Monday, November 17, 2008

Section 2: Around the Net in Search Marketing

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SEM Charts With Pizzazz
Search Engine Watch
Charts filled with data are important. They provide C-level executives with metrics to determine where to allocate the quarterly budget for Web improvements. How much should they allocate to SEM? Aaron Wall's Firefox plug-in RankChecker makes creating charts a little easier, according to Frank Watson. The tool grabs positions for keywords in Google, Yahoo and MSN simultaneously and lets you export them into a spreadsheet.

Watson suggests taking the keywords and creating a master sheet. Then pull in data that demonstrates the traffic each keyword brought in. With it, you can set up a spreadsheet that has the keyword name, position in each engine, and amount of traffic the term brought in per search engine. Watson also provides suggestions on column headings and tools to get that "wow" affect. - Read the whole story...

Title Tags Tips
Optimize your tags based on a well-researched keyword strategy and look past algorithm-bait SEO tags, according to Marty Weintraub. Think about fundamental marketing processes because, when you strip away the onion skin, SEO is about writing rich and compelling organic advertisements. Keep the basics in mind and treat every tag and description similar to a PPC ad. "Anything less misses an important opportunity to raise your listing, bookmarks and all good things coming from tags above the fray," he writes.

Watson believes you should think of title and description tags as the headline and the copy for organic text ads on search engine results pages (SERPs). He notes if a PPC company wouldn't settle for "branded gibberish headlines lacking a call to action, no point of differentiation from other ads, offering no incentive to click and constructed solely as quality score fodder to play 'beat the algorithm,"' why would most SEOs. - Read the whole story...

Do You Stuff Keywords To Improve SEO?
Ranked Hard
Sure to put a smile on your face, this SEO post serves up a comical look at keyword stuffing, a practice that defines as a "deceptive technique to try and elevate a Web site's search engine result ranking by hiding text, so it is unlikely to be seen by a visitor but will be visible to search engines."

In the comic strip, Rosie asks Simon if he has been keyword stuffing after a conversation leads him to answer her questions with the same response in multiple ways. For example, Simon tells Rosie he is going to lunch, which prompts Rosie to ask Simon if he's OK. Simone responds, "Yeah, I'm fine. Everything is fine. Why do you ask? Are you fine? I know I'm fine, and if I wasn't fine, believe me, I'd let you know that I wasn't fine." - Read the whole story...

More Paid Search For Your Money
Search Engine Land
Here's a few words of wisdom from David Roth, who gives you a list of paid search tactics, and business strategies that support them, to get better results for your money. For example: Define ways to measure results such as return on ad spend or cost per acquisition. Remember that brand terms are typically more profitable. And, decide if you want to measure profit by ad group, campaign or keyword.

Roth provides insight into managing an approach at Yahoo, as an example. "As you get ready for this economic rollercoaster ride, fasten your seatbelt and hang on tight," he writes. "This one might make you queasy. But rest assured, search marketers, times like these, however difficult, provide yet another opportunity for us to once again prove our value to our managers and our companies." - Read the whole story...

Building Links With Blog Carnivals And Writing Projects
Search Engine Journal
Blogs are the most powerful link-building tool, writes Ann Smarty. She defines both "blog carnivals" and "writing projects," which provide creative ways to build links with blogs.

Smart suggests starting carnivals on Monday. She believes they can bring in sold links when managed properly, and mentions a Web site that updates you on the most recent and popular carnivals to consider. While there is no need to limit your strategy to blog carnivals and writing projects, the two are the most popular networking methods, she writes. - Read the whole story...

Search Insider - Around the Net for Monday, November 17, 2008


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