Friday, July 18, 2008

Section 2: Around the Net in Search Marketing

, July 18, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home's Optimization Tips Exposed
Future Now
Raul Vasquez is president and CEO of, the e-tailing subsidiary of Wal-Mart, and Bryan Eisenberg recaps his keynote speech from's Merchandising Workshop. Vasquez shed light on's continuous optimization strategy, noting that there are four elements the Webmaster team focuses on--value, assortment, ease and content.

Vasquez said that visitors needed to see the value that a retailer offers from the moment they land on a retailer's homepage. Site owners should feature the best products they offer most prominently, but still show shoppers that there's a wide variety.

Meanwhile, the team constantly worked on things like search functionality and product categorization to ensure that the user experience was simple. Lastly, Vasquez said they focused on having lots of quality content, including ratings and reviews. - Read the whole story...

Is SEO Shaping News Coverage?
Telegraph Blogs
Shane Richmond, communities editor at, responds to a recent article (by satirical pub Private Eye) claiming that the Telegraph was forcing its reporters to write stories based strictly on keyword popularity. The piece also said that writers were instructed to cram as many keywords as possible into each article's first paragraph.

"Normally I'd chuckle and move on but the Private Eye item seems to have caused a little confusion, which I want to dispel," Richmond says. He argued that having reporters use keywords--choosing "Fallujah" instead of "a city west of Baghdad," for example--was key to helping readers find stories correctly.

"So yes, of course, that's what we do and our staff are regularly updated on the performance of our stories in search engines and told when a vital key word is missing," he said. But Richmond maintained that there were no keyword frequency mandates, nor did the Telegraph use search term popularity to dictate which topics the writers covered. - Read the whole story...

What's Your Link Reputation?
"Call it osmosis, link transference or what you like, the fact remains that 'what other sites say about you' meaning 'how they link to you' (or how you build links) matters," says Jeffrey Smith. "Search engines, much like in real life, need someone to vouch for the character and quality of the target site."

He digs into the rationale of why the engines rely on links so much to determine a given site's reputation, as well as outlines tips for building link equity using anchor tags. Smith also offers advice for figuring out which sites in your niche would be the best sources of reputation-building links. - Read the whole story...

Google's Ads Quality Between Rock And Hard Place
Silicon Alley Insider
Google faces a tough challenge in the coming months with regards to its ads quality initiatives. In previous quarters, the search giant dialed down the number of ads it displayed, as well as scaled back on the number of publishers it allowed within its AdSense network.

"Google has reduced the number of keyword ads on results pages by more than 40% in the past 6 months from an average of 6.5 ads to 4 ads," according to AdGooroo's Richard Stokes. And while the measures were taken to improve the quality (and ultimately CTRs) of search ads, the decrease in volume has started to drag down revenues. So what's the company to do?

Stokes says Google can raise ad volume by about 20% in the coming quarter, but that's about it. After all, both searchers and advertisers have become accustomed to less ad clutter. "Presented with more ads, it's hard to know what the conversion rate will be," he says. "Advertisers will have to accept a lower rate, and it could take time for bid rates to adjust." - Read the whole story...

AdWords' Combined Placement/Keyword Targeting Revealed
Search Engine Land
Google has added new targeting capabilities to AdWords. Now advertisers can choose to run campaigns that are both keyword- and placement-targeted, bringing more precision to ads running on the AdSense content network.

Advertisers can set custom bids for placements on specific sites. For example, you can set an overall minimum bid for the word "laptops," but raise or lower that bid accordingly to attain placement on specific sites (chosen based on performance) within the content network. You can also make sure that an ad runs only if both the keyword and placement choice match. - Read the whole story...

Searching For The Best Batman
The Blog

Search Insider - Around the Net for Friday, July 18, 2008


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