As I write this, I have literally just closed the cover on John Battelle's new book, "The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture." Reading it was a unique experience for me. It was addictive, like literary crack. I devoured it in huge gulps. I can't recall the last time I read a book in such a short time.
Finding success with a search campaign does not rely only on identifying the right keyword mix or on determining the best overall positioning related to CPC/CPA. Success also relies heavily on capturing an audience with the right message, one that ultimately spurs them to take the desired action.
Ever have one of those days when you just can't find what you're looking for in a search engine? It's okay. You're not alone. Heck, it even happens to lawyers--even a lawyer investigating a case involving the senior advisor to the President of the United States.
While this is an exciting time for those of us who make our living within the world of search engine marketing, it is not without its challenges. In fact, the combination of search's complexity and its explosive growth has created one of our industry's biggest challenges: recruiting qualified SEM staff. It's an industry-wide problem--both for organizations performing their search marketing in-house, and for SEM firms and agencies looking for experienced professionals to serve their increasingly sophisticated clients.
I'm sure you know by now that the more high-quality and relevant links to your site there are, the better your search engine rankings are likely to be. So every search engine marketer and Web site owner should have links, link popularity and page rank top of mind.
Last week, we ruminated on how search engine marketing plays into engagement. Now let's find out what's next. What are we going to talk about when we can't find anything else to say about engagement? After spending some time ruminating on this one, I've come up with a definitive answer: nothing.
I'm not sure if this is being done in some university somewhere, but I would love to know if our use of search engines is changing how we communicate.
Here is an idea for a reality show: our protagonist attends every single online marketing conference and trade show without a break. Meals would consist of the continental breakfast spread in the morning, followed by appetizers and free drinks at the sponsored parties. While I am still shopping the script, I do have two actual tales from online marketing conferences.
Every online advertising conference this year has focused on engagement--such a hot buzzword that I've taken to using it to justify my own marketing spending. If you say your plan is designed to increase engagement, far be it from a higher-up to argue with you.
Bill Tancer, general manager of worldwide research at Hitwise, is a self-described data geek who's not only a number cruncher but also has an eye for spotting trends. I sat down with him to get his perspective on a few key issues.