 Social Media Showdown: Facebook Fan Pages Vs. Groups
Search Engine Journal
Ann Smarty reviews the features of Facebook's Fan pages and Groups, and determines that they're both useful to social media marketers in different ways.
Fan pages are best for crafting long-term relationships with fans, readers or customers. You can promote them with social ads and include apps."Unlike groups, fan pages are visible to unregistered people and are thus indexed (important for reputation management, for example)," she says.
Facebook Groups on the other hand, are best for "hosting a (quick) active discussion and attracting quick attention," Smarty says. Marketers can send out bulk invites and recipients can pass them on en masse, making Groups a powerful viral platform. - Read the whole story... Building Blocks Of A Paid Search Campaign
StraightUpSearch
A paid search campaign needs four fundamental factors to be successful: the right keywords, a thoughtful account structure, an aggressive bidding strategy to start, and ongoing analysis. John explains these fundamentals clearly in his post.
Choosing the right keywords is ... well, key, because the right ones will "give you the ability to target PPC ads specifically to those looking for related products and services, or avoid showing your ads to users who are not likely to purchase from you," he says. Meanwhile, small, organized ad groups help you maintain higher Quality Scores and CTRs.
John suggests bidding aggressively at the onset of a campaign to quickly gauge its relevancy and effectiveness. "This tactic will ensure that you are high in the paid search results, giving you the best chance to quickly establish Quality Scores and determine if your message is meeting the right traffic." Lastly, ongoing analysis is needed to discern whether the campaign is meeting client's ROI and CPA goals. - Read the whole story... Zillow Grows Into A Directory
Kelsey Group Blogs
Real estate search engine Zillow is evolving into an overall homeowner's resource, going up against established services like ServiceMagic and Angie's List that connect homeowners with contractors like plumbers. The caveat is that the Professional Services Directory won't feature ratings and reviews.
"The Directory uses Zillow's 150,000 registered real estate salespeople as a base, but expects to be adding adjacent categories, including stagers, lenders, contractors, landscapers and architects," says Peter Krasilovsky. "Consumers can then search for professionals by specialty, business name, city, ZIP code or neighborhood." - Read the whole story... Yahoo's Straight Talk About The Google Search Deal
YSM Blog
First Google set up an information hub about the proposed search deal with Yahoo, and now Yahoo has followed suit, launching the Yahoo Search Agreement site. The company acknowledges that people may have heard about the deal from "just about everybody: your coworkers, your competitors, your daily blog, and -- who knows? -- maybe even your taxi driver." So they set up a site to dispel any misinformation (and hopefully, engender some positive public opinion).
"Among the items you'll find there is a blog post from our President, Sue Decker, that busts some myths about the agreement," the team writes. "You can also view more details of the deal on the site, as well as frequently asked questions and press coverage. With the facts in hand -- unfiltered by your workout buddies -- we hope you'll discover how the arrangement might benefit you." - Read the whole story... Site Search Tune-Up
Search Engine Guide
How well is your site search functioning? If the tool is not pulling up relevant content, or it's a pain in the neck to use, Stoney DeGeyter says that you may be better off without it.
"When site search is available on large sites, people tend to use them. That's good," he says. "But if they search for something you have but the search doesn't find it, they'll assume you don't carry it. What do they do from there? They'll move on to the next site. That's bad."
DeGeyter says that a good site search tool accommodates searcher's misspellings, can suggest related products if a particular one is out of stock, and provides detailed analytics that site owners can mine for keyword data. - Read the whole story... |
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