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Back in the day we used to talk about 'above-the-line' and 'below-the-line' as a proxy for advertising versus direct marketing (and never the twain shall meet).
Digital has changed all that - we need to redraw the line.
Affiliates and small companies are ideally placed to react quickly to algorithm changes but how can big brands do the same?
Search engine optimisation isn't a subject that sits well within the marketing departments of most large brands.
A lot of websites have news sections where company employees are tasked with writing about the latest industry news as well as news from within the company itself.
Sometimes the news is published because the writer is passionate about the subject and sometimes it is churned out by somebody who seems to be bored by the industry.
To see large companies wanting to learn about how to behave and interact on the web is very exciting for consultants, but the answers we give are not always as exciting for the client.
The SEO benefits of product pages can often be overlooked, with many just offering basic product details, photos and a brief description.
So how can you make the most of them from a search marketing perspective?
Here are some suggestions...
Keeping your finger on the pulse is very important in internet marketing and reacting to changes is key to maximising the effectiveness of your campaign.
Getting a top organic ranking in Google can drive a huge amount of customers to a website, resulting in large profits.
Break the rules and this traffic stream can be turned off overnight.
When scanning search results, the only things that users have to decide which one to click on is its position in the rankings, the text of the link and the snippet of text displayed.
You wouldn't let the Royal Mail decide on the text of a piece of direct marketing so why let Google decide what text to display on these critical three lines?
Keyword research is one of the most tempting parts of a search engine optimisation campaign to outsource.
My advice to UK SEO consultants and webmasters is to be very careful.
Using print advertising to drive traffic to online properties is a great example of integrated marketing.
Except when the consumers can't access the site.
Most large companies are scared of blogging and yet they have quite a good news section.
My belief is that the two are not really that different.