Search Engine Marketing News - 2007-08-29

Hi Everyone,

Well, I survived my first Search Engine Strategies Conference. I only met about half the people I had planned to but I ended up having twice as much fun as I thought I would. And, I was even able to get a good amount of work done and drum up some business. There are some pictures here and I'll add to the collection during the next couple of days.

Have a great week!

Robert Clough



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Search Engine Marketing Articles

A Successful Viral Campaign Relies on Knowing Your Audience
by Jennifer Laycock - Last week in San Jose I found myself reminding people over and over that a good social media campaign focused more on reaching your target audience than it did on reaching "a lot of people." Sites like Digg, Facebook and YouTube get a lot of press, but they may not be the best outlet for your company's viral campaign.

The Domaining Revolution: Lessons From The Domain Roundtable
by Todd Mintz - The domaining industry now is like SEO back in 2000 when I started learning search. There is still plenty of opportunity to jump in, learn the ropes, and make spectacular profits. Hopefully, most SEOs now know that the intrinsic value of a domain name can far exceed the slight search engine benefit accrued from having the targeted keyword present in it.

Building Hub Links: a 5 Point Strategy Guide for Creative SEOs
by Garrett French - Back link analysis processes have become the foundation for my content creation and link building efforts these days. This post is an outline of my methods for the more creative SEOs out there - the article marketers and bloggers seeking to build powerful, business sustaining links - who have perhaps overlooked some crucial publishers and communities to target with awesome content.

Lessons From Blockbuster: Money For Nothin', and the Survey's For Free
by Stoney deGeyter - What happens when a company asks users to spend a great deal of time filling out a "customer experience" survey, but fails to offer anything up in return?

 

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

A Successful Viral Campaign Relies on Knowing Your Audience
by Jennifer Laycock - Last week in San Jose I found myself reminding people over and over that a good social media campaign focused more on reaching your target audience than it did on reaching "a lot of people." Sites like Digg, Facebook and YouTube get a lot of press, but they may not be the best outlet for your company's viral campaign. (skip to "A Successful Viral Campaign Relies on Knowing Your Audience" by Jennifer Laycock)

A Look at Search Engine Strategies Speakers and How Well They Brand Themselves, Part I
by Stoney G deGeyter - While I was live blogging the search engine strategy sessions last week I was often in a hurry to find links to each presenter's website. Come to find out, in some cases it wasn't as easy as I thought it would be. In some cases I was able to find a speaker's company name fairly easily with a quick Google search. But other times I was left actually guessing to make sure I got the right company.

The Skinny on Mobile Search
by Jennifer Laycock - There's a great article over in Information Week that explores the ins and outs of mobile web sites and search engine optimization. From the basics of optimizing your mobile sites to the difficulty in tracking and analyzing mobile traffic, Stephen Wellman picks Winksite founder David Harper's brain about the best way to get your content in front of cell phone users.

Interview on Content and Viral Marketing
by Jennifer Laycock - WebProNews has published the video interview I did with Abby Prince during last week's Search Engine Strategies conference in San Jose. Abby and I discussed creative ways that businesses can develop new site content, the best way to build a viral strategy and how conference attendees were reacting to the overwhelming information from the show.

Online? Offline? Integrate!
by Diane Aull - Does your business market offline as well as online? Do you take your offline marketing campaigns into account when deciding what terms to target for search engine optimization? If not, you might want to think again...

The Domaining Revolution: Lessons From The Domain Roundtable
by Jennifer Laycock - The domaining industry now is like SEO back in 2000 when I started learning search. There is still plenty of opportunity to jump in, learn the ropes, and make spectacular profits. Hopefully, most SEOs now know that the intrinsic value of a domain name can far exceed the slight search engine benefit accrued from having the targeted keyword present in it. (skip to "The Domaining Revolution: Lessons From The Domain Roundtable" by Todd Mintz)

Building Hub Links: a 5 Point Strategy Guide for Creative SEOs
by Jennifer Laycock - Back link analysis processes have become the foundation for my content creation and link building efforts these days. This post is an outline of my methods for the more creative SEOs out there - the article marketers and bloggers seeking to build powerful, business sustaining links - who have perhaps overlooked some crucial publishers and communities to target with awesome content. (skip to "Building Hub Links: a 5 Point Strategy Guide for Creative SEOs " by Garrett French)

See My Interview with Sage Lewis
by Jennifer Laycock - It seems like every time I head to a Search Engine Strategies event, I run into more and more Buckeyes. Fellow Ohioans Matt Bailey, Laura Thieme, Jeffery Rohrs, Chris Caputo, and as of this week Chris Boggs are only a few of the brilliant search marketers representing my home state at these shows. So when Sage Lewis of SageRock asked if I'd do a video interview with him on the floor of Search Engine Strategies San Jose, I had to say yes.

27% of the Top 100 Internet Retailers Still Missing the Boat on SEM
by Jennifer Laycock - Despite the fact that two years have passed since Oneupweb last analyzed the top 100 Internet retailers to see how well optimized their web sites were, little has changed in terms of how many companies are utilizing search engine optimization and paid search advertising strategies.

A Look at What It Takes To Run an SES Conference
by Jennifer Laycock - Andrew Goodman, author of "Winning Results with Google AdWords," editor at Traffick.com, founder of Page Zero Media, a frequent speaker at industry conferences, and conference chairman at SES Toronto, was kind enough to chat with me in Toronto about what goes into planning an SES conference. (skip to "A Look at What It Takes To Run an SES Conference" by Pauline Kerbici)

Lessons From Blockbuster: Money For Nothin', and the Survey's For Free
by Jennifer Laycock - What happens when a company asks users to spend a great deal of time filling out a "customer experience" survey, but fails to offer anything up in return? (skip to "Lessons From Blockbuster: Money For Nothin', and the Survey's For Free" by Stoney deGeyter)

SEO, Getting Through Barriers
by Manoj Jasra - One of the most interesting presentations at Search Engine Strategies was presented by Bill Macaitis, VP Online Marketing at Fox Interactive. Bill Macaitis provided a list of 20 ways to push SEO projects past existing in house/client related barriers. Below is Bill's list and I have also added descriptions as I saw fit.

Part Two: White Hats, Black Hats and Thinking Caps
by Diane Aull - Continuing the discussion of the alleged reputation problem for SEOs. It's not just about what SEOs do. As long as clients insist on handing over their money to unscrupulous or incompetent consultants just because those consultants tell them what they want to hear, they have little room to complain when the results they get are less than satisfactory.

White Hats, Black Hats and Thinking Caps (part one)
by Diane Aull - There's been talk lately about the supposed "reputation problem" for the SEO industry. So what do you think? Do site optimizers have a bad reputation? If so, where did it come from? And what can be done about it? In Part One, we look at it from the SEOs' perspective.

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Readers Respond...

In response to Online? Offline? Integrate!, Paul from Internet Business for the Masses wrote:

"Integration is key. If you own a brick and mortar business you should definitely take the extra step and set up shop online as well. You can reach a much broader market and feed any potential customers the information that you'd like them to see."

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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.)

Sub Domain For "products" Or Another Url?
High Rankings Forum - "This is a business decision, not an SEO decision. So, put the content on a domain where it makes the most sense from a business / branding standpoint, and link the pages (whatever their domain name might be) together as it makes the most sense from a business / usability standpoint."

Do Your Homework Or Get Out Of My Office
Cre8asite Forums - "What is your ethical bottom line for how much research to do before pitching SEO/SEM?"

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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.)

Deboxing The Ad
"If you have boxes around your ads and are looking to increase clicks one of the easiest things you can do is simply remove any box/borders. I've been playing around with it a bit, and it is hard to draw conclusions about much ... but I've also tried the following"

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