Tuesday, November 25, 2008

Section 2: Around the Net in Search Marketing

, November 25, 2008 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Google Tools Getting Personal
Find Resolution
Last week Google unveiled personalized search in GoogleWiki. This week Aaron Goldman explores ways to use the tool's features. Using GoogleWiki as a springboard, he also presents the good, the bad and the ugly, speculating a bit on what crowd-sourced SERPs might look like.

Imagine toggling between custom SERPs based on your past history/preferences and SERPs based on results selected by others. Goldman hypothesizes about a slider bar that allows you to refine results based on various group preferences, like Facebook friends, people 25-54, or all women, for example. He also looks at other filters that might add value, as well as the downside of crowd-sourced SERPs. - Read the whole story...

Finessing Local Search
More than 30% of people looking for small local businesses find them through search engines, while 19% use Internet directories, 11% comb through local search sites like Google Local, and a mere 1% use social media sites, according to Janet Meiners Thaeler, citing comScore stats. Thaeler suggests that neighborhood businesses build an SEO-supported site and offers advice on how to survive. "Focus on local markets that you service where there is less competition," she writes. Also, make sure consumers can easily find on your Web site the details that people seek such as business name, phone number, address, hours of operation, and promotions. - Read the whole story...

Metrics To Collect Before SEO Begins
Identify the site, develop process and players, categorize and segment your site, assess historical progress, and leverage data for SEO improvements. These guidelines from Rand Fishkin will you help develop benchmarking metrics before you begin an SEO campaigns.

Fishkin serves up examples for each metric he identifies. For example, before conducting accurate analysis of your search engine traffic, know how much search traffic you're pulling in and the sections of content that drive value, he writes. Fishkin lays out his personal approach and suggests segmenting search traffic in the Web analytics program by restricting URL matches. View the list of pages receiving search traffic, then filter by URL using either the "contains" or "begins with" settings to help narrow sections of interest. Charts and graphs in the post provide additional insight. - Read the whole story...

Optimizing PPC/SEO Campaigns
Practical Ecommerce
PPC advertising and SEO drive shoppers to digital stores, but if clicks slow, so does business. Google Insights, a free tool that details search data, can help online retailers improve PPC advertising and optimize sites, according to Armando Roggio. He doesn't believe it is the cure-all to boost campaigns, but could provide the needed insight to drive sales higher, especially during tough economic times.

Roggio steps through the process of setting up a Google Insights account and demonstrates how to promote products or find new markets to sell goods. He serves up advice on using the tool, how to geographically target ads, and explains ways to read the results to determine how specific markets and products trend. - Read the whole story...

Fixing 5 Big PPC Mistakes
Search Engine Journal
Not testing, not having conversion tracking to measure results, running too many tests for your budget, not padding tests to reduce the risk of losing performance: these are some of the big mistakes people make in PPC testing, according to Brain Carter.

Carter, who elaborates on each of the five big PPC mistakes, believes that no matter how long your site and ads have been up and running, testing helps improve performance. So, take time to discover what works. Remove what doesn't. Learn from the processes. Bullets help to clarify the points. - Read the whole story...

Search Insider - Around the Net for Tuesday, November 25, 2008


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