Digital marketing strategy

Think Visibility SEO conference Live Blogging

By Dave Chaffey March 7, 2009

ThinkVisibility is a refreshing change from the corporate SEO conferences like Search Engine Strategies and SMX.

I have added a short summary for each talk I attended and have now embedded the presentations. The best ones to watch out for are:

2. Chris Garrett - AdAge Top 150 Blogger on Blogging for SEO 6. Tom Critchlow of Distilled on Reputation Management 7. Patrick Altoft of Blogstorm on Link-building Joanna Butler on Advanced Analytics Moving to Mobile: Simple Strategies for SMEs Avoiding Common Accessibility Mistakes

Kudos to Dom Hodgson for putting this event on in Leeds to attract the active SEOs / digital marketers in the North of England. I went to Uni in Leeds, so it was nice to go back and nicely laid back since it was Saturday (although getting up was a struggle).

OK, here's the tips I picked up:

1. Tim Nash - Link-building / Info architecture specialist on understanding link equity

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Which is best for blog SEO: subdomain or subfolder?

By Dave Chaffey February 6, 2009

Digital marketing strategy

This Subdomain vs subfolder issue is one of many decisions on business blogging for companies deciding on setting up a blog. If you get the decision wrong you may not take advantage of the authority of your existing domain and so your blog won't attract much traffic initially. I've recently setup a new Wordpress blog to replace my legacy blog, so I thought I'd share my experiences in case anyone passes this way. Initially I set it up on a subdomain http://blog.davechaffey.com. I pointed all my run-of-site nav links at this sub-domain. I think I felt that the longer-term benefits of being on a sub-domain and pointing back to the main site might give some SEO benefits. I used this earlier discussion on Subdomains vs subfolders for SEO to inform my decision. There's clearly no right or wrong answer. After a week it was in the index, but not featuring for any 3-4…

Google marketing – Sept 2008 update

By Dave Chaffey September 30, 2008

Online value proposition

Google was 10 in September and produced in this new timeline - useful for case studies Google launched its Chrome browser - read Google Chrome marketing implications A major change to Quality Score will roll out in early October. The main changes are: Keywords no longer marked inactive for search - so keywords which previously didn't trigger ads are more likely to trigger ads (although these have a low quality score) and this could increase competition "Minimum bids" will be replaced by "First-page bids" - showing the minimum needed for the ad to appear on the first page (as an exact match). Quality score calculated dynamically so maybe more opportunity for ad to appear in certain situations on the content network and when targeting locally Read more details on Changes to Google Quality Score and a more recent posting here.…

SEO Backlink creation through Online PR

By Dave Chaffey January 30, 2008

Online value proposition

For effective Search Engine Optimization (SEO), the importance of building quality backlinks from third party sites to your site is well known. Applying online public relations techniques to support backlink creation is now a core part of the service for all competent SEO agencies and PR agencies. But how do you assess the approach of the SEO company or improve your own internal process? This interview outlines best practice in using online PR to support SEO from the SEO agency perspective. In this month"€™s interview I talk to Phil Robinson, the founder and Managing Director of Search Engine Marketing agency Clickthrough Marketing about the processes and tools his SEO team apply to take advantage of online PR. My questions and Phil"€™s answers will step you through some of the…

Your online segmentation options for site visitors

By Dave Chaffey October 13, 2007

Customer segmentation/targeting Google Analytics Segmentation

The concept of segmentation, is of course, well-known to marketers but it is a term increasingly applied within web analytics. While analytics specialists may be up-to-speed on online segmentation options, most marketers won't have time to get-to-grips with the options. So, I'm pleased to be present this interview with analytics specialist Hugh Gage to enlighten us about the online segmentation options. For example segmentation is now a prominent tool within the latest versions of Google Analytics and Visual Sciences and it has always been easy to create granular segmentations in ClickTracks. In this interview, I talk to web analytics consultant Hugh Gage of Engage Digital who was previously a senior analyst at Logan Tod & Co and before that Head of Online Planning and Buying at Manning Gottlieb OMD.…

Marketing Trends

By Dave Chaffey May 19, 2007

Digital marketing strategy

Trends in Marketing interview

[John Ling (Chartered Institute of Marketing Trends Researcher)]: 1) What have been the most significant changes in marketing since 1976? [Dave Chaffey]: As a digital marketing specialist, I would naturally also say that the role of digital media and in particular the Internet have significantly changed customer behaviour and the way that marketers can deliver value.

The online customer value proposition

Many have said that the Internet is "€˜just another channel to market"€™, and while this is true to an extent, successful online startups and traditional companies have innovated and developed differential propositions and communications approaches for this channel which target audiences in ways not possible before the personalization possible through digital media. Of course, integration between traditional and digital channels is important and with the rise of other direct channels such as phone and direct mail, communications integration and multichannel marketing other significant changes since 1976. I have written extensively about the need for marketers to…