In The Trenches is a weekly spotlight of tips, tricks, and news about the tools search engine marketing professionals use to give them a leg up on the competition. Today: News from the search engines and today’s in-depth look, The Ultimate Guide to Search Marketing Optimization Part 1, and To Broad Match or To Not Broad Match: That is the Question. News from the search engines Google AdWords: Pay Per Action beta phase out. A few weeks ago, you may have heard that Google was deleting its pay-per-action feature to create the Google Affiliate Network. This was the original announcement: “As part of Google’s recent acquisition of DoubleClick, the Performics affiliate network is now a part of Google. To consolidate our offerings, we will be phasing out the AdWords pay-per-action beta, and the product will be retired on during the last week of August. Pay-per-action campaigns and all related data will be removed from all AdWords accounts the last week of October.” So, … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization, & Broad Match Or Not?
Cutting edge marketing analytics pdf
Earlier in January in this column’s introductory post, Welcome To PPC Academy, A One-Year Paid Search Course, I said that this would be a column strictly about PPC. Well, if you’ve been reading this year, you know that I lied. The scope expanded to include some of the fringe disciplines including analytics, contextual targeting, placement targeting, etc. Before this column ends, however, it’s important that I also expose you to some of the other pieces of the puzzle so that you are a well-rounded online marketer. One of these other competencies is in search engine optimization (or SEO as it is more commonly called). Although many search engine marketing agencies and in-house brand teams perform both the SEA (Search Engine Advertising) and SEO functions for their clients/companies, the two sides of the SEM coin are usually performed by different teams or specialists. For all of those of you who are out there doing both, I tip my hat to you. It’s not easy to … [Read more...] about An SEO FAQ For Paid Search Marketers
No, you’re not seeing double from last week. I wanted to extend the theme Bryson initiated in his column last week, titled “Why Mobile-Friendly is Not Mobile SEO,” in response to Google’s recent change in its position towards mobile content. I agree with his interpretation: you’re not going to drift into #1 in mobile search by settling for “mobile friendly.” But I think we need to expand the definition of what “mobile-friendly” means. So I inverted the title a little bit. I agree 100% with the premise – “mobile-friendly” and “mobile seo” are distinct activities, outcomes, and objectives. Launching a “mobile-friendly” site does not ensure that it is “mobile search optimized.” It should. The strongest mobile sites feature both as requirements from the start – most do not. The main reasons I see, are complexity and money: Mobile search is just one of many smartphone channels … [Read more...] about Why Mobile SEO Is Mobile-Friendly
Third in our series are the link building tools from Raven Internet Marketing Tools. Raven Tools, founded in 2007, has a 20-person staff based in the country music capital of the world, Nashville, Tenn. Raven’s development team of eight is hard at work finalizing three new features set to launch between now and mid-November; vice president of marketing Taylor Pratt hinted one of them will be a major change to the social media monitoring tool. There are three types of tools in the Raven tool set: SEO tools, social media tools and advertising tools. With the exception of the 30-day trial, memberships purchased give you an unlimited number of websites to use the tools on and can be incorporated into your Google Analytics account. My review will focus on tools under the SEO and social media categories you can use to build links. Link Manager What it does: Link Manager, a management and database tool, lets you save pages/links you’re interested in and assign tags for follow-up. … [Read more...] about Link Building Tool Review: Raven Tools
John Doerr of KPCB calls it “SoLoMo“. Others call it by different names. I see it as the holy grail of our digital marketing future. I’m talking about Social – Local – Mobile SEO/search marketing… the exciting golden triangle of unification and synergy created by billions of people armed with mobile computing devices who are seeking and finding instant gratification, wherever they are and wherever they go. The business case for this evolution is clear. The writing is on the wall. And unless you, as a business owner, adapt quickly to this change, you’ll be leaving money on the table! Mobile SEO that is focused locally and integrated socially will drive relevant, quality traffic that converts far better than any other option – and the volume of this traffic is set to grow exponentially in coming years. Mobile Search Is Not About Technology Mobile Internet devices have crossed 10 billion in 2010, with over 5 billion cellphones in use, 1.08 … [Read more...] about The Golden Triad of Search Marketing