By Simon van Wyk
Your online presence fairly bristles with opportunities to collect data about every visitor to your site. And it’s also easy to collect information about the competitive environment in which that your site operates. Measurement and analytics tools can inform your marketing with hard data about consumer behaviour that just can’t be measured in the offline environment.
By Simon van Wyk
Number one on Google – that’s the Holy Grail that search engine optimisation (SEO) was meant to deliver to savvy site owners.
SEO involves tweaking your website to appear in the first page of Google search results for the keywords your customers are most likely to enter and yes, it’s Google we care most about, because Google still reigns on the Internet.
There’s been a lot of talk (including in this blog) about how the evolution of the Internet is bringing about the death of traditional media and advertising. There’s also been a lot of strong disagreement about this prediction (admittedly largely from people who have a vested interest in the status quo).
HotHouse content director Ray Welling talks to Rebecca Lieb, US vice president for digital research and publishing company Econsultancy. She is also author of the business best-seller “The Truth About Search Engine Optimization”. Rebecca talks about universal search, the importance of fresh online content, and why companies today need to “think like an editor” to gain new business.
Listen to the podcast below.
