Copywriting Blog

This week will see a number of new tech products being released from the likes of Apple, Samsung, Microsoft, Google and LG. Many experts have been speculating that this may be the most important week for tech gadgets in recent history as the 4G network finally rolls out across the UK. Apple are expected to be launching their latest worst kept secret –the iPad Mini – on Tuesday at their Keynote presentation in California. The iPad Mini, which will feature a 7.85-inch screen, is set to compete with the Samsung and Amazon tablets that have been dominating the market in the past few months. Many Apple enthusiasts are also hoping for additional announcements regarding upgrades to the MacBook Pro and iMac lines. Microsoft are also due to be making some big announcements, with the launch of the Windows 8 operating system, Surface tablet and new ranges of windows phone handsets. This week is undoubtedly...

EU regulators CNIL have requested that Google change their privacy policy or face possible legal action. CNIL, a French regulator carried out an investigation into Google’s privacy policy after the search giant consolidated 60 separate privacy policies into one agreement. This move allowed the merging of data from all Google products – Youtube, Google+ and the Android operating system included. This move has been widely seen as an effort to increase the efficacy of targeted adverts. CNIL have called for clearer information on how user data is collected and used as well as possibilities for people to control how their information is used. If Google ignore this call to action, it could result in legal action from the French company, acting on behalf of the 27 members of the European Union. This will hopefully allow consumers to take back some form of control over the way in which personal information is used by the search giant. This...

In the early days of search, Google saw all links as equally important, allowing for SEO practitioners to manipulate the system using black-hat techniques. As a result, the legitimacy of links had to be called into question by Google, who created algorithms to analyse the relevance and quality of links as well as use other signals to determine page rank, bringing about a change (and improvement) in many business’ content marketing. This article will explain how the concept of authorship has been introduced to help reclaim the legitimacy of links. Moving away from links Many surveys have shown that the Google algorithm has been slowly moving away from using links as the primary factor for determining rankings. As time has gone on, algorithms have been taking into account other factors such as social metrics, page level keyword usage and domain-level link authority features. This has seen the power of links drop, with many commentators speculating...

Before businesses adopt search engine optimisation techniques to optimise their websites, they must focus on their on-page optimisation. On page SEO refers to the process of optimising the content on your website, which includes the copy, video, links, and images on the whole website. Anything that is uploaded on to your website can be considered as on-page. It is a vital part of any business’ search marketing approach. Googlebots Google gives each webpage a value, which it then uses to rank pages for each search term. It utilises Googlebots – search bot software that collects and documents each website – to build a searchable index of sites relative to search terms. Googlebots compare the layout of a page to those that have already been ranked highly, look into ratio of advertising to copy and, critically, the relevance of the on-page content to the keyword query. If you want to improve your website ranking, then it’s...

Microsoft’s Bing search engine has been gaining significant momentum in the past month after the highly successful ‘Bing it on’ campaign. The campaign allowed users to compare Bing’s organic search results with Google’s to see which they preferred. With over 5 million people taking on the challenge, there have been some surprising results. Answer Research surveyed 4,700 people’s ‘Bing it on’ experience and showed that 64% of people were surprised at the quality of the search engine’s organic results, and with 50% of the study claiming the results seemed surprising when compared to Google’s results. In many ways the most important statistic to come out of the research was that 33% of people who considered themselves loyal, dyed-in-the-wool Google users will now be more likely to use Bing in their everyday search activities. Of course, these statistics represent a minute proportion of internet users, but the fact that feedback has been so positive is...

Mark Zuckerberg took to Facebook to announce that 1 billion people use the social networking website every month. Zuckerberg broke the news with a status update, thanking the Facebook community and making it clear that he was committed to improving the social networking website. It comes only just over two years after Facebook reached the half billion active users mark, and coincides with  their first ever advert, a 90-minute video ‘The Things that Connect Us’. The milestone will no doubt give Facebook employees something to smile about after months of dismal trading figures and a number of lawsuits after it went public in May. Having skyrocketed into the Forbes 400 list after Facebook floated onto the stock market at $38 a share, Mark Zuckerberg has had a bumpy ride, dropping $8.1bn in the past few months as share prices plummeted. Many have blamed this drop on Facebook’s inability to capitalise on mobile advertising. Facebook have...

Very little has captured the attention of the SEO community in recent years like Google’s Panda and Penguin updates. Beneath the cute monikers lie algorithm changes that have shaken up the industry, and put webmasters and SEOs that have failed to add value to the internet. The Panda class of updates, with its steady stream of minor updates following its original launch in February 2011, was introduced to down-rank websites which offered a poor user experience and made use of link farms and low quality content. The Penguin update, on the other hand, primarily targets websites which use black hat techniques such as link bombing, keyword stuffing and article spinning to name but a few. The Penguin update has only affected 3% of all search results but its effects are difficult to recover from, and while Panda’s numerous later iterations have hardly been felt, Google have warned of a “jarring and jolting” new...

News copy is an art unto itself. How to write clearly and informatively, and hold people’s attention for the duration of an article, often on a subject they know nothing about? The way you write news content is very different to how you would pen a blog post, let alone a product guide or landing page. And if you write it well, you can produce content that conveys company and industry news in a compelling fashion and that establishes your website, and by extension your business, as a thought-leader and trustworthy brand. Read on for more information. The hook The first paragraph is the most important in the entire news story. It’s essential to get people’s attention and build their desire to read on and to that end the most important words of the story are more than likely those that make up the first sentence. What do people want to read about? First and...

Smartphones have changed the way people use the internet and, with the uptake of smartphones now making waves in developing markets, the mobile browsing revolution shows little sign of abating. A recent Google survey demonstrated that 9 out of 10 mobile searches result in an action (e.g. purchasing products or visiting businesses), so making sure your website is well optimised for mobile search can be critical to your fortunes online. Mobile searches account for almost 25% of all searches on the internet, and marketing companies have been doubling their mobile budgets year on year. For the most part, optimisation is the same as it is for regular sites – content, keywords and links – but there are some nuances you should bear in mind when looking to tap this important market. Mobile keywords Because mobile phone searches are done primarily on small keyboards, the search terms tend to be 25% shorter than those carried...

The field of search engine optimisation (SEO) continues to expand as more companies invest in attracting the UK’s ever-growing online market. According to estimates from Econsultancy, SEO in the UK marketplace was worth £436 million  in 2010, up 16% from 2009. Ofcom Communications Market report show there has been a distinct increase in the amount of people who spend their time searching for and downloading relevant online content for personal use. UK online trends UK internet users now spend up to seven hours a day on social media websites like Facebook and Twitter, with 30% of smartphone users using social media apps to stay connected. Today, social media represents the second-most popular online activity, falling only slightly behind sending and receiving emails. With linking and sharing such an important aspect of search marketing, those figures illustrate a huge SEO opportunity, and hint at the sheer amount of hours individuals spend online. Traditional marketing down It appears that businesses...