At the end of last year, Open AI released ChatGPT, a first-of-its-kind machine learning chatbot. The revolutionary chatbot experienced explosive growth, reaching 1 million users in just 5 days.
In January we posted our blog “How ChatGPT will impact search marketing”, here we explored some possible use cases for ChatGPT across the four core teams at Varn. We also wrote about some of the potential limitations of the technology. Over a month on, we have now had some time to experience using ChatGPT to aid in our SEO work.
As a team at Varn, we have identified three key use cases where we have seen the most value in using ChatGPT.
No matter if you love Regular Expressions or are terrified of them, this tip will help all of you!
Regular Expressions (Regex) can expand the possibilities of important SEO tools like Google Search Console, Screaming Frog and more. For example, we recently wanted to filter out all the URLs in Screaming Frog so that only those containing a query string would display. This is exactly where we would want to reach for a regular expression.
However, with all the rules and complexities, writing Regex is very difficult. Even using documentation, writing a simple regex string can be incredibly time-consuming. This is where AI tools like chat GPT can come in extremely handy. Because AI has an understanding of what a user is asking, and can use this to write the Regex for us.
Here is an example chat log with chat GPT:
As you can see, we simply asked the chatbot (in plain English) how we would like to sort our URLs. Within seconds it gave us the working regex code, along with a handy description of how it works. By copying and pasting this regex into the Screaming Frog filter, we were able to sort URLs so that only those containing query strings were showing.
The true power of this feature comes from its flexibility. As SEO professionals, we could easily be presented with any number of pages or queries that we may need to filter down. But with the analytical abilities of AI, we can convert any written command into a working regular expression in seconds.
This use case has improved the way we use Regex at Varn, but it does come with limitations. ChatGPT will always try to do the best job with the prompt you have provided, but it will rarely ask for more information if it feels your query is inadequate. This means that when writing your prompts for ChatGPT you should always be as specific as possible, leaving no room for a different interpretation.
Additionally, you should be very careful to not just copy and paste this code if it’s being used for something important, like a client-facing Looker Studio filter. Instead, you should use a tool like regex101.com to test the regular expression against any unusual edge cases it may encounter.
One of the most challenging parts of writing SEO-friendly blogs is coming up with an engaging idea. But Chat GPT can help!
Chat GPT is extremely versatile, and it is also able to assist with more creative processes, as well as technical tasks such as writing Regex.
Blogs can be a great way to improve the Search Engine ranking of a site. They also provide value to visitors which helps to keep them engaged. However, we will often find ourselves racking our brains for a blog idea that is both engaging to a user and will also tick all the boxes for SEO.
Here is an example of where we have used Chat GPT to assist in the ideation of new blogs on the Varn website.
Here you can see that as a result of our request, we have been provided with a bulleted list of ideas for potential blogs on the Varn site. It is important to remember to give a very descriptive prompt for chat GPT – In this example, we found that we needed to specifically state that we wanted the answers in a bulleted list. Otherwise, we were presented with completed blogs, rather than blog ideas. We also provided a list of keywords that we could potentially use, but needed to make it clear that using these keywords was optional. Otherwise, GPT would just cram as many keywords as possible into each bullet point. This extreme level of specificity is vital if you want to unlock the true power of chat GPT.
There are a range of ideas in this list of potential blog posts (some of which are better than others), but overall this list could be a valuable resource when coming up with new blog topics. For example, the 8th blog in the list brings up an interesting idea about deciding when to reach for PPC or SEO for your web promotion. There are some ideas in this list that are too broad, or which lack a certain context, but overall there are many good prompts that you could use when creating a future post; They may just need some work to progress them into a workable blog title.
Writing Metadata and headings with SEO in mind can be time-consuming, but Chat GPT can help streamline this process.
In the previous section, we showed how we have been using chat GPT to assist in generating blog ideas. However, we can also use Chat GPT to create content for these blogs.
Here is an example of how you can generate metadata and headings using Chat GPT.
Once again within this section, we found it was very important to be hyper-specific with our prompts to Chat GPT, even going so far as to state the desired length of the metadata we wanted. The results are very interesting, the meta and headings are all well related to the blog topic we gave, and they do a good job of including keywords we might want to optimise for. In addition to this, the content reads well and tells a good story of what kind of content the rest of the blog might include.
Despite the fantastic quality of this AI-generated content, there are some problems. Firstly, the metadata actually exceeded the character limit we provided, this is because GPT cannot directly count the number of characters it is generating. For this reason, the character counts are often not what we asked for, even if it’s usually not off by much.
The biggest limitation preventing us from using Chat GPT to generate content like this is the risk of search engines picking up on our use of AI-generated content. Historically, Google has explicitly given guidance to avoid the use of “automatically generated content”, and this is what makes us so cautious about using AI-generated content on websites.
However, over the past year, Google has been slowly changing their guidance on AI content to appear more in favour of its use. Last month, the company properly clarified their stance on AI-generated content, essentially saying that it doesn’t matter how the content is produced, it will be judged based on the content’s quality. This suggests that AI content could be usable in SEO, provided it is user-friendly and meets the E-E-A-T guidelines set out by Google. Despite this statement by Google, we still tend to air on the side of caution and remember that AI-generated content is not perfect. It is also important to remember that as SEO experts, we have a fully formed understanding of the specifics and will be able to produce higher-quality content than a chat bot. For this reason, we tend to use AI generation as a tool to help inform our own content and will never copy and paste anything directly from Chat GPT.
So far chat GPT has had an extremely positive impact on our SEO work at Varn. It has allowed us to speed up some tedious technical tasks and allows us to put more time into other areas of our work. Even now, we still believe we could find other uses of the technology to better improve our workflow, and we are excited to explore these possibilities.
However, we also believe that it is best to think of Chat GPT as an (albeit very powerful) tool in our toolbox, not a superpower that will do all of our work for us. This means it is still important to have a good understanding of the task you are trying to accomplish, so that you can review the quality of the response and provide Chat GPT with accurate information and context.
A couple of years ago I was asked for profiling tool recommendations by a client wanting to invest their team. I’d had several profiles done throughout my career and my experience of them had been mixed. Whilst the reports always resonated with me, the emphasis was on personality rather than behaviour, and I found that after the initial session where everyone compared themselves to each other and shared their thoughts, the reports were often so complicated that very little, if anything was put into practice.
I then came across Colour-me profiling. C-me focuses on behaviours rather than personalities, using a common language which is non-judgemental and recognises that everyone is a unique blend, vs. trying to put them into a box. This felt like a much more inclusive approach to me, so I investigated further and ultimately became accredited so I could use it with my clients.
What benefits have I experienced working with C-me?
And the biggest benefit for me is that you can put it into practice immediately. It has helped me learn to flex my own behaviour and communication style, and work more effectively with others.
In a world where we’re facing ongoing challenges as an industry, my belief is that we need to celebrate our differences and find ways to learn from each other so that we can build exceptional relationships and continue to do brilliant work.
So can behavioural profiling help us build better relationships, higher performance and more inclusive cultures? My answer is a resounding yes, as long as you put it into practice and continue to, whether it’s for communication, running meetings, problem-solving, hiring new team members or creating your next 3 year vision.
If you want to find out more about C-me and what my report and workshop offering, or are simply intrigued, give me a shout.
‘Momento mori’ – Latin – a symbolic trope which acts as a reminder of the inevitability of death.
Death. Just thinking about it is uncomfortable, let alone using the word. Most of us actively avoid dwelling on it. But as marketers, we can’t shy away from difficult topics.
At Flourish, death is never far from our thoughts – and we’re okay with that. Comfortable, even. Because when we make people aware of their own mortality, we can spur them to do great things. To take actions that truly reflect who they are. Like updating their Will to include a gift to a charity.
The brilliant thing about legacy giving – meaning gifts in Wills – is it enables people to align themselves with your cause without spending anything right now. For many people, including a gift in their Will to a charity is a way of ensuring their beliefs are honoured when they’re no longer here. Whilst some people will donate a proportion of their estate, others will pledge a set amount. Others may never get round to updating their Will to reflect their wishes, which is why ‘always on’ legacy campaigns are so important.
For many of the larger charities, legacy gifts make up 1/3 of their total income. So whilst legacy gifts may not come to fruition as quickly as individual giving, they are still an extremely valuable source of income. Guaranteed income, nonetheless, which is essential for future proofing.
With an effective legacy programme, charities can capture the attention of supporters who recognise a gift in their Will as an extension of their values. Whilst we believe legacy programmes should be embedded in every charity fundraising strategy, there’s never been a better time to start prioritising gifts in Wills than right now.
In today’s financial climate, charity fundraising is becoming more difficult. The cost-of-living crisis has left household budgets stretched, and subsequently, individual giving has plummeted. But people’s values remain the same, and the desire to support causes close to their heart is still very much alive for supporters.
So knowing how to talk about legacies – and when – is crucial. It can be hard to talk about death in the first place, and even harder to talk about legacy giving without immediately mentioning gifts in Wills. Servicing enquirers with a useful information booklet and a user-friendly website are good places to start, but there’s much more to successful legacy fundraising than simply passing on information and hoping for the best. That’s where we come in.
Flourish have a long history of successful legacy marketing campaigns for charities. Over the years we’ve inspired hundreds, if not thousands, of people to support a cause they care about with a gift in their Will. How? By working with charities to develop messaging that resonates with their supporters. Producing assets, acquisition campaigns and supporter nurturing programmes. Ensuring charities maintain highly engaged relationships with prospective pledgers. All of this begins and ends with being mindful of death.
If you’re ready to futureproof your fundraising, get in touch with Business Development Manager Aimee Blakemore today at [email protected]. We understand that budgets are tight for charities at the moment, so we’re offering a free legacy comms review worth over £1000.
We all know that the shorter working week has had proven success in other countries. 86% of Iceland’s workforce, for example, have either moved to a shorter working week or have the right to request shorter hours. So as Bristol tentatively dips its toe into the sea of change with a pilot scheme rolling out across businesses in the city, here we are five years into our four-day working week with some (hopefully) helpful reflections.
Why did we do it?
Life is short and we want it to be excellent. Every bit of it. We’ve found that since allowing more space for our brains to process, stray, absorb and even rest (what a thought, we know) this has enabled better ideas to flow, calmer attitudes to influence the team and ultimately a higher level of productivity during the time spent at our desks. Don’t get us wrong, we believe in working hard to deliver excellent, refined work – the only difference is that we think it can be achieved successfully within four days. No extra hours, just four normal days.
How does it work for our clients?
From a client’s perspective, you wouldn’t know any different. At the start of every project we create a timeline that our clients are happy with and that’s the timeline that we work to. Emails are answered from Monday to Thursday and we’re here to chat over the phone on any of those days too!
How does it work for the team?
Every team member works the same four days which allows for collaboration and efficiency. What each team member does on Fridays is completely up to them. And then after a year of working for Studio Floc, all staff get paid the equivalent of a five-day working week for just four days. It’s our way of saying thank you for the hard work that everyone puts in.
A win-win
Excellence can be achieved in so many ways. For us, a four-day working week helps us accomplish this – and we don’t just mean in the workplace – but in every aspect of our lives. we would consider that a win-win.
Driven by purpose, we use creativity to enable the makers, equip the innovators and empower the world-changers. We specialise in branding, print and digital design.
Have questions about our four-day working week? Looking for help with branding, print or digital design work? Let’s chat! Get in touch at [email protected]
Do you know what “user experience” means? It’s a term that’s frequently used in the context of web design, and for many good reasons. A user’s first impression of your company can make or break their perception after they visit your website. The navigation of the website is another crucial component of the user experience. Learn more about the significance of navigation in web design and what to look for in a web design firm that prioritises strong navigation by reading on.
The term “navigation” describes how a user navigates a website. It has buttons, menus, and links that users may utilise to access the site’s various pages and functions. The navigation of a website functions essentially as a map for users.
As you will see in the reasons listed below, navigation should be given priority in web design:
The user experience is important when it comes to web design, as was already established. A professional web development company is aware that effective navigation enables people to quickly access the information they are looking for on a website. If a user is unable to find what they need on your website quickly and easily, they are likely to leave the site and never return to it. On the other hand, users are more likely to interact with the website and perhaps even make a purchase when they encounter smart, user-friendly navigation.
While selecting a web development agency in the UK, search engine optimisation (SEO), which is the process of optimising a website to rank higher in search engine results pages (SERPs), should always be given top consideration. Since search engines utilise it to scan and index the site’s pages, effective navigation is essential for SEO. The navigation of a website can make it difficult for search engines to comprehend the site’s structure when it is disorganised or unclear. The ranking of the website may suffer as a result.
Accessibility should be taken into account while creating websites. When a website provides clear navigation, people with disabilities—like those who use screen readers to navigate the site—will find it easier to use. Always work with a web design company that is aware of how well-organised and labelled websites are simpler for screen readers to traverse.
The amount of visitors to your website that leave without interacting with it is referred to as the “bounce rate.” A high bounce rate frequently indicates that users are having problems accessing the website. Users can locate what they’re looking for more easily when the navigation is improved, which also boosts engagement and lowers the bounce rate.
The basic objective of a website is to turn visitors into paying clients. By making it simpler for visitors to carry out desired actions, such filling out a contact form or finishing the checkout process, effective navigation can play a significant role in this.
A successful website must have effective navigation since it affects a number of variables, including user experience, accessibility, and SEO. It’s crucial to pick a web design company that prioritises and sets a high value on effective navigation.
Learn more about WeAgile, the leading UK app development agency.
Without an excellent website, your business simply cannot develop in the current digital era. It would be simple if all you required was a website, but what you actually need is a strong and effective online presence. Nonetheless, many business owners are still ignorant of this fact today. Some people still give little thought to whether a website’s claims about its goals, its vision, and the services it provides are accurate.
Fortunately, you are not one of them, and you have come looking for information and solutions. You are probably wondering why working with a skilled web development company is the best method to achieve the desired outcome, which is an excellent website.
We are available to you to discuss the advantages of working with a web design and development company like WeAgile when creating a new website or redesigning an existing one.
Let’s start by responding to some often asked queries:
A web development business with expertise may build a website from the ground up. Professional programmers and web designers at WeAgile have a wealth of experience creating digital goods (such as websites, applications, e-commerce sites, and software) for a variety of sectors. In order to find the best solution for you, web designers and web developers work together. They construct frameworks and databases, come up with innovative concepts, and decide on a language for both front-end and back-end development. The task of a web designer is to create the user interface or user experience. The team at WeAgile is skilled in many areas, including testing, deploying, and maintaining digital products.
First off, WeAgile has a team of web developers, web designers, SEO specialists, project managers, testers, and more. As a single freelancer just cannot have all of this knowledge, you will undoubtedly receive a product that is subpar. Not because they are not professionals, but simply because it is difficult for one person to be an authority in so many different fields.
Second, even after the website is launched, the WeAgile team will be able to give you ongoing assistance and maintenance (indefinitely). Many people are unaware that even after the website is launched, it will need to be updated frequently for a variety of reasons. For example, if your website is built in WordPress, there are frequent updates to the platform and plugins; if you want your website to rank well on Google, Google regularly updates its algorithm; etc. You need to stay on top of all of this, and more often than not, a freelancer won’t be able to support you long-term due to other commitments.
Thirdly, clients will obtain the best level of service possible because a web development agency sets a great value on both its reputation and its long-term goals. Because you won’t be able to post a Google review or a Trustpilot rating for an independent freelancer, work is frequently finished a little sloppier and, most likely, no one will ever find out if your website is not functioning as intended. It is not even an exaggeration to say that we work with the best freelancers in the world. They are each true experts in their respective fields, but when it comes to web design and development, it takes a team (designers, developers, project managers, SEO experts, testers) to produce a top-notch outcome.
Fourth, your website will be delivered quickly and efficiently, and it will be a well-rounded final product because many professionals will have had input in the end product, often coming up with innovative ideas that will greatly benefit your company’s digital presence. This assumes nothing completely unforeseeable happens (like a significant change in the scope of work). For instance, if a freelancer you are working with experiences a personal setback (such as illness or a holiday), your project will be completely abandoned.
Let’s add another “layer of safety” for choosing a web design agency over a freelancer if the list above hasn’t already persuaded you. An agency is always a legitimate firm with owners, directors, insurance, etc. They won’t suddenly vanish one day or stop returning calls while the project is still in process.
Certainly, there are platforms like Squarespace or Wix where you can try your best to build a straightforward and appealing website. No matter how much you know about designing and constructing websites, you will never be able to match the experience of a web development business.
Working with a web development company like WeAgile has a lot of benefits. Here is a succinct list of them:
We trust that we have clarified some of your concerns and dispelled any uncertainty you may have had over hiring a web design and development company. However, if you still have any questions about WeAgile, the leading UK Web Design and Development Company, don’t hesitate to contact us, and we’ll get back to you right away.
Our identity and brand: how we’ve chosen to show up and what it says about us.
We were well aware that when a new company sets up, there’s immediate reaction to the name and in particular the logo. Whether conscious or sub-conscious, it can leave a lasting impression.
So we sharpened our pencils!
And as you can see, had a great time exploring a lot of versions and iterations to land on a logo we felt represented what Studio Every is all about and the topics we care about.
Whilst most of the challenges we hope to address at Studio Every could have serious impact on many people, that didn’t mean we had to be too stuffy with how we show up.
The balancing act was creating type that was approachable and legible, but that also had a flicker of playfulness and a human aspect: our view is that creativity, even when subtle, can make a meaningful difference.
Our eyes gaze to the horizon of a brighter future with sustainable and inclusive solutions at its heart and our E is framed with a ‘sunrise’ circle hinting at the hope and positivity that a new (every) day can bring.
As more and more businesses shift towards digital platforms, data analytics is becoming increasingly vital for ensuring customer retention through a smooth and effective onboarding process.
A well-designed onboarding process, optimised through careful planning, testing, and data analysis, helps customers quickly understand your product or service, leading to long-term success with your business.
How do I begin?
Data analytics can seem scary at first. But it’s one of the most powerful tools in marketing and will help you generate a strategy that works and keeps on working.
So, here are five brief tips (see our website for them in full) for using data analytics to improve your onboarding process while enhancing your customer retention:
It’s all well and good saying analyse your data… But if you haven’t got any to start with, that’s going to be hard.
To begin with, identify which metrics are most important to track, these will be your KPIs (key performance indicators).
A/B testing is vital to help you refine your process by allowing you to test different approaches and identify which ones lead to higher conversion rates and engagement.
Using Google Analytics, you will gain insights into which areas may be causing confusion or frustration, which may lead customers to drop off.
With this knowledge, you’ll find ways to improve the process and make it more user-friendly.
While looking at your numbers is beneficial, so is hearing directly from your customers about their experience. Gathering qualitative feedback, such as customer comments or surveys, gives you insights into specific pain points or areas for improvement.
It’s important to continuously iterate and improve to keep your customers engaged and satisfied. Keep analysing data and gathering feedback to identify areas that need refining.
If you’d like to see our tips in more detail with examples, head over to our website.
Using data analytics to refine your onboarding process is essential to keep your customers happy and coming back. So be sure to keep improving to ensure a smooth onboarding experience that sets you and your customers up for success.
At Bopgun, customer retention is our bread and butter! If you’re feeling stuck and need some expert guidance, don’t hesitate to reach out to us.
JonesMillbank, Bristol-based video production company, has successfully won a contract with University of Southampton to produce their flagship undergraduate campaign video.
The multi-channel campaign will launch ahead of the University’s 2024 recruitment campaign, bolstering and highlighting their existing reputation and global rankings.
JonesMillbank were invited to a competitive pitch for the opportunity, reflecting their growing experience, insight and reputation in the higher education sector. They join existing clients including the University’s of Bristol, Exeter, Winchester and Central Lancashire.
“We’ve worked in the education sector since day one and we absolutely love working with universities; the challenge of engaging and communicating with an ever-changing, dynamic audience is one our strategists and creatives relish” said Russell Jones, Director at JonesMillbank.
“University of Southampton chose us for our bold, creative and impactful concept, and we’re incredibly excited to be given the opportunity to bring it to life.”
University of Southampton is one of the world’s leading universities, placed in the top 100 universities globally in QS World rankings. They are also a founding member of the Russell Group, an organisation of 24 top UK universities committed to maintaining the highest research and teaching standards.
***
JonesMillbank are a full-service video production company.
They work in-house with a talented team of multi-disciplined creatives, telling authentic stories for a range of clients such as University of Bristol, IDLES, NHS England, The Royal Mint and Battersea.
jonesmillbank.com
01173706372
[email protected]
Independent brand consultancy Mr B & Friends has acquired FutureKings, as it continues to capitalise on the rapidly growing demand seen for brand strategy in the SME segment.
FutureKings, launched in 2016 by Executive Creative Director Steven Anderson and Managing Director Ben Mott, specifically develops brand strategy and identity programmes to support ambitious start-up and scale-up businesses. The consultancy has delivered rapid business growth for scores of early stage and scaling businesses through a range of packaged programmes. Today, FutureKings has 10 full time staff based in Bristol and London.
“There’s something almost romantic about this union” said Mr B & Friends Founder & CEO Simon Barbato. “Steve and I first met and worked together in 1995 at Light & Coley in London, and we had discussed starting an agency together before I launched Mr B & Friends. To now have the chance to rekindle that relationship is just wonderful.”
“But let’s be clear, this is a strategic acquisition. We have long been admirers of the work that FutureKings produces for this segment of the market – it’s truly first class, and it’s a segment we’re also active in, having launched our brand accelerator programme Beta three years ago. Our aim is to leverage the FutureKings brand to accelerate this dynamic part of the market, helping more SMEs and early-stage companies to gain a competitive category advantage through brand development.”
FutureKings will retain its brand, team, clients, processes and systems, and will relocate to the Mr B & Friends Bristol city centre HQ to ensure a smooth cultural integration and better adoption of client opportunities. The FutureKings London team will continue their contribution for a transitionary period before opening the Mr B & Friends London office – a crucial element of the agency’s growth strategy.
Ben Mott, FutureKings Managing Director added: “From the first discussion about this acquisition, the mutual benefits and opportunities for both companies were obvious. Steve and I have been looking for the right way to grow, and this deal gives FutureKings the perfect platform. Our mutual ambitions for the future are clearly aligned; growth in Bristol, London and the US, delivering our proven processes to a wider range of SME and early-stage businesses. We’re thrilled we’ve made this happen and are excited about the next phase of our journey.”
This acquisition takes Mr B & Friends to 45 staff following an impressive trading year that has seen the agency grow revenue 34 per cent, winning new clients such as Lego Group, Persimmon Homes, Haleon Plc, Gresham Plc and British Canoeing. And with London now firmly in their sights and a presence planned for the USA, the company is predicting its best trading year of its 17 year history.
FutureKings ECD, Steven Anderson wraps up: “This move is testament to the hard work of the whole FutureKings team and the results we’ve had for our clients over the last seven years. A great strength of this acquisition is that culturally our ways of working are totally aligned as Simon and I come from the same starting place. I’m personally incredibly excited to be working with Simon again and that the stars have aligned for us professionally and as friends. Ben and I couldn’t be more pleased with the exciting future plans and it is exactly the right time in our growth to really hit fast forward.”
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