Getting Top-Rated Content With Blogs and Feeds

As search has evolved, so have searchers. They are no longer looking at corporate websites as the authority, but they are instead looking at their peers and other searchers who have had similar situations to theirs. Searchers want reviews, blogs, and social interaction. So why not take advantage of these free digital assets?

In this video, Sally Falkow of Expansion Plus Inc. explains how the use of blogs and feeds is a very smart strategy for businesses to adopt in this economy because it is inexpensive and gets search results. Also, universal and blended search allows the first page of search results to display all these digital assets. It’s not just ten blue links on the first SERP but blogs, feeds, images, video, news, and so much more.

Research shows that a searcher’s eyes are naturally drawn to an image or video before they look at a regular blue link. In other words, if you are not utilizing these assets then “you are missing an enormous opportunity.”

Sally suggests creating a content strategy that allows you to use digital assets that match your brand image. One method for doing this is storyteller marketing. Sally says, “Every brand has a story.”

Determine what your brand stands for, find out how people perceive your brand, and realize whether or not your brand keeps what it promises to keep. You will find a story somewhere among those answers. Strengthen your story using digital assets and you will be amazed at how your content and brand will rise.

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Understanding How Net Neutrality Affects Search Marketing

Although network neutrality is an issue that could affect everyone, it seems that people are either not concerned or simply unaware of its potential. One industry that seems to be completely blinded by its capabilities is surprisingly, the search marketing industry. In the above video Cindy Krum of Rank-Mobile discusses what would happen to search marketers if net neutrality is not preserved.

According to the nonpartisan and nonprofit advocacy organization Common Cause, the definition of net neutrality is as follows:

“Network neutrality is the principle that Internet users should be able to access any web content they choose and use any applications they choose, without restrictions or limitations imposed by their Internet service provider.”

If net neutrality is not preserved, sites that we use and depend on everyday such as Google and Facebook would not be here. If you remember, the Federal Communications Commission recently cracked down on Comcast for throttling content from BitTorrent and ultimately called it a matter of free speech.

Now, how does all this affect search marketing? If you have a lot of rich media content on your site that is being throttled by broadband providers, you will have to pay more in PPC because it will decrease your quality score. Also, if your content is throttled, the load time will be slow. Your load time affects SEO and PPC meaning that it will drive your costs in PPC up and drive your rankings and SEO down. Does it seem relevant now?

Ironically, the Wall Street Journal published a report today saying Google no longer supports net neutrality. While citing undisclosed sources, the Journal accused Google of approaching major cable and phone companies with a proposition to get preferential treatment for both incoming and outgoing traffic from its sites.

The newspaper went on to report that one major cable company “in talks with Google” said it has been hesitant to make a deal in fear of violating the FCC guidelines.

Richard Whitt of Google’s Washington-based telecom and media counsel responded to the accusations on Google’s Public Policy Blog saying the report was based upon a misunderstanding regarding edge caching. The flexibility of edge caching allows broadband providers to implement network upgrades but does not give them the privilege to “hamper user choice, competition, and innovation.” This practice of edge caching does not violate any net neutrality laws.

Whitt wraps up his post with the following statement:

“Google remains strongly committed to the principle of net neutrality, and we will continue to work with policymakers in the years ahead to keep the Internet free and open.”

In summary, educate yourself on these issues and support legislation to protect net neutrality.

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Find out how to Automate your social network site here

Shopping Search Tactics for the Holiday Season

Although retailers are struggling this holiday season with the current economic issues, recent comScore data shows that shopping search engines are thriving and are performing better than last year.

“Cyber Monday saw significant visitor gains at most of the top retail resources, led by Shopzilla.com sites with nearly 2 million visitors (up 98 percent versus the November base period), followed by Yahoo! Shopping with 1.9 million visitors (up 81 percent) and Google Product Search with 1.1 million (up 59 percent).”

These numbers further prove that consumers are browsing around online comparing prices and searching for the best deal. In the above video Greg Hintz, the General Manager of Yahoo! Shopping, gives four tips retailers need to know as they optimize their campaign.

1. Optimize your data feed.
2. Make sure your data feed provides relevant, comprehensive, and fresh data.
3. Use factual language instead of “marketing” language.
4. Include all product specifics.

When you move on to Yahoo! Product Submit, Greg points out that the primary factor is relevancy. Other factors to look at are merchant rating since higher rating produces a higher ranking. Also, remember to take advantage of comparison-shopping sites.

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Getting Your Viral Campaign Going

Viral campaigns are a current trend that everyone wants to take part in, but launching a campaign is not something that people should take lightly. Not to give off the impression that viral campaigns are difficult, but they do require skillful planning and should not be conducted halfheartedly.

Chris Winfield, the President of 10e20, gives a few recommendations when getting started with a viral campaign:

1. Have clear goals and objectives

2. Promote great content

3. Contribute to the communities

4. Make sites work together

5. Have good hosting

In the above video from SES Chicago, Chris also adds that a viral campaign is not simply about a great idea. It also takes great execution and promotion which can be done through blogs, social media sites, forums and groups.

There is not a specific time table to know if your viral campaign is working, but all experts advise never giving up.

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