Search Engine Marketing News - 2005-08-17

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Hi Everyone,

In addition to some changes to the newsletter we are testing today, I have some really BIG news. We are co-sponsoring our first search engine marketing seminar. We are joining forces with The Karcher Group to present:

Search Engine Marketing Made Simple
September 27, 2005
$99 Early Registration
9:00 AM – 5:00 PM
The Business Technology Center
1275 Kinnear Rd.
Columbus, OH 43212
Contact Collyn with Questions: 330.493.6141

Your presenters will be Jennifer Laycock, Editor-in-Chief of Search Engine Guide, and Matt Bailey, Web Marketing Director of The Karcher Group. And yes, the early registration price really is only $99! We are small business people too and we know you need your funds to stretch as far as possible. Jennifer wrote a post in our blog that will provide more details and give you greater insight into the benefits of attending. But, space is limited so don't wait. Be sure and register today!

Have a great week!

Robert Clough

Have questions or comments? Drop by our forum.


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Search Engine Marketing Articles

Why Track Your Visitor's Behavior
by Sally Falkow - A one size fits all is not possible in web metrics. Knowing what you want to achieve, who your visitors are likely to be, and what their objectives are, will lead you in the right direction.

Become.com Offers CPC Discount to Merchants
by Jennifer Laycock - During the month of August, the Become.com team is providing merchants with a 50% discount on sales leads that come through the engine.

Keyword Strategies – The Long Tail
by Matt Bailey - In most cases, the top 10 terms provide a lot of traffic, but not nearly as much as the total terms after the top 10 or 20 most popular. Add up the terms that refer 1-3 visits during the month, and chances are, they will add up to more total visitors than the top terms.

Switching to a New Domain Without Losing Your Google Rankings
by Scottie Claiborne - Unfortunately, when launching a new version of your site Google doesn't always seem to recognize that you've simply changed the URL of an existing site, and ends up subjecting the new domain to the aging delay as if it were a brand new out-of-the-box site.

Confessions of an Eye Tracking Junkie
by Gord Hotchkiss - We don’t spend a lot of time on a search results page. Participants spent an average of about 6.5 seconds on the results page. In that time, they scanned just under 4 listings before they clicked on one.

Last Week was More Interesting than it Seemed
by Jim Hedger - The past five days provided search marketers a front-row view of international economic development, the growth of a media empire, the internal disruptive influence of corporate culture shifts, and a colligate game of "mine is bigger than yours."

Ask Jeeves Launches New Paid Search Advertising Program to the Public
by Jennifer Laycock - Ask Jeeves Sponsored Listings will allow both large and small advertisers to purchase and manage their ads through a self-serve style system like those used by Google AdWords and Yahoo! Search Marketing.

The New World of Search
by Kevin Lee - ClickZ - Searchers are in a psychological sweet spot for marketers. They're open to suggestion, open to influence, and willing to be educated on the features and benefits. Consumers are ready to absorb brand messages through both the search ad and, more important, Web sites themselves.

Secondary Sources of Targeted Traffic: All Part of the Game
by Andrew Goodman - Traffick - ...longer term, advertisers will be able to apportion their dollars to the inventory that truly converts, aided by back-end data being gathered by companies like Google, Yahoo, and yes even Marchex. Crap pages don't convert, so they don't have an infinite shelf life.

 

Search Engine Guide Blog Posts


Why You Should be Analyzing Web Logs
Yes, I know. Analyzing log files doesn't seem near as glamorous as putting up new products or writing articles or sending out press releases, but it's absolutely essential to the future of your business. The information that can be found buried deep in those files can be essential to helping you increase sales and lowers costs for your web site.


Puppy Gone Wild!
I've told Robert time and time again that you just can't set a puppy lose on a site like Search Engine Guide. Puppies are too rambunctious, they don't listen, and they tend to make messes. Apparently, a week in San Jose didn't sit well with our puppy because now she's wreaking havoc on the site.


Back to School Fuels Search Queries
I was surprised to hear this past week how many of my friends' kids are already headed back to school. From the sounds of things, school years will be starting across the country over the next few weeks and AOL Search's latest stats show that school supplies are on the minds of searchers.


A Pessimistic View of SEM
It's no surprise that as search engine marketing turns until a multi-billion dollar industry that there will be some back-lash. While many small businesses are launching their profits into the stratosphere on the backs of internet marketing, others have crashed and burned from ill-fated attempts to build their business on the back of questionable search marketing tactics.


Become.com Offering Discount to Merchants
I've had a few articles recently that talk about Become.com, the shopping research turned actual shopping search engine. It's a nice site, good data and some nifty features. In the past I've pointed out the benefits to searchers, but this time around, Become.com has something to offer online merchants.


Why Do Keywords have a "Long Tail?"

There's been a lot of buzz in the search marketing world lately about a concept known as the "long tail." I heard it in nearly every session I sat in at the Search Engine Strategies conference last week, and chances are good that if you've been in a discussion forum or read industry articles recently, you've also heard it. But what is the long tail and why should you care about it?


Moving to a New Domain but Want to Avoid an Aging Delay?

Search Engine Guide contributing author Scottie Claiborne has an article today that offers up a suggestion to site owners that need to change domains, but that want to try and avoid the aging delay that could come with using a standard 301 redirect.


Google to Give Free Wi-Fi?
Slashdot made mention this week of an article that appeared a few days ago in Business 2.0 that speculated on whether Google might be intending to provide free Wi-Fi access across the United States. While you might be tempted to say "hey, that's great, but it doesn't do much to drive sales for my site," take time to think that over.


And the Eyes have it...
We've all heard the lectures on things like usability and why we need to build our sites in a certain way to help get higher conversion rates. The problem is...how do we know what our customers want to see, or where they want to see it?


The Search Industry Moves at a Brisk Pace
One of the best lines of Matthew Broderick's character in Ferris Bueller's Day Off is "Life moves pretty fast...if you don't stop and look around once in awhile, you might miss it." The search world is pretty much the same. Today Google rules the search world, tomorrow it might be someone that we've never even heard of.


Buy PPC Ads Directly on Ask Jeeves
While recent news has focused on MSN picking up the pace in its attempt to catch up with Yahoo! and Google in the search engine wars, it's important that we don't forget about Ask Jeeves, the little engine that could.


CNet Gives Props To Pimpin' Team
The folks over at CNet news must have noticed that white hats and blacks hats got traded in for flashy pink and purple hats at the "Pimp My Site" clinic at last week's Search Engine Strategies conference.


What Matters When You Are Chasing the Algorithm?
I managed to hit the last bit of Q&A from the new Chasing the Algorithm session at the SES event last week. The session featured insight on the industry from Danny Sullivan, Greg Boser, Jill Whalen, Mikkel de Mib Svendsen, Shari Thurow, David Naylor and Jeff Martin.


In the lead this month...
Yahoo! announced last week that it had radically expanded the site of its index to include over 20 billion documents and images. For those keeping track, that's nearly twice as many documents as Google claims to have indexed.

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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.)

Google Blacklists News.com
Search Engine Watch Forums - "The responsible thing isn't to go off half-cocked at the news organization but rather acknowledge that if he's concerned about his personal information being so accessible, as others are, so perhaps there's something else that can be done. At the end of the day, anyone else can easily out him and in far more detail and far less responsibly than News.com did."

Is It Cheating?
High Rankings Forum - "Doesn't matter how much you make now, it cannot make up for the zero dollars you will earn when you are banned from the program. Invest your efforts making your site as uniquely informative as possible, with AdSense included to complement your site design."

Is This SEO Expert Trying To Fool Me?
High Rankings Forum - "The truth that many SEO companies don't want their clients to know is that most of the work is done up front and once it is done and once you see decent rankings, there's really not a whole lot more to do. Yeah, you can continue to build links, but one would hope that after a certain time period that your site is so good that it begins to retain its own natural links."

Google Testing 3 Ads Above Search Results?
Search Engine Watch Forums - "Looks like Google are testing clickthrough rates and revenue for 1 vs 2 vs 3 ads above search results. Seeing this across many competitive keywords that I monitor."

Sergey Brin Says Yahoo's Index Size Claim is Inflated
Webmaster World - "The numbers game is exactly that, a game. The most important questions are not about the quantity, but are about the quality of data stored, and the ability to deliver quality serps."

Google ruled against in AdWords trade mark case
Webmaster World - "A US district court has ruled against Google in a trade mark action over the sale of the terms 'Geico' and 'Geico Direct' in AdWords, its keyword advertising service. The judge found that there was infringement where the terms were used in the text of sponsored ads."

Keyword, SEO, Content
High Rankings Forum - "Use headings as they're intended to be used -- to give structure to your document and to make it easy for people to find the specific bit of information they might be seeking. The search engines will not get confused over what the page is about -- unless you've written a confusing article to begin with."

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

Google AdSense Optimization
"If I want to test a change, I set up two pages - one set up current way and the other with the change - and set each page up on URL tracking channel until I get a couple of hundred clicks. If the test page isn't better, I do it again with another change, until I find a more favorable configuration. Then I go ahead and make the change across the site. Every single improvement in eCPM (earned cost per thousand impressions) I make by testing makes $ from today forward."

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