Search Engine Marketing News - 2007-07-11

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Search Engine Strategies San Jose isn't far off. If you are planning to go, please let us know.

Have a great week!

Robert Clough



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Search Engine Marketing Articles

Building a Web Site Theme With Silos Part 2 of 3
by Bradley Leese - In Part 1 of this series, we started our journey toward providing a real world example on how to identify the elements for building an information-rich site that serves both users and search engines with the elements that provide top keyword rankings. The focus of section 1 was Subject Theming, which emphasized the importance of building a keyword-rich "siloed" themed Web site.

Advantages of In-house SEO
by Manoj Jasra - The search marketing industry is currently going through a transition phase in which many companies are considering bringing SEO in-house rather than relying on the services of 3rd party search marketing firms. With training from organizations such as the SEMPO Institute as well as the need for companies to have tighter integration with online marketing efforts, the transition to in-house becomes a much more obvious choice.

All Roads Lead to Congestion: Weighing in on Universal Search, Part II
by Stoney deGeyter - With Google's new universal search being rolled out the concept of "top search engine rankings" changes dramatically. On one hand a first page ranking is much more difficult to achieve, and on the other, there are now more ways in which to achieve a first page ranking.

Ask SEMpdx: What is the best way for a Newbie to learn Search Engine Marketing?
by Todd Mintz - Search Engine Marketing knowledge is a very prized possession. Many people want to learn how to do search for themselves or for their company. However, they don't know how to begin the educational process. I asked my fellow SEMpdx members how they would advise a new entrant into this field.

Building a Web Site Theme With Silos Part 1 of 3
by Bradley Leese - The term siloing originated as a way to identify the concept of grouping related information into distinct sections within a Web site. Much like the chapters in a book, a silo represents a group of themed or subject-specific content on your site.

Search Engine Optimization for Universal Search - Back to Square One?
by Scott Buresh - Organic search engine optimization, until recently, had been a fairly straightforward endeavor. The goal was to optimize the content on a website so that it would show up in the organic results on one or more of the major search engines - results that were comprised of nothing but other websites.

Hide and Speak: WordPress for Content Management
by Jennifer Laycock - Once Abigail had decided to pair up with me to offer bento sets for sale on my bento blog, we needed to move into development mode. One of the biggest challenges facing Bento Yum in this regard was the fact that Abigail does not have a web development background. As I spent more time looking through information about WordPress I became convinced that this was actually the perfect system for our little business.

A Day in the Life of a Search Engine Friendly Web Page
by Stoney deGeyter - In a previous article I wrote that a search engine friendly website is not the same as a search engine optimized website. I'm using that as a jump off point for this article on the topic of building a search engine friendly website. The purpose is to simply highlight a few of the aspects that comprise a SE friendly (not necessarily optimized) website.

Do it Yourself Social Media Marketing - A StepForth Whitepaper
by Ross Dunn - A key concept to social marketing is that it is not designed to immediately provide business but instead it provides the visibility your brand needs to ultimately convert fans into buyers.

 

Search Engine Guide Blog Posts
Jennifer_Laycock Stoney_G_deGeyter Diane_Aull Debra_Mastaler Paul_Jahn Manoj Jasra Liana Evans
Featuring: Jennifer Laycock, Stoney deGeyter, Diane Aull, Debra Mastaler, Paul Jahn, Manoj Jasra and Liana Evans

Top 500 Search Engine Keywords Of The Week
by Robert - Jump directly to this week's list of the top 500 most frequently searched keywords.

Ezine Articles Says "NO" to Business Article Content
by Stoney G deGeyter - I've been submitting my articles to Ezine @rticles for a few years now and I have great respect for them, but lately, well, they've been riding the short bus to school drinking crazy Uncle Joe's home made Koolaid.

Free Pass to August Search Marketing Boot Camp
by Jennifer Laycock - Next month I'll be teaching an eight hour "Search Engine Marketing Boot Camp" in Boston. Want a chance to win a free pass? Check out the Wendy Piersall's "Group Research Project" for your chance to win. (Or take a minute to learn a little bit more about the training event.)

Multimedia to Make Your Products Interesting
by Jennifer Laycock - Using social media tools to make dull products more exciting must be everyone's favorite topic these days. On the heels of my own posts about social networking, consumer generated complaints, how messing up can actually help you, and a great example of a viral video in the B2B realm, Matt Bailey has offered up his own take on the issue over at Site Logic Marketing.

Building a Web Site Theme With Silos Part 2 of 3
by Jennifer Laycock - In Part 1 of this series, we started our journey toward providing a real world example on how to identify the elements for building an information-rich site that serves both users and search engines with the elements that provide top keyword rankings. The focus of section 1 was Subject Theming, which emphasized the importance of building a keyword-rich "siloed" themed Web site. (skip to "Building a Web Site Theme With Silos Part 2 of 3 by Bradley Leese)

Advantages of In-house SEO
by Jennifer Laycock - The search marketing industry is currently going through a transition phase in which many companies are considering bringing SEO in-house rather than relying on the services of 3rd party search marketing firms. With training from organizations such as the SEMPO Institute as well as the need for companies to have tighter integrations with online marketing efforts, the transition to in-house becomes a much more obvious choice. (skip to "Advantages of In-house SEO" by Manoj Jasra)

Great Contextual Search Advertising Primer
by Jennifer Laycock - If you are still new to the world of paid search advertising, you may be wondering what the difference between the "search" network and the "contextual" network is on programs like Google Adwords or Yahoo. You may have even heard that you should turn off the contextual option so you don't waste your advertising dollars. While that is good advice for those who are just getting started, there are times when contextual advertising is a good idea for a paid search campaign. That's why Brad Geddes has offered up an excellent article over at Search Engine Land on optimizing your contextual search campaign.

Influencing Universal Search
by Manoj Jasra - To recap, Universal Search is a term coined by Google in which results from different vertical search engines (images, video, news etc...) are integrated into Google's regular search results. The idea is that textual listings may not necessarily be the most relevant result for a user's query. But when will these different search results show up? For example, what causes a video of a scene from Star Wars to appear within the organic search results for the query: "Darth Vader."

All Roads Lead to Congestion: Weighing in on Universal Search, Part II
by Jennifer Laycock - With Google's new universal search being rolled out the concept of "top search engine rankings" changes dramatically. On one hand a first page ranking is much more difficult to achieve, and on the other, there are now more ways in which to achieve a first page ranking. (skip to "All Roads Lead to Congestion: Weighing in on Universal Search, Part II" by Stoney deGeyter)

Ask SEMpdx: What is the best way for a Newbie to learn Search Engine Marketing?
by Jennifer Laycock - Search Engine Marketing knowledge is a very prized possession. Many people want to learn how to do search for themselves or for their company. However, they don't know how to begin the educational process. I asked my fellow SEMpdx members how they would advise a new entrant into this field. (skip to "Ask SEMpdx: What is the best way for a Newbie to learn Search Engine Marketing?" by Todd Mintz)

All Networking and No Work Makes Your Business Falter
by Jennifer Laycock - Three summers ago I headed off to SES San Jose while 7 months pregnant with my daughter Elnora. I was in that tired stage of pregnancy where I mostly wanted to sleep, but the after-hours networking opportunities were plentiful and being fairly social, I didn't think I could afford to miss any of them. After all, networking at events like San Jose is how you make new connections, learn interesting things and have a little fun.

Two Minute Social Networking Primer
by Jennifer Laycock - Social media marketing, social media optimization, social bookmarking, social networking, social, social, SOCIAL. It's everywhere and yet, many people are still having a hard time understanding exactly what the heck we're talking about. So, if you're still trying to figure out what the heck a social network is and why you might want to join one, here's a brilliant two minute video primer.

Excellent B2B Viral Video Example
by Jennifer Laycock - Just last week I mentioned the frustration many B2B companies have with social media and viral marketing. Apart from having excellent customer service or rock bottom prices, it can be hard to inspire enough passion in B2B customers to get them to spread the word. Then I stumbled across one of the best B2B (ok, it's also B2C) viral videos I've ever seen.

Marketing for the iPhone?
by Paul Jahn - We probably all had our iPhone media fill by now. We saw the TV stations covering the long lines for the launch and the endless buzz on whether it's a revolutionary product or an over-hyped gadget. I'm one of many that bought into the iMarketing and now own one (justified by my way-outdated other cell).

Social Media Marketing for B2B
by Jennifer Laycock - One of the hot topics of conversation at the High Rankings Seminar last week was how to apply social media marketing in a B2B environment. While word of mouth and consumer generated content often play an important role in B2B purchasing decisions, most businesses are confused about how best to reach their corporate audiences. That's why I was glad to stumble across a post I'd missed on Todd Malicoat's blog that offers up 8 Simple Rule for Social Media Marketing in the B2B world.

Building a Web Site Theme With Silos Part 1 of 3
by Jennifer Laycock - The term siloing originated as a way to identify the concept of grouping related information into distinct sections within a Web site. Much like the chapters in a book, a silo represents a group of themed or subject-specific content on your site. (skip to "Building a Web Site Theme With Silos Part 1 of 3 by Bradley Leese)

Search Engine Optimization for Universal Search - Back to Square One?
by Jennifer Laycock - Organic search engine optimization, until recently, had been a fairly straightforward endeavor. The goal was to optimize the content on a website so that it would show up in the organic results on one or more of the major search engines - results that were comprised of nothing but other websites. (skip to "Search Engine Optimization for Universal Search - Back to Square One?" by Scott Buresh)

Don't Waste Time Solving the Wrong Problem
by Diane Aull - So your web sales are down. What could be the problem? Or is there really a problem at all? I don't know which is worse - wasting time trying to solve the wrong problem, or wasting time trying to solve a non-existent problem. Fortunately, there's a solution at hand, and best of all, it's free!

Viral Lesson: Sometimes Messing Up Can Help You
by Jennifer Laycock - In the past week, I've made several mentions of the fear many companies have of joining the conversation with their customers online. The biggest concern? That people might say bad things about them. In fact, it's not uncommon to see companies cowering in fear as they wait for bad publicity to go away. What these companies miss is that sometimes, in the world of online reputation management and viral marketing, a major screw up can actually serve you quite well. Or rather it can if you take the proper steps to fix that major screw up. Just ask the folks at JetBlue.

30 Day SMX Embargo Lifted on "Give it Up" Session
by Jennifer Laycock - It's been a month since some of the most respected names in search engine marketing gathered in Seattle for Danny Sullivan's SMX Advanced conference. That means that the embargo on the information shared in the "Give it Up" panel is now fair game for blogging. The posts are popping up all over now, which means it's your chance to see if there was anything said that you can apply to your business.

A Collection of Google Universal Search Thoughts
by Jennifer Laycock - Manoj Jasra has put together a great little collection of links and articles outlining the industry's coverage of Google's Universal Search technology. If you're still trying to wrap your head around the idea, or have moved on to trying to figure out how to wrap your search marketing strategy around it, you might want to check them out.

Are You Trying too Hard, Or Not Hard Enough
by Jennifer Laycock - Last week while I was in Denver teaching about social media and viral marketing, I was trying to come up with a good analogy to explain the problem many business owners face when trying to enter this realm. As usual, a perfect example managed to fall right into my lap. The problem really is more basic than you'd think. It boils down to trying too hard, or not trying hard enough.

Find Your Blogging Formula for Success
by Manoj Jasra - The key to success in blogging, whether you want to make money, gain more subscribers, or increase visitor engagement is to constantly test new strategies. With A/B or Multivariate testing and using web analytics to measure its performance anyone can move closer to their ideal formula of success. The results from the multivariate testing will allow you to test various alterations before they are 100% live as well as allow you to capitalize on the best performing combinations.

Hide and Speak: WordPress for Content Management
by Jennifer Laycock - Once Abigail had decided to pair up with me to offer bento sets for sale on my bento blog, we needed to move into development mode. One of the biggest challenges facing Bento Yum in this regard was the fact that Abigail does not have a web development background. As I spent more time looking through information about WordPress I became convinced that this was actually the perfect system for our little business. (skip to "Hide and Speak: WordPress for Content Management" by Jennifer Laycock)

Word of Mouth Online Will Continue to Grow
by Jennifer Laycock - eMarketer reports that more than 65 million adults in the United States are already spreading the word about their favorite products and services. 27 million of them are doing it online. That number adds up to include about 17.5% of current U.S. Internet users. And it looks like those numbers aren't going anywhere but up...

The Construction of a High-Performance SEO Campaign
by Stoney G deGeyter - Two years ago I put together a post about what I thought was the perfect SEO firm. I revisited that post this morning as I was looking at one of our white boards that had a list of positions that we have filled and positions that we want to fill in the coming months. My list of positions required for good SEO has not changed a whole lot in the last couple of years, although some minor modifications are needed.

Yahoo Launches SmartAds
by Jennifer Laycock - What happens when search ads and display ads are merged and you sprinkle in a bit of behavioral targeting? Apparently, you get click-thru rates two to three times higher than you do now. In fact, if Yahoo SmartAds work the way they're being hyped, you ought to be able to set up a campaign that will generate a targeted product ad based on your current sales price on the fly.

But What If They Say Something Bad?
by Jennifer Laycock - Last week while I was in Denver speaking at Jill Whalen's High Rankings Seminar I had the chance to speak with several of the attendees about their own company's opinions about social media marketing. While many were excited at the prospect of opening up new lines of communications with their customers, others explained that their company executives still lived in fear of open communication.

A Day in the Life of a Search Engine Friendly Web Page
by Jennifer Laycock - In a previous article I wrote that a search engine friendly website is not the same as a search engine optimized website. I'm using that as a jump off point for this article on the topic of building a search engine friendly website. The purpose is to simply highlight a few of the aspects that comprise a SE friendly (not necessarily optimized) website. (skip to "A Day in the Life of a Search Engine Friendly Web Page" by Stoney deGeyter)

Do it Yourself Social Media Marketing - A StepForth Whitepaper
by Jennifer Laycock - A key concept to social marketing is that it is not designed to immediately provide business but instead it provides the visibility your brand needs to ultimately convert fans into buyers. (skip to "Do it Yourself Social Media Marketing - A StepForth Whitepaper" by Ross Dunn)

When Is The Right Time To Consider Social Media?
by Liana Evans - With the explosion of social media in so many different forms, many marketers, retailers and website owners are scratching their heads wondering "when do I consider Social Media?". Many advocates and evangelists would tell you to jump in, right now, both feet with out looking. "Come on in the water's great!" I'm a huge advocate of social media, but I'm here to tell you, test the waters before you jump right in. That water could be a lot colder than you think and cause a shock to your system! So enough with the metaphors, you're probably wondering "OK when is it good for me to try Social Media?"

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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.)

Google's Human Evaluators - 10,000 of them!
Webmaster World - "Next time we're trying to figure out some odd change in the SERPs, we might do well do remember this human factor, eh?"

Comments And Social Media
Cre8asite Forums - "I've wondered about the ability to comment on social media (SM) sites. Is it a good idea? All the popular SM sites seem to feature this. What is the purpose? Do they believe commenting builds community and helps to make a connection with other members. Personally, I find nothing communal about them and no doubt, there's something I'm missing. But what?"

Getting Into Google, Discussion on the SEMNE Event in Providence
High Rankings Forum - "Being responsible for the optimization of more than 800 web sites that use Flash as a primary source of information, I'm eager to speak with Dan Crow and learn more about the crawling abilities that Google is developing."

Slow Down And Write Great Articles - Jakob Nielsen
Cre8asite Forums - "I know Jakob Nielsen is old school but how can he advise you to Write Articles, Not Blog Postings. To coin a phrase, I suggest he really is locked into a Pre-Internet mindset. The new Internet is about making connections not just beavering away in the forest on your perfect mouse-trap."

Google Page Hijacking Still Going Strong
Search Engine Watch Forums - "Just as you plug one leak, another one pops up. Can Google finally fix the long lasting issue of proxy sites stealing content and ranking instead of the original site?"

AdCenter Releases Click Quality Reports
Webmaster World - "MSN AdCenter has released new reporting services, with better information on traffic quality. Included are ad clicks with low or unclear commercial intent; patterns of unusual activity; and clicks that originate from spiders, robots, questionable sources, or test servers"

The Illogical Use Of AdSense
"If you had a brick and mortar business, would you put your competitors ads in your store window? Of course you wouldn't. That wouldn't make any sense, would it? Well, by having AdSense on your website, you're essentially doing the same thing. That doesn't make any sense either. Not to mention the fact that there are some people who won't even patronize you, if you have AdSense on your website."

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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.)

Who's Your Business Idol?
"Many of us have business idols whom we look up to and aspire to be like. So who's your business idol?"

Promoting A Wedding and Event Planning Business
"Since I officially opened my business, 2 women have each started their own wedding planning businesses. I have been working on this for a while, but I guess with all the TV shows on now it has become a fad. I am wondering if anyone has any unique ideas to help one promote a business differently and to stand out from the rest. I have done all the advertising and the normal things, but now am looking for something a little different."

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