Search Engine Marketing News - 2006-04-19

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Hi Everyone,

If you want to make more sales you need to know what brings in the customers and what doesn't. A simple concept that's not so simple to figure out. This week's sponsor, Conversion Scout, makes it easy to know exactly what is producing sales and they'll prove it to you by letting you use their service for a month to see for yourself. It's simple to use and will work wonders for your bottom line.

Have a super week!

Robert Clough

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Search Engine Marketing Articles

ClickTracks Appetizer Serves Up Free Site Analytics
by Jennifer Laycock - One of the biggest challenges facing small business owners today is figuring out how well their web site is working without spending tons of money on high-priced consultants or expensive software.

Undesirable SEO and What to Do with a Small Marketing Budget
by Stoney deGeyter - Unfortunately, there are far too many of these faux SEO providers out there. The knowledge of these SEOs differ, some know enough to talk a good game, others know enough, or are good enough salespeople, to be able to sell a sham service. In either case, these are the SEOs that give the industry a bad name.

Spotlight on Search - Interview with Jill Whalen of High Rankings
by Lee Odden - One of the long-standing and popular voices on search engine optimization is without question, Jill Whalen. Today, Jill is a regular speaker at Search Engine Strategies, writes many articles, publishes the High Rankings Advisor newsletter, runs her SEO consulting practice High Rankings and has another company called Search Creative.

User Behavior and Google Site Profiles
by Jim Hedger - A growing number of others in the SEO community are sensing, testing and talking about issues central to how Google perceives user behaviors and how that perception affects search engine placements.

Search Engine Optimization for Corporate Websites
by Bill Hartzer - Ranking well in the search engine results will not only increase your businesses' brand awareness, it will bring increased sales leads, which will lead to increased ROI from your corporate website.

Branding, Search and the Definition of Engagement
by Gord Hotchkiss - One of the issues with search has been its value as a brand building channel. The prevailing wisdom is that search is not a particularly effective brand building marketing medium. I believe this to be true, but it's because we're trying to apply the first definition of engagement, the idea of engaging with a brand, not a product.

Establishing Web Credibility - Part 5
by Stoney deGeyter - Just like any other form of medium, it's best to get a third party to proof read your site's content. Undoubtedly, they'll find something you missed even after several proof reads of your own.

Creating the Search Optimized Press Release
by Garrett French - Now that you're involved in your company's PR efforts (which is only right, because search engines are the primary PR vehicle of the online space, inasmuch as many aggregate news sites and blogs and typically include links from such sources as key factors in determining relevance), you must ensure that your main keyphrases find prominent places in your press releases.

Yahoo! Adds Satellite Imagery to Maps
by Jennifer Laycock - Yahoo! announced yesterday on their corporate blog that they had added satellite imagery to their mapping service. The new feature is also available through Yahoo!'s API and the Yahoo! Developer Network so that mashup creators can being hacking together Yahoo! powered features.

WebmasterRadio.FM - A Little Something For Everybody
by David Wallace - I admit it. I am a WebmasterRadio junkie. Not only do I listen to many of the live shows that they do on a weekly basis, I also find myself listening to archived shows as well. I absolutely love it. It allows me to not only keep abreast of the latest happenings in my industry very quickly, it also allows me to hear the audible voices of many folks that I already know online or have met in real life. If you frequent any of the popular search marketing forums or blogs or have attended conferences such as Search Engine Strategies, PubCon, AdTech and others, then surely you have heard of WebmasterRadio as well. In my opinion, they are very quickly becoming the audible voice of the search industry.

 

Search Engine Guide Blog Posts

Blogs are Essential to Online Reputation Management
CNET news reported yesterday on JupiterResearch's warning to keep a close eye on blogs. I've written before about the need to keep an eye on who is talking about your company and what they are saying, but it's always good to have that backed up.

ClickTracks Appetizer Serves Up Free Site Analytics
One of the biggest challenges facing small business owners today is figuring out how well their web site is working without spending tons of money on high-priced consultants or expensive software. That's why I was so excited to see that the folks at popular web analytics firm ClickTracks have finally stepped up to the plate by offering free (yeah, you heard me, FREE) access to several of ClickTracks most popular features. (skip to "ClickTracks Appetizer Serves Up Free Site Analytics" by Jennifer Laycock)

A Decade of Search with Danny Sullivan
It's been more than a decade since search marketing icon Danny Sullivan first began writing about search engines. From the days when WebCrawler rankings were a big concern, Danny has covered the industry top to bottom. Some things have changed dramatically while others have remained surprisingly consistent. For the text of Danny's first ever public posting about search engine optimization and for his collection of thoughts about the past decade, be sure to check out My Decade Of Writing About Search Engines.

Latest comScore Data Shows Google Still Leading the Search Wars
The latest data to be released by comScore Networks shows that Google has continued to maintain their spot as the most popular search engine. During the month of March, Google served up results for 42.7% of searches. That number represents a significant lead over Yahoo's 28% and MSN's 13.2%. Search as a whole experienced a whopping 10% increase over February numbers and marked a 15% increase over the same month last year. Google (48.9%) and Yahoo (46.5%) are a little closer together when it comes to toolbar searches, separated by just 2% points.

New Study Shows Offline Conversions are a Strong Factor in ROI
A new set of data released by the IAB and ComScore Networks through MediaPost Publications looks at several different companies and campaigns that tracked both online and offline conversion rates for online local, directory and classified advertising. The study backs up what the SEM industry has been saying for ages now...offline advertising accounts for a major portion of the ROI from an online marketing campaign. Companies that fail to find a way to track these figures risk skewing their data and turning off campaigns that are performing far better than they'd ever dreamed.

Undesirable SEO and What to Do with a Small Marketing Budget
Unfortunately, there are far too many of these faux SEO providers out there. The knowledge of these SEOs differ, some know enough to talk a good game, others know enough, or are good enough salespeople, to be able to sell a sham service. In either case, these are the SEOs that give the industry a bad name. (skip to "Undesirable SEO and What to Do with a Small Marketing Budget" by Stoney deGeyter)

Spotlight on Search - Interview with Jill Whalen of High Rankings
One of the long-standing and popular voices on search engine optimization is without question, Jill Whalen. Today, Jill is a regular speaker at Search Engine Strategies, writes many articles, publishes the High Rankings Advisor newsletter, runs her SEO consulting practice High Rankings and has another company called Search Creative. (skip to "Spotlight on Search - Interview with Jill Whalen of High Rankings" by Lee Odden)

Do AdSense Partners Have a Secret Door to Google?
Up until recently, the answer was a resounding "no." In fact, the Google AdSense support site is pretty clear in stating that the AdSense bot has absolutely nothing to do getting your site indexed. Within the last week however, there's started to be some speculation over the fact that Google's AdSense bot may be passing information on to the primary Google site index. Jennifer Slegg has a wrap-up of the speculation and the news on the JenSense Blog.

Brand Searches Don't Always Land Searchers on a Company's Site
Pamela Parker reports today at ClickZ that only 85% of brand searchers ultimately end up on that brand's Web site. The other 15% of searchers end up split between affiliate sites, comparison shopping engines and competitor sites. With brand searches up 17% over last year, the battle to capture those searchers is increasing.

Business Week Article Misses the Mark on Paid Search
An article over at Business Week talks about "the lowly search ad" and the "hucksterism" that goes into the "cryptic text come-ons" that display beside search results on popular search engines. The interesting thing is that Business Week, which is often on the mark when it comes to search engine marketing, seems to completely miss the boat in their characterization of paid search ads.

User Behaviour and Google Site Profiles
A growing number of others in the SEO community are sensing, testing and talking about issues central to how Google perceives user behaviours and how that perception affects search engine placements. (skip to "User Behaviour and Google Site Profiles" by Jim Hedger)

Search Engine Optimization for Corporate Websites
Ranking well in the search engine results will not only increase your businesses' brand awareness, it will bring increased sales leads, which will lead to increased ROI from your corporate website. (skip to "Search Engine Optimization for Corporate Websites" by Bill Hartzer)

Branding, Search and the Definition of Engagement
One of the issues with search has been its value as a brand building channel. The prevailing wisdom is that search is not a particularly effective brand building marketing medium. I believe this to be true, but it's because we're trying to apply the first definition of engagement, the idea of engaging with a brand, not a product. (skip to "Branding, Search and the Definition of Engagement" by Gord Hotchkiss)

Google Testing More Interface Changes
Barry at Search Engine Watch points to a post by Dave Winer that describes a new interface that is apparently being tested by Google. According to Winer, the new interface features blue wedges next to the search results that can be clicked on in order to reveal more information about the site, including the ability to search that specific site from right there on the Google results page. Winer has screen shots posted of this option in action.

New Survey Shows the Internet is a Popular Launch Pad for Small Businesses
The results of a survey sponsored by the team at Yahoo! Small Business show that more adults than ever are not just considering starting a small business, but recognize that the Internet is the place to be if you plan on doing so. The survey finds that 75% of online adults in the U.S. belive that the Internet has made it easier to launch a small business.

Blog Optimization Tips for Technorati
Ed Kohler over at the Technology Evangelist has some good information about optimizing your blog for blog search engines like Technorati. He covers issues like "pinging," the fact that Technorati only counts links from within the past few months and why permalinks are important. The tips are pretty easy to understand and can really help bloggers that are just starting to learn about SEO get a better grasp on how to improve their ranking in this engine.

Have You Heard WebmasterRadio.FM Yet?
WebmasterRadio is not even two years old and they are already creating a legacy, bringing listeners talk shows on a wide variety of subjects from the perspective of many industry leaders. With shows like The Daily SearchCast, SEO Rockstars, Affiliate marketing Today, Domain Masters and others, they offer a little something for every taste. A new article provides a little history of how WebmasterRadio got started and what they have to offer to listeners worldwide. (skip to "WebmasterRadio.FM - A Little Something For Everybody" by David Wallace)

Establishing Web Credibility - Part 5
Just like any other form of medium, it's best to get a third party to proof read your site's content. Undoubtedly, they'll find something you missed even after several proof reads of your own. (skip to "Establishing Web Credibility - Part 5" by Stoney deGeyter)

Creating the Search Optimized Press Release
Now that you're involved in your company's PR efforts (which is only right, because search engines are the primary PR vehicle of the online space, inasmuch as many aggregate news sites and blogs and typically include links from such sources as key factors in determining relevance), you must ensure that your main keyphrases find prominent places in your press releases. (skip to "Creating the Search Optimized Press Release" by Garrett French)

Yahoo! Adds Satellite Imagery to Maps
Yahoo! announced yesterday on their corporate blog that they had added satellite imagery to their mapping service. The new feature is also available through Yahoo!'s API and the Yahoo! Developer Network so that mashup creators can being hacking together Yahoo! powered features. (skip to "Yahoo! Adds Satellite Imagery to Maps" by Jennifer Laycock)

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Search Engine Books & Services (Classifieds)

How to get top 10 rankings on Google and Yahoo!
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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.)

Yahoo Testing Pay Per Call
Search Engine Watch Forums - "Do you feel that giving the user the ability to simply CLICK to call is going to inspire visitors to respond to these ads? Will they convert better? Will the ROI be greater? Will these calls result in tying up your sales team with unqualified calls? After all the visitor has only read 70 characters or less about what you are offering..."

PPC Hijacking
Webmaster World - "There could be a lot more inflating your PPC bill than just a few spells of competitive clicks here and there. Here's an eye opening discussion about PPC hijacking and the DNS exploits that may be quietly running off with your profit."

How to approach a company about their SEO?
Cre8asite Forums - "It's time to trot out my favourite Peter Drucker quote again, 'Help is defined by the recipient'... I've never had any luck in telling companies even about the most damaging problems with their websites."

Google Confirms Mid-Page "See Results For" Section No Longer A Test; Suggest A Name!
Search Engine Watch Forums - "Those funky 'See Results For' links in the middle of Google search results are now a permanent feature. Like them? Got a name for them?"

Should SEO Be Part of Journalism 101?
Small Business Ideas Forum - "...in a world that increasingly turns to the Internet and search engines to search for news coverage, newspapers can no longer afford to ignore search engine friendly tactics like keywords in story headlines and text."

AdWords Editor (Beta)
Search Engine Watch Forums - "Thoughts and experiences on Google's new AdWords Editor software."

Hidden Links On Colgate-Palmolive Site
Search Engine Watch Forums - "Colgate-Palmolive products freshen your breath, clean your skin and, um, hide links from search engines. Another big brand gets attention for going outside search engine guidelines. Another debate erupts."

Question On Tracking Conversion Rates
High Rankings Forum - "I think in the long run it's more valuable to know that your traffic is up or down X% when compared to yesterday/last month/last year/whatever, or that of the people you can measure, X% of them clicked on Link A on your page while Y% of them clicked on Link B. In the end, you're going to get more actionable information from that than from simply 'knowing' that a particular page of your site got 'so many' visitors today."

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

How Do You Get New Business? Tell Me Your Tips!
"I'm interested to see what people do to generate leads for their business. How do you get new clients?"

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Zero in on your most profitable ads with Conversion Scout

Stop losing money on poorly performing ad campaigns. Use Conversion Scout to pinpoint exactly which campaigns and keywords are making you money and which ones are losing. Easily track R.O.I. on ANY source of incoming traffic including:
  • PPC ads
  • banner ads
  • incoming links
  • even organic search results

Grab your free 30 day trial and start improving your bottom line in just 5 minutes!

 

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