Search Engine Guide
Search Engine Marketing News

2009-02-11

Hi Everyone,

I hope you are all having a great week!

Rachel Phillips
Check out the Small Business Newsletter

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From Our Writers
Mike Moran

Is there a standard way to measure conversions?

by Mike Moran

I constantly counsel people to make their Web site more than just an online brochure—they must measure their conversions online and offline so they know what it's worth to bring that extra visitor to their Web site. Only then do you know what to spend on marketing. Simple, right? Not always. What do you do when you have multiple ways of measuring conversions?...

Jennifer Laycock

SEO Bootcamp: Bring in the SEO Before You Build Your Site

by Jennifer Laycock

Last week on the SEO 101 WebmasterRadio.FM show I host with Ross Dunn, we talked about some of the pet peeves we have about working with SEO clients. One of the things that came up in the discussion was companies that hire out their web development and THEN call an SEO once the new site is live. Ross and I talked about the frustration of having to tell a potential client the site they just paid oodles of dollars for doesn't have a shot in the engines, and how nice it would be if companies would call in an SEO consultant up front.

Ross Dunn

Google's Latitude Has Vast Mobile Marketing Potential

by Ross Dunn

Google upgraded its Mobile Maps application this week to enable location-awareness. Called Google Latitude, this upgrade is not ground breaking but it does signal a change for the mobile landscape now that Google has put another foot in that arena. So where could this technology lead with Google at the helm? I put a few ideas together that seem entirely plausible and totally within the realm of Google's current capabilities....

Mike Moran

How do you find keywords in a specialized industry?

by Mike Moran

I am frequently asked how to find search terms in a specialized industry—the other day I was asked specifically about the Biotech and the Medical Device industries. I think part of the reason this question comes up is that we search experts always use popular examples, such as "digital cameras," to demonstrate keyword research. But what if you sell apnea monitors? Surely a product that specialized needs a different approach, right?...

Scott Allen

In Tough Economic Times, We All Can Get By With a Little Help From Our Friends

by Scott Allen

When the economy is recessed, it's easy to go into self-preservation mode (both personally and in our businesses). Thinking about others can easily get put on the back burner. However, when times are tough, it's more important than ever that we work together and help each other out. To borrow a concept from the Beatles, we all can get by with a little help from our friends. If we all do this, we can make it through tough times, together.

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Video Cast

Sage Lewis

Sage will be back next week.

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Readers Respond

In response to... Is there a standard way to measure conversions?

Great perspective, Mike. You say... "But what if you know all this already..." and then fill in the blank w/ Web metrics. Ok but I'm confident you'll agree -- defining conversions is a good "first step" but in urgent times like these marketers are challenged to go further. Specifically, the obvious next step is to organize around behavioral conversions -- whether you're a retailer trying to induce a sale or looking to generate leads or trials that ultimately convert into a customer. This involves connecting Web metrics to business metrics and creating systems across the enterprise (not just marketing!!) to drive behavior. Marketing (the discipline) becomes shared.

Leading retail and B2B marketers are understanding the "chronology of purchase intent" and organizing around it to drive actions not just create "branding" through reach-and-frequency. Think direct marketing right? Then apply it everywhere.

As marketers we'll be paid less (in 2009 and beyond) for our ability to move customers toward a purchase and more based on the ACTIONS we create -- and measure. It all must be measured as you illustrate perfectly. Marketing accountability but across the enterprise!

More evidence from 2008 Customer Experience Impact Report (Harris Interactive):
Business leaders expect contact centers "to move from being a cost center that answers questions and handles complaints, to a more dynamic part of the organization supporting the customer and generating revenue."

Jeff Molander
JeffMolander.com
Useful insights on digital media, advertising and ecommerce



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

COPYWRITING
Practice Pacing The Rhythm Of Your Copy
WEBSITE DEVELOPMENT
Getting Visitors To Inquire
"Crufty" Web Pages
How Important Is Valid Html Source Code For SEO
ECOMMERCE
Is Paypal Considered Professional
Experiences With First Data Corporation
SEARCH ENGINE OPTIMIZATION
How To Optimize A Website In Google.co.in
DIRECT MAIL
How Many Postcards Is Considered A Good Test
OTHER SALES AND MARKETING
How To Improve My Marketing And Sales Skills
Toilet Paper & Entrepreneurs: What Do They Have In Common
How Do You Set Yourself Apart
CHAT
Lost Season V
PREVIOUS WEEK
Small Business Forum Update For February 4, 2009

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

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ineedhits

Get into Google in 7 Days - GUARANTEED!

Don't wait weeks or months for vital Google exposure.

Get your website listed in Google's organic search results in only 7 days - Money Back Guaranteed!  PLUS monthly link building to help boost your ranking.

G-Boost delivers you:
- Guaranteed 7 Day Google Listing
- Money back listing guarantee
- Monthly link building to help boost your ranking

Kick start your Google success TODAY!



Archive of Popular Forum Conversations:
Small Business Forum Update | December 16, 2009
Small Business Forum Update | December 9, 2009
Small Business Forum Update | December 3, 2009
Small Business Forum Update | November 18, 2009
Small Business Forum Update | November 4, 2009
Small Business Forum Update | October 28, 2009
Small Business Forum Update | October 21, 2009
Small Business Forum Update | October 7, 2009
Small Business Forum Update | September 24, 2009
Small Business Forum Update | September 17, 2009
Small Business Forum Update | August 26, 2009
Small Business Forum Update | September 9, 2009
Small Business Forum Update | August 12, 2009
Small Business Forum Update | August 5, 2009
Small Business Forum Update | July 29, 2009
Small Business Forum Update | July 22, 2009
Small Business Forum Update | July 15, 2009
Small Business Forum Update | July 7, 2009
Small Business Forum Update | July 1, 2009
Small Business Forum Update | June 24, 2009
Small Business Forum Update | June 17, 2009
Small Business Forum Update | June 10, 2009
Small Business Forum Update | June 4, 2009
Small Business Forum Update | May 28, 2009
Small Business Forum Update | May 20, 2009
Small Business Forum Update | May 13, 2009
Small Business Forum Update | May 6, 2009
Small Business Forum Update | April 22, 2009
Small Business Forum Update | April 15, 2009
Small Business Forum Update | April 8, 2009
Small Business Forum Update | March 31, 2009
Small Business Forum Update | March 25, 2009
Small Business Forum Update | March 18, 2009
Small Business Forum Update | March 4, 2009
Small Business Forum Update | February 24, 2009
Small Business Forum Update | February 11, 2009
Small Business Forum Update | February 4, 2009
Small Business Forum Update | January 28, 2009
Small Business Forum Update | January 21, 2009
Small Business Forum Update | January 13, 2009
Small Business Forum Update | January 5, 2009
Small Business Forum Update | December 9, 2008
Small Business Forum Update | December 1, 2008
Small Business Forum Update | November 18, 2008


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