NEW YORK As newspapers continue along in 2008, only one major aspect of the industry will surely show true growth this year: online ad revenue. Topping publishers' New Year's resolutions was wringing as much money as possible out of the Web. This, of course, largely hinges on traffic.
There are many ways to goose the numbers, including the addition of video, podcasts, and blogs, not to mention breaking stories and providing intelligent commentary. But publishers are also quietly tweaking content -- under the hood, that is -- to make stories place higher in search-engine results. This strategy entails crafting headlines and ledes in certain ways to ensure that search-engine crawlers lock onto certain words, for better search-engine results. Of course, it's far more complicated than that -- but in the following story, E&P explores how search engine optimization (SEO) gets done, and why.Yet any surge in traffic -- if it's not accounted for correctly and credibly -- could be a wash, and collating that user data is a science all its own. Site-centric and panel-based metrics each have their benefits and drawbacks. Part One: Putting Numbers to Work for You There have been some uncomfortable mumblings of late amid the fanfare surrounding newspaper Web traffic. Since the Newspaper Association of America started keeping tabs on monthly unique users, average time spent per person, and the number of page views -- all increasing in importance as circulation slumps -- the organization has been able to tout some astounding growth rates."More than 59.6 million people visited newspaper Web sites in July 2007, a 9% increase over the same period a year ago and the second-largest monthly audience since NAA began tracking these numbers in 2004," blared a press statement released by the association in late October. Source: http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1003700015
Wednesday, January 23, 2008
Tuesday, January 22, 2008
Google reinstates E-mail marketing firm IncrediMail
Google has reinstated IncrediMail as an AdSense Online customer, after banning the e-mail marketing firm from using AdSense on January 9. Google had disabled IncrediMail ads to search results pages displayed Source: http://www.dmnews.com/Google-reinstates-E-mail-marketing-firm-IncrediMail/article/104412/
Monday, January 21, 2008
Yahoo poised to lay off hundreds of worker
YAHOO Inc. is poised to lay off hundreds of workers as part of the slumping Internet icon's effort to sharpen its focus and boost its sagging stock, according to published reports.
More about: Report: Yahoo poised to lay off hundreds of worker
Full Story: Shanghai Daily
More about: Report: Yahoo poised to lay off hundreds of worker
Full Story: Shanghai Daily
PPC Tip: Search Terms Tell You Loads About Intent
The folks over at PPC Hero are doing a new series this week on paid search advertising called "Learn to Think and Search Like Your Customers." Their goal is to break down the different areas of paid search campaigns and to help you learn how taking the time to really consider your customer can help you position your product to be THE answer to their search.
John launches the week long series today. His first post points out that it all starts with understanding your customer:
Everyone is different and sees the world through their individual set of filters. The millions of people who use search engines each day are no exception. Thankfully, as advertisers, each of us comes to the table with a pre-defined product or service that segments those millions of searchers into more manageable chunks. Very quickly you can begin to make assertions about your customer's needs based on what your business’s offering, and you can answer some basic questions.
John goes on to offer up some solid examples of how certain keyword phrases give you insight into the person running the search. He also explains how you can use this insight to write ad text and landing pages that are more likely to convert your clicks into purchases.
It's solid advice. When setting up paid search campaigns, it can be really easy to get caught up in getting higher placement or driving more traffic.
Source: http://www.searchengineguide.com/jennifer-laycock/ppc-tip-search-terms-tell-you-loads-abou.php
John launches the week long series today. His first post points out that it all starts with understanding your customer:
Everyone is different and sees the world through their individual set of filters. The millions of people who use search engines each day are no exception. Thankfully, as advertisers, each of us comes to the table with a pre-defined product or service that segments those millions of searchers into more manageable chunks. Very quickly you can begin to make assertions about your customer's needs based on what your business’s offering, and you can answer some basic questions.
John goes on to offer up some solid examples of how certain keyword phrases give you insight into the person running the search. He also explains how you can use this insight to write ad text and landing pages that are more likely to convert your clicks into purchases.
It's solid advice. When setting up paid search campaigns, it can be really easy to get caught up in getting higher placement or driving more traffic.
Source: http://www.searchengineguide.com/jennifer-laycock/ppc-tip-search-terms-tell-you-loads-abou.php
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