Here I am at Search Engine Strategies San Jose! It’s a sort of homecoming, as I lived and worked in San Francisco for the first half of this decade. Yay! I was part of the Internet boom and bust and, after several years disconnected, it’s great to be on the forefront of tech again this morning.

New York is now home and I’m looking forward to seeing Bay area friends. Now it’s off to the day’s first session, “Mobile SEO: Death of the ‘.mobi’.” Since everyone should own an iPhone , let’s go hear what the experts are suggesting to the industry, where Mobile is concerned!

Also, welcome to our good friends from Portland and good morning aimClear Blog readers. We’ll be your eyes and ears over the next 4 days.

Since (even cool) blog posts about any event pale in comparison to actually experiencing the in-person power and passion, we’ll do our best to bring home the tone of this live search marketing conference. Truly, the promise of “somthing great” fills the air as attendees stream into the venue for dark roasted coffee and handshakes.

Search Marketing Conferences Rock
It’s great to attend these things. A chance meeting in the conference hall might score that hot business deal/new position that you were looking for. Certainly your attendance will help your brand become more prominent in the Search Marketing Community, as you meet and network with peers.

Be careful though, the parties are legendary. A photo of your drunken “revelry” might end up on prominent Facebook pages tagged with your name. (Isn’t it nice that I chose not to link out on the anchor text “drunken revelry.” It is, after all, aimClear Blog.

I’m done with a delightful hotel breakfast and off to register. Stay tuned…

Todd Mintz is the Director of Internet Marketing & Information Systems for S.R. Clarke Inc., a Real Estate Development and Residential / Commercial Construction Executive Search / Recruiting Firm headquartered in Fairfax, VA with offices nationwide.

There’s no charge to attend and the early start leaves plenty of time for other parties you may have planned for later. We invite you to kick off the evening with us.

To receive an official aimClear/Clix invitation, in the form of coveted “Clix Orange” wristbands, just ask me personally or stop by the Clix Marketing booth on the SMX exposition floor. Here are the specifics:

Date: Wednesday, June 4th
Place: The Garage (http://www.garagebilliards.com/homeb.htm)
Address: 1134 Broadway Ave, Seattle, WA 98122
Time: 5:00 – 7:00 PM

Attorneys, plumbers, financial advisor’s, electricians, pizza parlors, cleaning services, snowplow drivers, caterers, insurance companies, and hardware stores alike ask us similar questions: “How does the Internet change things? Should we keep our Yellow Pages ad? How do we keep from being left behind”

At SES San Jose Stuart McKelvey, President and CEO TMP Directional Marketing presented research regarding the usage and value of online and offline local search usage (“A Study of the Usage and Value of Online and Offline Local Search Sources”). TPG is a fascinating company with over 38 years of Yellow Pages, online search and marketing experience. The study “combines 3,000 survey responses with actual observed online behavior.” In a nutshell online search dominates while traditional printed Yellow Pages perform surprisingly well.

Where Do Customers Search?
Local searchers tend to seek actionable business information including details such as company name phone numbers, products sold etc. TMP studied pizza restaurants, home services, moving, storage, banking, finance and other industries. As all advertising channels fold towards Internet delivery, it’s critical for local advertisers to understand and capitalize on customers’ local search patterns. This can include both offline and online sources like print Yellow Pages (YP), Internet (IYP), directory assistance, mobile search, newspaper, and major search engines.

Surprising Results
The results of the case study were surprising, particularly regarding the ongoing importance of print YP, which is still roughly equal to search engines comprising approximately 30% each of the local search spectrum. According to this study, mobile search and directory assistance only claim 2% each. Dedicated local search verticals tally a 13% share and IYP sites 17%. In what amounts to a bleak prognosis for the industry, newspaper and magazine usage for local search garners only a 3% piece of the total pie.

Different Channels for Different Uses
According to the TMP study users tend to reach for online and offline media sources with different intent in the local search sales cycle. Online search skews towards research. Thirty percent of users take advantage of the Internet for research only- not for buying. Reciprocally users tend to use offline search to find a particular business from which to buy a product or service that that they’ve researched and identified online.

Major engine searchers (Google, Yahoo, MSN) are less likely to have a specific local business name in mind than IYP users. IYP and vertical local search engine users are significantly more likely to be looking for services while major engine users are more inclined be seeking out products.

On Again Off Again
Two out of ten consumers cited that they prefer to speak with people offline before buying online. They sometimes hop back online to research price and consummate a transaction. Still 61% of those polled in the research went on to purchase from a local business, usually by visiting the physical store in person.

Location and Brand Buzz
Across all respondents the primary business selection factors were the business’s location and the customer’s familiarity with the company. The most common activities resulting from online and offline search activity alike were in-store visits or the initiation of contact via telephone.

Cast a Wide Net.
Overall, respondents considered between 1-5 businesses however the majority only contact one. This highlights the importance of having local content on all of sites mentioned in the study which include:

[note, links are not provided. These sites are easy enough to find and have enough inbound links without bloggers contributing more.]

Internet Yellow Pages Websites
SuperPages.com (Idearc)
Yahoo! Yellowpages
YellowPages.com (AT&T)
DexOnline.com /
DexKnows.com
YellowBook.com

Local Search Verticals
Google Local/Maps
Yahoo! Local
MSN Local (Live.com)
Citysearch
Local.com
Ask City

Major Search Engines
Google.com
Yahoo.com
MSN.com
AOL.com
Ask.com

Additional Resources:
Local Search Marketing Tactics
SEO RoundTable

5 Quick Ways To Optimize For Local Search
SearchEngineJournal

SES: Six Tips For Local Search Advertising
WebProNews

Local Search Marketing Tactics
Unofficial SEOBlog

LocalMN Blog

Mike the Internet Guy

SunTZU SEO Blog

Understanding Google Maps & Yahoo Local Search

However before we really get going here, it should be noted that organic prominence reporting, WebPosition’s forte, is dead anyway. The inevitable progression of personalized search, which returns customized SERPs based on individuals’ web history, codifies the deal. Bulletproof conversion and ROI metrics calculated by modern analytics are the only uncontested measures of SEM success.

Clients Understand the Web 1.0 Way.
Many of our search marketing clients still perceive organic keyword rankings as the singular measure. To an extent they are correct in their assessment of value: top rank for a keyword is still a great asset. However, true search marketing experts teach prospective clients the new reality during the sales process and lead existing clients through the adaptive process. Also, WebPosition has other features which remain useful like Link Defender and Page Critic AKA “Beat the Algorithm.”

WebPosition’s Organic Prominence Reporter: The Pathology of Demise
The announcement from Google was cryptic: “As of December 5, 2006, we are no longer issuing new API keys for the SOAP Search API. Developers with existing SOAP Search API keys will not be affected.” SOAP was the Google API feature which allowed access to keyword rankings directly from the Google database infrastructure. On December 6th the SOAP API ceased to function in WebPostion, even for those of us in possession of API keys.

WebPosition blamed it on Google and advised users to turn off SOAP access in WP and switch back to the illegal screen-scraping mode. You see, in the past Google has officially discouraged screen-scraping the SERPs.

Since WebPosition Gold™ and other organic rank reporting and sponsored search bid management tools have always relied on immediate access to current organic and paid search rankings; this was a major blow to life as we knew it. Using WebPosition Gold’s “Reporter” was now officially against the rules.

Organic Prominence Reports
The SOAP API key was the only method Google encouraged for us SEM types to automate testing a keyword’s organic prominence without scraping the SERPs. Though the rules were not rigorously enforced, the abandoned capability left no legal method to test Google keyword rankings. SEM practitioners were left out in the cold and stuck with the sole option of breaking Google’s rules or running blind.

Most of us screen-scraped anyway and Google seemed to gradually clamp down. Even with settings that emulate human search patterns, automated searches now result in Google shutting you off with an oblique error message accusing your computer of being infected with spyware or some nasty virus.

Automated Bidding Software
Search Engine Optimization was not the only search marketing agency tool to take a major hit that day in December. Automated bid management tools like Apex Pacific BidMax suffered too. Formally, current sponsored ranking positions could be instantly accessed allowing bid management software to make bidding “decisions” based on actual current rank. With the demise of SOAP backend access, bid management tools entered a new era of forced dependence on average sponsored keyword positioning as opposed to actual current position…bummer.

With the API changes, Google’s AdWords Position Preference, and Preferred Cost Bidding features, SEM pundits speculated that third party software bid management through the API had evolved to a place of dwindling value and might spell the end for bid managers using software from the paid search bid management companies like Atlas, Omniture, KeyWordMax. Time is proving this true.

Google Kills WebPosition
In early June, Google updated their webmaster guidelines with specific intent to finish off WebPosition as the poster child for Google’s disdain for automated queries:

“Google’s Terms of Service do not allow the sending of automated queries of any sort to our system without express permission in advance from Google. Sending automated queries absorbs resources and includes using any software (such as WebPosition Gold™) to send automated queries to Google to determine how a website or webpage ranks in Google search results for various queries. “

and

Don’t use unauthorized computer programs to submit pages, check rankings, etc. Such programs consume computing resources and violate our Terms of Service. Google does not recommend the use of products such as WebPosition Gold™ that send automatic or programmatic queries to Google.

Yeah, So What?
At the end of the day this is no big deal. It’s true that in this transitional phase, where personalized search has not fully hit, WebPosition is still a useful (albeit illegal) SEO tool. Clients still relate to organic prominence reporting so search marketing companies like us still profile sites with WebPosition, especially during the sales process. However WebPosition and other tools which depend on real-time reporting of organic and paid keyword rankings on SERPs are all the way dead. Google has done their level best to limit transparency and our ability to use tools (other than Google’s own) which depend on real-time feedback about current keyword rankings.

Google Accepts Adwords Cash From Banned Product.
As an aside, it should be mentioned that that Google has no trouble whatsoever accepting AdWords money from WebPosition to advertise an SEO tool which Google has specifically banned.

and

]]> http://www.aimclearblog.com/2007/06/11/google-makes-it-official-webposition-gold-is-dead/feed/ 10 http://www.aimclearblog.com/2007/05/16/google-audio-radio-ads-are-here/ http://www.aimclearblog.com/2007/05/16/google-audio-radio-ads-are-here/#comments Wed, 16 May 2007 04:17:14 +0000 Marty Weintraub http://www.aimclearblog.com/2007/05/16/google-audio-radio-ads-are-here/ For years prescient industry pundits and sages have been forecasting this happy day of convergence. Google audio radio ads are here and guess what-SEM firms are the new radio media buyers. Yippy Skippy! Tonight I stumbled upon Google Audio’s mass launch of Google Audio Ads in the dashboard of a Minneapolis client’s account.

In April Google announced a multi-year deal delegating them to cut up and sell a guaranteed inventory of 30-second radio spots on more than 675 Clear Channel AM/FM radio stations. Now it’s reality.

SEM Firms are the New Radio Buyers.
The deal makes it possible for Google search marketing platform Internet media buyers (like aimClear) to reach audiences at designated times in geo-targeted areas. Search marketers are now directly in the brick broadcast buying mix with Google radio Ads even here in Duluth, Minnesota.

Since the interface is within the Google online ad platform, creating and deploying radio advertising campaigns is now in the sphere of search engine marketing firms who have been learning to leverage online media buys in this environment for years. For goodness sakes, after the radio ads run Google even offers reports online to provide marketers with real-time recordings of ads as they were originally played.

Why Google Radio?
Radio and Internet together reach 83% of people ages 18-54*. Each day radio and Internet in aggregate reach approximately 83% of folks between the ages of 18-54 which is comparable to the daily reach of television. Also greater than 90% of the population still listens to radio and 21% of people are listening while online. 57% of people listening to the radio while on the Internet actually look up items in their browser after hearing product commercials. *Source: The Radio Ad Effectiveness Lab (RAEL), 2007.

Ad Creation Marketplace
If you need help creating an audio ad you can provide Google the specifics of what you seek and they’ll help you find a production vendor. Services in the search matrix include script writing, voiceover production , music, singing, and sound effects. You simply provide details regarding your radio advertising objectives and Google uses the information to search their “Ad Creation Marketplace” for “specialists to match your needs.

Once Google connects you with possible specialists, to provide the creative and production services you seek, you can request a proposal. Google takes pains to say that advertisers’ are not under any obligation to purchase any particular vendors services. Google suggests that an average turnaround time might be about 3 days.

Buzz Topic
This topic will likely be a buzz subject for reviews from various factions in the convergence media universe. So far here are the authority blogs which, as of tonight, have weighed in with early commentary and analysis on the matter:
Google Audio Ads See Broad Release
Search Engine Watch Blog by Danny Sullivan

Google Audio Ads Now Live in AdWords
Search Engine Journal

Google Launches Audio Ads to the Masses
Search Engine Roundtable

Kevin Cobourn, ClickTracks Sales Manager welcomed us into the ClickTracks family.

“On behalf of ClickTracks allow me to welcome aimClear. I look forward to watching you use our software to advance your business’ performance as well as increase your level of opportunity by including web analytics as part of your value proposition.”

Associate Paid Marketing, User Behavior, and Content to ROI.
ClickTracks measures web campaigns, site navigation patterns, PPC, SEO and ROI statistics with unique simplicity, elegance, and depth. The software is used by leading edge companies like Nokia, Coke, Pfizer, Volvo, Verisign, Wells Fargo, Inuit, ING and tracks over 26,000 websites for more than 8,000 clients. Our new agency partnership with ClickTracks gives us the ability to deliver this wonderful analytics solution to qualified customers in an affordable client-center environment.

What Makes ClickTracks Different?
ClickTracks uses radically different analytics architecture which makes powerful data-mining available to marketers on their own desktop.  This analytics package has the capability to map areas of content and user behavior (funnels) to ROI and even calculate margin. We’ve used other commercial (and free) analytics programs for our clients and the options available in ClickTracks are difficult or impossible to implement using traditional web analysis tools.Valuable Insight
ClickTracks is a polished improvement of overly-complex web analytics tools and light years ahead of free packages. As a marketer you will gain incredible insight into the effectiveness and ROI of your organic and paid web marketing efforts.  Everyone knows that Google provides “free’” web analytics in exchange for use of your private data.  ClickTracks blows it away in it’s ability to segment and cross reference traffic by source and user behavior within your content.

Our partner agency status with ClickTracks means we can easily set up web analytics on your site to collect the right data.  We’ll use the software to help you formulate salient questions regarding the effectiveness of your paid and organic web marketing and turn the resulting analysis into answers and decisions. Then you act on the answers and decisions and measure the results of the efforts.

The objective of this blog is to help demystify the process of and exchange ideas about search marketing, which is quickly becoming the most important development in advertising history.

The Target Audience is You!
You’re a business marketing professional trying to figure out what the heck to do amidst the rolling waves of rapidly changing technologies and so-called “best practices.” As traditional channels like broadcast and print continue to fold into the net, the need to stay abreast or risk being left behind has become critical.

More Important than the Internet
The demographic research and geo-targeting targeting technologies available for media placement in various channels are much more important than just the Internet. Brand managers throughout the world now look to keyword research as they create products and market them. Nearly every company on earth is somehow examining a reallocation of resources to organic and paid online marketing. Social media and reputation management are urgent topics in boardrooms and blogs all across America. Search demographics are essential evaluative tools for any serious business plan. How does it work? What do we do? What’s next?

aimClear
As a word of introduction, I’ve been fortunate enough help Minneapolis and Duluth, Minnesota companies with Internet marketing and website promotion for 12 years now, beginning with a 1995 “first-to-market” news project for a major broadcast television network. We founded aimClear in January of this year as a necessary organizational structure to handle clients we already had. Our board of directors includes local marketing legends John Goldfine and Lance Sabin.

We’ve had the privilege of taking exciting clients who found us by Internet reputation. We specialize in search engine optimization (SEO), pay per click (PPC) management, and social media. We’ve built our reputation on intensive micro-tracking of the ROI of paid placement. We treat every dollar spent on behalf of our clients like it’s our own money. On behalf of our clients, we expect to manage over 7 figures in paid media placements on Google, Yahoo, Ask, MSN, and other channels this year.

Nationally most search engine optimization (SEO) clients choose to not have their Internet marketing agency affiliation publicized. In fact, by very nature, white-hat (ethical) website promotion tactics are stealthy. For that reason we do not reveal our client list. However we can tell you that our clients in Minnesota include a several high profile companies including a prominent health insurance brand, a national hotel management firm, a prominent regional health care system, and others. You can read some of their testimonials here.

Check Back Often
Over the coming months we’ll feature several authors, each with a specialty which you’ll find interesting and informative. Please feel free to leave a comment after creating a username and we’ll comment back or answer questions whenever possible.