Monthly Archives: March 2010

Improve Your Business Through SEO

Search Engine Optimization (SEO) is a form of marketing process that’s intended to improve the volume or quality of traffic to a specific Web site (company) or web page (blog) from search engines through either “natural” or un-paid (“organic) search results or search engine marketing (SEM), which deals with paid inclusion. The SEO theory is that the higher, or earlier, a site shows up in the search results list, the more visitors it will get from the search engine. There are a variety of SEO types of search, like, image, local, video and industry-specific vertical search engines.

SEO, another form of Internet marketing, considers how search engines work and what people are searching for. Optimizing a site consists of editing its content and HTML and associated coding to increase its relevance to certain keywords and remove the barriers to the indexing activities of search engines

The Basics of Internet Marketing

Internet Marketing is when companies use the Internet to market their company and products. It’s a newer form of marketing since the Internet is becoming even more popular. Company’s can get a bigger audience this way since it doesn’t just refer to the Internet, e-mail or wireless e-mail, it also includes digital consumer data management and electronic customer relationship management (ECRM) systems.

In the marketing industry, Internet marketing, also referred to as online marketing, search engine marketing or e-Marketing, is a way to bring together creative and technical aspects of the Internet. This includes: design, development, advertising and sales.

Internet marketing can mean many things, such as, the placement of media and different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific Web sites, e-mail marketing and Web 2.0 strategies.

The Search Marketing Battle: PPC Vs. SEO

The big debate is whether pay per click (PPC) is easier, faster and better than search engine optimization (SEO). Like with anything, both have their strengths and weaknesses.

Here is the rundown on the advantages that PPC has to offer.

  • PPC has a better conversion rate when compared to SEO in a keyword-to-keyword comparison. though search engines have more controls on what can and can’t be done, PPC is much easier to customize.
  • PPC is just easier. It’s easier to set up in short-term.
  • PPC updates immediately. A marketer can quickly change the keywords to the campaign and where they point.
  • PPC holds its place on SERPs. With real-time search, natural search results will get pushed down the SERP. Real-time results will be placed front and center.

PPC has issues with search engines’ push for personalization to query matching. People’s searches on the same term will have different intentions on different days, making matching PPC ads to keywords more challenging.

While it’s fun to have a debate on which form of marketing is better, marketers shouldn’t limit themselves to just one or the other. Integration is will always be the best option because both will have their strengths and weaknesses. No to mention, they both compliment each other.

Google AdWords Search Funnels

To help make better decisions about your Google AdWords campaign, the company has created a new report for your AdWords account: AdWords Search Funnels.

Currently, conversions in AdWords attribute to the last ad that a consumer clicks prior to making a conversion, which will mask the fact that a lot of people will perfume many searches before converting. AdWords Search Funnels will help consumers view full pictures by giving insight into the ads your customers interact with while shopping online.

AdWords Search Funnels is a set of reports that describe the ad click and impression behavior on Google that leads up to a conversion. Search Funnels will have seven reports, which includes, Assisted Conversions, First and Last Click Analysis, Time Lag & Path Length.

“Search Funnel enables us to create a better experience for our customers by helping us understand how they search for our products,” said Beth Hirschhorn, Chief Marketing Officer from MetLife. “It is an important tool to help de-code consumer shopping habits and thought processes, which we can relate back to our online as well as offline advertising.”

Understand Google AdWords

With Google Adwords, advertisers can run ads for this business quickly and easily. Just run your ads on Google and their advertising network. It doesn’t matter what your budget is, you’ll only pay when someone clicks your ads.

AdWords ads will be displayed with your search results when a consumer searches one of your keywords in Google. The ads will appear under “sponsored links” in the side column of the search page. This is so you’re advertising to consumers that are already interested in your business.

Advertisers can also show their ads on content sites in the Google Network. You have the option to choose the exact content placements where you want the ad to appear.

Google Launches YouTube Channel To Showcase Apps Marketplace Additions

Google launched a YouTube channel for its Google Apps Marketplace that was released recently. The Apps marketplace is where developers can go to create apps that will integrate with Google Apps and eventually sell them to users. According to the search engine giant, they are able to reach more than two million businesses and 25 million users.

This channel is a good place for people to browse through apps that are currently available and see what each app can do.

“The Apps Marketplace YouTube channel showcases videos from Marketplace vendors,” said YouTube’s Chris Kelly. “Ranging from funny to informative, from cartoons to screencasts, these videos are meant to convey the benefits of extending Google Apps with integrated apps that work seamlessly with Gmail, Calendar, Docs and more. We’re happy to already have more than a dozen videos in the channel and over 60 integrated app vendors in the Marketplace, and look forward to more great things as the Marketplace grows.”

Even though the Apps marketplace is still new, it’s expected to grow significantly as the YouTube channel continues being a good destination for people to check out useful and relevant apps.

MapQuest Should Be Considered in Local Marketing

When it comes to online marketing, location is the big topic so far this year. The popular choices in this space include: Foursquare, Gowalla, Twitter, Facebook and Google.

Google currently has a third of its searches via mobile web with some part of the search engine’s local environment that the company feels that location is a “hugely important signal”.

Smartphone usage is growing quickly and users are learning that there are more options to find what they’re looking for when it comes to locations. Rate it All President Lawrence Coburn said that consumer location-sharing is quickly becoming a new kind of search.

MapQuest doesn’t get the kind of attention its competitors do, but it’s still driving traffic as a new search engine. MapQuest is still staying relevant and because of this, that relevance may be on its way up. “We’re one of the most downloaded applications on the iPhone, despite the fact that other options are built in,” said MapQuest’s David Cole.

When Personalized Search and Relevance Collide

It seems that not everyone likes the personalized search results from Google. Some will even say that it’s just a way for Google to give advertisers reasons to rely on PPC instead of using organic results.

Google is trying to make personalized results more relevant for that reason. It’s personalized. Users can find someone within a specific social circle.

At times, however, this personalization does get in the way with the starred results feature. When it appears, the starred results usually provide the rest. This makes sense because when you star them yourself, they’re going to show up in your search results. The downside is, just because you starred it, doesn’t mean it has relevance to a specific search results or topic. The last item could have been starred so you remember the site. Most of the starred results are coming from pages that were bookmarked in Google Bookmarks.

Google is now testing some list sharing features within Google Bookmarks. Since Google has increased its focus on social web elements and fitting them into search, people can’t help but wonder if bookmarks will be an even bigger part in Google’s search product moving forward.

Bing Launches Search Updates, Foursquare App for Maps

Microsoft announced new updates to the search engine, Bing. “The updates demonstrate Bing’s continued mission to connect people with the knowledge they want on the web,” a Bing rep said to Web Pro News.

One update is to Bing’s user interface, which will adapt to the page and search results that’s based on the intent of the query. “We’ll be testing a new user interface that includes new design concepts that move the Quick Tabs functionality to the top of the screen, so customers see a more visual and organized page,” the rep explained. “On the left side of the page, there will be query-specific options to help refine users’ questions and help Bing better understand user intent. This rolling update begins today and will become available to approximately 5% of customers.”

A new search experience for autos will be rolled out in the next few weeks. It will bring together the disconnected content from across the web for what Bing calls a “one-stop-shop.”

There’s also a new foursquare map application for Bing Maps, where customers can see foursquare check-ins, badges, and mayorships in Bing Maps.

Android Surges In AdMob Report

New stats from AdMob show that Android was poised to pass the iPhone in terms of U.S. market share.

Reports have found that the iPhone had just a tiny edge at the end of February with 44 percent against the 42 percent. Android’s market share, however, has been increasing, whereas the iPhone’s market share is now decreasing. Android has most likely taken the lead now. These numbers are representing a big victory for Google.

The iPhone is still pretty popular and dominant when looking at worldwide numbers. AdMob has determined that its market share is 50 percent, while Android is 24 percent. Even though Android has done well globally, Google still has some work to do with it overseas.