Search Engine Guide
Search Engine Marketing News

2008-11-06

Hi Everyone,

If you're still looking for something fun yet educational to do on Friday, come see me, Jennifer and Stoney at the Learn About Web conference in Kennewick, WA. I especially encourage all of those in the Tri-Cities area to check out this event put on by Bright Web Marketing.

I hope to see you there! If not, maybe I'll see some of you in Vegas for PubCon because that's where I'm heading right after Washington. Drop me a line if you're going.

Have a great week.

Rachel Phillips
Check out the Small Business Newsletter

Learn About Web Conference Learn About Web is a conference designed to provide you with the information and technology to promote your business through the web in a secure and successful manner.

The conference caters to small and medium sized businesses seeking to utilize web technologies to communicate with customers and advance their business.
Three Rivers Convention Center, Kennewick, Washington. November 7, 2008
From Our Writers

Manoj Jasra

Google Website Optimizer: Always Be Testing

by Manoj Jasra

A few months ago Bryan Eisenberg and John Quarto-vonTivadar released an in-depth guide on testing using Google Website Optimizer called, "Always Be Testing." I had the opportunity to go through the book and thought that anyone could read it and quickly implement a testing framework using Google's website optimizer. I recently got the chance to interview co-author Bryan Eisenberg to get his thoughts on his motivations for writing the book and the benefits readers can get from it....

Stoney deGeyter

Comprehensive Guide to Keyword Research, Selection & Organization, Part XI

by Stoney deGeyter

Organizing your keywords into an effective marketing strategy is the most important of the four phases of keyword research outlined in this document. While most often SEOs and keyword researchers focus on the research phases, organizing your keyword properly can truly help you create a vastly more successful optimization and marketing campaign.

Stoney deGeyter

Comprehensive Guide to Keyword Research, Selection & Organization, Part XII

by Stoney deGeyter

The process of organizing your keywords is similar to the process of splitting a single core term into multiple cores, only its done in a much more fine-tuned scale. With core terms you were dealing with multiple themes, or different ways to search for the same product. In this phase we are working with only a single core term and deciding how to segment literally hundreds of phrases into manageable groups that are similar in nature.

Scott Buresh

The Evolution of Online Advertising Technology - More Targeting, Less Privacy (Part Two)

by Scott Buresh

Even with the cookie-type behavioral advertising technology, there was a way for users to prevent these ads from targeting them. They could set their machines not to accept any cookies at all by setting their browser security setting to high. This solved the privacy issue, although many websites would (intentionally or not) render improperly with this setting on.

Jennifer Laycock

Online or Off, it's All About Follow Through

by Jennifer Laycock

Anyone with a brick and mortar presence who has tried to calculate the true ROI of organic and paid search knows how hard it can be to tie an offline sale with online research. We know shoppers end up conducting multiple searches and visiting multiple sites before they end up buying and that they usually end up buying offline and yet we fail to tie our marketing efforts together with any type of consistency.

Diana Adams

Where Do You Set AdWords Match Types?

by Diana Adams

If you read my last post where I asked "Can You Make Sense Of Match Types," you learned about the four different match types: Broad match, "Phrase match", [Exact match] and -Negative match. We discussed how knowing the match types is only one part of using them. It's equally important that you know where to go to set and how to tell Google that you want to use a match type other than broad match....

Mack Collier

Your Blog is Reallllllly Boring...

by Mack Collier

I'm noticing recently that a lot of business/company blogs are very stale and boring. Here's some simple ways you can add flair and personality to your blog.

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Video Cast

Sage Lewis

Sage Lewis

What's All the Buzz? Blogging's Not Really Dead

by Sage Lewis

In the news this week, BuzzLogic reports that blogging is in fact NOT dead.  After conducting a study with Jupiter Research, they found 50% of blog readers say blogs influence their purchasing decisions.  Another study, done by Microsoft, "Reveals the Online and Digital Behavior of Women," showing that 86% of women pass along interesting finds to others and 85% say email is the most important tool.  Sage also highlights a post by Mike Blumenthal about how easy it is to have your local business listing in Google hijacked; he strongly encourages everyone to immediately go claim their local business center...

Sage Lewis

The Choice of Pepsi is Bloggers

by Sage Lewis

The story of the week goes to Jennifer Laycock for her article, The Choice of a Social Media Generation, about Pepsi's new marketing campaign to influential social media bloggers.  Twenty-five influential social media and online marketers were chosen to help launch Pepsi's new campaign.  The only glitch that Jennifer finds with Pepsi's strategy is that they chose the wrong people; they should have chosen people who are influencers within the Pepsi arena, not just social media.  All in all, the fact that major marketing agencies are seeing bloggers as legitimate marketing outlets, is still good news....

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Readers Respond

In response to... Marketing in Hard Times: Pricing

Diane, thanks so much for this insightful post. Our new start-up in smack in the middle of setting our pricing strategy and this really hits home. I absolutely agree that perception is much more important than reality when it comes to pricing. Look at companies like Amazon.com that call their strategy "value pricing." Value means the consumer feels like they are getting a fair price for the entire experience, not necessarily the lowest price. Our new start-up will be competing against Walmart (Alice.com), and we intend to do exactly what you've mentioned in this post.

Mark McGuire
Alice.com
Working hard to make sure you never run out of deodorant and rid the world of Wal-Mart



In response to... Marketing in Hard Times: Pricing

Personally I think a lot of people on the internet are not making the money they should. Many times I see pricing that I would bet is actually loosing money. I think a significant part is newer businesses, that are not selling anything and instead of realizing that they are not getting customers to their website, immediately think it is price and start lowering their price and many tend to do it too much.

I think that many miscalculate their profit. Profit is NOT sales price - cost. At the very least, about 3% (as average) should also be deducted for credit card processing fees. Most are drop shippers and also forget to deduct the drop fee. For example, the average new store owner would probably think a 25% markup would be a good profit and it would be for a higher priced item. But how about the lower priced items? One of the largest wholesalers charges a $3 drop ship fee. Some charge $4, $5 and more. So for a $20 product the new store owner charges $25 thinking they make $5 on the item. I have had people actually tell me this.

The truth is, they do not come close. When they sell it for $25 and pay a $3 drop ship fee and another 3% for credit card processing fees, their real gross profit $25 - $20 cost - .75 processing fee = $1.25 which is no where near the expected 25%. It is ONLY 5% and that does not include the cost of returns for that particular item.

We decided a long time ago not to compete on price (although we do pay attention to price). In fact when we get a call asking us to beat someone's price, we politely tell them to go back to the store they got the price from and make their purchase. We think customers should shop for bargains, but we do not support the back and forth bartering. The reason is simple. It is not worth our time.

Who would want to get call after call asking you to beat someone else's prices? We are NOT a flea market, nor do we want to be. And we certainly do not mind loosing a sale or 2 now and then. So cut your prices if you want to, slash them to the bone, it is your right. But on lower priced products, we would rather sell 1 item and make $20, then to sell 5 items and make $4 each. Way less work, less aggravation and less returns. And yes, we are very profitable and have been since we stopped pricing to beat everyone else.

Frank



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Recent Conversations In Our Small Business Forum
A list of popular small business forum threads from the last week

SEARCH ENGINE OPTIMIZATION
Can't Crack Google - Need Advice
BLOGS AND BLOGGING
Article Series On Business Blogging
ECOMMERCE
Help With Forum Member Subscription Services
REVIEWS
New Calendar Marketing Concept
New Venture: TameMyCredit.com
I Need Your Help Deciding On A Domain Name
SMALL BUSINESS ISSUES
Need...Advice On Fund Raising Event
Starting A Distributorship
Finding A Wholesaler Without A Brick And Mortar Store
PREVIOUS WEEK
Small Business Forum Update For October 28, 2008

(If you like our search engine news, you'll love our small business news.)

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Learn About Web Conference Learn About Web is a conference designed to provide you with the information and technology to promote your business through the web in a secure and successful manner.

The conference caters to small and medium sized businesses seeking to utilize web technologies to communicate with customers and advance their business.
Three Rivers Convention Center, Kennewick, Washington. November 7, 2008
Archive of Popular Forum Conversations:
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