W3PR Attends Google Conversion University

Recently W3PR traveled up to Mountain View, CA to Google's beautiful campus to attend their first Conversion University. W3PR was one of only about 150 people invited to attend. While a variety of Google's product offerings were discussed, emphasis was placed on Google Analytics and Google's Website Optimizer. There's a lot to learn with both products, and while Google's Conversion University was just a start, we did get a good overall feel for what the products can, and cannot do, and are ready to start deploying them on behalf of our clients. A synopsis of Google Conversion University is here: http://analytics.blogspot.com/2007/08/google-conversion-university-attendees.html Anyone wishing to learn more about Google Analytics can start here: http://www.google.com/analytics/index.html

Finally, some transparency for Google AdSense

The biggest gripe that I heard over and over again at the SES conference last September was that Google lacked transparency. Especially in it's reporting on clicks from content sites in the AdSense network.

In the next two weeks, Google will be rolling out the new reporting called "Placement Performance" which will show advertisers exactly which sites have displayed their ads along with a number of other metrics to help determine which sites perform best. The next step is to exclude sites that are poor performers from the buy.

This is a big step for us as advertisers and something that has been sorely lacking. For more info, see this article

SEO Myths Busted and Truth Revealed

Shari Thurow, an SEO writer and web developer that i've know for years and respect highly has written an excellent article about common misconceptions about SEO. These are the same issues and questions that I confront regularly.

The truth about SEO is that it isn't about tricks and whiz bang technology. Good ranking happens because a good SEO addresses the basics first and knows that without them the site won't rank well no matter how much the client wants it to.

1. Unique content that makes use of the keywords your audience use and search for.
2. Site design that gives the user AND the search engines easy to follow, logical access to the content.
3. Quality third party inbound links pointing to the site.

SEO, just like site design, is an ongoing process. So, do the basics, test, and adjust based on the results. That's a formula for good ranking and happy users.

New Robots.txt Command for Sitemaps

Earlier this month, Sitemaps.org announced a change in robots.txt usage. The organization which is a collaboration of Google, Yahoo, and Microsoft, made the change to allow sites to tell search engines where to find their sitemap. For directions on how to implement this new Robots.txt Sitemaps Tag, take a look at this article

Google revamps search site

Today, Google launched its new universal search. Now, when you do a search, Google will give you a combined results page that will include websites, books, archived news, and video. Try a search for Star Trek, you'll see links to Groups, News and Video right under the Google logo and above the natural search results. Or try this one, Pet Food Recall for options that include News and Blogs.

Sergy Brin, Google's co-founder said that the changes are to expose people to sources that they may not know are available and will help boost Google's reach and market share. See this article for more info.

Super Bowl and Search Marketing

Yes, like a much of America, I watched the Super Bowl. I Tivo'd it and later skimmed through to watch ... the commercials! Yes, I like football and yes, I was sad to see the Bears lose, but like any marketer worth her salt, I wanted to see who got their creative game on and who left it home.

As a Search Marketer, I had to go to the sites and see the ads again and guess what I found? A lot of them are not doing a very good job with their online marketing. And a lot of them have pretty miserable user experiences. I never did get all the way into the Dorito's site because of their heavy handed flash use. I'm not the only one who noticed either. Reprise Media did a Super Bowl Search Marketing Scorecard that makes a pretty intersting read on how not to market your brand online. Search Engine Watch also ran a story about the Super Bowl Advertisers.

I guess the biggest thing that jumped out at me is that these are really big companies with really big advertising budgets being run by really big agencies, and still they left out the online piece. I mean, come on! Not even a URL in the ad? It may seem like a no brainer to us, but to a lot of traditional marketers, it's still an afterthought.

I've got news.... to capture the lead in the future will take thinking of this "online stuff" first. Because increasingly, that's where people go first to find something. Like your brand, or even if it's just to see some silly Super Bowl ads.

How To Hire An SEO Firm

I recently received a forwarded email from a client asking about the validity of the claims in the email. It was from a spammer saying that they could guarantee 1st place in Google. My client was asking if that was indeed possible and what would I charge to do that? (Mind you, many of his pages ARE in first place!)

This is a scenario that plays itself out several times a year for anyone doing professional SEO. I've written lengthy explanations as to why it isn't true many times over. So, after giving him the scoop, I also sent him some authoratative links on the subject including some to Google and Yahoo's pages on the topic.

The Google page is particularly good since it examines a number of the shady practices of "black-hat" SEO firms and how to spot them. And, just to be clear, W3PR has always been, and will always be a "White-hat" SEO firm.

Enjoy the links and just say NO to spam! :)