Marketing Archives - KiwiCommerce

Posted on May 1, 2025October 7, 2025 by Kiwi Commerce

Your step-by-step guide to building a powerful, connected e-commerce experience in 2025

In the fast-evolving world of e-commerce, your website can’t operate in isolation. From marketing to inventory management, from payments to fulfilment, your online store needs to connect with the tools that power growth, automation, and insight.

But integrating these tools isn’t just about ticking boxes. Done right, it creates a streamlined, scalable ecosystem that improves customer experience, boosts sales, and lightens your team’s workload.

At Kiwi Commerce, we help businesses design smart, scalable e-commerce ecosystems — especially for platforms like Magento 2, Shopify, and WooCommerce. In this guide, we’ll take you through how and what to integrate into your website in 2025 — with actionable advice for both product-based businesses and service-led brands.

📌 What Does Integration Really Mean?

Website integration is the process of connecting your website to third-party tools and services, allowing them to share and act on data in real-time. Think of your site as the core engine of your business — integrations are the turbochargers.

With effective integration, you can:

Sync orders and inventory across platforms
Automate marketing messages based on behaviour
Personalise user journeys dynamically
Streamline reporting and financials
Deliver consistent, cross-channel customer experiences

Without it? You’re likely wasting hours on manual tasks, dealing with data errors, and losing customers to clunky, fragmented journeys.

🔧 Categories of Must-Have E-Commerce Integrations

Let’s explore the most valuable tool types to integrate, and how they apply across e-commerce and service sectors.

1. 🛍️ E-Commerce Platforms

If you’re still using a brochure-style site or a basic CMS, it’s time to switch to a fully integrated e-commerce platform.

Top platforms to integrate:

Magento 2 (great for customisation, scaling & B2B/B2C hybrids)
Shopify (excellent for simplicity and speed)
WooCommerce (perfect for WordPress-based stores)

These platforms provide APIs and app ecosystems for seamless integration with payments, shipping, CRM, and more.

🔹 Service business tip: Even if you don’t sell physical products, platforms like WooCommerce can be used for selling subscriptions, digital products, online bookings, or service packages.

2. 💳 Payment Gateways

Secure, fast, and flexible checkout is a non-negotiable.

Tools to integrate:

Stripe – Fully customisable and supports recurring payments
PayPal – Universally trusted
Apple Pay / Google Pay – Speed and convenience on mobile
Klarna, Clearpay, Laybuy – Buy Now, Pay Later (BNPL) options to increase AOV
Square or GoCardless – For offline + online service payments

📈 Did you know? BNPL integration can increase checkout conversions by up to 30%, especially in fashion and lifestyle eCommerce.

3. 📦 Inventory & Order Management

If you’re selling across multiple channels (e.g. your site, Amazon, in-store), keeping stock aligned is critical.

Popular integration tools:

Linnworks – Centralised order & inventory system for multi-channel
TradeGecko (QuickBooks Commerce) – Wholesale & inventory platform
Cin7 – Suited for larger product catalogues & B2B
Unleashed – Advanced stock tracking for manufacturers or B2B sellers

Automating stock updates means:

No overselling
Better customer trust
Real-time insights into performance

🔹 Service business tip: Manage digital licences, event ticketing, or appointment slots using scheduling/inventory tools like Calendly or Book Like A Boss, integrated into your site.

4. 📬 Email & Marketing Automation

Your marketing should be working while you sleep. Integration lets your site trigger tailored communications at the right time.

Powerful platforms to consider:

Klaviyo – Best for product-based personalisation in eCommerce
Mailchimp – Easy to use for general email campaigns
ActiveCampaign – Strong automation + CRM combo
Omnisend – All-in-one tool for eCommerce email + SMS
HubSpot – Perfect for service providers needing lead scoring, CRM, and automation

Key automations to set up:

Abandoned cart recovery
Post-purchase follow-ups
Loyalty/rewards nudges
Re-engagement for inactive customers
Personalised upsell flows

🔍 Make sure your product catalogue syncs directly with your email platform to enable dynamic content and smart segmentation.

5. 📈 Analytics & Behavioural Data

Good decisions come from great data. Your integrations here should focus on both what people are doing and why.

Tools to integrate:

Google Analytics 4 (GA4) – Track events, user flows, and conversions
Hotjar or Microsoft Clarity – Understand user behaviour with heatmaps
Google Tag Manager – Manage all your marketing tags in one place
Looker Studio – Build custom dashboards from multiple data sources

🧠 Want even smarter data? Integrate with a Customer Data Platform (CDP) like Segment to unify data across channels and devices.

6. 🎯 Product Discovery & Personalisation

Make it easier for customers to find exactly what they want — fast.

Top integrations:

Algolia – Advanced search with real-time indexing
Searchspring – Dynamic product recommendations
Nosto – Behaviour-based personalisation
Recom.ai – AI-powered upsell & cross-sell tools

🔍 These tools use machine learning to:

Recommend products based on past browsing
Show “trending” or “most viewed” items
Tailor on-site banners and CTAs per visitor

🎯 Result: Increased conversion rates and longer session times.

7. 🚚 Shipping, Fulfilment & Returns

A great delivery experience builds loyalty and repeat business.

Integrate with:

Royal Mail, DPD, DHL, or Evri – for automatic label creation
ShipStation – Multi-carrier shipping solution with tracking
Click & Drop – Royal Mail’s fast dispatch tool
Loop or Returnly – Simplify the returns process

🛒 Pro tip: Show real-time delivery dates and stock availability on product pages to improve purchase intent.

8. 📊 Accounting, Tax & Invoicing

Avoid end-of-month chaos by connecting your site to your finance software.

Useful integrations:

Xero, QuickBooks, or FreeAgent – For expense tracking and auto-reconciliation
Avalara or TaxJar – Automatically apply the correct tax rates (especially helpful for global eCommerce)
Sage – For UK-based, VAT-compliant accounting

📎 Don’t forget to generate branded invoices and receipts directly from your site — helpful for both B2B clients and consumers.

9. 🔐 Security, Compliance & Customer Data

Make sure your integrations follow data protection regulations like GDPR.

Important tools:

ReCAPTCHA – Stop bots on forms and checkouts
Cookiebot – Manage cookie consent dynamically
OneTrust – Enterprise-grade GDPR compliance solution
Tidio – Live chat + chatbot that’s GDPR-friendly

💡 Tip: All integrated tools must comply with GDPR if you’re storing or processing personal data from EU/UK users.

🧠 How to Integrate: Step-by-Step

Audit your current setup – What tools are you using? What’s missing? What’s clunky or manual?
Map your customer journey – Where can automation or data help improve experience and results?
Choose tools with native integrations or open APIs – This ensures smoother setup and lower maintenance.
Connect and configure properly – Sync databases, set automation rules, test everything.
Test across use cases – Purchase flow, returns, CRM handover, reporting dashboards.
Maintain and optimise – Tools evolve. Revisit your stack every 6–12 months for upgrades or better fits.

💼 How Kiwi Commerce Can Help

Whether you’re launching a new eCommerce website or evolving an existing one, our team at Kiwi Commerce helps you:

✅ Audit your current systems and integrations
✅ Recommend the best tools for your needs and goals
✅ Seamlessly integrate tools with your Magento, Shopify, or WooCommerce site
✅ Set up automations, data syncing, and performance tracking
✅ Deliver a customer experience that’s fast, personalised, and profitable

Final Thoughts

Your website is only as powerful as the systems behind it. In 2025, integrating your site with the right e-commerce tools isn’t a technical luxury — it’s a strategic necessity.

From checkout to customer loyalty, smart integrations streamline operations, boost revenue, and deliver a superior user experience.

🚀 Ready to integrate your website with tools that grow your business?

Let Kiwi Commerce design a seamless, high-performance, fully integrated digital ecosystem tailored to your needs.
👉 Contact us now — and let’s build a smarter eCommerce engine, together.

Posted on April 17, 2025October 7, 2025 by Kiwi Commerce

It’s not just about making your site look attractive—colour has a profound impact on how users perceive your brand, navigate your site, and even make decisions. From evoking emotions to influencing conversions, the colours you choose can make or break your website’s success. In this blog, we’ll explore how colour impacts your website and how you can use it strategically to create a memorable and effective online presence.

At Kiwi Commerce, we understand the importance of visual design in creating impactful eCommerce experiences. Thoughtful use of colour is a key ingredient in our approach to effective, conversion-focused web design.

1. The Psychology of Colour: How Colours Influence Emotions

Colours can evoke specific emotions and associations. This is known as colour psychology, and it plays a crucial role in how users interact with your website. Here’s a quick breakdown of what different colours typically represent:

Red: Passion, urgency, excitement. Often used for call-to-action buttons or sales.
Green: Growth, health, nature. Commonly used for eco-friendly or wellness brands.
Yellow: Optimism, happiness, attention-grabbing. Use sparingly to highlight key elements.
Purple: Luxury, creativity, spirituality. Often associated with premium brands.
Orange: Energy, enthusiasm, playfulness. Great for calls to action or youthful brands.
Black: Sophistication, elegance, power. Ideal for luxury or minimalist designs.
White: Simplicity, cleanliness, purity. Often used as a background colour for a clean look.

Understanding these associations can help you choose colours that align with your brand’s message and evoke the right emotions in your audience.

2. Brand Identity and Consistency

Your website’s colour scheme is a direct reflection of your brand identity. Consistency in colour usage across your website and other marketing materials helps build brand recognition. Think of brands like Coca-Cola (red) or Facebook (blue)—their colours are instantly recognisable and evoke strong brand associations.

When selecting colours for your website, consider your brand’s personality and values. Are you a fun, playful brand? Bright, vibrant colours might work best. Are you a professional, corporate brand? Stick to more muted, sophisticated tones. Consistency in colour usage builds trust and makes your brand more memorable.

At Kiwi Commerce, we guide clients through defining colour palettes that reflect their brand values and speak directly to their audience.

3. Improving User Experience (UX)

Colour plays a critical role in guiding users through your website and improving their overall experience. Here’s how:

Navigation: Use contrasting colours for buttons and links to make them stand out and ensure they’re easy to find.
Readability: Choose text colours that contrast well with the background to ensure your content is easy to read.
Hierarchy: Use colour to create visual hierarchy, drawing attention to the most important elements on the page (e.g., headlines, CTAs).
Accessibility: Ensure your colour choices are accessible to all users, including those with colour blindness. Tools like WebAIM’s Contrast Checker can help you test your colour combinations.

A well-thought-out colour scheme can make your website more intuitive and user-friendly, leading to higher engagement and lower bounce rates.

4. Driving Conversions with Strategic Colour Choices

Did you know that colour can influence whether a user clicks a button, signs up for a newsletter, or makes a purchase? Studies have shown that changing the colour of a call-to-action (CTA) button can significantly impact conversion rates. For example, red is often used for “Buy Now” buttons because it creates a sense of urgency, while green is associated with positive actions like “Sign Up” or “Go.”

However, there’s no one-size-fits-all approach. The best colour for your CTAs depends on your brand, audience, and the context of your website. A/B testing different colours can help you determine what works best for your specific audience.

To learn more about optimising website performance and conversion, explore our insights on the Kiwi Commerce blog.

5. Cultural Considerations

Colour meanings can vary across cultures, so it’s important to consider your target audience when choosing your website’s colour scheme. For example:

In Western cultures, white symbolises purity and cleanliness, but in some Eastern cultures, it’s associated with mourning.
Red is considered lucky in China but can signify danger or warning in other contexts.

If your website caters to a global audience, research the cultural connotations of your chosen colours to avoid unintended misunderstandings.

6. Trends vs. Timelessness

While it’s tempting to follow the latest colour trends in web design, it’s important to strike a balance between trendy and timeless. Trends come and go, but your website’s colour scheme should reflect your brand’s long-term identity. That said, incorporating subtle nods to current trends (like gradients or muted tones) can keep your site looking fresh and modern.

At Kiwi Commerce, we design with longevity in mind—crafting colour palettes that remain effective and on-brand, even as design trends evolve.

7. Tools to Help You Choose the Right Colours

Not sure where to start? Here are some tools to help you create a cohesive and effective colour palette for your website:

Adobe Color: Create and explore colour palettes based on colour theory.
Coolors: Generate colour schemes quickly and easily.
Paletton: Test how your colour choices will look together.
Canva Colour Palette Generator: Upload an image to extract a colour palette.

Conclusion: Harness the Power of Colour

Colour is more than just a design element—it’s a powerful tool that can shape how users perceive and interact with your website. By understanding the psychology of colour, maintaining brand consistency, and prioritising user experience, you can create a website that not only looks great but also drives results.

So, the next time you’re designing or revamping your website, take a moment to think about the colours you’re using. Are they aligned with your brand? Do they evoke the right emotions? Are they helping or hindering your users? With the right colour strategy, you can create a website that leaves a lasting impression.

What’s your favourite website colour scheme?
Share your thoughts in the comments below! 🎨

And if you’re looking for more expert advice on web design, branding, and performance, check out the latest articles on the Kiwi Commerce Blog.

Let’s make the web a more colourful and effective place, one website at a time.

Posted on March 26, 2025November 24, 2025 by Kiwi Commerce

As the digital landscape continues to evolve, brands must stay ahead of the curve with innovative strategies that set them apart from the competition. One of the most exciting developments in modern marketing and design is generative AI imagery. This transformative technology enables businesses to produce unique, high-quality visuals through artificial intelligence, unlocking new creative possibilities that can elevate brand identity and performance.

At Kiwi Commerce, we’re passionate about helping businesses harness cutting-edge tools like generative AI to enhance their digital marketing efforts. In this blog, we’ll explain what generative AI imagery is, how it works, and how it can boost your brand’s visibility, engagement, and overall digital presence.

What Is Generative AI Imagery?

Generative AI imagery refers to the use of advanced artificial intelligence algorithms to create original images, graphics, and designs. Unlike traditional methods—such as hiring photographers, sourcing stock images, or commissioning custom artwork—generative AI uses machine learning models to produce visuals based on tailored prompts or curated datasets.

By analysing large volumes of visual data, the AI can generate completely new images that align with your brand’s aesthetic, creative direction, or campaign objectives. Using technologies such as Generative Adversarial Networks (GANs) and diffusion models, AI can produce hyper-realistic, abstract, or stylised visuals, giving brands endless opportunities to innovate and stand out in a crowded digital market.

How Does Generative AI Imagery Work?

Generative AI works by training a model on vast datasets of existing images. It then learns to replicate patterns, styles, and features within those images. AI models such as GANs can create entirely new imagery based on prompts, recognising what works in visual compositions, and incorporating artistic elements that align with specific themes.

Key methods used in AI imagery include:

Text-to-Image Generation: AI can generate visuals directly from text prompts. For example, entering “sunset over the mountains” would prompt the AI to generate a fitting image based on that description.
Style Transfer: AI can take an existing image and apply a different artistic style, such as turning a photo into an impressionist painting or a vintage look.
Deep Learning: Using neural networks, AI can produce detailed, lifelike visuals that appear to be drawn from real-world experiences.

This combination of technologies makes generative AI imagery a powerful tool for brands to quickly and cost-effectively create unique content.

How Can Generative AI Imagery Benefit Your Brand?

Generative AI imagery isn’t just about creating pretty pictures—it’s a strategic tool that can significantly enhance your branding efforts. Here’s how AI-generated imagery can give your brand a boost:

1. Unique, Tailored Visuals

With generative AI, you can produce bespoke images that perfectly reflect your brand’s identity. Unlike stock photos that might be used by multiple brands, AI-generated imagery ensures that your visuals are completely unique, original, and on-brand. Whether you’re creating images for social media, website banners, or marketing campaigns, AI offers a personalised approach to visuals.

At Kiwi Commerce, we help businesses craft visuals that are distinctive and aligned with their brand vision, making them stand out in a crowded marketplace.

2. Cost-Efficient Content Creation

Traditional content creation methods, such as hiring photographers or commissioning custom artwork, can be expensive and time-consuming. Generative AI provides a more affordable alternative. With AI, you can produce high-quality images on-demand without the need for external resources, saving both time and money.

Whether you need a consistent flow of images or one-off designs, generative AI offers a scalable solution that fits your budget.

3. Faster Content Production

In today’s fast-paced world, speed is crucial. Generative AI can generate high-quality visuals in a matter of minutes, compared to traditional methods, which can take days or weeks. This quick turnaround allows your marketing team to respond rapidly to trends, launch campaigns without delay, and maintain a consistent presence across multiple channels.

Having access to fast, AI-generated visuals means you can keep your content pipeline full, ensuring your brand stays relevant and active in your audience’s mind.

4. Personalisation at Scale

AI allows you to create personalised visuals for specific customer segments. By analysing user data, AI can generate images that cater to the preferences of different audience groups. Whether you’re designing email headers for different demographics or social media ads targeted at specific regions, AI makes it easier to tailor your visuals at scale, helping you connect with each customer on a deeper level.

At Kiwi Commerce, we use AI to enhance brand engagement through targeted visual content that speaks directly to your audience’s interests.

5. Visual Consistency Across Channels

Maintaining a consistent visual identity is key to building a recognisable brand. Generative AI ensures that your imagery adheres to your brand’s style guide, helping you maintain a cohesive look and feel across all your content. From website elements to promotional graphics, AI can ensure that your visuals are consistent and reinforce your brand’s messaging at every touchpoint.

Practical Applications of Generative AI in Branding

The possibilities for Generative AI Imagery are vast. Here are a few ways you can integrate it into your brand strategy:

Social Media Posts: Create custom images for your social media campaigns to enhance engagement and improve brand visibility.
E-commerce Product Visuals: Generate unique product images, variations, or lifestyle shots for your online store without the need for costly photo shoots.
Website Design: Use AI-generated backgrounds, illustrations, or icons to make your website more visually appealing and dynamic.
Email Campaigns: Create eye-catching visuals for email marketing campaigns, helping you boost open rates and conversions.

How Kiwi Commerce Can Help You Integrate Generative AI Imagery

At Kiwi Commerce, we specialise in helping brands unlock the potential of Generative AI Imagery. Whether you’re looking to enhance your marketing efforts with unique visuals or streamline your content creation process, we’re here to support you.

Our team works closely with your business to understand your objectives, then integrates generative AI into your branding strategy to deliver impactful, tailored visuals that resonate with your audience.

Posted on February 13, 2025October 7, 2025 by Kiwi Commerce

How is Voice Search Transforming Online Shopping?

Online shopping is evolving rapidly, and voice search is at the forefront of this transformation. Thanks to advances in technology, shoppers can now use their voices to search for and purchase products, making the process faster and more convenient. For online businesses, embracing voice search is no longer optional—it’s essential to stay competitive.

Why is Voice Search Crucial for Online Stores?

Voice search is gaining popularity for several reasons:

Convenience: Search without lifting a finger—ideal for multitasking.
Speed: Results are delivered instantly, far quicker than typing.
Accuracy: Modern voice technology understands natural speech, ensuring precise results.

How Voice Search is Redefining Online Retail

Voice search is enhancing online shopping experiences in several ways:

1. Easier Product Searches

Instead of typing keywords, shoppers can simply say what they need. For example:
“Show me red trainers in size 8” delivers exactly what they’re looking for—quickly and effortlessly.

2. Voice-Activated Purchases

Devices like Alexa or Google Assistant allow customers to place orders using just their voice. This seamless and hassle-free process fosters loyalty and repeat purchases.

3. Enhanced Customer Support

Voice-powered chatbots provide 24/7 support by answering questions, tracking orders, and resolving issues. This instant assistance ensures happier customers.

4. Personalised Recommendations

Voice assistants can suggest products based on past purchases, creating a tailored and enjoyable shopping experience.

The Benefits of Voice Search in E-Commerce

Better Shopping Experiences

Voice search simplifies the process of finding products, making it more intuitive for customers.

Increased Sales

Fast and accurate results encourage shoppers to complete purchases.

Stronger Customer Connections

Voice assistants create a more interactive and engaging shopping journey.

What’s Next for Voice Search?

Voice search is still evolving, and its potential continues to grow. Here’s what the future holds:

Voice-Based Marketing: Businesses will use voice data to deliver personalised, targeted advertisements.
Support for Multiple Languages: Voice search will expand to accommodate diverse audiences worldwide.
Smarter Shopping with AI: The combination of voice technology and AI will provide highly personalised and intuitive shopping experiences.

Conclusion: Embrace the Future with Kiwi Commerce

Voice search is revolutionising online shopping, offering faster, easier, and more engaging experiences. For businesses, adopting this technology isn’t just about staying relevant—it’s about leading the way in a competitive e-commerce landscape.

At Kiwi Commerce, we specialise in helping businesses harness innovative technologies like voice search to create exceptional shopping experiences. Stay ahead of the curve and delight your customers by embracing voice search today. The future of e-commerce is here—let Kiwi Commerce help you make the most of it.

Posted on July 28, 2020October 7, 2025 by developer

How to start selling online

There has never been a better time to start selling things online; whether it’s as a sideline while you’re furloughed, as a second income to earn money from a hobby or to actually move your physical business into a more profitable and accessible space.

According to the Office of National Statistics, roughly 93% of UK internet users are expected to shop online by 2021, and with the current pandemic it’s sensible to expect these figures to increase.

So, what does this mean for those businesses who aren’t online? Well, to put it bluntly, you’ll only be reaching less than 7% of the potential audience with your high street shop or market stall.

There are, of course, options to sell online through eBay, Amazon, Etsy and other similar marketplaces, and while these are quick and help you reach a much wider audience, the cut they take of your profits can really make this a sour pill to swallow, plus the effort you put into these marketplace shops never really does much for your own brand and online presence.

If you already have a business on the local high street but no online shop, are thinking of starting your own business to sell items you manufacture or can source, or are already using a marketplace that takes a big cut of your profits, we’d always recommend starting your own eCommerce website where your efforts all go into building your brand and boosting your profits. Plus, you have control over the look, feel, experience and overall success of your business.

Starting an online shop

Depending on the size of your business, there are multiple options for starting your own online shop. For those who aren’t currently online, selling products online may seem daunting, however the basics of normal retail selling can be applied to your online shop, with the added elements of distribution and virtual stock control etc.

Most eCommerce platforms offer staggered versions of their online store, often based on the number of products you sell, the frequency of transactions and the specialist elements you want to include, for example sales and marketing tools, however for most small businesses the initial level is more than enough to get you started, with options to upgrade version as your business grows.

Our preferred platform for small businesses to start their online journey with is Shopify, with WooCommerce (the WordPress eCommerce add-on) coming in a close second. Shopify basic is the first level of Shopify store and is a free eCommerce platform that is customisable and easy to use. As with all online stores, ensuring the site is actually set up correctly and includes the elements you need when taking your shop online or starting your first online shop is always strongly recommended (you wouldn’t build a house if the foundations weren’t strong), however this doesn’t need to cost the earth. Many developers will charge for unnecessary items such as bespoke design and coding, but at the initial stage of starting your online store there is a huge library of free template designs and styles which you can choose from and the platform is designed to already have all the basic elements you need to get started. You can then upgrade to bespoke coding and designs as you see fit over time.

Start your own eCommerce website

Here at KiwiCommece, we understand that starting an online business is daunting. We’ve worked with hundreds of businesses over the past 10 years who have been in the same position you are, and over time we’ve helped them grow their businesses and progress their eCommerce websites to newer and more advanced versions of Shopify, WooCommerce and Magento (our three top eCommerce platforms).

In order to start your own eCommerce website you will need:

A list of all products, their images and descriptions
To choose a design (a huge library of free templates/styles are available)
To decide how you will ship your products (suggestions can be provided)
To decide who will process your online payments (suggestions can be provided)
Any content you want to add to your about us, contact us, delivery/returns page and legal/T&C’s pages (standard text can be provided for these if required)

Given the current climate, we’ve decided to help small businesses get online with a special offer of just £499 to set up their first eCommerce website that can be ready to go online in just 3 days!

For more information and to take your business into the future, click here!

Posted on May 21, 2018October 7, 2025 by Humayun Khalid

Optimising your website so that it appears in the search engines when people type in relevant keywords and phrases is an ongoing task, but a highly rewarding one. I’ve always described successful optimisation as a marathon and not a sprint and there are two distinct areas of focus when it comes to search engine optimisation (SEO) – on-page and off-page optimisation. These form the essential parts of your website’s digital marketing strategy.

What is On-Page SEO?

The main focus of on-page SEO is to optimise your website so that the search engine bots understand completely what each section and each page of your website is about. By doing this, the bots can easily and confidently match your web pages with the queries people type into the search bar. With on-page SEO you can determine how the bots will crawl your site, navigate the site structure and index the pages of your website. So how do we do this?

When it comes to what your customers will see when we talk about on-page SEO, we’re talking about the way the site is structured, the content on each page, the way the site displays on multiple devices and any social aspects and usable features that people experience when they land on your pages. If done correctly, your customers won’t realise the site has been optimised for the search engines; they will simply see a content rich, usable and accessible website.

Google and the other search engines have one main job, which is to serve the most relevant, useful and popular web pages that match perfectly to what they think the user is looking for; so by making your website tick all of the boxes on-page we have a much higher chance of appearing further up in the rankings, gathering more visitors and ultimately converting more.

As well creating quality content and making sure users can share, engage with and navigate your site well, it’s important to look at the technical elements behind the pages; such as load time, meta information, imagery, coding and mobile compatibility; all of which are major factors that determine user engagement, value to the user and thereby the ranking of your website. Another major part of on-page SEO, and one that we recommend with any re-build or new website, is to complete a full keyword strategy to identify the keywords that are relevant to your business, based on thorough and targeted keyword research. The keyword strategy ultimately helps form the entire structure of your site and the content within it.

It may seem that on-page SEO is just a big one time project, however once you have your SEO house in order for your exiting pages and structure, there’s the development and expansion of your site to work on. Google values sites that are updated frequently as this suggests an active business, so it’s important to create additional content to engage your audience and prove your ongoing authority as a business. A decent SEO company will create a content plan which includes a huge list of potential keywords and phrases that your website can rank for, and will provide creative ways to include these in your site on an ongoing basis.

What is Off-Page SEO?

Off-Page SEO refers to all the tasks that you perform to promote your website, in order to increase it’s rankings in the search engines results page (SERPS). Off page SEO is basically a way to show Google how popular your pages are, which gives it confidence in listing your pages in the SERPS. A lot of off-page SEO includes marketing, branding and PR activities, however it’s important to be clever and have in mind the SEO potential and requirements as you complete these activities.

One of the best ways to show Google how popular your pages are is to gain links from other trusted websites that point back to your website. Increasing social mentions and sharing between social platforms also counts. Essentially, if you’ve got a lot of quality links pointing to the pages of your website and a lot of people talking about your products and services, the search engines will interpret that you’ve got some great content that’s valuable for users. This, along with great on-page SEO is the key to achieving more rankings and ultimately doing more business.

On-Page Is Essential

Even if you have a website that is ranking high on search engines, you cannot just stop practicing on-page SEO. You never know when a competitor will update their optimisation and leave you behind in the SERPS out of nowhere. You need to fight to keep and improve your positions.

On-page SEO includes:

Page content optimisation
Title tags & meta data optimisation
Headings (H1, H2, H3)
URL Structure
Page Load Speed
Alt-text for Images & Videos
Internal Links

Off-Page SEO relies majorly on quality links and social sharing

Off-page SEO determines the quality and domain authority of your website. If your website appears authoritative and popular by having a lot of votes (links) from other high quality websites, plus it gets a lot of mentions from users on social platforms it stands a much better chance of being ranked highly in the results pages.

Off-page SEO include:

Link Building
Guest Blogging
Social media marketing
Press releases

Which One is More Important?

You cannot just choose one between On-Page and Off-Page SEO and if you do it’s like selecting either the floor or the ceiling while building a house. On-page and off-page SEO go hand in hand and both complement each other in order to improve the rankings of your website. It is crucial that you perform both of these optimisation techniques so that the crawlers and the users both understand the worth of your website, leading to higher rankings and increased visitor numbers.

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