Search Engine Marketing News - 2006-04-05

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Hi Everyone,

I want to put out another reminder that the updated version of our Small Business Guide to Search Engine Marketing is available. It comes with a simple guarantee: I promise you will love the ebook and if you don't, we'll refund your money.

Thanks to everyone that has sent a recommendation after reading the ebook. Be sure to include your website address so we can link to you when you send in the recommendation. It's much more effective when people see we are willing to link to customers' sites.

Have a super week!

Robert Clough

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Search Engine Marketing Articles

Establishing Web Credibility - Part 4
by Stoney deGeyter - Sure, you can make the argument that you're too busy working for your customers to worry about the small details on your own site like that, but then that's assuming you get the opportunity to make that argument. The potential customer might have already bolted from your site.

Spotlight on Search Interview with Heather Lloyd-Martin of SuccessWorks
by Lee Odden - A lot of buzz in the SEO community lately has been focused on the value of creating compelling content as if it's a new idea. Writing web site copy that satisfies both search engines and users is nothing new to Heather Lloyd-Martin. She's been an active proponent since the late nineties

Top 10 AdSense Tricks To Boost Your Commission
by Kalena Jordan - Google AdSense is fast becoming the preferred way for people to earn an income online. Whether you are a work-at-home mom trying to make a little extra cash or an Internet entrepreneur with hundreds of monetized websites, AdSense is truly the easiest way to earn money.

Disney Disses Search, But Misses the Mark.
by Gord Hotchkiss - Yes, Disney has invested billions in creating the machine that can churn out entertainment. But the distribution channels for that content have changed irrevocably. We, the consumers, have millions of options, we have control, and search will be the gate through which we allow that content to flow through. That puts search in the driver’s seat.

Search Engine Optimization for Ecommerce Sites
by Bill Hartzer - Optimizing an ecommerce site isn't that different than optimizing any other type of web site. In order for a page to rank well in the organic search results, the page needs a few things. Find out what those things are.

Microsoft’s Mistakes Proving Costly
by Jim Hedger - Over the past few years Microsoft has gotten slower. Key product releases have been delayed, upper-management has been reshuffled several times in two years, defining initiatives such as the .net strategy have been virtually abandoned and worst of all, Microsoft has lived in reaction mode for the better part of the 2Ks.

Harnessing Employee Generated Content To Target B2B Decision Influencers
by Garrett French - As I've become increasingly immersed in marketing for MSI I've learned more about our prospects' buy cycle process, and have gotten a bit more of a 3D vision of how decisions actually happen in our prospects’ organizations. I've become increasingly of the opinion that it's the decision influencers in organizations that marketers should focus on.

SEO Consulting – Outsourcing SEO Knowledge
by Jim Hedger - Today the trend leans towards hiring in-house. A quick glance at employment websites such as Monster.com or Workopolis.ca shows a growing list of positions for SEOs who have two or more years of experience. The demand for experienced search marketers far outstrips the supply of really good practitioners

 

Search Engine Guide Blog Posts


Judging an Engine by How Well They Know You
Danny writes today about the idea of judging a search engine's algorithm by looking at the results it returns on an ego search. He rightly points out that that might be an accurate check if you are Bill Gates or Gwen Stefani, but isn't really the most accurate route to take if your name is John Smith or Jane Doe. Check out The Thrill & Danger Of Measuring Relevancy Through Ego Searches.


Viral Marketing Gone Awry
The idea of launching a viral marketing campaign by allowing users to generate content for your site isn't an uncommon one. In fact, the Apple iPod commercial created by iPod fan George Masters is already a legend when it comes to the concept of letting your customers market your product. Unfortunately, GM isn't experiencing the same type of success with their customer-generated commercials. In fact, GM is quickly becoming an example of viral marketing gone wild.


Google AdWords To Offer Up Bid Management
Rumors and discussion are flying around search marketing forums today about the introduction of more detailed bid management options to Google's AdWords interface. A thread over at the Search Engine Watch forums talks about how the new feature will allow advertisers to have their ads show only when they'll meet certain criteria. No word yet on whether or not it will include day parting functionality.


Establishing Web Credibility - Part 4
Sure, you can make the argument that you're too busy working for your customers to worry about the small details on your own site like that, but then that's assuming you get the opportunity to make that argument. The potential customer might have already bolted from your site. (skip to "Establishing Web Credibility - Part 4" by Stoney deGeyter)


Spotlight on Search Interview with Heather Lloyd-Martin of SuccessWorks
A lot of buzz in the SEO community lately has been focused on the value of creating compelling content as if it's a new idea. Writing web site copy that satisfies both search engines and users is nothing new to Heather Lloyd-Martin. She's been an active proponent since the late nineties (skip to "Spotlight on Search Interview with Heather Lloyd-Martin of SuccessWorks" by Lee Odden)


Disney Disses Search, But Misses the Mark.
Yes, Disney has invested billions in creating the machine that can churn out entertainment. But the distribution channels for that content have changed irrevocably. We, the consumers, have millions of options, we have control, and search will be the gate through which we allow that content to flow through. That puts search in the driver’s seat. (skip to "Disney Disses Search, But Misses the Mark" by Gord Hotchkiss)


AdSense is Changing the World?
There's a fascinating article over at USA Today that has the potential to shed a bit of positive light on Google in a media atmosphere that's current obsessed with talking about all the ways that the company has failed it's "don't be evil" policy. The article discusses the use of AdSense by publishers in third world countries and how it is quite literally changing lives. Imagine making $1500 a month in a country where the average annual income is just $300...talk about making a difference!


Hanging Out in the Right Online Neighborhoods
When it comes to writing down to earth, practical advice about links, one of my favorite blogs is Todd Malicoat's "Stuntdubl" site. Todd does a fantastic job of coming up with examples and allegories that everyone can understand and his insight is always valuable for the small business market. His latest entry talks about how the people that you link to can be seen as a reflection of your own site.


"Accidental" Long Tail Traffic
Rand Fishkin has a post on his blog today that looks at the idea of long tail targeting and what he calls the "accidental" nature of the traffic that can come from it. It's an interesting way of looking at things, as you could easily argue that long tail traffic is probably a pretty good mix of "accidental" bonus traffic and of cunningly "earned" traffic to a well-developed content site.


Google Clears up Some AdSense Confusion
Ever wonder what the real difference is between running a CPM and a CPC ad on Google's content syndication network? Afraid to run image ads because you're reluctant to commit to a CPM advertising model? The team at AdSense addressed some of these issues last Friday over at the AdSense blog. It can be a handy read if you're still having some trouble understanding how, when and why AdSense offers up different advertising options.


Top 10 AdSense Tricks To Boost Your Commission
Google AdSense is fast becoming the preferred way for people to earn an income online. Whether you are a work-at-home mom trying to make a little extra cash or an Internet entrepreneur with hundreds of monetized websites, AdSense is truly the easiest way to earn money. (skip to "Top 10 AdSense Tricks To Boost Your Commission" by Kalena Jordan)


Search Engine Optimization for Ecommerce Sites
Optimizing an ecommerce site isn't that different than optimizing any other type of web site. In order for a page to rank well in the organic search results, the page needs a few things: a good title tag that includes the keywords you're targeting (typically the product name), good content on the page that includes the appropriate keywords, and links from other web pages to that web page. (skip to "Search Engine Optimization for Ecommerce Sites" by Bill Hartzer)


Microsoft’s Mistakes Proving Costly
Over the past few years Microsoft has gotten slower. Key product releases have been delayed, upper-management has been reshuffled several times in two years, defining initiatives such as the .net strategy have been virtually abandoned and worst of all, Microsoft has lived in reaction mode for the better part of the 2Ks. (skip to "Microsoft’s Mistakes Proving Costly" by Jim Hedger)


Customize Your Business Listing on Google Local
Barry Schwartz has an outstanding step by step tutorial over at Search Engine Watch that shows exactly how to update your local business listing on Google so that it shows as a sponsored ad and includes your logo, a description of your services, your web site address and more. (note that you may have to scroll past a big chunk of white space to view the entire tutorial...)


Expanding Your PPC Keyword List
Most pay per click advertisers that find themselves at a point where they are profiting off of their ads eventually reach a point where they want to add new keywords and phrases to their campaigns. While this is a good idea, the way that you go about doing it can make a big difference in the ongoing success of your campaigns. To that end, ClickZ's Kevin Lee is just starting a two part article on Keyword Testing and Expansion that's worth checking out.


Need a Search Related April Fool's Prank?
Some of you may remember MSN's search spoof prank from April Fool's day last year. I had some fun with it, sending out a few emails to friends and family. MSN must have noticed that folks like it, because it's back again this year and they're spreading the word a bit early to give folks time to get their pranks in line.


Matt Cutts Q&A
Matt Cutts has a great grab-bag post where he answers quite a few questions from readers about the Google search engine, the Bigdaddy update and his cat. It's a good read, though it's a big long. Check it out: Matt answers reader questions.


Harnessing Employee Generated Content To Target B2B Decision Influencers
As I've become increasingly immersed in marketing for MSI I've learned more about our prospects' buy cycle process, and have gotten a bit more of a 3D vision of how decisions actually happen in our prospects’ organizations. I've become increasingly of the opinion that it's the decision influencers in organizations that marketers should focus on. (skip to "Harnessing Employee Generated Content To Target B2B Decision Influencers" by Garrett French)


SEO Consulting – Outsourcing SEO Knowledge
Today the trend leans towards hiring in-house. A quick glance at employment websites such as Monster.com or Workopolis.ca shows a growing list of positions for SEOs who have two or more years of experience. The demand for experienced search marketers far outstrips the supply of really good practitioners (skip to "SEO Consulting – Outsourcing SEO Knowledge" by Jim Hedger)


Plan to Attend eComXpo
If you missed eComXpo the first two times, you'll want to make sure that you add it to your calendar this time around. The virtual trade show and conference runs April 4-6th and is free to attend. There will be plenty of educational sessions, panels and other bits of information for anyone involved in search marketing, affiliate marketing, blogging and a variety of other topics.


Want to Advertise on MSN AdCenter?
If you're still waiting for an invite to MSN's AdCenter and you've missed some of the open enrollment periods that have been offered, here's another chance to get in the game. AdCenter is pulling a Google and allowing current advertisers to issue a limited number of invites to the program. Thus, if any Search Engine Guide readers are waiting for an invite, drop me an email. The first ten emails that I get will snag my allotment of invites.

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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.)

Landing Page Paradox?
Search Engine Watch Forums - "Should landing pages focus only a single intended goal, or point end users to other relevant offers, information and navigation?"

PPC Agency Key Performance Indicators
Search Engine Watch Forums - "One member needs a reasonable measurement to hold their PPC management firm accountable for success. Any suggestions?"

GBase, GBuy, and Adwords/AdSense Tied Together?
Webmaster World - "The quickest way to improve the quality of an ad is to have the ad instantaneously turn into a purchase that is 100 percent perfect... We now have a solution that we believe enables advertisers to offer a digital product on the Web so that when people click on it, through a credit-card mechanism, it is automatically taken care of."

Local Search Still Not Cutting the Mustard
Small Business Ideas Forum - "What's disappointing is that despite the investments poured into local search by top engines like Yahoo! and Google, the Internet search engine satisfaction rate of 39% is the same that it was last year, meaning that despite the new offerings, users aren't finding it any easier to get what they want."

Google Bowling Analysis and Thoughts
Search Engine Roundtable Forums - "...I'd sure like to know how to 'un' GoogleBowl a site. I have a couple of supporters with hundreds of site-wide's pointing at me ... so my guess is I should ask them to change their anchor text and randomize it. They were only trying to help, but yea, I can see how this would appear as a unnatural linking pattern..."

Private Search Engines Explored
Search Engine Roundtable Forums - "I depend on RSS searches. I subscribe with my RSS reader to Yahoo News searches, Google News searches and some blog search engines (although I find myself skipping over the search results of blog rss searches more often these days)."

Don't Enable GoogleBot To Delete All Your Pages
Search Engine Roundtable Forums - "A person accidentally left open 'edit' links on the front end of the content. GoogleBot clicked away and kept on clicking, hitting the delete button, until all the pages on the site have been deleted."

Anyone Checking Out ecomXpo?
Search Engine Watch Forums - "Lots of people from here presented at the last one like Nacho and can't remember who else. I think it's great that they added the SEO/SEM section to expand beyond affiliate marketing - since no one else is really doing online expos in the SEO space."

Google "biggest threat to privacy" in Genetics DB Plan
Webmaster World - "Search giant Google has been accused of being the 'biggest threat to genetic privacy' for its alleged plan to create a searchable database of genetic information."

Expanding Your Site for AdSense Success
Webmaster World - "Anyone can build a megasite; you might need to learn a programming language, develop a fancy data-mining algorithm, and study internet addiction, but anyone with an idea, some free time, and the burning desire to make it exist can build such a website."

XHTML and SEO
High Rankings Forum - "These folks don't understand XHTML, and they're apparently working to some kind of formula that doesn't allow them to think outside the box. Well, actually, they're apparently not thinking at all, inside or outside the box. As jetboy says, they should be looking at those H1, H2, H3 tags as an opportunity."

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

Has Anyone Used Business Plan Pro?
"I am contemplating buying Business Plan Pro, but I stopped when I saw the $100 price tag. Has anyone used this product? Is it worth $100? What could the software do better?"

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