Elisa Gabbert Posts from the Internet Marketing Blog
Despite billions of searches month in and month out (more than 9 billion in July alone), Google continues to report that nearly 20% of all search queries each month are unique—that is, they have never been searched on before. To help address this challenge, we launched a free keyword suggestion tool last week for specialists and agencies providing pay-per-click (PPC) marketing and search engine optimization (SEO) services.
Initial market adoption and feedback have been overwhelming. In the first week we have provided more than 100 million keyword ideas to early adopters of the tool. The Free Keyword Tool’s database of over a trillion search queries, the tool’s ease and speed of use, and advanced features such as related keywords and filters have search experts favorably c... > Read more
This is Part 4 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. One of the most powerful aspects of search as a marketing channel is the abundance of data you can measure and respond to. Web analytics applications provide a wealth of information about your website, your audience and how they interact.
Specific to search, they tell you exactly how people are finding your site: What key words and phrases are users typing into search boxes to discover what you offer? If you look at this data but don't respond to it, you're throwing away potential gains in traffic and revenue. Search marketing, if it's going to offer strong ROI over the long term, requires dedication and commitment. The SEO and PPC related tasks you n... > Read more
OK, what happened this week on the World Wide Web? A couple of important things: Kanye West made a jackass of himself, and we launched a new free keyword tool! Larry blogged about the tool on Wednesday, covering why and how we developed it, what it offers that other tools don't, and why, as awesome as it is, you still need keyword management to really get somewhere in SEM.
You can read yet more about the tool in our Free Keyword Tool FAQ. Today I want to point to some of the other conversations going on around the newly launched tool, and thank everyone who took the time to mention us on blogs and on Twitter. First up, Aaron Wall over at SEOBook mentioned the keyword tool ("The coolest feature it offers is that it allows you to download thousands of keywords at once") and our keywor... > Read more
Following in the footsteps of Ken's very popular post on title tag formulas, I've noticed that search marketing and social media marketing gurus (AKA bloggers) love to write linkbait in the form of "X Things You Can Learn About Y from Z." You can do it too—plug some numbers and concepts into the formula and the post practically writes itself! For best results, follow this handy guide: X should be an integer, preferably between 5 and 10.
Save lists longer than 10 items for your Facebook meme. Y should be a broad, Web 2.0-ish concept like "SEO," "PPC" or "social media." Don't veer too far off course from your job description; that's what Z is for. Z should be a pop culture reference, the geekier the better. Old standbys include Star ... > Read more
This is Part 3 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. Whether you're conducting keyword research primarily for search engine optimization (SEO) efforts or primarily for pay-per-click (PPC) campaigns, we believe that effective keyword grouping and organization techniques are crucial to long-term success.
Why is keyword grouping so important? Let's walk through the process. The point of doing keyword research is to inform your site's content creation as well as its information architecture (how content is topically organized), in addition to your campaign and ad group structure in Google AdWords (or other PPC marketing platform). Even small companies can amass thousands, hundreds of thousands or millions o... > Read more
This Week in Search: SEO Needs You to Need It I saw a lot of links and tweets this week pointing to Virginia Nussey's excellent post on the SEO hierarchy of needs, based on Maslow's hierarchy, a psychological theory that says physiological and safety needs have to come before stuff like love and belonging (I almost typed "blogging").
I've created a handy (and tall) illustration to show where the SEO hierarchy fits into Maslow's hierarchy. An SEO's basic needs for Diet Dr. Pepper and a paycheck must be met before he/she can move up the hierarchy. It goes without saying that for search marketers, link-building is more basic than "intimacy" or "sense of connection," and self-esteem and self-actualization are impossible without proper website optimization. Co... > Read more
This is Part 2 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. We firmly believe that the best source of keyword data is your own customers. Too often, search marketers over-rely on third-party keyword suggestion tools and neglect their own website data (server log files and keyword analytics), a completely private, self-renewing source of keyword data.
Keyword suggestion tools are fine as a jumping-off point for keyword research, but then you need to go beyond that. Build on public keyword data by refactoring insights from private data into your list for an extensive, expanding keyword research database. We believe your own website data has a number of advantages over typical keyword tools: Personalized keyword... > Read more
Don't Market for the Sake of Marketing Socialnomics' Erik Qualman is becoming something of a favorite around here for Friday roundups—I can't help it if he posts the most interesting stuff! This week, he offers some free marketing advice to Boeing, whose ongoing advertising campaign as a sponsor for Meet the Press makes it, Qualman says, a poster child for old-school marketing.
He points out some of the mistakes they're making, not the least of which is poor consideration of audience: Is a television or iTunes media buy really the best way to target the airplane buyer? As my wife shouts every time the commercial plays – “Honey can we buy a Boeing Today?” There are only a handful of airplane buyers, why would you spend $100,000 plus on ... > Read more
This is Part 1 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. At WordStream, we believe that keywords (including SEO keywords, PPC keywords, meta keywords, long tail keywords, etc.) form the foundation of all your search marketing efforts, both paid and organic.
These keywords represent the way people search for the products and services your business offers. Given the potential power of search engines as a sales and marketing channel, this information is a valuable asset not just for marketing but for your entire business. Public keyword data from free keyword tools is a commodity, but data about your own site is a proprietary asset. As such, we believe that your company's keyword database should be treated wit... > Read more
Obvi, SES was the big event on the blogs this week. It’s already been recapped and live-blogged all over the place so I won’t spend too much time re-recapping it or dead-blogging it now. But I do want to highlight some of the excellent coverage and connections we made in San Jose. First up, the coverage.
Worth going back and reading if you missed it: Virginia Nussey live-blogged many sessions over at the Bruce Clay blog, including the death of last-click attribution and SEO tools of the trade. Check out the aimClear blog for coverage of topics including landing page optimization, conversion rate optimization and viral marketing. Rebecca Kelley at the 10e20 blog covered social media-related sessions (with extra snark). SEO-PR rounds up all the coverage on the Search Engine Stra... > Read more
Last week, Twitter optimization; This week, Facebook optimization? It’s yet another “big week in search,” and not just because of SES. Seriously, lately every week feels like a big week in search, what with all these deals and acquisitions, revamped home pages, yet more announcements from Google of dubious significance.
The deal of the week is Facebook’s $50 million acquisition of FriendFeed. The purchase (which has stirred up some feelings of resentment and betrayal in loyal FriendFeed users) suggests that Facebook is trying to stay competitive with Twitter. Late Tuesday, the company sent out limited invitations for a “Facebook Lite” application, and I think this pretty much closes the case. Mashable broke the news and released a screenshot of what the ... > Read more
Jenny Wiseman is the Editorial SEO Manager at TechTarget Inc. based in Needham, Massachusetts. Can you tell us a little about TechTarget and your role there? TechTarget is an enterprise IT media company offering technology professionals information via our suite of market-specific websites, conferences and lead management services.
Some of the main functions of my job include working with the editorial and marketing staff to educate them on search engine optimization techniques; developing strategies for improvements to our sites; and working with the product development team to recommend technical and design changes. When and how did you first get interested/involved in SEO? Back in 2001, I was working for a small internet startup as an editor when I was first introdu... > Read more
The Week in Search Twitter domination continues, or, it's time to add "Twitter Optimization" to your skill set. Is old-school social linking dead? Andrew Goodman of Traffick claims that social linking is going the way of the dodo. Taking its place? Sharing (via Facebook, Google Reader, and social bookmarking sites) and "social tweeting": [S]ome people still have remnants of any inclination whatsoever to engage in 1998-era social linking, taking the trouble to wrap a relevant link around anchor text in a post like this.
The vast majority have no such inclination. They prefer something quick and easy, like a tweet or any number of other forms of social behavior across different digital venues. These days, he says, "only old school, super-conscientious sorts of bloggers, and SEO's and s... > Read more