Category Archives: Web Marketing
Note to the reader: this article was originally posted on our Italian blog on October 28th. The quiz targeted an Italian audience; we’ve published this translation in order to allow a wider audience to follow search marketing developments in Italy.
It seems that the summer fun is now over, but not so fast: it’s time to check, just for fun, your SEO knowledge! We’ve prepared 15 multiple choice questions on topics which appear frequently in SEO projects.
Only for a limited time
The quiz will be available for just 5 weeks, from 28 October to 1 December 2008. Once the quiz is over, the correct answers and the overall results will be published here. Participants will receive an e-mail with their results and a certificate of participation.
Five lucky participants will receive a free copy of Internet PR
That Americans like acronyms is not really a surprise to those who have worked for an American company. Acronyms are extremely useful as a conversational shorthand especially when working with unwieldy terms like search engine optimization. SEO is just so much easier to roll off the tongue. The problem with acronyms is that it is very easy to lose the original meaning – a significant communication problem. In the world of search marketing, SEM is a good case in point.
The following search-marketing glossary highlights common acronyms often used by the search marketing community.
- Search Engine Optimization. Indicates the activities undertaken to generate traffic, usually qualified, to a website through the “natural” results in a search engine. In Google, ~80% of user clicks are on the natural (also called organic) results.
In the not too distant past when we spoke of search engine marketing, we focused mainly on search engine rankings (SERPS) or, in other words, of being top in Google. A nice phrase, concise and effective. Visibility in search engines is very important, no doubt.
But in the top spots in Google for what? Here lies the big trap. It is not uncommon that the keywords identified for SEO or PPC campaigns are part of the jargon used by business professionals inside a company to describe their products and services. Yet a typical person generally uses much simpler language to describe what they are searching for in Google or another search engine. Consequently a business can find itself in the top Google search results, but for keywords which are only used by competitors when they fall into the same trap. Ouch.
The following is a list of search engines and significant sites incorporating a search engine, such as ISP portals, which provide site traffic attributable to web search. The list can be used to verify if your Web Analytics system recognizes all the sources of organic search traffic and keywords important in your market – or for other SEO activities.
The last two table columns indicate if a search engine is recognized by Google Analytics and Microsoft adCenter Analytics. See these related articles for more information about search engine and keyword detection in these two Web Analytics systems:
- Improve search engine and keyword reporting in Google Analytics, a SEO best practice
- Microsoft adCenter Analytics search engine recognition & keyword reporting
This information is provided “as-is” without any representation made as to its accuracy. Use at your own risk.
Last updated: 7 October 2008
This was the question posed to Santiago de la Mora, Google’s European Partnerships Lead, Books, at Editech 2008: Editoria e innovazione tecnologica, Milan, 27 June 2008.
In the article that follows, I’ve attempted to paraphrase Santiago’s presentation of Google’s Book Search based on notes I took during the session. Santiago started by noting his agenda would cover 5 points. As the slide set is not currently available and I couldn’t see it very well from my side seat, I’ve added a few screen shots in an attempt to better illustrate Santiago’s presentation. I’ve also inserted a few personal comments, indicated with italics.
1. Challenges and opportunities on the Internet
With about 1 billion users today in Internet, every publisher needs an Internet strategy. 2007 e-commerce sales are estimated at $420 billion globally (I’m not sure of the source, but US only e-commerce sales were at $136.4 billion1). As mentioned previously, books are the number one product sold on the net2, totaling $180 billion3.
I just discovered that someone on a Web Analytics discussion group misconstrued the recent Google announcement of better Flash search engine crawling support to mean it is now good to use Flash when developing web sites.
Nothing could be further from the truth. While Google’s move is welcome support for all the legacy Flash websites still in circulation, companies shouldn’t generally be deploying new sites made wholly using Flash.
What Google has announced is significant improvements to their ability to extract information, specifically text and links, from Flash objects. Despite what many are trying to read into this, Google already crawled and extracted this information from Flash only sites – this is not exactly new.
What is new is that hit or miss crawling and discovery is probably just mediocre instead of bad. But mediocre is not good nor is it great. Before site architects and designers rush off to develop Flash only websites, they should still consider SEO and non SEO issues with Flash:
The inside scoop on how you can get a competitive advantage by including organic search engine visibility in your marketing mix.
One of the primary goals of traditional advertising is to create demand for a product or service. An advertisement awakens latent demand by bringing attention to the product or service, or strives to create demand by informing us of a need or problem we weren’t yet aware of having.
By advertising in a mix of traditional media (television, radio, cinema, billboards, magazines and newspapers), companies aim to increase their sales. The process is rather hit or miss: a return on investment (ROI) only occurs when a person, sufficiently motivated, passes through a shop’s checkout or orders a service. This ROI is notoriously hard to measure. John Wanamaker summed it up best when he wryly noted,
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”1.
Search marketing is different: how to gain a competitive advantage by insuring a successful SEO project
In a related article, I consider how Internet search marketing remains a niche focus for a few early adopters despite laser-like targeting and measurement abilities. As a relatively new media, search engine mechanics and user interaction with search engines remains a bit of a black box for many marketing professionals. In the following discussion, I aim to outline the process of a typical search marketing project.
The first consideration for a company is to identify an internal resource who will be responsible for search marketing initiatives. This person has a solid understanding of the company’s business goals and marketing strategies. They also tend embrace technology as a business enabler and ideally are already involved with the company’s web presence.
Selection of an external search marketing partner usually follows, unless the organization decides to recruit resources to manage search marketing in-house. The usual vendor selection criteria come in to play: reputation, experience, value for money, etc.