Tag Archives: keywords
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.
In three short years 1 Google Analytics has become an important tool for many companies looking to get more out of their presence on the web. Google Analytics’ wide range of website reports, from traffic sources to conversion rates, provide invaluable insight into a site’s business performance for an initial cost which is difficult to beat.
One particular report, the Search Engine report, is of particular interest to companies looking to optimize their organic search engine marketing activity. This report identifies sources of search traffic that brought visitors to the website.
For each search engine source, a drill-down feature shows the keywords people used – the very keywords which express a visitor’s intent as they came to your website.
Just to clarify, for the purpose of this article, by search engine or search engine source, we mean search driven traffic – whether it be from a pure search engine like Google, or from an ISP portal which offers a search function, such as Earthlink or Virgin Media.
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
You’ve done it. You’ve created a successful web site with compelling content. A loyal community of readers keeps coming back for more. SEO efforts have paid off too, with lots of traffic from Google, Yahoo!, MSN and minor search engines. Time to sit back with a fine Real Ale or a glass of Monteregio di Massa Marittima… but didn’t you forget something? Internal Site Search perhaps?
By Internal Site Search we mean a search feature on your website to allow site visitors to find what they’re looking for, using their own words.
Don’t fret, there are good reasons to deploy site search functionality and it’s relatively easy to do.
An important consideration for Google AdWords advertisers is to understand just where their contextual ads might appear. Google notes that AdWords ads can appear on the:
- Google search engine
- Partner search engines (e.g. Aol, Ask.com, Libero / Arianna, Virgilio / Alice)
- Google owned web content sites (e.g. Gmail, Google Groups)
- Third party web content sites (practically any site wishing to display Google ads)
While Google has recently improved information about participants in the Google content network2, it isn’t so easy to find an updated listing of which major generalist portals and pure search engines rely on Google for their organic and paid search results. The following table aims to rectify this, at least for the Italian market.
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.
Rare is the web professional who doesn’t know that building a great website isn’t usually enough to guarantee its success. Sites have to be visible in search engines for the keywords and phrases web navigators are most likely to associate with the site’s content. An entire industry has grown up around SEO, search engine optimization. Yawn, you say.
What about the reverse side of the coin, keeping content out of search engines? Should be easy, no? Maybe not. In February, we looked at 5 ways to stop Google and the other search engines from downloading and indexing a website’s pages.
Unfortunately, it appears that the folks behind the personal lubricant astroglide didn’t understand the implications of leaving sensitive customer data on a public web server. They, and their customers, found out how search engines can be all too effective in finding content – as long as it is in a public area and there is a public link to it! Too bad astroglide blamed Google rather than admitting the error of their ways.