Archive for the ‘Search Engine Optimization’ Category
Google Gets Personal
August 6th, 2007
MatthewThe basic principle behind personalized search is simple. When you go to Google and type in a search query, Google stores the data. As you return to the engine, a profile of your search habits is built up over time. With this information, Google can understand more about your interests and serve up more relevant search results. For instance, let’s say that you have shown an interest in the topic of sport fishing in your search queries, while your neighbor has shown an interest in musical instruments in his search queries. Over time, as these preferences are made clear to the engine, your personalized search results for the term “bass” will largely be comprised of results that cover the fish while your neighbor’s results for “bass” will be comprised of results that primarily cover the musical instrument.
At present, you need to have signed up for a Google service for your results to be personalized. Such services include Gmail, AdWords, Google Toolbar, and many others. By default, as long as you are signed in to one of these programs, your personal search data will be collected. The term “at present” is used because Google certainly could implement personalized search on any user of the engine, regardless of whether he or she has a Google account. Google already places a cookie, or unique identifier, on the machine of anyone who types in a search query on Google - it would not be hard for them to use that information, rather than the Google account, to collect individual user data and personalize results. It is quite possible that Google is testing the waters of personalized search with people who have opted in to one of its services and will expand the system to all users if there is limited uproar or government intervention.
Unless the government intervenes, the question will probably be decided by personal preference. As it becomes more common knowledge that Google (and other engines) store this type of data to enable personalized search, many users will take measures to block its use.
Is this an invasion of personal information?? It looks like only time will tell.
Google buys another business
July 24th, 2007
MatthewGoogle has announced the acquisition of Clayton, Missouri based ImageAmerica
, a company that builds high-resolution cameras for the collection of aerial imagery.
ImageAmerica has previously provided images for Google Maps and Earth, including high-resolution black and white imagery of New Orleans following Hurricane Katrina.
Stephen Chau, Project Manager of Google Maps and Earth said in a statement that Google was excited “about how ImageAmerica’s technology will contribute to [Google’s] mapping services down the road.”
The acquisition price was not disclosed.
Moving Toward Web 3.0
July 22nd, 2007
MatthewIn a previous post I mentioned that the search engine world would be changing dramatically with what is being called ” web 3.0″ The below article is a step in that direction.
Daring to go up against powerhouses like Google and Yahoo is no small feat, but serial entrepreneur Scott A. Jones, 46, and Brad Bostic, 32, believe they have what it takes to outdo the search masters. In 2005, Jones was preparing a speech when he discovered he could gather material for it faster by calling knowledgeable friends than by using the top search engines. Acting fast on that enterprising revelation, he and Bostic decided to found ChaCha, a people-powered search engine that takes search up a notch by combining computer results with human intelligence.
The Carmel, Indiana, company features a community of more than 30,000 human "guides" ready to chat live with users who need assistance. And a team of influential investors–led by Bezos Expeditions, the investment firm started by Amazon’s Jeff Bezos, and including Compaq co-founder Rod Canion–contributed $6.5 million in 2006 alone. With year-end sales expected to reach into the eight digits, Jones is already fully engaged in the next stage: cell phone search. "That’s the really giant idea," he says. "And that’s a greenfield market."
Microsoft and Ask.com Partner Up
July 18th, 2007
MatthewMicrosoft Office Live today announced that it is adding Ask Sponsored Listings to its adManager Beta search advertising service.
Through adManager, small businesses will be able to purchase and manage search-based keyword advertising from the Microsoft Office Live platform and appear within Ask Sponsored Listings. This is a very big deal as it may signal further consolidation within the competitive search engine and Internet advertising industries.
”We are very excited about the integration of Ask Sponsored Listings, as this provides more options for our small businesses to market their companies and attract new customers,” said Baris Cetinok, director of product management and marketing for Microsoft Office Live. “Adding Ask Sponsored Listings to our adManager service gets us one step closer to our goal of providing small businesses with an all-inclusive search engine marketing service.”
Google’s Ad-Free Site Search
July 18th, 2007
MatthewYou have a clean, attractive website. But you also have loads of content and pages that your visitors may need help finding. Previous versions of Google Custom Search would allow you to place a search box on your site - albeit with Google branding and AdSense all over the results page. Google’s Custom Search Business Edition now includes ad-free search, where you can employ a Google search box on your site to search only those sites, pages or portions of your website that you determine. After a search query is entered, only results will be returned, not Google ads that can disrupt the feel of your website. It’s a nice way to use the power of Google site search without sacrificing your site design or exposing customers to ads that may cheapen the look of your site or worse, drive traffic away. And, some can argue, AdSense on your site gives visitors the impression that you’re a small-time business, looking to coax as much revenue as possible from your website.
Simply sign up, customize your search box, add the sites to be searched and get the code to place on your site. The fee is on a sliding scale, starting with $100 annually for searching 5,000 pages and up to $500 for up to 50,000 pages.
Beta Version of Yahoos NEW Search
July 17th, 2007
MatthewY!Q Search: Successful website owners all have one thing in common — they provide content relevant to their users’ needs. If you’re struggling to find additional sources of relevant content, consider Yahoo’s Y!Q contextual search. Y!Q lets users search from what Yahoo calls “the point of inspiration” — your site. Simply cut and paste a simple string of Javascript code into your own site’s HTML and you’re off and running.
Vertical Search Engines
July 10th, 2007
MatthewInternet surfers are accustomed to using search engine giants Google, Yahoo and MSN to find everything they need. And, most of the time, successful searches are completed within seconds and returned with relevant and useful results.
However, business and professional users searching for work-related information on the Web are not finding what they need through the major general search engines. A 2006 study by Outsell reported a 31.9 percent failure rate among business users when researching topics using the major search engines.
A separate study from Convera further demonstrates how professionals in virtually every industry are having trouble finding important work-related information on the Web. While frustrating for B2B players, this current situation represents a significant opportunity for vertical search engines (VSEs).
Why General Search Engines Fail B2B Professionals
General Internet search engines like Google and Yahoo were not designed to be used as business tools — one reason why only 4 of 10 professionals surveyed by Convera claim to be “very satisfied” with search results:
■ 11 percent always find what they are looking for on the first attempt.
■ 43 percent always find what they are looking for after several attempts.
■ 21 percent feel their query is always understood.
General search engines rely heavily on the popularity theory that rewards sites with authoritative inbound links. Website popularity and keyword relevancy (among other variables) help determine rankings. The relevancy model works well for consumer search, as the general population usually finds what they are looking for fairly easy in search results. For instance, at the time of this writing, a search for “Toyota Camry” brings up 2,630,000 results on Google and 6,740,000 on Yahoo. Clearly, there is no scarcity of information on Google and Yahoo when consumers are looking for product information — and they’ll likely find it on the first page.
On the other hand, professionals get a mixed bag. While accustomed to instant success with their personal consumer searches, when it comes to looking up business information it’s a different story. According to the Convera study, here’s what professionals do when they don’t find what they need. As you can see, this group doesn’t give up easily.
■ 17 percent give up before 5 minutes
■ 42 percent continue searching for up to 15 minutes
■ 24 percent continue searching for up to 30 minutes
■ 17 percent continue searching for more than 30 minutes
It seems only logical that if business searches were more efficient and results faster to come by, business professionals
would happily employ a different strategy.
The Alternative: VSEs
Instead of fighting the Google and Yahoo wars, B2B firms can get better results by searching for and/or submitting sites to VSEs and directories. These outlets put relevant results directly in front of targeted B2B buyers by using customized algorithms and search strings. Good VSEs also provide enhanced services such as editorials, custom blogs and banners. Some will even allow marketers to blog on
approved topics, resulting in coveted user generated content.
The past year has seen a number of new VSEs arrive targeted at specific markets, such as the wholesale industry. Aside from the benefits for B2B firms, these resources offer options that allow business professionals to tailor searches according to their own requirements.
A significant trend revealed by the Convera study is that trade publications are developing their own online vertical search destinations for their professional communities. When asked about their expectations for these new vertical search resources, nearly 90 percent of professionals indicate they believe such search engines will offer more relevant content.
■ 86 percent said VSEs will locate content more quickly.
■ 85 percent believe VSEs will offer access to content not indexed by popular search engines.
Look Before You Place
While VSEs can be of great strategic value, businesses should carefully examine all aspects of such services before purchasing. Think of it in terms of selecting a good business partner — the arrangement should make good business sense for both sides. Make sure the right online community provides the following elements:
Industry Focus: By nature, VSEs should be heavily focused in only one industry and maintained by seasoned managers with years of experience in that market. These executives typically know all the potential customers and users of the products and can effectively bring them together in their online community.
Free, Pertinent Content: In the online world, content is king. The more relevant the content, the more attractive the site and the more high-quality traffic it drives. VSEs and directories that provide free, objective industry news and information will increase credibility among the target audience. In most cases these VSEs own trade publications, have partnerships with trade shows and employ editors to cover all industry aspects. Various Interactive Features: VSEs should provide the means to solicit feedback and share input with their users. Comment sections on blogs, article submission opportunities and reciprocal links not only increase a site’s prominence but also provide an element of “stickiness.” User feedback is critical for fine-tuning site performance. The result is better customer service and an edge on the competition.
Numerous, Qualified Members: While many VSEs claim to service specific markets, you should ensure that their stats add up. Businesses should conduct appropriate due diligence to validate the amount of qualified traffic and stickiness. Look for case studies that can help verify the kind of track record that can serve your needs better than other VSEs or general search engines.
Results-Based Marketing Services: VSEs should be focused on their customers by offering a wide variety of programs such as email marketing services, premium ad spaces and ad banner opportunities designed to reach that special industry audience. Moreover, VSEs should offer well-negotiated rates and a customer service team where account representatives deal one-on-one with each customer — ensuring their unique
business goals are well understood.
As evidenced by the results of the aforementioned studies, general search engines are leaving business professionals with much to be desired. Recent developments with VSEs are providing a strong alternative. But, as with any growing industry, it’s important to research and understand these alternatives before making the plunge.
The advantages of vertical search will go a long way toward providing professionals with relevant business results while also helping advertisers and marketers target a very specific and relevant audience. Following these guidelines can help navigate this important industry trend.
Where do you spend your pay per click dollars?
July 9th, 2007
MatthewWhere do you spend your pay per click dollars?A recent survey by the Chicago-based e-tailing group revealed some interesting findings about PPC campaigns and those who are responsible for managing them. For starters, 44% of e-commerce executives claim to allocate 20% of their entire advertising budgets to PPC campaigns. With that kind of commitment one would think that the campaigns would be closely monitored. Not so fast.An amazing 27% of the marketing executives surveyed said that they did not know how their cost of conversion compared with the total dollar value of each sale. And while 40% of respondents claim to manage more than 5,000 keywords, 32% of them report spending fewer than five hours per week managing the campaigns. Furthermore, 99% of respondents that manage PPC campaigns in house have three or fewer people working on the job.One thing that respondents did completely agree on is where the PPC dollars are spent.
- 100% use Google
- 90% use Yahoo!
- 76% use
MSN - 27% use Ask.com
is the web all that it appears
July 2nd, 2007
admin
Internet advertising is huge
With the growth of information on the internet, the amount of time people spend on it has grown as well, which has in turn generated a new market for internet advertising. Some of the wealthiest companies in the world have made sure that they get a piece of the internet marketing pie, and for a good reason.
Internet advertising is targeted
As a company looking for advertising opportunities to a specific market, internet advertising offers some targeting methods that insure that those who see your ads are the ones most likely to buy. Programs like Google’s AdWords and AdSense match up advertisers with content that their target market peruses regularly. Forget the costly machine-gun strategy of newspaper advertisements, internet advertising is targeted towards the clients you hope to reach!
Internet adverting enables good conversion tracking
It’s impossible to get a good idea of how many people see advertising through traditional means. Tracking the reach of newspaper and television advertisments is difficult. However, internet advertising allows the advertiser to track the number of impressions an ad gets (how many people see it), and how many visits their business web site gets from particular ads, making it easy to see what kind of conversion rates internet advertisements are getting.
Internet advertising has a lower entry-level fees
If you have a limited budget, internet advertising can be much more in reach than traditional methods. A small yellow-page ad can cost several hundred dollars. However, you can bid for advertisements on Google and Overture on a performance basis. That means that you only get charged when visitors click on the advertisement, and bidding starts at a nickle or dime a pop.
Internet advertising can be much cheaper
Because of the targeted nature of internet advertising and the ability to track the effectiveness of ads, conversion rates from internet advertising is typically much better than traditional mediums.
Internet advertising has greater range
One more benefit is that, since the internet spans the globe, pockets of your target market scattered around the world can all be targeted at once, rather than trying to find different publications, radio stations and television stations that cater to a particular geographical area.
On the whole, internet advertising can be a great way to get the word out there about your service or product in a cost-effective, efficient way.
Google Adds Blog Search
June 29th, 2007
MatthewBlog Search is Google search technology focused on blogs. Google is a strong believer in the self-publishing phenomenon represented by blogging, and we hope Blog Search will help our users to explore the blogging universe more effectively, and perhaps inspire many to join the revolution themselves. Whether you’re looking for Harry Potter reviews, political commentary, summer salad recipes or anything else, Blog Search enables you to find out what people are saying on any subject of your choice.
Your results include all blogs, not just those published through Blogger; our blog index is continually updated, so you’ll always get the most accurate and up-to-date results; and you can search not just for blogs written in English, but in French, Italian, German, Spanish, Korean, Brazilian Portuguese and other languages as well.
There are a few different ways you can get to Blog Search:
- blogsearch.google.com (Google-style interface)
- search.blogger.com (Blogger-style interface)
- The Blogger Dashboard
- The Navbar on any Blog*Spot blog
It’s the same search in each place, no matter how you get to it. The Navbar, however, provides two buttons: one to search the blog you are currently viewing, and one to search all blogs.