If you’re an in-house search marketer, you may have had the experience of awakening one morning and realizing that you have a legitimate career. Wow! Your high school guidance counselor never mentioned this gig, I’ll bet. Only a handful of years ago, in fact, this career path never existed. Most folks would have simply labeled you a computer nerd—today they know better. You are not a nerd. You are a geek—a search geek, in fact. Your mornings are spent staring intently at a curious mix of screens, surrounded by fresh coffee, stale coffee, and a few books with odd titles. On some tabs—you know they’re tabbed because you use Firefox—are myriad websites sharing the very latest news on the world of search engines. Everything from what people thinks makes them tick, to who bought whom last night while you slept for 3 hours… shame on you. Tab over a bit and you’ll start to see the vast array of online tools available to you, a career … [Read more...] about Yes, Mom, Search Marketing IS A Valid Career Choice
Doubting career choice
There is an insidious voice speaking to your visitors from the moment they click through to your site. It camps in the back of their minds, setting up a tent and proceeding to talk your visitors out of taking action. While there are many angles this voice can work to fill visitors with doubt, there is likely one that is common to a large number of your visitors. It’s “the thing.” If you can discover and address the thing — the major concern shared by a significant number of your visitors —then you can make some major improvements in your conversion rates and revenue per click. When testing, we have found that this thing will fall into one of five areas: risk reversal, value proposition/messaging, social proof, user interface/user experience, and credibility/authority. All of these nagging questions may be present to some degree, but one of them is more pressing than the others — and addressing it will give you wins early and often. I recommend that … [Read more...] about What’s The One Thing That Keeps Searchers From Converting On Your Site?
If there’s one complaint that is universal for in-house search marketing managers, it’s that there just isn’t enough time or resources to get everything done. And usually, this complaint is valid; rare is the case of over staffing for search marketing. Often, one person may handle SEO as well as paid search and hey, for fun, they do the social media too. A feeling of being overwhelmed will certainly befall any search marketer at some point in their career, so here are some tips to accept the things you can’t change and focus on what’s important for search marketing success. First Things First: Make Money Spending your time focused on tasks that will directly drive revenue for the organization is job one. That’s why search engine marketing exists and you were hired to do it. Routine search marketing efforts like adding new keywords or AdGroups and raising bids are core search marketing that drives revenue growth. Improving click-through rates and … [Read more...] about Time Management Tips For In-House Search Engine Marketing
Google has run a sting operation that it says proves Bing has been watching what people search for on Google, the sites they select from Google’s results, then uses that information to improve Bing’s own search listings. Bing doesn’t deny this. As a result of the apparent monitoring, Bing’s relevancy is potentially improving (or getting worse) on the back of Google’s own work. Google likens it to the digital equivalent of Bing leaning over during an exam and copying off of Google’s test. “I’ve spent my career in pursuit of a good search engine,” says Amit Singhal, a Google Fellow who oversees the search engine’s ranking algorithm. “I’ve got no problem with a competitor developing an innovative algorithm. But copying is not innovation, in my book.” Bing doesn’t deny Google’s claim. Indeed, the statement that Stefan Weitz, director of Microsoft’s Bing search engine, emailed me yesterday as I … [Read more...] about Bing Is Cheating, Copying Our Search Results
The web is shifting rapidly, again. Search has seen accelerated growth over the last two years, at a quicker clip than any time over the last ten. This has been fueled primarily by innovations at Google. However, Bing is also pushing innovation rapidly and was cited by Google CEO Eric Schmidt as, their “biggest problem” and competitor. Schmidt conceded to the Wall Street Journal that, “Bing is a well run, highly competitive search engine.” While Google is dominating market share, you can bet they are keenly watching Microsoft’s every move in search. Perhaps more importantly, however, the web population has driven innovation with an increasingly diverse set of needs. Social media has become dominated, particularly in the latter part of 2010, by Facebook and Twitter. But the popularity of these social sites (the latter of which would rather call itself an “information network” than a social network) are clearly a reflection of users’ … [Read more...] about 3 Important Ecommerce Trends To Watch