Search engines are always innovating in their quest to deliver that optimum search experience to each and every user who types in a query.
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Universal search – more opportunities to rank
Universal search is a term coined by Google to describe a fundamental change in the way it presents its web search results.
Read MoreBringing in the pros
If you want to fast-track traffic to your site, then bringing in a professional search marketing consultancy can pay real dividends.
Read MoreBlack hat, the darker side of search
Less ethical practitioners attempt to exploit every loophole they can find in order to ‘game’ the engines, increase their rankings and drive traffic.
Read MoreMobile search
Mobile search is most definitely here and it is consuming more and more marketing dollars every month.
Read MoreIntegrating SEO and paid search
SEO is effective is in its long-term viability as a low-cost acquisition model. PPC offers instant gratification.
Read MoreOngoing search optimisation
Optimisation is a dynamic and iterative process. And if you want sustained results it needs to be ongoing.
Read MoreMystery shoppers
Internet channel does not exist in isolation. Mystery shoppers test these areas: site usability, ecommerce fulfilment, email and phone response.
Read MoreFocus groups
Online focus groups can be used to reach segments that are difficult to access, such as doctors, lawyers and professional people.
Read MoreQuestionnaires
Questionnaires’ costs are generally low, they can be less intrusive and they have the ability to target specific population.
Read MoreMarketing research using the Internet
Internet-based marketing research can help determine the influence of a website and related communications on products and services.
Read MoreSelecting a web analytics tool
There has been consolidation of web analytics tools, such that there is now basic choice of a free service such as Google Analytics.
Read MoreClickstream analysis and visitor segmentation
Clickstream analysis refers to detailed analysis of visitor behaviour in order to identify improvements to the site.
Read MoreAB and multivariate testing
The only method to be certain of the best-performing alternatives is through running experiments to evaluate the best to use.
Read MoreDesign for analysis
Measurement is often highlighted as an issue once the first version of the site has been ‘up and running’ for a few months.
Read MoreCollecting site-visitor activity data
Site-visitor activity data captured in web analytics systems records the number of visitors on site and the paths they take through the site.
Read MoreIntroduction to tools and techniques for web analytics
Organizations need to select the most appropriate tools for reporting metrics which meet requirements such as reporting of marketing performance.
Read MoreDefining the performance metrics framework
Organisations define a measurement framework which defines grouping of specific metrics used to access digital marketing performance.
Read MoreCreating a performance management system
Performance measurement is the process of qualifying the efficiency and effectiveness of past actions though acquisition and analysis of appropriate data.
Read MorePerformance management for digital channels
The processes and systems intended to monitor and improve the performance of an organization are based on the study of performance measurement systems.
Read MoreIntroduction to web analytics
Companies that have a successful approach to marketing attach great importance and devote resources to monitoring their success online.
Read MoreAffiliate marketing best practices
We will review how affiliate networks can be used to improve the results from affiliate marketing and the main controls on affiliate marketing.
Read MoreAffiliate marketing disadvantages
There can be substantial drawbacks to an affiliate marketing programme which arise from the fact that your affiliates are mainly motivated by money.
Read MoreAffiliate marketing advantages
The main benefits of affiliate marketing are: SERPs visibility, responsiveness to marketplace changes, generate awareness.
Read MoreWhat is affiliate marketing?
Affiliate marketing is a ‘pay-per-performance’ method. It’s a commision-based arrangement where the merchant pays when they make the sale or get a lead.
Read MoreIntroduction to online partnerships
Different forms of partnerships include link building, affiliate marketing, aggregators such as price comparison sites and co-branding. Learn more.
Read MoreAtomisation
Atomisation describes how the content on a website can be broken down into smaller ‘content objects’ which are then shareable.
Read MoreWidgets
Widgets are different forms of tools made available on website. They are placed in the left or right sidebar, or in the body of an article.
Read MoreSocial networks
From an online PR perspective, social networking sites can be valuable in many ways. For instance they can assists in product recommendations.
Read MoreMashups
Mashups are widgets that combine the content of one website with another to create something valuable to web users.
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