Elisa Gabbert Posts from the Internet Marketing Blog
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
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
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
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
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
The guys behing DuoBlogger, a blog created to share knowledge with webmasters and online advertisers (they did a great reveiw of WordStream recently!), are offering a new iPhone app that AdSense users should find interesting (and it's free!): DuoSense is an advanced AdSense application aimed to both track and analyze your AdSense income.
Core features include showing daily earnings, advanced plot-able statistics for earnings, PPC and CTR, plus a help center with AdSense coaching tutorials. Here's a quick video showing how it works: You can learn more about DuoSense on the DuoBlogger blog or at the iPhone app store.... > Read more
It's not often that I bookmark something just because it's awesome—most of my bookmarks here at the office are applications and login pages that I need for work. Dull, I know. But this week I found a resource that has nothing to do with work and that I know I'll want to return to again and again: a list of "The Best Magazine Articles Ever.
" It's a long list of articles that date back as far as the '40s, so naturally it's full of things I haven't read. But I was happy to see a few of my favorites on the list—like "Tense Present: Democracy, English, and the Wars Over Usage" by David Foster Wallace, an article about the politics of dictionary-making. I read this in college and, as a budding linguist, just loved it to death—I still have that copy of Harper's filed away somewhere, almost ... > Read more
July is almost over, folks! What's that mean? It means that time marches on, we're not getting any younger, and so on (it may be time to buy a youth-activating serum and/or update that unrealistically hot photo on your online dating profile), but mostly it means it's time for WordStream's best of the month! You voted with your eyeballs, and these were the top 10 most popular posts on the blog in July.
Want More Link Juice? Here’s an Easy Way to Get It: This how-to from Ken explains how to drain link juice from your existing content with internal anchor links. The Evolution of Ranking Signals: Google Is Getting Past the Link: In this guest post, David Harry looks at other kinds of signals that Google may begin to value more than links. How Tumblr Opened My Eyes to the Social Web: Cur... > Read more
According to Matt Cutts, linkbait is anything "interesting enough to catch people's attention." Of course, the best linkbait doesn't just catch it but keep it. These five sites are worth re-visiting; here's why they work. 1. Lifehacker Consistently named to lists of the web's best, Lifehacker (part of the Gawker Media family) is a blog of "tips and downloads for getting things done.
" Why This Works: Far from a short-lived linkbait gimmick, this is a legitimately useful website full of life improvement tips (including time management, organization, and smart repurposing) geared toward the tech-geek type. Recent popular topics include "Turn an Older iPhone Into a Prepaid Voice and Data Unit," "Rename Files Fast with the Tab Key," and "IKEA Jerker ... > Read more
On-page SEO just isn't enough to secure great rankings. You also need incoming links, which signal to search engines that people value your content. You'll get the best results if these links are: From high-authority domains Relevant to your marketspace Deep, i.e., not just to your home page Optimized with targeted anchor text So how are you supposed to get these links? Write great content and hope for the best? Yes, to some extent, that's a strategy, but unless you're very patient, you'll probably want to be more proactive about getting good links.
One way to do this is by writing guest posts for prominent blogs in your space. The WordStream blog invites proposals for and submissions of guest posts that cover topics of interest to our audience (including SEO, PPC, keyword research ... > Read more
The most thought-provoking thing I read this week was Joe Hall's regular column on Marketing Pilgrim, Cup of Joe: "Sometimes You Should Be Yourself & Sometimes You Really Shouldn't!" Here, Joe questions the common wisdom that the key to succeeding in social media is "being yourself": We have all heard that the trick to social media is to be yourself.
In doing so we create authenticity and transparency that others can trust. But the question emerges, when does being yourself get in the way of building a strong personal brand? Joe recounts a kerfuffle that went down last week, mostly on Twitter, between Chris Pearson, who created the very popular Thesis WordPress theme (yes you can monetize WordPress blogs), and Matt Mullenweg, the founder of WordPress—who contends that Thesis vio... > Read more
I heard about Problogger’s 7 link challenge via Lisa Barone of Outspoken Media. This challenge—to link to seven past blog posts that fit into seven categories—doesn’t set off my fear of heights or eating bugs, so I thought we should take a stab at it. As Lisa points out, this challenge can benefit “old and new readers” of our blog, by highlighting some of best posts from the archives that you may have missed.
Without further ado, here are the seven (give or take) links: Your first post: The first post on the WordStream blog, not counting the welcome announcement, was Larry’s “How to Achieve the Best Results for PPC & SEO,” a list of 10 best practices that formed the cornerstones (can you have 10 cornerstones?) of our product ... > Read more
By now every web marketer knows that each page of a website should target a well-chosen and researched keyword phrase (whether or not they follow through on this strategy!). But many people skip the keyword research step entirely when it comes to blogging. It's a wasted opportunity, because keyword-optimized blog posts can help you both now and later: Blog posts allow you to target hot, trending topics that wouldn't be worth devoting permanent site content to.
You can capture search traffic while that keyword phrase is popular, and let the post get buried in your blog archives once the trend is over. Blog posts, especially how-to articles, make great evergreen content that not only ranks quickly but can continue to rank well and pull in traffic for months and years to come. Here are just... > Read more
The worlds of Internet marketing and romance don't usually have much overlap, but two articles on 21st century dating caught my eye this week—I guess love is in the air (the stifling, sticky summer air).First up, via Mashable: An enterprising young romantic named Brian has decided to crowdsource his love life.
Having recently gotten out of an LTR (long-term relationship) and moved to singles-crazy New York, he plans to go on 30 dates in 30 days, taking advice via Twitter and Facebook on how he should proceed all the while. On the "Dating Brian" site, you can fill out a form if you want to date Brian yourself or "play matchmaker" and set him up with someone you know.Will this work? Well, first of all, it's as much a marketing scheme as it is a genuine attempt to find love—Brian is ... > Read more
Aaaand we're back! After Monday's holiday, we had an enforced second day off when our whole office building lost power for most of the workday on Wednesday. So it's been a little hard to get back up to speed. While scanning Twitter in bed that day (the bedroom being the only room in our apartment with AC), I saw a link to a post called "Are Facebook and Twitter bad for your information diet?" You may have noticed that Facebook and Twitter (especially their failings) are kind of my beat around here, so of course this caught my eye.
Clay Johnson, who runs a blog called InfoVegan about "information obesity, information diets, and civic accountability," wrote the post in response to a video of Eli Pariser's talk at Personal Democracy Forum in June: Pariser's talk addres... > Read more
It's officially summer now, and I'm guessing a lot of you are either on vacation on planning to go on vacation very soon (in which case, you're probably not reading this; why am I even talking to you?). I'm hitting the road (or sky, as it were) myself tomorrow for a long weekend outside Asheville, NC.
I've never been to Asheville—they have fireworks there, right? Happy Independence Day to our American readers! (And happy regular Wednesday to everyone else.) If you are working this week, why not check out our top 10 most popular blog posts from June? Lessons from a Search Startup: Our Journey Through Two Rounds of VC Funding: CEO Rob Adler made a rare appearance on the blog to share valuable insights about the process of securing venture capital funding in the search marketing space... > Read more
Constant connectivity and pervasive social media often feel like a massive distraction, vacuuming brain power and attention away from more tedious but necessary work and killing productivity. Easy access to Google, especially via mobile devices, can make us reluctant to think or flip through our own memory files, favoring the fast, easy answer.
Low barriers to publishing content online mean we're frequently writing dumbass things we'll live to regret. Has the always-on Internet made us collectively stupider? (Thanks a pantload, Al Gore.) A number of "pundits" and "luminaries"—I'm reluctant to use those terms without irony—think just the opposite, that the Internet is making us smarter! (Thanks, Al Gore!) Echoing some of the ideas in Steven Johnson's 2005 bes... > Read more
Yesterday Larry announced the release of our new Free Negative Keyword Tool and talked a little about the importance of using negative keywords if you want to maximize your PPC budget. Today, I'd like to walk you through the functionality of the tool in a little more detail. As Larry mentioned, negative keyword discovery is critical for keeping PPC costs under control.
Because they ensure that your ad doesn't match against irrelevant queries, they reduce wasteful ad spend, increase click-through rates, and improve Quality Score—all of which contribute to lower costs for PPC and better returns. The great thing about our new negative keyword tool is that it's a proactive way to indentify negative keyword candidates, so you can preemptively curtail worthless ad clicks, instead of findin... > Read more
There was an interesting post on Kenny Hyder's blog this week about the difference between descriptive and prescriptive marketing. He's borrowing a concept from grammar and linguistics, topics close to my heart! Descriptive grammar aims to describe the way people use language without making a judgment on what's right or wrong.
For example, it might describe in what contexts and in what regions the construction "noun + be + -ing verb" (as in "You be trippin'") is used. Prescriptive grammar, on the other hand, aims to systematize language use with rules; a prescriptive grammarian would categorize the above usage as incorrect English, the correct version being "You are tripping" (or, in some interpretations, "You tend to trip," "You are freque... > Read more
Below you'll find answers to some common and not-so-common questions about Quality Score, courtesy of our in-house PPC experts. Have a question that's not answered here? Leave it in the comments and we'll respond! Is there a way to check our AdWords Quality Score? Where do I find my Quality Score? Yes, you can view your Quality Score in AdWords right now.
This recent post explains how to find your Quality Score in both Google and Yahoo. Is Quality Score specific to campaign or ad group? According to Google, neither. You have Quality Scores at the account, keyword, and ad level, but not for campaigns or ad groups. How fast can we improve Quality Score? Unfortunately Quality Score isn’t something that you can necessarily right overnight if you’ve had poor account performance for a signif... > Read more