Friday, October 17, 2008

Section 2: Around the Net in Search Marketing

, October 17, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Conundrum: Organic vs. PPC
Thinking organic results served up by search engine algorithms are more relevant to most users' queries than the paid results? Search engines have, well, "largely manufactured this perception because each engine seeks to endear itself to users as an honest broker whose neutral algorithms will unerringly separate the wheat from the chaff," according to Kevin Lee.

While appealing to assume organic results are pure, in reality it is much more complicated, and, in many ways paid listings provide better, more useful results than organic ones. The more likely the query has commercial intent, the more often paid search trumps organic. Lee tells us why. - Read the whole story...

Making SEO Efforts Pay Off
Search Engine Watch
Are you measuring SEO success correctly? Do your analytics report properly? For businesses based on seasons, you should compare a year-over-year lift in organic search traffic. That's the advice from Mark Jackson, who suggests you don't use ranking reports because they are flawed and search results, in many cases, can change by the hour.

If you measure SEO success against organic lift, make sure analytics are set up correctly. If you compare organic search traffic, year over year, have at least one year's worth of data, on the same platform. Jackson goes through several potential problems and solutions, such as making sure you don't perform a redirect on the landing page to where you send traffic. There are several ways to mess-up reporting SEO correctly, but Jackson offers just as many to do it right. - Read the whole story...

How to Redirect URLs
Search Engine People
Why do it? You might want to if you have changed domains, merged two Web sites, moved pages, or spelled a domain name incorrectly. Knowing the basics on how to do it is a handy technique, but using the proper redirect techniques to keep links flowing could prove invaluable.

In step-by-step instructions, Shannon Hutcheson notes that it's important you know to use the 301 redirect because it acts as a natural bridge between the former and new URL location. The 301 redirection (used to permanently move locations) is SEO-friendly and the search engines treat it with more authority than a 302 (which is considered temporary only). - Read the whole story...

Problematic Un-canonical URLs
MoreVisibility SEO blog
Make sure the same content on your site isn't accessible from several URLs. It could hinder search engines from finding the Web pages. In Part 5 of this series, Jordan Sandford takes us through fixing problematic Un-canonical URLs. Previous posts detailed how to fix protocols, domains and subdomains, URL paths, file names, case sensitivity, and query strings. Today, we learn about fixing a combination of any or all of the above.

Any combination of these problems may be hidden on your site. All are potential snafus that arise from attempting to make the Internet easier and more forgiving to Web surfers.

It's important to remember the underlying design of the Web was created before search engines like Google existed, and before duplicate content issues became a problem. Sandford suggests you build sections of your site from the ground up with these solutions in mind to avoid un-canonical URLs. - Read the whole story...

Google Profiles Indexable In Search Engines
Search Engine Journal
Search engines can now crawl through to list about 50,000 Google profiles in search results. These Google profiles, a sort of public business card created from basic information about you in Blogger, orkut, Google Groups, Google Co-op and other Web pages, are embedded as iframes in pages that showcase user-generated content such as personalized maps, shared bookmarks.

Loren Baker calls Google Profiles the building block to the foundation of Google's social map in the interactive Internet world, weaving basic user information the user chooses to share within Google results; whether that info be LinkedIn style business information or family and friend style photo-sharing. - Read the whole story...

Search Insider - Around the Net for Friday, October 17, 2008


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