Recommended SEM Resources is an ongoing series here at WordStream where we plug some of our favorite sources of search engine marketing wisdom. Now, many of these SEM resources aren't as widely recognized as say an Aaron Wall or a Rand Fishkin, but nonetheless we feel they are forces in the SEO or PPC marketing space and marketers you should be following.
This month's Recommended SEM Resource is Shaun Anderson. Shaun is the Director & Co-Founder of Hobo Web, an SEO Company in Glasgow, Scotland, UK. Shaun self-reportedly possesses "an obsessive passion for on-site SEO, linkbuilding and web accessibility" and is well-known in the global SEO community. Shaun is a frequent contributor to Hobo Web SEO Blog, which is one of my favorite SEO blogs and a mainstay in my Google Reader. Hobo Web's... > Read more
April was a pretty big month for WordStream. (Hm, why do I feel like I've said that before?) We updated and relaunched our SEO Keyword Management product, released some totally new products (two APIs and a content creation plug-in), and lest we forget, I celebrated my one-year anniversary with the company.
(That may not seem like a big deal to you, but at a company this new, not too many people have been around more than a year!) May pole dance! But enough about me. Let's focus on WordStream – namely, our blog's greatest hits this month. These 10 posts were our most popular with readers, so please check them out if you missed them the first time! How to Create Amazing Backlinks: Our readers love how-to content, so it's not surprising that Ken's post on building "amazing" ... > Read more
This is a guest post by David Harry. David Harry is an SEO and search analyst with Reliable SEO. He also writes on his SEO blog and runs the SEO Training Dojo, a top community in the SEO space. You can also track him down via Twitter: @theGypsy.Understanding the Boundaries and How to Play SafeAre you a web spammer? No, seriously, I mean it.
If there is one area that a lot of search peeps and marketers aren't always clear on, it's penalties and filters from search engines. This is something you will find very common in SEO circles. We need to look no further than something like duplicate content. While it is (generally) a filter, there is no shortage of people that call it a "duplicate content penalty."As such, I thought it would be a good idea to look at the many faces of web spam, from th... > Read more
Today Garrett and Ben over at Ontolo launched their Link Building Toolset to the world. We got a chance to catch up with them and get a sense of what their tool does and how it's different from the industry standard for backlink prospecting: competitor backlinks. Note: To thank early adopters during the launch of their new Link Building Toolset, Ontolo is offering a 25% discount that ends today (4/27/2010) at 9 p.
m. PST. They've let us know that they will never offering this service at this low of a price again, and that the pricing is good through all future upgrades, price changes, etc. First off, here's what it does, in their words: "We start with your targeted SEO Keywords. Using these we deliver, each and every week, new link prospects to you that have been crawled and analyzed b... > Read more
Today marks my one-year anniversary at WordStream—happy anniversary to me! When I started, we were in a temporary space with stained carpets and terrifyingly temperamental elevators, and only about 12 full-time employees coming into the office every day. We've come a long way since then, and I'd like to think I've evolved a little too.
After all, at a startup, one year under your belt practically makes you an old veteran. Here are a few things I've learned in the past year about search marketing, business, and—that's right—myself. 1. Everyone at a Company Is Important Working at a very small company—perhaps especially a new company—really throws this fact into relief: Everyone matters, from the CEO down to a lowly copywriter like me. With less noise and... > Read more
If you are involved with pay-per-click advertising, one of the metrics you should be concerned with is click-through rate. Click-through rate is the percent of ad views that result in clicks, and it is one of the key factors in Google’s search engine results ranking formula. Ads with higher click-through rates get better quality scores and higher placements in Google search results.
This doesn’t mean, however, you should aim for the highest click-through rate possible. Why? Because each click costs you money. If your conversions aren’t keeping up with you click costs, then you will be losing money. Click-through Rates CTR rate goals Below goal CTR Above goal CTR Optimize CTR Monitor CTR Change CTR goals So, what’s a good click-through rate then? Your ideal click-through rat... > Read more
We recently re-released our WordStream Keyword Management for SEO product with some new and updated features including the WordStream SEO for Firefox plugin, a content authoring tool. (On Tuesday Larry explained how the new features help marketers leverage the long tail for SEO.) So for the roundup this week I'd like to point to some of the blogs and sites that helped spread the word about WordStream for SEO – we extend a big THANK YOU to all of you! Ben Spark of Blogging Tips wrote that the new Firefox plugin is what "really makes this product unique": "I’m pretty sure that I am inherently a bit lazy and I like being able to do everything in one place so this Firefox plugin looks great to me.
I simply cannot be bothered to have multiple tabs open or additional software open to g... > Read more
I thought I'd post the presentation for the Webinar we hosted yesterday, which was titled "How to Organize and Create Content for SEO." The presentation was a step by step process detailing how you can create an SEO-friendly information architecture for better Google rankings, and how to create and organize content geared for search engines, which includes some tips on keyword research and integrating specific SEO best practice page elements.
This post includes both the slide presentation and the script I used for the Webinar. SLIDE 1 – INTRODUCTION Hi, everyone. Thanks for joining us for today’s webinar: How to Organize & Create Content for SEO. My name’s Ken Lyons and I’m the Senior Online Acquisition Marketing Manager for WordStream. Today I’... > Read more
One of the biggest pain points for bloggers is trying to come up with fresh blog topic ideas. It's not easy to generate new ideas for content on a regular basis, week in, week out. Some bloggers get their inspiration from trending topics, hot news stories or even seeing what people are blogging about.
While others tap into an internal, creative spark to discover topics. Whatever your method, the brainstorming process is a hard slog at times and many bloggers can hit a creative wall. This week, WordStream launched a new software suite "WordStream for SEO," which features a set of powerful keyword analysis and content authoring tools. One of the key benefits of WordStream for SEO is that it helps anyone who writes and publishes Web content on a regular basis avoid writers block by serving u... > Read more
WordStream today announced the release of WordStream Keyword Management for SEO, which has an important new feature: the WordStream SEO for Firefox Plug-in. This new plug-in provides seamless access to your keyword research data as you author or edit Web content in your CMS or blog. In this post, I'd like to talk a bit about the underlying design philosophy behind the product, and show how we've developed features that try to simplify various best practices for on-page SEO.
Target the Head When authoring content for SEO, it's critically important that you: Pick a specific, primary topic that is both popular and relevant to your business. Author content that specifically targets your selected topic, making your page more likely to show up in organic search results for those keywords. Word... > Read more
If you are a savvy AdWords advertiser, or at least someone who wants more control over your AdWords account, you may want to consider setting maximum cost per click (CPC) for your keywords and keyword groups. AdWords offers automatic bidding for those who aren’t interested in setting their cost per click amounts manually.
But for those of you who are, you can follow these steps to formulate your maximum cost per click: Our EightSteps to Optimizing AdWords Maximum CPC: Determine Profit Margins Set A Cost Per Acquisition Goal Pricing Strategies Conversion Rates Maximum Cost Per Click Research Traffic Consult First Page Estimates Optimize Your Maximum CPC for Profit 1. For each keyword or keyword group, determine your desired profit margin for each corresponding sale or sales lead... > Read more
Just wanted to let everyone know that today our Director of Marketing Tom Demers and his wife Kendal welcomed a brand new baby boy (and future SEO guru) into the world: Tommy Demers. Lil' Tommy D weighed in at 7 lbs 9 oz. Mom and baby are doing great. Here's a pic of Baby Tommy, fresh from the oven.
If you want to leave a congratulatory note for Mom, Tom, Big Sister Kierra and Baby Tommy, feel free to drop something in the comments. Congrats to the Demers Family! ... > Read more
I know this is an Internet marketing blog and I'm supposed to be talking about search industry news, but the biggest news this week in any industry, truly, was the launch of the new Double Down sandwich from KFC. It seemed to be all anyone was talking/blogging about. But I'm here to show you why there's nothing noteworthy about this news—it's just shameless, attention-grabbing linkbait.
If They Weren't Calling It a Sandwich, It Would Be No Big Deal First of all, as pointed out on the food blog Serious Eats, the Double Down is basically chicken cordon bleu. Chicken cordon bleu is breaded chicken stuffed with cheese and ham; the Double Down is fried (or "grilled") chicken stuffed with cheese and bacon. The main differences are the fact that the chicken doesn't completely env... > Read more
This is a guest post by Kaila Strong. Kaila works for Vertical Measures, an Internet marketing and search engine marketing company based in Phoenix, AZ. She's very active on Twitter (@cliquekaila) and on the Vertical Measures blog, and has started guest blogging regularly. Spring is in the air, bringing thoughts of flowers blooming, spring break, and reevaluating the direction of your website.
Alright, so maybe that isn't the first thing that comes to mind when you think of spring, but it should be. This time of year is as good a time as any to get your website priorities aligned with your goals, look at areas in need of improvement, and most importantly do a bit of keyword research to see if your efforts need a change. Keyword Analysis When was the last time you looked at your keywords? A... > Read more
Keyword optimization (also known as keyword research) is the act of researching, analyzing and selecting the best keywords to target to drive qualified traffic from search engines to your website.Keyword search optimization is a critical step in initial stages of search engine marketing, for both paid and organic search.
If you do a bad job at selecting your target keywords, all your subsequent efforts will be in vain. So it’s vital to get keyword optimization right.But optimizing keywords isn't something you do ONLY at the outset of a search marketing campaign. Ongoing keyword optimization is necessary to keep uncovering new keyword opportunities and to expand your reach into various keyword verticals. So keyword optimization isn't a set it and forget it process. By continuously perform... > Read more
This is a guest post by Ben Hook. Ben is a search marketer and owner of Navaro, a UK-based SEO company helping clients to increase their online visibility. In the light of Google's recent moves toward personalization in the search results, an increasing amount of advertising campaigns are ditching the traditional "visit us at www.
url.com" and replacing it with "search for: keyword/brand". At first glance this may just seem like a quirky attempt to reach a tech-savvy audience, but it actually has further implications for future search results. To briefly cover the personalization issue for those that aren't aware, Google, in an attempt to bring users more relevant search results, is using individual search history when ranking websites. This means that if you've v... > Read more
A couple of weeks ago Google announced a new AdWords feature, called remarketing, that lets advertisers display their ads on the Google Content Network to users who have already visited their website. The idea is that because many of these users have an interest in the product or service you are offering, the chances of them clicking on your ad and converting are higher.
A study recently published by the Network Advertising Initiative backs up this claim. It shows that behavioral-targeted online ads are more than twice as valuable and effective as non-targeted online ads.The unveiling of this Google tool follows a one-year remarketing beta period. About 500 companies, including Samsung, InterContinental Hotels Group, and Armani cosmetics and fragrances, took part in the product test.What ar... > Read more
Recommended SEM Resources is an ongoing series here at WordStream where we plug some of our favorite sources of Web marketing wisdom. It's our version of the employee recommended movies section at Blockbuster, but for search marketing. This month's Recommended SEM Resource is Manoj Jasra. Manoj is a Web Analytics Analyst and President of Jasra, Inc, a Web analytics and SEO firm in Calgary, Alberta, and the Senior Search Marketing Strategist at Shaw Communications.
He's also a prolific blogger and frequent contributor to a number of SEM online publications. Manoj's personal blog is Web Analytics World, which focuses on search marketing, technology and Web analytics insights. Many of Manoj's posts on Web Analytics World advocate how important it is to incorporate analytics into your marketin... > Read more
Every year Always On puts together a list that "recognizes companies with game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players. " This year they've included WordStream on the list. As a young company, being included on these sorts of lists is validating for a number of reasons, but most notably we're impressed by: The Company We Keep - There are some very, very smart companies on this list solving some incredibly challenging problems.
Included in the list is a series of fellow Sigma Partners backed companies like Nasuni, oDesk, Responsys, and Zetta. The Process - Always On has a very discerning process for the selection of this list, which always makes inclusion more gratifying. Consistent Validation - Winning multiple awar... > Read more
We recently sent a survey about our product suite to a number of prospects in the search marketing industry. The (anonymous) results told us a lot about the profile of a typical search marketer, from job title to PPC spend to favorite tools to size of company. One of the questions was "What are the most annoying, time-consuming and/or challenging aspects of search marketing? (Select all that apply.
)" Here are the results: The winner? (Or loser, as the case may be?) Link building. More than a third of search marketers (37.5%) find link building to be a time-consuming, challenging and altogether aggravating chore. This jibes with advice from link building expert Arnie Kuenn of Vertical Measures, who told us that 60% to 70% of your SEO time should be spent on link building! From this virtual... > Read more
This is a guest post by Jenny Anderson, a search marketing, SEO and PPC consultant at Hanapin Marketing. She works with a variety of clients and writes for Hanapin’s blogs, PPC Hero and SEO Boy. I was never a very good test taker. I would easily ace papers and homework assignments, but please do not ask me to reveal my SAT scores.
This is a post for all of those that can share in my pain – tests are not fun. In the PPC industry, there are several certification exams that one can take: the Microsoft adExcellence Exam, the Google Advertising Fundamentals Exam, and of course the king of them all – the Google Analytics Individual Qualification (IQ) Test. We recently celebrated here at Hanapin Marketing when our newest member, Jen Barrett, passed the analytics exam (any excuse for Ha... > Read more
So looks like the ongoing rumors of Toolbar PageRank's demise have been greatly exaggerated. Amid rampant speculation that the lil' green pixel bar would soon be extinct, Google has once again updated their Tool Bar PageRank (TBPR) metrics. I can hear the collective groans of SEOs across the globe on this one.
The Google PageRank update is occurring as I write, at 10 a.m. on Saturday, April 3, 2010. If you're keeping score at home, this is the first PageRank update of 2010. It coincides with previous year's changes, which have all occurred in April the last three years. Maybe this is Google's way of heralding the advent of Spring. Who knows... I noticed the changes occurring while doing some client work this morning. As I was editing text on the client site's home page, I watched in deligh... > Read more
Go to any SEO forum and you’ll find the obligatory post from a confused, link building noob wondering, "How do I create amazing backlinks?"In the post, the frustrated linker claims they’ve tried everything to build quality backlinks: free directories, profile links, article submissions, comment spamming, etc.
But nothing works. Despite all their low value efforts, they can't leapfrog their competitors in the SERPs, so they're pleading with others to share their secrets to building amazing, stupendous, superfantastic backlinks.Trouble is, those secrets don't exist.There are no magic shortcuts, no highly classified insider hacks to getting quality links for your website. Building amazing backlinks takes work. But that's the last thing the forum vagrants want to hear. They want a quick fi... > Read more
Seems like every time I write this post, the weather is atrocious. Well, today is no exception. But it's spring now. I refuse to focus on the terrible weather or post a picture of a cold wet dog. Let's focus on springtime folks! Asparagus! Crocus buds! Baby birds! Rainbows! Pinwheels! Etc! And now that you're happy, let's take a look at the WordStream blog's greatest hits of the month: Five Experts on SEO Link Building: We asked five link-building experts, including Debra Mastaler, Garrett French, and Wiep Knol, eight questions about scoring loads of quality links.
Top 12 Small Business Marketing Blogs: Our favorite blogs focused on helping small business owners market their offerings online. Best Practices for Building Scalable Information Architecture: Terry Van Hor... > Read more
Last week Google announced a new tool for its AdWords customers to measure conversions: Search Funnels.Search Funnels are a collection of reports that detail the Google.com search ad click and impression conduct leading up to a conversion. The reports, for example, show the number and percentage of conversions that were “assisted.
” Assisted conversions result from two or more Google searches. The user conducts a keyword search, sees or clicks on a particular ad, and then abandons the ad. Then, sometime within the next 30 days, the user conducts another keyword search, sees another ad for the same company, and clicks on it. A conversion follows. Search Funnels also show advertisers which keywords led to assisted conversions, the number and percentage of conversions that resulted fr... > Read more
Tim Ash is the CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, testing, and software tools to improve conversion. SiteTuners’ unique visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues.
Tim has worked with many leading companies and is a highly regarded keynote speaker at Internet marketing conferences. He is a contributing columnist to several industry publications and is the author of the bestselling book Landing Page Optimization. Tim is the founder and chairperson of ConversionConference.com, the first conference focused on improving online conversions. Can you start by telling us a little about SiteTuners.com and your role there? SiteTuners is a firm that is focuse... > Read more
It's been a while since there's been a big shake-up in the online marketing industry*. Google hasn't launched a massive failure of a product recently. No one declared SEO dead this week, nor did anyone save the industry. Things have been pretty ho-hum, all told. So let's rewind a bit and see what happened in search marketing this week … in 2005!!!!!11($%^&*) (Bonus Tip! To search news archives for a specific date range, enter your query, hit enter, show options, click "Sorted by date," then "Archives.
" I could only get this to work in Internet Explorer. Note to Google: This should not be that hard.) There were some big acquisitions in March 2005: InterActiveCorp bought Ask Jeeves for $1.85 billion: Awww, how cute. Remember when it was called "Ask Jeeves&... > Read more
A good way to evaluate the effectiveness of your display ads is to look at conversion statistics. Generally these stats focus on how many users performed a desired action, like a purchase, and what percentage of conversions followed a user clicking on the advertisement. But online advertising platforms are starting to offer an additional measure of conversion performance: view-through conversion rate.
What Is View-Through Conversion Rate? View-through conversion rate is the percentage of users who view an ad and neglect to click on it, but within a certain period of time go to the ad’s associated conversion page and undertake the desired action. Unlike click conversion rates, this statistic measures conversions that don’t result from clicks on the advertisem... > Read more
If he's not already on your radar, he should be: Sage Lewis is a great resource for all things SEM. Here are some of the places you can find Sage Lewis sharing information and advice on a variety of topics related to online marketing, from SEO to analytics to social media marketing: The SageRock Digital Marketing Blog is the blog of SageRock Inc.
, a digital marketing agency that offers online marketing services, including consulting and training, in search, social media, mobile and rich media, behavioral targeting and other areas. Recent posts have covered topics like the death of print advertising ("In the future, TV and print will just be a support mechanism to the 'real' marketing that happens online. The reason I know this will happen is because of one simple reason: Onlin... > Read more
Please join Tom Demers and Larry Kim tomorrow for their AdWords keyword research session at the AdWords Advantage Online Summit.What: Researching & Managing Keywords - The Key to AdWords SuccessWhen: March 24 at 1 p.m. PST (4 p.m. EST)AdWords Advantage is the largest online training summit for marketers looking to master Google AdWords.
AAOS is led by 14 search marketing experts such as Bryan Eisenberg, Mary O'Brien, and David Szetela, and includes training sessions, a comprehensive Google AdWords Guide and expert tips and tricks for mastering Google AdWords.Here's a more detailed description of the session: Effective keyword research and management is the most critical element of Google AdWords success. Do a bad job at keyword research, and everything else – bid manipulation, landin... > Read more