SEO: how HCOMS makes it work for you

HCOMS understands SEO and we believe that as marketing specialists who operate transparently and with integrity, it’s our duty to give you a better understanding of SEO too. Here then is an overview to help you.

Search Engine Optimisation creates the best conditions for Organic or Natural Web Traffic. As the terms suggest, it’s a process that in order to send your site higher up the web rankings is akin to gardening in that it promotes a ‘natural’ growth of popularity in your site and in web traffic.

Understanding this means that one also understands SEO takes time, like planting a seed but creating all the right conditions to enable it to thrive and grow. It’s not an overnight process: it takes at least six months and often more. However, in the long term this approach pays dividends if conducted correctly.

For this reason it pays to be wary of those who promise that they’ll put you at the very top of the search rankings in a short time. Likewise, anyone who tells you they can give you accurate calculations on how many hits your competition’s sites receive and therefore how many yours will get is a claim that one should also be wary of. In the absence of analytics accurate calculations are impossible – only guesses.

Equally, backlinks to other sites should be of a high quality with a good reputation and relevant to your sector and marketplace to promote the type of web traffic your site needs. If backlinks are being generated for you but with no clear methodology or source, then you could be paying for dubious backlinks that could have an adverse effect on your search rankings. They will be spotted by Google algorithms designed to weed out such backlinks.

One hears horror stories of companies whose rankings and business have suffered as a result of SEO companies who have utilised ‘black hat SEO’, and we would advise you to be vigilant. At HCOMS, we know that conducting SEO properly and above board is the only way.

We ensure that your site is acceptable to Google’s algorithms and an excellent experience for users; that all tags, parameters and meta data are correctly configured; that your site is correctly optimised to integrate with your social media channels; and that all backlinks are of high quality and that blog articles are shared with those whose opinions have weight within your sector. Most importantly, your content must be original and of a quality to be rated higher by Google. Remember, it all takes time.

If your site is an existing one, we can use analytics to provide a clearer picture (see our blog article on web traffic sources). If your site is new, there will obviously be no analytic statistics to begin with, but as with the SEO process in general, it is a case of “suck it and see”. In the longer term however, accurate analytics and robust SEO are a highly effective way of promoting high rankings and web traffic.

PPC (Pay-Per-Click) ads are an alternative or an accompaniment to SEO: but in a competitive sector you can be pulled into a bidding war and quickly squander your marketing budget. PPC is better used tactically if at all. You must also remember that in terms of ROI it is uneconomical if your site’s content is poor or rarely updated, because visitors directed by PPC ads will leave your site quickly, and it will suffer in the rankings as a consequence. If the quality of your PPC ads is poor, then they will suffer too in position.

SEO is a complex discipline: but when conducted correctly in conjunction with your site, social media and email marketing, it makes all the difference.

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Why Websites Fail

Reasons Websites Fail


There is nothing more frustrating than spending money and time setting up a website, only for it to remain hidden in the depths of the Internet, lost and attracting zero hits.

To succeed, a website must generate traffic, and plenty of it. Read on to find out how you can make your website stand out among the crowds, attract hits, a regular customer base and keep that all important conversion rate high.


The content on your website really is the key to your success. There is little point in creating a fabulous all singing, all dancing website that has little or no substance.

Content must be informative, relevant and fresh. It should add something of value to the Internet that makes users want to read on and find out more.

It’s ok to challenge preconceptions, and to state your own opinion so long as whatever you are writing is interesting and exciting. Give users a reason to read on.

Content should be updated regularly. Out-of-date information or old news is boring. Your customers deserve to know that you work hard to keep your website fresh, eye-catching and worth talking about.

Check your links to ensure they work and correct any that don’t. An unloved website shows a lack of concern for the customer’s user experience.

Domain Name

So, you have a fantastic business idea, and a fully functioning website. Does its name reflect what it has to offer?

Keep domain names simple, effective and on point. As the old saying goes, they should do what they say on the tin!

If you hire luxury cars in Norfolk, say so! A website called ‘Norfolk Luxury Car Hire’ will reach your target audience far more  effectively and efficiently than something with little or no relevance to your product or service, such as ‘L&L Cars’. State your purpose directly.

In short, your domain name should describe, identify and satisfy a searcher’s requirements.

Be sure to purchase both versions of your domain name (.com and


A website is your virtual shop window, so make sure your page copy is well written, without any sloppy grammatical mistakes.

Consider your website as your online handshake; an introduction to future customers. First impressions count, and a poorly written or presented website will make users question your credibility.


How easy is your website to use? Can customers find what they want quickly and easily?

Users don’t want to spend ages navigating their way around a complicated site. Make directions glaringly obvious.

Know Your Audience

If you know your product, you should know your target audience and be able to reach them.

Once you know who you need to attract, writing appropriate content and providing relevant links and advertising will fall into place.

If you have a niche product/area, exploit it!


Search engines analyse your website to see if it fits a searcher’s criteria. Make sure yours does by using well placed and relevant keywords.

It’s important however, that your content makes for good reading, so use them well, don’t just throw them in anywhere!

To find the best keywords for your site, you will need to use a web-based tool. This will help you to discover exactly what people are looking for when using the Internet.

Search Engine Optimisation

Great SEO means providing great content by satisfying the search engines need for, you guessed it, relevant content. Failure to regularly update content and optimize your pages will see your website fall down the ranks.

There is no point trying to cheat your way into great search engine optimisation, Google and the likes will know!

There are ways to help your new website gain recognition, such as Pay Per Click adverts, but you should aim to have customers clicking on your site because they know who you are. Which leads us nicely on to…

Too Many Ads, Links & Flashing Lights

If a website is one big sales pitch, customers will not return. You need to focus on your product, intent and purpose.

Don’t distract users with too many banner ads, and irrelevant external links. Once a customer leaves, they are unlikely to come back.

Provide external links that will help your business, not detract from it.


The worst mistake you can make is to sit back, and assume that your website will work for itself.

It wont!

Make sure you have registered your site on the local search engines, and make your presence felt on the web.

Answer customers enquires promptly and professionally, don’t leave them hanging.

Once you’ve invested money, be prepared to invest time and energy regularly to keep your website looking fresh, attractive and well maintained.

And Finally…

Think about what you would expect from a website. What makes you return to the same sites over again? Equally, what makes you scroll down?!

People are loyal to the websites that attract them, so make yours stand out from the crowds.


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What Is Responsive Web Design?

What Is Responsive Web Design?

Successful websites now need more than just great content to keep the traffic flowing and the page-ranking high; they need to be adaptable and responsive.

Customers expect your website’s content to work efficiently and effectively, however they choose to view it.

Responsive Web Design allows your website to appear flawlessly across all devices, from desktops and tablets to mobile phones, and in today’s climate, it is essential that users are able to access your website anywhere, at any time.

With half of internet traffic coming from a mobile device, the importance of Responsive Web Design has grown; specifically since the arrival of ‘Mobilegeddon’ in April 2015; Google’s algorithm designed to give priority to websites with the ability to display well in any environment.

Utilising Cascading Style Sheets (CSS) and Hyper Text Markup Language (HTML) to resize, hide, shrink, enlarge or move content, it is possible to develop rich media that will adjust itself automatically to fit any screen size.

Cascading Style Sheets control the layout of multiple web pages, saving a whole lot of time. CSS3 is the latest standard for Cascading Style Sheets and incorporates all of the old CSS specifications along with many new modules such as backgrounds and boarders and 2D/3D transformations.

There are many ways to check your site for its responsiveness. Mobile site validators and mobile emulators as well as simultaneous testing tools like Adobe Edge Inspect are available to test and validate your website.

Most browsers (Chrome, Safari and Firefox) offer responsive design viewport resizing tools.

Companies that use Responsive Web Design generate more leads and maintain a competitive advantage over those that don’t. Impress your customers and attract new ones without comprising functionality or aesthetic quality.



















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Ten Ways to Monetise Your Website

Ten Ways to Monetise Your Website

Once you have a successful website up and running, it would be nice to generate a little revenue from it, right?

Here, we look at ten of the best ways to monetise your website. Not all of them are easy, not all of them are guaranteed to work for you. But we’re pretty sure they will give you food-for-thought and help you on your way to working out what works best for your site when it comes to making money…

Email Advertising

Once you have a large amount of established subscribers, sending out a regular newsletter is a great way to sell advertising space.

You can charge a one-off fee or promote affiliate deals.

Make sure your content is fresh, relevant and interesting to customers;  subscribers  need a reason to keep on subscribing. Consider collaborating with advertisers to offer deals or monthly give-aways.

Newsletters have the potential to generate a few hundred pounds with each email, and have the added bonus of driving customers back to your site.

Affiliate Programs

Affiliate programs allow you to get paid for each lead or sale you refer. They are considered the best form of advertising for publishers, assuming you can successfully match an affiliate deal with your audience.

You must know your target audience; matching relevant adverts to your customers will increase the likelihood of them clicking on your ads, and thus increase your income.

Earning for affiliate programs are calculated as Earnings Per Click (EPC) or Earnings Per 100 Clicks; you will need to establish how a company pays before you sign up to anything.

Some companies and networks have more requirements than others. Typically, larger, popular companies will only want to advertise on highly professional sites.

Well promoted offers can generate up to £1 for each visitor referred from your site.

Amazon ( is an excellent example of an affiliate program. The commission paid is fairly low, however they pay it on any other goods ordered via your link, so if you sell sleeping bags, but a user goes on to buy a tent and camping stove after clicking on your link, you’ll receive commission on those items too.

Affiliate Networks

ClickBank (

OneNetworkDirect (

Cost-Per-Click Ads (CPC)

Cost-Per-Click advertising is the easiest way to generate revenue from your site. Basically you are given a percentage of the revenue generated from each click, so more popular terms earn you more money.

Google’s AdSense ( program is the most popular and the highest paying model when it comes to CPC ads.

Cost-Per-Click ads come in various forms, from banners to in-text advertising, so it is just a case of creating the ads, and placing them strategically.

Although it is tempting to place adverts near navigation terms to trick customers into clicking on them, Google’s guidelines are strict, and this behaviour could see your account banned.

Cost-Per-Click Companies

Google AdSense ( (


Cost-Per-Mille Ads

CPM ads allow you to get paid for every advert, regardless of the amount of clicks. Obviously advertising companies only want to pay for adverts that are guaranteed to be seen, so CPM has strict requirements regarding traffic; most companies will only consider using a website with a minimum of 100,000 impressions per month.

Once you are accepted into an ad program, you will be guaranteed ads from major companies, which will demonstrate the quality of your site’s professionalism and enhance your reputation.

Earnings can potentially rocket, with niche focussed sites offering the best pay out.

Cost-Per-Mille Companies

GoogleAdExchange (

BuySellAds (



Also referred to as Sponsored Content, advertorials add valuable content to your site and make you money at the same time.

Advertisers write their own posts, designed around your site’s content, to demonstrate their expertise and build their own brand.

Sponsored content provides a great opportunity to collaborate with advertisers to do a weekly or monthly sponsored give-away (who doesn’t love a freebie?)

You can sell sponsored content yourself, and depending on the amount and quality of your traffic, you can charge anywhere from just a few pounds to thousands of pounds per post.

To keep search engines happy, any content supplied must be relevant, informative and valuable to your visitors.

Advertorials are not be confused with paid links, which Google frowns upon.


Pop-Ups and Pop-Unders

This form of advertising is ideal if you are struggling to achieve visitor engagement.

As users enter or leave your site, they click on the pop-up or pop-under, making you money.

Earnings from this form of advertising are low, but as your site gets busier, the figures can soon add up.

Pop-Up Advertising Companies

PopAds ( (

Fixed Price

Renting out space on your site for a fixed fee is another way to consider generating revenue.

You can charge either a weekly or monthly fixed fee for adverts, the price of which will be determined by the quality of your site and its traffic.

Hassle-free, it guarantees a steady income. However, if your site’s traffic grows before you come to the end of your deal, you won’t benefit from the extra numbers.

Fixed Price Advertising Companies

BuySellAds (

AdEngage (

Related Posts

Related posts tend to be placed underneath each article and work on the premise that, if a reader has come this far, they are likely to be ‘warmed up’ and interested in what you are offering.

Rather than linking to related posts within your own site, you link to paid posts, typically on a cost-per-click basis, using a plug-in to combine your own related posts with paid ones.

You will need a high quality site and large amounts of traffic to qualify for related post advertising, but the high level of customer engagement means selling related posts can boost your income nicely.

Related Post Advertising Companies

Taboola (

Outbrain (

Selling Goods and Services

If you have a site which can sell products and services directly to customers, it makes sense to take credit card payments.

By accepting credit cards, you can take advantage of  both impulse and oversea buyers(credit card payments mean there are no currency differences).

Setting up an order form or basket is relatively easy. Once customers get to the point of adding items to a basket or form, they are usually ‘warmed up’ to make a purchase.

PayPal Shopping Cart

PayPal (

Sell Your Site!

Once you have successfully implemented one or many of the above strategies, and retained a steady income for a few months, your site could be worth a decent amount of money.

You can sell using an agency or marketplace for a hassle-free sale ( although be prepared to pay a fee) or for maximum profit, you can sell to a buyer direct.

Selling your site can make you a large amount of cash, but you should consider whether or not it is an asset you are prepared to lose.

Places to Sell Your Site

Flippa (

EmpireFlippers (

And Finally…

Testing is key with any online marketing strategy. Try all or any of the above tips to see what works best for your site, but avoid over doing it; too many adverts will look clumsy and make your website hard to read and navigate.

Content is everything. Before you can consider making money from your site, ensure that you know your target audience, build your brand and keep users engaged with fresh and interesting content, relevant to your site.

Good luck!


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How Much Should a Website Cost?

How much a website costs is dependant on your requirements. What exactly do you want your website to do?

Websites can be tailored to suit each individual client’s needs and budget, so it is important to have a clear idea of what you want to achieve.

Things to Consider…

Aesthetics: How do you want your website to look?

Your website is your online introduction. Therefore it is important that you stand out amongst the crowds.

There are free templates available for DIY websites, but these lack individuality and tend to be basic.

Web designers are able to build and maintain your website, and offer a  consultation service allowing them to work with you to fully discuss your needs and budget before  proceeding with any work.

Size and Complexity: Prices will vary dependant on the size and functionality of your design.

The larger a website, the longer it takes to build. Once you start to explore the upper echelons of website design, you should expect to pay more.

Basic websites with a few pages and an email form are of course cheaper than bespoke web portal designs, which will be based entirely upon a client’s needs.

Requirements: What features do you want your website to have? Cheaper websites will have less content and fewer pages, but may be suitable for you.

More expensive websites will include additional design features and functionalities such as interactive elements / multimedia.

Responsive design is a necessity in today’s world. Your website must be accessible across all devices.

Websites must also perform well in all major search engines. Search Engine Optimisation specialists will ensure that all of their designs work effectively across the major search engines.

Any professional website should be an excellent investment for your business, it’s your website, your way. So whether it’s web design, re-design, blog or social media design, ensure that you have an idea of exactly what it is you want to achieve, and work closely with your developer to create your perfect website.

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Web Copy and Web Content: What the Difference is, and Why it Matters.

Web Copy and Web Content:

What the Difference is, and Why it Matters.

Web copy is the bare bones of your website. It’s all the main pages that  your customer sees first.

These pages must be eye-catching, informative and above all designed to sell.

The whole concept behind web copy, is that it’s well enough written to grab customers’ attention immediately, enticing them to read on. Web users like to skim read, so if what you’re showing them is too wordy or boring, they will just move from your site to the next.

Web copy is not about using long, wordy sentences or telling life stories. It’s the technique of using punchy, persuasive language  to sell your product quickly and effectively.

Think of your web copy as a hook on which to capture your audience; if you are passionate about what you’re selling, and know your  target audience, finding  keywords and utilising them should not be too difficult.

Home Page

Don’t overload this with detail, but make it punchy and to the point. This is who we are and this is what we do. Be clear and direct.

About Page

Make sure people know that they’ve come to the right place, and that you can give them what they need. Informative but not an info-dump. Inspirational but not autobiographical.

Products and Services

Sell yourself here! Inform, inspire and persuade but use short sentences that provoke the reader’s interest.

Call to Action

Every page of your web copy should be compelling enough for the reader to want to know more. Therefore you should include a call-to-action on all of your main pages. This needs to be obvious enough to entice customers, but not so annoying that it deducts attention from your actual service and costs you a customer.

Essentially, your web copy should be provocative enough to make the reader want to take action  i.e. read on and buy in!

Which is where your web content comes in…

The web content is where you put meat on the bones of your web copy.

This is the place to entertain and inform. Your content should be relevant to your product and audience, but it’s also a good place to have fun and establish rapport.

Make what you write something that readers will want to talk about, share and link to.

Tell the story about how and why you are here, but make it interesting and worth reading.

Share relevant stories and products to enhance your own brand, and always make sure your content is fresh, well-written and up-to-date.

Websites require regular attention, nobody wants to read an outdated blog or irrelevant article. Your website is your online introduction, and one that is rarely updated will give the impression that you don’t really care, which will damage your online credibility.

Commercial writing for the web needs to include keywords that are (you guessed it) relevant to your product and brand. Search engines love keywords, fresh content and clarity. Perform keyword research and include the relevant words throughout your text, headings,subheadings and links. Remember though, that you are writing for humans, not robots, so although keywords make for great SEO, poor content does not! Don’t just throw keywords in randomly.




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What is a Denial of Service (DoS) Attack?

What is a Denial of Service (DoS) Attack?

With more than 2000 attacks observed globally on a daily basis, Denial of Service attacks present a very real threat to a wide variety of online services.

A DoS attack is a deliberate attempt to shut down a network. Typically the perpetrator uses one computer and one Internet connection to flood a targeted system or resource.

They work by either overwhelming the target with huge amounts of traffic (flood attacks) or sending information designed to trigger a crash (crashing services).

In both cases the DoS will render the network useless, denying all access to expected services or resources and creating major problems for its users.

Distributed Denial of Service Attack

A DDoS attack differs from a DoS attack in that the incoming traffic flooding the victim comes from a multitude of different sources. They generally target large, important resources such as banks.

Because of  the high volume of traffic from multiple places, DDoS attacks make it difficult to determine legitimate traffic from attack traffic and of course, are harder to stop.

In Short…

Any attack against server availability is deemed to be a Denial-of-Service attack. If a hacker uses many systems to launch attacks against a remote host, it is classed as a Distributed Denial of Service attack.














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With so many WordPress themes to choose from, it can be difficult to know where to start.

With so many WordPress themes to choose from, it can be difficult to know where to start.

The majority of themes are versatile, but trying to mould a theme intended for a photography and design portfolio into a political blog could leave your website looking clumsy and reduce readability.

Having a clear idea of the type of website you want to build will help to narrow down your choice, and allow you to compile a shortlist of appropriate themes.

Here at HCOMS, we have compiled a list of things to consider when choosing a WordPress theme, to help you to get the very best for your business…

  • Know Your Goal

Many WordPress themes come with flashing animation, tons of colour and complicated layouts. These may look good, but will they really improve usability? An ideal theme choice should support your goal.

Simplicity is key; users want to be able to find information quickly and easily on a site that is easy to navigate. Too many graphics and designs can distract users and put them off using your site.

A good theme will attract business and subscribers – great content that is easy to read on a website that is simple to use is what customers want, and therefore should be your ultimate goal.

  • Responsive Themes

All themes need to be responsive, and able to adjust their layout across different screen sizes and devices.

A huge amount of web traffic is generated from mobile phones and tablets, so your website must cater for this.

To determine the quality of a responsive theme, run the demo through Google’s mobile-friendliness tool20.

  • Search Engine Optimisation Friendliness

Search engines like Google look at how visitors interact with your website to help them decide how to rank it in search results.

It is vital that you choose a cleanly coded and fast loading theme. Site speed and loading times are crucial in deciding how usable and search engine optimised your website is.

Again, simplicity is key; performance of a theme is far more important than having flashy animation.

Theme demos can be checked through an online performance testing service such as GTmetrix (

  • Required Features

Draw up a list of your required features. Theme design best practice recommends that additional features and functionality should be kept separate from design, meaning that they should be provided via plugins. Themes that include advanced features are best avoided, for example sliders and page builders can be supplied using plugins.

Of course, some features and functionality, such as responsive design and retina display support, should come as standard in a WordPress theme.

  • Plugins

WordPress plugins make it possible for you to do anything with your website. They extend the functionality of WordPress, offering a multitude of custom features and functions, allowing you to tailor your site’s needs precisely.

Consider what you want your site to feature; contact forms, social media widgets, woocommerce, cookie law info; and provide it via plugins, which can be changed to suit your site’s needs.

  • Translation and Multilingual Ready

Ensure that your WordPress theme is translation ready and supports multilingual WordPress plugins.

  • Compatibility

Most WordPress themes and plugins work well together, but it is worth choosing a theme that is compatible with your most important plugins.

As with any marketing campaign, the key to success is to know your audience and to love your product!

Your website’s content should be fresh, original and user-friendly, with easy navigation and obvious calls-of-action.

Once you have a clear idea of who you are targeting, and have decided on the best way to target them (check out your competition, see what is and isn’t working for them), creating the perfect website for yours and your customers’ needs should come easily.





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