Friday, February 6, 2009

Section 2: Around the Net in Search Marketing

, February 6, 2009 Subscribe | Back Issues | Reply to Editor | MediaPost Home

Sniffing Out The Best SEM Advice
Search Engine Watch
Don't build your search engine marketing strategy solely on blog posts filled with advice, suggests Chris Boggs. "A person without any SEM experience shouldn't trust any single online authority as guidance," he writes, warning that misinformation, outdated guidance, and the unconfirmed reliability of SEO tools could get you into hot water.

Many companies are looking for the magic bullet to reduce expenditures and cut costs. But similar to buying stocks and investing hard-earned savings in your future, Boggs writes that it's important to research guidance from professionals, too. He makes suggestions on blog posts to read and types of people to look for when "sniffing out immediate problems and tactics." And, remember to do the stuff you might think trivial, such as check the data on the post you're reading. - Read the whole story...

Google Adds Book Search To Mobile
Book Search Blogspot
Google has made 1.5 million out-of-copyright books, complete with illustration, available to Apple iPhone and Google Android G1 users through Google Book Search. The works of William Shakespeare, and Mark Twain were configured for consumers to read on a small screen, one challenge the Google Book Search team called "daunting."

The team explains the books were already available on Google Book Search. They provide instructions on accessing the link and downloading the books. The process top make the text accessible to mobile phones is called Optical Character Recognition, or OCR for short, the team explains, providing sample images in the post to demonstrate what you will see on your phone. - Read the whole story...

PPC Coupon Strategy To Increase PageRanks
Practical Ecommerce
Brick-and-mortar retail stores lag when it comes to implementing search engine marketing campaigns, but they have begun to better understand and use pay-per-click strategies. Armando Roggio suggests a few tips and tricks on deploying a new coupon policy to increase PageRank, especially as consumers search for coupons and deals online.

Roggio's strategy applies to other types of marketing campaigns, too, not just coupons. Advice includes building a landing page and distributing a press release to drive inbound links. He provides a checklist to follow. "All of those banner links will help boost your landing page's PageRank, so that when someone searches for coupons related to your products, Google will serve up your landing page as a top result, boosting your site traffic," he writes. - Read the whole story...

How To Build Keyword Bridges
Classifying brand and generic keywords may seem elementary for some search marketers, but you will find it's an important process when strategizing a campaign. While some search marketers fail to classify keywords into buckets, from brand to generic, others add unrelated keywords to the content on the Web page, according to Kevin Lee.

Not a good move, Lee writes, because you will lose searchers on the first visit to your site if they don't find what they seek. Keyword terms and phrases are more than the foundation of any paid search engine advertising campaign, so Lee provides steps to tap keywords as a "bridge" from search engines to your site. Pay-per-click and SEO listings both depend on your keywords, he writes. - Read the whole story...

Tips on Outsourcing SEO
Shimon Sandler
Have you thought about outsourcing SEO projects? As more company execs understand search engine optimization, managers must make the decision to either set up shop in-house or outsource, explains Shimon Sandler. Consultants might find themselves in a similar situation, too, he writes.

Whatever you decide, Sandler reminds us the same rules apply for preparing projects and checking work. You and your client both speak English, but language barriers could still exist. The checklist provided should help you get started. - Read the whole story...

Search Insider - Around the Net for Friday, February 6, 2009


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