SEM Strategies for the Enterprise Life Cycle was a new panel for China. I’ve moderated Bill Hunt, CEO of Global Strategies on numerous panels at conferences throughout the world, but this time Bill was even more “on” than usual, offering up some great insights on what he called the “search maturity lifecycle.” Bill and his team typically work with huge companies that operate on a global scale, maintaining dozens or even hundreds of web sites that must simultaneously put forward a unified corporate presence, yet also cater to the unique needs of different countries, regions or constituencies. Bill said that most companies who operate on a global scale typically progress through a similar process as they build out their search marketing efforts. “The idea is that a company evolves through search,” he said. Search typically begins with a specific function or department in an organization. Initially, the search marketing campaign is project based, … [Read more...] about SEM Strategies For The Enterprise Life Cycle
Large scale planes
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. TweetUp Brings AdWords Concept To Twitter Bill Gross, who all but created paid search in the late 1990s when he founded GoTo.com, has launched TweetUp, an advertising ecosystem that does for Twitter search what AdWords (and other paid search platforms) does for web search. It’s not officially tied to Twitter, and will compete with Twitter’s expected ad platform (whenever it launches).Twitter […] Do You Know The True Value Of Your Paid Search Traffic? In paid search the more accurately we can gauge and react to the “true value” of the traffic for each ad the better the performance of the program. Steve Jobs: ‘Search Hasn’t Happened On Mobile Devices’ In his iPhone OS 4 preview keynote last Thursday Apple CEO Steve Jobs made the following provocative (some would argue inflammatory) statement about search on mobile phones:On … [Read more...] about The Day In Search, April 12, 2010
In preparation for my upcoming appearance at SMX West as a PPC pro in the Paid Search Tune-up Clinic with the SMX Mechanics session, I’ve been thinking more about quick fixes for paid search marketing accounts. Next time you are waiting to get your oil changed, login on your laptop and consider these three 5 minute quick fixes to tune up your paid search accounts. Quick Fix #1: Test Some New Ad Copy There’s always more ad text testing to do! Maybe the account has got winning ad text from a test long ago, but they’re getting stale, throw up a couple of ads to test something new. Or maybe there’s some lower volume adgroups that always seem to get neglected by the 80-20 rule and they could use a couple of fresh ads. Take five minutes and write a few new ads. There’s definitely a place for the well-organized, large scale, deeply tracked ad text testing regimen, but there’s equally a place in search engine marketing to just get scrappy, inspired and jot … [Read more...] about The 15 Minute Paid Search Tune Up: 3 Quick Fixes
Google’s latest algorithm change has impacted nearly 12% of queries. That means that a lot of sites, big and small, are looking at their web analytics reports this week and seeing devastating traffic graphs down and to the right. It can be difficult to think strategically and objectively in such a a situation and your first reactions may be panic and anger. Understandable, but if you want to restore your site’s traffic, you need actionable steps for evaluation and change. Even if it is truly the case that you were unfairly hit as a result of collateral damage, you want to spend your limited time and resources on tactics that are likely to bring your traffic back. Read on for more tactical things you can do now, and methods you might want to avoid. Ineffective Strategies What is unlikely to bring back your traffic is an appeal to public opinion or the sympathetic hearts of Google’s search engineers. Google extensively tests their algorithm changes to improve search … [Read more...] about Your Site’s Traffic Has Plummeted Since Google’s Panda Update. Now What?
In May of 2011, a team of 20-25 highly trained Special Forces troops landed in the middle of the night in a town outside Islamabad. They flew in undetected, and used their countless hours of training to take down the world's most ruthless terrorist, Osama Bin Laden. They were SEALs, and the world finally got a close up view of what the most elite fighting team in the world could accomplish. Even before that point, I became fascinated with Navy SEALs, and the rigors of SEAL training. Think about this statistic for a second. Only 15% of those trying to become SEALs actually make it through the training. That's right, the training is so rigorous, so mentally tough, so physically extreme, that even the most athletic, strongest, and toughest trainees drop out. That statistic is insane, but makes complete sense, when you think about what SEALs must do on a regular basis. They jump out of planes at 20K feet, with oxygen masks on, dropping in behind enemy lines, to complete dangerous missions … [Read more...] about Operation FrogLogic: How a Navy SEAL Would Tackle SEO [Insights from Navy SEAL Dave Rutherford]