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Search Engine Marketing

FutureNow Post
Monday, Nov. 15, 2010 at 9:06 am

Still Think You Can Get Away with Amateur Design?

November 15th, 2010

Picture 1(2)

Plenty of people have written about how you only have a few seconds to persuade your prospects to stay on your landing page based on your Unique Value Proposition, relevance, and credible/professional design.

But that was predicated on the assumption that the prospect would even GET to your landing page. Now that Google Instant search results are allowing landing page “preview,” those prospects may not even click through, even if your ranking is good and your relevance is great.

Why? Because your amateur design…

...continue to read "Still Think You Can Get Away with Amateur Design?"

FutureNow Post
Wednesday, Apr. 7, 2010 at 10:30 am

What Are the Overlaps Between CRO and SEO?

April 7th, 2010

SEO.001FutureNow is not a Search Engine Optimization (SEO) firm.  I am not an SEO practitioner.  So why blog about it?  Because there still seems to be misunderstanding out there in the online marketing world about how SEO does, or doesn’t, fit into a Conversion Rate Optimization (CRO) strategy.

For some background, you can read Melissa Burdon’s post from over 3 years ago about the “battle” between SEO and conversionStill a completely valid and valuable post today! Another…

...continue to read "What Are the Overlaps Between CRO and SEO?"

FutureNow Post
Wednesday, Jan. 27, 2010 at 8:03 am

How To Optimize Pay Per Click Advertising & Control Costs

January 27th, 2010

Every client I talk to who’s using Pay Per Click (PPC) as part of their online marketing mix voices some level of concern about cost and ROI, and for good reason.  With PPC, there seems to be a thousand different ways to spend too much money for not enough return.  Have you ever experienced any of these headaches?

Setting the wrong daily budget, only to have it spent within a few short hours Having all your clicks come from the…

...continue to read "How To Optimize Pay Per Click Advertising & Control Costs"

FutureNow Post
Monday, Aug. 24, 2009 at 4:26 pm

Increase Your Search Rankings by Shrinking Your Offering

August 24th, 2009

jigsaw_magnesium_toilet_paper2_3Anyone can sell nutritional supplements, and many do. However, what would you think would happen to a company that stripped everything away to focus on selling magnesium supplements?

Magnesium — not something you hear about everyday, huh? It’s not really the product with the most “sex appeal.” As Patrick Sullivan, co-founder of Jigsaw Health which focuses on selling these wonderful magnesium supplements, explains:

“Magnesium is involved in over 300 enzymatic reactions in the body. It works in tandem with calcium — calcium…

...continue to read "Increase Your Search Rankings by Shrinking Your Offering"

FutureNow Post
Tuesday, Jul. 21, 2009 at 1:31 pm

When We-We and SEO Copy Attack

July 21st, 2009

Perhaps I haven’t had enough coffee this morning…you know us Seattleites

But I just felt I had to call out an example of how poor copywriting and writing for search engine robots can ruin a decent Unique Value Proposition.

wewe.and.seo.copyI was referred to a site to look at their homepage design (see screenshot, highlighting is mine), and immediately noticed that they had a prominent Unique Value Proposition (UVP) statement, which was promising.

The UVP statement wasn’t the best I’ve read, but at least it…

...continue to read "When We-We and SEO Copy Attack"

FutureNow Post
Wednesday, Jun. 24, 2009 at 10:55 am

Beware Marketing Automation Without Data Clarification

June 24th, 2009

We marketers are very busy people. In today’s challenging economy, with its rapid digital pace and customers empowered like never before, the demands are never-ending. So, we love things that make our job easier. Or at least appear to.

The Words ‘Marketing Automation’ are Like Music To Our Ears

According to one definition:

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes…

...continue to read "Beware Marketing Automation Without Data Clarification"

FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

...continue to read "Are Your Analytics Causing You to Lose 30% of Your Sales?"

FutureNow Post
Monday, Jun. 15, 2009 at 11:06 am

Will Google Judge You Guilty of SEO?

June 15th, 2009

SEO Blogger Lisa Barone recently posted “Google Openly Profiles SEOs As Criminals” and for many who do not follow the industry so closely, the main point of this post may be missed. What is the point?

Don’t do Search Engine Optimization!

At SMX last week Google’s Matt Cutts, basically explained that “Google does profile SEOs. They’re identified as “high risk” and so are all of their associated projects.”

This wouldn’t be the first time Matt’s comments are a pre-cursor of Google cleaning up…

...continue to read "Will Google Judge You Guilty of SEO?"

FutureNow Post
Tuesday, Apr. 14, 2009 at 8:31 am

Dirty Diapers, Shame and Web Analytics

April 14th, 2009

Kudos to Omniture for posting “Survey: Search Marketers Underutilizing Sophisticated Metrics.” It takes guts to stop applauding customers and share some tough love.

According to the Omniture survey:

Marketers picked cost per click and click through rate as among their top metrics to optimize search campaigns instead of deeper metrics such as return on ad spend, cost per customer (or sale) or profit per order 43 percent of e-commerce respondents do not know how to accurately measure profit per customer (or order)…

...continue to read "Dirty Diapers, Shame and Web Analytics"

FutureNow Post
Tuesday, Apr. 14, 2009 at 7:47 am

The Truth About Search Engine Optimization: An Interview with Rebecca Lieb

April 14th, 2009

Rebecca Lieb knows about creating content that engages visitors. There are few people I respect in the industry the way I do Rebecca. She was the VP and Editor-in-Chief at the ClickZ Network (editing hundreds of my column) and Search Engine Watch for over 7 years. As a journalist, Rebecca has written on media for numerous publications, including The New York Times and The Wall Street Journal, and spent five years as Variety’s Berlin-based German/Eastern European bureau chief. Until recently, she was…

...continue to read "The Truth About Search Engine Optimization: An Interview with Rebecca Lieb"

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