Posts Tagged Google

Online Marketing has gone to the dogs

It’s been nearly 8 years now since I started online marketing company 2bscene. At the time, there weren’t many dedicated online marketing companies around. Most companies offering online marketing services were either web design or advertising agencies trying to cash in on what was clearly going to be a massive growth area of business.

Search Engine Optimisation was still pretty much in it’s infancy and I had built up 4 years experience of search engine optimisation of websites before I started 2bscene. God, in those days it was a hell of a lot easier to rank than it is today.

Of course, Google Adwords wasn’t around then, so there were fewer online marketing opportunities. That’s why we suggest using Web Chimpy they can truly market your company and help boost your business. We did have a number of online advertising options, but they were limited generally to banner advertisements and advertorials.

There was nothing as popular, nor as effective as Google Adwords is today. Banner advertisements were beginning their steep decline in click through rates and search engine optimisation was hardly heard of.

In fact organic search engine optimisation was the only real option for many businesses to get found online, yet little knew about this little secret never mind recognise it’s potential.

I have to admit, I didn’t come from a marketing background when I started 2bscene. I naively opted to study music and live my dream rather than contemplate choosing a college course that would enhance my career! However marketing was something that always interested me greatly.

I had gained significant marketing experience (and interest) in the companies I had worked with before setting up 2bscene and felt I could effectively build and grow a company selling online marketing services. Online marketing was a new and exciting way for businesses to promote their brand and there were very few companies offering the service in Ireland. Therefore the only thing I could be judged on was the results I achieved.

Fast forward 8 years and oh how the landscape has changed.

I had many reasons for setting 2bscene up as a solely online marketing services company. One of the main reasons was to distinguish my business from other web design companies.

At the time web design companies were popping up all over the place, everyone you talked to knew someone who was a web designer. Of course, you could still only count the good ones on one hand, but the surge in growth of these cheap and nasty web design companies was rapidly helping to deteriorate the web design market. From students working from their parents bedroom to the fly by night web designers who have disappeared off the face of earth, they all did little to enhance the reputation of a “web designer”. In fact, they did the complete opposite.

I get it all the time from new clients “we had a falling out with our web designer” or “we can’t get in touch with our web designer”. The perception of a web designer followed through in many advertising campaigns with the likes of IBM featuring web designers off snowboarding while their was a disaster taking place at the office. Web designers became a breed of people who could simply not be trusted to be there in a time of need.

The student type web designer brought web design to a level where a lot of people expect web designers to work for free or next to free. In their naive approach to business, they’d undertake to do a job only to realise they would bore with the client and their requests quite rapidly. In some cases, they thought the best solution was to do a huge amount of work for free in order to get the client off their backs. And of course, there were those who simply said the job is too big for me and disappeared, never to be contacted again.

Now the same thing seems to be happening with the online marketing industry. In fact, everyone wants to be or claims to be a search engine optimisation expert nowadays. I’ve never in my life encountered so many people in any other industry I’ve worked in, that claim to know more than the expert they have hired to do the job for them.

A times it can be a major struggle to have a reasonable discussion with a client/potential client about how best to market their website. There are a lot who feel that they are near experts in search engine optimisation because they have done “a lot” of research on the subject. A little knowledge is probably the most disruptive of all.

It doesn’t help much when businesses like “Snap Printing” decide that they are all of a sudden web marketing and web design experts because they now offer these services to clients. Pretty much all of our clients have been approached by UK online marketing companies offering to get their site listed at the top of Google for €x per month which is clearly a total scam. Yet, clients still question and compare the work we do, to what these shower offer.

Look let’s face it, search engine optimisation is not rocket science and is not hugely difficult when you know what to do. Anyone who has done even the most basic research on search engine optimisation could possibly rank a site for a non competitive keyphrase, that’s fact. But there is one key skill to search engine optimisation that I feel is the most important strength and that is… experience. Because search engine optimisation is changing all the time, having the experience to notice the changes that have occurred and why makes the job a whole lot easier.

Google Adwords and other pay per click solutions are similar. Pretty much anyone can get an account set up and get your site listed in the top results, but the value add from a professional comes in when they help you get the most bang for your buck. Experience is what makes the pros stand out from the rest.

I find it incredibly sad that the industry has come to this as I feel like the bubble is about to burst on the whole industry. In the past, there was a massive burst bubble for the web design industry. Web designers admittedly charged well over the odds for a simple website that never had a chance of generating a return on the investment. This led to many businesses believing that having a website was not a worthy investment for their business and opted not to have one at all. Web designers in the past year saw a massive rush by the companies without websites finally realising that the web was the way to go, but again a lot opted for the cheap option rather than choosing a true professional to do the work.

When I look around at the new so called experts that are leading the industry today, I find it hard to see any real quality. It seems to be the same old faces who you can rely on and trust. The problem with that is that a lot of these are too busy to handle the smaller clients and therefore the smaller online marketing companies are picking up the pieces and doing a pretty woeful job.

A recession is no better time to weed out the poor companies, but I just hope it doesn’t take too long for these guys to get found out!

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Why I hate Google Instant Search

Image representing Google as depicted in Crunc...
Image via CrunchBase

It’s not even a month old, but I’ve already tired of Google Instant Search.

It’s not because I don’t like this new feature, I do, it’s what they’ve taken away or what I can’t do that I could before that really gets to me.

The first most annoying issue for me is the fact that they no longer have a search box at the bottom of the search results.

I’m sure Google spent plenty of time with their UX experts looking at all aspects on the page to see what elements were most important and I’m sure the search box at the bottom of the page wasn’t deemed to be one.

That is probably because most normal joe soaps don’t even go that far in the search results and therefore this feature wasn’t used as much. I used it a lot however and I really miss it.

The second most annoying aspect is a new feature. Being someone who rarely uses as mouse as I prefer to navigate with my keyboard I was dismayed to see the new feature that tabs through each search result when you use your “down” or “up” arrow on your keyboard. What that means is that I can no longer browse through through the search results as fast as I used to. It actually takes quite a bit longer to tab through each result on the search results page. I’ve no had to resort to using my mouse scroll wheel to do something I could do without my hands leaving the keyboard… :(

Google need to be careful that with their massive success they don’t forget the web savvy users who helped build their profile by making things less user friendly for them. They’ve clearly chosen UX features that suit the less computer savvy masses, which is fair enough, but some things didn’t need to be removed, it wasn’t as if they have added any value in their place.

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Google update Keyword Tool accuracy

Google in 1998, showing the original logo
Image via Wikipedia

If you haven’t used the Google Keyword Tool lately to find keywords to target in your SEO campaign, you should really go back and check again. Google recently updated their keyword tool and have made it a lot more accurate than it was in the past.

Those used to using the Google Keyword Tool, probably took these results with a pinch of salt. Google Keyword Tool was nothing more than a very good guide as to what the most popular search terms being used to find a product or service relating to your business.

Every SEO has his/her way of deciphering the data presented by Google’s keyword tool. Some simply divided the results by 10, while others divided it in half. Whatever your method was,you should really go and reassess your keywords as soon as possible.

Some examples provided by other online marketing experts show massive differences in what is reported in the latest update compared to the old date. For example the term “Golf Clubs” once recorded as having over 165,000 searches per month is now down to just over 33,000.

Google of course, haven’t commented on the update – it’s no wonder considering a lot of people based their online marketing strategy on the free tools they provide.

What are you waiting for? Go check your keywords now https://adwords.google.com/select/KeywordToolExternal

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Tools for Building a Successful Online Marketing Campaign

Online marketing is quite a broad term used to describe the act of marketing a business or web-site online. It encompasses all online marketing activities such as Search Engine Optimisation, Pay Per Click, Email Advertising, Google Advertising, Banner Advertising and of course Social Media Advertising.

If you’ve ever met someone and discussed online marketing with someone who works in the online marketing industry, you were probably amazed at how much knowledge this person had of the Internet and its usage. Every Internet marketing expert I know loves to recite the latest statistics on the growth of social media marketing, browser usage and pretty much anything other useful online statistics. Most people I know look at online marketing as some sort of god like skill that only the elite and very web savvy fellows can possess. Much of this can be blamed on the self hype created by a lot of these new wave “marketing experts” who think only they possess this knowledge. The reality is that anyone can do this job and a lot of the tools they use to gather key statistical knowledge about your business is at your fingertips and generally for FREE!

Researching your target market is the key to a successful marketing campaign, whether online or off. But what information should you be looking for and where can you find it?

  1. Keyword Tools
    It sounds like the most obvious place to start, yet the majority of people I encounter every day don’t know that they can get statistics on the number of times a search for their product or service was searched for on a monthly basis. Not only do they not know they could get access to this information, they certainly didn’t know it was free!Keyword Tools are the best place to start when planning any online marketing campaign.

    Keyword tools allow you to quickly establish the amount of interest there is in your product or service by showing how often a keyphrase was searched for on a monthly basis across the major search engines. Most go one step further and create a list of other suggested relevant keyphrases that that people are using for when searching for the products or services you offer. A good keyword tool will also you to drill down to see statistics relating to searches in your locality as opposed to just globally.

    Google Keyword Tool is probably the best free Keyword Tool available on the web today.
    https://adwords.google.com/select/KeywordToolExternal

  2. Google Ad Planner
    It’s not surprising that since Google make the majority of their revenue from Advertising that they would offer another great free service to help you establish how best to market your business online, step up Google Ad Planner.

    Google bought Doubleclick back in 2007 for $3.1 billion. Since then they’ve rolled out the Google Ad Planner to its network of advertisers. What’s great about Google Ad Planner is that you can research and select some of the web’s top properties that you would like to advertise your business on. It allows you to view statistical data such as the number of visits per month, search terms used to find the website and the demographics of users (where possible) of most of the webs largest online properties. You can pretty much see statistical usage information on any website that have advertising opportunities open to the public.

    If you want your advertisement to appear on some of the webs most popular websites, this is where your research should start.
    www.google.com/adplanner/

  3. Facebook
    There are over 1.5 million people in Ireland with a Facebook account, that’s simply a market too big to ignore. Facebook offer an advertising system similar to Google Adwords that allows advertisers to target specific users based on a number of different criteria such as sex, age, location, interests etc.

    A lot of web marketing experts use the Facebook “Create an Advert” system to get an idea of the demographics of those using Facebook. It’s quite a nifty little tool that updates immediately on screen as you select different criteria. Of course, you don’t have to complete the advert to access this extremely valuable information. Another great tool that is absolutely free!

    www.facebook.com/ads/create/

  4. Google Trends
    This is probably the least effective of all tools mentioned, but it’s definitely worthy of being in the list. Google Trends allows you to compare the world’s most popular topics. One really good feature in Google Trends is the ability to see the rise or fall of certain search terms used to find your product or service.

    For example, you could try a search for “online marketing, SEO“. The results will show you how people searching for the term “online marketing” has stayed pretty stagnant over the last 6 years, while searches for “SEO” have grown substantially. With this knowledge I can see what terms are best to focus now.

    Another cool feature to Google Trends is to see which terms are most popular in different countries.

    www.google.com/trends

  5. Google Adwords
    I always suggest Google Adwords as a tool to anyone who plans on marketing their business online. I’ve left it until very last because it’s the only one of the tools I have suggested that is not free. However, although it’s not free, it can be a hugely beneficial tool for gaining insights into the habits of those people you are targeting can be.

    Even running a small Google Adwords campaign on a budget of just €50 will give you invlauable information that you simply wouldn’t be able to gather in any other way. Google Adwords is instant, your advert is live within minutes and you can quickly analyse the performance of your advert on so many levels.

    Setting up and running a Google Adwords campaign is simple, but running an effective one is actually quite difficult. You should spend time learning about Google Adwords and how it works to fine tune your campaign.

    www.google.com/adwords

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