’s loading time, greatly dampening the quality of user experience.

There was also a time when Google couldn’t index websites that used HTTPS. Because of this, many website owners opted to use HTTP instead for a place in the rankings despite the security risks it posed.

Why use HTTPS now?

There have been a lot of changes in the Internet over the last couple of years and some of them had things looking up for HTTPS.  With these changes, it has become possible to encrypt information without the usual cons and reap the benefits from using the system.

1.       HTTPS now adds just a fraction of second to your site’s loading speed. This is a relatively huge markdown that could mean a lot when your audience is as fascinated with speedy deliveries as today’s users.

2.       Google actually recommends encryption and doing so might improve your rankings. Using HTTPS improves customer experience after all. Just do not expect to rise to rank 1 immediately as HTTPS is just one of about 200 factors Google looks at for its rankings.

3.       It is better for your paying customers. Money-related information is very sensitive and is a popular target for hackers. Encrypting data will ensure that your customers’ transactions with proceed smoothly and without any risk.

4.       It prevents information theft. There may be features in your site that are accessible only after users left their personal information with you. As the website owner, it is your responsibility to keep these details secure. Encryption will prevent hackers from accessing your customers’ personal details.

5.       It makes you appear more trustworthy. Once customers see that your website is secure, they will be more willing to interact with you. They will also be more likely to purchase your products or your services.

To be fair, HTTPS is not perfect system. It has its own share of weaknesses. As a matter of fact, some companies are considering even more secure channels for monetary transactions. Despite this, HTTPS remains an important and very doable security boost for your website.

Taking security a step further, consider EV – Extended Validation SSL certificates, to provide the next layer of validation and check processes protecting the integrity of the SSL certificates. EV certificates display a green URL bar in the browser, making a very visual representation to the user that they have entered into a secure environment. Implement it now and reap the benefits.

Wednesday, July 1, 2015

Crawling versus Indexing for Search Engines (SEO)

If you want a basic introduction into how search engines work, Google in particular, then crawling and indexing should be among the first processes you need to understand. Just think about it this way: without them, Google would not be able to provide you with the same quality of results, if it can at all.

The need for information is the main reason for the existence of Google and other search engines. They allow users to access data stored online, such as text content, images, videos and PDF file, amongst many other formats. For them to be able to do this, they must efficiently gather and organise information in a way that will provide value for their users, and match the profile, past search history, location, and specific search query terms that the user enters within the search field.

Crawling and indexing are vital to the search engines’ ability to provide information to their users. Crawling, in laymen’s parlance, is the search for information. It requires the use of “crawlers,” which utilise links to examine the pages within a website and gather data. The information acquired is then stored in the search engine’s servers for later retrieval. You can influence the movements of crawlers through a sitemap (indicating which pages need to be crawled) and a robots.txt file (indicating which pages should be excluded from crawling).

Indexing is the process of organising gathered information. Once the information is gathered, the search engine organises the data to make it easier to process and retrieve. The index contains basic information about the data and where it may be found, much like the index you find in a book. Once a user conducts a search, the search engine uses its algorithms to look up answers from within its indexed information. Today’s search algorithms do not just process text results; they also analyse the search terms to determine whether the keywords correspond to other forms of content, too.

Obstacles to crawling and indexing

While search engines are usually able to successfully crawl and index sites successfully, there are times when they would be hindered from doing so. As a website owner or webmaster, you’d want to eliminate obstacles so that your site is crawled smoothly and indexed by search engines.

Here are some of the factors that can hinder crawling:

1.       The absence of links to a URL
2.       Slow servers or server downtime
3.       Robots exclusion prohibiting access to files
4.       Links that do not contain valid URLs (JavaScript links)
5.       Broken <html><css><js> code
6.       Excessive top heavy code

Meanwhile, here are some of the variables that hamper indexing:
  1. Duplicate content
  2. Unreliable server deliveries

Removing the problems listed above from your site is a good way to ensure that your site is successfully covered and that it appears in the search results every time relevant keywords are used as search terms.

Simulating crawlers

Search engines do not see your site the way you see it. Looking at your site from the perspective of a crawler will help you identify aspects that need improvement, as well as various ways to optimise your site for maximum results. Here are some of the tools you can use to simulate what crawlers see when they visit your site.

Spider Simulator - SEO Chat

Spider View - Iwebtool

Search Engine Spider Simulator - Anownsite

SE Bot Simulator - XML Sitemaps

SE Spider - LinkVendor

Spider Simulator from Summit Media

Friday, June 26, 2015

Is your Marketing prepared for the new Financial Year?

As July 1st rapidly approaches, it is now that time of the year to consider the new financial year, allocation and distribution of marketing budgets, analysis and review of the successes with ROI from the past financial year, and goals for the new financial year ahead.

For many of our clients this past year, significant ROI success has been had through Pay-Per-Click advertising across multiple channels, where we offer; Google Adwords, YouTube Ads, Remarketing, Bing Adwords, Facebook Ads, LinkedIn Ads and now Twitter Ads. With useful focused targetting features to match demographic profiling, and capture consumers at the time of interest and intent to purchase, this style of marketing had lead to higher conversions and sales.

Mobile technology is an integral part of your customers everyday lives. As a marketer, you need to get on board now, if you haven't embraced this aspect of your marketing preparedness. Probably not 'every' mobile marketing activity is suitable for your particular business, so you do need to carefully consider the appropriate options.

For your mobile marketing activities, you might consider:

Responsive website design
Responsive landing page design
Responsive email design with MailChimp
PPC Advertising and Display advertising
Native mobile apps
SMS and MMS messaging
Optimal campaign activity time for mobile users

For some industries, and some businesses, times are unfortunately tough, but cutting your marketing kills your business very fast! During lean times, it’s absolutely natural and necessary for a business owner to look at how to cut costs and maximise profit margins.

Remember to invest in Customer Loyalty: It’s always easier to sell to people who already know, like, and trust you. Reward customers for referrals they bring you. Call former customers as a follow-up and see how they are doing and if there’s anything you can help them with.

Create some local PR: Publicity has the power to tell thousands of prospective new customers about your business. Write a press release or find a way your company can tie into a trending event and tell the media. If you are not sure how to use #hashtags for event marketing, come along to one of Vorian's free marketing seminars for a helping hand.

Reconnect with your local business network organisations: Leave the office, shake some hands, and connect with other local business owners. Don't forget to connect with those you meet via LinkedIn.

Send weekly e-mail newsletters: This makes sure that your followers don’t forget about you. Plus it gives you an opportunity to share tips, ideas, and resources that provide value and showcase your expertise. Vorian Agency is now a MailChimp Expert Company, and can help you to set up and manage regular enewsletter content, automated mail touch points, or responsive templates that work for mobile devices.

With new pricing plans and additional services from Vorian Agency now available, please phone 1300 100 333, email or visit our website

Monday, June 22, 2015

Page naming conventions for your webpages

“What’s in a name?” Juliet Capulet asked.

Now you may be surprised why I’m opening with a line from Shakespeare here, but I promise that the question is relevant to online marketing. Names, you see, are a big deal even when your goal is to get the best ranking in the search engine results pages.

As a recap, search engines gather information by crawling your website. The key to getting a high rank in the search results is to ensure that your site is crawled properly. While search engine optimisation (SEO) offers a number of strategies to achieve this end, a good start is essentially following the appropriate naming conventions for your webpages.

Search engines assume that the most important elements of your site are in your main navigation area, which is found is virtually any page in your site. As such, their rankings formulas are tuned to grant more weight to the pages that are featured there. You can take advantage of this by placing your primary keywords in the filename or URL for these pages. Search engines place the bulk of their attention on the keywords found in the title text and the content of the page, but keyword mentions in the URL do bear some weight.

As an example, all factors considered, a webpage with the URL “” is likely to have a higher rank for the search term “Macbook Air reviews” than websites with the same content but have URLs like “” or “” in the SERPs.

Writing the best webpage names

So how do you make good webpage titles? First, make sure that your URL is not overstuffed with keywords. Search engines are programmed to react negatively to this practice. Keep the title of your entries, as well as the URL of your pages short and descriptive. As mentioned above, mention your keyword if possible. Search engines often rank pages highly when their URL matches with the search terms used by the searchers.

CMS and blogging platforms such as WordPress allow you to use custom URLs that may be different from your entry’s title. In such cases, make sure to create good URLs. You can use the following formula:

Here are some great examples:

Title: I do not wish my screensaver to lock my computer, thank you.
URL: disable-screensaver-password

Title: Get your search fix with two videos
URL: free-search-seo-videos

Title: Protect yourself: get a free credit report
URL: free-credit-report

Title: How to back up your Gmail on Linux in four easy steps
URL: backup-gmail-in-linux-with-getmail

Title: How to stop junk mail
URL: stop-junk-mail

Title: I love my pedometer
URL: best-pedometer

Title: Crap. My Ubuntu machine won’t boot
URL: ubuntu-freeze-no-resume

Title: What are the best iPhone applications?
URL: best-iphone-application

While your webpage’s URL may not be the biggest factor in determining search rankings, ensuring that it follows the right conventions makes it easier to organise and retrieve. So what’s in a name? A lot, apparently, but having the right keywords is a good start.

Friday, June 12, 2015

Search engines: How do they work?

If you have spent enough time online, you must have heard of the likes of Google, Bing, Yahoo Search and probably AOL. They are all search engines used for one of the most popular activities in the Internet—search. They are more than just digitised encyclopaedias; most of them come integrated with an extensive array of functionalities and features and cast an influence that almost literally affects the entirety of the Internet’s surface.

If your business can’t be found within the Search Engine, you don’t get the traffic…

When we talk about “Organic” or “Natural” Search, these are the results that appear in the main body of the SERPs (Search Engine Results Page), that aren’t paid for, and are determined by Google (and the other search engines in their own platforms) based on an algorithm that considers the content of your website and matches this to a consumer’s search query.

Did you know?
  • 81% of internet users use search engines to find a website.
  • 73% of all online transactions begin with a search engine.
  • 87% of users only look at the first page of results.
  • 85% of clicks are organic clicks
The Search Engine

Search Engines are online tools that scour the Internet to provide users with the information they need. The resources they allow users access to are virtually limitless, explaining their immense popularity and making them invaluable tools for any Internet surfer.    

To explain the scope of the Search Engine’s influence on modern living using a few words is practically impossible. The way they place information within any individual’s reach has affected the way we do business, communicate, study, eat, and conduct ourselves, among others. Their influence and power grows as the number of their users increase, and as Google has proven over the last few years, any changes can have dramatic effects on the Internet as a whole.

How it works

Search engines use automated robots, otherwise known as “spiders,” “bots,” “crawlers” or “indexers” to find content in websites. As the Internet is a figurative jungle made up of vast troves of information, search engines use links as pathways or guides. They follow these links in order to “spider” the sites and “index” the information in the site.

Webmasters also may also use .xml and .txt feeds as site maps of the content they want search engines to index in the directory. Ideally, these lists contain each of the URLs in the site. All indexed information is then gathered and stored in huge servers for easy retrieval at a later time. When a search is performed, search engines take indexed information matching the search query and present them as search results.

When using the robot method, search engines look at a number of factors to determine how deeply and frequently they will index your website. Some of these factors are:
  • The uniqueness of the content in your site
  • The uniqueness of the content in a page as compared to other pages in the site
  • The uniqueness of the content in a pages versus all other pages in the Internet
To ensure that search engines find your content and index them, you need to keep an eye on one key factor—your links. Search engines determine the quality and the quantity of inbound links to your site. As a rule, it is best to ensure that your links come from high-quality sites. This will encourage search engines to index your site more frequently. It will also lead them to consider you as a high-quality source yourself and give you a better ranking in the results pages.

Obscure or “deep” search makes up a significant percentage all searches performed via search engines. As such, it is important that you pair great links with high-quality copy. Many website owners tend to think this means suffusing their web content with keywords. This may be a mistake as the practice tends to sacrifice readability. One thing you need to remember is that search engines today are focused on providing positive user experience and as such, they favour content that are easy for users to digest and understand. So when you write your copy, make sure to write for both humans and search engines.

Needless to say, the workings of a search engine may not be as simple as this post connotes, but this gives you a good idea. The extent of search engines’ influence over the net may be complex in itself, too, but remember that ultimately, they are tools for humans to use. Your focus therefore, should be the humans using them just as much as the spiders themselves.

Interested in a deeper understanding of Search Marketing for your business? Come along to our free marketing seminars at Vorian Agency. As a Google Partner and Bing Ads Professional Company, we also offer a comprehensive range of Search Marketing services.