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Paul Gillin's Library tagged → View Popular, Search in Google
Ask.com claims its Ask Blogs & Feeds is "the most robust index of content on the Web," covering somewhere between 4 and 6 million new blog posts daily, for a total index of about 1.5 billion articles. Technorati claims to index 1.2 million new blog posts
Lots of great ideas on how to optimize search and apply social media tools to building brand awareness and driving business
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- They understand in detail human search behavior.
- They have strategically invested in information architecture.
- They have a commitment to develop and deploy high-quality content on a scheduled basis.
- They understand the role quality visual design (UI) plays in successful user experiences.
- They believe in human factors, and conduct usability test.
- They don’t let technology impact products and services in a negative way (gratuitous use of web 2.0 tools).
- They have high engineering standards, and validate their code before shipping.
- They understand that SEO page markup has to be based upon quality content, not gimmicks.
- They understand technically how crawlers and search technologies impact content find-ability.
- They understand that a first page search engine ranking has more to do with high-quality content, and a superior user experience.
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Keyword groups were divided into three main areas, which helped qualify visitors: general phrases such as “water well drills,” indicating an early stage of review; branded phrases, such as “Atlas Copco” itself, or “Ingersoll Rand,” a well-known brand whose drilling business was acquired by Atlas Copco in 2004; and terms indicating a readiness to buy, such as “water well drills for sale.”
Only about 80 to 100 keywords were employed, appropriate for an uncrowded, niche space.
“Depending on the search terms they employed, visitors would be taken to different landing pages,” said Joanna Canton, Atlas Copco marketing communications director. Some keywords directed visitors to product home pages, she said, while other phrases might direct them deeper into the site, perhaps to viewing drilling accessories.
The company geo-targets its search ads (based on those locations where it has dealers) and dayparts the appearance of ads across the country in normal business hours. Canton said all viewers are allowed to look at a few pages at first but are asked to register for an e-newsletter to see more.
Up- and cross-selling aren't ignored. Atlas Copco continues to communicate via e-mail blasts to its registrants once a month, with updated offers about accessories—for example, a two-for-the-price-of-one offer on new drill hammers and bits.
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“After just over a year, we have had 311 new leads directly from our paid-search campaign. The average cost-per-lead is $28, compared with hundreds of dollars apiece for leads from trade shows and print ads.”
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Big brands – household names – are now ranking on the first page of the search results for major keywords. In a post about Google’s preference for brands he gives example after example of the change.
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Google is signaling that it is rewarding real businesses, not just fly-by-night websites created without valuable content, no real people behind them, and not even a logo or a company name or contact information on the site. In other words, the more impactful your brand, the higher your business may appear in the search results.
Note: vary keywords by stage of the sales cycle
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“My philosophy is, you look at the keywords most relevant to what stage the prospect is in,” Coats said. “For that early awareness stage, you want your entire message—from keywords, to ad text, to landing page, to material they walk away with after filling out that lead-gen form—to be centered on that early stage. The same must be true for later-stage buyers.”
“You have to make sure each part of your search campaign is stage-specific,” he added. -
According to a survey by eMarketer, 55% of marketers will increase spending on SEO this year, more so than any other advertising channel. With total U.S. search marketing outlays expected to reach $23 billion by 2014, SEO expenditures are forecast to total $3.9 billion, overtaking contextual advertising in the process.
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