This section is devoted specifically to
search engine marketing,
as opposed to search engine optimization and placement. If search engine
marketing is what keeps you up at night, these articles should help you
find your way and signicantly improve your search engine marketing (SEM)
skills.
This section is for beginners, intermediate-level, as well as seasoned
SEM experts. Simply click on the article of your choice to read it in full.
Search Engine Marketing, Section 2
Search Engine Marketing and Trademarks
In today’s competitive markets, it’s a well-known fact that
trademarks and well-known brand names can achieve a much higher conversion
rate than with generic keywords. In fact, the direct response television
(DRTV) advertising industry estimates that about 21% of consumers watching
commercials for an “As seen on TV” product, type the brand name of the
product directly in the search box of Google and Yahoo, etc.
Keyword Trademark Infringements and how to protect your company
On May 19, 2004, auto insurance company Geico sued Google and Overture
for allegedly violating its trademarks in search-related advertisements,
in the latest legal salvo against the Internet companies. The insurer
charged the two companies with infringing on its trademarks
when they sold them as keywords to Geico's rivals, so that the protected
terms could appear in sponsored search results.
Tracking your ROI in Search Engine Marketing
With today’s competitive markets, accurately tracking your search engine
marketing ROI (Return on Investment) is more important than ever. Whether
you are using an in-house solution your company developed, or if you are using a
third-party solution, carefully measuring your results could make or
break your online ad budget. Independently of which tracking solution you
use, in the end, you can make your data more valuable and more useful if
you follow a few simple steps.
The Lowdown on International Search Engines
The international market for search is still a relatively
young market. This is actually an advantage for companies that are
willing to quickly capitalize on this little known fact. How long will
it stay that way? Nobody knows for certain, but I’m willing to bet it
will probably become a lot more popular in the coming months. However, to be really effective, certain important guidelines must be
met. Different languages and different cultures are much more important
than different time zones. In this article, I will discuss important
matters which, when implemented carefully, can mean a big difference in
your overall success (or failure) in international search engines.
Specialized markets and vertical search engines
Conventional search engines such as Google, MSN and Yahoo direct Web
visitors to some of the sites related to their search query. Since about
two years, specialized search engines now offer paid listings on their
own search results pages. A good example of this would be comparison
shopping search engines, such as Biz Rate, Yahoo Shopping and Froogle.
Comparison shopping search engines act as online "traffic destination sites"
to help shoppers find the products they are looking for. Such shopping
portals also help compare prices on specific items, lengths of manufacturer's
warranties, sizes, colours, etc.
Comparison Shopping Search Engines
While everybody is concentrated on Google's upcoming IPO and the general
state of the search market as far as the traditional search engines are
concerned, there is a whole new family of search engines out there that
almost nobody pays attention to. These new search engines focus uniquely
on customers and their buying habits or buying experience. Comparison
shopping search engines can be looked at as online shopping malls, except
they have a very important feature that traditional "brick and mortar"
don't usually have: search functionality. This is what makes them truly
unique.
Paid Inclusion and Submit URL Programs
In today’s rather complex world of search engine marketing (SEM),
there always seems to be something new appearing all the time. However,
paid inclusion and submit URL programs have been around for some time
now, and if you’re serious about online advertising, you should
definitely consider such programs, since they can make a difference
in your ROI (Return on Investment). If you want your website to be
included in the regular “organic” search results of search engines
such as Yahoo, AltaVista, MSN and a few others, you actually have
two options:
What SEOs Expect From Their Clients
I've seen a lot of articles around lately about how to pick and
choose a search engine optimization company. That's fine and dandy, but
it often works the other way around in this industry. The most
successful SEOs pick and choose their own clients. Good SEOs can
spot a tire kicker from a mile off and I know of a few SEOs that
quickly "fire" clients that give them too much grief. Why? Because they
can. Their reputation is widely known and they
are constantly in demand. Many of them are too busy to spend time
haggling over price or technique and why should they? Their reputation
is rock solid, their results outstanding, the ROI for their work
impressive.
Read Serge Thibodeau's daily blogs on search engines at
Serge Thibodeau Live.
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