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White Cap Marketing Internet Marketing and Business Tips, with concentrations on Search Engine Marketing, Social Networks, and Internet Programming advice from The Search Artist:
Joseph Franklyn McElroy
From magazine "Open" issue September 2001 - "The McElroys kick open the doors of old business models and capitalize on what they believe."
Wednesday, October 31, 2007
2007 FTC Workshop: Ehavioral Advertising: Tracking, Targeting, and Technology
On November 1 and 2, 2007, the Federal Trade Commission will host a Town Hall entitled “Ehavioral Advertising: Tracking, Targeting, and Technology.” The event will bring together consumer advocates, industry representatives, technology experts, and academics to address consumer protection issues raised by the practice of tracking consumers’ activities online to target advertising - or “behavioral advertising.” The Town Hall is a follow-on to a dialogue on behavioral advertising that emerged at a November 2006 FTC forum, “Tech-Ade,” which examined the key technological and business developments that will shape consumers’ core experiences in the coming ten years. In addition, several consumer privacy advocates, as well as the State of New York, recently sent letters to the FTC asking it to examine the effects of behavioral advertising on consumer privacy.
2007 FTC Workshop: Ehavioral Advertising: Tracking, Targeting, and Technology
posted by joseph mcelroy @ 11:22 AM
0 comments
 
Tuesday, October 30, 2007
Searching for Baby Food
Do people care enough about consumer packaged goods (CPG) to go online and search for their websites? A recently released study of online search habits says, without a doubt, they do.
The study is a joint project of ComScore, SEMPO (Search Engine Marketing Professional Organization) Proctor and Gamble and Yahoo, and it’s creating quite a buzz online these days.
Entitled "The Digital Shelf: the Opportunity for Search Marketing in Consumer Packaged Goods," the extensive study found out that the majority of American consumers visited at least one package-goods website during the first three months of 2007. Search was the driver of a good percentage of their visits.
Look at these numbers: Food products led the pack with nearly 44 million category site visitors from search. Baby products generated 15.7 million visitors; personal care products followed with 9.8 million and household products attracted 1.7 million visitors. Search created a significant percentage of those visits: 60% of visitors to baby product sites; 47% of visitors to food sites; 27% of visitors to personal care sites, and 23% of visitors to household products sites.
They’re not just clipping coupons
More fascinating statistics: The study also revealed that the majority of non-searchers and searchers weren’t just clipping electronic coupons (that activity accounted for 47% of non-searchers and 40% of searchers). The bigger numbers came from people seeking information and help about consumer products - 73% of searchers and 58% of non-searchers.
This is a pivotal report for all of us in the Search Engine Marketing profession. It proves that search is playing an ever-increasing role in how consumers make important buying decisions, whether it’s shopping for a mortgage or finding out how safe their baby foods are.
Not only is search bringing more traffic to CPG sites, that traffic is first-class. Searchers are predominately female, with higher incomes, better educated, and bigger spenders than non-search traffic.
The potential for search is tremendous for CPG companies who are now spending a mere sliver of their advertising budgets on search. It looks like search can reach the mass audiences these major conglomerates have been having such a hard time reaching in traditional, offline media.
"The Digital Shelf" study is huge for SEM professionals like me who have always known that search would become a ever-increasing part of people’s lives. Search helps make sense of our information-overloaded society and all of the choices we face. It helps us make better, faster decisions whether we are house hunting or shoe shopping.
Subject for our next article: "Bridging the CPG Search Gap." Consumers are searching online for CPG products, but even their favorite products are hard to find.
posted by joseph mcelroy @ 10:48 AM
0 comments
Tuesday, October 23, 2007
Link Building -- The Right Connections for Higher Rankings
The mad scramble for building reciprocal links with anybody that has a pulse and a website should now be officially labeled as a waste of time. Google is no longer impressed when they see that your pet supplies site has a meaningless, reciprocal link with a riverboat casino. Their search algorithms are so intelligent they can tell the difference between relevant links and bogus ones. As you might guess, Google automatically de-values the bogus ones.
This development doesn’t mean that link building no longer works; it just means that thoughtless, irrelevant link building won’t pass the test anymore. Relevant links from and to other sites are still a basic and important way search engines judge the value and trustworthiness of your website in the bigger context of the Internet community.
So the real question is: how do you build links in a way that generates valuable links in Google’s eyes? Here are a few guidelines that will get you started in the right direction:
- Don’t build your links too fast because Google will see your activity as a large, red flag emblazoned with the word "SPAM."
- Build links with a relevant context in mind. If you have a pet supplies site, linking to sites that feature leash-free dog parks, pet charities, veterinarians, dog trainers, boarding facilities, animal shelters, pet shows and so forth, would be examples of relevant links.
- Build links with high-quality, relevant sites. If you are a member of professional organizations such as the Chamber of Commerce, link to their sites and ask them to list your website in your member information.
- Rent links from a reputable link broker like www.text-link-ads.com. Top websites know their value in the link-building world and, like most things in life; you get what you pay for. If you don’t have the time to link build on your own, a broker is the perfect alternative.
- Be an event sponsor for a charity that is close to your heart or a professional conference in your industry. Event sites always link back to their sponsors.
I hope I’ve helped you understand that link building as a search engine marketing strategy is in a new era now, and you have to do it the right way to reap the rewards.
As always, if you’re ready to power your site and improve your rankings with Search Engine Marketing, give Corporate Performance Artists a call, and we’ll show you some ways to get started.
posted by joseph mcelroy @ 7:48 AM
1 comments
Tuesday, October 16, 2007
Behavioral Marketing - SEO’s New Sales Force
There are lots of analytics programs on the market these days that give us a "fly on the wall" picture of how site visitors behave as they wander around websites. It’s all great information for fine-tuning our sites and knowing which pages need more work. We can even tell which pages led to an order or a request for information or a newsletter sign-up. What we haven’t known is what to do when a visitor leaves the site without taking any recordable action.
Chasing Sales beyond the Site
Wouldn’t it be amazing to be able to follow those lost prospects "out the door and down the street," tap them on the shoulder, and remind them of a special deal that they may have missed when they were on your site? Wouldn’t it be cool to convert those lost prospects into buyers after they’ve gone on to other sites?
Now there is a smart way to do just that, and Corporate Performance Artists knows how to make it happen for your sites.
More Chances to Make the Sale
How is this possible, you ask? By adding behavioral marketing to your SEO strategy. Corporate Performance Artists is able to tap into a network of super sites that draw the highest traffic on the Internet. Social networking sites like MySpace and YouTube, and international shopping centers like Ebay. We now have the ability to put a piece of code called a cookie on every visitor that doesn’t buy or take a recordable action on your site. That code follows them around the Internet. When they visit sites in our network, we are able to tap them on the shoulder over and over again with a banner ad about your company. The ad is customized with a special offer that gives them another compelling reason to buy from you. Imagine the power of your ads popping up when your site visitors are on eBay or MySpace. Imagine being able to convert "lost traffic" into found customers.
Intriguing, isn’t it?
Give us a call, and we’ll tell you more about this powerful, behavioral marketing tool that can enhance the impact of your SEO program. Now you don’t have to lose the sale just because your prospects left your site.
posted by joseph mcelroy @ 6:50 PM
1 comments
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