Search Engine Optimisation – on page and off

Google, SEO, Search, Engine, Optimization

Some people like to think that SEO is dead and never coming back. In truth this is the total opposite of what is happening. Search is now more important then ever.

One definition of SEO is a set of best practices that aim to improve the natural or organic search engine ranking of a given website.

On page SEO is the factors that have an effect on your webpage/website listing in natural search results. These factors are controlled by you or by coding on your page. Examples of on-page optimization include actual HTML code, meta tags, keyword placement and keyword density.

On Page Seo, Seo, On, Page, Search

On Page Search Engine Optimization

Where as off page SEO is the process of optimizing your web pages outside your website by getting links back to it as the only thing you can do outside your website is to build links back to it. These back links act as a vote to the content of your blog. The more and better votes (links) you can get to your webpage the better it will rank in search results.

Off Page SEO, Off, Page, SEO, Off page

Off Page Search Engine Optimization

A very good article that compares on page SEO to off page SEO can be seen here

This video below explains Off Page Search Engine Optimization in even more detail

The Video directly under explains On page SEO in more detail.

Pay-per-Click or Display advertising – which is best?

For my next blog post I will discuss the advantages and disadvantages of PPC and Display Advertising.

Pay Per Click, PPC, Pay, Per, Click

A customized Pay Per Click Image

Advantages of Pay Per Click: 

1. Your website will now appear at the top or the right hand side of the search engine results page. The person searching the internet cannot avoid seeing your website.

2. One very handy face is that; unlike SEO (search engine optimization) you do not have to alter your web pages to rank highly in the search. Since you have paid you will always be located in the Ads section.

3. It is very simple really. You pay a fee for certain keywords/phrases of your choice and you are then up and running.

4. Targeting: PPC also allows you to target certain customers. For example you can use language targeting, location targeting or gender/age. This makes it a lot easier to locate the target audience of your Advertisements.

A list of the benefits of PPC can be seen here

Disadvantages of using the Pay Per Click System:

1. One downside to PPC is that it can be really expensive to work properly. Remember you literally are paying for every click. Even if the searcher does not buy!

2. Unfortunately a lot of people tend to ignore sponsored Ads and go straight for the free ones. People seem to trust these Ads a lot more for some reason. This is one major disadvantage of using the PPC system.

3. If someone else bids higher then you for a certain phrase or keywords, you have to bid more or risk losing your dominant position on the top of the page.

Display Advertising:

Display Marketing, Future, Display, Marketing

A customized Display Marketing Image

Advantages:

A slide show of the main benefits of display advertising can be seen here

1. It is very easy to reach your target audience. Display Advertising uses keywords you have searched for in the past to find the right site. This is exactly why there is a high conversion rate by businesses who use this method of advertising. In other words these Ads are only shown to people who are interested in them.

2. Another big advantage of display advertising is that it is very cost effective. There was a time when this type of advertising was actually expensive. Not Anymore!

3. Unlike some other methods of online advertising it is very easy to create. Static Adverts can usually be created in the most basic software. This is a big plus if you are working with a small advertising budget.

Disadvantages:

1. Just like the PPC above it is very easy for people to ignore the advertisements. This is especially the case if the Ads are animated.

2. People also find that Display can be very limited. Display ads are limited in the amount of information they can convey.  Even with animation you usually only have 10-15 seconds of time to get your message across in a limited space.

3. Information collected about display ads is usually limited to impressions, clicks and possibly some information about who clicked on the ad (if the site has registration tied to their ad serving – more on analytics in a future post).

Verdict:

It is clear to see that both methods need to be used with other tools to be successful. However I think that display marketing might be the better choice. Due to the high cost of PPC it makes it a real turn off, as most business do not have much of an online advertising budget. For quality and value for money I think display advertising seems to be the better option.

How B2B Marketers are successfully using LinkedIn

LinkedIn, Social Media, Linked, In

The LinkedIn Logo and Icon

LinkedIn has become a very important tool for B2B Marketers. The main reason LinkedIn has become so popular is due to the current Social Media mad world that we live in.

The company knows their audience. So all they need to do is use relevant information. And get straight to the point.

This video explains the major relationship between marketing and LinkedIn. It basically explains in 5 simple steps how to grow your business using LinkedIn.

Arguably the most important tool for organisations using LinkedIn is the products or services section. This allows the organisation to advertise both their new and existing products as well as all promotions and sales they may be having. A very handy tool indeed.

The tone you use is very important on LinkedIn. More so then other social networking sites such as Facebook and Twitter etc.. The tone you use on LinkedIn is usually a lot more serious then various other platforms.

I no to experts this may sound ridiculous but some people actually don’t understand the difference between B2B and B2C marketing. Here is a useful article I found on the main differences between the 2.

The advanced search tool (if used properly) is a great way for a business to find their target market. Once you click on this button, you are then giving a few options to help filter down your search. For example after you click on “Advanced Search” you can then filter by Language or Industry etc.. This is a very handy way of locating your target market in the most efficient way possible.

Every business with any intention of making profits in the future needs to be on social media. In the case of B2B Marketers they 100% need to use LinkedIn. But not just for the “sake” of following everyone else. They need to be original, professional and target the right people. If a business ignores LinkedIn (or any other social media platform for that matter) they are missing out on cost-friendly profits and advertising. There competitors will not make the same mistake!

Professional LinkedIn Image

In The Last 8 Years YouTube Has Taught Us That…

Here are the 8 main things that YouTube has Taught us in the last 8 years.

YouTube, Videos, Blog

The Original YouTube Logo

When we get so used to having something it is hard to imagine life without it. YouTube is a perfect example of this.

1. YouTube has taught us that we can record videos and have them on the web for the world to see within seconds. Before YouTube this was not a possibility. The best thing about this is that it’s free!!

2. Major organisations have also been able to use YouTube for their competitive advantage. TV was pretty much the only form of global advertising. YouTube has proved to be even better for some organisations. Obviously costing less, organisations can post advertisements straight away. And push it to be played. (not like TV where you have to hope the people are watching).

3. Music: Before YouTube the customer had to wait for radio and CD’s to released in shops. This changed drastically after YouTube. Songs are now posted up on YouTube for the world to see. YouTube has launched the careers of many famous bands and solo artists. Where would they be now without YouTube?

4. But it’s not just music videos. YouTube has a use for people of all professions. One good example of this is animation. Where would this person be now without YouTube?

5. You can literally type anything into YouTube and find a video. After all YouTube is the second largest search engine in the world.

YouTube, Laptop, Tablet, Videos

Custome YouTube Image

6. It is hard to believe that YouTube is only 8 years old. Obviously it feels like it has been around a lot longer. This proves how important it is. And how much people rely on it. YouTube has found it’s way into every household and business around the world.

7. YouTube has made the internet a better and more competitive market place. Putting any old video on YouTube won’t win you the customer. The videos need to be witty, easy to understand and straight to the point.

8. It doesn’t matter what age a person is. Everyone can use YouTube for their benefit/enjoyment. Sometimes we believe that the older generation struggle with the web and technology in general. This is not the case with YouTube. So easy to use, even the older generation have embraced and taught us that it really is for everyone.

YouTube, Videos, Homepage

The YouTube Homepage Screen

10 ways Small Irish Business Use Facebook and Twitter

Social media provides many opportunities for small businesses to interact with existing and potential customers.

Small Irish Businesses can use Facebook and Twitter in many ways to benefit and enhance their business. Here are 10

facebook, social media, small business

The Facebook Symbol

1: For smaller business a good reputation is vital to a businesses success. Facebook and Twitter can be a tool used here. Smaller businesses should advertise their business in store and run competitions that draw a crowd to their page

2: Facebook has 1.2 billion users and twitter 700 million. Reaching every country. Unfortunately a lot of businesses think that Social Media can only be used effectively by larger businesses. This could not be further from the truth. There is a huge list of small businesses that have used Social Media effectively. A portion of that list can be seen here.

3: Links: This in my opinion is the best Facebook tool. You can put links on your Facebook page that lead straight to your website. This is very handy for companies who’s websites do not get enough traffic from potential customers.

4: Unlike traditional marketing tools Facebook and Twitter are a place where the small business can compete equally with the bigger business. For example Advertising on TV, newspapers and radio can be very expensive for a smaller lesser known business. However Social Media is a lot less expensive and easier to reach your target market.

Twitter

The Twitter Symbol

5: Small businesses are often scared to use Twitter and Facebook. As long as Social Media is used properly and not abused, NO BUSINESS should be afraid of it. Here is a webpage that I found very interesting about small business using twitter.

6: Do not post everything you see on the businesses social media pages. Current and Potential customers are only interested in the important details. Do not post updates too often, it only annoys the customer. There has being many cases of customer Unliking pages because it fills their news-feed.Strong content is central to engaging with an online audience, what you say has to be of interest to your fans/followers.

7: Customer Service; Social Media has become the best and most accurate social media tool around. It is all done in real time. So if businesses manage their page right then customers should get a positive experience about the business. However there is a downside to this as well. When a customer posts on Facebook they expect feedback within 3 hours. If a business deletes or ignores a comment then customers will begin to talk about the business elsewhere (word of mouth and discussion groups/forums). The person in charge of social media needs to deal both positive and negative posts professionally and as quick as possible doing this will enhance the reputation of the business. Leading to better customer interaction.

8: Smaller Sports Club and Organizations have gained new members through Facebook. By posting meeting/training times up on the page potential members can easily view them. Two examples I found of these were Ballyphehane GAA Club and Togher Athletic Club. By regularly posting news and results on their page the members of the club have grown steadily since they joined Facebook. This is no coincidence. Here is a link to Togher and Ballyphehane GAA Facebook pages.

9: Listen. This sounds simple but yet many companies forget to do it. Listen to what people are saying about product/services. Respond to negative comments as well as the positive ones. This is what Social Media is for. Having an active Twitter account can be half the battle here.

10: Keeping Track. If something works once don’t just keep doing it. Things on social media can get old very quickly. Stay Original. Review your strategy and ideas every now and again. This should make sure you continue to get all the benefits out of Facebook and Twitter.