Browsing "search engine optimization"
Online advertising is changing the rules of engagement within the advertising industry. As more and more companies question their current marketing mix, expenditures and return on investment, online advertising gains power and pull.
Answers to some frequently asked questions about the merits of online advertising, the future of online and offline media and hottest opportunities in the market.
Q: What are some of the major trends in online advertising?
A: Search is becoming the dominant form of online advertising, increasing the sophistication of search engine results and content as well as the consolidation of industry players. Market pricing will function more like network television, although the web still remains the great equalizer: Small business will continue to buy a significant share of online advertising because it’s effective, easy to buy and the same medium used by the big boys. Because of its inherent measurability, online advertising is already having an effect on the accountability of all advertising.
Q: When will online advertising really start to take off?
A: It’s already taken off, most dramatically a year or so ago. It was also consumed by entrepreneurial direct marketers that figured out economic models after the easy money exited the marketplace. Many of these upstarts have had to evolve into far more sophisticated players, as the market and competition have grown and matured.
Q: What advantages does online advertising have compared to print, for example?
A: In most ways that impact the bottom line, online outperforms print media. That is not to say print media is without value, but as the marketplace grows more digital (and therefore more accountable) the ability to track, measure, and optimize the results generated by media are difficult to beat. Print’s strengths include highly targeted or niche audiences and the business-to-business sector–though search is impacting that as well.
Q: What are the opportunities for specific markets, such as the real estate industry?
A: Real estate is a big opportunity, and the majority of decisions today are already influenced by online content and advertising. The challenge here is in capturing and organizing oceans of data, images, and entities in a super fragmented industry that is eminently localized. Sounds like a sweet market for a Google invasion, but upstarts like Zillow are doing a great job.
Q: What other areas of online advertising would be smart to invest in? Are there any areas that are untapped?
A: Online video is growing fast, but barely tapped. Online music and audio advertising opportunities are also hot. While Apple and pirated music dominate, upstarts like Soundpedia are taking the music world in a new direction and have a real plan to optimally leverage online music (which is likely to converge with online video as an ad vehicle). Another area is specialized local price and quality shopping engines–at least those that the major search engines index favorably–generally due to strong focus and a good SEO (search engine optimization) team.
Q: What online advertising listings do you predict will be popular in 2008?
A: Yahoo, already a monster in the category, will make significant strides in 2008 and 2009. Despite some organizational issues, they have some excellent people as well as the wherewithal to pull together a high-performing set of online advertising vehicles in an exceedingly scalable manner. Also, Yahoo Search is improving, but is still not as easy as Google AdWords. Yahoo’s acquisition of Right Media was a boost for smaller shops, as the auction model they implement allows savvier online advertising buyers to potentially outperform larger rivals cost effectively.
Q: What about digital game ads?
A: In-game advertising is getting a lot of traction. When you consider there is a generation that thrives on high-end video games, IM and text messaging, it’s easy to see why these ads have great value. Game consoles are turning into living room PCs on the web, They stand to dominate the attention of an exceedingly valuable demographic.
Q: Are there any interesting statistics readers should be aware of?
A: Online advertising has become a major opportunity for a majority of marketers. With so many options, however, it’s easy to confuse a strategy. Focus, and working with people that are experienced in pulling together a solution either in-house, outsourced, or some combination is the first step. Do the homework, keep expectations realistic and focus on learning about how a product or business responds within the online medium. The same advice applies for marketers already in the medium that are seeking growth of their programs and results
Search engines optimization (SEO) should be measured as serious element of any Internet promotion. This is vital as there is so much which can be gained from SEO in terms of Internet promotion and if you do not optimize your website for Search engines,it can effect in a significant loss in terms of free promotion which is basically gained from place well with Search engines. This article will offer insight into what SEO is and will explain why Internet promotion requires at least some degree of SEO.
SEO optimization is a must in order for a website to be listed in Search engines. This may be achieved in a assortment of diverse ways and optimal SEO strategies combine a assortment of diverse strategies to complete one well orchestrated SEO crusade There are quite a few basics to believe when attempting to optimize your website for Search engines. This may take in keyword research are importance META tags, titles and inbound relatives Keyword research is one of the most widespread SEO strategies and basically involves using applicable keywords over and over again in the satisfied of a website to demonstrate the relevance of these keywords to the website. This is vital as Search engines optimizations are likely to reward websites with optimal keyword densities with constructive Search engines optimization will places in an effort to offer Internet users with the most applicable websites for meticulous search stipulations
The prominence of keywords should also be measured. This takes how close the keywords are positioned to the commencement of the website. The widespread fault with this policy is to believe the first opportunity to fit in keywords is in the first line of noticeable text on the webpage. This is not true as Search engines optimization crawl the code of a website as opposed to the noticeable satisfied on the website. This earnings there are multiple opportunities to fit in applicable keywords long before the definite noticeable satisfied on the website. This power takes in the code for the title as well as the META tags. trade owners who realize the potential for incorporating keyword into the code gain an advantage over competitors who only fit in keywords into the satisfied on their website.
Now that we have briefly explained some of the main concept of SEO, we will illustrate why it is vital to optimize your website in the first place. SEO is as vital as most Internet users highly value the effects of hunt locomotives and are likely to only visit to place websites when they hunt for a meticulous keyword. Internet users trust Search engines to serve the most applicable satisfied first and are therefore not likely to visit websites which do not fall on the first or second page of search effects. This earnings websites which rank well basically are receiving a great deal of free promotion from hunt locomotives that place their website in a key position. Website owners who do not invest time into optimizing their websites miss out on a great deal of potential web travel.
It never ceases to amaze me how some media companies get SEO work, this is not picking just on Latitude here, they have done a great job promoting themselves and others in the last few years and I am sure a few would love to have done so well.
But, they just win an SEO account for Haven Holidays to do all there SEO work?, when they cannot even do there own?, anyone who has to advertise on Adwords or any other PPC Search Engine to be found for SEO and PPC services as they cannot be found anywhere near the 1st pages on organic search engines speaks volumes.
I am sure there branding skills, outside media skills making people aware is what they do best, but Online Marketing, SEO, PPC, sorry that does not work for me.
I must get half dozen emails or calls from media company’s monthly, they all usually have fantastic web designers, branding skills, smart educated marketing sales people who talk a good show, but when it comes to the net, they are nowhere to be found, unless of course you type the company name in the browser.
Look at this Google Report
I think this trend will continue to happen, especially here in the UK, until these people and company’s realise that SEO Experts dont grow on trees, the techie web designers they employ with ten degrees from university in computers,design and Linux is exactly what they do, design, they are not a sure fire guarantee to have your website sight seen in the top pages of search engines, its not what they do.
Having spent the last few years working in the USA with some of the largest company’s on the planet, I’m convinced on a whole that a lot of company’s here in the UK are at least 3-4 years behind when it comes to search, until these companies realise how important the net is and how important being found on organic search engine results on the top pages for your profession and for the services you offer, this trend is going to continue.
Some say SEO is a Science, an Art, I tend to agree with some of these comments, but what I do agree on is this, I am not a web designer, I cannot write programs, but I can and do know the art of Search Engine Optimisation, why? because I am where I should be on the Net for my profession, the front pages.
In typical northern style, listen people, Horses for Courses, the sooner you learn this the higher you will climb.
Without traffic, a website will struggle to fulfil its purpose, whether it is to inform, entertain or to sell. Search Engine Optimisation (SEO) techniques are important because a website or blog that is optimized is more likely to be found on Google, MSN or Yahoo. This in turn leads to more traffic. It is in the selection of these techniques that the differences between white and black hats can be seen.
In the old Western movies, the one wearing the white hat was seen as the good guy, the one wearing black was the bad guy (and the one wearing grey was the shifty guy who did whatever benefited him). In the world of SEO, these terms have significantly different meanings – although some people take the moral viewpoint that the white hat is still the ‘good guy’. On the other hand those who follow black hat techniques would say that being black hat is about competing with the search engines while white hat is about competing with your fellow webmasters.
White hat is the term used to describe techniques and methods that fully comply with the Search Engine guidelines (or as some like to say it is ‘doing everything Google tells you to do’). For example, writing original articles for your site would be considered white hat, while the use of software to generate thousands of pages of content automatically would be considered black hat.
Of course, nothing is that simple in reality and there are numerous areas that would be considered grey. For example, using some form of content generation software to modify PLR (private label rights) material to generate pages lies somewhere between these two extremes.
Admittedly, automatically generated black hat sites can generate some serious short-term profits. However, the search engines are getting smarter with their algorithms and when they discover the use of black hat techniques will generally de-index the pages of a site so that it won’t receive any more traffic from that source. In particular, if the software being used for automatic generation leaves tell-tale signs, known as a footprint, the process of de-indexing can be rapid. The other main problem is that many of these techniques generate content which the search engine spiders love, but are useless for humans (although it can make for a laugh to try to read some of it).
White hat techniques focus on developing content that is original and useful to both spiders and people. The main drawback with white hat strategies are that it takes longer to reach your desired goal, but the results can be significant when you reach there. The other nice thing is that there is much less chance that you will be de-indexed by the search engines and that your site, and any profits generated, will be around for the long haul.