Paid search Posts

Gavin Hirst - Friday 28th August 2015


Paid search vs SEO – which should you be focusing on?

A question we often get asked here at Digital Hothouse is where people should be putting their budget – Paid Search or SEO. Although our answer will differ from client to client, the basic response is always the same; paid search will get you traffic in the short term and if you want to keep attracting traffic then SEO is crucial and should work alongside your paid search activity.

SEO is the foundation

SEO should be the foundation of your website. Making sure that your site is optimised for search should be the starting point whether you are a new business or you have been around for years. Optimising for search is about optimising your site for humans whilst obeying the guidelines and rules put in place by search engines. Good SEO is a combination of on and off page activity and also how you structure information in the back end…

Gavin Hirst - Wednesday 17th April 2013


eBay provides Google Adwords report without context

Following on from my previous post about the importance of providing context with any data that is produced, it would appear that eBay have fallen into the trap of doing just that. In a recent article published in the Guardian, it looked at a recently published report by eBay stating that Google Keyword advertising is a waste of money and that no one should be doing it anymore. Unfortunately, what eBay left out of the report was the context that surrounds their own use of Google Adwords and how it may differ from other companies who choose to advertise with Google.

 

Context

The report by eBay suggests that, “Results show that brand keyword ads have no short-term benefits, and that returns from all other keywords are a fraction of conventional estimates,”. They then applied this theory to their own…