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FutureNow Post
Monday, Jul. 28, 2008 at 9:27 am

Cuil is Not Kewl with Brands Yet

July 28th, 2008

Cuil conversionrate search resultsAfter reading Danny‘s, and Mel‘s first impressions of the new search engine launched by former Googlers, Cuil, I did what anybody in the industry would do first: search for their name. I wouldn’t consider the result set the best choice, but the results were at least somewhat relevant.

However, my big concern came when I searched for broader terms like “conversion rate,” “web analytics,” “Search Engine Marketing” and then did searches for things like “airlines” and “marketing blogs.”

What was apparent in every one…

...continue to read "Cuil is Not Kewl with Brands Yet"

FutureNow Article
Friday, May. 30, 2008

How to Avoid Marketing to Yourself

May 30th, 2008

You were the Time magazine person of the yearWhat ever happened to “You”?

You were on a roll. Just two years ago, You were Time magazine’s person of the year. When Web 2.0 changed everything, You were there. You did it. You turned the Web into the “interactive” medium we always knew it could be.

You changed the rules. You took control.

So what happened? Lately, it seems that marketing and advertising executives are either blind optimists or furrow-browed skeptics about social media marketing. Are we — the marketers, the bloggers,…

...continue to read "How to Avoid Marketing to Yourself"

FutureNow Post
Sunday, May. 11, 2008 at 10:28 am

What a Google & Yahoo! Image Search Reveals

May 11th, 2008

My friend Juan Guillermo Tornoe’s Hispanic Trending blog is always a good read. His post “Search Engine’s Perception of Hispanic vs. Latino” made me think.

First, the headline made me consider why I think of myself as Hispanic but never use the term Latino to describe myself. For those of you confused by that, Spanish is my first language. I never learned English until I went to school. My parents immigrated to the US from Argentina in 1962 and my mother’s family…

...continue to read "What a Google & Yahoo! Image Search Reveals"

FutureNow Post
Wednesday, Apr. 23, 2008 at 3:37 pm

Bryan Eisenberg on Websites That Stink (in a Good Way)

April 23rd, 2008

Is it really such a bad thing to have a website that stinks?

In the second and final installment of Bryan’s interview with Ralph Wilson — recorded at February’s Search Engine Strategies conference in London — the two shift their focus from personas (as discussed in Part 1) to improving landing page conversion by creating better “scent” for the visitor.

In the video, Bryan talks about a study conducted by usability guru Jared Spool that shows, among other things, that…

When visitors found the…

...continue to read "Bryan Eisenberg on Websites That Stink (in a Good Way)"

FutureNow Article
Wednesday, Apr. 9, 2008

Stop Paying for Bad Keywords in Three Steps

April 9th, 2008

...your analytics reportsWeb analytics reports can be deceiving. They’re great at showing you WHAT visitors did on your website, but they can’t tell you WHY they didn’t do what you hoped they would.

But with the right process and frame of mind, it is possible to use web analytics to get insight into “why” your traffic isn’t converting — especially if you do pay per click advertising.

Here are some ideas for attracting more targeted traffic in order to get higher conversion rates and…

...continue to read "Stop Paying for Bad Keywords in Three Steps"

FutureNow Article
Thursday, Dec. 13, 2007

The Search Engine’s Love Affair With Blogs

December 13th, 2007

From 2005You’ve heard it time and time again: “Search engines love blogs.” You’ve read in one too many places that your website should include a blog in order to get better positioning in search engine results.

It’s not as simple as some may lead you to believe.

First, there’s the issue of relevance. A blog won’t magically give you a top ranking position on Google, Yahoo! or the like. The content your blog has, the frequency with which such content is being updated,…

...continue to read "The Search Engine’s Love Affair With Blogs"

FutureNow Post
Tuesday, Dec. 4, 2007 at 6:48 pm

Pardon Me, Do You Have Any Hanukkah Ham?

December 4th, 2007

hanukkah_ham.jpg“So… That not kosher?”

Isn’t it bad enough that my people can’t even agree on how to spell the holiday? ;)

One might expect Balducci’s, the fine food emporium, to know better. After all, they wrote the we’re-not-taking-sides-but-you-should “holiday” menu(s)*:

Balducci’s has everything you need to create a magnificent holiday meal, no matter which holiday you celebrate. Whether it’s an informal Chanukah get-together, an elegant Christmas feast, or even a glamorous New Year’s Eve fete, with our Holiday Entertaining Menu and Ordering Guides…

...continue to read "Pardon Me, Do You Have Any Hanukkah Ham?"

FutureNow Post
Friday, Sep. 21, 2007 at 9:27 am

Screencast: Hunting for Early Bird Persuasion, Part 3

September 21st, 2007

Now that you’ve seen Parts 1 and 2, where we found that the smartest way to persuade early-stage customers is to educate them, let’s focus on how to provide a consistent experience for them.

As we look at how Cabelas.com and BassProShops.com prepare to catch the Early Bird customer, consider the following:

Relevance — If they’re not ready yet, don’t get carried away. (Is your website proposing marriage on the first date?) Screen Space — Early Birds need to know that they’re welcome, right from the homepage. Give…

...continue to read "Screencast: Hunting for Early Bird Persuasion, Part 3"

FutureNow Post
Friday, Sep. 7, 2007 at 10:13 am

Anyone Else Sick of Esurance?

September 7th, 2007

For all I know, Esurance.com is a great company. But their commercials are polluting my brain.

Take a look:

(RSS readers click here for video.)

(RSS readers click here for video.)

(RSS readers click here for video.)

A few thoughts:

The name is, like, totally “1.0″. You’re not eBay. The only companies that should be allowed to be E-anything are ones that can wear it as a badge of honor for surviving the digital gold rush. Do I really need “Erin Esurance” to save me from car-destroying,…

...continue to read "Anyone Else Sick of Esurance?"

FutureNow Article
Wednesday, Sep. 5, 2007

“Eyetracking, Heatmaps & Gaze Plots!” Oh My…

September 5th, 2007

All you heatmap lovers out there, Uncle Jakob (Nielsen) has a great new post for you. Today’s Alertbox features a topic near and dear to the Grok’s heart: the overuse of fancy words in Web copy.

These “dollar words” are truly excellent… at going over your audiences’ heads while keeping them from accomplishing their goals by taking the actions you’ve set out for them. Anyone who’s taken our Persuasive Online Copywriting course would agree; Jakob is singing our tune in his discussion of…

...continue to read "“Eyetracking, Heatmaps & Gaze Plots!” Oh My…"

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