Tuesday, February 3, 2009

Section 2: Around the Net in Search Marketing

, February 3, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Tying Offline Business Assets To SEO
Tapping into "general business assets" for SEO rarely gets discussed at SEOmozBlog, so Rand Fishkin thought it time to explain how the two tie in nicely.

The lengthy post suggests how to use "commodities beyond your website" to "improve the quality and quantity of traffic you receive through search engine optimization." Among those assets: partnerships on and off the Web, content you have never put online, and customers who have had a positive experience with your company. - Read the whole story...

Yahoo's Jill Nash Bails
Search Engine Land
Greg Sterling reports that Jill Nash, head of communications at Yahoo, will leave the company. And new CEO Carol Bartz appears to have some communication issues of her own.

In her latest memo to Yahoo staff, Bartz tells employees to "plug the leaks," referring to the incident that someone forwarded her first company-wide email to bloggers. Wall Street Journal's Jessica Vascellaro wrote the most recent email suggesting a "weekly bounty on such people" and that Bartz "will throw in the first thousand dollars." Sterling notes Nash's departure is unrelated to Bartz's fist-pounding. - Read the whole story...

3 StumbleUpon Tips
Search Engine Journal
Ryan Caldwell provides a tutorial on how to get the most from StumbleUpon, even when you are marketing your own materials. After all, he writes, social media should highlight good content, but not just yours.

Providing links to important tools that can "increase the potency" of your StubleUpon account, Cadwell explains how to associate your account with good content, find diverse sources for stories you might want to rate, and discover new text and video articles. He believes in tracking content through popular sites to find new stuff and suggests a few sites you might want to try. - Read the whole story...

6 Google Analytics Tools You Should Know
Google Analytics Blog (Unofficial)
Google tech support guru Shawn Purtell runs down six Google Analytics tools he thinks you should know. Tools include Report Enhancer, Business Notes, Goal Copy, and Enhanced Google Analytics.

Purtell provides graphs and steps through instructions for using each tool. For instance, the Greasemonkey script plugin from Erik V. allows you to see social media and link bait statistics for your specific pages, he writes. Purtell believes the tool is an "especially useful add-on if you have a blog, or are trying to get more involved with social media and linking sites." - Read the whole story...

Measuring 'Upper Funnel' Keywords
Occam's Razor by Avinash Kaush
How do you track the value of "upper funnel" keywords -- those used by customers who "are early in their consideration life cycle," meaning they have not made up their minds what (or if) to buy? Getting to the answer, Avinash Kaush explains the long tail of search, providing advice on all the categories and the subcategories you might use for a particular subject. In his example, there are 11 "head" keywords and 22,181 "tail" (wow).

Supported by charts, Kaush makes recommendations on ways to understand the customer purchase cycle, methods to map keywords, and measure success. Some keywords may not have the best conversion rate but are better at attracting people to the Web site. That's okay, he writes. Focusing on those keywords that convert less but get people to the site is important, too. - Read the whole story...

Google, NASA Launch Singularity University
Google and NASA have partnered to back a new school for futurists dubbed "Singularity University." Ray Kurzweil, "whose predictions about the exponential pace of technological change have made him a controversial figure in technology circles," will run the school, writes David Gelles. The school will sit at the Ames Research Center near Google's headquarters in Mountain View, Calif., and offer courses on biotechnology, nano-technology and artificial intelligence.

No mention of how the curriculum would tie into search marketing or search engine optimization, but AI certainly has its place in SEM and SEO on the Web. The school is backed by Larry Page, Google co-founder, and Peter Diamandis, chief executive of X-Prize, an organization that provides grants to support technological change, Gelles explains. - Read the whole story...

Search Insider - Around the Net for Tuesday, February 3, 2009


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