August 2010 Posts from the Internet Marketing Blog
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
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
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
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
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
Unless you've been living in a cave, you know the flavor of the month for link baiting is INFOGRAPHICS!!! They're everywhere, and many major online publications (Huff Post, Fast Company, BoingBoing, Mashable, etc) make it a habit of running cool infographics each day. What's more, infographics hit the front pages of social giants like Digg, Reddit, StumbleUpon on a regular basis.
Infographic Workflow:Bait CreationInfographic PromotionEvaluate ROICase Study SummaryNow even though we may be a bit late to the infographic link bait and social traffic bonanza party, we still wanted an invite. So we decided it was time to roll out our own infographics link bait campaign. After sitting on the sidelines and seeing what works (and what doesn’t), we felt we had a pretty good idea how to create some... > Read more
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
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
It's been said before, but it bears repeating: Traffic is the lifeblood of any online undertaking. The success of an online business greatly depends on the amount of traffic it can generate for its pages. This is an indubitable fact.What is subject to a lot of debate, however, is the matter of SEO vs.
PPC, two of the most powerful traffic generating approaches. SEO stands for search engine optimization. PPC stands for pay per click. Though their end goal is the same, they are different concepts that require different techniques and methodologies.Both are effective methods of garnering visitors for a website, but one method can work very well for certain circumstances, while with the other, you may encounter difficulties generating traffic in the same situation.To succeed with either method... > Read more
Google recently introduced a new AdWords feature that lets you create keywords that are more targeted than broad match, yet have a greater reach than phrase or exact match. With modified broad match, you put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.
The words that are not following a (+) sign will trigger ads on more significant query variations. This feature can drive more traffic than phrase or exact match, and attract more qualified traffic than broad match. What are examples of modified broad match phrases? Say your broad match phrase was “red purses.” That phrase could prompt ads on relevant query variations like “red bags,” ... > Read more
There's a reason that link building is often touted as being one of the top strategies for gaining exposure online: it works. Unlike many other online marketing strategies, link building is a consistently reliable way to draw targeted traffic to a website. Like anything else, though, plenty of myths about link building are swirling around out there.
In order to make the most out of your Internet marketing experience, you should educate yourself about the most common link building myths. By doing so, you can use link building to enjoy a more fruitful online marketing experience. Dispelling the Top Five Link Building Myths The Internet is awash in conflicting information about link building. Below, we highlight five of the most pervasive link building strategy myths, then cut th... > Read more
Google has an interesting tightrope to walk with their AdWords platform in that they have two central competing interests:They want to make the system intuitive to use and easy for the "tail" of AdWords advertisers to spend money with.They need to continue to make AdWords a profitable channel for the top advertisers, who represent the bulk of the money spent on their platform, and they need to present power users with access to power tools.
To date the way they've handled this is to offer defaults on the front end that encourage spending, with advanced features that help optimize larger spends available but less accessible (which possibly accounts for their alarmingly high client churn amongst small businesses).A great example of this push-spend-in-the-front-intelligent-features-in-the-back... > 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
This week's recommended resource is one of my favorite people in the Internet marketing sphere, Megan Leap. Megan is a fantastic marketer, blogger and world class sweetheart. When I first connected with Megan, she was working for Ion Interactive as the Online Marketing Manager and was a key contibutor to the Ion Interactive Blog, where she shared her insights on search, social media and conversion rate optimiztion tips and best practices.
Recently, she left Ion and is now managing the marketing activities over at MarketingProfs. She still blogs frequently and shares her deep knowledge of the online marketing space, so make sure you check out and bookmark her articles on the Marketing Professors Daily Fix Blog. Megan also has her own personal site, where she posts links to her guest article... > Read more
This is a guest post by Amy Hoffman, a search marketing consultant at Hanapin Marketing. She also blogs for PPC Hero and SEO Boy. Have you ever looked through an old scrapbook to find yourself smiling at memories you’d nearly forgotten? For me, it may be dressing up as Aqua to perform a sixth grade rendition of “Barbie Girl,” holding my at-the-time new baby brother, or some other embarrassing, proud or hilarious moment.
Some of these moments will live on only in the scrapbook. (I can double-check but I’m pretty positive my mom won’t have any more kids.) On the contrary, these memories can spark future plans such as a reunion with my fellow Aqua impersonators. By now, you’re probably wondering where I’m going with this. Believe it or not, the lifespan of a PPC account follows... > Read more
Search Engine Optimization, or SEO, is an important part of building a web business. While advertising and social networking are important parts of growing your online presence, the majority of people still come across new websites by using search engines. Search engine traffic is also far more likely to be looking for something to buy than social traffic is.
But SEO has changed quite a bit over the years. In the past it was easier to try to outsmart the search engines by using questionable tactics that filled the web with sites that were little more than spam, packed with repetitive keywords and useless to the visitor. Unfortunately, some of these tactics are still taught by people claiming to have knowledge in the field of SEO. It is important to avoid these pitfalls that in the best cas... > 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
Summer is winding down, and I’ll miss the warm sun, lazy beach days and endless BBQs. However fall is right around the corner and is sure to bring crisp air, pumpkin coffee, football season … and conferences! That’s right; it’ll soon be time to decide which shows to attend, which tracks pique your interest and which industry celebrities you will stalk.
WordStream is excited to be exhibiting at SMX East in New York City this October. Whether you’re looking for in-depth workshops or networking opportunities, whether you’re a beginner or an expert, SMX East will have you covered. We’ll be there, and we hope to see you, too! So get a head start on your conference schedule, register early and save 10% with our discount code (note t... > 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
This is the final excerpt from Master Class: Keyword Research for Stellar Content Creation, by Angie Nikoleychuk. Click below to get the full article now, including the final section, "Social Media Keywords." Qualifying Site Visitors For me, one of the most important steps is qualifying your visitors.
For instance, while I work with many different people and businesses, I aim for businesses and professionals who already have a site and are looking to get more from it. So, when I produce content, I use keywords and topics that focus on getting more out of what you already have. This piece, for instance, isn’t just about keyword research, but all the different aspects surrounding the practice and how it relates to content production and publishing. Therefore, I’m more likely t... > Read more
For the rest of the week, we'll be posting excerpts from a new article: Master Class: Keyword Research for Stellar Content Creation, by Angie Nikoleychuk. Click below to get the full article now. Different Keywords for Different Purposes Not all keywords bring the same results, and I don’t mean the difference in the amount of traffic they bring in.
Ask any smart businessperson and they’ll tell you traffic and sales are still miles apart. What I mean is that you can’t just say to yourself “OK, now I’m going to become an authority figure,” pound out some content, and expect to get results. It just doesn’t work that way. Traffic Keywords These are the ones all search engine optimizers are familiar with. These keywords generate massive amounts o... > Read more
For the rest of the week, we'll be posting excerpts from a new article: Master Class: Keyword Research for Stellar Content Creation, by Angie Nikoleychuk. Click below to get the full article now. Levels of Keywords When researching keywords specifically for content, I select three types of keywords: Primary Keywords — Keywords geared specifically for your main goal.
If your goal is social, you’ll want to use various social media tools to find out what words your target audience is using at the moment. What are the hot topics? If you’re in need of links and rankings, your keywords will likely be found using SEO keyword tools and based heavily on your findings. This doesn’t mean there isn’t any consideration for social in an SEO-based piece or vice versa — simply that its f... > Read more
For the rest of the week, we'll be posting excerpts from a new article: Master Class: Keyword Research for Stellar Content Creation, by Angie Nikoleychuk. Click below to get the full article now. Keyword Research and Content Type Great content is...well...great. There’s no denying that, but when it doesn’t attract the right people, or achieve results, it’s essentially useless.
Of course, you can slam down a list of keywords and requirements, but it simply won’t generate the results many would like to believe. So, just as you did when you built the main pages of your website, you need to do some keyword research. The basics of this research are similar, but it’s quite different from what you’re used to. In this article, I’m not going to go through how to use variou... > Read more