Search Engine Marketing News - 2006-05-31

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Hi Everyone,

Google is finally going to offer dayparting and ad scheduling options to advertisers. This is great news for even the smallest AdWords advertiser. Cheers to Google for giving us greater control! You can get the details in Jennifer's article linked below.

Have a great week!

Robert Clough

 

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Search Engine Marketing Articles

Key Performance Indicators
by Jody Nimetz - In the world of search engine marketing, there are numerous metrics that can be measured. The trick is to determine which ones are the correct ones for your online campaign. more often than not that same client is absolutely determined that the chief KPI is that ranking on the SERP (Search Engine Results Page), but is it?

Welcome to the Search Marketing Sweat Shop
by Gord Hotchkiss - From the outside, it seems like anyone with an IQ topping 60 could market this way. So agencies launch search divisions. Large companies find people that seem to have no pressing items on their to-do lists and make them the new Director of Search Marketing. Everyone throws their hat in the ever increasing search marketing ring.

The Power of "Other"
by Todd Mintz - Many SEO's have offered suggestions on how to best capture "Long Tail" traffic (such as this one). If such explanations make your head spin, I would suggest that you just focus on integrating as many keywords as possible into your website that you discovered in your keyword research.

AdWords to Integrate Dayparting and Ad Scheduling
by Jennifer Laycock - Last week, the Google team announced plans to integrate dayparting and ad scheduling into the AdWords advertiser panel. With Microsoft's adCenter already offering limited dayparting options, it was only a matter of time until Google was forced to do the same. Even so, most small businesses will be looking forward to this feature launch with great anticipation.

Your SEO Service, Ethical SEO, and Competitor Monitoring
by Scott Buresh - Search engine optimization is still a very new concept to most companies. Even the most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people.

The Revolution Will Be Televised, Details After These Ads by Google
by Jim Hedger - The sudden appearance of Google’s online video ad distribution service is going to have multiple repercussions for the $38 Billion US television advertising market. It is also going to present multiple opportunities for search marketers and their clients.

 

Search Engine Guide Blog Posts

Growing Number of Consumers Generating Online Content
MarketingVox links to a ClickZ article that states "35 percent of U.S. internet users have posted some sort of user-generated content online." That percentage works out to about 48 million adults, 73% of which are now using broadband connections. That number is likely to continue growing over time. That's why I continue to stress the need for small business owners to learn about online reputation management and to keep an eye on what their customers might be saying about them.

Guilty No Matter What?
One of the features of Google's Sitemap tool that has been praised by those in the industry is that reinclusion request. That's a handy feature for webmasters that have inadvertently violated Google's guidelines and found themselves on the invisible end of the search results. That said, it's also a feature that has been suggested for innocent sites that have found themselves swept under the rug in a new algorithm after a Google update.

Google Specialized Logos
One of the things I look forward to when holidays are coming up is the creative way that Google celebrates these days with an adaptation of their logo. That's why I was disappointed yesterday to find the standard Google logo gracing the pages of the site. I hadn't realized until this year that Google never does a special logo for Memorial Day.

Key Performance Indicators
In the world of search engine marketing, there are numerous metrics that can be measured. The trick is to determine which ones are the correct ones for your online campaign. more often than not that same client is absolutely determined that the chief KPI is that ranking on the SERP (Search Engine Results Page), but is it? (skip to "Key Performance Indicators" by Jody Nimetz)

Welcome to the Search Marketing Sweat Shop
From the outside, it seems like anyone with an IQ topping 60 could market this way. So agencies launch search divisions. Large companies find people that seem to have no pressing items on their to-do lists and make them the new Director of Search Marketing. Everyone throws their hat in the ever increasing search marketing ring. (skip to "Welcome to the Search Marketing Sweat Shop" by Gord Hotckiss)

Free SEO Training from Dan Thies
Picked up via Rand. Popular SEO trainer Dan Thies is offering up a free online class next week called Boiling SEO Down To The Essentials. The class is Tuesday, June 30th from 7pm - 8pm (Central) and will cover the "four pillars of a strong SEO strategy." Register online to have the call-in information emailed to you.

They Won't Come Just Because You Rebuild It
One of the biggest pitfalls for an SEM-minded business is dealing with designers when it's time to makeover your existing web site. While more and more designers are beginning to understand the nuances of creating a search engine friendly design, more often than not a small business is going to have to bring their creative designer back down from the clouds. Designers and small business owners need to remember one primary thing about a redesigned web site...no matter how fantastic it is, if no one can find it, no one will use it.

The Power of "Other"
Many SEO's have offered suggestions on how to best capture "Long Tail" traffic (such as this one). If such explanations make your head spin, I would suggest that you just focus on integrating as many keywords as possible into your website that you discovered in your keyword research. (skip to The Power of "Other" by Todd Mintz)

Important Note: You MUST Take Action on the Google Click Fraud Suit
While much has been written about the $90 million settlement reached by Google in the recent class-action suit, most advertisers that I've spoken with have made it pretty clear that they have no interest in settling for the current pay out. The problem here is that few advertisers realize that unless they actively opt-out of this settlement, they run the risk of being excluded from any future settlement. In other words, it won't be enough to just ignore this issue. You need to take action to protect your future options.

AdWords to Integrate Dayparting and Ad Scheduling
Last week, the Google team announced plans to integrate dayparting and ad scheduling into the AdWords advertiser panel. With Microsoft's adCenter already offering limited dayparting options, it was only a matter of time until Google was forced to do the same. Even so, most small businesses will be looking forward to this feature launch with great anticipation. (skip to "AdWords to Integrate Dayparting and Ad Scheduling" by Jennifer Laycock)

Wiki Fun with Google Maps
In one of the more interesting mash-ups that I've run across so far, the duo of Alexandre Koriakine and Evgeniy Saveliev has put together a great wiki that combines the informational value of Wikipedia with the satellite photo views of Google Maps. The goal of the aptly named Wikimapia is to tag interesting spots on the map with snippets of information that describe the location.

Yahoo! and eBay Deal Could Mean Good Things for Small Business
Blogs are buzzing today with the news that Yahoo! and eBay will begin sharing resources with each other on things like payment systems, search and advertising. The duo will also begin exploring click-to-call and/or pay-per-call technology as well as a co-branded toolbar. The good news is that the pairing may spell good news for small business owners, especially ones that heavily depend on eBay and Yahoo! stores for their online income.

Is Search Marketing a Sweatshop?
Gord Hotchkiss has a wonderfully inciteful article over at MediaPost Publications today. It's probably one of the best that I've read in terms of insight into how people underestimate the search marketing industry.

Your SEO Service, Ethical SEO, and Competitor Monitoring
Search engine optimization is still a very new concept to most companies. Even the most respected companies can make mistakes in this arena, either by choosing the wrong SEO service, or by trying to avoid hiring an SEO service altogether by bringing it in house with well-intentioned but unqualified people. (skip to "Your SEO Service, Ethical SEO, and Competitor Monitoring" by Scott Buresh)

The Revolution Will Be Televised, Details After These Ads by Google
The sudden appearance of Google’s online video ad distribution service is going to have multiple repercussions for the $38 Billion US television advertising market. It is also going to present multiple opportunities for search marketers and their clients. (skip to "The Revolution Will Be Televised, Details After These Ads by Google" by Jim HEdger)

MSN Allows Webmasters to Opt Out of DMOZ Description
In a move that web site owners have been clamoring for forever, MSN has become the first major search engine to give site owners a real way to opt out of having their DMOZ description show as the default descriptive text for their web site on the search results page. This move will be especially useful for older sites that have long outgrown DMOZ descriptions that may be several years old and full of inaccuracies.

A Search Marketing CrossWord Puzzle
Got some spare time on your hands and want to see just how much you know about search engine optimization and search marketing? Then check out the search engine optimization crossword puzzle offered up by the team at eCentralMarketing. It's fun and even a bit challenging. I spent about fifteen minutes on it but was still left with four clues that I simply couldn't figure out.

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Search Engine Books & Services (Classifieds)

How to get top 10 rankings on Google and Yahoo!
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Skaffe.com Directory: Show off your website Express Submit today.
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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.)

AdWords To Begin Crawling Landing Pages & Analyzing For AdRank
Search Engine Watch Forums - "AdWords is to begin spidering landing pages and using what they find to help influence whether a page should gain or lose AdRank."

Top Ten Ways SEM Companies Bend The Truth To Win Business
Search Engine Watch Forums - "1 - We know Larry & Sergey (we ripped a picture of them out from a book and put it on our wall). 2 - We have a special relationship with Google (we put our credit card number into AdWords). 3 - Add your own!"

Larry Page Sets Out His Vision
Webmaster World - "The answer - artificial intelligence - with search engines so powerful they would understand "everything in the world". It's the dream of Larry Page - one of Google's founders and now a multi-billionaire."

AdSense Ads with Phone # in Them
Webmaster World - "I don't think I would call a phone number just from seeing a few words of text before it. However, it would help that particular ad to stand out from ads that didn't have numbers as possibly a company that is more reliable with phone support if necessary."

Yahoo! and eBay Partner
Webmaster World - "The agreement consists of four major components in the areas of search and graphical advertising, online payments, a co-branded toolbar, and the opportunity to explore 'click-to-call' functionality."

Google Co-op - Search Just Became 'Search 2.0'
Webmaster World - "Could this throw a major spanner in the works for traditional SEO?"

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

Trade Show Giveaways: What Works
"A bottle of water at the large shows can be worth gold. Open it for them and while they take the first drink, you have their attention."

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Skaffe.com Directory: Show off your website Express Submit today.
Quality directories like Skaffe.com offer you strong search engine exposure.

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Under new management! All new with low submission prices.

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Powerful and affordable directory marketing services. Submit your website today!

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Local and regional business directory. Quality GEO targeted website advertising you can afford.

Need to learn SEO?
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