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SEO Guide: How to Properly Move Domains

2009-08-12T10:51:00.002+05:30

Posted by Danny Dover on August 6th, 2009

Moving domains can make a tremendously negative impact on search engine rankings. This is because the major search engines use metrics on both the domain level and the page level to determine rankings. When a webmaster decides to switch to a brand new domain, they are resetting their domain metrics to zero whether they know it or not. Luckily, there are steps one can take to minimize and in many cases completely negate the affects of a domain move.

SEO Guide: How to Properly Move Domains

Task: Redirect all of the pages from one domain to an entirely different domain.
Example of End Result: www.example-old-site.com/ and all of it's pages redirect to www.example-new-site.com/ and it's corresponding pages.

Create a sitemap for your old domain.
Create content (contact information, description of your company, indication of future plans) and something link worthy for the new domain. (You should start trying to build links early)
Setup the new domain and make it live.
Register and verify your old domain and new domain with Google Webmaster Tools.
Create a custom 404 page for old domain which suggests visiting new domain.
In a development environment, test the redirects from the old domain to the new domain. Ideally, this will be a 1:1 redirect. (www.example-old-site.com/category/sexy-mustaches.html to www.example-new-site.com/category/sexy-mustaches.html)
301 redirect your old domain to your new domain.
Submit your old sitemap to Google and Bing. The submission pages are within Google Webmaster Tools and Bing Webmaster Center (This step will make the engines crawl your old URLs, see that they are 301 redirects and change their index accordingly.)
Fill out the Change of Address form in Google Webmaster Tools.
Create a new sitemap and submit it to the engines. (This will tell them about any new URLs that were not present on the old domain)
Wait until Google Webmaster Tools updates and fix any errors it indicates in the Diagnostics
Monitor search engine results to make sure new domain is being properly indexed.
Do your happy dance!

Note: You will need to maintain control of the old domain so that the 301 redirects stay valid.

Resources: http://www.seomoz.org/blog/seo-guide-how-to-properly-move-domains

Answers to Social Media Questions You Should Know

2009-08-10T10:53:00.002+05:30

Posted by Lee Odden on Aug 7th, 2009

In the course of providing consulting services and conducting training programs for companies on social media marketing & PR or a combination of SEO and social media, there are some common questions that have come up. I thought it might be useful for readers if I documented a few of them here along with answers.

“If we open up to comments, won’t people criticize us?”

This is one of the most common questions I hear. Companies have traditionally feared negative content posted online because bad news travels fast and most businesses aren’t entirely sure of how to deal with online criticism.

Even more of a concern is the fear that after creating social content for the purpose of building goodwill, positive buzz and influencing sales, an angry troll decides to use that platform for their sinister purposes.

To begin answering the “won’t people criticize us” question, let’s start with a “Yes, they may”. The reality is that if a company has angry customers, they are already talking. It’s amazingly simple for anyone to publish their opinion online. Mobile phones make every customer an instant window into the service quality of your company. So if they already think what they think and are posting their opinions online, why not have them do so “in your own backyard”?

You’ll likely never “control the conversation” but if dissenters can publish on a company web site, there are moderation options to display or not display that content. Additionally, customers appreciate how companies respond to legitimate criticism. Such feedback can be helpful insight into customer service and product quality issues. Brand evangelists are often quick to come to a company’s defense when unreasonably negative content gets posted. The opportunity is not to worry about negative comments as much as to identify and empower brand fans.

I heard Gary Vaynerchuk say at a conference, “Now is the time to get rid of the cockroaches in your kitchen”, meaning everything is wide open and people are going to talk. If your company has things to fear then there are other issues to deal with more important than wondering what to do if someone makes a negative comment on a blog.

“Where should we participate?”

As the saying goes, “Fish where the fish are”, so find out where your customers spend time on the social web. What roles do they often play? What are their information discovery, consumption and sharing preferences? Where and how your customers spend their time with social media sites as well as the objectives for your own participation should guide the decision as to which specific services to start with.

A few ways to discover where your customers are on the social web include:

Participation – Search, get recommendations and follow links to social applications and join them. While time consuming, there is no substitute for being actively involved with a community to learn about customers.
Social Media Monitoring – There are numerous tools for keyword based monitoring that can provide near or real-time insight into the discussions customers are having about topics of interest, what media they’re interacting with and on what social channels.
Logging existing traffic and behaviors to your web site from social media web sites. Talk to whoever manages web site reporting in your organization and see if you can get them to construct an ongoing report that segments social media sourced traffic that is already visiting your company web properties.
Surveys of your existing customers – Sometimes the best answers are simple. Want to know more about your customers’ social media preferences? Ask them.
Referencing demographic information supplied by social media sites that offer advertising. There may be debate about how specifically useful the information offered by Facebook, MySpace, LinkedIn, YouTube and other social network sites that offer advertising can be, but at a high level, it can offer important insights.
Third party data sources – While information from Quantcast, Hitwise or Microsoft adCenter Labs Demographics Prediction tools isn’t the same thing as what you’d get from some of the other suggestions above, those data sources familiar to senior management can augment your other research and get their attention for important things like, funding.

“How many interns do we need for this?”

Social media as a whole is a shiny new object to many companies and is often characterized as something that “Gen Y does” or is subordinated as a collection of small tasks, such that it is relegated to entry level staff or interns.

Corporate social participation can be a lot of work depending on the size of the company, it’s goals and more importantly, the level of social activity of its customers. Some of that work is indeed appropriate for interns and if there is deep user experience with specific services, there is insight to be gained that can be immensley valuable. Segmenting social tasks and forecasting hours should enable most companies to determine how many entry level staff or interns are needed.

However, the question about interns in a discussion about a company’s decision to engage social media needs some consideration. Social media has strategic and tactical roles and public facing activities need to be guided by individuals with deep experience and knowledge regarding Customer Service, Marketing, PR, Sales, Talent Acquisition and even Legal.

Is an intern the best choice to be the face of a company? Pizza Hut thinks so. In the case of the Young and Free campaign by Servus Credit Union, yes. But only with very careful consideration and selection. Other companies put seasoned marketing, customer service or communications professionals in those positions. While the funding debate goes on in terms of justifying the expense of a senior person for a community manager role, the question to consider is, “Who is best qualified to represent your brand?”.

“What is the exact ROI from social media?”

The inevitable ROI question is an important one. How do you measure the ROI from public relations, community involvement, attending industry events, focus groups or recruiting? What is a relationship with a customer worth? Or with an industry analyst, journalist or blogger that writes about your company?

Social media participation can serve many outcomes for a business. The key with measuring Social Media ROI is to identify specific goals, build a strategy and execute either a full program or a pilot with the ability to measure outcomes. Those outcomes have value and the goals/measurement piece is the first step.

If a social media effort is focused on connecting with influentials in an industry, aka digital or social media PR, KPIs might include social connections, comments, mentions, links, stories or contributed content. Jason Falls and Katie Payne have some interesting thoughts on that. For example, one of the goals for TopRank’s Online Marketing Blog is to achieve 10-20 unsolicited mentions of our company or key staff by industry blogs, publications or influentials each month. We’ve exceeded that by far.

Another example might simply be list building. Basic Facebook marketing might involve setting up a company page with useful info and discussion, promoting it to attract fans and then providing offers and incentives to join email lists that provide other useful information and benefits. Once a social subscriber/fan/follower opts-in to an email list, you can provide profiling options to ensure they’re getting relevant value and marketing offers.

In the case of 1-800 Flowers, fans can buy directly from the first online store to be launched on Facebook. There’s no question about how to measure the ROI from commerce in that situation. But online commerce is not appropriate or reasonable for many companies, so measuring outcomes that influence sales becomes the “social media ROI” answer.

Resources: http://www.toprankblog.com/2009/08/answers-to-social-media-questions-you-should-know/

10 Things You Must Check When You Re-launch Your Website

2009-08-04T10:04:00.002+05:30

Posted by Duncan Morris on August 3rd, 2009

Re-launching a site is a crucial and often worrying time. There are many many things that can go wrong, and when they do go wrong the results are often spectacular.

Over the last few years I've seen a whole bunch of sites re-launch. Almost every one of them has had some small minor issue. A small percentage have left me with some good stories to tell :-) The following is a list of 10 things that you should check prior to and immediately after you have launched a new site. I've focused the list on things that won't necessarily be immediately obvious, but with never the less cause you issues at some point. I've also focussed the tips on a re-launched site, which has a different set of worries to launching a new site.

A number of these checks are things that will involve work at the point of go-live. Any good developer will tell you that you need to avoid doing anything at the point of go live, so you should try to get as much as possible done in advance. The good news is that the majority of the list will require changing something external to the site, so the cost of failure is lower (but still annoying).

1) Put 301 redirects in place.

You've all heard in a million times, but its important enough to say again. If you are changing URLs you must put in place 301 redirects from the old URLs to the new URLs. This is often a tricky thing to test (since in most cases the URL of the test site will be different to the URL of the final live site). Below is one fairly simple way to test that all your redirects are inplace and working as expected.

Step 1. Ensure your test environment works when given the final live URL. If you use an apache server you can do this by adding another ServerAlias to your vhost.

Step 2. Add a line to your hosts file for the live URL. The hosts file entry overrides the DNS entries and allows you to point the live URL at the test server. The effect is that when you type the final URL, rather than seeing the current version of the live site you will see the test version.

Step 3. Run a site search on google.

Step 4. You can now run through each link from those results and ensure that when you put the site live they will correctly redirect.

Step 5. Remove the hosts file entry. A simple step that is often overlooked. If you forget to remove the hosts file entry you will always see the version on your test server.

2) Add analytics code to every page

One of the most , if not the most crucial times to see what is happening on your site is just after a re-launch. Time after time people forget to add (or update) the analytics code.

Not much more to say about this one, unless you want to be blind as to what is happening on your new site, can I suggest you ensure your developers know that they need analytics code on *every* page of the website.

3) Robots.txt and Sitemaps

I debated whether to include this in the list, because it feels that this falls into regular site testing, rather than something that sits on the boundary of things you would hope your developers already knew and were testing for. I decided to include it, not least because the title says 10 things to check, and without it I only had 9!

Sitemaps and robots.txt often play a crucial role in the SEO strategy, but from my experience they are normally added on as an afterthought. You should ensure that you update the robots.txt and your sitemaps to mirror your new site structure.

4) Update Google Adwords

Prior to the site going live, you should test that site still work with the adwords tracking code. In order to track activity within adwords Google appends tracking parameters onto the URL.

A client of ours once re-launched a website that broke in horrible ways if there were any parameters appended to the URL. It took a while to track down the issue purely because no-one likes clicking on their own adverts.

The following Google help talks you through the glid parameter. In a nutshell you need to check that the following still work.

http://www.example.com/page.html?gclid=test or http://www.example.com/page.html?foo=bar&gclid=test

As part of the go live process you should also update your Adwords campaign. Whilst your users won't notice and probably don't care that the advert is taking them via a 301 redirect, this proabably won't be doing great things for your quality score. At the very minimum you should update the URLs that have changed to be be in their new format.

A re-launch is likely to give you a new set of opportunites for adwords. It's likely there are new pages that open up options for bidding on new keywords. There are probably some keywords that are no longer relevant. The worst thing you could do would be to ignore you adword campaigns, since this will inevitably lead to throwing money down the drain.

I've talked about Google Adwords because this is by far the most common advertising platform, but you should revist all of your adverstising to ensure it matches the new site.

We once took over and "optimised" a Google advertising campaign that had been spending *a lot* of money sending visitors to a page that no longer existed.

5) Review all conversion endpoints

No doubt the old site will have stunning call to actions that encourage your users to do something that is beneficial to your business. These conversions will (obviously) be being tracked somewhere. I encourage you to review anything that tracks or reports on these conversions. Most likely there will be goals or funnels within your analytics program that rely on certain URLs. You need to ensure that you update these or else it will look like your website no longer converts.

If you are driving traffic to your website using Google adwords then you will probably have conversion code on certain pages of your website. Prior to the site going live you should check that the new conversion pages also have this code. On a similar note you should also check that any e-commerce tracking is also updated and migrated across to the new site.

In general people are very reluctant to trust data put in front of them and are always looking for a way to invalidate the data so they can go back to gut feel. The last thing you want to do is to invalidate your reports by missing data for however long it takes to get the conversion or e-commerce code put back on the site.

6) Full end to end test

I couldn't write a list without begging you to do a full end to end test. No matter how much testing you have done, and no matter how confident you are that everything works, please, please, please perform a full end to end test. In the case of a site re-launch something will have changed since you did a test. It could be something as small as a DNS update, an IP address changing or the fact that you have removed a hosts file, but something will have changed since you last tested the site. Whatever it is that has changed will have invalidated all your previous tests, so please, please, please perform a full end to end test.

Often payment gateway providers only accept requests from a given IP address. We knew of a site that re-launched onto new servers. Everything went smoothly, all the tests completed satisfactorily, and the website worked as expected. You could add products into your cart, and move all the way through the checkout process. It was only when you actually clicked the pay now button when the payment gateway failed because the IP address had changed.

If you don't perform a full end to end you are leaving something to chance, and will be leaving money on the table. Your customers won't ring you up and tell you that they can't order, they will most likely just find another website.

7) Server logs

The first few hours, and days after a site has gone live is a scary time for all involved. No matter how much testing has gone on something will have changed in order to put the site live.

Ask your sys admin to give you regular reports on any status codes that aren't 200. If I was you I'd keep an eye on any 404 errors you receive along with any server 500 errors. I'd probably also be checking Google webmaster central for any errors in their crawl stats.

For those of you who use Google Analytics the following blog post talks nicely about tracking 404 errors. You have to add a snippet of code on the page, but once done you can track 404 errors from Google analytics.

8) Ranking reports

The title pretty much says it all. If your URLs are changing and you run ranking reports (or for that matter any reports that rely on URLs) you should update them. As we said previously there is nothing worse than invalidating all your reports by having the wrong URLs.

9) Email footers

I hope by now you have all taken Rand's 1st headsmacking tip to heart and have added link requests to any automated emails. If you have, then now is the time to change (or at least check) the URLs.

On a related note, any links that you can get updated from old URLs to the new URLs will prove very beneficial.

10) Monitor bounce rates

Bounce rates are often a good metric to determine how the public have taken to your new site. Avinash has talked about bounce rates and as a general rule, when Avinash talks, you should listen. It is most interesting to look at pages where the bounce rate has changed dramatically.

If it has reduced then there are probably lessons you can learn and apply to other pages on your site. If it has increased then there are lesson to be learnt, and these lessons should be learnt quickly!

As with all metrics they are only an indication, just because you have seen a change in bounce rate doesn't mean you should hurry through changes for the sake of changes.
Resources: http://www.seomoz.org/blog/10-things-relaunch-your-website

Microsoft/ Yahoo Deal Already Reshaping SEO

2009-08-01T11:27:00.002+05:30

Posted by Mihaela Lica on 31 July 2009

The search engine landscape has already changed since Microsoft released Bing: all SEOs expected the unexpected; we all knew that Bing was just the first step towards something bigger, louder, and in the end more significant. Microsoft didn’t disappoint – the latest deal with Yahoo has already stirred controversy in all SEO circles.

The pondering just started: is the deal a threat to Google?

“We’re more nervous about making sure we stay focused ourselves rather than what the competition does.” - Google’s Tim Armstrong said in 2008, in an interview about a possible Microsoft/ Yahoo merger. Will he say the same thing today, knowing that together Microsoft and Yahoo share 30% of the search market? Will he make the same statement when everyone knows that Google is losing money (proof the last AOL stake move)?

These questions concern more the SEO community and the investors than they do the users, who generally believe that the “unexpected” deal between Google’s main competitors will not change their search habits. Bing did not bring ground-breaking technology to search – all it brought was a different way to categorize results, probably copied from hakia or Kayak, but this is beside the point.

As far as how does the Microsoft/Yahoo deal change SEO, there are at least two important aspects we cannot ignore:

Bing will be the exclusive search engine for all Yahoo sites for the whole duration of the agreement (which is 10 years).
Microsoft will also have exclusive access to Yahoo’s core search technologies and will also have the ability to integrate these technologies into its existing platforms if necessary.

Based on the information above, the following conclusions are a no brainer:

SEO for Bing is worth the effort. Bing’s results are different from what Google and Yahoo display now, somehow “richer” in displaying a variety of results for a given query. With Bing powering Yahoo search we can assume that this way of serving search results will probably be adopted by Yahoo too.
We cannot be sure if Yahoo’s local search is part of the deal, but if it is Bing will have a lot to gain. Since Bing is serving local listings in the search results it becomes vital for companies to be listed in Bing’s local listing center. This does not impact businesses outside the US just yet, but it is still an important SEO pointer for the future.
Based on personal experience, it is a mistake to ignore Bing Webmaster Tools – if you don’t have an account there you are probably missing a lot of Bing traffic. Unless you want to ping Bing each time you publish new content it is advisable to submit a sitemap to Bing via Bing Webmaster Tools.
To ping Bing simply follow the formula:

http://www.bing.com/webmaster/ping.aspx?siteMap=[your sitemap web address]

Other important data you could gather from Bing Webmaster Tools: filter backlinks by top-level domain, subdomain or subfolder and filter outbound links by top-level domain, subdomain or subfolder. Bing also offers a tool that helps you see how your site performs in search results for searches using specific keywords. Comparing the data from Bing Webmaster Tools to Google you can also learn how the two search engines see your site. This will give you the tools to plan better SEO strategies for the two.
With Yahoo out of the search spectrum, Yahoo site explorer may go away too. This was an important tool to gather link information for SEOs. Many SEO tools that relied on Yahoo for link data will break too – so SEOs will face new challenges when it comes to link research.
Last but not least, MSN AdCenter will probably get more attention from advertisers in the US (where the impact of the deal is the strongest) as an alternative to Google AdWords. Microsoft ads already provide for better conversions than Google ads, but this is the first time Google actually faces serious competition in this field. 30 % of the market doesn’t sound like much, but it can soon become a threat if Microsoft proves that it can serve ads that have better quality and relevancy, and more importantly higher conversions.

This is what Google should fear. As far as SEO for Bing is concerned, in relation with PPC advertising, remember that any PPC campaign is pointless if a site is not built to sell: we are talking design, content, and usability, of course. As a final note, take into consideration the fact the Yahoo is still the most visited site in the world. A Bing search bar on such a site is in effect more popular than Google itself, or at least potentially. It appears as if MS is not as dumb as they pretend to be most of the time.

Resources: http://www.searchenginejournal.com/bing-reshaping-seo/12183/

What Site Owners, Web Developers & SEOs Should Know About The Yahoo Microsoft Deal

2009-07-31T13:06:00.003+05:30

Posted by Vanessa Fox on 30 July 2009

By now, everyone has read all about the news that Yahoo is replacing its search index with Microsoft’s Bing. In a way, it’s a great story of complete reversal, as in 2002, Microsoft didn’t have its own index and instead used Inktomi. Late that year, Yahoo! acquired Inktomi, which spurred Microsoft to start building its own search index to avoid having a search supplier owned by a major competitor. Now Yahoo is ditching its index (including all of the technology it acquired with Inktomi) to use the very index it motivated Microsoft to build.

We’ve read about what this means for advertisers (more overall traffic from the combined audience, use of Microsoft adCenter for self-serve and Yahoo!’s sales force for premium) and for searchers (they likely won’t notice), but what does the deal means for those who create websites: publishers, web developers, and SEOs?

Web Developers

The hardest hit by this change will likely be developers. Over the last couple of years, Yahoo seems to have shifted its focus from innovating the search index to innovating its developer offerings: encouraging third-party development and creating a “developer ecosystem” for search.

Any developer options that don’t rely on the Yahoo search index may be unscathed. In particular, the non-search development tools and search-related offerings that are solely focused on the user interface may continue to be supported. While Bing will power Yahoo’s search engine, Yahoo will control their user interface and likely will try to continue to differentiate there. That’s means Search Monkey, which enables site owners to enhance how their results appear on Yahoo, is potentially safe.

Build Your Own Search Service (BOSS) likely won’t be so lucky. BOSS is built on the Yahoo index as its foundation. A company can build their own search engine using Yahoo’s underlying technology and differentiate via the user experience. Essentially, that’s what Yahoo is planning to do now with Bing as their underlying technology. No more Yahoo index likely means no more BOSS. Yahoo all but concedes as much: “We can tell you that BOSS will remain live for the time being.” What does that mean for companies like hakia, OneRiot, Daylife, and Cluuz? And for that matter, all of the developers using BOSS who are now filling the Yahoo BOSS message boards with questions?

On the Yahoo developer blog, Yahoo commented that “For SearchMonkey and BOSS, we currently do not have anything concrete to tell you. Clearly, we’ll need to work with Microsoft to determine what makes the most sense for you and for us.” If BOSS’s future is left up to Microsoft, I have no doubt that future will involve migrating BOSS users to the Bing search API. In order to continue to support BOSS, Microsoft would have to completely recreate it to work with the Bing search infrastructure. Why would they do that when they can increase the audience of a product they already have? It’s possible they’ll add some of the unique BOSS features their search API (such as unlimited queries, ability to mash up the data with other sources, and ability to tweak ranking signals), but I wouldn’t hold my breath. The Yahoo BOSS team is just as in the dark as the developers wanting answers. From a message board post: “What specifically does it mean for BOSS? Honestly the team is still absorbing the implications and we just don’t know.”.

BOSS users could switch to Google’s Custom Search API, but it is more restrictive than Microsoft’s offering, and isn’t really well-suited as the foundation of a search engines or other commercial company. Several other companies offer web indices, such as CommonCrawl and Alexa, so perhaps they or a new company will take advantage Boss’s imminent demise and offer matching features.

Any Yahoo offerings that don’t rely on an underlying index, such as the Yahoo User Interface library are likely going to remain. Yahoo confirmed this in their blog post:

“We’ve also received questions about the future of Yahoo!’s other developer offerings, such as YUI, YQL , and Pipes. We wanted to let you know that today’s news does not affect these products. None of our other non-search developer products are affected.” [Emphasis mine.]

However, look for any search index-based offerings (such as the Maps API and Local API) to be deprecated in favor of the Bing equivalents once the deal goes through.

Search Engine Optimizers and Site Owners

What about those who are concerned with getting customer acquisitions through organic search? How will this change impact them? From a traffic perspective, take a look at how well you’re indexed and ranked in Bing. That’s how well you’ll be indexed and ranked in Yahoo. What do your titles and descriptions look like in the results in Bing? That’s how things will generally look in Yahoo. This might not be a bad thing for site owners, as over the last year, Yahoo’s search quality seems to have been declining to the point that I’ve been wondering if their engineering team had already begun to be phased out or least was spending a lot of time at the bar mourning the likely phase out.

Just as you don’t need to optimize separately for AOL since they use Google’s index, you won’t need to optimize for Yahoo since they’ll use Bing’s index. The exception to this may be in how Yahoo displays results. We’ll have to wait and see exactly what this means, but Bing has been trying to differentiate in display and it supposedly, Yahoo will continue to do that as well. This may mean, for instance:

SearchMonkey will continue to be important as a way to stand out in the results.
Hmm. I can’t really think of anything else.

My guess is that the robots-nocontent tag will no longer be supported, since Bing’s infrastructure doesn’t support it. The search engines have already come together to standardize their support of robots.txt and XML Sitemaps, so site owners shouldn’t worry about changing anything with those.

The bigger issue many SEOs are concerned about is Site Explorer. Site Explorer is one of the more reliable tools for competitive backlink research. You can see a substantial list of links to any site, generally ordered according to value. That’s useful stuff! Both Google and Bing Webmaster Tools provide backlink data, but only for your own sites. Yahoo will be unable to maintain Site Explorer without a search index of their own. Will Bing take it over? Well, it could add the feature to its Webmaster Tools, but Microsoft has historically been moving the other direction. They removed the ability to query their index for link data with the link: operator in 2007 and have never brought it back for competitive research.

Microsoft likely won’t be motivated to add a feature that they specifically chose to remove. And it’s not trivial to build the code to query for competitive links and store the data. Believe me, I know. I managed the process for adding non-competitive backlink data to Google Webmaster Tools. As with the potential end to BOSS, the potential end to Site Explorer opens up new opportunities for third-parties. In fact, the same companies who build a web index could provide competitive link data. Currently, SEOmoz provides Linkscape, which offers some similar features. (Speaking of SEOmoz, Rand Fishkin posted yesterday about the SEO impact of this deal.) Majestic SEO and Exalead provides link data as well.

More generally, will Microsoft step up its efforts with webmaster relationships? Yahoo used to have a fairly significant presence in the community. In addition to Site Explorer, they were a constant at conferences and participated in online discussions. That participation has declined lately, coinciding with the decline in search quality. Microsoft seemed to be rallying with its webmaster relationships with the launch of the Webmaster Center in November 2007. But Microsoft hasn’t updated the Webmaster Center with new features since August 2008. (A minor release in November didn’t add new features).

Microsoft didn’t respond to my questions about their current and future resource investment in this area. They did recently release a rudimentary SEO Toolkit, although it requires Windows Vista and IIS 7.0 to run.

And what about paid inclusion? Yahoo has long offered Search Submit Pro, which essentially enables sites to pay to be included in the organic listings. Microsoft doesn’t offer a similar product and while it’s certainly possible that Microsoft will add this product to their offerings, paid inclusion is quite a substantial shift in overall approach to organic search. It’s less about the ability to implement the technology and more about belief around what constitutes an “organic” index. Danny Sullivan asked about paid inclusion at the announcement press conference. Carol Bartz, Yahoo CEO replied, ” Paid inclusion, we’ll decide on that later.” But it would be difficult for Yahoo to continue the program on its own, as Yahoo will no longer have control over what pages are included in the search index.

In the end, it’s about the traffic

The big question is will this partnership significantly change market share percentages? Depending on whose numbers you use, Google has either 65% or 74% share in the US (more in some European countries). That puts the combined Yahoo/Microsoft share at 28% or 25.5%. That’s substantial traffic, sure, and worth paying attention to. But what will the share look like in three years once the deal is done and we barely remember Yahoo ever had its own index? My guess is pretty similar to how it looks now. Except Google will probably have slightly higher share. I just don’t see anything game changing here that will cause a mass exodus from the status quo. But I’ve been wrong before. What I do know is that site owners who have ignored how their sites were doing in Bing until now do to low traffic numbers will likely start paying a lot more attention.

Resources: http://searchengineland.com/what-site-owners-web-developers-and-seos-should-know-about-the-yahoomicrosoft-deal-23344

Yahoo-Microsoft Deal a Win for Advertisers

2009-07-30T11:58:00.002+05:30

Posted by Kevin Newcomb on 29 July 2009

Many search advertisers will rejoice at today's news that the long-anticipated Microsoft-Yahoo search deal is done. The two sides reached a 10-year agreement that has Microsoft becoming the back-end provider for Yahoo Search and Search Advertising, and Yahoo selling search ads for both Yahoo and Microsoft. Self-serve ads will be done via Microsoft's AdCenter platform.

Microsoft's adCenter platform is widely considered superior to Yahoo's Panama, and with enough volume could offer a viable alternative to Google AdWords. Not a Google-killer, mind you, but a credible place to spend search advertising budget in addition to Google.

Under the agreement, Microsoft's Bing will be the exclusive algorithmic search and paid search platform for Yahoo sites. Presentation of search on the Yahoo sites will continue to be branded and controlled by Yahoo, with a "Powered by Bing" notation at the bottom of search results.

Yahoo will continue to use its technology and data in other areas of its business, such as enhancing display advertising technology. Microsoft will gain an exclusive license to Yahoo's search technology, and will be able to incorporate what it likes into Bing. Display advertising for each company will remain separate.

"This deal is about scale," Yahoo CEO Carol Bartz said on a joint Yahoo-Microsoft conference call this morning. "Together, we can offer a real, viable option for users and advertisers." Bartz suggested the increased volume will create a better marketplace for advertisers, as well as better deals for publisher partners.

Microsoft CEO Steve Ballmer echoed that idea, adding that the increased volume of searches and ads being served by Microsoft would greatly accelerate the speed of learning from the marketplace, allowing Microsoft to improve its Bing algorithm and adCenter platform faster than it could on its own.

Many search marketers agree that Microsoft's technology combined with Yahoo's traffic will make this a good deal for advertisers.

"While Yahoo has always had decent traffic volume, their PPC tools have been sub-par. A clunky interface combined with the lack of an offline editor have resulted in a huge barrier to entry for those wanting to do PPC with Yahoo," said Melissa Mackey, online marketing manager at Fluency Media. "On the other hand, Microsoft's PPC tools are extremely robust – more so than even Google's in many ways. However, the lack of traffic volume has historically meant that relatively few advertisers choose to bother with adCenter."

Advertisers would be less happy about the deal if it were Yahoo's technology powering the combined ad marketplace, she said. Besides the technology, the community relations of Microsoft's team has been superior, according to Mackey.

Brad Geddes, founder of bg Theory, agrees: "If Microsoft had to choose between the Yahoo Search Marketing platform and team or the adCenter platform, it's a good thing they chose adCenter," Geddes said. "The issue with adCenter was always volume. It was a great platform, but had so little volume, it was often not worth the time to manage. With the combined search share Microsoft will now command, I have very high hopes for that the adCenter platform and its community will be able to accomplish. If they continue to embrace advertisers like they have, they could be a formidable force and increase advertiser adoption."

But that doesn't mean Google should be scared. While the deal definitely creates more of a threat to Google, creating a bigger #2 search engine, The gap between them will still be fairly large. Will a combined Yahoo-Microsoft be able to take share away from Google? That remains to be seen. So far, Bing has been taking share from Yahoo and other smaller search engines.

Besides that, the deal is still a long way from closing. Microsoft and Yahoo will begin submitting it to regulators in the U.S. and Europe as early as next week, but that process is likely to go on for the rest of 2009, at the very least. Once approved, the transition to Bing will take place over the next 3 to 6 months globally, and the transition from Panama to adCenter will take up to 12 months.

All told, the combined Microsoft-Yahoo search engine is likely 2 years away. That's a long time for things to go wrong, or for Google to step up its game and come out with something to make this deal irrelevant.

Resources: http://searchenginewatch.com/3634553

Invest Time in Twitter Now for Long-Term Rewards

2009-07-29T12:39:00.002+05:30

Posted by Eric Enge on 28 July 2009

There are so many different ways to engage in link building for your site. Social media networks, such as Twitter, are one of the latest vehicles for building links.

But in the long term, Twitter represents much more than just a way to build links. It's a way to establish yourself as an expert in your field, potentially drive significant traffic, and gain "social media authority," which may one day soon factor into the ranking algorithms of Google and other search engines.

Many people have written about what a great opportunity Twitter represents for publishers, and they're right. But it isn't a free ride, and requires serious effort to pull off.

The Opportunity

One of the great things about today's Internet environment is that entrepreneurs launch new types of Web properties all the time. These ventures fail most of the time.

But every once in a while, something new comes along that really begins to take off. Twitter is an example of something that appears to be on that course, although a viable financial model hasn't yet emerged for the site.

Early adopters of these newborn Web properties have a tremendous opportunity. Since they aren't well established, they have a smaller audience, and their long-term viability isn't certain, there's less competition for attention. You can leverage this to establish yourself as a topic-matter expert within this new environment.

Twitter is an environment that's growing in size and scope. New subject-matter experts are already emerging. These people use Twitter to post high-quality content, and are building a large number of followers.

If Twitter develops a stable financial model, which it needs for long-term viability, these people will be handsomely rewarded for the investment of time they've put into Twitter.

Consider the way that blogosphere emerged and evolved. Sites like TechCrunch and Mashable have emerged as major media properties.

The founders of these companies made an investment in blogging before it became mainstream. If they had instead attempted to make a similar investment in launching a new TV network or filming a new movie, their chances of success would've been much smaller. In short, the opportunity is to become a star, or a leader if you prefer, in a new medium.

Finding the ROI

New frontiers create new opportunities, but what's the nature of the opportunity? Some argue that you can get lots of traffic from Twitter. For the most part, these articles talk about getting hundreds of visitors per day to your site from Twitter.

For sites that get tens of thousands or hundreds of thousands of visitors per day, that just doesn't move the needle. So where is the ROI? Being a recognized subject-matter expert might be good for your ego, but you want it to be good for your income too.

One way to do this is to consciously focus on following major influencers from other media who are on Twitter, developing relationships with them, and getting them interested in following you based on your interactions. If they recognize you as a leader, you are, in fact, a leader.

In terms of short-term gain, this can lead to links from outside of Twitter (links within Twitter are nofollowed). Those links can drive a handsome return on the time you invested.

Links are still the short-term payout. Will there come a time where "social media mentions" are a factor in search engine rankings? Or will Twitter ever be able to send thousands or tens of thousands of visitors per day to Web sites?

Probably, but for most people it isn't here yet. But links are available now.

Focus on building a topic-matter-specific Twitter account, publish quality content, network with influencers, and you'll get links. If you do this well, and have a bit of luck, some of them may be from highly trusted and authoritative sources. In addition, you'll put yourself in a position where your direct Twitter traffic can grow as Twitter moves towards the mainstream.

Publishing this type of quality content in sufficient volume is hard work. You can't dip your toe in the water, you need to dive in, and you need to be patient because the process takes time. Focus your goals on the right objectives and your chances of success go up significantly.

Resources: http://searchenginewatch.com/3634536

International Social Media Strategy: One Size Does Not Fit All

2009-07-28T15:21:00.002+05:30

Posted by Erik Qualman on 27 July 2009

Remember when the search world was less defined than it is now? Your business was figuring out strategies for Lycos, Looksmart, Ask, YellowPages.com, Baidu, Excite, Inktomi, Dogpile, Google, Yahoo, MSN, etc. Today, most companies focus on Google, Yahoo, Bing, and Baidu.

While the social media space is becoming more defined every day, it's still the Wild West; especially when you look to take your strategy international.

Don't fear these overwhelming amounts of international options. Embrace the opportunity, because it may not last long. Consolidation could be just around the corner.

However, we should still have a few years to "play." Many search experts will tell you that it was much more "fun" during the Wild West days because there were bigger payoffs.

Now, with everyone using similar PPC strategies on primarily three search engines -- with Google accounting for 70 percent -- there's less opportunity for that huge win. However, there are still huge wins to be made in social media.

This is particularly true when you take your social media strategy international. Just like search, social media is Silicon Valley-centric.

The U.S. and Canada are great areas to look at to see what is and isn't working and apply appropriately. While it's a good practice to look at the more progressive countries, be careful, as it's not a one-size-fits-all approach.

Vincenzo Cosenza took data from Google Trends and Alexa to compile a map of the largest social networks by country. Facebook dominates in most countries, and is growing, but social network Qzone, or QQ, still dominates in China. Some reports even indicated that QQ has more activity than Facebook.

Facebook was recently banned in China, so the folks in Palo Alto, California, are trying to determine the best strategy for playing in this giant market. Still, the company views the Chinese market as an opportunity.

So if, just like in the early search days, you roll up your sleeves and attack, you could win big. Stranger things have happened.

On the search side, Baidu still owns more than 70 percent of the search market, according to iResearch Consulting. In social media, Cosenza's map shows that Orkut is still strong in Brazil and India. Friendster has faded in all but the Philippines, and MySpace is trailing in all but Guam.

Consolidation is happening, and will continue to happen, in the social media space. Until then, where do you place your bets internationally?

If you don't have people on the ground in those markets, then talk with people who do. Many in the U.S. market could tell two to three years ago that the better money was on Facebook. This was done by simply looking at the technology limitations of MySpace at the time and, more importantly, listening to what the younger generations were saying and also doing (i.e., getting Facebook accounts).

Remember, this is a people-driven economy. The same can be done in other markets.

A consultant friend in India was recently looking for help in building out some items on Orkut. She was adamant that it had to be on Orkut. However, other friends in India told me they had switched to Facebook.

I asked her what social networks she used. She said she had an Orkut account, but primarily used Facebook. When pressed for why, she said it had better functionality and her friends were also on it. She then sent me a smile emoticon on Skype as she realized that Facebook may be the better play to test out right now.

This may fail, but that's OK. It was actually easier for her to try and build out and test a Facebook application, as her programmers knew how to do this. After weighing several factors, she realized her best first step was on Facebook.

She may still do something on Orkut shortly, or the market may have evolved further as well. But by keeping her investments light, she can remain flexible and not be paralyzed by "making the right choice."

I ran into something similar in Thailand, when I spoke with a woman who was on Facebook at the concierge desk of a hotel. At the time, Hi5 was the top network there. She indicated she used Hi5 but liked the functionality of Facebook a little better.

Keep in mind, Facebook wasn't translated into Thai at this point! Imagine that, she was putting extra effort in to work around the fact she didn't speak English. So if you don't have people in the markets it's imperative that you either visit or if that's too expensive, have at least some eyes and ears there for you.

Another good place to inquire is with the networks themselves. If you ask enough Facebook reps, you can determine that their growth markets in Europe are Spain and Germany.

The translation issue can be tricky as well, but who knows, maybe you can take a page from Facebook. They set up a Wiki to allow their users to translate the site from English to Spanish -- two weeks later it was done! Buena Suerta!

Resources: http://searchenginewatch.com/3634522

PPC Bid Management 101

2009-07-27T09:59:00.002+05:30

Posted by Ron Jones on 13 July 2009

Those of you who are managing larger PPC campaigns might be looking for an automated solution to help manage the bid process. Especially those of you in companies with large catalogs, numerous demographic and geo targets might need a bid management tool. At some point it becomes too difficult to manage all of the associated complexities.

A bid management tool allows you to manage PPC campaigns across multiple search engines and provides central source for tracking and analytics. This article will look at the tools that are available to help you with this and discuss some best practices for managing your bids.

Should You Use a Bid Management System?

There is a healthy debate out there on whether or not bid management tools are really effective. It comes down to the complexity of your campaigns and whether or not using a bid management tool will help you save time and money. Many times the cost, implementation and complexity of the campaign is too high to justify, given the results.

Basically you need to account for the time and cost associated with managing your campaign, and compare how the various tools available will affect either of those. In most cases, if you feel stretched you should give it a shot. Most tool vendors offer a trial, so you can get a feel for its effectiveness before you buy.

Bid Management Tools Won't Do it All

Bid management can be a useful tool, but it is important to understand that in today's advertising environment, you need to do much more in addition to what the bid management tool can do. For instance, ad copy and landing page testing and tuning will not benefit from a bid management tool. You need to have other processes in place to manage these.

On the other hand, using a bid management tool to manage your long-tail keywords can pay large dividends. For many companies, there is a fair amount of money that is made going after the long-tail keywords. Furthermore, long-tail keywords are less competitive than the major ones, but do require you to implement huge numbers of keywords.

Lets now take a look at some of the tools that are available on the market today. Some of these tools are priced in the $200 - $500 range and others go way beyond that, depending on features.

Google Conversion Optimizer

If you're looking for a tool to help you manage your bids and you are only using Google, then you might want to consider the Google Conversion Optimizer. As with most of Google's tools, it's free if you are using AdWords. However, you need to achieve 30 conversions in the past 30 days to use it.

PPC BidMax

Formerly Dynamic Bid Maximizer, PPC BidMax is a bid management tool designed to help you manage campaigns with the big 3 search engines – Google, Yahoo and Bing.

KeywordMax

Another tool for managing your bids with all of the major search engines within one interface is KeywordMax. In addition to its bid management tools, KeywordMax also offer a host of other PPC tools like keyword generation tools.

Omniture

Omniture has established a great reputation as an SEM tool vendor. They too have bid management tools, as well as a host of others that will help you manage your PPC campaigns. Although they may be a bit pricey, the suite of tools they offer will help you with many other aspects of your campaigns.

I don't have enough space to include them all but here are a few more you might take the time to research: Clickable, Marin Software, SearchForce, Kenshoo, and Acquisio. I have not had a chance to use all of these tools personally, so feel free to share your experiences with any that you have used. Next week I will cover best practices for managing your bids.

Resources: http://searchenginewatch.com/3634372

Twitter 101: Twitter’s First Major Outreach To Business Users

2009-07-26T23:57:00.001+05:30

Posted by Matt McGee on 24 July

From traditional media to blogs big and small, there are countless stories in circulation about how businesses are using Twitter to find customers and serve existing ones. Some businesses have figured out how to use Twitter Search and other similar tools to hear what customers are saying and make connections with local prospects. But Twitter itself has been relatively quiet about all this, letting business owners and marketers find their own way when positioning Twitter as a business platform.

Until now.

Twitter has launched its first major outreach to business users: Twitter 101 for Business: A Special Guide.

Twitter 101 is tremendously well-done. There’s a Getting Started guide with step-by-step instructions to create an account; Best Practices; case studies of 10 companies, ranging from local coffee and pizza shops to huge brands like Dell and Pepsi; and even an invite for business owners to share their own tips and case studies. It introduces important terms like retweets and hashtags, and very interestingly it makes several pushes for businesses to use Twitter search and saved searches to follow conversations about companies, products, and so forth. The guide not only explains how businesses can use Twitter, but also makes the case for why they should.

“You don’t have to run a bike shop or a relatively small company to get good stuff out of Twitter. Businesses of all kinds, including major brands, increasingly find that listening and engaging on the service lead to happier customers, passionate advocates, key product improvements and, in many cases, more sales.”

The bigger picture here, of course, is that Twitter is still looking for revenue streams. Business outreach, particularly in terms of explaining what Twitter is and can become, is part of that process. Twitter is very simple … but deceptively so. When Danny Sullivan interviewed Twitter co-founder Biz Stone earlier this year, Stone shared his experiences in showing Twitter to business owners:

“Then you show them search. ‘What do you want to know is going on? What’s your business? What do you do?’ We show them that, and they say, ‘Whoa, this is crazy. Wait, I disagree with this guy. How do I talk to him?’,” he explained. “We need to reposition the product in a way that’s more relevant to people.”

This Twitter 101 guide, as Stone says on the Twitter blog, is a first step in that direction.

The second step may come as soon as next week. Stone told AllThingsD today that Twitter will launch a new home page with a search box, Twitter trends, and information about how to use Twitter.

If interested, there’s discussion here on Techmeme about the Twitter 101 guide, and Techmeme discussion here about the new home page.

Resources: http://searchengineland.com/twitter-101-major-outreach-to-business-users-22945

Don't Promote Your Website, Use Your Website to Promote YOU

2009-07-25T13:13:00.003+05:30

Posted by Stoney deGeyter on 23 July 2009

In today's business environment, a website is absolutely necessary. It provides an avenue for people to find you and find out more about you as they sit in the comfort of their homes, while waiting in line at the grocery store, sit on the commuter train, or wherever. Unfortunately too many business take the wrong approach to how they build and market their websites.

Most companies stop their website development once the site is developed, and then move into marketing mode. The website becomes another product they have to market, rather than building a website that is the marketing vehicle for their products and services. We talk about website promotion quite a bit, which we understand is the process of getting the site visibility on the search engines. But getting people to the website is not the end goal.

The website is just another something the business must have in order to do business, but it never fully succeeds in being a tool that works for them to generate business.

Online marketing is different from off-line marketing, primarily in that you have to promote the very tool you use as a promotion for your business. With radio and TV you don't have to go out of your way to get people to listen. You run the ads and people do or don't. Websites must first be optimized in order to help improve traffic and visibility before they can be used as a business generating tool.

No wonder businesses pour thousands of dollars into traditional forms of marketing (phone book, magazines, radio, etc.,) which often produces significantly less return on the investment dollar. When it comes to properly planning and executing the development and promotion of their website, well, it's a bit more complicated.

Make Your Website Promote YOU.

With some exceptions, every website has its own unique characteristics. When building your site there really is no one-size-fits-all pattern to follow. Your site should be built to fulfill your informational and sales needs, while being effective for your target audience. With that said, there are specific components that almost every website needs in order to be an effective marketing tool.

Home Page

The home page is the online "face" of your company. It may not be the entry door for every visitor, but it is your front door and you need to make sure that you have it right. The home page should provide an all-encompassing view of what you do or offer while helping to establish trust with the new and repeat visitor.

To be effective, your home page must accomplish several things:

Establish your brand: Your home page sets the tone of the visitor's expectation. Everything from brand identity to confirmation that you can provide what they need must be established here.

Display your offerings: Visitors need to be provided a quick overview of the products, services and information they can expect to find as they dig deeper into the site.

Generate interest: The home page must do more than just provide information of what you offer; it must generate interest in those offerings. It must create a desire within your visitors to click further into the site to find out more and see how they will be benefited by your products or services.

Convey trust: Your home page can often be the first impression you give your visitors, therefore it must be able to establish an element of trust. If you come across as a slick used-car salesman, or a less-than-professional hobby site, your visitors will bolt.

About Us Page

Why do visitors go to the About Us page? Its a good question that is often ignored when web developers fill the content of these pages. Too many sites simply do not provide enough--or the right--information on this page.

The About Us page should be used to provide reassuring company information such as how long you've been in business, organizations you belongs to (chamber of commerce, BBB, etc.,) mission statement, bios of the executive staff. The information you provide on the About Us page is designed to help your visitors feel comfortable doing business with your business.

Contact Us Page

Even if you have your phone number, email address, fax number and snail mail address on every page of your website, it's still important to have a full page dedicated to this exact same information. It may seem odd, but many people looking for your contact info will ignore the information on whatever page they are viewing, looking instead for the link that reads "Contact Us."

Your Contact Us page should provide several different ways of contacting you including email, phone, and a web form. You should also include a physical address and possibly even a map. This is also a good place to display hours of operation.

Product & Service Pages

If you sell a product or a service you need pages dedicated to providing details about what you offer. Many small sites can put all their product information on the home page. This is great, but you still need to provide a page with additional details. If you have more than one product, then it's likely you need a page for each and every product or service you sell.

Product pages need to provide your visitors with everything they need to know to make an informed purchase decision. Price, style, expectations, specifications, size, benefits are all required information, depending on what you're selling. Your product page can never have too much information, provided it's laid out in a user friendly format that sells the product.

Site Navigation

Construction of your site navigation can make or break your website's performance. Shoddy and haphazard navigation schemes can easily confuse visitors causing them to make that dreaded click out of your site and onto a competitor. A properly constructed navigation can help visitors easily move from page to page finding everything that they are looking for quickly and easily.

Be consistent: Don't confuse your visitors by changing how the navigation looks or by moving its on-page location to a different area. Be consistent in it's look and placement. There are many different forms of navigational elements: main menus, sub-menus, breadcrumbs, etc. All of them should work together to create a consistent and recognizable flow as the visitor navigates through the site.

Be obvious: Make sure it is impossible for your visitors to get lost on your website. You want them to know where they are at all times and how to navigate back to the current and other main sections. Make good use of breadcrumb links as this provides your visitors a great visual indicator as well as easy navigation.

Be helpful: Large websites with many pages or products can easily create a navigational nightmare. It is essential that visitors don't have to "hunt" for what they want. This can be accomplished by providing clear section headings in your main navigation. You can also assist the visitors by including a site map that can be easily accessed and a properly function site search box.

Putting the Pieces Together

A website is far more than the sum of its parts. While all the components mentioned above are necessary to have a working site, when implemented properly each component compliments the others.

A website, like any ad made for radio, TV or newspaper, it must effectively do the job it was built for: selling. Building a website is necessary for online success, but you have to go beyond the build. Websites must be promoted effectively in order to get the visitors you need, but once there the site must then be able to do its job selling. Too often we promote the site but fail to get the site to promote the products and services we want people to buy. Before you promote your site, make sure your site promotes you.

Resources: http://www.searchengineguide.com/stoney-degeyter/dont-promote-your-website-use-your-websi.php

Link Marketing Opportunities in Your Backyard

2009-07-24T10:46:00.002+05:30

Posted by Justilien Gaspard on Jul 23, 2009

You may have spent a lot of time looking far and wide for links to your Web site. But are you overlooking opportunities in your home town? Local business groups, such as a Chamber of Commerce or regional business council, can offer some great opportunities for links to your Web site. (They also present some opportunities to promote your brand locally and network with other local businesses, but that's a topic for another time.) Today, we'll explore the process of finding these link opportunities on local business groups' Web sites.

Local Business Organization

First, put together a list of all local business organization in your area -- even the very small ones. Then spend some time on each of their sites to find the low-hanging fruit, which is usually the member directory. Often, those aren't direct links.

That's when most people stop their search because the obvious link opportunities aren't present. In the process, they fail to notice other valuable links that could elevate your site into the top 10 from the 50s. It only takes a few high-quality links to make a difference.

Back to the site -- did you check their pages related to your industry? Do a simple Google search, using this code for your chamber's site: (site:chamber.com keyword). Replace "chamber.com" with the actual URL of their site, and "keyword" with broad-based terms related to your industry, such as medical, auto, attorney, etc. You may find pages that mention members in specific industries, or a place where companies in each vertical can display special offers.

Another approach is to look to see if they give direct links when they profile a company in their news section. Or find out if they need sponsors for upcoming events. Does the organization do any kind of community outreach that would draw media attention?

Of course, acquiring these types of links requires more work than simply filling out a form. They may require several e-mails, phone calls, or face-to-face meetings. Yet the effort is well worth it, in order to obtain top rankings.

Let's say you get them to profile your company in their news section. With a small suggestion, you can get a deep link within the content to one of your main product pages with the keywords as anchor text, as well as a link to your home page.

Upgrade those Links

While many would be happy with the above links, why not upgrade them? That's accomplished by getting other sites to link to your new profile page. Every time another site links to your company's profile, it increases the value of those links to your site.

A link obtained from a page with external links to that page is more powerful. Many in the industry search out those existing pages with a high number of external links.

Why not reverse engineer the process? Get the links first, then get sites to link to that page. This is especially useful because sites can be hesitant to link to an e-commerce site. It's more likely that they'll link to a trusted page on a site, such as a Chamber of Commerce.

Now promote the company profile by all means available to build those links. This includes on your own site, press releases, social media, blogs, and personal contacts. It's time to call in some favors. Don't forget your hometown free newspaper, bloggers, and media companies.

Instead of overlooking link marketing opportunities, start exploring sites deeper. Look for more than just the easy links, which often have less value, and go after those less accessible links. The results could just be top rankings in the near future for your company.

Resources: http://searchenginewatch.com/3634502

What about the Risk of Social Media?

2009-07-23T10:31:00.002+05:30

Posted by Mike Moran on 22 July 2009

Recently, a commenter on this blog asked a question that I often hear, "What do you say to corporate people worried about security risks of social media within a company?" It's one of my favorite questions, because it really exposes the way we look at risk, which is all-too-human and, simultaneously, dumb.

I like to tell people that social media does not involve a risk. It's not a risk that someone will do something dumb someday. Actually, it is a certainty. If you allow employees to use social media, someone at some time will do something mind-numbingly idiotic.

It might be, as the questioner asks, a security breach. Someone decides that a trade secret would be just the thing to spice of their next tweet. Or it might be something else--making fun of your client, or sexually harassing someone, or telling a politically incorrect joke.

And, in fact, all of these things have been done on social media, and more. The problem, however, isn't social media. It's us. If we don't have the self-control to avoid that kind of behavior, then it will come out in social media or any other place that we operate.

The reason we see social media, or anything new, as risky is as fundamental as human nature. Studies tell us that we always are more comfortable with the status quo than with change, which has probably served mankind well throughout our history.

But risk doesn't disappear just because we are comfortable and accustomed to something. Think about financial risk. Many people were once comfortable with bank savings accounts because their money was growing, but they were running a huge risk that inflation would eat alive their purchasing power. Unfortunately, the risk of changing the investment loomed larger than the risk of staying the course, which seemed safe.

Social media, and just about anything new, is the same. You always have to balance the risk of doing it against the risk of not doing it.

Resources: http://www.searchengineguide.com/mike-moran/what-about-the-risk-of-social-media.php

“Let’s Go” of the Social Web: The New Community Rules

2009-07-22T09:38:00.001+05:30

Posted by Lee Odden on 21 July 2009

How to be successful on the social web? Be useful and helpful to others. Few people epitomize this principle better than veteran internet marketer, Tamar Weinberg.

I remember some of my first interactions with Tamar years ago, involving her making sure I had all my questions answered about something I posted on IM. Tamar has blogged about search and social media marketing at 10e20, Search Engine Roundtable, Mashable and many other high profile web sites. A prolific and extremely hard working blogger, social media marketer and techie at heart, Tamar is also a “super user” of the social web. That firsthand knowledge of how to listen, engage and promote is clearly evident in her new book, The New Community Rules: Marketing on the Social Web“, published by O’Reilly.

When I was in college studying abroad, I found my “Let’s Go Europe” guide to be priceless for getting a foundation of information about the cities and cultures I would be visiting. With that perspective, The New Community Rules is a great “Let’s Go Social Web” guide for companies and individuals seeking to better understand the various aspects of social media, sites, tools, and rules of engagement.

Tamar lays the groundwork in the first few chapters with an introduction to social media marketing, listening, reputation management, participation, objectives and strategy. No book on social media marketing would be complete without a nod to Cluetrain and Tamar does a great job explaining the “markets are conversations” principle.

Using numerous examples, the rest of the book emphasizes specific social media including blogs, microblogging (Twitter), social networks, consumer generated media sites, social news, social bookmarking and shared media sites (images, video, podcasts). The final chapter wraps things up with practical advice on putting it all together with process/workflow and thinking outside the social media box.

I think what readers will find expecially useful is the straightforward and example rich approach Tamar takes in explaining how companies and individuals can succeed towards marketing goals through thoughtful participation.

Getting advice from someone who has “been there, done that’ can save a substantial amount of resources, money and shorten the time to get up to speed. Knowing both the explicit rules of engagement as well as the unwritten social rules, helps marketers become more useful and productive with the social media marketing efforts and save themselves from what could be pretty embarrasing moments.

Resources: http://www.toprankblog.com/2009/07/lets-go-of-the-social-web-the-new-community-rules/

Web Community Building: Making It Thrive

2009-07-21T12:58:00.001+05:30

Posted by Adam Singer on Jul 20th, 2009

Last week we discussed some of the reasons subscribers are vital for an online marketing growth strategy. Those reasons included:

The ~11% of web users who know to use RSS include the users savvy enough to be web publishers
You’ll become a go-to area to link to
Subscribers are your sneezers
A base of well-connected fans could very well be the cornerstone of your social media marketing strategy
Community is what makes sites worth visiting
Subscribers will motivate you to create better content
A consolidated network presence is the most effective
Social proofing benefits
Subscribers and a fan base make you less reliant on push PR

Now that we have gone through the aspects of why subscribers are vital to your brand’s digital growth, let’s get into how exactly you can foster this type of thriving community.

Build networking into the content of your site

It’s all about content, but you need to get people to notice it too. Merely publishing is not enough, make sure that in some way your content functions to connect with others. Work it artfully into the system and it can be an almost invisible part of the process. If everything you published were to in some way connect with externalities interested in sharing it your site will experience growth.

Multiple subscription call to actions

This sounds obvious except for the fact that it is so frequently missed. If the goal is community building there should exist multiple hooks to get visitors to join in addition to great content. Onlookers are fine but don’t necessarily get you to the end goal of a thriving community – conversion is key. Unmissable content is of course the real pull for people to opt in to your messages, but it should be combined with clear subscription CTAs. Utilize both areas above and below the fold. We’ve seen data from bloggers seeing twice as many subscriber conversions by applying this.

Be conscious of the law of attraction

The essence of the law of attraction is that people’s thoughts (both conscious and unconscious) dictate the reality of their lives. Let’s update this for web publishing to say that the content you publish (and even link to) dictates the community you will build. Publish snarky content and you will attract a snarky audience. Publish educational content and you will build up an group of people interested in learning. Publish content specific and uniquely useful to an industry and in time you will permeate that industry. If you follow this carefully, as few as 10 people could spark an unstoppable wave of growth. Like minded people are exceedingly well connected online, making this law extra potent.

Resist the urge to go off-topic

Thriving niche communities exist for a reason, people come there expecting a certain type of content. When that expectation is met, the relationship is reinforced. To encourage an active following with the type of subscribers discussed previously you need to consistently meet that expectation.

Study the existing communities

What’s so different about what you’re doing vs. the rest of the world? Find that differentiation point and focus on it. To ensure the differentiation point is something that matters to people within that niche, simply study the existing communities. The comments, discussions and user responses will provide you great clues into what will resonate with the group. Deliver on the topics that resonate most or even go between the lines and focus on more specific, detailed issues than the current community leaders delve into. Create something existing groups can’t ignore and your web community will achieve rapidfire growth.

Position yourself as an ally to other influencers

Ideally you want the current group of influential community leaders to point their own following at what you’re doing. This is most likely to happen when they don’t consider your content as a replacement for their own, rather they see it as complementary. If others sense you are competition or a threat in some manner you probably won’t get endorsements from them. The way around this is to publicly align yourself as an ally of the people you want to share your material. An easy first step to get on their radar is to start sharing their material, but there are even more subtle and effective ways to do this if you get creative.

Create frequent opportunities to connect your community members to each other

When you are not just forging relationships with your readers but they start to form relationships with each other, your community is reaching a mature level. As a natural part of your growth strategy you should be creating opportunities at regular intervals to connect your site visitors with each other. Web communities encourage this naturally by design, but as a leader you should also take the time to actively encourage connections in all directions, not just top down.

Be accessible as a leader

Several of the most popular blogs and web communities are lead by people who are ultra-accessible. This is no coincidence, we follow the ideas of those we have connected with personally closer than those who we only know their name and reputation. Additionally, this allows for a deeper layer of trust to be built and those valuable, lasting relationships to be forged.

Conclusion

The common ingredient of thriving web communities is of course content. Great content then spawns community which in turn creates more interest in the content. It’s an organic process when done properly, but as marketers it is important to be cognizant of the factors at play in order to provide proper consulting to those seeking to build thriving web communities. The best way to learn is to build your own and consider it your sandbox to experiment in. As it evolves, pay attention to the growth factors and social interactions at play at all levels of the development process.

Resources: http://www.toprankblog.com/2009/07/web-community-building/

10 Steps to Advanced Keyword Research

2009-07-20T12:23:00.000+05:30

Posted by randfish on July 19th, 2009

Some keyword research is surface-level, fire and forget type stuff. If you just need to see relative volume levels, then a basic keyword research tool is all you need. If, however, you want to really dive deep and get the full skinny on your keywords, I'd recommend having each of these data points.

#1 - Relative Search Volume from 3 Sources

There are three sources on the web that I've found to work best for comparative numbers research. These are:

Google Adwords: Keyword Tool - enter any term or phrase and get back data about both the average search volume and the volume from the previous month.
MSN AdCenter: Research Keywords Tool - you need to be logged in to use this, but the data is solid and shows actual counts.
Wordtracker: Keyword Tool - although the numbers Wordtracker shows are frequently less accurate than the two above, they are reasonably decent for estimating comparative search volume. Unfortunately, due to the declining share of Wordtracker's data sources (the Infospace owned search engines - Metacrawler, Dogpile, DoGreatGood, etc.), niche and long tail term volume estimates can be way off.

Here's why I don't use Yahoo!:

From there, rather than build a spreadsheet just showing raw numbers, I like to work in comparative sizes (the real numbers rarely prove accurate anyway). Thus, rather than having a graph of data like this:

I can have one like this:

Note how, in this view, I'm showing the relative volume percentage of the demand for keyword "SEO" made up by "seo services" and "seo tools." This graph tells me that while Google thinks "seo tools" and "seo services" are tiny fractions of the volume that comes in for the broad term, "SEO," Microsoft & Wordtracker both say these phrases make up a more substantive percentage. Since keyword targeting is really about choosing one keyword over another and much less about trying to estimate exact traffic, the latter system makes much more sense to me.

#2 - Temporal Fluctuations

When are your queries in highest demand? Knowing the answer can help you predict when competition may ramp up and additional SEO efforts are needed as well as provide insight into your market overall (if demand has been dropping steadily over the last few years, you might want to target some different terms, or even shift product focus). Two sources of data are solid on this front:

Google Trends for Keywords

MSN AdCenter Labs: Keyword Forecast Tool

#3 - Top Ranking Domains

In order to get a full understanding of the competitive landscape, it's essential to know who's ranking for the terms you're targeting. A basic query is a great start, but I like to append those with a bit of extra data, as I've visualized below:

Those three are my favorite pieces of link data to append, not because they alone are predictive of rankings, but because the range so perfectly illustrates what's necessary, on both the URL and domain level to be competitive. Nick's been pushing hard to get this functionality automatically included with the SEOmoz Toolbar, so hopefully we can make that happen in the next few months.

#4 - Fresh Web (News, Blogosphere, Tweetosphere) Activity

The fresh web (aka social media sphere) can help to show how often keywords are appearing in content and conversation in blogs, forums, feeds and more. It's particularly valuable for identifying emerging trends which may not yet have search volume (but will if the conversational content acceleration continues). There's a few tools I like on this front:

Facebook Lexicon

There appears to be some correlation between "party tonight" on Friday and "hangover" on Saturday

Twist: See Trends in Twitter

Blogscape

Google News Trends

I'd love to see some of those 19th century SEO tools!

The real value (and reason for spending time in these sectors) is to:

A) Identify patterns or trends indicating a keyword/product/concept is on the rise/fall
B) Find content that in the past has attracted large amounts of attention around these keywords (an excellent starting point for viral content development)
C) Locate portals on the web or in social communities where your topic may be hot, and opportunities for promotion or links exist

They're not universally valuable for every part of keyword research, and you shouldn't trust the volumes to predict keyword demand (some things get written about more than they get searched), but a good SEO leaves no opportunity un-investigated.

#5 - Vertical Results (and Vertical Opportunities)

It's wise to be aware of where and how your keywords can cross over into vertical search results. The best way to do this currently is, unfortunately, manually. You'll want to:

Search for your target terms at the major search engines
Identify any vertical results that appears in the top 10-20 listings
Employ strategies to reach into the applicable verticals

The most common and highest value are typically:

Local
Product
News
Images
Blog
Video

#6 - Searcher Intent

What are the goals of the individuals searching for your targeted keywords? What phase of the decision process are they in? Answering these questions can give you an excellent idea of the potential ROI from drawing in traffic on a given term/phrase. Many times the highest volume keywords are not bringing in the best traffic.

Some good resources on this front include:

Segmenting Searcher Intent - from SEOmoz
Two Part Series on Intent Targeting - from Jon Mendez
- A) Targeting the Two Intentions of Users
- B) How Brand, Product & Community Influence Intention
Understanding User Data to Measure Searcher Intent - from SearchEngineLand
MSN AdCenter Labs also has their Online Commercial Intention Tool which predicts, based on activity, whether a keyword is commercial or informational in intent

Your goal should be to narrow down the potential tasks a visitor who has just performed the query wants to accomplish. This can dramatically boost your site's performance when coupled with delivery of those paths upon arrival.

#7 - Potential Relevance

The best way to determine the relevance between a keyword and the content/service/product you offer is to test. Run a PPC campaign or dig into your analytics and choose only those visitors that have come via the search query. Pull out data like browse rate, time spent on site, conversions, etc.

The majority of visits who come into SEOmoz for the keyword "SEO Blog" stick around to read at least a couple of pages

Relevance is highly actionable data because it does such a good job predicting which keywords are going to bring valuable traffic. While branded terms often perform highly (and are typically easy to rank well on), longer tail and more specific queries also have this tendency to be more relevant (and, again, are easier to achieve).

#8 - PPC Advertising Data

Even if you're not planning on bidding for keywords through paid search campaigns, it's wise to know what the competition is doing and how much value they're getting from it (and what they're willing to pay). A few good resources for this information include:

MSN AdCenter's Keyword Estimate

I really like what AdCenter does with this spiffy graph - showing the cost and estimated clicks in an easy-to-read graphic. Just remember that MSN is the engine with the fewest advertisers, which often means pricing is less aggressive than on Google or Yahoo!

Google AdWords Traffic Estimator

I'm a bit less fond of Google's standard take on the data, but their pricing is the gold standard, as AdWords has the highest number of advertisers and the most traffic by far.

SEMRush

A solid tool with a lot of uses, particularly for competitive keyword analysis, SEMRush shows some decent numbers around the average CPC and competition levels for most keywords at the head of the demand curve.

Take the cost-per-click data and competition levels into account when you're considering things like relevance, potential conversion rates and visitor value. Most companies aren't dumb - if they're bidding high dollar values for potential visits, they're converting those visits into dollars and that means you can both learn from them and find strategies to outperform.

#9 - Top Related Queries

Related queries is an easy metric to understand - you want to know what other terms searchers who used these keywords also employed. It's a no-brainer to then add these to your list of potential keyword targets. Many good sources for this data exist:

Google shows related searches in both their AdWords Tool and through web search (you'll want to click the "show options" link at the top followed by the "related searches" link in the sidebar)
Bing, Microsoft's new engine, shows related searches by default in their web search interface
Yahoo! Search has their "also try" list and clicking "more" will give you an interface just below the search box that finds lots of great, relevant keywords
The aforementioned SEMRush shows great data on this (though you'll need to sift through as there can be a lot of junk) if you're a paying member
Compete.com's Search Analytics has good information by query and website, though you'll need to subscribe to their service to get the full value

Get the related queries, dig into the data about them and target those that have enough volume and relevance to help you get increase valuable traffic from SEO.

#10 - Legal Issues

Last, and probably least in most cases, it's wise to do some research into the legalities surrounding the keywords you'd like to target. Using trademarked terms and phrases on your site can cause attorney trouble, and no one likes that. The place to start, at least in the United States, is here - USPTO Trademark Electronic Search System.

Whew... That's a lot of work for keyword research - now you can see why some firms charge hundreds of dollars per hour for this type of deep dive. Put these recommendations to good use, though, and you'll have an impressive set of terms to target - and that can be a serious competitive advantage.

Resources: http://www.seomoz.org/blog/10-steps-to-advanced-keyword-research

Whiteboard Friday - Market Forces & SEO

2009-07-19T13:25:00.003+05:30

Posted by great scott on 17 July 2009

What's the right search strategy for your niche? That's the question we're looking at in this week's Whiteboard Friday. Determining which tactics are going to be most effective for your particular situation is critical for search marketers. PPC, SEO, Social, Viral? Sure they all have their advantages, but depending on the marketplace you're in, some strategies may be much more viable - in both cost and effectiveness - than others.

Not surprisingly, the ease with which you can see good results with a given strategy is inversely proportional to the amount of money and attention being allotted to it. As you'll see in the video, Rand estimates that PPC becomes an extremely difficult tactic to implement effectively in even modestly competitive markets, while Social Media can reap great rewards with little difficulty in highly-competitive sectors. Take a look at this data from the recent Forrester US Interactive Marketing Forecast :

As you can see, PPC controls the lion's share of search dollars, followed in distant second by SEO, with Social bringing up the rear (it's that itty-bitty one down there in green). The degree to which you can be effective in these areas depends a good deal on how big of a fish you can be in the portion of that pond dedicated to your corner of the web.

Does this mean you should ignore any particular tactic? No, it just means you may have to carefully weigh your options, goals, and resources for each campaign to plan your strategy properly.

All areas of online marketing are growing like crazy: Marketing dollars spent on SEO and PPC are projected to double in the next five years (Social will more than quadruple) and make up an ever-larger chunk of business' overall marketing spend. That's great news for our industry as a whole, but it also means increased competition. Get in the habit of considering your strategy in terms of market segment competition now, and you'll be better able to handle (or sidestep) competitive trends in the years to come.

SEOmoz Whiteboard Friday - Market Forces & SEO from Scott Willoughby on Vimeo.

If you'd like more info on Forrester research, you may want to check out Shar VanBoskirk's Blog, she's their online/search guru and writes some great stuff.

UPDATE: I changed the graphic depicting the breakdown of search marketing spend because Seth Godin was kind enough to email me and suggest a more appropriate (and interesting) way to present the information (Thanks, Seth!). He just wrote a great post on how to make graphs that work, I highly recommend you check it out.

Resources: http://www.seomoz.org/blog/whiteboard-friday-market-forces-seo

Twitter’s Delicate Dance With Google, Microsoft, & Others

2009-07-18T10:18:00.003+05:30

Posted by Matt McGee on 16 July 09

A series of private documents reveals Twitter to be a company that’s very careful and detailed about the course it’s plotting, while simultaneously being very nervous and very ambitious about what the future holds. It also reveals previously unknown details of discussions with Google and Microsoft (and possibly Yahoo) that show Twitter considering formal relationships with those companies and others, while at the same time plotting how to beat them and afraid that they might “kill” Twitter along the way. TechCrunch posted some of the internal documents today and, while it’s questionable whether posting private documents is the right thing to do, there’s no doubt the material offers a fascinating insight into Twitter’s delicate dance with Google, Microsoft, and others.

The documents are from a series of Twitter executive meetings between February 12th and June 9th of this year. TechCrunch says they’ve left out “the most sensitive stuff” about Twitter’s negotiations with Google and Microsoft, but there’s still plenty to chew on. Here’s a summary of highlights (there’s more at TechCrunch):

Twitter and Google

February 25, 2009: Search is a key topic during a Twitter strategy meeting, but the company seems unsure on what role search plays on the Twitter platform. One note, “Twitter the product is a vehicle for Twitter search” is immediately followed by a note that says, “People don’t use Twitter for search.” One of the bullet items on the meeting notes just says, “Google is old news.”

March 12: Twitter has a management meeting that discusses a recent meeting with a Google Blog Search product manager. The notes say that the two companies “shared mockups,” but are no more specific than that. Google Blog Search is scraping Twitter, but said to only be getting 60-70% of tweets, and Google wants more complete data.

March 13: According to the documents, Google is offering “search syndication” to Twitter, and Google “can help us with relevancy.” But Twitter is afraid that “Google would kick our ass at finding the good tweet” and wonders, “Can we do to Google what Google has done to others?”

April 16: Google’s Marissa Mayer is on the agenda for a Twitter management meeting. The notes call her a “huge distraction” but Twitter agrees to give Mayer some internal stats “because we are serious about talking to [Google].”

May 7: The notes from another meeting reveal that Twitter has an internal task force to discuss a Google syndication deal, but they’re cautious that Google’s apparently building a competing product.

June 9: In the notes from a management meeting, Twitter says they’ve reached an agreement but still want their own search results to be better than Google.

Twitter and Yahoo

May 7, 2009: In the same document discussed above, Yahoo is mentioned in relation to Hosebird. “Why don’t we test and experiment the best case scenario (Yahoo) of Hosebird,” the notes say. “Implementation with a partner and then see how this product will evolve - Yahoo.” But it’s unclear if there were any formal (or informal) talks with Yahoo. (Hosebird is the name of Twitter’s full API with all user tweets and related info; many companies want access to this data.)

Twitter and Microsoft

March 12, 2009: In the same meeting mentioned above, Twitter talks about an advertising partnership with Microsoft but calls them a “distraction.” The notes show that Twitter was also very concerned about branding issues that might result from a Microsoft partnership. In the end, one note asks, “Why did we start talking to Microsoft in the first place.”

April 16: In the same notes mentioned above, Twitter is apparently preparing to talk to Microsoft. The document says Microsoft is “pushing infrastructure,” but “we don’t want to talk about this right now.”

May 7: Microsoft was also discussed in the May 7th management meeting. The notes discuss an idea that would appear to include celebrity Twitter users in Bing’s “one box” results: “MSFT Celebrity idea - One box person results on MSN live search.”

Final Thoughts

Beyond the search angle, there are notes about Facebook’s interest in Twitter, a discussion on “How could Facebook kill us?,” a possible IPO or buyout in the future, Twitter’s ambition to be the first web site with a billion users, and much more.

Ultimately, the final impression one gets of Twitter is of a company that’s tremendously disciplined in every aspect of its business dealings, very aware that they’re steering a potentially game-changing company, and yet unsure how to navigate the possibly dangerous waters ahead. They know very clearly what the end-game is, but they’re well aware of the fact that one misstep — whether on their own or with a partner — could be their undoing.

Resources: http://searchengineland.com/twitters-delicate-dance-google-microsoft-others-22628

The Time Has Come To Regulate Search Engine Marketing And SEO

2009-07-17T10:30:00.001+05:30

Posted by Guest Author on July 13, 2009

The following post was written by a well known executive at one of the largest sites on the Internet. The author has requested to remain anonymous - not for dramatic effect, but because of the backlash he would receive from the SEO industry and possibly Google itself. He also doesn’t want his company associated with the post.

He is starting a discussion on the need for government regulation of the organic and paid search policies of Google, which maintains a commanding lead in search market share today. Or at least transparency in how search results are determined. There is clearly growing frustration on the constantly changing “border policies” that are created and enforced by Google and other search engines. It is a fascinating read.

Imagine, if you will, that the entire Internet is contained within a single continent. That continent is filled with countries, states and cities. Each jurisdiction is autonomous, relying on visitors to cross on to their turf to engage in commerce. Now, imagine if the only way to get into this continent involved just two methods: SEO and SEM. Let’s further imagine that the borders to this continent were controlled by a single company. Let’s also hold that the rules for search engine optimization listings and search engine marketing were not only defined but were completely controlled at the whim of this single company. Of course, we all realize that word-of-mouth marketing and viral marketing also contribute to traffic to individual websites. That said, the primary methodology for all users to reach any individual website destination is still search, of either paid or organic listings.

Or suppose the paradigm is the streets of Los Angeles. Let’s imagine that in order to enter the city you had to pass through a single gate. And once you entered that gate, the streets you were or were not allowed to go down — and thus the businesses you were or were not allowed to visit — could be randomly blocked from your access. Blocked to a point where you might not even know they exist; whatever streets were available for you to traverse were in essence the only streets you knew where business could be transacted.

Whatever the scenario, it’s unsettlingly close to the situation that prevails today in search. It’s now conventional wisdom that search engine optimization, representing the organic result sets on any search query, is more voodoo than science. Through an uncontrolled set of factors search engines determine which listings appear at the top and bottom of any individual query. In addition, consumer behavior dictates the top three results on any search page are all that matter. If you happen to own an online business, unless you exist within those top three, the amount of individual traffic you will obtain from organic listings is very, very low. As the proprietor of that business you may hire search engine optimization companies to assist in increasing your rankings on organic results, with or without success. And at any one time, the controller of these borders (that is, the search engine itself) can change and manipulate those rules – and that can substantially decrease or destroy all organic traffic coming to your website, without notice and without your knowledge.

Search engine marketing now faces a similar challenge. Although anyone can open an account to buy paid search listings, the rules on each account are arbitrary. Accounts can be shut down at any time, without notice to the website owner. In other words, if you haven’t successfully obtained enough traffic to your site from organic listings and you decide to rely on paid search, you still face a situation where regardless of how much you bid per click you may or may not show up at the top of the paid results. That’s because paid results that are displayed on any query are not only determined based on the price the buyer is willing to pay. Unlike other auctions that are completely priced-based, these results are determined and sequenced not only on price but also on quality of advertising and click-through volume. For example, if company A was willing to pay $1 per click on a certain term and company B was willing to pay 10 cents but company B’s ad generated ten times as many clicks as company A’s, the yield to the search engine would be identical between the two.

The second factor is that the search engine can, at any time, determine that either company A or company B may or may not buy traffic within its index. And without notifying the company and with no path toward recourse and statement, the search engine can disable the paid search account from either business. Returning to the continent metaphor, this ends up looking quite a bit like free trade. Various businesses (call them sellers), operating within this continent, wish to conduct business with the rest of the world (that is, the population of buyers). The border — which in this case is the search engine — thus has complete control of who can transact and how often. And at its discretion, the search engine can decide to increase, decrease or completely disable access between buyers and sellers. Because search is the dominant methodology for consumers to find what they are looking for, whether a product or a service, the unilateral control that search engines wield enables them to control billions upon billions of dollars of consumer spend every year. It also gives them the ability to completely determine which companies become more successful — or less so.

The situation we face today is unique. Due to Google’s dominance — and the fact that it controls such an enormous amount of consumer behavior through paid and organic search listings – the company in essence governs commerce on the web. And any company that falls out of favor with Google, whether for reasons of bad practice or simple disagreement, can find itself at risk of going out of business.

This system also benefits the few in a host of other ways. Because the rules of organic and paid search change frequently – and remain undefined — agencies and other traffic brokers can win big; through their experience, they’re capable of reverse-engineering these rules. This means that, as this market matures, individual businesses have a diminishing chance to actually compete and gain search market share. That, in turn, puts them in a position of not only needing to hire an agency in order to find any traffic, but also making it more expensive overall to build businesses on the web.

I’ve worked with many businesses who feel they are playing in Google’s world — behaviors from product decisions to marketing strategies rely completely on appeasing these undocumented and often mystical Google desires. I’ve seen companies choose to not work with Google’s competitors for fear that by building those relationships, they’re damaging the ability to be indexed properly on Google and are anxious that result sets will be compromised. Many likewise believe that by having a monetization relationship through Google, they will somehow achieve higher quality listings through organic search. I’ve also witnessed companies who, in addition to using Google for monetization, have preferred relationships with purchasing traffic through Google Adwords. By supporting this dual relationship, they appear to want to live by two sets of rules – those that exist within the Adwords marketplace and those that apply to the Adsense product. And because they’re walking on both sides of the (Google) street, they feel they have a strategic advantage — as though the Adwords product will enable them to acquire traffic at both a lower cost and with a looser rule set than their competitors.

Here’s where the parallel to free trade breaks down. There are no perfect paradigms looking at free trade and import/export laws that exactly define or address this challenge. Neither would a secret relationship between the government and the search engines solve the problem. The only real solution is disclosure. Transparency. Those traffic generators that use rule-based algorithms to determine result sets must publicly disclose their methodologies. That is the means by which all businesses can compete freely in the organic and paid search marketplaces. If we lived in a world where Google didn’t hold sway over such a significant portion of consumer behavior, this kind of regulation wouldn’t be necessary. The market would be self-correcting, and we could trust the individual decisions of a healthy and competitive search industry. Regrettably, due to search dominance, the industry can’t be left to its own devices.

Resources: http://www.techcrunch.com/2009/07/13/the-time-has-come-to-regulate-search-engine-marketing-and-seo/

Entrepreneurs growing optimistic, increasing use of SEO

2009-07-17T10:28:00.001+05:30

Posted on 16 June

While the economy continues to sputter along, a growing number of small business owners are increasingly optimistic about the future with many already increasing their use of search engine optimization (SEO).

That's the assessment of a study from Entrepreneur magazine which found that 42 percent of entrepreneurs said their business experience had been "not as bad as it could have been" over the last six months with another 25 percent saying they had done "surprisingly well."

Although many have been forced to cut costs to make sure they stay afloat during the recent economic downturn, it appears that their spending on technology has not waned dramatically during that period.

The study found that 76 percent of entrepreneurs said they are putting more emphasis on the web, especially in the fields of marketing and sales. Of those increasing their use of the web, 42 percent said they had increased their use of search engine optimization (SEO) or worked on their website.

Although a growing number of small businesses appear to be using search engine optimization (SEO), some say many SMBs are missing the boat when it comes to the marketing tool.

In an interview earlier this year with bMighty.com, Andy Leff, CEO of 7 Mainstreet, said not using search engine optimization (SEO) was one of the biggest mistakes these businesses make when they create a website.

Resources: http://www.brafton.com/industry-news/entrepreneurs-growing-optimistic-increasing-use-seo-$1311981.htm

Direct Marketing Getting Social

2009-07-16T11:46:00.002+05:30

Posted by Lee Odden on 15 July 2009

In a past career of mine where the nature of the business required educating and evangelizing as a sales process, a colleague related a “vintage” story to me about phases in which new ideas or concepts are adopted by mass markets. It involved the introduction of the refrigerator in a time when ice boxes were the norm for keeping food cold. The idea was to show how not everyone “gets” a new product because of how they make decisions, biases and fundamental resistance to change.

The story went something like this. Representatives from a refrigerator company made appointments with consumers and presented a compelling offer: swap the ice box for a refrigerator and make payments no more than what was being paid to the ice delivery man.

The majority of those provided this offer accepted. Another 20% or so needed to hear from their friends that this was a good idea before accepting. Yet another 20% needed to see that most people were switching to the refrigerator, i.e. it became the norm, before making the change. The remaining few percent held out, resistant to any type of change.

Whether the story about the refrigerators is literally true or not, I don’t know. But it brings up an interesting way of understanding how people have been influenced to change by marketing in the past that wouldn’t work so well today. Traditional marketing tactics would emphasize making an offer that makes so much sense, like swapping a messy icebox for a modern refrigerator at the same cost; consumers would “buy in”.

The problem with continuing to rely on that model of marketing is increasing numbers of consumers ignore formal marketing messages and offers. If they don’t notice the offer, they can’t respond to it.

As the social web eliminates physical boundaries for making connections with friends, family, like minded individuals and even the brands people buy from, there’s more interest in a participatory or social marketing process. Consumers connect about things of interest to them and brands have an opportunity to listen and engage in conversations in a way that demonstrates the value of their products and services. There’s an opportunity to provide value, before seeing a direct return. The give to get principle for social media participation by brands results in goodwill, educated consumers and buzz.

A good example of that includes creating social network groups to provide consumers a place to socialize and for brands to introduce new products, gain feedback, crowd source ideas, “energize” brand evangelists and listen/respond to concerns. Mashable has a good write up on brands that use Facebook Fan pages that do this such as Pringles, Coca Cola, Starbucks, Addidas and Red Bull.

This is not to say making compelling offers to a relevant audience doesn’t work, because it certainly does in the right situations. The direct marketing industry is alive and well, albeit going through many changes. Many of those changes involve the need to understand the social nature of persuasion in digital marketing and what new online influences motivate consumers to make buying decisions.

One effort at facilitating this change is the formation at the DMA of a new Social Media Council. Open to employees of DMA member companies, the Social Media Council is a special interest group within the DMA that will serve as a source of awareness, information, discussion and advancement in knowledge of how direct marketing practitioners can better evolve social web best practices to meet the needs of the changing marketplace. In conjunction with HeadMix, the DMA SMC has already begun conducting research and reporting results.

I’ll be involved with this group as the founding chairperson, so you may see a few posts here in the future about DMA social media research and education efforts. In fact, if you’re attending the DMA Annual conference in San Diego this year, the DMA SMC will be having an introductory meeting and discussion panel that will provide a platform for attendees to discuss issues and join the DMA’s core efforts in the social media space. When that event draws near I’ll post more details about the who, what, why and when.

Resources: http://www.toprankblog.com/2009/07/direct-marketing-social-media/

BingTweets Integrates Twitter and Bing Search, Literally

2009-07-15T15:10:00.002+05:30

Posted by Arnold Zafra on 14 July 2009

From: searchenginejournal

Bing in partnership with Federated Media and of course Twitter has rolled out BingTweets which is described as:

BingTweets combines Twitter trends with Bing search results, enabling you to see deeper, real-time information about the hottest topics on Twitter. You can also search for anything in the BingTweets search box (at the top right of every page) and see Bing search results alongside the most recent related tweet

BingTweets sort of integrates Twitter search and Bing’s own web search interface. While this may sound exciting, there is however a limitation to BingTweets in terms of displaying search results. The integrated Bing/Twitter search portal allows simultaneous searching on both Twitter and Bing, but it does not show the results in one integrated SERPs.

The BingTweet site has two search box options. One search box located at the top allows users to search both Bing and Twitter at the same time. When displaying search results, BingTweet displays the results from Bing on the main part of the site while the Twitter search results are displayed on the sidebar. The Twitter search results is the same thing that you will see if you do your search from your Twitter account.

The other search box is of course from Bing.com and it is your regular Bing web search interface. So when users enter their search terms on this search box, it will search through Bing’s index and not Twitter.

Despite this limitation, BingTweets is still a pretty useful service especially if you’re a heavy Twitter user and you need to search both the Twitter timeline and the web. But that is of course if you prefer Bing over the other search engines.

In addition to featuring real-time search via Twitter, BingTweets also has some add-on features including updates from Twitter’s “Popular Now”, “People”, “Places” and “Products” trends.

There is also a facility for tweeting and sharing whatever searches you have conducted from BingTweets.

Using User Generated Content To Enhance Conversion-Driven SEO

2009-07-14T12:39:00.000+05:30

Posted by Daniel Waisberg on 13 July 09
From: searchengineland

As the web evolves, marketers must find creative solutions to engage customers with their websites and brands. Today, customers are no longer satisfied with consumption; they increasingly expect to be involved in the production of what they buy (or watch), turning them into “prosumers.” As Tapscott and Williams described in their enlightening book, Wikinomics: how mass collaboration changes everything, we have entered the era of prosumption. So how can marketers best take advantage of the voice of the customers, often referred to as user-generated content (UGC)?

UGC is not a passing fad, nor is it only for kids. Take a look at these stats from eMarketer:

What follows are some examples on how UGC can be used to improve both organic search results and conversion rates of a website (see other examples in this previous conversion-driven SEO post).

The benefits of user generated content

UGC can benefit a company in several ways. It enriches websites with precious (and free) content that feeds search crawlers. It is a source of information for newcomers, a place where they can understand products and read about how real people (not marketers!) are taking advantage of them. UGC is a forum for marketers to get feedback and ideas from customers and answer their questions. And finally, UGC is a mechanism that helps create a sense of community, a place where customers feel like stakeholders, a piece of website where they rule.

Amazon pioneered UGC, one of the earliest sites to introduce ratings, reviews, lists, customer images, tags, discussion forums, author blogs, and the list goes on and on. A very interesting UGC effort that Amazon recently launched lately is the Vine program. Since reviewers have been “donating” their time for years (and it looks like it helps selling products), which offers an additional incentive to write reviews for “trusted” users. Vine reviewers receive a monthly newsletter with merchandise to be launched in the next few weeks. Participants can choose a few items and get them for free! The Vine project shows how much Amazon values UGC.

UGC Challenges

Whenever a website launches with UGC areas, it runs the risk of being attacked by competitors or unscrupulous people. It also loses the power to control every single word published on the site. The best approach to handling this challenge is to provide robust usage guidelines to contributors, and to actively moderate UGC. An excellent example of UGC guidelines is offered by the BBC, which provides very comprehensive UGC guidelines for all their web properties.

Measuring the impact of UGC

You can apply similar metrics to UGC that you might use when evaluating your SEO efforts. There are four main areas in which to focus.

Content quantity. How many pieces of content have users contributed? Are there many people contributing to the website? Or does the UGC area of your site look like an abandoned castle?
Content linkability. Is UGC helping me to interlink my content? Good examples are tags, which help linking similar content and provide an excellent way for customers and crawlers to navigate the website.
Content strength. Are visitors using the keywords I am targeting? If so, where? How can I promote these areas?
Brand awareness or conversation with marketplace. What are visitors saying about your products or site? Are they happy? If not, why? This can become very clear when analyzing product ratings and reviews or website feedback.

You can analyze all the metrics proposed above by using a very interesting and powerful text analysis tool: Leximancer. It also provides some very neat graphs!

Leximancer makes it possible to analyze how often specific keywords are mentioned in any text. In addition, it is possible to find the linkability between keywords used in the text. Using this type of information it is possible to analyze, for example, if specific brands/products are linked to positive or negative terms. It is also possible to analyze the relationship between content and how visitors think.

In the screenshot below (see interactive version here) we can see the interface and the kind of info Leximancer provides. The example analyzes all US presidents’ inauguration speeches into meaningful “themes” (circles), “concepts” (colors) and their associated relationships.

As an example of how Leximancer can provide meaningful metrics on UGC, I analyzed analytics guru Avinash Kaushik’s blog, Occam’s Razor. We looked at all the comments on his blog (without scanning personally identifiable data apart from Avinash’s own posts). The first number I saw was astonishing: Avinash had written 187K out 398K words on the blog, less than 50%

Optimization Is More Than Keywords And Links

2009-07-13T12:09:00.000+05:30

Posted by Nick Stamoulis on July 9, 200
From: searchengineoptimizationjournal

Sometimes a website needs a little more than implementation of keyword magic and linky goodness. If you have an older website and you’ve seen rankings fall then it might be time to upgrade your CMS, shopping cart system, or even your photos and graphics.

Yes, your website elements can get old and wrinkled. It happens.

What happens is that shopping cart system and checkout that was cutting-edge technology in 1999 got old. Your competition has updated their websites and they’re using the latest technology. Site visitors know this because it’s in the website’s look and feel. Your site visitors are migrating over to the competition and the reason is because they can get a better user experience. Price be danged.

Since Google measures bounce rates and traffic patterns and ranks websites based on those, your site architecture and shopping cart of hurting your business. It might just be a few visitors per day, but over time that adds up. And while your site is slowly in decline your competition is slowly climbing.

Trust me, this didn’t happen over night. It seems like it, but the problem has been manifesting itself slowly over time. And now it’s picking up speed. What do you do?

You fix the problem. Upgrade your systems. You have to do that from time to time. And if that doesn’t fix the problem then you can try some link building and content optimization. But get rid of the relics first.

How Code Validation Can Affect Your Rankings

2009-07-12T14:01:00.000+05:30

Posted by Nick Stamoulis on July 11, 2009
From: searchengineoptimizationjournal

One of the most important aspects of SEO is also one of the most overlooked aspects of on-site optimization - code validation.

It isn’t a matter of whether or not your code is illegal, but whether or not it is acceptable according to search engine standards. Sometimes, a simple matter like not closing certain tags in your HTML can cause you to rank lower in the search engines. But if you validate your HTML before you upload it then you won’t have any issues. Some text editors will do that for you and even correct the substandard code or give you the option to correct it yourself at the click of a button.

There are also sites that you can go to that will help you validate your HTML code.

In general, even invalid code won’t cause you to lose your search engine rankings most of the time. The search engines are concerned with malicious code and content issues that might cause harm to searchers who unwittingly visit a web page because they found it in the search engines. If your invalidated code is harmless then you may not lose rankings at all, but if the search engines do find invalid code on your web pages and cannot verify the security of those pages then you might run into issues. Still, it’s always a good idea to check the validation of a page before you upload it.

What To Do If Your Website Loses Rankings

2009-07-12T13:57:00.000+05:30

Posted by Nick Stamoulis on July 11, 2009
From: searchengineoptimizationjournal

It’s only natural that search engine rankings fluctuate. They do it all the time. Sites go up then go down. Go up again. Then down. And up. And down again.'

Usually, such fluctuations are only one or two rankings at a time. But you’ll also often see a site drop a page or two then go back up again. These sort of fluctuations are only normal. They are caused by a few things:

The search engines could be updating their algorithms or ranking factors
Your competition has improved their search performance
Some well-written blog posts have jumped high up in the rankings, pushing everyone else down, but they usually fall just as quickly as they rise
Some social media viral marketing content has risen, but it too will fall
There was a ripple in the ionosphere and it caused a wave in the search engine rankings (just kidding)

The point is, ranking fluctuations happen for different reasons. But they DO happen. So don’t panic.

However, if you see that this happens to you and you don’t gain your rankings back in a reasonable amount of time then I’d suggest you do some link building to the pages that fell in the rankings. Take your keywords for that page, write some articles and include the keywords in anchor text links that point back to your site. Do some social media marketing and blogging. Whatever it takes, but build links. Many times you’ll find your rankings coming back after you’ve built more solid links to your pages.

Keyword Variation Within Your Content

2009-07-11T18:53:00.000+05:30

Posted by Nick Stamoulis on July 10, 2009
From: searchengineoptimizationjournal

One of the most important principles behind on site optimization of a website is to maintain a good balance between search engine optimization techniques and valuable content for your readers. To be sure, valuable content should take precedence, but if you focus only on making sure your content is readable and likable and you spend no time on SEO then you are likely to produce a site that is not optimized properly. And what will that get you?

Many site owners and webmasters focus so hard on the SEO, however, that they forget about what their readers are interested in. Others don’t focus on it enough and don’t have a quality, optimized website. So where’s the balance?

One of the easiest things to do, and most practical, is to use keyword variations and synonyms for your keywords within your content. You want to use your primary keyword often enough to get it noticed by the search engines, but not so much that your readers know it’s your primary keyword. In other words, don’t use your keyword in every sentence in an attempt to rank for it. Such prose tends to be choppy and unnatural.

A simple variation like plural forms or inserting a preposition between a two-word phrase and inverting their order can go a long way to make your content more readable and better optimized.

For instance, if your primary is “wheeled widget” then you can alter it by saying “widget with wheels” instead. It means the same thing and it alters your keyword enough that search engine robots won’t stumble over it when analyzing your page for keyword stuffing. Many times, better optimization and better reading is as simple as that.

Search Engine Optimization (SEO) - Whys and Hows

2009-07-09T12:25:00.000+05:30

Posted by Johny Kapilakan

From: ezinearticles.com

Web sites are created to increase business, which is directly related to the number of visitors to the site. Most of visitors come through search engines like Google, Yahoo, MSN and Altavista. Optimizing the site to conform to these search engines will result in a higher ranking in search engine results, which leads to more traffic.

Programs known as crawlers or robots are used by search engines to index web sites. The web sites are ranked according to these indices in search result pages. The crawlers trace the web link to a page, scan the content, preserve it in its database and retrieve it when users search for it.

To make it easy for the search engines to index your site, stay away from frames. They confuse the search engine robots, which may lead to them ditching the site altogether. Frames also make it hard to bookmark a specific page in the site. You will require long, drawn out scripts to achieve this.

To get the search engines to remember the keywords in your site, it should be placed as text. The robots cannot read the words displayed in Flash movies or images. Hence, avoid putting important information through these media.

Meta tags in web pages help the search engine to index them. By using meta tags in all pages of your site, you are making the job easier for the search engine robots to extract your site often in search results.

Instead of using wrong and redundant HTML tags to style the web page, go for Cascading Style Sheets or CSS. CSS scores over HTML tags as they can make your page less bloated and aids in fast loading of the page.

How to Use SEO to Your Business Advantage

2009-07-08T12:12:00.000+05:30

Search Engine Marketing: Building Blocks for Your Business

Search Engine Marketing (SEM) or Search Engine Optimization (SEO) can be one of your keys to lead-generated sales. Search engines like Google, Yahoo!, and MSN exist to make lives easier for internet surfers out there, whether they are business owners, buyers or consumers, students or people who just need some distraction. The arrival of search engines has made things easier for people to find what they need to browse, using keywords for their searches.

This can work to your businesses' advantage, especially if you know how to manipulate keywords to serve your business through your website. All you need to do is work closely with your web design company in order to achieve the optimum results for your website. In short, you first need to coordinate and agree on three major things: content, keywords, and links. The rest, you can work out later.

SEO, at Your Own Risk

There is one thing that you need to look out for though-search engines, especially Google, hate SEO. This is because using SEO seems like we're duping the search engines into believing that our sites belong on the first page of their respective search rankings.

Therefore, we need to be cautious and careful with our SEO activities. It is best to stay under the radar rather than risk getting penalized for violating their rules. Getting a penalty will damage your chances of getting more traffic into your website. Less traffic equals less sales so be very careful.

The Basic Principles of Successful SEO

1. Content

Content will always be your best ticket to success when it comes to topping the ranks of search engines. However, your website needs a whole lot of content that needs to be updated regularly. Each page should target at least one specific keyword term.

You must develop well-written, keyword targeted content for your site that is updated consistently and monitored for rankability. Your business will enjoy the added benefit of an ever-growing resource library of information that your site visitors will enjoy and which will also help with your sales conversions.

2. Links

When it comes to links, what matters is inbound, one-way links from authoritative sites in your niche market. Page rank determines how authoritative a site is. Page Rank, or PR, is a ranking system Google devised to show how much weight or authority a particular site has.

You must negotiate inbound links on your behalf, concentrating on links from sites related to your market whose reputation thematically relates to the reputation you're trying to build. We also make sure these links deep-link into your website, meaning that they link to various pages in your website, rather than just to your homepage (also a sign that you're highly authoritative).

3. Visitor Behavior

If the people who visit your site don't stay that long, Google, Yahoo!, MSN take note of that and they tend to drop you from their page rankings because they would assume that you cannot offer anything relevant to your designated keyword. This is why site design, compelling content, and conversion analysis are important.

You must offer Website Conversion Optimization in addition to SEO to help you address this particular issue.

4. Human Idiosyncracies

Google has to be sure that human hands and brains are behind your website, not automated SEO robo-computers that do everything in programs and codes and produces hundreds of pages for your websites. Google is quick to pick up on automated SEO and is very strict about it. You will not only be dropped from the search rankings, you will forever be banned from all search engines.

Resources Taken from: http://ezinearticles.com

Cost per thousand impressions

2008-11-13T23:14:00.000+05:30

Online Marketing Services I Internet Marketing Services I Affordable SEO Services

Cost of reaching an audience on a per-thousand basis. media planners use cost per thousand as a basis for comparison of the cost of advertising in various media. However, this comparison is only valid if the various media all reach the same target audience. The cpm is computed by multiplying the advertising cost times 1000 and dividing by the total audience

Many bloggers and webmasters are familiar with AdSense and its potential to generate excellent revenue for blogs and web sites. Unfortunately, many bloggers and webmasters focus too much on Ad Sense and forget that there are other types of advertising — i.e., CPM advertising — that could improve their blog monetization further, and without affecting.

Cost-Per-Click (CPC) and Pay-Per-Click (PPC), comes in. On the Internet, you CAN track everything, and with relatively inexpensive technology. But the most important aspect is that you only pay when someone clicks the Ad! Think about that for a moment. In the example above, if your ad is on page 156 stuck down in the corner between editor notes, how many of those 500,000 in the circulation are really going to see your ad and take action? Well, with CPC, you are guaranteed that if they don't take action, even if they see the ad, you don't have to pay a cent.

Imagine that, only having to pay when the ad placement actually gives you value.
It is revolutionary and it is the reason Google is such a Wall Street darling. There are still a lot of people out there not utilizing this medium, or any other online advertising, even people with online programs. This is despite the basic fact that the vast majority of people in all age groups, all demographics, all economic situations, all use the Internet and search engines as a primary tool in researching their degree options.
The advantage to CPM advertising are that you aren't relying on quality ads to generate clicks. Advertisers are getting smarter and they're buying Cost-per-Click advertising designed to promote their website without actually encouraging a click. They know that they are getting free advertising right up until the point where people click the link.

This is particularly true of graphic ads where the advertiser is creating brand recognition. A movie review website for example should focus on impressions rather than clicks. A reader who sees an ad may go to a movie without actually visiting the movie studio website. This is particularly true when they see the same ad dozens of times. The movie studio is getting value every time the ad is displayed, but only paying when the ad is clicked.

Cost Per Click

2008-11-13T20:30:00.000+05:30

Pay-per-click internet advertising can be a very reasonable cost compared to other manner of promotion on the Internet. You don't pay any amount until a visitor actually clicks on your listing and go to see your web site. The low cost pay per click internet advertising counts how many visitors click on your listing and takes the money out of an account you have set up with them.

Cost-per-click, the most sought-after Internet marketing program delivers feasible payment models to benefit advertisers! With cost-per-click program providers adopting several winning strategies to bring about benefit for the advertisers, the concept has a huge following. Cost-Per-Click Program is a great strategy for businesses that wish to generate warm lead inquiries and direct online sales
generation. Cost-per-click programs can drive business to your website with powerful marketing techniques, wherein you pay only when a visitor clicks on your link.

You host the images to be used in your low cost pay per click internet advertising, so you can monitor and change the banner at anytime. Targeted advertising in pay for clicks will help increase the amount of customers you obtain at a controlled cost.
Cost Per Click (CPC) and Pay Per Click (PPC) are an easy, fast, and cost-effective way to increase targeted, qualified traffic to your site. We will help you design, manage and refine a CPC campaign and customize it to fit both your industry and your budget.
Cost-per-Click Marketing, or SEO CPC Marketing, is the quickest method by which website owners can expose their websites to potential customers on the internet. In years and even months past, this form of marketing was simply referred to as Cost-per-Click (CPC) Marketing. Lancer Media has transformed CPC Marketing into a Search Engine Optimization (SEO) – based platform because no longer can website owners publish landing pages that do not inform, educate and market products and services. Moreover, landing pages must clearly define their theme through proper keyphrase research and analysis, title tag and metatag optimization, page alignment and authoritative content.

Cost-per-click and cost-per-action advertising lets companies create immediate revenue streams, free from account receivables. When revenue flows from day one, it's easier for startups to adapt to challenges. Naysayers cry that online advertising budgets are being slashed left and right, but Google's recent earnings show that CPC and CPA are still thriving.

However, second-tier providers aren't doing as well, which may be due to a need for consolidation in market. The answer is simple; with shrinking advertising budgets, marketers are moving away from 'spray-and-pray' advertising to venues with measurable returns, such as CPC and CPA. Time for that sweet, sweet radio money to start flowing in our direction. And this is far from the banner glut of the early 2000's; these two types of advertising are based on real sales.

Social Media Optimization

2008-11-12T23:41:00.000+05:30

SMO is definitely a form of search engine marketing and the various SMO rules formulated ensure that huge traffic is driven to the website. Here it needs to be underlined that unlike SEO, SMO relies on more channels (and not just on search engines) to steer traffic.

A rather new concept, SMO necessitates making the best use of social media for website optimization. The original idea behind SMO is to make the websites more popular, more easily traceable in social media searches conducted by custom search engines such as Technorati. There are many ways that you can do it, whether you make use of blogs, podcasts or vlogs, your basic aim should be to make the website easily linkable.

SMO tactics can drive huge amounts of people to a website and can also determine whether a startup, website or idea will make it or not. It involves driving traffic to a website through new channels because search engines aren't the only sites that drive big traffic anymore. While it's not taking over SEO yet, it has the potential to someday soon.

If search engine optimization is about breaking down crawling barriers to help the engines fully index your site, social media optimization is about knocking down site walls so content can be easily found, distributed and shared by the community. This process may simply mean embedding a "Digg This" button on your site blog or it may mean spending hours to create a piece of compelling content, aka linkbait, that could either drive thousands of visitors to your site or have no effect at all.

Search Engine Marketing

2008-11-12T23:14:00.000+05:30

Search Engine Marketing is misunderstood as Search Engine Optimization, the whole marketing plan shrinks and the desired results remain unattained. The way out of this is to better understand Search Engine Marketing and to figure out the focusing point of it. What exactly to focus on while designing an SEM plan for a website entirely depends on the nature of website along with basic components of SEM. These components though same in all cases but vary in concentration level depending on the niche and the desired results.

Let's first identify the crucial elements or basic components of SEM. They are: keywords research, SEO, search engine submission, link building, link popularity analysis, traffic analysis etc. All these are, of course, crucial parts of SEM plan, but the first three are must, i.e. keyword research; finding the more search keywords related to a particular site and making a list of all alternative words or synonyms, optimizing the site for search engines so that they can better crawl at it, and letting the SEs know about the site by submitting URL to them. In other words these three are the major focus of SEM.

SEM is essentially a kind of marketing strategy employed in the web with the target result of maximum exposure as well as visibility for your website. Search engine uses a system known as ‘spider’ to crawl out data from the website to determine how relevant the website content is to the keyword search. There are various factors, such as content, the relevance of websites back linking to your site and your meta tags, which will determine how your website will be ranked.

Pay Per Click

2008-11-12T23:04:00.000+05:30

Pay per click (PPC) is a wonderful compliment to organic search engine optimization. But even big organizations sometimes miss basic elements of running an efficient and effective PPC campaign.

Firstly you should select the target, for which you want to use a PPC ad. Based on the target your PPC ad will vary. The creation of the ad will vary depending on the nature of the target audience. You have to select the keywords according to the target. Use these keywords in the ad to get a place in the search page that come as a result of the search term used.

PPC is the abbreviation for the term 'pay per click.' It has emerged as one of the fastest growing segments in the advertising field and includes traditional and online media. PPC advertising is used for search engines where the advertisers pay for every click that directs users to their web page using search engine results and links. PPC management becomes essential for effective functioning of PPC advertising. It is very important to determine which PPC campaign management program will suit the advertiser's unique business successfully.

PPC management companies need to start making a change. There is a very small relationship between amount of spend on a campaign and amount of work needed to run the most efficient and ROI producing search campaign.

When it comes to PPC advertising, a lot of people look into the PPC search engines to help them with getting the word out about their company. But a lot of the PPC search engines that people use for PPC advertising are expensive. Here are some ways that you can choose the best PPC search engine for your PPC advertising.

Search Engine Optimization

2008-11-12T22:48:00.000+05:30

Seo keywords is one of the very first things that you will do when you begin to optimize your web site for high natural search engine rankings. Although it is foundational, meaning that you practically have to do it, it keywords for seo is a very small portion of the work that needs to be done for good seo. It is one of the least impactful components of seo.

Use a keyword tool (the free versions are all you need to get all the information you need) and find keywords that get at least 1000 searches per month, and that have less than 5000 competing web sites (results) in the search engine results.

SEO is of course, search engine optimization, is the action of optimizing, or making your site good for natural search engine rankings.Google is the most popular search engine on the Internet. Google is so powerful, and is becoming more and more difficult to get ranked high on its listings. SEO companies that have connections with the ranking procedure can only manage to do so.

Below are very important tips for all search engine optimizers.

First, when it comes to advanced tips for best search engine optimization, the foundation upon which your SEO efforts need to be built is search engine optimized content at your website. When all is said and done search engine optimized copy is crucial to your overall best SEO efforts.

Second, when considering what you need to do when it comes to the best SEO is to seriously contemplate engaging the services of a professional to assist you with your needs. While it does cost money to engage the services of a professional, businesses of all types have considered engaging such a professional or expert to be a worthy investment in the future of your business enterprise.

Third, when it comes to advanced tips for the best search engine optimization, you will want to really focus in on what you can to in regard to meta tags. Meta tags can be invaluable when it comes to your best SEO efforts.