Search Month: March 2008 Search News, In Review

Apr 7, 2008 at 2:22am ET by Danny Sullivan

Search Month is a monthly newsletter that recaps stories covered on Search Engine Land over the past month. It’s also available by feed here. Below, news about Search Engine Land itself, then our 10 most popular stories from March 2008, then a major story for various search topics along with other stories related to those topics since our last monthly newsletter through today.

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Search Engine Land News
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NEW COLUMNS! Search Engine Land gained two new columns in March. "In The Trenches" is a weekly spotlight of tips, tricks and news about the tools search engine marketing professionals use to give them a leg up on the competition. "Search Biz" comes out every day or so, recapping important business news in the search industry. More about both columns, below:

Don’t forget to check out the Search Engine Land Columns page for a full list of all our columns on various topics. You can get the full-text of columns you choose emailed to you when they come out.

INTERNATIONAL SMX EVENTS! Coming up later this month, Search Engine Land’s Search Marketing Expo conference series goes outside the United States big time, with shows in Germany, Australia and China — then over to Spain in May. Learn more about each SMX event via the links below:

OUR SOCIAL MEDIA MARKETING CONFERENCE! Last year in New York, Search Engine Land held its first SMX Social Media Marketing conference. I’ve been organizing conferences for nearly 10 years now, and I felt this one was exceptional. Every speaker blew me away with great ideas on how to tap into social media to drive traffic and help with search marketing efforts. Missed out? SMX Social Media Marketing is coming back, April 22 & 23, to Southern California, including a new keynote discussion panel "Social Search: The Human Challengers," involving Jason Calacanis of Mahalo, Jimmy Wales of Wikia Search, and Steven Marder of Eurekster. I’ve written an preview of what to expect, below. Check it out, and I hope to see many of you at the event!

SMX ADVANCED SELLING FAST! This June 3 & 4, our SMX Advanced conference returns again to Seattle. Last year’s event sold out just before the event happened, and ticket sales are going even stronger than last year. So don’t wait – book now to avoid being disappointed!

If you’re an experienced search marketer, SMX Advanced is the event for you. This intimate, cutting edge two-day event features sessions addressing issues that you won’t find discussed anywhere else. Check out the agenda for the complete list, including: Blow Your Mind Link Building Techniques, Bot Herding Conversion Optimization: Winning After They Arrive, Buying Sites For SEO and Give It Up! — the session where leading search marketing pros reveal their most closely–held secrets and techniques.

Along with two-day organic SEO and PPC tracks, we’ve added specialty programming to SMX Advanced. The SEM Business track has sessions that will help SEM business owners and managers be more successful. And, the Developer Day track will dive deep on SEM-friendly development techniques and tactics.

We’re also very pleased that Microsoft’s Kevin Johnson and Google’s Matt Cutts will be featured presenters at SMX Advanced. See the links below for more information about their appearances and the show in general:

MORE SMX SHOWS! Aside from the shows above, here are other SMX events on the calendar, for those doing forward planning:

SMX & SEARCH ENGINE LAND SOCIAL OPTIONS! Remember, a good way to keep up on all of these events is by reading the SMX Blog. You can also socialize in a variety of ways:

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Top 10 Most Popular Stories: March 2008
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1) Open Letter To Google: Do The Right Thing, Divest Yourself Of Performics – At long last, Google owns DoubleClick. In doing so, the company has done something else that many people would have never believed possible. Become an SEO. That’s right – Google’s in the SEO business now, selling services through DoubleClick’s Performics to people who want to rank well on — um — Google. Conflict of interest? You bet.

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2) White Spaces: Google’s Second Bite At The Wireless Apple – Now that the 700MHz auction is over and Verizon and AT&T are the winners of the largest spectrum blocks, Google is placing renewed emphasis on its shared bid for a piece of unlicensed TV "white spaces." We’ve written about the so-called "white space coalition" previously.

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3) The Google Quality Raters Handbook – Brian Ussery has discovered a revised copy of the Google Quality Raters Guidelines, which he archived on his own site. The documents are used by Google Quality Raters to aid them in classifying queries, measuring relevancy, and rating the search results. To do so, the Quality Rater must understand how Google works and this document has a bunch of that. Let me pull out some of those details in easy to read bullet points.

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4) Nine Essential Tactics For Reputation Management In Social Media – On Monday I had the distinct pleasure of speaking to a crowd of about 250 local search marketers at SEMpdx Searchfest in Portland. The audience reaction to my session, entitled "The Dark Side of Reputation Management," highlighting a stark reality out there in the corporate trenches. While nearly every hand in the room enthusiastically shot straight up when asked if they "believed their company should be leveraging social channels," fewer than 10 were actually engaged in social media marketing—let alone proactive reputation management.

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5) Yahoo Takes A "Shine" To Women 25 To 54 – Perhaps the perfection of Yahoo’s vertical strategy is its new blog-inspired site Shine. It’s a broad mix of content from publisher partners such as Hearst Communications, Rodale, and Condé Nast. It also aggregates and links to third party content and is encouraging users to blog on the site. Unlike Yahoo content-specific sites like Food, Shine is a kind of meta-vertical and focuses on a key Internet audience: women aged 25 to 54.

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6) Using Wikipedia To Reveal Web Traffic Data – Before investing time and effort in search rankings, and even before setting client expectations, it makes sense to gather whatever intelligence you can about the keywords you’d like to rank for. SEOs and webmasters have few reliable sources of information about the relationship between rankings and traffic. But Wikipedia’s traffic stats can help, offering some surprisingly detailed data. Have you been searching for Jesus? On Google, Wikipedia ranks first for that search. How much is that first place ranking worth? According to Wikipedia’s public traffic stats, about 14k page views on a typical day, and 19.3k on Christmas. The redirect Jesus Christ, which points to the same page, gets about 25% as much traffic, and Christ adds another 10%.

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7) Is Microhoo A Done Deal? – Lately, a merger between Yahoo! and Microsoft is looking more and more probable. Not only have reports been flying around that Yahoo! and Microsoft are in negotiations, but Yahoo!’s SEC filing last week (Tuesday March 18 2008) has added significantly more fuel to the merger fire.

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8) How To Improve Site Conversion, Minimize Google Ad Cost, And Reduce Your Carbon Footprint - With Google’s recent announcement about page load time influencing Quality Score, now is a good time to discuss site speed. Speed matters. People rate snappy, responsive sites as more usable, even when the user interface itself doesn’t change. If your architecture or design aren’t that great, your users will give your site more chances before abandoning if the site responds quickly. Google knows that speed supports usability. I’d suggest much of the credit for Google’s rise to industry dominance goes to their ongoing obsession on making search results blazingly fast. So, how does site speed relate to PPC?

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9) 10 Tips For A More Effective Paid Search Campaign – Chances are, if you’re reading this you’re either running a cost-per-click (CPC) advertising campaign or are considering it. You probably know that CPC advertising involves selecting a set of keywords and writing an ad to appear when someone searches for that keyword in the major search engines. And you’re aware that CPC advertising requires you to set a cost that you are prepared to pay for a click. And you are probably familiar with the benefits of CPC advertising; namely, generating leads, driving sales, and creating brand awareness. But what you may not know yet are these ten tips that can increase the effectiveness of your CPC campaign, while also helping to keep your search engine marketing budget on track. These tips focus on Google AdWords, but many apply to CPC programs across the board.

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10) A Small Business Marketing Success Story: Pink Cake Box – Ready for something different? Typically in this space each month, I write a "How To" or "Why To" article with ideas and tips for helping small businesses succeed online. I’d like to go in a different direction: profiles of small businesses that are succeeding online. I’m a big believer that learning from the successful examples of others is often the best way to grow a small business, and hopefully you’ll agree. Today, I’ll introduce you to a small business that’s baking up a storm via its web site, a blog, public relations, and social media.

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AOL
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In Unexpected Move, AOL Buys Social Network Bebo For $850 Million – In a somewhat surprising move, given the speculation surrounding AOL and its future, the company has acquired number three social network Bebo for $850 million in cash. Bebo has a reported 40 million unique users on a global basis. AOL says in its press release, "Together with its AIM and ICQ personal communications network, the acquisition will give AOL a premier position in the fast growing world of social media with a network of approximately 80 million unique users."

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B2B
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Eight Tips For Successful B2B Blogs – Virtually all marketers have realized that blogs can be a powerful part of an overall search marketing campaign. This is especially true in the B2C marketplace, but what about for B2B focused companies? What do successful B2B blogs have in common? In looking at hundreds of B2B blogs, eight common characteristics were apparent to me. Here are some tips for creating B2B blogs that drive loyalty (and links). See also:

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Business & Revenues
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Drilling Into Google’s Decline In Paid Clicks – More doom and gloom on the paid search side for Google. comScore is once again reporting a drop in sponsored clicks, something that also happened last month. After last month’s fallout, comScore did a lot of further analysis shared at the Searchscape panel at our SMX West conference and online to ease concerns that it meant the sky was falling for Google and the US economy in general. comScore Paid Search Data & How The Sky Might Not Be Falling from us has more background on this. But how do things look for the second month running? I’ve done some drilling into the numbers, with lots of pretty charts. But frankly, it’s anyone’s guess. We just don’t have all the information needed. See also:

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Google: AdSense
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Google Ad Manager Targets Medium-Sized Publishers, Seeks Broader AdSense Distribution - Google’s new Ad Manager (currently in a limited beta) is a free ad serving platform directed toward small and medium-sized publishers that don’t need a complex, customizable solution such as DoubleClick’s DART platform (which Google just acquired). It’s a product for the broad, middle market intended to bring both greater simplicity but also more control to smaller publishers. It can also be used in combination with other ad serving platforms because Google isn’t asking for exclusivity.

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Google: AdWords
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Google AdWords Video Ads Now Live & In the Wild – A few minutes ago, I posted screen captures of Google’s new video ads in the real, live, and wild search results. These were announced back in February but only now appear to have really gone live. Searches that triggered this result for me included cell phone or smart phones or phones. It seems like BlackBerry and AT&T are testing the new AdWords video ads. See also:

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Google: Analytics
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Google Analytics Benchmarking Data Now Live – The Google Analytics Benchmarking feature is now live for those users who have chosen to opt in to the program. You can access the data by visiting a site profile and clicking on "Visitors" and then on "Benchmarking (Beta)." Google said that the current list of "verticals and the quality of the data will likely grow as more and more customers enable this feature." The reports available within the benchmarking feature includes visits, pageviews, pages/visits, bounce rates, average time on site, and new visits. Here are some screen captures of benchmarking data from my personal blog:

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Google: Business Issues
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Google Selling Performics — Thanks, Google! – Last month, I did an open letter to Google wishing they’d quickly sell off Performics, to avoid the conflict of having a search marketing firm that works to improve results on Google’s own search engine. Well, thank you Google! They’ve acted far more quickly than I would have hoped for, announcing today that the company will be splitting Performics into two separate companies (affiliate marketing and search marketing) and selling the search marketing business off. Now to see if Microsoft will do the right thing and make a similar move with Avenue A/Razorfish. See also:

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Google: Employees
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Megachart & Analysis: Google Management Changes, 2000-2008 – With two high-ranking Google executives leaving the Big G within a month’s time, I thought it would be interesting to go back through Google’s executive management page over the years and see how it reflects changes among the higher-ups. Below, there are a series of tables and commentary that hopefully let you understand the shifting currents at-a-glance. See also:

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Google: Maps & Local
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Google Maps Opens Up Editing To Everyone – Last year in November Google opened up Maps to community editing, allowing people to move the pushpin markers to correct or improve the accuracy of business locations. John Hanke, Director of Maps & Earth, told us at the time that Google would move beyond just place markers and allow registered users to edit Maps more generally. Yesterday Google told us that users will now be able to edit any of the details about a business or location or add new businesses, even if they’re not the business owner. See also:

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Google: Mobile
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Google Sees "Watershed Moment" For Mobile Usage – Google is now reporting that it is seeing a rapid increase in mobile Internet search and usage on several platforms. According to an interview with Reuters, Google mobile product manager Matt Waddell said, "We have very much hit a watershed moment in terms of mobile Internet usage. We are seeing that mobile Internet use is in fact accelerating." See also:

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Google: News
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Google News: Fact & Fiction Edition – The Google News blog has an excellent post on the truths and myths of how Google News works. See also:

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Google: SEO Issues
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Google Update Dewey – Google Confirms Algorithm Change – Remember a couple days ago I reported on some major shifts in the Google search results? Well, this morning I spotted Google’s Matt Cutts requesting feedback on the change at WebmasterWorld. In short, Matt said he did not see "large differences in rankings between these datacenters," but he would like more feedback from the webmaster community. To submit feedback, he asked for webmasters to use this form and place the word "dewey" in the "Additional details" text area on that form. By doing so, they will review specific cases to this Google algorithm change and use that feedback to help improve the quality of the search results. See also:

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Google: Searching
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Google Tests Middle Of Page One Box Results – Google Blogoscoped reports that Google is testing the placement of one box results within the middle of the search results. We have seen Google test "search refinements" within the middle of the search results, but never really one box results, at least not in this separated form. Here is a screen shot, courtesy of Google Blogoscoped. See also:

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Google: YouTube
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YouTube Insight: View Your YouTube Video Statistics – The YouTube Blog and Google Blog announced YouTube Insight, YouTube’s new video statistics area. In short, additional statistics are now available to users who upload videos to YouTube. You can get stats on the number of views per day your video received, where those viewers are in the world, and how popular your video is compared to other videos in a given period of time. See also:

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Google: Other
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Google Japan Adds Tabs In New Design – Google Blogoscoped reports Google Japan has a new design being pushed out to their users. The new design can be seen at this IP location and contains tab links to other Google properties. Here is a screen capture of the new design.

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Health Search
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Health Insurance Carrier Aetna Introduces Personalized Health Search From Healthline - Vertical health destination and search engine Healthline has teamed up with US health insurance carrier Aetna to offer what the company is calling Aetna SmartSource — customized health search. The service, powered by Healthline, will roll out on Aetna’s member self-service website and offer personalized search results based on individual health records and profiles. That means that two different Aetna customers searching for "diabetes type II" will see potentially different results based on their individual health histories.

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In House SEM
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Do You Need SEO Standards For Your Company? – The debate on the need for SEO standards continues, with no clear industry-wide consensus. Without a doubt, however, your company should have SEO standards and guidelines that convey your company’s stance on SEO—namely, clearly spelling out acceptable practices and perhaps even more importantly, definitely drawing boundaries that cannot be breached regardless of whether they may increase traffic to your site. See also:

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Link Building
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Public Relations: The Other Important PR In Link Development – Link development, before search engines polluted the process into a currency for search engine rankings, was all about promotion. Links were simply a natural side effect of promoting your website. And one of the most tried and true methods of promotion is PR (as in Public Relations, not Pagerank). "The American Heritage Dictionary defines PR as "the art or science of establishing and promoting a favorable relationship with the public." A public relations firm does this mainly by promoting favorable news." – Wikipedia Link development is essentially an online PR campaign that promotes favorable content to the public (who are also known as the linkerati) in an attempt to foster goodwill (which, if we’re lucky, results in links as well). See also:

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Local Search & Maps
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Local Mobile Search Takes Center Stage As Next-Generation Format Of Yellow Pages: Industry Panel Weighs In – The importance of valuable mobile content and services is undeniable—just observe the sea of people talking, text messaging, and searching on mobile devices in nearly every personal and business setting these days. What remains to be seen, however, is which local mobile services and companies will rise to the top with the most relevant offerings that become the “must have” features, and which local mobile companies will fully harness the power of advertising in this medium. See also:

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Local SEM
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I Go Buy With A Little Help From My Friends – My family was recently in Boulder, CO—a place we had hitherto not been. Nice town, but where to go? We spent most of our time at The Spot rock climbing gym because our kids were competing in the bouldering national championships. After a day of intense heart-stopping competition, with thrills and spills set against a techno soundtrack and a backdrop of camaraderie and raucous cheering, we were ready for a fine dining experience in a relaxing restaurant. See also:

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Microsoft: adCenter
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Microsoft Launches New adCenter Community Site – Microsoft has announced the launch of the new adCenter Community today. The new site replaced the old blog and forums and can be found at adcentercommunity.com. Features include: Product/Service specific blogsCategorized User ForumsMultimedia Distribution including video interviews, audio podcasts, and training videosUser profiles

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Microsoft: Microhoo!
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Microsoft To Yahoo Board: Agree Within Three Weeks Or Else – Microsoft has had enough, it seems. The company has fired off a written ultimatum to Yahoo’s board. Either conclude an agreement to be acquired by Microsoft or Microsoft will engage in a proxy fight to oust the board with one favorable to the deal. Microsoft says that despite what it calls its "generous" offer, Yahoo has failed to conclude what Microsoft thought should be a "speedy and ultimately friendly transaction." Below, the full letter, including how Microsoft feels it is offering the only "full and fair value" to Yahoo’s shareholders. See also:

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Microsoft: Mobile
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Microsoft To Upgrade Mobile IE Browser, Live Search For Mobile With New Mapping Features And Voice Search For Blackberries – At the CTIA wireless industry trade show yesterday, among the scores of announcements, Microsoft said that it would be releasing a new and improved mobile IE browser for smart phones in the fall that promises to bring "desktop quality" to the mobile Internet experience. (Numerous others are engaged in this same pursuit, including Safari, Mozilla, Opera, and startup Skyfire.) The company also said that it was enhancing its Live Search client application for Windows Mobile and Blackberry smart phones.

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Mobile Search
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Verizon Enters The ‘Voice Search’ Fray With 1-800-THE-INFO – Verizon is formally launching an ad-supported free directory assistance/voice search product in the US called 1-800-THE-INFO. It joins an increasingly crowded field that already features Google, Microsoft, and AT&T, among others. As I said yesterday in my post about the launch of a new voice search offering from ChaCha, most consumers are still unaware of the various free directory assistance/voice search services, so the market is pretty wide open.

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Paid Search & Contextual
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Court: Use Of Trademark In AdWords Copy Is An Infringement – Eric Goldman commented on a case between one advertiser using another advertiser’s trademark in Google AdWords. The court has made a decision (PDF), ruling for the plaintiff, Storus, who sued Aroa for using their trademark in the AdWords title text. Eric Goldman said this is one of the first times we have seen the plaintiff win in a case between advertisers over trademarks in search ads. See also:

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Searching
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Human Hardware: Dunbar’s Number – Few things about the internet generate as much buzz as social networking. Suddenly, it looks like the very fabric of our society might be rewoven online. The world becomes our community as we erase geographic boundaries to connect based on shared interests and ideals. Whether your community of choice is Facebook, MySpace, Second Life or LinkedIn, it seems that we are rewriting the rules of friendship and acquaintance. See also:

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Search Marketing Industry
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The State Of Search Engine Marketing 2007 – Slowdown? What slowdown? The future looks bright for search, according to SEMPO’s annual State of Search Engine Marketing report. The survey of search marketers and advertisers says that search engine marketing spending exceeded expectations in 2007 and is projected to show continued robust growth over the coming years. See also:

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Search Marketing Tactics
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Branding Coming To Search In A Big Way – Search has historically been seen as a direct response vehicle and the notion that search is a branding medium has traditionally been met with considerable skepticism by search marketers, albeit somewhat less recently. In an effort to be provocative in moderating the "branding and search" panel at SMX West last month, I said, "Search is much more a branding medium than anything else." When I asked how many people agreed in the audience, only a few hands went up. James Lamberti of comScore then presented evidence to argue that search was in fact a powerful branding medium because of its reach, how it’s used by consumers in early stages of purchase behavior, the brand and generic category keywords used in queries, and so on. See also:

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SEO / Natural / Unpaid Search
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One Day You’re Optimized, The Next Day You’re A Spammer – It is no secret that human review has been playing a bigger role at Google over the past couple years. And we are emotional beings… no matter how logical the guidelines may be, emotions cause human errors. But not all sites that get penalized are penalized in error. Many deserve it. Sadly, Google’s guidelines for its "remote quality raters," people who are paid by Google to help with quality control, are clearer than the public guidelines for webmasters. Why? Google is using these remote quality raters as an effective and efficient piece of the relevancy algorithm. See also:

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Small Business
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Privacy Policies And Search Engines – A few weeks back, I started wondering about whether or not search engines might care whether or not a web site had a privacy policy. Is the content of a page less relevant or more relevant if there’s a link on it to information about how any data collected about visitors might be used? Probably not. But it’s possible that a search engine might consider that the source of content is more trustworthy, and more authoritative if it does include such a page. And that may make a difference.

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Social Media
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Social Media Optimization: Submit it, But Don’t Forget It – When putting together a social media campaign, you should consider many different things before you actually submit your content. You need to think about creating good social media accounts, quality content, and which social media site to submit to. Finally you get to the point where you can submit your content and take a breather… but not for long. The days of “submit and forget” are over. After you submit your content is when the social media campaign really begins and you have, on average, only about 24 hours to help get your content to the popular page of the site you have submitted to. Here are a few things you should do to help your submission through this very important part of your social media campaign. See also:

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Video Search
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Tagging 10,000 Videos: Science Or Sweat? – In the last SEL video search column, Eric Papczun described the dilemma faced by content producers that are striving to keep up with the insatiable demand for new video content. Producers are looking for efficient methods of discovering what online viewers are interested in, and then packaging their content to maximize exposure. The example used was a television network, one that is mostly concerned with ongoing generation of new content. What’s interesting to note is that, of all the content producers vying for attention on YouTube, television networks are the ones with the most preexisting content to offer. See also:

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Yahoo: Business Issues
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Yahoo Expects To Double Cash Flow In Three Years & Reaffirms 2008 Outlook – Yahoo announced at an investor presentation that they expect to double their operating cash flow in three years from $1.9 billion to $3.7 billion. Yahoo also took the opportunity to reaffirm their 2008 financial outlook. Yahoo said by 2010, they expect to earn $8.8 billion in revenue (excluding traffic acquisition costs). This presentation is to bolster Yahoo’s claim that Microsoft’s $45 billion bid for Yahoo is undervalued.

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Yahoo: Local
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A New Scourge For Yahoo: Affiliate Mapspam – I’ve been writing about Mapspam appearing in both Google and Yahoo search results for some time now. Mapspam is where black hat SEOs spam local search and map listings, and like all black hat techniques, it seems to get more sophisticated as the search engines find ways to combat the spammers’ techniques. There’s a new species of mapspam that’s particularly obnoxious: affiliate mapspam, first reported at the eClick Performance Blog. With the search engines’ new open policies allowing even non-owners of businesses to edit local business listings, unscrupulous affiliates take advantage of a loophole by editing unclaimed hotel records, changing the URL so that it first points to an affiliate tracking link, and then ultimately redirecting the searcher to the hotel’s official website.

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Yahoo: Mobile
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Yahoo Introduces Wide Range Of Mobile Search Improvements – Yahoo made a range of mobile search-related announcements today at CTIA. At a high level, these include: Open oneSearch (Search Monkey for mobile), Search Assist for mobile, voice-enabled oneSearch, and "idle screen" search.

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Yahoo: Paid Search
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Yahoo Graphical/Video Search Ads Named Partner Results – Last night I heard a commercial for Honda, where it told the audience to go to Yahoo and search for "shop honda." I, being an obedient TV viewer, did as instructed and searched for shop honda and saw this ad. See also:

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Yahoo: SEO
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More Yahoo Search Monkey Details: Creating A "Developer Ecosystem For Search" - Two weeks ago at SMX West, Yahoo! announced a new project code named "Search Monkey" that would enable content owners (and in some cases, searchers) to add rich content to search results. Today, Yahoo has released additional details about the program, which has not yet launched. The announcement describes how developers can provide Yahoo with this rich content about their sites by either including structured markup in their pages or by submitting structured feeds. In addition, Yahoo! is announcing a "developer ecosystem for search" so third-party developers can create "Enhanced Results" applications for the Yahoo! Search platform. (Developers can sign up for the program here.) These applications can take advantage of structured data available in public APIs and the Yahoo! index. Yahoo will provide more details on this program at a developer launch party they’ll be holding in a few weeks.

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Fun, Weird Stuff & Other Things
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April Fools 2008 : The Search Industry’s Recap – Happy April Fools Day! April Fools can be a fun but scary day for news reporters like myself. On one hand, we get to make up stories and fool people into thinking they are real. On the other hand, we have to determine which news stories are real and which are fake and not be fooled ourselves. Below is a recap of stories I found throughout the web, focused on mainly search, designed for April Fools Day. See also:


Danny Sullivan is editor-in-chief of Search Engine Land. He’s a widely cited authority on search engines and search marketing issues who has covered the space since 1996. Danny also oversees Search Engine Land’s SMX: Search Marketing Expo conference series, maintains a personal blog called Daggle and microblogs on Twitter as @dannysullivan.

See more articles by Danny Sullivan >

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