38 . Glasgow Business May/June 2014


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unethical optimisers. Tey are manipulating search engine results in unfair ways, which could result in your site being removed from Google indexes altogether. Before you begin, become an


“educated consumer” first and familiarise yourself with how


ADVERTORIAL


NEW MARKETING COURSES LAUNCH IN GLASGOW IN 2014


Te Chartered Institute of Marketing (CIM) launches its new Certificate, Diploma and Postgraduate Diploma courses this year and they now include key subjects such as Digital Marketing, Integrated Communications and Strategic Marketing. Former City of Glasgow


College, CIM student Louise O’Connell tells us about her experience while studying and how the CIM Professional Diploma helped her CPD. She said: “I’m the Marketing


Manager for MEPC at Hillington Park and Clyde Gateway East, one of Scotland’s largest and most established business estates. I recently completed my Diploma at City of Glasgow College. “I wanted to further my career and was looking for a course that


would allow me to develop upon my Marketing degree while I was in full time employment. City of Glasgow College fited the bill as it provided the right course at an ideal location at a time that suited me. “Te CIM Diploma not only


increased my knowledge, but provided me with an extra qualification. Te course gave me a new insight into marketing and I was able to relate my experience to the course and learn different approaches to planning marketing strategies. “Studying at City of Glasgow


College was a great experience and it has helped me achieve my objective of furthering my marketing career. “I’d definitely recommend the


course and the College to those looking to further their careers in marketing.”


search engines work (Google Webmaster Guidelines are a good place to start). Te best time to invest in SEO


is when you’re redesigning your site or launching a new one. Tat way your site will be


designed to be search engine- friendly from the botom up. One thing that is never guaranteed is


number one ranking on Google, says a spokeswoman for the search engine. She warned: “Beware of SEOs that claim to guarantee rankings, allege a ‘special relationship’ with Google, or advertise a ‘priority submit’ to Google.” Tere is no priority submit


for Google. You can submit a site to Google directly at: www.google.com/ submityourcontent


Don’t neglect public relations Public relations (PR) is vital. It is about building and protecting reputation, and every organisation, no mater its size or its sector, relies on its reputation for survival and success. PR tells your story, builds


relationships with stakeholders and influences opinions and behaviour, so it should not be neglected. Katrine Pearson, Chair of the


Chartered Institute of Public Relations (CIPR) Scotland, explained why some businesses are puting PR further down their priority list: “Everyone has been


hit by budget pressures, but there is also a lack of understanding of what PR is and what it can deliver for a business. “Tere can be a tendency


for businesses to turn to PR only in times of crisis whereas implementing a robust long-term strategy builds goodwill for your company and means, if things do go wrong, you’re in a far beter position to deal with them. “Tat said, many businesses do


value PR and invest in it. “PR engages your stakeholders


like no other element of the marketing mix. Tat’s largely down to social media and media relations.” She added: “Social media has


created a fantastic platform for bringing brands to life, creating a personality for them and providing the opportunity to participate in two-way conversations with stakeholders. “Media relations is also a core


part of PR – we can all say our own products and services are brilliant through advertising, but when a journalist says the same it adds credibility that money can’t buy.”


“Social media has created a fantastic platform for bringing brands to life, creating a personality for them and providing the opportunity to participate in two-way conversations with stakeholders”


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