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Posts in Search Marketing

Simplifying SEO - Five laws of effective search engine optimisation

Alan Eustace, a Google VP of search engineering, announced last year that there are now over 200 signals that Google uses to determine document relevance for a searcher. Unfortunately, he didn’t go on to explain them all… :)

With this number of factors and constantly updating algorithms, it’s tricky when I want to explain to a site owner when training or consulting which really matter. So here are five laws of effective SEO I have defined to assess strategic focus on SEO - hopefully it's easier to remember five laws than 200!

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'Google bombs' defused by algorithm change

Google has made some alterations to its algorithm in order to reduce the effect of 'Google bombing'. This means that a search for 'miserable failure' will no longer lead to President Bush's homepage at The White House.

However, the change has not dealt with all these Google bombs. For instance, a search for 'French military victories' on Google will still return spoof pages for the first three results.

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Find the Gap.com (oh, actually you can't)

After almost three years of weak sales Gap CEO Paul Pressler has stepped down to enjoy more than £7m worth of severance pay. Why is the 3,100-store company suffering? One look at Gap’s website tells you all you need to know.

With just 107 words of readable text on its homepage, the Gap site is far too fond of pretty pictures for its own good. Being image-heavy isn’t always such a big problem, especially in these broadband-enabled times, but Gap has failed to strike the right balance between pictures and prose.

The main consequence for Gap is rubbish search engine visibility. Is it any wonder that the firm sales are in freefall?

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Google - friend or foe to affiliates?

One of the questions we asked in the UK Affiliate Census (published this week) was whether or not respondents believed that 'Google was damaging the affiliate marketing industry'.

A third of affiliates (34%) agreed with this statement compared to 26% who disagreed.

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Affiliate Census - Lessons for Merchants

The UK Affiliate Census Report, published this week by E-consultancy in association with Affiliate Program Advice, contains all sorts of information which we hope will be of great interest to the affiliate community.

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Will Yahoo!'s half-price sale click with advertisers?

In a largely unexpected move, Yahoo! Search has reduced its minimum cost per click from 10p to 5p in the UK, in a bold attempt to regain share in the search advertising market from Microsoft’s recently launched adCenter and Google’s AdWords.

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Why PR is so powerful for online marketing...

For a long time we at E-consultancy have been banging the drum of how powerful 'traditional' PR and Online PR are as forms of online marketing. Particularly in terms of driving search activity and natural search rankings.

So I was interested to read which terms were the most searched for on Google in 2006...

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SEO World Championship starts today

The first annual SEO World Championship starts today, sponsored and arranged by Eastpoint Media, a Swedish SEO company. 

As well as providing some useful publicity for Eastpoint Media, the contest aims to highlight the advantages of SEO.

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UK newspapers compete to buy Google search terms

UK newspapers are becoming increasingly aggressive in their Google strategies, with more and more buying search terms to direct readers looking for news stories to their websites.

Back in October, we covered an article by Heather Hopkins at Hitwise UK, which looked into The Sun’s search marketing strategy. The article showed how the tabloid was pursuing a more aggressive paid search strategy, with some success.

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Wal-Mart ads 'keep Pirate Bay afloat'

Asda parent Wal-Mart is reportedly placing banner ads on under-fire BitTorrent trading site The Pirate Bay.

Sweden-based The Pirate Bay grew into the world's largest torrent tracker last year, doing a roaring trade in illegally shared TV shows, movies and more. Law enforcers shut the site down in May, but it resurfaced, more popular than ever, just days later to torment the entertainment industry again.

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Google in ad deal with Friendster - report

Google looks set for another ad partnership with a social networking site – although this one's not on the same scale as the huge, £500m deal it struck with Myspace last year.

Bambi Francisco reports that the search giant has tied up an agreement with Friendster, one of the first social networking ventures, but one that has since fallen way behind the likes of Myspace and Bebo.

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Lillywhites makes a mess of online retail

I foolishly took a trip into central London on Saturday, to try and find a new cricket bat at Lillywhites. As I’ve been abroad for the past few years and only recently returned to the UK, I didn’t know that the store had undergone some severe changes.

Suffice to say it is not a rewarding experience - particularly for anyone looking for sporting equipment rather than clothing, and for anyone with a pram. It's so full you can hardly get down the aisles, and the one lift it has doesn't go to all floors...

Anyway, this unhappiness could have been avoided, of course, if Lillywhites had its own website and I’d been able to check its selection beforehand.

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