Monday, September 22, 2008

Section 2: Around the Net in Search Marketing

, September 22, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Your Daily Social Media Multivitamin
Conversation Marketing
Ian Lurie posts five steps you can take each day to "steadily build credibility" in various social media outlets. Think about them as being your social media multivitamin -- and the best part is, they take about two minutes each! You'll need to have a Google, Yahoo, Facebook, Twitter and Stumbleupon account (and the toolbar) to get this all done.

First, bookmark and review two businesses in Google Maps. "If I can't find two to review, then I add one or two to 'my maps' instead," Lurie says. "This activity (I suspect) makes me a more important reviewer in Google Maps. So, when I review a client business, it'll get more weight, too."

Then, buzz up or comment on two articles via Yahoo Buzz. Stumble at least five sites with Stumbleupon next. "Skim each site," he says. "Give it a thumbs up or thumbs down. If something looks interesting, put it on your to-do list. You don't have to read it right now."

Head to one of your favorite blogs and make a comment. "This builds your relationship with the blogger, at worst, and gets you a few links, at best," he says. You should also peruse your friends' Twitter pages and find one new person to follow each day. Lastly, update your own Facebook page, as it pings everyone in your network when you do. - Read the whole story...

First Steps Toward Integrating Search With Other Marketing Channels
Luke cites a report from Jupiter Research that found that just over half of all search marketers are integrating their search efforts with other marketing channels -- be they on- or offline. So what's with the other half of the pack that aren't? "The fact that separate departments manage these marketing initiatives independent of one another is one of the most common factors," he says.

So to get the offline marketing team's buy-in, Luke offers some quick campaign integration tips that show how simple (and beneficial) it is to have search and print, TV and even radio efforts that work together. "First of all, keywords, key messages and calls-to-action that have been identified as most profitable within your search marketing campaign(s) need to be leveraged in your offline mediums," Luke says. "Furthermore, there are ways to track the ROI for your offline channels. The key to tracking offline media performance lies within the URL."

He suggests working basic branded keywords into your radio spots, bidding on said terms and then driving those users to a custom radio-specific landing page. Lastly, there's print and direct mail. "With print and direct mail, you can purchase additional domains, define a rule set to redirect users to a custom landing page, and append a tracking parameter to identify the original source: print ad, direct mail piece, or any other offline channel." - Read the whole story...

Perusing The AdCenter Analytics Path Report
adCenter Community
Jonathan Tuliani digs into one of the reports bundled into the latest version of adCenter, the Analytics Path report. "Most analytics reports tell you about the visitors to individual pages of your web site," he says. "By contrast, the Path report shows you how visitors actually navigate through your site, from page to page. This information can be very valuable in understanding user behavior and identifying problem pages."

You can create a report to track any possible navigation path to or from a source page. Tuliani's examples show a report that tracks how users get to the "help" page, as well as one that tracks where users go after they leave the home page. The maximum path length tracked is seven pages (including the focal page).

"The path report is an explorative tool," he says. "Rather than simply showing static data, you can browse through the tree of paths taken by your users. You can see if the actual site navigation matches that intended by the site design--and thereby identify problem areas to improve or new features to add." - Read the whole story...

Keyword Management Tools
Search Engine Journal
So what do you do after you've researched a massive list of keywords? You manage that list with a tool that keeps it organized a little bit better than Excel does. Ann Smarty reviews Traffic Travis and Web CEO, two desktop apps that do just that.

Traffic Travis lets you organize key phrases into groups based on one specific keyword. There are a ton of filtering options (for example, you can find partial or inverted duplicate phrases), and it costs about $100.

Web CEO organizes keywords into baskets using whichever criteria you choose. Smarty says that the tool gives users "unlimited freedom." "You can sort your keywords based on search volume or competition, term topic (e.g. general; location-targeted; brand-related searches; etc), query type (navigational vs informational), keyword potential (commercial vs informational) or any other you can think of," she notes. - Read the whole story...

Google's Tips For Submitting All Kinds Of Content
Search Engine Land
The search giant has been extremely forthcoming in the past few weeks, with blog posts that detail the ins and outs of its search algorithm, the human reviewers behind the numbers, and tips about how to find a good SEO. The trend continues with a revamp to the "Submit Your Content" page for Webmasters, which Danny Sullivan has recrowned "Content Central." Google has also launched a Content Central blog to coincide with the launch.

The retooled site highlights the four major content areas: Web, local, media and items for sale. "Within each area, there are links to appropriate Google submission aids, such as Webmaster Tools for those dealing with web content, to YouTube's contact page for potential media partners, to a page designed for book search partners," Sullivan says.

There's also info about content submission for various verticals. "Go into a particular industry, such as travel, and suggestions on getting into Google from having a web site to 3D models are listed," he says. - Read the whole story...

Search Insider - Around the Net for Monday, September 22, 2008


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