Big brands and their digital plans – in the firing line!

Yesterday afternoon a last-minute arrangement saw me on the keynote panel at the Search Engine Strategies event in London.  The panel was billed as, “Big Brands and their Biggest Plans Yet“, and I was alongside companies such as Yahoo, the British Museum, Local.com and SAP, with some agency representation as well.

At the end of a long day I thought the room would be fairly empty, but the promise of cocktails after the session must have kept people hanging around – and Aaron Kahlow of Online Marketing Connect, who was chairing the panel, prompted the audience to go for a “no holds barred” approach to their questions.

Following are some of the questions and responses from the panel (paraphrased from memory!): Continue reading “Big brands and their digital plans – in the firing line!”

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SEO – advancing the science of search

Advancing the science of search – beyond the web

A lot of time and effort goes into SEO audits – not just the review of your site and the insights and actions required to improve your rankings – but a strategic decision on the keywords to optimise around.  i.e. what you want to be famous for.

The question is whether those keywords are then applied across ALL of the tactics and content you create.

We can’t control search behaviour.  When a customer is at the early stages of identifying a need and at the top of the buying funnel, they’re not searching for your company, products or solutions.  All we can do is try to align generic keywords to their issues and aim for a share of searches.

Applying keywords to content Continue reading “SEO – advancing the science of search”