Do Social Media Links Translate In Organic Rankings?

Most clients I work with understand the importance of link building and the effect it has on organic rankings and traffic. However, many clients, for a variety of reasons, aren't willing to consider social media as link building tactic. They feel that it's not worth the time investment, and the quantity and quality of links don't result in ranking changes or increased traffic. For this article I'll detail the impact social media stories had for particular sites. I'll also offer some tips on how you can improve and maximize these link building efforts to boost your rankings. To minimize any [...]


Segmenting Search Respondents With 2-Step Landing Pages

My earlier article, A Completely Different Kind of Landing Page Optimization, discussed the rationale for delivering segment-specific landing pages to different niche audiences in your search marketing. Instead of having a one-size-fits-all landing page that you try to continually optimize ad nauseum with different variations of content (headline, body copy, image), segment optimization focuses on building separate pages for each distinct group in your audience. Having segment-specific landing pages is straightforward when you can identify segment-specific keywords. But what if you can't un [...]


A Small Business Year-End Marketing Checklist

2009 is almost here, and I hope small business owners have already been thinking long and hard about their plan of attack for the new year. Those who have are ahead of the game. If you haven't given the new year much thought, start now. Successful online marketing is about developing the right combination of strategies (thinking) and tactics (doing). In this column, I'm going to focus on a short list of the latter -- quick things you can do now to help set the stage for a successful 2009. Since the holidays are upon us, and you're probably busier than normal, I'll do my best to keep it shor [...]


Matt Cutts Of Google Talks About 2009 With SEM Synergy

Virginia Nussey of BruceClay.com has interviewed Matt Cutts of Google. The interview asks Matt several questions, including what to expect in 2009 from Google in terms of search, cloud computing and the role of an SEO. Oh, and of course, Matt talks about spam, saying international spam has a long way to go at Google and they will be working hard on that in 2009. Plus, there is an increase in hacked sites in 2008, and in 2009, Google will do more to help the webmaster become more aware of these issues. To listen to the audio interview, head over to WebmasterRadio.FM. [...]


Online Video Tactics For Small Businesses

Online video has been explored as marketing tool by large companies, and as a buzz-builder for content producers of all sizes. But what about small businesses: can they jump into the fray and get noticed by video audiences? The short answer is yes. Let's look at some formats and how they can fit into your small business marketing plans. Behind-the-scenes videos The concept here is that people will be curious about topics that are related to your business, and that you can leverage their curiosity to inform them about your business. You're basically playing the role of a Discovery Chann [...]


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Jeff Weiner (Ex-Yahoo) Lands At LinkedIn

TechCrunch is reporting that former Yahoo Network chief Jeff Weiner is taking on the role of interim President at LinkedIn. Weiner left Yahoo this summer and took an executive role at venture capital firms Accel Partners and Greylock Partners. He was one of Yahoo's top executives, overseeing all of the company's consumer-facing products. Just last week, LinkedIn added Dipchand "Deep" Nishar from Google. Weiner's addition at LinkedIn is one of a couple management changes. TechCrunch says founder Reid Hoffman is retaking the CEO job, and current CEO Dan Nye will leave next month. [...]


Ask.com Plays The Google AdWords Arbitrage Game

Ah, Ask.com. Since I wrote their obituary in March, not much has got me thinking they'll make a comeback. Sure, there was the gimmick of kind of bringing back Jeeves himself. But the spate of "hotels.ask.com" ads I see them running on Google makes me think they're dropping further from being a search engine and more into a search arbitrage play. Take a look at this search for new hampshire hotels: See the ad? It promises that you can "Book here & Save A Massive 50%" with the site listed being New-Hampshire.Hotels.Ask.com. Click on the ad, and you get this: Rathe [...]


SearchCap: The Day In Search, December 17, 2008

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Best of B2B Search Marketing 2009 Articles and blog postings on B2B search marketing are often hard to find. At Search Engine Land, we're fortunate to have a stable of experts who regularly contribute great content and make the Strictly Business column a success. But during the year, I've found a lot of other great content, too. I chose 30 of my favorite B2B search and internet marketing posts from 2009. To that I added three of my own articles that w [...]


Best Of B2B Search Marketing 2009

Articles and blog postings on B2B search marketing are often hard to find. At Search Engine Land, we're fortunate to have a stable of experts who regularly contribute great content and make the Strictly Business column a success. But during the year, I've found a lot of other great content, too. I chose 30 of my favorite B2B search and internet marketing posts from 2009. To that I added three of my own articles that were especially popular or helpful to people. I know I've missed some great content. If you know of others, please add them via comments. Just as the search landscape has change [...]


Yahoo One-Ups Google With 90 Day Data Retention Policy

Yahoo has announced they will be anonymizing their user log data to 90 days, compared to Google's policy of 9 months. The data policy is not just inclusive of their search data but also their page views, page clicks, ad views and ad clicks. Yahoo does reserve the right to retain data longer than 90 days based on the exceptions for fraud, security and legal obligations. Those exceptions will typically be held for 6-months, but possibly longer based on legal requirements. Clearly, this may put pressure on Google to reduce their 9 months data retention policy to a 3 month policy. Google [...]


SearchBiz: Microsoft Search General Manager Brad Goldberg Leaving, Twitter Gets Serious About Revenue & Google Gives Good License

Microsoft's GM of search product management (on the marketing side), Brad Goldberg, is leaving the company to become CEO of online business at investment firm Peak6. This doesn't impact the technical side of search at Microsoft, which just hired former Yahoo search exec Qi Lu to head up its overall online business unit. There's also much speculation today about what Microsoft may do with its "Kumo" domain/brand. When the name initially surfaced last week the conjecture was that this would become the brand for search at Microsoft, replacing Live. Today, however, the idea has surfaced that Ku [...]


Building Your Brand With Search: A Three Part Strategy

If you're like most marketers, you spend a lot of time and resources creating and promoting your brand through offline channels such as television, radio, and newspapers. Clearly, it's something worth protecting. But what if you could improve your branding investment and make it even more worthwhile, reinforcing your offline branding efforts through search? Many search marketers doubt whether search can play a role in reinforcing brand perceptions. But evidence increasingly shows that the doubters are wrong: search can in fact play a powerful role in your overall branding efforts. Today, [...]


Google Releases AdWords Editor 7.0

It was just about two months ago when Google released AdWords Editor 6.5 and now 7.0 is live. You can download the new AdWords Editor at google.com/adwordseditor/. The new features include: First page bid estimates: AdWords Editor now uses first page bid estimates for your keywords. Minimum cost-per-click (CPC) bids are no longer used.Keyword Quality Score: The Keywords tab now displays the Quality Score for your keywords.Keyword Opportunities locale: Tailor your keyword suggestions to a particular language and location by changing your Keyword Opportunities locale.Campaign targeting in t [...]


Google AdWords Isn’t Perfect! Serves Up Phishing Sites & Malware

News flash folks, Google AdWords is not perfect and can be exploited. There are times when people can go into the AdWords system and trick Google into serving up ads for phishing sites and malware downloads. Yes, this happens and happens often enough. I am not trying to depend Google but they probably automatically approve tens of thousands of ads daily. There is always a possibility of someone getting through the system. Let me share two examples. WebSense reported Google was serving up an AdWords ad for a site that was having users download malicious software. The software was disg [...]


Google Maps Integrates YouTube Videos

No surprise here: Google Blogoscoped has spotted YouTube videos showing up on Google Maps when you click the "more" button (upper right) and select video. The geotagged videos then appear and can be played within an info-window: Google added YouTube videos to Google Earth in October, 2007. Maps and Earth are on the same platform so it was only a matter of time before the same thing was done with Maps. (Indeed, video was previously available on Maps in the mapplets/add-ons directory; now it has become much more prominent.) We should also see more and more video showing up unde [...]


Link Smart Or Die In 2009

The recession is more than just news fodder these days, it’s a reality many of us as service providers are feeling. At Alliance-Link we’re watching our clients cut back their on and offline advertising expenditures which makes it difficult for us to build custom linking programs. All of our programs use offline elements to drive links and without the advertising budgets, we’ve had to regroup and seriously rethink our strategies. I’ve never been one to shrink from a challenge but even this has given me cause to pause. Our situation made me think about a quote I read a short while ago [...]


SearchCap: The Day In Search, December 16, 2008

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Making Your Search Campaigns Work Harder During The Economic DownturnEven in this challenging economy, paid search will continue to be one of the best-performing marketing methods out there. Search marketing has weathered economic storms of the past. In fact, Google and the entire industry was born out of necessity, during the dot-com bust. When times are tough, marketing needs to work hard and prove its value—and that's what search does. While [...]


Making Your Search Campaigns Work Harder During The Economic Downturn

Even in this challenging economy, paid search will continue to be one of the best-performing marketing methods out there. Search marketing has weathered economic storms of the past. In fact, Google and the entire industry was born out of necessity, during the dot-com bust. When times are tough, marketing needs to work hard and prove its value—and that's what search does. While other forms of advertising (TV, print, display) are facing cuts, search is surviving because it's extremely measurable and enables advertisers to easily tie revenue and ROI back to the ad level. But as paid search b [...]


Small Businesses Struggle With Search Marketing

Microsoft just released results of a survey of 400 small businesses (SMBs) that shows they continue to struggle with search marketing (how to think about it, how to do it). This is consistent with what I and others have observed about the majority of SMBs, even those with websites. The search engines want to reach this massive market directly but have found it very difficult to do so without working with established sales channels and partners (newspapers, yellow pages, webhosts, etc.) that have existing SMB relationships. That can be problematic in some cases because the various revenue shari [...]


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