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Author: Chris Bishop
Chris began his career in online media in 1999 as publisher and owner of an online sports network, from there he was one of four people to graduate in the UK’s first e-business degree. From there he held acquisition roles at Johnson & Johnson, TradeDoubler, Hotel Chocolat and House of Fraser before setting up 7thingsmedia in April 2009.
Under the expert leadership of Chris, 7thingsmedia has been named “Best Agency” for three consecutive years at the Performance Marketing Awards. The London & New York-based agency consistently delivers outstanding results and triple digit growth on behalf of global “superbrand” clients including boohoo.com, MARS and Ted Baker.
Chris holds a plethora of accolades acknowledging his contribution to online marketing, including the prestigious title of “Marketer of the Year” from The Drum and a place in VOGUE.com’s 100 Most influential People in Online Fashion.
Last week, Snapchat’s announcement that it will charge $750,000 for a disappearing ad on its platform drove an audible gasp from the industry.
Although this has resulted in mass shock across Marketing Directors and Community Managers, it does highlight one thing: the (always inaccurate) myth that social media is free is certainly over: 2015 is the year for paid amplification on social.
Are you just throwing money away on your PPC generics, or even questioning the worth?
An emerging trend from the brands that I speak to on a day to day basis, as well as industry leaders, is the questioning of the value of spending money on generic paid search adverts and whether this budget is better reallocated into solely brand terms, or even other marketing channels.
So whilst profusely stating the benefits of this approach as a customer acquisition strategy, I am often shocked when auditing brands’ existing PPC accounts (monthly spend ranging from £5,000 - £150,000).
The overall quality of search campaigns from a range of boutiques, high-street brands and multi-nationals are worringly sub-standard.
It is only then that I begin to understand the scepticism that this digital media tactic can effectively and efficiently drive greater branding awareness and ultimately revenue.
Staying ahead of the Google curve can be a feat in itself if you spend all day analysing keyword saturation rates and anchor text diversity. All SEOs need to remember it’s important sometimes to go back to basics to see the bigger picture.
Are we sculpting keywords and orchestrating anchor text to give Google-bot an easier job? No! We’re trying to make the internet a more productive and valued place, where users are able to locate worthy content easily and intuitively, and the same principle should be applied to all facets of our businesses, be it in store or online.
So instead of relying on SEO/PR practices, we should be thinking about how we can add value, and improve the customer engagement through other methods. What about Conversion Rate Optimisation?
A conversion health pack would certainly improve overall performance and budgets, but will enhancing usability improve SEO?
It could take a manual review to fully interpret all usability improvements, but even if this doesn’t occur, the algorithm still pays attention to drop rates, engagement (time spent on page), page-views, and this group of metrics all count towards overall visibility.
So the bottom line is, as long as your developments actually enhance the user journey, you’ll see ranking gains and a higher domain authority accruing.