Monday, February 26, 2007
You may have noticed from our careers page that we are currently recruiting. We are a rapidly expanding company with an expanding and broad client base, and we are currently looking to hire an Internet Marketing Executive.
We're looking for someone who ideally has some experience of SEO and PPC management, together with some HTML experience. For more details, please see visit our
careers page.
If you think your skills are suitable and you could add value to our company, please call us on 01285 643 496 or email us at
found@searchpath.co.uk.
Monday, February 19, 2007
Just read a good article (of the many!) on how web 2.0 can help you with your search engine optimisation efforts.
It simply explains what web 2.0 is and gives an overview on what elements you need to incorporate in your SEO plan.
It is on Web Pro News and you can access the article by clicking
here.
Friday, February 16, 2007
This week we attended to the Search Engine Strategies Conference in London, a chance to catch up with new developments in search and social media. It's a great opportunity to hear new ideas and to meet and hear from some of the leading experts.
One of the highlights of the conference was the keynote address by Matt Cutts, one of the leading software engineers at Google. Matt's Blog (
http://www.mattcutts.com/blog/) is a must-read for anyone in search marketing and it was great to finally meet him and hear his thoughts on future developments at Google and search in general.
(Above is Matt Cutts pictured with one of the SearchPath team, Scott Willsher.)According to Matt Cutts, Google emphasis in its search results, is what is good for the visitor ie is a site giving the visitor the most relevant information and a good experience.
Going forward the 2 big changes he sees for Google search is personalisation and localisation. To some degree, Google already offers personal searches - searchers in the US see different results from those in France. Taking it a step further, for anyone with a Google account, your search results may already be personalised dependent on your profile and search history.
We'll have more from the conference next week, looking at social search, blog syndication, news & PR SEO, Google Analytics and more.
Google is increasingly adding new features to help its advertisers. From yesterday, you can now view your Quality Score (Good, OK or Poor) for each of your phrases in Adwords along with you minimum bid value.
Google's Quality Score is a measure of historical performance of a phrase, click through rate (CTR) and the quality of landing page.
The higher the Quality Score, the lower your min bid for your phrase to be active. Conversely if you have a poor Quality Score, you will have to bid a higher amount for your phrase advertising.
All this means that it is crucial to build a good CTR performance from the very beginning of an Adwords campaign. This can be achieved in several ways - bid for the top positions in the first 2 ways to give you max exposure and CTR (you can then scale back later), organise phrases into tightly related Adgroups with corresponding relevant ads, direct visitors to relevant landing pages (ie if they clicked on 'brown shoes' make sure they can see 'brown shoes' on the page you send them to!) etc.
Need help or advice? Give us a call on 01285 643 496.
Tuesday, February 13, 2007
The constant focus in our business is to maximise the returns we provide to our clients, whether we're working on Search Engine Optimisation, Pay Per Click Advertising, Web PR.
Today we're highlighting just one of the tools available in Google Adwords that helps us understand how we can most effectively target a customer's budget and maximise their return -
Conversion Tracking.
Quite simply, Google's Conversion Tracking enables you to measure how many visitors from a Google PPC Ad react in the way you want - ie they purchase something from you, they complete a sign-up or enquiry form, or view a specific page on your site.
Without Conversion Tracking, you still get lots of good stats from Adwords as to how welll your campaign and keywords are performing - ie how many clicks each keyword is receiving, click through rate etc but it doesn't necessarily follow that the phrases getting the most clicks convert the most visitors.
For instance, you might be advertising the term 'pink widgets' & 'blue widgets'. While pink widgets had 50 clicks and a 30% click through rate, blue widgets received 30 clicks and 20% click through. (we do
regularly achieve these levels of click through for our clients!).
Without Conversion Tracking, pink widgets looks to be the best performing phrase. However, being the smart marketer, you've switched on tracking and noticed that blue widgets converts over 60% of visitors, while pink widgets converts 10%. That's 18 actual conversions for blue, and just 5 for pink. With a limited budget, where would you now focus your campaign?
These new conversion figures now give you real data to analyse and enable you to truly focus and maximise your returns.
Setting up Conversion Tracking is quite simple - a piece of code needs to be placed on your conversion page which may be the 'thank you' page that is displayed after someone submits a contact form, or completed a purchase.
You can also set a monetary value for each conversion, enabling you to measure the cost per conversion as well as the conversion rate.
If you're running an Adwords campaign without Conversion Tracking, you're almost certainly not maximising your returns. Give SearchPath a call and let us help you.
Thursday, February 01, 2007
We're proud of the work we do for (and the relationship we have with) Steppes Travel. Our work emcompasses our full range of Internet Marketing Solutions, but we also get involved in the more creative side of online marketing.
For example, we just created and launched their Spring Digital Newsletter. We've simply taken the Steppes Travel newsletter from PDF format and transformed it into a stylish, page turning, digital brochure, enabling visitors to 'flick' through the pages as they would with a normal printed brochure or newsletter.
Click the image to see how it works.
We also provide Email Marketing for Steppes Travel and just today we sent out their latest 'On Location' series of emails. Steppes Travel only recommends places they themselves have explored so we helped develop the
On Location concept in an effort to convey their knowledge and expertise to their clients. Click to see
On Location February 2007.
On Location has proven to be a very simple, but hugely effective concept that Steppes Travel's clients love receiving! And of course, coupled with our Web PR service, we can help Steppes Travel reach a far larger audience than just its current subscriber base.
One last tip & a blatant plug(!) - if you are looking for a holiday with a difference, give Steppes Travel a call (www.steppestravel.co.uk) on 01285 880980.
January's gone already and what an exciting month it's been!
Just to talk about ourselves for once, January has been our busiest month on record, with lots of interesting projects implemented and planned for our existing clients.
We're also delighted to have taken on several news clients across many different sectors, including business translation services, property, garden care, retail, industrial and pc security. Many of these clients are looking for a complete Internet marketing solution, including our whole range of services from SEO, Pay Per Click, Email Marketing to Web Analytics, Web PR and Web Commercialisation.
We're not trying to blow our own trumpet, but it just goes to show how crucial the web now is for any company, regardless of size or sector!
