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The MPs may not be having the best of times with the current expenses scandals, which appear to be shadowing them throughout the halls of Westminster; but that certainly doesn’t seem to be the case for for everyone.
The big winner out of all of this appears to be the online media outlets who are reporting the news, most notably The Telegraph. Hitwise today announced that the Telegraph has received 1 in every 756 UK page views over the past week.
That is quite a staggering statistic, particularly when you consider the diversity of pages that people search for and the number of competitors they have for the limelight. With a 23.64% share of all the search terms associated with ‘MPs Expenses’ it isn’t exactly a monopoly (in fact it represents a drop a little over 7% from the previous week), but it certainly shows that someone at the Telegraph is doing their homework when it comes to SEO.
Although it should be noted that this isn’t the first time that The Telegraph have made the headlines rather than writing them in recent days. Last week it was reported that they pulled in 75,000 visitors a day from social media. This is primarily down to their strong presence on Twitter; however, with it accounting for 8% of their total visits, something is certainly working.
Once again though this ably highlights the need to have content that is relevant to the stories of the moment, have an expert writing team and generate a strong social media presence.
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.