Recent changes in the Google’s algorithm can affect your page ranking and sales

Paul Dobson, Senior Lecturer at Staffordshire Business School


According to a number of reports Google has implemented a substantial search engine algorithm update in January, plus a number of smaller ones in February 2020 … But what does this mean for businesses?

The Google search engine uses a combination of algorithms and numerous ranking signals to deliver webpages ranked by relevance on its search engine results pages (SERPs) and we’ve seen these changes have a direct impact on the Google Analytics results and effectiveness of the customer journey to gain sales for businesses. An example of this, is the page ranking has changed to be more themed based.  However, there are ways for businesses to enable their website to be high up in the SERP. These include :-

1.  Snippets Dominate More Search Clicks

Google has changed over recent years with the aim to deliver better search results for the reader, examples include providing the answers through featured Snippets which appear above the organic results. For example, I’ve search “how to walk in snow”

For your website to take advantage of this, you need to provide clear answers to commonly asked questions in your website area of interest. These featured Snippets are evaluated and boosted to the top depending on their quality, with the results that 54.68% of clicks from Google come from featured Snippets. There are various ways to create featured snippet at the top of the page but the key ways include :-

  • Create something better than the current Answer Card / Provide updated information, and Google will prioritise this ‘Freshness’
  • Take the most frequent People Also Asked questions, listed in the Google search, and create content to match*
  • Focus on the most frequently asked types of questions: “How”, “Is” and “Why”

2. Keywords no longer work

Trying to pack key words into landing pages is no longer effective.  Google is using more natural language and wants to independently rank websites and use them as quality data sources.  Your website needs to be written as a natural language rather than trying to pack key words at the top, and consider the long key words that readers may use to find your website.  In addition, you need to consider your website as an overall themed area rather than a mixture of items or topics, for example if you’re selling car parts do not include information blogs on other areas such as toys, or if you do include other areas setup robot.txt and sitemap.xml so that Google does not to index them and get confused. 

3. Mobile User Experience (UX) affects your ranking and Sales.

On some of the websites that we use for student demonstrations of Customer Experience, (CX) User Experience (UX) and Google Analytics (for example https://aubergedechabanettes.com/ ) we can see up to 80% of the hits to the websites are from smart-mobiles in some weeks. A website that is not mobile compatible will lose customers especially as mobile access is a growing trend. How people find information using their mobile devices is also getting more advanced, so your website must be easy to read, grab people’s attention and then can answer their questions or keep them entertained.   If you own a business based at a property such as a Hotel, Restaurant, Bar and Beauty Salon, local SEO is vitally important. Studies show that 4 in 5 consumers conduct local searches on search engines using their mobile devices. Google now allows customers, at a click of a button, to navigate to you, call you or even book directly. 

4. Websites Optimize for Voice Search such and Alexa and OK Google

With the growing use of mobile devices and home devices, voice searches are becoming an increasing trend. These searches are not only done on phones, but they can also be performed on home voice assistants such as the Amazon Echo, Samsung Smart TV, Voice Pod, etc.

Questions asked via voice instead of entering search queries are going to make short choppy keywords less relevant and therefore search terms have become more conversational and targeted. This increasing use of voice searches has already had an impact of Google’s algorithms and Artificial Intelligence systems since the search engine needs to do more work to get the relevant information that the user is looking for.

5. Artificial Intelligence (AI) is the way forward.

Artificial intelligence (AI) is an important technology behind Google to deliver better search results to its users to create personalized experiences for consumers.  The AI has been learning the characteristics of what makes websites of high quality or not, then classifies these web pages and determines their rankings.  Therefore, high-quality content is essential for effective SEO strategies. Users want content that is relevant, helpful, and timely, so Google tends to place websites with consistently themed high-quality content with higher search engine rankings.

If you’d like to know more about becoming an expert in using data driven strategies to lead businesses to success including how to use data to analyse, design and test elaborate customer experience systems in the customer journey to optimise growth, plus learning to work in development environments for Fitbit, Alexa and Google home and mobile devices/smartwatches/ smart home devices as well developing using cloud computing, have a look at our MSc in Customer and Data Analytics.


Author :-

Paul Dobson is a Senior Lecturer at Staffordshire Business School in Digital and Strategic Marketing. He is actively involved in supporting local and EU charities and businesses especially hospitality businesses such as hotels and restaurants. Further details can be seen at https://www.linkedin.com/in/paulmddobson/

Ultimate Google Ads Guide for SME’s: 3 steps to increase return on Ads spend

Eerik Beeton, MSc Digital Marketing Management student


Return on Advertising Spend
Increase return on Ads spend with these 3 steps!

There are a few reasons why your Google Ads might not work as well for your business as it seems to work for your competitors. Make sure you follow these three steps and you’re guaranteed to be more productive with your Google Ads.

Many businesses have struggled to make most out of their digital marketing efforts and have employed strategies where they use an external marketing agency to handle paid digital marketing. I’m here to suggest that outsourcing Pay Per Click and Cost Per Mille (PPC/CPM) is not sensible anymore in the 2020’s. Why would you pay someone else to do what you can do yourself?

To prove this to you, the next three steps in this blog will bring to your attention some issues around outsourcing your Google Ads and how to do it yourself to both save money and increase the effectiveness of your paid ads!

1. Exploit automation, lose that agency and save up to half of the cost

Historically, making your ads has been time-consuming and has required a lot of technical input from marketers to stay in top of the game. Year 2019 was the year of automation, this also changed how PPC works. Now your PPC can be automated with budget diversification and smart audience targeting, making the use of an agency inferior. I’m listing more handy tools throughout this blog so keep reading!

If you buy click-based advertising services (Google Ads, Facebook, Instagram, Twitter), a service provider will usually charge a 10-20% of the ad spend and a minimum monthly fee for their work. If your competitor advertises their services in-house for £300 per month and you outsource this service, then your advertising spend on Google AdWords is £150-200. This gives your competitor 30-50% higher advertising budget and an advantage.

As the average return on advertising pounds spend on google is 1 pound spent, 2 earned, you’re most likely giving your profits away using  a marketing agency.

2. Optimise and save up to 69% on your Ads

Understanding you Ad quality score can help you to create better campaigns and improve your digital marketing as a whole.

Poorly optimised Google Ads are a costly mistake, not only are they more expensive but they won’t get your business the leads they are after.  Once you get your Ads optimised, your Ad spend can be decreased by 69%.

Maybe the most important part of your Google Ads optimisation is that they need to be eligible for Google auctions. This means that your ads need to focus on a few strange terms like Quality Score, Maximum Bid and Ad rank. Ad rank is influenced by the maximum cost-per-click (CPC) you choose for your ad and your ad’s Quality Score. In the following, I will explain how you can create the best quality score for your ads.

To improve the quality score of your ads, focus on the following 4 strategies

  • Use keyword planning to increase relevance of your adds by making ad groups based on keywords
  • Optimise your ads for higher Click-through-Rate (CTR) by using focus keywords and Google Ads extensions, like call to actions and contact options.
  • Improve the quality of your landing page. This can be achieved by (re)targeting your ad and landing pages using long-tailed keywords or by using Dynamic advertising.
  • Be patient! Google’s algorithms will take more than a few days to improve the quality score of your Ads and being patient is the key to measure the improvements.

If reading pages of descriptions is not for you, I’ve also included a 4-minute video clip on the strategies for your convenience.

3. Set tracking and retarget customers to get 3x more leads

Retargeting Ads are 76% more likely to be clicked on than regular Display Ads. Therefore, building accurate conversion tracking is important for improving the results of your advertising. This is important as it will show how the customer actually behaved on the site.

Often, micro-conversions, such as referral browsing, shopping cart additions,, are ignored in tracking. However, they are essential metrics that tell about the quality of traffic and enable accurate re-marketing to visitors who completed a specific activity. This can also be used to track the performance of your paid advertising and to make changes accordingly. See the short video below on how to set you tracking!

The importance of setting conversion actions to help your customer tracking is essential; if you’re not sure how to do this here’s a link to a Google Ads article that explains it step by step.

Lastly, understanding the whole customer journey and to assess all the steps is important. By setting tracking and using retargeting can feed into 3 times more leads for your campaigns.

Future-proof your Google Ads revenue

Google has focused heavily on machine learning and keeps finessing the technology in order to deliver helpful and frictionless customer experience. There have been some setbacks in the technology and most of the features are not fully functioning for the SME’s, but this said: – The year 2020 will be the year to look out for improvements in:

Next big things in the early 2020’s

Google has focused heavily on machine learning and keeps finessing the technology in order to deliver helpful and frictionless customer experience. There has been some setbacks in the technology and most of the features are not fully functioning for the SME’s but this said: – The year 2020 will be the year to look out for improvements in:

MSc Digital Marketing Management students preparing for placement and connecting with the region

When we started the MSc in Digital Marketing Management (FT and PT available), we were determined that students would get credited work experience working with partners. To set up the placement there is a whole module dedicated to the preparation of the placement (which is three months long). Details of when and how to get involved are on our earlier blog here.

Charlotte Cunningham is working with Valentine Clays in Fenton. The placement will be focusing on a strategic digital marketing plan and improving their SEO performance of their main website, along creating website content for their sub-companies LoveClay and Art in Clay.

Charlotte Cunningham
Charlotte Cunningham

Eerik Beeton will be completing his placement with a Staffordshire local IT Company, CoRE Educational Ltd. During his placement Eerik will improve the SEO performance of the company’s e-commerce site selling refurbished IT.

Eerik Beeton
Eerik Beeton

Lewis Copeland is working with Hilton Garden Inn in Hanley on behalf of RBH Hospitality Management. The placement is focussed on developing and implementing a strategic social media plan for the opening of the new hotel.

Charlotte Gooding will be completing her project placement with City Stage Crews Ltd. The project will focus on implementing a digital marketing strategy due to the business currently not having one including creating a website for the business.

Charlotte Gooding
Charlotte Gooding

Sohnia Butt will be undertaking a project at The Mitchell Arts Centre in Hanley, Stoke on Trent. The project will focus around the social media marketing, email marketing and website revamp to increase sales with their target audience

Sohnia Butt
Sohnia Butt

Amber Mottershead will be completing her placement in her current employment at Stone Cricket Club. The placement will focus on developing and implementing an improved digital marketing strategy. This will include building a new website, monitoring the Google Analytics, developing a clear and consistent brand identity and managing multiple social media channels.

Grace Thomson will be completing her placement with Staffordshire University in the Careers Team. Grace is focusing on implementing a social media strategy with an aim of increasing brand awareness. Grace is also working on increasing website traffic.

Grace Thomson
Grace Thomson

Leah Mahon will be completing her project placement at creative recruitment agency, The Candidate in Manchester. The project is focused on creating a content marketing/SEO and social media strategy to increase reach, particularly with client audiences.

Leah Mahon
Leah Mahon

Daniel O’Sullivan is now working for Port Vale Football Club he will be developing the strategic direction of the markerting plan.

Craig Holdcroft, will be completing his placement with The Donna Louise Trust, a charitable organisation located in Stoke On Trent. The initial plan will be to extend the digital reach of the charity with the aim to grow followers and charity engagement within the Staffordshire and South Cheshire area. 

Craig Holdcroft who will be working with the Donna Louise Trust
Craig Holdcroft




Keair Bailey will be developing the website and social media content for PeakMyRun

Jordan Hubble will be working with the Staffordshire University Student Union

Sophie Lawrence is working with Stoke City Football Club. The placement will entail content creation and SEO to display the impact and raise awareness of the Premier League Primary Stars Project.

More to be added as the placements are confirmed.

All of these students and course tutors Prof Jon Fairburn @ProfJonFairburn and Kat Taylor @kattayloruk will be attending the Digital City Festival in Manchester on Thursday 12th March if anyone wants to connect there.
#DCF2020

Need help with Digital Marketing in 2020?

The MSc in Digital Marketing Management is one of our awards to meet the changing demands of industry. Marketing is going through a fundamental change with ever more marketing carried out online – a major consequence of this is the incredibly detailed data that is generated which leads to data driven policy.

The marketing industry is booming, examples from our partners include, Synectics Solutions in Newcastle under Lyme, Don’t Panic who organise many digital award nights and conferences or alumni who have set up businesses such as Jill Quick, or Louise Holland

To get our Masters students ready for the industry we have two modules:

  1. ‘The Management of a Digital Marketing Project’ – this module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project, existing benchmark measures, what is to be achieved and how to make the project sustainable (so that it can continue after the student leaves). This is carried out between January to March/April
  2. The Work Based Digital Marketing Project – a credit work experience (450 hours) to deliver the project with the organisation concerned. (April to August)

The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is desirable but not essential for the work project activity to take place at the premises, or it could be a mix with some days in the company and some work off site.

We have built in flexibility to the work-placement so it could be that you would like a portfolio of tasks to be completed rather than just one main project. Examples could be – creation of a digital marketing strategy, audit and re-launch of social media, budget and investment plan for marketing, devising and implementing a training plan for existing staff.

As the module is part of the course then paid remuneration is not required. However, we would expect travel expenses and any other identified costs of the project to be paid – these can be discussed and agreed before the placement starts.

Below are profiles of some of the students on the course so reach out direct to them if you are interested or if you want to discuss it with a staff memebr contact Jon Fairburn 01782 294094 jon.fairburn@staffs.ac.uk

Alex Bedford

Alex Bedford
Alex Bedford

I have a lot of experience developing and leading teams to achieve results. This is proven through a history of achievement working with Active Lives Education, Cheshire Football Association, Birmingham County Football Association, Walsall Local Authority, Sported UK, Sports Across Staffordshire, and The Football Association.

I have a keen interest in Digital Marketing. I am pursuing a Master’s degree in Digital Marketing Management.  I have experience in creating and managing marketing and communication strategies and also have experience in website management, email and text marketing, social media management, content curation, and online paid advertising.

I currently run a business called Active Lives Education however am looking for a project that helps me gain further experience in digital marketing, to develop my skills and develop a career or business in this field.

Contact information – Linkedin profile email alex.bedford@activeliveseducation.co.uk mob 07468583274

Amber Mottershead

Amber Mottershead
Amber Mottershead

I hold a foundation degree of science in Film and Television Production and have recently graduated from my BA degree in Events Management (2 year fast track) which I gained a 2:1 in. I have a large work experience portfolio from volunteering to paid work. For 4 years I was a manager of a Children’s play centre then moving onto the cash manager of B&M. I now work as an Events Assistant at Moddershall Oaks. For my volunteer work I have experience of working for the likes of Channel 4, Woman of the Year and Stone Food and Drink Festival. I have also worked several corporate events such as the Hotel Marketing Conference and Land Rover.

I have skills within Web design, as well as using all social media platforms for brand building. I also have quite a good understanding with photoshop and other computer software that may be needed, I am a quick learner and can pick up things fairly quickly.

Ideally, I would like a placement within a sector that holds Events, but I would be open to offers. 

If you would like to follow my LinkedIn, this can be found at: https://www.linkedin.com/in/amber-mottershead-ba48b1166/ or email me Amber1210@live.co.uk

Or if you’d like to have a look at some of my volunteer work you can find this on Instagram: @amottevents 

Lewis Copeland

Lewis Copeland
Lewis Copeland

I have recently graduated from my BA Events Management (2 Year Accelerated) in which I achieved a first-class honours. I have previous work experience as a bar supervisor for three years as well as voluntary work experience with Channel 4, The Stone Food and Drink Festival as well as being a student representative for my course.

I currently work for The Student Hub at Staffordshire University as a Digital Marketing Ambassador. In this role I manage multiple platforms (Facebook, Twitter and Instagram) as well as improving the overall engagement and reach of the platforms.

I am able to use social media platforms to build and uphold brand image. I have experience in using analytics to improve the reach of posts as well as identifying demographics which not be being reached and making steps to target them.

Ideally I would like a placement in tourism, events or hospitality but I am open to offers.

If you would like to connect with me, my LinkedIn is: https://www.linkedin.com/in/lewis-copeland-10268515b/  or Email me at: lewis_copeland@hotmail.com

Sophie Lawrence

Sophie Lawrence
Sophie Lawrence

I have recently graduated with a First-Class BA (Hons) Degree in Events Management and have now started studying MSc Digital Marketing Management. I have a large work experience portfolio from both paid and volunteer work. I have been a chef for the past three years at The Orange Tree Bar and Grill, I also hold a range of customer service skills which I have been able to develop by working at a bar and on a hotel reception. To broaden by experience in events management I have volunteered at numerous events such as Woman of the Year 2018, Stone Food and Drink Festival and The Royal Oak Gin festival.

I have skills in web design, brand building and analytics, I can also use all forms of social media and some computer software which may be required. I am a reliable team player who learns quickly, I enjoy expressing my creativity when carrying out jobs and ensuring all tasks are completed to the best of my ability.

If possible, I would like to find a placement within the events, tourism or hospitality sector although I am open to other opportunities.

Please find me on LinkedIn (https://www.linkedin.com/in/sophie-lawrence-05367414a/) or email me (sophielouiselawrence@gmail.com) if you are interested in my expertise.

Charlotte Gooding

Charlotte Gooding

I have recently graduated with a 2:1 in BA (Hons) Events Management and am now currently studying MSc Digital Marketing Management. I have a wide work experience portfolio varying from paid work to voluntary. Over the last three years I have been a bar staff member for Stonegate pubs working for Walkabout until it closed down in April this year and now Yates Newcastle-under-Lyme. Within my role at Yates I tend to work on the bar and occasionally the kitchen, but recently I have taken on the role to be more involved in the social media for the business. To help to widen my knowledge of events and volunteers I volunteered for the Stone Food and Drink Festival in 2017/18. 

My main stills revolve around social media and helping to design promotional material. I am a reliable person with work ethic and put all my effort into anything that I do.

My ideal placement if possible would be within the events, tourism or hospitality industry. However, I am willing to try anything new that may broaden my knowledge and skills 

Please find me on LinkedIn (https://www.linkedin.com/in/charlotte-gooding-66867314a/) or email me (charlottegooding@live.co.uk) if you would like to contact me.

Aaron Shaw

Aaron Shaw

I recently graduated from Staffordshire University with a 2:1 BA (Hons) degree in Business management and I’m now studying an MSc in Digital Marketing Management. I am a team leader at the Staffordshire University Students’ Union. This role requires excellent communication skills, the ability to delegate tasks to the team I am managing and making sure the venue (LRV and Verve) is running as smoothly as possible. This has taught me a multitude of transferable skills within customer service as I have developed my interpersonal and leadership skills. This is reflected within my dedication to the Staffordshire Stallions American Football as a team player and a defensive captain.

I’m currently looking for a digital marketing placement for my work based digital marketing project. This will give me a chance to utilise the skills and knowledge that I have learnt within my masters and apply it to a professional environment. Any opportunity to be able to get this experience would enable me to further my employability.

My degree has given me an insight into a variety of different aspects within Business Management. This has given me fundamental knowledge on topics that also relate to the MSc in Digital Marketing Management. I have extended my academic skills and abilities by studying into a specialised area of Business.  An MSc has enabled me to have a greater understanding of analytics, search engine optimisation and the ability to design a global digital marketing strategy.

If you would like to contact me, my details are;

LinkedIn – linkedin.com/in/aaron-shaw-ba20a3150

Email – aaronjamesshaw1994@hotmail.co.uk

Leah Mahon

Leah Mahon

I have graduated with a BA (Hons) Journalism and I am now studying my MSc in Digital Marketing Management. Throughout university, I worked as a venue member for Staffordshire University’s Student’s Union in front and back of house customer service roles and as a Student Ambassador. These roles have instilled me with strong interpersonal skills and self-organisation through working in these multifaceted positions.

I have experience working as a Trainee Journalist at The Sentinel newspaper and Staffs Live, where I was responsible for researching and writing feature and news content for print and online publication. I utilised my qualifications in Reporting and Shorthand at 100WPM from the National Council of Training for Journalists, ensuring accuracy and time management.

I am an experienced CRM Marketing Assistant, where I was responsible for curating content for email marketing campaigns and market research. Studying Digital Marketing has developed my knowledge within integral marketing theories, brand development and content curation/SEO. I am now implementing this in the creation of my own lifestyle blog, The Wordsmith.

I am interested in opportunities in the content marketing sector, and I am open to writing diverse content in an array of industries.

My contact details are:

LinkedIn   –    https://www.linkedin.com/in/leah-mahon-b15627121/

Email       –    leah_mahon@outlook.com

Grace Hague

If you are a business owner and you are looking for a driven, creative and hardworking individual that has a keen interest in digital marketing, SEO and business development…then look no further!

I am currently looking for a placement within an organisation that will help me gain further knowledge and experience in the digital marketing field.

I have recently graduated from Staffordshire University with a 2:1 in Tourism Management. My main interests lie in SEO, content curation, analytics and brand building through social media.

I have consolidated experience working in fast-paced environments, working in a team, customer engagement and I have the desire to learn and help businesses grow!

So, what are you waiting for? Get in touch via LinkedIn or email!

LinkedIn: https://www.linkedin.com/in/grace-hague-12846b10a/

Email: Grace_Hague@mail.com

Global Entrepreneurship Week at Staffordshire Business School #GEW2019

#GEW2019

ALL WELCOME

Monday 18th Nov 2-4pm LT111/113 Julia Roberts

Professional skills for the self- employed Communications and Events Professional

Julia will start with a small talk on how her career developed and then will follow this with some workshop activity.

Tuesday 19th Nov 10.00 – 11.00 LT 02 Ashley Emily Whitehead

Building brand identity: the case study of Simply Great Britain

Tuesday 19th Nov 1.00-2.00 R101 Science Centre Emily Whitehead

Building brand identity: the case study of Simply Great Britain

Tuesday 19th Nov 1.30 – 1.50pm Flaxman Film Theatre Dr Tolu Olarewaju

“The Hult Prize is both the world’s largest student enterprise competition and the  world’s largest movement for social impact. Students from universities around the globe compete to win $1,000,000 in start-up funding to start a business that solves a pressing social issue. This year’s business challenge concerns climate change and is our chance to show the world that our institution is dedicated to Impact. Come and find out how to compete this year and the benefits of engaging with students from every part of our planet.”

http://www.hultprizeat.com/staffordshireuni

Friday 22nd Nov 10.00 – 12.00 S205 Mellor (IT lab) Jonathan Westlake

10.00 – 11.00 Good online tools for digital marketers

11.00 – 12.00 Good online tools for entrepreneurs and the self employed

These are practical workshops come early to ensure you get a seat.A

Speakers profile

Julia Roberts is a communications consultant with over twenty two years of professional work experience within Creative Communications and Marketing including Digital Media, Public Relations and Event Management.

Julia is also the founder and creative director of the Ginger and Spice Festival The Ginger and Spice Festival was crowned champions of British Food Fortnight Competition 2017 and was selected as regional finalists at the Rural Business Awards in both 2018/2019 and 2019/2020.

Her business Rocket Communications and Events Ltd was shortlisted as a regional finalist in the Rural Business Awards 2019/2020.

Julia Roberts - Entrepreneur in Residence

Emily Whitehead

Emily Whitehead Ltd provides highly experienced training, coaching, consultancy & speaking, delivering to a wide range of businesses and organisations. Specialising principally in marketing & communication strategy, leadership & management, business structure, environmental planning & management, this work is carried out for both private clients and within funded projects (most recently ERDF projects in Staffordshire & Leicestershire). Other projects have included work with Staffordshire CC, Stafford BC, Staffordshire Chambers of Commerce, Staffordshire University Business School , Keele Sustainability Hub, UKCPA, WiREUK & National Forest.

Operating under Emily Whitehead Ltd, Simply Great Britain has a mission to change how Britain views small, micro business one story at a time. Working within a membership community model, Simply Great Britain celebrates, supports & connects its members both online and in person.

Jonathan Westlake

Jonathan is an IT specialist. Exposure over the years to a wide variety of business contexts ranging from small firms to large organisations.  He has extensive experience of business techniques and transformation technology used by business. He was also instrumental in setting up Wavemaker Stoke and also runs his own small business. He is also vice-chair and secretary of the British Computer Society North Staffs branch.

How to Speed up your WordPress Website

Xinyu Zhang, MSc Digital Marketing Management student


Plugins can often help us implement some specific functions so that people who don’t understand the code can also add features to the website, thus avoiding re-development. WordPress, as a mainstream content management system with many themes and plugins, makes its extensibility to the fullest extent. Currently, many famous blogs, news media, music sites, Fortune 500 companies and celebrities are using WordPress, such as favourite blogs like TechCrunch and BBC America on WordPress. How do you get the best performance out of your WordPress and let it fully demonstrate the benefits of your content in modern web pages centring on speed, search engine optimisation and user experience? This blog will introduce some new plugins.

Ready to work

After we use WordPress to build a website, as the website develops more and more visits, we often encounter unsatisfactory opening speeds in the foreground and background, and even exhaustion of memory. Aside from the speed of the network, there is still a way to improve performance from the WordPress. Since WordPress only allocates 64M of memory by default, we have to modify this default parameter; otherwise, it is easy to cause an error: “fatal error, allowed memory size of xxxxx bytes exhausted”.
First, you need to open the WordPress WP including a directory to find the file of default-constants.php.

The first is to increase the memory limit for running WordPress and the second chart is to raise the memory limit obtained by the background supporter. This grade is more appropriate for modern server’s hosting services.
It is modified and saved.
Restart the server to see the effect.

Add AMP functionality to WordPress

Recent changes with Google search techniques will make Accelerated Mobile Pages (AMP) increasingly important (Dopson, 2018). AMP is Google’s Accelerated Mobile Pages.

As the name suggests, it is to speed up the loading of the mobile web to enhance the experience.

From the official statistics, the webpage average speed has increased by 4 times after use it. At the same time, it is Google’s AMP Project advocating a solution for speeding up mobile networks. WordPress provides full support for AMP pages. You only need to download two plugins and enable them to add an AMP version to your WordPress website.

Even if it is a free version, you can get quite a bit of structured content, including site names, individual text tag translations, logos, GTM, GA, structured data, etc.

You can also add a cache for WordPress

Having a slow-loading site is a serious problem because it can be catastrophic to your bounce rate. As is well known, if websites are not loaded quickly and reliably, they are more likely to leave the site. 47% of Internet users want to load in the site within 2 seconds. It is worth mentioning that a delay of one second can lead to a 7% reduction in conversions.

WordPress occupies a massive amount of CPU resources. Generating a normal page often involves dozens of SQL queries and second-level runtimes. Hence, dynamic page statics for WordPress is the best choice for optimising performance.

This is Autoptimize critical. Such a plugin not only combines various scattered JavaScript and CSS in the page but also optimises the order of loading locations, which can significantly reduce the number of HTTP requests and the problem of repeatedly rendering pages. Meanwhile, this plugin will generate some custom JS and CSS files.

Optimise WordPress images

Website image optimisation has always been a significant content. Compressing images can not only make the website faster but also improve SEO optimisation. Therefore, I recommend a WordPress image optimisation for the friends of WordPress website. Plugin ShortPixel is a full-featured image optimisation plug-in based on image compression, which provides a very comprehensive image optimisation option, including:

  • Image Compression
  • Picture cropping
  • Picture adjustment
  • Image backup recovery
  • PDF compression

All the work can be handed over to ShortPixel, and it will do the job for you in the background supporter.

Automatically add related articles

To help a website improve its Google ranking, “visitor stay” can be extended by highlighting additional topics the readers might be interested in (Dobson, 2018).

The addition of related articles has allowed some users to stay longer on the website. Some topics cannot be clearly explained in an article, and readers are able to understand it through related articles better. I recommend Related Posts for WordPress. This plugin works best, which can go to the other articles cited and then recommend according to the label and classification.

According to the reports, the number of Internet users using search engines has steadily increased, so that search engine optimisation becomes more important than ever. Yoast is known as the best SEO plugin because of its various powerful features: Internal link suggestion, Redirect manager Keyword report, XML site map, content and page analysis tools. As a simple and easy-to-use SEO plugin, Yoast SEO can provide webpage snapshots for search engine optimisation, evaluation of page readability, content length, alt attributes, keyword, title tags, meta descriptions, outbound links and URLs, etc. Furthermore, the basic optimisation elements can be easily done with Yoast SEO.

The Yoast plugin, like an advanced version of the plugin, offers a freemium model. However, most users still prefer to use the free version. There are a lot of advertisements and sales information on the free version. Although it does not affect the use, seeing it for a long time is still annoying. I will provide a plug-in for advertising to use or hide the back-end advertising content of SEO Bloat hidden Yoast free SEO plugin.

 

LinkedIn: Zhang Xinyu 

Global Business Directions Conference 2019

Thursday February 7th 2019 – Location Ashley LT002, Leek Road Campus, Staffordshire University

Organisers: Hazel Squire and  Prof Jon Fairburn

Free – all welcome

Programme

9.00 Networking
9.30 Welcome and introductions  Hazel Squire and Prof Jon Fairburn
9.40 Key note speaker – Andrew Stephenson, Group People Director at Lookers plc

‘Building a customer centric organisation in the digital age’ 

10.30  Break

10.40 Salman Hamid, Director of Development at GMP Drivercare.com 

 ‘The technological aspect of today’s business’

11.30 Break

11.40  Tony Evans, Head of Leonardo and Analytics, SAP

“Digital transformation and the intelligent enterprise”

12.30 Lunchtime
 13.30 Jeanefer Jean-Charles, Creative Director  www.jeanefer.com

‘Keeping your business moving’ 

14.20 Break
14.40 Vanessa Oakes, Staffordshire Business School

‘Digital technology and new employment experiences’

15.30 Closing remarks

 

Speaker profiles

Andrew Stephenson

Andrew Stephenson

Andrew Stephenson has been the Group People Director at Lookers, one of the UK’s largest automotive dealer groups since May 2016.  Reporting to the CEO; Andrew is responsible for the HR function and people agenda for over 8,500 employees across areas in the UK and Ireland.  Andrew also leads the IT function and is responsible for customer experience across the companies 31 franchised manufacturer brands.

Andrews’ team have driven an improved customer experience through instore insight and a new online proposition.  This has been underpinned by the introduction of comprehensive monitoring of customer experience.  This independent monitoring ensures much better outcomes for customers in all circumstances and provides statistically valid measurement of customer satisfaction.  The performance on customer experience now directly links to remuneration within the group.  Andrew’s team are also responsible for the delivery of the company’s new website to support omni-channel focus on customers.  Lookers are one of the Sunday Times Top 25 Big Companies to work for in the UK and have twice featured in the Glassdoor and CMI list of the Most Inspirational workplaces.

Andrew is a Level 8 student currently completing his DBA at Staffordshire University with a study into customer loyalty. Andrew holds a MA in Strategic HRM also from Staffordshire University, is a Chartered Fellow of the CIPD, a Chartered Manager and Fellow of the CMI and a Fellow of the Institute of the Motor Industry.  Andrew is also a Trustee of the national body of Citizens Advice, chairing their remuneration committee and an independent advisor to the Customer Experience Committee of HMRC.

 

Salman Hamid

Salman Hamid

Salman Hamid is a Director of Development at GMP Drivercare Limited, where Salman develops and implement Digital Technologies including bespoke systems, online automotive portal with a capability of getting live prices (APIs) and AI Technologies. GMP Drivercare helps Public and Corporate Sector organisations in Fleet Management, Grey Fleet Compliance, Telematics, Lease Car Schemes, Salary Sacrifice Schemes and more (A One stop shop).

Salman is a Staffordshire University and University of Roehampton Alumni, BSc Hons in Business Information Technology from Staffordshire University, MSc Information Systems Management from University of Roehampton and MSc Digital Marketing from Staffordshire University.

 

Tony Evans

Tony Evans

As Head of Leonardo and Analytics, Tony Evans is responsible for enabling customers to leverage SAP’s innovation portfolio, to drive business transformation and operational improvement. As the executive sponsor for SAP Machine Learning and Cloud customer adoption, Tony partners with customer executive teams to promote SAP’s next generation computing platform.

Since joining SAP, Tony has led SAP’s billion dollar North American Database business and has managed the North American financial services business as the Chief Operating Officer.

Prior to SAP, Tony has a successful track record in driving Business Process Reengineering and change management for global organisations, including PepsiCo, Lucent Technologies and IXNet. Tony has also held senior leadership positions across Oracle, BlackBerry and SAP, where he has led organisation of sales, technical and marketing professionals, driving revenue growth through partnership with customers.

Tony is an alumni of Staffordshire University, where he graduated with BA (Hons) in Business Studies and a Diploma in Marketing from CIM. Tony has an MBA in Change Management from the University of Brighton and is a qualified Project Manager with the Project Management Institute, an organisation he sat on the board of in NYC, and represented in the Global Project Management Forum. Tony also sits on the board of a successful startup, CrowdFlik where he partners with, and advises the CEO around business strategy.

Jeanefer Jean-Charles

Jeanefer Jean-Charles

Jeanefer Jean-Charles career began working across theatre, dance, television and film, including Co-Artistic Director of her company Bullies Ballerinas Jazz Productions, touring nationally and internationally. Her work has taken her to over 20 countries.

Today she is the Creative Director of Jeanefer Jean-Charles and Associates, with over 20 years’ experience of devising, creating, facilitating and directing dance and movement for performance.

As a Mass Movement Director and Choreographer of large scale performances, opening ceremonies, stadium events, outdoor spectacles, carnivals and parades, the success of her work is in her unique process of empowering and skilling up teams of artists, whilst bringing together the talents, strengths and shared stories of communities in inspiring and unforgettable ways.

Career highlights include: Mass Movement Director for Roald Dahl’s City of the Unexpected 2016, Choreographer for the award winning The Return of Colmcille, Derry-Londonderry City of Culture 2013, Mass Movement Choreographer for the Coronation Festival at Buckingham Palace, Mass Movement Coordinator for all four of the London 2012 Olympic Opening Ceremonies, Movement Director for The FA Cup Final 2016 Opening Ceremony at Wembley, Artistic Director for The Rugby League World Cup Opening Ceremony in 2013.

Vanessa Oakes

Vanessa Oakes

Vanessa Oakes is a Human Resources and Leadership & Development professional with extensive industry experience including 10 years as Head of HR at an international Environmental and Engineering consultancy and 6 years as a lecturer on the CIPD’s professional HRM programmes.

Vanessa brings a wealth of experience in how digital technology will affect your experience as a candidate looking for a job, to how it will affect you in your future employment.

She has worked with Social Media tools to approach passive candidates for opportunities within her organisation, she has implemented Applicant Tracking Systems which monitor the status of applications, she has worked with online tools which recorded attendance and monitored productivity and performance and software which measures and records employee engagement. These digital tools provided essential data which allowed managers to better manage their teams, improving the overall performance of the organisation.

She will give you a clearer understanding of how digital technology will become a key part of your employment experience.

Unflitered: The Truth about Influencer Marketing

Leah Mahon, MSc Digital Marketing Management student


Influencer Marketing (IM) is the latest marketing trend to take the digital plethora by storm – one like and re-post at a time. According to Influencer Marketing Hub, IM combines the use of old and new marketing strategies, and turning it into modernised content fuelled marketing campaigns through collaborations between brands and “influencers” who set up their own social media pages and create their followings.

For businesses – big and small – it is worth getting to the know the person behind the filter before letting them influence which directions your business goes down. Here are a few things to keep in mind…

The Federal Trade Commission (FTC) Guidelines came into full force after numerous followers of popular YouTube and Instagram accounts were collaborating with brands and not making aware that they were receiving a profit in return from their content. To ensure transparency among the audience you’re trying to reach through your Influencer, clarifying that a simple #ad or #sponsorship can save them and your business some major thumbs down.

Beauty Vlogger Zoella

Clear communication is key between your business and the influencer you choose to work with. Popular beauty vlogger, Zoella, faced backlash from her fans and their parents last year after her collaboration with Boots and her 12-day advent calendar, containing a bauble and cookie cutter, saw it priced at £50.00 – putting her good girl next door image a risk. She stated, however, that the final cost of the product was not her decision, and given the many loopholes it takes for a product to make it on shelves whom has the final say is usually obvious. However, businesses need to remember that every detail from the price to the packaging will affect the message sending out to their new audience in some way – and ultimately both parties pay the price.

Oprah’s contradictory Tweet

The Influencer has to believe in the brand and the product or service it is promoting. Microsoft collaborated with world-wide influencer, Oprah Winfrey to endorse their new Microsoft Surface tablet. Social Media Today describes how Oprah sought out Twitter to promote the new technology – only to do so via her iPad, one of the product’s direct competitors. Despite her global influence, not even she could increase sales if her influence doesn’t even believe in the product itself. It’s important for businesses not to collaborate just for the number of likes and followers, but what the Influencer believes in too. Right down to what tech they like to send their Tweets and DMs off.

At the heart of this new industry trend is authenticity amongst the audience that follows. In a time when filtered photos begin to look just like that, picking an Influencer that is transparent with their following from the start and for you to harness their honesty well, can be the deciding factor for a like or dislike.

The Future of Facebook Marketing

Ben Hocking, MSc digital marketing management student


Facebook is going to be one of the main places to focus your social media marketing for the foreseeable future. But will you be marketing in the right place? For a while now, the news feed has been the place to be to engage with consumers, using display ads and chatbots. However, these methods had varying success due to them being easily overlooked and being a nuisance  when posted too frequently. In response to this, 2018 saw an update to Facebook’s algorithm in order to reduce the amount of fake news and improve the reputation of the platform. As always, with the changing of Facebook algorithms comes a change in marketing culture within the platform. In an environment that has ever increasing scrutiny on user content by employers and relationships, users are experiencing a shift from news feed-based engagement to an increasing popularity of private messaging and stories.

With Facebook messenger becoming increasingly popular with 1.3 billion users a month, a huge new market is presenting itself. Thanks to copying of the original innovation by Snapchat and the subsequent success of stories on Instagram, stories (short videos and images that appear temporarily on a user’s social media) are becoming the next big thing in social media, with users clearly finding more comfort in the creating limited time content that can be forgotten about much easier than a public post on social media. Social media platforms are predominantly buying in to having stories on their platform, even with private messaging groups such as WhatsApp making the transition. Always attempting to be remain the leader of social media platforms, Facebook have clearly thrown their metaphorical hat into the ring and transitioning Facebook into a more story-oriented experience, and in typical Facebook fashion, making it bigger and better. These improvements are much needed for Facebook, as when it comes down to private messaging, it still lags behind WhatsApp by hundreds of millions of users.

One of the main changes to Stories is how the platform now uses the story cards (a collection of images taken from the stories of other users that provide a link to their complete story). Bigger cards, easier access and constant reminders: Facebook is clearly showing its cards on how it wants users to engage, and we can understand why. By using stories to market to users, pages can post as often as they like without filling up the news feed of their followers and risking being branded a as “nuisance” content. From a marketing perspective, this allows advertisers to place ads in the middle of a stream of content more seamlessly than before interruptive. Even if you scroll past the initial set of stories, there is no escaping them. After every few posts on the news feed there is another opportunity to engage with stories, this time Facebook even doubles down with the amount you can choose from on your screen.

Interestingly, Facebook is clearly playing the media platform game and winning. On mobile, stories are king, but switch to desktop like over 30% of users, and we are greeted with the same old Facebook we know and love. Other than stories being available along the right-hand side when you first open your news feed, their presence is very limited, showing that the ease of image-based content curation that mobile provides has been accounted for when transitioning, as well as accommodating desktop users in the changes. (Need to find data for older audience not engaging in stories).

So, you’re probably asking yourself why the predominance of stories is so important in shaping the future of marketing. Well, by using stories you can combine all your posts into one convenient little package to, believe it or not, tell a story about your product. Stories let your content be consistently viewed in the order you decide you want it to, allowing you to engage your audience with the correct posts without the risk of them missing the good bits. They also allow you to get the users invested in your content before presenting them with your long-form marketing through the stories themselves and the ability to swipe and tap to take them from Facebook to your website effortlessly, and the best bit- they already know they want to go there, reducing bounce rates and encouraging good quality engagement with your content. Another amazing feature of Facebook stories is the integration between the Facebook platform and the messenger app, with stories appearing seamlessly between the two platforms as is typical for Facebook messenger. This will allow advertisers to target any users from either platform with meaningful content.

The final trick up the marketer’s sleeve with Facebook stories is the ability to embed polls and links within the story itself. Want feedback on a new service? Add an emoji slider and let them show you how happy they are, the possibilities are endless. And this is only the beginning, with the increase of popularity for Facebook stores expected to overtake news feeds as the primary way to share on social media in 2019. With more than double the users of Instagram, Facebook may have been late to the party, but they are soon going to be the life of it.

Lecturer’s top tips on what NOT to do when blogging and how to read

Andras Kenez, Lecturer at Staffordshire business school


This is the most important rule of content marketing for bloggers: use data to understand your readers.

The data-driven content marketing is a way of continuously measuring the user data to develop the content.

Here is an interesting fact I found whilst researching different target groups and reading about different segments of the society, trying to understand how they react to content:

We can’t read anymore.

Mankind has lost the ability to work with complex texts. It is not just Generation Z – it is all of us. We are not able to read texts as we have before. We live in a faster world where information is unlimited.

The bottom line is we do not have time for reading. Our brain and reading habits are adapted to this environment. We can see the world through videos and images, we have experts and politicians to explain us what we see, there is no need for reading anymore. Even the interfaces are different: it is not the same to read on screen than on paper.

  • Almost 50% of the people have limited reading skills. They know the alphabet and have the basic reading and writing skills, but they might have problems with understanding texts beyond a basic, simplest level. They do have problems with reading long emails, articles, blogs. One of three of your colleagues are functionally illiterate, no matter where you are: schools, universities, newsrooms are no exceptions. Look around, if you don’t know who it is, it’s you.
  • Skimming is the new reading. Based on online analytics, we spend less than a minute to read articles and blogs online: we get the keywords and the most significant points (those with bold font or the first few words after the bullet points) quickly, without processing the information. Skimming and scanning are effective techniques to get a general overview immediately. Why bother with the details? Therefore, I can write whatever I want here: no one will read this part. I could even call the editors idiots: even they won’t read (and delete) this. Students use skimming and scanning methods to speed up assignment writing, bloggers use this to save time on research. The problem is: we never go the next step (deep reading) after getting the point.
  • Reading is not critical anymore. Readers are not able to manage conflicting information. As the neuroscientist, Maryann Wolf writes: “My research depicts how the present reading brain enables the development of some of our most important intellectual and affective processes: internalized knowledge, analogical reasoning, and inference; perspective-taking and empathy; critical analysis and the generation of insight.” (Such a long sentence!) Serious (deep) reading is paying attention, working with the content, thinking, and using your brain. Reading requires time.
  • We have no dedicated time for reading. Reading articles and blogs: we do it in our fragmented time (these are the small breaks, in-between moments). During the day, when there is some free time to read: at lunch, on the train, during lectures, in waiting rooms, in bed before sleep. We do not dedicate time for reading, we try to find time for it. Digital devices make it possible to read anytime and anywhere. This is an and endless opportunity and a total game changer.

During the time of the Brexit debate, it is extremely interesting to see this “development” of reading. Propaganda also understands this: telling a lot of contrasting information makes us vulnerable as we have lost our ability to critically evaluate.

To build a new argument here I tried to reread the Universal History with a Cosmopolitan Purpose – but I Kant, it is TL;DR (too long, didn’t read). I used to like it, but now it is too difficult to read. By the way TL;DR: we do not even write sentences anymore. Shortening, abbreviation and simplifications everywhere. Not just ideas but words are too long as well. But TBH, TLA (especially in CTA) is bad for UX and CTR. KISS.

In my last piece here, I have argued to be sceptic with the information you see, now I advise you to read. Spend time deep reading. Reading is like language skills: if you don’t use it you’ll forget it. PRACTISE DEEP READING each and every week.

And if you write a blog, do not forget that you’re writing for people with reading difficulties. Readers like to skim, not chew.

 

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