In May, Google started a phased roll-out of its much-awaited Universal Search model. Through a new set of algorithms, Google Universal Search results now can include videos, maps, images, blog sites and press releases that the search engine will position by newly defined relevance and popularity. Although other search engines such as Ask.com already had started down this road, the sheer size and market share enjoyed by Google makes this latest step monumental in logistics and impact.
Given that we provide integrated online marketing services at our firm, my team and I find ourselves persuading natural optimization clients to run paid search campaigns. And just as passionately we encourage paid search clients to optimize their Web sites. There’s only one reason we spend so much effort convincing clients to balance natural and paid search marketing campaigns—it works. Three critical factors are at the root of this principle: 1) the physical properties of a search page; 2) the nature of how natural search and paid search work together; and 3) the human reactions to both types of search results. Simply put, having both natural (or free
Oneupweb in December 2006 conducted a study to determine trends relative to traffic, conversion rates and total sales among e-commerce sites during the holiday season. The resulting whitepaper, 2006 Holiday Online Retail Buying Trends: A Study of the Consumer Behavior Online during 2006 Holiday Season, offers up some useful information for 2007’s sales season. Based on its research, Oneupweb came up with five best practices for paid-search advertising: 1. Be ready by Halloween. 2. Back-to-school triggers testing. 3. Protect peak season opportunities, e.g., develop bid strategies with higher conversion rates in mind (to offset seasonally high keyword prices), and develop inventory strategies. 4. Prolong the season with e-cards. 5. Use
Just because podcasts haven’t yet hit critical mass as marketing tools doesn’t mean you should put them on the back burner of your marketing strategy for long. Corporate Podcasting 101: A Basic Introduction for Online Marketing Executives and Their Stakeholders, a new whitepaper from SEM and online marketing agency OneUpWeb, points out that there will be 10 million podcast listeners by the end of this year, as reported by Internet research firm eMarketer. And, very little of this audience will be teens. What’s more, leading corporations are testing their way into this space, either by producing their own podcast series or by sponsoring podcasts
When companies talk at search conferences about Web site improvements they implemented based on analysis of search users' behavior, they typically throw around increased sales numbers in the millions. These case studies likely represent some of the best results possible, but experts note that solid revenue is at stake for all companies willing to drill down into their online analytics to uncover conversion opportunities. This report takes a look at the impact of online analytics on paid and organic search, but with a stronger focus on paid. The reason? As Lisa Wehr, founder and CEO of search engine marketing (SEM) firm Oneupweb, puts
Problem: Cancer Treatment Centers of America needed a cost-effective method to attract new patients. Solution: Develop a search engine marketing strategy centered not on "popular" keywords, but on patients' search habits. Results: Online referrals jumped more than 500 percent in just four years. When it comes to acquiring patients, Cancer Treatment Centers of America (CTCA) is not like other hospitals. As Adam Lufton, CTCA's director of Web strategy, explains, most hospitals get about 95 percent of their patients through physician referrals; at CTCA, that number is just 5 percent. This presents the hospital with a unique marketing challenge. Traditionally, it had relied on