Friday, October 24, 2008

Section 2: Around the Net in Search Marketing

, October 24, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Google Shakes Up Competition
Find Resolution
In one beta tester's opinion, the Omnitures, Web Trends, and Coremetrics of the world should be very concerned about Google's new (free) enterprise-level analytics. Jeff Campbell believes the search engine's release of new features this week addresses shortcomings in typical Web analytics packages.

Of the announced additions, Advanced Segments and Custom Reporting have had the biggest impact for this user who loves to slice, dice, and segment visitors as many ways as possible, Campbell writes. Not only does Advanced Segments eliminate the need for Profiles, you have back-populated, detailed data on the fly that rivals Omniture's premium Discover service. - Read the whole story...

Surviving Slashed Marketing Budgets
When sales drop off, marketing budgets are typically the first to get cut. I know. I turned toward journalism the last time I was cut from a marketing budget in 1999 (surprise!). So, what should you do if your marketing budget is slashed? While your management wants you to react immediately, you know that an ill-considered elimination of marketing support can quickly translate into a disastrous drop in sales, according to Heidi Cohn.

Cohn takes us through ways to redirect your marketing budget to maximize results by outlining three steps to consider your current business situation, and three strategies to redirect remaining marketing dollars. She reminds us that in hard times, it's even more necessary to use your analytic tools and marketing creativity to get the most bang for your marketing dollar. - Read the whole story...

Tips & Tricks to Raise Rankings
The Match Box
It's possible to create decent titles and meta descriptions from a hunch, or popular search phrases based on your own knowledge and experience. But really good titles and description tags are built on good data and the revenue based on quality key phrases.

Once you research the data on what people actually search for and buy, then you can work on optimizing title tags. Remember to list the most important key phrases in the beginning of the string when writing title tags. Put your main key phrase at the start of the title. Try and fit in a longer variation in the title with more keywords, and use a non alphanumeric character between your main key phrase and before your longer variation to break them up. You can use anything such as a pipe, hyphen, colon or an arrow. - Read the whole story...

When SEO Turns Sour
Search Engine Guide
You may think good organic search campaigns will deliver the most effective traffic on your site, but that's not always the case. In fact, there are some instances in which you'd do best to focus your limited marketing dollars elsewhere, according to Jennifer Laycock.

Search engine optimization is not complicated, but it's very easy to do the wrong thing, or claim you can optimize a site without having the skills to back it up. So for starters, when hiring a SEO, remember to make sure your company can benefit from search engine marketing services. Make sure you have a solid grasp on what the firm you hire should do, and above all, make sure you are tracking the results with a return on investment. - Read the whole story...

EveryZing Video Search
The Kelsey Group
Making video content searchable. That's every video company's dream. EveryZing this week launched MetaPlayer, a video player that emphasizes SEO, search and indexing. Similar to other video search companies that offer a combination of video indexing technologies, Everyzing's technology is based on speech-to-text processing. The intellectual property comes from the government research giant BBN Technologies.

MetaPlayer's features include searching for words in a transcript that land the searcher at the beginning part of the video where that word was uttered. It also does speech-to-text processing in near-real time. This important index capability lets searchers find and view content quickly. - Read the whole story...

Search Insider - Around the Net for Friday, October 24, 2008


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