<p>&nbsp;</p><p><img src="https://strapi.darwinstaging.com/uploads/SEM_SEO_78d691042b.jpg" alt="SEM-SEO-.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_SEM_SEO_78d691042b.jpg 245w,https://strapi.darwinstaging.com/uploads/small_SEM_SEO_78d691042b.jpg 500w,https://strapi.darwinstaging.com/uploads/medium_SEM_SEO_78d691042b.jpg 750w,https://strapi.darwinstaging.com/uploads/large_SEM_SEO_78d691042b.jpg 1000w," sizes="100vw"><br>&nbsp;</p><p>All companies offering services or products on the web have to have Search Engine Optimization (SEO)* and Search Engine Marketing (SEM)* strategy that will achieve the best return on investment (ROI). Often the question is whether your company should focus on its <a href="http://darwindigital.com/services/seo-and-digital-marketing-services/search-engine-optimization-seo/">SEO ranking</a> or run an <a href="http://darwindigital.com/services/seo-and-digital-marketing-services/search-engine-marketing/">SEM campaign</a>. In either case, you will need to do your market research, or you will be throwing good money out the door.</p><p>To get started, you have to understand the online business environment you are operating in; this means knowing your:</p><ul><li><strong>Customers</strong><br>Who your customers are and their online behaviour; create customer profiles</li><li><strong>Competition</strong><br>Identify your top three online competitors and the strategies they have adopted</li><li><strong>Products and Services</strong><br>You need to be able to describe in detail the products and services you are offering and the position they hold in the market.</li></ul><p>You have done your homework, you can now select the strategy best suited for your business:</p><p><img src="https://strapi.darwinstaging.com/uploads/SEO_SEM_website_development_Switzerland_c73a766f9c.jpg" alt="SEO-SEM-website-development-Switzerland.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_SEO_SEM_website_development_Switzerland_c73a766f9c.jpg 234w,https://strapi.darwinstaging.com/uploads/small_SEO_SEM_website_development_Switzerland_c73a766f9c.jpg 500w,https://strapi.darwinstaging.com/uploads/medium_SEO_SEM_website_development_Switzerland_c73a766f9c.jpg 750w,https://strapi.darwinstaging.com/uploads/large_SEO_SEM_website_development_Switzerland_c73a766f9c.jpg 1000w," sizes="100vw"><br>&nbsp;</p><h2>When Search Engine Optimization (SEO) is the best option</h2><ol><li><strong>Niche products or services</strong></li></ol><p>If you are working in a niche, your clients will find you through long-tail keyword searches*, e.g. “Bang &amp; Olufsen 1990 Speakers Spare Parts Dealer”. SEO keyword competition will be low.</p><ol><li><strong>Localized products and services</strong></li></ol><p>When you are physically located in a geographic or linguistic area with limited keyword competition, you should always implement good SEO, e.g. “Entreprises de Creation Site Internet à Lausanne Suisse”.</p><ol><li><strong>Established brands and market leaders</strong></li></ol><p>When you are a renowned brand, you need to invest in an SEO strategy. Being a star player also comes with certain expectations such as a <a href="http://darwindigital.com/services/seo-sem-and-online-marketing-services/search-engine-optimization-seo/">well-thought SEO friendly website</a>.</p><ol><li><strong>Unique product/service website</strong></li></ol><p>If your product is unique, it is important that you implement an SEO strategy that is sustainable as it has a unique position on the market and should be ranking in the top spot.</p><h3>Pros</h3><ul><li>Benefits are long-term and its impact is easily sustainable</li><li>Organic traffic to your website is the best traffic</li><li>No need to put in a request for budget</li></ul><h3>Cons</h3><ul><li>The change will not happen overnight. Patience is required as the bots need to index the website and backlinks</li><li>Writing an SEO friendly text is difficult and requires time</li><li>Your website needs to be optimized for SEO and your team will need to be trained on SEO best practices</li></ul><p><img src="https://strapi.darwinstaging.com/uploads/SEO_SEM_website_development_Switzerland_Geneva_6c67dba01e.jpg" alt="SEO-SEM-website-development-Switzerland-Geneva.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_SEO_SEM_website_development_Switzerland_Geneva_6c67dba01e.jpg 234w,https://strapi.darwinstaging.com/uploads/small_SEO_SEM_website_development_Switzerland_Geneva_6c67dba01e.jpg 500w,https://strapi.darwinstaging.com/uploads/medium_SEO_SEM_website_development_Switzerland_Geneva_6c67dba01e.jpg 750w,https://strapi.darwinstaging.com/uploads/large_SEO_SEM_website_development_Switzerland_Geneva_6c67dba01e.jpg 1000w," sizes="100vw"><br>&nbsp;</p><h2>When Search Engine Marketing (SEM) is the best option</h2><ol><li><strong>Highly competitive keyword environment</strong></li></ol><p>When you are active in a highly competitive market, such as a pizzeria in Rome, you may have to consider SEM as many competitors will use similar keywords as you. Using SEM adverts will list immediately on specific keyword searches.</p><ol><li><strong>Sale or promotion of time specific products or services</strong></li></ol><p>When you offer your product or service for a limited time, you might be better off with an SEM campaign. Studies have shown that when people perceive a product or service as a scarcity, they are more likely to purchase it in order to avoid the feeling of missing out or regret.</p><ol><li><strong>Building brand awareness</strong></li></ol><p><a href="http://darwindigital.com/services/seo-and-digital-marketing-services/search-engine-marketing/">SEM is great for building brand awareness</a>, especially a new brands. When you invest in CPM, large numbers of people can view your ad and become aware of your company.</p><h3>Pros</h3><ul><li>Research has shown that top Ads receive over 40% more clicks than other Ads on the page and thus generates more traffic to the website</li><li>Around 65% of the people who look for an item online, click on Google Ads which could generate a higher ROI and increases your revenue</li></ul><h3>Cons</h3><ul><li>The price of an SEM strategy can quickly get out of control when implemented inefficiently and you may end up with throwing money out of the window</li><li>Certain keywords at certain periods are more expensive and thus require a higher budget. E.g. advertising children’s toys around Christmas may cost you more money than the toy itself</li></ul><h2>&nbsp;</h2><h2>When hybrid SEO/ SEM strategies work the best</h2><ol><li>Any company whose success is intrinsically linked to being discovered through search.</li><li>A strong SEO foundation will help you with creating a neat PPC strategy and when these are in synergy, this will improve the quality of your own online presence.</li></ol><h2>&nbsp;</h2><h5>About Darwin Digital</h5><p>Darwin Digital is a full-service Swiss Digital Agency with offices in Geneva, Lausanne, New York and Belgrade. We are specialists in SEO and SEM strategy and execution.</p><h5>SEM and SEO Audits</h5><p>Not sure what to do next? Darwin Digital provides audits for both your SEM/Digital Marketing and SEO. On average, we see a 20-50% increase in SEM/Digital Marketing efficiency after the implementation of our recommendations and consistently rank our clients in the top three SERP* positions of Google search.</p><h5><strong>*Search Engine Optimization (SEO)</strong></h5><p>SEO is the process of achieving the highest ranking for your website on a search engine in an organic way. Rather than paying for ads, you are optimizing your website in a way that it naturally ranks higher in the search engine result page (SERP).</p><h5><strong>*Search Engine Marketing</strong></h5><p>SEM refers to paid search marketing, meaning that you pay the search engine where you would like to advertise e.g. Google AdWords. The most used paid options are <strong>PPC (Pay-per-click)</strong> or <strong>CPM (Click per impression).</strong></p><h5><strong>*Longtail keywords</strong></h5><p>Longtail keywords are phrases with usually more than three or four keywords and contain usually the exact search the user is looking for e.g. tips for a good SEO strategy.</p>

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SEO vs. SEM, what is the best strategy for your company?

<p>User-experience (UX) design for mobile websites is a holistic discipline that it encompasses strategy, design and content, and more aligned with industrial design than graphic design or art. At the heart of UX design is the client/user and it is them who will determine the ultimate success of your mobile website. Here are 7 essential UX design tips for your next mobile-first website project:</p><h2>1. Know your Target Audience</h2><p><img src="https://strapi.darwinstaging.com/uploads/user_data_desing_audience_target_c2b6c5dbc5.jpg" alt="user-data-desing-audience-target.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_user_data_desing_audience_target_c2b6c5dbc5.jpg 245w,https://strapi.darwinstaging.com/uploads/small_user_data_desing_audience_target_c2b6c5dbc5.jpg 500w,https://strapi.darwinstaging.com/uploads/medium_user_data_desing_audience_target_c2b6c5dbc5.jpg 750w,https://strapi.darwinstaging.com/uploads/large_user_data_desing_audience_target_c2b6c5dbc5.jpg 1000w," sizes="100vw"></p><p>Everything starts and ends with your target audience, therefore, do your homework. Never forget, you are designing with the end-user in mind. When you are looking for user data, start by exploring the three following groups:</p><h3>a. The Client</h3><p>When working with a client, interview all the internal key stakeholders as their opinions and insights may diverge.</p><h3>b. The Competition</h3><p>Make a competitive analysis by analysing three competition websites on both smartphone and desktop. Check out what keywords people are using to search for these sites with Google Webmaster Tools.</p><h3>c. The User</h3><p>Make sure you sieve through all available usage data to see who is accessing the existing website (if it exists), when, where, how and what they are doing.</p><h2>2. Keep it Simple</h2><p>Mobile-first design is about keeping your screen layout clean and simple. Each screen needs to convey one concept, a piece of information or call-to-action (CTA). For more complex actions or information, split up your layout while indicating clearly this screen is part of a larger suite of information or a group of actions. Regroup similar information and use white space purposefully.</p><h2>3. Size Matters</h2><p><img src="https://strapi.darwinstaging.com/uploads/design_size_matters_8a07cc7ea2.jpg" alt="design-size-matters.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_design_size_matters_8a07cc7ea2.jpg 234w,https://strapi.darwinstaging.com/uploads/small_design_size_matters_8a07cc7ea2.jpg 500w,https://strapi.darwinstaging.com/uploads/medium_design_size_matters_8a07cc7ea2.jpg 750w,https://strapi.darwinstaging.com/uploads/large_design_size_matters_8a07cc7ea2.jpg 1000w," sizes="100vw"></p><p>There is a natural tendency to make content smaller for mobile design when in fact it is recommended that fonts and CTA buttons be larger. Have you ever found yourself skipping over large portions of small text on a mobile site because it is too difficult to read? Touchpoints like navigation, buttons and links must be finger size and not obscured by other dynamic areas.</p><h2>4. Speed Matters</h2><p><img src="https://strapi.darwinstaging.com/uploads/speed_mobile_phone_reload_design_28a0737693.jpg" alt="speed-mobile-phone-reload-design.jpg" srcset="https://strapi.darwinstaging.com/uploads/thumbnail_speed_mobile_phone_reload_design_28a0737693.jpg 245w,https://strapi.darwinstaging.com/uploads/small_speed_mobile_phone_reload_design_28a0737693.jpg 500w," sizes="100vw"></p><p>This is killer for many sites and is unforgiving when it comes to repeat usage. The mobile user of today is pretty impatient and will quickly give up on your website if it does not load within seconds. All those beautiful pictures and special effects if not adapted, may prevent a large portion of the population from ever viewing your site. Never compromise on speed however tempting it may seem.</p><h2>5. People are Lazy</h2><p>Generally people like instant gratification without doing too much work; and rightly so, nothing gives us the right to waste their valuable time. Filling out complex forms will frustrate and annoy the end user so always provide select menus and check-boxes where possible. If imputing text or numbers cannot be avoided, provide preemptive text like email or phone numbers. All users get infuriated when they cannot find something on your site; make sure your navigation is logical and well structured. A good search tool goes a long way, a bad one is just another nail in the coffin.</p><h2>6. Engage and Wow your Audience</h2><p>For all the good design work you have done, if your content is neither pertinent nor engaging, you will not retain your audience and they will move on. Creating good content requires people who are passionate, talented and know their subject matter. Make sure you find the right people to produce content. Rich media like audio and video is becoming cheaper and easier to produce and mobile users cannot get enough of it.</p><h2>7. Test, Test and Test Again</h2><p>Quality assurance (QA) testing, a/b testing and user testing are a critical every part of any project and probably the least loved by designers, developers and content produced. Similarly, on small projects, clients are the reluctant set-aside budget for testing. Continuous testing and new technical tools on the market make testing much simpler. This is a process that you will have to integrate but generally more planning and good project coordination make it more manageable.</p><p>We hope that you enjoyed this blog post, if you have any questions or comments please contact us at info@darwindigital.com</p>

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7 UX Design Tips for Mobile-First Websites

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