Search Engine Marketing

Ad Tracking in the Mobile World
January 1, 2008

Ad Tracking in the Mobile World Seattle–based M:Metrics, a mobile media provider, recently unveiled a competitive tracking service for mobile ads called M:AdTracker. The monthly syndicated data service continuously monitors clickable display advertising from a broad representative set of mobile Web destinations and then classifies the data by industry/sector, company, division and product/service to reveal leading advertisers in and across market segments. Marketers can gather insights on competitors’ seasonal tactics and other campaign rotation activity via weekly, monthly, quarterly and annual tracking. Web: www.mmetrics.com

A New Balance
December 1, 2007

Direct marketers are becoming more proficient in vital Web strategies like search, yet they increasingly find themselves butting heads with their own affiliates who already have staked out valuable digital turf. Is it worth playing nice with affiliates? If so, how can marketers maintain healthy doses of affiliate-generated sales while maximizing incremental revenue and avoiding cannibalization of search campaigns? Such questions demand answers. The competitive search environment is leading many marketers to prefer Web affiliates that send incremental visitors—those resulting in sales or leads that otherwise may not occur as a result of marketers’ own efforts. Armed with affordable, easy-to-use Web marketing analytics packages,

SendTec Launches Highly Advanced Tracking Tool Available for SEM
November 30, 2007

FOR IMMEDIATE RELEASE (11-2007) New Action Cycle Tracking Follows Consumer Purchase Cycle from First Inquiry St. Petersburg, Fla.—November 2, 2007—SendTec (OTCBB: SNDN), a pioneering Search-Centricsm multichannel marketing agency, today announces the beta version of their new Action Cycle Tracking (ACT) tool, an added feature to their SearchFactz™ 3.0 SEM management system. This proprietary technology is the first of its kind to take a “first in, last out” approach to measuring keyword search dynamics, offering marketers both a more comprehensive way of quantifying the effectiveness of search-based advertising campaigns and a better understanding of consumer behavior from the initial search action through the final purchase. The stages of

Three Tips for Getting Started in Search Marketing
November 28, 2007

You can build a case for search marketing in your business and achieve measurable results. To learn how to shape the business case for search marketing, start with these three tips: Watch for trends. Best practices have continued to evolve along with search technology, so it is important to constantly monitor the industry to avoid using discredited tactics. Master sitemaps. Use the new .xml-based sitemaps protocol to improve your indexing by search engine. Learn to use sitemaps strategically; they are not a magic bullet unless you know how to load the gun. Reach out to robots. When moving a new site from the development

Three Tips to Boost Your SEO Results
November 14, 2007

Persuasive SEO copywriting satisfies two masters—the search engines and prospects. Here are some ideas that work for both. * It’s alright to revise your company’s Web pages gradually. To decide what pages to work with first, consider any upcoming sales or promotions you want to promote, product or service pages that aren’t currently positioning, and any pages that may be important to your brand. * Content opportunities are everywhere. By simply adding customer-centered or generated content, such as articles, FAQs and blogs, your company can overcome objections, provide information your prospects want to know and enjoy additional opportunities for search engine positioning. These are

Best Practices in Measuring the Effectiveness of Non-E-commerce Paid Search Programs
October 25, 2007

Paid search programs are moving beyond their traditional niche as a sales channel for e-commerce companies and retailers. Organizations ranging from component manufacturers to CPGs (consumer packaged goods companies) are starting to embrace search as a powerful way to raise brand awareness, create direct relationships with customers and generate leads for sales, particularly in business-to-business selling models.

Cabela’s Derek Fortna on SEO
October 10, 2007

Cabela’s, a direct marketer and specialty retailer of hunting, fishing, camping and related outdoor merchandise, needed to revamp its SEO game plan for the 2006 holiday season. Prior to the fall of 2006, only a handful of static category and product pages were optimized. With its Web site approaching 50,000 product pages and more than 200,000 unique products, such as “hunting socks,” “compound bows” and “riflescope accessories,” the company required a more robust natural search solution. So it turned to software provider Netconcepts to update its site with GravityStream, a natural search management platform that helped Cabela’s gain a real-time, Web-crawler version of its

How to Ride the Holiday CPC Wave
October 3, 2007

The “CPC Wave” marks when cost-per-click (CPC) rates start rising on search engines and extends until the end of the holiday season. Despite high keyword costs, understanding the wave offers lucrative opportunities for savvy online retailers who plan early. The following tips will help you weather this wave and continue to see profits climb after the holiday season. #1 Understand and listen to historical reports. Late summer/early fall is the best time for gathering information and planning how and when to customize your search engine marketing programs for the seasonal rush. By tracking ROI, revenue cost and click data from past holiday seasons, you

Search Engine Marketing: Search Has a New Friend—DRTV
October 1, 2007

Orkin, the 106-year-old, Atlanta-based pest control giant successfully leveraged direct response television (DRTV) for SEM optimization this August, resulting in better search engine query requests and an increase in impressions and clickthrough rates. Coordinating SEM campaigns with DRTV commercials helps support the firm’s marketing efforts by capturing online orders triggered through search engines. According to Orkin’s Director of Interactive Marketing Rob Crigler, company data shows growing numbers of people are using the Internet to search for both the Orkin name and the “pest threat” concept the firm promoted via its DRTV campaigns. For Orkin, conversion rates across DRTV display URLs, “buzz” keywords and brand

Search Engine Marketing: Special Report
October 1, 2007

With key phrases replacing keywords in search engine marketing (SEM) and driving the long-tail economy, marketers continue to look for tools to maximize paid search conversions and create more efficient organic search. In this report, Alan Rimm-Kaufman zeroes in on three big ideas to: maximize brand search, grow your paid search program and intelligently use “the big four” social media networks to drive rankings. As the buzz about social networking settles to a quieter hum, savvy marketers are finding ways to leverage this medium to help optimize SEM. According to the 2007 iProspect Search Marketer Social Networking Survey, 48 percent of marketers place content on