-
-
Network With Randall
How long is Search data useful for, and why should Government decide?
European regulations on privacy, collecting and retaining data are already much more stringent than those here in the US. A recent report published by the European Commission’s Article 29 Data Protection Working Party is recommending six months.
Google has been quoted as saying that they were the first company to make search logs anonymous and shortening the life span of cookies placed on users computers. “Protecting users’ privacy is at the heart of all our products,” said Google’s global privacy council Peter Fleisher.
The real power of information collected through search logs, however, is not limited to the first six months. The step that this regulation is taking seems to be pulling the eyes over consumers, as if their search data is not accessible to anyone after that six-month period. Most search industry researchers use historic databases of keywords that have been compiled from multiple search engines, with records that often reach back several years. The best data for search marketing research comes from a balance of current trends in the past month to three months and historical data from the last several years at the same time of the year as the search marketing efforts are going to be deployed.
These recommendations, and other European regulations such as the Data Protection Directive, serve the purpose of limiting the scope of data collected by search engines such as Google, Yahoo, and Microsoft. Every third party search log collection service should be jumping for joy, assuming they can work quickly in collecting the data from the engines.
What Position Preference Really does in AdWords
So you’re the top dog in your industry. You want to be sure to get maximum exposure in Adwords, and be #1 all the time. So you set the position preference and type one of your most competitive keywords into Google search and don’t see your ad. You’re confused.
Here is what position preference actually does: it makes it so your ad is only served when it would qualify as landing in that position. Confused yet? Most PPC advertisers are, so why wouldn’t most clients. People read that and think that setting the preference makes it so they are in that position every time.
What it really does is just eliminate the impressions that do not fall within your preference.
For example, you are a fortune 500 company who’s set position preference at 1 to 1 so you will be number one every time and flex your dominance over your much smaller regional competitors. Here is what actually happens:
Possible ads served: 30/day in position #1
75/day in position #2
60/day in position #3
100/day in position #4
What will actually be served: 30/day in position #1
That’s right, by using position preferences you have eliminated 235 impressions
This is obviously just an example, but you get the idea?
Does my Press release need Keyword SEO?
The Internet, and the changing dynamic of print media, changed the way press releases are written. No longer are press releases a combination of scientific writing and journalism, unless you’re thinking of Bill Nye. So with the focus changed to being more fun and readable for the Internet is it necessary to worry about keywords before writing your next press release.
The answer is maybe, a resounding maybe.
If your press release has to do with current events or a special event chances are the research will not really give you a good forecast of searches.
If your press release is very technically oriented you should probably be using the right words already, so do a little research just to be certain.
If your press release is really just a traffic generator in disguise, or self-back-patting, by all means go all out and research the best keywords and longtail phrases to get your press release noticed.
Search Query Data helps Make Connections Online
Where does the search for the right keywords begin when building your online presence? Good Brand Strategy Research begins the process, laying the foundation that will hold everything together. As a Search engine specialist my focus is how to apply the concepts and differentiation built into their brand to their online presence. But relying on what customers were willing to say in research should only be a starting point for your businesses online location in cyberspace.
So how do we find what words your customers are searching for? There are two schools of thought, which I have seen evangelized by many in the SEM industry.
The first is to keep everything small and easy to manage. This tactic usually involves taking keywords that are already being used on the site, adding in what the automated systems generate in Google, and maybe do the same in Yahoo! Search Marketing if that platform is being used.
The second theory is to actually do some work and find the historical data that will give insight into not only the keywords most searched for but also what other industries are competing for the same general keywords.Both here at Marketing Curev and with Movéo I employ historical data based on the list of keywords provided by previous web copy, brand strategy research, Executives and search query historical data. The landscape of historical data is ever changing, as for over a year and a half marketers still used the Overture database, even though it had stopped updating data. By actively engaging in the communities and current events of the search marketing industry we employ a wide variety of search query database tools that we aggregate and sort to reach across 13 tools and databases.
By employing historical search query data search marketers can be sure that terms you should be seen for, that people have searched for in the past, you are seen for. As well, it is just as important that those searchers seeking other industries or levels of the supply chain do not even see your ad.
SEO and PPC together in perfect harmony
In Late July Google released the results of a study they conducted on the interrelatedness of search engine placement and paid search placement and how they can play off of each other to increase trust from a surfer. Biz reports gives a good run down of the numbers.
I agree with the Google study to a point, but am always skeptical about studies who’s results so closely benefit the source. What I have observed is that the greatest value is when the term that is being bid on is one for which the website ranks high in natural search. When the company appears in the top of both organic and paid search results the industry positioning and brand value of the website are increased.
As always, third-party verification provides another layer of trust for the searcher. If you can complement high results for your website with good things said about you on prominent social networks and Blogs the outside verification off of your website provides the best brand value.
Google takes Image Search to the Next Level
Ask any Search Engine Optimization professional and they will tell you that image search is all about the tags. Unfortunately for searchers, this has led to poor quality of search results. Flickr, the photo social network of Yahoo! Uses tags to group photos into relevant bunches. Microsoft Live.com and Google also have image search engines based off of these same tags. For example, type “classic cobra” into any of the three engines and your results will be a mix of cars, snakes, and toys. No amount of long tail search refinement seems to ever bring the results to real pertinence.
PageRank, Google’s signature search technology, is joined by VisualRank. Google announced the new image-recognition algorithm blend at the International World Wide Web Conference in Beijing. Google is looking to stay ahead of start-ups specializing in image search with VisualRank, believing the new search technology is a real breakthrough.
So what does this mean for Google’s bottom line? As Google refines it’s image search be on the look out for integration of ads similar to current Google searches, with easy access for merchants using Google checkout, and other profitable cross-promotions.
What should businesses be doing now? Do the tags still matter?
Take a step back and approach this change with the end user in mind. Are the images you are using representative of your business? If they aren’t, or if they are just filler, replace them to images that better represent your business and brand. Double check your tags while your at it, although Google may be able to search your images, they don’t drive all the searches.
Are you a marketing and SEO do it yourself-er? (DIY, anyone?)
If you’re looking for a DIY (do-it-yourself) manual on SEO, this is the best one out there. It’s not super expensive, and it’s not written by someone that likes to make people feel dumb. Not a bunch of jargon…and constantly updated so you know you’re getting the best information out there.
In the meantime, you can check out the Free Tools you can implement for your SEO learning right this very minute.
Have questions? Let me know. I’d be happy to answer them. I just know I’ve had a few people ask lately about doing SEO without having to pay someone, and this is the best bet I’ve found online or offline. Best of luck!
Black Friday Bash and Special Offer
We had a very powerful offer that we presented today at the Black Friday Bash. What we offered was simple, powerful, and really just pretty darn awesome all around.
Either of the following were offered for $20
- Group Sales Call
- Great for product OR service businesses!
- No more than five participants per call - so everyone has a chance to participate actively.
- Quick worksheet so you’ll be able to start the call with a plan.
- Safe non-judgmental environment.
- At least one real sales strategy you can use by the time you’re off of the call.
- Keyword Research
- Five top keywords being searched for in your niche.
- Five long tail keywords you can be found on page one of Google for.
You can use these keywords in your headline and body of an article if you do any article marketing. You can use them in press releases. You can use them on niche websites or in forum posts. You can even use them in your signature line or comments on other people’s blogs.
All Keyword research is done by our Google AdWords Professional.
The part that makes it a TRUE black friday deal is if you want both of the packages…we’re offering that package for only $30! (at least until Monday…then the deal goes away forever…so sad…)
If your business needs a jumpstart (or just some powerful keywords) this is the PERFECT opportunity for you to get it at a super-low price.
If YOU want to get in on this awesome deal, send an email to jennifer@marketingcurve.com letting me know if you want to schedule a group sales call, keyword research, or both and we’ll take it from there.
Have a great weekend!
Jen
p.s. You can forward this to someone you think needs keyword OR sales help and as long as they send me an email by Monday…they’re in!
Internet Millionaire Game Show
I got through the first time with only one wrong answer…how will you score?
Let me know - leave a comment - I look forward to seeing if anyone can do it perfectly the first time through 
Internet Millionaire Game Show Link
1-800-GOOG-411
Are you part of Google Local Listings yet?
If you are, then you too can be found when someone calls 1-800-GOOG-411 to find you!
411 must be a little worried about this…I mean…1-800-GOOG-411 is free, after all…and even if there’s not a real live operator on the other end of the line…that means I’m not paying for one.
And we all know that I streamline wherever possible.
Now my mission is to figure out how to get higher up in the results list.
My other mission is to figure out what GOOG-411 is saying half the time. It has some communication issues. But I’m sure those will improve with time. It’s just such a fun/cool tool!
-
Recommend Resources
