{"id":1511,"date":"2010-03-09T17:09:56","date_gmt":"2010-03-09T17:09:56","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=1511"},"modified":"2011-02-14T07:48:34","modified_gmt":"2011-02-14T07:48:34","slug":"sem-essentials","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-value-proposition\/sem-essentials\/","title":{"rendered":"Search marketing essentials"},"content":{"rendered":"<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/03\/2084085142_bd6b1f8c6c_m-e1267789664665.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-1523\" title=\"2084085142_bd6b1f8c6c_m\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/03\/2084085142_bd6b1f8c6c_m-e1267789664665.jpg\" alt=\"From Flickr Creative Commons with Thanks\" width=\"150\" height=\"131\" \/><\/a>Search marketing essentials is our weekly round-up of what really matters in search marketing if you're a marketer or digital marketing specialist. Since Google is dominant in search in most markets, we focus on the changes made by Google to it's search experience and the implications for SEO and Paid Search.<\/p>\n<p>Unlike the portals specialising in SEO and PPC we will only select posts from around the web which are \"must-read\" for marketers managing search, but also responsible for other areas of marketing. Of course, if you are a busy search specialist, aren't they all, we hope you find our updates useful.<\/p>\n<p>Sign-up to our enewsletter if you'd like a reminder of the updates each Friday.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 30th August 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"Google Update\" href=\"http:\/\/ppcblog.com\/view-impression-share-adwords\/\">Google Paid Search : Viewing Impression share data<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Still quite a new tool in the PPC channel, impression share is a great competitive benchmarking tool. Essentially it tells you out of all the searches on your keywords, the % of times you appear based on your budgets, day parting etc.<\/p>\n<p><em>Implication<\/em>: Using this tool you quickly determine if you need to edit settings on top performing keywords for example to make sure you are getting the maximum exposure. A great tool for tweaking your campaigns and spotting<\/p>\n<ul>\n<li>\n<h5><a title=\"Yahoo Search Commands\" href=\"http:\/\/www.seomoz.org\/blog\/6-ways-to-replace-yahoos-link-linkdomain-search-commands\">6 Ways to replace Yahoo&quot;\u20ac\u2122s Link &amp; Linkdomain Commands<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: With the Yahoo Search transition to Microsoft \/ Bing now complete the great webmaster data that Yahoo used to provide is now no longer available. While they have said that they will maintain the site explorer function the more advanced query parameters will now display no results.<\/p>\n<p><em>Implication<\/em>: There are other tools that can replicate &amp; do more than Yahoo&quot;\u20ac\u2122s advanced query parameters. If you used to find these parameters useful make sure you checkout this blog post.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 23rd August 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"Website migration checklist\" href=\"http:\/\/www.smartinsights.com\/blog\/seo\/5-seo-site-migration-tactics\/\">Back-to-basics SEO guide: 5 steps to site migration<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: An area so easy to get wrong &amp; with big consequences. Matt Clarke, a Smart Insights commentator outlines the 5 steps you need to take to make sure your site migration runs smoothly and benefits your business in the long run.<\/p>\n<p><em>Implication<\/em>: There are a whole host of reasons why you might need to migrate your website(s). The internet &amp; online businesses move quickly (sometimes too quickly) which can leave aging sites, dated campaign sites etc in need of migrating. If you find yourself having to do this make sure you check this guide out, it will be invaluable.<\/p>\n<ul>\n<li>\n<h5><a title=\"Google Update\" href=\"http:\/\/googlewebmastercentral.blogspot.com\/2010\/08\/showing-more-results-from-domain.html\">Google Update : Displaying more than two URLs from a single domain in SERP&quot;\u20ac\u2122s<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: Quite a controversial move from Google. I think this update is one where there are just as many arguments to keep it live as there are to drop it. Essentially the Google SERP&quot;\u20ac\u2122s can now display as many pages from one domain as they deem necessary. The example they provide will help you fully understand the update.<\/p>\n<p><em>Implication<\/em>: This will be quite a business specific update with regards to who it affects but do monitor your main keyterms to see if you see the results changing at all. In terms of how this affects your marketing efforts, its still about good, easy to find content that is within a well structured website. If you have spent time and effort on this already then you are likely to benefit from this update.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 16th August 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"SEO Page Audit\" href=\"http:\/\/www.seomoz.org\/blog\/10-minute-missing-page-audit\">SEO Issues : Missing Page Audit<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: A common issue from my personal experience and from reading this article on seomoz it would appear its not just me. Researching \"why a page isn&quot;\u20ac\u2122t ranking\" or \"determining why a page has been penalized\" can be a big &amp; complex job. Don&quot;\u20ac\u2122t call in the experts just yet, this article is a great starting point.<\/p>\n<p><em>Implication<\/em>: If you are currently asking yourself the question above or this has been an issue before checkout this article. Work your way down the list completing the checks. I would imagine 80% of the time the issue will have been resolved by checking the items mentioned.<\/p>\n<ul>\n<li>\n<h5><a title=\"Beating Competitors in Paid Search\" href=\"http:\/\/ppcblog.com\/how-to-position-against-competitors\/\">How to beat your competitors in Paid Search<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: We often forget to look outside of our own Google Account, so much to look at, tweak &amp; change within our accounts why would you?! As this article rightly points out the click-through rate metric could be affected by competitor offers or messaging. Time for a quick look outside of the box.<\/p>\n<p><em>Implication<\/em>: Take a look at the article, choose some of your best &amp; worse performing keywords and run some searches within your chosen search engine. Make a note of key competitors, the ad-text they use &amp; design \/ messaging of their landing pages. Once you have a good selection of competitors its likely to be time to start running some a\/b tests.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 9th August 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"onpage optimisation guide\" href=\"http:\/\/www.smartinsights.com\/blog\/digital-marketing-strategy\/on-page-optimisation-guide\/\">On-page optimisation guide<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: The first of many new guides from Smart Insights is now live and available to view or download. A great tool just to help &amp; remind you about how to best utilize your webpages to help your wider search efforts.<\/p>\n<p><em>Implication<\/em>: After reading the guide, depending on your role within the business you should be either printing it off to pin it up nearby or using it to create a brief so you can have your website tweaked so each page is fully optimised.<\/p>\n<ul>\n<li>\n<h5><a title=\"Choosing an SEO agency\" href=\"http:\/\/www.smartinsights.com\/blog\/how-to-hire-the-best-seo-agency\/\">Choosing an SEO agency<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Outlining 7 key things to look for when SEO agencies are pitching for your business. A process most SME&quot;\u20ac\u2122s &amp; large corporations have to go through whether for the first time or to replace a current agency.<\/p>\n<p><em>Implication<\/em>: Take a look at the blog post and make notes on items you think are most relevant for your sector. Use your notes during each pitch to ask questions, review their slides and remember to listen to all agencies before making a decision.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 2nd August 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"Google Adwords Trademark\" href=\"http:\/\/adwords.google.com\/support\/aw\/bin\/answer.py?hl=en&amp;answer=177578\">Google Adwords Trademark Policy Update<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This policy update has been live in the USA for sometime now but it has finally come to the UK, Ireland &amp; Canada. The policy relates specifically to the use of trademarked key terms in your campaigns &amp; ad-text. The policy in a nutshell says &quot;\u20ac\u0153Google will no longer prevent advertisers from selecting a third party's trademark as a keyword&quot;\u20ac\u009d. A Google update well worth taking the time to understand.<\/p>\n<p><em>Implication<\/em>: Depending on your website &amp; competitiveness of your market this maybe something you want to consider really understanding. I recommend reading the full article to get to grips with the various areas it affects and the rules that are still in place. Once you have understood it properly see where new keyterms may fit into your campaigns &amp; if it is relevant to use trademarked terms to improve ad-text click-through rates.<\/p>\n<ul>\n<li>\n<h5><a title=\"Spy on competition\" href=\"http:\/\/www.bryaneisenberg.com\/2010\/07\/2-ways-to-legally-spy-on-your-competition\/\">2 Ways to Legally Spy on Your Competition<br \/>\n<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: A great blog post from the Einsenberg brothers displaying tools &amp; ways you can easily understand your marketplace and competitor activity without having to spend \u00a3&quot;\u20ac\u2122s on tools like hitwise. While constantly following &amp; copying your competitors isn&quot;\u20ac\u2122t a healthy way to grow your business its a good idea every quarter to understand what competitors are doing and equally to take stock on the market place, it will hep with new ideas as well.<\/p>\n<p><em>Implication<\/em>: Have a read of the blog and click on each of the tools they recommend. Enter your keywords or competitors and using their advice start to paint your picture of the market place etc. Its easy then to create a SWOT analysis of each competitor to highlight potential opportunities for your company &amp; also to spot gaps \/ opportunities within the marketplace. You should do this quarterly or worse case every half year.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 26th July 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"Search Engine Marketing\" href=\"http:\/\/www.smartinsights.com\/emarketing-excellence-interviews\/seo-strategy\/\">Focusing your Natural Search Marketing efforts<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Such a broad marketing channel with so much to think about, Natural search marketing can be a quite a handful. Dr. Dave Chaffey recently interviewed SEO specialist James Gurd to see how he advices small to medium to take on natural search marketing.<\/p>\n<p><em>Implication<\/em>:Run through each section of the article and identify which of the questions are most relevant to you at the moment, once you have read the response create a brief your team \/ agency to implement the recommended changes. Pay special attention to point 5 to see if your changes are working, remember to give it time for your changes to impact your rankings etc.<\/p>\n<ul>\n<li>\n<h5><a title=\"Paid Search\" href=\"http:\/\/searchenginewatch.com\/3641119\">7 Rules for good Paid Search copy<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: With so many campaigns, ad-groups, keywords, match types, day parting and the likes to think about it doesn&quot;\u20ac\u2122t surprise me the amount of times ad-text gets over looked. Tweaks &amp; tests with your ad-text can dramatically influence both click-through rates &amp; even conversion rates on your website.<\/p>\n<p><em>Implication<\/em>: Login to your ad-words account (or request from your agency) and take a look at the various ad-texts you use. Having read this article are things you should be testing with you ad-word copy? Remember Paid Search is probably the best channel to be able to quickly change and monitor results so there is never an excuse for it not to be highly optimised!<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 19th July 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"Twitter\" href=\"http:\/\/socialnomics.net\/2010\/07\/07\/twitter-fastest-growing-search-engine\/\">Twitter = Second largest Search Engine!<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: We have been told for many years that more searches will happen from within social networks than from search engines. With the rise of Youtube, Facebook &amp; now twitter, social search is now a reality.. Twitter has said in an average month it now recieves 24billions search queries, thats bigger than Yahoo &amp; Bing put together<\/p>\n<p><em>Implication<\/em>: Twitter is another tool in a marketeers box, it is a place where engagement with customers, leads &amp; others in your industry can take place. As with most tools now, twitter requires process, structure &amp; most of all participation. Make sure you have a twitter account for your business and that you use it effectively. Check out this post from Richard Sedley for some<a title=\"Twiter tips\" href=\"http:\/\/www.smartinsights.com\/blog\/online-pr-social-media\/marketing-with-twitter-an-introduction\/\"> twitter tips<\/a><\/p>\n<ul>\n<li>\n<h5><a title=\"Webmaster Tools\" href=\"http:\/\/googlewebmastercentral.blogspot.com\/2010\/06\/sitemaps-one-file-many-content-types.html\">Webmaster Tools Update : Sitemaps<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: Google has recently launched a new function in its sitemap submission area of the webmaster tool kit. You can now submit one sitemap for all your various content types though the file size and other restrictions are still in place.<\/p>\n<p><em>Implication<\/em>: You now only need one sitemap (unless you have a huge website) to cater for your webpages, video, news, mobile &amp; image submissions. A good time to check your sitemap, is it valid, are all the pages present, all content types submitted? Learn more about <a title=\"sitemap types\" href=\"http:\/\/www.google.com\/support\/webmasters\/bin\/topic.py?hl=en&amp;topic=20986\">Sitemap types here.<\/a><\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 12th July 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a title=\"How Google Works\" href=\"http:\/\/www.ppcblog.com\/how-google-works\/\">How Google Works.<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Only a handful of people in the world have access to the full Google Algorithm but this diagram goes a long way to helping us remember all the many things we have to consider in search engine marketing.<\/p>\n<p><em>Implication<\/em>: Reference each part of the diagram back to your own knowledge, tool kits &amp; strategy. Are there elements you are missing or do not understand? Aim to investigate any new areas &amp; make sure your strategy incorporates each section.<\/p>\n<ul>\n<li>\n<h5><a title=\"Google Local &amp; Paid Search\" href=\"http:\/\/adwords.blogspot.com\/2010\/07\/all-things-local-location-extensions.htm\">Google Local mixed with Pay Per Click<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: Google recently announced an update to its paid search features, now enabling you to include some of your local listings (for those brick &amp; mortar businesses) within your paid search listing.<\/p>\n<p><em>Implication<\/em>: Any business that relies as much on its stores as it does online will find this useful. It will display local listings relevant to the searcher. So as Google use in their example if someone from San Francisco were to search for &quot;\u20ac\u0153Toys r us&quot;\u20ac\u009d as well as seeing the primary paid listing they will see a list of stores near to them. This will encourage more click-throughs due to increased exposure &amp; engagement.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing practice for week starting 5th July 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.smartinsights.com\/digital-marketing-qa\/qa-what-are-the-seo-basics\/\">Start with, or go back to the Natural Search basics<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: We all know its easy to get bogged down in the complexities of SEO. The experts talk about all the optimisation techniques you could do, should, might want to, don't need to do. We all need reminding of the basics from time to time. Search strategies can be kept simple and form an integral part of marketing.<\/p>\n<p><em>Implication<\/em>: After looking through a few of the resources mentioned in the article, look at your website(s) and ask yourself \"have I covered the basics?\", are the right building blocks in place? Review the resources, then create a simple actions list to run through yourself or discuss with colleagues who manage your SEO.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/understanding-keyword-match-types-42789\">Broad, \"Phrase\", [Exact], WHAT?!<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: \"What is the difference between broad &amp; exact match?\" This is a question I hear repeated again and again. Discussion also shows that there's a lack of understanding of the best way to use this tool from Google. While it can be confusing match types are worth grappling with since they can certainly help focus your search, reduce costs &amp; improve conversion rates.<\/p>\n<p><em>Implication<\/em>: Login to your Ad-Words account or Google Analytics and look at your keywords, are they all setup as broad match, do they include 1-3 keywords and driving high volumes of traffic but not converting as high as you would expect? Have a read of this article and test changing some of the configurations! Remember to monitor and act on your tests! In Google Analytics the best feature of the new Adwords beta for us is the review of match types and that can help too.<\/p>\n<h2><strong>Our recommendations on search engine marketing best practice for week starting June 28th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seomoz.org\/blog\/what-is-pagerank-good-for-anyway-statistics-galore\">Why PageRank maybe useful for benchmarking<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This fairly heavy-duty stats analysis supports the value of using PageRank for benchmarking SEO potential of a page within and between sites. The correlation between PageRank and performance seems compelling, so it's good to see an antidote to the many \"Ignore PageRank - it's pointless\" comments you hear from SEOs.<\/p>\n<p><em>Implication<\/em>: Use PageRank to benchmark against competitors for the home page or established internal site pages you're targeting, but don't forget it is just one of over 200 signals used by Google to review performance in the search engines.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/two-advanced-tactics-for-ppc-copywriting-44767\">Two Advanced Tactics For PPC Copywriting<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Nice practical tips if you're involved with writing or reviewing AdWords copy.<\/p>\n<p><em>Implication<\/em>: You probably know about dynamic keyword insertion, but the post outlines a structured approach to test the effect of different offers or \"directions\" as Josh Dreller puts it.<\/p>\n<h2><strong>Our recommendations on search engine marketing best practice for week starting June 21st 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/adwords.blogspot.com\/2010\/06\/ad-sitelinks-now-available-for-any.html\">New Google Adwords format for generic searches to boost CTR and conversion?<\/a><\/h5>\n<\/li>\n<\/ul>\n<p style=\"text-align: center;\"><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2593\" title=\"Adwords-feature\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature.png\" alt=\"\" width=\"570\" height=\"118\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature.png 712w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature-150x31.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature-550x114.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature-600x124.png 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2010\/06\/Adwords-feature-250x51.png 250w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><\/a><\/p>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: The Google Adwords Ad Sitelinks format for brand searches has been really effective for marketers I have spoken to. Today Google announced a similar format but this time for generic searches, in fact all your campaigns.<\/p>\n<p><em>Implication<\/em>: Ask your paid search provider to test this approach since it can help boost conversion by offering different conversion paths based on the scent trails to different products or services you offer in the 4 additional links below your ad.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/blog.arhg.net\/2010\/06\/google-refreshes-rules-on-low-quality.html\">Google updates its approach to landing page quality score<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>:  Google has refined the way it checks the quality of landing pages which are so important of paid search in Google Adwords.<\/p>\n<p><em>Implication<\/em>: Checkout Andrew Girdwoods post, and the quality scores of keywords  sin your account to make sure you don't have a potential problem here.<\/p>\n<h2><strong>Our recommendations on search marketing best practice for week starting June 14th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.clickthrough-marketing.com\/the-what-why-and-how-of-a-search-gap-analysis\/\">The what, why and how of a search gap analysis - post by Dave Chaffey for Clickthrough Marketing<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Gap analysis has the advantage that it shows you opportunities for improving your SEO or PPC. It also allows you to compare their performance side-by-side.<\/p>\n<p><em>Implication<\/em>: Use the analysis technique shown to perform your own gap analysis. The example shown is produced using Excel importing data from Google Analytics and the Google Keyword Tool. Let me know via the Contact Us if you'd like a copy.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/adwords.blogspot.com\/2010\/06\/more-phone-numbers-eligible-for-click.html\">Click-to-call options in Google Adwords UK updated<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: Google's new click to call has had relatively little coverage since it's launch earlier this year. This is a reminder of what's possible.<\/p>\n<p><em>Implication<\/em>: If your products are complex or high value and so may benefit from a higher conversion rate achievable via a phone channel, this option may be worth reviewing.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing best practice for week starting June 7th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.smartinsights.com\/blog\/web-analytics\/google-analytics-web-analytics\/search-audit\/\">Three questions for budget holders to ask every month, week or day about the performance of their search marketing<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Much advice on tracking search is at the keyphrase level, but for the bigger picture, these are what we thin Big 3 questions for auditing or reviewing your search marketing.<\/p>\n<p><em>Implication<\/em>: The post explains how to setup this view of your search marketing through customisation of Google Analytics. Dave Chaffey has also written a recent related guest post on SEOptimise on <a href=\"http:\/\/www.seoptimise.com\/blog\/2010\/06\/use-google-analytics-custom-segments-to-audit-and-improve-search-marketing.html\">Using Google Analytics custom segments to audit and improve search marketing<\/a><\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.huomah.com\/News\/Marketing-News\/Google-Caffeine-the-latest-Buzz.html\">The Google Caffeine update - implications for marketers<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: You may well have heard about this through \"the usual channels, i.e. from Google, SearchengineLand, Searchenginewatch or Econsultancy.  This post is from a more specialist blog providing more detail with links to the original post.<\/p>\n<p><em>Implication<\/em>: Keep a watch on the trends in your Google Performance using our previous update.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing best practice for week starting Monday 31st May 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.smartinsights.com\/blog\/seo\/update-on-googles-mayday-update\/\">Update on Google&quot;\u20ac\u2122s Mayday update affecting natural search visits<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: This post by Dave Chaffey gives an example of how to check whether this update, which has affected many sites has impact your traffic.<\/p>\n<p><em>Implication<\/em>: Review the methods given for checking traffic to long tail and shorter keyphrases in Google Analytics and methods for increasing traffic through SEO.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/enhanced-brand-keyword-ads-industrial-strength-sem-42961\">Google Adwords: Should we be advertising on brand keywords? Check these arguments and examples. Search Engine Land<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: I'm asked this question often by marketers. My answer  is that when companies test effectiveness, the answer is almost always yes if you want to increase site goals and budget is available.<\/p>\n<p><em>Implication<\/em>: Review the arguments for advertising in Google Adwords for brand keywords. If you're unaware of the Ad Sitelinks feature which launched earlier in the year, check out this example.<\/p>\n<p><!--nextpage--><\/p>\n<h2><strong>Our recommendations on Search Engine Marketing best practice for week starting May 24th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/blog.searchenginewatch.com\/100525-160427\">How Much is a Google Top Spot Worth? Search Engine Watch <\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: No surprise here in these stats which show that in the Google rankings: 34% click on top spot, 16% click on #2, &amp; 75% clicks in top 5.<\/p>\n<p><em>Implication<\/em>: You can use this information to model potential improvements from paid search if you can improve positions.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.reformdigital.com\/blog\/the-state-of-search-report-ed-stevenson-comment\">The State of Search - What clients want<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This survey of 100 search marketers is mainly helpful to show search marketers and consultants how their services should evolve.<\/p>\n<p><em>Implication<\/em>: I would also recommend this if you are a client running a pitch for an SEM company since it shows the sort of questions you should be asking to get the best agency.<\/p>\n<h2><strong>Search engine marketing best practice recommendations and developments for week starting May 17th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/seoinsight.co.uk\/top-ten-customised-search-analytics-reports-smx-london-2010-recap\/\">Top Ten Customised Search Analytics Reports: SMX London 2010 Recap<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: I was at Emetrics \/ SMX this week and this was one of the most useful sessions. It's not specifically about Google Analytics custom reports, but it's a good summary of different presenters views. You may also want to check the <a href=\"http:\/\/seoinsight.co.uk\/seo-ranking-factors-in-2010-smx-london-2010-recap\/\">SEO ranking factor summary<\/a>.<\/p>\n<p><em>Implication<\/em>: The most useful ideas to prompt changes to the way you report are the 10 approaches recommended by Will Critchlow at the end of the post.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seobythesea.com\/?p=3806\">Possibly one of the most important Google Patents in quite a while<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This post by Bill Slawski who specialises in poring over the Google patents and then interpreting them for the SEO community.<\/p>\n<p><em>Implication<\/em>: This patent suggests how Google weights different types of links differently - so essential reading for linkbuilders and using SEO for internal links. The list shows the importance of using <a href=\"http:\/\/www.youtube.com\/watch?v=D0fgh5RIHdE\">editorial links as suggested in this Google video<\/a>.<\/p>\n<h2><strong>Our recommendations on Search Engine Marketing best practice for week starting May 10th 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/adwords.blogspot.com\/2010\/05\/new-keyword-targeting-feature-for.html\">New Adwords keyword targeting feature for advertisers in the UK and Canada<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Google have introduced a new keyword match type: \"modified broad match\" intended to \"help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today\". Of course it's to help Google gain more revenue also.<\/p>\n<p><em>Implication<\/em>: Check out the example infographic which explains the principle well and then Ask your paid search provider to review the merits of this match type. I've been looking at the <a href=\"http:\/\/adwords.blogspot.com\/2010\/05\/new-adwords-reports-in-google-analytics.html\">new Adwords feature in Google Analytics<\/a> and this is useful for showing you the proportion of traffic against sales that  phrase, exact and broad match are currently delivering.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/meet-the-new-google-41286\">The implication of Google's new Search Options page - Danny Sullivan<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: These were originally subtle requiring users to press on a \"+\" to expand, so Google has now surfaced them into the left sidebar to highlight more content types.<\/p>\n<p><em>Implication<\/em>: This new feature increases the importance of universal search so gives more opportunities for engaging searchers through news, images and video content. This in-depth guide to the new feature can help you as a searcher too by explaining the options.<\/p>\n<h2><strong>Our recommendations on best practice for Search engine marketing week starting May 3rd 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.searchengineguide.com\/dave-cosper\/new-seo-practices-for-a-google-caffeine.php\">SEO: New SEO Practices for a Google Caffeine World - Search Engine Guide<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: The new Caffeine version of Google indexing and results delivery isn't quite here for everyone yet, but this is a good summary of some of the issues to watch out for.<\/p>\n<p><em>Implication<\/em>: In Caffeine, issues which may affect SEO visibility and rankings include: site speed, blended search and most important backlink profile.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/adwords.blogspot.com\/2010\/05\/new-adwords-reports-in-google-analytics.html\">Adwords: New Adwords data available in Google Analytics later in May<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: More detailed information including day-parting and Match Types will be made available later in the month.<\/p>\n<p><em>Implication<\/em>: This will give client-side marketers who have access to Google Analytics more visibility on Google Adwords since detail on match types, etc was previously only available in reporting within Adwords. So  keep an eye out for the changes and review how you can mine the additional detail.<\/p>\n<h2><strong>Our SEM recommendations on best practice from week starting 26th April 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.smartinsights.com\/blog\/seo\/choosing-best-blog-seo\/\">8 key SEO issues when choosing a new blog platform - by our new expert commentator Matt Clarke<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Matt explains the issues you should consider when selecting a blog platform from an SEO point of view.<\/p>\n<p><em>Implication<\/em>: Don't assume that because platforms like Blogger, MovableType and WordPress are popular that you won't struggle with SEO. They're better than they were, but this gives you an idea of what to consider - these factors also apply to CMS.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.figarodigital.co.uk\/editorial-article\/Clickthrough-Marketing\/Are-you-Practising-Integrated-Search-Marketing.aspx\">Are you practicing Integrated Search Marketing - Dave Chaffey (in Figaro Digital)<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Lack of integration between natural and paid search activities is a common problem for managing search marketing since different people are responsible for it.<\/p>\n<p><em>Implication<\/em>: The article describes the need for several types of integration, but the most important one is covered by this quote - this is one of the management challenges are Smart Insights software will address:<\/p>\n<p><em>\"Every organisation should regularly complete an opportunity-gap analysis to audit the difference between the volume of the searches performed by prospects against the number of visitors attracted for different search keyphrases. <\/em><\/p>\n<p><em>When I perform this analysis for clients, it always shows keyphrases that are effective within paid search that are underperforming in natural search and vice versa.<\/em><\/p>\n<p><em> <\/em><\/p>\n<p><em>There are also major discrepancies in bounce and conversion rates from reviewing web analytics data which suggests problems with traffic routing or the landing page quality.<\/em><\/p>\n<h2><strong>Our recommendations on latest developments from week starting 19th April 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.clickequations.com\/blog\/2009\/03\/the-economics-of-quality-score\/\">If you use Adwords you must focus on Quality Score - this table from Click equations shows you why<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: I find that many marketers who aren't closely involved with Adwords don't understand the importance of Quality Score (See my introduction to <a href=\"http:\/\/www.davechaffey.com\/Paid-Search-Best-Practice\/explanation-of-googles-quality-score\/\">Google Quality Score<\/a>).<\/p>\n<p><em>Implication<\/em>: This analysis shows all search marketers why you must care - the table shows that if you can increase your quality score from 7 to 10 for a keyword then your Cost Per Click will drop by 30%. So make sure you have a good method of reviewing and reporting quality score's regularly.<\/p>\n<h2><strong>Our recommendations on latest developments from week starting 19th April 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/link-buildings-glass-ceiling-40291\">Eric Ward on Thinking out-of-the box on linkbuilding for SEO<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Eric say's don't think linkbuilding and the tired techniques like directories, article-submission, link-buying even, but go back to the content.<\/p>\n<p><em>Implication<\/em>: SEO success isn't all about the link-building, it's all about the content's ability to attract links if you seed it right. It needs passion - as Eric says: \"<em>The Internet is about connecting passion with content with others with the same<\/em>\" Read these 3 articles by Eric or my article on \"<a href=\"http:\/\/www.smartinsights.com\/blog\/seo\/link-building-initiatives\/\">why most companies fail in their link-building<\/a>\" to get fresh ideas to energise your SEO.<\/p>\n<h2><strong>Our recommendations on latest developments in SEM from week starting 12th April 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.smartinsights.com\/blog\/seo\/find-clickthrough-rates-for-seo\/\">Find clickthrough rates for SEO &quot;\u20ac\u201c 8 reasons to use the new Google WMT feature - from Smart Insights<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Our post explaining the features of the new Google Webmaster Tools queries feature<\/p>\n<p><em>Implication<\/em>: We give 8 implications for marketers in the post<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/seogadget.co.uk\/improving-site-speed-talk-about-the-business-benefit\/\">What Does Site Speed Mean for SEO and user engagement? SEO Gadget<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: Google announced this week that it is using site load speed as a ranking factor for SEO. Richard Baxter's post has the announcement and shows that it's more important to look at load speed for bounce rate.<\/p>\n<p><em>Implication<\/em>: Jaamit at Fresh Egg did a <a href=\"http:\/\/www.freshegg.com\/blog\/site-speed-seo_3369\">good summary of the SEO implications<\/a> - currently limited because it only affects the slowest 1% of sites. You can use Google Webmaster Tools to check whether you are within that slowest 1%<\/p>\n<h2><strong>Our recommendations on latest developments from week starting 5th April 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/searchengineland.com\/what-the-long-tail-of-search-actually-looks-like-39639\/\">What the long tail of search looks like - Search Engine Land and Hitwise<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: A timely reminder of the importance of the long tail<\/p>\n<p><em>Implication<\/em>: Actually, the data shows the importance of identifying your target 'strategic keyphrases' as I call them since the search terms containing 1 to 3 terms still account for more than 50%. However, we recommend looking at common qualifiers to kephrases and including these within copy and backlinks.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seobythesea.com\/?p=3689\">The implications of the new Google patent on \"phrasification\" - SEO By the Sea<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: The SEO By the Sea blog does a great job of updating search specialists on the implications of the latest Google patents.<\/p>\n<p><em>Implication<\/em>: This significant patent shows the importance of focusing on keyphrases rather than keywords within your SEO analytics and copywriting. The original paper from <a href=\"http:\/\/infolab.stanford.edu\/~backrub\/google.html\">Google on their algorithm referenced keywords and their proximity<\/a>,  rather than phrases which is why this is significant. If you review performance of phrases included in title tags you can see why phrases are so important.<\/p>\n<h2><strong>Developments &amp; best practice advice on Search Engine Marketing from week starting 29th  March 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.portentinteractive.com\/blog\/google-adwords-remarketing.htm\">Adwords introduces remarketing via the content network<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This is a How To of using this feature, to understand the principles click through to the Adwords blog<\/p>\n<p>\"<em>For example, if you&quot;\u20ac\u2122re a search advertiser, you can use remarketing to create an integrated campaign strategy. After driving traffic to your site with search ads, you can then remarket to those users who reach your site by showing them tailored ads on sites throughout the Google Content Network<\/em>\".<\/p>\n<p><em>Implication<\/em>: The content network is often perceived as a source of poor quality traffic, but today there are many approaches to increase reach beyond the search network through more targeted approaches such as placement targeting. Another way to leverage it is retargeting to show messages to users after they have visited your sit - to prospects and customers.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seomoz.org\/blog\/kpis-and-monthly-objective-metrics-for-people-who-do-seo\">KPI's and Monthly Objective Metrics for People Who Do SEO - Richard Baxter on SEOMoz<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>:<\/p>\n<p><em>Implication<\/em>: Goal-setting and review of SEO against target are often less rigorous than for other channels, here are some ideas to improve - I particularly recommend the Visibility Index KPI (based on the Advanced Web Ranking Tool I recommend) and the use of models to review performance seasonally.<\/p>\n<h2><strong>Latest developments from this week starting 22nd March 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/adwords.blogspot.com\/2010\/03\/new-reports-adwords-search-funnels.html\">New Google Adwords Search Funnels reports<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=5]<\/p>\n<p><em>Commentary<\/em>: Google Analytics and Adwords has traditionally been weak at helping marketers understand campaign attribution - the situation where purchasers take several visits to the site to buy. Instead it has used a last-click wins model. Now, with this feature (only available for .com and not in Google Analytics), you can see assists, where a keyword influences conversion to better understand ROI.<\/p>\n<p><em>Implication<\/em>: If you invest significant amounts in Adwords and haven't run a campaign attribution project, ask your agency or search specialists to review which keywords are giving \"assists\" and isolate keywords those that do and those that don't help in influencing conversion and then reallocate your budget accordingly.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seomoz.org\/blog\/using-anchor-links-to-make-google-ignore-the-first-link\"> Which links on a page are most important according to Google?<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>:  A test showing how Google interprets the first anchor link in pages. Although this is an advanced SEO technique I mention it since I find that many are unaware about how Google treats the first anchor link on the page to a site as most important - see this <a href=\"http:\/\/www.seomoz.org\/blog\/results-of-google-experimentation-only-the-first-anchor-text-counts\">test on anchor text<\/a> from the comments to understand this.<\/p>\n<p><em>Implication<\/em>:<\/p>\n<h2><strong>Latest Search engine marketing developments from this week starting 15th March 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/googlewebmastercentral.blogspot.com\/2010\/03\/googles-seo-report-card.html\">Google's own SEO audit - how do you stack up?<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: This was posted at the start of March and I've just taken a look.  It shows how Google assesses their own sites - it's good to see they have the challenges of encouraging content editors and copywriters to include the right document meta data and meaningful headings as everyone else! It's also nice to see Google referring to \"on-page optimisation\" (the  main focus of the report) - they are SEOs the same as us all...<\/p>\n<p><em>Implication<\/em>: I recommend downloading the PDF to see the criteria they use for their audit. Ask your agency or inhouse SEO how you stack up against this Google audit. And whether they are using Google Webmaster Tools to check for duplicate content with identical<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.danharrison.co.uk\/top-7-things-i-learnt-at-think-visibility\/\">7 things I learned at Think Visibility<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: I didn't make Think Vis this year, although I attended the first event last year and did a write-up. Here is a round up from Dan Harrison of the tips he took away.<\/p>\n<p><em>Implication<\/em>: It's worth a quick scan to see what the latest commentators are saying.<\/p>\n<h2><strong>Latest search marketing developments from this week starting 8th March 2010<\/strong><\/h2>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seomoz.org\/blog\/find-invisible-pages-using-google-analytics\">Making invisible pages visible<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=4]<\/p>\n<p><em>Commentary<\/em>: As the author states: \"One often-ignored part of SEO is making invisible pages visible. When I say 'invisible', I mean pages that have received <strong>zero clicks<\/strong> from organic search results.\"<\/p>\n<p><em>Implication<\/em>: This is advanced use of Google Analytics, but it's worth auditing to see whether pages you would hope are generating traffic, for example category pages aren't doing so.<\/p>\n<ul>\n<li>\n<h5><a href=\"http:\/\/www.seomoz.org\/blog\/health-checks-for-your-seo\">Housekeeping with Google Webmaster Tools to keep your site healthy<\/a><\/h5>\n<\/li>\n<\/ul>\n<p><em>Value<\/em>: [rating=3]<\/p>\n<p><em>Commentary<\/em>: This is an introductory piece about how your webmaster or agency should use Google Webmaster Tools to avoid errors and inefficiency.<\/p>\n<p><em>Implication<\/em>: Check the process your webmaster, agency or internal search person has for reviewing the link errors of your site.<\/p>\n<h2><strong>Search marketing updates from this week starting 1st March 2010<\/strong><\/h2>\n<ul>\n<li>\n<h3><a href=\"http:\/\/www.shcl.co.uk\/blog\/2010\/03\/google-stars-your-own-personal-google.html\">New SERPs personalisation features in Google - Susan Hallam<\/a><\/h3>\n<\/li>\n<\/ul>\n<p>Importance: [rating=2]<\/p>\n<p>Commentary: A replacement for Search Wiki - can effectively now bookmark or personalise a common search query. I can't see this yet in my results, so check out Susan Hallam's post.<\/p>\n<p>Implication: Limited for marketers since it can't be influenced and is likely to have a limited takeup by users similar to the Search Wiki?<\/p>\n<ul>\n<li>\n<h3><strong><a href=\"http:\/\/googleblog.blogspot.com\/2010\/02\/this-week-in-search-22810.html\">Facebook real-time search now available in SERPs - read Google update (foot of posts)<\/a><\/strong><\/p>\n<p><strong> <\/strong><\/h3>\n<\/li>\n<\/ul>\n<p>Importance: [rating=2]<\/p>\n<p>Commentary: Real-time search has been available since December when it featured Twitter, but it now includes Facebook.<\/p>\n<p>Implication:  If a searcher Google's your brand, comments from your customers or competitors! in Facebook it may be visible, so you should monitor this through social or buzz-monitoring tools or the <a href=\"http:\/\/www.google.com\/search?hl=en&amp;tbo=1&amp;rls=en&amp;tbs=mbl%3A1&amp;q=bbc&amp;aq=f&amp;aqi=&amp;aql=&amp;oq=\">Google Show Options tool - see example for BBC<\/a>. Does anyone know whether this could be setup as an RSS feed rather than this page.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Search marketing essentials is our weekly round-up of what really matters in search marketing if you&#8217;re a marketer or digital marketing specialist. Since Google is dominant in search in most markets, we focus on the changes made by Google to &hellip;..<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[335],"tags":[],"class_list":["post-1511","post","type-post","status-publish","format-standard","hentry","category-online-value-proposition"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Search marketing essentials | Smart Insights<\/title>\n<meta name=\"description\" content=\"Search marketing essentials Search marketing essentials is our weekly round-up of what really matters in search marketing if you&#039;re a marketer or digital marketing specialist. 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