Keep up with Google through SEO Effectiveness

Posted by on Feb 1, 2013 in Advertising, Return on Investment (ROI), Social Media, Technology

Each year Google makes on average 500 changes to it’s search engine algorithms. Some of these are small incremental changes, some however are fundamental to the way we see the web. This relentless pace of change is actually speeding up, so we all need to know and understand enough in order for us not to have our business websites damaged irreparably. The focus here is on Google as in the UK over 90% of all search is done via Google, albeit Microsoft’s Bing is applying a good amount of competitive pressure, but it’s still a way off in terms of overall impact. So what’s the reason for all the changes I hear you say? Well the search market is maturing, people (SEO companies) are becoming more and more sophisticated in manipulating the search results and the revenue that Google is getting is plateauing. This latter fact will clearly put extra pressure on Google to maintain their lead in the search market and they can only do this by continually improving search results for the user. For many of you I can hear you say “why does this matter to me? My site is fine.” The truth is that, depending on how clean your SEO team has been, future Google...

Learn More

Marketing in the Digital Era- Segmenting your Online Audience

Posted by on Jul 27, 2012 in Technology

I have been thinking about the difficulties that marketers are facing while trying to segment their audience for their digital strategy and found that with ever increasing levels of technology and communication channels that are open to consumers and the ease of use, it’s becoming so that we can’t segment demographically anymore. It is through segmentation that we can communicate our brands and diversify between the different needs of potential customers but not being able to find those customers is obviously a big problem. There was a time when you could simply advertise in a certain newspaper, location or by a certain method and you would capture your audience perfectly. For example, advertise online and catch predominately the young and the technological enthusiastic but as we move forward I find that the forums typically used for segmentation have been diluted through over subscription but a vast ranges of users. More specifically finding out that your parents are on Facebook or that your Gran has been reading blogs on the new Mac, finding out its usability and spec variation. Bizarre!! How can companies therefore continue to utilise the power of social media as a part of their digital strategy but maintain its effectiveness through accurate segmentation? Originally the process involved...

Learn More

I’ll app you

Posted by on Jul 27, 2012 in Technology

I have not usually been one to jump on the technology bandwagon – buying the latest gadget or the newest, flashiest iPod, iPhone, iPad…You name it, I haven’t got it. The problem with sticking to my principles of not following the flock was that I was missing out, without even knowing that I was missing out. I finally gave in. I acquired a brand new, flashy Android phone. Not only does it make phone calls (could this soon become passé?), but it takes photos too (and very good ones at that, with an 8 megapixel lens), and I have discovered the world that is apps. Not only can I check my Facebook through an app, but I can check for any local restaurants, or even find on-the-spot recipe ideas should I suddenly have visitors and not have a clue what to cook for them. It is now so much fun to text on my new flashy phone that I hardly make phone calls (bar the fact that I am still learning how to enter in a phone number without a number key pad). I enjoy having a ‘pretend’ keyboard which now allows me to type much faster than on my old phone. I enjoy clicking on the ‘App market’ app and...

Learn More