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It’s amazing with an industry such as Search Engine Marketing how many people know a lot about it but, for whatever reason, fail to implement the basics, even on their own site.
Just as interesting is how many web designers, in fact anyone who’s job involves using computers, seem to have gained an inside knowledge into the finer points of search engine optimisation or building effective pay per click campaigns without needing to do any form of study.
In his recent article, Don’t Hire a Butcher to do a Baker’s Job, Mark Jackson, has written an excellent piece explaining why you really shouldn’t trust your site’s search marketing success to someone who just happens to “know a bit”.
Before you let your web designer, IT support technician or Milkman loose on your site, check their credentials. Get evidence of success. Case studies? Testimonials? Anything!
Of course, I’m going to suggest that if you’re a UK business you at least have a chat with us but, whatever you do, don’t just leave your site’s search marketing to chance. Getting it wrong could leave you more than just a bit disappointed; you could find yourself worse off than if you did nothing at all!
Experts tend tend to earn that title in whatever field they may be in. They spend time studying, researching and implementing new ideas; they dedicate time and effort into achieving expert status.
There’s a good reason why we don’t dabble in web design; that being that we’re rubbish at it. Some might ask ‘where’s your diversity?’ Well with respect, we, like so many others, believe it is better to master your own art before trying to expand into new ones.
SEO isn’t out of reach for anyone, the information needed to optimise a website is widely available. However, the same is also true of molecular biology. You need to take time to really get to know the subject, understand the intricacies and avoid the pitfalls. Showing a passing interest and claiming expertise is hopeful at best.
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.