Search Engine Marketing News - 2006-08-02

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Hi Everyone,

The Search Engine Strategies Conference is next week in San Jose. Jennifer is going to be there so if you are going be sure to try and track her down and say "hi." If you haven't met her, she is super friendly so don't be shy. :-) There is a picture of her on this page.

Have a great week!

Robert Clough

 

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Search Engine Marketing Articles

Undersell Your SEO Service, Overachieve Your SEO Results
by Stoney deGeyter - For many companies, the sell-at-all-cost approach can often come back to bite. The good salesperson is doing his job, but a problem arises when the products or services don't live up to the sales rhetoric being to entice the buyer. It’s the result of a salesperson that oversells and over promises but the products or services don't (or can't) meet the expectations of the buyer.

Overrated Metrics
by Manoj Jasra - There has always been a certain buzz in the online marketing industry regarding metrics; namely, which metrics to measure and how to accurately track them? I find, more and more that many business owners are sometimes paying attention to metrics that make their business look appealing from an image perspective, rather than to metrics which actually show value to the bottom line.

SEO Strategy for a Struggling Site on a Limited Budget
by Ross Dunn - Over the years we have answered many a phone call where a prospective client is frustrated with the poor performance of their website(s). Check out this sample conversation of what a business and client might go through in deciding what direction to take a small business SEO project.

What’s Up with Verticals?
by Gord Hotchkiss - When vertical results appear on the major engines, they appear smack in the middle of the hottest part of the page. After a number of eye tracking studies, we can say with a degree of certainty that most searchers (upwards of 80%) at least look at the top sponsored ads and the top 3 or so organic ads. That means that vertical, wedged in between, will be at least grazed over by a lot of eyeballs.

Organic Search: What’s In It For You? Part One
by Jody Nimetz - Having been in the search marketing industry for a few years now, it still amazes me how organic search just does not get the respect it deserves. Many people still do not get search at all. For those of you that don't get search now… you will… it is only a matter of time.

Google v Overture
by Daniel Jupp - Search engine marketing is literally a war of words. Clawing your way to the top of the pile often requires a skill level befitting the most advanced of military campaigns but in order to reap the benefits, you first have to ensure you’re fighting the right battle.

 

Search Engine Guide Blog Posts

Undersell Your SEO Service, Overachieve Your SEO Results
For many companies, the sell-at-all-cost approach can often come back to bite. The good salesperson is doing his job, but a problem arises when the products or services don't live up to the sales rhetoric being to entice the buyer. It's the result of a salesperson that oversells and over promises but the products or services don't (or can't) meet the expectations of the buyer. (skip to "Undersell Your SEO Service, Overachieve Your SEO Results" by Stoney deGeyter)

Overrated Metrics
There has always been a certain buzz in the online marketing industry regarding metrics; namely, which metrics to measure and how to accurately track them? I find, more and more that many business owners are sometimes paying attention to metrics that make their business look appealing from an image perspective, rather than to metrics which actually show value to the bottom line. (skip to "Overrated Metrics" by Manoj Jasra)

How Every Day Life Can Impact Search and Sales
There's an article over at MediaPost Publications that looks at the idea that while search accounts for just 5% of online activity, it accounts for 40% of the online advertising market. While that number may seem a little bit out of whack, it doesn't take a lot of common sense to realize that search is indicative of intent. In other words, searchers are looking for something. If you can provide a paid service or product that will meet their need, you've got a great chance of hooking them. The same doesn't hold true for the times when people are reading emails or checking out their favorite blogs...thus the lower rate of return for things like banner ads and site sponsorships.

Loading up on SEM PodCasts
I've been loading up some fresh content on my iPod for the long trip cross country to SES San Jose next week and realized that some Search Engine Guide readers may be doing the same. While I've tended to focus on filling mine up with some ripped movies and the latest episode of Monk, I've also added some podcasts to the mix to keep things interesting. To that end, I ran across a great post over at eWhisper.net that gives an overview of ten popular search marketing related podcasts. If you're looking for something new to listen to, this list might be a worthwhile stop for you.

TODAY ONLY: Big Savings on Clicktracks for Search Engine Guide Readers
We've been having some discussion in the Small Business Ideas forums about Clicktracks, the analytics software that we're using in the Real Small Business, Real Big Ideas article series. To that end, the good folks over at Clicktracks have decided to offer a special price on Clicktracks Analyzer, Optimizer and Pro to Search Engine Guide readers that buy by the end of the day.

Is Google Paying Newspapers for the Right to Link to Them?
It's not often that I have cause for two blog posts about newspapers and search, but here we go... I just stumbled across a fairly surprising story from Mercury News that strongly implies that Google is paying some news sources for the right to index their content and send them traffic. The article cites deals that have been signed between Google and the Associated Press and mentions Yahoo!'s tendency toward things like "direct payment, revenue sharing and traffic exchanges."

Does This Mean Newspapers Finally Understand the Web?
Repeat after me..."outbound links are not my enemy." Now say it again...one hundred million times! I don't know who pulled that on Caroline Little, the chief of Washingtonpost.Newsweek Interactive, but apparently it's sunk in and Little has decided to join with papers like The New York Sun and the Daily Oklahoman to embrace the new idea of including links to other papers' coverage of the same stories from right there within the Washington Post's own story text. In other words...these newspapers have decided to stop whining about competition from services like Google News and to start doing something to make their own sites more appealing to Internet users.

The Big Boys Look to Consumer Generated Media
I've written quite a bit about the amazing increases in consumer generated media over the past year or two...especially in terms of blogs, podcasts and the self-publishing video outlets like YouTube. While corporate American and big name advertising firms seemed to be pretty hesitant about embracing CGM in the past, an article over at the International Herald Tribune implies that that may be about to change. The question then becomes...can companies used to having complete control over their brand message survive in a world where they are the ones responsible for turning that control over to the world?

SEO Strategy for a Struggling Site on a Limited Budget
Over the years we have answered many a phone call where a prospective client is frustrated with the poor performance of their website(s). Check out this sample conversation of what a business and client might go through in deciding what direction to take a small business SEO project. (skip to "SEO Strategy for a Struggling Site on a Limited Budget" by Ross Dunn)

What’s Up with Verticals?
When vertical results appear on the major engines, they appear smack in the middle of the hottest part of the page. After a number of eye tracking studies, we can say with a degree of certainty that most searchers (upwards of 80%) at least look at the top sponsored ads and the top 3 or so organic ads. That means that vertical, wedged in between, will be at least grazed over by a lot of eyeballs. (skip to "What’s Up with Verticals?" by Gord Hotchkiss)

The Difference Between Search Engine Marketing and Search Engine Selling
I neglected to mention that Bill Wise wrote an interesting article earlier this week for MediaPost Publications. It examines the difference in concepts between search engine "marketing" and search engine "selling". To put it more simply, Bill points out that much of search marketing is "branding" related and that to actually sell your product to search engine users, it's sometimes necessary to take a slightly different approach.

Organic Search: What’s In It For You? Part One
Having been in the search marketing industry for a few years now, it still amazes me how organic search just does not get the respect it deserves. Many people still do not get search at all. For those of you that don't get search now… you will… it is only a matter of time. (skip to "Organic Search: What’s In It For You? Part One" by Jody Nimetz)

Google v Overture
Search engine marketing is literally a war of words. Clawing your way to the top of the pile often requires a skill level befitting the most advanced of military campaigns but in order to reap the benefits, you first have to ensure you’re fighting the right battle. (skip to "Google v Overture" by Daniel Jupp)

Blogging Isn't Always About Being an Expert
Chris Garrett has a fantastic post over at Performancing today that talks about whether or not you need to be an "expert" in order to be a good blogger. He makes some good points that need to be considered by any small business owner that's considering adding a blog to their site. Since article and blog writing advice often tends to center around the need to share unique and informative content, many small business owners shy away from the idea of blogging. Garrett points out that in reality, it's not necessarily what you know, but how you present it, that makes the difference.

Google's Click Fraud Settlement Goes Through
A federal judge in Arkansas approved Google's proposed $90 million click fraud settlement yesterday, calling the offer "fair, reasonable and adequate." That settlement will work out to about $30 million for the lawyers that brought forth the case and an advertising credit of $3.80 for every $1000 spend by Google AdWords advertisers over the past four and a half years. Not surprisingly, Google's lawyers were "pleased" by the decision while most small business owners felt that the settlement was less than adequate. The settlement also notes that any funds from the settlement that are not claimed by past advertisers will be used to fund charitable organizations that wish to run pay per click campaigns. The Washington Post has the full story.

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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.)

AdSense Bad For Your Business
WebProWorld - "It seems to me there is more money to be made by coming up with a business idea and making a site for that idea."

Improving the Quality of Your AdWords Landing Pages?
Search Engine Watch Forums - "...I jumped headfirst into the new AdWords landing page algo, asked Google a ton of questions about the new changes and gave my top ten best practices for improving your landing page quality. What are other things are you doing for your landing pages to increase the the quality for AdWords?"

Would You Tell Just One Secret?
Search Engine Watch Forums - "Would you share just one little SEO secret you've discovered, about any search engine out there? I will..."

Yahoo! Launches A New Slurp Crawler
Webmaster World - "We launched a new Yahoo! Search Crawler, Yahoo! Slurp earlier this week. In addition to crawling the Internet faster, our new crawler is more efficient at visiting websites. As a result, site owners will notice as much as a 25% reduction in the number of requests and bandwidth consumed by the crawler."

I've Got My Great Keyword Phrases, But...
High Rankings Forum - "Without the quotes, the query is called a find all search, and it asks the search engine to find all pages that match all the terms in the query without regard for proximity or order. The major search engines, to one degree or another, may try to order results so that pages with that word order show up first. But they can be influenced by anchor text which only focuses on one word."

Google AdSense: Improving Page Load Time
Webmaster World - "I have had a few users complain over the last year or two that the AdSense ads on pages of one of my sites in particular cause the page load times to be "quite dramatically" slowed. ... What can be done about this?"

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

Offline Marketing - Measuring Clicks & Conversion of Magazine Ads
"Do anyone of you have experience with measuring printed advertising campaigns online? I am going to advertise an online shop and would like to measure the number of clicks and conversion ratio."

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If you don't, I'll give you 100% of your money back with no questions asked.

"I'm finally reading your book, and it is amazing. You have done a marvelous job of explaining SEM in general, SEO, keyword research, copywriting, linking -- damn, you're good."

Claudia Bruemmer - Former Managing Editor, ClickZ



Yes, it's that good. Get your copy today.

 

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