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Search engine optimisation applies to every product across the globe, but for some it is harder to get links than others. In a web dominated by links it is essential to have a healthy amount of referring domains. Below are some easy ways to get links for the less glamorous products.
Giving Stuff Away
To some your product may seem boring, but to others it may be essential. One way to obtain a link is to give away free samples of your product to blog writers. In return the bloggers will often write a review which can contain a healthy backlink, as well as a decent review. Nine times out of ten popular blogs will have a high page rank (which in turn could mean a healthy backlink).
The other benefit is your review may get ranked highly in search engines, thus resulting in referring traffic. For example if you wanted to sell an Onion Cutter you could research a range of kitchen appliance blogs. Giving away free samples can result in an array of links.
Just because a product is perhaps not the most interesting it doesn’t mean it’s not newsworthy. Writing and distributing online press releases is an excellent way to obtain fresh backlinks. Some PR sites allow up to three links and the content is often picked up by additional press sites (which will also help brand citations). For example, the launch of a product can result in a release which can be distributed around the net. The release may not receive many page views but you will still gain a valuable link.
A boring product can still be bookmarked on a range of sites. The content may not be as glamorous or ‘new media savvy’ as some but it is still worthy of a bookmark. For example a product like carpet cleaner can still be bookmarked on a range of sites like Reddit, Digg and JumpTags. It might not receive a massive amount of attention, but some is certainly better than none.
The majority of home and garden products tend to have a range of stores or branches. It is worth setting up a range of local profiles for each branch as each one will contain a link back to your domain. This can be done on a range of sites including BrownBook, Yelp, Qype, WeLoveLocal and HotFrog. To do this it is important that each branch has an accurate address with a postcode.
When it comes to building links, content is key. It can sometimes be a challenge to write content for dull products but there are ways you can spin the content and obtain a healthy link. For example Stain Removers may not be the most readable topic but a hub page on ‘How to Clean Up After a Party?’ is much easier to write content for. Popular sites like Squidoo, Bukisa and Gather are an excellent way to publish readable content and obtain a backlink – someone, somewhere might even find it inspiring.
A Wiki can apply to a range of topics whether it is celebrities or kitchenware. Writing a Wiki post detailing what your product does and how it works can often result in a link. Sites like OpenWiki, WikiSpaces, WikiDot and PicoWiki also provide the opportunity to use appropriate anchor text.
Building links for low end, less glamorous products can certainly be more challenging. Being creative with your content and giving away product samples is definitely a good place to start. If you don’t have the time to do this local profiles and bookmarks are still efficient ways to gain backlinks.
Chain link via BigStock
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.