Search Engine Marketing News - 2007-01-24

Hi Everyone,

A couple of quick announcements this week...

Search Engine Room, this week's sponsor, is holding a search engine marketing conference in Sydney, Australia on March 20 & 21. Now that's my idea of the perfect place to hold a conference!

Jill Whalen has a job opening for a Search Marketing Associate in her Framingham, MA office. This is a great opportunity to work with Jill and her team in a small business environment. If you are interested please contact Jill for further details at: jill@highrankings.com Or, if you know someone who may be interested please pass this information along to them.

Have a great week!

Robert Clough



Thanks to our sponsors for keeping this a free newsletter...

SEARCH ENGINE ROOM PROGRAM ANNOUNCED

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  • Founded 2005, strong pedigree
  • Sydney, March 20 & 21, 2007
  • 50+ speakers from Oz, NZ, US
  • All the big names & companies
  • Asia’s most advanced market
  • Issues, Trends, Tips, SEM, SEO
  • Google, YSM Breakfast Briefings
  • A$799 + gst up to February 9
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www.searchengineroom.com.au

 

Search Engine Marketing Articles

When Your Online Reputation Management Firm Needs Online Reputation Management...
by Jennifer Laycock - What people say about you online can make or break you in the business world. Companies realize this and some firms are starting to offer online reputation management services. But what happens when an online reputation management service puts itself in a position for a little criticism of it's own?

Web Personas: Creating Jane
by Lisa Barone - A web persona is a profile that represents your target audience based on calculated averages of your customer's buying processes, personality and demographics. By understanding the goals and patterns of their audience, companies can create archetypes to help create services to satisfy a specific, highly-targeted group.

Educate to Convert
by Scott Orth - Do you sell a product or service on your web site? Forget e-commerce - that's too literal. What I'm asking is: do you sell your business online in hopes of enticing customers or clients to buy, sign-up, contact you, or register?

Internet Use Shows Benefit for the Environment
by Jim Hedger - The Internet is having a direct, highly beneficial impact on the environment. It is, in turn having an impact on the resource driven economy of British Columbia.

SEM’s Seven Year Itch, Part Two
by Gord Hotchkiss - There’s another controversy stirring in the SEM blogosphere, and this one is revolving around the very future of organic optimization, the yin to the paid yang of search. While this debate rears its head with predictable regularity every few years, there’s a different flavor to this one.

The Web Form: The Online Battleground of Sales & Marketing
by Todd Mintz - Throughout the entire evolution of the modern corporate structure, there always has been an inherent conflict between the Sales & Marketing departments. Sales & Marketing fight over many things (budget, organizational recognition, etc.) but their core battles tend to revolve around issues that touch the lead generation process.

Get Over Yourself and Publish Your Prices Already
by Karri Flatla - For some reason business owners forget that closing a deal means asking for the sale. Yet, how do you ask for a sum of cash that remains undisclosed to the prospect? Even if the goal of your site is to just elicit inquiries, an absence of critical information deters impatient users with pent up desire for some simple, honest information about the product or service they are looking for.

Simple and Affordable Viral Marketing - Refer a Friend
by Jennifer Laycock - A good business knows their customer acquisition cost (CAC). Based on that, it wouldn't be hard to come up with a financial incentive that puts you ahead of the game and to offer it to your customers so that they can do your marketing for you.

SEO Answers #13: Duplication, Google Backlinks and Datacenter Headaches
by Ross Dunn - Ross Dunn answers reader questions on repetitious catalog text, finding your back links in Google and understanding the differences between Google data centers and Google.com.

SEO Benefits from Blogs
by Lee Odden - Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks and RSS. Blogs are really no different than web sites.

The Biggest Threat to Your SEM Profits
by Paul Bruemmer - Some experts report that click fraud accounts for as much as 20 percent of the PPC clicks, while others estimate the fraud rate at 14 percent. Google claims estimates are overblown and asserts that click-fraud auditing firms use methodologies that inflate click fraud rates. Regardless of who's right, publishers have reported a drop in AdSense revenues due to a mistrust of PPC advertising.

Don’t Cheat Your Business by Going Cheap On SEO
by Stoney deGeyter - If you're like me, that frugality carries over into just about all areas of your life, including searching for an SEO company. But one thing that bargain shoppers tend to find out the hard way is that sometimes the best deal isn't always the best deal. In fact, the bargain often turns out to cost you more in the long run.

 

Search Engine Guide Blog Posts

When Your Online Reputation Management Firm Needs Online Reputation Management...
What people say about you online can make or break you in the business world. Companies realize this and some firms are starting to offer online reputation management services. But what happens when an online reputation management service puts itself in a position for a little criticism of it's own? (skip to "When Your Online Reputation Management Firm Needs Online Reputation Management..." by Jennifer Laycock)

Is Google Failing to Enforce "Quality" Ads?
On of my favorite Canadians (Andrew Goodman) has written an amusing post that asks a serious question. If Google is going to so much trouble to implement quality score guidelines in order to weed out pay per click arbitrage sites, why are the search results still so full of them?

Google Now Tracking AdWords Clicks in Personalized Search
Barry over at Search Engine Land reports that Google is now tracking sponsored search clicks as part of the Google Search History.

Not Everyone Loves Social Network Marketing
Sometimes when everyone in the room spends their lives focusing on the same topic you do, its hard to have perspective. That's why I try to keep my feed reader packed with great blogs that talk Internet Marketing but that aren't necessarily "in the fold" when it comes to search marketing. Today I ran across a post at Alice Seba's site that did a reasonably good job of summing up some of the backlash against social network marketing.

Web Personas: Creating Jane
A web persona is a profile that represents your target audience based on calculated averages of your customer's buying processes, personality and demographics. By understanding the goals and patterns of their audience, companies can create archetypes to help create services to satisfy a specific, highly-targeted group. (skip to "Web Personas: Creating Jane" by Lisa Barone)

Educate to Convert
Do you sell a product or service on your web site? Forget e-commerce - that's too literal. What I'm asking is: do you sell your business online in hopes of enticing customers or clients to buy, sign-up, contact you, or register? (skip to "Educate to Convert" by Scott Orth)

The Dark Side of Social Media
I've written time and time (and time?) again about how over-zealous marketers are failing to grasp that what's good for the goose isn't always good for the gander. In other words, just because Digg (or de.licio.us or Reddit or whatever) worked for you doesn't make it a good idea for everyone else. Looks like Kim over at Cre8pc may be singing the same song in a post titled "Don't Digg being Dugg".

Leveraging Your Own Link Power
Eric Ward has a good piece over at Search Engine Land that looks at the concept of "algorithmic trust" when it comes to links influencing search engine rankings. That's nothing new, you may say. True...we've long talked about how important it is to gain links from sites that are respected and trusted by the search engines. What Eric is working toward is getting site owners to understand that sometimes their own site is the "trusted" site and that they shouldn't overlook the potential of internal linking to get a new page to rank.

Internet Use Shows Benefit for the Environment
The Internet is having a direct, highly beneficial impact on the environment. It is, in turn having an impact on the resource driven economy of British Columbia. (skip to "Internet Use Shows Benefit for the Environment" by Jim Hedger)

SEM’s Seven Year Itch, Part Two
There’s another controversy stirring in the SEM blogosphere, and this one is revolving around the very future of organic optimization, the yin to the paid yang of search. While this debate rears its head with predictable regularity every few years, there’s a different flavor to this one. (skip to "SEM’s Seven Year Itch, Part Two" by Gord Hotchkiss)

Why Multi-Word Search Phrases Rule
Kevin Newcomb over at SEW wrote a post late last week that outlined how often searchers use keyword phrases of different lengths. I hadn't seen the latest data in awhile and wasn't surprised to find that two and three word phrases still rule the day.

Google Updates AdSense Policy - The Impact On Publishers
Google has made some recent changes to its AdSense policy that has web publishers concerned. While some changes are minor - their referral program, using images next to ad units, AdSense for search, and copyright material - the item that has publishers concerned has to do with their Competitive Ads and Services Policy. Namely Google is trying to keep ads, whether competing contextual or not, from mimicking their own layout and style so as to not create confusion. This may have many web publishers making changes to their sites to keep from violating AdSense terms and conditions.

The Web Form: The Online Battleground of Sales & Marketing
Throughout the entire evolution of the modern corporate structure, there always has been an inherent conflict between the Sales & Marketing departments. Sales & Marketing fight over many things (budget, organizational recognition, etc.) but their core battles tend to revolve around issues that touch the lead generation process. (skip to "The Web Form: The Online Battleground of Sales & Marketing" by Todd Mintz)

Get Over Yourself and Publish Your Prices Already
For some reason business owners forget that closing a deal means asking for the sale. Yet, how do you ask for a sum of cash that remains undisclosed to the prospect? Even if the goal of your site is to just elicit inquiries, an absence of critical information deters impatient users with pent up desire for some simple, honest information about the product or service they are looking for. (skip to "Get Over Yourself and Publish Your Prices Already" by Karri Flatla)

What's It Take to SEO Your Site?
Last Wednesday Eric Enge put together a great article called "An Introduction to SEO Best Practices" for Search Engine Watch's Search Day subscribers. In the article Eric boils SEO down to four crucial components.

Learning About Linkbaiting
Linkbaiting, creating good content...whatever you want to call it. The concept is here to stay and it's fast becoming an essential tool in any online marketers offerings. With that in mind, Nick Wilson has put together a pretty in-depth "Guide to Linkbaiting" over at Search Engine Land. From what it is to what the risks are to how to price it, the guide serves up quite a bit of information on the topic. (And just so that the concept isn't lost on anyone, the article itself is a good example of link bait.)

Simple and Affordable Viral Marketing - Refer a Friend
A good business knows their customer acquisition cost (CAC). Based on that, it wouldn't be hard to come up with a financial incentive that puts you ahead of the game and to offer it to your customers so that they can do your marketing for you. (skip to "Simple and Affordable Viral Marketing - Refer a Friend" by Jennifer Laycock)

SEO Answers #13: Duplication, Google Backlinks and Datacenter Headaches
Ross Dunn answers reader questions on repetitious catalog text, finding your back links in Google and understanding the differences between Google data centers and Google.com. (skip to "SEO Answers #13: Duplication, Google Backlinks and Datacenter Headaches " by Ross Dunn)

SEO Benefits from Blogs
Is blog optimization part of search marketing? Absolutely! Blogs are web site content management systems with additional functionality such as comments, trackbacks and RSS. Blogs are really no different than web sites. (skip to "SEO Benefits from Blogs" by Lee Odden)

Learning a Bit About Me
Liana Evans over at Search Marketing Gurus published an interview with me last night as part of her "Women of Internet Marketing" series. If you're interested, you can learn a little bit about me and my marketing background. You can also find out who my favorite bloggers are, what I think the industry holds for 2007 and why no one has ever seen Robert Clough.

Managing Your Pay-Per-Click Portfolio
Investment into the stock market and PPC marketing has a lot of similarities. By drawing these comparisons this article sheds some light on the expectations of a well-managed PPC campaign and provides solutions to effectively managing your PPC "portfolio".

Bad Clients and Bad Consultants
Lee Odden shares a quick and simple blog post that outlines five of the common things that clients do to drive their SEM firms crazy and the five common things that SEM firms do that drive their clients crazy. Trust me, you don't want to fall into either of these groups.

MIVA Media Offers In-line Content Ads
Hoping to capitalize on the millions of publishers that are looking for ways to monetize the content on their web sites, MIVA has joined the ranks of Google and Yahoo! as a company that offers syndicated contextual advertisements. MIVA is veering slightly off the path that has worked for Google and Yahoo! however, by offering "inline" ads to sites that wish to integrate advertising more directly into their content.

Are You Leaving Links Out of Your Email Marketing?
Some of you are. How do I know? Cause I'm a mom and we know everything. If you don't want to take my word for it, how about the Email Experience Council? They conducted a study of over 1000 B2B and B2C emails sent during the last quarter and the results are surprising.

The Biggest Threat to Your SEM Profits
Some experts report that click fraud accounts for as much as 20 percent of the PPC clicks, while others estimate the fraud rate at 14 percent. Google claims estimates are overblown and asserts that click-fraud auditing firms use methodologies that inflate click fraud rates. Regardless of who's right, publishers have reported a drop in AdSense revenues due to a mistrust of PPC advertising. (skip to "The Biggest Threat to Your SEM Profits" by Paul Bruemmer)

Don’t Cheat Your Business by Going Cheap On SEO
If you're like me, that frugality carries over into just about all areas of your life, including searching for an SEO company. But one thing that bargain shoppers tend to find out the hard way is that sometimes the best deal isn't always the best deal. In fact, the bargain often turns out to cost you more in the long run. (skip to "Don't Cheat Your Business by Going Cheap On SEO" by Stoney deGeyter)

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Search Engine Books & Services (Classifieds)

How to get top 10 rankings on Google and Yahoo!
Internet Marketing experts and computer magazines recommend this tool.

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

New! Team Skaffe Directory from the editors of Skaffe.com
Up to 4 links for every submission. Free submission for non-commercial websites.

Free SEO Tools
Thinking of buying SEO software? Then try the best SEO tools free first!

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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.)

Moving Servers To New Country - Ranking Issues?
Small Business Ideas Forum - "My personal concern is that any rankings we currently enjoy will be degraded by basing NA-facing content in the UK, and future efforts at optimization and rankings will be hurt because, again, it's located in the UK but targeting North Americans."

AdSense Testing "Playlists" of Ads Publishers Can Choose
Webmaster World - "Over the next few weeks we'll be testing AdSense video distribution and sponsorship with a small group of publishers... This time, we'll be... grouping together video content from providers such as Warner Music Group and Sony BMG Music Entertainment together with quality ads and offering them as playlists which publishers can select from and display on their AdSense sites. Participating publishers range from small to large, and cut across many different types of content."

Brainboost Anyone?
Cre8asite Forums - "That turns out to be a rather interesting search engine from Answers.com. I rather like the results it gives. What do you think?"

Competitors' web stats? Is this even possible?
Search Engine Watch Forums - "...an outside vendor gave a presentation to our company about redesigning our web site. From what I keep hearing, this person had some very interesting web statistics that I really am unsure as to whether it's even possible to attain. These stats include hits, unique visitors, time on site, page views, etc of our competitors. I'm trying to figure out if this guy just made up the information, or if there is really a way to find out things like unique visitors and page views of competitors."

Presell Pages
Small Business Ideas Forum - "Regarding if it works, that's difficult for anyone to say based on your unique scenario. As with most marketing, the only way to find out is to test initial results. Typically most don't have good results, thus with poor results and no ownership it is typically not a good deal for most based on my experiences."

Has Tabbed Browsing Changed Your Target="blank" Opinion?
Cre8asite Forums - "With tabbed browsing, a new window doesn't open, just a new tab. Not so annoying, and perhaps now... dare I say... useful? One place where I really appreciate this is in a blog article that I want to keep reading, yet is linking to outside sites."

Changed Hosting Companies - Rankings Dropped
High Rankings Forum - "A client recently changed their web hosting company and we've seen a substantial drop in keyword rankings since then. Does anyone know if changing hosting companies would affect keyword rankings?"

Domain Age One of the Biggest Factors
Webmaster World - "Most of us know that the age of a domain is one of the single most important criteria of the Google algo. I'd put it as a top ten - maybe top five - filter. It is a gate keeper. The real question to me is if that matters on a parked or doa domain? We have some domains 10years old this month that have never had sites on them. I am wondering if there is a default value there because of the age? Is it a pure whois thing? Or is it an age of the inbound links thing?"

Free Marketing Help & Seminars Online
Small Business Ideas Forum - "Earlier today I registered for Chris Sherman's webcast next week about social search marketing. Out of curiousity, I started checking out what other free marketing help was being provided online via webcasts, seminars and ebooks and came across a few others that I can throw out but haven't tried yet."

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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.)

Amazon A-stores Experiment
"...inspired by the 30-days and no money series, I created an Amazon clothing shop. I finally had some decent sales last quarter which has inspired me to create an additional site. This time, I am testing out the Amazon A-store with the theme of web development and design books. The a-stores are easier to build than the associate-o-matic product I have been using but I am not sure that the search engines will crawl them the same way. ...Has anyone else here tried the a-stores? If so, did you implement it as part of a larger site and did you generate sales?"

Pet Industry Trends In 2007
"I know many of our listeners and readers are pet owners as well. Can you tell me a bit about your pets and which of these trends you are most excited about? Which of these trends really appeals to you as a pet owner? Have you made use of any of these recent trends? Are any of you currently involved in the pet industry as a small business owner?"

Free Contextual Ad Network
"Recently Nick contacted me about a free contextual advertising network he has been working on along with others. The site is called adGridWork. Basically it is an advertising exchange network that uses contextual advertising to target the ads. Kind of like mixing link exchange and Google AdSense and providing it for free."

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SEARCH ENGINE ROOM PROGRAM ANNOUNCED

Search Engine Room
  • Australia’s best Search event
  • Founded 2005, strong pedigree
  • Sydney, March 20 & 21, 2007
  • 50+ speakers from Oz, NZ, US
  • All the big names & companies
  • Asia’s most advanced market
  • Issues, Trends, Tips, SEM, SEO
  • Google, YSM Breakfast Briefings
  • A$799 + gst up to February 9
  • Sign up for Search Engine Room newsletter
www.searchengineroom.com.au

 

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