Website marketing: watching key trends

Keeping a close eye on major trends is a critical part of performing effective website marketing. It is incredibly important to know just how well the likes of Google and Facebook are faring. By looking at how they are doing relative to their competitors, it is possible to craft campaigns with greater skill than would otherwise be the case. Understanding and identifying key trends is not easy for novices.

At Click Consult we devote considerable resources to researching and monitoring of the search sector. This means that it is easier for us to devise, implement and adjust the campaigns which we manage on behalf of our clients. By developing a rich appreciation of the way things are progressing, we have the capacity to engage in website marketing of the highest quality.

It is often worthwhile to have a look across the Atlantic for three main reasons. Firstly, the American search sector is very important internationally to use an understatement. Secondly, trends in the United States are often duplicated in the United Kingdom after a time lag. Thirdly, some of the best and most comprehensive survey research is done in the United States.

For those engaged in internet marketing, charting Google’s relative performance is an important activity. Surveys by comScore in relation to Google’s market share in the United States have underlined the fact that it remains steady at approximately 65 per cent. However, the joint performance of Yahoo! and Bing has been creeping up. Their performance stands at 16.3 per cent and 14.7 per cent respectively. Smaller search engines are slowly being squeezed out.

On a superficial reading of the figures, it might appear that Google is finding it hard to grow. However, one of its strengths is in mobile search which is not being measured by the comScore statistics. Mobile search is on the increase on both sides of the Atlantic. The pace of this change is such that consultancies cannot afford to ignore it. Google’s dominance is thus most definitely enduring.

However, it is important for campaigns to join up search engine optimisation and social media marketing. Facebook is the big player in this area. However, a few users have lost faith with it over privacy concerns. The advent of Google+ has increased scrutiny of Facebook. Since the launch of Google+, Facebook has improved its privacy settings. However, it has also continued to innovate in other ways which is equally important.

Perhaps in response to the heightened competition, Facebook has altered the way in which lists are made. These can now be automatically formed. Some see this move as making list manipulation on Facebook slightly easier. The main point is that the hegemony of Facebook is likely to last for some time. It has a massive audience and incredible brand recognition. Neither Google+ nor Twitter is likely to mount serious challenges to its supremacy for quite a while and those engaging in online marketing have to be conscious of that.

Being aware of how well market leaders are doing is important, but strategy should never overlook smaller players. For example, using something like LinkedIn can work well as part of a multifaceted approach.






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