Posts Tagged ‘Internet Marketing’

Just when you think they’ve run out of ideas to develop search engines, the bright sparks at Google go and prove us all wrong by releasing a new piece of search engine software.

‘Real Time’ has recently been launched to help provide users with access to up to the second information across a platform where information is being created at a pace where seconds matter in assisting and ultimately optimising results.

Google’s ‘Real Time’ software extracts up to the second data from over a billion pages available on the web. Not only will the software scan promotional websites for information, it will also be able to read the data being broadcast by social media websites such as Twitter, Facebook and MySpace, which all have constantly changing material in the form of profile updates.

SEO Implications

Google are setting the trend for SEO development as this is the first time ever that any search engine has integrated real time web data into its results output.

Search engine optimisation from a business point of view is all about relevance from both an industry and customer perspective. With billions of web pages across the internet, a bundle of information is being generated every second, so getting the relevant material to appear on a results page is integral to the success of a product.

With more businesses using social media platforms as part of their SEO and internet marketing campaigns, as a means of regularly updating the customer with news and offers, it is hoped that ‘Real Time’ could help assist rankings as soon as new updates are released.

The real time stream of data will continue to be shown in Google’s normal results page.

Competitive Stance

The recent announcement by Google has been hailed as a landmark event in the world of search, but some analysts view this as an aggressive push by Google to maintain its mantle as the innovative leader in a search market they already control 81% of.

Further to the release of ‘Real Time’, it is proving to be a busy end to the year for Google as they also unveiled ‘Google Goggles’, a new visual search feature that allows consumers to use a picture instead of keywords with regards to a search query. The new tool will then compare the image against Google’s database to return relevant information.

With both software releases proving to be revolutionary for search engines, it will almost certainly have big implications for the way SEO works with more material available to boost both individuals and brands. Watch this space ……

Have you ever heard the saying ‘You have to speculate to accumulate’? They may not be the most profound words of wisdom ever spoken, but there is actually some truth behind the phrase.

In a period of financial recovery, many business owners are understandably closely monitoring the expenditure of their company, particularly within a marketing capacity. This vigilance can sometimes lead to over cautiousness with marketing managers and owners becoming more concerned with saving money rather than making it.

Help rather than Hinder your Website

We’ve noticed recently that one of the biggest aspects people are neglecting, perhaps as a result of dwindling marketing budgets, is their website and ultimately their potential SEO. Even though the website is probably the biggest marketing tool at a company’s disposal, directors may see regular maintenance as unnecessary expense.

What many are seemingly overlooking is the fact that search engine optimisation is one of the most cost effective and best return driven mediums that can actively drive targeted visitors to your website. SEO has been proven to work time and again in helping boost brand awareness, increase client base and ultimately lead to an increase in sale conversions.

A short outlay of money now can pay dividends in the future

Take Advantage

Business has always been, and will continue to be very competitive. The introduction of the internet and websites further added to the competition as companies continue to fight for the top rankings across search engines in the hope of enticing new customers above their rivals.

At a time therefore, when people are choosing to neglect their websites and SEO strategies, it is the perfect opportunity to take advantage and pursue an SEO plan to help increase your rankings whilst your competitors are not.

Seeking advice from professional SEO experts like the team at Ignition Search can help build solid SEO foundations based upon keywords, link development and regular fresh content, which over time will lead to increased search engine rankings.

Working in SEO, it’s always useful to keep an eye out for news stories that relate to technological advancements, particularly if it involves the internet or search engines specifically. Google rarely fail to disappoint with this and so my attention this week was drawn to their announcement of their intentions to embrace the social media phenomenon.

Making Money from the Social Web

Over the past 18 months, companies have been capitalising on the worldwide interest in social networking sites, using them as a key marketing tool by capitalising on search, advertising and user generated content.

Google, the world’s biggest search engine provider is one such company taking strides into this media trend with the planned release of ‘Social Search’, a new project planned to give the search engine a makeover.

Search Engine Benefits

The primary idea behind ‘Social Search’ is based on personalising the results produced by the search engine. Most people on the web make social connections across a variety of interactive media websites and publish web content in numerous ways such as blogs, status updates and tweets. ‘Social Search’ will analyse and use this information to translate the content into special relevance for each person in regards to the results it produces.

Using the information from the public profiles people have created with Google and other connections across the social web, the searches will produce friend’s reviews and comments that they have made previously on the nature of the subject you are searching for. There is a concern by some that this infringes on privacy but Google have declared that all information is taken from that which was already freely available on the web.

Possible SEO Implications?

When discussing changes to search engines, this inevitably could have an effect on business rankings and ultimately SEO strategies.

Manipulation of social media sites as a marketing tool could lead to businesses using ‘Social Search’ to target specific audiences with reviews and product updates as a way of furthering their search engine optimisation.

The innovative guys at Google have been at it once again, putting their heads together to make the global search engine giant more efficient.

With several technological releases in the pipe lines, Google have recently announced they are rolling out a design prototype which will present those using the search engine with a navigation panel featured down the left side of the results page. The toolbar will contain various options that Google users will already be familiar with, such as ‘images’, ‘everything’ and ‘video’, as well as more search queries related to your question and further fine tuning options.

Apart from designing the new toolbar, Google have also been busy preparing themselves for the launch and maintenance of the iPhone’s Google News application and the highly anticipated 2010 launch of Google Chrome OS.

Google News Mobile

Having previously released a version of Google news, this new enhanced version is more consistent with the original desktop version many customers are used to. The application allows the user to view more stories, sources and images whilst maintaining the same look and feel as its desktop browser counterpart. A further enhancement allows you to personalise your navigation options to various links within the website.

Google Chrome OS

The most highly anticipated release from Google in 2010 is Google Chrome OS. Designed around an open source operating system that works exclusively with web applications, it is aimed at individuals who spend most of their time on the web.

Earlier last week Google outlaid the design goals for Chrome OS, which mainly included using minimal screen space by combining applications and web pages into a single tab rather than the current way of separating the two.

There seems to be no doubt that as the leading search engine giant, the release of Google’s latest updates will almost certainly have an effect on SEO. The biggest impact is expected from Chrome OS, which could see a ripple effect across rankings, advertising and site traffic.

Whether the effects will be completely positive remains to be seen, but exciting times lie ahead not just for Google but for search engine optimisation as a whole.

It’s not often that I get the opportunity to simply ramble on about things that have been ticking over in my mind for the last few days/weeks/months; but I’ve got one of those opportunities now so I’m grasping it with both hands.

I’m normally expected to post on topical events that will affect how we deliver search engine optimisation to our clients but today I’m going to spill my innermost thoughts on a couple of subjects that have been bugging me for a while now.

Firstly, what is it exactly that makes the difference between delivering good SEO and really great SEO?

I mean, it’ pretty widely accepted that on-site coding, fresh content and strong link building make up the majority of the SEO sandwich and will certainly make it a tasty enough morsel for the client. But what about the unexpected combinations that compliment and bring out the flavours to really make it a world beating bite?

The SEO Sandwich.

I love an honest to goodness ham and tomato sandwich. It’s one of the simple pleasures in life. But whack on a bit of English mustard and you will be propelled toward total bliss. It sounds simple but it was borne out of a desire to make things that little bit better (note to Ed – I have my wife to thank for this magical combo).

So, does the same hold true when delivering world beating SEO?

I think it does.

All it takes is a few of us to sit down and have an objective look at the clients analytics and think a little bit about what we are trying to achieve for them. Suddenly we are adding in link bait based on an unexpected or unusual traffic driving keyword and hey presto! there’s the English mustard and we now have a truly great SEO sandwich for the client.

You’ve got to stretch the boundaries.

The second thing that has been niggling at me is what many so-called SEO companies are promising new clients. Here’s a few examples:

• Guaranteed Position 1 first page in Google
• Minimum number of new visitors each month
• Submission to 10,000 directories each month

The list goes on and on and it is all absolute total rubbish; and unethical to boot.

But people fall for it every day.

Surely the only thing that is important is that your client earns more money than it costs them to use you? I’m sure it’s that simple. If you pay us, you will sell more products, more services or win more clients. Or all three.

That’s the simple approach. I must have this conversation 5 times a week with prospective and existing clients. The problem is that many businesses do not have the knowledge and are preyed on by unethical SEO companies.

But all businesses that I speak to understand about what is really important –

WINNING MORE WORK

I found that to be fairly cathartic.

No doubt tomorrow I’ll be back to my old self……….

It has been another fast paced week in the world of Internet Marketing with some major changes forecast for the search engines, emerging players on the market and the development of new tools.

Here’s a few of the things people have been talking about:

Yahoo/Microsoft Deal

The deal between Yahoo! and Microsoft should mount a serious challenge to Googles domination of search and looks set to go ahead. The loyal followers of both teams should be enough to creep toward almost a third of search engine share, and with Bing powering Yahoo! Search the foundations seem strong. Let’s just wait and see!

Bing Search Engine Share

Bing has been emerging in its own right and has achieved a sizeable market share of search; if even the lowest numbers are accurate they will command 15% which is well worth search engine optimisation effort. Also bear in mind that Bing offers top 5 results only for many queries which means less competition for your traffic so you’re even more likely to attract a click.

Google Bid Simulator

Google have been testing their new Bid Simulator Tool for some weeks now but this week has shown a sharp upturn in the numbers of AdWords account managers that are seeing it. The tool essentially shows a simulation of how bids could impact cost, clicks and so on. The desired result will be that the account manager can make better forecasts and more tightly manage budget and results. It has not been completely rolled out as yet but certainly more and more advertisers are seeing it. Watch this space.

AdCenter Search Ads Being Clicked by MSNBot?

A cheeky one to finish – an interesting blog entry suggested that an advertiser was receiving clicks on his Microsoft AdCenter search ads from an MSNBot. If that were true, the advertiser would be charged for these clicks. As we all know, bots can generate a huge number of clicks in no time at all; it might just be a bug of some sort but the advertiser is understandably interested in the response he gets from Microsoft…..

Ignition Search has recently begun working on the SEO for the Sheffield Chamber of Commerce website.

The Sheffield Chamber of Commerce were voted National Chamber of the Year 2008 and were runner-up in World Chamber of the Year in 2009. The accolade for the Chamber of the Year was judged by Qdos Consulting and the presentation was made at a high profile event at the National History Museum in London.

The award was based on the extremely high standards the Chamber has achieved in terms of delivering top quality customer care and services to its members. Additionally, the Sheffield Chamber has succeeded in attracting record numbers of members, exceeding the 2,600 mark which is a tremendous achievement.

Here at Ignition Search, we are helping to further increase the exposure of the Sheffield Chamber website and attract new members as well as promoting member benefits and services. There is a huge scope of services provided and we are focussed on promoting all of them in the right way for the benefit of all.

Additionally, we have become the Chamber’s preferred supplier for Internet Marketing services so we are happy to talk to any current and prospective members about how we might be able to help, or even just to advise on strategies.

We are proud to be associated with the Sheffield Chamber and proud to be representing the City of Sheffield and helping local businesses to achieve their goals.

A lot of businesses that we have been in touch with over the last 2 years or so that have struggled to get their heads around the concept and principles of Internet Marketing are now looking at it with a fresh perspective.

The credit crunch is hitting everyone hard and bosses are looking at all costs and seeking to strip out any unnecessary expenditure. Marketing budgets can be the first to go (much to the lament of Marketing Managers everywhere!) as the cost culls begin.

But marketing spend doesn’t have to be decreased. If it can be justified and measured by examining return then why not spend the same? Or more? This is exactly why more and more people are now looking at search engine optimisation, pay per click and social media marketing to throw their company a lifeline.

Firms who might have happily spent 5 figure sums with a popular hard copy directory are now questioning the return on investment they are getting. They are less nervous about exploring a less traditional and less familiar form of marketing. “Hang on a minute”, one such prospect said to me last week, “are you telling me I could spend an eighth of last years budget with you, but know exactly how many visitors your work generates and exactly how many sales I make as a result?” I told him that’s exactly what I was telling him. Job done.

So, the mood about search is changing. The bigwigs are starting to explore unfamiliar methods because they are being forced to by the economic climate. People are still shopping, but they are increasingly doing it online. Firms are still looking for commercial services, and it’s easier to go straight onto a search engine and browse with no pressure and choose from one of 10 you might find on the first page, as oppose to ploughing through a directory with hundreds of similar looking options.

All businesses need to look at value, now more than ever. That’s why Internet Marketing is growing and that’s why people are coming back to us to discuss their needs with an open mind.

Sometimes an Internet Marketing project will not quite run as smoothly as we all think it will when we start! Luckily our service list is comprehensive enough for us to find a solution even if it’s not the most obvious one at first.

We recently took on a client that had a really straightforward offer, there was plenty of search volume for their service and the website was fairly good looking, and more importantly, geared up for strong SEO performance in the Search Engines.

However, despite driving tons of traffic through our local SEO service combined with Pay Per Click management we suffered from vey low conversion rates. We couldn’t work out why and tried a load of different combinations of advert text, we split tested, we experimented with the time that the ads were shown and we constantly adjusted the keywords. All to no avail. We were tearing our hair out.

Then we started thinking outside the box. We had several meetings with the client to go back over the original brief and to try and understand even more about their target market, how they normally got new customers, what other methods they had tried in the past etc. We decided to try a Social Media project. The rationale was that we could show adverts to a very specific demographic, broken down by gender, postcode etc.

The early signs were good; quite a bit of traffic but not too many enquiries. So we designed a landing page specific to the project and tweaked the look of the advert. Suddenly the enquiries started flooding in, some by phone, some via the online form. We suggested a special online offer. More traffic resulted and even more new customers.

The client is obviously delighted and so are we. It is proof if ever it was needed that in order to succeed we need to work together with the client to get results.

We experienced another classic example yesterday of SEO encountering scepticism and being judged on results, whilst the same cannot be said for almost any alternative form of advertising. I never hear anyone placing an advert in a newspaper or directory on the condition that they write business as a direct result on threat of not paying for the advert. That’s just not how it works.

And yet clients insist on proof of return when embarking on an SEO project. It’s a good job we can deliver a return!

Whilst pressing on with our SEO Sheffield campaign we have yet again come up against ‘that’ directory (and others) as the main competitor in the eyes of the potential client. It’s understandable because these forms of advertising are almost an institution, so ingrained are they in our thought processes when it comes to advertising our business.

And yet we do not seem to be playing on a level playing field. I always ask whether or not they know how many people will look in that directory for the service offered by the client on a given day – nobody can ever tell me. I can tell them exactly how many people were looking for their services via the internet on a given day. I hear owners of businesses say things like, “well we need to be in this directory because everyone else is in there”, or “it’s a necessary evil”. I even hear people bemoaning the cost to appear in such a directory. I tend to enquire after how many leads the directory has generated for their company and hear the same answer, “I don’t know but I think it must be a lot.” And in the same breath they are complaining about the lack of new business. In short, they stick with what they know despite unknown results.

We can offer our clients a truly transparent, cost effective service that offers real return on investment. Once we get a foot in the door we are able to prove indisputably that our SEO service generates leads for our clients. Even the firms who were formerly adamant that a directory was the only way forward. We have happily run alongside their other advertising ventures and consistently outstripped them in terms of performance and cost efficiency. The result is that we prove our SEO service works.

So we are in fact changing the way our clients think about internet marketing and are enabling them to embrace the new methods of generating business. Most are reducing their spend with directories and local press and ploughing more into Search Engine Optimisation because of the excellent return that they receive. I think it is still important that a firm has presence in directories, but not at the expense of sound economic sense.