Google's recent decision to remove the ads from the right-hand side of the search results' pages has raised a few eyebrows among the search community. Google maintains that its main consideration is to improve the user experience and relevance of the results page and, at first glance, it would seem that this change is one that actually isn't driven by increasing profits. How could they possibly benefit from shrinking the advertising space from 11 potential clicks to six? Well, firstly, Google isn't doing away with all the ads on the right hand side. The official announcement said: "Ads that have previously shown to the side of the results may in some cases appear below them." We can assume that Google will judge the impact on paid traffic for each keyword, much in the same way that it has assessed the need for a Top three ad box in the first place. If total paid search click-throughs fall drastically for high-volume terms, you can bet your daily budget that the side...

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The recently reported news that the Office of Fair Trading is looking to prosecute companies who pay bloggers for positive coverage of their products makes interesting news for all of us at Propellernet. Why would anyone offering quality content need to pay for coverage? Our approach has always been to develop content that offers genuine value to our target media, be that amateur bloggers, professional bloggers, or standard online media.  The fact that we use search personas and that we’re specialists in the travel and retail sectors means that we know the key media contacts well and we’re able to determine which sites are right for our clients’ target audience quickly and easily.   From there we use various inputs to determine what content will prove valuable both to our clients’ target audience and to the media that we’re targeting. The result of this approach is that we value good relations with all our key contacts from bloggers to journalists (regularly...

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I firmly believe that we will look back at Christmas 2010 as the moment mobile went from a really interesting topic to a serious tactic within all retailers' marketing mix, and what better way to assist retailers in the build up to Christmas than to put together a mobile wish list. Now what a present that is! Ok, maybe a bit of an exaggeration but below are my top 10 tips and considerations for mobile: 1. Don't think for too long! Mobile is still heavily in the planning stage and everyone seems to be talking about theories rather than proven conclusions. This has lead to many retailers waiting to see what happens with mobile before taking the plunge themselves. Read the rest of this entry...

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Following Stefan's blog post on grading retailers for search visibility last month, I wanted to go into a bit more detail about the validity of click through rate data for positions on the first page of Google.  Over the past 4 years the statistics that have been referenced, when talking about the amount of clicks a certain position receives, come from an AOL data leak in 2006: Position 1 – 42% Position 2 – 12% Position 3 – 9% Position 4 – 6% Position 5 – 5% These statistics are a bit outdated and do not give a true reflection of the current search behaviour of someone using Google on their search journey. This is because the search results page and user behaviour has changed a lot over the past 4 years, with the brand new Google Instant showing results as you type and universal search incorporating an array of results including maps, news, images, videos and many more.  Most of the available statistics on CTRs also do not take into account the impact of paid...

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Let’s face it, we all love Christmas. It’s a great time of year where we reflect on the year just gone, eat mince pies, watch the Queen’s speech, listen to The Pogues on the wireless (oops DAB Digital Radio) and laugh at Grandad as he drops his false teeth in the dog’s food bowl and farts as he bends over to pick them up. However, the build up to this festive event (Christmas, not Grandad’s farting), is a frenzy of activity for retailers as they fight for customers both on and off the high street. Christmas shopping online is becoming a growing trend. I for one plan on buying most of my presents online from the comfort of my own warm home, away from the crazed masses on the wet and blustery high street. But with so much choice online, how am I supposed to choose one e-tailer over another? Here’s a few tips to help online retailers stand out from the crowd and get those all important extra sales. Read the rest of this entry...

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For years now, the success of online traffic sources has relied solely on the principle that the ‘last click wins’. This has been a major flaw in web analytics as customer journeys are often a lot more drawn out and complex that just one visit. In fact, leading web analytics company DC Storm, found that 70% of all sales consist of more than one traffic source. Their research in December 2008 also revealed that there’s an average of 3.36 visits per sale. When creating reports and performing analysis, the winning emphasis is often solely with those last clicks, and so the remaining 70% are effectively ignored. But in reality, that 70% play a vital role in the customer journey and that ever important final conversion event. Read the rest of this entry...

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We are increasingly aware of how customers are looking to get the best price for the best product, but how can us online marketers ensure that we reach these potential purchasers and get under the skin of what really motivates their buying habits? We need to go back to basics and forget about the traditional demographics which have influenced marketing campaigns for years. Of course age, sex, income and marital status are important but what you really need to think about is who are your target customers, what influences their spending decisions and which sites do they visit during their spending journey? Its time to get personal and the answer lies in creating personas... Personas are fictional characters. They take on identities and represent your customers by their buying trends and search habits. The persona will put a human face to data and create something that can seem real and familiar. Ideal online customers are no longer just ABC1’s, they are individuals sat in...

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Whether your search marketing campaigns are managed in-house or outsourced to a specialist agency, there are many useful tools you should be aware of, some of which I will be exploring in this post. Keyword research is the most important element to get right in your search strategy, way before looking at website architecture, internal linking or URL structure. Keywords are the foundation of your paid search campaign and key to natural search. Below is a list of some keyword research tools you should be considering. Keyword research tools Google UK keyword research tool Useful for determining the traffic volume for your target keywords, helping you decide which keywords to target. It also gives approximate search volumes for broad, phrase and exact match searches, volume trends and advertiser competition. Read the rest of this entry...

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Propellernet's super-duper online PR team has done it again with another great piece of online PR work for one of our clients King & Allen (bespoke suit makers). Seeing as the doom and gloom of the recession is all everyone is talking about at the moment, it seemed like a perfect opportunity to put a positive spin on it with an article and video interview appearing on the Telegraph's online Business & Finance section about 'how to dress for the recession'. You no longer need to trek down to Savile Row for a bespoke suit which could cost you in excess of £2,000 when you could make your way down to King & Allen and get yourself a top quality, made to measure suit at a more affordable price. Read the rest of this entry...

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