TopRank Online Marketing

Archive for March, 2006


Lee Odden

Barry Diller Keynote at SES NY 2006

Lee Odden on Mar 3rd, 2006     Ask, Marketing Industry News, Marketing PR Conferences, Search Engine Strategies

Barry Diller Danny Sullivan
Photo Credit Jim Boykin

Keynote presentation at Search Engine Strategies New York with Danny Sullivan and Barry Diller of IAC. Diller’s company acquired Ask Jeeves in 2005, now rebranded as Ask.com.

Diller: I have always liked Ask.com. I just felt they needed to drop the Butler (drop baggage). The butler limited the opportunity for Ask.com as a mass market player in search. He does not intend to change the “Ask” brand.

If it’s like everyone else, it doesn’t have a reason for being. Like when he started Fox, Diller didn’t want to make another of the same big networks. He Wanted to make something different.

Ask is differentiated by the way it works from the other engines. Market share doesn’t matter, relevancy does. Diller invites people to try Ask.com and see for themselves.

Lee Odden

SEO and Interactive Marketing

Lee Odden on Mar 3rd, 2006     Blog Marketing, Interactive Marketing, Link Building, SEO

“Why Media Buyers Must Understand SEO” by Tessa Wegert over at ClickZ addresses how blogs and viral marketing are effective linking tactics and therefore important for search marketing.

Increasingly, I am seeing the creative aspect of search marketing growing in importance. SEO grew out of IT because so many technical issues existed causing sites not to rank well. Now search engines are better at indexing a wider array of file formats and more sophisticaed urls. Off page factors such as links are just as or more important as technical SEO.

Viral marketing and link bait are pretty much the same thing and it’s the creative side of search marketing that will generate the most value as the industry matures. Great content is the best linking strategy whether that content exists on your site or somewhere else and links back to you.

Lee Odden

Small Biz Like WOM

Lee Odden on Mar 3rd, 2006     Marketing Industry News, Online Marketing

According to a recent study by Wells Fargo and Gallup, small businesses prefer to rely on word of mouth over paid advertising. Out of the small businesses that are looking to advertise, 57 percent said they anticipate spending on internet advertising this year. – Via iMedia Connection

Lee Odden

Wrap up of SES NY 2006

Lee Odden on Mar 3rd, 2006     Marketing Industry News, Marketing PR Conferences, Online Marketing, Search Engine Strategies

Despite a cancelled flight, re-route through Detroit and 2 hours on the tarmac before taking off, I was very happy to make it home by midnight yesterday from New York. I know some folks ended up staying overnight at JFK and flying out in the morning.

For the majority of the Search Engine Strategies conference, I covered sessions for Search Engine Roundtable with Barry, Ben and Chris and it was a good time. Since I picked what to cover last, I sat in on sessions that I might not normally cover. And you know what? I am very glad I did.

Lee Odden

Google Links

Lee Odden on Mar 2nd, 2006     Google, Marketing Industry News

Google Sitemaps announces new features including average top position, top mobile search queries and more download options.

Lower cost Google Mini offered at $1,995.

Porn site’s lawsuit against Google

Google News now on mobile phones

Microsoft search better than Google? Riiiiiiiight

Lee Odden

Now Testing Gmail for Domains

Lee Odden on Mar 2nd, 2006     Google, Marketing Industry News


I just received my beta test acceptance to Google Gmail for domains. The domain name I’m using is marketingblog.com and there are 50 accounts to start. The process to get set up once you’re accepted into the beta seems pretty straightforward.

Features include:
A control panel where you can, “create new users, modify or suspend accounts, create aliases and lists, and customize the look and feel of Gmail for marketingblog.com. You can even upload whole lists of new users with the bulk upload feature, and assign administrative rights to multiple accounts.”

I need to do some things with our name server to make it all work, but hopefully we’ll have marketingblog.com Google email addresses available for the contributing bloggers on that site soon.

Lee Odden

Ranking SEO Firms

Lee Odden on Mar 1st, 2006     Business of SEO, SEO, TopRank Agency News

Today I received emails from two different SEO firm ranking lists that have ranked my SEO firm, TopRank in the top 5. One from topseos.com where TopRank was ranked #4 and the other from PromotionWorld.com where we were ranked #4 again. Bruce Clay did quite well in both as well.

At first this seems pretty cool, but I am wondering how potential clients preceive it? I know it pisses some SEOs off, which most lists are prone to do. But I really don’t care what other SEO firms think. What comes to mind is how subjective such rankings are. Here are the editorial/review policies for both lists:

Promotion World:

“The Top 10 SEO Company Awards are based on the offered services, package diversity, value, customer service, feedback and website popularity of the selected companies.

Lee Odden

DoubleClick DART Search Party

Lee Odden on Mar 1st, 2006     Marketing Industry News, Online Marketing, Search Engine Strategies

There were several after-conference events last night at SES NYC. Marchex held a bash and there was a small, invite only thing for MSN AdCenter as well. I did not make it to either, but instead dropped by the DoubleClick DART Search Launch party that was held in the pentouse loft at Rockefeller Center. Lots of agencies and search engine reps were in attendance. Here are a few photos from my truzty Razr:

DART Search Launch Party
Business and pleasure.


Director of Marketing for Reprise Media, Anthony Iaffaldano.


View from the penthouse garden.

I didn’t stay long, but it was a good mix of people. I am doing my best to follow Jim’s advice and pace things, but will most likely drop by the Hitwise event tomorrow night.

Lee Odden

BOTW Does Blog Search

Lee Odden on Mar 1st, 2006     Blog Marketing, Blogging News, Marketing Industry News, Marketing PR Conferences, Online Marketing, Search Engine Strategies

blog search engine
Yesterday at the New York Search Engine Strategies conference I ran into Brian Prince, CEO of Best of the Web (BOTW.org), who clearly have plenty of fans as evident from all the black, long sleeve t-shirts worn by conference attendees. In fact, they ran out the first day of the conference and had to get more.

A few months ago, BOTW.org launched a new blogs directory. Yesterday, they took the next step and added search to the directory. You can search by posts, tags or blogs.

I agree with Brian that the blog search engine problem really hasn’t been solved yet. Technorati and Google Blog Search are the two I use most, but the emphasis on recency as an indicator of relevancy muddles the search results. Plus there’s so much blog spam. To their credit, Technorati has released some new features recently, including favorites and a “relevancy” slider tool, which shows they are continuing to improve.

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