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While Google faces censorship to some extent in a quarter of the jurisdictions in which it operates, search is typically not affected, according to the company.
In an Official Google Blog post, vice-president of global communications and public affairs Rachel Whetstone explains that the Google search engine itself is only subject to certain legally compliant restrictions on the results that it returns, which may assure webmasters investing in SEO services that their site will appear in the Google results pages.
The instances when sites might not be displayed include the removal of politically sensitive material in certain countries from the local results shown – but not from the results returned in other countries or on the main Google search engine.
However, Ms Whetstone stresses that “we don’t want to engage in political censorship” and that the decisions to filter results are only made in democratic societies in order to comply with local law.
She adds that removed sites are replaced in the results with a link to Chilling Effects, a site that reports not only on legal infringements by webmasters, but also on misuse of the law to try and have legal websites shut down.
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.