SES 2007 is underway in New York City! The best of the best in Search are there! Two of our top Catalyst people (Catalytes?) are there! Why am I talking in exclamations? No clue.
Heather Frahm, Catalyst’s President and co-founder is speaking on Friday in the vertical track. Her topic is Search for Regulated Industries. She’ll discuss the difficulty of developing SEO/SEM campaigns for the pharma and healthcare in an environment where the exception is always the rule and best practices won’t cut it. Heather will be posting a recap of her talk and her experiences at SES over at her blog, Catalyst Search Marketing Blog.
Sherwood Stranieri, Search Marketing Director at Catalyst, spoke yesterday on the hot buzz topic of Video Search. Sherwood is an industry expert on video search, so needless to say his presentation was a hit. He tells me that he recieved great questions from the conference floor and was really excited to see the interest in this new search channel. Stay tuned for a more detailed summary from Sherwood later today.
Here’s just a few of the top search sites that covered Sherwood’s Video Search Presentation.
We’ll be posting all week from SES, so check back for updates. We’re very excited to be a part of SES NYC this year and to meet our peers, colleagues and even competitors - whom we’ll be glad to take out for beers. Really.
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There are a lot of hot search topics going on this week from litigation, to PPA, to Google’s right hand not know what their left hand is doing. Try to keep up.
- Google’s Website Optimizer is now out of beta in into …whatever Greek letter comes after beta. Is it cloaking? Is Google so big that they can’t see that this may violate their own TOS? (SEW)
- Think just because you have a PPC ad running that you should open a Swiss account for all that sweet ROI. Think again. Here are some steps to make sure you’re getting quality clicks not just quantity. (Search Engine Land)
- SEO can save your business and your marriage. Well maybe just your business. But your wife seems nice. (SEOmoz)
- Get Gmail Paper! It has everything that regular Gmail has but now you can fill your Costanza wallet with your archives. Never delete a thing! (Google, via Matt Cutts)
- Don’t ask Seth Godin to be on your Blogroll (kidding). Reciprocal linking is sooo high school. (SEL)
Enjoy the links. The snarky comments are mine, not the erudite and totally serious authors to whom I have linked.
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Since the DTC advertising took-off ten years ago, pharmaceutical companies have been aware of the persuasive power of video. TV commercials have brought an unprecedented degree of awareness to mass audiences, and have brought depth and dimension to products that would otherwise be difficult to explain. Now that opportunity is expanding to include online video. Online video resembles television in many ways:
- It is currently dominated by entertainment content.
- Thanks to the widespread adoption of broadband, viewership can often be measured in millions (although there’s no “broadcast” - so that viewership builds-up over time.)
- Word of mouth (and its e-mail/IM equivalents) can launch a video into the spotlight.
Healthcare companies can use these similarities to reach out to online audiences by purchasing pre-roll commercials at popular portal sites. These are displayed at the start of a video clip, and often accommodate a standard 15-second format.
However, this is just the tip of the iceberg. Greater gains can be had by leveraging the non-TV attributes of online video: Continue reading ‘Online Video for Healthcare Companies’
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Like the last invaders from back in ‘75 (Seventeen Seventy Five that is), it seems that Google, a new dreadnought, has its sights on Boston and they’re planning on more than a fortnight’s stay. Amidst not so subtle clues, like job listings for Google and YouTube for the Boston area and search insider gossip, the one if by land two if by sea warning may be a moot point for this invasion; a move that may bring some much needed tech juice to the flagging overpriced economy of the city known for its chowder, funny accents and dirty, dirty water.
Google, one of the tech world’s hottest companies, is scouting for a major location in Boston or Cambridge.
Cambridge is likely at the top of Google’s list as it looks to establish a major presence near Harvard University and the Massachusetts Institute of Technology in one of the nation�s top pools for technology talent, executives said.
“It’s just further evidence of the world-class labor resources we have in our area,” said Robert Richards, president of downtown Boston commercial real estate firm of Richards Barry Joyce & Partners. “We are not the cheapest place to do business, but many people feel we are the best place to do business.”
(source)
Expensive? As anyone from Cape Cod will tell you in their Black Dog T-shirt, and best Kennedy accent, “Why be cheap, when you can be rich?” All kidding aside, Boston is an extremely expensive market in which to live and even more so to do business. Google has long proved the old idiom that bigger is better and that money can buy anything, (they’ll definitely get a bungalow on Nantucket) so what better place to invade set up shop, than Beantown USA. Continue reading ‘The Google is Coming. The Google is Coming.’
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The Search Engine Marketing Professional Organization (SEMPO) recently released its annual industry survey and it includes some truly remarkable findings. One such finding is that spending on paid search marketing was approximately $8 Billion (U.S.) in 2006 and that number is expected to double over the next five years. This is obviously a testament to the value that paid search marketing can provide, but it also begs some key questions. Am I getting my moneys worth from my paid search campaign? Is my campaign producing a positive ROI? Should I spend more, or less?
Continue reading ‘Paid Search: Are you getting your money’s worth?’
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Published by David Wilson November 22nd, 2006
in Search Marketing, SEO, SEM, Organic Search, Search Engines, Blogs, Social Media, Yahoo, MSN, Personalized Search, SEO Best Practices and Newsletter.
Social Media Optimization is a concept that is making its way into mainstream marketing publications. Social Media Optimization or SMO is a concept coined by Rohit Bhargava of Ogilvy Public Relations Worldwide. In his 5 Rules of Social Media Optimization, Rohit explains that:
“The concept behind SMO is simple: implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs.”
Social Media Demographics
A common misconception about popular social network sites like MySpace, is that they are the domains of the teens and preteens. A recent comScore study found that as MySpace and the social networks grow and become more mainstream, the demographics change as their reach extends into a greater part of the population.
Continue reading ‘What is Social Media Optimization?’
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As advertisers increasingly seek to synchronize their pay-per-click and organic search engine marketing campaigns, a new strategic discipline is emerging-integrated search engine marketing. The goal of an integrated SEM campaign is to deliver better overall ROI than search engine optimization and pay-per-click campaigns would have yielded independently. This article outlines the opportunities that are unique to integrated SEM and the best practices that can exploit them to maximize ROI.
Treating the Search Results Page as a Distinct Medium
We generally refer to pay-per-click advertisements as “media”, but is organic search engine optimization (SEO) a “medium”? Not really, most would call it a “process”. Still, SEO is an effective marketing tool because it helps to deliver a message to an audience. And a message must be delivered via a medium. So, what is the medium through which SEO functions? The search engine results page is a medium of its own.
This is, of course, also the medium through with pay-per-click works. When web users submit a query, search engines return to them a single HTML document that they view all at once, which contains a mix of natural and paid listings. The users then consume this document by reading various portions of it and eventually clicking on a link. Users interact with search engine results pages holistically, so integrated SEM campaigns should plan and strategize holistically for this medium.
How to get the most users from the search results page to the advertiser’s site at the least cost is a complex problem, involving many variables, but it is nonetheless a single problem with a single optimal solution. Maximizing ROI across the campaign as a whole involves co-optimizing the pay-per-click and SEO campaigns on a variety of factors.
Continue reading ‘Best Practices for Integrated Search Engine Marketing (SEM)’
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Many healthcare companies recognize the US Hispanic market as a growing part of their business and online strategy, and their websites are slowly beginning to reflect this. Although this is considered a major step toward successful marketing to the US Hispanic audience, providing a Spanish sub-section of a website or dedicating a few pages of content to this population may not be enough to translate into impressive results.
Continue reading ‘Reaching the US Hispanic Market with Healthcare Search Marketing’
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Google Co-op was released in Beta this early May to introduce its users to a new concept of community and social tagging of websites that may influence the way we see search engine results in the future. Google claims that it “is a platform which enables you to use your expertise to help other users find information.” This means that if a person considers him or herself an expert on a particular subject, he or she may develop their own specialized search for the topic and can “label” web pages and websites believed to be the most authoritative on that topic. This also allows experts the ability to “suggest appropriate query refinements” which suggests to us that it will also allow them to alter the order and positioning that we see websites appearing in these filtered search engine results.
Continue reading ‘What is Google Co-op - Health?’
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Published by Jason McGovern April 4th, 2006
in Search Marketing, SEO, Organic Search, Healthcare, Google, Search Engines, Yahoo, MSN, Personalized Search, Pharma and Newsletter.
Put most simply, personalized search is the delivery of search engine results that are uniquely tailored to both keyphrases and individual searchers. For example, in the early days of search, everyone searching for the phrase “AMD” would get the same results, whether they were interested in silicone chips or semiconductors, or age-related macular degeneration. With personalized search, the search engines are beginning to gauge a user’s intent and differentiate between those users looking to invest in AMD, the searchers looking to buy AMD chips, and those looking to care for their eyes.How are search engines such as Google, Yahoo!, MSN, and Ask able to provide these customized search results? By tracking their users’ behavior online. Search engines have access to a wide range of user data, including search history, bookmarked pages, and more, that allows them to gauge a searcher’s “intent”.
Continue reading ‘What is Personalized Search?’
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