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Who Said Old Dogs Can’t Learn New Digital Marketing Tricks?

Posted on 1st Dec, 2016 by

In today’s highly competitive market, the ability to operate and sustain business practices for over two decades is truly an achievement in itself.

During their 25 years in the industry, City Beach Veterinarians have witnessed an innumerable amount of changes to their business and marketing landscapes and have continued to operate despite this. Among other things, we believe the owner’s profound understanding of the importance of acclimatising to their clients’ changing needs has been a key player in this process.

Despite being online for over 8 years, City Beach Veterinarians saw the need to strengthen their online presence by bringing it in line with the needs of their clients – this meant a streamlined booking process. Owner, Neville Robertson, sought the assistance of Bonfire and expressed his vision to not only increase traffic to a newer, more efficient website, but also to cement their position as a leader in Perth’s extremely competitive veterinary market.

In collaboration with our digital services team, the website was built by our experienced web designers and developers in only a matter of weeks. The new site not only showcases their business, but also brings together the necessary practical and functional benefits of a well-designed platform.

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After engaging with Bonfire for over 2 years and successfully launching their new website, City Beach Veterinarians have produced some spectacular results:

  • 128% increase in traffic SEO since campaign launch
  • SEO delivers over 78% of website enquiries
  • Business is experiencing constant growth
  • 90% of selected terms are ranking on the 1st page of Google

Our team at Bonfire are thrilled with the results achieved by the City Beach Veterinarians campaign and wish Neville and his staff all the best with their new and improved website. You can visit their website here.

 

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Digital Trends Transforming the Travel Industry

Posted on 31st Oct, 2016 by

The Internet has undoubtedly changed the way the world travels. In-store travel agents are being replaced by Google, Tripadvisor and Skyscanner and this trend is forcing Australian travel marketers to rethink their digital strategy.

Tourism is a $124 billion industry in Australia and with so many operators wanting a share of that revenue, getting a competitive advantage is more important than ever.

While the reasons people travel has changed very little, the way people are beginning their journey has transformed significantly in recent years. Consumers are increasingly going online to research, plan and book holidays. Data from Google indicates that consumers are increasingly turning to mobile in assisting them to plan their trip, from comparing flight fares to reserving tours.

These insights can be invaluable to travel marketers and tourism operators looking to influence tourist’s buying decisions, so let’s take a look at them in more detail.

1. YouTube is the go-to for travel hacks
More and more travellers are turning to YouTube to get their trip done right by watching “travel hack” videos from ingenious luggage-packing techniques to tips for staying healthy on the flight over.

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YouTube searches for “travel hack” videos grew by 115% in the last year and the number of search enquiries for the keyword term “travel hacks” has increased 16 times over in the past 4 years.

Travel marketers should be capitalising on this by creating their own useful video content.

 

2. Mobile research, desktop booking
Though 90% of travel-related bookings are completed on desktop, the research is primarily completed on mobile devices. Especially on weekends, when mobile queries related to travel outpace those on desktop.

Also, research and bookings aren’t a one-and-done, point-and-click proposition. Travellers are taking their time to evaluate all options. Marketers really should be employing digital strategies (such as remarketing) so their business stays top-of-mind when a traveler finally starts moving to purchase.

 

3. Smartphones are breeding “spontaneous travellers”
Long gone are the days of dog-eared guidebooks. Instead, leisure travellers are using their smartphones as their research tools once they touch down in their destination.

As the image below shows, smartphones have changed the way people research holiday activities. Travel marketers need to embrace “local” mobile marketing strategies to ensure they’re not missing out on this valuable chunk of the market.

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There are many opportunities for marketers to make their mark on a travellers’ digital journey, it’s just a matter of embracing them.

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The Wait Is Over – Google’s Real Time Penguin Is Here

Posted on 14th Oct, 2016 by

Google’s hotly anticipated Penguin ranking update has finally been released. It’s been a long wait for SEO agencies and website owners.

In late September, Penguin 4.0 was launched by Google, however it’s unlike any other previous Penguin update. Through this release, Penguin now operates in real-time and as part of Google’s core search algorithm. This means that ranking adjustments will now occur as Google re-crawls the web and existing penalties will be lifted much sooner. However, instead of demoting a website, Penguin 4.0 now devalues the link spam so that it is excluded from a website’s ranking calculation.

Our team have kept a keen eye on the “recovery” component of the update. We’re happy to report we’ve seen some strong improvements for clients who have engaged us to help fix penalties from previous SEO activities.

Bonfire CEO, Clay Cook, recently discussed the update with Campaign Brief, including providing some advice for website owners moving forward.

 

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Google Tax: The Implications for Advertisers

Posted on 9th May, 2016 by

The recently announced 2016/17 Federal Budget has again shone the spotlight on multi-national tax avoidance, otherwise known as “Google Tax”.

The government plans to put in place a number of measures that will help it secure almost $4 billion dollars in “lost tax” from Australia’s top multi-national companies including Google and Apple by July 2020.

As a start, the Australian Tax Office (ATO) is getting $679 million over four years to fund a 1,300 person taskforce to ensure multinationals, private companies and wealthy individuals pay the right amount of tax.

Beginning July 2017, the tax system will also get a new Diverted Profits Tax law. The regulation will impose a penalty rate of tax at 40% on large multinationals that are found to have attempted to shift Australian profits offshore to avoid paying tax. This law is a follow on from the Multinational Anti-Avoidance Law which was passed in December last year.

A similar law was introduced in the UK recently and forced Google to agree to pay the UK government £130 million in back taxes.

In Australia, the issue with Google arises by it booking its advertising revenue from Australia in Singapore where the tax rate is lower, therefore not counting income it earns through advertising locally.

Google has already made progress to rectify this issue. Google’s Australian business restructured at the beginning of January 2016 so that it now recognises revenue from the marketing and selling of certain services and products to Australian based customers.

While for the everyday Australian an extra $4 billion in the coffers is an attractive prospect, what implication will this have for Australian advertisers?

Advertisers and agencies will be keen to see whether the new tax will have an effect on the advertising rates they pay to Google. For example, would Google pass on this cost to advertisers by increasing CPC rates on AdWords campaigns? If the cost is passed on, this is likely to have quite an impact on the marketing budgets of businesses across Australia.

Google says that in 2015 it’s workforce grew to around 1200 people in Australia and the company invested more than $400 million into its Australian operations. If this new tax encouraged Google to shutdown operations and move offshore, it could have dire consequences for Australian advertisers and agencies alike.

So we wait with baited breath for the July 2nd election result to see if these laws will become a reality.

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Bonfire in The News: The Impact of Google’s New SERP Layout

Posted on 25th Feb, 2016 by

Advertising on Google is competitive at the best of times.

Google has just made the game even harder by announcing a major change to the way it will display ads in its search results page.

Google will no longer display ads on the right hand side of the SERPs. Instead, these ads will only be displayed at the top and bottom of the page.

Our CEO, Clay Cook, spoke with Campaign Brief on this change and the impact it will have on advertisers and SEOs alike.

 

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REIWA Partners with Bonfire

Posted on 19th Nov, 2015 by

Welcome aboard, REIWA!

We’re thrilled to announce that REIWA, the peak body for the real estate profession in Western Australia, has recently engaged us to implement its Google marketing strategy.

Over the past 3 months we’ve been busy implementing a thorough SEO strategy and the results are already showing – the REIWA website,  http://reiwa.com.au/, has seen a 15% increase in its organic traffic already.

News of this partnership was featured in both The West newspaper and Campaign Brief.

 

 

 

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Pioneering online loan platform Kikka Capital engages Bonfire as its digital agency

Posted on 23rd Oct, 2015 by

We’re thrilled to introduce a new client to the Bonfire fold.

Kikka Capital is an innovative Australian online business lender that leverages the Kabbage technology platform.

Bonfire has been tasked with helping launch the brand online, and rapidly growing its share of the Australian business lending marketplace.

More details of the appointment are in the Campaign Brief article.

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Bonfire Wins Chamber of Commerce & Industry and Maurice Meade Digital Marketing Accounts

Posted on 23rd Sep, 2015 by

We have 2 new clients joining the Bonfire family…

Chamber of Commerce and Industry of Western Australia (CCI) and Perth’s favourite hairdressing salons, Maurice Meade, have chosen Bonfire as their new digital marketing agency.

It was our strategic value and recent track record on delivering results for high profile WA businesses which won over CCI and Maurice Meade.

We look forward to helping them both expand their reach in Google.

News of the appointments has been featured in The West and Campaign Brief.

 

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“Slow and Steady” Google Ranking Update

Posted on 24th Jul, 2015 by

After forcing webmasters to wait 10 months, Google has confirmed that a new ranking algorithm update has been released this week.

Panda 4.2 brings good news for anyone who was penalised by the previous update. If you took the right action to fix your mistakes, then you should notice a positive change in your organic ranking.

However, it could be a while before you notice this.

In the past, when Google has released an algorithm update, its impact has been immediate and widespread. However, this release is different. It’s being rolled out so slowly that webmasters are unlikely to notice any sudden impact to their website’s rankings.

Google’s lips are sealed as to why they have taken the “go slowly” method, but they can confirm that it will likely impact around 2%–3% of English language queries worldwide.

Our CEO, Clay Cook, makes a point that if you’ve forgotten to make changes to your website, then it’s a little too late. “Despite this update being a “slower” release than normal, there is no point rushing any sudden changes to your website. They will not be picked up by Panda 4.2.”

Being proactive instead of reactive is always a good approach. “It’s still early days, but we’ve noticed very little impact to our clients website rankings from this update and we don’t really expect to. This is because our approach to SEO is to be proactive. If webmasters continually update their content as part of their overall SEO strategy, then their website is less likely to feel the wrath of Google.”

If you do find you’re website has been negatively impacted by the update this time round, then use it as a timely reminder to implement the required changes to increase your content quality. You just never know when Panda 4.3 may arrive…

 

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A Very Special Partnership

Posted on 8th May, 2015 by

Bonfire is proud to be a sponsor of Cancer Support WA, a leading Western Australian cancer support service provider caring for people with cancer and their families.

Their mission is to “assist more West Australians to implement wellness strategies which prevent illness, contribute to cancer recovery, and lead to happiness, longevity and peace.”

Our team will be assisting Cancer Support WA to increase awareness of their cancer support services through a variety of digital channels.

If you want to know more about Cancer Support WA and the wonderful work they do, visit http://www.cancersupportwa.org.au/

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