Wednesday, February 18, 2009

Section 2-Around the Net in Search: Digging For Bounces

, February 18, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Long Tail On The Rise
Small Business Search Marketing
Matt McGee shares some stats he picked up at the SMX West conference in Santa Clara, Calif., recently. In one session, Eli Goodman from comScore, Jon Stewart from Nielsen Online, and Bill Tancer from Hitwise examined search engine data. McGee points to Tancer's numbers as eye-opening.

This data showed that the long tail is getting longer: one- and two-word queries are on the decline, while four- and five-word queries are rising. McGee provides a chart for you to visualize the trend, and tells us what this means for searchers. - Read the whole story...

Digging For Bounces
Google Blog
Forget about measuring hit rates on your Web site. It's the bounce rates you want to monitor, according to Avinash Kaushik, who steps you through the process on how to get that information from Google Analytics. While hit rates show you how many visitors came to your site, bounce rates measures "how many of those people were unimpressed and left your site without taking any action," not even a click, he writes.

Kaushik demonstrates how to determine which search engines and Web sites are sending you visitors with high bounce rates. Then you can figure out if you need to change your search campaign or your site content to ensure visitors find what they seek, which in turn lowers bounce rates and keeps visitors not only coming back for more, but staying longer. - Read the whole story...

Know Your Competitors' SEO Strategy
Search Engine Guide
Stoney deGeyter believes that knowing your competitors' SEO strategy is nearly as important as knowing your own -- so he provides tips on analyzing your competition. You want to learn from them but not mimic them, building your own strategy based on that knowledge.

There are three types of competitors you should review: "those naturally ranked in the search results, those dominating the paid ad results and those that are offline but targeting your same audience," deGeyter writes. He suggests tools to help identify the SEO techniques of each of the three competitive types. - Read the whole story...

How To Tweet On Twitter
Shimon Sandler
At OMMA Social I spoke with a marketing director who claims to tweet on Twitter several hours daily to feed her followers. But Shimon Sandler says you can naturally attract supporters by using the social network tool just a few minutes each day.

Sandler provides reasons for using Twitter, setting up an account, using the tool, and promoting your profile. In the "How to" section of the post, he goes through seven steps to becoming successful on Twitter, from making sure to tweet useful information worth sharing, to being consistent. - Read the whole story...

When Do Search Budgets Make Sense?
The RKG Rimm-Kaufman Group
Do you need a fixed search budget? Maybe not, according to George Michie. Many of his clients view search as a direct marketing channel with well-understood ROI expectations. How much they spend is a function of market opportunity, not boardroom decisions.

After all, writes Michie, "Why would a company keep spending money when the ROI turns south? 'By golly, we're going to spend this last $10K even if it doesn't generate a sale!"'

On the other hand, "Why would a company stop spending money when the ROI is good? 'I know that every time I give you $10 you'll hand me back $11, but I can only spend so much...'Neither of these statements make any sense to us."

The one exception to the no-budget rule: companies with "some component of branding" in their search campaigns."The more divorced the goals are from profits the more budgets make sense." - Read the whole story...

Search Insider - Around the Net for Wednesday, February 18, 2009


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