Inside Reps Should be Using LinkedIn Company Follow

Inside Reps Should be Using LinkedIn Company Follow

Search and Display

As we continue to prepare ourselves for the inevitable conjuncture when search engine marketing becomes performance marketing, the question of where display fits into this equation lingers on, and it isn't evident that search marketers have really had the opportunity to piece it all together yet. These pivotal points should influence how you approach display in an integrated performance marketing offering. Here are the most important ones:

Push vs. Pull

Searchers know what they're looking for -- you pull them in with keywords, ads, and content matching their request. In the world of display, you need to push your offer much more aggressively to distract the customer from what they're actually doing (i.e., consuming content).

Top vs. Bottom of the Funnel

If we can picture the conversion funnel with conversions at the bottom and awareness at the top, it's clear that search and display live at opposite ends of the funnel. The role of display in performance marketing is in great part to widen the top of the funnel, in order to drive more conversions at the bottom.

Scarcity vs. Abundance of Supply

In the world of search, supply is scarce. There are only so many keywords describing your target, and they will only search for these things so many times. However, supply in the world of display is much more abundant. It grows each time a new page of content is published. As display matures as a channel, all consumers will likely see more relevant ads, and less of them.

The Auction

Historically, display has been largely an "un-winnable" media for performance marketing, largely due to the lack of fair market pricing mechanisms, such as an auction. It's no surprise that the sudden rise of display advertising is directly linked to auction pricing, but auctions for impressions are different from those we have in search.

Search is a cached or hosted auction. Marketers specify in advance what they're willing to pay for a given keyword and that bid sits on the search engine's server. This means that Google (or other) controls the optimization via smart pricing and other means. In display and the emerging real-time bidding auctions, the optimization is maintained by the buying technology. This gives buyers more control in display -- although with more variables and more unknowns to manage, the channel needs it. The auction is better served as a market-clearing mechanism that lets buyers be in control; too many variables simply fall outside of the actual media being bought for a complex market to try to do everything.

The Role of Data

Much could be said about the role of data in both mediums. This is especially true in display. Methodologies of retargeting and user-based targeting are staples in display. Display can't be successful without user-based targeting. Outside of keywords, search doesn't allow for much user targeting. In the future, using data across search and display -- especially using the data from search to target display -- is critical to success.

Web App Programmer/Design Professional | jobmagic

Web App Programmer/Design Professional | jobmagic

SEO Optimization: Part II - The Value of News

There are many advantages to building news stories and just one of those advantages is that search engines treat news as syndicated content. Search engines do not treat news as "duplicate content" because news is meant to be duplicated through syndication.

The search engines do understand syndication. News is 100% white hat, regardless of how many news sites or feeds or Web pages that a story gets published on. In some case, when you get a news story published, it will get picked up by hundreds of other media outlets too. But remember the old rule about everything in moderation when link building?

You always want to build links slowly and in a natural way (which is true for
most aspects of SEO or increasing your pages visibility in search rankings.) But when it come to working with news stories, you have a huge advantage that
allows you to get hundreds or even thousands of good links, within only hours
(and with no danger of penalty.) This is because news is meant to be syndicated.


Having several hundred media sites feed your news stories out to editors and publishers can result in huge traffic spikes as well as increased link reputation that will never be penalized, assuming you are doing things the right way. News is something that is always changing. It's always fresh. Sometimes, for example you'll see on Google news that a story was just published 5 minutes ago or another story published 12 minutes ago etc. Then if you look further in the results, you see additional links that may say 125 new articles (on that same

topic) or maybe 770 more articles on the other topic.

If content published in more than Web site is considered "duplicate content" 
here is an above board way that is fairly easy to build effective links, without
the stress. Learn how to write and publish news and you have a huge advantage.

Remember, this is not just about writing any type of content.

It needs to be considered either real world hard news or else valuable newsworthy content. There are many different ways to put your news content out to editors that are free. There are some paid services that are well worth the investment too. Remember that once a story gets published somewhere that link back to your Web site can be priceless. In some cases, even once the traffic spike dies down, you will still have your press release showing up in search engine results even years later.

Some publications may send your story out to  their subscribers and if your news story is popular, it can spread extremely quickly all across the Internet. Consider the impact of your story going out to even just one source that may have 200,000 to 500,000 subscribers. There are many other ways to build powerful link reputation, without the stress too, this is only just one way that works extremely well.

SEO: What You Should Know

If you’re an online business,  then you need a search engine optimization (SEO) campaign. SEO is becoming a bigger part of internet marketing. However, some people try to take advantage of this.

With increasing demand for SEO, more and more scammers are popping up. There are fraudulent SEO companies that demand more pay and deliver no results.

Many online retailers have fallen prey to these scammers and consultants. These retailers are forced to trust some of these SEO companies because they do not have a firm understanding of SEO.

Before companies invest in SEO, there are a couple of things they should know:

•    SEO is continuous and great results do not come over night. And, once the rank has been attained, it needs to be maintained.
•    Black hat SEO techniques are always likely to be caught by constantly updating search engine algorithms.
•    Web development is part of SEO too. Google has factors website speed in rankings, making site design a valuable SEO element.
•    Link building to reputable and authoritative sites is necessary.
•    Fresh and original content is important. It increases your site’s bounce rate.

More to follow in coming articles......