Regular marketing insights from b:three... a mixture of original, topical perspectives.

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Could your SEO be
losing its buzz?

Hummingbird is what Google is calling the latest (greatest?) update that they slipped in under our radar last year. Now that the dust has settled on this latest Google update analysts are able to evaluate the effect it is having on the way the search engine delivers data and how it will impact on anyone with a website.

Hummingbird has been much discussed, not many people understand it yet, or appreciate its benefits because it isn't an obvious feature of Google search.

So, what’s Hummingbird in a nutshell - a clever way of linking queries so that, instead of starting each search from scratch, Google can show you more pertinent information related to your previous search.
How does Hummingbird relate to content marketing?
The search engine will soon be able to predict what we want before we know to ask it. That's where the connection to content marketing comes in.
There used to be a trend for creating endless articles full of repeated keywords because Google would reward sites with lots of fresh content and because the repeated use of keywords would help rankings.
That changed when Google decided that too much of the stuff reaching the top of the results lacked substance or any genuine value. Recently, the trend has been to produce more long-form content, where more information can be included in one article.
Now, Hummingbird should make us all re-think about the way we plan and write content. There's an excellent logic to it and, applied properly, websites should be better for it.
So what does this mean for marketing campaigns?
We advise, as ever, the creation of good content - well-crafted, relevant pieces of content that are easily shared organically. As Google essentially views press releases as paid content we balance client press releases with earned media comment (publicity gained through promotional efforts other than advertising, as opposed to paid media) and engaging content. This ensures that Google trusts our clients' news more.
By doing this, journalists and customers alike are also able to locate news generically, according to meaningfulness, which helps our clients to rise in search rankings based on the strength and significance of the content provided. B:three are already providing this quality service to our clients, but we do ensure that our client’s expectations are moderated by what is and isn’t (!) news.
Google is constantly tweaking its algorithm, and inevitably another change will come sooner rather than later which will require further adjustments to continue to serve our clients at the highest level. As the leading professionals know, press releases, guest blogs and bylines are all just calculated components of a larger content strategy. By balancing earned, owned and paid media as part of an overarching approach, we’re confident we’ll continue to keep our clients and Google happy!

www.happy birthday 

This month marks the 25th anniversary of World Wide Web, so how different was technology in 1989 compared to the World we live in today?
In 1989 a computer, only able to perform basic, rudimentary functions would have cost about £800, whilst today one can be picked up for less than half that. Mobile phones, then chunky and cumbersome, would have cost around £1000 plus just because they were portable! Today they are so advanced that a business can be run from one.

In the not-too-distant past the idea of watching media on a phone screen was as unimaginable as driving a hover car. Computers too have evolved at a staggering rate; coextending with mobile phones throughout their relatively brief existence.

Since 1989 PC user numbers have swelled from130 million to 1146 million worldwide while internet users in the UK now account for 75.7% of the population. This is a staggering statistic when you consider that in 1991 the figure stood at just 0.17%!

Thanks to the continuing development of technology, and with the advent of social media, the world is growing smaller and smaller. If you can remember 1989 I am sure you will agree it is a very different world too.

B:Three Partnership
38 Holland Road  Hove  East Sussex  BN3 1JL
Tel 01273 719960


Time to put a Spring into your marketing?

As the days lengthen, and we find ourselves officially in Spring, could now be a good time to review and reinvigorate marketing plans? 
Brush up your look. How does your company’s presentation stack up with those of your competition?
Dust off your website content. Managing your website need not be expensive but the quality of original content – product information, generic articles and news – should be high on the list of priorities. The way website searches work too means that companies need to be managing their online more proactively to ensure optimum ranking.
Generate press. Vibrant press articles, topical news and applications are a great way of keeping a company in front of its market and deliver a constant stream of content for a website, e-marketing campaigns and Social Media.
Start an email newsletter. Exploiting the potential of a company's database through interesting, original and relevant news and content with a gentle commercial edge can provide very cost effective, high quality exposure.
Evaluate social media efficiency. An effective and relevant blog will generate new website content (a great SEO benefit), and provide an automatically update to social media pages simultaneously.


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