Showing posts with label sem. Show all posts
Showing posts with label sem. Show all posts

Google's personalised search changes SEO

Google is rolling out its customised search function to all of the search engine's users, affecting anyone involved in SEO.

Previously only Google users who had signed-in and had enabled their web history on their account have found their search results customised. Now all users will find that if they favour a certain site Google will feature it higher in its search results.

Google says the aim of the move is to provide better search results to its customers. It will also be able to target ads more precisely by building a profile of its users web activity.

As search results will vary from user to user it will make it harder for SEO specialists and marketers to convince Google's algorithms to push a site higher up its search ranking.

A website's position in a Google results page will also be harder to analyse as it will vary from user to user.

Users can turn the personalisation off it remains an opt-out rather than an opt-in service, alarming privacy campaigners.


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The role and effectivness of e-marketing within the Visitor Attraction industry.

Ewom Marketing has just completed a one hundred page plus report entitled: The role and effectiveness of e-marketing within the Visitor Attraction industry.

The report provides an overview of the attraction market specifically looking more closely at wildlife attractions, investigating the impact of the e-marketing, establishing core market factors, strengths and weaknesses, consumer dynamics and attraction trends. The main themes of the report are:

  • How the growth of e-marketing has impacted the visitor attraction industry?
  • What are the key e-marketing channels available for visitor attractions to use in their marketing strategies?
  • What impact is e-marketing having on the visitor numbers?
  • What future marketing opportunities are available for visitor attractions?
  • What are the key target groups for attractions, what sources of information do they use?
  • What does it take to get listed at the top of search engines?
  • Plus find out what REAL Visitor Attraction marketing managers are doing, through the use of 2 case studies!

In addition the report includes guides on the following:

  • Effective PR
  • Tips for an Effective and Efficient Google AdWords Campaign
  • How to Increase YouTube Video Viewing figures & Drive Traffic from YouTube to your website.
  • Guide to making your blog successful
  • Improving your Banner Click-Through Rate!
  • and much more...

The increased usage of the Internet for both social and business purposes has revolutionised the marketing channels available to companies. These channels allow marketers to attract audiences using a pull strategy rather than a push strategy, utilising a more personalised approach. The developments within the world of e-marketing and web 2.0 technologies have also provided companies with platforms upon which they can interact with consumers.

Whilst much literature is available regarding the use of e-marketing within product based industries, there is little research into its usage amongst service businesses, such as visitor attractions. This study identifies how e-marketing is used within the visitor attraction industry, and explores the implications of the tools for visitor attractions. In order to gain a specific insight into the visitor attractions industry a case study of the Bournemouth Oceanarium is used.

To allow for an in-depth analysis of the role and effectiveness of e-marketing within the industry a combination of qualitative based interviews with marketing employees, and a quantitative questionnaire of Oceanarium visitors was used. The results of the interviews highlighted that visitor attractions are adopting e-marketing tools within their marketing mixes’, however the range of tools they are utilising is limited. The questionnaire results confirmed the increased usage of web 2.0 tools such as social networking and blogs amongst visitors, and also highlighted areas where current e-marketing activities needed to be improved upon, particularly with regard to two way communication between the attraction and their visitors.

For information on how you can get a copy of the report please contact Simon via email ewom@ymail.com

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Quick facts about Google Chrome!

For those interested in internet marketing and advertising, anything that Google does catches our attention. Also having a great interest in online marketing, internet broswers is something that I always keep an eye on as I everyday without fail I use one. In recent years, Microsoft Internet Explorer and Firefox browser are the 2 most popular web browser use by internet surfers.However over summer Google came out with a new internet browser which is set to compete with Microsoft Internet Explorer. When Google announced its new open source browser, everyone sat up and took notice.

The new Google browser is called “Google Chrome“. Here are some of the features of Google Chrome:

1) New Tab page
2) Application shortcuts
3) Dynamic tabs
4) Crash control
5) Incognito mode
6) Safe browsing
7) Instant bookmarks
8) Importing settings
9) Simpler downloads
Google Chrome was released in beta for Windows-based systems (a Mac version is planned but isnt scheduled for luanch for awhile yet).
In their press release Google said the following:

In the early days of the Internet, web pages were frequently little more than text. But today the web has evolved into a powerful platform that enables users to collaborate with friends and colleagues through email and other web applications, edit documents, watch videos, listen to music, manage finances and much more. Google Chrome was built for today’s web and for the applications of tomorrow.

“We think of the browser as the window to the web - it’s a tool for users to interact with the web sites and applications they care about, and it’s important that we don’t get in the way of that experience,” said Sundar Pichai, Vice President of Product Management, Google Inc. “Just like the classic Google homepage, Google Chrome has a simple user interface with a sophisticated core to enable the modern web.”
The first thing that will strike you about Chrome is its soft, yet elegant interface. Unlike other browsers, it doesn’t have a lot of unnessecary clutter. Its clear from using Google Chrome personally that it was designed to make it easy for users to search and navigate the web for the content they’re looking for.

Speed is the key feature for me and Chrome is built for that. While Chrome beats Microsoft's Internet Explorer on speed, it doesn't do the same when compared with Firefox or Safari on such frequent tasks as launching Web pages. The big question is whether as they will add more and more to it as remember this release was only the beta, will this mean that performance will take second stage to features.

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Questions, Questions, Questions - Back to Basics!

This week on multiple occasions I have spoken to people who were very new to E-Marketing and was asked two very common questions:

1) Why isn't my website the top result in Google?
2) How do we get to be the top result?

Therefore below I attempt address these question with a answer that even people who are new E-Marketing will understand:

To answer these questions you must understand Search Engine Marketing (SEM). These are the strategies used to be the top search result on Google, Yahoo or any other search engine.

Gaining a top search result is critical to most companies this is because almost all customers will begin their investigation on the web.

There are two ways to get onto the Google pages: "organic" and "pay". Basically the organic listing is free and is based on Google's search algorithm that finds the best page based on your search criteria. It is in the main section of the Google page (see orange box on graphic below). The challenge is how to get on the top organic listing. The Google algorithm is a trade secret and the company does not tell anyone how they decide on the top reach results. It is widely assumed that the organic listing is influenced by two things:

1) How often your page is referenced by other sites
2) The popularity of your page.

The key is to be listed within the top 20 searched, which is commonly referred to as "Being on Page 1". 80% of users never go to Page 2. (Personally, I don’t even look beyond the top 5 search listings)

The purple and green boxes denote where companies pay for placement. This is commonly known as Pay for Position, or P4P. It is basically a bidding contest. Every company decides which words they want to "buy" and then decide how much to pay. The company paying the most gets the top position.





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