Web Marketing Advisor

SEO Article Published by Real Business Magazine

June 4, 2008 | SEO, Web Marketing Advisor

I have just had one of my articles published by Real Business Magazine. The article is about the foundations of SEO and how you can dome some really quick and dirty research to see if it is viable to attack and dominate a market. Also included is some insights on picking keywords and the importance of the power of three. Intrigued? Here is a link to the SEO Foundations article.

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SEO Company Reveals Analytics Secrets

May 29, 2008 | Conversion, SEO, Web Marketing Advisor

Any good SEO company will tell you that analytics are the key. The first key performance indicator we look at is what position a website reaches in the search engine results page. I don’t care what any so called expert says, if you don’t get traffic, you can’t even begin to look at conversion! Then we start looking at internal website key indicators. These are usually;

New Visitor Percentage
The reason why we look at this is because if we are working on a search engine marketing campaign, we want to see if new visitors are coming to the site, or just old ones. It is always a concern if this number is low as it means no real promotion is happening.

Bounce Rate
This is the amount of people who come to a website, don’t click on any links and leave within a matter of seconds. This is a great indicator of traffic which is not targeted to the information you offer, or that quite simply, your website is poor!

Pages
These are the most popular pages on the site. It will give a good flavour of what people find interesting, and which pages are never visited

Keywords
These are the keywords people are typing into the search engines to find you. Most of the time this will probably be your company name, but we need to see this report showing the keywords we are optimising for.

Time on site
Again, a great benchmark of how engaging the site is. If people are staying less than a minute, the content they are reading might not be the content which is what they want.

Conversion
The final metric is how much conversion occurs. This can be carried out simply by the number of chosen actions divided by the number of visitors, or can be more sophisticatedly tracked using conversion tracking software. The key point is to decide what a conversion is and to make people take that action.

All of the above information can be discovered by using Google Analytics which a free to use.

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Guy Levine, The IMG and Fashion eTail

May 23, 2008 | SEO, Web Marketing Advisor

Yesterday I spoke for the International Menswear Group who held their meeting at the Merrion hotel in Dublin (Bruce Springsteen was checking in as I was leaving!) . The meeting consists of a luxury/designer menswear store from each country worldwide. I met store owners from as far afield as Canada, Australia and the USA.

My remit was to talk about ecommerce and how it could be done better. It turns out there were a few key points that came out of the meeting.

The first point was that online, two areas work best – discounted designer brands where price shoppers could find good bargains and hard to find items. I think this marks the fact that online is a separate stream to retail. While this may not be true in all cases, in fashion it is at the moment.

The second that email marketing is still the best pound for pound marketing. Any methods used to capture customer details are worth implementing. It’s about being creative and adding value.

The third is that video rocks, and the more it is used, the more people buy. Combine video with adding value and there is a major recipe for success.

If you have any insight into eCommerce with designer brands, leave a comment!

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WMA Media Frenzy

May 8, 2008 | Web Marketing Advisor

WMA CEO Guy Levine spoke at magazines 2008 this week - read his session report here

The main theme of the session to some of the most influential independent magazine publishers was around the leverage of their content, taking it into multi mediums building a larger presence, or what we call, Internet domination!

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