Tuesday, October 21, 2008

Section 2: Around the Net in Search Marketing

, October 21, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

How Does Google Content Briefly Disappear?
Every wonder how or why Google would drop out content from search results for a few hours, after it had been there for at least a day? I have. I saw it happen. It made me think I was going crazy. Thank you, Ben Hendrickson, for providing some sort of explanation in this post.

He said Google likely works with two indexes. One hypothesis is that Google removes a page from the small index only after it is in the big index. Then both indices would have the content for a while until the small index was rebuilt. This overlap means the small index is larger than necessary. Perhaps Google tries to time it perfectly to eliminate gap or overlap. Hendrickson believes that problems occur as indexes crawl faster, grow their indices, add complexity to indexing, or let the intern check in his summer project. You'll have to read the rest for the details. - Read the whole story...

Testing, 1, 2, 3...
Search Engine Watch
Don't forget about testing to improve the effectiveness of text in your ads relative to PPC campaign performance. It could lead to better CTRs and quality scores, which means driving CPCs down, and/or lets you buy more clicks per dollar. David Szetela believes testing a variety of different text in ads can help fine-tune messages visitors see on your PPC landing pages, helping you improve conversion rates even further.

Szetela provides examples, graphs and suggestions on taking the correct course of action, even after realizing that you didn't choose the best keywords, or because the clusters of words are not as closely related as they should be. - Read the whole story...

Yahoo Drills Down Into Local Search
Yahoo Search Marketing Blog
Yahoo has unveiled precise geo-targeting options for search advertisers. Users can target specific campaigns to cities and ZIP codes, whereas previously they could only hit entire states and designated market areas. The feature comes with an interactive mapping interface that marketers can use to choose cities and Zip codes. The city menu includes about 3,500 municipalities in the U.S and Canada.

Geo-targeting let you analyze a users' search queries, their Internet Protocol (IP) address and other user information to determine where they are and what ads to serve to them. The blog post contains basic guidelines to get started. - Read the whole story...

Finding Search Phrases, Combining Core Terms
Search Engine Guide
The ultimate goal of keyword research is to end up with tightly focused groups of keywords you can effectively use in your Web site. Depending on your keywords, a search for core terms could produce results ranging from 0 to 1000 different keyword search phrases, according to Stoney deGeyter.

If it produces zero, then scrub that core term, or maybe set it aside for a day or two to see if it gains in search popularity. If you break down your core terms correctly, you will get a list between 10 and 300 keyword phrases returned. Now that you have your core terms, how do you know when to combine them? Taking you through the process, deGeyter provides guidance on how and when to combine core terms. - Read the whole story...

Using Google's Impression Share Report
Google AdWords
How to increase low search traffic? For starters, it is helpful to understand your ads impression share, a Google metric that represents the percentage of impressions your ad received out of the total available impressions in the market you're targeting. Google makes the Impression Share report available through the Report Center.

With this information in ad, you can can begin to ask pertinent questions like: Am I losing impressions due to low ad rank? And: Am I losing impressions due to a low budget? Answering such questions, you can make more effective changes to your campaigns and boost traffic. - Read the whole story...

Search Insider - Around the Net for Tuesday, October 21, 2008


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