How To Bid Profitably On Nonconverting Keywords
Nov 9, 2009 at 8:00am ET by Brad Geddes
Google has a bidding methodology called Budget Optimizer that attempts to maximize the traffic you receive for the keywords in a campaign. This is useful for early buying cycle keywords. However, every keyword should be reaching some goal regardless of where it falls into the buying cycle. It was difficult to track the effectiveness of these campaigns until recently when Google made some changes to Google Analytics.
Now you can more effectively bid on early buying cycle keywords, or keywords that you want exposure for, but do not have direct returns by combining the new Google Analytics goa [...]
Filed in: Google: AdWords, Google: Analytics, Paid Search
Local Newspapers Need To Embrace SEO To Survive
Nov 9, 2009 at 7:00am ET by Chris Silver Smith
It’s no secret that newspapers have been struggling with the disruptive innovations introduced by Google, and this has resulted in some level of resistance and a circling-of-the-wagons mentality by the industry. But, what if they were to go in the opposite direction, with full engagement? Search engine optimization could really help newspapers, and here’s one tactic for how to do it.
Filed in: Locals Only, SEO: Redirects & Moving Sites, SEO: Submitting & Sitemaps
Calculating The True SEO Costs Of Major Site Changes
Nov 9, 2009 at 6:00am ET by Eric Enge
Your site will pay a penalty in search rankings when you make modifications to content, structure or domain name. Here’s how to estimate what kind of hit you can expect to take, and how to minimize the damage.
Filed in: Industrial Strength, SEO: Redirects & Moving Sites
Search In Pictures: Halloween Edition
Nov 6, 2009 at 1:08pm ET by Barry Schwartz
In this week's Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.
Random Halloween Pictures from the various search engines:
This May Not Be Halloween Related:
[...]
Filed in: Search In Pictures
4 Ways Budgets Get Off Track & Tips For Fixing Pacing
Nov 6, 2009 at 8:00am ET by Josh Dreller
Pacing may be the most important task for the search marketer. Ending an account overspent means you might have blown through money the client just doesn’t have and you could be on the hook for the difference. Ending a campaign under budget can be worse based on the missed opportunity. I remember years ago on one campaign, the client calculated the ROI of the underspend and tried to charge the agency for the loss. Either way, under or over, bad pacing is just unacceptable. It's an amateur mistake, and believe me, you don't want to go down that road with your client or your manager.
P [...]
Filed in: In The Trenches
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