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Weekly Newsletter - 2003-11-19
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Hi Everyone!

With the Thanksgiving Holiday approaching, I'm planning on sending the newsletter out on Tuesday next week. I'll be back on the regular publishing schedule the week after that.

Have a great week!

Robert Clough


Search Engine Marketing News

What Future for Search?
Source: Search Engine Guide 2003-11-18
Search itself has been a major driving force in both the proliferation of available documents and the booms and busts that have ridden their waves; if it had a conscience it would recognise that it has a special responsibility to ensure that the concept isn't corrupted by the ever-present face of commercialism that, left unchallenged, would monetise it all. To neglect this responsibility could lead to a diminished resource for us all.

An SEO Copywriting Makeover Turning "Not" Into "Hot" Part 1 of 2
Source: Search Engine Guide 2003-11-17
I recently took on a project for a Web site that sells gas logs that I thought would make an interesting case study. As many people ask me what goes through my mind when I write search engine optimized copy, I took this opportunity to make notes as I wrote. I'll now share that information with you so you can make the necessary changes to your own copy.

An SEO Copywriting Makeover Turning "Not" Into "Hot" Part 2 of 2
Source: Search Engine Guide 2003-11-18
In part one of this article series, I outlined a recent project I undertook for a Web site that sells gas logs. The site had a lot of potential, but in its current state the sales orientation of the home page and the keyword saturation were causing less-than-stellar results for the client. My job was to rewrite the index page (from scratch) in order to boost SE rankings and response.

Search Engines and Web Server Issues
Source: SearchDay 2003-11-18
What is the best way to move a site from one server to another without affecting search engine visibility? What if your company decides to use a different domain name? After a site redesign, how can you communicate to the search engines that old URLs should be redirected to new URLs without affecting positioning? A panel of experts addressed these and other server-specific issues.

It's Good to Compete With Your Affiliates in PPC Search
Source: ClickZ 2003-11-17
Interactive marketing's most counterintuitive idea? Encourage your affiliates to compete against you.

Optimizing Content to Improve Search Engine Positioning
Source: Search Engine Guide 2003-11-14
Remember the user experience. While your SEO efforts will help improve your search engine rankings, don't sacrifice the usability of your web site. Ensure that it is easy to navigate and that all of your keyword-rich text still makes sense to the average visitor.

Self-Funding Search Engine Marketing
Source: ClickZ 2003-11-14
The basics of search campaigns that pay for themselves.

Customers rage at Google tweak
Source: 2003-11-14
In a rare sign of trouble for the booming search marketing business, Google is fending off complaints from angry customers who say recent changes to the company's advertising program are costing them sales.

SEO at the Expense of Good Copy -- No Way!
Source: Search Engine Guide 2003-11-13
For all you professional copywriters, the world of SEO copywriting is wide open right now. There are only a few really good people in the field, although it's growing by leaps and bounds. SEO is hot, very hot. If you're having trouble finding good writing jobs, I would strongly suggest that you learn the art of SEO copywriting and then find some SEOs to partner with.

Local Search Part 4: Major Search Engines On Yellow Pages
Source: SearchDay 2003-11-13
Local search is the current hot topic in the industry, but has it really arrived? Executives from Yahoo!, AOL, LookSmart, Terra Lycos and Muller Medien debate the hype vs. reality of local search.

Why the Heck Do You Have a Website Anyway?
Source: Search Engine Guide 2003-11-12
The important thing is that when you build a great site that keeps your users in mind, it will be easier to get good links, good rankings and all around good results. Your company and your customers will benefit -- and best of all -- you won't be as dependent on search engine rankings to meet your goals.

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Discussion Threads of the Week
(Links to search engine forum discussion threads that deal with search engine marketing topics. Each listing provides the topic, the source, and a brief snippet from the discussion.)

Making Topical Pages
Cre8asite Forums
"Does your site have anything that is related to a newsworthy event that you can tie into? Can you give visitors good content on that newsworthy story? Try it! I bet you will find that it not only brings in many visitors but also brands you as an expert in your field."

Common Usability Mistakes
Cre8asite Forums
"Many users don't understand enough of the what makes a web site work to describe their frustration in the phrases that we would use."

Make Your Competitors Go Belly Up With Overture...
Cre8asite Forums
" poker, the value of the pot always rises in line with the bids, while in PPC, the reverse is often true. The more you bid, the smaller the profits you'll get from winning the bidding."

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