Digital Marketing Agency In Epsom, Surrey | Fingo Marketing https://www.fingo.co.uk/ Fri, 19 Dec 2025 12:05:55 +0000 en-GB hourly 1 https://wordpress.org/?v=6.9.4 https://www.fingo.co.uk/wp-content/uploads/2025/09/web-app-manifest-512x512-1-150x150.png Digital Marketing Agency In Epsom, Surrey | Fingo Marketing https://www.fingo.co.uk/ 32 32 Webinar Recording & Insights: Search Has Changed: What Every Marketer Needs to Know About Staying Visible in an AI Era https://www.fingo.co.uk/news-and-insights/webinar-recording-insights-search-has-changed-what-every-marketer-needs-to-know-about-staying-visible-in-an-ai-era/ Fri, 19 Dec 2025 12:03:29 +0000 https://www.fingo.co.uk/?p=3703 Webinar Recording & Insights In our recent Digital Doctors’ webinar, Search Has Changed: What Every Marketer Needs to Know About Staying Visible in an AI Era, we explored how search has evolved from a ranking-based system into an answer-led experience, and what that shift means for marketers responsible for visibility, performance and decision-making. This session […]

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CHOOSE GREAT MARKETING

Webinar Recording & Insights: Search Has Changed: What Every Marketer Needs to Know About Staying Visible in an AI Era

Webinar Recording & Insights

In our recent Digital Doctors’ webinar, Search Has Changed: What Every Marketer Needs to Know About Staying Visible in an AI Era, we explored how search has evolved from a ranking-based system into an answer-led experience, and what that shift means for marketers responsible for visibility, performance and decision-making.

This session wasn’t designed to sell a solution or introduce another acronym. It was designed to provide a clear, practical explanation of how search visibility has evolved, how AI fits into that evolution, and what that means for marketers responsible for performance and decision-making.

You can watch the full webinar recording below.

Watch the Webinar

What’s Actually Changed

Historically, search visibility was largely defined by rankings. If you appeared prominently on page one, you were visible and often trusted by default.

Over time, search engines evolved into trust systems, prioritising quality, authority and usefulness. At the same time, the search experience itself became more answer-led, with summaries, snippets and rich features appearing before users clicked through to websites.

Generative AI builds on this evolution.

Rather than presenting options, AI systems interpret questions, summarise information, and deliver confident answers. These answers increasingly shape understanding and shortlisting before a website visit happens and sometimes instead of one.

Visibility is no longer confined to results pages. It now exists wherever answers are created.

Why Rankings Alone No Longer Tell the Full Story

Traditional SEO metrics remain important, but they no longer capture the full picture.

AI-generated summaries, particularly inside Google, can absorb much of the user’s intent, reducing clicks even when rankings remain strong. At the same time, AI assistants outside Google are being used to explore options, compare providers and frame decisions earlier in the journey.

This creates a disconnect that many teams are now experiencing:
Performance looks stable, but outcomes feel weaker.

The issue isn’t necessarily SEO relevance of impact- it’s that influence is shifting upstream.

The Risk of AI Invisibility

One of the most important concepts discussed in the session is AI invisibility.

AI invisibility occurs when brands are absent from AI-generated answers, meaning they aren’t mentioned, compared or framed when understanding is first formed.

When that happens:

  • Decisions are shaped without your brand
  • Competitors define the category narrative
  • You enter the journey late, judged against expectations you didn’t set

This risk is difficult to detect using traditional reporting, because it happens outside rankings and traffic data. But its impact is real and growing.

What Still Matters

None of this replaces SEO.

Strong SEO foundations remain essential for eligibility: ensuring your content can be found, understood and included in the first place. Clear content, authority and consistency still underpin visibility, for both search engines and AI systems.

What’s changed is how that visibility needs to be understood and measured.

SEO determines whether you can be included.
AI determines how you’re interpreted once you are.

Making Visibility Measurable Again

As visibility moves into AI-driven environments, marketers need new ways to understand:

  • Where they’re included and where they’re absent
  • How they compare to competitors
  • How their brand is being described
  • Which sources influence AI confidence

That’s why we introduced Prism by Fingo, a framework designed to surface these signals and connect them back to decisions teams can act on, alongside traditional SEO reporting.

Watch the Full Session

If you’re responsible for search visibility or digital performance and want a clear, non-technical view of how AI is reshaping discovery, the full webinar is available to watch on demand.

David Urry avatar
David Urry
Head of Operations

4 minute read

Recent articles:

If you have a project or campaign you’d like to discuss, we’d love to hear from you.

CONTACT US

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]]> The Changes in User Behaviour for Search https://www.fingo.co.uk/news-and-insights/the-changes-in-user-behaviour-for-search/ Wed, 19 Nov 2025 10:51:36 +0000 https://www.fingo.co.uk/?p=3523 How AI Has Shaped Search Behaviour For more than 20 years, Google has dictated how people discover information online. But that behaviour is changing fast. AI (overviews, large language models (LLMs), and conversational tools) are redefining how people ask questions, interpret answers, and make decisions. Google still dominates discovery, but the way users engage with […]

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The Changes in User Behaviour for Search

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How AI Has Shaped Search Behaviour

For more than 20 years, Google has dictated how people discover information online. But that behaviour is changing fast. AI (overviews, large language models (LLMs), and conversational tools) are redefining how people ask questions, interpret answers, and make decisions.

Google still dominates discovery, but the way users engage with it is evolving. People are finding answers faster, clicking less, and trusting AI to do the filtering for them.

That shift is already measurable, and the brands adapting now will be the ones users see, trust, and choose next.

From Searching to Asking

AI Overviews now appear in around 50% of Google searches and nearly 90% of informational queries. They summarise results directly above the standard listings, giving users an instant answer drawn from multiple sources.

When an Overview appears, the top organic result loses around 34% of its clicks. For news sites, that drop can reach 55%. Even Wikipedia, cited in 11% of all Overviews, has lost 8% of its traffic since launch.

This highlights the shift in user behaviour as they aren’t browsing, they’re asking. They expect a single, confident answer, not a list of possibilities.

What it means for brands

Ranking first is no longer enough. If your content isn’t being cited within the AI Overview, you’re not part of the primary visibility. And if it isn’t part of LLM’s like ChatGPT, Gemini and Perplexity’s answers, then you aren’t visible at all.

Brands now need to think beyond SEO placement and focus on how their expertise is represented inside AI-generated summaries. That means structuring content for clarity, factual accuracy, and sourceability, the traits AI models prioritise when choosing citations.

From Browsing to Trusting

People are increasingly treating AI answers as credible, not just convenient.
When a model references a brand, users perceive that inclusion as a form of endorsement. Even without a click, that mention influences trust and awareness.

Yet only 28% of AI responses currently display visible citations. That means most answers shape perception invisibly. This means brands may be influencing conversations without receiving credit.

This new layer of algorithmic trust is changing how credibility is earned. Users trust what’s surfaced, not necessarily what’s ranked.

What it means for brands

Visibility must now include reputation tracking across AI results. If your brand is cited, you gain trust. If it’s omitted or misrepresented, you risk losing it.

Brands should monitor both presence and accuracy in AI environments to protect authority and ensure consistency across systems.

From Discovery to Decision

The rise of LLMs is changing how users move from awareness to action. Tools like ChatGPT and Perplexity are now part of the discovery phase, influencing early purchase decisions.

A recent study found that, although referral traffic from ChatGPT converts lower than any other source (except paid social), both conversion rates and revenue per session are improving. This indicates that users are buying more frequently, albeit at lower order values. This is a sign of growing comfort with AI recommendations, and these numbers will likely increase over the coming months.

Meanwhile, although sessions are still less than 1%, ChatGPT’s new shopping feature already converts at almost 16%, compared to just 1.8% for organic search.

What it means for brands

AI tools are becoming part of the purchase journey, not just research. That means product data, schema, and conversational clarity now play a direct role in whether your brand appears in AI shopping cards or comparison results. Brands that treat AI visibility as a top-funnel awareness and mid-funnel persuasion channel will stay ahead as these features expand.

From Query to Conversation

Search has become a dialogue, not a command.

People used to type short, functional phrases, “best mortgage rates” or “kitchen handles supplier near me.” Now they ask complete questions, follow up with clarifiers, and expect the system to understand context like a conversation.

This shift is measurable. “People Also Ask” results (the expandable question boxes that appear under many Google searches, showing related queries and answers) have nearly doubled in the past three months. At the same time, Google’s latest voice updates interpret tone, intent, and nuance far more naturally.

Users are moving from fragmented keyword searches to fluid exchanges that evolve over several prompts. AI tools like ChatGPT, Perplexity, and Gemini have accelerated that shift. They’ve trained users to expect dialogue, one that adapts to their thinking, not just their typing.

That behavioural change is subtle but significant. The first question no longer stands alone; it starts a thread. Each follow-up adds context, deepening trust in the responses. For brands, this means if you’re not visible at the start of that conversation, you may never appear in the answers that follow.

What it means for brands

Conversational search rewards brands that speak with clarity and context. Your content needs to mirror how people actually talk and how AI interprets language.

What This Means for Brands

User behaviour is changing fast. People are building trust earlier, acting faster, and often completing their journey before reaching a website.

Google remains dominant, but AI-assisted search is rising fast and the time to prepare is now. Visibility will increasingly depend on whether a brand is represented within AI answers, not just ranked on a results page.

To stay seen and trusted:

  • Track where your brand appears in AI Overviews and LLM responses.
  • Align on-site content and metadata with how AI systems extract facts.
  • Measure both search rankings and AI citations.
  • Optimise for confidence, not clicks.

The brands that move first will define how AI perceives authority. Those who wait risk being left out of the conversation entirely.

The Answer Is Prism

Prism by Fingo was built for this shift. It tracks how your brand appears across AI Overviews, voice search, and large language models, highlighting where you’re cited and where competitors are being chosen instead.

Prism helps you see what AI sees, measure trust at an algorithmic level, and safeguard visibility as user behaviour continues to evolve.

Contact us at hello@fingo.uk to see how your brand is represented in the new search era.

Ginny Gilmour avatar
Ginny Gilmour
Senior Marketing Executive

6 minute read

Recent articles:

If you have a project or campaign you’d like to discuss, we’d love to hear from you.

CONTACT US

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]]> Prism: Our Answer to the AI Visibility Problem https://www.fingo.co.uk/news-and-insights/prism-our-answer-to-the-ai-visibility-problem/ Wed, 15 Oct 2025 08:14:32 +0000 https://www.fingo.co.uk/?p=3050 At Fingo, we’ve always helped brands succeed through digital innovation and anticipating the next wave of change. Today, that wave is AI-driven search, visibility, and discoverability. AI means that how people search has changed more dramatically than ever since the move to mobile. People no longer just “Google it.” They now turn to AI assistants […]

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NEWS, DIGITAL STRATEGY, SEO, AI

Prism: Our Answer to the AI Visibility Problem

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Marissa Freeman avatar
Marissa Freeman
Head of Commercial Success

At Fingo, we’ve always helped brands succeed through digital innovation and anticipating the next wave of change. Today, that wave is AI-driven search, visibility, and discoverability.

AI means that how people search has changed more dramatically than ever since the move to mobile. People no longer just “Google it.” They now turn to AI assistants like ChatGPT, Gemini, Claude, and Perplexity for recommendations, insights, and answers. 

On top of that, Google’s AI experiences drive less traffic to websites, but that traffic is more informed and higher-intent. In fact, by 2027, 90% of adults are expected to use AI as their primary search tool. And these AI-driven visitors convert up to x4 times more than traditional search traffic; they arrive informed, confident, and ready to act.

This shift has created a new visibility problem: if your brand isn’t being cited, referenced, or recommended in AI-generated results, it’s simply not being considered. Worse, your story could be rewritten without your knowledge as AI learns from everything on the wider web and can misconnect your brand, misrepresenting your tone and values. 

This is the AI visibility gap. And it’s exactly what Prism was built to solve.

Introducing Prism — Fingo’s AI Visibility Service

Prism by Fingo is a cutting-edge, innovative Search & Visibility solution, a strategic program designed to show you exactly how your brand appears across AI search and what to do about it.

It unites SEO, AI Optimisation (AIO), and Local (Brand Trust) into a single, strategic framework, revealing how search engines, AI assistants, and large language models currently see your brand.

Through Prism, we:

  • Track your AI visibility: See when, where, and how your brand is being cited across ChatGPT, Gemini, Perplexity, Claude, and more.
  • Analyse sentiment and accuracy: Understand how AI describes you through tone, reliability, and factual precision.
  • Benchmark competitors: See who’s being mentioned and how they’re shaping your market narrative.
  • Identify visibility gaps: Discover the prompts, topics, and questions where you’re absent and where your competitors are winning.
  • Optimise your authority: Translate insight into strategy by refining PR, SEO, and content signals to make your brand learnable, citable, and trusted by AI.
  • Monitor Shopping & Local Visibility: Track product-level mentions and map-pack performance to stay visible in commercial and regional results.

Why Prism Matters

AI is now deciding what brands the world sees.

It’s defining authority, trust, and relevance faster than search rankings ever did. But most brands are still only playing by old SEO rules, chasing page-one positions while missing the AI layer that now drives discovery.

Without visibility across AI, you face:

  • Lost authority — if AI isn’t citing you, you don’t exist in the new search economy.
  • Distorted narratives — if AI doesn’t understand your brand, it could misrepresent your expertise or values.
  • Reputation blind spots — misinformation can circulate before you even know it.
  • Competitive silence — your rivals are already being mentioned where you’re not.

Prism solves this, giving you visibility, control, and direction in an AI-first world.

Built by Fingo. Designed for the Next Era of Search.

At Fingo, we’ve always helped brands master discoverability. From technical SEO to digital strategy, we’ve helped clients become visible, trusted, and found.

Prism is the next evolution of that mission, a visibility service built for the AI era, where authority isn’t just ranked, it’s referenced.

Through Prism, we turn visibility data into a full strategic programme:

  • Audit & Benchmark your AI and search visibility.
  • Strategise & Execute with SEO-integrated targeted optimisation and content expansion.
  • Amplify & Adapt through ongoing monitoring, reputation control, and brand amplification.

It’s a done-with-you intelligence service, powered by data, driven by experts, and focused on results.

The First-Mover Advantage

AI search is already reshaping how audiences discover, evaluate, and buy. Brands that act now will own the conversation; those that don’t will fade from it.

Prism gives you that first-mover advantage:

  • Stay visible as AI reshapes the search landscape.
  • Stay accurate as models learn and evolve.
  • Stay in control of your narrative, everywhere your brand appears.

Your ability to be visible to AI is existential.

See What AI Sees. With Prism.

Prism by Fingo reveals where your brand stands in the AI ecosystem and helps you take control of how AI sees, cites, and sells your story.

Because when visibility defines authority, you can’t afford to be invisible.

Discover how Prism measures your brand’s visibility across AI. Email us today at hello@fingo.co.uk

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]]> Back To The Future of Digital Advertising https://www.fingo.co.uk/news-and-insights/back-to-the-future-of-digital-advertising/ Thu, 04 Apr 2024 11:50:00 +0000 https://www.fingo.co.uk/?p=2171 The Evolution of Biddable Advertising Digital advertising has seen a remarkable transformation in recent years, evolving from basic banner ads to the sophisticated, AI-powered biddable advertising platforms we see today. As a leader in performance marketing and digital advertising, Fingo is at the forefront of this evolution, helping businesses navigate the complexities of digital marketing […]

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Back To The Future of Digital Advertising

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Ginny Gilmour avatar
Ginny Gilmour
Senior Marketing Executive

The Evolution of Biddable Advertising

Digital advertising has seen a remarkable transformation in recent years, evolving from basic banner ads to the sophisticated, AI-powered biddable advertising platforms we see today. As a leader in performance marketing and digital advertising, Fingo is at the forefront of this evolution, helping businesses navigate the complexities of digital marketing strategies.

The Past

The roots of digital advertising can be traced back to the early days of the Internet, where static banner ads were commonplace on web pages. However, the introduction of Pay-Per-Click (PPC) models in the late 1990s truly transformed the industry. This innovative approach allowed advertisers to target audiences precisely, paying only for actual ad clicks. Consequently, advertisers found a more cost-effective and measurable way to engage with their target demographics.

The subsequent launch of Google AdWords in 2000 marked a significant milestone in the evolution of digital advertising. With its intuitive interface and robust targeting capabilities, AdWords gave advertisers unprecedented reach and specificity in targeting potential customers. This platform played a pivotal role in the rise of search engine marketing, enabling businesses to leverage the popularity of search engines like Google to promote their products and services to a highly engaged audience (Rosh Digital, 2024).

Following suit, social media platforms such as Facebook, Instagram, and LinkedIn recognised the potential for advertising revenue streams. These platforms introduced their own advertising systems, offering brands new avenues to interact with audiences on a personal level. Leveraging user data and demographics, advertisers could deliver highly targeted ads, laying the foundation for today’s multifaceted advertising landscape. The widespread adoption of social media expanded advertisers’ reach significantly, with 44% of the UK population using Facebook daily (Herd Digital, 2024).

The Present

Biddable advertising has evolved into a complex ecosystem that spans various platforms, each presenting unique opportunities and challenges for advertisers. Search engines like Google and Bing continue to play a foundational role in capturing consumer intent through PPC advertising, leveraging keywords to connect users with relevant products and services. Concurrently, social media platforms like Facebook, Instagram, and LinkedIn have emerged as powerful advertising channels, offering sophisticated targeting capabilities based on user demographics, interests, and behaviours. This allows advertisers to tailor their campaigns, precisely maximising their impact and engagement.

We stand on the brink of a new era in digital marketing, marked by significant advancements in AI and machine learning. These innovations have streamlined the advertising process. By leveraging AI algorithms to analyse vast amounts of data, advertisers can gain deeper insights into consumer behaviour, preferences, and purchasing patterns. This enables advertisers to tailor their campaigns with unprecedented precision. The adoption of AI not only improves efficiency but also presents opportunities for cost savings by automating repetitive tasks and optimising ad campaigns (Grow Smart, 2023)

However, amidst the proliferation of AI-generated content saturating the digital space, there is a growing demand for authentic creativity and compelling visuals. In an environment where audiences are inundated with content, capturing attention requires more than just algorithmic precision—it demands genuine creativity and a focus on delivering exceptional user experiences. Notably, search engines like Google are becoming increasingly discerning, potentially penalising websites that rely too heavily on AI-generated content, emphasising the importance of authentic and original content creation.

The Future

The future of digital advertising will be shaped by several key trends that promise to redefine the landscape. Advances in AI and machine learning will continue to revolutionise advertising strategies, refining targeting and optimisation capabilities to deliver more personalised and impactful ads.

Emerging technologies like augmented reality (AR) and virtual reality (VR) are expected to transform advertising into an immersive experience. Brands will be able to create interactive and engaging campaigns that blur the lines between the physical and digital worlds, offering consumers innovative ways to interact with products and brands. From virtual try-on experiences to interactive storytelling, AR and VR present limitless possibilities for brands to captivate and engage their audiences meaningfully (AI Contentfy, 2023).

Personalisation will continue to be integral to effective advertising, with consumers increasingly expecting ads to be tailored to their interests and preferences. By leveraging predictive analytics and understanding individual preferences and behaviours, advertisers can create more targeted and compelling ads that resonate with their audience on a deeper level, driving engagement and conversions.

Future Proofing Your Business

To future-proof your business in the dynamic world of digital advertising, it’s crucial to adopt proactive strategies that align with emerging trends and consumer expectations. Your competitors will undoubtedly be investing time, budget, and resources into innovative approaches, so staying ahead of the curve is essential. Partnering with a forward-thinking digital agency that shares your vision for the future is paramount. 

  • Stay Ahead of Trends: Adopting proactive strategies that align with emerging trends and meeting consumer expectations in digital advertising is important. Competitors are investing in innovative approaches, so keeping ahead is key.
  • Choose the Right Partner: Partner with a forward-thinking digital agency that’s proficient in biddable advertising, fully qualified in Google Ads and partnered with every major platform. They should excel in interpreting user analytics to inform decisions and understand the importance of a seamless user journey and immersive website experience.
  • Understand the Importance of User Experience: Ensure you understand the importance of a seamless user journey and immersive website experience. Your website should complement your advertising efforts seamlessly to avoid undermining your campaigns.
  • Integrate Advertising Strategy: Develop a robust biddable advertising strategy and collaborate with other channels to capture consumers at different marketing funnel stages.
  • Establish Authority: Develop leadership-driven content on your website to establish authority and trust with your audience.
  • Test and Learn: Utilise methods like AB testing to refine strategies and optimise performance. While it may require budget allocation, insights gained from experimentation can significantly improve advertising effectiveness.

Your Fingo Future

Success in digital advertising hinges on partnering with a proactive and innovative agency that prioritises collaboration, creativity, and continuous improvement. By embracing new ideas, integrating various marketing channels, and staying ahead of industry developments, you can position your brand for sustained growth and competitiveness in the digital marketplace.

At Fingo, we’re not just another digital marketing agency but leaders in the field dedicated to driving your success. By constantly innovating and understanding the ever-changing consumer landscape, we empower businesses to navigate the complexities of digital advertising with ease and confidence.

We offer a holistic and comprehensive approach. From SEO strategies to digital advertising campaigns, web development, and creative design, we offer a full suite of services tailored to your needs. With Fingo as your partner, you can rest assured that your brand will effectively reach its target audience, driving meaningful engagement and delivering exceptional results.

For more information or to discuss partnership opportunities, please contact us at marketing@fingo.co.uk

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]]> How we reached an audience of 32M monthly readers in 24 hours for FREE https://www.fingo.co.uk/news-and-insights/how-we-reached-an-audience-of-32m-monthly-readers-in-24-hours-for-free/ Wed, 08 Feb 2023 15:30:00 +0000 https://www.fingo.co.uk/?p=2811 The power of Fingo’s digital PR SEO services Recently, a client approached us about a situation in which they had found themselves. They were experiencing moderate levels of traffic, but found that one of their products wasn’t seeing as much interest as they had hoped. What made matters more complicated, is that they had a […]

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DIGITAL, SEO

How We Reached an Audience of 32M Monthly Readers in 24 Hours for FREE

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Marissa Freeman avatar
Marissa Freeman
Head of Commercial Success

The power of Fingo’s digital PR SEO services

Recently, a client approached us about a situation in which they had found themselves. They were experiencing moderate levels of traffic, but found that one of their products wasn’t seeing as much interest as they had hoped. What made matters more complicated, is that they had a limited amount of time left to drum up interest before that product would expire.

This wasn’t a unique problem, and we knew we could help. But we also knew we needed to implement a unique solution, a solution that ultimately would lead to their best performing period of the year.

So, How Did We Do It?

Right off the bat we knew the standard SEO approaches weren’t going to cut it. Creating a page, optimising it, building links to it and seeing traffic roll in from ranking well wasn’t a luxury we had. Because of time, we needed something quick and effective.

We needed to raise brand awareness, product awareness, traffic and conversions… yesterday.

3 Kit Kats, 2 coffees and a brainstorming session later, we had our approach.

The Plan

Seeing as traditional SEO practices had to be benched, we decided to tap into audiences that had already been developed elsewhere. But, the question was.. Where would we find them?

Online news publications with massive readership.

Now we needed something that would engage journalists. With the use of Google Trends, we were able to access publicly available data that indicated that there was a dramatic surge in interest in the product keyword on Google recently. This piece of information was interesting, but not necessarily newsworthy alone. However, upon deeper research, we were able to establish that the spike was likely caused by fears that there would be no other products replacing the expiring one in any meaningful way. Good old-fashioned FOMO.

With these two pieces of information in hand, we began developing a carefully crafted outreach email to be sent out to journalists.

An hour later, the email was ready to be sent. Now it would just be a waiting game.

Not for long though.

Within 24 hours our insights were picked up by The Mirror, the largest online news publication in the UK with a monthly readership of 32,000,000 people. 

What Results Did it Bring?

  • Publication of the article – leading to the Company’s highest daily traffic volume per day of the year
  • Increase in goal completions & conversions post publication
  • Page 1 for ‘product name’ in the news section, a page that they’d never gotten onto page 1 for in any capacity
  • Top 10 ranking for ‘company name product’

Would You Like Fingo to Help You Achieve Similar Results?

Fingo have been delivering excellent results for our clients for over 2 decades. Our performance-driven SEO team would love to find a bespoke approach to ensure your company website gets the visibility and conversions it deserves. Contact us today, so we can chat about your marketing goals by emailing us at marketing@fingo.co.uk

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]]> Using GTmetrix to Get Under the Bonnet of Your Website – and Then Act Upon It https://www.fingo.co.uk/news-and-insights/using-gtmetrix-to-get-under-the-bonnet-of-your-website-and-then-act-upon-it/ Thu, 10 Jan 2019 11:08:00 +0000 https://www.fingo.co.uk/?p=2970 Historically, Fingo relied on Google Pagespeed Insights as its go-to tool for testing a website’s speed and wider technical performance but due to the results giving inconsistent scores and sometimes vague recommendations we migrated to GTmetrix. As an independent agency, we are committed to using the best tools available and find GTmetrix provides more consistent […]

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PERFORMANCE WEBSITES, WEBSITE DEVELOPMENT

Using GTmetrix to Get Under the Bonnet of Your Website – and Then Act Upon It

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Marissa
Marissa Freeman, Director of Client Success

Historically, Fingo relied on Google Pagespeed Insights as its go-to tool for testing a website’s speed and wider technical performance but due to the results giving inconsistent scores and sometimes vague recommendations we migrated to GTmetrix. As an independent agency, we are committed to using the best tools available and find GTmetrix provides more consistent and precise recommendations on how to fix potential pitfalls for our client websites.

GT

The initial response: an impressive and useful tool that most likely has a place to stay in the world of development and SEO. We’ve highlighted some of the features that we found to be the most useful.

Testing

GTmetrix allows us to run two separate tests, providing solutions to existing issues but also highlighting potential issues that may arise. Both tests serve the same purpose: help the user improve their site by the site size, speeding up load time and ultimately, improving the site score.

Pagespeed: This is mainly related to the ‘front end’ of the site; tasks that can be carried out to directly improve the site speed. Solutions from Pagespeed tests typically are a list of best practices e.g. optimise images, minify JavaScript/CSS etc.

YSlow: The YSlow test is instead focused on the ‘back end’ of the site. This is mainly related to networking e.g. the volume of HTTP requests, 404 errors etc.

GT Metrix

Location

When testing a site, we are able to select the location of the server running the rest. This allows us to ensure the tests that are being run are relevant to the potential site visitors. Hypothetically, results from a California-based test run on a website for a London-based restaurant would provide irrelevant results. GTmetrix currently provide users with 7 key locations: Vancouver, Dallas, London, São Paulo, Hong Kong, Mumbai and Sydney.

Monitoring

Following from the tests that GTmetrix allows, we can now run them consecutively every hour, day, week or month with the results being available for download. Being able to choose more specific times means that we can offer our clients an insight into site performance during specific hours i.e during periods of heavy traffic.

Waterfall

The Waterfall acts as a tool to highlight exactly where your site is having the most difficulty with regards to loading. In other words, how long it takes to load each individual asset; an image, a JavaScript, CSS file etc. It breaks down each stage in that journey from the domain lookup, connection, time spent in queue…

Having this information will allow us to more efficiently identify and address which particular requests are causing a bottleneck and therefore hampering overall performance.

More details available on the Waterfall chart can be found here.

Video Reporting

Their video reports document the loading of the site in real time on a separate machine. It can help us visualise any issues that may not have been considered before. An example of this could be a background video hindering page load time. In addition to the video report, results can be exported in the form of PDFs with in-depth recommendations and desired resolutions. As well as being useful from an agency perspective. We find being able to visualise and demonstrate the pitfalls of a website directly to a client far more useful than trying to verbalise the issues.

Waterfall page loading

Statistics

The statistical breakdown GTmetrix offers its users is a chance to examine comparable metrics and view improvements from the implemented changes. Having this empirical evident of improvement will provide a reassurance to our clients that we are on the right track with our optimisation strategy.

Not Forgetting the Human Factor!

Tools such as Pagespeed Insights and GTmetrix offer a great deal in terms of information and insight but they can only take the user so far; they are by no means a substitute for expertise. When utilised efficiently and effectively, they are a powerful tool in the digital marketer’s arsenal. Fingo are always on the lookout for the best tools and innovations to provide our clients with the most valuable insights to feed any performance strategy – GTmetrix is one such tool.

If you’d like to discuss how fingo could help you with the ongoing performance of your websiteplease get in touch via our enquiry form or give us a call on 01372 749 200.

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]]> Micro-Moments: Part 3 – Designing Websites for Micro-Moments https://www.fingo.co.uk/news-and-insights/micro-moments-part-3-designing-websites-for-micro-moments/ Thu, 29 Nov 2018 11:17:00 +0000 https://www.fingo.co.uk/?p=2974 “Today’s battle for hearts, minds and dollars is won (or lost) in Micro-Moments” – Google. In recent years, the rise of mobile has seen a fundamental shift in the way people consume media. People are constantly interacting with brands from shopping online to liking a Facebook page. Daily sessions used to consist of predictable user […]

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SUSTAINABLE VISIBILITY, SOCIAL MEDIA, DIGITAL, PERFORMANCE CREATIVE

Micro-Moments: Part 3 – Designing Websites for Micro-Moments

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Simon Mellodew avatar
Simon Mellodew
Executive Creative Director

“Today’s battle for hearts, minds and dollars is won (or lost) in Micro-Moments”

– Google.

In recent years, the rise of mobile has seen a fundamental shift in the way people consume media. People are constantly interacting with brands from shopping online to liking a Facebook page. Daily sessions used to consist of predictable user activity but now consist of fragmented consumer journeys and new forms of engagement. UX design was created from the need of capturing consumers’ attention and plays an important role in developing customer loyalty and conversion rates. A significant way to optimise the user experience relies on the focus of Micro-Moments.

These Micro-Moments are made up of the thousands of consumers interactions with brands which keep the user engaged and guide them through a journey. They’re the I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments (find out more about this here) which have become key stages within the consumer journey. Due to this, it’s become essential for marketers and brands to know how to specifically design for Micro-Moments.

Consumers have very high expectations for what they should be able to achieve on the mobile web and expect their every need to be anticipated without them having to physically communicate it. Using Google Analytics provides a breakdown of user behaviour on your website and enables you to (amongst other things) decipher where users are spending most time. Modern analytics and processes such as A/B testing gives designers the ability to examine the effectiveness of different aspects of a website and what consumers prefer. Even something as simple as the size or colour of a button designed to help navigate users through your site plays a vital role within a Micro-Moment. Third-party tools such as Axiom or Eyota can provide data regarding your consumers’ journey, before they even reached your website. What questions triggered them to turn to their devices and conduct a search, leading them to your site? By identifying these Micro-Moments, you are able to use a variety of design elements to ensure your brand is always the answer.

Since the mobile universe is built on micro-moments, designers should embrace a mobile first mentality and reimagine the customer journey for a mobile world. By keeping Micro-Moments as the focal point, designers are able to frame the user experience on multiple platforms. Your SEO could be at jeopardy if your mobile site is hard to read, the site speed is slow, or it doesn’t provide a quality user journey that keeps visitors engaged.

How to Optimise for Micro-Moments (According to Google)

Be there – anticipate the micro-moment and commit to being there when these moments occur.

Be useful – provide a digital experience that is relevant to consumers’ needs and quickly connect them to the answers they are looking for.

Be accountable – create a seamless customer experience across channels and measure the collective impact.

Consumers are more loyal to their need in the Micro-Moment than they are to any particular brand, therefore you must “be there” to earn the customers attention and consideration. 65% of smartphone users look for the most relevant information when conducting a search regardless of the brand providing it. Research carried out by Google found that companies who have already begun taking steps towards being prepared for Micro-Moments achieve higher ROIs within mobile and overall marketing investment.

One way to ensure you are the answer to consumer’s questions is to create content. Content is optimised for search through title, Meta and header tags which enables it to show up when a user conducts a query. The ideal blog post, article or whitepaper etc. will align with the consumer journey, helping to increase conversions and interest for your brand or site. On top of this, providing content of high quality and value will improve the likelihood of users staying on your site for longer. For the I-want-to-know moments, you should ensure opening/closing times and contact information is correct and up to date, hyperlinks and resources work and content is engaging to develop trust with your visitors.

Purchasing decisions are made almost instantly by consumers. For the I-want-to-buy moments, consumers expect the purchasing process to be swift and easy. If your mobile site proves to be difficult to navigate through, users will likely move on to a competitor. 29% of smartphone users immediately switch to another site/app if the original one didn’t satisfy their needs or took too long to load. Micro-Moments shape consumer behaviour, so optimising product pages for search and enabling an easy to navigate shopping experience will reduce the amount of customers abandoning their shopping cart. Shopping cart abandonment rates should be a warning sign that a Micro-Moment or two needs to be optimised in the conversion process. 67% of users will switch sites/apps if there are too many steps to purchase an item or get specific information.

Since Micro-Moments happen all the time, at any time, a visitor may return more than once to your site before becoming a customer. A way of keeping these types of users engaged is to personalise their experience. This could be anything from addressing them by name or sending discounts on their birthday to suggesting related products to ones previously viewed or encouraging them back to your site if they left something in their cart without completing the purchase. All of these factors will build rapport, familiarity and brand loyalty and ultimately boost conversions.

During I-want-to-go moments, consumers aren’t just looking at information – they’re making instantaneous decisions and heading straight to the store to make a purchase. 50% of consumers who conduct a local search on their phone will visit a shop within a day and 18% of those searches result in a purchase. These Micro-Moments happen quickly as consumers have higher expectations for immediacy and relevance, but you can still prepare for them. To understand when these moments are likely to happen, use a combination of hypothesis, observation and data with free tools such as Google Trends to dig deeper on your instincts. “Near me” searches tend to be very generic such as “breakfast near me”, “restaurants near me”, “nail salon near me” suggesting that convenience comes before brand loyalty during Micro-Moments. This means brands need to provide relevant, frictionless and useful experiences to come out on top.

Whether you are a small business or a global brand, you need to be able to deliver on consumer needs in these moments. This means providing useful messages, intuitive design, building an effortless user experience and a commitment to remaining consistent.

If you’d like to discuss online marketing strategies that could lead to improved user experience and increase engagement for your users please get in touch via our enquiry form or give us a call on 01372 749 200.

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]]> Fingo’s Latest ‘Challenge’ https://www.fingo.co.uk/news-and-insights/fingos-latest-challenge/ Fri, 23 Nov 2018 11:25:00 +0000 https://www.fingo.co.uk/?p=2976 Through a trusted and long standing partnership with Fingo, Challenge Fencing has continued to see growth of its online business. As Merchants of quality garden products, sheds, decking and gates their main priority has always been to provide their customers with a simpler experience with an extensive range of high quality products being available online. […]

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SUSTAINABLE VISIBILITY, PAID SEARCH, PAID SOCIAL

Fingo’s Latest ‘Challenge’

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Peter Woollven avatar
Peter Woollven
Managing Director

Through a trusted and long standing partnership with Fingo, Challenge Fencing has continued to see growth of its online business. As Merchants of quality garden products, sheds, decking and gates their main priority has always been to provide their customers with a simpler experience with an extensive range of high quality products being available online.

Challenge Fencing

The Brief

With a wide range of products on offer, Challenge regularly have special deals on certain items and Fingo’s aim is to not only help sell these products but also increase key metrics for the Challenge website. Following the success of previous campaigns where Fingo were able to increase traffic by 46.6% and goal completions by 30%, we wanted to replicate the success on another of their high margin products: Chestnut Railway Sleepers. A versatile and popular product for Challenge, the Sleepers were a way to attract their less regular customers.

The 7 week promotion offered a discount of 30% off of the RRP of £32.39 per unit and our objective was to sell in excess of 700 units during the campaign.

What We Did

In terms of product promotion, we employed a mixture of Search and Display based campaigns which focussed on the promotion of the railway sleeper product as well as encouraged users to visit the Challenge Fencing website.

Across both paid search and paid and organic social, we tested ads with variations of copy, adjusting what we felt could be improved.

For organic social, our objective was to increase engagement; our efforts revolved around starting a conversation, encouraging users to share their own photos of their gardens, especially if they had purchased the railway sleepers.

Results

The campaign was a success and the results from the modest budget fully supported our optimisations and strategy. Overall website traffic saw a 71% increase Year on Year, with ads delivering over 10,000 clicks as well as 75 order conversions.

The campaign generated an impressive 24% more unit sales than their target with the promotion delivering a return on investment including stock purchase of 2.2.

‘We appointed Fingo in mid-2017 to manage our social media, SEO and paid search activity following a competitive four way pitch process. Since then, they have helped grow our business through a fantastic combination of technical skill and creative strategy that has given the business both the confidence and evidence to increase our marketing investment four fold. Team collaboration is evident at every meeting they genuinely enjoy delivering on a challenging brief. A highly recommended Premier Google Partner.’

– Fraser Ritchie, Marketing Manager

One of the core values held by Fingo is our efforts to nurture client relationships and turn them into long-lasting and prosperous partnerships. Challenge Fencing is no exception and we look forward to working with them throughout 2019.

If you’re interested in how we can help you, get in touch via our enquiry form or give us a call on 01372 749 200.

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]]> Micro-Moments: Part 2 – A New Breed of Consumers https://www.fingo.co.uk/news-and-insights/micro-moments-part-2-a-new-breed-of-consumers/ Thu, 22 Nov 2018 11:31:00 +0000 https://www.fingo.co.uk/?p=2978 “When people go online for information, they expect every experience to be tailored just for them.” – Google As covered in Part 1, today’s consumers have become used to getting exactly what they want, when they want it. Users have started to expect immediate responses in the moment they want to ‘know’, ‘go’, ‘do’ and ‘buy’. […]

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SUSTAINABLE VISIBILITY, DIGITAL, PERFORMANCE CREATIVE

Micro-Moments: Part 2 – a New Breed of Customer

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Peter Woollven avatar
Peter Woollven
Managing Director

“When people go online for information, they expect every experience to be tailored just for them.”

– Google

As covered in Part 1, today’s consumers have become used to getting exactly what they want, when they want it. Users have started to expect immediate responses in the moment they want to ‘know’, ‘go’, ‘do’ and ‘buy’. Micro-Moments have been accelerating consumer expectations for “right here, right now” expectations and users have now become more curious, demanding and impatient, which ultimately makes us harder to reach and tougher to please.

Curious Consumers

Mobile searches for “best ___” have grown over 80% within the past 2 years. Users are now learning as much as they can about products, experiences and destinations before they commit, embracing a “try before you buy” mentality and a “know before you go” attitude.

Demanding Consumers

Brands are expected to understand their consumers’ intent by providing the demanding consumers with relevant information at the right time. Consumers now use more personal language to help with their searches such as “me” and “I”. Mobile searches containing “near me” have increased over 60% in the last 2 years. Today, mobile phone users are expecting brands to deliver location-specific responses by gathering enough contextual information meaning mobile users don’t have to search for anything more than exactly what they’re looking for. According to Google, mobile users are significantly more likely to make a purchase from the brands whose mobile sites/apps customise information to suit locations.

Impatient Consumers

Mobile phone users are making decisions faster than ever before which means they want to be able to act instantly but need help in these decision making moments and marketers should be shifting strategies to keep pace with impatient customers. Mobile searches for “wait times” have grown over 120% in the last two years.

Why Consumers Want to “Know Before They Go”

When consumers begin planning an upcoming experience or are heading to a new destination, many want an insight into what their trip could entail by researching small details ahead of time as this encourages excitement and builds confidence, eliminating feelings of stress. People explore maps or look up opening/closing times before heading out to avoid feeling or looking lost. Some examples of search queries which spark excitement or build confidence include “4 star hotel with a Jacuzzi”, “best museums in the world”, “how much should I tip at a restaurant” and “London underground map”.

People are using search to shape and validate their decision making process. As a brand or marketer, it’s important to understand the intent behind consumers’ searches to help you adapt strategies accordingly and provide assistance through new and useful tools that will cater to consumers’ experiences.

Next week in Part 3 we’ll discuss designing websites for Micro-Moments.

In the meantime if you’d like to discuss online marketing strategies that could lead to improved user experience and increase engagement for your users please get in touch via our enquiry form or give us a call on 01372 749 200.

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]]> Micro-Moments: Part 1 – Turning to Mobile During Moments of Need https://www.fingo.co.uk/news-and-insights/micro-moments-part-1-turning-to-mobile-during-moments-of-need/ Thu, 15 Nov 2018 11:37:00 +0000 https://www.fingo.co.uk/?p=2980 “The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumer needs in these Micro-Moments.” – Google. Mobile phone users have become increasingly more dependent on their devices and this trend is showing no signs of changing. According to a 2018 study by Ofcom, 40% of adults in the […]

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SUSTAINABLE VISIBILITY, PERFORMANE MARKETING, PERFORMANCE CREATIVE

Micro-Moments: Part 1 – Turning to Mobile During Moments of Need

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Marissa
Marissa Freeman, Director of Client Success

“The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumer needs in these Micro-Moments.”

– Google.

Mobile phone users have become increasingly more dependent on their devices and this trend is showing no signs of changing. According to a 2018 study by Ofcom, 40% of adults in the UK look at their phone within five minutes of waking up. Those aged 15-24 check their phones every 8.6 minutes and more than a third of smartphone users admit to feeling stressed when they are not with their devices. [Ofcom, 2018].

Today, more than ever, internet searches are taking place on mobile. The “anytime, anywhere”, almost idiosyncratic nature of mobile allows users to seamlessly intertwine online interactions into their everyday lives in a way laptops and desktops can’t. Mobile sessions average a mere 3 minutes and 10 seconds but occur frequently across a day. During these short sessions, users are likely to send a quick email, text a friend or scroll through their social media accounts. These types of sessions, or “moments”, have personal value and are usually a time in which users aren’t looking to interact with brands.

There are, however, moments when mobile users rely on their devices to not just manage but also inspire their lives and plans. These are known as “Micro-Moments”.

So…What are Micro-Moments?

Micro-Moments are when consumers reach for their smartphones in a moment of intent when they want or need something at that very moment, meaning they are spending less time researching and comparing. Consumers want what they want, when they want it and the brands that can deliver on these needs will come out on top.

These moments can be broken down to the I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do; moments that are loaded with context and immediacy.

I-want-to-know

– when a user is exploring or researching without the intent of purchasing. 66% of smartphone users turn to their phones to look up something they saw in a TV advert or during a conversation.

I-want-to-go

– when a user is looking up a local business or a product from a local shop. There has been a 3x increase in searches containing “near me” in the past 2 years.

I-want-to-do

– when a user needs help to complete a task or if they are trying something new. 91% of users turn to their phones for ideas when in the middle of a task.

I-want-to-buy

– when a user is ready to make a purchase but may want help deciding what to buy or how to buy it. 82% of users consult their phone in a shop when deciding what to buy.

Micro-Moments are the footsteps that consumers take and have become a critical touchpoint within a consumer journey which ultimately will lead them to your website. Consumers aren’t spending large amounts of time sitting down at their computers or laptops to research specific products or make purchases anymore. Users now reach for their phones and make instant, informed decisions. This phenomenon is affecting the whole consumer journey across devices and channels. Whatever the consumer wants to know, go, do or buy, they can do it all in a Micro-Moment.

Next week in Part 2 we’ll discuss the impact this has on consumer behaviour and their expectations.

In the meantime if you’d like to discuss online marketing strategies that could lead to improved user experience and increase engagement for your users please get in touch via our enquiry form or give us a call on 01372 749 200.

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