Posts Tagged ‘search engine optimisation’

Bing, Yahoo and Ask growing, but Google still dominates UK search market

March 11, 2012

by Brian Oliver

UK content marketing campaigns should continue to focus on achieving high rankings on Google’s search engine results pages, according to the latest UK figures released by digital intelligence service Experian Hitwise.

While search engines such as Bing, Yahoo and Ask managed to marginally boost their share of UK search volume in the four-week period ending 4 February 2012, Google remained the clear market leader.

The Experian Hitwise figures show that Google.com and Google.co.uk achieved a combined total of 90.84% of the 2.3 billion visits to search engines made by UK internet users during this period. However, Google’s share slipped slightly – down 1.11% from a total of 91.75% in December 2011.

Meanwhile, Bing received 3.78% of UK search volume (up 0.14%), Yahoo 2.31% (up 0.09%), and Ask 1.83% (up 0.09%).

UK visits to search engines were 4.5% higher in January 2012, according to Experian Hitwise, with nearly 100 million more visits than in January 2011.

Some 89% of buyers now turn to Google, Bing or other search engines to find information on products, services or businesses before making a purchasing decision – that’s according to a February study by strategic communications firm Fleishman-Hillard and market research company Harris Interactive.

The study underlined the importance of creating high search engine results by implementing an integrated content marketing strategy – publishing high-quality original content that provides sales prospects with useful and valuable information when they conduct searches.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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Google updates are making quality content the dominant factor in SEO

February 2, 2012

by Brian Oliver

More marketers are finding that Google’s recent changes and updates to its ranking system are now making quality content the key driver in search engine optimisation (SEO).

At the same time, the changes are shrinking the importance of technical SEO tactics led by mathematicians rather than genuine information providers.

This dramatic change in SEO presents an enormous opportunity for content marketers to gain a competitive advantage over rival brands – especially if their competitors are not yet using content-led solutions, such as customer-focused blogs, social media, targeted eNewsletters, videos, eBooks, white papers and eGuides.

MARKETING OPPORTUNITY

Now more than ever, the consistent use of high-quality, keyword-driven content, such as that provided by Focus Content Marketing, can elevate your website to the top of search engine results pages (SERPs) … and keep you there.

That’s why content marketing is now seen as one of the most effective online marketing techniques available to marketing managers – and why many observers are tipping content-led marketing to explode in 2012.

IMPACT OF GOOGLE CHANGES

Last year saw some of the biggest and most important changes to Google’s algorithm, including the controversial Panda update which reportedly knocked the wind out of the sails of several high-ranking sites.

Ever conscious of the need to keep improving its service to users, Google introduced these algorithm changes because it recognised that some websites with top Google rankings were simply high-traffic, low-quality content sites stuffed with keywords.

It set out to limit the visibility of poorly-written filler material created by content ‘farmers’ in favour of sites boasting better-quality authoritative content.

HIGHER RANKINGS

Google now uses quantifiable social engagement metrics and recorded data (such as the length of time people spend on a page) to determine how valuable a page is to everyone who lands there.

When people spend longer browsing certain pages, Google assumes the content has been read and the user obtained the information they were looking for. The search engines consequently give those pages a higher ranking.

If your content is well-written, informative and puts the reader first, it is more likely to keep your potential customer on the page – and Google will recognise this. In other words, if you publish content that keeps your readers happy, Google will be happy too.

Similarly, quality content with higher incoming links will also be displayed at the top of the search results.

MORE CUSTOMERS

Most importantly, though, delivering trustworthy, problem-solving content will not only elevate you in the search rankings, it will also show potential customers or clients how you can help them. It will enable you to gain their trust … and potentially lead to a positive purchasing decision!

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

________________________________________________________

CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing