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Weekly Newsletter - 2003-11-25
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Hi Everyone!

As I mentioned last week, this week's issue is a day early due to the Thanksgiving Holiday we'll be celebrating here in the U.S. For everyone that celebrates this holiday, Happy Thanksgiving!

Whether you celebrate this holiday or not, I have to say I'm VERY thankful for you. Without you, there would be no newsletter and no Search Engine Guide. I really appreciate the support you've shown and it means a lot that you allow the newsletter to be a part of your busy day.

I hope you have a fantastic week!

Robert Clough

P.S. - If you only read one article this week, be sure it's the first one. It's a "must read."



Search Engine Marketing News

Been Gazumped by Google? Trying to make Sense of the "Florida" Update!
Source: Search Engine Guide 2003-11-25
With the huge number of postings on all the various forums, concerning this update, most people don't know where to start looking for information about the recent Google update. The following is an attempt to put down rationally (I hope) most of the information that is known and the (unproven) theories behind the update algo.

Dayparts & Other Search Engine Paid Listings Evolutions
Source: SearchDay 2003-11-25
When it comes to gaining the most bang for the buck from paid search engine listings, micro-managing is a good thing, says our panel of experts.

Webmaster World announces Search Engine Marketing PubConference VI
Source: Pandia 2003-11-25
One of the unique aspects of Pubconference is this opportunity for face-to-face discussions with the major search services, suppliers of technology and, of course, to discuss current issues with Internet specialists.

Search Meets Marketing Savvy
Source: 2003-11-25
Atomz Promote works like this: A product marketing manager at company that sell sporting goods equipment, for example, creates a promotion for soccer balls tied to an event -- could be anything from a state championship match to a World Cup final. Whenever a visitor types "soccer," "World Cup," "state title," or any other related keyword you choose, a promotion for your special edition soccer ball would appear on the top of your search results page.

Rules, Regs, and Recommendations for Search Engine Copywriting
Source: Search Engine Guide 2003-11-24
Copywriting is a primary factor when it comes to achieving good search engine placement. However, many times all that is done is to include keywords in the tags of a page and to include a few keyword mentions. While not extremely difficult, writing for the engines is a little more complicated than that.

Overture & Google Unveil New Advertiser Tools
Source: SearchDay 2003-11-24
Overture's new Marketing Console is a performance marketing tool, while Google's Auto-Optimization feature automatically optimizes advertiser campaigns.

Top Five Search Engine Optimization Myths
Source: ClickZ 2003-11-24
Plenty of unethical search engine marketers will take your money by making false promises without a moment's hesitation. This column explains some top SEO myths you'll hear from their firms. SEO sales reps may tell you exactly what you want to hear. Listen for the flutter of these red flags.

How to Improve Search Engine Placements with Content
Source: Search Engine Guide 2003-11-21
We all know that well written content is paramount to maintaining repeat traffic to a web site. But, just what qualities peek the 'interest' of the major search engines?

SEM Arbitrage: Golden or Cooked Goose?
Source: ClickZ 2003-11-21
In search engine marketing (SEM), arbitrage is rampant. Instead of securities, it revolves around differences between the cost of search traffic and the payout a client is willing to make, either on a CPC basis or a return on investment (ROI) metric (e.g., cost per lead, cost per sale, or commission per sale).

Paid-Inclusion Questions
Source: Search Engine Guide 2003-11-20
Are these pay for inclusion fees required to attract spiders properly, and also, do you feel these submissions (and the payment accompanying them) will affect a site's ranking on a search engine?

Local Search Part 5: Citysearch Brings Local To Searchers & Merchants
Source: SearchDay 2003-11-20
Citysearch has long offered local content to searchers. But the company has made new moves to bring local merchants into the world of search advertising by introducing a cost-per-lead program. Citysearch's content and its new advertising program bridges a gap between search engines and online yellow pages.

Overture unveils ad-tracking system
Source: 2003-11-20
The Yahoo-owned commercial search provider on Thursday introduced the "marketing console," Web-based software that lets advertisers measure the performance of their online marketing campaigns, including paid search, online ad banners and e-mail promotions that are delivered by third parties.

10 Easy Steps to a User Friendly Website
Source: Search Engine Guide 2003-11-19
Improving your website usability isn't time-consuming, it isn't expensive and it's certainly not difficult. It simply involves common sense and dedication to the task. Here are 10 easy steps that anyone can implement to make their website more user friendly.

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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.)

URL Structure, Query Strings in URL
High Rankings Forum
"I'm currently running a test to see if the length of the URL matters. I converted some dynamic URL's to look like folders... they are still pretty long. Google definitely wanted nothing to do with my dynamic URL's containing 7 variables and I finally got this fix in. We'll see if it works..."

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