Wednesday, July 2, 2008

Section 2: Around the Net in Search Marketing

, July 2, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

The Dirt On Search Scammers
Inside CRM
Have you received an email from a company guaranteeing you the #1 spot in the search results across thousands of engines? You're not alone. Matt Cutts, Aaron Wall, Rand Fishkin and other SEOs recount tales of the dubious offers they've received from search scammers in this article.

Adam Audette shares the tale of a search scammer who snagged a client by cold-calling and giving a "guaranteed rankings" sales pitch. When the person didn't give in, the marketer created a quick PPC campaign using the prospective client's full name, then called back and told the client to Google themselves, as he'd snagged them the top spot on the engine.

"As crazy as it seems, the 'SEO' got the business," Audette said. "Then, after providing zero value and taking all the client's money, the client was left with nothing to show for the time and effort wasted. He didn't realize how he'd been duped until their six-month contract ran out! He was furious." - Read the whole story...

Video SEO Works for Reputation Management
Search Marketing Standard
Grant Crowell says that the discussions about online reputation management haven't focused on video (and video SEO) enough. After all, video clips can carry more weight than news stories, blog posts, and even company Web sites, depending on how well they're optimized.

Crowell lists two examples of how he used video clips to outrank celebrities and politicians for their own names and related topics on the SERPs. In the celebrity case, Crowell snagged a video of "Sex and the City" star Kristin Davis during a press junket. He edited and optimized the clip, and it became one of the top-ranked results for "Kristen Davis video" (though the correct spelling of the actress' first name is actually "Kristin) on Yahoo. The clip also drove traffic back to his site to boot.

"Evidence like this shows that video can have an almost 'unfair' advantage to how easily and quickly it can show up in the search results, even without major SEO work, link building, or even viral marketing," Crowell says. "The search engines just 'like' video, regardless of whether the content may be to the liking of who is being shown." - Read the whole story...

So What Does ICANN's New Domaining Policy Really Mean?
SEO Roundtable
Chris Boggs rounds up comments from a number of discussion boards regarding ICANN's announcement last week that the organization would soon open up the top-level domain system (i.e. what makes a site a .com or .edu) to allow for an "unlimited number" of domains.

Some search marketers have suggested buying up .seo or .sem domain extensions before spammers or otherwise unscrupulous Webmasters buy them--both to keep the prices down, and protect the reputation of the search community from being tarnished by bad Web sites in the future.

Other forum discussions revolved around whether a domain extension like .insurance would garner more authority than a .com when it comes to ranking for queries about various kinds of insurance. Of course, multiple factors influence a site's overall ranking with the engines, but an .insurance domain might influence the human behind the query -- regardless of where the site shows up on a SERP. - Read the whole story...

Developing A Solid Transition Plan For Web Site Changes
Search Engine People
Most Web site owners know that doing a complete site overhaul requires time and planning, as drastic changes can cause sharp dips in SERP positioning. But even making changes to copy or tweaking the URL structure to make it more search-friendly can cause rankings fluctuations, so it's important to have a solid transition plan.

Jennifer Osborne lists some of the questions a Webmaster should take into account when making site changes. For example, you should avoid making changes to URLs--but sometimes site improvements like reorganizing sub-folder structures, or making the URL naming system more intuitive, require those changes.

"If it's not possible to keep your URLs the same or if you decide that you're better off moving to intuitive, keyword friendly URLs then you need to 301 (not 302) redirect each page of the old site to it's new destination on the new site," Osborne says. She also touches on tips for making content changes, as well as tweaks to the internal linking structure. - Read the whole story...

Ask's Maps Now Powered By Microsoft
Virtual Earth, An Evangelist's Blog
Ask has made Microsoft's Virtual Earth platform its map provider. Map-based searches, including business search (Ask City) and Smart Answers queries, will now return Virtual Earth visuals and data. Searchers will also be able to drill down with the ultra-detailed Bird's Eye View.

Ask joins a number of other search providers that have chosen to go with Virtual Earth in lieu of building their own mapping platform, including, and

"Allowing us to do the heavy lifting in building out a robust mapping platform allows customers to focus on developing applications that benefit end users," says Chris Pendleton, a Virtual Earth tech evangelist with Microsoft. - Read the whole story...

Nail Down Your Social Media Profile Name Before Someone Else Does
The Link Spiel
- Read the whole story...

Quintura Powers Search On Sites
- Read the whole story...

Search Insider - Around the Net for Wednesday, July 2, 2008


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