Elisa Gabbert's blog

Rupert Murdoch's Crazy Old Man Syndrome, or Why Can't News Find a Business Model?

This week, another chapter in the slow-motion car crash that is the decline of the news industry (excuse me while I mix my metaphors; I’m working on reduced brain cells today): Rupert Murdoch announced that News Corp. will consider moving its websites to a paid subscription model and voluntarily delisting them from Google—equating search engine listings to plagiarism.

In an interview with Sky News (video clip below), he also claimed that “fair use is illegal,” a move Cory Doctorow called the “loonie cherry atop a banana split with extra crazy sauce.” Murdoch claims that “search people” (anyone who finds a story on one of the News Corp. sites via search) aren’t a worthwhile audience. They click on an item in the Google results, take ... > Read more

November 13, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Sage Lewis Interviews Larry Kim

Sage Lewis of SageRock and Search Engine Watch interviewed Larry Kim about the exciting new features in WordStream 1.6, including Google Analytics integration and multi-source keyword analytics. Watch the two-part video interview below: ... > Read more

November 11, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 2

Five Myths About SEO Copywriting

1. SEO copywriting sounds forced and mechanical. This myth is almost true: Bad SEO copywriting sounds forced and mechanical. You can spot it from a mile away: The Benefits of Apple Cider Vinegar What are the benefits of apple cider vinegar? The benefits of apple cider vinegar are many! The benefits of apple cider vinegar include improved health and boosted immunity.

This page is all about the benefits of apple cider vinegar. I guess if this page starts ranking for "the benefits of apple cider vinegar" I'll have to eat my words, huh? But seriously folks: SEO copywriting doesn't have to, and shouldn't, be robotic. Keyword research is a supplement to good writing, not a replacement for it. The only reason that keyword-targeted copy would end up sounding as ridiculous as the above paragraph i... > Read more

November 11, 2009     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 10

Link Building Experts Interview Series: Ben Wills & Garrett French

Ben Wills and Garrett French are the cofounders of Ontolo, a link building agency. Check out their link building blog or follow them on Twitter: @benwills and @GarrettFrench. (Note: Also check out Ari Ozick's SEO Contrarian blog for a similar series of interviews with link building gurus Tuesdays of this month.

)  What factors go into a "quality" link? Garrett: Backlink profile of prospective linker -- which sites link to the page and the site as a whole An engaged, relevant audience Distribution and reach of target site -- are they social media participants? Do they have an email newsletter? How far will your link there take you? Ben: Relevance and value Keywords used on page, etc. Quantity and quality of backlinks Relevance of entire site Relevance of entire site's backlinks Whi... > Read more

November 09, 2009     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 6

The Week in Search: Even More Ways to Brainstorm Blog Posts

I'm sort of surprised that I've never linked to Chris Brogan's blog in a Friday roundup before, since I'm a regular reader. Maybe because his posts tend to be short, to the point and difficult to disagree with, and finding something to disagree with is one of my top ways of brainstorming new blog posts.

It's also one of Chris Brogan's! His "How to Think of Blog Posts" post features the good-old-fashioned rant at #8 (see roundups of Fridays past in which I disagree with Seth Godin, David Powazek and Robert Scoble). I guess I'm feeling agreeable this week because I have no beef with Chris's post; I simply want to add a few more ideas to the list: 1. Expand on a tweet: The next time you start to respond to something or someone on Twitter, hold that thought and see if you can't expan... > Read more

November 06, 2009     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 1

New White Paper: Four Steps to Better Keyword Grouping

We're offering a new free white paper for download: 4 Steps to Better Keyword Grouping. This is a focused, tactical white paper offering clear and actionable advice to help you achieve more effective and profitable keyword segmentation for search marketing. If your keyword grouping strategy could use some polishing—or you're not even sure where to start—this white paper is a must-read.

Here's an excerpt from the new paper: If you only have time for one change to improve the overall performance and value of both your pay-per-click marketing and search engine optimization efforts, turn your attention to keyword grouping. Far from a single, isolated process, keyword grouping represents a paradigm shift for search market­ing. Better keyword grouping and organization can transfo... > Read more

November 04, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

3 Things You Need to Know About Long-Tail Marketing with Advanced Broad Match

This is a guest post is by Bob Stanley, WordStream’s Senior Client Services Representative. Bob has extensive experience in paid search, which he now leverages to help our clients solve difficult problems surrounding pay-per click marketing with the WordStream software. One of my roles as a client services rep for WordStream is to help clients use our software to successfully manage their paid search accounts.

I’m finding more and more with our clients that the long tail is getting extremely competitive. I personally blame advanced broad matching options, dynamic keyword insertion (DKI), and just the industry becoming more sophisticated.  We all know the advantages of getting more specific with grouping and creating better conversion paths – however, it’s not always so cut and... > Read more

November 04, 2009     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Link Building Experts Interview Series: Debra Mastaler

All this month we'll be interviewing link building experts on the WordStream blog. First up is Debra Mastaler. ( Does great content market itself? Yes and no. This really depends on the reputation of the person/company producing the content. Those with a good rep can publish and have content pushed forward, even if it's not so great.

Strong reputations carry tremendous power. Those without a reputation will need to work at pushing content and building their power base. Do you believe in linkbait? If so, what are some strategies for creating it? Interesting question, I've never been asked if I "believe" in something link-related before. Let's see ... I use it, I think it's effective and I think it adds diversity to your content mix  which is important when trying to tap into new traff... > Read more

November 02, 2009     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 6

Brush Up on Your Social Skills: The Week in Social Search

I hope you're not feeling antisocial out there, because today's roundup is all about social search. There were several big announcements this week in the world of social and real-time search. Microsoft and Google both announced agreements with Twitter. Bing's Twitter search is live, but it doesn't seem to work all that well – when I searched for my username, instead of getting a string of my tweets and @replies, I got this: Um, OK, but why? Why doesn't it just search for my username and return all the results? I can see why the "top links shared in tweets about" thing would be interesting/useful, but why is that the default search behavior? What if that's not what you're looking for? For its part, Google soft-launched social search in labs.

Danny Sullivan goes into some de... > Read more

October 30, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

Monthly Blog Roundup: WordStream's October Highlights

October is winding to a close, and if history has taught us anything, November comes next. And with it, a candy hangover, my birthday, and pervasive Xmas music, in roughly that order—none of which I'm particularly looking forward to. So let's take this opportunity to look back—at our most popular blog posts from the past month, that is: Advanced Link Building: Clone Your Most Successful Link Profiles – Resident link building expert Ken Lyons explains how to analyze your link profiles step by step and then replicate your best link prospects.

Top SEO Web Design Company Websites – Another installment in the Top SEO Websites Series, Ken looks at which web design firms are practicing what they should be preaching: SEO-friendly design. 20 Conversion Rate Optimization (CR... > Read more

October 28, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

Interview with the Experts: Ruud Hein

Ruud Hein is a Dutch family man living in Canada. Newsweek-recommended web publisher and blogger in his own right, he works at the SEO company Search Engine People where he's an internal SEO consultant and blog editor. See also: @ruudhein. Can you describe a typical day in the life of Ruud Hein? 06:50 – Put on coffee, start TweetDeck so it populates, take shower; make breakfast for my youngest daughter and my wife.

07:45 – Open TweetDeck, scan TwitScoop column; check if the world has made it through another night. Decide on which topic I want to track today. Check Cre8asite Forums. Check if blog posts on SEP and SEO Scoop have gone out. 09:00 – One hour of Most Important Task work. 10:00 – Check email. Do short stuff right away. Archive. Put stuff in my Evernote GTD setup. Do Tim... > Read more

October 26, 2009     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 0

The Future of Content Creation: Keyword Research on Steroids

Wired this week published a fascinating profile piece on a company called Demand Media: "The Answer Factory: Fast, Disposable, and Profitable as Hell." The company's approach to content generation almost sounds like science fiction or satire, but it's real, and it works. It's a purely algorithmic, data-driven method of prioritizing content designed to rank on the first page of the Google SERPs: basically keyword research in hyperdrive.

And like it or not, this may be where we're all headed. Keyword-research-driven content production is nothing new; we practice this ourselves (to an extent). Workflow is based on the keyword groups that are currently driving traffic and conversions. If tons of people are finding our site after searching on "keyword organization tools" an... > Read more

October 23, 2009     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 0

Another Week, Another Battle in the War on SEO

If you've been working in the search marketing industry for long, you know that every so often some scheming troll (or major news corporation) comes along and delivers a rant against SEO, usually including most if not all of the following sentiments: Search engine optimizers are snake oil salesmen (Would that those fighting the war on SEO were also familiar with the war against cliché) SEO is just common sense; it's obvious Most of what SEOs do is smoke and mirrors SEOs are scam artists Information on optimizing a site is freely available on the web, so why pay for it? This week, that troll was a Derek "Powa-jerk" Powezek (hat tip to Ken for the wrestling name), who I guess is a designer (his actual job titles include Creative Director and "Chief of Awesome").

... > Read more

October 16, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

Pimp Your PPC Ad: 5 Lessons from Lackluster Text Ads

Remember MTV's Pimp Your Ride? Well today I'm going to pimp your PPC ad. Roll in with your Chevy Cavalier and I'll send you home with a Cadillac. Of pay-per-click ads. OK, these advertisers didn't ask me to revamp their ads, but I'm doing it anyway (for free!) and I think we'll all learn some valuable PPC ad writing lessons in the process.

Lesson #1: You have limited space. Don't waste it. Below are the first-page sponsored links for a search on "web design firms." This ad is redundant. The URL tells us the name of your company, so use the headline to say something more—tell us a little about what you offer and what sets you apart. (And one or the other could include the keyword to increase relevancy.) Notice how the competing ads have included useful information about pri... > Read more

October 13, 2009     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 5

Seth Godin Is Wrong (Except When He's Right)

Disagreeing with Seth Godin is basically a cliché now, but I'm going to do it anyway—or quibble with him, at least. I like this chart on Seth's blog (who doesn't like charts?) that plots some broad cultural phenomena against two axes, the sophisticated/tacky axis and the techie/tech-phobic axis.

The challenge, he says, is in designing structures and transparency that will attract the good guys while burying or repelling those that seek the new technology (because they can't find anywhere else to go). In other words, you either need to move the top left to the top right (not easy, but possible*), or educate the bottom left of the grid in how to contribute to the culture (really difficult indeed). The best new media (like blogs and possibly twitter) open doors to people who didn... > Read more

October 09, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

WordStream Believes: Search Marketing Success Depends on Actionable Analytics

This is Part 6 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. Part of the power of web marketing is the abundance of data it creates. Web analytics put you in the control room—with so much to measure and analyze, you can take control of optimizing your paid and organic search marketing campaigns.

However, analytics are only valuable insofar as you put them to work. Unless you take action on that data, data is all it is. In order to actually benefit from analytic data—to see the right numbers go up (traffic, clicks, conversions) and the right numbers go down (bounce rate, cost per action)—you have to act on it. That's why, at WordStream, we believe that analytics should be actionable. Most analytics ... > Read more

October 06, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

Interview with the Experts: Lisa Barone, Outspoken as Ever

 Lisa Barone is a co-founder and Chief Branding Officer of Outpoken Media. Read her blog or follow her on Twitter. You're kind of famous on Twitter. When I first started working at WordStream, I signed up for Twitter and you were one of the first people I followed, because my coworker referred to you as her "girl crush.

" :) How long have you been on Twitter and what do you say to detractors and people who just "don't get it"? How can businesses use Twitter to their advantage? No one is famous on Twitter. Let’s just get that out of the way. :) As far as how long I’ve been a member, the experts say I joined Oct 18, 2007. That sounds about right. I do think Twitter is something you either “get” or you don’t. And if you don’t get it, it’s because you have forgotten how ... > Read more

October 05, 2009     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 2

Everyone Wants to Ride the Google Wave! P.S. "Everyone" Is Relative

Google this week began sending out invitations for the beta version of Google Wave. Demand for these invites has been pretty high—Matt Cutts tweeted that he's already out of invites (Really Matt Cutts? Can't you like, snap and someone rollerskates up with more invites on a tray?) and one invite sold on eBay for over $150.

Aside from this crazed desperation for invites reminiscent of the search for golden tickets in Willy Wonka (that's right, I compared you to Augustus Gloop), most of the conversation has revolved around the question of success: Will Google Wave be a game changer? Loren Baker of Search Engine Journal lands squarely on the fence: "Could be yes or could be no. It depends on how good it will [be] and how much users will actually use it in their daily online activit... > Read more

October 02, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

WordStream Believes: Negative Keywords Are Vital for High Search Marketing ROI

This is Part 5 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy. Ongoing negative keyword discovery is an important part of optimizing your keyword research, keeping it "clean" and high-quality. From a pay-per-click perspective, negative keywords are terms that might match your ad but which you don't want to bid on.

For example, if you're running a PPC campaign for a stationery store, you might have an ad group for the keyword "notebooks." If you're using the broad match option to catch long-tail variations like "bulk reporter's notebooks" and "back to school sale notebook paper," you run the risk of matching for unrelated search queries like "notebook computers." To en... > Read more

October 01, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 2

Monthly Blog Roundup: WordStream's September Highlights

Believe it or not, September is over. The aisles of your local CVS are probably already clogged with Halloween candy and plastic pumpkins, if not Xmas decorations. Damn you, time's winged chariot! Point being, it's time for a monthly roundup of highlights from the WordStream blog. In case you missed them the first time: Top SEO College Websites 2009 – In this popular post, Ken looked at several ranking factors to determine which university websites get A's for search engine optimization.

Perhaps not surprisingly, he found that colleges with an online learning presence often came out on top. Read the full post to see how your college measures up, and if it's not on the list, check out his two-part guide to SEO for colleges. 2009 Search Marketing and Social Media Salary Survey – ... > Read more

September 30, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

Reputation Management Just Got Harder (And More Expensive)

This was a big week in the blogo- and Twittersphere for poorly received product launches: Two new products from Google and Squidoo threaten to become reputation management nightmares, if they manage to catch on. Ironically, the products also threaten to (further) tarnish the reputations of their creators.

Brands in Public: A Big Misstep from Seth Godin? Seth Godin this week announced a new product/service from Squidoo called Brands in Public: If your brand has any traction at all, people are talking about you. Of course, they've always talked about you, but now they're doing it in writing, in video and in public. Today, Squidoo (a company I founded) is launching Brands in Public. It's a neat idea and I wanted to give you an overview and a first look. You can't control what people are sayin... > Read more

September 25, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

You Asked For It: Free Keyword Tool Serves Over 100 Million Keywords in First Week

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

September 24, 2009     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 3

WordStream Believes: PPC and SEO Are Continuous, Iterative Tasks

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

September 22, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 3

Did We Mention Keywords? Did We Mention Free?

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

September 18, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Linkbait Formulas: X Things You Can Learn About Y from Z

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

September 11, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

WordStream Believes: Keyword Grouping & Organization Are Critical to Success

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

September 08, 2009     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 1

Maslow's Hierarchy for SEOs and Other SEO Advice We Agree With

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

September 04, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 0

WordStream Believes: Keyword Research Should Be Personalized and Data-Driven

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

September 02, 2009     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 0

Know Thy Audience: The Importance of Targeted Marketing

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

August 28, 2009     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

WordStream Believes: Your Keywords Are a Valuable, Proprietary Asset

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

August 25, 2009     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0
 
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