Posts tagged with Search Marketing

How marginal ROI tells you where to spend your digital marketing budget

Working out where to best spend your next pound of budget is a question that marketers have been trying to answer for years.

Companies want to get the biggest bang for their buck and one way of doing this is to look at the more advanced metric of marginal ROI. 


Google’s not the only search engine focusing on mobile friendliness

The arrival of 'mobilegeddon' and the resulting shake up of the Google world led to a lot of talk about mobile internet usage and the impact this has on site traffic and SEO.

However as international marketers will know, there is more to SEO than just Google.


Semantic search: the future of search marketing?

Semantic search has been around for a while and many SEOs know it very well.

They understand its importance and that Google is sending more and more signals that it will influence rankings now and even more so in the future. 


Dead web pages: should they be deleted?

As your website evolves over time, you update pages and add new ones to meet your audience’s changing needs.

More often than not though, you’re left with a lot of deadwood. Pages that aren’t being linked to that either don’t show up in Google’s search results or simply aren’t attracting clicks.

You’re then left with a dilemma. Surely there’s no point in keeping pages if they’re not being seen or used, but could deleting them negatively impact your site?

Let’s take a closer look at the pros and cons of removing under-performing or dead web pages.


Does Google use social signals for ranking?

There’s an awful lot of conflicting opinion out there, so let’s see if we can cut through it as best as we can.

I was writing an article on the pros of using social video apps last week, and as I typed the sentence “video can help with your visibility on search engine results pages (SERPs) and the more engagement the video receives in the form of likes, comments and shares the higher up your video will appear” I realised that I didn’t know if that second part was actually true.


How Boots can improve its customer journey from search to checkout

In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.

Much like previous investigations on UK retailers John Lewis and Halfords this explores the customer journey in a nutshell, looking at visibility, relevancy, ease-of-use and speed of experience.

Here we'll be taking a look at Boots, and making suggestions on how it can improve the customer experience and perhaps increase conversion.

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Customer journey from search to obtaining a quote: Legal and General

As I previously mentioned in a post on how insurance companies use search marketing, it’s a challenge for insurance companies to do well in search thanks to the popularity of comparison websites.

However with a solid SEO strategy and a focus on paid search marketing it is possible for financial services to direct traffic away from the comparison sites and lead searchers straight to their own door.


How insurance companies use search marketing: Aviva

With so much competition from online aggregators, search engine results pages (SERPs) are a difficult terrain to conquer for companies that are ironically often featured on those very comparison sites.

However with a successful paid search campaign along with a strong focus on SEO techniques, it is still possible to rank highly on the SERPs.


Ikea: the customer journey from search to checkout and beyond

In which we take a look at the experience of searching for a product, clicking-through to an ecommerce store and purchasing the item, all from a customer’s point of view.

Much like previous investigations on retailers Apple and John Lewis this explores the customer journey in a nutshell, looking at paid search visibility, ad relevancy and the speed and ease of the ecommerce user experience.

This week: Ikea.


Is there a knowledge gap in email and search marketing?

There appears to be a knowledge gap in email and search marketing, according to data taken from the Econsultancy Digital Skills Index.

The survey is designed to test and benchmark digital marketing knowledge, with results broken down by seniority and sector.

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Google AdWords new metric helps measure in-store conversion

More than ever, customers are using a variety of ways to interact with your business offline or online. 

This multichannel connectivity means it’s difficult to measure the impact of one particular marketing effort on a conversion, particularly if that conversion happens offline. 


What were the biggest SEO trends from 2014?

What’s that? You want one more SEO trends roundup before the end of the year?

Well, okay then, but this is your last one.

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