Copywriting is a prerequisite for inbound marketing

I remember my first serious leap into copywriting for the web; contributing to blogs and writing articles. I soon learned that I needed to get to grips with the principles of something called “search engine optimisation”. As far as I could tell there were lots of complicated technical parts to do with servers, HTML and hyperlinks. In terms of copywriting there were logical steps such as including keywords in the headline and body. This made sense and I soon learnt how to write copy that search engines and, 95% of the time, users would love.  Continue reading

Posted in SEO | Tagged , , | Leave a comment

Panda 4.0 and other Google algorithm changes – May 2014

Today Matt Cutts, head of the Google webspam team, announced that the search giant is rolling out its Panda 4.0 algorithm. This algorithm is aimed at lowering the rankings of low-quality or “thin” sites and those which provide a poor or untrustworthy user experience.

This particular update is supposed to be softer towards small businesses, who, it has been alleged, suffer a raw deal from Google’s algorithms.  Continue reading

Posted in SEO | Tagged , , , , | Leave a comment

Email marketing and measuring sentiment

As most marketers, particularly those working with any form of analytics, will know, numbers on their own rarely give you the whole truth.

For example, yesterday I received an email from an Australian supermarket who I’ve previously used for online shopping. The subject line was “We have something exciting to tell you”. Continue reading

Posted in Writing | Tagged , , | Leave a comment