Archive for 2011

Adjust Your Review Strategy, An Interview With @Chiropractic

ShareTweet One of the hardest questions to answer when anyone asks about online reputation management is how to deal with negative reviews. There are as many solutions as there are reviewers, and while it may be best to ignore some, responding to others with humour, a genuine desire to be better and a bit of imagination can go a lot further. That’s why it caught my eye when the legendary @Chiropractic (come on, how many Chiropractors do you think there are in the world who know more about internet marketing than most internet marketers) aka Mike Dorausch tweeted about a negative review he had received, and the frankly genius way that he dealt with it. This is the tweet I saw; And being the [...]

How To Create a Social Strategy

ShareTweet Habitat UK, Skittles, Nestle, Asus, and more are all tales of woe and warning for anyone going in to social media. Getting it wrong seems easier than getting it right at times. This is often because of lack of planning as opposed to level of difficulty. As important as it is for SEO, planning your social media strategy is important to ensure minimal brand damage from mistakes. Social media, with its low barriers to entry, may seem easy to do. Many think ‘how hard can it be to tweet and update Facebook’? Well, as Nestle learned when the tit-for-tat between an angry consumer and one of its marketing team on Nestle’s public wall got paraded out by some media [...]

How to Do Keyword Research

ShareTweet One of the things I think is most difficult to get right and yet is the most important factor for SEO is keyword research. The research that is done for SEO is quite different from the type done for PPC even though both are for search engines. This means while your PPC agency may have done some ‘keyword research’ it needs to be focused and refined for your SEO efforts. Good keyword research is important because of the number of other critical SEO elements it affects (as well as PPC). The on-page targeting for non-cannibalised keywords is important. That is, don’t target the same keyword on lots of pages. The link building anchor text is important. Internal links and [...]

Broaden your Marketing Mind

ShareTweet My silence on SEO Chicks over the last few months, and indeed lack of community involvement all round, has been something of a worry to me. While there was good reason for it (Like Moving counties twice, I’m now in Costa Rica, lucky devil that I am), it has given me some time to think about the role that the SEO community plays in influencing my marketing strategies for clients. What I’ve found now that the dust has settled though, is that this temporary removal from the online marketing community, has helped me see things in a different light, helping me to develop better strategies, and understand my client’s customers better. I have come to realise that the majority [...]

How To Measure Success

ShareTweet One of the things I frequently get in trouble for is giving away too much information. I think that giving away too much insider information is what I am about to do below. My argument for sharing is that knowledge is power and by giving companies the skills and ability to understand what I do and how I do it, not only will they will better understand, appreciate and purchase services. One of the things I get asked most often, next to “how do you choose an agency” is “how do you know if what they are measuring means anything”? Understanding what is being measured, how it is measured and how you can double check the measurements yourself if [...]

SEO Questions – How Long is a Piece of String?

ShareTweet As a child, it used to piss me off no end when my parents would answer my frequent requests for quantification, with the above question. “How long till we get there?” “When does it stop?” “What time does it get dark?” “How deep is water?” “How much do apples cost?” “How long do Goldfish live?” All such questions would be met with the question “How long is a piece of string?” It’s a colloquial saying which I think is fairly common in the UK, though for sake of clarity means, “It depends.” Whilst of course it wouldn’t take much for a parent to guess the sort of parameters the childish mind is working within; fill in the necessary missing [...]