Tag: search engine marketing

  • Great post by Jill Whalen of Search Engine Marketing

    Great post by Jill Whalen of Search Engine Marketing

    16 May 2013

    Every site has tons of traffic from keyword phrases where they don’t appear to rank highly in Google. This is why I cannot stress enough how futile it is to use rankings as a measure of success. Yet it seems that no matter how many articles I write saying this (most all of them!) or how many times I tell companies that it’s a futile exercise, many people just can’t be convinced of this. (And many SEO companies are the worst culprits.)

    You have to remember that every single person (or browser) has their own browsing history that gets recorded by Google. In fact, if you do one search in Google and then do another, Google often mashes them together to try to get a better feel for exactly what you’re looking for. You can imagine that no two people do the same two searches in a row, which can make everyone’s search results somewhat different. There are probably hundreds of different factors that go into anyone’s personalized search results. Even something (or all the things) that one person searched upon last week might factor into the search results they see this week.

    You don’t need to see rankings to test the effectiveness of your titles. It doesn’t matter whether you see the same results as someone else or not. Like most ways of measuring your website’s effectiveness, you have everything you need within your web analytics program.

    I covered measuring your success through Google Analytics recently, so I won’t go into it again, but basically, you’d look to see if your organic search traffic for specific landing pages and keywords has gone up or down after a title tag change (or any change). Just be sure you’ve waited a sufficient amount of time and have a good amount of data before you make any determinations.

    As to your question about your slide show images and captions, it depends on how it’s set-up and what you mean by a caption. Some captions are words on the page and would certainly be seen by Google and the other search engines. Others might be alt attribute descriptive text (alt tags), which are seen only when you mouse over the image (and only in certain browsers).

    While Google does see and index the information in alt tags, if the image isn’t a clickable one, Google may or may not weigh it the same as they would weigh text on the page. To see if Google even sees the captions of the images beyond the first one for your page, view the page via Google’s “text cache.” This will usually show you what Google can see and what they can’t. To do this, replace example.com/sample-page with your own URL using this link:

    http://webcache.googleusercontent.com/search?q=cache:http://www.example.com/sample-page&hl=en&prmd=imvns&strip=1
    That should show you what Google sees on the page. Look for the words that are contained within your captions and see if they’re visible or not. If they’re not, then you probably want to change the way you display your images, assuming that you feel it’s important for the caption words to be indexed.
    Also, if your captions are created using alt tag descriptions, the fact that they’re not clearly visible on the page doesn’t mean that you can or should stuff them full of keywords. They need to describe the image and/or the page that the image points to, in the case of navigational images.
    Hope this helps!
    Best,
    Jill Whalen

  • Search Marketing as it relates to Conventional advertising

    Conventional marketing dictates and maintains control of messages to cause the greatest persuasion in consumer decisions. Given the proliferation of peer to peer consumer reviews and other social media platforms that enable consumer generated media, marketing agencies can no longer control the skew of that information. Marketers who are creating and participating in online platforms to facilitate conversation are radically trusting the consumer to build the brand based on the experience that is most relevant to them. The Internet has brought media to a global audience. The interactive nature of Internet marketing in terms of providing instant response and eliciting responses, is a unique quality of the medium. Internet marketing is sometimes considered to have a broader scope because it not only refers to the Internet, e-mail, and wireless media, but it includes management of digital customer data and electronic customer relationship management (ECRM) systems. Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales.

    Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM), search engine optimization (SEO), banner ads on specific websites, e-mail marketing, and Web 2.0 strategies. In 2008 The New York Times, working with comScore, published an initial estimate to quantify the user data collected by large Internet-based companies. Counting four types of interactions with company websites in addition to the hits from advertisements served from advertising networks, the authors found the potential for collecting data upward of 2,500 times on average per user per month.

    Media Buyers are individuals responsible for purchasing time and advertising space for the purpose of advertising. When planning what to buy, they must evaluate factors based on but not limited to station formats, pricing rates, demographics, geographic, and psycho graphics relating to the advertisers particular product or service objectives. The Media Buyer needs to optimize what is bought and that is dependent on budget, type of medium (radio, internet, TV, print), quality of the medium (target audience, time of day for broadcast, etc.), and how much time and space is wanted. Media Buyers can purchase spot, regionally, or nationally. National Media Buyers might have to factor in determinate based on a state by state basis. Rates, demand of leads, space, and time, and state licenses will vary from state to state. National Media Buyers will need National Media Planning to generate National Media Marketing strategies and National Media Advertising that can be adaptable from area to area but also work on a national level.

    There is an apparent distinction between General Marketing Media Buyers and Direct Response Media Buyers. General Market Media Buyers enact or actualize media plans drawn up by media planners. They negotiate rates and create media schedules based on a media plan constructed by a Media Planner. Through the Media Planner, General Market Media Buyers rely on published cost per point guides which in actuality, are often based on hypothetical benchmarks, and rather outdated models. An experienced Direct Response Media Buyer knows what stations generate a specific quantity of response and knows within reason, the break even point of the expenditure versus the return. With that information, the Direct Response Media Buyer is efficient in negotiating a functional rate and in purchasing media from the appropriate stations. The Direct Response Buyer attaches unique phone numbers to each station they purchase media from and track the sales, and make adjustments to the media plan and schedule as necessary to optimize results. With these differing methodologies, Direct Response Marketing can be considered a specialized arena. Few advertising and marketing agencies are qualified to support clients in their Direct Response efforts.

    Media Research Planning can be done by Media Buyers as well as Media Specialists. Depending on product and service, Media Buyers and Media Specialists must do a fair amount of research to determine how best to spend the allotted budget. This includes research on the target audience and what type of medium will work best to reach the largest amount of consumers with the most effective method. Media Planners and Media Specialists have a vast array of media outlets at their disposal, both traditional media and new media. Traditional media would include radio, TV, magazines, newspapers, and out of home. New media might include Satellite TV, cable TV, Satellite radio, and internet. The internet offers a number of Online Media that has surfaced with the improvement of technology and the accessibility of the internet. Online Media can include emails, search engines and referral links, web portals, banners, interactive games, and video clips. Media Planners and Specialists can pick and choose what and/or which combination of media is most appropriate and effective to achieve their goal, whether it is to make a sale, and/or to deliver a message or idea. They can also strategize and make use of product placements and Positioning. Inserting advertisements as print ads in newspapers and magazines, buying impressions for advertisements on the internet, and airing commercials on the radio or TV, can be utilized by Direct Response Advertisers as well as Remnant Advertisers. Internet marketing, also referred to as i-marketing, web-marketing, online-marketing, Search Engine Marketing (SEM) or e-Marketing, is the marketing of products or services over the Internet. At Nexonta Technologies Inc we will not only work with your budget we will assist you with all of your marketing needs.

    Nexonta Technologies Inc

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