Friday, August 15, 2008

Section 2: Around the Net in Search Marketing

, August 15, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Talents To Look For In A Future Search Employee
Fuel Interactive
Figuring out someone's strengths and having them work on projects that maximize those strengths is a win-win for both employers and employees. The employee's morale gets a boost, the employer gets high-quality productivity, and the company is better off. So what strengths should HR managers be looking for in potential search employees?

Search workers should be maximizers obsessed with making things excellent. "This one's a no-brainer for all analytics-based marketing," Brian Carter says. The new addition to your search team should also have a strong ability to focus, be strategic and have a knack for arranging things (like Ad Groups, among other things). They should also have an eye for individualization, be an achiever, and of course, be analytical.

Still, Carter cautions that there probably isn't one set of "best" strengths for both PPC and SEO (i.e. technically oriented paid search analysts and copywriting-oriented organic specialists). And of course, you'll have to assess candidates according to the actual work they'll be doing. - Read the whole story...

The Basics Of Optimizing For The iPhone
Search Engine People
Jeff Quipp kicks off a new series of blog posts focused on iPhone-centric SEO with this first tip: Include your company's phone number in the meta description tag.

If you do so, "the iPhone turns the phone number into a link," he says. "Click it, and the number is dialed ... no memorization necessary. Almost instant gratification, and in this world, instant gratification rules!"

Quipp says that this tip would likely best benefit local businesses, emergency services (like tow truck and locksmiths), as well as businesses that would fit under the impulse or on-demand category (like taxis and pizzerias). Of course, plugging this data in won't make a given page rank better, but it can give said page an advantage in a situation where an iPhone searcher is on the hunt for something local and immediately accessible. - Read the whole story...

Crawling And Indexing: Both Important, But Different
SEO Speedwagon
In the search world, there's crawling and there's indexing. The two terms denote important actions taken by the engines, but Erik Dafforn thinks that they've been used interchangeably as of late. And since they're not the same thing, he devoted a blog post to explaining how they differ.

"Crawling is the process of an engine requesting -- and successfully downloading -- a unique URL," he says. "Indexing is the result of successful crawling. I consider a URL to be indexed (by Google) when an info: or cache: query produces a result, signifying the URL's presence in the Google index."

Both are vital to maintaining a successful Web site (and snagging high organic rankings), but one of the differences stems from the amount of time each takes to get done. A site can be crawled within hours of being uploaded to a domain, but it can take much longer (in an example Dafforn provides, more than a week) to be indexed. - Read the whole story...

Title Tag Optimization: 101
Find Resolution
Aaron Goldman uses a recent Search Engine Watch article titled "Avoiding Online Missteps with Generation Y and Milleniums" as an example of how time spent on title optimization can have a significant impact on a page's visibility in the engines.

While the article focuses on using the Web to market to millenials, Goldman notes that searchers on the hunt for said info likely won't find it during a routine search, because the piece is not optimized for the right words. "It's not because of the page template," he says. "The headline of the article is repeated in the title tag, the bread crumb trail, and in the header of the article. The problem is, the right words weren't chosen. And in SEO, even a few small words can make a big difference."

Goldman then digs into the new Google Insights for Search tool and finds the words that the article should have been optimized for in terms of query volume and popularity. The author used "milleniums" in the title, for example, when "millenials" actually garnered much more volume. He also suggests adding the word "marketing" to the title, and removing stop words like "and," since the terms "millennial" and "generation Y" are synonymous. After a few more tweaks, the title becomes "Tips for Marketing to Millenials of Generation Y Online." - Read the whole story...

Still More Reputation-Monitoring Tools
Mitch Joel reviews five free reputation-monitoring tools, including Google Alerts, Twitter and Facebook Lexicon, as you can never be too aware of what consumers are saying (and seeing) about your or your client's brand.

"We now live in a day and age where almost every first (and ongoing) brand interaction happens at the search box," Joel says. "Think about the last time someone told you about a brand. Odds are you did not rush down to the nearest store to check it out. You probably did a quick search online to see what's being said and read what others are saying."

He also reiterates how important it is to monitor search results across the "lesser" engines--Yahoo and MSN--since so much attention is focused on Google rankings. Joel says that knowing which sites are linking to you, in particular, can yield another layer of insight into how your brand is being perceived. - Read the whole story...

British Airways On The Hunt For A New Search Firm
Brand Republic

Search Insider - Around the Net for Friday, August 15, 2008


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