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Tag Archive for ‘campaigns’ rss

SEO-sans Greetings – Taking advantage of Xmas through Search Engine Marketing

While I’ve been involved in SEO for a while it still surprises me quite how unfamiliar many people are with the concept of Search Engine Marketing.

My Mum, for example, while she might not have been familiar with SEM she certainly is affected by its outcome. She, like many others will be doing a large proportion of her Christmas shopping online, the BBC reported last year how as much as £7bn will be spent online in the run up to the festive period, while the credit crunch is sure to have an effect the trend definitely is away from the uber busy town centres to shopping from the comfort of your sofa.

But how can search marketers take advantage of this?

Like most people, a lot of where those billions are spent will be decided by what appears on the search engines results pages and the search for the gift for the difficult friend or relative, provides a unique opportunity for websites small or large:

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Challenges and Opportunity in Local Advertising

More national advertisers are using online local advertising to generate leads and drive offline sales. The strategies for successful local online advertising are not the same as general online or search advertising and measuring results can be challenging. That’s why so many national advertisers, agencies and online advertising resellers are reaching out to partners to help them create and optimize their local online advertising strategy.

In conjunction with Greg Sterling of Sterling Market Intelligence, Marchex recently conducted a study of national advertisers across the United States who sell products and/or services through local outlets, dealers, franchises or branded stores to gain an understanding of their local online advertising strategies and tactics, challenges and best practices, as well as how they are measuring their results and return on investment (ROI).

It wasn’t all that surprising that the majority of these national advertisers – 73%, in fact – were doing digital or online marketing and nearly half of the respondents indicated they were doing some form of local online targeting. But despite the growing demand for local online marketing, geo-targeting by those surveyed rarely dipped below the state level and 45% indicated they did not use different messaging or tactics for different geographic or local markets. What’s more, the data also shows that while more than 50% of marketers are trying a number of different local sources including search engines, directories, local search engines, newspapers and vertical Web sites, managing the campaigns and generating volume are challenges.

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The SEO Failings of Major UK Highstreet Retailers

Posted by Tom_C

I recently read a couple of posts on e-consultancy about the state of play with major UK retail brands and how they perform online. First was 10 things Asda could do better online, which while I enjoyed didn’t touch on any of the SEO failings of these companies. Kevin’s Supermarkets ignoring SEO for major keywords post touched more on SEO which was nice but I wanted to go into a few more meaty things so here’s my review of the state of play with SEO for major UK highstreet retailers.

While the point of this post is to highlight common mistakes and not to call out individual brands, inevitably I’ve mentioned specific names as examples. This isn’t an attempt to cause offence and I appreciate that even if you know what the right answer is it can be difficult to implement using legacy systems.

Keyphrase Targeting

Who said keyphrases were important? Sometimes you’re just too cool for school. Don’t listen to all those other guys telling you how important keyphrases are – surely it can’t be that important can it?

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Are Your B2B Paid Search Campaigns Trying To Serve Two Masters?

One of the best pieces of advice I ever got from a seasoned Google AdWords mentor was to “not try and serve two masters within a single campaign.” If your campaigns are like most, they have a fixed budget and are ROI driven. In this situation, we are constantly trying to ratchet down the cost per lead while still using up the budget to get as many leads as possible. But beware! At some point you can almost be guaranteed that you’ll be requested to “fill up the pipe” by ramping up volume (and spend) for the short term. Unfortunately, trying to jockey between the two is a recipe for long-term frustration and compromised results.

This may seem trivial to many, especially at the outset of a campaign when everything is new, shiny, and exciting. But as I and my clients have learned, as a campaign matures — and you are looking to improve upon current and past results — that lingering question once again rears its head. ROI or volume? It’s very hard to run disciplined, scientific campaign tests and optimizations if that question isn’t clearly answered and adhered to.

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A Call to BtoB Marketers — Integrate Search Now!


Strictly Business - A Column From Search Engine Land

Regular readers of
Strictly
Business
undoubtedly know that search marketing does not happen in a
vacuum. Instead, it both impacts, and is impacted by, other forms of
marketing. In fact, search has the inherent ability to both capture the
demand created by other marketing channels, as well as to drive prospects
who seek products and services online to convert offline. So why then do
BtoB marketers make it so damn hard for prospects to connect the dots
between their search marketing efforts and their other marketing
initiatives?

Click to continue reading…

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Guide to Buying Traffic

While many niches depend on PPC search traffic, there’s a wide group of sites that benifit from bought traffic from individual sites.  Often times you can get very high quality traffic that converts very well from niches that tend to deal in a more direct site to site type traffic deal, rather than 3rd party [...]

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A Linkbuilding Method So Effective I Can’t Believe It’s Not Blackhat

Posted by Tom_C

An alternative title for this would be "Tom’s headsmacking linkbuilding tip #1" but I’m not sure this will be a whole series so I’m going to play it safe with a title which doesn’t force me to come up with these ideas on a regular basis. I know, I’m lazy. Bite me!

Talking of being lazy – I’m always looking for ways to jumpstart linkbuilding campaigns and cut corners and if my knowledge of the human race is accurate then the rest of you are too. This is backed up by Rand’s recent post on which parts of SEO everyone finds hardest. The vast majority of you said external link acquisition is the hardest for you.

That’s why today I’m presenting a get-rich-quick linkbuilding tactic which actually works across virtually any niche. Sounds too good to be true right? Well it’s not. Here’s how it’s done. Oh, and by the way it’s 100% whitehat :-)

The basic principle is this:

  Find pages or sites which used to offer a service and no longer do
 
As soon as I had this idea I did a Google search for no longer available and I spotted ranking 4th the BBC Antiques page which is the pagerank 6 antiques page on the BBC site….. WHICH NO LONGER OFFERS ANY ANTIQUES CONTENT. When I saw this page I knew instantly that this idea was going to be killer and would find me a LOT of quality links.

Before I detail how to find pages like this, let me explain how you use them for linkbuilding (if it isn’t immediately obvious!). There are two basic ways you can use these pages for linkbuilding if you have a site which is in the same niche:

  1. Contact the owner of the page/site and request that they add a link to your (still live and active site!) from their page which no longer offers the service. It’s a win for the site owner as they provide a useful page to any of their users who find the page and it’s a win for you because, well, did you see my comment about the page being PR6?
  2. Do a link analysis on the page to find all those sites who think they’re linking to a useful page and contact them saying "Hi, I notice you link to the BBC antiques page. I’m not sure if you’re aware but they stopped offering this service. I was wondering if you’d like to link to my antiques site instead as this is a lively and active web 2.0 antiques site with social voting and wardrobes". Wondering how effective this is? Well that BBC page has 1044 links (not to mention the other pages in that folder).

So this is all very well and good but what happens if you don’t run an antiques site? In that case you need to start thinking outside the box and constructing some more creative queries. (By the way, if anyone does run an antiques website and gets some use out of this then I’d love to hear from you so please drop me a line or leave a comment down below). Thankfully, here’s some I made earlier:

For finding sites which no longer offer a service or have expired:

  • "service no longer available"
  • "service no longer available" [keyword]
  • "service no longer available" inurl:.ac.uk (or inurl:.edu for all you foreigners)
  • "no longer available [keyphrase]"
  • "site no longer available"
  • "site no longer available" [keyphrase]
  • "site has been taken down"
  • "site has been taken down" [keyphrase]

For finding sites which no longer sell a specific product:

  • "no longer offer [keyword]"
  • "no longer sell [keyword]"
  • "stopped selling [keyword]"
  • "stopped offering [keyword]"

The trick to using these effectively is to mine their backlinks for people who link to them looking for that product – this can be more time consuming but very very worthwhile. Remember how hard it is to build links directly to your product page normally!

Anyway – you get the idea. It’s not hard to follow this methodology to produce a whole bunch more queries and niches to look in to find your own links.

It’s worth noting that there are a lot of similarities between this tactic and the practice of buying sites for SEO. This method is more time consuming but cheaper and doesn’t come with the risks associated with buying sites. Still, the methodologies for finding the sites can be quite similar and a lot has already been said on that topic by such luminaries as Shoemoney, Aaron Wall & QuadsZilla so be sure to check out that info. Also – see Tamar’s recap of the SMX Advanced session for more solid tips.

By the way – anyone who’s a PRO member should head on over and read this pro tip which contains power tips, examples of sites I’ve found and how to apply this thinking to blogs. If you’re not a PRO member, what are you waiting for?

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