Elisa Gabbert Posts from the Internet Marketing Blog

Best of the Month: WordStream's September Highlights

We are getting heavy into fall here, folks. OK not really. The high yesterday was 80. But if you're like me, September just feels different, whatever the temperature. It's the start of a new "semester." After 25 years of nonstop schooling, I've been in the plain-old workforce for almost six years, but I'm still trying to break the habit of buying academic planners.

(Same goes for the annual ritual of "back to school" shopping.) In the spirit of back-to-school, why not throw on a scarf and blazer (turn up the AC is necessary) and catch up on our most popular posts this month? Link Building Magic: How to Turn Citations into Links: Did you all want to be magicians as kids or what? Ken shares one of our favorite secret link-building tricks. How to Find People on Twitter: N... > Read more

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

Seven Unusual, Eye-Catching Calls to Action

There are a few key basics that every PPC text ad needs in order to rank well and generate clicks: A compelling headline Relevant keywords A relevant display URL A call to action This post focuses on the last requirement. The call to action, or CTA, is the language that tells the searcher what to do – in other words, giving them a reason to click.

(Aside from increasing your traffic, a higher click-through rate will also improve your Quality Score, which in turn will lower your costs.) The default call to action is something like "Buy now!" This may be better than no CTA at all, but it's not very good. It's too familiar, too general and too pushy. So what's a better call to action? It's good to remember that your CTA doesn't have to be a direct sales push – there ar... > Read more

September 29, 2010     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 8

Fun Friday: Schmidt on Colbert; #WhenFacebookWasDown

It's Friday, and it's been an unusually long week (something about the tilt of the Earth, no doubt), so let's keep this roundup fun, shall we? What did you do while Facebook was down? Wednesday, due to a vaguely defined third-party networking issue, Facebook was down for a number of users across the country, and the site has continued to experience uptime issues.

This happened at roughly the same time that our own site experienced some downtime due to a Nettica problem (Nettica is our DNS provider), so I imagine this was the root cause of Facebook's downtime as well. Since you Facebook users all seem like a bunch of slavering addicts to me, I wondered what you did to bide the downtime. You turned to Twitter, of course! (Or other social networks, as the case may be.) Mostly, you spent the... > Read more

September 24, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

Get Out Your Firebrands & Pour Yourself a Brandy: It's Brand Week!

It's Brand Week at WordStream! OK, so I just made that up. We haven't been calling it Brand Week, but I just christened it—branded it, if you will—myself. We've been making some improvements to our office space, including the fancy new sign and display in our lobby, as you can see in the video below, with the intention of strengthening our branding for visitors to the office (board members, job candidates, consultants, paparazzi, and so on) as well as our office culture.

(By the way, if you're curious about the display in the video, it's the work of LocaModa, a location-based social media company.) Coincidentally, I've been seeing a lot of talk about branding this week. Could it be that fall is coming, and everyone wants to turn over a new leaf? (These puns don't even make ... > Read more

September 17, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

SEO Specialists: Can You Help Us Test Our SEO Product?

Wordstream is looking to speak with search marketing practitioners to gather input on how we can evolve our SEO product to better meet customer needs. We’re conducting a series of 50-minute research sessions via phone on Tuesday, Sept 21, and Wednesday, Sept 22nd. These interviews can be scheduled at your convenience, and to thank you for your time, we’ll send you a $75 American Express gift card.

If you meet the following criteria and are interested, please drop a comment or send us an email: Search marketing specialist or practitioner who has responsibility for SEO for their organization Available to participate in a 50-minute session sometime between 8:30 am and 8:00 pm Eastern time, on 9/21 or 9/22 Have Internet access using a broadband, DSL, or T1 connection (no dial-up)... > Read more

September 16, 2010     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 1

SEO Copywriting Interview: Heather Lloyd-Martin

Heather Lloyd-Martin is a 20-year marketing veteran, a recognized author and considered the pioneer of SEO copywriting. For over 12 years, Heather’s firm, SuccessWorks, has been training corporate in-house SEO copywriters and creating revenue-driving Web site content campaigns. Heather serves on the board of American Writers and Artists, Inc.

, is an advisory board member of SEMpdx and serves on the PubCon conference advisory board. In 2010, SuccessWorks launched the SEO Copywriting Certification training, the only certification program for in-house and freelance SEO copywriters.   Can you tell us a little bit about SuccessWorks and how you got into the SEO copywriting business? Sure! I started my SEO copywriting career B.G. (before Google) around 1998. Prior to that, I had worke... > Read more

September 13, 2010     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 4

How Google Instant Changes SEO, PPC, the Long Tail Plus Your Gas Mileage, Credit Score & Sex Appeal

This weekend at home, I was surprised to find Google was giving me way more than ten results per page—more like twenty, though I confess I didn't bother to count. (It seems Google no longer does the counting for you.) I quickly sent an email to Tom and Ken about it, but it appeared it was "just me," or rather an experiment that was only affecting some users (as reported by Andy Beard and Barry Schwartz).

I was still thinking about this experiment on Wednesday, contemplating a post called "No More 'Ten Blue Links'" when Google unveiled a much bigger change—big enough to warrant a live press conference, big enough to get everyone on Twitter talking, and not just the "tweeple" in my web marketing column. This big change is Google Instant. It sounds a ... > Read more

September 10, 2010     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 8

Sphinn Pulls Plug on Voting; The 'Community' Reacts

On Wednesday, the moderators of Sphinn announced that the site would lose its main social feature—voting—and move to a pure editorial format, with the editors hand-selecting the best of submitted stories to promote to the front page. If you haven't already heard about this, you either: Took a few days off Haven't been on Twitter lately Don't work in Internet marketing Have real job responsibilities and/or "a life" Just kidding about that last one.

Perhaps the death of Sphinn as we know it isn't quite as earth-shaking as Michael Jackson's passing, but it definitely caused a stir in the search marketing community. After the announcement was made on the Sphinn blog, Ruud Hein was one of the first to react. In a post called "Sphinn Is Dead: Long Live Anything Else,... > Read more

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

Negative Keyword Tips, Tricks & Best Practices

We recently ran a webinar on negative keywords, sharing tips, tricks and best practices for using negative keywords to identify and eliminate areas of wasted spend in AdWords pay-per-click campaigns. The webinar included: Tips for identifying wasted spend before it happens Methods for identifying underperforming queries that are costing you money in your AdWords campaign Step-by-step instructions for setting negative keywords within your AdWords campaign via the AdWords interface If you missed it, you can view a video of the webinar or the slides below.

And we hope to see you at the next webinar!   Negative Keywords: Tips, Tricks and Best Practices Need more help with negative keywords? Download our free white paper: Negative Keywords: How to Put an End to Wa... > Read more

September 02, 2010     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 6

Monthly Blog Roundup: WordStream’s August Highlights

August was a very graphic month for WordStream. I’m not talking about anything R-rated (though our marketing meetings can get pretty violent)—I’m talking about infographics! Who doesn’t love infographics? Definitely not us. I mean, we definitely don’t not love them.

I mean, we love them. And you all love them too, judging from the page views. And you loved hearing about our infographic strategy almost as much as loved the infographics themselves. Here are the top 10 most popular posts from the WordStream blog in August: How We Got a Link from CNN and Drove Loads of Traffic with Infographics: This case study shows we used infographics to score a huge range of links and big traffic spikes in a short amount of time. Five Myths About Link Building: Larry de... > Read more

August 31, 2010     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Recommended Resources: SEO Copywriting for Businesses

Do you need help writing copy that's optimized for search and conversions while still being readable? It's not easy to write at your best while keeping keywords and business goals in mind. If your SEO copywriting skills could use some brushing up, we recommend you check out a seminar being run by friend of WordStream Heather Lloyd-Martin, the CEO of SuccessWorks Inc.

, a pioneer in SEO copywriting services that has been providing training for over 12 years. This training seminar will equip you with skills including: Forming a keyword research strategy Using keyword research tools Finding topic ideas Writing powerful, clickable titles and meta descriptions The three spots you should always place your keyword phrase A step-by-step process for writing optimized content Heather stre... > Read more

August 30, 2010     |   Written by: Elisa Gabbert   |   Posted In: Best Online Marketing Blogs   |   Comments: 2

When Is a Blog Like a Business? When It Gets Slammed with Fees & Taxes

Bloggers love a controversy, and that includes me. The big controversy this week was over a new "tax"—more accurately, a business license—being imposed on bloggers in Philadelphia. Last week, Philly's City Paper reported that owners of small, low-traffic blogs were receiving letters from the city "demanding" they pay $300 for a business privilege license.

This license applies to all businesses in the city, not just blogs, but only recently, it seems, has the city attempted to enforce it with blogs. There does seem to be an inherent difference between a blog and a brick-and-mortar business—the latter is probably benefiting from services that the city provides, but a blog run by someone who happens to live in Philadelphia wouldn't seem to. But the license, city officials claim, applie... > Read more

August 27, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 7

Step 4: Analyze and Monitor Your Campaign Results

This is the final excerpt from our free white paper, Seven Steps to a Better Search Campaign. Click here to download the full white paper including the last three steps. You've done your research and organized your keywords. You have a system in place for ongoing keyword management and growth. This provides a strong foundation for your paid and organic search marketing campaigns.

But until you have a good understanding of which keywords really work for your business, you can't learn from your campaigns and improve your results.  The next step is to use keyword analytics to analyze your keywords and monitor results. Keyword analytics allow you to drill down to the level of the keyword group or the single keyword to see which terms drive the most traffic and conversions, as well as... > Read more

August 26, 2010     |   Written by: Elisa Gabbert   |   Posted In: Search Engine Marketing   |   Comments: 0

Step 3: Group and Organize Your Keyword Research

For the rest of the week, we'll be posting excerpts from a new free white paper: Seven Steps to a Better Search Campaign. Click here to download the full white paper now. Starting with extensive keyword research allows you to evaluate a number of opportunities and determine which keywords truly have the potential to drive profits for your business.

  However, evaluating and refining your keywords will be a lengthy and tedious process if you don't first impose a meaningful order on your keyword research. So the next step is to segment your keywords into small, tightly related groups. Grouping your keywords will change everything else you do in search for the better. Here are just a few of the benefits of better keyword grouping and organization:  Higher Quality... > Read more

August 25, 2010     |   Written by: Elisa Gabbert   |   Posted In: Search Engine Marketing   |   Comments: 0

Step 2: Build a Smart Keyword Infrastructure

For the rest of the week, we'll be posting excerpts from a new free white paper: Seven Steps to a Better Search Campaign. Click here to download the full white paper now. As discussed in Step 1, it's important to start with a broad base of keywords when embarking on a search marketing campaign. But a large number of keywords can quickly become unmanageable.

However, you can do extensive keyword research without losing control of your campaigns. The key is to create a flexible, dynamic keyword structure that makes it easy to manage a large and growing list. This means transforming a keyword list into a keyword database.   A keyword database has a number of advantages over a keyword list or spreadsheet: It's private and proprietary, unlike lists generated by third-party keyword tools, ... > Read more

August 24, 2010     |   Written by: Elisa Gabbert   |   Posted In: Search Engine Marketing   |   Comments: 0

Seven Steps to a Better Search Campaign

For the rest of the week, we'll be posting excerpts from a new free white paper: Seven Steps to a Better Search Campaign. Click here to download the full white paper now. If you've got seven days, you've got the time to create a hard-working, high-performance search campaign. Whether your focus is organic search engine optimization (SEO) or pay-per-click (PPC) marketing, also known as paid search marketing, these seven simple steps will help you build a comprehensive, relevant, dynamic keyword database that will drive traffic and revenue through search.

As soon as next week, your business will start to see: An increase in traffic More qualified leads Lower search marketing costs These are just a few of the benefits you'll experience with more effective keyword research, organization, and... > Read more

August 23, 2010     |   Written by: Elisa Gabbert   |   Posted In: Search Engine Marketing   |   Comments: 1

Breaking News: The Web and Other Abstract Entities "Die"

The Internet is obsessed with death. Number of Google results, in millions, for "is alive" and "is dead." The following is a partial list of entities that the Internet (as reported by Google) has declared dead in the past year: Love Microsoft Kin Google Wave "Authentic" The Avant-Garde Print The Book The Page Blogs Flash HP Slate Open Office Email The Phone Call Jazz Chivalry And the latest: the Web.

Yes, the Internet has declared the Web dead. Is that an oxymoron? No, not really—there's a subtle difference between the Internet and the Web, according to Chris Anderson and Michael Wolff, in a Wired article published on Tuesday: Over the past few years, one of the most important shifts in the digital world has been the move from the wide-open Web to sem... > Read more

August 20, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

Is Anyone Being Evil Here? Google-Verizon Compromise Proposal Draws Criticism from Net Neutrality Advocates

Last week, the New York Times and other media outlets reported that Google and Verizon were in talks to form a deal that would fly in the face of net neutrality, suggesting that Google planned to pay Verizon to speed up delivery of YouTube videos. Both companies denied the reports. On Monday, Google and Verizon held a press conference to discuss the actual content of their proposal.

As outlined on Google's Public Policy Blog, it has seven key elements: Openness of wireline broadband Internet should be enforceable by the FCC. Any discriminatory practices against lawful content, applications or services, as well as prioritization of traffic, should be enforceably prohibited. Broadband providers should be transparent. The FCC should address complaints on a case-by-case basis and impose pena... > Read more

August 13, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

Using WordStream's Free Keyword Tool for Brand Query Analysis

Search Engine Watch today published a really interesting article called "How to Cut Through the Clutter in Branded Search," using WordStream's keyword tools as the first step in a brand query analysis. In this article, Web Liquid Group's Paul Burani (Web Liquid is a New York marketing agency that measures brand health in the digital space) helps a friend, a chief marketing officer, develop a methodology for obtaining "an objective view on [a] brand's overall performance in digital.

" Paul writes: I told him that one way of answering the question would be to look at the trend in search query volume for the brand name -- if more people are querying keywords related to the brand name this month, compared to last month, that would be one way to answer the CMO's question. Thi... > Read more

August 09, 2010     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

What Would Google Do?: Why You Should Embrace Being Wrong

Slate this week featured an interview with Google's research director, Peter Norvig, as part of its series The Wrong Stuff—interviews with people about "the role of error in their lives and their fields." This approach feels particularly apropos this week, since Google announced plans to stop development on Wave as a standalone product.

Kathryn Schulz's opening gambit: I'm interested in the way that attitudes about error vary across professional cultures—doctors typically think about error very differently than pilots and politicians and so forth—as well as across the cultures of different companies, even within the same field. How would you characterize the overall attitude toward error at Google? Norvig, we learn, along with the other executives and engineers... > Read more

August 06, 2010     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0
 
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