Search Engine Marketing

• Eight Ways Your Company Can Benefit From Bloggingby Mack CollierPreview
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Search Engine Marketing
• All Search Engines Love Spiders: How Meta Commands Can Help You Love Them Tooby Scott BureshPreview
  Nearly all search engines use spiders (also known as robots, their original name) to go out and scour the Web looking for Web pages. These search engine spiders then bring the data back to be indexed by the engine. Since roughly 1996, individual meta commands have been used on individual Web pages to modify how search engine spiders behave. The most useful of these commands are fairly universal and respected by almost all search engines. Here are some of the more popular ones and reasons you might want to use them (or not). [Read the full story] Marketing Articles: Search Engine Marketing
• Top 10 Things You Should Be Monitoring in Your PPC Reportsby William LeakePreview
  Web analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. TMI (or Too Much Information) becomes both a blessing and a curse. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Strengthen a Site via Title Tag Strategies: Part 2, Some Advanced Tacticsby Brian R. BrownPreview
  If you hadn't paid much attention to title tags until now, but you implemented the basic concepts covered in part one of this series, you are already well on your way to creating a better user experience as well as a more-optimized search experience. Of course, most of us aren't satisfied with just the basics. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Strengthen a Site via Title Tag Strategies, Part 1: The Basicsby Brian R. BrownPreview
  Why is it that one of the most important elements of a Web site—title tags—which also tend to be one of the easiest to manage, is so often done incorrectly? What makes that shortcoming even more amazing is that SEO practitioners constantly talk about title tags. In fact, if ever there could be an area of universal or near-universal agreement in the SEO community, it would be in regard to the importance of title tags. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Arguing SEO Tactics and Keeping Your Living Room Cleanby John Wall and Christopher PennPreview
  Today we discuss some SEO tactics that may or may not be Black Hat, and how to deliver a dope smack to commenters who don't add to the conversation. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• Sculpting your Site's PageRank Can Help Your Search Engine Rankingsby Stephan SpencerPreview
  Sculpting PageRank? Are you scratching your head, wondering whether Stephan is talking about carving a masterpiece? In a way, he is. If you are considering your options for getting a jump on your competitors in the search results, take a closer look at PageRank sculpting. [Read the full story] Marketing Articles: Search Engine Marketing
• Six Sneaky SEO Techniques That Will Get Web Sites Bannedby Dharmesh ShahPreview
  There are many efficient Search Engine Optimization techniques to optimize your business's Web site, and then there are nefarious methods. These six sneaky techniques will not only ruin your reputation and get your site banned from Google, but could have legal ramifications. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Twitter, Google Docs and The Connectorsby John Wall and Christopher PennPreview
  Marketing with Twitter, Google Docs for SEO, who the Connectors are and why you need them... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics as well as what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Blogging for SEO Juice and WordPress Pluginsby John Wall and Christopher PennPreview
  How to blog for SEO juice, some killer WordPress plugins, and a Super Bowl Ad wrap-up... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• In Search, Bigger Is Not Betterby Jason PrescottPreview
  General search engines like Google and Yahoo aren't designed for B2B companies, which is why so many experience disappointing results. Recent developments with smaller Vertical Search Engines (or VSEs) are providing a strong alternative. But, as with any growing industry, it's important to research and understand these alternatives before making the plunge. The advantages of vertical search will go a long way toward providing professionals with relevant business results while also helping advertisers and marketers target a very specific and relevant audience. Following these guidelines can help navigate this important industry trend. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast: Some Things You Need to Know About SEOby John Wall and Christopher S. PennPreview
  What is viral marketing? Is keyword density still a factor in SEO?—that and some other stuff that we've been testing... in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Search Engine Marketing
• 13 Tips for Tuning Your Web Site to Increase Conversions and Inquiriesby Ann HandleyPreview
  Search engine optimization decrees that there are a certain set of words that people tend to search with. But when those same people arrive on your Web site, a different set of words, called "customer carewords" becomes important. Choosing the right carewords will bring visitors through your Web site... and complete the sale. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Use Social Media for Search Engine Optimizationby Daniel NeelyPreview
  Customer conversations are everywhere today—social networks, blogs, forums, and other social-media outlets. These are unbiased, unfiltered interactions that can deliver rich information about how your customers talk about topics that are relevant to your company and brand. Though it would be nice if people were to use your company's messaging in their everyday interactions, the reality is that for the most part they don't. Social SEO—tapping into how they talk about you and your industry so that you can determine how they will search—is the most effective and foolproof way to master that art/science/guessing game of picking keywords. [Read the full story] Marketing Articles: Search Engine Marketing
• MarketingProfs Podcast on Pay-per-Click: Boom or Bust?by Paul DunayPreview
  Is pay-per-click losing momentum? Are people numbing to pay-per-click ads as they have to banner ads? Is growth in the channel waning, or is it just maturing? Hear Steve Rubel and Alan Rimm-Kaufman debate the issue; Alan is a fan of pay-per-click, while Steve has his doubts. [Read the full story] Marketing Articles: Search Engine Marketing
• A 10-Step Program for Search Engine Fitnessby Chet GeschickterPreview
  There's no silver bullet for search engine optimization. You need to do the right things over and over, over extended periods of time. Key among these are generating relevant content, gaining inbound links, and designing and coding for search friendliness. Perform these 10 exercises to start your program of search engine fitness. [Read the full story] Marketing Articles: Search Engine Marketing
• Web Site Creation and the Eye of the Spiderby Scott BureshPreview
  There is quite a difference in what is seen by humans on a Web site and what is seen by a search engine "spider" a program that routinely combs the Internet indexing Web sites. An untold numbers of expensive Web sites out there are beautiful to behold from a human perspective, yet all but invisible to search engine spiders (and thus searchers). Here is a small list of common Web site elements, in two categories: what search engines cannot see, and what they can see. [Read the full story] Marketing Articles: Search Engine Marketing
• How to Use Effective Keyword Choices as the Foundation for a Powerhouse Web Siteby David SalinasPreview
  For any online business, the goal of search engine marketing is to achieve high rankings in the major search engines for keyword phrases specific to the products or services offered. What's more, it's just as crucial to ensure that the keywords chosen are the ones most likely to convert to sale or action. Traffic is great - sales are even better! Here's where to start. [Read the full story] Marketing Articles: Search Engine Marketing
• Wiki Your Way to More Search Engine Real Estateby Ben ElowitzPreview
  It's well known that a page-one search placement on Google, Yahoo, or MSN is imperative for driving organic traffic to your Web site. But if you're already in the enviable top spot position, is there something more you can do to gain even more traffic? There is, and aggressive web players are implementing the strategy effectively. Here's how. [Read the full story] Marketing Articles: Search Engine Marketing
• Personalized Search: All's Well... or Orwell?by Scott BureshPreview
  Google is now (and has been for some time) collecting data on individual users, and they are assuming that users will trust them with this data to "Do No Evil," as their famous slogan goes. Only time will tell whether the trust is well-placed. [Read the full story] Marketing Articles: Search Engine Marketing
• Maximizing Your Web Site's Effectiveness: Q&A with Karen Breen Vogel, CEO of ClearGaugeby Mack CollierPreview
  With the rise of social media and user-generated content, there are more factors than ever to consider when designing a company Web site. Throw in SEO and choosing the proper design/layout for your Web site, and it all gets very confusing... very quickly. Which means that Web site optimization experts such as Karen Breen Vogel are in very high demand. Vogel understands how to lead organic traffic to Web sites—but, perhaps more importantly, she understands how to give those users the content they are looking for when they arrive. Here Vogel cuts through the clutter and gives invaluable advice on how to build disciplined Web site optimization programs that build on strengths and business objectives. [Read the full story] Marketing Articles: Search Engine Marketing
• Search Engine Marketing: Outsource or In-House?by David FelfoldiPreview
  The Search Engine Optimization market is over $10 billion in North America alone. The biggest question isn't whether you should utilize Search, but rather who will manage your campaigns. What should your organization do? It depends. When you review your options for in-house or outsourced Search or pay-per-click bid management, consider the following. [Read the full story] Marketing Articles: Search Engine Marketing
• Search Engine Optimization for Google's Universal Search: Back to Square One?by Scott BureshPreview
  Organic search engine optimization, until recently, had been a fairly straightforward endeavor. That changed in the middle of May 2007, when Google began rolling out its "Universal Search." This new search option may have long-term repercussions for every search engine optimization company if it becomes the standard. [Read the full story] Marketing Articles: Search Engine Marketing
• Seven Steps for Creating a Powerful Jump Page That Sellsby Michael FleischnerPreview
  If you practice Internet marketing, you know the importance of a high-converting "landing page"—also called a promotional page, jump page, or squeeze page. Regardless of the specific purpose, one fact remains the same—you want the user to take some type of action. Here are seven landing-page best practices for increasing conversion rates and getting users to take the action you're hoping for. [Read the full story] Marketing Articles: Search Engine Marketing
• Stop Digital Dirt From Undermining Your Employmentby William Arruda and Kirsten DixsonPreview
  Over one-third of employers have eliminated a candidate because of "digital dirt"—information about you online that is either unflattering or inconsistent with the image you would like to portray. Digital dirt could be preventing you from getting interviews and ultimately landing your ideal job. So if you have digital dirt, it's time to clean up your act. Here's the three-step process. [Read the full story] Marketing Articles: Search Engine Marketing
• The Top 5 Best (and Top 5 Worst) Things About Landing Pagesby Scott BrinkerPreview
  Landing pages have become the Omega-3s of Web marketing: if you're not using them and optimizing them ad infinitum, you're squandering your online ad dollars. Or so the landing page optimization crowd would have you believe. In the spirit of probing the pros and cons of this popular post-click marketing format—and, okay, doing a little tongue-in-cheek myth busting—we offer our take of the top 5 best and worst things about landing pages, in contrast to multi-page landing paths. [Read the full story] Marketing Articles: Search Engine Marketing
• The Top Five Reasons Why It's 'RSS or DIE'by Jason Cormier and James ClarkPreview
  "RSS" stands for "Really Simple Syndication." In a nutshell, it is the technology that is enabling blogs, podcasts, and all major online news rooms. RSS is rapidly displacing email and Web sites as the preferred method for distributing online content. However, although the syndication technology may indeed be "simple," highly effective RSS deployments are not. Success hinges on a careful re-thinking of content channels and marketing strategies. To get RSS right the first time, companies need to understand the basic paradigm shift it represents, and how they should integrate it with overall corporate marketing and PR communications. [Read the full story] Marketing Articles: Search Engine Marketing
• Homestyle SEO: How to Cater to a Regional Audienceby Dan SkeenPreview
  If your business targets a local region, the trick is connecting with those in your own back yard. It's wonderful to rank well in search engines for a competitive search phrase, but if your product is only available to a small subset, how much time and bandwidth can you afford to waste dealing with visitors from too far afield? By taking the right steps early you can get better search rankings from your SEO campaign and, more importantly, attract an audience from the right locale. [Read the full story] Marketing Articles: Search Engine Marketing
• Ethical Search Engine Optimization Meets the Consistent Value Propositionby Brian OrtizPreview
  We all know the basics of the consistent value proposition: When involved in providing a service or selling a product, every aspect of the customer experience must be consistent within the mindset of the prospect—from pricing to packaging, from customer support and billing to email and even company letterhead. If all these variables of the business equation remain consistent, you will be on the road to satisfying the psychological need of consistency. So what exactly does the consistent value proposition have to do with ethical search engine optimization? [Read the full story] Marketing Articles: Search Engine Marketing
• 10 Tips for Building a Better Web Siteby Susannah Ross Preview
  Building Web sites involves three very different kinds of skill—technical, visual, and editorial—and the three must work together, which is why the task is so daunting. Here are 10 tips for smoothing the process. [Read the full story] Marketing Articles: Search Engine Marketing

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