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March 2008 Archives

March 12, 2008

Eight Tips For Successful B2B Blogs

Strictly Business - A Column From Search Engine Land Virtually all marketers have realized that blogs can be a powerful part of an overall search marketing campaign. This is especially true in the B2C marketplace, but what about for B2B focused companies? What do successful B2B blogs have in common? In looking at hundreds of B2B blogs, eight common characteristics were apparent to me. Here are some tips for creating B2B blogs that drive loyalty (and links).

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March 13, 2008

A Small Business Marketing Success Story: Pink Cake Box

Ready for something different? Typically in this space each month, I write a “How To” or “Why To” article with ideas and tips for helping small businesses succeed online. I’d like to go in a different direction: profiles of small businesses that are succeeding online. I’m a big believer that learning from the successful examples of others is often the best way to grow a small business, and hopefully you’ll agree. Today, I’ll introduce you to a small business that’s baking up a storm via its web site, a blog, public relations, and social media.

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Tagging 10,000 Videos: Science Or Sweat?

Video Search - A Column From Search Engine Land In the last SEL video search column, Eric Papczun described the dilemma faced by content producers that are striving to keep-up with the insatiable demand for new video content. Producers are looking for efficient methods of discovering what online viewers are interested in, and then packaging their content to maximize exposure.

The example used was a television network, one that is mostly concerned with ongoing generation of new content. What’s interesting to note is that, of all the content producers vying for attention on YouTube, television networks are the ones with the most preexisting content to offer.

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Space Jam

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Reputation Monitoring Made Easy, And Free!


100% Organic - A Column From Search Engine Land
A wide array of paid and free tools make it both cheap and easy to track your online reputation. The first point of contact is typically via customer emails, comments on your own site or web analytics data. But not everyone who complains about you brings the complaints directly to you or links to your site, instead posting comments on blogs, forums or elsewhere on the web. So how do you track the rest of the conversation going on online? Here’s a set of tools and services that are easy to use, and best of all, many are free.

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More Yahoo Search Monkey Details: Creating a “Developer Ecosystem for Search”

Two weeks ago at SMX West,
Yahoo! announced a new
project code named "Search Monkey"
that would enable content owners (and in
some cases searchers) to add rich content to search results. Today, Yahoo has
released
additional details about the program, which has not yet launched.
Today’s announcement describes how developers can provide Yahoo with this rich
content about their sites by either including structured markup in their pages
or by submitting structured feeds. In addition, Yahoo! is announcing a
"developer ecosystem for search" so third-party developers can create "Enhanced
Results" applications for the Yahoo! Search platform. (Developers can
sign up for the
program here
.)

These applications can take advantage of structured data available in public
APIs and the Yahoo! index. Yahoo will provide more details on this program at a
developer launch party they’ll be holding in a few weeks.

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Nine Essential Tactics For Reputation Management In Social Media

On Monday I had the distinct pleasure of speaking to a crowd of about 250 local search marketers at SEMpdx Searchfest in Portland. The audience reaction to my session, entitled “The Dark Side of Reputation Management,” highlighted a stark reality out there in the corporate trenches. While nearly every hand in the room enthusiastically shot straight up when asked if they “believed their company should be leveraging social channels,” fewer than 10 were actually engaged in social media marketing—let alone proactive reputation management.

Many were concerned with potentially negative results and cited fear of user-generated negativity as a primary factor limiting willingness to venture forth into social media channels. Some had horror stories to tell. Here are key takeaways which emerged from the session—valuable lessons for any search marketer thinking about using social media as a lever for reputation management.

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