bath marketing company

Social Media Optimization

Paul TagentLeave a comment

Ranking high on major search engines such as Google, Yahoo, or Bing is not a paid endeavour, but rather a combination of factors, including:
• How long your Web site has existed.
• How much traffic your site has.
• How relevant your content is to the term being searched.
• How many relevant links you have, inbound or outbound.


To fully understand the wherewithal’s my suggestion is to firstly add analytics to your website. What is analytics? It is a code that your web developer can insert into the html template (before the ‘body’ tag) that allows you to actually monitor how traffic arrtives at your website. It also allows you to see what the browser did when on your site, what percentage of browsers pressed the dreaded ‘back’ button, what terms were used to get the there etc etc. Put simply, this free tool is essential in SEO and SEM.

More Traffic
Once the foundations have been laid (see a previous article), a well-crafted SEO campaign can really make a difference to driving the right sort of traffic, but more and more techniques are being developed every day. One of the emerging techniques is Social Media Optimization (SMO). SMO is a great way to amplify the strength of an SEO campaign. It uses social media to promote a site. And with a vast number of social media sites being developed, SMO is the future of SEO.

There are a number of sites that spring to mind when constructing SMO, but YouTube, Twitter, and Facebook are the major players. These three sites are commonly used by browsers for search functions and there are already arguments that Facebook is fast becoming the number one source of referring traffic— even ahead of Google.There is already a foundation for social media, since almost everybody has social media profile or a YouTube account. The browsers are there, and it’s just a matter of turning them into clients.

If you need help in this key area of marketing, please get in touch with me by emailing paul@bathmarketingconsultancy.co.uk or by filling out the contact form on my website.



Want a bigger slice of the SEM pie?

Paul TagentLeave a comment
Big Slice?

It’s not just about driving traffic and conversions. In my opinion, a secondary objective for a large amount of search marketing activity (SEM) should be dedicated to brand awareness and reputation management, yet the results of a study conducted by a company called Epiphany in Leeds show that a lot of well-recognised brands are failing to have a regular presence online leaving space for their competitors.

The study demonstrated that a number of the ‘SuperBrands’ are relying far too much on brand-led terms in search. Epiphany’s Director of Search, Andy Heaps:
“It’s not necessarily that big brands are complacent when it comes to search – it’s more that the potential of search isn’t always understood, so isn’t seen as a priority. Brands are also often blinkered by the comfort that comes from brand traffic they receive.”
In addition, the larger the market, the more competitive the search activity so why not use a slightly different approach?
A very good example of how Bath Marketing Consultancy applies this theory is with our client BLB Solicitors.
BLB have a dedicated Personal Injury website – www.personalinjurysolutions.co.uk. CPC for the term ‘personal injury solicitor’ can be as much as £95per click making it very hard to compete on a national basis. Even regional variations are upwards of £50per click in some areas. Therefore, Bath Marketing looked at organically optimising the website for the regions it has offices in and then targeting specific case studies.
For example, if you had experienced some sort of severe accident that left you in some discomfort. After consulting your GP, there is a good chance that you would be diagnosed with CRPS (Complex Regional Pain Syndrome). If you then thought about making a claim against the perpetrator or looking for a definition using CRPS Claim as a search term, BLB’s PI website is very likely to be the site that you find organically, via the online Dictionary, on forums etc.
Why not put this to the test by inputting crps claim into Google?

In a crowded market full of very similar competing companies & products, any advantage, regardless of how slight can make a significant difference to sales and essentially, the difference between the market-leader and second place.
If you want to increase your slice of the pie in your market, why not get in touch with Bath Marketing Consultancy?

Bath Marketing Consultancy means business

Paul TagentLeave a comment

It’s 2009 and Paul Tagent has opened Bath Marketing Consultancy; a full service marketing company dedicated to working with SME’s in and around the area of Bath and Bristol. 

If you fall into the category of a) worrying that you cannot afford professional marketing advice or b) have had your fingers burnt in the past, now is the time to get in touch with us and we will restore your faith in the essential initiative of marketing.