Internet marketing: keep watching the search engines

Sometimes stating the obvious can be helpful because it serves as a reminder of how to perform a task properly. The average site owner is ill-suited for web marketing for a diversity of practical reasons. Hiring a reputable consultancy is the most prudent choice available to them. There can be a tendency for site owners who try to act independently to focus too much on Google, thus forgetting the need to monitor the search sector as a whole. At Click Consult we secure excellent results by running campaigns which are based on multifaceted approaches that tick all the right boxes. By combining pay per click (PPC) campaigns with conventional optimisation and social media marketing we can make substantive improvements to site performance. In relation to search engine optimisation, we appreciate the value in pleasing users and Google, but we always optimise for the other significant search engines too. It is important to keep monitoring the search world because it is so fluid. In practice, this means that one has to look out for innovations of all kinds. However, it is also critical to keep scrutinising the market share of the big players. This is a priority whether looking at the social media networking sites or the search engines themselves. Optimisation is all about being ahead of the curve. Hence knowing where things are at is vital in order to appreciate where they may be going to. Optimisation is not a science, but without proper research it can disintegrate into guesswork. Recent research, conducted by comScore, underlines why thorough monitoring is essential for progress to be made. When Bing was launched, it was seen by some as a serious rival to Google. Others were convinced that Google’s hegemony would not be dented. The latest statistics indicate that the market share of Bing has increased. However, they also show that currently Google is not the search engine which is losing out from the progress which Bing is making. This is the trend at present, but the scope for change is high. The June figures showed that Bing’s market share of core search was 14.1 per cent, an increase of 1 per cent from the previous month. However, Google had also gained a percentage point, moving up to 64.5 per cent. Yahoo! was squeezed with its market share declining by 2 per cent to 17.5 per cent. It is a mistake to read too much into one month’s fluctuations, so it is perhaps prudent to note the figure for overall search activity. The survey showed that so-called core search had increased to about 18.7 billion. This was 14 per cent up on the year before.This increase in overall core search may have implications for the amount spent on online advertising in the British context. Despite the vagaries of the UK economy, research by the Internet Advertising Bureau suggested that over ｣4 billion was spent on Internet advertising in 2010. However, the main lesson of the June findings is that a narrowly focused approach that does not look far beyond Google may miss out on potentially lucrative segments of the target audience.

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