Ignite your digital marketing

TERMITRUST CATCH THE BONFIRE BUG

Posted on 7th Feb, 2017 by

With such a high demand for both residential and commercial pest control experts in Australia, Termitrust sought to partner with Bonfire to help gain an advantage within this highly competitive industry.

Having already established 33 centres across the country, the Termitrust team not only wanted to ensure their website was of the highest SEO standard, but also wanted to drive business growth through a strong digital strategy.

Almost two years later and Termitrust have continued to thrive both online and offline. Together, the Bonfire and Termitrust team have curated a personalised strategy, targeting multiple locations within AdWords and SEO. Due to the seasonal demands within the industry, we continue to adjust these campaigns relative to seasonal changes, delivering results that have been nothing short of impressive.

This partnership has achieved:

  • An 81% increase in organic traffic to the website year-on-year
  • 35% of this traffic attributed to AdWords and 33% SEO
  • 53% of goal completions were driven from AdWords campaigns
  • An increase in keyword ranking of 2,332 positions

We would like to commend all team members involved with this campaign and look forward to another great year. For the full case study, please click here. To learn more about the pest control experts Termitrust, visit: https://www.termitrust.com.au.

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SEO Trends You Need To Watch In 2017

Posted on 31st Jan, 2017 by

Which SEO trends will thrive in 2017? And more importantly, how can I stay on top of these trends for my business? These are some of the top questions circulating marketing and business minds in the new year. Here’s what the digital experts at Bonfire HQ have to say…

Below are the predicted 2017 SEO trends that our search experts believe will have the biggest impact on digital campaigns this year.

Mobile-first indexing
Statistics show that most searches occur on mobile, with more than 50% of search queries happening from mobile devices. Consequently, Google has already begun to test mobile-first indexing. There have been murmurs that Google will soon prioritise their search listing rankings based on the mobile version of content, rather than desktop.

Content Marketing
2016 highlighted the importance of quality website content for digital campaigns. In 2017, we believe this will be taken a step further. No longer will it be enough to merely produce content, but in a highly competitive market, businesses will need a structured content marketing strategy in place to ensure they can compete. It’s also predicted that with the rise in mobile searches, content will shift away from lengthy pieces and favour quality over quantity. Businesses are anticipated to adopt ‘dense’ content strategies; providing useful information in the most efficient possible format.

Algorithmic Machine Learning (AI)
Algorithmic machine learning was first introduced by Google’s RankBrain in 2015. We anticipate another update like this in the near future, some of which may go beyond the scope of search to encompass other digital areas (i.e. data collection and interpretation).

Voice search
We expect voice search to continue gaining traction in 2017. With platforms like Google Home and others of the like we believe this marks the beginning of a revolution inspired by voice search. This will cause a shift in traditional keyword discovery, meaning SEO agencies and businesses alike will need to be prepared to see more contextual, natural search phrases increasing in search volume.

Accelerated Mobile Pages
As Google begins to prioritise mobile, we expect to see a rise in Accelerated Mobile Pages (AMP). AMP is a Google initiative to speed up mobile browsing, by building web pages for static content that render fast. It is an open-source slim HTML coding standard that when implemented, allows web pages on mobile phones to load instantly and ultimately improves the user experience. Google has already started favouring pages that have made the coding changes to optimize their mobile pages with AMP.

What Next?
It seems 2017 is heading in a direction where the reliance on technology will soon be stronger than ever before, for both consumers and marketers. It is imperative that marketers recognise this as soon as possible, and shift their strategies accordingly. Collaborating with technology providers is heavily encouraged, as it’ll allow businesses to gain an advantage over their competitors. To stay ahead in 2017, we believe it’s imperative that SEO marketers and business owners keep a close eye on these trends and are prepared to adopt strategic changes when necessary.

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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.

website-city-beach-vets

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.

travel-tren-1

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.

travel-trend-2

 

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.

 

CB-Feb2016-GoogleAdSERP

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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.

KikkaCBarticle

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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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