industrial profiling

Industrial web traffic and web presence From time to time I see in the SEO related newsletters and am told by individuals that the best web traffic and web presence information is provided by Google Analytics and further that an in-depth understanding of the black box algorithm they use is vital to marketing on the web.

These same people sometimes go on to decry simpler approaches like doing a search to find out what happens. This on the basis that Google reports are so regionalised and so personalised that a search by one person is not relevant to a search by someone else.

Well, personally I like the simple direct and scientific approach of try it and see – and our research shows that in practical terms it makes very little difference in the national industrial marketplace.

True, if you are selling locally then a search outside your area may not throw up the same as at your own desk – but that is about it.

Personally I would rather spend my time and effort on doing what works than speculating on what Google may or may not be thinking.

An understanding of the principles by which publishers work, of which Google is just a recent varient, leads us to the conclusion – they need valuable content which they can use as bait to create an audience whose attention they can sell to advertisers.

If we as marketeers stop trying to game the system, then they will do their job and we will benefit from it along with their readers.

The “gamers”, however reputable, simply muddy the waters and make life more complicated for everyone else by creating marketing fashions designed to manipulate the system. Far better, I would suggest, to ignore the gaming and manipulating and to stick to the fundamental principles of a simple long-term plan that just keeps working through all the fashions.

Call us to see how you can use online marketing in your business

We’ve been looking carefully ( again ) at what and how we do things for clients and we were pleased to see that client’s Webprofiles held some interesting information. We found for example that in our Google UK searches:
– the average client has 122 industry and product specific keywords
– of which we get 62% on page 1
– and of those 122 keywords we get 24% to position 1 on page 1
– of the 62% that get to page 1 they do so not just once or even twice – but on average 3 times!
– we don’t have any average clients ………..

So why not contact us to see how we can increase your Webprofile.

My guess – still there, we’re doing it. In short, when times are hard we switch from turnover growth to growing market share. That may well mean 10% or even 20% down on last year is a good result – achieved by running hard to stand still. However, if it results in greater market share then as we climb out of this recession we can expect to see the benefits of our hard work. One thing’s for sure, if we wait until we see the upturn then it will be too late to join in. The results will come from what we are doing now. So, let’s be happy that web traffic/enquiries are high – they represent business waiting to happen.

Doing the job properly – at the end of the day the whole industrial PR process – with or without search engines – is about getting genuine information to places where it can reach serious potential users/buyers. These are willing buyers – if they don’t buy then their business will not exist, but they must buy knowledgeably. Do that job right and it is worth doing from everybody’s perspective.

Search engines in their own way are only trying to facilitate the same process – so we are all working toward the same end – there is no need to try to manipulate the search engines – do the job properly and they will put an enquirer together with the information they are seeking. Although it does help to be able to think like a customer and to set up ones information and it’s distribution to fit that enquiry process i.e. understand the information that is important to a customer, how they may go about finding it, what form they may find it easiest to digest and how to make their life easy in progressing their enquiry. This is not “rocket science” but it does require a measure of knowledge, understanding, skill, experience, flexibility, balance and judgment – sound like any PR agency you know?

No holidays in PR

Interesting to hear over several years from a number of the media guys that their enquiry rates are maintained through the holiday periods ( December, July, August etc ) – and to see that this is supported by client’s own monthly web traffic stats. In-fact web-stats seem to confirm apocryphal stories of hard pressed engineers […]

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What is PR?

The creation of easily digested information regarding products and services. By presenting genuine information in a quickly assimilated way we are helping engineers to stay up-to date with developments and trends so that they can quickly solve problems in design or production. This presents a wider profile of possibilities and helps optimise the innovation cycle. […]

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