tag:econsultancy.com,2008:/blog/authors/kevin-gibbons Posts by Kevin Gibbons from the Econsultancy blog 2017-08-18T09:45:00+01:00 tag:econsultancy.com,2008:BlogPost/69349 2017-08-18T09:45:00+01:00 2017-08-18T09:45:00+01:00 Why marketers are failing to track 87% of their content shares Kevin Gibbons <p><strong>Although most brands confine their analysis of social sharing to share buttons and email newsletter tracking, our latest experiment shows that 87% of all shares are made through copy-and-paste direct from the address bar.</strong></p> <p>Unfortunately, there hasn’t been an easy way to track this data, until now.</p><p><a href="https://econsultancy.com/blog/69349-why-marketers-are-failing-to-track-87-of-their-content-shares/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66144 2015-03-02T11:03:45+00:00 2015-03-02T11:03:45+00:00 Two things you need to sync content calendars across search, social & PR teams Kevin Gibbons <p><strong>Every time I meet with new digital teams, although each is different, I’ve started to notice they all share a similar trend of challenges. </strong></p> <p>Surprisingly it isn’t always what you’d expect, it’s simply the ability to have everyone working together towards an aligned goal to get things done.</p><p><a href="https://econsultancy.com/blog/66144-two-things-you-need-to-sync-content-calendars-across-search-social-pr-teams/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/65432 2014-09-10T11:42:00+01:00 2014-09-10T11:42:00+01:00 The secret sauce: 12 essential traits for a successful agency Kevin Gibbons <p><strong>All agencies operate in a competitive landscape, where despite key strengths and differentiation points, everyone broadly does the same job. </strong></p> <p>We offer similar services to clients, we have common skillsets, etc - so what makes an agency successful?</p> <p>We asked The <a href="http://theagencycollective.co.uk/">Agency Collective</a> to speak to 12 agency owners, founders and directors about what essential traits an agency must have in order to be successful and build long and mutually beneficial relationships with their clients.</p><p><a href="https://econsultancy.com/blog/65432-the-secret-sauce-12-essential-traits-for-a-successful-agency/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64466 2014-03-07T10:13:00+00:00 2014-03-07T10:13:00+00:00 How do you beat Google in vertical search? Kevin Gibbons <p><strong>Relying on Google is a risky game. It always has been, but ever-increasingly over the last two years it’s becoming clear that relying heavily on Google traffic can hold an uncertain future.</strong></p> <p>I’ve seen a huge amount of brands who are performing extremely well via organic search, some are great at PPC, others social media.</p> <p>Within their own specific channels they’re killing it, or perhaps more importantly making an absolute killing! But it’s getting more difficult and with more competition, comes bigger budgets and tighter margins.</p><p><a href="https://econsultancy.com/blog/64466-how-do-you-beat-google-in-vertical-search/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/63021 2013-07-08T11:14:00+01:00 2013-07-08T11:14:00+01:00 Integrated vs specialist: have agency models changed in 2013? Kevin Gibbons <p><strong>Over the last 12 months, we’ve started to see some significant shifts in the <a href="http://econsultancy.com/uk/reports/top-100-digital-agencies">agency model</a> and client-agency relationship. Having been involved in working with and running a number of agencies since 2003, I thought I’d share the direction I see things heading.</strong></p> <p>In some way this is a series of mini-posts, so you might want to grab a cup of tea first! But it should go to show the challenges agencies face in order to keep evolving and stay on top of their game.</p><p><a href="https://econsultancy.com/blog/63021-integrated-vs-specialist-have-agency-models-changed-in-2013/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/61898 2013-01-22T10:49:00+00:00 2013-01-22T10:49:00+00:00 10 ways to create a great content campaign Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/8137/b2b-technology-marketing-agency-wordle-3-blog-full-blog-half.png" alt="" width="170"></strong></p> <p><strong>I know a lot of people who are great marketers, but when blogging they often worry that they don’t have something which is important or unique enough to share online. </strong></p> <p>Normally this is at the risk that someone may have said something similar before.</p> <p>That makes sense in a lot of ways and it is a valid concern which I admit to thinking myself when creating new content, or speaking at an event. Of course you always want to impress by telling people something they don’t know.</p><p><a href="https://econsultancy.com/blog/61898-10-ways-to-create-a-great-content-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11126 2012-11-16T12:17:00+00:00 2012-11-16T12:17:00+00:00 The state of content marketing in the UK [infographic] Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/5893/1-home-page-post-blog-third.png" alt="" width="200" height="112">Econsultancy recently released its first <a href="http://econsultancy.com/uk/reports/content-marketing-survey-report">Content Marketing Survey Report</a>, sponsored by <a href="http://www.outbrain.com/">Outbrain</a>, based on a survey of more than 1,300 marketers.</strong></p> <p>We found that this presented some very interesting insights into the current market within the UK. Most notably, that while 90% believe content marketing will become more important over the next 12 months, <strong>only 38% of companies have a content marketing strategy</strong> in place!</p> <p>This means that 62% of businesses are missing huge marketing opportunities. </p><p><a href="https://econsultancy.com/blog/11126-the-state-of-content-marketing-in-the-uk-infographic/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/11031 2012-11-05T11:11:00+00:00 2012-11-05T11:11:00+00:00 Why good SEOs should look like they don't exist Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0002/5355/theinvisiblemanmapbackfront565-blog-third.jpeg" alt="" width="120">We've seen a lot of changes in the SEO world over the last six months, with <a href="http://econsultancy.com/uk/reports/content-marketing-survey-report">content marketing</a> in particular becoming a hotter topic almost by the day. </strong></p> <p>But if you really think about what a good <a href="http://econsultancy.com/uk/reports/search-engine-optimization-seo-best-practice-guide">SEO</a> campaign should look like, it's pretty obvious that link manipulation and over-optimisation is never what Google was looking for when reviewing quality in sites.</p> <p>In fact, in the words of Google themselves; <a href="http://support.google.com/webmasters/bin/answer.py?hl=en&amp;answer=40349">creating quality content is the single biggest thing you can do</a>!</p><p><a href="https://econsultancy.com/blog/11031-why-good-seos-should-look-like-they-don-t-exist/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/10140 2012-06-20T10:44:59+01:00 2012-06-20T10:44:59+01:00 The importance of building 'Good to Great' teams to win online Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/9987/good_to_great_why_some_companies_make_the_leap_and_others_dont-119187015548488-blog-third.jpg" alt="" width="100">The single biggest thing I would say I've learned during the last few years is the importance of hiring the right people and growing a great team.</strong></p> <p>An excellent book to explain this far better than I ever could is Good to Great by Jim Collins. This highlights the value in building a great team and having the right people on the bus simply can't be underestimated if you're looking to make big leaps forward.</p><p><a href="https://econsultancy.com/blog/10140-the-importance-of-building-good-to-great-teams-to-win-online/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9972 2012-05-24T10:26:00+01:00 2012-05-24T10:26:00+01:00 How does Google+ impact SEO performance? Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/9141/google-plus-image-blog-third.jpg" alt="" width="150">Last week I presented at SMX London on a Google+ panel which looked at research I had done on the impact <a href="http://www.slideshare.net/kevgibbo/how-much-seo-juice-do-you-get-from-google">Google+ has to organic search</a>.</strong></p> <p>The research showed some very interesting results!</p><p><a href="https://econsultancy.com/blog/9972-how-does-google-impact-seo-performance/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9248 2012-03-08T11:37:53+00:00 2012-03-08T11:37:53+00:00 The best free resources for an online start-up Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/6684/5150933906_34f07268ba_m-blog-third.jpg" alt="" width="100">If you're finally building a website for your company then the chances are you're doing it on a budget, but there are hundreds of useful free resources out there to help. </strong></p> <p>From free images on Flickr to free analysis from Google, here are the best freebies to help you build your site, fill it with attractive content and climb the SERPs.</p><p><a href="https://econsultancy.com/blog/9248-the-best-free-resources-for-an-online-start-up/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/9009 2012-02-14T10:53:00+00:00 2012-02-14T10:53:00+00:00 Why Wikipedia is top on Google: the SEO truth no-one wants to hear Kevin Gibbons <p><strong><img style="float: left;" src="http://assets.econsultancy.com/images/resized/0001/5874/wiki-blog-third.gif" alt="" width="150">There was an <a href="http://www.intelligentpositioning.com/blog/2012/02/wikipedia-page-one-of-google-uk-for-99-of-searches/">interesting study published this week</a> which looked at 1,000 search terms in Google and measured the rankings for Wikipedia.org, which posed the question <a href="http://econsultancy.com/uk/blog/8987-does-google-give-too-much-prominence-to-wikipedia">does Google give too much prominence to Wikipedia?</a></strong></p> <p>As a quick recap, Wikipedia ranked for a huge 99% of the terms (as selected with a random noun generator).</p> <p>While many people may consider this an unfair bias from Google towards Wikipedia, I'm not so sure...</p><p><a href="https://econsultancy.com/blog/9009-why-wikipedia-is-top-on-google-the-seo-truth-no-one-wants-to-hear/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8838 2012-01-31T14:00:00+00:00 2012-01-31T14:00:00+00:00 Don't slack off your SEO resolutions Kevin Gibbons <p><strong>January's nearly over and many people have already ditched the diets and abandoned the gym. But if your New Year's resolution was to boost your company's online potential, then you simply cannot afford to let it slide.</strong></p> <p>Here are some motivating facts and figures, along with a few top tips on website optimisation...</p><p><a href="https://econsultancy.com/blog/8838-don-t-slack-off-your-seo-resolutions/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8353 2011-11-24T09:23:00+00:00 2011-11-24T09:23:00+00:00 What big brands can learn from bloggers Kevin Gibbons <p><strong>Businesses are usually at the forefront of online marketing. But when it comes to utilising social platforms, there's a lot they could learn from humble bloggers.</strong></p> <p>In this post, I look at some social promotional tactics that mega-brands could benefit from, if only they could carry them off.</p><p><a href="https://econsultancy.com/blog/8353-what-big-brands-can-learn-from-bloggers/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/8108 2011-10-05T13:48:00+01:00 2011-10-05T13:48:00+01:00 How to meet customers' multiplatform expectations Kevin Gibbons <p><strong>We’re living in a multi-platform retail environment and that’s a great thing for marketers, mostly. </strong></p> <p>On the one hand, there’s a wide variety of ways to interact with people and drive sales. If a potential customer doesn’t respond positively to emails, they may be more willing to connect with your firm on Facebook, for example.</p> <p>But the downside is that consumers have far higher expectations, particularly of the bigger brands. If you aren’t catering to their platform of choice, you risk frustrating them and devaluing your company.</p> <p>Here are a few of the main platforms your customers may expect you to be actively using – and how you can meet their expectations.</p><p><a href="https://econsultancy.com/blog/8108-how-to-meet-customers-multiplatform-expectations/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7971 2011-09-08T09:14:00+01:00 2011-09-08T09:14:00+01:00 50 search marketing tips for beginners Kevin Gibbons <p><strong>How can you make the most of your SEO budget? What techniques get you penalised by the search engines? Is it possible to increase the returns on your optimisation investment?</strong></p> <p><strong><img src="http://assets.econsultancy.com/images/0001/2211/2441893074_5746e95472_z-home-page-post.jpg" alt=""><br></strong></p> <p>Last month I wrote about <a href="http://econsultancy.com/uk/blog/7872-how-to-fit-seo-alongside-your-day-job">how to fit SEO alongside your day job</a>, so I’ve compiled this list of 50 rules and tips to help boost your website’s ranking and performance.</p><p><a href="https://econsultancy.com/blog/7971-50-search-marketing-starter-guide-rules/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7942 2011-08-31T12:03:00+01:00 2011-08-31T12:03:00+01:00 How to impress at an SEO interview Kevin Gibbons <p><strong>More students than ever before begin university this autumn and they’re likely to graduate into a tough job market. </strong></p> <p>So what can would-be SEOers do to boost their employment chances?</p> <p><strong><img src="http://assets.econsultancy.com/images/0001/2031/4679929789_ed0c7e39e2-home-page-post.jpg" alt=""></strong></p><p><a href="https://econsultancy.com/blog/7942-how-to-impress-at-an-seo-interview/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7872 2011-08-11T11:06:00+01:00 2011-08-11T11:06:00+01:00 How to fit SEO alongside your day job Kevin Gibbons <p><strong>Can a small business owner really fit enough optimisation into their day to make a difference?</strong></p> <p>I often fall into conversation with ambitious men and women who’ve started their own businesses but can’t yet afford the services of an SEO agency. It’s often very frustrating for them.</p><p><a href="https://econsultancy.com/blog/7872-how-to-fit-seo-alongside-your-day-job/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7647 2011-06-14T11:09:00+01:00 2011-06-14T11:09:00+01:00 How to lose friends and influence no one Kevin Gibbons <p><strong>Too many businesses seem to forget customer service and best practice as soon as they venture online. They behave as though any sales behaviour is allowed via the internet.</strong></p> <p>In fact, with so many people relying on the web for shopping, socialising and research, these companies risk alienating huge numbers of people and damaging their corporate reputations.</p><p><a href="https://econsultancy.com/blog/7647-how-to-lose-friends-and-influence-no-one/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7448 2011-04-21T10:41:17+01:00 2011-04-21T10:41:17+01:00 25 reasons why you should be blogging Kevin Gibbons <p><strong>Blogging has never been so popular, particularly among the online marketing community. But why should you take it up? Here are 25 good reasons…</strong></p><p><a href="https://econsultancy.com/blog/7448-25-reasons-why-you-should-be-blogging/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7352 2011-03-31T11:02:00+01:00 2011-03-31T11:02:00+01:00 How to sell curry on the web! Kevin Gibbons <p><strong>I came home on Friday to find not one but four different takeaway menus through my letterbox and it got me thinking: What a waste of paper and someone’s time these disposable fliers are.</strong></p> <p>It would be much better for the millions of curry houses, pizza places, kebab shops and Chinese restaurants to invest that time and money into some decent online marketing instead. After all, a huge amount of people now go online when they want to order food, meaning you can market to them at exactly the moment they want to buy.</p><p><a href="https://econsultancy.com/blog/7352-how-to-sell-curry-on-the-web/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7252 2011-03-08T09:25:00+00:00 2011-03-08T09:25:00+00:00 What to do if you can’t afford SEO Kevin Gibbons <p><strong>Many small businesses are trapped. They know their companies could grow by marketing online more effectively but they do not have a big enough annual budget to get an agency to work for them.</strong></p> <p>So what can they do? Knowing they are missing out on considerable potential revenue but not having enough spare cash to chase that revenue must be frustrating.</p><p><a href="https://econsultancy.com/blog/7252-what-to-do-if-you-cant-afford-seo/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7162 2011-02-17T10:59:28+00:00 2011-02-17T10:59:28+00:00 Managing your first online marketing project Kevin Gibbons <p><strong>Overseeing an offline company’s first steps into online marketing can be challenging for even the most experienced project manager.</strong></p> <p>Yet I keep meeting hardworking but inexperienced small business employees who’ve found themselves suddenly thrust into the world of online marketing, usually after heading up the company's offline promotions.</p><p><a href="https://econsultancy.com/blog/7162-managing-your-first-online-marketing-project/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7104 2011-01-31T11:32:48+00:00 2011-01-31T11:32:48+00:00 Lessons to learn from Groupon to make sure your website isn’t dull, dull, dull! Kevin Gibbons <p><strong>Is your company building an online personality that stands out or are you simply going through the motions?</strong></p> <p>This post is entirely inspired by the sheer genius of Groupon.com, a company that sends out a daily email of discounts and deals.</p><p><a href="https://econsultancy.com/blog/7104-lessons-to-learn-from-groupon-to-make-sure-your-website-isnt-dull-dull-dull/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7009 2011-01-04T10:38:00+00:00 2011-01-04T10:38:00+00:00 How to steer clear of the OFT when blogging Kevin Gibbons <p><strong>Placing posts on high-authority blogs that include links to your own pages is a sure-fire way to boost your website’s organic optimisation.</strong></p> <p>Gaining sought-after link juice by negotiating guest blogging slots on popular websites can be a really powerful weapon in your search engine optimisation (SEO) tool kit. So powerful in fact, that many corporations and SEO execs are very willing to pay in order to secure the link.</p> <p>But it’s now looking bleak for anyone who relies on paid-for placement, with the <a href="http://www.oft.gov.uk/news-and-updates/press/2010/134-10">Office of Fair Trading (OFT) taking an interest back</a> in December.</p><p><a href="https://econsultancy.com/blog/7009-how-to-steer-clear-of-the-oft-when-blogging/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6978 2010-12-16T10:20:00+00:00 2010-12-16T10:20:00+00:00 How to do e-commerce right Kevin Gibbons <p><strong>With online sales predicted to top <a href="http://econsultancy.com/uk/blog/6893-xmas-online-retail-predictions-round-up-2">£11bn this Christmas</a>, it's incredible how many retailers still offer websites that are mere online catalogues and don’t allow you to shop.</strong></p> <p>In fact, even some high street chains are only now taking their first steps in e-commerce.</p><p><a href="https://econsultancy.com/blog/6978-how-to-do-e-commerce-right/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6938 2010-12-06T11:36:51+00:00 2010-12-06T11:36:51+00:00 Five things you can’t slack off this Christmas Kevin Gibbons <p><strong>Unless you’re the NHS, police or a major retailer, your workforce is probably going to relax a bit over the festive period. For around two weeks, many companies will operate with a mere skeleton staff and the workers that do make it in will spend their days eating mince pies and leaving at three.</strong></p> <p>It’s one of my favourite times of year. But, if you’re serious about your search engine optimisation (SEO), company reputation, and online marketing, there are some things you simply cannot afford to slack off on, no matter how much holiday people are taking.</p> <p>Here are my top five...</p> <p><a href="https://econsultancy.com/blog/6938-five-things-you-cant-slack-off-this-christmas/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6784 2010-11-03T10:28:00+00:00 2010-11-03T10:28:00+00:00 Graze: A model for network marketing success Kevin Gibbons <p><strong>Has your business been enveloped by the Graze phenomenon yet? Have you noticed your employees or colleagues receiving small brown, bi-weekly boxes filled with nuts, olives and other nibbles? </strong></p> <p>This is a shining example of the success of network marketing. </p><p><a href="https://econsultancy.com/blog/6784-graze-a-model-for-network-marketing-success/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6758 2010-10-26T10:13:00+01:00 2010-10-26T10:13:00+01:00 Email marketing: How to make more of subscriber data Kevin Gibbons <p><strong>Email marketing is easy to get wrong and difficult to do well, yet many firms fail to use the data they’ve captured to target their messages more effectively.</strong></p> <p>This means that they are effectively choosing to work blind and use guesswork to increase their open and click-through rate, when they could be working with real facts and figures about their recipients instead.</p><p><a href="https://econsultancy.com/blog/6758-email-marketing-how-to-make-more-of-subscriber-data/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6708 2010-10-14T11:15:55+01:00 2010-10-14T11:15:55+01:00 Link building for SEO beginners Kevin Gibbons <p><strong>Many new clients believe that climbing the rankings is down to technical tweaking of the website, when actually it’s hugely influenced by the number of inbound links to a site. </strong></p> <p>You see, search engines like Google look at what value the rest of the web places on a particular web property.</p><p><a href="https://econsultancy.com/blog/6708-link-building-for-seo-beginners/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6675 2010-10-04T13:12:04+01:00 2010-10-04T13:12:04+01:00 How to market to women on the web Kevin Gibbons <p><strong>Do you know, I nearly gave this the headline ‘How to target women online’, but I thought I might be misleading the reader… </strong></p> <p>Women outnumber men online, according to eMarketer research, and the proportion is growing. The number of female internet users has been gradually overtaking the number of men online since 2008.</p><p><a href="https://econsultancy.com/blog/6675-how-to-market-at-women-on-the-web/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6651 2010-09-28T11:18:52+01:00 2010-09-28T11:18:52+01:00 Five reasons your clients hate you Kevin Gibbons <p><strong>I meet a surprising number of prospective clients who confess to having thoroughly disliked their previous SEO agency.</strong></p> <p>Many of them have simply run into the charlatans our sector unfortunately attracts, but I have encountered quite a few companies which have had decent optimisation work done on their behalf.</p><p><a href="https://econsultancy.com/blog/6651-five-reasons-your-clients-hate-you/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6527 2010-09-08T09:29:35+01:00 2010-09-08T09:29:35+01:00 Ten tips to help your landing pages sell Kevin Gibbons <p><strong>Landing pages are one of the most important elements of your website. It doesn’t matter how great your SEO efforts, how marvellous your product and how enthusiastic your staff; if your landing page doesn’t cut it, your customers will leave without purchasing.</strong></p> <p>A bad page will see your visitor bounce straight back to the search engine they came from.However, a good page will attract and hold their attention, while persuasively encouraging them to do whatever it is the page exists for. So how do you achieve this?</p><p><a href="https://econsultancy.com/blog/6527-ten-tips-to-help-your-landing-pages-sell/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6498 2010-08-31T12:08:00+01:00 2010-08-31T12:08:00+01:00 Five things to consider before starting an SEO campaign Kevin Gibbons <p><strong>If your company is new to search engine optimisation (SEO) then you need to remain in control of the work that’s being done,  whether you’re using an agency or you’ve hired someone in house.</strong></p> <p>Of course, not everyone has time to research optimisation tactics so they may not understand the work that’s being done on their company’s behalf. So here are my five tips to help you successfully manage your SEO team:</p><p><a href="https://econsultancy.com/blog/6498-five-things-to-consider-before-starting-an-seo-campaign/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6460 2010-08-24T11:10:00+01:00 2010-08-24T11:10:00+01:00 How beneficial is Foursquare for businesses and individuals? Kevin Gibbons <p><strong>For those of you who follow me on Twitter, you might have seen that I recently joined Foursquare, admittedly to try and find out what all the fuss was about. </strong></p> <p>In actual fact I think it could provide great value to a lot of businesses, as well as certain individuals trying to promote a cause or product.</p><p><a href="https://econsultancy.com/blog/6460-how-beneficial-is-foursquare-for-businesses-and-individuals/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6419 2010-08-12T12:28:00+01:00 2010-08-12T12:28:00+01:00 How to write a successful corporate newsletter Kevin Gibbons <p><strong>My search marketing agency runs a quarterly newsletter and I’m finding that writing it is almost as time consuming as maintaining a blog.</strong></p> <p>It’s also just as challenging, and in a similar way to an online corporate journal. You have to give the reader value, you have to behave sociably and not try to sell forcefully, you have to achieve your marketing goal and, on top of all that, you have to be interesting.</p><p><a href="https://econsultancy.com/blog/6419-how-to-write-a-successful-corporate-newsletter/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6249 2010-07-16T09:13:00+01:00 2010-07-16T09:13:00+01:00 Ten ways to advertise your business on Facebook Kevin Gibbons <p><strong> The marketing potential of Facebook is huge, but many companies struggle to devise a strategy that’s suitable for such a social platform.</strong></p><p>But there are more than 400m active users of Facebook, meaning whatever your product or service, there’s a huge potential market there.</p> <p>So, how can you use the platform to promote your brand? Here are some of the ways marketers can approach it.</p><p><a href="https://econsultancy.com/blog/6249-ten-ways-to-advertise-your-business-on-facebook/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6195 2010-07-06T12:38:01+01:00 2010-07-06T12:38:01+01:00 Ryanair: marketing genius or reputation madness? Kevin Gibbons <p><strong>When it comes to marketing, few companies take as combative an approach as the budget airline Ryanair. </strong></p> <p>In fact, over the last couple of years, the company has challenged a rival brand to a ‘chariots of fire’ race around Trafalgar Square, referred to a large chunk of its online audience as the ‘idiot blogosphere’, threatened to introduce a surcharge for overweight passengers (a ‘fat tax’) and suggested it might make customers pay £1 to use its onboard toilets (the press have dubbed this ‘pay per pee’).</p><p><a href="https://econsultancy.com/blog/6195-ryanair-marketing-genius-or-reputation-madness/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6123 2010-06-24T11:41:35+01:00 2010-06-24T11:41:35+01:00 Ten starter tips for blogging success Kevin Gibbons <p><strong>A successful blog isn’t built in a day, but it’s well worth the effort it takes. A good blog isn’t just a great chance to build links and include keyword-rich relevant content, it’s also a brilliant way to boost your company’s reputation – and your professional profile too.</strong></p><p><a href="https://econsultancy.com/blog/6123-ten-starter-tips-for-blogging-success/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/6040 2010-06-11T10:35:00+01:00 2010-06-11T10:35:00+01:00 SEO: The beautiful game Kevin Gibbons <p> <strong>Online marketing and world class football have a lot in common, really. No, I don’t mean that it’s mostly done by men or that we all drink too much beer. I mean that a well-planned marketing campaign has a lot in common with a tactically-minded football team.</strong></p> <p>I’ll admit this may be a tenuous way to illustrate how a good marketing campaign works but, thanks to World Cup fever, football metaphors are everywhere, so here is mine.</p><p><a href="https://econsultancy.com/blog/6040-seo-the-beautiful-game/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5962 2010-05-28T10:13:00+01:00 2010-05-28T10:13:00+01:00 Top 12 books every SEM needs to read Kevin Gibbons <p><strong>There’s no substitute for hands-on experience when it comes to online marketing but if you want to really rise above the competition, you’ll devote some time to reading insights from the experts.</strong></p> <p>I often tweet and share blog posts that have inspired or informed me, and now I want to highlight some of the books I think are most helpful and accessible.</p><p><a href="https://econsultancy.com/blog/5962-top-12-books-every-sem-needs-to-read/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5879 2010-05-10T12:53:10+01:00 2010-05-10T12:53:10+01:00 Landing pages: ten top tips Kevin Gibbons <p><strong> If you want to do online marketing well, you need to get the basics right, and few things are more important than writing effective landing pages.</strong></p><p><a href="https://econsultancy.com/blog/5879-landing-pages-ten-top-tips/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5819 2010-04-29T09:25:52+01:00 2010-04-29T09:25:52+01:00 Do other search engines matter, or just Google? Kevin Gibbons <p><strong>In a recent conversation with a client, I was asked: “Does it really matter if I buy ad space in Bing and Yahoo! search results? Doesn’t everyone just use Google?”</strong></p> <p>This got me thinking. In terms of organic search, following SEO best practice will help you rank in other search engines and not just the mighty Google. So a well-optimised page will score highly with all the major search engines.</p><p>But what’s best when it comes to buying paid ad space alongside search results? Should all your budget and analytical efforts be focused on Google?</p> <p> <strong></strong> </p><p><a href="https://econsultancy.com/blog/5819-do-other-search-engines-matter-or-just-google/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5732 2010-04-14T11:28:00+01:00 2010-04-14T11:28:00+01:00 The SEO manifesto Kevin Gibbons <p><strong>As the political parties proudly launch their manifestos, outlining their principles, aspirations and plans should they win power, I've decided to write an SEO manifesto for long-term website success.</strong><br> <br>If you want your business to do well online, there are a number of principles you should stick to. Unlike some politicians, you also need to stick to them in the long term.</p> <p>So, whether you're working on your website's visibility already or are just starting out, try to adhere to the pledges laid out in this manifesto and you should do alright.</p><p><a href="https://econsultancy.com/blog/5732-the-seo-manifesto/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5671 2010-03-30T10:00:00+01:00 2010-03-30T10:00:00+01:00 A beginner’s guide to blogging for business Kevin Gibbons <p><strong>The benefits of a decent business blog go far beyond the SEO perks of adding fresh content to a site, but do you know how to make the most of your business blog?</strong></p><p><a href="https://econsultancy.com/blog/5671-a-beginners-guide-to-blogging-for-business/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5638 2010-03-24T11:02:00+00:00 2010-03-24T11:02:00+00:00 Using infographics for social media and SEO Kevin Gibbons <p><strong> Remember when school teachers used to tell you that a picture tells a thousand words? Well now social media is telling us too...</strong></p><p><a href="https://econsultancy.com/blog/5638-using-infographics-for-social-media-and-seo/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5600 2010-03-16T11:29:00+00:00 2010-03-16T11:29:00+00:00 How not to use Twitter, by Rentokil Kevin Gibbons <p><strong>Social media marketing isn’t always easy to get right, especially when it comes to rapidly developing and changing platforms such as Twitter. However, it is very easy to get wrong, as UK pest control giant Rentokil found out this month.</strong></p><p><a href="https://econsultancy.com/blog/5600-how-not-to-use-twitter-by-rentokil/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5534 2010-03-09T10:35:00+00:00 2010-03-09T10:35:00+00:00 The business benefits of building accessible websites Kevin Gibbons <p><strong>There’s a good business case for making your website more accessible to the UK’s disabled community.</strong></p> <p>If your website is at the design stage then ask your designer what they’re doing to ensure that people with sight difficulties and cognitive impairments can still use your pages. It’s undeniably easier to build accessibility in from the start.<br> <br>Don’t despair if your website is already up and running, though, you can still retrofit.</p><p><a href="https://econsultancy.com/blog/5534-the-business-benefits-of-building-accessible-websites/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5460 2010-02-24T11:06:52+00:00 2010-02-24T11:06:52+00:00 Ten golden rules for building social networks & forums Kevin Gibbons <p><strong>For some companies, marketing through social networks isn’t enough, they want to create their own social spaces to attract visitors.</strong></p> <p>Here are ten tips for building social networks and forums...</p><p><a href="https://econsultancy.com/blog/5460-ten-golden-rules-for-building-social-networks-forums/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/5430 2010-02-16T11:34:59+00:00 2010-02-16T11:34:59+00:00 Character building? Ryanair, easyJet and chariots of fire Kevin Gibbons <p><strong>‘Building character’ always sounds painful, doesn’t it? It tends to mean wet camping trips or going on a French exchange at school. </strong></p> <p><strong>In the world of online marketing, building character can be equally painful, but the benefits are far more tangible.</strong></p><p><a href="https://econsultancy.com/blog/5430-character-building-ryanair-easyjet-and-chariots-of-fire/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>