News & Views

SEO: pitfalls for the unwary

I received an email today suggesting that my website SEO could be improved. I'm not the only one to get such an email. Is what they say correct?

Selling via content

An article in today's Financial Times ( "Corporate tales to boost sales" ) describes using content to sell products. Such a technique is not new; it has just never been fully accepted by the companies involved.

Using search to find (or not) what you sell

I'm sure you've been in the same situation. You go to a shop and see something you would like to buy. For whatever reason, you don't buy it at that moment, but when you come home you look up the same item on the store website. The surprise is that you cannot find a product that you saw with your own eyes in that shop just a few hours earlier.

How can this be? Perhaps the shop doesn't make all their products available in their online store. But since the product is on sale, you would think it reasonable to describe it on the website and state it is available in-store.

Print to digital: the case of The Guardian

The Guardian's annual results for the year ending March 2012 make for grim reading. A loss of £48m for the media group [as reported in the FT, Nov 5 2012] indicates that digital revenues are never going to grow fast enough to make up for the print losses. Total digital revenues grew 16 per cent to £45.7m. But this is total revenue, while the larger figure is the annual loss. Is there any way out of this situation?

He wouldn't say that, would he?

Cengage Publishing is one of the major players in digital publishing, with over 30% of their annual revenue coming from electronic sales. In an interview last week, CEO Ron Dunn stated "our objective is to be a digital-first company"
( "Cengage backs textbooks and ebooks", Financial Times, 28 September 2011). Then he continued "I'd never in a hundred years try to learn organic chemistry on a Kindle."