Search Engine Marketing News

Weekly Newsletter - 2005-04-06

Hi Everyone,

The Kelsey Group’s Drilling Down on Local conference is fast approaching, but there is still plenty of time to register. Local marketing is very important so be sure to drop by their site for details on the speakers, agenda, and how to get the most from your attendance if you choose to go.

Have a great week!

Robert Clough

Have questions or comments? Drop by our forum.


Thanks to our sponsors for keeping this a free newsletter...

Meet the Who’s Who of Local Search

70% of U.S. households use the Internet when shopping locally.* The Kelsey Group’s Drilling Down on Local: The Online-Offline Opportunity (April 18-20, Santa Clara, CA), examines changing consumer behavior and the platforms, products and players that are taking advantage of the new online-offline reality in the local market. Click to register online or call (609) 921-7200 Ext. 10.

*The Kelsey Group and ConStat – February 2005


Search Engine Marketing News

Before Launching Your SEO Campaign
Search Engine Guide - One of the most important aspects of a search engine optimization campaign is also one of the most overlooked – preparation! There are some important steps to take in advance of launching your campaign that will make sure it has a better chance at succeeding.

Eight Steps to Managing a New SEO Campaign
Search Engine Guide - You're not about to read anything new. In fact, you've probably come across these "steps" in some of your readings. Funny thing is, very few "SEO folk" follow them.

Give Your PPC Ad "Authority" and your CTR will skyrocket
Search Engine Guide - Not every bit of PR can turn into a high-performing PPC ad, but if the PR came from a source well known and respected by the client’s prospect base, it behooves you to test a PPC ad based upon that exposure.

Accessibility Issues Make a Difference
Search Engine Guide - The reality is that many companies don't realize the impact their design decisions have on the usability and basic functionality of their site. Solving accessibility problems can improve the overall experience for all users, so it is worth making the effort.

WiFi Search Sites Offer Spring Freedom
Search Engine Guide - With warm spring weather and sunny days coming into season across the U.S., savvy small business owners are taking advantage of the freedom that free WiFi hot spots have to offer.

The Golden Triangle and the Tarnished Dot
Search Engine Guide - If you’ve been following the don't-aim-for-the-top strategy, you might want to reexamine it for Google AdWords in light of the findings of the eye-tracking study. Unless you’re among the select few getting placed above the organic search results, only half of the people are likely to see your ad if it’s the top one, and you lose a big chunk of the eye traffic as you go to second and third place.

Seasonality and SEM Campaigns
ClickZ - Most people think of seasonality spikes just in terms of increased volume. We regularly witness conversion rates skyrocket with seasonally. Seasonality requires a new bidding strategy, not just a larger budget.

Accelerated Keyword and Engine Testing, Part 1
ClickZ - How to methodically go beyond 'no-brainer' campaign keywords.

Motivating Your Web Site Visitors To Take Action: Personality Targeting
Search Engine Guide - It is easy to focus on one personality type with your design, layout and copy, but with a little creativity you can actually build a site that appeals to all types.

FindWhat Broadens Network
ClickZ - The company is not limiting publishers based on traffic, hoping to court the smaller businesses that currently use Google AdSense. It's also offering payments to publishers by check or PayPal or by transferring funds into the publisher's FindWhat ad account. Publishers choosing to reinvest their earnings into their ad spend will be rewarded with a 10 percent bonus payment.

Assessing Keyword Relevance
sitepoint - I've already discussed different ways to estimate the popularity of a search term, and I'm sure we'll hit that subject again soon. What I want to discuss today is how to estimate the relevance of a search term. The easy way is to just take your best guess, but like a lot of things that are easy, this approach isn't necessarily very rewarding.

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Search Engine Books & Services (Classifieds)

Lower your Google AdWords click costs
How to save money and get more targeted visitors

Boost Your Website Traffic
Add Your URL to RLROUSE Directory. Keyword bidding on CPA rates
Advertisers are displayed on targeted searches. Publishers paid CPC rates 70% of revenue.

Seeking links to your website? Get The Perfect Link!
We Build Pages offers Presell Pages / Content Hosting.

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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.)

Click Fraud Suit Filed Against Search Engines
Search Engine Watch Forums - "...the Wall Street Journal has news of -- if certified -- what will probably be the first class action suit filed over click fraud. The case is being lead by Lane's Gifts & Collectibles out of Arkansas and is involves Google, Yahoo, Ask Jeeves, AOL, Walt Disney, Lycos and FindWhat."

Google Say AdBrite Ads Are Allowed on the Same Page as AdSense
Webmaster World - "Our policy on not displaying ads alongside ads from other contextual networks remains the same. For clarification- ads that are sold directly by the publisher are ok to display with AdSense, which would include AdBrite."

Google Gulp, Jeeves 9000, MSN Search Spoof & Other April Fools Jokes
Small Business Ideas Forum - "Some pretty good jokes thus so far today..."

Keyword Density Analysis Nonsense
Search Engine Watch Forums - "In the latest issue of e-marketing-news, SEW Forum moderator Orion (Dr. E. Garcia) writes an article about 'The Keyword Density of Non-Sense.' Will it change the way you do optimisation, forever?"

Does New Google Patent Validate Sandbox Theory?
Search Engine Watch Forums - "Bloody interesting read. Not only does it look like the Sandbox Uncovered, it's got Matt Cutt's name on it!"

Discuss the 5th Annual Search Engine Watch Awards
Search Engine Watch Forums - "Awards for the best in 2004 are out from Search Engine Watch editors and readers. Agree, disagree with the results? Come talk."

Switching Overture Listings On & Off
High Rankings Forum - "Is there any way to automatically switch on Overture ads at a certain hour and then turn them off automatcially at a different hour every day"

Protecting Cookies from Deletion
Search Engine Watch - The large increase in cookie deletion isn't likely to be caused by users manually deciding to delete their cookies; it's caused by all the anti-malware software packages users have downloaded. This software is telling users that cookies are bad and telling them to delete them.

Is Sem Ready For A Standards Org?
High Rankings Forum - "I think the bigger challenge is figuring out how to market those standards to SEM consumers, who generally know little to nothing about this business. If that isn't done, there is little value in accreditation."

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

Sales Copy Tips
"I think most users see right through something like this. I also don't like how the price is usually crossed out..I guess I should try it and see if it ups my not-so-impressive conversion ratio. Maybe then I'd be singing a different tune."

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