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A Marketer's View of Search Engine Strategies New York
Contextual Ads
Contextual advertising is taking off. The speakers of this session dealt with the issues of contextual advertising to a targeted audience, the success in doing so, the challenges faced, and overall the goals that advertisers should consider in the new contextual ad marketplace.
Overture - Paul Volen of Overture was the first speaker, and while he gave a good presentation, I felt it left off the specifics of why contextual advertising would be useful in the first place. It felt more like a sales presentation. Other speakers addressed this topic, but Paul went over the benefits of content matching in using Overture. Basically the Overture technology through quality mappings and editorial results places listings in highly relevant content pages.
Google - The next speaker was Google, and Tim Armstrong emphasized that Google is a highly scalable and large network of contextual advertising, that reaches more than 80% of internet users. Very impressive, the reach of this technology seems almost ready to reach its full potential. Google has also taken precautions to prevent such keyword problems such as knowing the difference between location Java and the Java the coffee drink.
Kanoodle - Lance Podell, presented the Kanoodle technology, and they call themselves the "sponsored links innovator", while I am not to knowledgeable about the Kanoodle company as a whole there presentation did look very promising, and I would recommend serious context ads advertisers to check them out. The boost several specialized tools the other engines didn't have. But I couldn't help but wonder who their "premier" partners where and where the ads appeared in the beta of the "premier" distribution.
Case Studies - By far Brad Byrd of NewGate, gave the best presentation. I learned more in this session than all them combined. Brad did know his stuff, and was very knowledgeable about the market and nature of contextual ads. He presented case studies from several clients of his company, and the stats from large campaigns of both natural search listings, and listing on related content pages. His finding where interesting, which I will summarize here.
1. Adsense - Higher CPC rate, in comparison to Overture
2. You will ultimately pay more in Google, but will get more qualified leads
3. Cost per conversion MORE when contextual advertising is using context matching to the ads
4. On average, context matching of ads, results lower average clickthrough rates, and lower conversion rates when compared to standard search listings.
What is a URL name?
The URL name is the part of the URL that comes between "www" and ".com." It's the name of a site. For example, in the case of the URL http://www.searchengines.com, the URL name is "searchengines."
Why should I have keywords in my URL name?
Recently, search engines began to prioritize the use of keywords in a site's URL in their ranking formulas. Google and Inktomi are two engines that do this. Google is extremely important because Yahoo! uses it to supplement its search results.
Alphabetical priority and its influence
Some smaller search engines use alphabetical hierarchy in their ranking formulas. Also, directories such as Yahoo! and Open Directory Project list sites in alphabetical order.
Avoid spam
Although directories may penalize you for misrepresenting your company's name, neither search engines nor directories will penalize you for inconsistent URL names. This means you can buy any second level domain name you want (as long as you don't infringe on others' trademarks and so on) and search engines will not penalize you for it.
Some search engines don't index URLs with the character "?" in them. However, major search engines can index URLs containing numbers and characters such as "@."
An overview
URL Keywords
Name files with keywords
Consider alphabetical hierarchy
Look for a URL name containing keywords
Source: http://www.cyberwebglobal.com
What is a URL name?
The URL name is the part of the URL that comes between "www" and ".com." It's the name of a site.
For example, in the case of the URL http://www.searchengines.com, the URL name is "searchengines."
Why should I have keywords in my URL name?
Recently, search engines began to prioritize the use of keywords in a site's URL in their ranking formulas. Google and Inktomi are two engines that do this.
Google is extremely important because Yahoo! uses it to supplement its search results.Alphabetical priority and its influenceSome smaller search engines use alphabetical hierarchy in their ranking formulas. Also, directories such as Yahoo! and Open Directory Project list sites in alphabetical order.Avoid spamAlthough directories may penalize you for misrepresenting your company's name, neither search engines nor directories will penalize you for inconsistent URL names.
This means you can buy any second level domain name you want (as long as you don't infringe on others' trademarks and so on) and search engines will not penalize you for it.Some search engines don't index URLs with the character "?" in them. However, major search engines can index URLs containing numbers and characters such as "@."An overviewURL KeywordsName files with keywordsConsider alphabetical hierarchyLook for a URL name containing keywords
Source: http://www.cyberwebglobal.com
Do you subscribe to the idea that a picture is worth a thousand words--and therefore images, not a lot of text, should be the main thrust of your home page? Or do words have more power to capture a visitor's attention and compel them to buy - meaning you should aim for powerful copy?
As a web designer, the natural instinct is often to create graphically rich websites. Since the focus on what a site looks like visually, many designers like to use impressive images, bold splashes of color all over the page, and not very much copy. The end result is an attractive, visually appealing site, with very few words
However, we have learned that we have to balance this inclination with a cold hard reality: what appeals to us, as a designer is not necessarily the same as what visitors need.
The main problem with websites that don't have any copy is that they fail to quickly and effectively communicate the three points that all commercial websites must get across:
You must explain what your company does
what the benefits are of using your product or service
why prospective customers should purchase from you
These important pieces of information can only be conveyed vaguely, if at all, through images. While pictures are often very useful in reinforcing a message, it's difficult to succinctly drive home these important points solely through images.On your website, visitors want specifics, and they want them quickly. They want you to tell them exactly what you can do for them, and they want to know right now. You must specifically state what you do and explain how your product or service is going to make your customers' lives better. You have to spell out why people should buy from you versus your competitors. Particularly on a home page, you must catch a visitor's attention and give them a reason to stay on your site. If you don't do this immediately, they are gone.
For this purpose, words are far more effective than images. In almost all cases, pictures cannot communicate the message nearly as specifically or quickly as well-chosen words can.It's important to remember that the web revolves around information. People use the web to find out what they need to know, to be informed on topics that are important to them. That almost always means they are looking for text. They want explanations, answers, reasons, and motivation.
We firmly believe that pictures and images enhance a website, but they should be used to provide a tasteful, professional frame for your copy, not replace it.
It is true that web users are notorious for having short attention spans and not wanting to read large amounts of copy. The problem is that most of the copy on websites today is vague and not enticing. It's focused on the company rather than the customer. So it should be no surprise that visitors avoid reading it.
The solution does not lie in eliminating text-based communication; it means we have to work harder to capture interest with copy. People DO read copy that catches their attention.If visitors are met with paragraphs that are focused on them, that are rich with benefits, and that are formatted in easy-to-read chunks, they are much more likely to be drawn in and to act on your offer.
Source:Source:http://www.ucsi.cc/webdesign/searchengine-content.html
Link popularity has become increasingly important among the search engines. Because link popularity goes hand in hand with search engine optimization, it is important for any company with a web presence to build a link development strategy.
Many online marketing specialists believe that link popularity is simply obtaining as many links as possible. However, the quality of the link holds more "weight" than the quantity of links. You will get better results in the search engines if you have link popularity from sites that have considerable traffic.
To develop popularity for your web site, you should submit your site to the most visited directories. Yahoo (of course), LookSmart, About.com, and Open Directory are examples of major directories. Also, to further develop link popularity, you should consider sites/directories that are very industry specific, such as healthatoz.com for a health-related site.
Even more important, it can help your search engine ranking if your site is reviewed by a directory that is associated with a search engine. To be accepted into a major directory, we recommend that your site have content that can show credibility in your field. A tips page, links page, or a "how-to" page can showcase your credibility on your product or service.
For example, we can almost always tell when a new client site is added to Yahoo by looking at an Google ranking. Oftentimes, we will obtain a top 30 ranking for a client, then suddenly the site will move to a #1 position. Sure enough, when we go into Yahoo, we will see that the client site has been added. That's one of the reasons that we think a listing in Yahoo is essential.
Obtaining links from other web sites is not enough to obtain long-term results on both the search engines and directories. People have to actually click on those links to your web site and browse your web site. AND they need to return to your web site when they see the quality content, products, and/or services that you offer, i.e. the usability of your web site. That is the definition of "popularity" according to the major search engines and directories. Other terms for it are "click" popularity or "click-through" popularity.
Therefore, both link popularity and click-through popularity are essential for obtaining optimal search engine placement.
Remember, a search engine position is not permanent since the search engine companies change their algorithms all of the time. Being listed in directories and other sites can significantly drive traffic and sales, particularly if your site is listed in specialized directories (health, financial, and travel, for example).
To check your link popularity in some search engines:
For AltaVista, in the search query field, type in:link:domainname.com
For Inktomi's services, in the search query field, type in:linkdomain:domainname.com
For FAST Search, in the search query field, type in your domain
name:link.all:www.domainname.com
For Google, in the search query field, type in your domain name:link:www.domainname.com
Link development serves multiple purposes. It can drive traffic and sales to your web site, and it can also help your search engine rankings.
Source:http://101topranking.com
1. Create a good site with good content. This is critical, especially as search engines grow in sophistication. If your site contains worthwhile material, users will return to your site and will recommend it to others. Other sites will link to you - which will in turn help you by improving your link popularity.
2. Pick keywords visitors will actually use on a search engine query.If you have keywords that are very competitive, consider narrowing your focus to improve results. The keyword "horse" will return thousands of responses and may not place you near the top, while "Appaloosa" is more focused and targeted to a particular query.Consider using a keyword phrase instead of just one keyword. Visitors to search engines use phrases to narrow their searches. For example, instead of using a keyword like "horse" that would return too many responses, use a more specific keyword phrase like "Alabama Quarter horse."Brainstorm a good list of list of keywords. Tap into other people - a fresh perspective can help uncover words you may have missed. This keyword analysis article offers some useful tips on brainstorming.Don't just guess at which keywords are popular, get quantitative feedback using the Keyword Popularity tool included in Search Engine Power Pack. Remember, if you pick the wrong keywords, all your optimization will be wasted. See story on Keyword Selection.
3. Include keywords in your TITLE tag.Pages with keywords appearing in the TITLE are assumed to be more relevant to the topic than those without.
4. Use keywords in META Keyword and Description tags. Using META tags will not hurt you in search engines that don't use them, and they can definitely help you in search engines thzat do index them. While they are not as important as the TITLE tag, META tags can give you the edge over your competition since most web sites don't even use them.
5. Use your keywords throughout your page.Search engines will check to see if the keywords appear near the top of a web page, such as in the headline or in the first few paragraphs of text. They assume that any page relevant to the topic will mention those words right from the beginning.
6. Have a good keyword density on your page.Keyword density is derived by dividing the frequency of that word by the total words on the page. Frequency is a major factor in how search engines determine relevancy. A search engine will analyze how often keywords appear in relation to other words in a web page. Those with a higher frequency are often deemed more relevant than other web pages. This can turn into a balancing act as too high a density can be considered spam by some engines. Usually you are safe if your keyword density falls between 1 - 5 %.
7. Continually work on improving your link popularity.Listings on popular Web sites can increase your traffic significantly. They do this in two ways:They give potential visitors multiple paths to your Web site.They can increase your ranking in search engines that use link popularity as part of their formula.Most search engines use link popularity as relevance criteria. For example, the Google search engine (not their new directory) is based almost entirely on link popularity.
Source: http://www.netmechanic.com/powerpack/info/info1.htm#4
1. FFA submissions (Free for all links pages)
You know, those interfaces that say "submit to 50,000 websites for a few bucks. Well, save your few bucks. FFA's had their time in the sun. They worked great when they were first introduced. Now they are not worth a dime. Heck, even if you can do a free submission it's probably not worth your time. The last three tests I ran submitted my URL to nearly a half a million sites. I got four visitors. 'Nuf said.
2. Bulk email
Most of you know my take on this. Sure, you CAN get website traffic using bulk email. You can do it yourself or hire a company to hide behind. But the fact is, you risk your business reputation and you'll anger a ton of folks. Your domain will end up blocked by many ISPs and could even get sued. Unsolicited bulk email is not worth the trouble.
3. Safe lists
This is a twist on opt-in email marketing where you pay for the privilege of being able to send email to a list of other marketers who have done the same. While I have not tried this personally I can comment on it simply because lots of my subscribers have tried it. And I have not heard one good thing about it other than from people reselling it. The folks that have used it have found that while safe list "members" have agreed to be on the safe lists, most never actually read messages or buy anything.
4. Banner Advertising
This is an "old school" advertising strategy that I have been testing again now that prices are lower. And early indications are that there is a solid reason for the still-declining prices of banner advertising. My own click-through rates been less that 1% so far, with a few exceptions. But I do have some decent size banner ad runs planned for the coming months at some busy, targeted sites. Time will tell if I'll continue with this strategy. If you DO want to try banner advertising, ask the site you plan to advertise at what the average click-through rates are and what banners perform best. That may get you up to two or three percent. If that will take you into profit, give it a whirl. But most small and home businesses may be better served using one of the five advertising methods remaining.
5. Opt-in list rental There are plenty of companies that will rent you email addresses that have opted in to receive commercial email. And if the recipients are not being paid to read the messages, that is they are genuinely interested in the offers they signed up to receive, this strategy can be profitable. The problem is you'll pay from ten to twenty cents per address and mailing to a list large enough to get results from can be quite expensive. But if your budget can handle it, you can generate some great trageted traffic.
6. Paid Search Engines Submissions
While I highly suggest submitting to all the major search engines that are still free (AltaVista, Lycos, Google, HotBot, DMOZ and Direct Hit) today's tips is about paying for advertising. And there are two paid search engine services I have had very good luck with... Inktomi's Search/Submit at $30 a year, which gets your URL into AOL, iWon, MSN and the Looksmart directory within 48 hours. Yahoo! Business Express and sponsored site listings. The business express service costs $199 for non-adult sites, and gets you Yahoo! consideration. I got my www.make-a-living-online.com site in within a week by simply following the detailed directions at my companion site. While $199 is a little pricey for some small business owners, a good listing at Yahoo! brings quite a bit of extra traffic. Once you are listed, consider taking advantage of the "sponsored site" offering for an additional monthly fee. I am sampling this currently and it paid for itself within the first few weeks. My results may decline as more sites are added into the sponsored sites area but I'll keep an eye on things.
7. Pay per click search engines
This advertising model offers a way for you to bid on search terms and pay only when someone clicks through to your site. I've been advertising with www.goto.com and findwhat.com using this method and have had decent results. It's easy to control costs and your visitors are targeted precisely.
8. Ezine Advertising Still the one.
Some people think I recommend ezine advertising because I have an ezine and I'm trying to sell my own ad space. On the contrary, I've been trying NOT to sell my ad space for the last few years. That's why my own rates are so high! I can run my own offers or affiliate offers and make much more than I can selling the ad space. Many other ezine editors are finding the same thing. While this has resulted in rising ezine ad costs over the last few years, one fact remains... ezine advertising is still one of the most effective ways to get targeted traffic -- cheap. Just visit an ezine directory and search for ezines in your niche market. Subscribe to a bunch and start reading them. Look for larger circulation ezines that have a good following. If you like the content then the thousands of other readers probably do too. Place an ad and you'll make a profit, nearly every time. Top sponsorships work best if you can swing it.
9. Personalized Email Series
Here's one that many marketers don't talk about much. It's actually a secret weapon among many of the big name marketers. You offer a freebie at your site and when your visitors claim it you are not only added to your opt-in list they are added to a series of personalized follow-up messages that you pre-program. There are lots of sites that offer this service including my www.webbusinesswizard.com and the one at http://www.bizweb2000.com/arsonly.htm . If you write a powerful and effective series this marketing strategy can be one of your top sales producers.
Source: http://www.danex-exm.dk/jim.htm
Website marketing and internet promotion really go hand in hand. There is a lot more to it than just getting into the search engines. The fact is, that the traffic that comes from search engines is just a small part of what is available on the internet to promote your business.
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Source:http://www.jrm-internet-marketing.com/
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