We love digital - Call
03332 207 677 and say hello - Mon - Fri, 9am - 5pm
Call 03332 207 677
Unlike 08 numbers, 03 numbers cost the same to call as geographic landline numbers (starting 01 and 02), even from a mobile phone. They are also normally included in your inclusive call minutes. Please note we may record some calls.
The search engines are working hard to create a personalised experience. They’ve moved way beyond the simple question and answer format that helped popularise sites like Altavista and Yahoo in the ’90s to become a go-to source for information of all kinds.
Google are leading the charge when it comes to personalised search. Using vast stores of data on the search habits of individual users, they have been able to identify frequently visited sites and ensure that they are prominent within related search queries in future. In turn this means that organic results, i.e. those that are deemed (generically at least) ‘most relevant’ by Google, are shuffled down the page.
Invariably this has caused a fair amount of consternation in the SEO world. Whilst it’s by no means a new thing, personalised search has been around for a good couple of years, there is a certain inevitability about it taking over and changing a much larger percentage of searches. Localised search, mobile devices and social signals have all had a similar impact, compounding the pain felt by those attempting to gain organic rankings.
One of the few things that you can guarantee with Google is that they will never keep things the same for long. Whether it’s an algorithm update, SERPs shuffle or a toolbar tweak, the search engine is a constantly evolving beast – again, not great news for SEOs.
However, rather than seeing personalised search as a damaging factor, website owners and optimisers should be looking at the opportunities it presents. For instance, if you’re a company that actually offers ‘unparalleled customer service’, as many claim, it should benefit you. After all, you can use your organic rankings to get noticed and then once a customer falls in love with your site and everything it offers, they will return and their results will change to benefit you.
There is a flipside of course. If nobody can ever find you, either because they already regularly use a competitor of yours or you simply don’t appear in the organic rankings (although this would be an issue in itself), then you could be lost in an online wilderness.
If anything though, personalised search should be seen as a great way of securing repeat custom. If you have invested time in creating a user-friendly website, offer competitive pricing and excellent service, plus you have taken the time to market your business effectively, then you shouldn’t have any issues. For those businesses that don’t meet these very basic principles, it’s only likely to speed up their failure.
So personalised search might be an irritation for some, but it is something that everybody will have to work with more and more. With the focus being placed squarely on quality and your ability to deliver great service, this is no bad thing. Good companies could suffer, but the same is true in any form of online marketing. You have to get yourself noticed and make sure that you have a product that people truly want or relate to, not one or the other.
Personalised search is bad news for spammy SEOs and those who invest more in paid links than their site itself. However, for all others the risks and rewards should be equally balanced.
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.