Archives for March 2006

Interview with Jill Whalen of High Rankings

Spotlight on Search – Interview with Jill Whalen of High Rankings

One of the long-standing and popular voices on search engine optimization is without question, Jill Whalen. From back in the day, you might remember the Rank Write Roundtable that she published along with Heather Lloyd-Martin. Today, Jill is a regular speaker at Search Engine Strategies, writes many articles, publishes the High Rankings Advisor newsletter, runs her SEO consulting practice High Rankings and has another company called Search Creative.

Jill’s High Rankings Forum has been a source of information for newbies and old hands alike for many years. I don’t get to visit the forum as much, but when I do, I always find some useful insights.

Demographic Targeting with Google AdWords

On the heels of MSN AdCenter’s demographic profiling aspirations, Google AdWords now offers demographic site selection with gender, age, and household income as the demographic categories available. The demographic information comes from ComScore. h/t Andy

Additional info from:

JenStar: “It will be interesting to see if advertisers find that the profiles are matching the resulting traffic from those sites. And I am sure some publishers will reverse engineer an AdWords campaign to see what demographic profile their own site is, and if it matches what they believe their traffic to be.”

Traffick: “Essentially what this means is an improved functionality for the site selection tool, only applicable to content targeting of the “site targeting” variety. It’s not a major foray into targeting search ads by demographics, then (yet).”

Web Marketing Metrics

Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:

  • Brand impact (i.e., increased brand awareness, intent or favorability)
  • Number of impressions
  • Position of paid listing
  • Number of clicks
  • Ratio of new to returning visitors
  • Amount of increased website traffic
  • Duration of website visits
  • Amount of increased traffic to physical store
  • Amount of increased volume to call center
  • Number of leads generated for products sold online
  • Number of leads generated for products sold offline
  • Number of immediate sales generated for products sold online

Blogs, Consumer Generated Media and Buzz

One of the areas of online marketing and PR that continues to gain interest is buzz marketing through blogs and similar consumer generated media. Blogs are many things including marketing tools and also voices to be heard. Consumer voices that provide insight into your marketplace. The availability and ease of communications and creative tools make consumer generated media a force to be reckoned with.

Today I noticed that Al Gore’s Current TV is looking for consumers to create commercials for its commercial sponsors (AdJab). I think you’ll see more of that as marketers and comsumers embrace the medium.

At the Search Engine Strategies conference in New York last week, Rebecca Lieb moderated a session including Dave Balter from BzzAgent, Pete Blackshaw from Nielsen BuzzMetrics (Intelliseek) and Jim Nail of Cymfony who presented on creating and measuring buzz using blogs.

T-Shirt Link Bait

The Search Engine Journal “Search Engine T-Shirt Contest” will be announcing winners soon. Be sure to check out the entries in the comments section of this post.

This contest is a good example of clever link bait. It also shows some of the creativity on the part of SEOs in the industry.

Spreadshirt is providing the shirts, RustyBrick is providing the design and the judges are listed here. I’d share some of my favorites, but since I’m judging, I’ll wait on that until after Loren announces the 10 winners.

Barry Diller Keynote at SES NY 2006


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.

Wrap up of SES NY 2006

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.

Now Testing Gmail for Domains

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.