Milwaukee Standoff on 94 – Google Local Results
The Google search results for a breaking local story turns up a not so local result. Although the Milwaukee standoff on 94 is still in progress, the Chicago Tribune has clearly won the battle of search results. Yes, they only have 1 result, but it is the number one result, and is above ALL Milwaukee (LOCAL) results. So is this a Google Local fail or a Milwaukee Journal Sentinel fail? Either way, the Chicago Tribune walks away with a win in SEO. I’m sure we can thank the SEO expertise of Brent Payne for the Tribune’s results. Let’s get it together,...
Read MoreSES Chicago 2010 Secrets
The search marketing industry is an exciting place to be, and it truly showed at SES Chicago. From super star SEMs like Avinash Kaushik and David Szetela to lesser known up-and-comers, the presentations were pouring search marketing knowledge all over us. I was able to capture some of that knowledge and I’m going to give you the advanced highlights. There was a large amount of basic information given too. But it was good to hear even the basic things, just to reassure things we use every day. Try to follow along; I’m going to give a quick rundown of solid tips, as I would to an internal search team. Google the ideas and learn on your own from here. I’m planting seeds, not opening a super market. I lied, they are not secrets…but it is pretty valuable info. Attribution: You NEED to give credit where credit is due. If you drive traffic to your site from more than one channel or source, you need to figure out how many channels get credit for the conversion; NOT just the last click. Research this, hire a mathematician, and look at tools from ClearSaleing and Acquisio. Look at your number of visits to conversion in analytics. Higher means longer buying cycle and a greater need for attribution. PPC Analysis Tip: Report on Net Profit by Match Type. Blow the minds of your clients and blow away the competition by focusing on your most valuable PPC match types. eCommerce PPC: Measure the economic value of a conversion. Consider the profit margin of the product. Don’t forget about the COGS (cost of goods sold). ROI is the metric most business owners want to see. This is a no-brainer for me since I have been working with and for eCommerce sites for 6 years. But apparently some e-marketers still report on traffic and hits. MCU Strategy: A lot of search engine marketers use this and it makes me sick when I see it. The Make Crap Up Strategy is rampant in the industry. As a business owner, you need to hold your agency or in-house marketing employees accountable for their numbers and reports. Remarketing: I’ve bashed Google remarketing and retargeting in the past, but I am now a believer. Conversion rates 2-3 times higher and cost per conversion lower just makes sense. The Nagging Effect really works. Learn about Content Network: Never have your CN...
Read MoreGoogle Blue Arrow – Instant Results
Google search results are showing a blue arrow. Why is this? It’s because you have Google Instant turned on! To use this new feature in Google, simply use your up and down keys to move the arrow to the search result that you would like. Then press the Enter key and boom, you go to the result. I guess Google wants to save the pain of reaching all the way over to your mouse to click. Now, using the other part of my brain, this is a pretty clever way of Google adding value to the first paid result! “You mean that if I bid for the first result I will get a little blue arrow pointing at my ad? Raise that bid!” Brilliant on Google’s part! This INSTANTLY (pun fully intended) raised the bar for competition in the paid search market. Chumps like me who used to be happy bidding on position 2 and 3, will doubt themselves about that decision. Will the arrow raise CTR? Will it lead to more conversions? The only thing that is guaranteed to rise is Google’s revenue from the 1-3 position. Happy...
Read MoreUsability of Paid Search – mkeUX
Usability of Paid Search – mkeUX Presentation
Read More5 sweet letters: mkeUX
TweetLater this month I’ll be speaking (poorly) at the 4th official mkeUX meeting. I’ve attended every meeting, and I’ve taken away more than just a bar tab. They are spilling serious knowledge at these meetings! I don’t work in the UX field, but every meeting has made me think and has taught me something new. I’m in the business of search marketing, but there is enough of an overlap of skills and interests with UX, that it doesn’t matter what you do. This is not a UX-Only club. There had to be close to 50 web nerds at the last meeting – and they ranged from young-to-old, designer-to-coder, and nerd-to-dork. Quite the mix of interesting people. And if you’re screaming at your monitor that you’re not a dork, I’m totally sorry. I’m sure you’re out doing cool stuff with your laptop and not reading this. So, with the help of a fellow search optimization nut, I will be merging the worlds of Search and UX on September 28th, 6:30pm at The Irish Pub. Yes, it’s THE Irish pub, don’t ask which one....
Read MoreMy 5 Favorite PPC Copywriting Tips
These are some of my most used and most successful text ad phrases! You want to be sure to include more detailed information about the product you’re trying to sell, but these general phrases should help you fill in the blanks. Let’s get to it! Include Pricing Only $9.95! 45% Off Obvious Call to Action Buy Now! Order Online! Click For More Options Loyal Americans Ships from Milwaukee Made in USA Cheap and Fast Gratification Free Shipping! Ships Today! In Stock Give Them Options 8 Colors Available Customize Online 4 New Styles! There you have it; couldn’t be more to the point. Now go write some new ads and make sure you’re experimenting with at least 2 ad variations at a time. I have a few more tricks up my sleeve, but I’ll hold onto them for now (search people are so private). These are just some basics that you can try out. If you have any questions – feel free to...
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