Businesses should not spend too much time optimising their websites for universal search at the expense of text-driven content, it has been suggested.
The popularity of universal search results - which include those for images and videos - among online marketing professionals is high, but these same executives should focus on whether such listings are useful for searchers, according to William Flaiz of Razorfish.
He wrote in a column for Search Engine Watch that while universal search can offer numerous promotional opportunities for marketers, it is also important to ensure search engine optimisation for more traditional website content is not neglected.
"We need to get back to basics and make sure that we're putting our strongest optimisation efforts behind the client's most relevant page (or content piece) for a search term," Mr Flaiz explained.
"This makes the user happier and increases the chance of a customer conversion."
Google started to roll out universal search results in May last year with the aim of breaking down information silos on the internet.
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Showing posts with label SEO for PR. Show all posts
Showing posts with label SEO for PR. Show all posts
Monday, December 8, 2008
Monday, December 1, 2008
Marketers turning to SEO for PR purposes
New research has revealed that more than half of marketers use tactics such as search engine optimisation, pay-per-click and email newsletters for PR purposes.
According to the poll by Citigate Dewe Rogerson, 51.4 per cent of marketers in the UK and Ireland have done so, with almost two-thirds of respondents suggesting that internet-based PR was important.
However, just over four in ten marketers said that they did not have the in-house digital skills to develop a sound online PR strategy, while 31.2 per cent indicated that their organisations did not fully understand the business benefits of internet PR.
A significant proportion of brands were also found to be neglecting social media platforms such as Twitter, blogs and social networking in their PR campaigns - potentially missing out on a key way to reach younger consumers.
Phil Szomszor, head of digital at Citigate Dewe Rogerson, remarked: "Companies can learn a great deal from those brands that are already blazing a trail with online PR, including the need to measure results, involve a wider range of disciplines, secure senior management buy-in and use a wider range of tools and channels."
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According to the poll by Citigate Dewe Rogerson, 51.4 per cent of marketers in the UK and Ireland have done so, with almost two-thirds of respondents suggesting that internet-based PR was important.
However, just over four in ten marketers said that they did not have the in-house digital skills to develop a sound online PR strategy, while 31.2 per cent indicated that their organisations did not fully understand the business benefits of internet PR.
A significant proportion of brands were also found to be neglecting social media platforms such as Twitter, blogs and social networking in their PR campaigns - potentially missing out on a key way to reach younger consumers.
Phil Szomszor, head of digital at Citigate Dewe Rogerson, remarked: "Companies can learn a great deal from those brands that are already blazing a trail with online PR, including the need to measure results, involve a wider range of disciplines, secure senior management buy-in and use a wider range of tools and channels."
Read More..
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