Search Engine Optimisation SEO

Interesting that search is still the cornerstone even of social media in the sense that ultimately keyword analysis is a critical part of understanding the subjects landscape online. Search engine optimisation , SEO ,will remain a prominent strategic digital marketing channel for some time. It will however adapt to the ever chnanging algorythmic landscapes

"No way" SEO will become outmoded

An expert has informed SEO marketers that the technique will not become obsolete, but the focus may shift on to the quality of content.
Search engine optimisation (SEO) will continue to be important in the future, but new features could come to the fore, according to an industry commentator.
Will Cooper, deputy news editor at New Media Age, stressed that there will be plenty of opportunities for using SEO, but marketers may need think more about the content they are producing.
He said: "There's no way they're going to be obsolete in the slightest. I do think the emphasis will be placed back onto new and more exciting content."
Mr Cooper made his comments following the release of Google's Social Search tool, which Punch Communications recently claimed will force all companies to have a social media presence.
In his view, the next big step for the search engine will be to introduce home hubs in consumers' living rooms, which he explained will allow people to stream everything at home.
He also suggested that Google may begin to introduce widgets into its start-up portal.

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Keywords 'essential for SEO success for blogs'

Companies should think carefully about which keywords they are going to use to ensure a blog has SEO success, an industry insider has asserted.
Having an effective list of keywords to include in a blog is a vital factor in achieving successful search engine optimisation (SEO), according to an industry insider.
Speaking to Marketing Sherpa, Acoustics By Design president Kenric Van Wyk suggested focusing on the different types of reader that a blog is aimed at and selecting keywords that they might use.
He also recommended looking using phrases that are generally used in the targeted sectors, as well as making sure the company's own services are included.
To ensure that there is an even spread of content throughout the year, Mr Van Wyk advised planning out an editorial calendar.
"We schedule posts to really ensure the diversity of content within each market sector and not hit on one particular issue too often," he explained to the website.
This week, deputy editor of New Media Age Will Cooper said that there is "no way" SEO techniques will become outmoded in the future.

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'Micro-conversions needed' to measure PPC impact

The impact of PPC strategies should be measured not just by full conversions, but by enquiries that might lead to offline purchases, according to an expert.
An industry insider has commented that advertisers should set up micro-conversion rates to see if pay per click (PPC) marketing techniques are driving offline sales.
Interactive marketing manager for Extra Space Storage Scott Jensen told Marketing Sherpa that often people will find out about a service online, but then complete a purchase in person at another time.
In order to measure this impact, he recommended that companies should create micro-conversion rates for customer enquiries and apply a monetary value to each one of these conversions.
Mr Jensen claimed that using this matrix of how much each enquiry is worth allows businesses to better quantify how useful PPC techniques have been.
He explained: "A keyword might [fully] convert online once every six months. That being said, that does not mean that it is not contributing to sales."
Last month, Marketing Sherpa advised advertisers to improve the quality and accuracy of product descriptions to improve natural search rankings.
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Marketers 'must adjust to maintain SEO rankings'

Advertisers have to alter their SEO campaigns to ensure that they maintain successful search rankings, according to an industry insider.
An industry commentator has told marketers to monitor their search engine optimisation (SEO) rankings, to make sure they do not fall behind their competition.
Writing on a blog for SEOmoz, Scott Willoughby pointed out that many of the tactics marketers use in SEO will stay the same, but there is a need to "future-proof" strategies.
He highlighted the need to concentrate on delivering the fundamentals of search marketing, while at the same time tweaking the details to maintain success.
"In order to stay on top of your game, you need to keep an eye on your rankings over time and adjust accordingly," Mr Willoughby wrote.
In his view, SEO is not a one-off campaign that advertisers can forget about once they have completed a campaign, but an "ongoing process".
Last month, an online marketing executive at Coast Digital pointed out that a good SEO organisation will be able to show what they have achieved through web analytics statistics.

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Google 'will not be sole SEO platform in future'

Portals other than Google will still have a vital role to play in search marketing, says an expert.
Search engine optimisation (SEO) will need to be carried out across a range of portals in the future, with the focus not just on Google, according to an industry expert.
Deputy news editor at New Media Age Will Cooper noted that Google does provide consumers with a solid base to search for what they want on the internet.
However, he claimed that people will still search across various company portals.
In his view, one company will always dominate an area, but it is another point entirely to suggest that a search engine such as Google will displace all other search sites and portals.
"I wouldn't imagine - I might be wrong - we'll get to a point where Google will become the main place you start for everything," he explained.
Mr Cooper made his comments following the launch of the Google Social Search tool, which the organisation has advised will work best if users create a public profile with the company.

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Expert champions SEO work

Search engine optimisation is a valuable service with proven results which must be differentiated from spam, says an industry commentator.
A marketing expert has discussed the positives of hiring a search engine optimisation (SEO) team to work on developing online presence.
James Fairweather, online marketing executive at Coast Digital, noted on his blog noted that the key to good SEO is quality content combined with effective delivery techniques.
He stated that this makes search marketing a completely different ball game to spam, since the content must be fresh and unique otherwise it will not drive traffic.
Mr Fairweather pointed out that a reputable SEO company will be able to prove what their work has achieved through web analytics statistics, so clients can see what they are paying for.
"Realistically, I could do my own accounting, or write my own will - yet many people will pay an accountant or a solicitor because they will do a better job," he commented.
This week, the marketing manager at Canterbury of New Zealand highlighted SEO as a key feature of the company's online strategy.

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