Search Engine Marketing News - 2006-08-23

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Hi Everyone,

What are your favorite business-related blogs and news sources? I'd like to know what everyone is reading so we can include links from our forum. If you don't mind sharing, please drop by this forum thread and let me know. Thanks!

Have a great week!

Robert Clough

 

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Search Engine Marketing Articles

Analytics: You Can't Afford NOT to Track
by Manoj Jasra - There are business owners who continually push off the purchase of analytics until their company is financially ready to make the leap and online commitment; or until over inflated marketing projections prove to be just that, and mistakes need to be quantified. Something that the majority of business doesn’t seem to realize is the immense insight and knowledge they are missing out on by waiting.

What To Do with 3 Domains
by Jill Whalen - My company currently has one main site with three URLs. The URLs currently connect to the same site and it was suggested to us by an SEO consultant to choose one of the URLs as the domain for our main site and then just 301-redirect the other two URLs to the main site.

The Politicos Still Don't Get It
by Jennifer Laycock - I've written in the past about the potential to use paid search advertising as part of a political campaign, though at the time, the major parties were still pretty much ignoring the search engine marketing landscape. Times are changing though...and with another presidential election just two years away, many political consultants are trying to figure out how to best make use of the web for their candidates campaigns.

Search Engine Marketing Services: Trends and Predictions
by Scott Buresh - The search engine marketing industry is not for the faint-hearted or those who abhor change. However, savvy search engine marketing firms try to look ahead to anticipate trends. Here are my predictions of issues that search engine marketing services will face in the short term.

Ten Things To Consider When Going Through a Site Redesign
by David Wallace - I have seen it happen time and time again. The decision is made to redesign the company web site. However, in the process regard for search engine visibility is not included in the overall plan. The new site is launched and everyone waits for the traffic to pour in but for some reason it doesn't. In fact, traffic declines. Sales drop. The CEO is demanding answers. What happened and who's fault is it?

Planning Your Holiday SEM Campaign
by Nick Guastella - Each year, planning your holiday search engine marketing (SEM) campaign becomes more competitive and increasingly challenging as marketers realize the effectiveness of online advertising. The two most successful online advertising strategies are SEM and display ads. Marketers gain an advantage when they conduct both SEM and banner ad campaigns concurrently.

Finding Fame Online, and Fame Finding You
by Gord Hotchkiss - Search acts as the connector to these nuggets of information. We gain the benefit of others that have been there and done that. It separates the good from the bad in a way that defies gaming the system and keeps everyone honest. Not every traveler does their travel research this way, but the number is growing every day.

Why Do You Ask? Why Does Anyone Ask? It Depends on Your Needs
by Jennifer Laycock - Ask is pretty far ahead of the curve in terms of supplemental features and search-assisting functionality, but it's still got a long way to go in the algorithm department. That may not be a bad thing though.

Examining Yahoo!'s Site Explorer Tool: How it Can Help You
by Ross Dunn - Webmaster tools are becoming a hot topic in the major search engines these days. This article is devoted to Yahoo’s Site Explorer tool and how you can harness it to help you improve your search engine rankings and improve your odds for online success.

How Much Should You Budget for Search?
by Paul Bruemmer - There are 175+ million search engine users in the U.S. today who are conducting approximately 5.5 billion searches each month, and 90 percent of them are going to Web sites from the first three search result pages. With combined organic and paid search campaigns, you maximize profits from the increased traffic and conversions, achieving branding with your search listings at the same time.

Real Small Business, Real Big Ideas - The Carrie D. Mader Project Part 3
by Jennifer Laycock - In parts one and two of this series, I gave readers some background on upscale jewelry designer Carrie D Mader and the challenges being faced by both her and our team of volunteer marketing consultants. Today we'll be looking at one of the biggest obstacles to face small business owners, delving into plans for updating and upgrading Carrie's web site content and exploring the crashing reality that often comes with these types of projects.

In San Jose and Need a Chiropractor?
by Paul Jahn - These types of businesses could be popular destinations like hotels, night clubs, restaurants, and health clubs. These can also be highly specific spots or professional services whether it's an upscale sushi bar, professional print shop, or in my case, a chiropractor in San Jose, California.

Dress Your Website For Success
by Todd Mintz - Each industry has different standards for web design. In conjunction with a designer, they should examine the websites of competitors to know what level of site design it will take to make their site comparable to others in their space.

Jill Whalen Interviewed at SES San Jose
by Jim Hedger - This is Jill Whalen’s fifth or sixth interview of the day, a fact I am critically conscious of before sitting down to speak with her at 2pm on the second day of last week’s SES conference.

Real Search Engine Optimization Linkbaiting
by Stoney deGeyter - I understand what linkbaiters are doing, and it is a different kind of service, but shouldn't a well developed website with lots of great information already be it's own linkbait? Isn't the SEO Marketer's job to make the site more appealing to both search engines and site visitors alike?

 

Search Engine Guide Blog Posts


Another Lesson in Viral Anti-Marketing
It happens every now and then...viral marketing takes off, but not in the direction that the company at its center would hope. This time around, McDonald's seems to be on the losing end. John Gartner over at Marketing Shift had written just this week about McDonald's plans to partner with GM in order to give away mini-Hummers in Happy Meals. Now Gartner had a good point in that Hummer drivers aren't really the typical McDonalds' customer, so it seemed like an odd promotion.


This Sandbox Stuff
A few months ago, I wrote an article exploring whether or not the Google "sandbox" existed. In it, I outlined why the sandbox, as an aging filter makes zero sense and how the reality of the situation is that things are just getting more competitive over time. Thus, what we're actually seeing isn't an aging filter per say, but rather a higher barrier to entry for new sites. While many seem to have understood the point I was making here, I've also had quite a few "yeah, but why doesn't MY new site rank" questions pop up in both real life and via email.


Analytics: You Can't Afford NOT to Track
There are business owners who continually push off the purchase of analytics until their company is financially ready to make the leap and online commitment; or until over inflated marketing projections prove to be just that, and mistakes need to be quantified. Something that the majority of business doesn’t seem to realize is the immense insight and knowledge they are missing out on by waiting. (skip to "Analytics: You Can't Afford NOT to Track" by Manoj Jasra)


What To Do with 3 Domains
My company currently has one main site with three URLs. The URLs currently connect to the same site and it was suggested to us by an SEO consultant to choose one of the URLs as the domain for our main site and then just 301-redirect the other two URLs to the main site. (skip to "What To Do with 3 Domains" by Jill Whalen)


The Politicos Still Don't Get It
I've written in the past about the potential to use paid search advertising as part of a political campaign, though at the time, the major parties were still pretty much ignoring the search engine marketing landscape. Times are changing though...and with another presidential election just two years away, many political consultants are trying to figure out how to best make use of the web for their candidates campaigns. (skip to "The Politicos Still Don't Get It" by Jennifer Laycock)


Great Advice on Building Links
One of my favorite blogs for good, down to earth link advice is Todd Malicoat's Stuntubl blog. He's at it again this week, this time outlining 12 Different Types of Links and How to Get Them. Todd breaks linking building down into the various styles and types of links (authority sites, directories, run of site, .edu and .gov and so on) and gives pointers on where to find them, how to get them and any other relevant tips he can think of.


Are You Ready for the Surge? (And Do You Even Want It?)
Chris Garrett over at Performancing has a short, but interesting post this week about what can happen when your site gets pick up by a massive social network site like Fark or Slashdot. Sure, it results in tons of traffic..but it also often results in your site going offline. The real question in the end is "was it worth it?" In other words, did all that traffic do anything for you, other than give you the headache of crashing your site and keeping your regular customers from finding you? The answer might surprise you.


A Whole New World of AdSense: Ads Within Videos
Jennifer Slegg has a pretty detailed post today that outlines plans for the new "ads within video" concept being launched by Google, Viacom and MTV. Apparently, the videos are being rolled out on a trial basis to some 200 AdSense publishers. Apparently, the program will work by placing video ads WITHIN syndicated video content that is then distributed to partner publisher sites. Earnings are on a CPM basis.


Search Engine Marketing Services: Trends and Predictions
The search engine marketing industry is not for the faint-hearted or those who abhor change. However, savvy search engine marketing firms try to look ahead to anticipate trends. Here are my predictions of issues that search engine marketing services will face in the short term. (skip to "Search Engine Marketing Services: Trends and Predictions" by Scott Buresh)


Ten Things To Consider When Going Through a Site Redesign
I have seen it happen time and time again. The decision is made to redesign the company web site. However, in the process regard for search engine visibility is not included in the overall plan. The new site is launched and everyone waits for the traffic to pour in but for some reason it doesn't. In fact, traffic declines. Sales drop. The CEO is demanding answers. What happened and who's fault is it? (skip to "Ten Things To Consider When Going Through a Site Redesign" by David Wallace)


Solid Link Building Advice
Debra Mastaler knows links. Seriously...she's awesome at this linking stuff and she's got some great, sage advice that she shares with anyone willing to read it. This week, you need to go read her post called "There's more than one way to skin a link." In it, she shares the absolutely astonishing ideas of "picking up the phone" and "sending actual real mail" as part of her link building tactics. Pick yourself back up off the floor, this is worth reading.


Planning Your Holiday SEM Campaign
Each year, planning your holiday search engine marketing (SEM) campaign becomes more competitive and increasingly challenging as marketers realize the effectiveness of online advertising. The two most successful online advertising strategies are SEM and display ads. Marketers gain an advantage when they conduct both SEM and banner ad campaigns concurrently. (skip to "Planning Your Holiday SEM Campaign" by Nick Guastella)


Finding Fame Online, and Fame Finding You
Search acts as the connector to these nuggets of information. We gain the benefit of others that have been there and done that. It separates the good from the bad in a way that defies gaming the system and keeps everyone honest. Not every traveler does their travel research this way, but the number is growing every day. (skip to "Finding Fame Online, and Fame Finding You" by Gord Hotchkiss)


Making Fun of "Modern" Online Marketing
Sometimes you just need a break from it all. I mentioned a few weeks back that I find it slightly amusing that all of the new-fangled online marketing techniques are basically good common sense wrapped up in sexy new buzzwords...Good content has somehow become "link bait" and public relations and customer service have been dubbed "online reputation management." So what's a company to do? How to stay sexy and trendy when you really just want to run your business? Well the good news is that you don't even have to think anymore...here's a great collection of tools that will do all that cool naming stuff for you.


ClickTracks Sells Out (No, Not Really!...Well, Yeah, Sort Of)
Had an email this morning from the ClickTracks team announcing that the firm has been acquired by J.L. Halsey, a publicly traded firm that also owns Lyris, EmailLabs and most recently Hot Banana. Basically, ClickTracks will become an indirect wholly-owned subsidiary of J.L. Halsey. Now, normally I don't really blog about acquisitions and mergers, but since ClickTracks is one of my favorite companies in terms of what they offer small businesses, I find it interesting to speculate on what this might mean to the future of small business analytics.


Why Do You Ask? Why Does Anyone Ask? It Depends on Your Needs
Ask is pretty far ahead of the curve in terms of supplemental features and search-assisting functionality, but it's still got a long way to go in the algorithm department. That may not be a bad thing though. (skip to "Why Do You Ask? Why Does Anyone Ask? It Depends on Your Needs" by Jennifer Laycock)


A Little Bit of SEO verses PPC Fun...
Sometimes you need to add a little humor to the mix...that's why it's worthwhile to stop by Brad Geddes "Top Ten Reasons PPC is better than SEO" list and to then follow it up with a visit to Todd Malicoat's "Top 11 Reasons SEO is Better than PPC." The lists are both a good combination of tongue-in-cheek humor and reality check. Add the fact that both Grad and Todd will tell you that a good campaign requires the judicious use of both PPC and organic SEO and you've got a nice little bit of reading going on.


Examining Yahoo!'s Site Explorer Tool: How it Can Help You
Webmaster tools are becoming a hot topic in the major search engines these days. This article is devoted to Yahoo’s Site Explorer tool and how you can harness it to help you improve your search engine rankings and improve your odds for online success. (skip to "Examining Yahoo!'s Site Explorer Tool: How it Can Help You" by Ross Dunn)


How Much Should You Budget for Search?
There are 175+ million search engine users in the U.S. today who are conducting approximately 5.5 billion searches each month, and 90 percent of them are going to Web sites from the first three search result pages. With combined organic and paid search campaigns, you maximize profits from the increased traffic and conversions, achieving branding with your search listings at the same time. (skip to "How Much Should You Budget for Search?" by Paul Bruemmer)


Does Your Site Have to Validate to Rank Well?
One of the questions that I heard pop up time and time again during last week's Search Engine Strategies conference in San Jose was whether or not your site must validate in order to rank well. The common consensus among speakers and search marketers was that it didn't have to validate for you to rank well, but that running your site through a validator was an important step in making sure that you didn't have any grievous errors in your coding that could cause problems for the engines as they worked their way through your site. Since then, I've found another interesting perspective on why validation isn't such a bad idea...


The AdSense Game
Leave it to Joel Comm to figure out a way to make AdSense more fun and exciting. The popular AdSense ebook author has now created an interactive AdSense game designed to help AdSense publishers learn about different options in terms of ad placement, ad colors, promotions and what effect they might have on daily earnings. It takes a little bit of time to figure the system out, but ultimately, it's a pretty good tutorial style system for helping introduce new publishers to their options.


Real Small Business, Real Big Ideas - The Carrie D. Mader Project Part 3
In parts one and two of this series, I gave readers some background on upscale jewelry designer Carrie D Mader and the challenges being faced by both her and our team of volunteer marketing consultants. Today we'll be looking at one of the biggest obstacles to face small business owners, delving into plans for updating and upgrading Carrie's web site content and exploring the crashing reality that often comes with these types of projects. (skip to "Real Small Business, Real Big Ideas - The Carrie D. Mader Project Part 3" by Jennifer Laycock)


In San Jose and Need a Chiropractor?
These types of businesses could be popular destinations like hotels, night clubs, restaurants, and health clubs. These can also be highly specific spots or professional services whether it's an upscale sushi bar, professional print shop, or in my case, a chiropractor in San Jose, California. (skip to "In San Jose and Need a Chiropractor?" by Paul Jahn)


More Free Training from ClickTracks
Always aware that the best customer is an informed customer, the good folks over at ClickTracks are at it again. Along with their upcoming free seminar on email marketing from Dr. Ralph Wilson, they've also introduced "Marshall Law," a new series of quick video clips that feature ClickTracks CEO John Marshall as a talking head going over the ins and outs of collecting and analyzing web site data.


Optimizing the Impact of Social Media
Last week I had the pleasure of meeting Cameron Olthuis, who spoke on the Link Baiting and Viral Marketing panel with Rand Fiskin, Chris Boggs and I. Cameron had some very interesting things to say and I've since discovered that those interesting tidbits are also available on his blog. This week, Cameron gives a great overview of Social Media Optimization including the easy to understand concept that social media is "pull marketing" rather than "push marketing."


AdSense Offers Up Search On Your Site
AdSense users that like to take advantage of the AdSense for Search option can now set things up so that the search results appear right on their web site. AdSense publishers can simply pull two snippets of code for their web site which will then pull Google search results into their own interface with no need to send users off-site. An added bonus to this new feature is that any Competitive Ad Filters and site-flavored search settings will remain in place. It's not an automatic upgrade though, users of the current AdSense for Search system will need to upgrade their accounts to include the new code.


Dress Your Website For Success
Each industry has different standards for web design. In conjunction with a designer, they should examine the websites of competitors to know what level of site design it will take to make their site comparable to others in their space. (skip to "Dress Your Website For Success" by Todd Mintz)


Been Waiting for Google Analytics?
The wait is over...Google announced yesterday on the Google Analytics blog that they would be opening up instant Google Analytics access to anyone with a web site. To sign up, just hop on over to Google and register online.


Research Shows that Consumer Generated Media Continues to Flourish
Searchers have spoken and consumer generated media rates as one of the top resources that will keep them coming back to a site over and over again. In fact, 77% of online shoppers state that they read consumer reviews and 22% of those who post feedback on forums tend to make more purchases online. In fact, the article over at TechWeb, it's being pointed out that many consumers prefer to read reviews written by their peers instead of experts. This makes sense, especially when there's a way to tell if those consumers have other similar interests as their own.


Jill Whalen Interviewed at SES San Jose
This is Jill Whalen’s fifth or sixth interview of the day, a fact I am critically conscious of before sitting down to speak with her at 2pm on the second day of last week’s SES conference. (skip to "Jill Whalen Interviewed at SES San Jose" by Jim Hedger)


Real Search Engine Optimization Linkbaiting
I understand what linkbaiters are doing, and it is a different kind of service, but shouldn't a well developed website with lots of great information already be it's own linkbait? Isn't the SEO Marketer's job to make the site more appealing to both search engines and site visitors alike? (skip to "Real Search Engine Optimization Linkbaiting" by Stoney deGeyter)


Just How Smart Can Google Get?
Sometimes I look at the latest Google acquisition and shake my head wondering "why?" Other days, I find myself absolutely intrigued at the seemingly endless possibilities that such a pairing could bring. Today is one of the latter... Loren Baker has a pretty lengthy article over at Search Engine Journal that talks about Google's purchase of Neven Vision, a leading player in face and image recognition. From easier indexing and search capabilities for Picasa to mobile marketing, there are quite a few ways that Google could implement this technology.

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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.)

How Much to Charge for PPC Work?
WebProWorld Forum - "I see some industry standards exist around 15%-20% mark up from the monthly budget. How much do you charge? Also if the monthly budget is much smaller say around 1-2K month do you have a bare minimum that you charge regardless of the % basis used above?"

Keeping Track of Links
V7N Forum - "A big part of SEO is link building. How do you keep track of all the links? How do you make sure that you aren't submitting the same domain to the same web directories? Is there a firefox toolbar that can help with this."

Google Opens Doors To Writely (BETA)
Webmaster World - "Five months after being bought by Google, the Writely online word-processing application is now open for anyone who wants to sign up and use it."

AdSense: Double Your Pages, Double Your Money? Probably Not
Webmaster World - "I was enjoying the latest thread about calculating how much AdSense money could be made when it occurred to me this is pretty much a FPF (Frequently Posted Fallacy), much like the recurring Search for High-Paying Keywords. Since I took a whack at the other one, thought I would take a whack at this one too."

Does Google Penalize All SEO Now? Not Just Dodgy Tricks?
Webmaster World - "It's not whether what you're doing is a trick or not but if it coincides with what you find on spam sites. It's called profiling and is effective..."

What Is Social Search?
Search Engine Watch Forums - "Social search was a hot topic at SES San Jose. Everyone sees promise, but no one knows exactly what social search is or how it will play out."

Do Washington Post Blogroll Links Pass Link Pop?
Search Engine Watch Forums - "Guess who's selling links now? The Washington Post! But does buying your way onto the blog roll there help with search rankings?"

Why Do You Ask? Why Does Anyone Ask? It Depends on Your Needs
Small Business Ideas Forum - "Ask is pretty far ahead of the curve in terms of supplemental features and search-assisting functionality, but it's still got a long way to go in the algorithm department."

Google Buys Neven Vision to Boost Photo Management
Webmaster World - "Google plans to strengthen its Picasa photo management software and service with the acquisition of Neven Vision, a Santa Monica, California, company specializing in mobile photo search."

Google Talk Updated With New Features
Webmaster World - "At first I was sceptical of using GTalk through GMail. But I have found that the convenience of having IM and email all collected into one tab of my browser, PLUS the benefit of everything being indexed and searchable, makes GTalk a suprisingly viable IM solution."

What 5 Areas...
Search Engine Watch Forums - "...would You first examine if you were asked to perform a SEO to a particular web site and/or 5 areas you think have the greatest influence in SEO?"

Biggest Missconceptions People Have About SEO
High Rankings Forum - "We recently contacted some 20 of my web hosting clients (my other company is an ISP) trying to get inside people' heads in regards to SEO. I could not believe what I'd discovered..."

Search Engine Bot Control
Cre8asite Forums - "...given how straining your database is on your server, I would put a captcha for every search. I know it's inconvenient, but a good explanation would go a long way to alleviating any pain your visitors might feel."

Yahoo! Checkmate Lawsuit
Search Engine Watch Forums - "Details on how to request a settlement payment or opt-out have now gone out from Yahoo in the class action lawsuit over click fraud against it. What do you think?"

Hire A Blogger?
Small Business Ideas Forum - "If you have budget for advertising that includes a team to handle public relations (newspapers, radio, television) you might consider one more media called Internet that includes an expert on Blogging."

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

Why Accept Credit Cards?
"What I am saying, is what makes a customer spend more using a credit card? What guarantees do I have that a customer would spend more using credit cards? They come in to buy something worth $10 with cash, now that they can use their credit cards, why would they add on $5 worth of extra items?"

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"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."

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Skaffe.com Directory: Show off your website Express Submit today.
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