Editor’s Picks: February 9-13, 2009

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Below are some of the search marketing resources you might have missed this week. I’ve tried to avoid the most popular sites since it’s likely you’ve already seen much of what was posted there this week. Enjoy.

Online reputation management. Although many businesses are complaining about losing control over their brands in the Web 2.0 environment, in reality, they never had that control anyway. It was always up to the customer to form an opinion and now it is easier than ever to share it. Thankfully, it is also much easier to monitor these conversations and either respond to the ungrounded accusations or just listen and make the necessary improvements if the criticism is justified. Here is a nice article on some of the free and paid resources available out there to help you monitor your online reputation.

Usability and user feedback. One of the best ways to improve the usability of your site, and your conversion rate along with it, is to ask your visitors for feedback (another way is to test, test and then test some more). PPC Hero has a list of questions you might want to ask your website visitors through a feedback form

Duplicate content issues. The major search engines now allow for a new tag to deal with canonical URLs. If you are using WordPress or Drupal as the content management system for your site, Joost has developed a few plugins for both to help you take advantage of the new tag.

Online marketing with microsites. There has been some debate as to the value of microsites in online marketing. Rand Fishkin has come down strongly against them. This is not surprising since Rand is a SEO guy and he judges things from this specific pespective. Indeed, microsites probably disperse links that might have produced better results if concentrated in a single domain. Still, there are a number of benefits microsofts offer. Michael Martinez, who disagrees with Rand, has some interesting advice on how to build a microsite. We’ll be joining the debate in May, with a cover story of our Summer 09 issue taking a close look at the pros and cons of microsites. Interested in this topic? Subscribe to our print magazine today!

By the way, those of you who are subscribed to the magazine, the Spring 09 issue will ship Monday and should be arriving shortly.

About the Author

Andrey Milyan was the first editor-in-chief of Search Marketing Standard, the leading print publication covering the search marketing industry. He has been following and reporting on industry developments for over 10 years. Andrey now works in the paid search sector of a prominent search marketing agency.

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