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During an online chat with Webmasters in October, Google have answered many questions about ranking in the search engine and what factors effect search engine optimisation. Hopefully, this will put some myths to bed once and for all.
The full transcript has now been published on Google Groups – Questions and Answers from Online Webmaster Chat – or, if you prefer, WebProNews published a summary – Google Answers Some Tricky Questions – with their own translation on some of the answers that the Google panel gave.
There’s no great surprises in any of this but, if you run your own website or are responsible for the online marketing of one, it’ll certainly be worth spending a few minutes having a read through.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
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.