Search Engine Marketing News - 2007-07-18

Hi Everyone,

Lots of goodies today so we'll get right to it.

Have a great week!

Robert Clough



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Search Engine Marketing Articles

How to capture one of the largest target audiences ever...Women.
by Robin Nobles - Take a look at your own Web sites. Who do you think are your target audiences? Have you considered that women may be the ones making the buying decisions? How can you appeal to women buyers? From a professional SEM perspective, think of the small businesses that are operated by women who work out of their homes. These are all potential customers for you.

Google Print Ads Now Open to All AdWords Advertisers
by Jennifer Laycock - More than two years after first testing the sale of magazine ads, Google's print ad program has left beta and now allows AdWords advertisers to place ads in more than 200 newspapers across the United States. Google began testing the newspaper ad auction for a small group of advertisers last November with just over 50 newspaper partners, including The Washington Post and The New York Times.

Optimizing Content for Universal Search
by Claudia Bruemmer - By now, you've all heard about Google's new Universal Search concept, which combines all the information within its vertical databases into one index to serve a single set of Web search results. As you can imagine, this will require some adjustments to standard search engine optimization techniques.

Giving Personality to Your Personas
by Stoney deGeyter - One of the things we've been trying to wrap our head around is the concept of writing content for both personas and the personality of site visitors. We battled with this for several days, trying to distinguish properly between a persona and a personality. I was finally able to boil each down into a few words that made it easy for us to see the difference.

Building a Web Site Theme With Silos Part 3 of 3
by Bradley Leese - All content is not equal. There are numerous factors that determine the value or success of how content supports your major subject theme. Evaluate different methods towards determining how your content measures up to your competitors. Learn how to determine the originality of the content on your site.

Corporate Blogging - Alli "Oops?"
by Jennifer Laycock - There's a lot of talk about blogs being wonderful marketing tools lately. In fact, many big businesses are quickly working on plans to launch their own corporate blogs to serve as communication channels for their customers. When it comes to corporate blogging, some companies have stumbled, some have soared and others are facing serious start-up challenges.

Why is Online Reputation Management Important?
by Jody Nimetz - On a personal level, having a damaged reputation can mean being a part of the "in-crowd" or being a loner. For businesses a damaged or negative reputation can mean millions of dollars. The importance of reputation management cannot be emphasized enough.

3 Lessons I Learned from Sugardaddy's
by Jennifer Laycock - No...not THAT kind of sugardaddys...I'm talking about Sugardaddy's the makers of mouth-watering gourmet brownies and blondies. The company that seems to have nailed three keys to marketing success, both online and offline, and impressed me enough I'm sitting here writing an article about them just two hours after visiting their factory outlet and tasting their brownies.

Using Lead Generation services
by Simon Heseltine - Over the last couple of years there have been a number of companies that have sprung up across the web offering to generate leads for your business. These companies promise to drive leads to your business either for a fixed monthly fee, on a performance basis, or through a mix of the two. Typically these companies have relationships with various sites and channels across the web that deal with listings for specific vertical markets.

Getting Into Google
by Jill Whalen - Last night was our third SEMNE event (Search Engine Marketing New England), and we were humbled to have Dan Crow, director of crawl systems at Google, spilling the beans about how to get your site into Google. He talked for a half hour or so, and then proceeded to answer audience questions for at least another hour.

 

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

Google Print Ads Now Open to All AdWords Advertisers
by Jennifer Laycock - More than two years after first testing the sale of magazine ads, Google's print ad program has left beta and now allows AdWords advertisers to place ads in more than 200 newspapers across the United States. Google began testing the newspaper ad auction for a small group of advertisers last November with just over 50 newspaper partners, including The Washington Post and The New York Times. (skip to "Google Print Ads Now Open to All AdWords Advertisers" by Jennifer Laycock)

Thanks to the Internet, Abuse of Power Leads to Public Relations Nightmares
by Jennifer Laycock - From Dell Hell to my own incident with the National Pork Board, there's no denying the power that social media wields when it comes to giving the "little guy/gal" a voice. Time after time we've seen Internet users turn into screaming mob ready to storm the gates of a business with virtual torches and pitch forks, all because a company wanted to save a few bucks or got a little overzealous in their exercise of corporate power. Tamar Weinberg tackles this subject today at Techipedia.

Seven Steps to a Better Landing Page
by Jennifer Laycock - When it comes to search marketing campaigns, your landing page is one of the single most important factors in whether a site visitor converts to a customer or not. A good landing page can increase your conversion rate several times over and a bad one can send visitors scrambling for the back button. With that in mind, MarketingProf's Michael Fleischner offers up seven ways to improve your landing page.

How to capture one of the largest target audiences ever...Women.
by Jennifer Laycock - Take a look at your own Web sites. Who do you think are your target audiences? Have you considered that women may be the ones making the buying decisions? How can you appeal to women buyers? From a professional SEM perspective, think of the small businesses that are operated by women who work out of their homes. These are all potential customers for you. (skip to "How to capture one of the largest target audiences ever...Women." by Robin Nobles)

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.

Great Advice for Both New and Experienced Bloggers
by Jennifer Laycock - When you are new to blogging, it can be difficult to find your groove. New bloggers are often still trying to figure out their blogging "voice" and what style of posts will be the mainstay of their blog On the other hand, when you're a veteran blogger, it can be tough to fight blogger's block. Veteran bloggers often find themselves running into a wall with the feeling that they've already written everything there is to write on their blog topic. That's where Ryan Caldwell comes in with a list of Ten Articles All Bloggers Should Read.

Play By the Rules and Wikipedia Can Be Your Friend
by Jennifer Laycock - Wikipedia, the often misunderstood group edited encyclopedia, has long had a love it or hate it relationship with search marketers. While their decision this past year to mark outgoing links with the nofollow tag has lowered their value in some search marketers eyes, those who seek links for traffic sake know that a well placed link in Wikipedia can send wonderfully engaged traffic. Even more importantly, Wikipedia entries rank well on search engines and can help secure yet another placement in the top ten for your business name. The question is, how does a search marketer make use of Wikipedia without setting off a firestorm among the editors?

Pros and Cons of Outsourcing Your Search Marketing
by Jennifer Laycock - Deciding whether to take your search engine optimization or paid search campaigns on in-house or whether to out source them is a tough decision for any size business. Like any other business decision, you'll need to decide if the ROI supports outsourcing and if giving up some control over your web site and marketing message are worth it to you. Jon Morris offers up some input on the pros and cons of outsourcing in an article at Success Magazine.

Optimizing Content for Universal Search
by Jennifer Laycock - By now, you've all heard about Google's new Universal Search concept, which combines all the information within its vertical databases into one index to serve a single set of Web search results. As you can imagine, this will require some adjustments to standard search engine optimization techniques. (skip to "Optimizing Content for Universal Search" by Claudia Bruemmer)

Giving Personality to Your Personas
by Jennifer Laycock - One of the things we've been trying to wrap our head around is the concept of writing content for both personas and the personality of site visitors. We battled with this for several days, trying to distinguish properly between a persona and a personality. I was finally able to boil each down into a few words that made it easy for us to see the difference. (skip to "Giving Personality to Your Personas" by Stoney deGeyter)

Need More Blog Comments?
by Jennifer Laycock - One of the hard things about blogging is the early days when you don't have a strong following and a loyal base of users who like to comment. Since blogging is supposed to be a two-way conversation, blogging without comments feels a little like talking to a wall. The good news is that even apart from those helpful bits of advice like "be patient" and "write better content" there are a few things you can do to help encourage blog commenting. Stephen Spencer shares three of them over at Business Blog Consulting.

Building a Web Site Theme With Silos Part 3 of 3
by Jennifer Laycock - All content is not equal. There are numerous factors that determine the value or success of how content supports your major subject theme. Evaluate different methods towards determining how your content measures up to your competitors. Learn how to determine the originality of the content on your site. (skip to "Building a Web Site Theme With Silos Part 3 of 3" by Bradley Leese)

Corporate Blogging - Alli "Oops?"
by Jennifer Laycock - There's a lot of talk about blogs being wonderful marketing tools lately. In fact, many big businesses are quickly working on plans to launch their own corporate blogs to serve as communication channels for their customers. When it comes to corporate blogging, some companies have stumbled, some have soared and others are facing serious start-up challenges. Case in point? GlaxoSmithKline's new blog for over-the-counter diet drug, Alli. (skip to "Corporate Blogging - Alli "Oops?"" by Jennifer Laycock)

Google Using A/B Testing with Gmail Sign-ups
by Manoj Jasra - Considering Google uses A/B testing to optimize the performance of their pages, shouldn't all site owners do the same? If you haven't noticed, Google's Gmail home page has been running a small A/B test to help promote new Gmail sign-ups. In Google's case, they are running an A/B/C/D/E test.

Will Presidential Candidates Manage Their Online Reputations?
by Jennifer Laycock - I've written in the past about the need for political candidates to make better use of search engine optimization and paid search campaigns if they want to get their message to the masses. While things are improving this time around in terms of organic and paid search, a study released by Marketing Pilgrim shows that most candidates still need to do some online reputation management.

Moving Your Blog Without Destroying Your Traffic and Rankings
by Jennifer Laycock - One of the biggest challenges of finding yourself with an unintentionally successful blog is trying to figure out how to move it to its own domain without destroying the traffic and rankings you've built up. (This is one reason why you should always launch a blog on your own domain instead of on a free service...you never know when a blog will take off.) If you've found yourself facing the daunting task of moving your blog to a new domain name, you need to read Jordan McCollum's article on the topic.

Are You Running Ahead of Your Site?
by Jennifer Laycock - It's exciting to see small businesses take off running with search engine optimization when they learn about the marketing potential of a well optimized site. However, so many businesses run ahead of their site by optimizing their code without optimizing the user experience. What they fail to realize is that sending new (and even targeted) traffic to a site that isn't user friendly does drive more sales, it drives more failed conversions.

Why is Online Reputation Management Important?
by Jennifer Laycock - On a personal level, having a damaged reputation can mean being a part of the "in-crowd" or being a loner. For businesses a damaged or negative reputation can mean millions of dollars. The importance of reputation management cannot be emphasized enough. (skip to "Why is Online Reputation Management Important?" by Jody Nimetz)

3 Lessons I Learned from Sugardaddy's
by Jennifer Laycock - No...not THAT kind of sugardaddys...I'm talking about Sugardaddy's the makers of mouth-watering gourmet brownies and blondies. The company that seems to have nailed three keys to marketing success, both online and offline, and impressed me enough I'm sitting here writing an article about them just two hours after visiting their factory outlet and tasting their brownies. (skip to "3 Lessons I Learned from Sugardaddy's" by Jennifer Laycock)

Using Lead Generation services
by Jennifer Laycock - Over the last couple of years there have been a number of companies that have sprung up across the web offering to generate leads for your business. These companies promise to drive leads to your business either for a fixed monthly fee, on a performance basis, or through a mix of the two. Typically these companies have relationships with various sites and channels across the web that deal with listings for specific vertical markets. (skip to "Using Lead Generation services" by Simon Heseltine)

Getting Into Google
by Jennifer Laycock - Last night was our third SEMNE event (Search Engine Marketing New England), and we were humbled to have Dan Crow, director of crawl systems at Google, spilling the beans about how to get your site into Google. He talked for a half hour or so, and then proceeded to answer audience questions for at least another hour. (skip to "Getting Into Google" by Jill Whalen)

Small Businesses and the Price of SEO
by Jennifer Laycock - One of the things that first attracted me to search engine marketing was the ability of small businesses to utilize new (and affordable) marketing tactics to help themselves compete with larger companies with deeper pockets. Unfortunatey, as search marketing has exploaded, so has the cost of a search engine marketing campaign. In his "Small is Beautiful" column over at Search Engine Land today, Stoney deGeyter asks "Can Small Businesses Really Afford SEO?"

The Web Ego as a Motivating Factor
by Jennifer Laycock - Back in my ten part series on "Making Link Bait and Viral Marketing Work," I wrote an article about tapping into motivating factors to get more people to talk about or write about your products and services. One of the strongest motivating factors I explored was "appealing to the ego." Rohit Bhargava explores this idea today at his Influential Marketing Blog.

When it Comes to Wikipedia Nofollow Doesn't Mean No Value
by Jennifer Laycock - In the land of link obsessed search marketers, the nofollow tag is not popular. Especially when sites like Wikipedia make use of it. Why? Because the nofollow tag means that search engines won't pick up the incoming link and use it to boost search rankings. Yes, a link on Wikipedia can be incredibly useful in terms of direct traffic, but if you're obsessed with links for the sake of increased rankings, a nofollow can be a deal breaker.

The 50 Best Websites of 2007
by Stoney G deGeyter - Do you ever get the feeling that there are super cool websites out there that you have not discovered? Sites that everybody is talking about, except to you? Well, fret no longer, young Internet Junkie. Time Magazine, in partnership with CNN.com has issued their report on the 50 Best Websites for 2007.

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Search Engine Books & Services (Classifieds)

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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 Offers "No Ads" Site Search to Small Business
Webmaster World - "For a basic $100 a year fee, Google's Custom Search Business Edition will sift through up to 5,000 web pages. Larger websites can pay $500 per annum to search as many as 50,000 web pages."

The Future Of The Serp
Cre8asite Forums - "I agree that user behavior is a driver in changes, and in reranking pages. But, the movement is towards reranking based upon the intents of individual searchers. I'm not sure that he gets this. A search for [java] might mean coffee for me, a programming language for someone else, and an island for another person. The search engines don't want to find the "best" page, but rather the "best" page for the person conducting the search. That's a difference that is significant."

Finding Good, Affordable Freelance Writers
Cre8asite Forums - "I needed writing done for a new website of mine and I couldn't believe the great quality of writing I got from people I hired through Elance. I couldn't decide who to pick, so I selected 5 writers and gave them each 2-3 articles each. I provided them with the keyword phrases to use. They were all great. I had a retired teacher and a recent graduate student and other experienced, quality people. I paid from 1.5 cents per word to $.10."

Confusing Similarity & Domain Wars
Cre8asite Forums - "I am dismayed that someone else has registered a domain so similar to mine and I can see that these two sites could create confusion in the minds of Internet users/searchers/customers."

Who Is Responsible for Web Accessibility?
Webmaster World - "...the author suggests that you can't take all the blame, you need to push some responsibility on the end user too. Accessibilty is a shared responsibility between the webmaster, the user agent (ie. browser makers), and the end user. When do you draw the line insofar as accessibility goes? Are you doing too much?"

Google Plans a New Meta Tag - "unavailable_after"
Webmaster World - "Jill Whalen reports from the third SEMNE event (Search Engine Marketing New England), that Dan Crow, director of crawl systems at Google, gave feedback on a number of issues - including plans for a new unavailable_after meta tag that will identify time-sensitive content."

Why Do They Bother?
Cre8asite Forums - "...I don't remember anyone saying they get much traffic from Yahoo! or the number 3 guy. So the question comes to mind. Why do they bother? I know the answer is money and also maybe a bit of vanity that they are still in the race."

Social Media "Share This" Buttons
High Rankings Forum - "...are these little buttons actually necessary? Does anyone have any evidence that these buttons are beneficial to Social Media Optimisation or would you agree with me that they are just a load of gimmicks to promote the social networks themselves."

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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.)

Do You Work With Family Members?
"For years, I resisted hiring family members to work in my various businesses, because I'd heard the horror stories about working with your family. ...Do you or have you ever worked with members of your family? How did it work out?"

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$50 in clicks to new advertisers.

LookSmart

LookSmart gives you the power to acquire 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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