web 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

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.

Dissemination to enable it to be easily found – build a better mousetrap and people will NOT beat a path to your door – unless they actually need a mousetrap and know about yours! This is a genuine need – by putting our information where it can easily be found we are serving that need. People sometimes need to be told that a) mousetraps exist, b) some mousetraps are different/better/cheaper than others and which is which. A whole range of media publications have grown up to serve this need on a wider basis from the national press to Google, to a plethora of very small but very targeted publications.