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SEO for Huge Sites

Scaling SEO for massive sites - Our most recent White Paper focuses on the unique challenges faced by large sites in scaling their Search Engine Optimisation (SEO) activity across millions of pages, and doing so without experiencing an unacceptable impact on project costs and time to delivery. 

The value of technology

The SEO performance of a website is determined by how well its web pages satisfy various technical, relevancy and credibility conditions. For websites with three hundred pages, this is a manageable task; however in contrast, optimising a website which consists of a million web pages or more becomes very expensive and time consuming.

Not only does Hydra's White Paper delve deeper into how a huge website can be managed effectively, but it also provides a solution on how to deal with these issues.

Posted by Becky Hayward at 00:00
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Optimising the Buying Cycle Part II - Tying Keywords to Desired Outcomes

Following on from part one of our recent White Paper - Optimising the Buying Cycle, we now release part two of the paper which focuses on tying keywords to desired actions.

For years, SEO specialists have been used to managing just a handful of keywords, and ordinarily without the combination of Paid Search data and insight. Recent technological developments however have evolved to such an extent that marketers can now view both SEO and PPC data side by side in an integrated view allowing them to achieve better ROI.

Our new White Paper considers keyword research, prioritisation and management of keywords across the disciplines, discussing how they fit into the various stages of the buying cycle. By using technology to better understand the buying cycle, its various stages and how to optimise search marketing campaigns within it - marketing specialists can better define which keywords elicit which responses from prospects. In this paper, we give tips to assist both natural and paid search specialists in fine-tuning the language used within campaigns across the different channels to ultimately enhance effectiveness and increase results.

 

Posted by Becky Hayward at 13:38
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Optimising the Buying Cycle

A consistent presence across all digital channels that helps to sway a prospect's decision in their favour is something that online marketers aspire to achieve. However, budget constraints and fierce competition combine, creating an obstacle that is difficult to overcome.

Help is now at hand! By understanding the stages of the buying cycle, the channels that are more suitable and the phrases most commonly used for each of these stages and chan­nel combinations, online marketers can now easily determine the most suitable cross-channel spend and tactics to help them achieve their goals.

Achieve greater ROI

At Hydra, we have developed a solution for this challenge. Using the science of algorithms and predictive analysis, the One platform aggregates data from Natural Search, Paid Search and Social Media, meaning users can now better optimise the buying cycle and achieve greater ROI.  

Our new White Paper "Optimising the Buying Cycle" discusses the various elements of the buying cycle and how approaching them in a planned way can increase search related revenue, significantly.

Posted by Ruth Zohrer at 11:30
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Can Natural Search specialists benefit from Paid Search insights?

A common challenge faced by digital in-house and agency teams is that most of their channel specialists have grown accustomed to working in silos.  In an environment where online actions are becoming more intertwined, the risks of isolation far outweigh its benefits (see our 2011 Integration Survey if you want to learn more).  However, it is difficult to transition into a more integrated model without incentives for channel specialists to make the switch.  For this reason, we have explored some of the areas where specialists could derive value from other disciplines for planning and executing their campaigns.

As a start, we have highlighted the Top 5 areas where Natural Search could derive additional insight from Paid Search:

1. Optimising budget allocation:

Shifting budget from a group of keywords to another based on the relationship between Natural and Paid Search performance in SERPs    

2. Researching competitors

Understanding your competitors' priorities based on their Natural and Paid Search spend

3. Benchmarking campaign performance 

Identifying which changes are caused by seasonality, cannibalisation between channels or mere Natural Search performance fluctuations

4. Discovering new keyword opportunities

Unearthing new language being used by customers through Paid Search reports

5. Assessing landing page quality

Using Quality Score (QS) factors as additional metrics to identify areas of improvement

To read the detailed overview of these opportunities for integration, download our latest white paper Natural Search Specialist, should Paid Search matter to you?

Posted by Ruth Zohrer at 12:00
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The Discovery Phase

A few weeks ago, I had lunch with a friend who runs a brand management consultancy.  Like many other successful consultants who have been mainly involved in traditional marketing campaigns, she expressed an interest in understanding what digital marketing had to offer better than she currently did.  One of her clients was due to appoint a search marketing agency and she wanted to provide the best advice possible.  She was hesitant to evaluate a search marketing agency on the same aspects as a creative above the line agency, which was essentially the reason we were sitting at the table. 

Rather than simply focusing on how to select a provider, our conversation began with a much more fundamental set of questions: how do I know whether my client should be spending money on search marketing or not?  What if we are better off using that budget in other areas?  If it is worth an investment, how do I define my search marketing priorities?  Giving her some background on how most search marketing campaigns begin - on the discovery phase - seemed to be the place to begin.

And this conversation was the inspiration behind our recent paper, Where to start - the discovery phase, in which we cover the how-to's of:

  • Creating an initial keyword set for the products that you aim to promote
  • Refining the initial keyword set to ensure you are using the same language as potential customers
  • Uncovering the size of the opportunity on a keyword-by-keyword basis to define whether spend is warranted
  • Prioritising the refined list of keywords based on commercial potential and business targets
  • Setting realistic performance expectations based on the site and its competitors
  • Setting a process for a constant feedback loop to ensure continued campaign success and ROI growth

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Posted by Ruth Zohrer at 13:00
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