Step Internet Newsletter #5
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Step Internet 5.0: Oktoberfest

Dear ,

It’s that time of the month again - the moment your inbox pings with the arrival of another Step Internet newsletter. But don’t be too disheartened - this month we’re covering subjects as diverse and electrifying as personalised search, domain names and Scottish independence. That last one is a lie, admittedly, but thank you for your undivided attention. October is famous for two things: getting drunk with Germans and dressing up like a ghost. That’s why we’re doing both these things as much as possible over the course of the month. We’ll also be cracking out the Halloween puns, but don’t expect fireworks (save that for November).

Until next time,

Steppy x
 
.uk domains

Insane in the domain

“What’s in a domain? A website by any other name would smell as sweet”.

-    William Shakespeare

The fabled .co.uk domain could well be a thing of the .past. 2014 has seen a whole bunch of web addresses made available for registration. Most widely reported has been the arrival of the .London domain - an opportunity for small and large businesses to associate themselves with the iconic capital.

"Be it a small London café or one of the capital’s prominent sports clubs, a dot London web address offers a stronger online connection to the London community surfing the web,” said Jan Corstens, an expert in domains at Deloitte and ICANN’s Trademark Clearinghouse.

For Step Internet - headquartered in Bromley - the .London signature offers the chance to settle once and for all the time-honoured squabble over whether Bromley is in London or Kent. Sadly, dotBromley or dotRavensbourne doesn’t have quite the same ring. Perhaps more significant for you, the business owner, is the emergence of sector-specific web addresses: .plumbing, .furniture and .beauty, for instance. The opportunity to tailor your web presence to your exact business activities will result not only in greater exposure, but the chance to attract relevant customers who know what they’re looking for. It’s one thing to achieve a high level of web traffic, and another to convert these visitors into sales.

What does this mean? You can have (for example) www.yourwebsite.london instead of .co.uk or.com.
 
 

Google Glass: is it good or is it whack?

The jury’s still out on whether the much-hyped Google Glass will be a hit or a miss. For those unaware, the internet giants are developing a wearable computer that delivers smartphone information directly above your right eye. If that sounds horrendous, that’s because it most probably is. A recent BBC News piece analysed whether the British will take Google Glass to their Google hearts. Currently priced at £1,000 a pop, the Google Glass could follow in the footsteps of the toilet roll hat and square watermelon as mankind’s most pointless inventions.
 
 
Personal search

 

Search in 2015: this time it’s personal

It seems like every week there’s a new trick in the search engine optimisation trade.  There’s a growing consensus that personalised search will be a big factor in 2015, but what exactly does that mean? Here’s the waffle: with Google Personalised Search, the user’s search results are based on their previous search queries (their browser cookie record, for those who like technical terms and bakery products). As such, the user can enjoy a web browsing experience that’s tailored to their interests. The trend underlines the importance of drawing in likeminded customers and producing content that truly resonates.
 
 
social media twitter

 

Tweet yourself silly

There’s nothing worse than an unused social media account (there are probably a few things worse, but nothing springs to mind). The sight of a company’s Twitter page with a measly 5 followers - with the last tweet sent in June 1932 - should send shivers up the spine of every web boffin in the land. A regularly updated Twitter or Facebook page shows that you’re an active, engaged business that cares about its customers. If you’re unsure exactly about how to make the most of Facebook, there’s plenty of online advice that can steer you in the right direction. Better still, get in touch with Step Internet to learn more about our social media set-up and management services.
 
 

Web jargon of the month: Native advertising
 
 
 

Native advertising is a fascinating marketing concept with a neat split between those who think it’s interesting and those who think it’s evil. It’s a modern version of the newspaper advertorial, where companies would buy advertising space and run content that resembles the appearance of the surrounding articles. Thus, a Daily Mail reader might inadvertently mistake an advert for washing detergent with a high-concept news piece about Kim Kardashian’s pet hamster.

What does this mean for my business, bruv?

What’s interesting about native advertising is that each item appears to be designed with the intention of ‘going viral’. Examples include a suggested post on Facebook, a promoted tweet on Twitter, or a full-page Flipboard ad. It’s been proven - according to IPG media lab - that 32% of survey respondents would share a native ad, compared with 19% for traditional display ads. This would seem to chime with recent research by Bunnyfoot which showed that 40% of web users are unable to distinguish between Google Adwords and organic search listings. So, if you’re looking to set yourself apart from your competitors, now may be the time to ‘go native’ and explore how you can disguise your beauty salon as a blog or your building firm as a tree.
 
 
Funny

The funny corner

Looking for LOLZ? The internet is awash with entertaining websites providing a welcome opportunity to waste endless hours when you really should be working. The latest to catch our attention is Clickhole - a clickbait parody site with the motto: Because all content deserves to go viral. A light-hearted satire on the likes of BuzzFeed, stories include such gems as 5 Ways ISIS Can Reduce Its Carbon Footprint and This Stick of Butter Is Left Out At Room Temperature; You Won’t Beieve What Happens Next.
 
 

Holidays are coming (always the real thing)

One of the best ways to keep your online presence interesting is to upload holiday-themed content. With Halloween coming up, you’d have to be a ghoul not to capitalise on the occasion. Whether you’re a boo-tique salon or a jack-o-lantern of all trades, we recommend updating your Facebook account with a spooktacular cover photo. An effective online strategy must include regularly updated content, or as sage philosopher Sheryl Crow once said: “a change would do you good”.

 
 
 

We want to hear from you!

We’ve been delighted by the response to our monthly newsletter, and of course, we’d love to hear your thoughts. If there’s any subject you’d like us to tackle, our resident internet geniuses will sniff around for the latest research and publish the findings for all to see. If you’d like to make any changes to your website or social media account, our team can advise you on the best course of action. And of course, if you ever fancy sharing a testimony to our (utter) brilliance, we’d be much obliged. Contact Step Internet
 
 
Step Internet
South Tower, 26 Elmfield Road, Bromley. BR1 1LR