How might Google be broken up into various companies? The story below explores the idea, in the guise of a chapter from a fictional book about how a Google break-up might have come about and the results from it. It explores the idea of a Search Engine Reform Act that breaks-up the company, as well as a Search Commerce Commission that oversees the search space. The Birth Of The Baby Googles Previous chapters have covered how the growth of Google and fears of how it was reshaping the communication landscape led to the application of existing anti-trust laws along with new ones to force a Google breakup in 2010. This chapter looks at the immediate aftermath: the “Baby Googles” or “Googlets” thatwere formed in the name of greater competition and consumer choice. Google (Search Products) The Google brand name remained with the company’s first product, search. Virtually all search-related products were kept part of Google, including enterprise search. Google … [Read more...] about What Would A Google Antitrust Breakup Look Like?
Although digital copywriting is relatively new, copywriting has been used for hundreds of years to sell products. Some of the best books on copywriting I have ever read were written decades ago. Some are even older than that. It’s a shame that they don’t get the attention they deserve—mainly because we often equate new with better. But a lot of the new marketing and copywriting lessons and techniques you read about on blogs aren’t new at all. In this article, I’m going to break down seven lessons from the following four books: In my mind, these four books have all achieved legendary status. Every section of each book is gold, which is why I encourage you to read them. That being said, I’ve picked out some of the most important lessons that I think will apply to your online marketing and business. I’ll bring any dated advice into the 21st century with some current examples of it in action. Let’s get started… 1. You Should Read the … [Read more...] about Copywriting Lessons from Legendary Books
Monitoring SEO health is vital to maintaining a successful search program. Slips in performance can happen at the drop of a dime, and waiting until the next monthly report to come out before discovering poor performance can be devastating to your program. There are several SEO health metrics you should be monitoring daily or weekly to be more proactive about tackling issues that will hurt performance. Although these metrics usually won’t point to the specific problem, they will give you a starting point for investigating the cause of performance decreases. The alert methods, frequency and conditions mentioned in this article are recommended for a vast majority of sites, but will need to be adjusted for sites with special needs or highly aggressive SEO programs. 1. Organic Traffic Changes Organic traffic is one of the biggest goals of SEO programs, and changes in your website’s organic traffic are heavily influenced by your SEO strategy. If organic traffic decreases: … [Read more...] about 21 Metrics For Monitoring SEO Health
If you were paying attention, you might recall that Google launched Remarketing Lists for Search Ads (RLSAs) at the end of June this year. Now that we’ve had a few months of experimenting with how to best make use of this feature, we’ve managed to come to some interesting preliminary conclusions. First, let’s revisit a couple of the basics: What Are RLSAs? RLSA campaigns use your remarketing lists to remarket to users on the Search Network. In layman’s terms, if someone has been to your website before, you can now use RLSA to set up a separate strategy for targeting them on Google.com and other sites in the company’s search network. Why Are They Important? RLSAs are potentially a game changer, and there is a reason that Google refers to it as “Remarketing 3.0” — it allows us to reap all the rewards we’ve had from regular remarketing on the extremely-focused and targeted search platform. How Do You Implement Them? Go into any Search … [Read more...] about How Should You Be Using RLSAs?
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Blekko, The “Slashtag” Search Engine, Goes Live Blekko, the long anticipated search engine founded by Rich Skrenta, has finally opened to the public. The service offers an interesting way to “slash” or create specialty search engines for any topic, along with new features the company hopes will improve relevancy.My previous article, Blekko: New Search Engine Lets You “Spin” The Web, goes into […] Google And Blekko Head-To-Head: Blekko Lives To Fight Another Day What’s immediately clear from conducting a lot of searches on both Blekko and Google in a concentrated period of time is that the upstart has built a credible search engine that people can use today with a good success. (For a general overview see Blekko, The “Slashtag” Search Engine, Goes Live.) However in a head-to-head […] Google Showing … [Read more...] about The Day In Search, November 1, 2010