Archive for the ‘Search Engine Marketing’ category

Ready for Changes to Google Shopping in October?

September 17, 2012

Internet shopping cart

If you are an Internet retail merchant currently spending a large part of your ad budget on SEM, get ready for some major changes in the cost for your product ads with Google Shopping, the major Comparison Shopping Engines and even text ads this October. If you are a top 10 spender with Google, you already know about the changes.

For everyone else, there may be tough times ahead to get your product ad listed on page 1.

Product Listing Ads that have been free on Google Shopping since 2010 are changing over to paid search. Your Ad will now show up only to the highest bidders on page 1, beside competing merchants. And that’s not all…the landscape and scarce real estate of page 1 is changing also so get ready for strong competitive page 1 bids for product ads and PPC cost increases for text ads of 20% or more.

Before the change, 50% of Google’s search revenue came from page 1 text ads and included free product listings. Beginning in October, fewer merchants will be able to fit on page 1 because paid product ads will dominate and push many text ads off of page 1 entirely. By 2013, the Google Click share will change dramatically with paid product listing ads projected to increase to 60%, and PPC (text ads) projected to shrink to about 25%.

To boost product ad ranking and shopping results this holiday season, smart advertisers will need to use more sophisticated channel management platforms to target their ad placement bids based on detailed merchant data feeds of their SKU’s to Google and other CSE’s. These bids will need to be segmented by CPA allowable based on the individual product’s profit margins.

In addition  to Google Shopping, top paid Comparison Search Engines include Amazon, Shopzilla, NexTag, PriceGrabber, Pronto and Become. Paid search based on product category and theme is completely different than optimization of keywords and websites, so this is another change likely to take some getting used to.

Enjoy and Prosper!

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

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Ninety Percent of All Data Created in the Last Two Years!

June 2, 2012

An IBM web page describes the company’s big data offerings by stating that 2.5 quintillion bytes of data are created daily now and as a result 90% of the data in the world has been created in the last two years.

 I never claimed to be a math major but if I understand the data progression correctly, it goes something like this:

1 Byte is made up of 8 bits

1 Kilobyte           KB          103          (or 1,000 bytes)

1 Megabyte        MB         106

1 Gigabyte           GB          109

1 Terabyte           TB           1012

1 Petabyte           PB           1015

1 Exabyte            EB           1018

 One Exabyte is equal to one quintillion bytes. To put this staggering amount of storage in some perspective, the world’s technological capacity to store information grew from 2.6 exabytes in 1986 to 15.8 in 1993, over 54.5 in 2000, and to 295 exabytes in 2007. This is equivalent to less than one 730-MB CD-ROM per person in 1986 (539 MB per person), roughly 4 CD-ROM per person in 1993, 12 CD-ROM per person in the year 2000, and almost 61 CD-ROM per person in 2007.

 Another way to begin to grasp the explosion is to realize that we are creating data at a daily rate of all the data that existed in 1986.

(more…)

Reputation Management-5 Tips to Protect Your Online Brand

April 27, 2012

One of the worst fears for any business is finding out that you are the victim of an unfair, dishonest smear campaign on the Internet.

As much as the Internet can help your business gain exposure and grow, it also provides a huge microphone to people looking to spread terrible rumors about your business.

You can’t afford to be defined by underhanded competitors or eccentric former customers!

Here are 5 Tips to help you take control of what is being said about you company on the Internet.

1. Browse the web and set up email alerts for your brand to be sure you know what is being said about your business. Go to http://www.google.com/alerts and be informed via email when new occurrences of your brand show up on the Internet.

2. Participate actively in your online community with blogging, email news and group forums to help give your brand a positive image. As you get more involved, the number of positive online reviews will occur.

3. Use Social Media to Your Advantage as many of your customers turn to Facebook, Twitter, Google + and Pinterest as a way of sharing and reviewing their experiences. This is one of the easiest ways to get feedback on your products or services and react to offset any negative press quickly.

4. Promote Customer Reviews to keep information about your company fresh and accurate. Business citation sources such as Google Places will aggregate information from third-party sources that may be old or less than favorable. Ask customers on you Website or in your store to give you a  review of their experience at the point of sale and offer a thank you incentive to do so. Then simply post this great new testimonial content on your Website and Social Profiles.

5. Leverage your positive reviews by asking publishers if you can link from the review to your site. This gives your Website fresh, relevant and positive content for new visitors to see and helps you conform to the new Google “Unnatural Links” algorithm that keeps your rankings from organic search  higher than your competition.

If you have any questions or need help with this topic, contact me at emorydigitalmarketing.

Steve Emory, President, Managing Partner Emory Digital

Google’s Unnatural Link Algorithm May Affect Your Website

April 20, 2012

Google’s latest algorithm  simply called “The Unnatural Link” update will have more impact on SEO best practices than any previous change of the last 8 years according to the latest buzz from SEO’ers and Google employees themselves.

Unlike the  most recent “Panda” update  that was designed to reduce visitors to sites deemed by Google as having low quality content, Unnatural Link penalizes sites (and their Organic search listings) based solely on a less than perfect linking strategy which includes just about all websites…

Google actually sent unnatural link notices to over 1 million websites letting them know that their SEO rankings may be adversely affected. So what does Google consider  out of favor as an “unnatural link” and in as a best practice?

Below is a summary of what I was able to cull from all of the the industry press, dialog with clients  and from our own SEO resource partner as a guide to what you should or should not do with your Website  SEO initiatives effective immediately:

OUT for SEO going forward-Commercial link networks like Build My Rank, Diamond Links and others, Agency link networks, sidebar links, overuse of anchor text, and collateral damage from legitimate links on your site that have since been sold and posted to unrelated sites.

IN  SEO  Best Practices-relevant links related to your product, service and industry, Social media, Blogs, online videos, Press releases,  local listings, fresh & relevant content and paid search (why do you think Google is making this change?)

SEO & Search Merge in 2012

Since Google has asked people to clean up their links, now is the time to find and hire a reputable Internet  marketing company who specializes in the integration of SEO with all of the online methods listed above that are IN.

Remember that SEO is a marathon not a sprint,  so any links that you have that got your website ranked high in the organic listings fast are likely to be lost as a result of the unnatural update.

If you have any questions or need help with this topic, contact me at emorydigitalmarketing.com.

President, Managing Partner Emory Digital

It’s Not SEO Anymore, It’s Marketing

March 12, 2012

When the topic of online marketing and search engine optimization (SEO) is discussed in meetings every day and even at marketing conferences, unfortunately SEO is often viewed as a silo of  it’s own, separate and distinct from all other forms of marketing.

The Comscore January 2012 report says that the average American user spent a record 36 hours online in the month-that’s a full time job’s worth of time!

If you are a marketing decsi0n maker responsible for driving more leads and sales growth for your company-and you want to achieve your goals in 2o12, you better start believing that SEO is at the hub of all marketing.

The question no longer is where do you spend your ad dollars, its how do you spend your budget online?

SEO

SEO today is at the hub of all marketing!

Take this  quiz to confirm it’s not SEO anymore, it’s marketing!

1. At your desktop or laptop PC when you Google the word or words that best describe your product or service e.g. “widgets” (not your brand or company name), does your web site appear on page 1 of the natural or non-sponsored listings?

2. Same question as above,  only with your blackberry, iphone or other PDA?

3. Have you reduced or eliminated entirely your Paid search spend as a result of gaining more page 1 organic listings from your most relevant, high-volume search keywords?

4. Have you integrated your website with external social media by linking and bookmarking from their profile pages to your site?

5. Have you experienced a significant gain in organic search as a % of all sources of traffic to your website?

If you answered yes to  3 or more of these questions, you will have confirmed for yourself that it’s not SEO anymore, it’s marketing. If you scored 1 or 2 yes’s, you need to get busy talking with an SEO pro…

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Should You Use Google+ for Your Business?

March 8, 2012

By now  you already have  a Facebook and Twitter account or at least are considering how to leverage social media for your business.

If you haven’t taken advantage of a Free Google+ profile page yet and you want to keep your SEO strong and fresh this post is for you.

Add Recommended Links

In order to drive traffic to your website and create business leads, you should post helpful links under the ‘About’ tab that’s located on your Google+ Page. If you link to your helpful and informative blog posts, offers or anything that you think customers can benefit from, people will click them and be taken to your website. Take full advantage of this area of your Page, because if not, you won’t be making the most of what Google+ has to offer.

google-plus

Promote

Why wouldn’t you promote your Google+ Page on your website and blog? If you promote your Facebook and Twitter Pages, you should also promote your Google+ Page. This is an easy way to be added to more Circles. Because your website and blog get a lot of traffic, it’s a no-brainer that you should be cross-promoting on these sites as well as on Twitter and Linkedin. By doing this, it’s a great way to build new leads and be added to more Circles.

Get more information at Google+ for business

Steve Emory, President & Managing Partner Emory Digital

Top 5 Digital Marketing Trends in 2012

February 13, 2012

Top 10 Marketing Trends in 2012

1. Reputation-90% of people trust online reviews. Regularly review and post  comments about your company, its products or services. Leverage social media assets like Facebook, YouTube and blogs. Ask  clients, vendors and peers to contribute. 78% search a company online before buying.

lead nurturing

2. Lead Nurturing-50% of online leads are not ready to buy and 90% or more visitors to your site do nothing. Include a CRM program in your budget and commit all employees to get permission from prospects to email and/or phone to stay in touch. Be sure to test or expand re-marketing as part of your display advertising to bring people back to your site that visited previously.

Mobile Website

3. Mobile-Expect mobile to produce leads and sales for you this year. At a minimum be sure you create and deploy a mobile version of your web site. 90% of mobile searches result in action; 53% purchase due to mobile search and 71% of users search after seeing a mobile ad.

Local Search

4. Local SearchGoogle now deems local search important and that means you should too. Last year there were over 4 billion local searches on Google each month. 20% of all searches are local; 61% of all local searches result in a purchase; 55% of consumers with mobile phones use them to buy local products or services.

SEO & Social are Merging

SEO & Social are Merging

5. Social and SEO Merge-Google  has accelerated this inevitable change with 70 million Google + users since June 2011, and then there is Facebook approaching 1 billion members, Twitter, YouTube (owned by Google) and others. Any effective SEO campaign already uses social profiles and their content plus social bookmarks and links to make its companion Website more popular for search engines. If you don’t have both SEO and Social media cooking in 2012-you will quickly begin to lag behind your online competition  for search leads and sales.

In summary, 2012 may be the end of the Mayan calendar, but it will also mark the coming of age and necessity for true end-end digital marketing.

Steve Emory, co-author DM Deja vu

President, Managing Partner Emory Digital

Credits: National Positions our SEO partner; Nielson  Report, Cone Communications, Hubspot, Google Smartphone User study, BIA Kelsey, eMarketer