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Search for the word “automobile” at Google, and the search engine might expand your search to include results for the word “car” as well, since it is a synonym of the word automobile. Accidentally misspell the word as “automoble” and Google might automatically correct your spelling error and search for “automobile.” Follow that up with a search for the word “driving” and Google could expand your query by using a process called stemming to look at the root of the word (driv-) and adding common endings to it, to come up with, and include in the search, such words as “driving,” and “driver.” This kind of query expansion is aimed at providing searchers with better search results. This method of expanding queries might not happen yet (though it sometimes appears to for spelling corrections at least), and it might not happen in all searches. Typical approaches to query expansion include: Stemming of words, … [Read more...] about How a Search Engine Might Find Synonyms to Use to Expand Search Queries

It’s tough to get links to product pages for an e-commerce site. That problem is one of the main reasons companies contact us. While you do see some great links to a product page here and there, it seems that most of these pages simply don’t give us enough of a reason to link to them. The same can be true for category pages, too — and all of this means that clients struggle to find alternative ways of generating links to pages other than their home page. Let’s take a look at nine ways clever companies have created highly linkable internal pages. 1. Company Blogs Madewell’s blog has 126 linking domains (source is Majestic SEO for all of these), with every new post being a fresh opportunity for a new link. Pretty standard stuff in some ways, as it’s common for e-commerce sites to have a blog. However, Madewell does a really nice job of not forcing product links into every paragraph of every post. They link to their company playlists on Spotify (which I … [Read more...] about 9 Examples Of Link-Worthy Resources For E-Commerce Sites

As the marketing world recovers from the Hunger Games-eque madness that was the holiday retail season, we know this rest period is but temporary. The next melee for paid search marketing is now upon us, in the form of tax season. Many businesses that specialize in taxes or services that support tax filing have a similar marketing calendar to retail, in that most of the annual income happens over a span of three months. This puts a lot of pressure on a $9.3 billion industry to get it right. This year, more than many recent years, current events are shaping new tax requirements, giving marketers an opportunity to highlight specific areas of assistance. For example, with the passage of the Marriage Equality Act, many same-sex couples will be filing jointly for the first time. This is in addition to the over 2 million couples that already tie the knot in the US each year. Could you be the one to answer their questions when they do a search about this? Let’s take a closer look at the … [Read more...] about How Search Marketers Can Make A Difference This Tax Season

Search engine marketing’s meteoric rise over the last decade is due, in large part, to the superiority of query-level targeting as compared to other online advertising channels. The targeting edge that SEM once held, however, may be slipping. Indeed, for many advertisers and many verticals, SEM may no longer be the best channel for laser-focused advertising. In this article, I look at five types of online targeting and compare the functionality of SEM versus two other popular marketing channels – self-serve display advertising (Google Display Network) and programmatic display advertising. Types Of Online Targeting Before I delve into the specific targeting features of online marketing channels, let me suggest a framework for evaluation. Broadly speaking, there are five types of online targeting currently available to online marketers: Query – what is the user searching for? Location – where is the user located? Time – what time of day, day of week, and … [Read more...] about AdWords vs. Google Display Network vs. Programmatic Display Targeting

In the recent articles Why Search Marketers Are The Future Media Planners and How to Maximize SEM Efforts with Search Retargeting, we discussed how search marketers are ideally positioned to own a larger portion of the total media budget because the skills needed to buy display media are becoming more and more quantitative, just like SEM. Techniques like site retargeting and search retargeting are often the starting point for a search marketer to break into this space as they are the most familiar, and the common metrics used in search (CTR, CPA, CPC) are valid for this type of display too. Clients demand this level of understanding, but it can be confusing and time consuming, particularly without a media background, and so in this article we provide 3 simple measurement techniques that the search marketer can use to answer your client’s questions simply. When adding display to the mix for the first time, clients’ frequently want to understand: Am I paying twice from SEM … [Read more...] about 3 Simple Alternatives to Attribution Modeling For Search Marketers