Search Engine Marketing News

Weekly Newsletter - 2004-09-29

Hi Everyone,

When Google's AdWords program first launched I set up an account and fiddled with it a bit. Well, I've been fiddling again and wow have they made improvements. My favorite is conversion tracking which allows you to monitor which terms produced clicks and resulted in a sale or subscription, etc. I'm using it at our sister-site to track clicks that convert to newsletter subscriptions and how much I'm spending to get those subscribers. If you haven't tried AdWords, it's definitely worth testing. For further info, check out the AdWords Support page. For tips, grab Andrew Goodman's handbook on AdWords (I used my affiliate link. Here's the regular link. Either way, I think it's worth considering.).

If you'd like to discuss your AdWords experiences or ask questions, stop by the forum.

Have a great day!

Robert Clough

Have questions or comments? Drop by our forum.


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"Small sites challenge big search engines"

"...their mere existence illustrates the continuing quest for new and better search technologies."

The San Francisco Chronicle - July 19, 2004

A search engine is only as good as its search results. This is why Surfcorp has teamed up with the industry's leading engines to deliver the most accurate search results. Our quest doesn't end there because we've added innovations such as a preview link that allows you to review sites without ever leaving the search results.

Give Surfcorp a try and see what we've done to improve your search experience! Plus, we make it easy for you to offer your users these great search results by placing a search box directly on your site.


Search Engine Marketing News

Top 500 Search Engine Keywords Of The Week
Source: Search Engine Guide - This week's list of the top 500 most frequently searched keywords.

The Simple Way to Beat Your Competitors
Source: Search Engine Guide - Look for examples of companies that are currently successful and find out why they are. This can be easier said than done; however, there are definitely some tricks of the search engine optimization trade that can make this type of analysis easier.

Search Marketing in Europe
Source: SearchDay - Search marketing is increasingly global, but a local focus is still vital to achieve your goals. What does it take to have a successful search marketing campaign in Europe?

Interview with Patrick Gavin from Text Link Ads Inc.
Source: Search Engine Roundtable - The types of links that I recommend to my customers are text link ads that drive targeted traffic and deliver incoming links to the client's site from as many authoritative web pages as possible. The more relevant to the client's website the better as this better qualifies the traffic and could give the client an extra boost from what may be seen as a "relevant link" down the road.

Why Search is Slowing
Source: iMedia Connection - with the initial enthusiasm surrounding online marketing, when the party was over, the ensuing hyper mediocrity meant it was time to get down to business and begin to get smart. Let’s look at the numbers and a couple of smart movers that might just keep search leading the way.

PPC advertising is big – and so is PPC click fraud
Source: - As PPC online advertising increases, so does click thievery—attempts by fraudulent operators to prey on PPC advertising for their own benefit. Based on the experience of clients over the past two years, as much as 50% of PPC advertising in some very competitive categories may be attributable to click fraud, says Dimitri Eroshenko, CEO of web analytics firm Clicklab.

Top Five SEO Design Mistakes
Source: ClickZ - The Web is overflowing with sites search engines can't index. Five design mistakes that prevent your site from being indexed.

Search Engine Marketing: Brains, Brawn or Finesse?
Source: Pay Per Click Analyst - A successful search engine campaign is the result of a close working relationship between the marketing team, the search engines, and the optimization tool they choose.

Controlling SEM Gremlins
Source: ClickZ - All search engine marketing (SEM) campaigns are affected by external and internal factors that can degrade performance. Some of these "SEM gremlins" can affect much more than just your SEM campaign. Gremlins can upset your site in serious ways, even disrupt your business.

Paid Contextual Advertising Driving Search Towards Personalization
Source: Search Engine Guide - There have been recent articles stating that contextual advertising is beginning to flat-line. Speculation that the sector is starting to dry up is more likely an indicator that a new twist or innovation on content delivery is necessary than it is that advertisers have gone sour on the concept. It is a short step from keyword targeted advertising to content delivered based on information gathered about your personal preferences.

Searching for Continued Growth
Source: iMedia Connection - Geoff Ramsey, eMarketer's chief statsmaster, thinks that what can really drive local search is "pay per call." He says that many small mom and pop operations still don't have Web sites, but "if you're engaged in a program so that you're paying to get a call on an 800 number, that can really take off."

Google Ad Policies To Be Expanded Publicly
Source: SearchDay - Google's planning to greatly expand the editorial guidelines it publishes online, providing everyone a better idea of what it accepts on the advertising front.

Original Search
Source: iMedia Connection - Greg Sterling of the Kelsey Group says, "While IYP [Internet Yellow Pages] sites have less traffic than search engines, IYP users are typically 'ready to buy' and thus considerably farther along in the buying cycle than users of general Web search."

Overture's Shift to Default Broad Match
Source: ClickZ - Overture will shortly make a major switch to matching terms on a broad basis. How will it affect advertisers?

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Search Engine Books & Services (Classifieds)

Get a Free Account with TowerSearch
TowerSearch Guaranteed Top Positions without Paying for Every Click

Get top rankings in Google, Yahoo and other major search engines
Internet marketing experts recommend this tool - Free download

The Nitty-gritty of Writing for the Search Engines
Learn how to write for the search engines and your users.

Links2go PPC Search Engine is now owned by GoGuides, Inc.
Submit your website to GoGuides.Org & receive a credit for $79.98

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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.)

Directory - Linkfarm, Where Exactly Is the Difference?
Source: High Rankings Forum - "So there's no hard and fast rule. You have to look at the way it's set up and ask yourself whether you believe it serves a purpose beyond link popularity."

New Adwords Traffic Estimator
Source: Search Engine Watch - "AdWordsRep weighs in on the best use of this estimation tool to use when creating your Google PPC keyword campaigns."

AdWords: Is Broadmatch really bad? (Free Reg. Required)
Source: Webmaster World - "I keep hearing that you should stick quotes around phrases and use [keyword]. But how can you be sure you are covering all your keyword phrases? Who knows what searchers might be entering."

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From the Small Business Brief...
(If you like our search engine news, you'll love our small business news.)

Blog Directories and Blog Search Engines
"We can use this thread to gather a list of blog directories and blog search engines to promote our blogs. If you know of any blog directories or search engines, make a post."

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