How often have you heard that keyword level performance data can be misleading? That PPC managers need to consider the phases of the buying cycle when evaluating terms? That specific keywords tend to steal conversions from the more general keywords that started the customer’s consideration, and that you should keep spending money on the general terms even though the efficiency looks awful? It’s pretty obvious why the engines might want to trumpet this story: it makes them money. By convincing advertisers that they should spend money on general search terms regardless of the observed efficiency advertisers are encouraged to spend without the moorings associated with ROI goals. Real data about the buying cycle Google and Compete Inc. presented a study of the buying cycle that managed to answer none of the salient questions. We presented a study almost three years ago at SES that challenged the notion of the buying cycle, but decided it was time to revisit the topic. First, … [Read more...] about The PPC Buying Cycle: Buyer Beware!
It feels like every six-months or so a new story comes out how SEOs are manipulating the Google search results, or at least trying to manipulate the Google search results, by taking advantage of link drops in popular online magazine web sites like Forbes, Entrepreneur and Inc. Stuff we have covered here numerous times. In fact, these types of sites a year ago tested nofollowing some links that were getting them in trouble with Google, and even if they didn't, Google came out and said they can ignore those links from sites like those.That being said, it didn't stop BuzzFeed from publishing an article named One Of The Web’s Most Prolific Online Marketing Writers Has Been Promoting His Clients In Articles For Forbes, Entrepreneur, And Inc. Magazine. So the SEO industry had a blast with it. I want to share some fun tweets:Today in news that shocks everyone but people in the SEO community: https://t.co/9YmRdCAGKj— Amanda Orson (@amandaorson) July 2, 2018 It seems like this … [Read more...] about SEO Industry Mocks BuzzFeed Story On SEOs Buying Links At Popular Web Sites
Editor Note: we know that buying online businesses can be a tricky business. As Mark suggests below, make sure you educate yourself and only choose an option that will work for you. While there are a lot of great reasons to buy an online business rather than starting from scratch, there’s always one major objection: buying an established website takes money. And the more established a website is, the more it will cost you. Of course, you can sift through an auction marketplace looking for a bargain deal, but these marketplaces are fraught with fraud and snake-oil salesmen. Plus, many of the websites for sale through marketplaces simply don’t make enough money to justify the time you’ll spend building them. With smaller sites, you’re often better off starting from nothing. So how can you afford to buy an established website? This article will cover 8 of the most common options we see buyers exercise to fund an acquisition. I’ll also review the benefits and … [Read more...] about How to Buy an Online Business: 8 Funding Options
Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this week’s episode of the Marketing Nerds podcast, Mark Daoust of Quiet Light Brokerage joins SEJ Executive Editor Kelsey Jones to talk about the process of buying and selling website. They discuss how to determine the future potential and profitability of a website, what to look out for when considering buying a large e-commerce or content website as a business, as well as warning signs to watch out for when buying or selling a website. Here are a few of transcribed excerpts from their discussion, but make sure to listen to the Podcast to hear everything: A lot of people think buying websites is a flipping model. But when you get into that fifty thousand dollars and above range, hundred thousand, half a million, million dollar websites, it’s a bit of a different dynamic. You don’t really want to do an auction site with a three-day … [Read more...] about #MarketingNerds: Art of Buying and Selling Websites
The general perception that Google isn’t effective at catching paid links (for example, JCPenney was not penalized until an article from The New York Times called out the issue), The perceived industry consensus about the use of paid links (referencing an SEOptimise survey from September 2011, polling SEOs on whether they do or would buy links), Google’s subjective definition constituting the “buying links” or participating in “link schemes” designed to increase your site’s ranking or PageRank. Throughout the discussion, I watched as audience members with varying degrees of experience nodded, smirked, and furrowed their brows. With Google’s own webmaster guidelines indicating that site owners shouldn’t “participate in link schemes designed to increase [a] site’s ranking or PageRank,” how do you know if you’re participating in a so-called “link scheme” or simply building links to better your SEO … [Read more...] about B2B Marketers: Are You Buying Links or Building Links?