Elisa Gabbert Posts from the Internet Marketing Blog

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: 11

Google Changes Algorithm to Appease Media ... Or Not

On Black Friday, the New York Times ran one if its oh-so-savvy pieces about Google, demonstrating once again its deep understanding of SEO. </sarcasm> The article, titled "A Bully Finds a Pulpit on the Web," tells the story of DecorMyEyes, an eyeglasses business with an ungrammatical brand and a bad attitude.

The owner, whose name, believe it or not, is Vitaly Borker, claims that horrible service – we're talking criminally bad – is his business strategy, because (ex-)customers leave negative reviews on the Internet, driving up his rankings: "I never had the amount of traffic I have now since my 1st complaint. I am in heaven." Danny Sullivan did a long write-up of the article, calling it "great." But I was immediately suspicious of the NYT bla... > Read more

December 03, 2010     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 1

Google Insights for Search Categories Are Largely Useless

Seeing as 2010 is winding to a close, I had the idea to do a sort of year in review for keywords, using Google Insights for Search to find patterns in the year's keyword trends. However, I got so distracted by the screwed up categories, I abandoned the post. Instead I'm just going to complain about how useless they are.

When you filter your Google Insights results for a given time period (I used 2010), the default results call into "all categories," but you can further sort those into 27 (by my rough count) categories, including "Business," "Entertainment," "News & Current Events," "Shopping," "Sports," and so on – sounds potentially useful, right? Unfortunately, whatever method they're using to sort the rising search qu... > Read more

December 01, 2010     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 1

Best of the Month: WordStream's November Highlights

Do you hear sleigh bells ring-a-ling, ding-ding-ding-a-ling too? Thanksgiving has come and gone, which means it's officially open season Christmas season in the eyes of the American advertising industry. Prepare yourself for the Xmas onslaught! (I once had "Here We Go A-Wassailing" stuck in my head for like three years.

 No joke.) If you can tear yourself away from the e-commerce and/or decorating the tree, check out our greatest hits from November: Real Life Link Building: Three Real Relationships You Can Turn Into Virtual Votes – Tom wrote this great post about how much of link building is really relationship building. Semantic Analysis for SEO: Going Beyond LDA – In this guest post, David Harry talks about how to use semantic analysis concepts f... > Read more

November 30, 2010     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

Last Chance to Register for the Landing Page Success Seminar

Early-bird registration for the Landing Page Success Seminar ends this Friday, Nov. 26. WordStream will be one of 20 organizations presenting at the first major online seminar on conversion rate optimization (CRO) for landing pages and websites. Learn how to take your landing pages to a new level of success, all from the comfort of your own home or office.

No travel required. The seminar begins Tuesday, Nov. 30, and runs through Thursday, Dec. 16. Registration is strictly limited to first 500 marketers who sign up. The company's last seminar sold out before the early-bird discount ended. Register now to save $300 (over 50%)! When you register, you'll also receive $584 in eight free bonuses. Expert instructors and topics for this seminar include: Ben Jesson, CEO of Conversion Rate Experts,... > Read more

November 24, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 0

What's a Good Click-Through Rate For ...

Is your click-through rate good, or good enough?This is a really common question, but unfortunately the answer to "What is a good click-through rate" will vary depending on a number of factors, including your industry and keywords. Additionally, in many situations your CTR is not nearly as important as your conversion rate.

Still, it’s helpful to have some general guidelines as to what qualifies as a good click-through rate. Keeping in mind that your mileage may vary, here are some benchmarks depending on the platform you're using for marketing.What is a Good CTR for...Pay-per-click adsFacebookBanner adsEmail newslettersWhat Is a Good CTR for A Pay-Per-Click Ad?What's a good CTR for a PPC ad in a Google AdWords campaign? Earlier this year, a Google employee said that beginner advertisers ... > Read more

November 22, 2010     |   Written by: Elisa Gabbert   |   Posted In: SEM Questions   |   Comments: 9
 
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