Articles

What Web Marketers must know about MSN Search

February 1st, 2005

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Originally published in MarketingProfs

A lot is at stake here for Web marketers. Whether you are knowledgeable about search engine marketing or just an observer at this point, you need to follow this development. Your search rankings – free and paid – in all the major search engines are important marketing assets.

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Gunning for Google

February 1st, 2005

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Originally published in Catalog Age

Microsoft’s new MSN Search is poised to take some of Google’s market share. That’s good news for marketers, if you know how to optimize for MSN Search. Happily, it doesn’t appear to be difficult. The tried-and-true optimization tactics appear to work quite well.

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Information As Power

December 10th, 2004

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Originally published in Web ReDesign 2.0: Workflow That Works

Most companies don’t even realize their competitors are “eating their lunch” online – ranking higher in the search engines, getting more traffic, converting more visitors into buyers and enjoying better returns on their website investment. They simply don’t know how well their website is performing. And they are missing out on valuable e-business opportunities.

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Watch Your Language!

November 1st, 2004

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Originally published in Catalog Age

When it comes to breaking through to your customers’ email inbox, it’s getting to be less about what you say and more about how you say it. The spam net that i.merchants must circumvent is getting ever more sophisticated and, dare we say, overzealous. In fact, recent surveys indicate that more than one-third of permission emails that consumers want to receive from trusted sources are being blocked by email filters and corporate firewalls.

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Best and Worst Practices in Search Engine Marketing (Part 2)

October 26th, 2004

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Originally published in MarketingProfs

Partially indexed, poorly ranked, penalized and possibly banned: such is the unpleasant fate of a Web site that’s not duly optimized for the search engines.

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Best and Worst Practices in Search Engine Marketing (Part 1)

October 19th, 2004

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Originally published in MarketingProfs

Many consider search engine optimization (SEO) – the process of enhancing your Web site’s visibility in the search engines through ways other than paid search ads – a sort of black box. But once the essential features of a search-engine-optimal Web site are laid out in a concise list, SEO is not nearly as mystifying.

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On the Right Page for Web Indexing

October 1st, 2004

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Originally published in Catalog Age

Google and Yahoo! have become much more aggressive in their crawling behavior, going deeper into dynamic, database-driven websites than ever before. A closer look, however, reveals that some bad news is mixed in with the good…

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Unlocking Google’s Hidden Potential as a Research Tool (Part 5 of 5)

August 31st, 2004

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Originally published in MarketingProfs

Seek and ye shall find. But not always.

According to an IDC (International Data Corporation) report from last year, knowledge workers spend 15-30% of their day searching for information. What’s worse, more than half of their online searches fail.

That doesn’t bode well for us, does it? Hopefully, this series has gone a long way to help you make the invisibly rich Internet more visible. We close this series by tapping into the wisdom and experience of two renowned Google expertsâ??Nancy Blachman and Tara Calishainâ??who share some of their favorite tips, tools, insights, and search strategies for researching with Google.

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Unlocking Google’s Hidden Potential as a Research Tool (Part 4 of 5)

August 24th, 2004

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Originally published in MarketingProfs

This series is all about surprises and revelationsâ??at least when it comes to using Google. And here’s another: some of Google’s most valuable properties aren’t even search engines. Rather, they are resources or tools such as online research assistants, Web-based email, browser toolbars and social networks. These resources can be extremely valuable to marketers and should be considered one of the sharper tools in your research arsenal.

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Unlocking Google’s Hidden Potential as a Research Tool (Part 3 of 5)

August 17th, 2004

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Originally published in MarketingProfs

Now that you are intimate with the range of Google operators to refine your research searches, it’s time to put the knowledge into practice in the real world. It’s also a good time to delve a little deeper into the essential features of the Google interface.

Here, in part three, we’ll apply the secrets of Google in a search for information about the food industry. Then, I’ll share the 20 essential features of the Google user interfaceâ??the virtual place where you spend most of your time interacting with Googleâ??and apply those to our search example as well.

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