Web analysis: Get the facts

Posted by on May 21, 2008 in Archive, Technical, Web & Internet Marketing

It is good to know where your web site visitors come from and what they do after they arrive. This and other information is available, using special software, from your web site’s access logs. It can be a good idea to outsource this type of work for reasons of economy (doing it properly requires investment on several fronts) expertise and impartiality. If you do then you should expect human analysis as well as tables and charts, and you should get reports that actually help with the planning, running and assessment of your web site and marketing campaigns. Web...

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Death by SEO

Posted by on May 5, 2008 in Archive, Web & Internet Marketing, Web design

Even the most extreme search engine optimisation won’t, on its own, jet-propel your web site up to position 1, or even to page one, on Google necessarily. Good positions are best achieved by running a well-rounded web marketing strategy, SEO is just one of the many tactics such a plan would employ. Search Engine Optimization (or optimisation as the British prefer) is a key web marketing activity. According to Wikipedia it is the job of “improving rankings for relevant keywords in search results by rectifying the web site structure, and content such that they could be...

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Life outside the Google top ten

Posted by on May 5, 2008 in Archive, Web & Internet Marketing

Some if not most businesses undertake web marketing hoping to get a page one listing in Google or whatever search engine they use, which is a bit like aiming to open a shop on Bond Street or the King’s Road. Sure, companies obviously do get those fancy addresses, but space is limited and there’s only room for so many. And whilst it’s probably a good aspiration, is it actually vital to land that prime spot? Or does missing out mean that the game is over, that it’s impossible to run a business in another location? Obviously not. If that were true then the Internet...

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The Google Top Ten

Posted by on May 5, 2008 in Archive, Ecommerce, Web & Internet Marketing

Although this article deals with the Google search engine, a real web marketing strategy will always aim for good spread across a considered (researched) list of other search engines. Afterall, Google may have a very dominant position serving 63% of all British web search enquiries3 (compared to 47% in the US), but that’s no reason to ignore the rest. How can I get my web site onto Google’s first page of results? I think I hear this question (or its variants) more often than any other, which maybe isn’t surprising as it seems widely...

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Introduction to web marketing

Posted by on May 5, 2008 in Archive, Web & Internet Marketing

Web marketing is an umbrella term for a collection of services that aim to make your web site more valuable to your business. The basic elements of web marketing are: Research Search engine marketing Non search engine marketing Web site analysis and optimisation Research Research underpins all web marketing activities; even relatively straightforward things like search engine optimisation cannot be properly done without it. Research is conducted with an eye on three factors relating to your business: what type of business you have, your target markets and your web...

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