July 26, 2005
Google Launches "Inside AdWords Blog"
Google has launched a new resource for those executing paid search programs with Google. It is called Inside AdWords Blog located at http://adwords.blogspot.com
According to Google's annoucement...
This new blog provides you with the most up-to-date information about AdWords improvements, news, and tips in one location. Our product team updates the site frequently so you'll know what happens when it happens.
Here are some things you can expect to find in Inside AdWords:
Updates on enhancements we've made to the system
Thoughts on things that advertisers have been asking about
Tips on getting the most from AdWords
Details on tools we think you'll find useful
Posted by whunt at 12:32 AM | Comments (0)
July 25, 2005
Review - Jeff Watts - National Instruments
Mike Moran and Bill Hunt have delivered a masterpiece on enterprise search marketing. Both engaging and results-focused, Search Engine Marketing, Inc. guides the marketer through the basics of why search is important and how search engines work to the more challenging organizational tasks of selling a search marketing proposal to executives and executing on a search marketing plan.
Unlike many previous search engine optimization books that have treated search marketing as a guerilla approach disjointed from other organizational needs, Search Engine Marketing, Inc. shows how to incorporate search into the overall marketing mix in order to increase both customer value and business return-on-investment.
Full of real examples from other enterprise search marketing organizations and thoughtful treatment of the business issues surrounding search, this book is the reference volume for bringing a successful search marketing program to fruition in the organization.
Jeff Watts, Search & Community Manager, National Instruments
Posted by whunt at 04:29 AM | Comments (0)
Review - Heather Lloyd-Martin - Author "Successful Search Engine Copywriting"
"Bill and Mike's book provides an excellent in-depth resource for companies examining their search marketing strategy. In addition to actionable SEO tips, this book outlines how to successfully develop a search strategy, determine what to outsource versus keep in house, and how to precisely outline the business case and "sell" search to executive decision-makers. If your company is wondering how to enter the search space - or if you're
revising your online strategy - read this book."
- Heather Lloyd-Martin, Author, Successful Search Engine Copywriting
Note: We strongly recommend Heather's new book "Successful Search Engine Copywriting" -- it is full of tips and techniques that will help you develop well optimized pages but more importantly, pages that match the searchers intent and encourage them to convert.
Posted by whunt at 04:20 AM | Comments (0)
Review - Rob Key - Converseon, Inc.
"Required reading for anyone interested in how to apply leading edge search marketing within large enterprises. With search marketing now of critical importance, the authors provide practical advice and approaches are both sophisticated and invaluable."
Rob Key, CEO, Converseon, Inc.
Posted by whunt at 04:18 AM | Comments (0)
Review - Barry Schwartz - Rusty Brick, Inc.
Search Engine Marketing, Inc. is the ultimate source on how to implement a search marketing campaign. The book provides actionable instructions on topics from how to get the finances within your organization to how to make your pages rank well in search engines. Beyond that, the book explains conversion metrics and projecting your success.
For anyone within a large organization, looking to make a difference with the corporate Web site; the book is a 'no-brainer.' For any professional SEO or SEM, the book is a must read. The manner in which Bill Hunt and Mike Moran organized the book is both unique and smart. Both Bill and Mike are also extremely professional public speakers on the topic of Search Marketing. I have been to dozens of search marketing conferences and I can honestly say, I am as impressed with this book as I am with their top presentations.
Barry Schwartz, CEO, RustyBrick, Inc. & Search Engine RoundTable
Posted by whunt at 04:17 AM | Comments (0)
Update - Chapter 10 - Google Confirms "id=" problem
In Chapter 10 we wrote that all engines had a problem indexing URL's using a string in their URL's that contained "ID="
On June 2nd GoogleGuy posted in WebmasterWorld that they have had problems with the "ID=" string in most commerce type URL's. The problem is that this ID is typically followed by a Session ID.
Our testing shows that a URL using an "ID=" code is ok IF you use less than 5 numbers of letters following the "=". Google has added this to their Webmaster Webmaster Guidelines http://www.google.com/webmasters/guidelines.html under the topic "Technical Guidelines.
Posted by whunt at 04:12 AM | Comments (0)
Getting a click in the blink of an eye...
With the increase in popularity of search marketing these days there are a lot of studies coming out and sometimes key data gets blinded by the big numbers marketers want to hear.
One such piece of data came from Gord Hotchkiss from Enquiro that showed people spend an average of 6.4 seconds on a search results page before clicking on a link. What is equally compelling is that in that time span they scan an average of 3.9 search results.
In those few seconds, searchers assimilate an average of 140 words. Gord went on to day that "Included in those words are between 35 to 60 factors and details we have to consider to make a decision." These are the semantic relevance that goes into their thinking on what is the most valuable to click
This is the latest proof point that we must make absolutely sure that our ad copy is the most compelling it can possibly be with a string call to action as well as a unique selling proposition that as semantically relevant.
Posted by whunt at 04:02 AM | Comments (0)
Searchers Unaware of Paid Ads
A recent Harris Interactive survey found that more than half of Internet users did not know the difference between paid search listings and natural search engine results. The research found that that 56 percent of Internet users said they did not know the difference between "sponsored (paid) and natural (non-sponsored) search engine result listings."
Some other interesting facts from this research were related to age... 53 percent of 18 to 34 year olds and 62 percent of those 55 and over did not know the difference between the ad types.
We would think the crafty old-time searchers would know the difference... that appears not to be the case... 53 percent of users online for 5+ years did not know the difference between the ad types.
I guess the placement of the ads or the disclaimers must be better at Google since 54% of Google users said they understood the difference between paid an organic results. Only 42% of Yahoo and 36% of MSN users understood the difference.
I think this helps support GSI's position on "Surround Sound" -- that having multiple, complimentary messages in both organic and paid helps position you as a dominate player and may lead the consumer to have more confidence and increased willingness to click through.
Posted by whunt at 03:52 AM | Comments (0)
July 24, 2005
Update - Chapter 1 - Share of Search - June 2005
In Chapter 1 [Figure 1-4] we reference Share of Search data from comScore MedaMetrix dated May 2004. The following updated information from various reporting sources is provided:
| Search Engine | Nielsen/Netratings | comScore | WebSideStory |
| 47% | 37.6% | 52% | |
| Yahoo | 22% | 30.4% | 25% |
| MSN | 12% | 15.7% | 10% |
Source:
Nielson/NetRatings
comScore
WebSideStory
Posted by whunt at 11:20 PM | Comments (0)
Update - Chapter 14 - FindWhat & Espotting
In Chapter 14 we make reference to both FindWhat and Espotting as being excellent 2nd tier paid placement search engines. On June 6th 2005, as part of the finalzed integration of these two companies along with Mivi (the popular ecommerce platform) and Comet Curser -- they rebranded as one company - Miva -- according to their press release, MIVA is now the largest independent Performance Marketing Network
Posted by whunt at 06:45 PM | Comments (0)
July 23, 2005
Review: Kirkus Reports
"Each day, more consumers are turning to Internet search engines to find the products and services they need and want. If you want those customers, and their dollars, you must get into the game of search engine marketing—Moran and Hunt provide all the information you need. From the mechanics of search engines to an even-handed prediction of the future, this guide will steer tyros and web-nerds alike through the world of search marketing. It will help you develop a web search marketing strategy, get your site indexed and weigh the pros and cons of paid search programs. Perhaps most valuable is the discussion of what web searchers—that is, your potential customers—want when they use a search engine. Though different people have different motivations (some want to buy something, others want information) they all share certain behaviors: they often scan rather than read websites entirely, and they tend to look at the first two or three sites a search engine produces. A clear glossary of terms like "alt text" and "keyword loading" is also very useful. Overall, an indispensable guide for marketing in cyberspace."
Posted by whunt at 03:09 PM | Comments (0)
SES San Jose 2005 -- Come See Mike & Bill
Mike and Bill will be speaking again at the Search Engine Strategies Conference in San Jose California August 8 - 11 2005. Danny Sullivan has put together another excellent event spanning 4 days of pure search knowledge packed sessions.
We will be speaking for 3 sessions so please stop in and say hello... We will also be raffling off a few copies of the book so bring your business card.
Wednesday Aug 10th 11:00 - 12:30 -- Big Sites/Big Brand SEM -- This is a highly recommended session for large and small companies. Bill and Mike are joined by Marshall Simmonds from New York Times and Martin Laetsch from Intel. This panel has given this "always updated" session a few times before resulting in one of the highest rated sessions at SES.
This session tells you how do you cope with search marketing for a company with tens of divisions, hundreds of products, thousands of web pages and seemingly no way to bring order to the chaos? Do you centralize all search marketing activities? Where do you begin with the SEO process? This panel looks at problems and solutions unique to those running big sites or from big companies and brands.
Wednesday Aug 10th 1:45 - 3:15 -- Working Together -- This is a relatively new session at SES. This one lifts specific techniques we cover in both Chapters 9 and 15. Mike and Bill are joined again by their esteemed colleague Marshall Simmonds.
This session helps you learn how to motivate and really get your program moving in the right direction. How can you get the IT department to buy into your SEO suggestions? What will it take to get the branding people to consider your search buy? This session explores strategies on winning support for those tasked with doing SEM in house.
Wednesday Aug 10th 3:45 - 5:15 -- In House Forum -- This session is for those who have opted to execute their campaign in house. We leverage a lot of the information from Chapters 8,9 and 15. No power points in this one... full Q&A so bring your questions and let us help you empower your program. No PowerPoint presentations here! Instead, we've got a panel of in house search marketers ready to take questions and provide answers about how they do things to get SEM done internally. We'll go to the audience for answers and discussion, as well.
Posted by whunt at 01:52 AM | Comments (0)
Update - Chapter 10 - Google Site Maps
As I mentioned in the update for Chapter 2, Google has a beta program that is meant to help large complex sites get more of their rich content into the Google index.
The team at Global Strategies have been researching the use og Google site maps and find them to be very effective for getting large complicated sites intexed. They have deployed a number of very large maps ranking from 500k page to a few million pages and for the most part Google has handled them very well.
For more information on Google Site Maps please see https://www.google.com/webmasters/sitemaps/stats
For more information on how Global Strategies is utilizing this for their clients please contact then via their web site at www.globalstrategies.com .
Posted by whunt at 01:33 AM | Comments (0)
What are searchers thinking? - Biznology Article
Mike Moran offers and excellent recap of an very interesting session from Ad:Tech San Francisco in his April 25th edition of Biznology Blog entitled What are searchers thinking?
This article compliments the material in Chapter 4 of the book where we go into great detail related to how searchers search and their motivations. We are expecting more research to come out over the next few weeks which we will profile here as well as on Mike's Biznology Blog.
Posted by whunt at 01:22 AM | Comments (0)
Review: Dr. Andrei Broder - IBM
This book has no silver bullets or snake-oil potions that will magically propel your site to the top of every search engine. What it offers instead, is the most comprehensive, well-thought, and well-motivated treatment to date of all aspects of search engine marketing, from planning to execution to measuring. If you are involved in any way in the economic aspects of web search technology, you need this book on your shelf.
Dr. Andrei Broder, IBM Distinguished Engineer & CTO, IBM Research Institute for Search and Text Analysis
Posted by whunt at 01:17 AM | Comments (0)
July 22, 2005
Review: David Cook - Buy.com
Getting your site indexed is the most fundamental, yet one of the most challenging, aspects to search engine marketing. Search Engine Marketing Inc.: Driving Search Traffic to Your Company's Web Site is a detailed and comprehensive guide through the pitfalls and opportunities of this complicated subject.
I started reading Chapter 10: Get Your Site Indexed and haven’t really put it down since. It is a wonderfully well-written and detailed reference that you will come back to again and again to get more out of your SEO efforts.
From price engines to paid placement, Chapter 14 covers everything you need to know about paid search. I have yet to come across a more useful book for SEM pros.
From budgeting to bid strategy and optimization, Mike and Bill take you through the steps to create successful paid search campaigns. Whether you are a just starting out in paid search or are already a power player, you will learn something new from this book.
David Cook, Search Marketing Manager, Buy.com
Posted by whunt at 02:05 PM | Comments (0)
Review: Cynthia Donlevy - Cisco Systems
"Outlines every one of the major strategic steps to develop your search marketing initiatives. This book teaches web marketers what to do from the beginning so they can implement a successful search marketing program. The strategic steps to define the scope and cost of your search marketing program, develop a team, create a proposal, get executive approval, manage, and measure your search marketing program. You have to read it to appreciate it!"
Cynthia Donlevy, Web Marketing & Strategy, Cisco Systems, Inc.
Posted by whunt at 01:58 PM | Comments (0)
Review: Piers Dickinson - BP
"A very comprehensive, yet light hearted guide for internet managers that demystifies search engine marketing and provides practical advice for success".
Piers Dickinson, global internet marketing manager, BP.
Posted by whunt at 01:52 PM | Comments (0)
Update - Chapter 2 - Google Site Maps
We finished the final manuscript of the book before Google released their beta of Google site maps. In the book we mention there is no feed mechanism for Google.
This is no longer true. Google now offers Google Sitemaps! This is a free option to submit your pages to Google for inclusion. FOr more information plese see https://www.google.com/webmasters/sitemaps/stats
Additional information will be provided in Chapter 10.
Posted by whunt at 05:59 AM | Comments (0) | TrackBack
Official release of the book and companion site
The official release of the IBM Press "Search Engine Marketing Inc." book -- co-authored by Bill Hunt of Global Strategies International and Mike Moran of MikeMoran.com is Monday July 25.
This has been a long haul for Mike and I to write the book and to get it into the marketplace. This site will be used to keep you updated to changes after the release of the book and additional commentary.
Posted by whunt at 05:30 AM | Comments (0)