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Posts in Search Marketing

Click fraud on the rise, according to Click Forensics study

Click fraud remains a growing problem for search engines and online advertisers, according to a study by US-based consultancy Click Forensics.

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Diggnation – Digg relaunches and widens potential appeal

If you’re a user of Digg, you should know that it recently redesigned and relaunched its website. This in itself is not that interesting since we always knew that was coming soon – however, what is interesting is that new categories have been added which make the site more useful to a wider audience.

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Will inventory shortage threaten online ad boom?

The online advertising market seems to be on an inexorable path of steep growth.

No less an advertising authority than Sir Martin Sorrell, CEO of the advertising behemoth WPP, was yesterday reported as saying that he expects online advertising to double in a few years. 

"About 15% of our business is internet, and this will be 30% in 10 years," he told the New York Sun.

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PPC hyperinflation reported on Google Adwords

Wow, Google’s Quality Score is really starting to bite hard on some PPC budgets. I’ve just taken a call from Auctioning4U, a UK-based firm that helps people sell goods on eBay, and they are reporting that average click costs have risen by almost 2,000% in just one week.

Trevor Ginn, Head of Consulting at Auctioning4U, told me that one keyphrase has jumped in price from 12p to £2.75 in the last week.

In another example, the price went up from his default of 30p (which paid for an average Adwords position of 1.3) to £5.50. “Feel my pain,” he says, not without reason.

Naturally, Trevor is wounded and reeling, and puzzled as to what he’s done wrong. He’s not really done anything wrong. It is simply a case of Google shifting the goalposts.

Yup, this PPC hyperinflation is linked to Google’s newly-enhanced focus on ad quality. It could be a case of too much, too soon.

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Rand's lovely new Page Strength Tool

Rand Fishkin’s SEOmoz.org is a great website for anybody interested in SEO as it contains search marketing news, research and analysis. It also hosts a number of tools that can help marketers, including a new ‘Page Strength’ tool.

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eBay sells Adsense click fraud, plays with fire

Last week we reported that eBay has banned Google Checkout, something that is likely to backfire on the auction giant, which owns rival payment processor PayPal.

Silicon has today published a timely analysis of why eBay is more likely to suffer than Big G.

Meanwhile, I have been looking for the smoking gun that might force Google to retaliate, leading to the possible banning of eBay from its search results. Hard to imagine it could come to that, but who knows?

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Google's Schmidt on the economics of click fraud

Google CEO Eric Schmidt has played down calls for the search industry to tighten its grip on click fraud by declaring the problem "self-correcting".

Quoted by ZDNet from a speech at Stanford University earlier this year, the Google CEO said clickfraud could ultimately be solved by market forces, and that PPC firms should "let it happen".

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Google owes you nothing

The Guardian’s Jack Schofield has written a thought-provoking piece on the power of Google, specifically referring to the case of a website called sprayonmud.co.uk which was delisted from the almighty search engine in December 2005.

Jack asks whether it is ‘fair’ for Google to act as judge and jury in these cases, even suggesting that it should finance an ‘independent ombudsman’ to address complaints. He warns: “If Google’s management don’t find a way to temper the company’s power, legislators will eventually do it for them.”

The whole article seems based around the weird notion that Google owes you something. The fact is that Google owes you nothing, and everything you get from it is a bonus (either by accident or design).

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The 12 reasons why UK businesses don't blog

How many companies in the UK are blogging? Not many, it seems, according to a list compiled by Suw Charman . Not many at all. The list isn’t fully comprehensive, but it highlights the dearth of business blogs in the UK, compared to US.

So why is it that UK and European marketers / business folk are ignoring blogs? I reckon it comes down to one of the following reasons…

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IAB's new research initiative misses the point

The Internet Advertising Bureau (IAB) has launched its latest initiative to understand more about the online behaviour, in a bid to provide advertisers with “a holistic understanding of what, where and how people are accessing the internet”.

The Holy Grail for the IAB is to provide “a single online planning currency” for marketers, to help them “plan their online brand campaigns against traditional media”.

The IAB has teamed up with National Readership Surveys (NRS), which will add an online element to the 3,000 face-to-face interviews it does each month with random consumers: “Areas covered in the study will include; demographic information, frequency of internet usage, where people are going online and how they are accessing the internet - for example by PC or through mobile devices.”

The trouble is, I don’t think this is what online media planners need...

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The business case for site search

In 2004 we discovered that half of all onsite searches returned no results, despite the fact that products were actually available and could be found by clicking navigation links.

What did this tell us? Well firstly, it made us shudder. Half of all onsite queries returned NO results! Why was this happening? The main problem seemed to be related to poor quality metadata, but we also realised that some of the big retailers had site search tools that were perhaps not up to scratch.

Roll forward to 2006 and we figured that it was about time to investigate the site search market. What tools are available? What are the trends and issues in the marketplace? Why should site search be a priority if you’re selling online?

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London marketing students launch 1000wordpage.com

After the success of Alex Tew’s MillionDollarHomepage we’ve seen innumerable clones and a smattering of twists-on-a-theme. Now, we’ve spotted a new site that is gathering online and offline buzz. It allows you to buy one word as a link to your website, for a period of five years.

So how does it work, and will it work?

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