Search Engine News

We like to think of colleges and universities as places where learning trumps all else, but the truth of the matter is that institutions like these are still businesses, which means they need to make money. Says Rob Moore of Lipman Hearne, a marketing company specializing in non-profits: ‘ “Higher ed institutions today are facing a conflation of challenges that can best be met through more effective marketing. Increased competition for students, deep tuition discounting, demographic pressures that put many traditional markets at risk—all have a huge impact on the institution…

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We note with interest the new partnership between New York Magazine and FourSquare, the location based service now in 21 cities that lets friends see where you have “checked in” and lets you vie to be mayor (hail Outside.in’s Camilla Cho, our mayor at the recent BIA/Kelsey Marketplaces conference). New York’s 7, 000 followers on Foursquare will have access to tips from the magazine’s online database that includes 5, 000 restaurants, 1, 600 bars and 5, 500 stores. True to form, most of the initial items are food and bar oriented, but there are also cultural, retail and sports…

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It’s that time of year when many of us turn to the internet for information, advice and maps to help plan a getaway for some rest and relaxation. Although search engines may be an obvious place to start your quest, they often aren’t your best bet for useful information, helpful advice or savvy planning tips. Here’s why—along with an in-depth look at more useful alternatives.

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You’ve done your research. You understand how consumers search for your products and services. Now, what do you do with this insight? In my previous article about Giving Customers What They Want, I outlined an approach to creating a search behavior model that can be used to develop your information architecture and your website content strategy. [...]

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We’re taking part in a good webinar next Tuesday at 10 a.m. Pacific dedicated to the acquisition and retention of vertical classified advertisers. The webinar is hosted by ATG, which provides a wide range of commerce tools for SMBs. I will provide the lay of the land in classified trends followed by a case study from Courtney Chalmers, director of marketing and brand management at Dominion’s BoatTrader.com . Chalmers will be joined by Scott Spears, call center director, Trader Media. Ryan Hoppe, director of marketing of ATG Optimization, is the host. Sign up here .

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Following up on the previous post about my LBS panel at Geo-Loco yesterday, the wide reaching discussion also covered how large brands are adopting and thinking about location based services. The short answer is that they’re interested and allocating budget, but aren’t yet thinking in the terms required to get the most out of the medium. In other words they’re thinking in terms of impressions, and just and slapping a CPM on it. The opportunity conversely requires more of a CPA structure in the way the media is bought and sold. This does justice to the capabilities of the…

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In economics any time there is an abundance of supply the price for that particular good goes down. The easier to obtain, the less ‘valuable’ that resource is. In today’s online world there is no shortage of traditional Internet measures like ad impressions because of the huge amount of traffic being run through social networks. [...]

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Most web content is barely alive, even when it is first written. It is pumped out by content mills, optimized and uploaded. This kind of bulk content is often referred to as backfill content. I prefer the term “landfill content.” Dead and rotting from day one.In sharp contrast, living content is quality content. It is [...]

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There have been many search “preview” tools, plug-ins and add-ons that try and give users a peek at what’s behind a link on a SERP. Their objective is to circumvent the click and enable people to more quickly get to desired information. Almost all of these tools have failed to deliver on the promise of [...]

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It often seems like a rare occasion when offline marketing efforts blend with social media. One of the best ways to use social media to aid offline efforts is to gauge the public’s perception with social media monitoring tools. By using monitoring tools, companies can monitor public opinion about a specific offline campaign.Probably one of [...]

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