Search Engine Guide

May 31, 2011

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Mike Moran

Digital marketing success: Do you have the one thing?

by Mike Moran

If you never give up, you'll pick up everything else you need. You'll learn what you need to learn. You'll make decisions based on results. You'll adjust what you are doing all the time. Whatever you need to understand or get done will somehow happen, all because you are not giving yourself any alternative.

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Mike Moran

Which search metrics do you show your boss?

by Mike Moran

So many people to struggle to convince the boss of the importance of SEO, but how many focus on the metrics? Most businesspeople are numbers-oriented, looking for profit margins, sales, and other measurements to run the business. Sometimes we search marketers don't think about the business, instead trying to explain how search works or why it is important. You might find more success if you focus on the numbers that will make the boss sit up and take notice....



Mike Fleming

Dynamic Keyword Research - Don't Optimize Campaigns on Sinking Sand

by Mike Fleming

Marketing on the web is demand-driven.  Searchers are looking for answers.  The best way to dominate the game is to become the best answer to their questions. This is why it's important to do dynamic keyword research instead of static keyword research.  It's also why you don't copy and paste the same ads into all of your ad groups talking about yourself and what makes you great....



Stoney deGeyter

Why Time is a Big Factor in Big-Time SEO Success

by Stoney deGeyter

Time management, regardless of your field, becomes one of the most important aspects of your professional and personal life. It affects what you can do and what your client feels you should do. Those that don't manage their time wisely are doomed to fail.



Mike Moran

What's the most important mobile marketing tactic?

by Mike Moran

Perhaps this doesn't sound like a headline that belongs in Search Engine Guide, but trust me, it is. I was at the Brandhackers Meetup Monday night in New York City on a panel focusing on what marketers need to know about mobile marketing. But what struck me is how much the audience needed to hear the most important idea about mobile marketing, which is that you don't do it in isolation. Your mobile marketing must be integrated with everything else you do for maximum effect, and I shared my opinion on what for most companies is the most effective mobile...



Stoney deGeyter

Using The Scotty Principle to Sell SEO Services

by Stoney deGeyter

SEOs that have made pie in the sky claims in order to sell you their services know they can't deliver on the results. SEOs that go by The Scotty Principle sell their services based on historical results, while ensuring that expectations are in line with reality.



Mike Moran

Search keywords are market segments

by Mike Moran

I often am asked to explain search marketing to people with no digital marketing background, and it helps to have some shortcuts. I've found over the years, that an especially helpful kind of shortcut is to categorize a particular kind of technique in terms that veteran non-digital marketers understand, because once you do that, they bring all sorts of knowledge to a subject that they thought they knew nothing about. One of my favorites is to explain how search keywords are market segments....



Mike Fleming

PPC News - +1, Call Metrics and Smartphones

by Mike Fleming

In an effort to improve relevance on the web, Google is utilizing searcher's relationships.  A new button in search results enables signed-in searchers to get recommendations on search results pages and websites from the people they are connected to through their Google profiles.  Google is saying it won't affect how quality score is calculated.  But, it does affect quality score because if the recommendations improve CTR, then your quality score improves....

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Mike Moran

Why you should treat PPC like SEO

by Mike Moran

I've been working on search engine technology since the 1980s, so there wasn't anything about organic search (SEO) that I did not pick up fairly quickly. But paid search (PPC) was another thing entirely. At first, I was flabbergasted that anyone would even want to click on a paid search result, but after a while I had to admit that those results weren't that bad. I even click on them, too. But over the years, paid search has changed a lot. In fact, I am starting to think that PPC has changed so much that you are better off approaching...



Stoney deGeyter

How Concatenation Schemas Can Make Large Site SEO a Small Task

by Stoney deGeyter

I learned a new word recently. Not a new word, really, but a new phrase combined from two of those really big words that normal people rarely ever use. That phrase is "Concatenation Schema". In the plainest, most simplest terms I could come up with, Concatenation Schema is just another way of saying "default content that changes dynamically based on category, sub-category, and product related information."



Stoney deGeyter

The Dirty Little Secret of Conversions, Part 3: Give Customers What They Need

by Stoney deGeyter

While it's great to know what people want, when you give them what they want, you only give them a partial solution. The want is the symptom. But, when you address the need, you are addressing the underlying problem and providing a much more holistic solution.



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