May 2008


Ever since my initial SEO plugins for wordpress post almost two years ago, I get asked for an updated list a few times a month. Well since we’re up to wordpress 2.5 I thought the time has come. I’ll also put some of my other favorite plugins at the end, they either enhance wordpress features […]
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I know that Kevin has touched on the marketing implications of the change in Google’s trademark protection laws but I just wanted to flag up some interesting figures I came across today.
From May 5th, Google is to allow all companies and marketers to bid in order to place their paid search advertising alongside search results […]

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Social Media Marketing is sweeping the ‘Net now as the best way to market. Sites like Digg and StumbleUpon are helping sites get additional traffic, and working to achieve a better backlink strategy. Search Engine Optimization techniques vary greatly, and you should research the company you hire to help you with this. Make sure everything that is promised to you is in the form of a contract.

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Kevin Lee is the CEO of the search engine marketing firm Didit and an engaging speaker at many search conferences. While he loves his PPC, he also sells SEO videos on his personal blog. We recently chatted back and forth via email, and decided it would be a good idea to do an interview. Here are the questions I asked Kevin and his answers.

A recent report from a SEM firm highlighted that 55% of their clicks from the search portion of Yahoo! Search Marketing do not come from Yahoo! Search, but from syndication partners. Does that number sound high to you?

Yes, based on the last time I looked. I don’t have the latest HTTP referrer analysis handy, but I recall that the last time I looked the percentages varied rather dramatically by industry and keyword due to the fact that many of the domain traffic sources end up being lumped in as search. However, I’m not sure if that SEM had content turned on to get YPN traffic.

Why hasn’t Yahoo! made it easier to opt out of syndication like Google has?

Yahoo has made some small progress in this direction but for the main search function it may have resisted the opt-out functionality for some combination of the following:

  1. Once you leave Yahoo, their network becomes highly distributed. Unlike Google which could at least hypothetically provide specific opt-in/out control or even bid boost-depression control on AOL and ASK, Yahoo doesn’t have any mega-search partners.
  2. The technological work in facilitating an opt-out system is significant and Yahoo has had its hands full with a bunch of other things
  3. They may be concerned about a mass-opt-out which would result in revenue drops at both Yahoo and their syndication partners resulting in a likely loss of those syndication partners upon deal-renewal.
  4. They may believe rightly or wrongly that not enough marketers would be interested in taking advantage of that functionality or care to exercise that level of control

It’s my opinion that Yahoo should certainly dedicate additional technology resources to the search-side of the business.

Yahoo! has the syndication that can’t be opted out from, and by default Google opts advertisers into everything. And then there is broad match which might be a bit broad for some advertisers. It seems the networks almost have an “ignorance tax” which hurt many small advertisers who do not know any better. Each cool new feature they add works as a bonus for firms like Didit, while working against people new to the field. At what budget scale does it make sense to start looking for outsourced help?

I agree that the current ecosystem has an ignorance tax. However, one could make the same argument about nearly every form of marketing. Paid search can of course get particularly complex when one looks at all the targeting, segmenting and bidding levers available. As to the outsourcing issue. I think many marketers and agencies consider the idea of outsourced search a binary decision. It’s actually a continuum, more like the areas of legal work. A mid-to-large firm may have in-house legal counsel yet often still outsources certain work based on a variety of factors including how critical the issue is as well as whether they think their in-house team can handle it from either a production or skill level basis. Search is the same way. Some of our clients outsource everything to us, others use our managed technology option which we offer only to specific marketers where we believe that their in-house team can handle production and most of the strategy.

So, I’d urge any marketers that feels like they are missing either opportunities or perhaps running a wasteful campaign due to strategic issues, inferior campaign management technology, poor analytics or simply the fact that they can’t get the vast amounts of production work done to investigate partnerships that will help them achieve maximum overall profitability.

Also, when thinking about outsourcing, consider that technology can help ease a big chunk of the production burden, but someone still has to do the blocking and tackling within a campaign. In nearly every case, you get what you pay for (or less than you paid for), but rarely does one get more than one is paying for when it comes to production work.

In a number of past interviews you have highlighted that advertising has the ability to drive search volume. Does advertising that drives search volume typically drive it mainly for brand related queries? Does the value of the average search end up increasing or decreasing when search volume is build via advertising?

Advertising, PR and marketing of all sorts generally spikes brand keyword traffic to the largest degree. However, depending on the message of the advertising and the industry category, it may drive a significant lift in generic volume. As you might expect, that results in some really interesting opportunities to take advantage of volatility in keyword-search volume across a broad spectrum. It also make media mix modeling of search particularly tricky since you may have to add in external variables other than your own marketing/advertising.

Generally there aren’t major changes in the conversion rates when search was stimulated by advertising vs other factors. The reality is that most search was stimulated by some external factor. People don’t sit bolt upright at 3AM saying to themselves that they need to search for an “Alaskan cruise vacation.”

Speaking of brand, when is it beneficial to bid on brand related queries? What bid strategies make sense on brand related queries if the brand already dominates the organic search results?

Thus far in all the experiments and test we’ve conducted brand bidding is still worth doing even when the organic result is #1. Often to get the highest combined ROI the offer/landing page needs to be different. With universal search and the continued evolution of personalized search results within Google there’s an increasing likelihood that brand bidding will be a net-positive even after cannibalization if factored in. The increase in ROI and profit is more dramatic if others are bidding on the brand, but surprisingly even in instances where the brand is the only paid advertiser, it still generally is worth bidding. However, it’s something I’d always recommend structuring testing and experimentation around.

John Battelle believes that “brands are conversations,” and is pushing something he calls conversational marketing. Do you think this movement will make a big impact on the web? Have you used the strategy for any of your clients?

I’m not sure I’d call it a “movement” more than any other scheme or analysis of marketing is a movement. Consumers have conversations about brands. Conversations about brands, problems and solutions stimulate search behavior. One can of course try to be present within conversations directly (which is a non-trivial problem), try to insert one’s brand into existing conversations (dangerous if it is done wrong) or simply wait patiently in the SERP for the curiosity of the consumer to manifest itself in search. I’m going overboard to make a point, but, the challenge for the marketer is determining the marginal value that any conversation has in moving the consumer closer to a purchase. That challenge holds true for any marketing or advertising. Increases in early brand metrics only matter if the consumer either purchases themselves or influences others to purchase.

In a number of your columns you have talked about search and the buying cycle. What strategies do you find most effective for early stage searches? How do those strategies compare to brand keywords and other keywords with more purchase intent?

Even on late stage keywords, clearly the vast majority of searchers don’t convert, at least not online. Other than a couple of instances with brand keywords, I can’t recall conversion rates even approaching 50%. So, the first hurdle for the search marketer is to get the CMO on-board with the idea of targeting a larger pool of non-immediate converters. It still makes sense to take every incremental marketing dollar and go after the next segment of converters. It’s trick is to understand the marginal value of each click based on conversion profiles and then you’ll know the best way to work back the buying cycle toward awareness and consideration while still capturing those consumers who were open to converting in the near term. Clearly the messaging in ads and landing pages may need to migrate a bit as one moves away from simply harvesting demand to helping influence the consumer during earlier stages of the buying cycle.

For a person short on budget running a small campaign, are the tools provided by the search ad networks adequate? Are there any other budget analytics or PPC tools that are surprisingly good? Would you suggest trusting sending your conversion data to Google Analytics?

Even for small marketers, I think one can make the case for the value of third-party analytics and technology. There are clearly reasons why one might not want the advertising seller to know the conversion data, but the issue is even broader than that. In a world where one of the next big frontiers is behavioral targeting, do you really want to give the traffic sellers BT data that might be exploitable at some point down the road?

Several firms are attacking the small marketer market with respect to search. One promising upcoming candidate is Clickable.com. They are technically still in beta I believe, but their mission is admirable.

A lot of affordable competitive research tools (like Compete.com, KeyCompete, Keyword Spy) have been launched in the past few years. Have you compared any of these to the higher priced services? Are these competitive research tools giving smaller players a chance, or are they only working to consolidate traffic for the largest market players?

We license the raw comScore data and have built internal tools and reports that have been quite valuable. I’ve experimented with many of the other services and the biggest problem with most of them for smaller marketers is that as one moves into the tail, data validity drops. So, ironically some of these tools are more useful for larger marketers than smaller ones.

comScore data has shown Google has been displaying ads against a smaller set of their total search queries over the last year. Does that trend surprise you? Might it go the other direction at some point?

There’s no point in showing ads if the ads aren’t sufficiently relevant. However as all of us know, Google uses both the carrot and the stick to drive marketers towards higher relevance in the PPC portion of the SERPS. As marketers build out content and ads to take advantage of this fact, it is quite conceivable that the ratio of paid to organic results could reverse itself and we see both more ads and more ads showing up above the organic results.

Have you found business models that do not do well with search? Or businesses that have done better than expected? What are some key signs and metrics for knowing if a business model works well with search?

Arbitrage doesn’t work as well as it used to. At some level of scale, one can get almost any business to work, but doing well requires that you have some advantages in your business over the competition. After all, economically speaking once everyone is making rational bid decisions (which may not happen for a while) if your competition have huge cost or profitability advantages over you even the best bidding strategies will have to cede them top position in many cases due to their inherent advantages.

In this video interview with Sage Lewis you talk about how with scale it is easy to break through many efficiency plateaus. What are some of the most common issues holding back new advertisers (or old advertisers with broken strategy)?

Ahh, the old logo and the frog. I miss them sometimes.

The most common thing I see is a failure to accurately predict their missed opportunities. Waste can be found in campaigns fairly easily but missed opportunities are difficult to quantify. So, they are usually significantly underestimated. As you well know, this is a challenge with organic SEO as well. Lack of the right technology of course cripples the marketer from executing on many of the strategies that would bring increase profit and scale. Lack of sufficient production capability is also a huge hurdle. If you never get around to the account reorgs ad testing, landing page testing or the keyword expansions you’ll continue to miss those opportunities.

Lack of education as you pointed out ends up also being a huge issue for new advertisers.

The Google AdWords blog had a post titled Websites that may merit a low landing page quality score. Some thin affiliates have been slapped with $10 minimum bids on every keyword, and can not profitably buy any traffic from Google. It seems Google is trying to clean up their ad network on some fronts, and yet they showed my wife an ad for cheating lonely housewives. If Google openly discriminates in their pricing models based on how well they like the business model of the advertiser, are they endorsing the ads that they allow to run for months and years? That lonely cheating wives ad was publicly referenced last November and the ad is still running.

I think Google continues to put most of its relevance efforts into its own SERP. If some irrelevant ads show up in the contextual network, unless the publisher complains, there’s not really damage to the Google brand among consumers.

As an SEO, in my experience, the complexity of the ranking algorithms and the amount of money needed to reliably rank in Google keeps increasing the opportunity cost of ranking in the organic search results (unless there is a healthy dose of public relations, brand building, promotion, community participation, and traditional marketing in that SEO mix). In a couple of past interviews you (at least to some extent) equated SEO to spam (or at least used both words in close proximity). Do you still think that SEOs have control over Google or do you see Google gaining more leverage in the relationship?

I’ve probably been taken out of context somewhat. However, I firmly believe that in the log run, Google, Yahoo and MSFT will police both their organic and their paid search listings (not so much contextual and behavioral) to assure relevance. That means that if you start to engage in SEO and you couldn’t make a credible argument as to why you in fact are the most relevant to a room full of strangers then you probably will get booted from the SERPS even if you used black-hat SEO to successfully manipulate yourself to the top. It’s not so much about leverage, as it is about tools Google could conceivably use to gauge relevance that they may not be using now. For example, the toolbars you see proliferating could watch post-click behavior and that could be combined with click-back percentages (those who abandon the top-listed site returning to the SERP) to flush out results that are not particularly relevant in comparison to others.

Marketers without the rankings their content deserves should absolutely invest in SEO. Those with the ability to create additional great content that ranks well should similarly invest. However, the one key thing is that when it comes to SEO, as with Public Relations, expectations need to be reasonable. If an SEO practitioner (in-house or outsourced) promises results that Matt Cutts would likely grade as poor quality SERPs well, then even in the unlikely instance where success was attained with white-hat methods there is clear risk that those results will be temporary.

One of my favorite SEO strategies is to use PPC to drive traffic to key pages for link building. What are your favorite PPC strategies that are rarely talked about, and do you use an SEO techniques to augment your paid search campaigns?

Actually your strategy is interesting, because it partially explains why relevant sites in the organic results often remain there. They get lots of traffic, some of those visitors blog, and even if one out of 1000 visitors links-in, that process creates a really sticky feedback loop for PageRank generation.

People rarely talk about geotargeting and dayparting. Both are favorites of mine. I’m a big fan of any segmentation analysis and cluster modeling that helps marketers cherry-pick the very best clicks from the stream of possibilities.

I advise clients to train their webmasters on SEO basics and best practices because if they are in fact relevant, perhaps some of their existing visitor stream will blog and can help cement better organic position.

Didit is one of the most well known and respected brands in the PPC space. What were some of the keys to growing into your market position?

Being around for a dozen years doesn’t hurt. However, putting the client’s success first is really the key. That forces us to innovate and also puts the pressure on us to provide the right level of service given the relationship. Many people also seem to appreciate our passion for the industry. We do a ton of speaking, writing and are involved in trade associations.

PPC ad networks, like search engines, have many publish guidelines. Some of which are loosely enforced, and some may erode profit to follow. Have you ever recommended to a client that they ignore such policies? Have you ever fought a search engine’s policies and got them to change them?

We encourage marketers who have an issue with a guideline to understand the reason he guideline exists. That helps predict the likelihood of enforcement if something is perhaps in the grey zone and a policy might end up being tested. Similarly, that same understanding is key is attempting to get a policy changed or an exception made.

Thanks Kevin!

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Social Media Marketing is sweeping the ‘Net now as the best way to market. Sites like Digg and StumbleUpon are helping sites get additional traffic, and working to achieve a better backlink strategy. Search Engine Optimization techniques vary greatly, and you should research the company you hire to help you with this. Make sure everything that is promised to you is in the form of a contract.

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Can’t Fail Cafe - image by pbo31.
Recently I wrote a guest post that took me a long time to write and was well crafted timely pillar content which nonetheless failed miserably on social media, even the site I targeted directly. OK, I may be biased, maybe it was just “great content”, or rather a great […]
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Social Media Marketing is sweeping the ‘Net now as the best way to market. Sites like Digg and StumbleUpon are helping sites get additional traffic, and working to achieve a better backlink strategy. Search Engine Optimization techniques vary greatly, and you should research the company you hire to help you with this. Make sure everything that is promised to you is in the form of a contract.

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There are very few communities that are as devoted as the “Twitters”. A lot of people (including me) use Twitter, but how big is it compared to the other major networks? Well according to Heather Hopkins at Hitwise Twitter is still very niche.
On the positive side traffic year on year to Twitter is up 8 […]
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Kind of tricky since I was going to disagree right away, until I read the whole story. Makes perfect sense.

37 Vote(s)


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Posted by rebecca

Recently I attended the eCommerce Summit, and while I was there I attended the "Using Press Releases to Drive Sales" session. The sole speaker was Joe Beaulaurier, marketing manager of PRWeb. Sure, his session was a bit salesy (then again, so were a lot of the session at the eCommerce Summit, but it is ecommerce, after all), but he did make some interesting points.

Joe first talked about the "old fashioned press release," which was crafted in hopes of being published in some form.  Words and images/charts were all you had to use to convey the message. If the media didn’t pick up your press release, you were SOL. Compare this to online press releases, which can be rich with multimedia. They’re great for getting the media’s attention, and they’re even better for directly reaching your best prospects.

A few different types of PR distribution are the following:

  • Push distribution. Potentially reach an audience in the 10s of thousands via channels like email (where you benefit from an entirely opt-in audience interested in information you have to offer) and RSS (where feed content is directly delivered to audiences who subscribe to receive your website content).
  • Pull distribution. Potentially reach an audience in the 10s of millions using SEO. Optimize your press releases by using appropriate keywords and get your PRs to rank for those keywords/phrases when they’re searched for in the major search engines. 
  • Social media distribution. Create press releases interesting and compelling enough to get people to use social media and social networking websites and share your content with their peers.

At this point in Joe’s presentation, an interesting slide popped up. Right when I was about to take a picture of it, some lady wearing a ridiculous hat decided to sit down directly in front of me, thus blocking my shot (seriously, that hat is velvet, and it was like 84 degrees with 1,000% humidity in New Orleans).

Thankfully, I have long arms, so I stood up and shot the photo over the woman’s pimp hat:

How does one write a press release? Joe recommends:

  • Spend a lot of time on the headline. It may be your only chance to sell the news to your audience. The subhead/summary should enhance the headline.
  • The body should answer who/what/where/when/why.
  • Include 2-3 quotations from principals. The media and bloggers are attracted to these.
  • Use a journalistic voice (just the facts, ma’am).
  • Don’t sell—this isn’t an advertisement.

The last point amused me, as I had been in another session where a guy from a different PR company stressed that your press releases should essentially be pitches about new products and crap that you offer. I’m more inclined to agree with Joe on this one–press releases should be relatively objective and should include information your target audience will hopefully find interesting, such as a case study, the results from an experiment or a survey, etc. If you want to push products, use email marketing or newsletters.

Well, now that I think about it, I suppose the first thing you should do is figure out what the hell you want your press release to do for you. If you want your press releases to sell products and increase conversion rates, then yeah, make sure they focus on your products, services, etc. If you want your press releases to be shared among your audience or linked to, craft more content-rich press releases that can attract links and eyeballs. I personally think of press releases as being more of the latter (more on the interesting, link-worthy side), but that’s just me.

Some tips on how to optimize your press releases:

  • Know which keywords and phrases you want the press release to rank for, and only focus on 2 or 3 keywords/phrases per release.
  • Use the keywords in the headline, subheader, and early in the body of the release.
  • Link back to the relevant pages in your site using the keywords as anchor text.

Here’s where I explain the title of this here post. How effective are press releases in today’s blog-riddled world? Couldn’t you take what would normally be a press release that you’d distribute via email and just post it as a blog entry or an article on your site? You could even link to the entry from the press release email–that way, you’re getting traffic and, hopefully, links.

For example, I regularly get Hitwise’s press releases, and sometimes they’re really interesting–they’ll have studies or search engine market share or other nifty stats and charts. I’ve linked to a few in some previous Roundup Thursday posts. What really irks me, however, is that I receive the press releases via email, and they don’t include a link to the information on Hitwise’s site. How am I supposed to link to the press release? I end up having to poke around Hitwise’s site until I find the PR I’m looking for, and at that point I’ve wasted a few minutes finding the information that should have been linked to from the initial email.

Maybe it’s just because I’m more blog-savvy than PR-savvy, but when I think of press releases I picture blocks and blocks of text written in a monotonous, voiceless fashion, and my eyes instantly glaze over. That’s not to say that I ignore all press releases; as I already stated, some have successfully grabbed my attention, but usually the ones that do are more quantitative in nature (survey results, data findings, study conclusions, etc). Numbers and graphs often speak louder than words, and they definitely grab my attention better than a word-heavy press release.

Joe had gone over some newsworthy press release content. They are:

  • New products/services. I wouldn’t read this press release. It seems too salesy, and I’d prefer to see this sort of content in a marketing email or newsletter.
  • List of five top items for blah blah blah. A top five list? This reeks of blog post. Lists and other baity stuff should really be released on your site in the form of a blog post or article.
  • Customer survey results. Okay, now I’m getting a press release vibe. I’d potentially be interested in this sort of information.
  • New hire. Ugh, "Who cares?" comes to mind, though I edit Search Engine Land’s articles and I can’t tell you how many "So and So Has Left [insert search engine company here] and Now Works for Facebook" posts I’ve read, so obviously these types of press releases are successful for certain audiences. Just not me. :)
  • Site upgrades. Meh. Anyone who already visits your site would notice any major upgrades, and subtle upgrades could be highlighted via an email to your members. The only way I’d see this be successful is analogous to what Reddit did–recently they shared some future site upgrades with some prominent bloggers, and those people blogged about the upcoming features. These posts spread across the internet and had a "Leaked Upcoming Reddit Features!" angle.  
  • Thought leadership. Okay, I don’t even know what this means. "Thought leadership" is one of those weenie euphemisms. Couldn’t an expert statement or stance about a particular topic be formed as a blog post?

Well, to answer my own initial question of "Have Online Press Releases Gone the Way of the Dodo?", I’d say "yes" and "no." I do think that press releases continue to hold value, but it really depends on what sort of information you want to distribute. What do you want your press release to accomplish, and what can your press release do that a blog post, newsletter, or email marketing campaign can’t already do easier and better? I think it’s important to truly optimize your press releases, not just for search engines, but for user retention. Don’t waste your time putting all of your eggs in the press release basket when a much cushier basket (say, a blog) exists for half of those eggs. (Sorry for the lengthy egg analogy. Scott sent me a video of Gordon Ramsay making what appear to be the best scrambled eggs ever, and I’ve had eggs on the brain for the past few days.)

What are your thoughts? Have any of you had resounding success with press releases? If so, what sort of content do you typically send out? Do any of you split your marketing efforts between blogging, email marketing, newsletters, and press releases? Is that too much work, or do the different channels bring better success rates compared to using only one channel?

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David Wallace provides an impressive and informative look at what is appropriate when submitting articles to social media sites. He explains proper title, description and category selection etiquette, giving clear examples and elucidating on why th

46 Vote(s)


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So my buddy Loren Feldman over at 1938 media has been having grand old time giving a parody of Shel Israel lately. While it’s all been pretty funny I think there are a few points to learn from this.
Let’s take a look at one of Loren’s videos:

Now lets look at one of Shel’s videos …
viewNode(”b915bbb2c79a3″, […]
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Dell ran a second Green contest with FM, and it’s amazing. Check out the top 150. And the text expressions here….
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This is my generation, baby. ~The Who
The right words on your website gets you what you want: better sales, more readers or increased credibility. You can achieve all kinds of goals by tweaking to target your online market audience. Be like Robin Hood in an archery contest – think, research, test and hit it dead […]
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Adam Audette explains the concepts of designing optimized site architectures for efficient spidering by search engines.

44 Vote(s)


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Recent rumblings out of Redmond have stated that Microsoft, post the Yahoo axel wrap, will pursue and independent path on the Web. No freakin’ way, is my first thought. That might be refined once I spend some time with their senior management later this month, but if the company…
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Investigating Sphinn proved to be a telling exercise for me. At least, I think so. This article shares some of the data I pulled and the concerns that emerged from having done that research. Hopefully worth a view for anyone caring about the long

47 Vote(s)


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Hard to say which is more embarrassing or pathetic, the fact that their image hosting is over it’s bandwidth or the cheezy dating adsense banner. Sk-rt you make it hard for me to take you seriously.

Sponsor:: Is your site broken and you don’t know what to do? Check out my SEO Services for information […]
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