The power of the press release March 6th, 2008

I’ve been collecting information for quite some time now regarding what you think is the most important thing for your website. Currently the trend shows: • SEO at 46% • Link building at 26% • PPC at 20% • PR at 9% However, if this was reversed would it really be so bad? The highest ranking is currently SEO – if there is such a thing. This made me contemplate things. What exactly is SEO and how do we use it? Search engine optimisation has evolved with the internet and it relies on a series of complex rules to place businesses in order of relevance to your search. However, what’s the point in attempting to optimise your site if content isn’t regularly changed? If your… Read the Rest »

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Keyword shortcuts can backfire December 13th, 2007

I was asked in a focus group recently, whether Google allowed a company to put multiple ads under the same keywords. I have always been led to believe that Google does not agree with this, on the basis that it is unfair competition. It merely drives up the cost per click for other advertisers and allows them to monopolise the Google results. I know that from time to time UKFast advertises under the same keyword. However, we do so only when promoting completely different brands. Each brand has a different marketing strategy so it is very unlikely that two UKFast ads are ever seen next to each other. Whilst doing some research, I chose keywords that related to our industry. The two words being ‘dedicated… Read the Rest »

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Caching in on Anita Roddick’s good name September 12th, 2007

Online marketing, where will it stop? In a desperate race to out do their competing news rivals, the Telegraph and Business Guardian both have added Anita Roddick’s name to their pay per click advertising. Traffic to the newspaper’s sites is so important; the media giants, who once ignored the Internet and search engines, now pay Google to forward them traffic. With businesses paying a premium to advertise on their sites it is imperative the newspapers grow their online presence. Any type of customer is a potential good customer and so we see topical stories driving the pay per click campaigns. Personally I don’t view it as a bad thing as I am great believer in freedom of speech and with that surely comes the freedom… Read the Rest »

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Can enthusiasm dampen results? July 27th, 2007

How often do you type in your keywords on Google to see where your advert appears? If you are like the rest of us, probably quite often. Firstly it’s important to weigh up where your advert appears in the rankings. Are you going up are you going down? It is imperative that you measure your results. However, are you aware that Google calculates the number of times you view the adverts? If you do not click on them, after a relatively short time (undisclosed by Google) your advert disappears! Don’t worry it is still there for the rest of the world to see, however the search engine recognises that you keep ignoring it, so it serves you something else instead. Very clever, but how do… Read the Rest »

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Attracting the right visitors (Step 1) June 21st, 2006

How to attract more visitors to your site is relatively easy. Attracting the right visitors who have a higher potential of converting to customers is an art. I start with a simple question. What are my clients looking for? It sounds simple enough, however the majority of websites assume you know all about the product and miss out on the essentials. This is often because the person doing the promoting often is too close to the product. I then have to second guess what search terms clients are most likely to use when searching for my product. If I am selling accountancy recruitment I would focus on 2 elements, attracting clients and candidates alike. A client search term may be “need accountant FCA Manchester.” A… Read the Rest »

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