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Yahoo Search Marketing Tools: What’s at Risk & How to Avoid Surprises

Posted on 2010-03-09 by Sean Carlos

When Yahoo and Microsoft announced their Search Alliance in July 2009, only the high level agreement details were available:

  • Microsoft will provide the development and management of search engine results technology (bing)
  • Microsoft will provide the search and content network ad platform (adCenter)
  • Microsoft will manage the relationship with self-service advertisers
  • Yahoo will manage the relationship with large accounts
  • Yahoo will provide their own user interface on top of the Bing results which will appear on Yahoo properties

Microsoft - Yahoo Search AllianceNow that US and EU regulators have approved the deal, search marketers need to assess which Yahoo tools they rely on – and need to be prepared with alternatives should these tools be discontinued.

During the SMX West 2010 session Microsoft + Yahoo: What’s It All Mean?, I looked at the agreement’s implications for three Yahoo tools search marketing professionals have come to know and love:

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Yahoo Web Analytics (ex IndexTools) soon in no man’s land?

Posted on 2009-11-09 by Sean Carlos

When Yahoo announced their effective exit from the search engine business last July, the main points seemed clear:

  • Microsoft will provide the development and management of search engine results technology
  • Microsoft will provide the search and content network ad platform
  • Microsoft will manage the relationship with all but an elite group of advertisers
  • Yahoo will provide their own user interface on top of Microsoft’s data

The Bing-Yahoo agreement, should it receive the necessary anti-trust approvals, may have a wider impact on web marketers (as a side note, I believe the agreement is a bad thing as it reduces competition in this strategic market). Consider the uncertainty surrounding just two of the web marketing tools currently provided by Yahoo:

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7 sources of link intelligence data and key link analysis considerations

Posted on 2009-04-28 by Sean Carlos

It may seem like a cliché but on the web no website is an island. Any site worth its salt will have accumulated inbound links and will most certainly contain outbound links to other resources on the web. Indeed, one can easily say that without links to interconnect websites, there wouldn’t be a worldwide web.

For search engines, such as Google, incoming links provide a strong signal as to the authority of a website. If multiple websites link to a specific website for a given topic, there is a good chance the website cited by others is deemed to be highly relevant for a good reason. Google and other search engines identify the theme of a website page by analyzing a page’s content and the text of the incoming links – the underlined text you click on to arrive at a page. Links, especially inbound links, are thus one of the most significant in the over 200 factors Google considers in its algorithms. Inbound links from related sites in a business’ sector are also an excellent source of highly qualified direct traffic.

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Improve search engine and keyword reporting in Google Analytics, a SEO strategy

Posted on 2008-10-07 by Sean Carlos

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 people used – the very 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.

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