Rimutaka Incline, Wellington 2017


Rimutaka Incline Trail: Maymorn to Summit

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On a cloudy and chilly day in December last year in Wellington my friend and I rode the Wellington side of the Rimutaka Incline. The day didn’t do the ride any justice but in saying that it was a good ride, the weather didn’t dampen our enthusiasm for the day.

We started our ride a bit earlier from the carpark to warm up before we got to the start point. This was my first time on the Rimutaka Incline, I knew it was a rail trail but I had no idea of what the track would be like. The Rimutaka Incline cycle track is an old railway line built in 1896, when they built the track to Kaitoke then though the summit tunnel to Wairarapa.

Unbelievably they built this railway by hand through some quite lush and rugged countryside, you can see this as you climb as the trail passes through small cut gorges. The cycle trail climbs easily all the way to the Summit at 576 meters above sea level and there are no off trail difficulties. The ride down is nice and easy on the gravel and makes the ride worth while.

We turned around at the summit tunnel saving the Wairarapa ride for another day.

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How do I apply website management?

Simple really, the first thing you need to apply is an online plan for your business. It’s as simple as asking yourself the following questions:

  • What do I want to sell?
  • How am I going to sell it?
  • How am I going to attract customers, online and offline?
  • How am I going to give my customers the tools they need to buy my product?
  • How am I going to retain customers?
  • What resources do I need to do the above?

These questions will seem very familiar, as they are the same questions that you asked when you started your business. When an idea is first created research is done, plans are put into place and resources are created to implement the plan. 

Your website is an online business and should be treated like so. The online web environment is no different than the physical market place,  in fact sometimes it can be more difficult due to the nature of the internet. To demonstrate that further, your business on the web does not exist until the customer has found you via a search engine or typed in your web address directly – they see no physical presence like you would if you were walking down the street. You can however attract customers via online advertising.

But I don’t have the time to do this?

Again it is simple – get the resources you need. If you need someone to deliver your products you wouldn’t jump in the van yourself and deliver them, you would outsource it or hire a delivery person. By creating an online business you will need to add to your existing resources.

One of the issues with online web management is the time involved to do it correctly, as most business owners do not have the time or energy to focus on this. Their website results reflect the lack of time spent managing it. This is not specific to large businesses, most medium to small business struggle with lack of time.

What you get in an RHD Web Management Programme?

Now you have made the decision to get in resources, how are you going to use these resources effectively? As I create, edit, manage and analyse websites every day I have become specialists in the field of website management, I offer you the following services in my web management programme.

For this fee we provide the following services:

  • Create and work on content structure to meet your needs (copywriting services not provided)
  • Update all copy, images, pdfs provided within 48 hours
  • SEO each page with title tags, keywords and description tags as entered.
  • Monitor and optimize performance of the website.
  • Have weekly fortnightly meeting to discuss content, WIP, analytics and website performance statistics if required
  • Evaluate continuous improvements to the website for the ever changing media eg: mobile devices 
  • Improve the website through development of the administration system.

Items not included in the costs are:

  • Full SEO work
  • New components for website eg: store locations, trade portals ecommerce 
  • Copywriting
  • Email templates/cost for delivery.

You pay a monthly fee* per month per website.

* Minimum sign up period is 12 months

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What is website management?

Enhance the value of your website
Many businesses do not truly understand the value of their website and how it assists them with their marketing objectives. 

By undertaking online website management which includes reviewing your website content, web search engine placement, traffic results (Google Analytics), technical issues and online marketing, enhances the value of your website by constantly ensuring it stays relevant and technically up to date.

Online content should be focused on making the customers’ and administrators’ experience seamless and easy to use. In many cases this is not achieved when initially designed and constructed.  The website design brief is usually a speculative document based on assumptions made by the business owner.

Most often, the only way to get this information is to research historical data once the website has launched. This is where I can assist – I manage and measure everything from the website and online campaigns in order to continuously improve processes consequently improving the success of your website. 

Your website should form part of an integrated business strategy. 

Online Web Management includes:

Content Development:
This is important for the customer experience, the website must have great content to entice the customer to revisit/use the website. Great rankings on search engines will not give you return traffic – good content will. This is especially important for Social Media, where it is all about the message.

Search Optimisation:
When the website is created a lot of the basic search optimisation tools are built like title tags, meta tags and keywords in web pages. This is only part of the equation, search engines require new and fresh content written for their target audience. This determines how and where they will rank the website.

Customer Experience:
By focusing on web management and reviewing historical reports, you continuously learn what the customer actually wants, then tailor the website content to provide this. I can show you a report that demonstrates this provided by Google.

Administrator Functionality:
For web management it is imperative that the administrator reviews, updates and improves the website daily – weekly at the minimum. Providing customers with specific and well written, knowledgeable content will enhance their experience. By constantly updating the front end (customer side), new services and products can be developed based on a greater understanding of how the website works. For example in the admin section you can create tools to automate tasks. Posting to Twitter/Facebook can be an automated task.

Research:
Continuous reviewing and researching of business topics is important for making you a market leader. This also applies to website optimisation and content reliability. When providing products that are not well known in New Zealand or Australia, it important to provide accurate and relative content to make the product more familiar to the customer.

Web Marketing:
This encompasses exterior influences on your website. What are your customers other options for purchasing your products -ie -your competition?

Creating new customers, retaining existing customers and getting your message out into the market, whether online or offline, is important for  growth! 

It’s all about performance.

Please note: On search optimisation there are many businesses, online tools and programmes that can help with search rankings. In this proposal I am being non-specific to demonstrate the importance of the issue.

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Did Your Google Ranking Change Overnight?

Here’s the latest scoop on Google new algorithm as read from bandt.com.au

Introducing Google Penguin 4.0

It’s been a two-year wait for SEO tragics – Google’s anticipated Penguin 4.0 started rolling out over the weekend. While it’s too soon to see the full impact here’s what you need to know.

What is Google Penguin?
In a nutshell Penguin is the name for a Google algorithm designed to catch websites that are spamming search results.  The first iteration launched in 2012, the last update to the algorithm was in 2014 and now Penguin 4.0 landed on the weekend.

OK, so tell me about Penguin 4.0

Penguin 4.0, dubbed the ‘real time update’ LINK , has targeted over optimised sites. Over optimisation is two fold. Firstly, when there is an overuse of keywords that are unnaturally placed i.e USE IMAGE; second is the over optimisation of link profiles, so if you have too many links from external sites pointing to the same keywords on your page, its time to update your disavow file before you get penalized.

Moving forward, there’s one thing that’s for certain – use keywords to write for your audience, not for search engine rankings as you will get found out quicker than ever!

How exactly will sites be affected?

The two key changes are:

  1. You will start to see considerable fluctuations in google rankins from now as real-time updates will occur as updates are made to a site.
  2. Penguin 4.0 is more granular and penalises specific pages on a site. In the past it was a domain wide penalty.

Pros 

  • Penguin is real-time! When a webmaster updates or optimises their website Google will now recognize these changes quickly; and rankings will change accordingly – no more lag time!
  • Penguin 4.0 penalises competitors sites that aren’t doing things by the book and taking short cuts for short term rankings. If you have been doing things well and building genuine authority in your market place online then it’s likely to see a positive effect on rankings. 

Cons

  • Penguin is real-time. I hear you – I’ve named it as a ‘pro’ but it is also a watch out.  You need to ensure your site is being optimized and updated correctly – Google will now notice errors faster than ever that can quickly alter your ranking.
  • SEO is becoming much more sophisticated over time and Google is getting faster at seeing unnatural tactics. Regularly updating your SEO strategy and keeping constant monitor on your websites back links is essential to remain compliant with Penguin 4.0

How can I make the most out of Penguin 4.0?

Marketers should always keep an eye on back links and perform regular checks using the Google disavows tool LINK . The main difference between good and bad backlinks depends on the quality of the website they are on.  Bad backlinks will see your site penalized.

If you have noticed fluctuations in rankings there are a few steps you can take to help:

  • Clean out hazardous links
  • Review keyword density on site. Is the keyword repetition natural?
  • Create some braded links. The fastest way to do this is though citation building LINK 
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