Monday, January 19, 2009

Section 2: Around the Net in Search Marketing

, January 19, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Dear Carol Bartz
In a blog post to Carol Bartz, Paul O'Brien lays it on the line in hopes Yahoo's new hire CEO will return the search giant to grandeur. O'Brien steps though Yahoo's accomplishments and mishaps, reminding Bartz that "Yahoo has the potential to be so much and yet it seemingly prefers to attempt to be everything by repeatedly reinventing the wheel (or buying new ones) instead of making the wheel fit a better car."

O'Brien believes Yahoo "deserves to own online advertising," but the company and its technology needs help to get on track. Google may own search marketing -- but few can deliver the promise of online advertising, he writes. O'Brien tells Bartz that Yahoo has the technology to target online ads to consumers, but it's not hitting the mark. "Why do I see ads for a new printer when a month ago I researched them? Bad credit when you alone should know that I'm doing just fine? NutriSystem? I'm 140 lbs!" he writes. - Read the whole story...

Yahoo's Reciprocal Link Patent
SEO by the Sea
A patent application filed by Yahoo provides hints as to how the search engine may deal with reciprocal linking in the future, according to Bill Slawski. The U.S. patent application No. 20090013033 identifies "excessively reciprocal links among Web entities." It discusses how Yahoo might look at those links between pages for reciprocal links and attempt to determine whether those links exist to manipulate search results, he explains.

Yahoo has combined this patent with several other filings. One patent uses "Exceptional Changes in Webgraph Snapshots Over Time For Internet Entity Marking," Slawski notes. The patent application continually looks for changes to identify suspicious activity. Another, "Link-Based Spam Detection," addresses links from sites the search engine has already identified as "suspicious." Slawkski analyzes each patent. - Read the whole story...

Google Looks For Feedback
Matt Cutts: Google, Gadgets, and SEO
Matt Cutts recently asked community members to submit ideas on which issues the Google webspam team should tackle in 2009. After the first 150, he did a rough tally, which revealed the No. 1 complaint was "empty review" sites. Cutts, who asks for examples from the community, provides instructions on reporting "bad user experiences."

If specific pages on a site do not add value, Google typically removes it from the index without eliminating the entire site, Cutts explains. Other issues include eliminating videos full of spam that rank high in Google search results; and increased transparency for showing penalties or reconsideration processes. - Read the whole story...

PPC Campaigns: Money-Saving Ideas
Peter Prestipino serves up five ways to help you save money on pay-per-click (PPC) campaigns. He explains how to rethink the use of broad keyword matches; use ad scheduling; restructure campaigns; consider vertical and second-tier PPC providers; and monitor negative keywords to prevent them from appearing under certain keyword or key phrase combinations.

When used correctly, the beauty of negative matching is that advertisers can filter out keywords when they do not want their ads shown, Prestipino writes. "If I sell a white paper on selecting domain names and want to attract aspiring domainers, I might bid on the term 'domainer' with a broad match ad type, he writes. "However, I know through my keyword research that I don't want to receive traffic for 'lazy domainer,' a name of a popular blog on domaining. In that case, I would add 'lazy' to my keyword list. Over time, and through trial and error, I have learned that it's absolutely essential to have negative keywords if you have a lot of broad/phrase match keywords in your campaign." - Read the whole story...

Comparing Multiple Feed Metrics
Google AdSense for Feeds
If you have been looking for the original Analyze tab at, which Jessie Chavez and Matt Shobe admit has been the first stop for many publishers when checking their feed analytics for years, it has been replaced with a new chart that they believe communicates three times as much information in the same space and sets the stage for more interesting reporting in the future.

Chavez and Shobe explain that information displayed on the 30-day chart now offers data on daily subscribers and reach, as well as the relationship between the two metrics. In the post you will find guidance to help you better analyze report data and compare daily charts to understand sudden drops in traffic. - Read the whole story...

Search Insider - Around the Net for Monday, January 19, 2009


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