Search Engine Marketing News

Weekly Newsletter - 2005-07-13

Hi Everyone,

Thanks to everyone that sent in their sites for consideration for the free, professional site overhaul to be showcased at the San Jose Search Engine Strategies conference. I think Jennifer received more submissions than she expected because she is still working her way through them. If you still want a chance to get in on the action, follow this link to last week's newsletter for all the info.

A big thanks to this week's sponsor for supporting this newsletter and providing the free ebook.

Have a great week!

Robert Clough

Have questions or comments? Drop by our forum.


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


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Search Engine Marketing News

The God of Search (and I Don't Mean Google)
by Jennifer Laycock - Search Engine Guide - Looking for God? Google just might be able to point you in the right direction, and not just using their new local search listings.

Allocating Your Web Site’s Budget Properly
by Stoney DeGeyter - Search Engine Guide - What is the goal of getting your site optimized? Is it top rankings? Sadly, for many, this is still the case. In the strictest sense, SEO is just about achieving top rankings, but that mindset is also changing.

Keyword Research, Competition, and Selection
by Dan Thies - Search Engine Guide - In most cases, a really disciplined approach to assessing relevance will lead to good keyword selection for SEO, and competition becomes less of an issue.

Hitwise Offers Online Intelligence for the Small Business
by Jennifer Laycock - Search Engine Guide - Hitwise has announced the launch of Keyword Intelligence, an online tool designed to help marketers discover the best keywords and keyword phrases to use in their search marketing campaigns.

Five Ways to Determine Whether You Should Bring Search Marketing In-House
by Heather Lloyd-Martin - Marketing Profs - Think your company can master search marketing and conduct your SEO/SEM campaigns in-house? If so, you're in the majority.

SearchTHIS: The SEO Color Palette
by Kevin Ryan - iMedia Connection - The well known downside of your site being banned from search results would seem to be a solid deterrent for black hat practices. Yet, for whole lot of reasons, they seem to be prevailing and even making a comeback.

Finding Powerful Keyword Phrases with Google AdWords Broadmatch
by Shane Pike - Search Engine Guide - The true power of AdWords is that it tells us with absolute certainty which keywords are the most valuable for a given site.

The Ones That Don’t Come Back
by Dave Wilkie - Search Engine Guide - Bad clients breed negative testimonials, cancelled contracts and sometimes even ridiculous lawsuits. Save yourself the arguments about how you failed this client.

Help Set Your Budget with Pay-Per-Click Calculator
by Jennifer Laycock - Search Engine Guide - A mismanaged pay-per-click campaign can quickly leave a business owner with no more sales than they had before and an empty bank account. That's why it is essential to figure out what you can afford to spend before you launch your campaign.

Search Branding: Loving the Clicks That Don't Convert
by Gary Stein - ClickZ - The opportunity to do branding via search creates a great opportunity to think a bit deeper about the way search is planned, bought, and measured.

What Price PageRank?
by Mike Grehan - ClickZ - I get asked often how to improve PR. It happened many times last week. My stock answer, "PageRank isn't so important, so just forget about it," draws some very confused looks from people who somehow are convinced it's vital for ranking.

Navigating Wordtracker
by Tinu Abayomi-Paul - Search Engine Guide - Take a guided tour of using the free Wordtracker trial to look up information about keyword phrases that you may wish to optimize for on your site.

Lucrative Keyword Series: The Tools
by Tinu Abayomi-Paul - Search Engine Guide - This week, I'll be exploring some of the tools that can help you find lucrative keywords. Unlike past articles, you'll want to have another browser window open while reading this one.

Search Will Get You the Lead, But the Rest is Up to You
by Gord Hotchkiss - Search Engine Guide - If someone is reaching out to you, they’re motivated. Their money is sitting on the table. They want to buy. You don’t want to give them any more time than necessary to find someone else to buy from.

Paid Search Ads and Site-Side Brand Metrics
by Kevin Lee - ClickZ - For each and every paid ad event (the click), a searcher is exposed to at least one page of your site: the landing page. The site becomes an extension of the ad. It's the element with the most effect on a potential customer. To ignore the site's value as a brand communications vehicle is to ignore search most powerful aspect for the brand marketer.

Google AdWords Tip: Use Negative Keywords
by Richard Ball - Search Engine Guide - When running a Google AdWords campaign, it is crucial to include negative keywords. This is particularly true if any of the keyword phrases in the ad campaign are broad- or phrase-matched.

Manage Search Bidding Like a Machine
by Wayne Lieb - iMedia Connection - Acceleration's Wayne Lieb explains how automation of search engine bidding enables marketers to focus more closely on overlooked fundamentals.

Paid Search Ads and Site-Side Brand Metrics
by BY Kevin Lee - ClickZ - With every search ad click, a searcher is exposed to at least one page on your site. Make it an extension of the ad -- and the brand.

The good, bad and ugly of contextual ads from Google, Yahoo
by Mark Glaser - Online Journalism Review - Embarrassing juxtapositions have plagued contextual ads on media sites and blogs. But they can fit well with commercially focused content. Here's a deeper look at the pros and cons of AdSense and ContentMatch.

SEO/SEM Pricing Models
by Jill Whalen - Search Engine Guide - Search marketing campaigns can have so many facets that it's very hard to provide a one-size-fits-all solution. There may not be any one pricing model that will be right for every client that you work with.

Arachnophilia, the Joy of Playing with Spiders
by Jim Hedger - Search Engine Guide - Today there are four major general search engines and several vertical search tools, each with a unique algorithm and spidering schedule. So just how important is it to know the spidering schedule of the various search engines?

The Continual Evolution of Search Engine Marketing
By David Wallace - Search Engine Guide - Search engines will continue to evolve and improve. People will continue to change as well. The ability to flow with this will help ensure your success in online marketing.

Redefining Search Optimization
By Gord Hotchkiss - Search Engine Guide - We search marketers use the word optimize a lot. We use it to talk about increasing our positions in the organic listings, or maximizing our bidding strategies, or fine tuning our landing pages.

The Opportunity for Pay per Call
By Greg Sterling - Search Engine Guide - The ascendancy of pay-per-click advertising—now responsible for at least 40 percent of online ad revenues—made it inevitable that someone would try to create a medium for the millions of U.S. businesses that rely on the phone to generate leads and close sales.

Search is a Snap
By Kevin M. Ryan - iMedia Connection - If you liked cost per click search advertising, you’ll love cost per acquisition search advertising. Yes ladies and germs, from the people who brought you GoTo.Com (later Overture and later still Yahoo! Search Marketing) comes a search engine that makes performance based search ads well, a snap.

A New Form of Local Search Optimization, Part 1
By Justin Sanger - ClickZ - From an SEO perspective, user-generated content provides a unique opportunity for businesses to manage and monitor the distribution of their core business data as well as published opinions regarding their businesses. Today, all major local search providers enable businesses to self-populate structured business profiles while enabling users to generate reviews and ratings.

Interview of David Naylor
By Aaron Wall - search-marketing.info - If aggressive techniques are to be used the webmaster must be fully aware that the domain name has now just become expendable.

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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.)

Optical Character Recognition And Crawlers
High Rankings Forum - "OCR is being employed by Google in their push to scan all sorts of books from libraries and such. It's something they're interested in doing obviously. That's completely different from what their spider can or can't do though."

Visitor Numbers Impact Algorithm, SERPs
Search Engine Watch Forums - "Measuring time has typically in the past been done by clickthrough, but can there be other newer methods? In this thread, Members discuss if traffic/visitors to a site are factored into the search engine's algorithm to make an effect on rankings."

Interlinking of Related Sites
Webmaster World - ""There is a stigma that the SEs may frown upon networks run by the same person/company. Do you believe this to be true?""

Need writing strategies for directories
High Rankings Forum - "I am beginning to plan for directory submissions for a site I'm designing and I'm trying to write copy with niche keywords for my directory descriptions."

Is Link Popularity a Dying Strategy?
Best Practices Forums - "I've been hearing about and experiencing a loss of importance in reciprocal links. In categories where I ranked well, I've slipped some. I've also noticed a BIG drop off in the percentage of sites that will agree to reciprocate. I know I've gotten pretty indifferent about responding to requests, it doesn't seem like I'm alone in this. Has anyone else noticed this?"

Reporting Click Fraud to Google AdSense
Webmaster World - "If you know a publisher engaging in click fraud and generating invalid clicks, you can now report the publisher by going to his or her site, clicking on the 'Ads by Google' and including 'invalid clicks' in the comment field. You can remain anonymous, or include your email address when you submit it."

Google Sitemaps One Month Later
Search Engine Watch - "Something else that appears to be cool with Google sitemaps is that it appears to take pages out of the supplemental results. I just recently added a sitemap for one of my sites that was fully in the supplemental index and a few days later half the pages got taken out."

Future Of Web Directories
High Rankings Forum - "I honestly wouldn't mind seeing directories move towards an About.com model. Sort of a combination of blog and directory. Where there are links and content that are focused around different niches."

White Hat Now In The Cesspool?
Search Engine Watch Forums - "...you have to plan so that if Google switched off tomorrow you'd still have a living. However white hat you may be I wouldn't trust any of the search engines to be your friend."

Is There Such A Thing As Spam Anymore?
High Rankings Forum - "In the days when you had to physically submit your spammy pages to the engines, then I would contend you were spamming them. But what about now? I just can't see how what you upload on your server and link to can be considered spamming the engines."

Google Teaser Problems
High Rankings Forum - "When searching for my company's name in Google, it picks up a two line teaser that not only is not in any metatag includes, but is not in the home page code, nor anywhere else on the site (that I can find through the search engine). Any ideas?"

Is It An Adsense Catch 22 When YPN Launches?
Webmaster World - "...if many current advertisers moved to YPN, let's say 20% for argument's sake, and if Adsense were to manage to get scrapers more under control, would that actually mean for the remaining Adsense publishers an increase in EPC owing to far fewer advertising opportunities being available?"

How Much Is An AdSense Website Worth?
Webmaster World - "How could you calculate how much is a website worth based on the potential of ppc advertising and affiliate programs?"

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

Planning to Venture Out Into Selling on the Internet
"In my market, I'm able to divert most repeat buyers to my website from eBay. I have a new product update mailing list they can opt-in for, and plaster the website address everywhere admissable by eBay, including in-package flyers and catalogs. Even if you focus on your website, eBay can be a great traffic-booster."

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