Search Engine Marketing

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?"

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.”

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’

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

Demystifying Social Computing
February 1, 2008

Social computing technologies are an increasingly vital part of consumers’ lives. Industry analyst Forrester Research reports that use of social networking sites grew a whopping 90 percent from 2006 to 2007; in the same time period, blog consumption grew by 83 percent and the number of consumers relying on RSS feeds to distill content jumped fully 300 percent. Consumers are talking to each other.

I think that sometimes we in the field of search...
January 25, 2008

"I think that, sometimes, we in the field of search marketing try to make the concept of ranking more difficult than it really is. True -- there are hundreds of ways to build a link, an infinite number of keywords, thousands of unique sources to drive traffic along with analytics, design, usability, code structure, conversion testing, etc. However, when it comes to the very specific question of how to rank well for a particular keyword in standard organic results at the engines, you're really only talking about a few big key components."

Experienced client side and agency search marketers know that today's...
January 25, 2008

"Experienced client side and agency search marketers know that today's SMB and enterprise SEO projects involve much more than single event 'SEO triage' and link building. A quick look at the topics on the top search marketing forums, newsletters, conferences, blogs and even print magazines shows an increasing variety of strategies ranging from marketing with social media to SEO and usability to leveraging user generated content. As companies look for the right online marketing resources to help navigate the ever changing and increasingly complex world of search marketing, what variables, channels and outcomes should be considered?"

Blogging is a great tool for organic or natural search...
January 25, 2008

"Blogging is a great tool for organic or natural search. It's getting so big companies can outspend small business in keyword advertising, but search engine optimization is still completely democratic to business and organizations of all sizes. Search engines love blogs."

Secrets of the Search Engines
January 16, 2008

To fully take advantage of search engine marketing, it is useful to know the segmentation potentials of each major search engine. These six tips will help you target high-value customer segments through SEM. Split the landing pages: Search engine optimization pages need to be legible by search engines, while the best-performing pay-per-click pages may use Flash animation or an image with very little copy. Research: Use your inbound organic keywords as a starting point for PPC efforts. Generate content: If a PPC keyword brings high-quality traffic, consider building a portion of your site dedicated to that keyword for organic traffic. Implement microsites: They are

Competitive on a Budget
January 1, 2008

Small marketing budgets don’t necessarily mean small ideas when it comes to search marketing. In fact, it’s the innovative and creative efforts that most often empower companies with the ability to learn and adapt. Over the past few years the practice of using search engines to market Web sites has progressed from a focus on optimizing text content and acquiring links to the optimization of a variety of searchable digital assets, including: images, audio and video, as well as content delivery formats like RSS and mobile search. As search engines evolve with features such as personalized, social and unified search, so must marketers—especially those