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Anyone involved in Search Engine Optimisation (SEO) will undoubtedly spend some of their time trying to find new link building opportunities. Whilst this is perfectly sensible, there are many occasion when existing third party links exist but point to a dead page, i.e. the page no longer exists and results in a 404 error. Bad news.
There are many tools to help spot broken links such as the fantastic Xenu application but even Google Webmaster Tools provides this information. We’ve reported this before – Google Webmaster Tools Reports 404s – but worth repeating again.
Just log in to your account and go to Diagnostics | Crawl Errors. From here, you will see a list of broken links:
There is even an option to download this information should the site you’re looking after have many broken links. Hopefully, this won’t be the case!
Although not shown in the screenshot above, to the right of the URL, Google will even show which pages are linking to this 404 page.
The solution? Fix this problem by implementing a 301 permanent redirect to a replacement page within your site. Whilst this may not be as rewarding as finding a new link, it is just as valuable.
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.