During the week I attended a seminar led by a marketing academic from one of the UK’s better known business schools. His topic was whether brands were an investment or a marketing luxury
Central to his thesis was the model developed by Interbrand to evaluate the World’s Most Valuable Brands. If Marketing Directors can speak to Finance Directors in the language of “pound notes” then Marketing Directors will be more successful and have a more assured place at the top table. Continue Reading
We’ve become used to Google updates and algorithm changes, particularly during the last few years – Caffeine, Panda, Penguin and so on. Your website may have benefited or lost out in the search engine results after each of those updates.
At the end of September Google announced a change to its search algorithm that they are calling “Hummingbird” – so called because it aims to return search results that are ever more “precise and fast”.
Your position in Google search engine results isn’t everything, as I’ve noted previously. But it certainly is useful to keep an eye on where you are positioned in relation to your main competitors.
You might track your position by occasionally using Google to search for the words that you are targeting and noting where you, and your competitor schools, appear in the results. But that will divert your time from more important activities and remember to log out of Google before you do the searches otherwise the results will be dramatically skewed because Google likely lifting your school up the results because it knows that you regularly visit that web page.
I have long been skeptical about paid online advertising for any business, especially schools. One of my favorite bloggers, Bob Hoffman (The Ad Contrarian) has been on the case for quite some time and recently pointed out an authoritative article in AdWeek. The bottom line is that if you are purchasing advertising online based upon viewing figures of websites, advert impressions (how many times the advert is seen) or click through rates then the likelihood is that you are paying for at least some fraudulent activity, maybe a lot of fraudulent activity.