Feb 29
SearchCap: The Day In Search, February 29, 2008
in Search Engine Land
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Below is what happened in search today, as reported on
Search Engine Land and from other
places across the web.

From Search Engine Land:


  • IAC Ready To Drop Ask.com Search Technology & Partner With Google?
    IAC: Ready To Bail On Ask? from Silicon Valley Insider reports an insider tip that IAC may sell off or abandon their search technology and outsource it to Google. Here is the tip: There is indeed a big shakeup coming. A new Ask. Some think a reduction in workforce is…

  • Are You An Agency SEM Pro? Take SEMPO’s Salary Survey
    SEMPO is undertaking a salary survey of agency search engine marketing professionals, similar to its in-house SEM salary survey that we reported on in January. If you’re an agency SEM pro, SEMPO would like to hear from you, whether you’re a SEMPO member or not. To qualify for the survey,…

  • Search In Pictures: SMX Bowl, Google Jeans, Bart’s Chalk Board
    In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more….

  • YouTube To Add Live Video This Year
    Steve Chen: YouTube to Add Live Video from NewTeeVee reports that YouTube’s founder said they will be adding live video support this year. Videoblogger Sarah Meyers asked Chen about video blogging, in which he said: 2008. We’ll do it this year. Live video is just something that we’ve always wanted…

Search News From Around The Web:

Applications & Portal Features

Business Issues

Local, Maps & Mobile

Microhoo

Paid Search & Contextual

Searching

SEM Industry

SEO & SEM

Social Media

Other Items

Recent Hot Items From Sphinn, Our Social News Sharing Site:

Feb 29
Updated: IAC Ready To Drop Ask.com Search Technology & Partner With Google?
in Search Engine Land
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IAC: Ready To Bail On Ask? from Silicon Valley Insider reports an insider tip that IAC may sell off or abandon their search technology and outsource it to Google.

Here is the tip:

There is indeed a big shakeup coming. A new Ask. Some think a reduction in workforce is likely. There are no sacred cows, Teoma may be sold or simply abandoned which is hundreds of engineers who work on the core search engine, in place of just using Google’s search with our special brand of user interface.

Click to continue reading…

Feb 29
Are You An Agency SEM Pro? Take SEMPO’s Salary Survey
in Search Engine Land
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SEMPO is undertaking a salary survey of agency search engine marketing professionals, similar to its in-house SEM salary survey that we reported on in January. If you’re an agency SEM pro, SEMPO would like to hear from you, whether you’re a SEMPO member or not. To qualify for the survey, you must:

  • Work at an agency devoted solely to SEM, or
  • Work at an agency with an SEM branch or division, or
  • Work at an agency that offers SEM in its mix of services

Ready to go? Take the SEMPO agency search engine marketer salary survey today.

Feb 29
Search In Pictures: SMX Bowl, Google Jeans, Bart’s Chalk Board
in Search Engine Land
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Search In Pictures
In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.

Click to continue reading…

Feb 29
YouTube To Add Live Video This Year
in Search Engine Land
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Steve Chen: YouTube to Add Live Video from NewTeeVee reports that YouTube’s founder said they will be adding live video support this year. Videoblogger Sarah Meyers asked Chen about video blogging, in which he said:

2008. We’ll do it this year.

Live video is just something that we’ve always wanted to do, we’ve never had the resources to do it correctly, but now with Google, we hope to actually do it this year.

Click to continue reading…

Feb 28
SearchCap: The Day In Search, February 28, 2008
in Search Engine Land
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Below is what happened in search today, as reported on
Search Engine Land and from other
places across the web.

From Search Engine Land:


  • SMX West Day Three Coverage
    SMX day three, the final day, is now complete. I am sitting in the airport for the next few hours, so I thought I push out this last recap. Here is all the coverage I found on day three:…

  • Google Webmaster Tools: Now On Your iGoogle Homepage
    Google’s Webmaster Central is giving you a new way to access the diagnostics and stats for your sites. Rather than log into your Webmaster Tools account, you can add the Webmaster Tools gadget to your iGoogle page and access information from there. You can choose what components to display on…

  • Local Business Listings: Dealing with Negative Reviews
    Last month, I wrote about Why Local Businesses Should Be Like the Jerk, which examined the basics associated with businesses being listed in local listing and results. Now I want to take a look at the logical next consideration: How can businesses respond when they receive less-than-favorable reviews?…

  • Google Sites Launches: Replaces Jotspot With Team Sharing Software
    Google launched Google Sites, basically a relaunch of Jotspot but with many more features. In short, this new software allows teams to share much like you could with Microsoft’s SharePoint. Google sites offers users five templates as TechCrunch explains:…

  • Google Health Formally Announced This Morning
    Google Health has been an open secret for more than a year. Last week the company announced a pilot program with the Cleveland Clinic as a prelude to a formal announcement of the service. That formal announcement came this morning at the Healthcare Information and Management Systems Society conference in…

  • Does Your Site Have Sex Appeal?
    The secret’s out: men and women are different—in person and online. Gender differences matter in web design, content, and marketing. It takes more than a girlish color scheme and soft focus photos of smiling children to draw women to your site and earn their loyalty. Color and design matter,…

  • Video Search Engine Optimization: Catering To The Masses
    Video is easier to digest than ever before. High speed wired and wi-fi services, iPhones and other video-enabled mobile devices are helping hungry users scarf down a smorgasbord of video treats. And publishers are going back to the kitchen to serve up more and more. So how do publishers…

  • Is Your Website Copy Crystal Clear?
    Pretend you don’t know anything about what your company offers and you stumbled onto it somehow. Can you tell immediately what it’s all about? Can the search engines? Do this exercise with each inner page of the site as well. Is what each page has to offer, truly crystal…

  • Sitemaps.org Update: You Can Now Store Your XML Sitemap Files Anywhere!
    The major search engines have announced an update to the sitemaps.org protocol which enables site owners to store their XML Sitemap files in any location — even on a different domain than the one referenced in the Sitemap. This will be a welcome change for those who manage multiple domains…

Search News From Around The Web:

Applications & Portal Features

Business Issues

Local, Maps & Mobile

Link Building

Microhoo

Paid Search & Contextual

Searching

SEM Industry

SEO & SEM

Social Media

Video, Music & Image Search

Other Items

Recent Hot Items From Sphinn, Our Social News Sharing Site:

Feb 28
Sam’s Club Wants to Be Your Search Engine Optimization Company - Should You Let It?
in Search Engine Guide
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If the buzz is to be believed, Sam’s Club is now a search engine optimization company that is targeting the local search market aggressively. The fact is, this isn’t something new; it’s just recently come to the forefront. Sam’s Club has partnered with a company called Innuity to offer a program that is primarily targeted at small businesses looking to get noticed in the local search results.

Many people are screaming that this is a “worthless” service - but I disagree. It’s not worthless, but it also isn’t close to the service a comprehensive search engine optimization company can offer. Let’s take a closer look - with the caveat that I am assuming that the service listed on the Innuity page for LeadConnect is the same service being offered through Sam’s Club (also called LeadConnect).

What They’re Offering

For $25 a month for Sam’s Club members (and $39.95 a month for non-members), you can sign up for the LeadConnect service from Innuity. You’ll get access to a dashboard that you can update with all of the necessary details about your business - name, address, phone number, types of products you offer, and so on. Once you’ve completed your dashboard, Innuity will submit your site to various local search engines such as Yahoo! Local, YellowPages, Pricegrabber, Google Local, and more. Then, if you update your dashboard at any time, Innuity will update your information at all of those local search sites, just like any search engine optimization company being paid a retainer fee might.

Innuity also claims on its website that this program includes having them submit your website to the major search engines (not to be confused with the local ones). This part is largely window dressing, as any good search engine optimization company knows. The major engines (Google, Yahoo, MSN, etc.) all find sites on their own, and “submitting” sites won’t do anything to influence rankings.

My Opinion

If you don’t have the time to do it manually and you don’t have the budget to hire a search engine optimization company, paying $25 a month for a company to handle the submission to the local search sites isn’t a terrible deal. The ongoing fee also makes sense if your business changes frequently, as again it will save you time from needing to update your listing on each local search engine each time you make a change.

The big question is what happens when you disengage from the service. Will your results remain on the local sites after you stop paying the monthly fee? Or will they be dropped the day you stop paying? In my opinion, it would be somewhat unethical for them to actively remove you from local search sites if you disengage, and I’m betting that they don’t. I tried to reach them directly to ask but was unsuccessful (well, I called twice and was put on hold for an inordinate time in each instance without ever reaching a human being - you can draw your own conclusions from that).

Why This Is Good for the SEO Industry

Having a large, recognizable chain like Sam’s Club acting as a “search engine optimization company” and offering this type of service has several benefits for the SEO industry. People in the SEO industry often forget that most people do not even know what SEO is, so this initiative is bringing awareness of the industry as a whole, even if it is focused on local search.

Additionally, the Sam’s Club name gives SEO a bit of respectability. Search engine optimization has long been considered some voodoo science or, at best, a fringe discipline - but with this offering by a household name, it’s now something that the average person might want to investigate. This may help the mainstream accept the idea of hiring a search engine optimization company in general.

Why This Could Be Problematic for the SEO Industry

The problem with this offering is that it is rather limited in scope, focused only on local search initiatives for local businesses. Because it is more common for people to use the general search engines over the local search engines, this may not bring in a large volume of new business. Yet at the same time, it is advertised in such a way as to seem to the average person as full-service search engine optimization. Nothing in the description online or in any of the literature I’ve gotten my hands on indicates that Innuity is letting people know that local search is just a part of a larger, more disciplined approach that another search engine optimization company might provide.

As a result, businesses that use LeadConnect rather than a search engine optimization company may find the results are not what they were hoping for. And they then may dismiss SEO in general because they don’t understand that the LeadConnect service is limited. Local search is important, but there are many other ways to target a local market online that this service is not tapping into.

In addition, to see really great results from a local search initiative, your business must appear in the top few results in the local search engine - because those are the ones that will also appear on the main search results page. Any result beyond the top several will be more difficult for the average searcher to come by, whereas a first or second-page result on a main engine, which a full-service search engine optimization company might be able to garner, can be of great benefit to increasing exposure.

Conclusion

What Sam’s Club is offering cannot directly compete with the services provided by a search engine optimization company - and it’s not supposed to. This program is reasonable for a company with a small budget looking to boost its local exposure. Plus, it can bring the SEO concept to the masses. Unfortunately, it could also give people a false sense of what SEO is and what it can do for them.  And it remains to be seen if people really want to buy an SEO package from the same vendor that sells them giant jars of mayo and bulk toilet paper.

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Feb 27
Video: Ask and Ye Shall Receive, Except on Flickr
in Search Engine Guide
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This week’s “In the News” brings disappointment to the SEO world as Flickr goes Nofollow with its links, preventing the use of Flickr for personal link gain. Ask.com uses Compete to add new pop up stats when you roll over the binoculars on their website, and now you can ward away boredom by watching other peoples’ lives at Play.blogger.com.

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Feb 27
Video: Spinning Sphinn - Sage Gives Us the Skinny
in Search Engine Guide
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Sage puts a fresh spin on Sphinn, highlighting several stories instead of focusing on just one. Unlike Digg, which is a more general social media site, Sphinn is strictly an Internet marketing site. Sage extols the virtues of using Sphinn to stay savvy on the latest Internet news.

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Feb 26
Searching for Better On-Site Search Usability
in Search Engine Guide
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Not every site needs, nor should have, an on-site search feature. But those that do must be sure that the search isn’t just an after-thought. It needs to be more than something to add because you think visitors want it. Adding a search function is not necessarily good for on-site usability. Implementing a search function improperly is often a greater source of frustration than not having one altogether.

For this reason your on-site search function should not be taken lightly. In fact, it’s better that no search option be present than one that potentially gives the searcher a “false impression” as to the availability of products/information on your website. Much time and consideration (and development) needs to go into the search option to ensure that it not only returns accurate results, but is fully comprehensive in interpreting the searchers intentions.

Location

Website search boxes are most often located in the top right corner of the website. This creates an expectation from shoppers, so make things easy for them and place your search box where they expect to find it.

Search options

The search box should default to a “simple” search. If warranted, provide a link to “advanced” options that allow visitors to fine-tune their search helping them find what they want more quickly.

Case sensitivity

The basic or “simple” search should not be case sensitive. If case sensitivity is an issue then this option should be made available through the advanced search option.

Search labels

The search box and/or button should be clearly labeled. Using words such as “go” or “start” are not inherently obvious for search. The word “search” should absolutely be used on or near the search box.

Results query

The original search query should be presented on the results page, both in the search box and as a headline above the search results. This ensures the visitor knows what exactly was searched and allows them to refine it without having to retype the entire query.

Misspellings

The search feature must be intuitive enough to recognize all possible common misspellings. Searchers who mistype their search and don’t realize it will otherwise be told their product is unavailable on your site, causing them to leave for another site.

Result matches

Results should display exact matches first, with close matches second. This provides visitors with enough information that a second search may not be necessary. Get them what they want sooner, rather than later.

Result highlights

It’s beneficial to highlight (or bold) the words on the results page that were used in the query. Even better if you can continue the highlighting of search words as the visitor clicks through a link into the content page.

Titles and descriptions

Each result should display a clear title and description. This information should be pulled from page titles and meta descriptions or on-page content.

Number of results

Results page should display 10-20 search results at the most, however it’s a nice benefit to add an option to increase/decrease the number of results per page.

Number of result pages

Links to additional search result pages should be provided as necessary and located at both the top and bottom of the page.

Zero results found

If no results are found, you must provide clear messages to visitors suggesting alternative searches, refinement options and links to important areas of the website. You should never leave them with “no results found.”

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Feb 26
“Your Company + Sucks” is Your Worst Enemy, or Best Friend
in Search Engine Guide
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As the dynamic CK points out, “Your Company” + SUCKS is the new Google barometer for how well you are
satisfying your customers.  And sometimes, it’s not very pretty.

So how do you change the conversation that your customers are having about your business?  By listening and participating, of course!  And that doesn’t necessarily mean you have to start blogging.  In fact I would never advise a business to begin blogging UNTIL they have begun to monitor the online chatter about their business, as well as what others are saying about their competitors and industry.

If you want to change the ‘You SUCK’ reaction online from customers into ‘You RULE!’, follow these steps:

1 - Monitor.  Find out what is being said about your business RIGHT NOW!  I’ve already detailed exactly how to launch a plan to monitor the blogosphere in a previous SEG post.

2 - Participate.  Once you find these online conversations, join them.  Reply to bloggers, address their comments and concerns.  Launching such an initiative can be done in one day.

3 - Engage.  Challenge your customers to continue the conversation.  Encourage them to give you more feedback, and address and RESPOND to the feedback they give you. 

4 - Co-Create.  You can’t change your bad perception by yourself.  And you can’t do it by listening, either.  You have to bring your customers in and listen to and act upon their complaints.  You have to work with them to co-create your online reputation.  Remember that passion that’s ignored can become anger which leads to a bad online reputation.  But if you embrace the passion of your customers, and apply that passion to creating and improving a dialog with them, then that passion can become evangelism for your business.

But remember that these conversations are happening online about your business, whether you are a participant or not.  Indifference and ignorance are no longer viable excuses, if they ever were.    

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Feb 26
Why Do The (Good) SEOs Cost So %&*# Much?
in Search Engine Guide
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I was talking recently with a friend who’s been trying to hire an SEO to work on her company’s website. She was surprised to find out how much it could cost to hire a good SEO (by “good” I mean those people I was willing to recommend to her because I know they do a good job).

“You always say SEO for most sites isn’t rocket science,” she complained. “How is it these people can get away with charging so much for something so simple?”

Here’s what I told her.

A man worked for years as a maintenance technician at a manufacturing plant. His job was to keep the antiquated production machines running, and he was very good at it. Despite the age of its equipment, the plant hadn’t suffered any downtime in years.

The company was sold, and the new owner wanted to cut costs. Unfortunately, the new owner was a bit “penny-wise and pound-foolish.” He noticed the plant had never had any downtime due to machines breaking down. He reasoned if the machines were so reliable, why did he need a maintenance technician on salary all the time? Despite the production manager’s protests, the new boss laid off the maintenance guy.

Others in the plant knew how to take care of minor maintenance issues, so all went well for a few months. The new owner was patting himself on the back for having made a wise decision, when one of the most important machines in the plant suddenly broke down completely.

Without this machine, all work at the plant came to a standstill. With all the employees standing around and all the other equipment idled, the plant was losing money by the minute.

Worse still, nobody in the building had any idea how to fix the machine. And the company who manufactured the machine had gone out of business decades ago.

Everyone told the owner the only one who knew how to repair that machine was the former maintenance technician. With reluctance, the owner called him.

“Oh, yes, I know that machine well. I’d be happy to come in and help you out,” said the maintenance guy. “But since you laid me off, I’ve gone into business for myself as a consultant. If I can get the machine up and running for you, you’ll have to promise to pay my invoice on the spot.”

The owner didn’t have much choice at that point, so he agreed.

An hour later, the maintenance tech walked through the door. He strode to the malfunctioning equipment, opened his toolbox, and carefully selected a small hammer. He opened a door in the side of the machine, reached in and whacked something inside with the hammer.

The machine started right up.

The man replaced the hammer in his toolbox, wiped his hands, and presented the owner with a neatly typed invoice. It read:

INVOICE
Repair of equipment….. $10,000

“Ten thousand dollars?!” sputtered the owner. “All you did was whack the machine with a hammer! That’s outrageous! How could you possibly expect me to pay ten thousand dollars for five minutes of work?”

The man took back the invoice, extracted a pen from his shirt pocket, and scribbled a few words on the paper. He handed the invoice back, and the owner could see what he’d written:

ITEMIZATION OF CHARGES
Whacking equipment with hammer…….. $100
Knowing exactly where and how hard to whack… $9,900

The plant manager paid the invoice.

Knowing what to do is important, of course, but frankly the what is usually pretty easy to learn. The former employee could have told them the what in 30 seconds over the phone: whack just the right spot with a hammer.

Likewise, most people can grasp the basics of what needs to be done to optimize most small business websites fairly quickly. As my friend pointed out I’ve said on more than one occasion, most of SEO isn’t rocket science.

The hard part, though, is the how. Telling the folks at the plant the machine could be fixed by whacking it with a hammer would have told them the what… but without the how that knowledge would do them little good. Knowing which hammer to use and precisely where and exactly how hard to whack with that hammer — therein lies the skill.

It’s one thing to understand, for instance, you need a unique title tag for each page. It’s quite another to know how to write title tags that effectively incorporate each page’s most important target search phrase and encourage maximum click-throughs from the search results. Simply recognizing you need “search optimized web copy” is a far cry from knowing how to write it. Realizing you need more high-quality links pointing to your pages is not the same as knowing how to go about getting those links.

The what you can learn in minutes. The how takes considerably more time, effort and skill.

It’s the how you pay for when you hire an outside expert, whether it’s an accountant or a lawyer or an SEO or whatever. Those who have devoted the time, put forth the effort and learned the skill sufficient to be considered “experts” are entitled to charge appropriately for their hard-won knowledge.

Absolutely, if you have the time and the desire, you can learn to do it for yourself. But you have to decide whether that’s the best use of your time and energy. For some, it may be worth it to learn. For many others, it’s a better idea to hire an expert and focus their attention on their core business.

The plant was dead in the water without the help of the former maintenance tech. Your company’s website might well be dead in the water without the help of an experienced site optimization expert. If you can afford to let it languish for months and you’re able to spend time away from your core business while you learn the how of optimization, that may be a viable option for you. Otherwise, like the plant manager, your best bet may be to hire the expert.

That’s why the good ones charge what they do for their services, and why their clients willingly pay the invoice.

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Feb 22
Make Your Blogging Lists and Check Them Twice
in Search Engine Guide
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Have you taken the time to sit down and put your blog’s goals on
paper?  Do you know why you are blogging and what you want to
accomplish from your efforts?  Excellent.  But don’t fool yourself into
thinking that all you need is a plan, that’s just your starting point.

Let’s look at some of the reasons why a business might want to consider blogging:

1 - To build awareness.  Blogging excels at this.  Whether it’s via a higher Pagerank and more Google Juice, or by adding links from other sites, blogging will help you quickly and easily get the word out about your business and its products and services.

2 - To promote themselves.  Many businesses see blogging as a cheap and easy way to get the word out about their business and what they offer.  Given the low cost of getting started, this makes blogging very popular with small businesses with small marketing budgets.

3 - To improve customer relations.  A blog is a great way to give customers another avenue for feedback, and gives the business a way to respond in real-time.  Also, in times of crisis, the blog can help serve as a valuable PR mechanism.

4 - To reach new customers.  An active blog does a much better job of drawing interest from potential customers, than a static website does.  A well-written blog also gets ‘talked’ about online, and that means more new visitors to your blog.

5 - To make money.  For businesses, it all comes back to the bottom-line.  Businesses start blogging because they want to ultimately sell more stuff. 

So as a business, if you can figure out what your goals for your blog are, does that mean the work is done?  No, in fact you are just getting started.

Now that you know why you are blogging, spin the issue around and look at it from the customer’s point of view.  Why would a current or potential customer even care that you are blogging?  Do you think we care that you want to make more money?  Do you think that we are interested in increasing your presence? 

Think about some of the reasons why a reader might come to your blog, and what could cause them to come back::

1 - The reader arrives at your blog via a Google search.  Let’s say it’s 10 PM on a Sunday night, and I’ve just discovered that my kitchen faucet is leaking.  I need it fixed NOW!  I dash to the internet and do a search for ‘Fix a leaky faucet’, and arrive at the blog for your plumbing business.   My entry point is a post entitled “How to fix a leaky faucet fast!”.  Yes!  This is what I need! 

So now what’s the best option for me; a post telling me about your remarkable adhesive that for $10.99 can stop any leak, or a 10-step post that walks me through the process of stopping the leak myself?  If you just post about your $10.99 adhesive, I quickly see that this is NOT what I need, and immediately hit the ‘Back’ button on my browser and go to the next search result.

But if you tell me how *I* can fix my leaky faucet, then you have provided VALUE to me!  That makes me MUCH more likely to evangelize your business to others.  The next time I hear a friend telling me about a plumbing issue they have, of course I will tell them about your blog!

2 - I want to vent.  Your product sucks, and I want to tell you about it!  So I leave a completely off-topic comment on the first post I find on your blog, telling you how your universal remote won’t control my DVD player, and is a piece of crap! 

If you delete or ignore my comment, it just makes me madder and further cements my theory that your business makes crap products, and doesn’t listen to its customers

But if instead you have someone reply to my comment and explain to me that the remote DOES control DVD players, and if you show me HOW to properly use it, then suddenly I think your product is amazing, and I think YOU are amazing for taking the time to provide great customer service to me!  I found your blog mad as hell, but I will leave happy to tell others about my good experience!

3 - Others keep telling me about your blog.  I keep hearing from my buddy that fixed his leaky faucet after reading how to on your blog.  Or my other buddy that helped me configure my universal remote after your blog helped him do the same thing. 

The point in all this is, you have to consider why your customers would come to your blog, when you set your blogging goals.  If your main goal is to ’sell more stuff’, that’s fine, but that goal won’t be reached, unless you FIRST satisfy your customers’ wants and needs.  If you can solve problems for me, if you can give me a chance to speak my mind, if you can give me a voice, then you GREATLY increase your chances of not only winning my future business, but also of having me evangelize your business to others.  Which grows your business even further.

Remember, you aren’t blogging for you, you are blogging for me.  Meet my goals for your blog, and I promise that I will help you meet yours.

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