An internet marketing firm will always tell you that if you’re going to start blogging, write regularly and widely. However, in a classic case of cobbler’s children, our blog has been somewhat neglected of late.

The truth is that we’ve been very busy on some very interesting client projects and precious little time has been left for the blog. So, apologies to our regular readers. Unfortunately we can’t talk about the projects we’re working on – they’re strictly confidential – but when the right time does come we’ll be able to explain exactly what we have been up to. Until then, not a word!

Incidentally, we’ve just passed a year in business – the time has flown by. As always, thanks to our clients for their support and business and thanks to our colleagues and partners for their hard work.

Despite the enormous economic turmoil going on all around us, the digital sector (as far as we can see) remains relatively buoyant. We’re finding that the recession is positive for us, in that clients are looking to squeeze as much as they can from their marketing budgets and that those niggly SEO and PPC problems that were overlooked are now being given attention – all the more work for the likes of us.

For what it’s worth, we think the downturn will also be positive for the internet marketing industry as clients become much more selective about how they invest their money and with whom they do so. That will only lead to us all having to up our game, proving that we can and do deliver a return and showing clients exactly where their money is going.

Agree? Disagree? Feel free to chip in and get the discussion going.

Regular readers of the Mackerel Blog will recall our announcement late last year about the launch of the new web site for Southlands Farm, home of three beautiful Northumberland Cottages. Well, the client is a firm believer in a web site being a fluid, developing resource and as such we’ve just completed a re-design and migration of their blog.

The blog previously ran on the Serendipity Platform, which proved to be a little restrictive for their needs. We’ve now migrated the blog to WordPress (of which we are great fans) and applied a customised theme that ties in much more neatly with the design of the main site. Read more →

Perhaps it’s just coincidence, but we’ve been noticing a rather alarming trend of late, namely robots.txt files being used to block all search engine robots from accessing what should otherwise be a fully accessible web site. In each case, the discovery has come about after a client asking us why their web site has suddenly dropped in ranking, or why they can no longer find it on Google.

In one case we suspected sabotage, and in another it was probably something that was forgotten about when the site went live (the developer using robots.txt to restrict search access instead of having a separate development environment most likely, still no excuse), but whatever the case the impact is severe and perhaps even catastrophic for a site or business. Read more →

We’ve been working hard here at Mackerel Media both to generate fantastic results for our existing clients and bring new clients on board. So we’re pleased to announce another win in the shape of Healthy Travel, an e-commerce company that sells a wide range of Mosquito Nets, Insect Repellents and other essential travel supplies.

The company caters for a wide range of the market, from the occasional hill-walker looking for something to ward off the dastardly Highland Midge, to the rescue team making their way carefully through a remote rain forest whilst being pestered by mosquitoes.

Our work will take in Search Engine Optimisation, PPC Advertising and Link Building, all aimed at attracting hordes of visitors to the site.

You can see the site at www.healthy-travel.co.uk

Here at Mackerel Towers, we’re big fans of a number of review-based web sites. We use them to aid our own choices and to aid our clients in making the most of the opportunities out there for locally-based promotion and in upping their search engine optimisation efforts.

One of the key considerations we espouse is maintaining a profile rather than simply setting it up. Why? Because then you’ll know what people are saying and be able to respond accordingly. However, problems can arise from time-to-time, as a recently settled lawsuit involving a review posted on Yelp.com about a Chiropractor in San Francisco. So, what should you be aware of, how can you make the best of it and what should you do when something goes wrong?

Read more →

In the past I’ve been a bit of a die-hard when it comes to digital music. Although I’m a huge fan of iTunes and I’m on my second iPod, thus far I’ve been a little resistant to purchasing digital-only music. I have purchased a couple of iTunes plus albums, but apart from that everything in my collection has been ripped from CDs I’ve bought. Why am I boring you with this background? Well, I was recently introduced to Spotify and I think it might have completely turned my attitude to digital music upside-down. And, if it’s done that to me, chances are it will do the same for thousands, if not millions of other music-lovers.

But why? It totally removes the need for an on-disk music library. It has the potential to be an iTunes killer, and an Amazon MP3 killer, and in fact the death knell for any other download-based music service you’d care to mention. By eschewing the traditional model of downloading tracks to your PC or Mac, Spotify streams the music to you, on demand. Unlike the other ‘iTunes Killers’ that aim to replace the desktop application and/or  subvert DRM, Spotify totally changes eliminates the music-ownership model.

Read more →

Link building as part of an SEO campaign is, fortunately, far from the dangerous quest that Monty Python undertook. There are no Knights Who Say Ni, nor is there a lethal rabbit lying in wait. However, it is a long and hard slog that demands patience and careful attention. The rewards for a successful link-building campaign are plain: potentially hugely improved rankings and increased referred traffic.

We’ve been working on a couple of campaigns for different clients, playing the game, patiently waiting for new links to be established. Out of the blue, we found we had two fantastic links on our hands – from two of the most visible sites on the web, let alone in the UK. Both The Guardian Newspaper and The Sun are sending traffic to sites we manage. Needless to say we were very pleased, as it was somewhat unexpected.

What was the secret to this? Content, pure and simple. It just goes to show that for all the talk of enticing links through quality content, it’s quite true. And whilst these not might be the Holy Grail of links, (we’re still holding out for that elusive front-page-of -Google link – we might be waiting a while!) it shows that with a little effort, directed cleverly, you can achieve great results.

Some exciting news here at Mackerel Towers as the wrapping is taken off the first design and build project we’ve handled since starting up – a new web site for Southlands Farm Cottages.

Charles and Dee McGowan at Southlands Farm have three beautiful self catering Northumberland Cottages available for rental the year round. They began converting the cottages in 2006, welcomed their first guests in 2007 and hopefully will take things from strength to strength in 2009 with the help of the new site.

Read more →

In tough economic times, one of the easiest ways for an online retailer to improve their sales is to increase average basket size, yet many sites fail to fully exploit the opportunity of doing so. One of the simplest ways to do this is to provide Free Shipping (Delivery for us Brits) to the customer once a certain basket size is reached.

It’s simple because it doesn’t necessarily rely on getting people to your site, rather it relies on getting them to spend more once they’re already there. Like a waiter offering you a gin and tonic before your meal, or a coffee afterwards, it’s a fantastic way to increase sales at a low cost.

Read more →

Like many Scots, the stirring sound of the bagpipes rouses a deep feeling in me that can’t quite be described or explained. Like a single malt whisky or the clean air of the Highlands, there is something mysteriously Scottish about them.

We’re delighted to be working with Kilberry Bagpipes, a local Edinburgh company, on the search engine optimisation and marketing of their web site. They hand-make bagpipes on the premises and export them to customers all over the world.

Kilberry was the very first company to sell bagpipes online and both Neil and Dave (the chief pipe maker) are Grade 1 players so they really know what they’re talking about. They have a real dedication to making fine musical instruments, rather than cheap imitation pipes – something to watch out for and something to praise in these days of disposable mass-manufactured products.

For those just starting out, they make some excellent chanters and for the more experienced players there’s a range of bagpipe packages. They cater for a variety of tastes and budgets and you can have your pipes made exactly how you like them.