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Archive for the ‘search’ Category

Spike Likes Fridays, Vol. 55

November 2nd, 2012

The Spikesters had a busy week this week, and are preparing for very busy months ahead! As we have been helping our clients plan their marketing efforts for 2013, some of the Spikesters came across great articles and infographics to share this week.

Gary: Many people see business-to-business as an entirely different world than business to consumer. However, some of the business-to-consumer marketing practices can be helpful for B2B marketers, as well. Here is a list of the five best-practices that B2B companies can learn from business-to-consumer focused companies.

Martin: Most people don’t realize the amount of work that goes into designing a logo. It might just be the most challenging work a designer does . . . unless you work for Google and need a logo for Gmail. This is certainly not how we approach brand development at Hodgson/Meyers!

Rachel: As we develop campaign microsites for our clients, we are always looking at customizing the site to make it more relevant for prospects. This article on the Top 10 Best Practices really hones in on what we recommend to our clients for best practices in microsite development and lead generation.

Christian: One of the most valuable tools B2B marketers have in their belt is their network of peers. Learning from one another is invaluable for discussing strategy, creative and marketing tools. Marketo has created its own Marketing Nation to make this networking process simpler. Within this network, marketers are connected with other marketers by the sharing of best practices and pre-built programs.

Lea: LinkedIn is quickly becoming more important to B2B marketers with Pay-Per-Click ads that are relatively new to the advertizing world. This article outlines why businesses should start considering LinkedIn ads for reaching out to prospects.

Patty: Marketers never like to miss the opportunity to do something special for the holidays. Here are some examples of playful Halloween campaigns that show companies having fun with the holidays.

Kristen: Many people only know Siri as the iPhone app that gives sarcastic answers to equally sarcastic questions asked by clever users. However, many use Siri as they would Google – as a search engine. While Google is still the number one search engine for iPhone users, Siri and other search apps are changing the SEO landscape for search marketers.

 

 

Amazon Takes Retargeting to a New Level

June 28th, 2011

Retargeting has been a hot topic among marketers in recent years- and today a new player announced their entrance in the market.  Amazon.com will be launching an ad network, where they will buy Web advertising inventory, and resell it to marketers.  The value-ad of working through the Amazon platform is that they’ll be using the behavioral and sales data collected from their own visitors and shoppers to target prospects.

What does this mean for marketers?  That the Amazon.com ad network has the possibility to open an entirely new door for retargeting.  Retargeting based on a buyer’s behavior patterns and trends will undoubtedly increase the demand for targeting through the Amazon.com platform, and marketers will begin to expect better results from their retargeting efforts.

To learn more about this change to the retargeting industry, check out this article from TechFlash.

 

 

Categories: search Tags: , ,

Google Instant

September 8th, 2010

For the fans of the “I’m Feeling Lucky” button, you likely will not use it anymore.  In the habit of hitting the ‘enter’ button after you type a search query?  Break this one, because it is no longer necessary. After months of testing, and weeks of hype and speculation, Google has revealed Google Instant, the newest change to the way that we search: live updating search results.

Google Instant attempts to improve the user experience even more:  by saving time, providing smarter predictions and serving instant results.  Google estimates that Instant will save 11 hours of search time for every second spent searching.  With the combination of time savings, and more accurate search results, Google is certainly staking their claim as the most forward-thinking company in search.

Google’s announcement this morning began with some amazing statistics: over 1 Billion searches occur on Google each week.  In these 1 Billion searches, it takes more than 9 seconds to enter a search term, with many searches taking 30 to 90 seconds.  Google Instant promises to save 2-5 seconds per search, as well as decrease the time it takes a user to click on a search result as well.

How does it work?  As you type in your search query, the search results will adjust based on what you Google Instant searches for you as you type, predicting the most likely keywords that you will search.  Once you see results that match what you are looking for, simply stop typing.  Your results are already there.

Here, we began a search for ‘woodpecker’ to show the results that we got along the way:

How Will Google Instant Impact Paid Search?

One of the largest concerns about Google Instant for B2B Advertisers is how this new tool will impact paid search.  Specifically, the impact on ad impressions.  As users type in a query, the search results rapidly change, displaying different ads with every keystroke.    As shown in our search for ‘woodpecker’ we returned paid advertisements for MapQuest, the Pacific Science Center, the Woodland Park Zoo and more, before we finally got to information about woodpeckers.

According to Google, an ad impression is counted if a user takes an action to choose a query (for example, presses the Enter key or clicks the Search button), clicks a link on the results page, or stops typing for three or more seconds.

Ad Position

Google Instant will also change the layout of the Google search results pages.  Because the search suggestions box remains open, the organic results, as well as any top position ads, are pushed down the page.   In some cases, the organic results are pushed completely below the fold, and users will only see the search suggestions box, as well as paid advertisements.

Though this will initially increase impressions and clicks on paid search campaigns, the quality of the clicks received is not likely to improve.  With organic results beginning far below the fold, many users will confuse paid and organic searches- resulting in low quality clicks on top performing ads. Paid ads in position 1 and 2 will likely show above the organic search results, but below the search suggestions box. Ads in lower positions (particularly positions 3, 4 and 5) appear to have a higher rank because the paid search results on the right side begin at the top of the page.

Quality Score

With increased impressions due to the ever changing search results pages, paid search marketers can expect to see a decline in their click through rate (CTR)- simply due to this increase in impressions.  Because CTR is one of the main components of quality score, B2B Advertisers may see a change in the overall competitive landscape of paid search.  Will quality scores begin to decline because of Google Instant?  At this point, we can just wait and see.

Hodgson/Meyers Google Search Story

April 14th, 2010

As we found out during the 3rd quarter of the Super Bowl, you can use Google to find “Parisian Love” but did you know you can also use it to find an award winning B2B advertising agency?

What’s your search story?

Categories: search Tags:

Why NOT to Outsource SEO Link Building

January 18th, 2010

Link building is an important part of the SEO process. However, when you outsource your link building you are putting your online reputation in the hands of others. Your links are an online representation of your business. If you outsource, make sure you trust them or you might end up with links like this one someone tried to post here on Spike Speak.

Why This is a Bad Link:

- It’s generic and clearly template driven. It just looks spammy.
- Fake email address. Only blog admins see your email address on a comment, so why give a fake one?
- It was blocked by Cookies For Comments (CFC) as spam. If it looks spammy to CFC, you can rest assured that it looks spammy to Google and the other search engines.

If you have ever heard someone complaining that they got “Google Slapped” and were knocked out of the search results, odds are good that it is because they were participating in link building such as this.

We deleted this comment right off the bat. And I now assume that this company is probably not legit since they (or their vendor) used spammy SEO practices.

There is more to link building than just links and this type of link building does NOT generate the kind of results that most are looking for, however it is typical of what often happens when you outsource this important element of SEO.

A large part of SEO and Social Media overlap, posting to blogs is one of those areas. Make sure you are actively participating in a positive way with the audience and your link building efforts will be much more effective because of that.

Good social leads to good SEO.

Categories: search, SEO Tags: , , ,

What is good for the searcher is good for the search engine

October 21st, 2009

More than anything else, the key to success online comes down to one thing, relevancy.

The key to a keyword’s high quality score in PPC? Relevancy.
The key to a landing page’s high conversion rate? Relevancy.
The key to an ad’s high click through rate? Relevancy
The key to a listing’s high position in the search results? Relevancy.

Relevancy is the key to ALL online marketing –– but particularly so to SEO.

Let’s take a look at how relevancy plays an influential part in SEO:
End-users want to find relevant content when they type a search query into the search engine. In turn, the search engine wants to provide relevant results to that search. If you want your website to be found in those search results, your website must be relevant.

Most people think solely of keywords when they think of relevancy but relevancy is so much more than just matching keywords.

Read more…

Categories: search Tags: , , ,

Study Shows Strong Correlation between Search Marketing and Social Media

October 8th, 2009

GroupM Search and comScore, Inc., a leader in digital marketing intelligence, recently released a study demonstrating the strong correlation between a brand’s social media exposure and users’ engagement with their paid search ads.

Essentially, the two key findings are:

1. Users exposed to both distributed social marketing content AND paid search are nearly three times more likely to search for that brand’s products compared to users who only saw paid search.

2. In organic search, consumers searching on brand product terms who were exposed to their social media marketing are 2.4 times more likely to click on organic links than the average user who only saw that brand’s paid search ad.
Read more…

Search Strategist Robert Coats Featured in BtoB Magazine

September 24th, 2009

Our own Senior Search Strategist Robert Coats was recently featured in an article on search marketing in BtoB Magazine.

Robert offered some expert insights into prospects’ search behavior, campaign structure, and lead gen:

“There are so many things you can do with search as a lead-gen tool, and a thousand ways to approach it,” Coats said. “The key is, it’s not so much how you want to be found as how your prospects are searching. It’s understanding psychology, and human nature and how people begin their searches around issues they’re trying to resolve.”

Read the full article here: Search as Lead Gen

Great work, Robert.

Gary Meyers
President

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