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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.
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:
It’s essential to understand what influences website visibility in search engine results. Algorithms update frequently and strive to provide the best customer experience, so the demands on website owners to match this aspiration has increased accordingly.
Site optimisation is more than pure SEO: it is a blend of technical, marketing and customer service skills that aim to satisfy the demands of search engines and customers.
A couple of weeks ago I was invited along to an event organised by the Charted Institute of Public Relations, discussing whether the PR industry had missed a huge opportunity to get into the lucrative SEO industry.
As is often the way, the offline event was triggered by sequence of blog posts and tweets, on the subject. Those I particularly recommend reading are from Andrew Bruce Smith, where he compared SEO company performance to PR agencies and an interesting slideshare from Stephen Waddington. John Straw also talked about how SEO is morphing into PR in a recent Econsultancy interview.
Being a search marketer who had seen myself going into PR while I was in university, I was interested to hear what the industry thought. It was a very interesting debate with a number of opinions, but the short answer is yes, they missed a huge opportunity.
A lack of awareness and knowledge of the benefits search engine optimisation means that 60% of SME marketers are not currently investing in SEO.
These stats are from dotSEO's Naked SEO report, which contains the results of a survey of marketers from small businesses, as well as a benchmark study of the top 50 SME websites in the UK, as identified by The Times.
A few highlights from the report after the jump...
John Straw is CEO of InfluenceFinder, which has launched a tool which enables search marketers to analyse backlink data and build a list of influential websites which are providing valuable links.
InfluenceFinder has been using Econsultancy as a test subject, and soft launched at SMX London recently.
We've been speaking to John about InfluenceFinder, recent changes to Google's algorithm, and why he thinks that SEO needs to become more like PR...
One of the best ways to drive traffic to your site is by link-building. All over the world experts spend hours rifling through analytics for likely linking targets, while writers take extra care to add in as many blue words as possible in the hope of a little linklove reciprocation.
It’s often a major aspect of the job for anyone who works online, and can be something of a labour of love.
Of course, there’s no solid, standard way of linking out. If only there was a dedicated expert body who could help out.
Someone like Google maybe?
Facebook is now part of the search engine market, and with a massive connection infrastructure already in place and a new take on SEO, the company could be set to give both Google and rivals Bing a run for their money in the very near future.
You can manipulate a website's rank on Google during a social media campaign using conversations that do not contain links. Whether this is an intentional ranking factor by Google, or just a quirk, it moves social media well and truly into the SEO space.
Some of the best things are discovered by accident. This happy accident discovered in Google’s ranking system has the potential to change how we use social media for search engine optimisation (SEO).
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.
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.
UK firms have been increasing their investment in paid search and SEO over the last 12 months, though lack of internal resources is the biggest problem affecting the success of search marketing.
These are some of the findings of the Econsultancy Search Engine Marketing Benchmark Report 2010, sponsored by Guava, which is based on a survey of more than 500 client-side digital marketers and agencies.
This blog post is partly a public service to those wanting an iPad, and partly a walkthrough of how to screw up an exclusive deal by making a complete pig's ear of your website execution.
Are you stuck in a rut with your link building programme? I'm in a sharing mood today so I thought I'd lift the lid on a selection of creative link building tactics I’ve been having success with...