Search Engine Marketing

I am curious if anyone else has noticed a trend...
February 21, 2008

"I am curious if anyone else has noticed a trend over the past year or so where people (I have nobody specific in mind) in the search marketing business seem to increasingly gravitate towards becoming a 'SEO celebrity.' It’s a bit like like moths to a flame, really. A while back, I had a search marketing job candidate answer the, 'Where would you like to be in 2-3 years?' question with, 'I want to be a famous SEO.' 'Why?' I would ask. 'Because that’s my goal.' Fair enough, but it’ll be tough to pay the bills with a wallet full of famous."

Keyword research can be the difference between a successful blog...
February 21, 2008

"Keyword research can be the difference between a successful blog and one that goes nowhere, but it often seems as if many bloggers think it’s something that doesn’t apply to them, or is 'only for SEO.' To the contrary, keyword research goes way beyond search engine optimization, and is all about discovering what real live people are actively interested in."

Five Tips to Help Customers Search Your Site Successfully
February 21, 2008

Consumers expect to find what they're looking for quickly — particularly when looking online. As a result, providing relevant search results is imperative for the success of any business on the Web. When customers can't find an item, they'll assume you don't stock it — even when there's a chance they just used a search term that you hadn't thought of.

Intuit’s Seth Greenberg on Paid Search
February 13, 2008

To keep abreast of discrepancies in search engine algorithms that present both risk and opportunities to boost ROI, Mountain View, Calif.-based financial software provider Intuit partnered with Zeta Interactive, a digital services firm in New York, to improve response during the current tax season. Zeta Interactive assisted Intuit in creating ad groups to support tailored cost-per-click ads and now monitors the frequency with which various search queries are used, rolling frequent queries into the program. It also monitors Intuit’s campaign keywords and ad groups, adjusting, as needed, to create more relevant ad copy. Here, Intuit Director of Online Advertising and Internet Media Seth Greenberg

Here at SEOmoz we're usually talking about how to make...
February 12, 2008

"Here at SEOmoz, we're usually talking about how to make your content more visible to the search engines. Today, we're taking a different direction. It may seem unusual, but there are plenty of times when content on your website needs to be protected from search indexing and caching. Why?"

emc1107_eBeat3
February 7, 2008

“I’m amazed by the attention some people give to keywords. Now, I’m all for keywords; they’re the building blocks of a good search campaign. But you’re not investing in search to build a strong campaign. You’re investing in search to forge strong relationships with real customers; that requires understanding how your customers think and act. That means learning where your customers live, what times of day they’re most receptive to your message, what types of ads and landing pages they like to see — and, yes, the keywords they type. It means getting your hands dirty with real data, so you can learn how, when and where to interact with the customers who will help your business grow. If that sounds harder than building keyword lists, that’s because it is. But start marketing to your customers — and not to your keywords — and your customers will return the favor in spades.”

emc0907_eBeat1
February 7, 2008

‘You’ve probably heard about the “long tail” in search engine marketing — the numerous, highly specific, less popular keyword phrases that are a great source of targeted, low-cost and high-converting visitors. Executing a “long tail” strategy is critical to campaign success, but don’t let it distract you from the power of search’s “short head” — that handful of keywords that drive most of your cost and conversions. Based on a study by Engine Ready, the five highest-spending keyword phrases in a typical [pay-per-click] account comprised 52 percent of the total account spend. The takeaway is to allocate your time and testing resources based on the potential return and not get carried away by the seemingly endless possibilities of the “long tail” at the expense of your highest-spending “short head” keyword phrases. To read the entire study, visit www.engineready.com/company/managing-search1.html.’

Autism Society of America’s Marguerite Kirst Colston on Web Site Design
February 6, 2008

For each of the estimated 60 families today who will have a child diagnosed as autistic—and who may walk out of the physician’s office with only a resource folder to accompany their overwhelming shock, relief, sorrow and questions about what to do next—nonprofit organizations such as the Autism Society of America are working to provide answers. An increase in media coverage since the February 2007 Center for Disease Control autism report, which revealed the prevalence of autism is now one in 150 children, resulted in a rash of related blogs, personal Web pages and Yahoo! Groups. For the Autism Society of America, providing the