Wednesday, March 18, 2009

Section 2-Around the Net in Search: Google Tests Search Results Favicons

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Pondering Link Building's Rules Of Engagement
Search Engine Land
Eric Ward likens link-building campaigns to seven-course meals. He writes that there are so many different ways to seek, chase, inspire, engender and obtain links that "it's mind-blowing." The main objective, however, remains connecting people with URLs and content. Follow "the rules of linking engagement" for success.

Ward also ponders several questions as the Web turn 20 years old this month, suggesting not even Sir Tim Berners-Lee could have predicted that someone would chose a career in link building. "Would any of us do any of what we do if not for the potential positive effect we hope these link drops will have on organic search rank?" he writes. - Read the whole story...

How SMBs Can Tap Into Demo-Targeting
Search Engine Watch
Targeting ads to specific consumer demographics can give small and mid-size businesses better leads to close the deal, according to Carrie Hill. If you already run a PPC campaign and know the demographic groups you want to target, Hill provides tips on getting started.

Narrowing the target audience for a specific product or service could reduce the price of cost per clicks and traffic volume, but conversions should increase because you are showing your ads to people who will likely buy, Hill writes. She provides a brief tutorial of how to do demographic targeting on Google AdWords, MSN AdCenter, and social networks Twitter, Facebook, among others. - Read the whole story...

PPC Campaigns Brings Retailers Valentine's Day Treats
Internet Retailer
Average orders rose and cost-per-clicks declined for three retailers who ran paid search campaigns this Valentine's season. Udayan Bose, founder and CEO of NetElixir, shared the results, but not the brands' names, on Internet Retailer.

The average value of orders stemming from paid search clicks during the first 13 days of February jumped 4% for at the first retailer, compared with the prior year. Sales increased 2% for retailer No. 2, and sales jumped 38% for retailer No. 3. - Read the whole story...

Dennis Woodside To Oversee Google Americas Sales
Times Online
Google tapped Dennis Woodside, formerly head of Google in the United Kingdom and Ireland, to oversee the search engine's advertising sales in North America and South America. He replaces Tim Armstrong, who left to run AOL. Woodside, 40, will report to Omid Kordestani, who oversees all Google's advertising divisions.

Matt Brittin, Google's head of direct sales, will replace Woodside as director of U.K. operations, which has been reported at around 15% of Google's overall business. - Read the whole story...

Google Tests Search Results Favicons
Kerstin Baker-Ash
Google has confirmed testing the display of favicons (graphics representing a Web site) in paid search results in the United Kingdom, according to Kerstin Baker-Ash. Greg Sterling at Search Engine Land also recently sighted favicons in Germany and Poland for AdWords advertises. The test in the U.K. was conducted on less than 1% of advertisers where there was a favicon associated with the display URL, Baker-Ash writes.

Baker-Ash writes that it was not possible to opt in or out of the trial. Google chose the advertisers to participate in the beta, and "it is likely that those advertisers might not have been fully aware that they were being picked for favicon testing," Baker-Ash writes. The images are taken from the favicon associated with the display or destination URL, and advertisers are not actively involved in uploading them, she explains. - Read the whole story...

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


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