Search Engine Marketing News

Weekly Newsletter - 2004-12-29

Hi Everyone,

I'm late getting the newsletter out today so I'll let you get right to the good stuff.

I'll see you in 2005!

Robert Clough

Have questions or comments? Drop by our forum.


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Search Engine Marketing News

Buy Your Own Search Listings
Source: iMedia Connection - Apparently, an employee of a noted search engine sent a series of emails to advertisers within a specific vertical with the express intent of bypassing the agency relationship and any level of known decision-making hierarchy on the side of the advertiser. This isn't the first time such an email has been sent, but it was the most instantaneously notorious.

Search Engine Spam? You're Fired!
Source: ClickZ - Why would a search engine marketer put an organization's Web reputation at risk by utilizing questionable SEM tactics? The answer is obvious: It's all about profiting from others' ignorance by dancing between the lines of what's right and wrong.

Will Branded Keywords Kill Search?
Source: ClickZ - Nothing burns me more than to have a cheap competitor try to hijack a customer by leveraging my client's good name. Especially if the competitor tries a low-ball claim or provides incorrect information during the purchase-consideration process.

Powered by Search, Online Advertising Continues to Grow
Source: Search Engine Guide - The growth in PPC advertising is expected to continue at a dramatic rate through 2005 as more and more businesses discover the effectiveness of this type of advertisement. The question that comes into play is whether or not that level of growth can be sustained.

Search Engines and JavaScript
Source: ClickZ - Some JavaScript code is more search engine friendly than others. As a general rule of thumb, the simpler the script is, the more likely a search engine spider can crawl the link.

Search-A-Palooza '04
Source: ClickZ - Top-line gleanings of the trends, news, and, of course, a little of the latest gossip from Internet marketing's most hypergrowth-oriented sector.

PPC Search Copywriting Strategies, Part 2
Source: ClickZ - Copywriting best practices vary by engine and sometimes by industry. Here are some of the most universal PPC copy guidelines. Second of a two-part series.

Search Engines Drive Traffic to Shopping Sites
Source: - Specifically, Google contributed 4.26 percent of visits to shopping sites last week, while Yahoo! Search contributed 2.24 percent and MSN Search 0.54 percent.

State of the Search Marketing Industry 2004
Source: SearchDay - Jupiter Research and SEMPO (the Search Engine Marketing Professional Organization) have released results of separate surveys providing one of the most detailed looks yet at current practices and advertiser spending in the search marketing industry.

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Search Engine Books & Services (Classifieds)

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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.)

My Experience with Site Match and Trusted Feed
Source: Search Engine Watch Forums - "There are still many questions arising about how Overture's SiteMatch program works. A member shares his story and the Official Yahoo! Rep, gives great insight to a possible diagnose. Keep this post in mind when using this service."

Spam Reporting - Obligations and Issues
Source: High Rankings Forum - "...I am a convert to spam reporting. After listening to all the claims at Chicago SES that spam removal has a lot more to do with human review than algorithmic detection, I believe it is in my client's best interest to build spam inspection and reporting into a new client's project."

Having trouble believing in crosslinking penalties
Source: Search Engine Watch Forums - "I find it hard to believe that the engines would neg me because I have a bunch of sites that reflect my hobbies and interests, and I crosslink between them."

20 Guide Lines To Create Successful Landing Pages
Source: Search Engine Watch Forums - "In this post I would like to point out the importance of "landing pages", that I consider as those pages where users get to after having clicked on a link from a search engine, a promotional e-mail that you have sent, an advertising campaign or from any other means you are using in order to promote a product or a service."

Poor Performance Key Phrases
Source: High Rankings Forum - "Which ones convert more? If you get a low CTR, but the ones that do click actually buy, I'd keep them. That's a very good thing- the ad is only sending qualified traffic. Conversely, if you have great CTR's but low sales for some ads, turn 'em off! They are burning up your budget and not converting. Click throughs are not the goal- it's traffic that buys. Start with converson rates and work back from there."

Directory Wars
Source: Webmaster World - "I find that the best directories out there are the local search ones and highly-specialised niche directories. Their value does not depend on potentially ephemeral factors such as page rank, and it is possible to monetize such a directory over the longer term."

Robots.txt Issue With Dupe Content
Source: Cre8asite Forums - "Despite the fact that the engines dont appear in the least bit worried about it, i'd like to stop them indexing dupe content on my site. ... How could I stop them indexing the trackback page without resorting to using anything other than robots.txt?"

Ad Blindness
Source: Webmaster World - "I think that you're all missing the point as far as 'blindness' is concerned and are assessing it by your own perceptions - not by the perceptions of those who see your ads in the environment they do."

The Dark Side of Exchanging Reciprocal Links
Source: Webmaster World - "Some of the tricks webmasters sometimes use to get around linking back to you."

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

The Value Of Using A Good Web Anlytics Package
"Whether you use a web site to sell a product or use it to generate leads for your business, you should be using a good web analytics package to learn about your online visitors. From analyzing visitor behavior reports, you can build a better web site, generate more traffic to your site, cut advertising costs, and increase revenue."

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