Friday, February 27, 2009

Section 2-Around the Net in Search: Paid Search Data-Driven Decisions

, February 27, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Paid Search Data-Driven Decisions
Data drives decision in paid search, so more data means more options (and hopefully better decisions), according to Kevin Lee. But how much data is too much? Lee explains studies differ on how many marketers use analytics to measure results of campaigns.

Lee provides insight into when data might become most useful and what data to consider, especially what you have overlooked in the past. "Consider also moving beyond the "convert/don't convert data and look into variable data" such as revenue, net immediate profit, and lead score data. - Read the whole story...

Optimizing Local SMB Listings
Search Engine Land
Create city or neighborhood-specific content on your Web site, register a P.O. Box in the local area you serve, and claim your profile on local portals or data providers. These are among the takeaways David Mihm provides from Greg Sterling's panel and others at SMX West.

Mihm sums up topics that range from local search to buzz on blogs, all geared toward medium and small businesses. For instance, Mihm points to Will Scott's "Barnacle SEO" strategy. It suggests "linking to your various local profiles from your own content, as well as building links to these profiles through external content." - Read the whole story...

Identifying High-Value Pages
Google Conversion Room
Tweaking content on your Web site can influence consumer behavior, writes Edward Jackson. So, marketers should become aware of the pages that need revisions. Testing pages could prove the best way to determine the ones that have a negative or a positive impact on site visitors. But with so many pages on the site, which are the best to test?

Website Optimizer could help. Jackson shows marketers how to identify the highest traffic landing pages through data found in the content section of the "Top Landing Pages" report. The report also identifies high bounce rates. He also suggests other pages to test such as those leading to a "funnel" conversion goal. He defines these as a series of pages a site visitor passes through before reaching the goal, say reaching a white paper or completing a sale. - Read the whole story...

Search Tool Mines Personal Relationships
Microsoft Research Community
At Microsoft's annual TechFest, researchers are given the opportunity to show off their lab projects in a science fair setting. Zaiqing Nie of the Web Search & Mining Group at Microsoft Research Asia demonstrated a project called EntityCube, an English-language version of a popular Chinese project called Renlifang, writes Rob Knies.

The tool collects data and summarizes search queries, information about people, places, products and online tasks. In this case Nie has summarized the search results for Bill Gates. - Read the whole story...

Seth's Two-Sided Coin: Is Marketing Evil?
Seth Godin's Blog
Contemplating whether you made the correct career choice to become a marketer? Seth Godin gives you something to think about. Yes, the blog begins by musing whether marketing works, but transitions into a debate on whether "marketing is evil."

"Are marketers evil? Based on a long career in the business, I'd have to answer 'some of them,"' Godin notes. He continues,"I've got a lot of nerve telling you that what you do might be immoral. It's immoral to rob someone's house and burn it to the ground, but is it immoral to market them into foreclosure?" Yes, according to Godin. - Read the whole story...

Search Insider - Around the Net for Friday, February 27, 2009


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