Tad Chef gives us 10 ways to use Google Buzz for SEO and SMO. He covers everything from indexing to keyword research to link building to personal branding. For example, while most people compare Buzz to Twitter and Facebook, it's in reality a rival to Tumblr and Posterous, Chef writes. It's good for content you want to "drop quick and dirty without much fuss" into a social network. He calls Tumblr and Posterous better for doing this -- but Google is bigger.
Marketers must remain flexible and agile and focus on doing rather than just thinking, says Andrew Goodman. So Goodman provides a few tips on making that happen, with a goal to attract new customers. Admitting that some marketers are reluctant to try this new approach, he writes that having some patience and acting like a small company even if you're inside a big company can reap rewards. Think of the world of possibilities, of acquiring 100,000 new customers at break-even or better without spending a ton of time strategizing, he suggests.
David Harry defines Task ROI because he doesn't think many people understand what the term means. He explains it starts with intimately knowing the site you're working on, as well as the search engine results that show up on the pages when someone looks for the site. And since it doesn't end there, Harry tells us how to achieve success through Task ROI -- including using implementation schedules and assigning price tags on the value and expected SEO outcomes from the activity.
Google has added the ability to refine searches with the "Nearby" tool in the Search Options panel. The tool works geographically, not just through keywords, so don't worry about adding "Minneapolis" to your query and missing Web pages that only say "St. Paul" or "Twin Cities," writes Jackie Bavaro. She explains you can see results through the default location or the custom location, as well as narrow results by city, region or state level.
David Harry tells us about the "very personal" search engine and FireFox add-on, SurfCanyon. The search engine relied on "implicit" search instead of directly asking the searcher questions regarding his or her intent. In an interview with the company's Mark Cramer, the two talk about the concept of being an add-on to a search engine, implicit data to predict behavior, and social streams.
It's easy to waste time on Twitter conversation. That's the biggest concern of marketers deciding whether they should take the plunge and start marketing on the platform, writes Jennifer Laycock. She provides a five-step timeline to help marketers get started, and make sure they're only spending the time necessary for their Twitter projects.
Google added two new features to Google Earth. Now you can click on the balloon in the 3D model to learn more about a place and dig deeper by following the links in the balloon. You can use Google SketchUp to create, modify and share your own 3D models, or create 3D models of buildings. You can select a city, make a building with photos Google provides, save the building -- and it will be reviewed and added to Google Earth.
Search engines have been exploring concepts of relevance. Google recently received a patent that redefines the way someone might perform searches to help find relevant pages, Bill Slawski tells us. The patent describes a process that includes using a query term in a search, as well as a label that might match annotations made on pages returned in search results. Slawski provides examples and screen shots to explain how annotation labels might work. Google does provides a way to include labels in Google Custom Search, he writes.
Michael Gray tells us how to handle expired product pages, as well as those appearing on classified or auction site. He runs through what to do ig a product becomes temporarily out of stock, discontinued, or replaced or updated by another product. He also explains why you would want to use a 301 redirect code for the product or auction page instead of letting it expire and issuing a 404 not found error message: Web sites only have a certain amount of inbound link equity, so the danger of leaving up expired products or auctions can rob the site of …
Jessica explains why management placements don't work, partly through this metaphor: Pretend you're a lion watching a bunch of cute bunnies hopping around, she writes. While you can probably reach out and swipe many to eat without much investment, you may have to spend an entire day munching on rabbits just to feel well-fed. It's low risk for low reward, similar to automatic content placements, Jessica writes. She tells you how to lower your cost per placement, get better targeting results, and gain a viable long-term lead-generation strategy.