Signs on roadways could make navigating highways easier, similar to the way sites use keywords to interconnect locations on the Web, according to Bill Slawski. He calls attention to the importance of site navigation and words used in links that help visitors find a Web site. If Slawski has trouble finding what he's looking for on the Internet, he can easily find a way home. When he's lost in the middle of Camden, N.J., it's not as easy.
Rand Fishkin makes seven predictions for 2011. Last year he "foolishly" make a few predictions, and in the spirit of the new year decided to try it again. Before he jumps into the new ones, he analyzes last year's. This year the predictions range from "someone proves (or a search engine confirms) that clicks/visits influence rankings"; to "mobile will have a negligible effect on search/SEO."
Bethany provides a case story of how she improved a Web site's low quality score. For starters, she explains, she exported all active keywords into Excel and took the average of the quality scores to create her own account level Quality Score. Bethany tells us the beginning average, along with what she did to improve it.
Alex Cohen has a 10-day plan to overhaul paid search campaigns. He guides paid search professionals through the steps to dust off campaigns and update them with all-new controls. He describes everything from targeting image ads on Google Image Search, to including video extensions.
Mark Thompson's tips aim to help bloggers reach out to new audiences. First, write down the primary target, and then consider what other, related niches and subgroups would enjoy reading your blog. Then begin your campaign; Thompson suggests guest blogging on related posts. He explains how he moved his blog audience beyond Internet marketers to Web designers interested in SEO.
Yes, it happens. Sometimes marketers need to remove spurious listings in Google Places. Dunrie Greiling needed to step in and find a way to remove a phone number from search results after a client's closed location had been reassigned to a family who kept getting disturbing calls. Greiling walks through the steps on how to get these listings removed from query results.
Attribution drives most campaign optimization decisions, including budget allocation. The most common attribution model, the last ad wins, has been "under scrutiny for years," writes Xuhui Shao. And "in the new ecosystem of real-time bidding and audience buying, the flaws of today's attribution model are magnified." Shao tells us how buying audiences rather than content shifts the focus to multiple points in the buying process that consumers experience.
Robert provides insight into account-level quality scores after digging through the AdWords Help Forum. He believes it's an area where Google falls flat by not providing enough information. So, Robert provides a definition and tells us how it can benefit campaigns.
Some marketers lack Excel skills. So, MikeCP set out to create a tutorial for those in need of a little help. In an ongoing series with lots of graphs and charts, he explains the benefits of Excel For SEO professionals.
Marty Weintraub calls our attention to how Facebook ads can identify same-sex-oriented men in the Facebook social graph. He tells us a search reveals there are 327,500 American military men who like woman. They work in a variety of United States arms forces. 1,180 male employees of the same organizations like men. These stats come from Facebook. Get the picture?