Report Endorses Our Clinic Techniques!

"Two such areas where retailers should pay special attention include shopping search and search engine optimization (SEO), according to a new report from TrafficLeader, a search marketing consultancy and subsidiary of Marchex.
By adding these elements to the marketing mix, a retailer can boost traffic and conversions, increase lead-generation, and improve cost efficiencies of search marketing efforts, says the '2007 Search Marketing Insights for Retailers' study.
Many retailers are struggling to get the basics. Their Web sites are geared toward selling, not being an information resource. But those are the kinds of sties that rank well in search engines,..."

A recent analysis of retailer site performance points out several techniques that may retailers overlook to the detriment of the performance of their commercial sites. These are the very techniques that we repeatedly emphasize in our clinic sessions.

Note the three critical points in the quote above: listing in shopping search engines, search engine optimization of content pages, and being an information resource for the searcher. The first point we usually cover under the concept of obtaining beneficial links. We have often talked about getting your site listed in directories and other related sites to increase links. We have spent less time on specifically getting listed within the various shopping search engines, but there is a clear correspondence in intent.

The second two points are recommendations that we stress in almost every session of the clinic. Our motto has always been, "Content is King!" What that means is that the site that provides useful content to the searchers will always have a natural advantage over those sites that do not emphasize being useful.

Further down in the content of this article, the writer says, "Another challenge for some retailers is the lack of a text-based navigation system, which leaves search engine spiders unable to access many of the products on a site."

Note the important points: text-based navigation system, and the idea that search engines need these to find pages within the site! We have sessions that are devoted entirely to the concept of linking structure and the importance that it has in making sites navigable and in allowing the developer to emphasize the important elements or areas of the site.

We have long known that these techniques make a crucial difference to site owners, but it is always nice to see documentation of the concepts from other sources!

Yahoo modifies search results pages!

Yahoo has just notified its advertisers that the way their listings will be presented will be changed beginning January 18, 2006. The changes are summarized as:

* Yahoo! will display shorter descriptions for Sponsored Search listings
* You don't have to make any changes to your listings; they'll be automatically shortened for you when displayed on Yahoo!
* If you'd like to optimize your listings for Yahoo!, begin your description with one short sentence that includes your keyword and focuses on your most important information in the first 70 characters
* Over time, we will fine tune the exact character count that we believe works best for advertisers and search users
* Most of our partners, including MSN, CNN, ESPN and Infospace, will still display longer descriptions for your Sponsored Search listings, though the exact length may vary from partner to partner

The Spamming Of Web Search

"A byproduct of search-engine optimization is low-value Web content that's filled with keywords targeted at search engines, not people."

This article is talking about what we as Internet marketers work on every day. It is a threat to the business, and it is real.

I had a personal experience just a day or two before reading this that makes it resonate with me.

My Mother lives in a different city, and has arthritis and back problems. She likes to work on her computer, but can't now because of the pain. I suggested she get an ergonomic chair instead of using the straight-back chairs that she uses now, but she needs to try the chair before buying it, because it may not work for her. These chairs are not cheap (for a good one!)

I thought it would be easy to find a store near her. I would just go to Google and search for "ergonomic chairs hometown" (where she lives). I got lots of results, but after much searching on that and other terms, and on different search engines, I found nothing!

There were lots of results for the search. I found a highly promoted site that sells the chairs, and listed a product with the name of her home town in the name, and I found many hotels in the area touting the availability of ergonomic chairs in their rooms (which surprised me!) I could not find the one thing I wanted, even though I have no doubt that there are office and furniture stores near her that feature these products.

I have seen much talk about local search being the coming thing, and I can see the need for it in this experience.