Query data is the first tool in every search marketers arsenal – it serves as a launch pad for developing information architecture, understanding market opportunity to creating landing pages with carefully worded ad copy to maximize conversions. To fully understand query data in any market segment, it is extremely valuable to understand and creating a model of search behavior. A search behavior model is a data-driven process for classifying user intent for each search query to a specific source, type or subject. It’s a reflection of the total consumer search experience for products and services in any single market segment. Read more about Search Behavior Models here. The Self Publishing Industry As A Test Model For User Intent The ubiquitous spread of the Internet and the decline in the cost of printing books in small volumes has given rise to a growing online vanity publishing business. Memoirs and family genealogies are now easily preserved for future generations at a … [Read more...] about How To Model Search Term Data To Classify User Intent & Match Query Expectations
Inexperienced model jobs
Let’s get this uncomfortable truth out of the way up front: Google’s actions, manifested through a variety of methodologies to rank (and sometimes ban) listings and content, have regularly irritated, angered, and alienated some webmasters, website owners, and advertisers. The outcry is more vociferous if you can give an initiative, a cute name, and get the mainstream press to catch wind of the story (like the infamous “Florida” update to the organic rankings algorithm). Perhaps this is why Google has become more expert in timing its enforcement episodes and in trying to make them less episodic. Without a sad name like “Cold November Rain,” or “Seasonal Affective Re-Ordering Strategy,” maybe the latest Google AdWords website quality guideline updates will go largely unnoticed. The fact that search is such a vital daily activity has put Google into the prominent global position it is today. But the fact that search can be discussed at a … [Read more...] about Can Your Business Model Be Banned?
Steve Jobs did a lot of great things, including building one of the most stunning tech empires in history and producing life-changing devices. He is an inspiration, and not just because he invented the iPhone or Macbook you’re likley using to read this article. Steve Jobs also had a thing or two to teach us about conversion rate optimization. Here are some things you can learn from him. Online Experience is Incredibly Important for Conversions Steve Jobs was passionate about experience. One of Apple’s most outstanding qualities is the experience that comes with each of their products. No detail is too small. Even the way that you remove the plastic wrap from the charging cable matters to them. The entire unpackaging process is imbued with an other-worldly experience. This same experience-oriented ethos carried over into Apple’s retail space. If you’ve ever walked into an Apple store, you understand what I’m talking about. Apple spares no expense in … [Read more...] about 4 CRO Lessons From Steve Jobs
Yesterday afternoon during the Apple earnings call we heard a lot of what might be called, on the basketball court (and elsewhere), “trash talk” from Apple CEO Steve Jobs. Jobs was “on fire” and took on various Apple competitors but especially Android and why he thought that Apple’s “integrated” approach was better and ultimately would be more successful than Android’s “fragmented” one. Whether or not it turns out to be accurate, rhetorically it was a skillful “re-framing” of Google’s “open vs. closed” discussion. Jobs is indeed a master marketer. Jobs also discussed why RIM was “in trouble” and why he thought 7″ Android tablets would fail. But he also acknowledged Android’s success several times, in several ways. It was one of the most entertaining — and interesting — earnings calls in recent memory. Jobs’ highly passionate style stands in marked contrast … [Read more...] about Apple, Google And Steve Jobs’ Earnings Call Trash Talk
Every now and then I get calls from prospective clients asking for some kind of pay-for-performance arrangement for SEO. Usually these are one-man start-up operations with "a great idea" and very little money. Sometimes it's a more established company just scared of entering into a long-term contract that will produce unknown results. Either way, the desire for such an arrangement is certainly a valid one, but not always one that can be implemented as easily as it sounds. While I don't think the pay-for-performance pricing model is entirely unworkable, I think the cons far outweigh the pros. Logistically the tracking needed to ensure fair and just compensation for performance adds additional layers to the total process, depending on the metric used for "performance," quite possibly making the entire solution unwieldy for productive SEO. Pay Per Ranking Probably the worst metric that can be used for performance is rankings. The model usually goes something like this: Google … [Read more...] about Is the Pay-for-Performance SEO Model Still Viable?