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March 2008 Archives

March 14, 2008

How to Build Links with Email Marketing

Quality links to your website remain one of the strongest contributors to high organic rankings in search engines. Plus, a link from a popular website could bring you increased traffic and brand recognition. All you email marketers out there may not realize the potential role you could play in generating links to your organization’s website. Link building is difficult in part because it requires you to start and cultivate relationships with people who care about issues relevant to your organization. You’ve already established this relationship with your list, making them an excellent potential source for links!

Note that the ideas here are not likely to net you “high profile” links from major news sites, but rather start and continue a steady flow of grass-roots and social media links that give increase in rankings over time.

Understanding the Linkers in Your List
Understanding the profile of a person who is likely to link increases your email marketing’s contribution to link building. In order for your list members to link to you, they have to have the ability to publish to the web in some capacity or other. Here are some examples of where your list’s linkers may publish:

  • personal or business blogs
  • personal or business websites
  • forums
  • social networks
  • social news sites
  • comment sections of favorite websites/blogs

Those of you sending B2C emails are more likely to have potential linkers on your list than those sending to B2B lists. There are B2B sectors that do have enormous numbers of linkers though – the one I know of is the online marketing sector, for which almost every website has its accompanying blog and there’s massive participation in forums. That said, at this point you’d be hard pressed to find an industry that’s NOT covered by at least one blog.

You must also understand that linkers are often folks who are opinionated and experienced subject matter experts or enthusiasts. Often times they are “influencers” who others trust to be curators of interesting or useful information. Understanding this will help you set the bar at the appropriate levels when you begin dreaming up your link incentives or casting about for incentives you’ve already developed.

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March 16, 2008

How To Improve Site Conversion, Minimize Google Ad Cost, And Reduce Your Carbon Footprint

Paid Search - A Column From Search Engine Land
With Google’s recent announcement about page load time influencing Quality Score, now is a good time to discuss site speed.

Speed matters. People rate snappy, responsive sites as more usable, even when the user interface itself doesn’t change. If your architecture or design aren’t that great, your users will give your site more chances before abandoning if the site responds quickly. Google knows that speed supports usability. I’d suggest much of the credit for Google’s rise to industry dominance goes to their ongoing obsession on making search results blazingly fast.

So, how does site speed relate to PPC?

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March 17, 2008

Local Mobile Search Takes Center Stage as Next-Generation Format of Yellow Pages: Industry Panel Weighs In

Locals Only - A Column From Search Engine Land
The importance of valuable mobile content and services is undeniable—just observe the sea of people talking, text messaging and searching on mobile devices in nearly every personal and business setting these days. What remains to be seen, however, is which local mobile services and companies will rise to the top with the most relevant offerings that become the “must have” features and which local mobile companies will fully harness the power of advertising in this medium.

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March 18, 2008

Google for Non-Profits

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Search Illustrated: Factors That Increase TrustRank

Search Illustrated - A Column From Search Engine Land
Just like you choose to buy products from companies you trust, search engines factor in levels of trust when determining which websites to include in their search results. Whether it’s an issue of security, privacy, or just easily-accessible information, every little bit helps when it comes to the search algorithm.

This week’s infographic visualizes those aspects that affect a search engine’s trust in your website:

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March 19, 2008

Why You Should Track “Soft” SEO Metrics

In House - A Column From Search Engine Land As an in-house search marketer, you hold a unique position. You help manage all your company’s content with the goal to maximize the return on that content’s creation. You are the pointy end of the spear in the quest for low-cost traffic and conversions. Setting aside the growing salaries and the added costs of benefits that in-house SEMs are seeing these days, inbound referrals from search engines remain a viable, low-cost option for most organizations.

Tracking your results should take a couple of forms. There are the usual SEO metrics, such as:

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Gadget maker goes global

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