Browsing "internet marketing"
Yesterday was an interesting introduction for Wall Street, Larry Page made his first appearance as Google CEO. It wasn’t an unexpected move for him to be in this position, in fact we knew about it months ago, what was a surprise though was how just how the market reacted. The market shunned Google at present, dropping the stock by 5% of it’s value. But what was it that happened?
Page didn’t pull up stakes on the company, he didn’t outline a plan in which everyone will be living in tents in 5 years. What he did do however in his short time at the helm, is to steer the megolith at a very huge target, the social audience. When you think of anything social on the web, it’s near impossible to leave Facebook out of the equation, so is this the first (real) volley of fire in the Google versus Facebook battle?
It’s starting to look like it at least. Page increased overall spending, and hired more employees for Google, and has challenged all of the engi-nerds to “integrate relationships, sharing and identity across our products” A.k.a – lets get social.
On the whole, even though the marketers may be fretting how things look initially for the search giant, on the whole focusing the company in a new direction is a positive move. Change is good in general, and competition feeds innovation. With Larry Page pointing their guns at a specific prize it leads me to the conclusion we’re going to be in for a hell of a ride.
So they’ve said they’re not in it for the money, that its relevance that counts and when you boil it all down content is king. But a judge who heard arguments in class action lawsuit versus Google, has handed down judgement that the giant needs to reveal the metrics behind some of its AdSense pages.
To clarify a little, the data in question is part of the parked domain, or error page “websites” which have only ads on them and no real content. The issue it seems stems from the problem that these never ending looping AdSense clicks rank better in the AdSense network than some legitimate ad placements. And as per the court order, Google must reveal the “conversion score value of the property source” — defined in the court order as “a metric Google uses to price clicks from Web sites contained in its network.”
This entire chain of events began a few years ago in 2008 when some advertisers noticed and complained that their ads were being placed in a specific AdSense category, AdSense for Domains and AdSense for Errors. These specifically return search results with typos in them, most often visited by accident and left as soon as you notice. The complaint argued that because of the low quality, their ads weren’t generating the revenue and sales which were due, and were unlikely to actually make back their placement cost.
Perhaps part of the reason Google is being told to turn over the data, was their counter argument that the ads served on those pages performed just as well as ads placed on proper sites. Previously Google tried to have the lawsuit dismissed, but they lost that bid as well as the actual case. It’s time for the AdSense giant to please stand up and provide the answers. This should get interesting I think.
Since Mr.Page has taken hold of the reins of the Google ship, he’s made some clear moves to date. Appointing 7 executives who he can deal with directly in order to steamline any changes in their products, and to serve up a Google wide memo to prove just how serious they are about getting social.
Pages memo is quoted as: “strategy to integrate relationships, sharing and identity across our products. If we’re successful, your bonus could be up to 25% bigger. If not, your bonus could be up to 25% less than target.”
So it’s time to take that 20% free initiative time and develop the next social step stone at the Google Plex. It’s interesting, and a little scary to see Page directing so much development power towards a single goal with the Google engineers, it’s going to be an interesting year in the social market I’d bet.
And as if not to play any favorites, the Department of Justice has decided that yes Google can have ITA, but we get to watch what you do with it. Oh and also, you need to share it with everyone. And development? You can’t put anymore money into it than ITA already has.
Those may come across as negative points, but on the whole they’ll help foster a more powerful travel search feature across multiple platforms. Everyone is a winner, Google gets what they want, and the travel industry gets to share on the level of innovation that is developed from becoming part of the Google machine.
The internet is an amazing place, it has pretty much anything you could possibly want on it. It has examples of every facet of humanity and culture, it will be somewhat a wonder what it’s going to look like in the next 15 years considering the leaps and bounds it has changed in the first 15 of becoming widely accessible.
You can find essentially anything online. Recipes, songs, programs, services, information, the list is inhibited only by your own imagination. But does that make what you find true? A court in Italy has recently decided that just in case it is, Google needs to filter and censor their auto complete data.
A little bit of background is probably in order. Basically someone searched for themselves on Google, and the autocomplete feature offered suggestions such as con man and fraud.
Defamation and slander will always exist in some form or another in the open world. Auto complete within Google searches is a relatively new feature, so when I read of the decision that was upheld in the Court of Milan I somewhat echoed Googles disappointed response.
It’s not up to the search engine service to censor the entirety of the internet, after all the pages which the terms were a part of still exist, are indexed and can be found when you look. This is where brand and image management come into play, if someone messes with your online image, it’s dealt with quickly and efficiently.
Perhaps this is just another strong example for anyone with prospective web ideas. Always go with the option to opt-in as opposed to opt-out. The web is experiencing it’s own version of growing pains, when you’re ready to make your tracks online just be sure you have the search experts on your side.
Dear PR Professional
You probably had no idea, but the work you do could be among the most valuable SEO strategies out there, And it’s not because you’re a press release or SEO-optimization guru (sorry!), but because you know how to drive media, mentions at scale and media mentions can drive links.
So in this spirit, let’s address a few myths and assumptions so we can work together effectively, I going to do couple each a day for the next week.
PR-SEO Myths and Truths
1.Myth: Press release optimization is an important value-add for PR-SEO.
Truth: There are very few situations where the tens or hundreds of transient,
low-quality links gained from an SEO-optimized press release will be more
valuable than a single link from “earned” coverage. Press release
syndication sites tend to be poor signals of quality because anyone use them,
even relatively poor websites. In other words, the links tend to be low
authority. Also, any good links tend to disappear as quickly as they appeared.
PR delivers its primary value in traffic, branding, word-of-mouth buzz, awareness, influencer mindshare, and thought leadership.
Maybe for some, but for websites that care primarily about organic search traffic (i.e., traffic they get from Google), your value is in links. And since search engines can only see links that stay in place, and only count “followed” links, PR’s value to SEO’s is measured by its ability to deliver permanent followed links. In fact, to put this in perspective, in most
cases, an SEO-driven site would prefer 50 links from no-name, medium authority
publications than a mention in a USA Today story.
So the Yellow Pages are finally getting it, I spoke with these people when I first arrived in Canada in 2007 at their request and told them as much.
But like most businesses here the truth hurts, YES you are behind a few years and playing catch up, but at least your starting to play now. The idea of a cocky little Brit telling them what they need to do with their business in a new digital world does not go down very well, they always know best.
So they have managed to get rid of the Auto Trader to the Brits to pay off mounting debts, losing $500k on what they paid for it, (bet they wished they listened now) but to be honest the British Autotader is a lot better, so may be something to look forward to in Canada.
Sensis CEO Bruce Akhurst broadcast a new strategy for the directories arm of Telstra this week stateing
“The marketing and advertising environment confronting small businesses today is totally different to what it has been in the past. Gone are the days where a local business owner wanting to advertise their business would simply advertise in the Yellow Pages, paint contact details on their company car and print business cards,” he said. (No shit Sherlock)
“The explosion of technology and advertising channels, and the popularity of digital devices, has created a complex digital world that small businesses must be part of to ensure they are found by customers looking for their services.”
Well better late than never so they say, so when the Yellow Pages girls & boys come knocking for your advertising dollars, dont forget this is as new to them as it is to you, Remember experience counts, seek out the Orange in your area.
There’s many different facets to online marketing and each have varying degrees of difficulty associated with them. Organic search optimization, paid search marketing, even the old style banner marketing and popups are used around the web.
While it is the best marketing avenue to use, organic search optimization is a work of time and skill. It takes a veteran to pinpoint the issues in an SEO campaign which is floundering and to execute the solution. And it takes the business the confidence in their product and their website, as well as the knowledge that time is a crucial factor. It may very well take weeks for your site to begin dominating the listings you desire to drive your traffic. Bottom line verdict however, organic SEO is the highest return on investment marketing campaign you can utilize online.
If you have a small company, or limited time or budget, you may decide to head the route of AdWords, aka paid search marketing. These are the “Sponsored Links” which appear in your search engine results, much like the commercials of search. Usually boasting about the best deals anywhere and making promises of same day delivery or speediest response. The idea behind it is to be quick, compelling and appeal to your markets impulse shoppers. It can often be a lot to manage a paid search campaign as the cost per click of your ad can vary significantly day by day just by the bids placed on your chosen keyword text. AdWords is great however, for bringing near instant visibility to your website or a new campaign you maybe launching.
There are times when organic SEO companies will handle AdWords campaigns for clients as well, but because of how quickly the cost can shift for the ads, the responsibility falls to the client to manage their own campaign. It can be a great deal of time, and effort just to maintain and continually tweak your ads just to stay on top of your competitors. For those who are looking down that road, you’re not without help.
A new company dubbed AdGrok has stepped forth to assist the newbie and veteran AdWords user alike.
“AdWords is a huge, lucrative system, but it can be hard to tell exactly how an ad campaign is performing — especially if you’re a small business that doesn’t understand search engine marketing.” said AdGrok co-founder Antonio Garcia-Martinez.
Their goal, to be like the TurboTax of paid search advertising. With tools created like their “GrokBar” allowing you to view any of your websites pages with AdWords campaigns on them, you can make the decision as to tweak, or kill the ad based on it’s performance. It’s a very promising, quick and easy to use tool to manage your AdWords campaigns. If you’re looking to be in charge of your very own advertising campaign by all means look them up. But when you’re ready to play the game for real and knock the big boys off of their pedestal, come talk to the search engine optimization experts at Fresh Traffic.
With JC Penny & Overstock.com getting penalized from Google for trying to outfox the search engines, what lesson can you learn from these stumbles?
Be careful when it comes to technology you may not fully understand. Let me say this again, Be careful when it comes to technology you may not fully understand.
Today, countless organizations—small businesses especially—are being told that their fortunes will improve if they learn to harness the magical powers of SEO. If you own or operate a Web site for your business, the come-ons are no doubt familiar: “I visited your website and noticed that you are not listed in most of the major search engines,” goes one popular one.
Do organizations fall for these pitches? They sure do. In fact, entire industries have become enamoured with SEO. Take the media business. Today, many publishing companies are putting more investment into search gimmicks than in quality content. The result? Fewer impactful features, more animated slide shows and plenty of SEO-optimized headlines, including one from The Washington Post that read simply, “SEO headline here.”
Infatuation with SEO and related technologies extends to companies of all types. According to the Search Engine Marketing Professional Organization (SEMPO), North American spending on search marketing is growing nearly 15 percent annually and will top $17 billion this year. This is in addition to the vast sums spent on SEO technology and consulting.
With these figures search has seized the attention of scores of business executives worldwide, Sooner or later, every competitive company will develop or invest in SEO capabilities. When this happens, distinguishing your organization with basic SEO technology and knowledge will become very difficult.
There are signs that some SEO companies are having to go to greater extremes to produce results for their clients. Is the sun is about to set on SEO. It might, but don’t cancel your contract with your SEO provider just yet, For the foreseeable future, SEO technology will remain a very valuable business tool, but only if you keep a competitive advantage. For that, you’re going to have to focus on business basics, including your innovation, prices and operational excellence.
Some thoughts echoed from Inder Sidhu the Senior Vice President of Strategy & Planning for Worldwide Operations at Cisco
Content You have 2 options:
1) Good content without promotion
2) Good content with promotion.
#2 wins every single time. As long as there is a profit motive for good content, there is a profit motive for promoting it. SEO is one tool. SMO is another.
So why does word of mouth from brand advocates work?
Consumers trust Word of Mouth. Which means conversion rates are higher.
You don’t pay advocates. There are costs of course, but you’re not paying advocates to make referrals.
Brand Advocates are not just for Christmas. Paid clicks are ‘perishable’ advocates are not.
I’d add a couple of other reasons myself:
Advocates are integrated marketers. They are online, offline and through the line. They don’t differentiate the way your agency or media campaigns do.
They give your marketing campaigns wings. Advocates are often spurred to advocate your products and services when they come across your marketing messages. They increase coverage and impact of your other marketing activity.
Advocacy means UGC. Brand Advocates write nice things online about your brand. They create keyword rich content just because they love you. And we all know what search engines love.
Longer and Deeper love. One other benefit of identifying and cultivating your brand advocates is of course that they are likely to stay more loyal for longer – so your CRM gets a boost too.
So advocates are great, but how do you find them? aren’t they as elusive as a four leaf clover?
The answer is so simple it hurts. You ask them! The simplest survey question of them all ”How likely are you to recommend us?” – and BINGO, you know who your advocates are. Now you just need to cultivate them.
“Traditional marketing has companies speak to many to reach one. Today we speak to one to reach many.”