Our Daily Articles: Complete Index 2008–2022

Corporate blogging for authority

Many companies are wondering if they should have corporate blogs at the moment – the pressure to present a more human face to customers is spreading from the business-to-consumer sector to our own. In The Opportunities and Challenges of Corporate, Team, and Personal Blogs on Web Strategy by Jeremiah, Jeremiah Owyang discusses the implications. Many companies, such as Autodesk, have let many staff members blog to great effect, building enthusiastic communities amongst customers and hugely increasing the company’s perceived authority. But even relatively small industrial suppliers can take advantage of… Read More »Corporate blogging for authority

You’re wrong. Even if you’re not.

“In study after study, respondents rate themselves as less racist than average, smarter than average, more generous than average”, says an amusing short posting in Seth’s Blog called All customers are smarter than average. The lesson is not so much “the customer is always right”, more “don’t try to reason with them”. Industrial marketing folks should take this one to heart.

Using video in the corporate environment

I know that more than a few readers will be thinking of experimenting with online video to promote products and services, so it’s worth considering the particular requirements of the business market. Naturally, video isn’t as obvious a tool for us as it would be in the consumer space, but have a read of iPhone 3G Shows How to Use Online Video to Sell Products on Future Now’s Marketing Optimization Blog. Apple is, unsurprisingly, good at most aspects of marketing, and we can often learn a lot from watching what… Read More »Using video in the corporate environment

Copywriting: up, up and away

Today’s recommended reading is a relatively short article which appears to be the introduction to a series, but which is worth thinking about in isolation, especially for marketers like us who probably don’t have enough time to read really in-depth analyses. Superhero Copywriting Tips: ‘Holy Persuasion, Batman!’ from Future Now’s Marketing Optimization Blog looks at superheroes’ distinguishing traits (bear with me on this) and suggests how they could be applied to writing marketing copy. Yes, it sounds silly. But sometimes it’s trivial-sounding stuff like this which actually sticks. Sometimes it’s… Read More »Copywriting: up, up and away

Why you need a conventional contents page

Do you have a “sitemap” (an index to all the pages on your site) which is visible to the public? I’m not talking here about what’s known as an “XML sitemap”, which is a specialist file aimed at search engine robots. I’m talking about a set of conventional web pages which list all of the real pages on your site. On the SEO Theory and Analysis blog, Michael Martinez has produced an excellent guide to why and how you should do this. HTML Sitemap Design and Theory – Fundamental Basic… Read More »Why you need a conventional contents page

The bottom of the barrel

Today we’ll touch on a subject close to my heart, mainly because I devoted the best part of a year of my life to understanding and overcoming the problems it causes. The subject is duplicate content. A new post at Google’s own official Webmaster Central blog makes a good attempt at introducing the topic, and pointing you in the direction of further reading. As the title suggests, Duplicate Content Due To Scrapers is primarily concerned with other sites which steal your content and republish it (“scrapers”), rather than the type… Read More »The bottom of the barrel

Why optimising your site is not risk-free

The objective of this blog is to seek out online articles which should be of interest to marketing managers in UK industrial and scientific businesses. Whilst many of the articles chosen will discuss developments in online marketing, and some intriguing techniques, I’ll also be selecting good background articles on various aspects of online marketing. Today’s choice is one of those. Bad SEO Techniques That Will Hurt Your Google Rankings from Search Engine Journal discusses how “search engine optimization”, or as it is commonly called, SEO, can actually hurt your site if done badly. The conclusion we should all draw from this is that if you’re allowing someone to play with your company’s web site, in order to improve its position in the Google results, make sure that person knows what they’re doing. You’re playing with fire here.Read More »Why optimising your site is not risk-free

The importance of testing

We all know that testing pages is important, but few of us do it nearly enough. We all think we know best, and anyway, as testing takes so much time (and forces you to set up alternatives to what you feel is the right approach), we usually just think “it’s not worth it”. But it is. In We’re all guinea pigs in Google’s search experiment at CNET, the results of some of Google’s own testing experiments are revealed. Who would think the copyright notice at the foot of the page was so important? It needed testing to prove it.Read More »The importance of testing

A look at Google’s Site Search offering

A nice introduction from Search Engine Journal today to Google Site Search. Google Site Search Gives Site Owners More Control explains how outsourcing your own site search to Google’s paid-for, but excellent application could be a smart move. If you don’t have a search facility on your site, or the one you have is a bit clunky or hard to maintain, take a look at this alternative.Read More »A look at Google’s Site Search offering

Letting hard facts drive your marketing

A post at Future Now’s Marketing Optimization Blog put me on to an excellent article at Omniture: Industry Insights called How to Make Testing Successful. In it, author Lily Chiu answers the question “How can I bring testing and optimization into my company successfully?” It’s a big leap both in effort and conceptual terms to go from marketing through gut instinct to marketing through data alone, but it’s a direction we should all be taking.Read More »Letting hard facts drive your marketing

Understand what you subcontract

A good article on Search Engine Land, called Why You Need To Know SEO Basics, Even If You Outsource, is something you should read if you’re planning to improve your company’s web site performance but know you’ll be subcontracting the task. SEO is the specific science of “search engine optimisation”, but the principles in the article apply to other aspects of web site and online marketing development. You can only give a task to someone else if you actually understand what the task involves – we all know that – so education should be your priority at the moment.Read More »Understand what you subcontract

Strangemadeupdomainname.co.uk …or not?

Today I’d like to highlight a post from Search Engine Journal: Google, Yahoo and Microsoft: SEO Influence of Keywords in Domain Names asks “Are keywords in URL and domain name important? And how does it differ across various search engines?” For most of your companies, you have a set web site name (yourcompany.co.uk, probably), so you may be thinking “does this rather arcane discussion matter?” Well yes, it might well do, because you don’t have to put everything on your own company web site. Creating specific domains for specific campaigns is an option which most companies explore from time to time, and it’s a technique which can prove very effective. And if you try it, you’ll need to consider if it’s worth putting your keywords in your new domain name…Read More »Strangemadeupdomainname.co.uk …or not?