June 2009 Posts from the Internet Marketing Blog
If you've had any interaction with Eric Lander, you probably know a few things: He lives outside Boston, he's established way more companies than most people under 30 (or 60, for that matter), he's incredibly kind (don't let him tell you otherwise), and he really knows search and social marketing. We decided to take advantage of the last part by asking him to kick off our Search Marketing Interview Series.
WordStream extends a very sincere thank you to Eric for sharing his insight and expertise with us. What’s your biggest frustration with search marketing? Lack of clarity and cohesion with third party tools. The information you can retrieve through third party services never match up with one another. With keyword research, you're bound to get high degrees of variance from one so... > Read more
The Week in Search Text ads, landing pages, hash tags and Beanie Babies. Going Beyond Keywords: Text Ads and Landing Pages Search marketing consists of many factors that can usually be generalized into three categories: keywords, ads and landing pages. Kate Morris (@katemorris) had a great post this week on Search Cowboys about optimizing your ads.
She starts by quoting David Ogily who said, "on the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Sure, Ogily's advertising reign predated search marketing, but the principle still remains: if you have a good headline, you'll probably see good results. Check out the discussions and Kate's responses in the comm... > Read more
At WordStream, we're all pretty avid blog readers. We read a variety of search marketing blogs and subscribe to dozens of different RSS feeds. So I thought it would be interesting to ask everyone at WordStream for a list of their favorite SEO, PPC, Internet marketing and social media blogs, and put together a master compilation of our 50 favorites.
Think of this list as the “recommended” section from the staff at your local Blockbuster. Actually, are there even any Blockbusters left? Anyway, here’s the extensive list I’ve compiled of our 50 favorite search marketing blogs. It's a good mix of industry standards and hopefully some little known, but great blogs you haven't heard of yet that you can add to your own Google reader feed. Internet Marketing & General Marketing Blogs D... > Read more
In This Post Why Keep an SEO Log? What's in My SEO Log? Keyword 100 Link Profiler SEO Sandbox Do You Keep an SEO Log? As an SEO, I like to keep pretty detailed records of all my search optimization efforts. I document everything I do and each action I take for optimization and note it in a series of spreadsheets I call my "SEO Log.
" There are a number of reasons why I keep an SEO Log, which I'll discuss in detail. Plus, I'll talk about the three documents I consider critical to my SEO Logging, and describe the components of each. My goal in writing about this information is to share some of the methods I use for recording my optimization research and analysis efforts, which I hope may be interesting or helpful to other SEOs or anyone looking to become a SEO. Why Keep an S... > Read more
The Week in Search This week, we ask how marketers should optimize tweets and if Google is the latest unhealthy addiction. Is Twitter Search the Future of Keywords? It wasn't long ago that many search marketers were questioning if Twitter search would overtake Google as the Internet's preferred search engine.
With the introduction of Microsoft's Bing, Twitter search recently got a bit lost in the shuffle. However, the debate is far from over and some great conversations about this topic continued this week. Check out Michael Boland's May article from Search Engine Watch in which he states, "If there is one thing that points to Twitter's staying power, it's that Google is showing signs that it feels legitimately threatened." He's probably right that the answer to true search ecstasy lies so... > Read more
Mike Volpe, VP of marketing at Hubspot recently wrote a blog post in which he describes PPC as a “marketing addiction”. Incidentally if you haven't read the Hubspot blog you should check it out; they post a lot of interesting and informative stuff, and even craft some pretty good link-baits (as evidenced by the first sentence of this post).
In the post Mike makes the argument that SEO and social media are asset-based marketing channels that offer greater leverage than perpetually paying for clicks. I don't think this is a ridiculous point to make. SEO efforts often offer streams of “passive traffic income” and when done right SEO and social media activities provide compounding benefits. SEO and social media are excellent marketing mediums. We love them. We use them. We sell softwar... > Read more
The conventional thinking on pay-per click landing pages is that they should be “dedicated landing pages”, should be “de-indexed”, and that you need to create individual pages for PPC versus organic search. There are a number of very good resources on landing pages that will tell you this.
There’s validity here; it’s most likely the case that you’ll optimize conversions by creating a separate landing page for PPC traffic. However, this post will tell you why in some cases it can be a poor use of resources. We’ll talk about why this is, and about when it makes sense to allow SEO and PPC to share landing pages. The Roots of Conventional Landing Page Wisdom So how did conventional wisdom become so conventional? The argument for creating dedicated landing pages for paid ... > Read more
Hey, All. I thought I'd take this opportunity to update everyone on a number of opportunities to hear our founder and VP of Product Development, Larry Kim, speak. Larry Kim LIVE! Larry was a featured guest on Bruce Clay's SEM Synergy last week. Larry was interviewed by @VirginiaNussey on the subject of Inbound Marketing.
For anyone who missed it, you can catch the interview in full here: SEM Synergy interview with Larry Kim on Inbound Marketing SEM Synergy airs on Webmaster Radio every Wednesday at 3 p.m. (EDT), and the show always books great guests while offering commentary from search marketing legend Bruce Clay and his team on the latest goings on in the world of search. Boston SEO Meetup Also, if you're in the Boston area, come check out Boston SEO Meetup event in Arlington, startin... > Read more
It's Friday: The Week in Search Big stories this week included the fate of small business owners and the future of online advertising. And of course, are you eligible for any of Google's $20 million payout? Most Small Business Owners Try Then Quit Paid Search A study conducted by Borell Associates found that 90% of small business owners quit their paid search campaign within 6 months citing poor performance and not enough ROI.
According to the study, 50% of small business owners will end their campaign after only 3 months, with the following 40% following suit up to three months later. This odd part about this is that CNN Money just posted an article about the importance of small businesses to advertise on Google. Fred Vallaeys, Google's AdWords evangelist says, "[small businesses] bu... > Read more
In This Post Benefits of Creating a Keyword Map Chart Before You Start How to Create a Structured Keyword Map Next Step Keyword Mapping You've Got Your Keywords Mapped Behold! the power of Keyword Mapping In a previous post I talked about the importance of keyword mapping for aggressive linking. But keyword mapping is also critical for SEO.
If you’re building a new website or taking on a new SEO project, it’s imperative that you clearly map out a highly organized and structured keyword map. Let’s explore why keyword mapping is so important. Benefits of Creating a Keyword Map One of the most daunting challenges of SEO can be trying to manage a site with hundreds (or even thousands) of web pages and trying to determine which keywords to associate with which pages. The way to solve ... > Read more
I see a lot written about Twitter tips and how Twitter is great for public relations, like branding, building relationships and trust, awareness, etc. And the fact of the matter is it's true: Twitter is a great platform for external communications efforts. But I’ve also discovered that Twitter is a great tool for internal PR, and can be used to communicate and promote positive, in-house relations.
And given the tough economic climate we’re in, I bet everyone at your office could use a morale boost. Internal Public Relations is Often Ignored Before I talk about using Twitter for internal messaging, I first want to take a quick look at internal PR in general, and at what I see as a lack of attention on internal communications. Internal PR often fails to match the intensity of external ef... > Read more
Friday: The Week in Search Microsoft releases its new search engine and Chinese residents may have to say goodbye to Twitter. Microsoft Receives Compliments and Criticisms for Bing I'll admit it, I'm skeptical about Bing's future, but Microsoft's new search service has been receiving a lot of buzz since its release.
They even have their own You Tube channel that's received almost 7,000 views to date. And as long as we're being honest, their commercials aren't so bad. Check it out: Microsoft is presenting its new search service as a "decision engine." According to their press release, "Bing is specifically designed to build on the benefits of today’s search engines but begins to move beyond this experience wi... > Read more
The MadeUpCompany Link Building Kit This is an “internal link building template.” One best practice for companies hoping to attain high search rankings is to get company employees to link to your site. This document attempts to give a brief run-down as to how to go about requesting that your employees link to you.
The main things to note here are that: It’s too long – This could be considerably shorter. One reason it’s too long is that, personally, I would rather have one link from someone who had been properly instructed than ten from people who have a vague idea of what they should be doing. The potential for seeing four pages and not reading a word is definitely there, though, so keep that in mind. It’s not terribly specific – You could tailor this more to your industry, ... > Read more
Link building is often boring, time-consuming, and can be expensive. Not only that, but your website is usually ripe with low-hanging link fruit that you should be picking before you run around contacting every blogger who makes the mistake of offering up a bit of contact information. BUT that doesn’t mean you get out of it entirely.
Unfortunately, link building is one of these eat-your-veggies sort of search marketing activities: healthy but annoying. Luckily, there are ways of outsourcing your link building that don’t cost a dime. Outsourcing Link Building: Free of Charge There are a lot of great resources that will tell you how to build links, but we’ll focus on an easy one you may be overlooking: Let everyone else in the company do it for you! Getting Free Links The Easy Way So h... > Read more