Search Engine Guide
Search Engine Marketing News

Week of 2008-05-21

Hi Everyone,

Even if you don't like Nutella (or know what it is) be sure and read Jennifer's post about it. It perfectly illustrates the value of monitoring and participating in "the conversation" by using tools like Twitter and Google Alerts. And, it shows exactly how to capitalize on what you find.

Have a great week!

Rachel Phillips

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From Our Writers
Jennifer Laycock Stoney de Geyter Diane Aull Debra Mastaler Paul Jahn Manoj Jasra Liana Evans David Wallace Sage Lewis Mack Collier Karri Flatla Jackie Baker Ross Dunn Scott Allen Diana Adams Mike Moran

Featuring: Jennifer Laycock, Stoney deGeyter, Diane Aull, Debra Mastaler, Paul Jahn, Manoj Jasra, Liana Evans, David Wallace, Sage Lewis, Mack Collier, Karri Flatla, Jackie Baker, Ross Dunn, Scott Allen, Diana Adams and Mike Moran.

What Nutella (and I) Can Teach You About Blog Marketing

by Jennifer Laycock

Yesterday I spent the day at a small conference here in Columbus put on by Ohio Web Leaders. They'd asked me to come and speak about blogging for business and blog marketing to a mix of small business, PR types and in-house marketers. Now I always try to break things down into every day life examples, but thanks to an off handed comment about Nutella, I had a chance for a great object lesson.

You Could Get Better Advice on a Plane...

by Matt Bailey

Anyone who has worked for or run a small business knows how hard it can be to get good marketing advice. Everyone from the high priced consultant to the guy you buy your laptop from has advice on how to get ahead online. Most of them are wrong. It can leave a small business owner so desperate for advice, they'll take it from anyone. Even the guy sitting next to them on the plane...

More Journalism, Less Marketing

by Mike Moran

I read a recent interview with marketing guru Guy Kawasaki by Lee Odden, where he said he didn't know anything about search marketing except to "write good stuff." It sounded almost apologetic, but you should know that producing content that...

Interview with Search Marketing Recruiter Anna Martin

by Todd Mintz

The word “recruiter” tends to polarize people in the search marketing industry. However, recruiters serve a necessary function in finding “hard to find” talent for companies and so long as there is a massive shortage of qualified SEM employees available for companies to hire, professional SEM recruiters will do an excellent business.

57 Ways to Get the Most out of Gmail

by Manoj Jasra

Do you consider yourself an advanced Gmail user? I thought I was too until I saw the post titled: "57 Habits of Highly Effective Gmail Users" at CollegeDegrees.com. The team over there has a compiled a list of 57 tips,...

Please Stop Abusing Your Hx Tags, It Doesn't Help Your SEO Efforts

by Stoney deGeyter

I don't think that the Hx tags are near as important as many people think. But I do believe they play an important role in putting the page hierarchy into expression. Improper usage of HX tags can throw the site hierarchy out of alignment, as well as your search engine optimization efforts.

How to Fail at Social Marketing

by Diane Aull

We've probably all heard the horror stories of people whose articles hit the front page of Digg and their servers crash under the strain of all the traffic this generates for them. Want to ensure this doesn't happen to you?...

How to Use Your WWW. to Prevent Duplicate Content

by Stoney deGeyter

In this installment I'll provide one of the best permanent fixes to inadvertent duplicate content that is common with business websites. The implications of this can be pretty significant depending on the size of your site.

Effective Internal Linking Strategies That Prevent Duplicate Content Nonsense

by Stoney deGeyter

How you set up your internal linking structure plays a significant role in whether you set yourself up to appear if you have duplicate content on your site or not. Some things we do without thinking, setting ourselves up for problems ahead. With a little foresight and planning, you can prevent duplicate content issues that are a result of poor internal link development.

Code Placement and Accuracy of Analytics

by Manoj Jasra

Ever wonder how your websites' data in your analytics reports would be affected based on the placement of your analytics code on the page? Eric Enge and his team at Stone Temple Consulting have begun answering this question by testing...

Site Clinic: Beat Competitors With Better SEO And Backlinks

by Jackie Baker

This week we are taking a look at GolfAsian.com, an agency that plans golf vacations in Thailand, Cambodia, and Vietnam. With a well-organized website and great customer service, they are poised to become a leader in the golf vacation industry...

Social Networking Holds True Value for Small Business

by Jennifer Laycock

When you do what I do for a living, it's a constant battle to remind yourself that not everyone lives and breathes online marketing. The true challenge of small business education isn't really in teaching people what they need to know...it's in convincing them they need to know it. That's why I couldn't resist writing a rebuttal to an article over at Anita Campbell's Small Business Trends site by John Mariotti called "Ten Reasons I Won't Use Social Media Sites."

Two Handfuls of Tips for Picking Keywords

by Jennifer Laycock

If you've been reading about search engine marketing for more than, oh...about five minutes, you know you need to pick and target keywords and phrases as part of your campaign. You might even be familiar with some of the popular keyword tools and know about concepts like the keyword long tail. Heck, you might have already picked your phrases, optimized your site and moved along to other projects. No matter what point you're at, you need to read Christine Churchill's latest article over at Search Engine Land about selecting your keywords.

Book Review: Landing Page Optimization

by Mike Moran

At Search Engine Strategies in March, Tim Ash walked up to me after my speech and handed me his book. I (ashamed to say) did not know Tim and had not heard of his book before then. I leafed through...

How to Create Printer Friendly Pages Without Creating Duplicate Content

by Stoney deGeyter

When it comes to issues of duplicate content, one of the most frequent offenders is the "printer friendly" page. Just about any kind of site can benefit from creating printer friendly versions of their pages, but improper implementation of these pages can wreak duplicate content havoc on your site.

SEM Boot Camp - Paid Search Rules

by Diana Adams

In my last post I identified where paid ads display on the different search networks. This time I thought I'd create a brief outline of what the ads themselves actually look like, and explain some of the basic 'rules' associated...

Free Survey Tool Fuels Marketing Insight

by Ross Dunn

Over the past few days I have inexplicably come across a number of marketing tools that were new to me; I am not sure if it was by chance or a lot were just released or something. Anyway, I am...

Shopping for a Viral Video at YouTube

by Jennifer Laycock

It's no secret consumer generated content is hot. Both McDonald's an Apple have bought the rights to content found on YouTube and turned them into commercials in recent months. Consumer generated content has a "real" feeling to it and can often be purchased for far less than the cost of custom created ads. So I'm wondering, why haven't more small businesses thought of exploring this option?

Google Offers Stronger Conversion Tracking via AdWords

by Jennifer Laycock

If you are a Google AdWords advertiser and rely on Google's conversion feature to help you figure out your campaign budgets, you'll be interested to learn more about some conversion tracking features they put into place last month. John over at PPC Hero has a nice write up on the features and how you can apply them.

Securing A Domain Name Isn't Enough... Did You Secure Your Twitter Name Too?

by Stoney deGeyter

The last thing you want is someone out there twittering in your name. Maybe they have good intentions for you, but maybe they don't. In either case, they are out there engaging in the community saying things that may appear to be official company communications.

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Video Cast

Sage Lewis

Matt Cutts' Video Is Cream of the Anti-Spam Crop

by Sage Lewis

Google engineer, Matt Cutts, steals the show with his Web 2.0 expo video "What Google Knows About Spam." Sage extols the virtues of watching the video if you're looking to avoid spam in your own site and also if...

Shoemoney Spouts Off While Google Keeps Growing

by Sage Lewis

This week, Sage addresses Shoemoney's article "SEO Has No Future," in which Shoemoney talks about Google-influenced search results and the pervasive problem of web spam in the industry. Sage proposes that the article is possibly nothing more than a...

Work for the Presidential Hopeful, Just Ask.com with Your Words

by Sage Lewis

Sage talks about Google's expansion of their Beta version of "Automatic Matching" for Google AdWords and brings to light SEMPO's latest survey about online advertising. The survey found that 57% of online advertisers would rather target age and gender...

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Readers Respond

In response to... What Nutella (and I) Can Teach You About Blog Marketing

"Delurking to comment - long-time reader, but I just posted about an organic Nutella-type spread yesterday and people went bananas!"

"I think something else to learn from Nutella is : give people what they want - when you find the right people to target (other food bloggers in this case), they will beg YOU for an opportunity to try something. I have 58 comments and counting :) for a free jar."

Sara
Ms. Adventures in Italy
My Stomach and the World. Food, Recipes, Travel.


"This is a great illustration of why some behaviour I've started to see works. I've heard of a few instances recently where buzz monitoring online (be it via twitter or google blog alerts or other means) has lead to some cross-channel communication and even physical goods exchange. It's a great way to really drive home the significance of [what] this means of communication."

"People are starting to dismiss services like twitter for 'the buzz'. Comments can be made so fleetingly, how do you make sense of it all, or even assess if any of it is really relevant? But taking it off the channel, or making it into something even bigger (someone doesn't know what nutella is, then 'did you hear what nutella did', then 'wow, nutella did...') starts to make it less about the product and more about the brand and even about a given moment in time and an event. It stands out for being unexpected and really draws people's attention."

Andrea Hill
afhill.com

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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.)

Weekly Wrap of the Hottest Small Business Threads

Chris Logan shares the buzz from our small business forum.

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Adapt SEM

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Attend our Webinar to learn how to manage PPC better with Adapt SEM software.

More than just bid management, Adapt SEM helps you:

  • - research competitors
  • - track progress
  • - test & optimize ads

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