Online
Advertising Continues to Climb
Thee Interactive Advertising Bureau expects that advertisers will
spend an additional $350m on online advertising this year, pushing
the total to $2.2 billion annually. Online spending rose last year
by 12 per cent in the six months to June 2009, at a time when there
was an 8 per cent average drop in spending across all media for
the same period. Bureau chief executive, Paul Fisher, said that
this meant that online advertising was gaining market share at twice
the rate compared with before the global financial crisis. The rise
could see online advertising capture almost 17 per cent of total
advertising spending when full-year figures for 2009 were released,
up from 12.5 per cent in 2008. Search advertising is expected to
grow by close to 20 per cent and be equal to $1.1bn in 2010, with
most of that going to Google. He said that online display advertising
was likely to grow by around 15 per cent to about $600m, and classified
advertising would grow by about 7 per cent to $420m.
My
Business: Search engines are good readers too
In the latest My Business magazine, Catriona Pollard explains that
businesses can substantially improve their website ranking by publishing
good quality articles. Offering interesting and informative articles
on your website can build credibility and get people to come back
to your site to read them. But it is also a great way to increase
your ‘Google ranking’. In addition to search engine
optimisation (SEO) for your site, you can write articles that include
variations of the main keywords or search phrases that people use
to search for you, your business, your products and services, and
your industry. There is no point to writing an article that is poorly
worded – even if it does have keywords – because people
don’t read an article just because Google has put it in front
of them. If you are going to write an article it needs to be relevant
to your audience, well written, and easy to understand.
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