Search Engine Marketing News - 2007-06-07

Hi Everyone,

Busy week... let's jump right to it.

Have a great week!

Jennifer Laycock



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Search Engine Marketing Articles

The True Cost of an In-House SEO Campaign: Why an SEO Firm Can Increase Your ROI
by Scott Buresh - When a company is considering embarking upon a search engine optimization campaign, the first discussion that normally is had is whether to take care of the campaign in house or to hire an outside SEO firm. Companies making this choice need to compare the actual cost of an in-house campaign if you are expecting the same type of results that you would get with an outside SEO firm.

Best Place for a Blog
by Jill Whalen - Our site has a blog which is www.blog.domain.com — should it really be www.domain.com/blog? If so, then do we need to do a 301 permanent redirect from www.blog.domain.com to www.domain.com/blog?

Winning is for Wimps and Losers
by Stoney deGeyter - People often find themselves looking for the winning scenario for themselves or their businesses. Finding the winning scenario is important for any long-term success. But even better than the winning scenario is the win-win scenario.

Ask Does Integration Right
by Jennifer Laycock - The new version of Ask, dubbed "Ask3D" not only LOOKS better, but it functions better as well. In fact, Ask's media kit explains that the term Ask3D stems from the fact that this new release "synthesizes the best of our technologies across the three dimensions of search: Expression, Results and Content. This is vertical search integration the way it should be.

Making the Case for SEO to Small Businesses
by Matt McGee - As search marketers, we're too deep in this stuff to bother questioning the value -- of course it's a good investment! But the small business owner isn't deep in it, doesn't quite understand it, and doesn't know what she's going to get in exchange for writing that check. So, how do you sell SEO in these situations?

File Names and SEO
by Jill Whalen - My real question is do the underscores have an impact on how the spider crawls the site or are long file names better? I'm thinking it doesn't matter but would like to be sure. I've been trying to name my pages (filename & title) with a relevant keyword but sometimes it's difficult. Also does a file name have any impact with ranking at all?

Driving Web Site Traffic With Collarity
by Sysan Esparza - In the past, we've touched on some of the challenges that the search engines' personalized search programs will present to search engine marketers. Now, I’d like to introduce you to a tool that allows for personalization and optimization to work hand-in-hand, increasing usability and supporting your search marketing goals.

Making Link Bait and Viral Marketing Work - Part Ten
by Jennifer Laycock - In this ten part series, I'll be covering many of the things that you need to take into consideration when planning a link baiting or viral marketing campaign. Today, in the last part of this series, I'll look at the idea of capitalizing off of your competitor's failures.

StepForth Tutorial: Blogs 101, Part 3
by Ross Dunn - In Part 1 of this series I discussed the basics of a blog and some of the necessary steps to take before starting one. In Part 2, I explained blog feeds and how to optimize a blog. Now in Part 3, I will explain social media marketing and outline a selection of strategies for socially marketing your blog.

 

Search Engine Guide Blog Posts
Jennifer_Laycock Stoney_G_deGeyter Diane_Aull Debra_Mastaler
Featuring: Jennifer Laycock, Stoney deGeyter, Diane Aull and Debra Mastaler

The True Cost of an In-House SEO Campaign: Why an SEO Firm Can Increase Your ROI
by Jennifer Laycock - When a company is considering embarking upon a search engine optimization campaign, the first discussion that normally is had is whether to take care of the campaign in house or to hire an outside SEO firm. Companies making this choice need to compare the actual cost of an in-house campaign if you are expecting the same type of results that you would get with an outside SEO firm. (skip to "The True Cost of an In-House SEO Campaign: Why an SEO Firm Can Increase Your ROI" by Scott Buresh)

Best Place for a Blog
by Jennifer Laycock - Our site has a blog which is www.blog.domain.com — should it really be www.domain.com/blog? If so, then do we need to do a 301 permanent redirect from www.blog.domain.com to www.domain.com/blog? (skip to "Best Place for a Blog" by Jill Whalen)

How Safe is Your Search?
by Stoney G deGeyter - McAfee recently reclease their State of Search Engine Safety report, an updated from their May and December 2006 reports.

Changes to Google Webmaster Guidelines
by Jennifer Laycock - Not only has Matt Cutts offered up some insight on getting out of Google's supplemental index, Google has also updated the "quality guidelines" area of their Webmaster Guidelines, providing a one-two punch for search marketers obsessed with Google's stance on all things optimization.

Need Some Training and Like My Style?
by Jennifer Laycock - Well, you've got two chances to attend live training with me in the next few months. First, it's not too late to register for Jill Whalen's High Rankings Seminar in Denver at the end of this month. I'll be covering viral marketing and social media for that show. If you're new to the game and need to build a good foundation for the basics, you might want to check out SES Training: Boston where I'll be teaching an 8 hour "SEM Bootcamp" class on August 8th.

Who Are You Writing Your Headlines For?
by Jennifer Laycock - Muhammad Saleem has put together a great post at CopyBlogger that offers up some helpful advice on how to write your titles to appeal to search engines, social media users and to your current readers. While he admits that it's difficult to properly appeal to all three audiences at the same time, he offers up some great advice on why you might target a particular post at any one group and even throws in a few before and after titles as examples of his suggestions in action.

Winning is for Wimps and Losers
by Jennifer Laycock - People often find themselves looking for the winning scenario for themselves or their businesses. Finding the winning scenario is important for any long-term success. But even better than the winning scenario is the win-win scenario. (skip to "Winning is for Wimps and Losers" by Stoney deGeyter)

Ask Does Integration Right
by Jennifer Laycock - The new version of Ask, dubbed "Ask3D" not only LOOKS better, but it functions better as well. In fact, Ask's media kit explains that the term Ask3D stems from the fact that this new release "synthesizes the best of our technologies across the three dimensions of search: Expression, Results and Content. This is vertical search integration the way it should be. (skip to "Ask Does Integration Right" by Jennifer Laycock)

A Glimpse Inside Google
by Jennifer Laycock - There's an article over at The New York Times today written by a reporter that spent some time with the top algorithmic engineers (or "Google Fellows") at Google. It's a fascinating read that manages to share some great insight into the processes that go on behind the scenes of Google's popular search engine, and also into the improvements that the engineering team chase down each day. It won't tell you how to rank your site better, but it will confirm the idea that search engines are still working toward judging sites the way that humans judge sites.

The New SEO Myths Debunked
by Jennifer Laycock - Look around online for a few minutes and you can find a million and one articles and blog posts debunking the old-school search engine optimization myths of search engine submission, meta tags and invisible text. Where it gets a little more difficult is when you start looking at some of the newer "myths" of the industry. Not being one to shy away from a challenge, Shari Thurow tackles three such SEO myths in her ClickZ column this week. If you're one of the ones still trying to sort out fact from fiction, Shari's column is a must read.

Social Media, Social Networks, Social Shopping?
by Jennifer Laycock - Apparently, social really is the top buzz word in the Internet realm right now. Social media marketing, social networking sites and social search are all hot topics among bloggers. The next big "social" topic is apparently going to be the idea of "social shopping." Joan Voight covers the idea in an article over at AdWeek today.

Make Your Information Easy to Find!
by Jennifer Laycock - It's funny how one thing can bring something else to mind. Today...it was a customer service experience that reminded me how essential it is to make sure that content and essential information are easy to find. That's why I'm compelled to write this post as I sit here on hold with CompUSA customer service and why I'm compelled to say "make your information easy to find!"

Making the Case for SEO to Small Businesses
by Jennifer Laycock - As search marketers, we're too deep in this stuff to bother questioning the value -- of course it's a good investment! But the small business owner isn't deep in it, doesn't quite understand it, and doesn't know what she's going to get in exchange for writing that check. So, how do you sell SEO in these situations? (skip to "Making the Case for SEO to Small Businesses" by Matt McGee)

What Are You Messing Up in Your Paid Search Campaigns?
by Jennifer Laycock - Hopefully nothing, but chances are good that you're not doing at least one of the "Seven Habits of Highly Effective Pay-Per-Click Advertisers" that John Ellis outlines at his blog this week. Whether it's failing to separate your search ads from your content ads or ignoring your conversion rates because you're so caught up in the increased traffic, John thinks there's at least one thing you can do better.

File Names and SEO
by Jennifer Laycock - My real question is do the underscores have an impact on how the spider crawls the site or are long file names better? I'm thinking it doesn't matter but would like to be sure. I've been trying to name my pages (filename & title) with a relevant keyword but sometimes it's difficult. Also does a file name have any impact with ranking at all? (skip to "File Names and SEO" by Jill Whalen)

Driving Web Site Traffic With Collarity
by Jennifer Laycock - In the past, we've touched on some of the challenges that the search engines' personalized search programs will present to search engine marketers. Now, I’d like to introduce you to a tool that allows for personalization and optimization to work hand-in-hand, increasing usability and supporting your search marketing goals. (skip to "Driving Web Site Traffic With Collarity" by Susan Esparza)

Hey Jason, Search Results are Never "Done"
by Jennifer Laycock - It wasn't but a few months ago that Jason Calacanis told us that search engine marketing was a bunch of hooey. (Actually, he wasn't nearly that nice.) In fact, he went so far as to tell us that search, as we knew it, was about to be crushed by a mysterious new offering that would change the rules of information retrieval forever. Then we all got a look at Mahalo and I've got to say, I don't see a lot of folks bowing down to chant "we're not worthy."

Your Brand is Never Bigger Than Your Product
by Jennifer Laycock - Maybe you've heard it...maybe you've said it... "Oh, our brand is big enough, we don't need to worry about search engine optimization." Yeah...you're wrong. Matt Bailey thinks you're wrong too. Today, he takes a look at the need to balance brand building with realistic search optimization and helps remind people why it doesn't matter if they are the top company in their industry, they STILL cannot afford to make organic search play second fiddle to brand.

Making Link Bait and Viral Marketing Work - Part Ten
by Jennifer Laycock - In this ten part series, I'll be covering many of the things that you need to take into consideration when planning a link baiting or viral marketing campaign. Today, in the last part of this series, I'll look at the idea of capitalizing off of your competitor's failures. (skip to "Making Link Bait and Viral Marketing Work - Part Ten" by Jennifer Laycock)

StepForth Tutorial: Blogs 101, Part 3
by Jennifer Laycock - In Part 1 of this series I discussed the basics of a blog and some of the necessary steps to take before starting one. In Part 2, I explained blog feeds and how to optimize a blog. Now in Part 3, I will explain social media marketing and outline a selection of strategies for socially marketing your blog. (skip to "StepForth Tutorial: Blogs 101, Part 3" by Ross Dunn)

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Search Engine Books & Services (Classifieds)

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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.)

Ask Does Integration Right
Small Business Ideas Forum - "The new version of Ask, dubbed 'Ask3D' not only LOOKS better, but it functions better as well."

Yahoo Click Charges to be Based on Quality of Traffic
Search Engine Watch Forums - "What this means is that you (the advertiser) may be automatically charged less for certain clicks than you normally would pay, depending on the overall quality of the websites providing this traffic to you."

Google and SalesForce.com Team Up
Webmaster World - "The two partners unveiled their new service -- known as Salesforce Group Edition featuring Google AdWords -- on Tuesday. Under the pact, the companies will bundle Google's popular AdWords program with Saleforce's suite of online applications to manage sales and marketing."

Does Natural Linking Actually Take Place?
Webmaster World - "Not everyone can build sites like wikipedia, overture and Google. By this post I want to verify that if natural linking actually takes place for average sites if yes then to what extent. So please post your honest answer that you would like to link for nothing and what you see in such sites?"

NY Times Article On Google's Search Team
High Rankings Forum - "I have been a long term fan and if you go back 2-3 years on this very forum, there is a post where I set out what I concidered to be the future of search. I stated then that it would be personal search where people can opt out of sites, opt in to groups, remove shopping sites, remove directories etc. And that personal search would be personalised through algorithmic refinement. That future is now here, and just around the corner to becoming mainstream."

Google Buys FeedBurner
Webmaster World - "Google is putting together a pretty complete list of companies. It is kind of scary...but impressive at the same time."

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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.)

Tips On Finding Good Affiliates?
"We have had an affiliate program for years now, first with 25% fixed commission and now with 40% fixed commission. We get a lot of new affiliates but most of them are simply not doing anything, no clicks, no sales. So, do you run an affiliate program? Do you have tips on how to get good affiliates to join your program?"

Feedback on New Business Name
"I would love to hear your feedback on a potential business name I am thinking of using. I will be publishing direct mail coupon magazines and internet advertising sites that are geared to local communities."

Help Collecting Overdue Account
"I need advice on collecting money from a client. The customer is a small business (20 employees) located in Los Angeles. They have owed my company over $800 since Feb 2007. I have sent multiple overdue notices and e-mails. I have tried to speak with one of the principles on the telephone, but keep getting voice mail (of course no return calls). What's the next step? Collection agency? Small claims court? other?"

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$50 in clicks to new advertisers.

LookSmart

LookSmart gives you the power to aquire more customers by increasing your ROI with affordable CPCs.

With over 400 million searches daily, LookSmart will drive leads to your site with Pay-Per-Click and targeted banner options. Get better results with traffic sources that convert, reach prospects that match your customer profile and increase your advertising visibility across a quality partner network.

We feature accessible customer support for all advertisers no matter the size. Don't be bullied by the big guys and join the Pay-Per-Click revolution today. $50 in clicks to new advertisers.

 

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