Online Marketing « Datadial Blog
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On the subject of Online Marketing

Martina Martina

December 2nd, 2010.

The nature of the ‘NoFollow’ tag… and some reasons you should avoid it.

Blog spamming is inevitable. It occurs when people post numerous links within comments sections in a blog article with the intention of readers of that article scrolling down to the comments bit to add their two pennies worth, seeing these links posted by other “readers” of that article and clicking on those links.

Whilst this is unfortunate for the blog owner, since many of these links drive traffic elsewhere, there is one proposed solution to this, and it goes by the name of the ‘NoFollow’ tag (written in HTML as (rel=”nofollow”)) – its one aim? To block search engines from following such links in comments.

Problem solved right? … Wrong! Regardless of the intention of the tag there is one overarching issue here – spammers haven’t hung up their spamming hats just yet, so if the tag does little or nothing to stop spam, ultimately it has failed.

Here are 5 more reasons why the NoFollow is a NoGo:

  • It’s Pointless - It doesn’t work. Spammers still spam. If you want don’t want spam then perhaps you should use an(other) anti-spam tool such as ‘math’ alongside useful plug-ins like ‘SpamKarma’.
  • It’s Pointless – The use of ‘NoFollow’ in comments on WordPress blogs (which are widely used) is default, hence – you may already be using it.
  • It’s Pointless - There is no value, in terms of search engine indexing, & if the search engine indexes can’t find your link, and having many indexed links is your aim (and it is) then there is no point.
  • It’s Selfish – Leaving a comment on another’s blog post is a nice thing to do and the right comment can even lead to more comments. If someone takes the time to do this for you, why not give back a little. Sharing is caring.
  • It’s … Pointless – Guess what, Search Engines such as Yahoo, actually follow ‘NoFollow’ tags and have been known to count them as back-links in SiteExplorer. So, if you’re goal in comment spamming is to build such back-links in the hopes of building your site’s value … NoFollow is of no use to you here either.

The choice is yours…choose wisely.

Martina Martina

November 2nd, 2010.

The importance of blogging regularly.

Blogging regularly is important for many reasons. The most obvious being that if your want to retain a degree of professionalism (assuming your blog is not a personal one) then it looks better if you are continuously finding new and interesting things for your audience to read.

Honestly, how eager are you to get involved with a company or a business through its website, when you visit its blog and see that the ‘most recent’ entry has a date stamp of 6 months ago…?

Besides, there are some little gems you may be sacrificing if you neglect your company’s blog – such as:

Being fresh and innovative!

A blog post is an article that varies in length, can be about anything you want and is usually beneficial to the target audience it was written for.  Through blogging, you can use it to encourage people, persuade them or simply to entertain them. Why lose out on something this beneficial? If you are a company or a business that has something you are trying to sell, your blog is the place to do this!

Being seen!

If you want to improve your chances of being visible in search engines (and you do) then well structured posts are essential. A great post can start to rank in search engines over time and could potentially bring in web traffic to your website. (For tips on how to write a great post you can read my earlier article titled ‘Successfully guest posting on A-list blogs’)

Being communicative & media savvy!

Simply because blogging and social media marketing must coexist when it comes to marketing a business, communication is essential.

Social communities, such as Twitter, Digg, and Facebook among others, can be used as a platform for your blog, and so being a consistent (but quality) blogger could create the opportunity for more traffic to find drive its way to your blog. Perhaps most importantly, through these social networks you could gather new business opportunities.

Being heard!

Blogging is a way to explain to your readers who you are as a company. Distancing yourself from the competition is what your brand and your website will attempt to do, but a blog can add that extra panache needed to make your business really stand out. Much like a chronicle, your blog can be how you document the goings on in your company – which will give allow it to develop a voice and a personality.

So blog & blog often!

Martina Martina

September 14th, 2010.

About me…

Hi!

I’m new to the field of SEO and I came across it after graduating university with a degree in law. I enjoyed studying law but as far as the practise of it in the workplace, I felt as though it was a field that didn’t really leave room for me to utilise my creative abilities and imagination.

After getting some worthwhile careers advice, I decided that marketing was a field that I wanted to explore. I did some research on the different types of marketing and what these entail. I brainstormed, combining what I enjoyed doing, with the transferable skills that I already had, and figured that since I’m technology and Internet savvy (I like to think) and have an interest in how companies market themselves (perhaps sparked by my many years of experience in sales and retail as a student), I wanted to work somewhere that combined these skills and interests.

This led me to Datadial where I am currently an SEO Intern. So far, I have enjoyed coming up with ideas that really make a difference to the success of our clients.

In my spare time I love to write music, and I love to read. I also really enjoy going out & socialising with friends…and I like to cook. :)

Rob

September 9th, 2010.

Essential viewing for tips on keeping product pages fresh

Following Caffeine and Mayday updates to Google’s algorithm it is more essential than ever that internal pages on websites are kept as fresh as possible with new content.  It is no longer enough just to have an exciting homepage with frequently refreshed content: this now needs to be replicated throughout your site.

Google will reward fresh content

This video from our friends at SEOmoz shows you ways that you might keep your product pages more interesting to users and more “appealing” to Google through the addition of fresh updated content.

SEOmoz – SEO Software

Matt

July 13th, 2010.

Maximising offline activity to get the most out of your SEO campaign

It often seems to be normal practice to treat SEO campaigns as a stand-alone form of marketing.  Groups of shadowy geeks perform magic in the room at the end of the corridor, with sales and marketing teams avoiding them as much as possible at the water cooler.

However, it’s important to remember that SEO is just another form of marketing – and as such planning and integrating your search engine optimisation with your other marketing channels will mean far more coherent and effective campaigns.

Advertising

All advertising campaigns should have SEO and the company website in-mind. Is it easier for rushed commuters to remember an often random telephone number or a website address?

Do you now see more and more TV and poster campaigns telling people to ‘Google’ or ‘search’ them?   With the growing bias towards the personalisation of Google search results, having users Google and click-through to your brand is likely to mean you’re then likely to appear more favourably for them in subsequent searches.

Any increase in brand searches on Google will also (arguably) benefit your site with increased brand visibility after the UK brand update back in March.

  • Feature your website address prominently
  • Consider asking people to Google/search you – make sure you’re ranking for the term though!
  • Maybe target your SEO towards a memorable phrase you can ask people to search for – “army jobs” is a good current example.

PR Campaigns

Leveraging offline PR campaigns is a great way of getting added value out of both. I’m often surprised how many SEOs haven’t even asked if a client has a PR campaign in place, think of all of those link opportunities that have been missed and all of the great web content that is going to waste.

  • Ensure you have spoken to the PR campaign account manager so they know the importance of asking for their editorial to be placed online and understand the impact of links from their content.
  • Make use of the content the PR is generating. Ask to get cc’d in on their releases and discuss the scope for them to help distributing your linkbait to their journalists and their media contacts.
  • Between you draw up a list of the online properties you want to see your client featured on. Many blogs now have larger readerships than national newspapers – they make-up an important part of both PR and SEO campaigns, you need to make sure you approach these sites correctly with a strong proposition.

Content

Publishing good content is often the stumbling-block that holds-up many good SEO campaigns. The first port of call should be the client, asking the right questions about what’s on their shelves gathering dust can save thousands in content writers fees.

  • Encourage staff at the company to make public the results of any research or industry analysis that they have performed.
  • Ensure your entire product catalogue or list of services is published on your site. The more you can break this down into component products and services and publish these on their own individual pages the better.
  • Consider making any stats facts and figures that you have into an infographic. You’ll find presenting data in a graphical format gets a lot more attention than a simple table of figures.
  • Get the entire company blogging. If you can get everyone enthusiastic about publishing great content it takes a lot of the time pressure away from the SEO and marketing teams. Often the real industry experts in the company lie outside of these departments anyway.
  • Are there already any user guides, FAQs, or client literature already in existence that can easily be published online?

Sales Teams

Keep in regular contact with your sales teams about client feedback. make sure you gather data as much as possible from phone conversations.

  • Find out from your sales teams how customers refer to your products and services. Often it’s different to how you refer to them – the keywords that you’re targeting should reflect this.
  • Get feedback from your sales teams about questions and objections that frequently crop-up. The chances are that if people are asking questions they’ll also be Googling them too so make sure you add these to the FAQ section of your site.

Existing Contacts

In any linkbuilding campaign your existing contacts should be your first port of call. High-quality, on-topic links from relevant sites, as easily obtainable as a quick email or phone call.

  • Partner companies and suppliers and distributors sites are always worth leveraging for links.
  • Encourage your staff to blog if not doing-so already. Either on your own corporate blog or on their own sites. Branding your staff as experts can be as effective as branding your company.
  • Check to see if industry association or corporate qualifications sites offer links back to their members
  • Make sure you put your company forward for corporate awards, usually even the nominations receive links back to their site.

Image credit – Rachel Creative

Rob

June 14th, 2010.

Presentation on building a successful search engine friendly website

Many thanks to the Biblical Suppliers Association for listening to my talk on:

How to build a Successful Search Engine Friendly Website.

You can download the presentation here.

Seminar-powerpoint – 20 minute version -Biblical

I have also added some extra slides on attitudes to Social Media at boardroom level.

Also there is a slide of Resources slide for links to keyword tools, Datadial’s Reputation Management tool and a few other links worth looking at.

Thanks

Rob

Matt

April 30th, 2010.

7 Things I Wish PR Agencies Would Understand About Social Media

With the growth of digital marketing and social media participation we’re now starting to see more and more PR agencies looking to online communities as a way of increasing their clients influence.
In my opinion a more organised and structured approach to social media can only be a good thing, used in the right way it can be a very powerful tool, however far too many companies are either not using it to its full advantage, or doing things badly and damaging their brand while isolating themselves from other social media users.

However that’s not to say that every PR agency jumping headfirst into Twitter and Facebook is doing a great job. I still see many agencies that don’t really have a full understanding of what they’re doing and why they’re doing it. Many cases tend to be client-led, with questions and requests for a social media strategy leading to hasty moves in order to win business and prevent existing clients from potentially looking elsewhere.

In our various dealings with agencies these are the topics that repeatedly seem to reappear…..

Content really does matter – Most Of Your Ideas Will Fail

  • The quality of the content is the key to any social media strategy
  • You can’t rely on contacts for success. There are no friendly journalists or editors that can swing a campaign with a well placed piece
  • Okay, good and great don’t cut it, if you’re relying on people to see your content and pass it on then it needs to be amazing, fantastic or brilliant
  • Let go of the brand – in many cases overuse of the client brand will turn a successful viral into blatant advertising that people have no inclination to pass-on.
  • The trickle-down effect is key to a successful campaign, brilliant content seeded onto key blogs, Twitter accounts and other social news sites will explode onto other social sites, smaller blogs and media outlets without you having to do anything.
  • Having said all of that, most of your great ideas will fail. There really is an element of being in the right place at the right time and taking advantage of any good fortune that comes your way.

It Isn’t ALL about Twitter

  • Twitter at the moment tends to be used as a buzz-word for social media, desire to participate can often be driven by a CEOs 14 your-old daughter.
  • There are other social sites that are just AS important
  • Sites like Digg can potentially send far more traffic and is monitored constantly by journalists and influencers
  • A well seeded and targeted story on a sites like Digg and Reddit can translate into national and international press

Understand Your Audience

  • You need to understand not just who you’re talking to but why
  • Is your or your clients Twitter account supposed to be speaking to potential clients, existing customers or journalists, bloggers and the media?
  • Is Twitter and Facebook or Digg and Reddit the best way to connect with your linkerati?
  • Spend some time understanding where your targets are communicating with each other. Any time spent on competitor intelligence is worthwhile, but bear in mind they might not have got things right themselves.

Don’t Use Channels In Isolation, Look At The Bigger Picture

  • If you’re just using one social media network in isolation then you’re almost certainly underperforming
  • It’s usually a good idea to create a blog or news section on your client site and then use this as a ‘hub’ for all of their social media activity
  • Cross-promote your different networks, you’ll find that users will sign-up for other networks as well as the one they arrived from

It’s Not Just About What You Say But How You Say It

  • Syndicating content isn’t just about pushing a release through a network like PRWeb, if only things were that easy!
  • Draw up a list of targets for each release – blogs, news sites, media outlets, find their contact details and contact them directly as you would with any offline story.
  • Have some idea of the potential ‘influence’ of each target, record metrics such as domain authority, Compete rank, Technorati ranking, and look at the number of comments each article receives. The idea being you can then identify the top sites in a given vertical and prioritise where you focus your efforts. Remember if you can gain coverage on the larger sites the smaller ones tend to follow.

It’s All About Measurement And Metrics

  • The real advantage of being online is that everything is trackable. You can gain insight into where visitors arrived from, how long they spend on the site and where they move onto.
  • Use this data to understand which elements of your activity work and which ones don’t
  • Sign-up to a reputation monitoring service to track brand mentions online, you’ll almost certainly miss posts, mentions and articles if you don’t.
  • Have a clear plan as to which metrics are important and make sure you track them – visits, views, contacts, sales, comments, signups, links gained, search engine rankings can all be influenced by your activity – track it and report it.

Remember You Have No Control

  • Always remember you have no control over how things are passed-on and how they’re being received
  • Things aren’t always ‘on-brand’ – remember people pass things on because they like them, not because they help you or your clients
  • Be ready to react and respond directly to questions, be honest and professional at all times

Rob

April 12th, 2010.

Comparative charity advertising – the new online battleground?

I read an article on Marketing Week “Advertising industry and green charities welcome code changes“.

The story reports on some changes in the codes guiding TV and radio advertising, and one significant change will be that charities will be allowed to run adverts comparing themselves against another charity.

The new advertising code takes effect from September 2010.

Image from Charity Muggers by Ross McCulloch

Image from Charity Muggers by Ross McCulloch http://blogs.sundaymail.co.uk/thirdsectorlab/2008/11/charity-muggers.html

I believe it is unlikely that this kind of advertising will go out during prime time TV, or drive time radio; it is too expensive and finger pointing in the middle of Coronation Street isn’t the best way to open up the nation’s purses and wallets.

I do think though that the temptation to run comparative adverts during day time TV will be  irresistible to some young up and coming marketing manager.  The cheaper costs would be quite a lure, and let’s face it, day time advertising is really boring.

Where I see the some real change happening is in the search market, and given that Google has relaxed its stance on bidding for brand names, we can expect to see a whole raft of guerrilla style PPC campaigns such as “Donations to us go to good causes, not to fund new offices” or “We’re better as we don’t use chuggers” triggered by searches for charity names.

The meta description section of HTML code will become the marketing manager’s secret weapon, and will be “optimised” to within an inch of its life with remarks the activities of other charities alongside traditional calls to action.

The meta description content does not appear on the pages visitors browse, and is only ever seen as a summary of the page in natural search results.  Where better to put some unsettling comments and inconvenient truths about charities competing for the hearts and minds of the donating public?

Any bets on which charity will be the first to step up?

Rob

March 26th, 2010.

Write a blog to help your business

It is a difficult thing running an online business.

The number and variety of companies offering comparable products and services can make it difficult to stand out in a crowd.  Your site has to look the part and match the expectations of your target audience. 

Your offering has to be priced on a par with your competitors, or the premium justified by quality, environmental friendliness, scarcity, or some other characteristic that matters to your customer.

And then on top of all that, the customer has got to trust you enough to hand over their hard earned cash.

How is a blog going to help?

Within most B2B and B2C websites, there are only so many opportunities to talk about your organisation. You have the product/services pages, the FAQs, press releases and so on, but there comes a point where it looks like you are creating pages just for the sake of it

Blogs have become mainstream due to their personal feel, and writing without a corporate angle means that the content will not appear awkward or contrived.

Yes they require effort and time to maintain. Agreed – you have to think of interesting things to say. OK maybe your competitors don’t blog and they seem to do all right without it.

Here’s why we blog

  • it adds extra unique pages to the website
  • our blog posts allow us to explore topics at length that don’t necessarily “fit”   within the core pages
  • well written content attracts links to the site which improves rankings in search results

Still not convinced?  Try searching in Google for Twitter small business guide , or emailing cold contacts.

Getting started

There are a number of choices out there when it comes to blogging, and your web developer may even have their own bespoke software.

We use WordPress  for our blog – the software is free (a perfectly sound reason in itself), it can be configured to behave exactly as you want, and WordPress posts get picked up very very quickly by search engines.

Plan your first posts

List some topics that you are knowledgeable about and feel confident enough to write on.  You may even find that some areas need a separate piece in their own right.

Don’t force a style

After you have written a couple of pieces, the articles develop a rhythm of their own. The content will influence the tone and certain topics will lend themselves to humour, sarcasm and so on.

Set a schedule you are comfortable with

You don’t need to publish a new post with clockwork like regularity, and inevitably there will be other things during the working week that require your attention. The more frequently you post the better of course, but keep an eye of the quality of the article.  Ask yourself “Is this interesting / useful / important information that my customers should know?”

Have a point of view

You are not the only operator in your market, but your (well presented) opinion is valid. Stay on top of goings on within the industry and have an eye on events at the periphery. In doing so you’ll start to garner the trust and respect of your audience, and they will have confidence in what you say.

Your blog is not a direct sales tool

It is all to easy to list your latest product, special offer and so on in the blog. Don’t. Your blog is an indirect marketing channel and you are writing content that is supposed to get them interested in you, and your ideas. Keep it interesting, resist the  urge to sell directly, and your audience will engage with you over time.

If you use the above ideas as a springboard you’ll have the beginnings of a great blog.

Now isn’t there something you want to say to your potential customers?

Matt

January 27th, 2010.

Small Business SEO & SEM

lemonadeSearch engine optimisation and digital marketing for small business isn’t easy. For big-brands people love linking to them without them having to ask, even without them deserving it in many cases.

Small business don’t have that luxury, that’s not to say that the smaller guys can’t compete, they just have to work harder and smarter to get their share of attention online.

Some of my favourite small business SEO tips are below, some are mine, others are from people who volunteered their own ideas on Twitter.

  1. Optimise for local search. Figure out who are the authoritative citations within your city – ie touchnottingham.com via @APSG
  2. Concentrate on local search and longer search terms as these give more of a chance with a smaller budget. Google Maps add is a must in your town! via @StuartFlatt
  3. Be active online. Forge relationships with blog owners, find journalists on Twitter. These contacts will be invaluable when it comes to getting coverage.
  4. Write content that’s relevant to your business and your customers & keep it up to date. via @picseli
  5. Get your analytics package in place as early as possible. The more data you have the more you’ll be able to analyse your marketing decisions.
  6. Utilise your current relationships – reciprocal linking is not perfect, but still has a good effect on local search (imo) via @CMaddison
  7. Brand yourself as an expert. Write informative articles about your industry. Post them on your site, ask to have your work published on others.
  8. Try to focus on conversions rather than rankings. Too many small business owners are obsessed with being first, rather than focusing on profits. via @CMaddison
  9. At the very least ensure your page titles are unique and relevant to the content on them.
  10. Don’t scrimp on your website, a less than satisfactory site may save cash in the short term, but it’ll cost you in conversions.
  11. Build your list – capture customer data, segment it, test it and contact them regularly (not too regularly) with useful information, articles, links and offers.
  12. Consider using Adwords for initial data collection / keyword selection – find your best converting/most profitable keywords for under £100 via @CMaddison
  13. Build trust – make sure you’re easily contactable, make sure your site has a prominent address and telephone number on each page, explain why your buying process is secure.
  14. Find out who your competition is, then find out who links to them using Open Site Explorer – get those sites to link to you.
  15. Setup Google alerts for your business name. Make sure you monitor these, it’s a great opportunity to ask for links when people forget, or to network with people who are already talking about you.

Rob

December 22nd, 2009.

So you think you’ve got a search engine friendly website?

One of the first tasks we perform when working with a new client on search promotion is a health check of the website.  The idea is to make sure that the way the site is built does not hamper its performance in search engines.

Business owners and managers don’t have time to learn technical jargon, so if their web developer puts keywords in the URL then the “search engine friendly website” box is ticked.  There’s a bit more to it of course, and here are some pointers…….

First things first – hosting

Is your website a .com address? Which company is hosting the site, and where are their servers located?

.com / .net / .org and similar domains are glamorous for businesses as they don’t “belong” to a country like a .co.uk web address does. When confronted with a .com (and other non-country specific domains) search engines look at where the server is geographically located to determine which country the website is intended for. If your website is aimed at a British audience, has a .com address and is hosted on a server in Germany, then your website will tend to perform better in natural search results done by people on German soil.  You need to host your website with a company that has servers in the same place as the majority of your customers.

Put your web address in http://whois.domaintools.com to find out more.

If you’ve got a .co.uk or a country specific domain, then you don’t need to take any action.

How much Flash on my site?

Sites built completely in flash don’t always do well in search engines, and tend to be used as a marketing tool or a campaign site. http://www.speakvisual.com is a good example of a brand using flash as a showcase site.

speak-visual

If you go to Google and search for something competitive that people want to buy e.g. consumer goods, clothing, specialist equipment etc, the sites that feature at the top of the natural listings make limited use of flash and concentrate on providing text that search engine spiders can crawl.

Want to see your site like a search engine does? Go to http://www.seo-browser.com and enter your URL.

If you see some text and blue underlined hyperlinks, then what you see is what a search engine knows about your site. If you can click your way through to all your pages then a search engine can do the same.  Try getting to Colin Smiths’ page on Speak Visual using SEO-Browser…..

Canonicalization

There are a number of different definitions of this word. Google them at your leisure.  For this tutorial its the process of choosing between http://www.example.com and http://example.com versions of pages.

Try this simple test go to your website and type in one of your deeper pages without the “www” part e.g.  http://example.com/page

  • if the website automatically adds the “www” to the URL and you see the page you expect then you’ve got nothing to worry about
  • if the website shows both http://example.com/page and http://www.example.com/page then you’ve got duplicate content that needs to be fixed

Duplicate content

“If I’ve got more than one version of the same page on my site then its all good! It means there’s a greater chance of search engines finding it right?”

Search engines take the view that information on a website should not be repeated, and generally adds one version of a page to their records, and ignores other versions.

http://www.webconfs.com/similar-page-checker.php have a good tool for checking duplicate content.

Canonicalization is one instance where duplicate content may happen.  For ecommerce sites a particular problem is where a product may “live” permanently in the brands category, and the lifestyle section, and therefore will have two (or more) web addresses for the same item.

The content management system can be configured to create only one version of a page, and its worth talking to your team about their proposed way of addressing this.

Page titles, meta descriptions, keywords, and headings

Search engines scan the HTML code on websites for clues as to what the site is about.  Its easy to get carried away here so in order to keep it simple….

page title <TITLE>

Each page on your website should have a unique title with the most important word starting on the left….

description <meta name=”Description” content=”…..>

The information that appears here is not visible to customers looking at your pages, however search engines sometimes use this text as a summary of the page when it lists natural search results.  This should include calls to action to encourage people to click on your entry rather than others listed on the page…..

headings <h1> – <h6>

<h1> is the most important heading <h2> less so, and so on. So keywords important to your business (and appropriate to the content on the page) should be organised accordingly…..

Most content management administration systems give you the ability to manually edit page titles, and meta descriptions.

Take action

Hopefully this article has explained what some of the jargon in SEO-world means, and you now know what impact it can have on your business.  Have the conversation with your people, and if any of the above need attention, ask them to fix it.

Matt

December 16th, 2009.

The Biggest (But Lesser Known) Online Marketing Myths

Recently I seem to be coming across a lot of popular misconceptions being churned out, both by business owners who have unfortunately been told or have read incorrect information, or even, and more worryingly; people who write about digital marketing or SEO in the mainstream or industry press. Below is a collection of my favourite online marketing myths, feel free to add your own in the comments.

Content is king

Yes, it is correct that all websites need good content, and ideally need good content being added on a regular basis. However the “content is king” mantra seems to have misled people into thinking that ALL you need to do for your marketing effort is to add what you consider to be good content. Content needs to be optimised, content needs to be linkable, content needs to be publicised, content needs to be linked to. Lots of great content remains ignored and unranked as it is passed over for more mediocre but better publicised and linked-to alternatives.

Build Multiple Sites

You have one website that’s doing very well, if you add another you’ll double that success. Add 10 new sites and you’ll be retiring in the next 12 months right? Wrong. Ten more sites will mean 10 times the marketing effort and budget, and ten times the cost. Having one site with 1000 pages of content on it with 1000 links will perform far better than the same content and links divided between two sites.
By consolidating content and links onto one domain you will increase that domains trust and authority, which will mean it’ll rank far higher than it would if the resources were split across two properties.
The only time I would advocate building more than one site is for strategic business reasons such as a planned sell-off. If you are running several sites for no particular reason, other than it seemed like a good idea I would certainly look at consolodating them.

E-Mail Marketing Is Spam

Spam is bad mmmkay? Don’t do it. EMail Marketing to an opt-in list that you have built as part of your brand will deliver a massive return on investment. Every company should be building, collating, segmenting and marketing to your customer data, it is a tremendously valuable resource. Avoid emailing people too often, and for heavens sake keep it interesting, useful and punchy.

All Sites Are Equal

Certainly in an SEO sense this isn’t the case. You’ll find that bigger brands can get away with a lot more than tiny start-ups. Older, more trusted domains with a higher authority can get away with using far more spammy tactics that would get smaller sites penalised. Google hasn’t exactly levelled the playing field with the Google brand update, which is rumoured to give big brands a rankings boost for certain commercial keywords.

Social Media Is A Fad

The rocket-like growth of social media sites has taken many people by surprise, online marketers, brands and PR agencies included. People react to change in different ways, some labelling the growth as a fad, something to be ignored. Others learn and adapt and have made millions in the process.
Social media is a fundamental shift in the way people communicate, used correctly it is a cost effective way of reaching brand advocates, consumers and influencers. Just because you haven’t worked out the best way of using, tracking, measuring and monetising social media for your brand doesn’t mean it’s not worth the time.

Rankings And Traffic Are Your Most Important Metrics

Checking your sites rankings is fine, and it’s a good idea to keep a close eye on your traffic numbers, but are these your most important metrics? Probably not. SEOs and online marketers in my opinion spend far too long obsessing over rankings and traffic numbers, and less time learning about conversion rates, segmenting visitor sources, looking at link acquisition rates, keyword £ values and ultimately sales volumes. Not many clients will tell you they value visitor numbers over money in their pocket.

Search Engine Submission

No, just no. If anyone tells you that you need to submit your site to a search engine give them a sharp poke in the eye. Search engines have gone far beyond having to be told where sites are located and are quite capable of finding them themselves through links. It’s been this way since the 1990′s but the myth just won’t go away.

Magic Page Keyword Density

I keep hearing the same question asked time and time again about what the optimum page keyword density is. There certainly isn’t a magic mathematical formula for keyword % that will give you any kind of boost over your competitors.
It’s far more important to write for your visitors and intelligently use your keywords in certain places on the page – sure it’s logical that they should be present in the body text, but search engines will attribute a far higher weight to words mentioned in places like the page titles, image alt tags, headings, bold and italic text etc.

Flash Sites

There are a huge number of misconceptions about flash websites. Can search engines read them or not? On the whole, now yes they can, text and links can be read, with the exception of some JavaScript links. Until 2008 this wasn’t always the case, with most flash sites being all but invisible to search engines.
So is now the time to rush-off and convert your site to flash because it looks so lovely? Probably not. There are still many fundamental reasons why flash sites don’t perform as well in search engines as their HTML cousins. Problems with page mark-up, content not being on unique URLs, and doubts over crawlability all don’t lend flash sites to ranking well in search engines.

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