Search engines are always innovating in their quest to deliver that optimum search experience to each and every user who types in a query.
Universal search is a term coined by Google to describe a fundamental change in the way it presents its web search results.
If you want to fast-track traffic to your site, then bringing in a professional search marketing consultancy can pay real dividends.
Less ethical practitioners attempt to exploit every loophole they can find in order to 'game' the engines, increase their rankings and drive traffic.
Mobile search is most definitely here and it is consuming more and more marketing dollars every month.
SEO is effective is in its long-term viability as a low-cost acquisition model. PPC offers instant gratification.
Optimisation is a dynamic and iterative process. And if you want sustained results it needs to be ongoing.
Internet channel does not exist in isolation. Mystery shoppers test these areas: site usability, ecommerce fulfilment, email and phone response.
Online focus groups can be used to reach segments that are difficult to access, such as doctors, lawyers and professional people.
Questionnaires' costs are generally low, they can be less intrusive and they have the ability to target specific population.
Internet-based marketing research can help determine the influence of a website and related communications on products and services.
There has been consolidation of web analytics tools, such that there is now basic choice of a free service such as Google Analytics.
Clickstream analysis refers to detailed analysis of visitor behaviour in order to identify improvements to the site.
The only method to be certain of the best-performing alternatives is through running experiments to evaluate the best to use.
Measurement is often highlighted as an issue once the first version of the site has been ‘up and running’ for a few months.
Site-visitor activity data captured in web analytics systems records the number of visitors on site and the paths they take through the site.
Organizations need to select the most appropriate tools for reporting metrics which meet requirements such as reporting of marketing performance.
Organisations define a measurement framework which defines grouping of specific metrics used to access digital marketing performance.
Performance measurement is the process of qualifying the efficiency and effectiveness of past actions though acquisition and analysis of appropriate data.
The processes and systems intended to monitor and improve the performance of an organization are based on the study of performance measurement systems.
Companies that have a successful approach to marketing attach great importance and devote resources to monitoring their success online.
We will review how affiliate networks can be used to improve the results from affiliate marketing and the main controls on affiliate marketing.
There can be substantial drawbacks to an affiliate marketing programme which arise from the fact that your affiliates are mainly motivated by money.
The main benefits of affiliate marketing are: SERPs visibility, responsiveness to marketplace changes, generate awareness.
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.
Different forms of partnerships include link building, affiliate marketing, aggregators such as price comparison sites and co-branding. Learn more.
Atomisation describes how the content on a website can be broken down into smaller ‘content objects’ which are then shareable.
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.
From an online PR perspective, social networking sites can be valuable in many ways. For instance they can assists in product recommendations.
Mashups are widgets that combine the content of one website with another to create something valuable to web users.
RSS is arguably important integration of content shared from a blog through to social networks like Google, Facebook and Linked In.
Photo sharing sites such as Flickr or Picasa rely on tagging to enable users to find related shots they are interested.
With social bookmarking systems, users save links to web pages that they want to remember and / or share on bookmark hosting sites.
Users can add their own metadata to content they produce, consume and share. The aggregation of tags create an organic taxonomy.
Blogs give an easy method of regularly publishing web pages as online journals, diaries or news or events listings. Learn more here.
Link building is an element of online PR since it is about getting your brand visible on third party sites and creating backlinks related to your site.
Forming relationships with publishers or media online gives a way to expand the reach of a brand. Influencers include journalists, bloggers or celebrities.
E-PR is not a controlled discipline like online advertising techniques where the returns generated will be know for a given expenditure.
Learn about the advantages of the public relations techniques which seek to build a buzz around a campaign and gain links on third-party sites.
Do you know the four key differences between online PR and traditional PR identified by Ranchold et al. (2002)?
Public relations is about reputation - the result of what you do, what you say and what others say about you.
Find out the 10 top tips form paid marketing success. First, define your goals and objectives before you start any paid search campaigns.
There are surprisingly few PPC disadvantages if you manage your campaigns carefully and stay on top of your spending and conversion rates.
Search engines have made setting up PPC campaigns really easy. There are plenty of tools to help you establish, monitor, optimise your campaign.
There are a lot of reasons to use PPC search marketing. For example: you can generate traffic while waiting for your SEO to kick in.
When a user enters a query into the search engine, it determines which ads to show that are relevant to the query.
Paid search marketing is paid-for advertising that usually appears alongside, above and occasionally below the organic listings on the SERPs.
As well as considering the cost-per-click (CPC), you need to think about the conversion rate when the visitor arrives at your site.
What are PPC disadvantages? It is competitive and expensive, time consuming and requires specialist knowledge.
What are PPC advantages? First, advertiser is not paying for the ad to be displayed. Also, PPC advertising is highly targeted.
The search engines take relative click-through rates of the ads dependent on their position into account when ranking the sponsored links.
What is PPC? A relevant text ad with a link to a company page is displayed when the user of a search engine type in a specific phrase.
The most important principle is to include keyphrases used for searchers within the anchor text of a hyperlink to point to relevant content.
Get tips to boost external links. Identify and create popular content and services, identify potential partner sites and contact them.
What does on-page optimisation include? Occurrences of search terms in body copy, alternative image text and document meta-data.
The key success of search engine marketing is achieving keyphrase (keyword phrase) relevance since this is what the search engines strive for.
What are potential reasons for not gaining complete index inclusion? How can companies check the index inclusion?
How to submit your site for search engines? Most existing companies will be automatically included in search, but it's not the same for new companies.
What are SEO disadvantages? It is unpredictable, complex and dynamic, and takes a long time for results to be implemented.
Why SEO is good for you? It is a significant traffic driver, highly targeted, potentially low-cost visitors and dynamic.
Factors include matching between web page copy and the key phrases searched, and links into the page (inbound or backlinks).
Technology harnessed to create the natural listings involves a few processes. For example: crawling and indexing.
Generate truly valuable content that other sites will want to link to, let people know your site is the best out there and create your own blog.
Each link to a page is a vote of confidence. The more links that point to an individual page, the higher the collective vote of confidence.
Your site has to crawlable, your content has to be good (page titles, keyword use etc) and you need quality, relevant inbound links.
Search engines are constantly looking to optimise the relevance and quality of the results they serve back to the user on every single query.
Search engines offer an opportunity to get products or services in front of online prospects at the exact moment they’re looking for them.
While all of the factors that apply to regular SEO also impact local SEO, local comes with a few unique elements.