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Click path analysis procedures can help online companies identify what topics are important to their website visitors.
This is the opinion of Search Engine Land commentator Shellie Foriska, who explained users of SEO services can employ offerings such as Google Analytics, Omniture and WebTrends to help find out this information.
She said learning what pages visitors have come from and where they go on to can provide businesses with some useful insights.
“Once you know which topics are important, you can then create or gather related marketing assets,” Ms Foriska stated.
She added it is important for online companies to conduct either monthly or quarterly reviews of their web analytics data to make sure they are tracking the correct information.
In a recent blog post, Arunodaya Jayanti, a member of the Google Analytics team, advised businesses using the service to direct any queries they may have about it to the dedicated help forum, where they should receive a prompt reply.
Touchpad close-up image via BigStock
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.