The internet is our portal to topics as diverse as they are numerous and as the popularity of new media continues to grow, so does the importance of generating a form of online presence for any business hoping to stay competitive in their industry. Obviously some industries appear to lend themselves more to creating a website and using the internet as a marketing and sales tool whilst in other trades the exercise may seem less of a priority. A graphic design company for instance would be foolish to ignore the marketing power of the internet in terms of generating interest, showcasing previous work and possibly even as a means of expanding their services to such areas of website design. A PVC strip curtain manufacturer however may seem to be less of a web-worthy business: this is however very far from the case.

With the rise of the search engine and home pc has come a whole new culture when it comes to finding information, a person, a business, a product...pretty much anything and everything. The repercussions of this are far-reaching. Whilst previously face to face networking or an advert in the Yellow Pages or a local publication, in conjunction with a reputation built on word of mouth would be enough to stay ahead of the game locally in manufacturing or contractor based work: the internet has skewed this. Online directories and banner adverts have usurped listings in paper directories and local advertising, whilst link building, social networking and online promotion are beginning to influence networking and word of mouth reputation development.

Given these changes to the way in which even companies with small marketing budgets promote themselves it is incredibly important that companies in all trades and industries, whether large or small, consider the benefits of having their own website. Growth in business is heavily reliant upon addressing progression, trends and development. Not only does a website serve as an advert, it can be used to sell products directly, keep suppliers, distributors or customers informed and act as means of communication.

Returning to the PVC strip curtains example particularly: a website not only showcases the various items they stock and gives product details (at a lower cost than having a brochure designed, printed and posted) but with the use of SEO it also allows them to reach potential customers not only locally but nationally. The cost of the website is cancelled out after a few orders- which may well themselves have originated as a result of their having a website. Quite simply, a website serves as an additional storefront, an advert, a communication line, a brochure and a cash register all in one attractive, publically accessible package.

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It has been announced by Hitwise that between March 7th and March 13th 2010 social networking site Facebook overtook search engine powerhouse Google in terms of number of visits in the US, making it the single most visited website in the United States between those dates. Although seemingly just another stat which proves nothing other than the circumstantial trend of that period: it is in fact a massive insight into the changing way in which we use the internet.

This switch in number one spot from Google to Facebook does not mean that the famous search engine is in decline (their market share was up 9% on the same period in 2009) but more so that social networking is growing in popularity at an incredible rate. The large market share of search engines is easily explained: as they serve as a gateway to discovering other websites and are often set as homepages. The vast majority of visits to social networks however are purely to access the information contained on the site itself or as a means of communication and inter-personnel social activity. As such it can be asserted that it is not necessarily the case that one site is more popular than another, but that the manner in which individuals use the internet is beginning to change: which is a much bigger deal.

The early incarnations of the internet were built around newsgroups and other means of sharing a wealth of information with like-minded or interested parties. With the rapid growth in the number of people using the internet came rapid growth in the number of different applications of the worldwide web. Throughout this period of flux the primary use continued to be as a tool for accessing information, hence the sustained popularity of search engines. This recent news however could well be indicative of the beginning of a phase when non-email communication usurps information sharing as the main purpose for instances of online activity.

Drifting further into the world of conjecture, there could potentially be implications of the rise of social networking sites which have a heavy bearing on offline as well as online activity. Does a rise in interaction via the internet for instance, mean reduced emphasis and reduced prevalence of face to face communication? Although a possibly far-fetched assumption, the fact that this prospect can be legitimately considered as feasible is certainly a concern in itself and something which cannot realistically be monitored.


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Introduction

Online marketing is a rapidly changing landscape. One of the few main-stays in spite of the perpetually evolving Google algorithm is article marketing and its associated disciplines. Although there are many vastly differing schools of thought with regard to the most effective means of generating online visibility and success through the publication of original content via blogs and articles, the foundation principles are always the same. These cornerstones of success are not closely guarded secrets, nor something for which someone can legitimately charge aspiring web-trepreneurs a fee for imparting through an e-book: they are quite simply that quality content is the be all and end all in this industry. In this article I hope to outline the key steps to creating a viral piece of writing which will benefit your website and interest your readers.

Subject Matter

Engaging subject matter is at the heart of high quality content, regardless of your writing skills, a boring topic will also come across as boring. As such, the first task when creating a blog or article is to carefully choose the subject on which you will write. Generally the most successful viral content tends to fall into one of two categories: topical or educational.

- Topical

The most popular topical pieces tend to take the form of a news ‘scoop’- whether that be the first publication of a current affairs story, a juicy snippet of celebrity gossip or a relevant figure’s opinion on either of the other two forms. Obviously such valuable stories are few and far between, unless you have great connections or are incredibly fortuitous. Given the rarity of a ‘scoop’, the majority of bloggers or online article writers will aim to write around a topical theme rather than simply reiterate the initial story. This is where creativity is key: if you can think of a way to re-package a recent news story in an original manner which applies your expertise then you’re well on your way to potentially viral content.

- Educational

A more accessible form of article writing for the majority of online marketers is the ‘How to...’ guide. This form allows you to condense your own experience in a chosen field (however niche) into a piece of writing which serves to help others emulate your success. Covering topics as diverse as chicken coop construction, cutting costs on office supplies and writing potentially viral online content: the ‘How to...’ format exploits the renaissance in information sharing brought about by the internet. If you believe that you know all there is to know about a specific subject, then let others know the secrets to your success and your article will be a hit.

Writing Style

Once the subject matter has been chosen it is time to engage in the hardest part of the process: actually writing the article. As with anything associated with the mystical world of SEO (search engine optimisation), there are no universal rules for the best way to write about a subject. As the aim of this article is to help you to create something with the aim of reaching and appealing to the widest audience as opposed to creating search engine friendly content however, the focus in this instance is upon readability rather than keyword enrichment or sales conversion.
The single most important factor here is that the content of the article is engaging and the subject matter easily digested. The language used should be in-keeping with the lexicon of the intended readership and if industry specific jargon is used, it is useful to explain it in Lehman’s terms so as not to put off a proportion of your readership. The ultimate goal is to keep the reader interested, not attempt to dazzle them with your rich knowledge of obscure words or alienate them for their inferior knowledge on a subject. It is equally important to make clear concise points and use relevant titles and headings as opposed to rambling or risking confusing the reader.

It goes without saying that a spell checker and proof reader are imperative prior to publishing your piece. It may be easy enough to amend errors on your own blog post, but if your post is popular enough to be republished elsewhere then the mistakes are almost impossible to get rectified. Simply asking someone with a decent grasp of written English to read over your work can save blushes later.

Getting it Seen

Having meticulously crafted an article that you are truly proud of, all that is left is to make sure that it is seen by as many people as possible. Admittedly that is somewhat easier said than done, but persistence and strategy are just as effective as good fortune when it comes to article distribution. Once the article has been posted onto your blog, the key to getting it out to as many potential readers and re-publishers is the co-ordinated use of social bookmarking outlets, social networks and article distribution channels. There are a huge number of websites which can be used to put your article in front of potential readers, so utilise as many as you can to increase the chances of success. Social networks will allow you to showcase your article to your friends or followers, whilst social bookmarking websites allow you to reach people across the globe who are interested in your chosen topic. Submitting to both of these outlets is quick and simple, and whilst results are by no means guaranteed there is always a chance that your article will strike a chord with people and go viral before you know it.

As social bookmarking and social networking can be hit and miss in terms of generating interest it is important to also submit your article to article directory sites. If your piece is accepted then not only will it be visible on the directory site itself but is also likely to be re-published on websites related to the topic. Provided you put a link to your website in the resource box when submitting to a directory, every time the article is re-published you will receive a link back to your website as well as imparting your words to more individuals.

Hopefully these simple tips will help any aspiring article writers to get the most from what can be an extremely rewarding practice. By focussing on your own expertise, keeping it simple and taking the time to utilise as many distribution outlets as possible, a couple of hours spent writing a high quality article can be converted into increased traffic to your website and the multitudinous benefits that brings.


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Another day brings another test at Web Vitality. Not wanting to just follow what everybody else is saying we like to see the proof. Our latest test takes us down the route of title tags.

We are seeing more and more people going back to old methods for title tag usage such as "keyword | Keyword" when targeting more than one search term per page. In lot of cases we are seeing this rather old school method working. As such we have also adopted this method in some cases but long to get back to well written titles.

We would usually create fresh content if targeting more than one keyword but wanted to see just how clever Google is at picking our search terms from within title tags. If they are as clever as they claim (which we are hoping they are) we will be able to target more search terms per page using our title tag (coupled with other on site methods of course)

So heres the test. We have created two identical pages on one of our domains with exactly the same content (bad I know but its only a test) targeting two very niche search terms "nnnn zzzz & bbbb qqqq" (imaginative I know) The only difference between the pages is the title.

The first page uses the old school method with the separator and the second page still includes the search terms but within surrounding text. The body of each page uses both search terms in its H1 and body as an exact match along with the only link to each page (below) utilising the search terms. In addition we have also linked each page to each other using the below search terms.

Lets see what happens and we will be sure to report back.

nnnn zzzz & bbbb qqqq

nnnn zzzz & bbbb qqqq

We have decided on this test after a recent post from another well known blog talking about the number of keywords to target on one page.

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Search engine optimisation is such a fast moving science it is essential to the success of any agency to continually test new theories.

I will apologies in advance for the lack of content in this post but for obvious reasons I cant really go into detail. What I will say is to all our readers please ignore this post as I am using it for testing purposes only:

cheap car parking at manchester airport

Lets hope our test proves successful. Once we have the results then I will be sure to post them on here but for now you are just going to have to ponder as to why I have posted a link to our parking website.

goodbye

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This announcement rocked the world yesterday. Sorry we are late posting about it. The BBC has had some budget information leaked which is very very interesting. It seems that they are going to be making huge cutbacks and their website is going to cut down in size by 50%.

How does this affect us and SEO in general. My guess is massively. It has been proven that websites can rank and rank well with only one or two quality inbound links. I for one always try and get a link on the BBC website as I consider it to be an authority within the UK and any link I do manage to obtain has always benefited my clients in terms of rankings.

I believe we will see a quite a shake up in rankings once these pages have been taken down as all those companies who have been ranking off the back of a BBC link alone with no other SEO efforts will slowly disappear.

If any of those companies would like to work with an excellent SEO Manchester company then give us a call before you start to drop as we are more than happy to help maintain and improve your rankings.

At Web Vitality we are always trying to improve things for our clients. As our client base grows so does the need for more effective reporting. As a result we are currently developing an in house project management system.

This new system will be firstly available to our SEO clients who will be able to log on at anytime and find out exactly where their money is being spent. We are going to include absolutely everything in there including:

• Search engine ranking reports
• Lots and lots of graphs (we like graphs)
• Work done (so you can see what we do and when we do it and for how long)
• Analytical data (a breakdown of Googles analytics filtering out all of the rubbish and only leaving the good stuff)

Plus lots lots more. This is a long term project and isn’t going to happen overnight however, we have just completed the back end section of the search engine ranking reporter. Once we have the nice usable front end a whole host of ranking data will be uploaded from this new wonderful tool (probably weekly).

For now though our clients can be wowed by yet another new report. We will still be sending out the usual analytical data but our current clients will also be receiving a more polished ranking report (with graphs) not only this, we have given in and re introduced Yahoo and Bings rankings.

It’s a very exciting time in terms of reporting (well as exciting as reporting can be) at Web Vitality as we believe it’s vitally important that our clients experience of our company is a good one. Going forward we would like to also roll this out to web clients so they can see exactly where their projects are up to during the build process.

Watch this space