The Internet Advertising Bureau UK recently developed a set of good practice principles for online promotions, to ensure companies that collect and use data for behavioural advertising do so ethically.
I often fill these pages with rants about what not to do when writing copy for search engine optimisation (SEO) and for a web audience.
However, it struck me recently that I have not spent much time exploring best practice in SEO copywriting and how to ensure your content is as fit for purpose as possible.
I am going to remedy that today. Please comment if you have any questions or additions.
As a search engine optimisation (SEO) professional, I naturally believe the best way to secure good placement in the search engine results pages (SERPs) is to invest in the services of a good SEO agency. However, that does not mean there are not a number of steps a company can take on its own.
What can a company do by itself to help it rise in the results? Here
are some simple SEO strategies you may wish to employ as a starting
point for your site...
Engaging with potential customers through social media is one of the key tactics I urge clients to undertake. Blogging, getting involved in forums, creating social spaces and visiting consumers in their own webspace, social media effort enjoys a great deal of success.
Of course, by virtue of being online, the majority of such engagement is made through written copy, with a small amount taking place through online video. While the potential for such marketing is huge, it is frighteningly easy to get wrong, risking reputation and consumer wrath.
Here are my main concerns when it comes to online copy – as always, leave a comment if you think I've missed any.
Isn't it a shame when you can't finish a headline alliteratively? Anyway, despite the odd politician claiming they can already see the green shoots of recovery, the economic downturn continues to kick the nation's finances squarely in the groin.
Fortunately for my industry, there are many financial savvy reasons for
continuing to spend money on search engine optimisation (SEO) and other
online marketing strategies. I have listed the ones I consider most
pertinent below but please feel free to add more.
Search engine optimisation (SEO) and the online marketing sector as a whole may not present the most ethically challenging jobs in the world but it does offer a few moral predicaments.
We may not need to wrestle with thorny moral debates on the nature of
personhood or seek to justify wars, but we are still challenged
regularly by everyday small moral queries, which I suppose is true of
Here are a few of the routine debates an SEO
executive may encounter. Let me know if you think I have missed any and
we can furrow our respective brows and thrash it out in the comments
While I often argue that social media marketing is an excellent way to build brand loyalty, it occurred to me recently that the benefits of such consumer commitment may not be immediately obvious to all marketers.
Clearly, customers who are engaged with a brand are less likely to leave for a competitor. That is the main perk of consumer loyalty but some marketers may question whether that is enough to justify the effort (and therefore budget) needed to build those relationships. After all, that cash could have been spent on developing a new customer base.
Usually my articles are directed at the search engine optimisation (SEO) customer, the entrepreneur or marketer looking to boost their online business through search.
Today though, I want to explore how we sector professionals interact with these customers, how we deal with them and how we can get the best out of our working relationships.
The world of search engine optimisation (SEO) is filled with mythology and misinformation.
Because it is an entirely online industry, it has one of the most active web communities. This includes forums, blogs and online debate but also endless badly-written articles, misleading guides and just plain lies.
It is becoming increasingly important to consider search engine optimisation (SEO) tactics when creating video or any non-text content.
As the web becomes an increasingly competitive marketplace, companies are striving to build dynamic, exciting, thrilling pages to capture their consumers' confidence.