There are many elements of an effective paid search campaign. While
much of the discussion often centers on bidding, there is an equally
important component: quality score.
Quality score was introduced by search engines looking to receive
maximum yield from advertising. By understanding the search engines’
approach, search marketers can take steps to improve their ROI,
independent of their bidding strategy.
After reading about the Brody PR fail I thought I’d compile a list
of common issues experienced by journalists when dealing with PR
A good PR makes things easy for journalists. They
coordinate things behind the scenes. They follow up promptly on requests for
further information or interviews. The understand the subject matter
and how the journalist / publication plays a part in communicating news
to a wider audience. And they do not try to pull the wool of your eyes.
A bad PR can be ill-informed, demanding, haughty, deceptive, intrusive, and sometimes plain idiotic.
if you work in PR and want to improve your game then try to avoid any
of the following. Any of these things will harm your personal
reputation, and damage the chances of gaining coverage for your client.
Just had a “conversation” with our shiny new marketing manager of the benefits of social vs email marketing. Wish I had a tape recorder (doesn’t that sound dated, hmm iPhone anyone?) to hand as I think it encapsulates the position a lot of marketing managers find themselves in...
Delivery details and the different options available can be a deal-breaker for online retailers. Free delivery offers are now quite common, but very few seem to offer delivery on a specified date.
Offering to deliver items on a particular days can be a compelling prospect for customers, who may be impatient to get hold of their purchases, or who have work commitments and need a definite date.
I've been looking at some UK e-commerce websites to see if they offer this service, and how it is communicated to shoppers...
Google's Webmaster Tools blog has just published a useful presentation, which provides advice on getting your pages crawled and indexed by the search engine.
Basically, the Googlebot can only crawl and index a small proportion of all the content online, so streamlining your site to reduce unnecessary crawling can optimise the speed and accuracy of your indexing.
Here are some of Google's tips, more detail in the full slideshow...
Using the web isn't easy on mobile devices, especially in the case of websites not designed for mobiles, according to usability studies from Jakob Nielsen.
According to Nielsen, mobile sites performed poorly in user testing, with the average success rate for tasks performed on mobiles just 59%, compared with 80% for regular websites.
Online marketing may be low-cost but it often isn't no-cost, and for a number of charity and hobbyist websites this is a problem.
The advice provided through sources like Econsultancy, or my own
SEOptimise blog, offers help in maximising budgets and doing more for
less. But what about organisations that don't have any budget to start
with, what can they do?
Mobile commerce is still in its early stages and, while there are
very few m-commerce sites in the UK, 5% of the Top 500 US online
retailers have them, with more on the way.
Translating the desktop shopping experience to mobiles isn't easy,
and keeping it simple and usable is important for users with small
screens and often slow internet connections.
With this in mind, I've come up with a few best practice tips for mobile commerce based on the sites I have seen...
To loosely follow on from a previous post, it’s not necessarily advisable to ignore innovation and creativity under the current global economic conditions. However, when faced with this kind of negative environment, thinking up imaginative ways to engage with users through existing channels can sometimes become a bit stale.
Here, I’ve compiled a few different examples of relatively recent online campaigns that caught my attention through their resourcefulness and that follow six identifiable 'I's'.
Twitter is a publisher’s dream. It is a huge echo chamber that can drive a lot of quality traffic to articles, especially if the retweets take off.
Retweets are referrals. The 'RT' abbreviation is a strong call to action. People trust their virtual friends to steer them in interesting directions, otherwise they wouldn’t be following them in the first place. As such retweets can generate lots of clicks, and they can quickly go viral.
In addition, there are a range of websites orientated around retweets. Think Digg, but instead of ‘diggs’ you have ‘retweets’, and usually these links are displayed in order of popularity (and not buried / subject to a complex algorithm to determine front-page status). These sites can be traffic drivers too. One of my favourites is the excellent TweetMeme.
So, considering the opportunity here, how can publishers make the most out of Twitter, and optimise the retweet factor?