Search Engine Marketing News - 2007-03-14

Hi Everyone,

Danny Sullivan and Chris Sherman have another free webcast coming up that you'll want to catch. Putting all of your eggs in one search marketing basket is foolish. This webcast will teach you how to avoid that by exploiting pay per click opportunities made available by search engines other than Google and Yahoo. The webcast will teach you:

- What to look for with alternative PPC search engine marketing
- Success stories from advertisers that have worked with alternative search engines
- How to incorporate these new alternatives into your existing plans and reporting systems
- How to measure the effectiveness of these alternatives (since they are different than Yahoo and Google) - what sort of traffic volumes and conversions are typical?

The webcast is free but be sure to register now to reserve your spot.

Have a great week!

Robert Clough



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Search Engine Marketing Articles

A Lesson Learned from the Pasternack SEO Contest
by Gord Hotchkiss - Why is search engine marketing defined by diametric opposition? It seems like for every question there are two extreme answers. And these polar opposite viewpoints are held with a tremendous amount of passion. The least questioning of our position can unleash a firestorm of retribution.

10 Not-So-Quick-But-Still-Important Ways to Increase Conversions
by Stoney deGeyter - There are literally thousands of signals that can be changed to improve one's conversion, last week I pointed out ten. Today I give 10 more, but they are not quite as easy to implement as those on the first list.

Why Links Matter - Part 1
by Jennifer Laycock - Since it's hard to build a good link strategy if you don't actually understand why links are so important, I thought that I'd put together a new series of articles that examines why it is that links matter so much to both search engines and to Internet users.

Adding a List of Keywords
by Jill Whalen - My business partner is developing our site and wants to put a list of keywords at the bottom of some of our shop pages (i.e. below the text) in the hopes that this will get the search engines to notice us slightly more.

Investing in Pay Per Click Marketing or Search Engine Optimization - a Company Decision
by Scott Buresh - While both paid search advertising and organic optimization have their merits in terms of increasing a company’s online exposure, it is important to understand the differences in the respective investments and to determine why cost per click is not a fair indicator of the performance of a search engine optimization company.

Can You Trust a Blogger's Advice?
by Jennifer Laycock - Here's the conundrum. Search engine marketing requires links. Links can be hard to come by. Blog reviews are a great way to get links. Blog reviews have the added bonus of carrying the power of word-of-mouth recommendations. That said, it can be hard to catch the eye of a blogger and to get them to write about your products. The solution? Buy your blog reviews. At least that's how some people see it.

Linkbait 2.0: The Soul of Linkbait
by Todd Mintz - I've been writing search engine articles regularly for a couple years now and I've always been able to see the nexus between writing and inbound link generation. This isn't a story about how to create good linkbait, but how I attempted to apply what I learned from linkbait masters like Todd Malicoat & Nick Wilson.

My SEO's Good. Now Should I Work On Conversions?
by Karon Thackston - It happens more frequently than you might think. People spend a lot of time and money getting their sites ranked highly in the search engines, but give little or no attention to converting their visitors into paying customers. What's their logic? From what copywriting prospects tell me, "I wanted to get my rankings in place before working on my conversions.

Google's 0.02% Spin Solution
by Jim Hedger - According to Google, actual click fraud only accounts for 0.02% of all click activity found when Google's team is asked to audit an advertiser's account. If correct, Google's 0.02% assertion places the perceived dollar value of actual click fraud in their system somewhere in the range of $2,100,000.

 

Search Engine Guide Blog Posts

If It Ain't Broke... Fix It!
Should you change your page content frequently? The answer is yes and no.

Almost Half of Brand Marketers to Tap Social Marketing this Year
Really? Just half of them? Geeze, get with the times folks. Ok, that might sound a little harsh, but when you realize that social marketing does not simply mean "Digg" and "YouTube" it makes a little more sense. After all, using social marketing simply means going where the people are and attempting to either communicate with them or to get them to communicate with others about you. I find it fairly sad that less than half of all brand marketers have realized this yet.

SEMpdx's SearchFest 2007 Recaps
The SearchFest 2007 search marketing conference that took place in Portland last week seems to have come off as a great success. I've been spotting some posts by speakers and attendees over the last day or so and everyone seems to have had a great time and to have shared a lot of great information. In fact, attendance was estimated at being between 250 and 300 people, pretty impressive for a first time event.

Why Should You SEO?
As SEO enters the mainstream of business marketing strategies you would think that less time would have to be spent educating people on why SEO is so very important. But the fact of the matter is, many people still just don't understand SEO or the benefits it can bring. Worse, many companies haven't yet grasped the fact that SEO is crucial to long-term online success, especially for small companies without big brand names or budget.

A Lesson Learned from the Pasternack SEO Contest
Why is search engine marketing defined by diametric opposition? It seems like for every question there are two extreme answers. And these polar opposite viewpoints are held with a tremendous amount of passion. The least questioning of our position can unleash a firestorm of retribution. (skip to "A Lesson Learned from the Pasternack SEO Contest" by Gord Hotchkiss)

10 Not-So-Quick-But-Still-Important Ways to Increase Conversions
There are literally thousands of signals that can be changed to improve one's conversion, last week I pointed out ten. Today I give 10 more, but they are not quite as easy to implement as those on the first list. (skip to "10 Not-So-Quick-But-Still-Important Ways to Increase Conversions" by Stoney deGeyter)

Why Links Matter - Part 1
Since it's hard to build a good link strategy if you don't actually understand why links are so important, I thought that I'd put together a new series of articles that examines why it is that links matter so much to both search engines and to Internet users. (skip to "Why Links Matter - Part 1" by Jennifer Laycock)

When Marketing and Public Relations Collide
While major firms have been shifting toward more closely aligned marketing and PR departments over the past several years, many businesses still view their marketing arms and their public relations arms as two separate entities that rarely have reason to speak to each other. An article over Advertising Age points out why the Internet may be spelling the end to that separation and why businesses that want to survive and thrive in the Internet landscape will have to learn how to merge the two.

Getting a Handle on Local Search
With more than $100 billion a year going toward off-line local advertising (yellow pages, billboards, newspapers, radio, etc...) and estimates that just $4-$7 billion is going toward online local advertising, you've got to wonder when online local advertising will catch up. Greg Sterling takes a look at the issue in an article over Search Engine Land today titled "How Much is 'Local Search' Really Worth?"

Where is Search Headed?
After years of seemingly limitless growth, the search industry is now maturing to the point that it's growing sideways as well as upwards. At least that's what Greg Jarboe claims in an interesting post over at Search Engine Watch that dives into 6 key issues that are playing a role in the future of Internet marketing.

Adding a List of Keywords
My business partner is developing our site and wants to put a list of keywords at the bottom of some of our shop pages (i.e. below the text) in the hopes that this will get the search engines to notice us slightly more. (skip to "Adding a List of Keywords" by Jill Whalen)

Investing in Pay Per Click Marketing or Search Engine Optimization - a Company Decision
While both paid search advertising and organic optimization have their merits in terms of increasing a company's online exposure, it is important to understand the differences in the respective investments and to determine why cost per click is not a fair indicator of the performance of a search engine optimization company. (skip to "Investing in Pay Per Click Marketing or Search Engine Optimization - a Company Decision by Scott Buresh)

Can You Trust a Blogger's Advice?
Here's the conundrum. Search engine marketing requires links. Links can be hard to come by. Blog reviews are a great way to get links. Blog reviews have the added bonus of carrying the power of word-of-mouth recommendations. That said, it can be hard to catch the eye of a blogger and to get them to write about your products. The solution? Buy your blog reviews. At least that's how some people see it. (skip to "Can You Trust a Blogger's Advice?" by Jennifer Laycock)

What's Holding Back Online Marketing?
Reliable metrics. At least that's what respondents to a study had to say when asked what might influence them to buy more advertising from more types of web sites. Ad Week writer Joan Voight looks at the results from a joint survey by the Audit Bureau of Circulations and NSON Opinion Research and examines how a lack of reliable in-house metrics and a lack of third-party metrics are one of the key issues holding back online marketing.

Linkbait 2.0: The Soul of Linkbait
I've been writing search engine articles regularly for a couple years now and I've always been able to see the nexus between writing and inbound link generation. This isn't a story about how to create good linkbait, but how I attempted to apply what I learned from linkbait masters like Todd Malicoat & Nick Wilson. (skip to "Linkbait 2.0: The Soul of Linkbait" by Todd Mintz)

Yahoo Panama Pros and Cons: Part 2
After publishing last week’s article on “Yahoo Panama - Pros and Cons” I have had a few readers contact me with notable “Cons” they have experienced with the recent upgrade process. While I know I had not covered all possible negatives to Panama in my article, these items are certainly worth adding to the list. (skip to "Yahoo Panama Pros and Cons: Part 2" by Scott Van Achte)

Getting Started in Search Marketing
One of the biggest challenges of the small business owner is figuring out how to even get started in this crazy world of search and online marketing. Time is tight, budgets are tighter and figuring out where to turn and who to trust can be pretty complicated. That's why I was pleased to speak with Anita Campbell a few weeks ago for a column about learning search engine optimization that she was writing for this month's Inc. Magazine.

"What You Know" Isn't Enough When it Comes to Blogging
JD Arney has a great post over at Performancing that talks about the common blogger advice to "write what you know." While that line is often fed to both businesses and individuals looking to break into the blog world, the reality is that blogging is now a mature enough realm that you can't simply throw up any old blog and make a go of it. Sure, what you know comes into play, but there's more to it than that.

AskCity Kicks it Up a Notch
Those folks over at Ask.com...they really like to have a little fun with their search products. It wasn't enough to let us turn maps into an etch-a-sketch that let us mark up directions and send them to friends, now we can block off areas of a map and limit our search to that area. Very nice. Much nicer than entering a zip code and limiting your search by the mile.

Google's 0.02% Spin Solution
According to Google, actual click fraud only accounts for 0.02% of all click activity found when Google's team is asked to audit an advertiser's account. If correct, Google's 0.02% assertion places the perceived dollar value of actual click fraud in their system somewhere in the range of $2,100,000. (skip to "Google's 0.02% Spin Solution" by Jim Hedger)

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Search Engine Books & Services (Classifieds)

How to get top 10 rankings on Google and Yahoo!
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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.)

Warning: Keep Your Domain Contact Information Current!
Cre8asite Forums - "Make sure you keep your contact information for your domain names / registrars current. Make sure you have an email address listed that you can receive and that you regularly check. Heck, even put one on your site in a way that it can be found. There are two simple reasons for that..."

The Fewer Outbound Links, The Higher Position?
High Rankings Forum - "Should I reduce outbound links to get higher position?"

Reg. Required: Unlock the limits of your AdSense earnings potential
Webmaster World - "Earning caps are the limits of your own imagination..."

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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.)

When Is It Time To Move Out Of Your Home?
"Years ago, I thought 'bigger was better,' rented office space, hired an assistant, and a salesperson. I cut my salary in half and worked my behind off to generate new business in order to pay the salaries of my new employees. Hey, wait a minute! Isn't the purpose of bringing in more people to generate more revenue? Long story short, I had more fun, made more money and worked fewer hours out of my home."

Any Advice On Selling Office Supplies?
"...there are things an independent can do that a big box won't. For example, sending a rep physically into the office every week or two based on buying habits and then delivering the box of copy paper so its hassle free. At the same time, price is a factor and is the niche market big enough to stay in business?"

What If McDonald's Delivered?
"I've been thinking to myself for sometime now about this idea for a McDonald's delivery service. ...what if you want a 10 piece order of chicken nuggets and don't feel like leaving the house. This is where the delivery service would come in."

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