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Northern cities must listen to and act on government agenda

This morning’s announcement by George Osborne that cities across northern England will be given greater powers is welcome news.

This is a great opportunity for many (mainly Labour controlled) cities such as Leeds, Sunderland and Liverpool to follow the blazing trail set by Greater Manchester last year and secure meaningful devolution.

But will they? There are many sceptics of the Government’s Northern Powerhouse initiative (not to mention its wider policy plans) in important positions in town halls across the north.

The temptation for local authorities who might like to use some of these powers is that they will start trying to set their own conditions and rules under which they will work with government to use them. PLEASE DON’T.

The reality is that central government holds the cards here – a newly elected Conservative majority government will be in no mood to make concessions over the detail of these plans – it will be George Osborne’s way or the highway.

Just look at the leaked detail and quotes released ahead of his speech in Manchester today as being reported on the BBC:

As part of the devolution plan, only cities that elected their own mayor would be given control of local transport, housing, skills and healthcare.

“I will not impose this model on anyone,” Mr Osborne will say, “but nor will I settle for less.”

The message is clear – no elected mayor – no extra powers. This is the defining political context which will shape the next five years. Local authorities who want to make up their own rules might find themselves playing a lonely game with dwindling resources.

It will be no surprise if those areas that engage with government on this issue suddenly find other opportunities developing further down the line.

Back in 2010 our work with Halton Borough Council on the Mersey Gateway Project was put on hold when all new major transport schemes were put into the pot for the Comprehensive Spending Review.

The project team and senior council leadership – officers and members – worked with us and our partners Interel Consulting to quickly engage with the new agenda, demonstrate the value for money of the project and the already significant private sector contribution to its funding. The end result – approval from government and INCREASED funding at a time when austerity measures were really starting to take effect.

The rewards will come to those authorities and LEPs who are fast movers and engage with the new more confident government agenda.

 

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Insights

Are you mobile friendly?

It’s the end of SEO as we know it. On 21 April 2015, Google rolled out its new algorithm for non-mobile-friendly websites. In a statement the company said: “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”

So what does this really mean and why should you care?

You need to make sure your website is mobile optimised.

If your website is not optimised to be viewed on a smartphone or tablet, then you will not appear high in the search results, it will be harder for people to find you, and you’ll be losing out against your competitors who do have a mobile-optimised website. You are either mobile-friendly or not, there are no degrees of mobile-friendliness in this algorithm.

This means that in the case where websites that do accommodate for mobile, they would be getting an additional rankings boost.

Keeping Google happy is one reason to make sure you are mobile friendly, but the biggest reason is to keep your customers happy.

The latest 2015 digital device stats from the Global Web Index show that of 40,000 Internet users surveyed, 80% own a smartphone.

It also showed that the majority of adults (16-64) now personally own a desktop or laptop AND a smartphone with nearly half owning a tablet.

This shows the importance of providing great online experiences across multiple devices. Your customers are expecting it – and Google will punish you if it isn’t.

Next steps…

There are two ways for you to check whether your website is mobile-friendly

  1. Use this mobile-friendly testing tool from Google and enter your URL.
  2. Just Google your brand using a smartphone. If you see a grey “mobile-friendly” label next to your site, then you’re all fine and don’t need to worry.

In today’s world, if your website is not fully responsive to allow your visitors to visit your website via their computer, their tablet, or their mobile, at a time and a place when they want to, then they will go elsewhere and you will lose their custom.

Whether you like it or not, it is all about the customer experience and more importantly consumer behaviour!

So, if you’ve tested your website to see if it’s mobile-friendly, and – shock horror! – it’s not, then get in touch with us today to have a chat and see how we can help.

Drop Lorna a line if you want to know more.

Categories
News

Why Press Freedom matters

Most people probably give little thought to how lucky we are to live in a society where we can enjoy freedom of the press.

Categories
News

DTW ranked in PR Week Top 150

DTW has been listed in industry bible PR Week’s Top 150 agencies in the UK for 2015.