Paul Thornton - Friday 15th June 2012

Penguin Update Analysis – are you safe?

Google’s latest algorithm update, Penguin, has had a dramatic effect on many website owners. As with all algorithm changes put out by Google, there are many websites out in the cold with huge drops in traffic but not knowing why.

There was 1 key observation across the SEO industry about the websites that were hit the hardest:

Practically all the sites which got negatively hit by Penguin had a major keyword as the anchor text for over 60% of the links coming into the website.

This means that if you have a broad link pattern with many different keywords used as anchor text, you are unlikely to have seen a drop in rankings. However, if you focus on 1 business area and all of your links contain the same Anchor Text, then you probably are, and will be in trouble.

For example, a big focus for Digital Hothouse is SEO. If we…

Paul Thornton - Wednesday 13th June 2012

Calculating the Value of SEO a.k.a “Is it worth it?”

Lower marketing budgets, greater demands on ROI and so forth are old news, and I suspect that many of the realities of the business environment post-GFC are here to stay. But this is all covered regularly and extensively by far smarter economic minds than mine, so I’ve no intention (phew!) of trying to cover this except, to say that being able to predict ROI on marketing spend before actually spending any money, is probably even more valuable now than it ever has been.

So let’s talk about how we do this: it’s not that hard at all and doesn’t require complex algorithms, a team of Business Analysts, or a degree in Advanced Statistics. (In fairness, I don’t know if you can actually get a degree in that last one, but bearing in mind you can do a degree in Klingon, I suspect it’s not that unlikely).

We’ve been doing this for…

Paul Thornton - Friday 1st June 2012

It’s data Jim, but not as we know it

It’s data Jim, but not as we know it!

I am, I guess, reasonably analytical by nature but that doesn’t mean that I’m a huge fan of massive spreadsheets and complex data analysis – anyone who knows me well will laugh at the idea of that I’m sure. In fact, for those of you who are familiar with the Meyers-Briggs personality typing, I tend towards intuition and feeling which is quite the opposite. Which is perhaps a long way round of saying that, even though I’m not by nature data analysis oriented, when it comes to online marketing, and doing business online, I don’t just like data, I LOVE it! Here’s why:

It’s probably fair to say that the most common mistake we see people making online, is just not tracking the right things, so they don’t have the right kind of data to enable proper decisions. It’s a given that…