Search Marketing

digital communications, Online PR and Marketing, Search Marketing, SEO, small business, THE BLOG

SEO: The Basics (part 1)

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Classic Search Engine Optimisation is now an essential part of marketing your business and although high rankings aren’t as crucial as they used to be, they still matter. So, want to get your head around the basic stuff quickly? There are 6 elements you need to remember when looking at your website:

1. The Title of Your Webpage

There is no magic formula here but remember, each title tag has to be relevant to the words on the page. The most effective page titles are created with keywords and keyword phrases and how people search for things that you are offering on that specific page.

2. The  Meta Tags on your Webpage

Meta tags are little bits of text that describes a pages content that only the webmaster can see. The 3 main Meta Tags you should familiarise yourself with are:

  • Meta Keywords Attribute – A series of keywords relevant to the page.
  • Title Tag – The text at the top of your browser.
  • Meta Description Attribute – A brief description of the page.
  • Meta Robots Attribute  For search engine crawlers (robots or “bots”) as an indication to what they should do with the page.

3. The Headings on your Webpage (H1, H2,H3 tags)

If you place keywords in your heading tags your SEO Rankings will increase, but you also run the risk of sounding like a repetitive robot. The h1 is the most important tag and it should basically explain what the page is about.

4. The URL Structure of your Webpage

SEO friendly URLs are vital for search engines to crawl to the most important pages on your website.

5. Canonical Link Elements

A canonical link element is an HTML element that helps to prevent duplicate content issues by specifying the “canonical”, or “preferred” version of a web page.

6. Alt text in images

All images on your site should be optimised, but also, the Alt text box should not be empty.

Once you have your head around these six elements, you can move on to a more advanced outlook of SEO. It’s not rocket science, but it’s necessary. Part 2 Next week!

Content Marketing, EVENT PR, Online PR and Marketing, Search Marketing, Social Media, Strategy, THE BLOG

Going Viral? Top tips for making the most out of popular post or tweet

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going viralWatching something suddenly go viral can be exhilarating but it certainly has its downside.  You don’t end up doing half the things you were meant to. The pile of ironing is winking at you, dinner is far from a creative masterpiece, the phone rings and rings and messages build up in your inbox. Let’s face it, your attention span is a one way street and this is as it should be but Oh how easy it is to become addicted to the repetitive challenge of online success! Firstly the knowing that the content is wickedywack (brilliant) then comes the ‘will it or won’t it stage’ followed by the ‘whoooo!’.

There is most definitely a certain beauty allowing something to take flight, setting it free, gaining reaction and watching the whole thing spread like wildfire, but getting the best out of the beast you have created can be the one thing that lets you down.  Here are my top tips on how to not miss a trick.

1. Have a Success Strategy

Create a success plan before hand. Imagine your viral strategy will work and be prepared for the aftermath. Know what you need to achieve, who (in detail) you need to reach, who needs to be kept in the loop or monitoring with you, who needs to know its gone viral, what stats you need to document and what the results could be used for once its all over.

2. Tried and Tested Monitoring System

Create monitoring streams on Hootsuite, as many as you can and monitor every appropriate conversation about or close to your post,article or release. Set up Google Alerts and set up any notifications on appropriate keywords, stats and press to keep abreast of everything. If you are not using marketing software it really comes down to you looking all over the net to find out if anyone is talking about the same thing or close, would find it interesting, would share it and pushing it through every opportunity you find such as Facebook/Linkedin Groups, Forums, online communities etc.

3. Document Everything. At All Times

If you’ve written a press release, or posted some news on Twitter or Facebook and its popular, take screen grabs of your stats so you can use them in a future presentation and if its a press worthy post, write a small release to appropriate key media with a link to the post to show how popular it is.

This film documents the results of a press release over the course of seven days.

4.Tell More People. Again.

Research your target market fully beforehand and make sure you are maximising the attention of the published post. Tell your friends, family, business colleagues and ask them to share too and don’t forget to show your gratitude. If you are able to boost, push or promote with a small budget, then do so and use social bookmarking sites to push even further.

5. Drink coffee. Ahem.

Keep the fire burning for as long as possible but don’t worry, It will all be over and forgotten soon.