Vol. 3 , No. 42     October 26, 2004


In this Newsletter:

  1. Best and Worst Practices in Search Engine Optimization: A Checklist (Part 2)
  2. The 'Marshall' Plan (or, Customer Aftercare)
  3. How to Write for a Multilingual Marketplace (Part 2)
  4. Blogs: A Good (If Scary) Buy for Advertisers
  5. SWOT Team: Selling the Intangible
  6. When an IPO Looms


Online surveys give you insight into website visitors that analytical tools can't

Click here to download a FREE Whitepaper

Get our MarketingProfs RSS Feed here

See below for Advertising, Subscription and Contact information.

Stephan Spencer
Best and Worst Practices in Search Engine Optimization: A Checklist (Part 2)

Partially indexed, poorly ranked, penalized and possibly banned: such is the unpleasant fate of a Web site that's not duly optimized for the search engines.

Even if you mastered all 15 best practices outlined in the first part of this series, your site may not be safe. Any of the following worst practices could doom your site to suboptimal traffic levels. Here are 28 critical "must nots."

Get the full story.

Please note: This article is available to paid subscribers only.


Claria can show your ad to just the people who are interested in your product or service, and the results are stunning.
Find out what Claria can do for you.

Ernest Nicastro
The 'Marshall' Plan (or, Customer Aftercare)

It costs your business a whole lot more to secure a new customer than it does to hold onto an existing one.

As marketers, salespeople and business owners, very few of us have a weekly face-to-face opportunity to make our customers feel valued and appreciated. But if we are smart, we will maintain some sort of program to nurture our customers after the initial sale.

Get the full story.

Suzan St Maur
How to Write for a Multilingual Marketplace (Part 2)

We've all heard the jokes about embarrassing translations in the marcom arena. But if you were were responsible for a hefty international marketing or ad budget, such gaffes would wipe the smile right off your face.

There are some important lessons to learn about writing branding and ad copy in multiple languages.

Get the full story.


A Note to Readers

Communication and Credibility

Greetings, discerning readers. And welcome to this week's issue of MarketingProfs.

Don't miss the second part of our series on optimizing your site for search by the knowledgeable Stephan Spencer.

Last week, Stephan kicked off his incredibly comprehensive series by delivering the best practices in search engine optimization. This week; he extends the discussion by offering absolutely terrible practices in SEO: or, the very things you can do to be blacklisted, banned, or (worse!) completely ignored by the major search engines. Is there a worse fate for a business looking for exposure?

Elsewhere, there's a central theme running through this week's newsletter. With articles about blogs, messaging, writing and customer retention, those of you whose job it is to communicate with customers won’t leave our table hungry.

Speaking of communication, there was an interesting study released last month by our friends at the USC Annenberg School Center for the Digital Future. The study, which is part of an ongoing project exploring the influence of the Internet on Americans, came up with 10 significant trends in the Internet's 10 years of public use.

Predictably, use of the Internet for research, news and information is at its highest point ever. But ironically, the initially high level of credibility of Internet information is at its lowest measured point.

There's a good message in there for any business that publishes a Web site (and that's most of us). Be sure that any bit of information you publish on your site is professional, up-to-date and fundamentally trustworthy. Otherwise, you could be unintentionally eroding the trust you work so hard to build with customers.

Read the full report here: https:////www.digitalcenter.org.

Thanks for stopping by. As always, your feedback is both welcome and encouraged.

Until next week,

Ann Handley


Last Issue's Top 5

  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. Quantifying Word of Mouth
  5. Who's Driving Your Company?
>>Sponsored Links
Sending email newsletters? Meet Emma.
She's the Web's most stylish email marketing service.
I like style. Tell me more, Emma...
High-Impact Newsletter Writing & Design
Get Strong Results With The Newsletter Factory's Expert Creative Team
Free subscription to Newsletter Communication

Recent Know-How Exchange Questions/Answers

  1. Web Site Critique
  2. Where Do I Find Pro Email Deliverability Employee?
  3. One Man Business Using the Internet For Selling
  4. How To Get Serious Prospects ?
  5. Blogging-disadvantages??


B.L. Ochman
Blogs: A Good (If Scary) Buy for Advertisers

Advertisers, including Paramount Pictures, The Wall Street Journal, and the Gap, are successfully reaching niche audiences for a fraction of the cost of traditional advertising. As a result, a handful of bloggers are earning six-figure incomes from their blogs.

Why aren't more advertisers and bloggers getting together? Three reasons: fear, ignorance and the knowledge that a lot of pioneers get shot.

Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Selling the Intangible

This week: What's the best way to market "invisible" products like services? Join the conversation!

Also this week, read your advice on the most effective enticements to convince customers to complete surveys.

Get the full story.

SLI Systems

e-tailers, does your Site search learn from user behavior

Does it rank the hot items first? With the world’s only Learning Search™ - customers find what they’re looking for faster.

Bob Gallagher
When an IPO Looms

Here's how a corporate communications professional could go about the business of learning more about Investor Relations, pitching Investor Relations to company executives, and practicing necessary processes before going public.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

Subscribe to our Future Newsletters

Not a subscriber? Get the latest web and off-line marketing know-how delivered weekly. Solid ideas backed by theory, experience and understanding. We give it to you without the hype and self-promotion found elsewhere.

We value your Privacy!

Advertising Info

Reach a professional advertising and marketing audience. Visit here to get our contact info. and our current media kit.
Helping marketers from all industries succeed online through highly effective email technology and professional services.

You received this newsletter at this address (%%email%%) as part of your membership to MarketingProfs.com, or because you subscribed to our newsletter. You can easily change the newsletter format to text or html, change your email address by going here.

To leave our mailing list, simply send us a blank e-mail here.

Copyright © 2004 MarketingProfs.com. All rights reserved.
MarketingProfs, LLC  | 419 N. Larchmont  |  #42 |  Los Angeles, California  |  90004
We protect your privacy
All logos and names are the copyrights of the respective owners