Dave sits down with Tom Demers to talk paid-search marketing. The two discuss ad strategy, copy, and metrics with a twist. The answers to the questions are short and to the point. Most have been Twittersized to fit into the 140-character format. For instance, when asked about his work with ad text crowdsourcing, Demers tells us the most surprising thing has been the consistency, and how small tweaks have double- to triple-digit impacts on click-through rates and conversions.
Google now allows searchers to instantly preview ads, similar to the way Instant Preview provides a graphic representation of a Web page before clicking through. The Instant Previews icon appears next to ads on Google.com, allowing searchers to preview the ad's landing page. The preview is available in the U.S., according to Dan Friedman.
Chris Copeland had an epiphany. No one wants to search, he wrote. About 1.3 billion people worldwide used search last month, but how many really wanted to search for something? As the numbers grow, it makes us believe people want to search -- but really they don't. He digs into research released by GroupM in February to back his thesis, tells us about Bing's shortcomings, and asks readers to come along on a "dream" of an engine that provides notation options for findings, registers appealing elements, and learns from the input and the data.
Claire Cain Miller gives us a recap of Google's road to voice and photo search. Mobile ads are half the price of traditional Web ads, she writes, citing Colin W. Gillis of BGC Partners. It no doubt provides one reason fueling the increase in interest for mobile advertising. Cain Miller provides examples of video and visual search, and reminds us Google estimated it would generate $1 billion in revenue from mobile this year.
After Shark SEO experimented with adding more than one meta description into a meta description tag, Tad Chef wanted to test whether multiple meta description tags could be added. Chef tested three meta data descriptions -- all the same length -- and tells us what he found.
Google said Friday it would shutter Google Video, but plans to automatically migrate the files from the site to YouTube. It eliminated the April 29 deadline to work through technical issues, according to Mark Dochtermann. Google created an Upload Videos to YouTube option on the Google Video status page. The option for owners to download clips from Google Video is still available.
Andrew Goodman serves up seven tips to filter out "lame searches" in hopes of a campaign producing improved click-through rates, higher conversions, better quality scores, and great return on investment. He explains how to add brand names in URLs, be specific with calls to action, provide information on location, and more.
It's important to know what SEO tactics influence organic search engine rankings and how changes to a site will affect ranking. Rand Fishkin walks through how to use correlation data in SEO and social media research.
Similar to photography, there's an art to optimizing images. Michael Gray describes optimization techniques for creative common images. He tells us why the No. 1 mistake is using hotlinks, as well as places to look for commercial licensing images.
This step-by-step process of integrating an SEO strategy into a company's overall marketing plan could save headaches in the long term. It's geared specifically toward Web managers. Peter provides insight on what to consider when determining whether the company needs a SEO strategy, making it work as an afterthought, and integrating the message. He sums it up by suggesting to put the user first.