Integrating online and offline marketing campaigns and providing a successful multi-channel user experience is a powerful way to increase profitability and customer loyalty.
It therefore should be a priority to ensure that all your channels work together, mutually supporting each other with your brand and offering messages, and that these channels provide a seamless path for your users through to an acquisition…
This online marketing technique optimises websites to adhere to the relevancy algorithm criteria of the major search engines (Google, Yahoo! and MSN). The aim is to get your web pages to appear in the top positions on the search engine results pages (SERPs) for search queries. This mechanism is designed to drive targeted and qualified traffic to your website using relevant content that is attractive and useful to the consumer…
Blogging has become almost “de rigueur” in the online marketing industry, with seemingly every company website hosting a blog designed to connect with their audience, improve their search engine listings and drive traffic to the website.
But as with every mass-uptake of an online technology there are varying degrees of success and competency: there are those examples which are executed well and produce impressive results, and those implemented poorly which inevitably fail.
While blog copywriting is a huge topic, far beyond the scope of a single article, there are some basic principles and techniques which can vastly improve the chances of success when followed…
In the drive toward improving relevance and targeting within the search environment localised search and geo-targeting are close bed partners. The major search networks offer geo-targeted delivery of their paid search programmes, but in the UK their ability to deliver this in a meaningful way is often problematic.
In August 2008, Comscore US search rankings reported that YouTube had overtaken Yahoo in number of searches - making it the second largest search engine (vertical).
This means - without wishing to state the obvious - that you might want to think about video in your online marketing strategy…
We’ve been playing around with Google’s new SearchWiki feature that allows logged-in users to customise their search results by promoting or deleting results, by adding comments to a search result and by allowing users to see other users comments and voting (promotions and deletions) .
Many commentators are up in arms - some say the lack of an opt out is invasive, some that the search results are now cluttered which goes against the clean and clear characteristics they associate with Google’s SERPs, others that users will not get what it is all about.
Each of these comments has some validity, but the underlying point is if you don’t like it you can log out, so no biggy…
The HTML Title Tag is an important element within your on-page search engine optimisation programme; it has three significant roles:-
1. It lets humans know what the page is about
2. It displays in the search engine results pages (SERP) and affects click-through-rates (CTR)
3. It influences the on-page parts of the search engines’ relevancy algorithms.
Google Trends provides online marketers with a great little tool for conducting some basic market research and competitor analysis. Google have updated the functionality to allow users to compare websites (up to five at a time) to indicate traffic volumes and search behaviour. This allows you to benchmark your own website against your competitors and gauge the level of online market share in your region or territory.
The main interface for Trends does not make the website comparison functionality
We want to do a series of posts that outline the pros and cons of various types of online marketing; these posts will help explain when and how to best use the right online marketing channel to meet you specific needs.
We thought we’d start with the bedrock - search engine optimisation (SEO) and give you a quick run through of the advantages and the disadvantages an SEO strategy has for your online business.