Search Marketing Standard » Discussions

The View From Outside The Industry

Frances Mary Krug — Mon, 17 May 2010 23:15:15 +0000

The good people at Search Engine Watch have just debuted a new column which has two unique aspects about it. First, it will appear on Saturdays, a day when typically not too much happens online in terms of blog appearances and posts about our industry. Of course, we can usually be found writing each and every day of the week (something about that “no rest for the wicked” that my mother warned me of or was it my father who claimed it was “no rest for the weary”? Hmmm ….), but most people take a well-deserved breather on the weekends. We’re extremely lucky in having so many great and talented contributors to our site that bringing something to our readers every day is not usually a stretch of our resources … but I digress …

Search Engine Watch’s new column is also different in that it will be written by people based outside of our industry, but they will be writing about our industry. It’s a opportunity not only for others operating online to write about their struggles and successes and thoughts about the search marketing industry, but also for those involved in that industry to hear from areas they might not otherwise be that close to. I suspect that there will be a lot to learn from the observations of those who are not quite as involved as we are, but who have to deal with the same problems, expectations, challenges, and new ideas that we do.

The first three columns are from a sci-fi writer and are titled “The Future of Search: A One-Act Play In Three Acts.” Even if you didn’t know his usual occupation to start with, some of his prose may give him away (“Google … is still a bit of a freak show, beast-wise”), but don’t let that stop you. There’s some interesting observations here that we all can learn from. I, for one, am looking forward to finishing up the series and then seeing who they have next up. Thanks, Search Engine Watch, for a different take on search!

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The View From Outside The Industry

Discussion: Shift of the Big Three

Andrey Milyan — Fri, 08 Aug 2008 18:19:10 +0000

Over the last two years, doctors, attorneys, and contractors (referred to as the “Big 3” in this article) have stepped up their movement away from some forms of traditional marketing and are now shifting into Internet marketing and lead generation. They are quickly learning the ins and outs of this new medium, including running aggressive SEO and PPC strategies in-house or through SEM agencies, as they bring more dollars online to drive advertising ROI and new lead generation. Those involved in SEM need to be aware of the new competitive playing field and the continued convergence into online by the Big 3. The market is competitive, and only aggressive, smart strategies will work.

As a search marketing professional, have you seen a shift in this demographic? In your opinion, what are some of the effects this shift my have on a more traditional advertising channels, like yellow pages?

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Discussion: Shift of the Big Three

Discussion: Making Paid Search Performance Pricing Work For You

Andrey Milyan — Fri, 08 Aug 2008 16:36:25 +0000

Marketers are looking high and low to get a leg up on the competition in any way they can. And while it may seem like an unlikely candidate to get you there, paid search performance pricing might help you do just that, as it can certainly drive results.

Performance pricing is an incentive based compensation model formulated by the marketer and vendor based on the achievement of clearly defined goals. The chief benefit of the model is that it provides the opportunity to develop a mutually beneficial plan where both parties’ goals are aligned.

Overall, a performance-based compensation model can truly be a win/win for you and your search engine marketing partner. Not only will it help to drive results and bring your partner’s goals in alignment with your own, it will allow you to reward your partner for superior performance while keeping your overall ROI in mind. Doing it right takes a bit of time, effort, and planning — but is well worth the effort in the end. My advice? Don’t just settle for a leg up on your competition. Instead, use paid search performance pricing to blow by them completely. Once the dust settles, they will still be trying to figure out what happened.

Are you a search engine marketing professional or a firm employing the performance pricing model with your agency? Please share your experience here.

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Discussion: Making Paid Search Performance Pricing Work For You

Discussion: In-House + Agency = Twice the SEO Power

Andrey Milyan — Fri, 08 Aug 2008 16:14:39 +0000

Research indicates — and the author’s experience also suggests — that at least for the next few years, having both in-house specialists and a competent SEO firm assisting them may well be the best option for achieving lasting success. In his article, Chris Boggs provides ample evidence to backup this claim, using his company’s clients as examples.

Has your company been outsourcing some or all of your search marketing efforts? Have you ever considered a hybrid model, with both in-house staff and an outside search marketing agency working on your campaigns?

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Discussion: In-House + Agency = Twice the SEO Power

Discussion: Mobile SEO Essentials

Andrey Milyan — Fri, 08 Aug 2008 15:32:12 +0000

There is still a lot that’s not known about mobile SEO and there is still a lot to be learned. Nonetheless, a mobile search engine optimization should be part of your mobile search marketing strategy. In his article, Bryson Meunier has outlined the essentials of a mobile SEO strategy, including on-site optimization, link building and analytics. It is time for you to go mobile and prosper, but remember — the mobile game changes often. To stay on top, keep an eye out for advances in mobile site development and ongoing expansion of SEO advice and best practices for mobile.

Have you optimized your company’s online properties for mobile search engines? Have you been successful at getting high rankings for your mobile website? Please share your experiences here.

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Discussion: Mobile SEO Essentials

Discussion: Mobile Paid Search — The Fast Lane of the Mobile Internet

Andrey Milyan — Fri, 08 Aug 2008 15:08:48 +0000

Mobile provides a rich new way of targeting and promoting products via paid search. There are many possibilities for brand awareness and calls to action, but it is vital to remember that mobile users are not motivated by the same factors as those using desktop search. More often than not, boredom drives users to conduct a mobile search. Consequently, careful thought must be put into the creative text. Moreover, a strong keyword sales program is necessary, as users on mobile are not always looking for answers, as they may be when at their desktop. Mobile users are looking for fun, credibility, amusement, and entertainment. The trick is to understand that mobile is a social medium and any advertising must reflect that if it is to succeed.

Have you been running mobile paid search campaigns? How successful were they? What ad platforms have you been using to reach mobile users?

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Discussion: Mobile Paid Search — The Fast Lane of the Mobile Internet

Discussion: Considering Going Mobile?

Andrey Milyan — Fri, 08 Aug 2008 14:32:14 +0000

Many businesses, and even some mobile industry professionals, think that simply ensuring full-sized websites are stripped down of graphics and formatted into a single column for easier viewing on a mobile device is enough to create a satisfying mobile web experience. While this is certainly a step in the right direction, it is not nearly enough.

There is much more to the mobile web than making your existing website tiny. You must define your mobile website around your customers’ needs. What do customers need from your business when they are mobile? Answering this question correctly and building your mobile site around the answers will be the biggest factor in your success.

Whether or not you personally use the mobile web, if you have a business-related website, it is time to dive in. Over 3 billion people have mobile phones, with that number expected to reach 4 billion by 2010. Compare this to only 850 million PC users worldwide and it becomes obvious that the mobile web demands attention. Start with your customers’ needs in mind, build a solid strategy, and get started.

Does your business have a mobile website? Have you been running any mobile search marketing campaigns? How successful were they?

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Discussion: Considering Going Mobile?

Discussion: To Tweet or Not to Tweet?

Andrey Milyan — Fri, 08 Aug 2008 14:05:24 +0000

With blogs so commonplace, it is not surprising that something new has come along to engage Internet users and faddists — micro-blogging. The first and best-known micro-blogging service is Twitter, which surfaced in 2006 and continues to grow in popularity, with a 1300% increase in traffic from June 2007 to June 2008 (Compete. com). Others have joined in, including Pownce, Jaiku (now part of Google), and Plurk (currently a distant second to Twitter in the micro-blogging realm).

What is it about micro-blogging that makes it so successful? Are you using micro-blogging platforms like Twitter to communicate with your community, customers, etc?

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Discussion: To Tweet or Not to Tweet?

Discussion: Worthy AdWords Alternatives

Andrey Milyan — Fri, 08 Aug 2008 13:52:58 +0000

Advertising on Google may singlehandedly build your online business, but it can also be exceedingly expensive, frustrating, and unpredictable. As many advertisers have discovered the hard way, the competition on Google is fierce and the always-present chance of a Quality Score smackdown make putting all your eggs in the Google basket a risky strategy.

Fortunately, the impressive success of cost-per-click (CPC) advertising on Google has spawned a slew of CPC alternatives waiting to take some of your marketing budget. The variety of CPC opportunities today is staggering – from mobile phones, to local newspaper websites, to industry magazines. For almost any advertiser, there are at least a few CPC sites out there that you should consider testing.

Are you testing some other CPC advertising options outside of Google AdWords? How successful are your campaigns?

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Discussion: Worthy AdWords Alternatives

Discussion: What a Link Can Tell a Search Engine

Andrey Milyan — Fri, 08 Aug 2008 13:46:35 +0000

It is easy to forget that the link itself is not where the trust originates. A link is made up of two parts — a piece of code and, more importantly, a person with some sort of intent. Any given link can radiate signals that a search engine algorithm might find helpful, but these signals originate from the person who placed the link wherever the engine found it, along with that person’s intent when he or she placed it. You may not want to believe that a search algorithm can determine intent, but in many cases, it can.

So a more accurate term than “trusted links” might be “trusted linker.” While it’s true that some SEM and link-building techniques can mimic trust, fake trust is not sustainable. Real trust doesn’t happen overnight, but neither does it vanish overnight.

What are some of your link building tactics? Has the trust level of your domain name been a factor in your search engine optimization efforts? Do you think search engines like Google are successful at figuring out intent of the linker?

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Discussion: What a Link Can Tell a Search Engine