Anatomy Of A Google Snippet
Mar 18, 2010 at 2:05pm ET by Stephan Spencer
Let's deconstruct the Google snippet in all its glory -- from the Posts/Authors/Last Post line, to the document date, to the Keywords in Context ("KWIC"), to the ellipses, to the inside-the-snippet anchor links.
But before we do, it would probably be a good idea to define the term snippet. Google defines a snippet as "a description of or an excerpt from the webpage" that follows the title and precedes the URL and Cached link. Simply put, the snippet refers to the description portion of a Google search listing. It doesn't include the title, nor does it include the URL. Google engineer Matt C [...]
Filed in: 100% Organic - Search Engine Optimization Tips, How To: SEO
Juggling Branding, Usability And SEO With Internal Links
Mar 4, 2010 at 9:00am ET by Damien Bianchi
There’s no doubt that using keyword-rich text links will help your SEO efforts. However, if you’re a search marketing professional trying to convince your stakeholders to utilize the value of keyword-rich text links in your body copy, you’ve definitely encountered the following scenario at one point or another:
You: “Since we’re focused on this set of keywords for SEO, here’s where you should use these Keywords in your body text links”
Stakeholder: “Great, sounds good, SEO is really important… Wait a minute – you mean that keyword actually has to appear on the page l [...]
Organic Search & Paid Search: Are They Synergistic Or Cannibalistic?
Feb 18, 2010 at 1:18pm ET by Stephan Spencer
One aspect to search marketing that I feel doesn't get enough attention and indeed is misunderstood by the SEO practitioner is the interaction between organic search and paid search.
For years when teaching SEO workshops, I touted the synergistic effect of being at the top of both organic and paid results. I would encourage attendees to invest in both SEO and PPC on the promise of symbiosis between the two marketing channels. I would cite research showing that you can increase the clickthrough rate of your #1 (organic) ranking if you also have a sponsored ad above it or in the right column, [...]
Organic Search Gap Management
Feb 11, 2010 at 12:03pm ET by Aaron Wall
Years ago, some of the leading pay per click advertising markets displayed the bids of advertisers publicly and primarily based the ad auctions on bid price.
And a list of advertisers and bids might look like:
Advertiser 1: $10.00
Advertiser 2: $9.50
Advertiser 3: $3.25
Advertiser 4: $2.75
Based on this publicly accessible information, marketers created bid gap management software where, in the above example a new advertiser might bid $9.49 to stick the top 2 advertisers with expensive click prices, while only being required to spend $3.26 per click.
Most major ad networks [...]
How To Take Keyword Research To The Next Level
Feb 4, 2010 at 8:41am ET by Damien Bianchi
There are a lot of different ways to conduct keyword research. Too often, companies will focus on words that show good demand, even if that word from an intent standpoint does not map to their products and services. Even worse, some companies will just want to rank high for a high-volume keyword, even though they’re really a fish out of water. Search marketing has been called the database of intent. Here are some tips that will help you look beyond just the monthly demand, but also at the “intent” behind a search.
Your traditional keyword research model probably looks something like t [...]
Filed in: 100% Organic - Search Engine Optimization Tips, How To: SEO
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