Digital Marketing with Ignition CBS
Today I had the good luck to be at a seminar on digital marketing led by Ignition CBS’ Managing Director Andy Chemney. A really insightful series of presentations will probably lead to a series of blog posts as this is unlikely to fit on one page.
Andy kicked off the presentation with the basics of search engine, what they do and how they work. It really illustrated in clear English the importance of search engines to digital marketing.
This is how the search engines see and rank our sites. The links provide pathways to our sites and between pages in our websites. The strength of links from other trusted websites that have been relevant in the past help the search engines rate the value of our sites.
The text of our site relates to its content and this is how the search engines ‘file’ our sites and its pages in one big library. These library’s or indexes store this information, cross referencing all the information and ranking its position for search terms. The position of search terms change on a day to day basis.
Andy then moved on to explain how Google Instant is changing the way we interact with search engines and how this effects digital marketing. Fairly obvious but not something I had given much thought to. Google Instant is where Google ‘guesses’ what you are searching for from the first letter, giving relevant search results and as you add further letters the search results change. Think predictive text for search terms.
Now before Google Instant, the searcher would have to type in their entire search term. This meant that you could try and match these particular long searches to the content you were producing for your sites. With Google Instant however, searchers are ‘dropping off’ before they complete their searches… this leads to a trend towards more general search terms.
The Long Tail Marketplace
Andy explained that the internet provides a great opportunity for selling products and services that has never existed before: The Long Tail.
The long tail suggests that there is more profit potential in selling a large number of unique items in relatively small quantities. The internet allows this by bringing together demand and simplifying access and communication. The best example of this model in action is Amazon but Andy mentioned a story about a business who serves a niche internet forum of drum makers, so it is possible for nearly any business to adopt this strategy.
This is only a glimpse at some of the subjects we covered but Ignition CBS regularly provide free seminars… I would heartily recommend attending all you have to do is get in touch!