Q & A
What services do you offer?
Whatever your requirement, we will have a service to suit you and we tailor our service to the individual client, whether it's a single trader wishing to gain search engine authority, or a multi-national corporation needing in-house training. If you see it in the list above, we have experience of it. Just use the contact form at the bottom of the screen to tell us your requirements.
What is internet marketing? / What is digital marketing?
Internet marketing has many guises. Essentially, and in short, it means using the internet to market your product or service. There are two primary stages, marketing and selling your own product, or using your own product (for example a forum)to increase your revenue. There are many means of doing so, all of whch I will cover.
What is HTML5?
HTML5 (Hyper-Text Mark-up Language 5) is the internet language of the future. The internet currently runs on HTML4 and has done since 1999. Websites have grown en masse since that date and as such, most internet pages you see today are written in HTML4. HTML5 was first conceived in 2004 but only became available commercially in 2008 and even to this day, internet browsers have only limited capabilities to view HTML5 correctly. The suggested timeframe for HTML5 to become the recommended mark-up language is 2014. Due to the fantastic updates of internet browsers, the big three (Internet Explorer, Firefox and Chrome) are now much better prepared and in most cases they can now handle most HTML5 elements. The need to transfer away from HTML4 to HTML5 will increase due to internet browsers dropping the need for HTML4 documents, just as they have previously dropped the capability to view previous incarnations of HTML.
(runs on all browsers, but IE requires version 9+). HTML5 requires no additional software and cannot be disabled so every viewer sees the site the same. HTML5 is the future of websites and brilliant to use and view. Without it, your site is going to look very dated within a few years.
What is SEO?
SEO (Search Engine Optimization) is a combination of the processes involved in optimizing your webpage for search engines with the end target of getting your page to the very top of the search results for a particular keyword or phrase. Many people believe SEO to be site-wide but in effect, search engines rank particular pages, so your homepage might appear nowhere, but an inner page might be top ranked. Due to this, SEO must be performed on each individual page rather than the site as a whole.
Dave has worked for Google so he is our resident SEO expert. SEO is split into two distinct areas; on and off site. On-site SEO is a matter of getting your meta tags correctly formatted so that the search engines know what you are trying to rank for, and creating your content based on your keyword or phrase. As an example, we have this site trying to rank for SEO and this Q & A section would be considered relevant and related content. If we was trying to rank for "Elephants wearing shorts" then our content would be unrelated, so although we might have nominated "Elephants wearing shorts" in our keywords meta tags, we would not rank for it. The second factor is off-site SEO and this is where SEO becomes complicated.
The biggest search engine Google, has a lot of guidelines in place for webmasters, but if you break it down to one rule, it goes like this: Do your on-site stuff but let the rest take care of itself. In other words, get your meta tags done, your content created and do nothing else (other than updating content). Everything off-site should not be done by you. The whole basis of the Google algorythm is that other sites give your content credibility by linking to it, so it gives pages a page rank based on its authority. Any outgoing links (that are not nofollow links) from that page carry authority based on pagerank down to the site that receives the link. So dofollow links on high authority sites like BBC or Wikipedia are highly sought after and can significantly increase rankings. Pagerank does not affect ranking of the page itself, but the page it links to.
Now doing your on-site preparation and hoping for the best is not going to get you ranked unless your keyphrase is particularly obscure, so in order to rank you do need to do some off-site link building. Just be aware though that it is against the webmaster guidelines and can potentially get you removed from the search results. Play it safe, don't mass link and only create links on high-value sites. Links in from press release sites are particularly effective due to the moderated nature of them. Also, if you have a particular skill, guest blogging on well known sites can provide you with a very relevant contextual link that is worth more than 1000 artificially created ones.
There are millions of "SEO Experts" out there and we get roughly 30 emails per day spamming the services of these people. Most of them are charlatants who don't know the first thing about SEO, they don't understand the Google Panda and Penguin updates and the vast majority of them will get your site removed from the search engines within 3 months due to bad practise and a need to outperform their competitors.
What is SMM?
SMM (Social Media Marketing) is the practise of using social media networks or other discussion channels to raise the awareness of your product and to interact with and engage your target market. We know the main ones, Facebook, Twitter and Pinterest, but SMM also covers forums and blogs, any medium you use to effectively engage with your clients. Competitions are a great way to engage and if you promote it right, the competition can go viral because your visitors talk about it and drive further interest. There are other ways too, creating interaction by either sponsoring or creating a game or an application is a good way to raise awareness and even creating an automated helpdesk gives you a smart way to interact with your members and build your image of a company that wants to help.
What is PPC?
PPC (Pay Per Click) is an advertising model where an advert is placed on a site and the advertiser pays a set fee to the site owner in the case of a visitor clicking on the ad. Google is the big player in the market with Adwords/Adsense but in our opinion Googles PPC program is too effective to make it a good business model in all but a few cases. Let's say you run a business selling baby toys and you place Google ads on your site to increase revenue, because of the relevancy of contextual advertising, you will be promoting your direct competitors and you will lose your visitor as well because the click results in the link opening in the same window/tab. Your best idea when it comes to placing ads on your site (and in deciding which sites to place your ads on) is to choose highly relevant but non-competing ads, ones that enhance your own product. Finally with PPC, the advertiser should closely analyse them to reduce costs. Split-testing is essential.
What is PPV?
PPC (Pay Per View) is an edvertising model where the advertiser pays a fee every time their ad is displayed to a visitor. This is best managed through an advertising network where they can keep a close eye on your impressions (views). This is an ideal advertising model if you want to specifically target the exact demographics of an existing site. PPV is usually managed through a piece of installed software (Adware) that users sometimes install as an add-on to other software. As an example, when you download Firefox, there is a tick box you must untick in order to not have a piece of this adware installed on your computer. Essentially the adware displays ads to the user at various (but specific) times. Let's take the example that you own a stock trading website and you want to target interested people. You could place a bid (cost) on a particular page like the business page of the Reuters website and have your ad displayed every time a visitor who has the adware installed goes to that page. It is unstoppable by the site so you can target specific visitors and bring them to your site instead.
What is CPA?
CPA (Cost Per Action) is an advertising model where the advertiser pays the webmaster on completion of an action by the visitor. So following a straight line PPV pays only on impression of an ad, PPC pays on the clicking of an ad, and CPA pays on the completion of the sale or offer. Most of us will be aware of CPA offers and they have become commonplace on Facebook. When you're playing a game on FB and are out of gold for example, you can purchase some using your credit card. But there are other ways, there would usually be an option instead to "earn credits" and in these cases you are taken to an offers page. Usually it goes along the lines of "complete a survey for 3 credits" upto "Take out a Lovefilm subscription for 150 credits". These are CPA offers, the webmaster gets paid by the advertiser when the visitor performs an action. Actions could cover surveys or purchases as mentioned, but there are very simple offers known as "Zip submits" where all you need as a webmaster, is for the visitor to enter an email address and zip code and you get paid. These are usually in the form of competitions. The value of personal data has grown significantly over the years and comapnies are willing to pay good money to capture a users details.
What is affiliate marketing?
Affiliate marketing is similar to , more more expansive than CPA marketing. The webmaster (or affiliate) gets paid for a sale, but they are allowed much more leeway in how they go about getting that sale than simply placing an ad on their site. They can actually go and close the sale themselves. The basis of affiliate marketing is that you get other people to sell your product or service for a cut of the revenue (in some cases upto 120% of the sale price simply because of the value of follow up sale opportunities). There are high power affiliate networks out there and getting your product in front of these "super affiliates" means they can send the offer to hundreds of thousands of people through email marketing.