The two most common questions I get about blogging are:

Why don’t you blog more? And … How do you have time to blog that much?
Two totally opposite questions, but the same answer for both.

I blog when there is something to discuss. I do not have a set schedule. I have posted 7 entries in one week, several in one day, and 1 entry in 2 weeks.

The reason for this non-schedule: Sometimes there is just nothing to discuss … that has not been discussed already.

Many Bloggers in the Search Engine Marketing industry just regurgitate what’s already out there. They are not contributing anything to the community. I do not want to be one of those bloggers. If I do not have anything new to say, then I will not say it.

Now, I am not saying that I have not discussed the same stories that someone else has already reported. Sure, that happens, but it’s never my intention. I do not go searching to see if someone has already picked up the story. I just start writing. If the discussion has already started somewhere else, then so be it. I will not get many hits that day, I am fine with that.

I try hard to have something new to say. This is why I do not have a schedule. If I do not have a new take, then I do not waste your time or mine. I try to be original.

I try to contribute to the community. I hope I do it justice, but ultimately it’s not up to me to decide.

I do believe everyone has something new to say. They just have to find their voice and their topic. Unlike some bloggers, I do not think anyone needs to “step away from the keyboard”. We can all blog, we just have to find our voice and contribute.

AOL is buying Tacoda Inc., a marketing firm that specializes in behavioral targeting. Behavioral targeting to date has been more of a dream then reality. However, AOL must see a long-term benefit.

The deal comes a few months after Google purchases DoubleClick, which is also working on new ways to integrate display advertising toward user behaviors.

This all hopefully means a way to measure “The assist” is coming very soon.

More details on the purchase can be found here: http://www.adweek.com/aw/national/article_display.jsp?vnu_content_id=1003615972

Does anyone have a schedule, official or non-official, of the after hours events for the 2007 Search Engine Strategies Conference in San Jose?

If so, post the information below.

• Monday, August 20, 2007

      Event: Women’s Luncheon
      Where: The Grill on the Alley
      RSVP: SearchMarketingGurus.com

      Event: SEMPO In-house Party, 7:30pm
      Where: Sainte Claire
      Notes: Vendors/Consultants not allowed

      Event: Vintage Tub and Bath Party (Not Confirmed)
      Where: Invite-Only
      Vendors Involved: Performics, Doubleclick, Bizresearch, Range Online Media, Pepperjam Search, Epiar.com, Hitwise

• Tuesday, August 21, 2007

      Event: AOL Search Lunch
      Where: Room J
      RSVP: www.ersvp.com/r/aolsearchlunch082107

      Event: Google Dance 2007
      Where: Google, 1600 Amphitheatre Parkway, Mountain View, CA 94043
      RSVP: services.google.com/events/googledance07

• Wednesday, August 22, 2007

      Event: WebMasterRadio.FM SearchBash
      Where: Vivid, 8 South 1st St.
      RSVP: www.surveymonkey.com

If you have any other news and updates, please post below.

If you are looking for someone to manage search engine operations for your company, you do not want an SEO.

• SEO is the title used by novices.
• SEO is what they call themselves when they know how to change Meta tags.
• SEO’s will tell you they have doubled your visitors in 2 months. Marketers will look at revenue and the return on investment.
• SEO’s will write copy that may not match the company’s mission, just to gain high rankings.
• SEO’s are often former programmers and developers who have had some luck with rankings.
• SEO’s do not care about conversion, that’s the marketing department’s concern.
• SEO’s can gain high rankings for keywords, unfortunately its usually words that do not convert.
• SEO’s care about traffic, Marketers care about profit.
• SEO’s are like ASK.com, they think “The Algorithm” matters.
• SEO’s don’t understand or care about “post-click” conversion.
• SEO’s work for Marketers.

My name is John W. Ellis and I am not an SEO.

I must be ready for football, when I am making analogies between search marketing and Steve Spurrier. However, he is one of the best for a reason. Spurrier has always had the great ability to “coach ‘em up.”

The University of South Carolina coach uses the “throw-to-the-spot” offense. It is a simple concept. Instead of having his quarterbacks read wide receivers’ paths and cuts, Spurrier has them throw to an exact spot. This takes the burden off the quarterback and places it on the receiver.

Of course, exact targeting is needed from the quarterback. Good quarterbacks throw the ball to where the receivers are. Spurrier quarterbacks throw the ball to where the receivers will be.

This same philosophy applies to search marketing, especially pay-per-click marketing.

Pay-per-click marketing is all about conversion. The idea is to spend the minimal amount that will return the most conversions. It is not important to be at the top position with every keyword the customer uses. As discussed before, Seven Habits Of Highly Effective Pay-Per-Click Advertisers, that’s a bad ROI. It is important to target the keywords that convert. The keyword list that converts the users, is much smaller the keyword list they click.

In other words, do not throw the ball where they are. Throw it where they are going. To use the “throw-to-the-spot” strategy, use a large variety of keywords and match types. Plus, by extending the list with long-tailed keywords a marketer is more likely going to hit the customer at the right buying opportunity.

It’s okay if the customer does not visit at the “broad” stage. Let them browse. When it’s time to purchase they will have narrowed down their search. They will be back. Trust that your product is good enough. Wait for them to get to the spot, and then throw your best PPC ad their way.

It must be tempting for a young quarterback to throw the ball to where the receiver is. “Why wait? He’s right there. I see him. He’s open. Not to mention the 300lb lineman coming at me.” However, Spurrier preaches patience. More yards and hopefully more points will be at the spot, just by waiting patiently.

BarCamp is coming to Nashville August, 18.

“BarCamp will create the greatest digital festival in the history of Nashville. Bringing together entrepreneurs, technology visionaries, digital creators, music revolutionaries and marketing gurus under one roof for twelve hours of education, innovation and recreation. BarCamp Nashville is a ‘future’ festival. Expect a mashup of unexpected presentations with a great lineup of internationally recognized keynote speakers and live music” - Source: BarCampNashville.com

What does all that mean?

Frankly I do not know, but I am oddly intrigued. I feel like I need to be there, although I am still not sure exactly what it is. And I WILL be there.

The few things I do know about the BarCamp conference, er … event, make me think it’s a step in the right direction. I know BarCamp will be a Nashville gathering of Techs, Geeks, Developers, Designers, and Digital Marketers. I am sure I fit in at least one of those categories.

Since the BarCamp Nashville event is an un-conference, it’s hard to say what my role will be. Whether I am a presenter or just a silent participate, it should be interesting either way.

Details about the event can be found at http://www.barcampnashville.com/blog/