Julian Grainger

Head of SEO at Unique

Archive for May 2017

Customer insight via Google

This is the second part of my statement that the real value of Google is not in the lead generation, but in critical bits of information about brand and consumer behaviour. This is about what are people searching and how are they looking for your product. Google provides timely information about how your customers behave, […]

Don’t pay too much for your Google Adwords

Number one ranking for nearly every Google Adwords search term? Best read this because you may be paying too much. Google Adwords provides a great interface to choose relevant keywords that people are searching for with their keyword tool. But there are several drawbacks if you’re new to using it and your required cost per […]

Google hacked

So there you are on your private wireless network at home moving documents and someone intercepts it. Or you’re on internet banking and someone scans your session. Or you’re just on the internet, say Facebook, and someone downloads or monitors this information. You’ve been hacked. Google recently “accidentally recorded data from unsecured domestic Wi-fi” when […]

Newspapers – what could they do differently?

After reading this brilliant rant against the established media, mainly News Limited’s criticism of Google, I eventually arrived at the ‘yeah but’ question. Newspapers have repeatedly struggled with the internet due to a lack of understanding on its mechanics and the power of the internet to substitute them. They’ve attempted different business models and all […]

Email = the appearance of service

If you are an ecommerce site you tend not to talk to your customers much, if at all. So if you’re looking to build a relationship with the customer, you need to appear to provide service. To achieve this, email is a key tool. Email keeps the customer informed and it is automatic, cheap, can […]

Assessing demand on the internet

One of the most difficult things to understand when you are launching a website is the level of demand that exists for your ecommerce offering. Many ecom websites dis-intermediate the supply process for products that have been established through real wold stores through traditional distribution. As a result there will be a wide number of […]

Will 2.0 kill CPM

Two websites, two successful launches, two very, very interesting results – at least for the advertising business. The latest nzx.com release followed findata.co.nz in blazing its way into web 2.0 land. Of interest in both were the introduction of news based content alongside their core content – share trading data and information. Both clearly looking […]

Text links versus Google Adwords

I’ve recently been looking at ways of achieving critical mass for lead generation. The two that came through strongly were text links on publisher websites and Google Adwords on the google search engine. I want to be able to achieve critical mass relatively quickly and as cheaply as I can.  So I set about crunching […]

When CPA is silly

On the advertising side of the business we were recently asked whether we would allow an advertiser on under a cost per acquisition basis. This means we get a fee if we source a sale for them but we don’t get paid for the space they take up with their advert. Fair enough you’d think […]

Google as a brand measure

One of the biggest mistakes by marketers new to Google is handing over Google Adwords and Search to an advertising agency. I include SEO practitioners as agencies within that context. The real value of Google is not in the lead generation, which is important tactical execution, but in critical bits of information about brand and […]