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Too often online marketing is characterised by quantity rather than quality. There's a pervasive idea that quality is too hard but sheer volume will have the same effect.
Let me give you a shining example of what I mean. I was recently browsing a forum when I found, without a doubt, the dumbest attempt at marketing I've seen in a while.
Although much of the search engine optimisation (SEO) work carried out by agencies like mine is ongoing, there are important elements that need to be incorporated in the early days.
It's quite common for clients to approach us once they have just paid for a brand new website design. This is understandable, even if it's frustrating for SEO professionals. As far as the company is concerned, they now have their shiny new site so it's time to start marketing it with an SEO campaign.
Wouldn't it be great if there was a way to track telephone call leads in Google Analytics? Guess what? There is and I'm going to share with you over a series of four posts how you can set this up for yourselves.
Typically, the hardest thing about a "habit" is to try and stop it... it takes 21 days at the least, apparently. Habits are viewed as negative; the word is usually being associated with vices and things that are bad for you.
Well, have you ever thought about how to start a habit? One that is good for you and your business?
Having worked with a number of organisations to help them integrate the social web into their existing customer communications strategy I've learnt that the hardest thing isn't the ideas, the approach or the social medium to use; the hardest and biggest challenge is "change". There is a definite requirement for businesses to adopt and adapt; they need to own and be responsible for managing the social media engagement and not to treat it as separate channel. Some great ideas have crashed and burned because of this, so here are a few ideas to help organisations thinking about; or those who are struggling with their whole social media engagement approach.
Having experimented with various ways of linking out, it looks like the BBC may finally be using good old hyperlinks to send readers to external websites.
This was spotted by techchuff, via Twitter, which remarks that the 'Google juice is being sprayed like champagne at an F1 podium', and indeed, the links appear to be passing on PageRank, which hasn't always been the case with the BBC.
There are many tactics used to drive a website up in the search rankings and they all have benefits with the various search engines.
But each of these engines uses a different algorithm to determine which pages should rank highly, so how can you impress each of them?
I’m not one of those people who claims that social media doesn’t do anything for your search results. On the contrary, I think it absolutely helps SEO.
For some, any notion that Twitter could influence your search rankings was blown into smithereens when it was revealed that Google pays no attention to links from Twitter. Call the cops!
That kind of thinking totally misses the point, because Twitter is a network of networks. Yours and mine, for starters. And I bet you that they’re overlapping right now, if you’re reading this and also active on Twitter. People talk beyond the virtual walls of Twitter. The network effect is an almighty thing when it’s in full swing. Raising awareness in a meaningful and relevant way is what Twitter is all about, as far as our business is concerned.
In any event, Twitter can also directly affect Google rankings for you in a positive way, starting with universal search...
Ever started a round of applause? if you have, you'll understand that weird sense of satisfaction you get by doing so. In fact, I've sometimes felt the need to tell people about it. How sad is that!
A much better game is to see if you can actually achieve the last clap of a round of applause; my six year old daughter wins that game every time.
Anyway, can a single Tweet have a similar contagious effect? Is there something that can be done to enhance its attractiveness. make it retweetable and build up a crescendo of intense internet noise?
Picture this, you've optimised your website and now rank in the top ten for all your major keywords, and first for several. Organic search engine optimisation (SEO) has really paid off.
So what now? Should you pack in the pay-per-click (PPC) adverts? After all, you probably only got them to increase visibility while you boosted the site's natural optimisation, didn’t you?
Online marketing may be low-cost but it often isn't no-cost, and for a number of charity and hobbyist websites this is a problem.
The advice provided through sources like Econsultancy, or my own SEOptimise blog, offers help in maximising budgets and doing more for less. But what about organisations that don't have any budget to start with, what can they do?
Successful social media engagement for online businesses requires a lot of creative thinking, time and effort. Initially, the balance is tipped in favour of hard graft, dedication and eureka ideas and then you start to see some results. Better results and more followers means more time required to interact effectively with them.
A slippery slope or a stairway to heaven? Should we be spending all this time in the social web? Or is it time to take a step back and put the social media hype into perspective?
There has been some discussion lately on Twitter and elsewhere, about Google's UK SERPS being 'broken', with some anomalous results appearing, and non-UK sites ranking higher than they perhaps ought to for some search terms.
I've been asking the opinions of a few SEO agencies on the issue, and the consensus is that there are some issues here that Google needs to look at...