Tag Archives: search

Getting a Better Understanding of Hreflang

hreflang-code-fastwebmediaThe hreflang is the meta-attribute that guides search robots around various versions of pages that target different countries. Simply put, when used correctly, this specification element helps Google index and serve the localised version of a website’s content to users who require an alternate language version. In this post, I will uncover the best practices for implementing hreflang, common mistakes made when implementing this, and how to avoid them.


Why you should implement hreflang

Hreflang helps the search robots to understand the right version of different country or language versions of a website’s cross-annotated pages, and makes them appear correctly in Google’s search results.

Hreflang does not override other geo-ranking factors that may make a page rank in the search results. So for example, hreflang is useful if you have a multilingual website that offers its content in more than one language. An example would include a Canadian business with separate websites on the same domain for both the English and French versions of its content. Another illustration of why hreflang is useful is that Google defines multi-regional content as a website that explicitly targets users in different countries.

This gets a bit difficult to wrap your head around because websites can be both multilingual and multi-regional; for example you could have a sports site with different versions for the USA and for Europe, with German, Spanish and Italian versions of the European site’s content. Understandably, being able to have the correct page shown to the local market can result in incremental traffic and higher engagement rates for a brand’s website.


How to implement hreflang

The hreflang can be implemented in two different ways:

  • Meta element in the <head> tag (most common)
  • Sitemap implementation for websites with numerous countries

It is highly advisable to apply only one mode of implementation, otherwise, this might cause confusion for search rankings.

 It’s highly recommended to implement the last hreflang attribute as x-default. It signals to search engines that this doesn’t target any specific language or country, but considers it as default when no other page is better suited for the search query.

<link rel="alternate" href="http://example.com/" hreflang="x-default" />

The ‘x-default’ code should be followed by all alternate versions of the page one by one. It is also appropriate to add the self-referential URL first, meaning the first hreflang should be the alternate URL of the page requested.

<link rel="alternate" href="http://example.com/en-gb" hreflang="en-gb" />
<link rel="alternate" href="http://example.com/en-us" hreflang="en-us" />
<link rel="alternate" href="http://example.com/en-au" hreflang="en-au" />

Common mistakes in the hreflang implementation

Let’s have a look at common mistakes that occur when implementing hreflang:

  1. Return tags are missing: All country or language pages must be cross-referenced with each other. In the meta tag element, each version must be listed on each corresponding version. For example, if page A specified hreflang to page B, page B must specify the hreflang of page A. If it is not appropriately cross-referenced, then all of those annotations without cross-referencing may be ignored or not interpreted correctly.
  2. Incorrect language or country codes: Another common mistake is the selection of incorrect encoding language or region codes. In order to avoid making this mistake, always refer to ISO 639-1 format and ISO 3166-1 Alpha 2
  3. Combining both hreflang sitemaps and page tagging method: Always choose one method and not a combination of the two. If the site has few multiple language or few country versions just use the meta element method (e.g. US and UK English) and use xml sitemap implementation when the site has numerous language versions (e.g. US  English, UK English, Germany German and Switzerland German, Brazil Portuguese and Portugal Portuguese).
  4. Hreflang will consolidate link authority: Once hreflang is correctly implemented across multiple top-level domains (TLDs) or sub domains, the most authoritative domain gains link authority. A good solution to consolidate link authority is to host multiple country versions in one domain with a folder structure. Again, you should build link authority to local versions of all countries to gain sufficient authority for each. Hreflang only supports your existing link authority.
  5. Hreflang does not fix duplicate content issues: If you have two pages in the same language targeting different regions, such as English in the UK and US, the content of those two pages may be similar, and therefore may be considered as duplicate; an issue we identified in a previous blog post. Keep in mind that correct ‘hreflang’ will not solve the issue. It is still possible that your UK page may outrank your US page, particularly if the UK page has significantly more link authority, and especially if it has links from US sources.

Hreflang tags will help to solve this issue only to a certain extent. They provide a technical structure that helps robots to sort out and understand your content. For a truly international site, a holistic marketing approach will be required and the site will need to build authority from each target country.

  1. Not using canonical tag together with hreflang tag correctly: In all pages, hreflang tags need to reference self-referencing canonical URLs. A self-referencing canonical URL is required along with hreflang to avoid duplication issues.
For example, if there are pages for en-gb and en-us then the canonical URL for UK would be:  <link rel="canonical" href="http://example.com/en-gb" />
And for US the canonical is:
<link rel="canonical" href="http://example.com/en-us”/>
  1. Order of hreflang: The order of the hreflang tag is important as the code seen on the top has high priority. So the local ‘hreflang’ should be on the top after ‘x-default’.
  1. Not using absolute URLs: Developers often use relative URLs to make the code clean. However, it is essential to use and specify absolute URLs to make hreflang work.

For example, here is what NOT to do:

 <link rel=”alternate” hreflang=”en-us” href=”/usa/” />
<link rel=”alternate” hreflang=”en-ca” href=”/ca/

Google wants to be able to crawl the entire URL path because an international website might be hosted in different domains, in subdomains, or in subdirectories.

Testing your implementation

Once you have implemented hreflang you should test it thoroughly to ensure everything is implemented correctly. Flang is an excellent tool for testing.

After a few weeks, test using the different countries’ search listings. For example, search for your brand name using one of the target country’s search engines. You could use the following example from an incognito window:




Hreflang implementation requires sound technical understanding and clear goals for your international marketing efforts. It is essential when it comes to distinguishing multilingual international businesses and supporting authority in the respective markets.



Do you want to fix issues surrounding search marketing? If you’re looking for support, why not contact our team of marketing experts to see how we can help?  Get in touch via our website or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you! 

If you found this article interesting, why not take a look at our post about how to fix duplicate content, simply click on the image below: 

duplicate content fastwebmedia



The Increasing Importance of Real-Time Marketing

real time marketing fastwebmedia featuredRecently we have seen more and more brands embracing real-time marketing and taking advantage of advertising tends. In this article we’re going to cover what is real-time marketing, what are the challenges and how it is used.

What is real-time marketing?

Real-time marketing (RTM) is the ability for brands to engage with their customers based on real-time information, such as their behaviour and actions on a website, changes to their data, or even external news and breaking events. The latter is most notably seen on social media platforms such as Twitter, with brands like Oreo in particular enhancing its online persona through real-time marketing activities.

This strategy sees brands not only focusing on a fixed marketing strategy that adheres to a strict schedule, but a strategy that is more flexible, focused on breaking news, relevant trends and immediate customer feedback.

Brafton suggests some of the various types of real-time marketing brands are currently undertaking:

  • Triggered emails (emails that send when users take a specific action)
  • Social media engagement (customer service responses)
  • Coverage for breaking social media events (think #thedress)
  • Live event promotion (tradeshow or conference coverage)
  • Location-based deals (deals that appear when a user is at a specific location)

Wayin recently undertook a study of 200 marketing professionals currently engaging in real-time marketing activities in order to ‘drive home the understanding that effective real-time marketing cannot consist of a string of sporadic actions. Instead it requires a carefully planned strategy with the resources to discover the right trends, audiences and content and target them with meaningful marketing experiences at the right time.

See below the current real-time activities that these marketing professionals are currently investing in and to what degree:

real marketing strategy full size


Real-time marketing budgets are on the rise

Each brand may have a different set of goals and objectives that they hope to achieve through their real-time marketing activities. Wayin’s study also focused on the reasons why brands invest in RTM, as shown below.

real time marketing tactics


As the table above demonstrates, the most popular objective of engaging in real-time marketing is not about selling products or services directly to the consumer, but to try and form meaningful relationships with customers.

One of the main headlines to come out of the Wayin study was that 59% of the surveyed marketers plan to increase their budgets for real-time marketing activities in the next year, with 66% of the marketers indicating that they plan to increase the social media budget, with it being the prioritised marketing channel for their real-time activities.


Challenges of real-time marketing

There are numerous obstacles brands have to face when undertaking real-time marketing activities, with managing their use of customer data a major hurdle to overcome.

With customers more open to providing personal information online, the pressure is on for brands to provide a more personalised experience, with customers no longer wanting to just be served standardised marketing messages, but advertising that is related to past shopping experiences and habits across all customer touchpoints. A study by Janrain discovered that customers have a tendency to lose interest when presented with content that isn’t relevant to them. Therefore customer data collection used to create personalised experience is crucial to the success of real-time-marketing activities.

Stop Gap suggests that location-based marketing is expected to advance from this year onwards, as more and more smartphone users use beacons and apps, and become increasingly comfortable about sharing their location and personal information. Not only will this help brands gather huge volumes of data, but it will create a more enjoyable shopping experience for the customer.

Wayin’s recent study investigated the challenges brands face in real-time marketing via social media, with the majority of marketers citing limited budget and lack of flexibility by staff to react quickly enough as the top two challenges they face.

real time marketing challenges

Great examples of real-time marketing


One company that effectively used its data to provide real-time marketing is Google, who performed a RTM promotion during the 2015 Oscars. The objective of the campaign was to promote the brand’s Google Play platform, by providing links to users who could then purchase the winning movie’s moments after the winner had been announced.

Google had launched a similar campaign previously with Nike for the 2014 World Cup, however this was the first time the search engine giant used data to promote its own product. The campaign was based on past search trends with data showing users would look up stars or movies during previous awards shows, with interest in the winners only lasting about 15 minutes.

After each major award was announced, Google Play served a customised congratulatory ad, and within 15 minutes it was on to the next real-time ad for the next winner.

The ever increasing nature of multi screening during television shows is what makes a campaign such as this possible, as well as opening up endless advertising possibilities for brands.

Social Media

Real-time marketing via social media can vary, from answering customer queries to promoting the brand via an external event, such as the Royal Baby or the 2013 Super Bowl blackout. These are two examples of external events that require two different approaches to real-time marketing. The Royal Baby is an event that can be planned for in plenty of time, but can be published on the actual day of the birth, giving the impression of real-time marketing.

The infamous 2013 third quarter Super Bowl blackout did more for the Oreo brand, than the television advert the brand paid a substantial amount of money to run during the game did in terms of brand awareness. By jumping onto a spontaneous external event with a clever promotion that was still in-keeping with the brand tone of voice, Oreo gained a vast amount of publicity the brand would not have taken into account prior to the event.

The strong social media team of 15 at Oreo had planned differing tweets depending on the eventual winner of the Super Bowl, which falls into the same category as the Royal Baby, as an event that can be planned for in advance with a carefully planned message. But by assembling a creative team including the brand’s digital agency to all watch the game together, presented the opportunity to put a creative together, get sign off and enjoy the public reaction flooding in with relative ease.

real time marketing oreo

Not all brands are as creative and savvy when it comes to executing real-time marketing via social media, even when they have the opportunity to plan for it, as Econsultancy’s blog post on real-time marketing social media fails demonstrates.

Planning ahead on social media

Twitter has recently announced that it is working on an event targeting feature to enable brands to be able to plan ahead for real-time marketing events, such as Mother’s Day or the Super Bowl. The social media giant will also provide brands with valuable insights on the chosen events based on the previous years’ audience behaviours, to allow for effective and targeted campaigns to be created.

Twitter is providing brands with a calendar that will “highlight major sports games, musical festivals, holidays, and other significant events happening in the US, UK, France, Brazil, and Japan”.

Advertisers will also have the option to filter by metrics such as location, date, and type of event so that brands can only target events that are aligned with their marketing strategy.

This platform, available to brands through Twitter, demonstrates the increasing nature of real-time marketing, and the value brands are placing on ensuring they are not missing out on the always expanding real-time market.


With focus being placed on building customer relationships and understanding the forever evolving customer expectations, it is becoming more and more important that brands recognise that real-time marketing is becoming a more valuable marketing channel that cannot afford to be ignored.  Now is a perfect time to take advantage of real-time marketing in order to spark and engage in conversations, which will lead to relationship building and deeper brand loyalty.



Do you want to unlock the potential of real-time marketing? If you’re looking for support, why not contact our team of marketing experts to see how we can help?  Get in touch via our website or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you! 

If you found this article interesting, why not take a look at our post about multi-screening, simply click on the image below: 

multi screening fastwebmedia

Unlocking The Potential Of Multi-screening

multiscreening trends fastwebmediaNowadays, people tend to manage their lives through various screens like smartphones, tablets and laptops. These behavioural changes open the doors to new opportunities in digital advertising, because each of these “new” distractions provides an opportunity for additional and engaging connections that were never possible when consumption involved just one screen.


TV and online activity

TV content drives a huge amount of multi-screening activity.  From texting to tweeting, gaming to gossiping, activity tends to be driven by three things: researching content, sharing with online friends and participating with TV content and ads.

Let’s dig in into some of the examples that show how TV content affects online activity. Advertisements during the Super Bowl tends to trigger online searches for the advertised brands immediately, within one minute, with smaller effects persisting up to an hour after the ad’s broadcast time. So here marketers have an opportunity to catch TV viewers that are using other devices while watching TV through a PPC ad or through an extremely well designed mobile website. Such online search is obviously important to the brands that sell primarily online, but it also matters to offline retailers, as it allows interested consumers to learn more about an advertised product before visiting the store.

Another brilliant relationship between TV content and products mentioned is that it also affects the other products in the brand’s portfolio. A study by Ebiquity found that, on average, 38% of TV’s total sales effect was felt by products not directly advertised creating a ‘halo effect’ across a brand’s entire portfolio. So, if a beauty brand advertises a shampoo product on TV, the campaign is likely to boost sales of its other products, such as body spray or moisturiser. If a bank advertises a mortgage product, its home insurance and current accounts will benefit as well.


When is the best time to take this opportunity and capture the audience?

Razorfish recently explored the relationship between television advertising and consumers’ online behaviour.  The study found that a quarter of multi-screen users go online immediately after seeing a TV commercial. 26% go directly to an advertiser’s website and 25% conduct an online search based on the television commercial they have just seen. Television also enhances the performance of other media used within the marketing mix.

This seems to be a perfect space for TV content producers and advertisers alike to boost brand awareness, sales and website traffic through multi-screening. We have been investigating multi-screening trends for a number of years now, and our study back in 2013 analysed the success of Twitter hashtags used across TV advertisements, providing tips for running a successful multi-screening ad campaign for other brands. The findings at the time revealed that the placement of a second screening cue is very important in an ad, as it determines how successful the prompt will be amongst viewers. But let’s take these trends and push the limits even further. By implementing simple calls to action within TV content like hashtags for social media which advertisers have been implementing a lot more, marketers are only scratching the surface. By making TV consumption and second screening experience via other devices easier and more streamlined through targeted online activity, marketers will win even more passionate participants and consumers. This participation could be increased at the moments when consumers tend to multi task and start browsing through other devices like mobile phones while watching TV.

The top five categories that attract multitaskers are:

  1. Reality
  2. News
  3. Comedy
  4. Sports
  5. Food

These top results are interesting, but not extremely surprising as the content through these categories is easy to consume. The results further down the list showed that drama beat genres like talk shows, music videos, how-to and others. This means that intense and gripping content like drama or action/adventure categories are still embraced by distracted consumers that are seeking more content online while watching TV.

Is multi-screening the future?

Multi-screening is the path forward for advertising. The frequency and centrality of mobile devices in consumers’ lives opens the door for a perfect marketing space if brands can optimise communication across devices and integrate the brand within the content that audiences are consuming. Smartphones are best used for calls-to-action like polls or sharing opinions via social media.  Laptops are best for detailed digging into TV content, search, and lower funnel behaviours, like product research and purchase. Tablets are best suited for extensions of the TV experience with additional video content, like behind-the-scenes video.

Here are a few of the examples that showcase what kind of TV content has an effect on a variety of brands:


  • Analysis that we undertook for our client Bravissimo showed that website traffic to its website doubled whenever the brand was mentioned on ITV’s “This Morning”.


  • We saw an increase in website visits and ticket sales for bands and artists for our client The Ticket Factory whenever they promote a tour in an interview on “The One Show”.


Second screening through smartphones and other devices will continue to broaden the TV viewing experience beyond the living room in the near future. How will your business take advantage of this window of opportunity? Let us know in the comments below.


Do you want to unlock the potential of multi-screening? If you’re looking for support, why not contact our team of marketing experts to see how we can help?  Get in touch via our website or via Facebook, Twitter, LinkedIn or Google+, we’d love to hear from you! 

If you found this article interesting, why not take a look at our post about personalised content, simply click on the image below:


Attribution Marketing: Success Through Transparency

‘’Half of my adverting spend is wasted. The worst part is, I don’t know which half’’

Does this sound familiar? Have you ever wondered where you are spending your advertising budget? Are you following the trends and using the latest ‘best thing’ in marketing? Or are you combining the most influential touch points in conversion and winning in sales? It’s clear that the last option is best. The question is: how to distribute your budget using the best marketing strategy for business?

Cue data.


In the digital age, everything should be measurable, from consumer behaviour to the performance of advertisements. This means transparency in advertising spending is approaching unprecedented levels, and the expectation of accountability and proven ROI is coming to the forefront of marketing departments.

The first step when it comes to capturing the client is to understand how the sale is made. The customer purchase funnel allows you to clearly see and highlight areas in order to improve your conversion rate.

Online marketing is the process of driving traffic to your website and encouraging your prospects to convert.  One of the possible ways to strengthen that is to use the  attribution model which is a rule, or combination of rules, that decides the value of every touch point in a conversion path. However, which touch points are the most influential when it comes to making a sale?

Types of interaction

There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.


A direct interaction is recorded when a user types your URL into the address bar on the browser and visits the site without engaging in any other online marketing channel.


You can reach organic interaction via a well-planned SEO campaign and ranking for specific keywords in your industry.

Paid advertising

Search engines also offer listings in various areas of the page which can be paid for by customers on a cost-per-click basis. They drive traffic to the site and well optimised campaigns can bring huge success.


While the most common kinds of non-direct traffic are the kinds that come from search engines, conversions can also derive from referral traffic. A referral link is any link to your site from another website or an article online.

Types of attribution model


So what exactly constitutes the attribution model? There are 4 main kinds of interaction which make up a common conversion path: direct, organic, paid advertising and referral.

Last Touch

attribution imageThe Last Touch Attribution Model is the default Analytics setting. This method assigns 100% of the value of the conversion to the last method by which a user arrived at the site. This is the simplest way to establish the value, but it doesn’t give credit to any other touch points, particularly the first.

First Touch

Many marketers prefer to credit the first touch point on the conversion path.  First Touch attribution gives 100% of the credit to the start of the journey. Remember, the customer purchase funnel? First touch is important, because without it there may not have been subsequent contact or a conversion! The look back window is increasing from 30 days to 90 days according to this post by Justin Cutroni at Google. This increases the likelihood that “first touch” is the actual “first touch”.  However, when it comes to dividing your budget, don’t rely only on this step as you need to lead your customer through the whole purchase journey!

Position Based

This popular method assigns some value to every touch point but gives greater value to the first and the last.

Time Decay

This model gives increased value to each step of the customer journey. The core premise of the time decay model is this: The media touch point closest to conversion gets most of the credit, and the touch point prior to that will get less credit based on a smart and simple algorithm.

How can you decide which path is the best for your business?  The best way to find the most beneficial route is to use data and testing. Testing will showcase the opportunities and results you might not even have thought about before.  Ask yourself:

What type of user behaviour do you value?

  • Is there an optimal conversion window you are solving for?
  • What does the repeat purchase behaviour look like historically?
  • Are there any micro-conversions defined with engagement type goals, tied to the economic value?
  • Are offline conversions being sent back into GA using Universal Analytics?


Attribution marketing is a great way to test various logical scenarios for weighting credit to channels very quickly and compare the results side-by-side. The possibilities are endless so start experimenting!

What are your thoughts on attribution marketing? Let us know in the comments below or by tweeting @FastWebMedia.


Read more about building custom attribution models in our Top 10 Digital Trends for 2015, simply click on the image below:


Fast Web Media nominated for Best PPC campaign

We’re very excited to announce that our work with The Ticket Factory has been nominated for a UK Search Award for the category of Best PPC campaign.

The campaign involved using innovative PPC techniques to sell tickets for concerts and events. The results we achieved were positive and showed that PPC is a great method for shifting tickets online.

FWM’s weatherFIT technology was also used, allowing us to apply weather rules to campaigns. For example, sales for festival tickets tend to increase during sunny periods, therefore weatherFIT was used to target areas that were experiencing those weather conditions.

The UK Search Awards is a national awards competition to celebrate the very best in SEO, PPC and digital marketing that launched in 2011 by Don’t Panic in association with Manual Link Building and SEMPO.

We previously won several UK Search Awards including Best PPC Campaign in 2011, Grand Prix for Bravissimo in 2011 and Best PPC Managment Software for weatherFIT in 2012. Let’s hope 2013 is another good year for Search Awards wins!

The 2013 awards will be presented at an awards dinner at the Emirate Stadium, on the evening of Thursday 14 November 2013… fingers crossed!

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WeatherFIT is ‘shaping marketing’s future’

Econsultancy has named weatherFIT as one of the seven innovative new technologies that will revolutionise marketing.

The piece looks at a wide range of significant digital innovations and includes products from ITV and Ikea amongst others.

Of weatherFIT, Econsultancy’s Matt Owen writes: “We’ve covered FWM’s weatherFIT in the past, but it definitely bears a repeat look.

“It’s hardly surprising that what’s going on outside (especially in temperamental Britain) affects what users search for online… So being able to align online offers in real time based upon what is happening outside has obvious benefits.

“Essentially a weather-activated ad management tool for Google AdWords, the weatherFIT software allowed Lingerie and swimwear retailer Bravissimo to tailor its online promotions and advertisements to suit the browser, based on the individual web browser’s location and local weather conditions, with a huge impact on PPC revenue.”

weatherFIT was also featured on the recent Channel 4 documentary, The Human Swarm.

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.

FWM win at the Rev Awards

Fast Web Media has been announced as Rev Award winner for Search Marketing 2013 for our weatherFIT work with Bravissimo and Pepperberry.

weatherFIT is a unique PPC tool that allows a brand to use different adverts depending on the weather within a specific area, ensuring the advert is more relevant to the potential buyer.
The product has delivered great returns for Bravissimo and Pepperberry, with revenue increasing by 600% on a campaign promoting swimwear.

weatherFIT has already won a number of prestigious awards including Best PPC Management Software at the UK Search Awards 2012, and the Innovation and Grand Prix prizes at the European Search Awards 2012.

Fast Web Media CEO Mike Flynn said: “Another top night for the Fast Web Media team – we never get tired of winning Awards!”

“This is great testament to all the hard work put into all our Digital Marketing campaigns, and it’s fantastic to see our great results acknowledged by our peers from both the agency and client side on the judges’ panel.”

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.


FWM exhibits weatherFIT at TFM&A 2013

Fast Web Media attended the Technology for Marketing and Advertising 2013 show on 26th/27th February to exhibit our newest product weatherFIT.

weatherFIT is an award-winning PPC tool that helps you target your campaigns at certain geographical locations depending on the weather there.

So, for example, if it’s sunny in Manchester, you can target that area with adverts for sungalsses. But if it’s raining in Newcastle, you can target that area with ads for umbrellas at that same time.

The software acts as a wrapper on top of existing PPC campaigns, so it’s quick to install and easy to use.

The TFM&A show proved a huge success, and Fast Web Media was delighted to be taking part, both in exhibiting and attending the range of fascinating expert talks.

You can find out more about weatherFIT by visiting the website and watch our advert, starring legendary weatherman Michael Fish below…

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow us on Twitter, Facebook, Google+ and LinkedIn.


NEC enlist FWM Search team

Fast Web Media has been enlisted by the NEC Group to perform SEO activity that will help the company improve its position in the Search rankings and increase traffic to its sites.

FWM will be undertaking the work for all of the NEC Group’s brands, including the NEC, the ICC, LG Arena, the NIA, The Ticket Factory and Amadeus.

Our work will include providing onsite optimisation recommendations, which will analyse the websites and identify areas where onsite improvements could be made in order to improve Search performance and rankings.

Gail Webb, Head of Digital Marketing for the NEC Group said: “Search engine optimisation is vital to improving all our Group websites visibility and performance.  

“For what we want to achieve, SEO will be a fundamental part of our digital marketing strategy and having worked with Fast Web Media for many years I am confident their expertise and knowledge will deliver positive results.”

In The News: weatherFIT featured on State of Search

weatherFIT is the focus of a post by Bas van den Beld on respected SEO website State of Search.

The article covers Fast Web Media Director of Search Tom Smith’s talk at the UK Search Conference on Wednesday (24th January), and goes into detail on how weather can affect sales.

The post reads:

“The weather has impact on what people do online. You can see trends around what sells during different weather conditions.

“Heatwaves, for example, make people withdraw more cash, because they want to go out for drinks. Google Insights shows that water pistol searches increase when it gets warmer. The problem: the weather isn’t the same everywhere. It is very difficult to control that. So they built weather fit for their client Bravissimo.


“weather conditions play a big role in how people behave online. It can really make a difference of when you play on this. It is also another example of how taking a closer look at the actual user will give you so much more insights that your marketing efforts are much better.”

For more on this story, please visit stateofsearch.com

weatherFIT is an award-winning PPC product designed to help make advertising campaigns more effective and improve ROI. For more information, please visit the weatherFIT website

Find out how weatherFIT can help you boost your online sales by controlling the weather and do feel free to follow weatherFIT on TwitterFacebookGoogle+ and LinkedIn.