A compendium of random stats I’ve found interesting from 2010
It’s that time of year again, where people are in full swing of 2011 planning so I thought what better time to share a few of the takeaways from 2010 news and views that may well rock your 2011 world.
I normally write a more typical search business column, but this time around as I’ve been in 2010 review and 2011 planning mode recently, I thought I’d pull together a quick and random compendium of industry-level tid bits that give those trend munchers and stat lovers their daily fix.
So for instance, did you know that Internet World Stats states that of the 82.5% internet penetration in the UK – almost a 3% increase in a year?! Bigger than that for ecommerce though is that a touch over 67% of the UK population is now thought to be persistent buying goods online. Anyway, with such a great deal of this growth being driven by social, let’s kick things off there shall we…
Social Consumption
The consumption of social media is on the rise, we all know that, but did you know it now dominates 25% of time spent online according to Nielsen?
The consumption of social media is on the rise
Interestingly, Hitwise suggests 13% growth in retailer’s traffic from social media year on year highlighting the importance of word-of-mouth and the optimisation of search and social media assets with such purpose.
Increasing monetisation of social media such as Twitter is also an area to keep an eye on, knowing the interest of clients in this area.
Businesses need to be aware of how forms of social media communication are informing business communications too…
The Bingoo Search Alliance
The Yabinghoo search alliance will deliver an aggregated 154 searchers in the USA alone! The UK will not see anywhere near this sort of scale of searching with less than 6.5% market share of search volume being seen consistently across 2010 – even with Bing’s above-the-line presence…
The Bingoo Search Alliance
Beyond Bing powering Yahoo’s search results and Site Explorer changes, there is little more that can affect SEOs in the UK but it’s more apparent changes are likely to be seen across PPC. Regardless, it’s certainly one to watch – maybe two search minds will be better than one…?
Real-time, social Google and personalisation
It’s not too clear how Google is going to be pulling more real time functionality in to its search result, but it’s very likely. Eric Schmidt has already admitted to adding more social media layers to its search results as opposed to all out social media platform creation and promotion – focussing mostly on search quality through social personalisation. An example of Bing doing something similar can be seen in the strategic partnership with Facebook.
Mobile Search
The increasing impact and growth of smart phones is naturally hugely important for those online marketers that work with mobile search, and a 96% growth in smartphone purchases isn’t to be smirked at. And with Google absolutely kicking competitor’s proverbial behinds at mobile search (with an incredible 98%) it gives us good cause to watch that little bit of digital space flourish over the coming months and years. The UK is leading the adoption of mobile search with 70% growth.
Mobile Search
Mobile Search
Growth of mobile search is at such a rate, than retailers are believed to be struggling to keep up!
Interestingly too, the mobile app economy, is in part, being driven in part by word-of-mouth – at almost 40% – reminding us of the importance of conversation driving so much demand online.
Mobile Search
Online Video
More increase is seen across video too, with ComScore reporting a 37% increase year on year. And with YouTube holding a dominant share in visibility can we safely say that we’ll see this continue into 2011?
Online Video
And with UKOM/Nielsen reporting that of the 17.4m users in May, the average time spent on the site over month was 53 minutes, or 1 hour in the USA – far short of the 7 hours on Facebook:
Online Video
Increasing Infiltration of The Google
With the ever growing reach of Google through the Google OS and Google TV are we going to see Google extend its advertising reach beyond more traditional forms of search? Google quite clearly is working towards dominating those channels that influence such a large part of our media consumption.
Advertising
It’s great to see the online advertising sector performing so well as transparent return on investment and increasing time being spent on online properties.
The growth in display year-on-year is in part recovery but also due to an increasing sophistication, now seeing 34% growth since 2009 forQ3 – with Facebook drawing the most impressions of course.
Content paywalls
You could quite easily regard the decision of The Times and The Sunday Times to put up a paywall around their content as a flop, but maybe they are the trail blazers in attributing value to content. For me it’s not a business model that is working well for them in the short-term but who knows what the world wide web’s trends and New International have in store to make or break this idea.
Maturing SEO Tools
Highlighting a few tools isn’t a logical step in this post but I just wanted to do it in order to give a nod to those companies where there have been such impressive steps in their maturity. Increasing investment in tools that act as a window to indicative / sample data should be encouraged, so here’s a hat tip to Majestic SEO, Linkscape, Eight Fold Logic, SEM Rush and Dart Natural Search.
Economic Buoyancy
We’re in turbulent economic times, so keeping an eye on economic news might help you to feel more at ease with how things at a macro level and search industry level are shaping up.
Online as a research tool – the finance sector is often used as a benchmark for economic activity and with an estimated 10 million UK consumers seeking financial services / products online, with 15 minutes on average being spent on each site – a huge feat!
The Wrap Up
I think this just about does it. In all honesty this list is kind of endless, but hopefully it reminds you of a couple of developments in the industry and how things are shaping up for 2011.
Monday, November 29, 2010
Google Adwords Cost
I hope this article encourages people to look at testing different AdWords strategies as it is important to trial new methodologies using parts of your campaign to ensure you clients stay ahead of the competition. The first point is I personally feel any method you read such as over bidding on keywords to kill off competitors profitability is unethical and based on my research not great for your campaign ROI.
It is important that you understand that you need to start thinking of AdWords like you do with affiliate marketing with a focus on measurement, testing everything, conversions and campaign ROI not just total impressions or clicks. It is important to know that what might be working for a competitor or a client in a similar industry may not always perform as well in another campaign so measure, test and record everything to examine later.
Bid Management Theory?
One of the theories I wanted to test was about using Google AdWords inbuilt bidding engine focusing on clicks versus focusing on conversions instead of a bid management package. There had been some interesting feedback about the improvements to the platform to use automatic bidding to try and maximise clicks & conversions within your target budget but would it offer suitable ROI?
Read more: http://ping.fm/RCbgy
It is important that you understand that you need to start thinking of AdWords like you do with affiliate marketing with a focus on measurement, testing everything, conversions and campaign ROI not just total impressions or clicks. It is important to know that what might be working for a competitor or a client in a similar industry may not always perform as well in another campaign so measure, test and record everything to examine later.
Bid Management Theory?
One of the theories I wanted to test was about using Google AdWords inbuilt bidding engine focusing on clicks versus focusing on conversions instead of a bid management package. There had been some interesting feedback about the improvements to the platform to use automatic bidding to try and maximise clicks & conversions within your target budget but would it offer suitable ROI?
Read more: http://ping.fm/RCbgy
Saturday, November 27, 2010
Just for SEOs ? How to Find and Keep a Great Copywriter
One of the things I enjoy most about SEO is that I get to work with a lot of creative, talented specialists, especially copywriters. For those who don’t know, a copywriter is someone who writes marketing copy. In essence, a website content writer is a copywriter.
The world has thousands and thousands of copywriters. Sifting through the masses to find a talented, affordable, and likeable copywriter is not always an easy task. But after some time, I’ve managed to find and keep a few great ones. Here’s how I’ve done it.
How to Find Good Copywriters
There are a lot of places to look for copywriters, but these are some of my favorites:
1. AssociatedContent.com – If you need a writer for a specific subject area, Associated Content is a great place to look. Not only are there thousands of writers to choose from, but you get to review samples of their work before you decide to contact them.
2. Blogs about Writing – Good copywriters are constantly honing their craft, which means they often comment on and contribute to popular writing blogs. MichelleRafter.com, for example, holds a massive annual writing contest that attracts numerous high-quality bloggers and writers…each of whom offers a series of contributions on their personal or business website. These contests are a great way to identify talent.
3. Craigslist – If you don’t mind pouring over dozens of emails and attached writing samples, Craigslist can be a great way to find good copywriters (especially local copywriters).
Some favor sites like Elance.com or Guru.com, but I’ve found they can be hit or miss. While you can definitely find someone that offers great quality and value, I’ve found that many of the people actively bidding on copywriting projects are halfway across the globe. When you’re working with a copywriter, it’s essential that both of you can pick up the phone and talk about your project. If your copywriter is 12 time zones away, that becomes much more difficult. As a result, these sites are low on my list.
Six Tips for Keeping Great Copywriters
Once you’ve found someone who can create the writing you need, it’s essential that you cultivate a relationship with them. Great copywriters have plenty of opportunities to work (good writing, like SEO, is an in-demand skill), and as a result copywriters are as much evaluating you as a client as you are evaluating them. Here are some tips for building a great relationship:
1. Find out what they like to write. Some copywriters salivate at the prospect of writing 500 words about mortgage refinance. Other copywriters would rather have sharp pieces of bamboo shoved under the fingernails than write about anything financial.
Before starting a project with a new copywriter, take a few minutes to discover what they enjoy writing about so that you can match them up with projects they’ll like. When you can match a copywriter with an enjoyable topic, the result is a well-researched and top quality product…not to mention a copywriter who always looks forward to working with you.
2. Open communication is essential. Many experienced copywriters have a standard questionnaire that each of their clients must complete before starting a project. These questionnaires help a copywriter learn about your project’s marketing goals, you or your client’s preferred writing style, etc. If the copywriter you’re working with doesn’t have a questionnaire, help them develop one.
3. Recognize that writing is a process. It’s not realistic to expect a copywriter to generate exactly what you need in their first draft. Copywriting is a creative process. It’s expected that you and/or your client will give feedback and ask for revisions.
4. Don’t ask for it right away unless you need it right away. One of the easiest ways to turn off a copywriter is to demand quick turn-around on all of your projects. First of all, most copywriters have dozens of clients – it’s simply not fair to demand they drop everything to complete your project right away.
Second, if you ask for something ASAP and then don’t respond to your copywriter immediately with feedback or revisions, you’ve made yourself look bad. At best, they’ll ignore your next “emergency” request. At worst, they’ll never work with you again.
5. Remember that writing is not a commodity. I can’t tell you how many web designers, developers, and SEOs I’ve talked to who view copywriting as some sort of machined commodity. Instead of recognizing that copywriting is both art and skill, these people ask how many 400+ word articles they can have written for $50.
If you don’t value copywriting as a skill, that’s your own business. However, no self-respecting copywriter would choose to work with someone who doesn’t respect their skills. If you want to keep a great copywriter, you must respect what they do.
6. Most Copywriters need SEO guidance. I’ve yet to talk to a writer who doesn’t claim to “get” SEO, but a lot of times the copy still comes back with keyword-less headlines, no bold or emphasized keywords, no integration of skimmable items like lists and sub-headers, or poorly chosen anchor text. This is to be expected – most web copywriters were educated to write as a journalist or novelist, so optimizing content for search isn’t necessarily a natural mindset.
In order to minimize revisions, I have a short SEO copywriting checklist that contains all the SEO elements I want from my copy. I send that checklist to my new copywriters and give them SEO tips during the revision process too. Over time, we develop an understanding of what I’m looking for.
Great copywriting is the backbone of many powerful websites, and successful SEOs understand the importance of well-written content. Considering that one simple article or blog post can spontaneously generate links, leads, and/or sales for you or your client, it’s essential to get the best possible writing you can afford.
Great copywriters may be hard to find, but the reward is substantial. Take the time to find writers that know what they’re doing, remember that writing is a process, and respect the skills. The reward will be strong relationships with people whose work will make you look better in your client’s eyes.
The world has thousands and thousands of copywriters. Sifting through the masses to find a talented, affordable, and likeable copywriter is not always an easy task. But after some time, I’ve managed to find and keep a few great ones. Here’s how I’ve done it.
How to Find Good Copywriters
There are a lot of places to look for copywriters, but these are some of my favorites:
1. AssociatedContent.com – If you need a writer for a specific subject area, Associated Content is a great place to look. Not only are there thousands of writers to choose from, but you get to review samples of their work before you decide to contact them.
2. Blogs about Writing – Good copywriters are constantly honing their craft, which means they often comment on and contribute to popular writing blogs. MichelleRafter.com, for example, holds a massive annual writing contest that attracts numerous high-quality bloggers and writers…each of whom offers a series of contributions on their personal or business website. These contests are a great way to identify talent.
3. Craigslist – If you don’t mind pouring over dozens of emails and attached writing samples, Craigslist can be a great way to find good copywriters (especially local copywriters).
Some favor sites like Elance.com or Guru.com, but I’ve found they can be hit or miss. While you can definitely find someone that offers great quality and value, I’ve found that many of the people actively bidding on copywriting projects are halfway across the globe. When you’re working with a copywriter, it’s essential that both of you can pick up the phone and talk about your project. If your copywriter is 12 time zones away, that becomes much more difficult. As a result, these sites are low on my list.
Six Tips for Keeping Great Copywriters
Once you’ve found someone who can create the writing you need, it’s essential that you cultivate a relationship with them. Great copywriters have plenty of opportunities to work (good writing, like SEO, is an in-demand skill), and as a result copywriters are as much evaluating you as a client as you are evaluating them. Here are some tips for building a great relationship:
1. Find out what they like to write. Some copywriters salivate at the prospect of writing 500 words about mortgage refinance. Other copywriters would rather have sharp pieces of bamboo shoved under the fingernails than write about anything financial.
Before starting a project with a new copywriter, take a few minutes to discover what they enjoy writing about so that you can match them up with projects they’ll like. When you can match a copywriter with an enjoyable topic, the result is a well-researched and top quality product…not to mention a copywriter who always looks forward to working with you.
2. Open communication is essential. Many experienced copywriters have a standard questionnaire that each of their clients must complete before starting a project. These questionnaires help a copywriter learn about your project’s marketing goals, you or your client’s preferred writing style, etc. If the copywriter you’re working with doesn’t have a questionnaire, help them develop one.
3. Recognize that writing is a process. It’s not realistic to expect a copywriter to generate exactly what you need in their first draft. Copywriting is a creative process. It’s expected that you and/or your client will give feedback and ask for revisions.
4. Don’t ask for it right away unless you need it right away. One of the easiest ways to turn off a copywriter is to demand quick turn-around on all of your projects. First of all, most copywriters have dozens of clients – it’s simply not fair to demand they drop everything to complete your project right away.
Second, if you ask for something ASAP and then don’t respond to your copywriter immediately with feedback or revisions, you’ve made yourself look bad. At best, they’ll ignore your next “emergency” request. At worst, they’ll never work with you again.
5. Remember that writing is not a commodity. I can’t tell you how many web designers, developers, and SEOs I’ve talked to who view copywriting as some sort of machined commodity. Instead of recognizing that copywriting is both art and skill, these people ask how many 400+ word articles they can have written for $50.
If you don’t value copywriting as a skill, that’s your own business. However, no self-respecting copywriter would choose to work with someone who doesn’t respect their skills. If you want to keep a great copywriter, you must respect what they do.
6. Most Copywriters need SEO guidance. I’ve yet to talk to a writer who doesn’t claim to “get” SEO, but a lot of times the copy still comes back with keyword-less headlines, no bold or emphasized keywords, no integration of skimmable items like lists and sub-headers, or poorly chosen anchor text. This is to be expected – most web copywriters were educated to write as a journalist or novelist, so optimizing content for search isn’t necessarily a natural mindset.
In order to minimize revisions, I have a short SEO copywriting checklist that contains all the SEO elements I want from my copy. I send that checklist to my new copywriters and give them SEO tips during the revision process too. Over time, we develop an understanding of what I’m looking for.
Great copywriting is the backbone of many powerful websites, and successful SEOs understand the importance of well-written content. Considering that one simple article or blog post can spontaneously generate links, leads, and/or sales for you or your client, it’s essential to get the best possible writing you can afford.
Great copywriters may be hard to find, but the reward is substantial. Take the time to find writers that know what they’re doing, remember that writing is a process, and respect the skills. The reward will be strong relationships with people whose work will make you look better in your client’s eyes.