While I’ve been involved in SEO for a while it still surprises me quite how unfamiliar many people are with the concept of Search Engine Marketing.
My Mum, for example, while she might not have been familiar with SEM she certainly is affected by its outcome. She, like many others will be doing a large proportion of her Christmas shopping online, the BBC reported last year how as much as £7bn will be spent online in the run up to the festive period, while the credit crunch is sure to have an effect the trend definitely is away from the uber busy town centres to shopping from the comfort of your sofa.
But how can search marketers take advantage of this?
Like most people, a lot of where those billions are spent will be decided by what appears on the search engines results pages and the search for the gift for the difficult friend or relative, provides a unique opportunity for websites small or large:
This is an old post that I found in the depth of my documents, while the test is old I certainly think the point of the article remains
Ages ago Aaron Wall made a short post promoting a friends online web tool. In the post Aaron suggested, given Page Rank’s infrequent updates and old data that the date Google last cached your site was a better indication of how much Google “trusted” your site than the green strip in the Google Toolbar.
It got me thinking, quarterly updates of Page Rank with data from who knows when, while quite useful isn’t the most reliable indication of how respected you are in the halls of the Googleplex. With the rise of blogs, RSS, social media & user generated content how long ago the search engine spiders visited your site probably is pretty good indication of how important your site is.
There’s no avoiding how fundamental keyword research is to the natural search marketing process. Without it how will you know if your site is sending the right relevance signals to search engines? Without them how will you measure your performance? (Admittedly ranking reports are rapidly becoming less and less relevant though they still have a place in most clients KPIs) How will you know you’re looking at the right competitors when carrying out back link analysis?
There’s been hundreds if not thousands of articles written about link bait. I’d hazard a guess that there’s probably even more articles about how to write the bait than there is paid up pieces of link bait for clients.
But with this post I’m going two try and write about something slightly different. With
At the moment doom and gloom seems to surround the economy, whether or not search marketing budgets are going to fall remains to be seen though.
photo credit: Reenie-Just Reenie
We’ve had a few clients get more pragmatic with their spend; but generally it doesn’t seem as bad as everyone feared. Though that could easily change.