Archives for July 2005

Content optimization for better search engine rankings

A common problem with many web sites that need improved rankings is a lack of fresh content. If you don’t have a dedicated writer in-house, where can you get good content? Here are a few suggestions:

  • Archive your newsletters
  • Archive and syndicate your own press releases and media coverage
  • Add syndicated news
  • Add press releases content syndicated from other sources
  • Use articles open for re-use from article directories
  • Use Yahoo Creative Commons search to find available content
  • Publish a glossary
  • Publish client testimonials
  • Publish product/service demos
  • Publish a Q & A and/or FAQ

Organize your content according to relevant keyword themes. Include important keywords in the text links between content files, in title tags and on-page headings.

Blog Tracking Tools with BlogPulse

Intelliseek has added features to the BlogPulse tools. I spent some time playing with the BlogPulse Profiles (Beta) tool. Here’s the skinny:

  • Overview – Rank according to citations, post frequency and a rank trend graph
  • Posts – A list of keywords used in recent posts (I did not find very accurate) and links to posts
  • Citations – Broken out between citations from top-ranked blogs and all other blogs
  • Trends – Post and citation trends let you see if there is a correlation. Interestingly, in the case of this blog there is no correlation.
  • Sources – Lists recent news articles and blogs cited along with trend and track conversation tools for each link.
  • Neighborhood – Shows a list of “related” blogs with links to their profiles. I did not find the list to be very relevant for this blog.

Overall, it’s a pretty cool tool. More companies are taking the time to track conversations and mentions of their brands and products within the blogoshere. Advertisers can do their homework on potential blogs as well. MediaPost has more info.

Blog Fuse – SEO Friendly Blog Hosting

Blogs and search engine optimization go hand in hand for promoting a web site. So, smart guy and fellow Lockergnome writer Glen Stansberry has created Blogfuse.

This new service offers free, search engine friendly blog hosting. Blogfuse, as in the fusing of search engine optimization and blog marketing, offers an exceptionally easy setup process and is full of features including:

  • search engine friendly blog templates
  • your-blog-name.blogfuse.com
  • multiple authors per blog
  • multiple blogs per account
  • custom RSS feeds
  • easy-to-use WYSIWYG visual editor for article posting
  • comment spam filtering
  • automatic integration of: Flickr, Del.icio.us, Technorati
  • multi-lingual support
  • ability to organize posts into different categories
  • complete editing control over design *coming soon*

Online Marketing News

AdWords blog clarifies issues with “keyword states”

Aaron Wall interviews Dan Thies, Keyword Research Guru

Search Engine Market Share – Google Dominates. No kidding?

Meta blog search with Clusty – via SEW

Podcasting Whitepaper – via Rok

Article Marketing – via Robin

Keyword Discovery

If you’re looking for alternative keyword research tools, check out Keyword Discovery from Trellian. It lists keywords that drive traffic to web sites based on their DMOZ site category classification.

Speaking of keyword research, Gavin Appel, VP of Search for Hitwise was kind enough recently to provide a demo and walkthrough of their new Keyword Intelligence product. I will be posting a review/article from that interview later this week.

Tags: , ,

Search Engine News

Yahoo Search Marketing Workbook Updated – Aaron, Barry

MSN Shopping beta open again. – Erin. We also reported on Online Marketing Blog/2005/02/msn-shopping-beta-msn-newsbot.html”>MSN Shopping beta when it first opened back in Feb.

Yahoo opens new search technology research lab – PCWorld

Google updates AdWords requirements – SearchEngineWatch

Andy Beal leaves KeywordRanking, practices some blogger CYA

Google updates toolbar PageRank. Who cares? Future PageRank, SEJ

Search Engine Strategies Blog

Danny Sullivan has launched a blog for the Search Engine Strategies Conference. (hat tip Aaron)

There have been 30 shows so far and the conference is now going into its seventh year. Here’s a great post about the history of SES. I think it’s pretty impressive what Danny and friends have made this show to be.

The next Search Engine Strategies conference is next month August 8 – 11 in San Jose – the heart of Silicon Valley. I’ve been to the San Jose and New York SES shows and San Jose is definitely my favorite. Yahoo and Google tend to do a lot of promotion there and it’s great to be at a conference where plenty of people “speak SEO”.

Advertising, the interactive way.

and I went to the Battle for the HeArt last night in downtown Minneapolis and it was great. It was all about defining a new type of creativity because what was working, no longer is. People are blocking ads on the internet, switching channels during commercial breaks and not really paying that much attention to advertising. So, a new way of creating advertising is being created.

What it all boiled down to was interaction. If it’s not interactive, it’s not going to work as well.

Paid Search Branding and Tools – ad:tech

In the ongoing effort to maximize advertising spending on paid search campaigns, companies are continuously looking for ways to improve efficiency and ROI performance. Vendors develop tools to help automate the labor intensive task of managing large paid search campaigns, but Dana Todd, CEO of Sitelab says, “Automation has not met up with reality.”

The “Paid Search and Keyword Optimization for Gurus” session covered a variety of topics dealing with paid search ranging from optimizing best practices to case studies of using paid search for branding.

First up was Dana Todd, who described her ideal, all in one, do it all, wish list for a bid management tool. She pointed out that tools that optimize against a return sound great, but are not always realistic.

Optimized Press Release Distribution

Optimizing your press releases for important keywords is a great way to ensure visibility of your announcements via keyword queries on news search engines including Google News, Yahoo News, MSNBC Newsbot and Topix.net.

Search engine optimization techniques can be used with press releases as they are with any web document. Once your press release is optimized, using the right mix of newswire distribution services can have a significant impact on how effective your releases is at creating links.

Below is a list of press release distribution services that are search engine friendly and can offer an excellent channel for link building as well as getting your news distributed.

http://www.prweb.com/
http://www.prleap.com/
http://i-newswire.com/
http://www.webwire.com/
http://www.pressbox.co.uk/
http://www.24-7pressrelease.com/
http://www.clickpress.com/
http://www.przoom.com
http://www.pr.com/
http://www.marketwire.com/

Brand or Demand Search Engine Optimization

Should you optimize your web site for demand/lead generation or for branding? This session on search engine optimization by Barbara Coll of Webmamma and Rob Garner of Agency.com covered the basics of both.

Pay per click can help your organic search results in two ways:

  • Use pay per click to test keyword conversions and ad text
  • Pay per click using the best performing organic search phrases can increase the click through rates on the organic listings

Barbara Coll covered the basics of SEO (search engine optimization) by focusing on getting the “team” that will be involved in the site optimization project whether you need to convince them with facts or just bribe them.

Where’s the Beef, Chief? CMO Panel ad:tech

From the challenge of managing hundreds of web sites to modest interactive budgets, the “CMO Panel: Delivering Digitally” session offered excellent insight into how top marketing professionals manage online/offline budgets, agencies and initiatives. Overall, all panelists were fairly satisfied with their performance with opportunities for improvement focusing on either paid search or organic and keen interest in opportunities with blogs.

Panelists included:

  • Catherine Muriel, CMO of E-LOAN
  • Mike Moore, Director, Purina Interactive Group
  • Steve Pinetti, SVP Marketing, Kimpton Hotel
  • Benjamin Hill, Senior Director, Global Marketing; Motorola

Moderator Susan Bratton asked the panelists to grade their efforts at leveraging the internet for marketing. Each panelist graded themselves in the “B” range but for a variety of reasons ranging from an emphasis on PPC to search and none on organic and vice versa.