When you have a great story to tell a Blog can be the best way to promote it. The evolution of the Edinburgh-based Auctioneers and Valuers website has moved on another leap with the addition of two major new developments. The RamsayCornish.com website now has an Auctioneers Blog as way of gaining and retaining site visitors. Already we are seeing a different type of site visitor brought in by the sale highlights news as well as behind the scenes views. Many visitors would go to a Blog but may not have been so keen to visit the company News page. Blogs are less formal, have wider appeal and are often easier to promote. Google certainly favours them as people tend to spend more time reading often more than a single page on a typical Blog visit, just do any search and you will see a Blogs are often ranked higher than classic website product pages.
Ramsay Cornish use their Blog to host the latest sale news, what value each item realised etc and forth-coming regular weekly sales and particularly future special event sales. These all make good content for search engines and also are great to promote via social media, especially for really topical items and even better with such a visual medium as each item on sale has already been photographed so why not make as much use of the images as possible. Links to their Twitter feed and Facebook page are on the site if you want to follow. Ramsay Cornish have also been carefully using e-mail marketing for a few years to keep potential buyers and also sellers involved with the latest news and special events and their has been a lot to report to a very loyal readership. If you want to join the e-newsletter you can sign up on the website.
Also added to their website is the new Live Online Bidding function, aimed to bring in a new audience right into the Sale even if they do so from their own home anywhere in the world. The full catalogue is picked up and shown on the Invaluable web auction portal real time allowing bidders involvement. This opens up the sale to a new audience of collectors and specialist buyers and should increase the value achieved by some items. At the same time the site now offers successful buyers the ability to complete the payment transaction for their purchase via PayPal, for ease if desired.
Google seems to agree ranking Blogs above company News pages and visitors spend more time and are happier to share Blog posts. And if promoted via social media they can gain short and long term traffic uplifts. This should form part of your social media strategy and to for instant proof your webstats will confirm traffic and site usage trends. As well as adding the Blog we have also included live online bidding on their website, inviting a potential global audience of collectors for the first time. You can view the current auction catalogue at RamsayCornish.com. We have been very pleased to help Ramsay Cornish at each stage of the sites evolution and by including Google Analytics it is much easier to really understand the customers needs and evaluate both the sites performance as well as the use of marketing efforts such as e-mail, social media and referring links.
If you want to see some great stats to back this up then read > “the irresistible business case for blogging” by Econsultancy
Posted by Neale Gilhooley, Evolution Design
By Neale Gilhooley (updated 20/5/15). We are all aware of the impact that mobile devices (mobiles, tablets and even wearables) have on website usage, especially when we view our own webstats. Now it is official that Google are putting more emphasis on mobile friendly or responsive websites in this rare announcement ‘expanding our use of mobile-friendliness as a ranking signal’ and they even gave rare advance warning of the deadline of 21st April 2015, aka Mobilegeddon. OK it sounds a bit Y2K but it is real and if you don’t get in line go to the end of the line. (Note: on 19th May search engine Bing’s Blog also announced it would be soon be doing similar).
This has long been suspected amongst SEO specialists and bloggers but now it is official Google practice, its a fact it is also good business practice. So you had better adapt or risk losing search results rankings and subsequent site traffic if your website is not mobile friendly or better still fully responsive assuming you have not already done so. This is not just about smartphone and iPhone use, it also covers iPads and other tablets, so read on and it is not just mobile search it will affect search results across the board.
Responsive Website Design (RWD) is more than just a web design trend, it is fast becoming a web design requirement, pretty high up the must have check list, especially after 21st April. By the end of 2015 it is estimated that desktop viewers will become make up less that 50% of site visitor stats. But we are not talking about mobile websites, these tend to work at the lowest common denominator level and in many cases are being left behind as the experience is a far cry from the desktop site.
So what is RWD? Responsive web design is about crafting sites displaying with optimal viewing experience – easy reading and navigation with a minimum of resizing, panning, and scrolling – across a wide range of devices without forgetting that we are designing for people not their devices. So in short images and text content scale to fit the window, controlled by inserting spacers as breakpoint to ensure that the site is displayed in its best form automatically. So as long as the site is set out in a sensitive way the user can view with the least obstacles. Designing responsively does away with the need to create a separate mobile site, It provides users with a seamless brand experience across devices and gives them access no matter how they access your site.
View www.evolution-design.co.uk on your mobile. Yes some images display better than others but we have given emphasises to displaying; our branding, contact info, the menu then the text followed by the images. You can see how it reforms to portrait or landscape use and importantly it can decrease loading times of user requested content (another Google indicator). Like many RWD websites it is a much better user experience when viewed on reduced smartphone on-screen real estate (display area space), but is a serious improvement without the users need to pinch and expand the page resizes to best display the page. So why are people visiting your website? Is it for the same reasons that you want them to visit, are they going to the pages that you desire? At least being fully responsive and checking your webstats will give you some indication if your inbound enquiries and orders do not. And lets face it anything that can enhance the users experience has to be worthy of consideration in web development. It is also time to stop obsessing about the ‘below the fold’ as mobile users have no problem scrolling down the page to find the content they want as a swipe is faster than a scroll. But remember that RWD is a user experience tool and SEO tactic, not a replacement for strategy or great content.
If your website is WordPress you can ask us to reformat it quite easily and while this will help make your website as future friendly as possible when converting your website to a responsive site it’s a good opportunity to rethink the content from a users perspective. We would urge you to look at your website and your webstats as part of this process. Remember that while you are improving the presentation people don’t want to read screeds of text on a mobile, ever and Cookie Consent or T&C’s tick boxes can be hard to find if care is not taken especially if these block access to pages or contact or ordering.
Being seen on a mobile does not necessarily mean that your site is mobile friendly or has been optimised for these devices. With some web skills you can use this useful resource to find out > Device Mode & Mobile Emulation Developer Tools were created by Google Chrome’s tech guys help developers to see how the site performs for almost every screen size out there. Or you can ask around the office or via your colleagues to see a site perform live, always the best test.
When did you last take a look at your Google Analytics account? Within Audience it you can find a new tab called Mobile which will tell you not just the percentage of mobile users but also which devices they used to access your site, right down to the phone model.
Here are our stats for the latter part of 2014 and you can see a lot of interesting data here. The number of uses visiting via Apple devices is huge, with an almost equal split between iPhones and iPads. Page views and length of visit (duration) also varies dramatically by phone make and model. Although based on much lower useage It possibly highlighting some issues with the Samsung Galaxy both the III and IV have very few visitors and they spend very little time on the site. So we can now take some action on these points and review and troubleshoot.
Also instead of just adding pages and content it’s always a good time to take content off if it is not performing or out of date. Your webstats will tell you.
How Fortnum & Mason increased mobile conversions by 57% with RWD blogpost with before & after designs
Imagine briefing a professional design firm to create a brand new logo, you hold many creative and briefing meetings then watch the birth of your new logo. After approving the design work, you pay all of their invoices then spend millions of pound building your business and creating your own brand. Then you find out that you have missed one important step in the process and because of that you do not actually own the copyright to your own logo, not yet anyway. How can this happen?
The case of Innocent is not unique but is complicated by the payment arrangement which it appears was not completed. It is a very an interesting and costly case and highlights a point of law that many experienced business and marketing people have not fully understood that regardless of payment method that the owner of the copyright for original work created is that creator – not automatically the client, even when fully paid for until ownership has been assigned or transferred over. As an agency we promise to automatically assign the ownership of the design copyright and any intellectual property (IP) rights to our Client upon payment of outstanding invoices – we even state that on our website on the Logo Design page. But not every agency or creative does this so buyer beware. These IP rights have little real value when the company or brand is created but after time and cash investment the brand equity can soar and become real asset value on your balance sheet and this is not the time to start arguing over it’s ownership.
The Innocent logo saga starts in 1998 when Fresh Trading owner of fledgling drinks brand Innocent signed a deal with brand design firm Deepend to cover the design costs for it’s new logo via sweat equity instead of cash. Innovative but not unique the contract stated that Innocent would pay the Deepend 4% of the shares of Fresh Trading, at which point copyright ownership for the logo would transfer to Fresh, but the agreement was never signed. The logo was completed but Fresh never paid Deepend the shares and has continued to use the ‘dude’ logo since. This was a huge failing on both sides and the agency did not pursue the issue until 3 years later and had not been resolved 6 years after that when they went into liquidation in 2009. Impossible to say which side stalled on completing the deal, but a close friend of the Deepend designer who actually created the logo bought the IP from the liquidators for the copyrighted works created for Fresh via a shelf company called Deepend Fresh Recover. The ownership of the logo has been going through the courts ever since, until recently. Importantly how could Fresh have sold it’s Innocent brand without full legal ownership of its own logo together a dispute over its own trademark.
As recently as November 2012 the Office for Harmonisation in the Internal Market (OHIM – the body that oversees trademark registration across the EU) sided with Deepend Fresh Recover ruling that they owned the copyright, not Innocent. But last month Innocent was finally found innocent of copyright infringement over the historical use of its ‘dude’ logo, with the High Court judgement that overturns the previous decision that Fresh Trading owns the haloed-fruit icon. When innocent had not paid for the logo it seems an odd ruling. So who wins, the side with the deepest pockets?
The saga harks back to 1998, when Innocent owner Fresh was set up and hired a design agency called Deepend to create a logo for Innocent. While the originators Deepend and Fresh both agreed via a “heads of terms” agreement that the agency would be paid 4% in Fresh shares, at which stage copyright for the logo would transfer to Fresh, the agreement was never signed. Fresh never paid Deepend the shares but has continued to use the ‘dude’ logo since. According to Richard Kempner of law firm Kempner & Partners, which represented Deepend Fresh during the most recent, High Court, case, “clause 5 of the agreement said that copyright would belong to Deepend until Fresh approved the work”, with the law firm arguing that clause 5 was “clearly intended to be conditional on clause 4″ (i.e. payment). Deepend Fresh successfully brought proceedings before OHIM, which declared Fresh’s community trademark registration of the ‘dude’ logo invalid. But at the trial the judge decided that “these were separate, non-conditional obligations.”
Deepend Fresh will no longer pursue the issue. Kempner said that there was an important lesson for branding and marketing agencies. “What the outcome of this case highlights is that people need to be careful in structuring contracts in very precise terms, and it’s a devastating case for designers who think they’re protecting their right to be paid. I think it shows that sometimes there can be a difference between law and (at least my view of) justice, because there might be a case for saying that Innocent got something for nothing here.”
Was it worth years of legal disputes? Innocent have remained silent on the issue but must be pleased and relieved. To read more go to the Marketing Magazine website.
No comment has been made by Innocent on this case. In February 2013 Coca-Cola increased their company stake to over 90%. The Innocent logos here are freely available on the company website here > http://www.innocentdrinks.co.uk/us/press/photos-and-logos/photos-and-logos/logos