Category Archives: Web Optimization - Page 4

Will there be life for WEB 0.0 stuff after WEB 2.0?

You can bet your life on it! Content will still be king and don’t you ever forget it! If your focus is on the technology you’re not seeing the forest for the trees. It’s all about information and if it is valid it works! Also remember that of the 1000.000.000.000.000s of websites out there, 99.9% are still static HTML sites and that’s not going to change any time soon. So all you web >1.0 snobs will still need to wait until real changes happen and when they do, it will still be about the information they are looking for… You had better supply it or someone else will, OR ALREADY HAS!

From web 1.0 to Web 2.0 in ten years… Is 3.0 really upon us?

Remember when Office was Office 95? In a couple of steps it became Office XP and now it is Office 2007, soon to be obsolete. All that time the Web was just the good old Web 1.0… Or was it?

It’s my belief that we have gone way past web 2.0 and throughout the years development has jumped faster than from 1 to 2 in the last 10 years or so. If that is not the case at least going from 1.002 to 1.035 and from there to 2.0 might it be that 2.0 is actually still just a part of 1.0 and we have reached something around 1.0345. Is everyone confused yet?

This all started with the appearance of PC’s, file systems, FTP , email and USENET . Then came SQL, Gopher, HTTP, Java, Flash and from there emerged AJAX and Mashups among other technologies, not to forget the little matter of the whole social spectrum and all that jass. Really, what’s the real development now? I mean Flash was a great addition and, giving us the option to do real interactive animations and so on, may have been the first step to 2.0.

What will the future bring us? Is it the Semantic Web, semantic databases as Tim Berners-Lee predicted? Will the web become “Machine readable”…intelligent even? Probably, but I belive that this will be more an integrated part of the whole. How? That’s for the “Nostradamuses” of the Ineternet world to predict and for the “Edisons” to show us.

I do agree that the web will continue to develop at a fast pace for the next year, but I am not sure that anything monumental will happen in the next two or three years and we should focus on mastering what we have.

It’s my feeling that we’re wasting too much energy trying to foresee what cards will be dealt in the future while we are not playing well enough with the hand we already have. The web 2.0 and web 3.0 are fad words and in fact have no actual meaning in the minds of most “experts”, let alone “regular people”.

Just when the marketing sector is learning the ropes with the internet as a marketing medium, do we really have to go and complicate it all by telling everybody that we have passed static sites? That everyone should be using Ajax and looking into social search?

At least I know what I’m going to do. There’s life in the old dog yet and I am going to bet on traditional Internet Marketing for at least the next year or so. Let’s still focus on the real world, because in real life the majority of “normal folks” aren’t inflicted with our constant desire to upgrade to the latest software. Most end users are not technically savvy and when we market our products and services on the internet we need to bear that in mind.

Different markets different search engines

As companies get wiser about the Internet and understand that Google is not the beginning, the middle and the end in search in every country they start realising that “only” marketing in English might not cover it in France, Norway, China or Iceland. In Iceland leit.is seams to stay strong after the Google invasion and still manage to keep around 50% of the market and then there is Kvasir in Norway and Baidu in China. Dealing with International Internet marketing will need an multilingual approach. So while the US thinks Europe is one country the UK thinks Scandinavia is one there will be a list of missed opportunities.

My advice to companies that want to go International is; create a strategy, don’t just go with the .com site you have and try to get it listed on the regional part of Voila in France f.e., at least translate a part of you site in the language of the country you are targeting and get locals to translate. Translations show at least minimum respect.

What is up with the “Increase quality or bid $10.00 to activate”?

Looking back the selected phrases would just have been disabled for good by the Google PPC admin. Now you get to decide whether it is worth the 10.00 dollars a click. But this is how the “latest” Google PPC system operates and is better in my opinion .

First I would look to see if there are many impressions of your selected phrase, but few or no clicks. That and very few impressions seems to activate this minimum bids feature in Google. My best guess and I have seen that my search marketing colleagues agree on that around the blogs and forums that I read is that Google is trying to manage it’s resources by limiting the number of non-productive PPC phrases (keywords) for each ad. Note that even though you say you are willing to spend the 10 USD it’s not very likely you will be charged that amount, specially if you are the only web fighting for it, by selecting 10 USD you are saying that you are willing to spend upto 10 USD for a click, but there is no one fighting for it I belive that you will only have to pay the minimum 0,01 USD per click. This is at least how the theory goes and pls. correct me if I am wrong. I how ever strongly reccomend that you control this with a third party bid management tool to prevent click fraud.

To increase phrase quality I would try the following:

1. Use the keyword phrase in the title of the ad.
2. Test different ad versions to get increase Click Through Rate (CTR).
3. The Google system considers page relevance now too the landing page should be about and include the keyword phrase
4. Monitor this with a third party web analytics solution like IndexTools (through their Bid Managment tool for example)

These sugestions should help, to my experience this is all about testing, doing some a/b using. Still in the end you might end up having to pay the 10 USD after all :-)

To my space or not to my space, that is the …

What is new in online marketing? Maybe Social Search? I am not sure what is Google other than social search? Let’s name couple and if you have more pls. let me know. Gadgets and desktop marketing and then there is social media, who rules there? Is it the public or are there some other forces behind? What will all of this change? Will good old SEO die or are we panicking over nothing? Tell me, tell me your thoughts on this!!

Finally a text about our PPC services

… and guess what “Nordic eMarketing offers PPC management at three levels; standard, eBusiness and Enterprise, as well as a custom-built service. This is because we know one campaign model doesn’t fit all companies and services.” :-)

More information can be found at Internet Marketing PPC on my “company” website, jíííhaaaa or as my friend Jon Orn often said “Full force ahead”.

My thoughts on Long Tail Search?

My college and search guru Danny Sullivan once said something like this:

“Tap into the tail, and you’ve got sizable traffic, as well as traffic that often is reported to convert better than less general terms.”

There are number of companies that forget the long-tail of search both for SEM and PPC and by doing that they are missing out on great opportunities reaching possible clients, my experience is that the long tail search words often have much higher conversion, do cost less to buy through PPC and there for have much higher ROI (eROI).

Let’s say that you have a big site, tens of thousands of pages. If you optimise 100 pages for the same amount of phrases and all of them are ranking well you will still get the bulk of your search engine traffic through search terms that you have not optimised for, these would be the long tail search phrases.

By understanding what the long-tail of search stands for you can then use that knowledge to reduce PPC cost and increase eROI (ROI). While the phrase; Hotel in central London, returns traffic on hotels central, central London and Hotels London you can but a [ ] around it and then you have a exact match (Google), then there is advanced match (Yahoo) and so on.

By using a mixture of broad mach, exact match, phrase match and negative match you can maximise your conversion and the eROI on you PPC campaign. More here http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100  

And finally always use web Analytic tools like IndexTools to monitor your campaigns, I can’t recommend using Google to monitor Google and Yahoo, MSN or MIVA will never allow you to monitor their traffic through GA so to get the best picture use a third party solution like IndexTools or Webtrends.

The Search Engine Optimisers Tool Box

I have done these sessions couple of times at the SES, both in London and Sweden and beside doing the site clinic session it’s one of my favourite sitting at conferences and workshops like the SES and Ad-Tech. It´s unbelievable how fast thinks change and the number of tools being developed to help people maximising their search engine marketing efforts.
Check out the My SEO SEM Toolbox, Internet Marketing Tools at the Nordic eMarketing web site I wrote it to follow up my PPT doc on the same topic.

Is the Jargon driving you crazy?

I am always talking to people about all kinds of Internet related stuff because of my work :-) hmmm of course and when I start talking about SEM, SEO, ROI, eROI, KPI, ASP, PHP, JSP, CPL, PPC, CMS, WCMS, CPA and ……. Their eye’s role backwards and they turn red or blue. So for those looking for information on such phrase abbreviat’s Google them or go to Wikipedia – Here is one such page: http://en.wikipedia.org/wiki/Cost_Per_Impression.

The 20, 40, 40 rule

I am often asked how we can take the technology aspect away from Internet Marketing. From my point of view the simplest way of explaining how it works is the 20 – 40 – 40 rule. I am not sure who came up with first but it’s a simple way of explaining the factors that influence marketing on the Internet. 20 stands for that technology has 20% impact on success, 40 stands for that on-site stuff has 40% effect and finally that off-site stuff such as link popularity and bookmarking has the final 40%. So if we have the 20%, the foundation ok, the tech part is out of the way and we can focus on the rest.

Here is a good link in regards of this – Holistic Internet Marketing Approach

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