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Search Engine Optimisation – On page and Off

Stephen Nyhan - Digital Marketing

Search engine optimization is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) – including Google, Bing, Yahoo and other search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found by the search engine. It is common practice for Internet users to not browse through to the second and third pages of search results, so where a site ranks in a search is essential for directing more traffic towards the site. The higher a website naturally ranks in organic results of a search, the greater the chance that the desired site will be visited by a user. This video on SEO is an easy to understand explanation of the function of Search Engines.

On Page SEO

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Search Engine Optimization – on page and off.

SEO

Google and other search engines display content they believe is  relevant. They measure this relevance by analyzing page content, the words we read on the site and make a measurement based on the number and quality of other pages linking to the pages they show.

SEO is the simple activity of ensuring a website can be found in search engines for words and phrases relevant to what the site is offering. In many cases, it is simply quality control for websites. Having said that, if there was ever an industry that was so little understood by people outside the industry, it’s SEO. So how do you get better search results for your website? Here are a few tips:

1. Write content that contains words and phrases that people looking for your website would be likely to use.

2. Build links to your pages to show that they are important.

3. Keep doing it!

65-70% of searches that people do online are done through Google making it  the king of the search engine jungle so this is the one you want to focus mostly on.

SEO is divided into 2 main areas:

1. On-Page Optimization. This covers what can be done on the pages of the website itself.

2. Off-Page Optimization. This covers activity that takes place elsewhere (e.g. link-building).

So when using these tactics to improve your website’s SEO performance, make sure to follow the SEO checklist:

  • Always start with keyword selection, research and testing
  • Meta description tags
  • URL structure
  • Internal linking strategy
  • Keyword density
  • Community creation in social networking sites
  • Blogging
  • Forum posting
  • Social bookmarking
  • Photo sharing

So by using these tips, creating a great site, providing something that people need and sharing your site with other great sites, you will quickly start to see your website traffic increase through the help of SEO.

 

Pay-per-Click or Display advertising – which is best?

Pay-per-Click advertising is pretty simple. Search engines such as Google and Yahoo allow businesses to buy listings which will appear at the top of their search results ahead of non paid results.

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Display advertising is just as simple. It is a graphical advertisement that appears beside content on web pages, apps emails, etc. Display advertising can be compared to ads in a newspaper or magazine with the twist of moving static from a flash video.

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It’s no secret that businesses have started using Pay-per-Click advertising much more in the past few years, with the rise of tablets and smart phones giving consumers easier access to searching for their favorite brands, events, etc. at the moment, the number of people using search engines to obtain information is at an all time high. This raises a big question for businesses trying to advertise their product: Pay-per-Click or Display advertising – which is best?

When it comes to PPC advertising, businesses may find the following beneficial:

  1.  Speed of Market – Unlike using organic SEO, PPC ads can quickly launch and bring in targeted traffic to your page.
  2. Reach a Larger Audience – Additional audience reaching your website can help expand your online visibility and establish your business as a leader in the industry.
  3. Target Specific Traffic to Your Website – Assigning specific keywords and demographics can hugely increase the quality of traffic visiting your website. PPC ads can be assigned to run during the best sales periods for your business or in a specific region.
  4. Maximize Return on Your Investments – Because you pay for PPC only when your ad is clicked, it’s easy to mange cost, track conversions and determine your ROI. Data is accurately recorded allowing campaign results to be monitored easily.

Maybe display advertising is more suited to your business, here are a few reasons why:

  1. Eye Grasping – It’s easy for viewers to look past a text ad. Display ads are designed to catch the eye of the viewer and influence them to click on it.
  2. Target a Relevant Audience – Display ads are featured alongside relevant content. For example, a viewer may be looking at a football website and then see your advertisement on the side of the page for cheap football boots. Since your ad relates to content on the website, there is a better chance the viewer will find your advertisement relevant and interesting.
  3. Tracking ability – Display ads can allow you to track and keep record on the amount of times on a weekly or monthly basis that your ad is clicked. This helps give you an idea on whether your ad is working or needs to be changed.

So which one is suited for your business, Pay-per-Click or Display advertising?

How B2B Marketers are successfully using LinkedIn

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When it comes to marketing to consumers, social media sites such as Facebook, Twitter and YouTube have proven to be a huge hit among businesses. Many businesses use humor and entertainment across these sites to boost sales of their product. However when it comes to B2B Marketing, businesses may find a more professional approach to be more successful.

Since its launch in May 2003, LinkedIn has evolved into the world’s biggest professional social media website. Any business not already using LinkedIn may want to look at the latest statistics from Top Rank Online Marketing :

  • LinkedIn has more than 225,000,000 members
  • A new member joins LinkedIn almost every second
  • Executives from all Fortune 500 companies are LinkedIn members

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Here’s a few example on how B2B Marketers are successfully using LinkedIn:

1. Creating awareness and improving reputation

B2B Marketers are taking advantage of the opportunity to network with and increasing number of contacts. Through the group and personal features on LinkedIn, companies and people representing them can build on their credibility and as a brand.

2. Selling and generating leads

LinkedIn offers unique ways of identifying potential leads, engaging them, and transforming them into customers. B2B Marketers do this effectively through a combination of listening, analyzing, sharing, networking and responding.  Networking with potential customers through the use of LinkedIn may increase the opportunity for B2B marketers to make sales.

3. Leveraging 3rd party applications

There are several 3rd party applications which B2B marketers are using to help boost their LinkedIn activity:

  • Box.com – Add links to files like CVs and marketing kits.
  • Slideshare – Share PowerPoint presentations and business demos with your audience.
  • Company Buzz – Keep track of messages sent out on Twitter about your brand.
  • TripIt – See where your clients are in the world and when you will both be in the same place.

4. Target the international market

64% of LinkedIn’s users are located outside the United States. This gives B2B Marketers the opportunity to target companies across the world in countries such as the United Kingdom, France, Australia and India. Many B2B marketers may find the best times to post on LinkedIn and target business professionals is between 7 a.m. and 9 a.m. or 5 p.m. and 6 p.m. during the week when they are beginning or finishing their working day.

5. Optimize search ranking

People are constantly searching for top companies on LinkedIn. Successful B2B Marketers are optimizing their profiles to ensure they stand out from the crowd. There are 5 areas where B2B Marketers may look to strengthen in order to optimize their search ranking:

  • Headline – Because this is the first thing people see on a LinkedIn page, it is important to include key words relative to your company to ensure your profile is found quicker.
  • Summary – Your summary is the body of your profile. Make sure it is clean and presentable and portrays your personal brand well.
  •  Specialties- In this section you can use keywords to make yourself stand out and show what makes you different to the crowd.