Tag Archives: seo

Top organic listing on Google gets just 8.9% of clicks…

Pretty thought-provoking article and “infographic” here on google SEO vs. PPC trends; some highlights from my POV:

  • Top organic listing on Google gets 8.9% of clicks on page; 8.9% is still huge; but tells you how much the paid ads are getting overall – nearly 42% of all clicks go to first 3 paid listings.
  • Interesting how “pixel dominance” of paid ads is impacting click rates.
  • 89% of paid ad search traffic is “new” traffic that is outside organic reach.

Link: http://www.wordstream.com/blog/ws/2012/07/17/google-advertising

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Eyeblaster Research: You Need To Reach Beyond the Keyword…

Eyeblaster published a “research note” back in February that I just had an opportunity to read and I thought it was a great reinforcement to my frequent mention of the importance of “Full Buy Cycle” marketing.

In particular I thought this “commentary” on search (pull) vs. display (push) advertising was crisp and to the point:

“…search does not bring new prospects into the funnel, but rather moves existing ones through. This raises the question of scalability – the reach of search is limited to prospects that are already in the funnel. Furthermore, the number of those lucrative prospective customers with intent to purchase is limited. The question that arises is how to get more people into the funnel.

One way to increase the overall number of conversions is to extend the number of keywords. While it makes sense to explore other related keywords, at some point, keywords may lose relevance. Once the keywords purchased are extended too far, it would be the equivalent of buying an ad for taxis in the restaurant section of the yellow pages, since someone may need a lift…..The difference between search and display is that in search, only prospects who have shown an active interest in the product by typing a keyword are shown the ad, while in display, the ad is pushed to all of the target demographic….”

Link to Report (Registration Required): http://www.eyeblaster.com/data/uploads/ResourceLibrary/Eyeblaster_Research_Note_Search_and_Display.pdf

 

 

 

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Google Sidewiki – How Will Advertisers React?

Google recently launched Google Sidewiki, which allows web searchers to contribute “helpful” information next to any webpage.

Google Sidewiki appears as a browser sidebar, where you can read and write entries along the side of the page…kind of like “comments” or reviews” (or like circa 1999 Thirdvoice “sticky notes” (google it…)).

In their own blog entry on the product, Google says “As you browse the web, it’s easy to forget how many people visit the same pages and look for the same information. Whether you’re researching advice on heart disease prevention or looking for museums to visit in New York City, many others have done the same and could have added their knowledge along the way…now you can”

So basically it allows you to leave and read “comments” and “reviews” other folks have made for a given website in their index; whether they are in the same context or not of your own interest or research…

In a perfect world it seems users of sidewiki would contribute a wealth of valuable information attached to every website, and users would monitor the content like some version of Wikipedia.

Unfortunately as we’ve all seen if we’ve spent the time reading comments on youtube, amazon, itunes or any web bulletin board / discussion group – we don’t live in a perfect world.

I have to suspect it will be a tough gig to keep Sidewiki from being plagued with erroneous comments, slander, sneaky advertising, spam, scams, trolls, flame wars, bad grammar, typos, bigotry and hatred.

I’m sure Google will attempt to combat this with its moderators and algorithms, but nothing is perfect.

It seems the actual owner of the webpage has no control over the Sidewiki – so how will Google handle their own advertisers frustrations over not only seeing comments that degrade them but realizing that they likely paid Google for the traffic that ultimately degraded them?

I’m sure Sidewiki has its uses…in the same way reviews on hotels.com, amazon, itunes and ebay do…but I personally see more “noise”  and “risk” than benefit…I wonder how long until webpage programmers figure out how to “optout” of sidewiki in the first place…

I think the big challenge is the context of the comments; just because I’m on a website about New York City – doesn’t mean I want comments of where to stay or where to eat…maybe my search is much more specific or granular than that; the comments will be hard to sift through…so I know I’ll end up just shutting it off.

What about b2b marketers – do you see an opportunity looming here?

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Food For Thought: Is “click measurement” passe?

Good “food for thought” article here on putting “clicks” in perspective; partners well with previous discussion on “buy cycle” marketing and last click thinking; comments to the article or worth reading as well:

 http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=110891

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