Good search engine optimisation (SEO) requires solid content from someone who knows about the content they are writing, one expert has suggested.
In an article for the American Chronicle, Robin Brian said that it was important for companies looking to take advantage of keyword rich content for the purposes of boosting search listings to employ good writers.
He states that the more aware writers are of good SEO techniques the more likely they are to generate useful content that is acknowledged by search engines.
"A content writer needs to be an SEO analyst and he must know the requirement of the readers and must possess some amount of the knowledge in the search engine," he urged.
Earlier this month, an article featured on Webwire suggested that SEO companies in the UK were among the best in the world and that companies who fail to take advantage of this could suffer as a result.
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Small and medium enterprises (SMEs) should become more involved in online marketing and can combine their campaigns with more traditional techniques, one expert has suggested.
A spokesman for the Institute of Direct Marketing (IDM) said this week that SMEs need to take full advantage of the many benefits that the internet can offer and that web marketing campaigns can be effective when used in line with mail and other mediums.
James Matthewson, a tutor for the IDM and founder of My Digital JAM Limited, said that smaller companies looking to maximise the effectiveness of their mail marketing online could be a great way to go.
"My view is that channels should be used in a complementary way. Email and Direct Mail have been proven by the likes of Boden to be very effective when used together," he said.
He added that internet marketing has taken some of the traditional advertising market and new innovations such as local search listings and mobile internet would do even more to "open up low-cost digital channels to SME businesses".
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Shoppers who have turned to the internet to fulfil their Christmas shopping needs have found the process a pleasurable one, according to the latest research.
Information revealed by Nielsen Marketing will make interesting reading concerning internet marketing and online marketing, with a number of online shops receiving encouraging customer satisfaction levels from more than eight out of ten people.
The Nielsen Online Holiday Survey placed Amazon.com and eBay.com as two such sites, with 86.6 and 80.5 per cent of users claiming to be "very satisfied" with the level of customer service they received.
"Online retailers should be thrilled that, regardless of whether or not sales meet expectations, this holiday season will provide a solid foundation for 2008 from a customer service perspective," said Ken Cassar, vice president of industry solutions analytics at Nielsen Online.
In terms of Christmas gifts, the most popular as found by Nielsen were clothes, shoes and accessories, with 42.2 per cent of respondents claiming to have made such a purchase online.
Recent data compiled by comScore revealed that online shopping activity in the UK grew by 38 per cent in the first week of December compared with the period of September 3rd to October 28th.
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High street store revenues are being buoyed up by online marketing success as internet shopping sales hit a record high, according to new research.
Data compiled by comScore shows that in the first week of December, online shopping activity in the UK was up 38 per cent when compared with the pre-Christmas period of September 3rd to October 28th.
Online sales in France and Germany over the same period grew by 45 and eight per cent respectively.
Bob Ivins, comScore’s European spokesman, said: "The first week of December has traditionally been a busy week for European Christmas shopping and this year is no exception.
"While the season has been developing well in the UK and France, the reported lack of consumer confidence in Germany has caused cyber shoppers … to get off to a slow start."
Among the fastest growing UK online retail sites were Toys R Us, John Lewis, Woolworths and Boots – indicating a link between the high street and a boost in online marketing results.
A separate study by comScore has revealed that December 10th was the busiest day in the US, with online sales topping $880 million (£440 million) in sales – a rise of 33 per cent versus last year.
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Online marketing is to intensify next year as advertisers make efforts to prevent their brands appearing alongside unsuitable content, one firm has predicted.
According to SciVisum, marketers will also spend more time and money on eliminating sporadic errors that can occur when a consumer clicks on an advert.
Online marketing is also set to intensify as retailers attempt to offset the decline in high street sales by developing consumer-friendly web content.
"Retailers will focus on eliminating the background problems that currently plague their websites and negatively impact sales," said Deri Jones, SciVisum chief executive officer.
He added: "Those that don’t will die with the high street."
The company also forecasts that corporate personnel will take back control of company websites and e-commerce activities as the market shifts from the high street to cyberspace.
SciVisum helps to identify errors in online sales software; its clients include Virgin, Tesco, T-Mobile, uSwitch and BDO Stoy Hayward.
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Search engine optimisation (SEO) campaigns should involve more than paid links if they are going to be successful, one expert has suggested.
In his blog for the ClickZ website, SEO specialist Mike Grehan stated that businesses that are reliant solely on paid links and do not pay some attention to natural links could be wasting their time.
He cited a recent incident in which Google recently downgraded the search rankings of a number of sites that were using paid links for SEO and said that the search engine was probably right to act on this.
"If nothing else, Google did online marketers a favour … if paid-links are a no-go it forces us to be smarter marketers to get those juicy editorially chosen links," he said.
He added that it was wrong to enhance websites with paid links only and concluded that online marketers should be doing more to generate organic traffic that is based on satisfying a web user’s query.
It is thought that sites belonging to Forbes, the Times, New Scientist and the Washington Post saw reductions in search rankings due to the use of paid links.
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Failure to invest properly in search engine optimisation (SEO) campaigns could mean that companies see their competitors surge ahead, it has been suggested.
According to a recent article featured on Webwire, SEO companies in the UK are among the best in the world and failure to take full advantage of this could mean that some businesses are selling themselves short.
It is noted that the rate at which internet use, online marketing and SEO is growing it is becoming more essential for companies to consider the benefits of a search marketing campaign and adds that simply submitting a website to a search engine is not enough.
"There is no quick fix and you have to be focused in your objectives and goals, which is why using the services of a UK SEO agency is necessary," the article states.
It goes on to suggest that some of the services available such as keyword research copywriting and statistical analysis and management of web traffic are always being improved and that firms should embrace these tactics in order to make it "as easy as possible for your visitors to get what they want from your site".
Last week a new social networking site was launched which aimed to help travel companies with SEO by providing links and articles, Travel Mole reported.
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Google has continued to make the most of its position as the number one search engine over the start of one of the biggest online business periods of the year, according to a new survey.
The latest Hitwise research found that during November, Google accounted for over 65 per cent of search engine traffic and that this was having a significant effect on its position in the internet marketing industry.
It was noted by BizReport that the search engine provided around 33 per cent of traffic to travel websites and around 25 per cent of traffic to shopping and classified adverting sites
It was also found that 21 per cent of the traffic going to news and information websites came from Google searches.
However, BizReport stated that internet marketers should not be deterred from search optimisation that leads to better results from the likes of Ask.com, Yahoo! and MSN as these sites do retain loyal usage.
Earlier this year a study by Hitwise revealed that Yahoo!’s decision to integrate Flickr photo-sharing gave Flickr a 38 per cent increase in US market share.
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Internet advertisers and online retailers currently have their work cut out for them as British shoppers flock to the web.
According to a new report, Monday this week witnessed some of the most activity ever seen with £750 million spent online in one minute, BizReport writes.
It was estimated that this "Mega Minute" broke all online spending records with around £12,800 being spent every second in line with recent predictions from IMRG which had Monday December 10th listed as prospectively the busiest online shopping day on record.
Commenting on the results, Carl Clump chief executive officer of Retail Decisions said that internet marketers and online retailers would be enjoying "bumper Christmas" this year.
"Christmas Internet shopping traditionally peaks on Mondays as people buy online during their lunch break to save on more trips to the high street," he said.
Retail Decisions reported that this year could see an online sales increase of 82 per cent over the same period in 2006.
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Google has been named as a bit of a Grinch when it comes to its actions around the festive period.
According to the Guardian, the search engine earned the title in December 2004 when it altered the algorithms for AdSense in an attempt to crack down on link farms and sites built exclusively for search marketing loopholes.
However, the newspaper reports that this is not the only year that the world’s favourite search engine has looked a little green and hairy around the edges.
Following the Christmas 2004 decision, which saw the "Florida" algorithm installed, the search engine continued to make life tougher for marketers in December 2006 when it tightened the rules on AdSense in a bid to combat poor content sites – or ‘word farms’ – which were developed solely to take advantage of the AdSense application.
This year it is reported that Google could be lining up to steal Christmas for search marketers and internet advertisers once again following early warnings during October and November that the company plans to move against the buying and selling of paid-for links
Websites belonging to publishers such as Forbes, the Times, New Scientist and the Washington Post are all thought to have seen reductions in their rankings because of this action and the newspaper now reports that they could expect further action over the coming weeks.
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