What's Good For The Google Should Be Good For The Old Gum Tree
Posted by Kaila Colbin on Feb 9, 1:01 PM
The buzz around Google's proposed settlement with the Authors Guild, designed to make out-of-print library books available while still protecting the rights of their creators, set me to thinking. One conclusion: The global copyright system is clearly broken.
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Using Placements To Boost ROI On Google's Content Network
Posted by Matt Lawson on Feb 8, 1:04 PM
The Google Content Network -- comprised of hundreds of thousands of third-party Web sites -- reaches up to 80% of Internet users worldwide. Yet many marketers don't put enough advertising dollars into the Content Network because they lack the tools to effectively measure, manage, and optimize performance down to the site and placement level. Limiting your ROI in this important channel ultimately means less budget and clicks -- which equals a missed opportunities for revenues and profits.
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Super Battles for Search Dominance
Posted by Chris Copeland on Feb 5, 3:16 PM
This weekend, the Colts and Saints will battle to determine the king of the football hill during Super Bowl XLIV. A month into 2010, there are battle lines across the search landscape that also bear watching. These battles will shape the devices, platforms and consumer experience for this year and many to come. Here's your quick primer of the battles, the stakes and what to watch for to determine who has the upper hand.
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The 150-Millisecond Gap
Posted by Gord Hotchkiss on Feb 4, 12:30 PM
A few weeks ago, I was sitting in a meeting room at Simon Fraser University, among five people looking intently at two squiggly lines on a graph in a PowerPoint slide. There was a Ph.D. and a handful of Masters degrees in Neurology and Psychology. I contributed nothing to this impressive collection of academic achievement. Still, there was something on the chart that fascinated me.
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The Days of Guessing at Keyword Research Are Over
Posted by Rob Garner on Feb 3, 2:44 PM
In my last few columns, I've covered the considerations for search in a site redesign, so today I want to drill down even further into how market research and, by extension, keyword research helps to inform the design and marketing process. As the title of this post suggests, and as I've stated many times here in the last few years, the days of guessing at keywords used by target audiences are done for serious enterprise marketers. We need to rethink our approach to audience research, including what language and digital triggers are used, and we need a more focused view to understand how a target user interacts online.
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Searching For Search's Elementary Particle
Posted by Kaila Colbin on Feb 2, 10:56 AM
I've just begun reading Margaret Wheatley's "Leadership and the New Science," which applies cutting-edge theories from quantum physics and biology to the business world. Wheatley says that, rather than a mechanistic model that can be broken down into its composite parts, "unseen connections between what were previously thought to be separate entities are the fundamental ingredient of all creation." The same revolution is happening online. It's no longer about the mechanistic parts, about the data; it's about the relationships. On the search front, this means the industry's desperate scramble -- and heretofore inability -- to make sense of the social graph isn't all that surprising.
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Ginned-up For Conversion Optimization
Posted by Derek Gordon on Feb 1, 12:07 PM
Lately I've turned my attention more forcefully and specifically to the idea of conversion optimization, as distinct from SEO and paid search optimization. While it's completely understandable that search marketers focus primarily on generating the click, whether in paid or organic search results, what happens post-click is under-prioritized far too often.
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The Planet Of Right Here
Posted by Rob Griffin on Jan 29, 3:11 PM
For anyone who remembers one of my early articles from last year, titled "Our Little Baby has Grown Up," this article's title should have better context. It was from Paula Lynn (thanks for the title) and was in response to my thoughts on the evolution of local search and Yellow Pages. She was defending the Yellow Pages in relation to my question "When was the last time you picked up that giant yellow book you use as a door stop?" OK, so I provoked the responses. It seems many keep on using printed local directories, but total use is still declining. I'm more convinced of that than ever.
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Undecided About Bing, The Decision Engine
Posted by Gord Hotchkiss on Jan 28, 10:30 AM
OK, I admit it. Bing is starting to show some glimmering signs of promise. But I still have concerns -- big ones. The team at Redmond seems to be beginning to relish the challenge that comes from playing David to Google's Goliath. My quibble, however -- and it's not an insignificant one -- is that Bing needs to step up its differentiation.
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What Rishad Tobaccowala Learned From Google
Posted by Aaron Goldman on Jan 27, 11:28 AM
Rishad Tobaccowala is a management board member of VivaKi, Publicis' digital marketing shared services and incubation group. Rishad is a true pioneer in the space. So what lessons did the man who's constantly reinventing learn from Google?
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