|Recommended web marketing articles.
- Stories That Sell
- is a blog which discusses how you can leverage your current successes into
new sales. My favorite article here is -
Companies Need to F-R-E-E Their Case Studies. This is something I've
been telling vendors for years - so it's good to see this issue discussed more
widely. My policy as an editor is almost never to link to content which
- How we really use the
Web - is a sample chapter from a book that makes you rethink your home
page. After reading it one night in February 2010 I got up at 3am and reworked
the home page of StorageSearch.com.
- Useit.com/alertbox -
is one of the few web marketing resources which has survived intact from 1995.
Its theme is web page usability. My favorite article here is -
- which is just as relevant today as it was in 1998 when it first
- Does Telling Someone
to "Click Here" Work? - this article by Brian Clark,
on his site Copyblogger.com may
surprise you. I've been advising banner designers to add this text to their
images since I started selling banner ads in 1998. This article discusses
alt-text - which has pretty much the same goal.
the Message - Email, Blogging, Linked-In etc. It seems that once a
popular messaging channel becomes too clogged with extraneous messages, a new
message channel emerges.
Engine Optimization - Google's own SEO article includes an
amusing but serious warning. Apparently Google themselves receive spam emails
offering to improve their search rank and saying - "you are not listed in
major search engines and directories".
Google - the world's most popular online game|
|by Zsolt Kerekes
- March 12, 2014|
launched a new version of a popular online computer game called
had been many earlier versions of this game going back to
by other companies - but somehow those were less satisfying - because the rules
were too easy - and even a relative novice could win the game without too much
Google's version of the SEO game was better than its
predecessors - because to stop SEO grand masters getting too bored too soon -
Google decided that it would change the rules at random times and in random ways
- to bring back the sense of surprise and fun which had been an essential
constituent part of the early SEO game experience.
Fun, however, was
only part of the story. Because the SEO game - which was given away free -
competed with another new game from Google - in which players could get to a
similar end point - but without using any skill whatsoever, and simply by paying
a random amount of money.
So to encourage more players to switch to
the revenue generating version of the game (which to avoid confusion wasn't
called "pay SEO" but "Adwords") and to stop smugness
setting in among seriously minded expert SEO gamesters - Google decided it
should add an element of danger to the free version of the game.
danger element worked like this.
SEO players who had been practising
too much, or winning too often would be penalized by having their favorite web
sites removed from the SEO game entirely - making them invisible to all
other SEO players on the web - and not just invisible to the person who had
been playing hardball.
To avoid the game getting too boring for Google
itself - the company would periodically invent new hints and clues for players
- some of which had little or no relationship to current versions of the game -
and others of which were written in a secret code.
For many players -
decoding the hints became as enjoyable a part of SEO life as playing the
original game itself.
Expert decoders could make a business from
telling other players how to game the system - without themselves havng to risk
their own sites being made invisible.
Today - nearly 20 years after its
first appearance on the commercial world wide web - SEO remains as popular as
Although there is competition from social media (see who can
collect the most virtual friends to win) - SEO remains a game which is so
absorbing and addictive in itself - that most players forget the original
reason they ever got started - and rarely do they question whether all that
time spent on a silly online game is effort which is worthwhile compared to
just communicating better to people rather than with the bots of the SEO games
Marketing Views was started in
Kerekes, editor of StorageSearch.com
Downes, founder of Downes
to help our enterprise customers
better understand the newly emerging practicalities of online marketing.
There are now plenty of good marketing sites - so the original need for
MarketingViews.com has (mostly) gone away.
|One of the biggest
bottlenecks to future growth in the market I care about is the same as it's
always been - education and comprehension. How do you get the message across to
someone you meet online for the first time?|
anyone really listening any more?|
|Like ghostwriters - their
identities remain largely unknown - even when their works are widely read.|
|PR Agencies - the list
|A potential customer can
buy products like yours from thousands of different companies. |
motivates them to look on the web for information about products or suppliers is
not important. It's the fact they're looking.
opportunity to make it easier and quicker for them to become aware of you and
what you do...
|Think of Web Ads as
Signposts - March 2003|