I am often still surprised at how many advertisers are not investing in search marketing. The basic reporting of cost and revenue can easily prove that search is a valuable tool for any marketing campaign. In fact, I often advise many people to invest in search marketing first. Then use “left over” funds to fulfill all other marketing needs. After all, if paid search is not working, then you are doing something wrong.

This need to fulfill search first, had me thinking about the history of advertising and mass marketing downfall.

It’s true that mass marketing did work at one time. However, during those times the surrounding criterion for mass marketing was a perfect storm.

Small product selection, limited television channels, consumer acceptance and many other factors all led to a great acceptance of mass marketing.

Mass marketing is dying

The environment for mass marketing has changed. Consumers have hundreds of television channels to choose from, plus various forms of other entertainment choices (MP3 players, game consoles, Internet access, etc.). Consumers are also more resistant to advertising then ever before.

Capturing attention is not required in search marketing

Consumers have already volunteered their attention, by typing in the keywords they want. They are focused, engaged and ready to pay attention to your product.

This is very unlike mass media. Over the past 30 years, television advertisers have to look for more and more creative ways to capture a consumer’s attention. Television advertisers need consumers to like them, or at least pay attention. All this has to happen before the selling even begins.

Social Media will not replace Search Marketing

As powerful as social media is becoming, it’s ultimately not going to replace search marketing. Social Marketing allows users to capture and automatically receive their custom information. By setting up RSS feeds and Email alerts, users can receive the news when and how they want it.

Ultimately, social media is nice, but it does not serve the marketing goals that search marketing does. When a user is ready to purchase, social marketing is not going to help.

Today, Yahoo and Google officially announced a non-exclusive agreement. This agreement “enables Yahoo! to run ads supplied by Google alongside Yahoo!’s search results”, per Yahoo

The move comes as no surprise to many. In early April, Yahoo conducted a limited test of Google’s Adsense on Yahoo Search.

Google quickly followed today’s announcement with it’s anti-monopoly case for the Department of Justice.

Let Me Opt Out

Minutes after the announcement, I quickly sent an email to my Google AdWords Relationship Manager asking to be opted out “IF” I have the opportunity.

Ultimately, it comes down to money for advertisers. (Doesn’t it always?)

Yahoo Sponsored Search does not have a strong Return on Ad Spend (ROAS). Over the past month, I have begun trimming my spending on Yahoo and moving more funds into Google. Yahoo doesn’t pay for itself, like Google does.

If Yahoo ads do not have a good ROAS, then why would I want my Google ads there?

As I mentioned before, one of main themes in 7 Habits of Highly Effective Pay-Per-Click Advertisers is separation.

• Separating Content from Search
• Separating Match Types
• Separating Negatives

Search separation allows advertisers precision analytics. Blending Google with Yahoo defeats the separation. In fact, it taints the analytics with bad ROAS.

If Google does not allow advertisers to opt out of Yahoo Search, then cost per conversion will increase. If Cost per Conversion increases then spending will decrease. This ultimately defeats the whole point for Google.

I ask Google: “Allow AdWords clients to Opt out of Yahoo”

Pay-per-click is much more than paid advertising. Not only is PPC the best return on marketing investment available, but it is, or should be, at the heart of all marketing campaigns.

With pay-per-click, there is very little guess work in marketing.

However, the trouble arises when traditional advertisers do not understand or believe in the power of pay-per-click marketing. Many companies still see it as separate advertising model and fail to tie the relationship back to traditional off-line campaigns.

Below are 4 examples of how to relate pay-per-click statistics to other marketing efforts

1. Ad Testing -
   The major search engines allow advertisers to run multiple ads for the same keyword. With various messages reaching potential customers, advertisers are able to see which ads attract the most visitors and more importantly which ads attract higher revenue.

   Ad rotation gives the advertiser great insight into the mind of the customer. For instance, do customers click more on ads that offer “Free Shipping” or “Free Item with Purchase?” Another example, do discount mentions convert better than guarantees?

   To get accurate measurements on ads, it is important not to let the search engines optimize the rotation of the advertiser’s ads. By default, search engines will serve the better performing ads more often. However, the problem is search engines measure “better performing” as ads with higher clickthrough rates (CTRs) and quality scores. Although, that may work for some advertisers, the real test of an ad is what happens after the user clicks on the ads.

2. Solid geo-targeting statistics can help off-line campaigns -
   Pay-per-click geo-targeting lets advertisers target ads to specific countries, regions and languages. Geo-targeting especially benefits companies with smaller budgets, by allowing product promotion strictly within the majority of customers’ region.

   Geo-targeting resolves any geographic uncertainty about customers. For example, more customers from Region A may click on ads. However, more customers from Region B may actually convert and purchase.

   By combining geo-targeting testing with ad variations, advertisers can also discover if specific messages convert better in various regions.

   With this strong geographic customer analytics, advertisers are able to target all marketing initiatives to specific regions.

3. Discover keywords for organic search rankings -
   With pay-per-click reporting advertisers are able to know what the customer is typing in search engines. By reviewing periodic reporting, they are able to tell which keywords bring in the most clicks and most importantly which keywords bring in the most revenue.

   Instead of creating search engine optimization initiatives to tackle hundreds of keywords, the top converted pay-per-click keywords are targets. Site content, link building, and various other search engine optimization techniques can push these elite keywords.

   Advertisers do not have to waste valuable time and money trying to get rankings on keywords that do not convert. The numbers are provided; it does not matter where the competition is ranked. By following the pay-per-click keyword statistics advertisers are able to get instant customer analytics to use for search engine optimization efforts.

4. Learn the customer’s language with exact keyword matching
   Often advertisers get caught up in internal jargon. Within the industry it may be an acceptable form of communication. However, it is the customer that pays the bills.

   To obtain accurate results from pay-per-click, having various match types is essential. By bidding on all variations of keywords advertisers are able to see which keywords customers are typing into a search query. Google, as an example has four different keyword matching options (broad, phrase, exact, negative), each with their own advantages and disadvantages. For example Broad Match, the default setting, includes all variations of the keyword in the query.

   However, Exact Match is the most targeted option available. It only shows ads when the exact phrase is used. Exact Match will provide instant feedback into the language of the customer. It is not to say there is not a place for broad, advance, or any other match type. Ideally, all variations should be tested. In fact, Exact Matching will inevitably bring in fewer visitors than other forms of matching. However, Exact Matching is a great way to gather instant customer analytics.

By analyzing pay-per-click reports advertisers are able to pull dramatic customer analytics. With that knowledge all marketing campaigns can benefit thus eliminating traditional guess work from traditional advertising.

I am speaking at the VRMA (Vacation Rental Managers Association) Western Seminar in Las Vegas.

This is the 21st year of this annual event. VRMA Western Seminar will take place at the Golden Nugget in Las Vegas on Wednesday, April 30 and Thursday, May 1.

This VRMA event will feature educational sessions on Owner Relations, Employee Development and Retention, Marketing and Best Practices. My specific topic will include Search Engine Optimization.

If you plan on attending please drop me a note. I would love to meet up with anyone and everyone.

Bill Seaver with MicroExplosion.com, recently “pitched” a new concept: Social Media Batting Practice. Will You Play?

First up: How would a weekend fly fishing guide and instructor use social media to grow his business?

Here are 3 quick tips for this small business:

1. ‘Fly Fishing Tips’ Blog
   Creating an instructional blog is a great way to target specific customers. Don’t worry about revealing too much. You want to do just the opposite. This is a great opportunity to show your expertise in fly fishing.

   As an instructional blog, it has a clear focus. Many blogs are all over the place and have no consistency. Creating a clear, precise blog is a great way to target customers. Remember it’s not the quantity of visitors you want, it’s the quality. Five strong customers are better then 100 5-second visits.

2. Start the conversation on Twitter
   Start following friends, colleagues and competitors. Now of course, tweeting with friends will not expand the bank account. However, it does start the conversation. By discussing “fly fishing” the conversation expands beyond friends.

   After friends, begin following local lodging companies, restaurants, and local organizations. Don’t just follow. Join the conversation. Make friends. Make partnerships.

   Twitter creates followers, it creates buzz, and it eventually creates customers. It all begins with one sentence: “What are you doing?”

3. Flickr Photo Contest

   Ask for photographs of favorite fly-fishing spots. Then, give away free instructions to the best entries.
   
   After it’s over, be sure to give something to all entries. Even if it’s small, everyone loves winning.

   Flickr requires minimal time and investment. Plus, it has great photo sharing tools that allow you to integrate those photos into your blog and more importantly it allows “customers” to share those photos.

Other tips, outside of Social Media:

• Create packages with local lodging companies
• Place brochures in state border Welcome Centers
• Find ways to give away lessons. A small gesture will lead to great word of mouth
• Email is a great way to talk with customers. Look for ways to collect email addresses.

With the value of the dollar decreasing and a decline in consumer confidence, it might seem counter-productive to keep spending. However, that is exactly what needs to be done.

History shows that marketers that maintained or even increased spending benefited from the silence of others. In fact, a recent study on warc.com (World Advertising Research Center) showed “that brands with sustained advertising expenditure through recessions have a competitive advantage”.

Below are several online marketing strategies to keep in mind during trying economic times.

Do not cut pay-per-click funds
When done correctly pay-per-click is the best return on advertising available. Paid Search should be the last place you look for budget cuts. Remember, if paid search is not working, then you are doing something wrong.

Put your analytics to work
Now is the time to put the “analyze” into web analytics. Without analyzing data, it’s just data. Study your numbers and look for trends. Look for ways to trim the fact. For example, if customers are coming from a general geographic area then target online efforts toward that direction.

Beware of discounting
The first instinct online marketers have in rough times is to start giving deals to customers.

However, this can start a chain reaction that is hard to shake. Not only is there a risk that customers may expect deals, they may also begin associating that brand with low value.

Discounting is not a marketing strategy.

Shoppers become addictive to discounts and so do marketers. Beware of the long-term value of your brand, especially online.

Introduce a new product or put a new face on an old one
Many new products were introduced during troubled times. For example, the iPod was released during the dot-com burst. The frequent flyer concept was born out of a marketing tactic use to stimulate interest in the recession of the early 80’s.

If you don’t have a new product to introduce, use this time to put a new front face on an existing product. Follow that up with an online press releases. Get the word out and start a social networking campaign to push the product hard.

Companies are still failing to see the benefit of online marketing, especially paid search marketing. Pay-per-click works for any budget and any product. Use these times to take advantage of your competitors’ lack of funding and knowledge. Don’t follow their lead on decrease spending, take advantage of their lack of presence.

Universal Search is the blended results Google announced last year. The official announcement was May 16, 2007. The new search results blend listings from news, video, images, maps, and the traditional “blue links”.

Google’s Universal Search has still not exploded on to the travel segment as I expected it would 6 months ago, but that doesn’t mean it is not inevitable. It is similar to living on the banks of a river. You do not know when the flood is coming. However, that does not mean you shouldn’t build your house to sustain the water when it does arrive.

Universal, or blended, search is becoming crucial to the travel industry. Users searching for a vacation will be provided maps, videos, images, and anything else Google can find related to that vacation. It’s becoming extremely important that travel marketers keep content fresh and explore all avenues of the web.

Below are some quick ways to prepare your travel site for Universal Search.

1. Image File Names - Use one or two words, separating with dashes, to describe the image. That is all that is needed. It is important not to abuse these file names with repetitive keywords. Those “black-hat” tactics no longer work, and may even have a negative impact on rankings. Travel Site Tip: Be sure to include your destination in the image description.
2. Alt Tags – Be sure to use the “alt” tags on all images. Similar to the other points, do not abuse this feature. Not only are alt tags important to search engines, they are essential to visitors with disabilities that utilize screen readers. This is another reason why descriptive image alt tags are essential.
3. Use Video Tagging – When posting a video to any host, be sure to take advantage of tags that the service offers. Use tags for keywords that convert to revenue for you. Remember it’s not always the popular keywords you want. You want to focus on the ones that convert.
4. Optimize the content around the media – It is important to never let a video or image stand alone on your site. Surround the media with good content. All pages should be able to stand alone without media.
5. Include your address on your website – This makes it easier for Google’s Local Search to find your address and update its mapping system. This is essential and yet tricky in the travel industry. Your accommodations may not match the address of your office.
6. Submit your site to Google Maps - Getting listed in Google Local/Maps is essential, and yet tricky, in the travel Industry. Often times the address of the office may not match the address of the accommodations. To make sure your address is correct in Google, it’s best to do it yourself. The guide to adding a business listing is here. It’s important to include as much information as possible, including images, video and good content. Travel Site Tip: If you have multiple locations create a listing for each location.

Now is the time to prepare your Universal Search presence.

One day that river will flow over the banks. Is your house ready? Have you done everything you can to prepare for blended search?

In the early stages of Google, the search results were clean and simple. In fact, that is what made it so brilliant. While Yahoo covered your page with ads, images, and personalization, people preferred the simplistic approach to Google.

Google is fading away from what they were so good at: Simplicity.

On March 3rd Google announced “teleporting”, search within a search. The concept allows users to search within a website directly from the Google search engine results page (SERP).

Amazon Example

Ultimately it’s just another dirty beer can on the Google highway. As several have pointed out already, it is flawed and unnecessary.

301 Confusion

Dave Dugdale (of RentVine.com) recently pointed out one flaw with the search-within-a-search.

Although, this is probably not a major flaw, because eventually it should find it’s way to the new site. However, it does bring up a point about deciding what sites to use this tool on and what sites not to use it on.

Unfair to the small player

Part of Google’s popularity has often been their ability to give the smaller player a chance to compete against the big name brands.

There is obviously a connection here between the popularity of the site. All sites do not have this new feature. The extra search box gives an advantage to the big time brand names. So what is the magic number to give a site it’s own search box? How many visitors a month does it take?

• Why ChicagoTribune.com and NOT AJC.com?
• Why FoodNetwork and not ESPN.com?

Clearly, there is a rhyme and reason to this… I hope. Is there a certain criteria that some sites have that the others do not?

Non-brand search terms

Searching for a dot com is one thing, but how about just keywords. Below is an example of a search for keywords instead of a brand.

Clearly this site now has a huge advantage over the competition, because Google chose to give them their own search box.

Google is constantly tweaking perfection. Although the new “features” sound like enhancements for the user’s sake, it’s not at all. It leads to more confusion and more pollution.

I am starting to miss the standard 10 Blue Links of Google.

I am often asked, usually in a whispered voice, “Do you have any good tricks?”

“Yes, look at your site”, I say.

Good content solves most SEO problems. That same idea applies to on-site link building. There is no doubt that link building is a huge factor in gaining search rankings. However, many web marketers forget to practice quality link building tactics on their own site.

We have all seen sites that force links into the site in order to boost search rankings. These are very transparent, even to the average user. However, with quality content the internal link building is natural. Great content naturally lends itself toward great quality inbound links.

Below are some general guidelines for internal link building.

Write Content First
It is important not to force content on to a page, in order to fulfill link building guidelines. Every site should have something to say. If you do not have anything to say on your site, then you do not deserve the good rankings you are after.

“How can my site be ranked higher?” I am asked.

My answer is always “Why should you be ranked higher?”

That usually makes web editors step back and take a second look. “Just because”, is not a good answer. And before they begin telling me the reasons they are better then the next site, they are stopped with … “Don’t tell me. I don’t care. Tell your customers”.

In other words, write good content on your site. Content is subjective, but ProBlogger.net has some great ideas on Writing Good Content.

Hyperlink keywords
After creating great content, the links will naturally flow. From this point you should be able to go back and hyperlink to internal pages.

It is okay at this stage to change text to emphasize specific keywords. However, do not change the text to where it jeopardizes the user experience.

You will find if the copy is well written that the links naturally pop out of the content.

Not only are these inbound links good for search engines, but it makes much better user experience. It gives the user a direction to go and helps them work through the site easier.

Do not “Click Here”
When adding the links, be sure not to commit the ultimate SEO sin. “Click here” provides no value to users or search engines. Those types of links immediately indicate an unprofessional site and insult the customer. Users know what a link is, they know where to click. There is no need to instruct them where to click.

Instead of telling those consumers to “click here” describe the link. Let customers and search engines know what the link is. Describe the page it’s going to with a link title.

A well internal link structure is the backbone of any quality website. It’s important to make sure internal link building is more than a site map. It can be difficult to get partners to create quality links. However, internal link building is easily controlled and should be treated as a high priority by anyone who wants to improve search rankings.

This week, I thoroughly enjoyed my speaking engagement at PodCamp Nashville. Plus, I was honored to be asked.

If you are ever asked to participate I would jump on the opportunity. Similar to BarCamp Nashville, the audience is eager and very welcoming.

As I stated while on stage, I am not a podcaster. My knowledge of any advanced media (video, audio, and graphics) is very limited, so I picked up great knowledge from the “camp”.

Below are some of the basic points I learned at PodCamp Nashville, which may seem obvious to those more experienced then me.

1. Anyone can be Podcaster
2. Advance equipment is not necessary for podcasting, but certainly helps.
3. Start small and build an audience before looking for networks or sponsors.
4. Users can quickly see through the sales pitch. Keep it personal.
5. I am starting to “get” Twitter. Thanks Dave Delaney.
6. Nashville wants to learn, they just need the opportunity.