One week from today, the formal part of the Search Insider Summit will be kicking off on Captiva Island. Here are three more of the presentations you'll be catching if you're lucky enough to be joining us in Florida.
SEMPO has released its comprehensive "State of Search" report for 2011, and there are many key findings that are of interest to practicing search marketers, search strategists and PPC media buyers, to name a few. Over 900 agencies and companies from 66 countries were interviewed for the 133-page report. SEMPO research chair Marc Englesman of Digital Brand Expressions offered some key insights on the report for MediaPost. Of the findings, it is notable that social networks have become substantial alternative PPC networks, in some cases driving higher PPC participation than the Yahoo / Bing search alliance.
Back in February, I wrote a post about content farms -- defining them and laying out the problem content farms pose for SEO. In the meantime, Google has released series of algorithm updates (Panda) to combat the problem. But has the Panda update really lived up to the goal of minimizing the effect of content farms in organic search results?
I hear it over and over again: "Who has time to do all this stuff?!" By stuff, marketing professionals are referring to the production and distribution of the variety of content that flows from strategies that are built to engage audiences, improve search rank, and yield better bottom line business results.
Paid search has a blind spot. Unlike display advertising, paid search marketers do not have the ability to do impression-level (or user-level) creative and bid optimization. Because of this limitation, search marketers have not gravitated towards user-level analysis and understanding and instead focus more on keyword level understanding. As performance-based digital marketing channels are converging, this "blind spot" for search marketers is becoming a large issue.
Aaahhh...I can almost feel the warm tropical breezes of Captiva. We're getting very close to the Search Insider Summit and, as promised, I wanted to preview some of the sessions we have lined up for the agenda.
Last week at ad:tech I presented a new approach to SEM called, "Putting the People Back in Paid Search." The thinking is that putting too much focus on the keyword instead of the person behind the keyword can prevent you from capturing the insights needed to fully optimize your paid search and other marketing campaigns.
So you've got a website redesign going on. Exciting! But the one thing that most folks find less exciting than the reveal of the bright and shiny new website is the behind-the-scenes efforts to retain organic search rankings. 301 redirects, while necessary, are rarely a fun endeavor, and the formatting can take forever. Here's an easy way to quickly format your 301 redirect mapping for non-dynamic pages to match .htaccess formatting.
As I discussed in the first of this series of posts on content strategy, marketers increasingly must think about their jobs in terms of major media companies -- producing constantly updating streams of media that engage, inform, entertain and result in widespread sharing among audience networks. In future posts, we'll get to how these activities can lead to bottom-line-oriented outcomes, but today I'll focus on the various definitions of "content" and why each is important to your strategy.
Recently I read an article called "Video Apps Vs. Web Video: Apps Are Invisible To Search" where the author discusses how great apps are, especially for video, but then goes on to discuss how the content contained in these very apps is not searchable. Interesting point and one that creates a need to rethink how we optimize our search campaigns.