Archive for the ‘Online Marketing Strategy’ Category

Jockeying for Position

Jockeying for Position. *click to enlarge*

As an SEO practicioner, you will often find yourself in the position of having to estimate traffic potential.  If you’re like me, you’ve probably used the AdWords Keyword Research Tool to do this.  Most people do this with “Exact Match” turned on and use the “Local Searches” number, then make assumptions about what position they might be able to obtain on average, then they assume an average click-through rate based on various studies that have been done on click-through rate versus position.  For individual keywords, the click-through rate in reality will vary widely from the average, but if you’re doing estimates for hundreds or thousands of keywords this should “all come out in the wash”.

I’ve done this exercise numerous times but have always had the sense that I’m probably overestimating, because the traffic amounts predicted didn’t materialize, even when positions were achieved.

These two postings will identify the reasons for this, and we’ll construct Read on »

This guy had some pretty good advanced tricks too

This guy had some pretty good advanced tricks too

Important note – before reading this article, read the previous posting “SEO for Local Search: The Complete Guide“.

Before going into the list of advanced ranking techniques for Local Search I’ve uncovered reviewing a myriad of other folk’s postings, let’s talk about what proof is available first.

David Mihm does a *great* yearly survey of local search experts on what variables they believe are important for Local search, very similar to what SEOMoz runs for overall organic search.

It’s important to note that it’s well established (read the book “Supercrunchers” if you’re not convinced) that experts are great at determining what variables matter, but figuring out importance or weightings is best left to machine-learning, or statistical reverse-engineering exercises.

Fortunately, the folks at SEOMoz have done some correlation analysis of some of the Local Search ranking factors Read on »

Google Places Entry for the Business "123kjkjad9 -"

Location of a Business Called "123kjkjad9 -" * click to enlarge*

“Local search” is a term used for searching on websites that let you find different types of businesses in a geographic area.  These can be map sites, search engines, yellow pages sites, or local directories.  Unlike traditional organic search optimization, there are numerous places you must go to create, correct, and optimize your business’ listing, and this can be a daunting task.  Also, this portion of the SEO industry uses intimidating terms like “7-pack” “NAP”, and “Citations” that can be a little off-putting.

This posting will de-mystify all of this and simplify the process by breaking it down into eleven steps Read on »

Rankings Explained

Rankings Explained. Any Questions? *click to enlarge*

Last year, some people from the academic community who hadn’t been snatched up yet by Google or Bing did a really interesting study.   Rather than simply researching factor correlations to rankings, as SEOMoz does a great job of doing every so often, they used machine learning techniques to create their own search engine, and trained it to reproduce results similar to Google.  After the training process, they extracted the ranking factors from their trained engine and published them and presented on them at an industry conference.  They were able, for the queries they trained on, to correctly predict Read on »

The U.S. Patent and Trademark Office Website *click to enlarge*

The U.S. Patent and Trademark Office Website *click to enlarge*

Google and Bing are in an arms race.  The two weapons they are deploying are datacenters and Ph.D.’s, which are substitutable for each other.  If a Ph.D. comes out with a way to store or index data that is 5% more efficient,  this can result in hundreds of *millions* of dollars of savings in datacenter costs.

Often these companies will file patents if they have some really good ideas, or they will file them just to have some patents in a particular area they are worried they may eventually face a lawsuit in.  For instance Read on »

1-2-3, That's How Elementary It's Gonna Be

Last week we covered the basics of SEO for YouTube – this week we will run through some of the more advanced techniques I came across when researching this topic Read on »

Internet World Stats

Truly Penetrating Analysis

You’ve probably had to research internet usage at some point – whether to figure out browser usage percentages so you can decide which browsers to bother supporting, looking at internet usage by country for a business looking to expand geographically, or any other myriad of reasons.  Like me, you probably did this by doing a ton of Google searches.  Well, I ran across a site that aggregates much of that information, and also the sources for the rest of it, all in one convenient spot Read on »

McDonalds: Behind the ArchesLet’s say you were stranded on a desert island, per our previous scenario, have your positioning book in hand so you can properly straighten out the product you’re trying to sell with your burgeoning lead-gen business, you’ve SEO’d (is that a verb?) your lead-gen site with the help of your SEO reference book, and you’re having trouble getting to sleep at night due to wild monkeys screeching as they bang coconuts together.  What business biography would be really beneficial?

Well, if you want to get some sleep, don’t get Read on »

Positioning - The Battle for Your MindLet’s say you were stranded on a desert island, as in our previous scenario, but luckily managed to land a number of marketing consulting gigs with your remote internet connection, so you could earn some money helping companies straighten out their marketing (and receive Dr. Pepper etc. via parachute drop by transferring money to some shipping company via PayPal).  And let’s say you could start out with only ONE book on marketing.

My choice would be Read on »

The Art of SEOLet’s say you were stranded on a desert island with no landing strip and surrounded by terrible rocks and breakers such that no boat would be willing to rescue you – without even coconuts to sustain you.  But in the midst of this you somehow had an internet connection, so you could throw together a quick lead-gen business, and then through PayPal you could transfer money to some shipping company who would then drop food, Dr. Pepper, and other essentials down onto you via parachute in exchange for your earnings. Read on »