Nov 18

Proud to be a Google Partner

Google Part­ner Status

Google Partner BadgeI am proud to announce that Web-​Incite has been recog­nised as a Google Part­ner. You can view our list­ing here.

I have come to real­ise that it can be dif­fi­cult for busi­ness man­agers to judge which digital mar­ket­ing agen­cies are suc­cess­ful pro­fes­sion­als offer­ing good ser­vices. Google Part­ner Status allows a com­pany to dis­play the Google Part­ner Badge and shows a cur­rent level of com­pet­ency in this con­fus­ing and rap­idly chan­ging field.

Achiev­ing Google Part­ner status demon­strates that we are trained, qual­i­fied and exper­i­enced at Google PPC advert­ising. To earn this status we have suc­cess­fully com­pleted exams, cur­rently man­age a sig­ni­fic­ant monthly spend and imple­ment best prac­tices in our campaigns.

AdWords Cer­ti­fied

Google Adwords CertifiedAs part of earn­ing Google Part­ner status I have achieved AdWords cer­ti­fic­a­tion. This is a pro­fes­sional accred­it­a­tion that Google offers to indi­vidu­als who demon­strate pro­fi­ciency in basic and advanced aspects of AdWords. An AdWords cer­ti­fic­a­tion allows indi­vidu­als to demon­strate that Google recog­nises them as an online advert­ising professional.

Ana­lyt­ics Indi­vidual QualificationAnalytics Qualified Individual

I have also gained the Google Ana­lyt­ics Indi­vidual Qual­i­fic­a­tion. This is awar­ded for passing an exam that demon­strates a know­ledge of digital ana­lyt­ics and Google Ana­lyt­ics.

Nov 12

SEO — Just One Metric in a Complex World

SEO ais part of an integrated marketing campaignThis post is for any­one who thinks that effect­ive Inter­net mar­ket­ing is simply a case of achiev­ing a top 3 pos­i­tion in a Google search.

As a com­pany involved in help­ing people achieve advant­age­ous search engine res­ults we’re cer­tainly not going to deny that a con­nec­tion exists but it really is only part of the story. Pay per click advert­ising will get you straight to the top but unless it’s com­bined with a coher­ent mar­ket­ing strategy and a well thought out web­site much of the money will be wasted.

On the assump­tion that most of us would be happy with a lesser pos­i­tion in the search res­ults if sales had quad­rupled I offer the fol­low­ing thoughts on keep­ing SEO in perspective.

SEO Is Just a Means to an End

SEO rep­res­ents a means to an end, the end being increased business/​sales/​leads etc. Unfor­tu­nately it’s too easy to get so wrapped up in the SEO pro­cess that you lose sight of the actual goal. With that in mind here are 5 ques­tions that need to be asked early in the web­site improve­ment process.

  1. Apart from SEO, what other mar­ket­ing activ­it­ies are you using?
  2. Do you routinely meas­ure the suc­cess of your other mar­ket­ing? Do you know where your leads cur­rently come from?
  3. Once vis­it­ors arrive at your site is there a clear site struc­ture allow­ing them to quickly find rel­ev­ant inform­a­tion and is there a clear call to action encour­aging them to make contact/​download a brochure/​make a pur­chase? As an aside, we’ve seen plenty of beau­ti­fully designed web­sites that simply fail in the job of get­ting poten­tial cus­tom­ers to pick up the phone.
  4. Do you know how much it costs for each lead you get from each mar­ket­ing medium you use? Are you happy/​unhappy with this num­ber? Are you look­ing for more leads at the same cost or would you be happy to spend more to get more leads?
  5. Is there a limit to the amount of busi­ness you can take on or is it simply a case of the more leads the better?

These ques­tions aren’t defin­it­ive but they all aim to gather back­ground inform­a­tion that is cru­cial to the suc­cess of any mar­ket­ing cam­paign that uses the Inter­net. If you’re try­ing to improve your lead gen­er­at­ing cap­ab­il­it­ies using the web­site, but don’t have a clear view of the answers to these ques­tions then you’re really work­ing in the dark.

Search engine mar­ket­ing is an increas­ingly import­ant tool but it can’t be con­sidered in isol­a­tion from the other things that you do to drive sales.

Con­tact Colin@​web-​incite.​co.​uk if you’d like to dis­cuss any of the above in more detail.

May 23

Search Engine Optimisation for the Science and Technology Industry

Search Engine OptimisationSearch Engine Optim­isa­tion for the sci­ence and tech­no­logy industry invari­ably offers the highest return on invest­ment of any mar­ket­ing cam­paign. In this post I aim to explain why it is such a valu­able invest­ment in today’s mar­ket and how you can assess whether your site would benefit.

Con­tinue read­ing

Feb 13

Improve your scientific & techncial sales with better on-​line marketing

Web analytics flowAs we look around and eval­u­ate how we do busi­ness and what we can do to grow rev­enue and profits in the com­ing year it is clear that on-​line mar­ket­ing has a tre­mend­ous oppor­tun­ity for growth. We use Google daily to research Con­tinue read­ing