Elisa Gabbert Posts from the Internet Marketing Blog

Hey, Journalists: Don’t Hate the Game, Hate the Player!

One cross for each time SEO has died In his keynote address at SES this week, Danny Sullivan (as live-blogged by Lisa Barone) said we should “just ignore” the so-called pundits claiming SEO is dead: “Nothing’s going to kill SEO. Danny’s exhausted by the conversations … When ignorant people are talking about what SEO is and isn’t, why give them that time to respond? They’ve sucked up enough of our life.

” But journalists and other media blowhards continue to blame the SEO industry as a whole (if not the very concept of SEO) rather than individual scammers and spammers. I know we’re not supposed to feed the trolls, but what if the trolls are getting air time on high-authority sites like the New York Times and Business Insider?... > Read more

March 10, 2011     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 3

Start an SEO Business in 3 Ridiculously, Impossibly Easy Steps

How many of you out there have always wanted to start your own SEO company, but were intimidated by all the work, experience and investment it would require? Obviously, you never bothered to Google "how to start an seo business," because if you had, you would have found this eHow article which explains just how easy it is to do! In fact, according to eHow, you can start your own SEO business in three stupidly simple steps: 1.

"Create your own website." This is crucial because if you don't even have a website, how are you going to convince people that you know anything about the Internet? Don't get too caught up in this part though – just include your email address and phone number so people can reach you. That should about do it. (Oh, also: Add a blog and blog a lot about SEO and make s... > Read more

March 04, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 11

Best of the Month: WordStream's February Highlights

February may be a short month, but that doesn't mean we were short on kick-ass blog posts! (Ugh.) Here they are, our top 10 page-view-grabbing-est posts for the month, every bit as awesome as they were the first time (except maybe for the first one): Unsurprisingly, our most popular post this month was Larry’s AdWords promotional code share.

You cheapskates! ;) (Sadly the codes have all been used and are no longer valid.) Larry did a quick analysis of Google’s big JC Penney bust. Tom wrote up a dead simple Google AdWords certification guide covering costs, the different types of certification, study tips and more. Google accused Bing of copying its search results after cooking up an elaborate and nerdy “sting” – Larry asks the burning question, Who cares? Cha... > Read more

February 28, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

The Signaling Theory of Marketing: What Your Actions Say About Your Business

Andy Beal wrote a great post this week called "How to Be a Twitter Guru," which is not actually (thank god) a guide to being a "Twitter guru." Instead Andy recounts a flip-out he had on Twitter (which, sadly, I missed) (start from the bottom): Possibly without meaning to, Andy has put Twitter through the filter of signaling theory.

If you're not familiar with signaling, it refers to behavior whose primary purpose is to "signal" or convey something about ourselves to others – whether or not it's true. Generally, what we're trying to signal is status. Some people, such as economist Robin Hanson, believe signaling is responsible for a great deal, even most of what humans do. (You can hear him talk about it in this podcast.) Here are some examples of behavi... > Read more

February 25, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 3

JC Penney Gets Ratted Out & Google-Slapped: Let's Review

On the off chance that you’re not right sick of hearing about the JC Penney SEO scandal – or that you had better things to do this week and missed it entirely – let’s go over some of the many responses to the incident. The quick recap: The New York Times alerted Google spam man Matt Cutts to JC Penney’s highly questionable, probably full-on black-hat SEO tactics that had it ranking in the top five for many highly competitive head terms (via a slew of paid links).

The Google slap was administered, and JC Penney’s rankings have plummeted, but naturally, this raised all sorts of questions, like how did such a high-profile company get away with such a large-scale violation of Google’s guidelines? I’m also wondering: Why is JC Penney’s branding so weak? Half the stories... > Read more

February 18, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

You’ve Got Fail? AOL, Huffington Post Conglomerate in Bad Faith

“A merger of visions”? "An equation of 1+1=11"? “An unlikely pairing of two online media giants”? “A great American success story”? "The equivalent of a fourth-quarter Hail Mary pass"? "A slow-motion train wreck and will end in disaster”? These are some of the ways people have been talking about AOL’s “game-changing” acquisition of the Huffington Post for $315 million earlier this week.

The positive descriptions, it should be noted, come directly from Arianna Huffington and AOL CEO Tim Armstrong themselves. The rest of the world isn’t so sure. I had to laugh when I saw this headline in the Hollywood Reporter: “Advertising Execs Worry Huffington Post Will Taint AOL's Brand.” Because, reall... > Read more

February 11, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

What Can I Do With WordStream? Part 4

Over the past few weeks, we've walked you through several scenarios demonstrating how you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful.

Read Part 1, Part 2, and Part 3. Scenario #5 “I know the best practices. I’ve been using AdWords for a long time now and have had a history of success. That being said, I’m always trying to find ways to squeeze every last drop of profit out of my account, add to my efficiency, and continue to grow PPC-related revenue for the business.” If you're an old hand at AdWords – whether you're an pay-per-click agency or an individual advertiser – and you're already ... > Read more

February 03, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

Best of the Month: WordStream's January Highlights

DANG, y'all! You just. Can't. Get. Enough. Link building posts. Remember when I said I was running out of pictures of chainlinks? That's why you get a classic NES reference for your image today. So here you have it, our most popular blog posts from January: lots of link building love and a few AdWords and PPC posts too.

Enjoy! Quick and Dirty Link Building Tip Part 1: How to Get Lots of Link Prospect URLs FAST!: This is the first in a three-part series by SEO whiz Tom Demers, in which he lays out a process for a fast link-building campaign.  Quick and Dirty Link Building Part 2: How to Prioritize Your Link Building Efforts: In Part 2 of this series, Tom explains how to sort through the link prospects you gathered in Part 1.  Link Building 101: 5 Simple Ways to Build Links that ... > Read more

February 01, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Search Neutrality: Can Search Be Neutral? Should It Be?

Matt “Google Spam” Cutts himself pointed out “an interesting essay on search neutrality” this week. If you initially read this as “net neutrality,” so did I – in fact “search neutrality” is a pseudo-buzzword concept that is built on the principles of net neutrality, as James Grimmelmann notes in the essay, titled “Some Skepticism About Search Neutrality.

” Search neutrality targets search engines like Google rather than Internet service providers (ISPs), and its proponents argue that search engines shouldn’t be able to discriminate among websites, biasing results toward some sites rather than others. But wait, a skeptic like Grimmelmann might say – don’t search engines exist to discriminate among sites? If they didn’t, how could there be rankings at all? Grimme... > Read more

January 28, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

What Can I Do With WordStream? Part 3

Over the past couple of weeks, we've walked you through some examples of ways you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful. Read Part 1 and Part 2.

Scenario #4 “I work at an agency. We're new to offering PPC services and need a way to quickly onboard clients and manage them going forward to produce strong results.” Many advertising and interactive agencies have only recently begun offering pay-per-click services. If you're in this situation, you likely know it's a big opportunity and are ready to jump in, but you need a little help getting up to speed. Conversely, you may work at a new pay-per-click agency tha... > Read more

January 26, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

Who Needs People? We’ve Got Robots!

Who here feels useful and necessary? Ah ah – not so fast there, humans! While cruising the blogosphere this week I ran across two stories that suggest we’re falling behind a bit in our ongoing race for supremacy with the machines. (I probably would have found more if my reading speed and comprehension weren’t limited by inherent human weakness.

) You’ve all heard it from copywriters and SEOs alike: Don’t write for search engines, write for people! It’s become an SEO cliché, up there with “Don’t link for the sake of linking” and “No keyword stuffing.” But A.J. Kohn of Blind Five Year Old has turned the cliché on its head. Screw that, he says: “Stop writing for people. Start writing for search engines.&rdquo... > Read more

January 21, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 7

What Can I Do With WordStream? Part 2

Over the next few weeks, we'd like to walk you through some examples of ways you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful. Read Part 1 of the series here.

Scenario #3 "I've had an AdWords account running for quite some time, but my Quality Scores remain low, even after revamping my website and landing pages." There are a number of factors that go into determining your Quality Scores, and the relevance of your landing pages, as well as factors like website load time, do have an effect. But you'll have the most impact on your Quality Scores by focusing on your ads and ad groups. Specifically, you'll need to: Ensure that yo... > Read more

January 19, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

Putting the Teen Back in Marketing: Groupon, OkCupid Keepin' It Stupid

Proving that its record-breaking financing round hasn't made it too self-important – or that it's run by power-giddy, Zuckerbergesque children with no sense of when to get serious, not sure which – Groupon this week published a very cheeky press released titled "Groupon Raises, Like, A Billion Dollars.

" Pretty spot on – it raised $950 million, which might as well be a billion. The press release also contained this line: "In the last year, Groupon has been called 'the fastest growing company ever' by Forbes Magazine and 'America's best website' by one of Groupon's television commercials." I'd be totally charmed if I didn't irrationally hate Groupon. You know how you just hate certain celebrities for little to no reason? That's how I feel about Groupon.... > Read more

January 14, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

What Can I Do With WordStream? Part 1

Over the next few weeks, we'd like to walk you through some examples of ways you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful. Scenario #1 “I just recently set up my AdWords account.

I have a few campaigns/ad groups/keywords in there, but I didn’t really know what I was doing, so it needs to be redone. I’m essentially starting from scratch.” Sound familiar? You're not alone. Many of our clients are just getting their feet wet with PPC; they know they need to add it to their marketing channel, but they haven't had time to learn it from top to bottom, and they're nervous that the whole effort could turn ... > Read more

January 12, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

What's the Biggest Day of the Week for In-Text PPC?

Which day of the week do your contextual PPC ads get the most clicks? Infolinks recently released a study showing that in-text pay-per-click advertisements get more clicks on Tuesday than any other day of the week, followed by Wednesday and then Monday. Unsurprisingly, clicks were lowest on Friday, Saturday, and Sunday, with a typical Sunday accounting for 45% fewer clicks than Tuesday.

This study was based on Infolinks' database of over 40,000 websites and analyzed data spanning all of 2010. According to the study: "Advertisers and publishers can utilize this click data for smarter investments and also higher payouts. By concentrating advertising efforts on Tuesday, Wednesday and even Monday, higher engagement can be accomplished and in turn higher revenue earned." ... > Read more

January 11, 2011     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 3

Search Marketing in 2011: Predictions, Strategies and Fear Mongering Galore

Just in case the world isn’t going to end in 2012, let’s do some futurecasting! A new year means a new opportunity for making outlandish predictions (and/or predictions so safe they can’t not come true), not to mention resolutions and recommendations for changing times. We’ve seen a lot of that around the blogosphere this week – let’s take a look, shall we? Erik Qualman of Socialnomics made 21 social media predictions for 2011, including that Facebook will go public, the FTC will adopt privacy rules that will stifle innovation, Twitter will be acquired by a media company like CNN, and “Google becomes the next Microsoft and Facebook becomes the next Google.

” 2010 was a year of big changes for both Google and Facebook, especially in terms of their public perception. I ex... > Read more

January 07, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

B2B SEO: 4 Kinds of Keywords that Speak to Business Customers

As we've said many times before, the types of keywords you should use in your SEO copywriting depend on your industry and your goals. They also depend on your customers, which is why it's so important to know who your customers are before you start writing your site. What are their demographics? (Age? Gender? Income/educational level? Location?) Are they one-time or repeat buyers? Similarly, if you're targeting business customers rather than individual consumers, your keyword choices will need to reflect that.

B2B (or business-to-business) keywords typically have lower search volume than consumer keywords, and you'll need to delve into the long tail. (Your own analytics are your best source for high-converting keywords.) The below keyword types are particularly applicable in the B2B space.... > Read more

January 05, 2011     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 3

WordStream's Best of the Year: Our Top 10 Blog Posts of 2010

2010: The year of the link? At least here at WordStream it was. Six of our top ten most popular blog posts of the year had the word "link" in the title. That's great guys – I'm glad you understand the value of the link when it comes to Google and SEO. However, there are only so many creative-commons images of chain-link fences I can put in these round-ups, so let's make 2011 the year of something pretty, OK? Can we do for kittens what we did for links? Without further ado, here they are, our 10 biggest hits from the entire year! And a huge thank you to all our readers – we couldn't, or at least wouldn't, do it without you.

How to Create Amazing Backlinks – Why settle for ho-hum backlinks when you can have amazing backlinks?! Amazing backlinks, of course, t... > Read more

December 22, 2010     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

The Year in Review: A Look Back at Online Marketing in 2010

Time flies by in such a blurry fashion these days, I can no longer remember without assistance what happened in the past year and not, say, three years ago—it all feels roughly equidistant somehow. But luckily, thanks to our blog archives, I have a handy reference of everything major that went down in 2010.

Looking back through roughly 50 weeks’ worth of Friday roundups, here’s what stood out in terms of big news and milestones in the online marketing space this year. Facebook f*cks around with our privacy Facebook changed its default privacy settings so users would be required to opt out of sharing everything with the whole world; Zuckerberg defended the decision by claiming that society was moving toward more openness and people want less privacy. Many didn’t buy ... > Read more

December 17, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 7

10 Super-Quick Link Building Tips for Bloggers and Site Owners

Whether you're a novice at link-building or an experienced link-builder, you could always use learn a few more tricks for quick and dirty ethical links. Use absolute links, not relative links, in your blogs posts. That way, if a post gets scraped, the links in the content are preserved. When you write a guest post, send the bio along with your preferred links and anchor text already coded in.

This makes it easier for the hosting blog, so it's less likely that they'll mess with your link(s). If someone sends you a guest post, ask if you can return the favor by writing a guest post for them too. (If your sites are relevant to each other, this won't look like a suspicious reciprocal link.) Keep track of keywords you'd like to improve your ranking for. When guest post opportunities pop up, w... > Read more

December 07, 2010     |   Written by: Elisa Gabbert   |   Posted In: Link Building   |   Comments: 8
 
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