Vol. 3 , No. 41     October 19, 2004


In this Newsletter:

  1. Best and Worst Practices in Search Engine Optimization: A Checklist (Part 1)
  2. Today's Top 10 Web Analytics Problems
  3. The Next Generation of Global Branding?
  4. How to Write for a Multilingual Marketplace (Part 1)
  5. SWOT Team: Is the Customer Always Right?
  6. Quantifying Word of Mouth
  7. Who's Driving Your Company?


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Stephan Spencer
Best and Worst Practices in Search Engine Optimization: A Checklist (Part 1)

Does the process of enhancing your Web site's visibility in the search engines seem like part voodoo, and part luck?

Once the essential features of search engine optimization are laid out in a concise list, SEO is not nearly as mystifying. Implementing the 15 best practices herein (and avoiding the worst practices) should offer you a straightforward approach to better visibility in all of the major search engines.

Get the full story.

Please note: This article is available only to paid subscribers. Get more information or sign up here.


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Jim Sterne
Today's Top 10 Web Analytics Problems

What's most frustrating about measuring and quantifying usage on your site?

Not counting common management problems, the issues here are the most troubling, according to one group of Web developers and managers.

If your job includes analyzing Web data at any level, you'll recognize your own issues in this top-10 list.

Get the full story.

Nick Wreden
The Next Generation of Global Branding?

Coca-Cola is not an American brand, L'Oreal is not a French brand, and Samsung is not a Korean brand. Rather, they are global brands.

They are symbols of a global culture created by the Internet, travel, music and other influences that easily seep across borders. So what are the implications for brand strategists?

Get the full story.


A Note to Readers

Express Insights

Not that you needed another reason to join the growing ranks of our Premium subscribers, but our own Roy Young has given fans one more great reason to upgrade (or be glad they already have).

Last week, Roy introduced "Express Checkout," a mailing that highlights five valuable takeaways from each weekly newsletter. Not only do you get the meat of the week's articles in a concise, one-page format—you get it a day before everyone else (and you know what they say about the early bird).

Also this week, check out the one-two punch on global marketing from two of our frequent contributors.

Nick Wreden gives us the bigger picture in "The Next Generation of Global Branding?" He identifies global brands as "symbols" of a culture created by the Internet, travel, music and other influences that easily seep across porous borders—with implications for brand strategists.

Next, the always-entertaining Suzan St. Maur offers the more tactical "How to Write for a Multilingual Marketplace." In part one of her two-part series, she shares her hard-won practical insights about crafting your messages for different languages and cultures.

Enjoy this week's edition, and let me know what you think. As always, your feedback is both appreciated and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  1. Why Your Customers Are Always Right and You Are Always Wrong
  2. You Won the Client! Now Start Marketing
  3. The Power of the Industry Blog
  4. Dare Not to Advertise
  5. The Top Three Mistakes in Hispanic Marketing
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Recent Know-How Exchange Questions/Answers

  1. Looking For Advice As a New Mkt. Coordinator?!!
  2. What Is the Marketing?
  3. Product Appraisal
  4. Marketing Jobs In America
  5. A Good Product Will Sell Itself



Suzan St Maur
How to Write for a Multilingual Marketplace (Part 1)

Everyone thought Suzan was nuts to take on the scriptwriting job of crafting sales-training videos for the European division of a major US car manufacturer. Turns out, she was: the job was both complicated and painful.

But she emerged with some great advice for those who need to craft their messages for a global audience.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Is the Customer Always Right?

This week: What's the best approach with a difficult client, and how do you decide whether to accommodate him or her?

Also this week, read your answers to last week's dilemma: How do you give your campaign the "wow" factor?

Get the full story.


Biz Leaders Ignore SEO & Lose Sales--Studies Show

Two Oneupweb studies show that business leaders lose potential sales by ignoring search engine optimization (SEO). These thorough studies compare the performance of Fortune 100 and 100 top e-retailers.
Click for free downloads.


Pete Blackshaw
Quantifying Word of Mouth

If leveraging a consumer's propensity to tell others about your products and services is indeed a huge focus of your company's growth strategy, what techniques and methodologies can help measure referral value?

Put another way, is it possible to "quantify" word of mouth beyond standard solicited survey questions?

Get the full story.

Gabriel Steinhardt
Who's Driving Your Company?

Is your company driven by technology, sales or the market?

In the end, a market-driven company is most likely to be successful, because it solves a pervasive consumer problem. What's more: consumers are willing to pay for it.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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