DIGITAL MARKETING
SEO: Understanding Value
We have to start with current customers. You don’t deserve more
customers if you aren’t properly servicing the ones you already have, so we must assess our most important pages when we start and optimise those for relevant keywords, rather than fi nding keywords and optimising relevant pages. From there, engagement metrics are a good indicator – time on site, bounce rate, the user journey up to that point – it’s easy enough to fi gure where organic search has featured in that process.”
Digital PR: Collaborating With SEO
The best results come when the PR team has SEO training and understands
STEPHEN KENWRIGHT
Director of Paid Search, Branded3
what is required. Getting links is not enough and can have a negative impact if it seems unnatural. The best approach is only applying links in coverage where it feels natural to link users from the publication to the specifi c site. Variation is also key. Having all links going to the homepage is not ideal; they should be varied to relevant landing pages. Links cannot be guaranteed unless they are paid for, but in most cases having a strong relationship with the editors and an honest conversation about the projected value to users will result in a link. If an editor makes it a non-followed link don’t worry, it’s good to show a mixture of link types – referral traffi c is just as important as SEO links when looking at digital PR strategy.”
DAVID SCHULHOF
Digital Marketing Director,
Red Hot Penny
PPC: Is There A World Beyond Google?
Talking purely search engines, Bing cannot be discounted. Their market
OLLY WEST
Marketing Manager, WebBox Digital
share is slowly growing, especially with the Cortana Voice Search feature of Windows 10. You can even upload your campaigns straight from Google Adwords too, so it’s quick to setup. Aside from search engines, PPC advertising is available on a series of other platforms such as Amazon, Facebook, Instagram and Twitter. But we are not saying that you should be advertising on each one. It’s all about picking which platforms are right for you. Each platform attracts a diff erent audience, at a diff erent stage of the purchase cycle, so consider your audience carefully before jumping into any advertising. If you are selling a book for example, Amazon Ads could be the solution for you, whereas if you are increasing brand awareness, Facebook’s solution could be right up your street.”
Content: Driving More Traffi c
At the end of the day, if content is not relevant, useful, and timely to your
MARCUS STOLL
Head of Marketing EMEA, NewsCred
audience, throw it out and start over. Dedication to quality is what will keep people coming back and sharing your content. At the beginning of your strategy, paid distribution is a must to help make people aware of your eff orts. But from there, the quality content will drive others to post and reference your content which will complete the loop.”
23 issue 30 summer 2017
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