Friday, November 7, 2008

Section 2: Around the Net in Search Marketing

, November 7, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Big Brands Need To Wake Up And Smell The SEO Coffee
Search Engine Land
New York-based Conductor, which provides organic search solutions, released a report this week suggesting only 8% of consumer-facing Fortune 500 brands, such as AT&T, Verizon and Wal-Mart Stores, demonstrate a medium-to-strong presence for the SEO keywords they buy. Given the resources dedicated to competing in paid search, the study reveals many are ineffective when it comes to leveraging their brands in organic search.

Let's face it. Many big brands don't typically put much thought into SEO. Historically, it never seemed necessary as long as their brand names turned up in the first few listing of the search engine results, according to Jill Whalen. Times have changed. "The level-playing field of the Internet and seeing what smaller companies are able to do with SEO have caused many big brands to start taking notice," she writes. "The problem is that SEOing a big brand site is not the same thing as optimizing an ecommerce site."

Whalen exlains how big brands can put their egos aside and make plans to develop a strong SEO strategy. - Read the whole story...

SEO Is Like Customer Service At Airports
Seo Blog
Those of you who travel will likely relate to Christopher Hart's post. He makes several parallels between customer service in an airport and SEO. "Similar to the poor experience at the airport check in, ask yourself if your site's users are getting the same poor experience when they reach your Web site," he writes. "Remember SEO means optimizing your online digital business initiative for your users' experience. You want to make them happy."

The parallels Hart makes between airports and SEO are clear. For starters, long lines equal poor server performance and slow page load times. Asking the travel information center for help is similar to users that search on your site for queries. And, getting on the plane, finding a clean seat and being met with a smile is similar to sending a thank you e-mail and following up with a call after a consumer make a purchase. - Read the whole story...

Flash In The Pan
Yes, Flash makes a site interactive. On the other hand, Google, MSN and Yahoo search engine crawlers rarely index pages built on the technology. You want to engage your customers and build brand awareness to generate leads or sell products, so what should you do? Eric Papczum believes it is possible to have a Flash-heavy site and still be effectively indexed by search engines, but it may take a little extra work on your part.

Web site designs might be getting fancy, but search engine spiders still like reading text. Papczun steps you through several ways to use Flash. For starters, create exact HTML content that sits behind Flash. You also can use Flash for content that doesn't need indexing. When visitors to your Web site find helpful content on your site they will thank you. - Read the whole story...

Improving Landing Page Conversion Rates
Copy Blogger
It seems like a simple idea, but it might be time for a landing page makeover. Roberta Rosenberg reviews possible challenges and suggests ways you can improve conversion rates. She also steps you through a marketing plan to help achieve better results from the get-go before spending one unnecessary "dime" (a thought must be more than a penny these days).

In a prior linked post, Rosenberg gives you a dozen real-life examples of landing page makeovers, where she suggested text and graphic changes to maximize impact. - Read the whole story...

YouTube, Yellowbook Video Deal Demonstrates Interesting SEO Strategy
Kelsey Group
The conversion of video and SEO should prove successful for the partnership between and YouTube announced this week because it provides another distribution path for the small-and-medium size business videos it produces, according to Mike Boland.

This idea of combining video and an SEO strategy will gain momentum as more local businesses realize the low barrier to advertising with video, Boland writes. "Generally, the conversation in local video is evolving beyond who shoots the video and how it's done, to questions of where it shows up and how it targets the right local users," he adds.

Distribution is key and it will continue to happen through local ad networks similar to WebVisible, Jivox and others. - Read the whole story...

Search Insider - Around the Net for Friday, November 7, 2008


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