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Michael Gray - Graywolf's SEO Blog |
Integrated Versus Interruptive Advertising Posted: 16 Sep 2010 08:38 AM PDT When I was first starting in Internet marketing, one of the first books I read was Permissive Marketing by Seth Godin. The point of this book was that customers who give you permission to market to them are more valuable than those you have to interrupt, and you shouldn’t abuse that trust. One of the second lessons came from adsense, which showed how ads that were integrated into the copy always performed better than those placed outside of the copy. While this is something I integrate into my projects, there are a lot of media companies that don’t. For example, here is a screen shot of the New York Times on the iPad. Notice the banner placed in the bottom of the page outside of the text. What happens with the app: during your second story, an interstitial ad appears (which was never clicked on), getting in the way of reading the desired story. This, I’m sure, results in a low engagement. Last week, they made a change. Although the banner is still at the bottom and you still get the interstitial, they added a new format embedded in the text … And, even though I wasn’t the target market, I clicked the ad … Interestingly, the ad directs you to an in app landing page with options… …followed by a browser landing page where you could make a purchase. So what is the takeaway from this?
This post originally came from Michael Gray who is an SEO Consultant. Be sure not to miss the Thesis WordPress Theme review. Related posts:
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40 Google Instant SEO, SEM & Analytics Resources Posted: 17 Sep 2010 05:03 AM PDT Image by Westside Shooter. Google Instant is the talk of the town not only in the SEO industry. While some people still hope SEO will go away most experts agree that SEO is either just changing a bit or now more important than ever due to the recent changes. So I won’t list most of the usual “SEO is not dead” posts here as I expect you to know that. I’ll focus on what the instant search results will mean for SEO, SEM and analytics in reality. Check out the following 40 Google Instant SEO, SEM & analytics resources list. Btw. The last item is probably the best one.
What is Google Instant all about IMHO Google Instant is just Google Suggest on Speed. The first four suggestions from Google Suggest get shown in Google Instant now. As of now only registered and logged in users see it so its impact may be not yet that huge. Google wants to roll it out to all others though in future. Click the links below for more exact definitions and broader explanations.
What are the motivations behind Google Instant? Speed is the official motivation behind the new search interface but some pundits including Kevin Gibbons of SEOptimise suspect monetization as the key idea behind Google Instant.
What are the issues with Google Instant? Is Google Instant really better? Many people encountered problems like distraction, censorship, or downright irrelevant results. Find out more about them. The owners of Naked Pizza will have to rethink their branding strategy it seems because NSFW results don’t show up.
What are the ramifications of Google Instant for SEO, SEM, analytics etc. Most people seem to agree that the long tail, that is often exotic search queries with 3 or more keywords will get used less by searchers. On the flip side people will probably at least in some cases follow the trail laid out by Google Instant and click search results from partial queries. Sadly Google Analytics won’t show partial queries you ranked for. Instead Google will always send the “predicted query” as part of the referrer.
Google Instant SEO Techniques How do we adapt to the new search interface? How do we explain the changes to clients?
What else? Last time Google has introduced a big change to its search result interface it hasn’t worked out due to unnecessary complexity. Do you remember the Google SearchWiki (NOT the SideWiki)? You could add, remove, move and comment on search results. I really liked it but most people got annoyed by the new options. This time I expect many people to get annoyed as well. Some of the articles linked above already mention that. So Google Instant might disappear within a year like Google SearchWiki did. So don’t panic and change your SEO strategy altogether. Keep in mind that you should try to act independently and not follow every whim of Google. Keep calm and add more content, promote it and get links. You should be fine with that, mo matter the search interface. © SEOptimise – Thinking of attending SMX London in May 2010? get a 15% discount code! Turning the tables on critical trollsHow to deal with the colleague/board member/voter who is quick to criticize whatever you're proposing? It can't work/it's been done before/it's never been done before/you can't do it/we don't have the time/money/skills... So easy to be right when everyone else is wrong, so easy to be confident when someone else is putting themselves on the line. I start with this: do we agree that there's a problem? An opportunity? Do we agree that we need to take action, that something needs to be done, that there's an opportunity here? If we don't agree on that, then don't waste time listening to my solution. Before we do that, let's spend more time deciding if there's a problem or opportunity here. Once we agree on that, then the response seems simple: "What do you think we should do?" "Be specific." "Thanks." More Recent Articles
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