Search Engine Marketing News - 2007-01-10

Hi Everyone,

It's a packed newsletter this week so let's get right to it.

Have a great week!

Robert Clough



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Search Engine Marketing Articles

Guide for Writing Optimized Text
by Stoney deGeyter - Optimized text (OT) is first and foremost marketing copy for the website. Each optimized page must be written with the client's products or services in mind. They are not general information pages, but pages designed to provide the visitor with the information they seek which compels them to take the desired action.

Cyber-Desiderata (Advice to the Neophyte Webmaster)
by Todd Mintz - West coast search marketer Todd Mintz offers up a creative search marketing related adaptation of Max Ehrmann's famous poem Desiderata.

The Elephant and the Gecko, Why Small Business Can Win the PPC Battle
by Jennifer Laycock - I often try to explain to small business owners that although it may seem like big business has the advantage when it comes to marketing online, sometimes, the advantage lies with the little guy. Small businesses with limited budgets have to make every dollar count. In a weird way, that gives them an advantage over their larger competitors.

A Day in the Life of the Average American
by Gord Hotchkiss - The US Census Bureau has just released their new statistical abstract, and according to them, here's how the average adult or teen will spend their time in 2007. I tallied up my time on the Internet, actively using it, and found I averaged about 4 hours a day. That means I spend almost 2 months on the Internet in a year.

Link Baiting: Great Idea or Passing Fad?
by Jennifer Laycock - It's hard to read a search engine marketing blog these days without spotting the term "link bait" somewhere. It's even harder to have a conversation with a search marketing professional without hearing it. In fact, link bait was one of the phrases I heard most often among speakers and attendees at the last Search Engine Strategies conference. That leaves many marketers and many site owners scratching their heads asking themselves if they need to start focusing on link baiting or if this is just another passing fad.

StepForth's Predictions for 2007
by Ross Dunn - Another New Years has come and gone and over the past few weeks search industry professionals have been releasing their search market predictions for 2007. I have steered clear of reading them because it is time for me to write down StepForth's predictions and the last thing I want to worry about is duplication.

Using "Ideal" Words to Describe Your Products
by Robin Nobles - When you create content, titles, and descriptions for your products and product lines, what descriptive words do you use? What descriptive words do your potential customers use? Have you even taken the time to think about it, or better yet, find out?

Long- vs. Short-Term SEO
by Stoney deGeyter - I've always thought of SEO as a long-term process. More of a perpetual process, really. SEO firms (not to be confused with SEO consultants) tend to provide one of two different types of service. For the most part, they can be defined as "long-term" SEO and "short-term" SEO.

Why Blog Reviews Can Bite You in the Butt
by Jennifer Laycock - The blog world isn't fair. While bloggers have a wonderful way of ferreting out the truth when someone's being less than honest, they also have a way of occasionally placing blame where blame doesn't belong. Case in point? This week's fuss over Microsoft and Edelman, their public relations firm.

11 Reasons Why You Should Consider a Job in Search Engine Marketing
by Kalena Jordan - Are you currently seeking employment? Looking for a new profession? Considering a career change? Then a job in the field of Search Engine Marketing should be at the top of your list.

Resolve to Get Your Business Mojo On
by Karri Flatla - Unfortunately, most resolution lists read like a Martha-Meets-Oprah-Make-Your-Life-Really-Special instruction sheet. I've prepared a different kind of list, one that's pure octane and 100% sugar free - with nary a saccharine euphemism in sight. The politically correct should step aside. The rest of you should strap yourself in and keep your mouth closed - there's gonna be some dirt flying.

Cold Fusion Pages
by Jill Whalen - I have a client whose web site has been created in Cold Fusion. To me it seems only logical that they will have problems with rankings because of this. I have always assumed that search engine spiders read only "live site code." Is this true?

Yahoo's Quiet Guy is Moving On
by Gord Hotchkiss - Tim is a pretty quiet guy. In fact, many readers of this column probably don't know who Tim is. Tim is the head of Yahoo's Anti Spam patrol, so he's a bit like the Matt Cutts of Yahoo. But not quite. In an industry notorious for flocking the algorithmic cops at the major engines Tim Converse can walk through most shows unscathed and unrecognized.

Long- vs. Short-Term SEO
by Stoney deGeyter - I've always thought of SEO as a long-term process. More of a perpetual process, really. SEO firms (not to be confused with SEO consultants) tend to provide one of two different types of service. There are pros and cons to both short term and long term search engine optimization proposals, here are a few to consider.

Breaking Out of Google's Supplemental Index
by Matt McGee - Google's supplemental index is essentially a backup database of web pages. When Google can't find an adequate supply of matching pages in its main index (where you want to be), it'll show pages from the supplemental index (where you don't want to be). You can tell a supplemental listing very easily: look for the phrase "Supplemental Result" in green text on the bottom line of your Google listing.

Retail Bonanza Starts With Search - Part 1
by Paul Bruemmer - Search marketing has become a line item in the marketing budget, but it hasn't always been this way. I remember it being a tough sell back in the days when search represented less than 1% of the online advertising budget. Currently, search takes up 34% of the average online marketing budget, while search engine marketing accounts for 41% of all online advertising.

Domain Stop Words, Duplicate Web Sites, & Increasing Article Backlinks
by Ross Dunn - Ross Dunn offers up answers to three quick SEO questions. Get the skinny on topics like stop words, duplicate content issues and increasing link popularity.

Copywriting Makeover: Facts vs. Fantasy (Part 2 of 2)
by Karon Thackston - In Part 1 of this article series we discovered the challenge faced by the copy of Julie's Jewels Moissanite page. The original copy (PDF) was too factual for visitors to relate to effectively. I outlined the problems and the proposed solutions. Let's continue as I show you the rewrite and the results.

How Much Will it Cost to Get More Traffic to My Website?
by Karri Flatla - A good marketer will evaluate your online venture holistically and then allocate finite resources to those tactics that will have the most impact toward an agreed upon end. Just know that the "end" does not suddenly arrive one day like a freight train roaring through your home office.

The Elusive Click Fraud Issue: Google's Side of the Story
by Gord Hotchkiss - There are few issues in search marketing more thorny and convoluted than click fraud. It's the elusive problem, the industry scourge that seems to defy definition. Everyone wants to know the extent of click fraud, but to date, there seems to be no credible numbers to attach to the problem.

Fewer Links, but Better Rankings
by Jill Whalen - I have better backlinks than my competitor and my site is also optimized, but why is my competitor's ranking better than mine? Our backlinks are around 90 and the competitor's backlinks are around 55. What can I do for better rankings than the competitor?

Monitoring Competitor Changes and Collecting Business Intelligence Data
by Stoney deGeyter - In the world of online marketing, tracking changes to competitor, client and industry related websites can not only help you stay current on important issues, but can also help you gather additional competitive intelligence data simply and easily. RSS is great, but it’s not everywhere.

The Google News RSS Feed / Google Reader Mashup
by Todd Mintz - I've identified about 1,700 companies where it would be valuable to track each and every news story about them. Manual entry of 1,700 feeds into a feedreader isn't an option; I don't have any programming skills; and I don't have a budget to find someone to program a solution. So what did I do?

Stake Your Claim on the Mobile Web
by Ross Dunn - With the Internet growing so rapidly do you ever wonder if you are missing a new trend or technology that could boost your bottom line? Well, there just happens to be a piece of the Internet that I bet you haven't made the leap to yet and it is going to be BIG. This new space is mobile search and mobile Internet surfing.

Zipatoni and Sony Slammed for "Flogging"
by Jennifer Laycock - Wondering what "flogging" is? No, it's not when you take a big old strap and beat yourself senseless with it... (though Sony may be considering the idea right now) it's when you set up a "fake blog" in order to promote a product or service. Internet users are a savvy bunch and they have a way of ferreting out the companies that try to scam them. That's what happened to Sony and the reactions haven't been pretty.

 

Search Engine Guide Blog Posts

Guide for Writing Optimized Text
Optimized text (OT) is first and foremost marketing copy for the website. Each optimized page must be written with the client's products or services in mind. They are not general information pages, but pages designed to provide the visitor with the information they seek which compels them to take the desired action. (skip to "Guide for Writing Optimized Text" by Stoney deGeyter)

Upcoming Free Online Marketing Seminars
While attending a live conference and having the chance to interact with speakers is a great way to expand your online marketing knowledge, the reality is that many small business can neither afford the money or the time that it takes to attend such shows. With that in mind, it's important to remember that many companies offer free online training opportunities that you can listen to from the comfort of your own office. Danny Sullivan's new Search Marketing Now site has two such seminars coming up before the end of January.

Online Advertising Isn't Going Anywhere But Up
The Boston Globe features an Associated Press article today that explores the general direction of online advertising and marketing in the next five years. That direction is apparently up...and then some. While the IAB says that online advertising is on target to top $16 billion this year, a new report estimates that that number could hit $43 billion by the end of 2011. What does that mean to you?

Measuring Search Engine Optimization Results
The great thing about search engine optimization is that it can provide great long-term results and positive ROI for a relatively small investment. The bad thing about search engine optimization is that many companies simply have no idea how to measure their success. With that in mind, Range Online Media's Todd Friesen has put together an excellent article that outlines five key metrics that you'll want to measure when tracking your organic optimization campaigns.

Cyber-Desiderata (Advice to the Neophyte Webmaster)
West coast search marketer Todd Mintz offers up a creative search marketing related adaptation of Max Ehrmann’s famous poem Desiderata. (skip to "Cyber-Desiderata (Advice to the Neophyte Webmaster)" by Todd Mintz)

The Elephant and the Gecko, Why Small Business Can Win the PPC Battle
I often try to explain to small business owners that although it may seem like big business has the advantage when it comes to marketing online, sometimes, the advantage lies with the little guy. Small businesses with limited budgets have to make every dollar count. In a weird way, that gives them an advantage over their larger competitors. (skip to "The Elephant and the Gecko, Why Small Business Can Win the PPC Battle" by Jennifer Laycock)

Great Tips For Optimizing Your Blog
Jennifer Slegg has put together an outstanding list of 25 tips for optimizing your blog for both readers and search engines. If you're already blogging as part of your business (or planning on starting) you simply must read through this list. Even if you only implement one of her suggestions, you'll likely find that you start drawing more traffic and more advertising dollars.

An Example of Bad Link Building
Sometimes the best way to learn, is by example. That's why I love it when I spot something happening in the news that can be turned into an article idea, or when someone asks a great question at a seminar that I know can be turned into a series of blog posts. That's why instead of hitting my delete button yesterday when a link request showed up in my inbox, I saved the email long enough to use it as an example here on Search Engine Guide.

New CMS Changing File Extensions
Our web site has been around for many years and we are switching over to a content management system coded in JSP, but with extensions ending in .do as opposed to what we currently have, .asp. We have hundreds of pages dynamically code-driven from our database in .asp and I’m worried that when we switch over to the .do extension we will lose placement in the search engines. (skip to "New CMS Changing File Extensions" by Jill Whalen)

Ignorance: The Downside of Social Marketing
The ignorance of the Wikipedia community in regards to SEO is, well, interesting. There is an internal debate as to whether or not Matt Cutts is noteworthy for his own Wikipedia page. Huh? Really?

A Day in the Life of the Average American
The US Census Bureau has just released their new statistical abstract, and according to them, here's how the average adult or teen will spend their time in 2007. I tallied up my time on the Internet, actively using it, and found I averaged about 4 hours a day. That means I spend almost 2 months on the Internet in a year. (skip to "A Day in the Life of the Average American" by Gord Hotchkiss)

Top 10 Small Business Podcasts
Last year I had the pleasure of being a guest on Anita Campbell's excellent "Small Business Trends" radio show. In a show titled "Search Marketing is Not Voodoo", we talked about search marketing from the perspective of the small business owner and the many ways that companies on a tight budget can work to integrate their own search marketing tactics. Had an email from Anita's team this week and it seems that that episode was one of the ten most requested podcasts of her show last year. (Yay!) I had a look at the full list and there are a few other options on there that our readers might be interested in checking out.

Are We Finally Seeing the Decline of PPC?
PPC (pay-per-click) advertising has been a great way to almost instantly start an online marketing campaign and get immediate returns. Recently, however larger companies seem to be cutting back on their PPC spending. Last week MarketWatch posted a story about PPC costs and why businesses are looking for greener pastures.

Link Baiting: Great Idea or Passing Fad?
It's hard to read a search engine marketing blog these days without spotting the term "link bait" somewhere. It's even harder to have a conversation with a search marketing professional without hearing it. In fact, link bait was one of the phrases I heard most often among speakers and attendees at the last Search Engine Strategies conference. That leaves many marketers and many site owners scratching their heads asking themselves if they need to start focusing on link baiting or if this is just another passing fad. (skip to "Link Baiting: Great Idea or Passing Fad?" by Jennifer Laycock)

Quick and Easy Updates for Yahoo Local Business Listings
Loren Baker has screen shots and details on the new "quick editing" feature for Yahoo Local business listings. The idea behind the offering is to allow local businesses (and their customers) to quickly and easily edit the information that appears on Yahoo Local.

A Fad is Not a Marketing Tactic
Just yesterday afternoon among conversation about private islands and pirate attacks, my friend Matt Bailey and I got into a conversation about the growing trend of fad marketing in the search world. Whether it's pay-per-blog programs, link baiting tactics or social media, there seems to be a resurgence in the type of "quick and easy success" mentality that was prevalent back when the SEM world was first fleshing itself out as an industry. While I went on to write an article that covered the link baiting side of things, Matt decided to offer up some well-needed perspective on the phenomenon of social media as a marketing tactic.

Internet Marketing to Children - And End to Christmas Chaos
I was once asked why I would want to take a vacation in January – after all, with the long holiday (Christmas) weekend, I should already be relaxed. My reply... "You don't have kids, do you?" Thanks to the Internet, this year was wonderfully different. (skip to Internet Marketing to Children - And End to Christmas Chaos" by Scott Orth)

StepForth's Predictions for 2007
Another New Years has come and gone and over the past few weeks search industry professionals have been releasing their search market predictions for 2007. I have steered clear of reading them because it is time for me to write down StepForth's predictions and the last thing I want to worry about is duplication. (skip to "StepForth's Predictions for 2007" by Ross Dunn)

Finding a Search Friendly E-Commerce Program
One of the biggest challenges for online retailers with small budgets is finding a program that will handle their e-commerce needs without wrecking their ability to optimize their web site for search engines. David Wallace addresses this issue in a great blog post about SEO friendly e-Commerce applications today over at SearchRank. In it, he outlines the features that you need to look out for when checking out your options.

SEO Compared To The Sales Process
Matt Bailey from SiteLogic has compared the process of making sales to SEO in a post entitled "10 Ways That SEO (Website Marketing) is Like Sales." He explains that his sales experience has shaped his philosophy of SEO and website marketing. It is definitely worth a read. read on for a few excerpts as well as link to entire post.

Using "Ideal" Words to Describe Your Products
When you create content, titles, and descriptions for your products and product lines, what descriptive words do you use? What descriptive words do your potential customers use? Have you even taken the time to think about it, or better yet, find out? (skip to "Using "Ideal" Words to Describe Your Products" by Robin Nobles)

Long- vs. Short-Term SEO
I've always thought of SEO as a long-term process. More of a perpetual process, really. SEO firms (not to be confused with SEO consultants) tend to provide one of two different types of service. For the most part, they can be defined as "long-term" SEO and "short-term" SEO. (skip to "Long- vs. Short-Term SEO" by Stoney deGeyter)

They're Talking About You...
Andy Beal points to a great article in The Globe and Mail that explores the reality of watching your reputation be shaped online by bloggers. For the everyday folks that aren't used to being picked apart by bloggers, discovering yourself being discussed can require the sudden growth of a very thick skin. It also further cements the idea that anything you say to anyone may end up as fair game for a blog post. While that means it's good for your average joe to consider their words carefully, it's even more important for someone that runs a business.

Google: Is the Honeymoon Over?
I find it ironic that the same people that place things on pedestals are often the ones that knock those same pedestals over. It seems like this might be happening with Digg right now, but there's also talk again about it happening with Google. This isn't the first time that people have grumbled over Google. In fact, after years of being able to do no wrong, I started to notice a definite shift in the "love" trend from the main stream media around the time that Google went public back in 2004. Danny Sullivan has noticed it too. The current issue with Google is over their use of the OneBox to promote certain Google services.

Why Blog Reviews Can Bite You in the Butt
The blog world isn't fair. While bloggers have a wonderful way of ferreting out the truth when someone's being less than honest, they also have a way of occasionally placing blame where blame doesn't belong. Case in point? This week's fuss over Microsoft and Edelman, their public relations firm. (skip to "Why Blog Reviews Can Bite You in the Butt" by Jennifer Laycock)

11 Reasons Why You Should Consider a Job in Search Engine Marketing
Are you currently seeking employment? Looking for a new profession? Considering a career change? Then a job in the field of Search Engine Marketing should be at the top of your list. (skip to "11 Reasons Why You Should Consider a Job in Search Engine Marketing" by Kalena Jordan)

Making a List and Checking it Twice: Resolve to Get Your Business Mojo On
Unfortunately, most resolution lists read like a Martha-Meets-Oprah-Make-Your-Life-Really-Special instruction sheet. I’ve prepared a different kind of list, one that’s pure octane and 100% sugar free—with nary a saccharine euphemism in sight. The politically correct should step aside. The rest of you should strap yourself in and keep your mouth closed—there’s gonna be some dirt flying. (skip to "Making a List and Checking it Twice: Resolve to Get Your Business Mojo On" by Karri Flatla)

Why Social Media May Not Be All It's Cracked Up To Be
You take a few days (or, umm, weeks) vacation to spend the holidays with your family and you come back to chaos. Well, maybe it's not quite that bad, but it is a story that I'm sorry I didn't hear about earlier. On the heels of my frustrations with how hard social media was pushed at the Chicago Search Engine Strategies Show it seems that the industry that has spent so much time praising social networks like Digg are now feeling more than a little slighted by them. That's right, Digg has reared back and slapped the SEO industry in the face.

CSS Cheat Sheet
My friend Loren Baker over at Search Engine Journal spotted a great find while visiting Digg this week. It seems that the folks at LeslieFranke.com have put together a printable CSS "cheat sheet" that gives you quick glance access to all those nifty little CSS terms that you can never remember while programming. (At least if you're one of those folks that rarely has to dig into the code of a site.) Since I am forever calling my husband (a brilliant CSS programmer) to ask him what I need to type in to make X or Y happen, I'm sure he'll be printing up dozens of copies and pasting them all over our house for me.

What Does 2007 Hold For Small Business Advertisers?
With the dawn of the new year, I've seen quite a few articles and blog posts touting the continued growth of online advertising. There's no doubt that 2007 will be another year or growth and opportunity as more and more advertisers try to crowd their way into the market. We're also starting to hit the point where ALL of the big advertisers are coming to play online, and with budgets like theirs, its going to be hard for the little guy to compete. So what should small businesses be focusing on this year?

Cold Fusion Pages
I have a client whose web site has been created in Cold Fusion. To me it seems only logical that they will have problems with rankings because of this. I have always assumed that search engine spiders read only "live site code." Is this true? (skip to "Cold Fusion Pages" by Jill Whalen)

Yahoo's Quiet Guy is Moving On
Tim is a pretty quiet guy. In fact, many readers of this column probably don’t know who Tim is. Tim is the head of Yahoo's Anti Spam patrol, so he's a bit like the Matt Cutts of Yahoo. But not quite. In an industry notorious for flocking the algorithmic cops at the major engines Tim Converse can walk through most shows unscathed and unrecognized. (skip to "Yahoo's Quiet Guy is Moving On" by Gord Hotchkiss)

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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.)

Monitoring Your Competitors SEO Efforts
Search Engine Watch Forums - "By understanding the necessary benchmarks for a particular industry or market one can calculate the financial barrier to entry, undertake strategic niche planning, create an effective SEO plan, set specific goals and much more. By carefully studying the playing field you learn IF you can compete and HOW to compete. You can set specific goals and run evaluations."

Business Interaction With Bloggers
Cre8asite Forums - "A corporate reputation and a product or services brand is made up not only of what the company creates and offers to consumers, but also how they talk with those people, with their vendors, and with their promotional efforts. Having an internal discussion about those topics is probably a good step to take. Getting involved in conversations with bloggers who write about your company can be a positive experience."

Who's who in Google Syndication?
Search Engine Watch Forums - "Since google cloaks all their partners in their content network and your referrer logs will only show something like pagead2.googlesyndication.com what methods are you using to identify good and bad content partners on Google?"

Which Link Campaign Would You Choose?
High Rankings Forum - "Your research says you need more links in general and certainly more using your top keyword phrases. You want to do a link building campaign and have two proposals in front of you that cost the SAME PER MONTH. Both SEM firms seem to understand how to build links, the importance of anchor text, etc. Which one would you choose? A or B?"

Founder of Wikipedia Plans Search Engine to Rival Google
Webmaster World - "Jimmy Wales, the founder of Wikipedia, the online encyclopaedia, is set to launch an internet search engine with amazon.com that he hopes will become a rival to Google and Yahoo!" reports The Times."

Proper Reciprocal Link Measurement
Search Engine Watch Forums - "I am trying to find the number of links that are tied into our website. Which keyword would be the proper one to use in Google?"

Breaking Out of Google's Supplemental Index
Small Business Ideas Forum - "Google's supplemental index is essentially a backup database of web pages. When Google can't find an adequate supply of matching pages in its main index (where you want to be), it'll show pages from the supplemental index (where you don't want to be). You can tell a supplemental listing very easily: look for the phrase 'Supplemental Result' in green text on the bottom line of your Google listing."

What Would You Do With $500-$1,000/mo. Budget?
Small Business Ideas Forum - "I've got maybe $500-$1,000 / month to spend on search engine marketing and optimization. We're a very small company and very busy so we don't have any time to hound people for links or write link bating articles/tools etc. What would you do with that budget to increase organic search rankings on a few moderately competitive keywords?"

SEM's- How Did You Get Started?
Small Business Ideas Forum - "I noticed that most of the moderators / administrators on this site are in the Search Engine Optimization / Search Engine Marketing marketplace. I was wondering if they might share how they got started in this industry? "

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Recent Conversations In Our Small Business Forum
(If you like our search engine news, you'll love our small business news.)

Welcoming Service (A Unique Twist)
"I own a landscaping company in central Ohio. We are in the process of figuring out our advertising budget for 2007, and we came up with the following idea. In certain zip codes there are roughly 500 new home sales per month. There are already 'welcoming services' established in our city but they do not offer the following unique idea..."

Employee Time Management Software?
"I am with a small, 9-10 person company specializing in market research. We are trying to keep track of how much time each employee is spending on different projects as well as supplemental tasks, so that we can accurately price out our services."

Gifts To Existing Customers?
"I am trying to figure out if it would be logical to send a gift to customers who purchased from us last year. ...I would like to take care of our existing customers better in hopes they will continue to purchase from us. We have a call center and mass mail catalogs to get new customers, and would love to WOW them in the coming year with customer service."

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