 |
||||||||||||||||||||||||||||||
|
You are receiving this email because you're a customer or have updated your company data on Kellysearch. | |||||||||||||||||||||||||||||
|
|
|||||||||||||||||||||||||||||
|
||||||||||||||||||||||||||||||
|
Max News Now: |
|
|||||||||||||||||||||||||||||
|
Talk To The Mole An Industrious Relationship! Johannah Gage saw a surge in online traffic for Zeus Industrial Products once he started advertising with Kellysearch.com. More >> |
|||||||||||||||||||||||||||||
 |
||||||||||||||||||||||||||||||
|
Vertical Search Advertising, a Practical Guide Source: DM News Authored by: Julie Mason Now that VSEs are diversifying, they become more attractive to users and advertisers alike. Here’s how to integrate VSE advertising into your next marketing campaign. What are VSEs? VSEs crawl only within specific industries. While general search engines may return the most information over all industries and topics, VSEs return the most relevant information. Words like “combine” can return information about software, games, and merging words together—which is fine, unless you’re a farmer searching a $250,000 piece of equipment. VSEs are more likely to know just what users want. Why advertise with VSEs? The specificity and industry know-how that characterize VSEs also create a fruitful advertising opportunity. Since VSE users are closer to buying, they’re classified as interested consumers. Qualified leads aside, here are a few more benefits of VSE advertising: • More leads, less money. VSEs offer competitive rates while building your Vertical industry exposure, attracting potential clients. • More visibility. By listing with a VSE run by a large conglomerate, advertisers get exposure in other online publications. Furthermore, some VSEs invest in general search engine keyword campaigns, meaning those general search engine customers will find the VSE -- and your products. • More options. VSEs offer pay-per-click (PPC) or more affordable package deals. VSEs let advertisers choose the best online model for them. • More support. VSEs can now provide advertisers with reports on site traffic, click-throughs, and registered users. • More targeted. With VSEs, businesses can reach a specific audience that doesn’t want to fish for information on general search engines. How do I advertise on a VSE? Research your outlet. Make sure the potential VSE targets your industry. Ask about the size of their indexes (i.e. its number of product and service classifications). Assess the site for ease-of-use. The larger the classification system, the more companies, products, and services are listed with them, and there are more users that search them. The benefits of advertising on VSEs are many, but it’s important to consider them within the broader scope of your online marketing campaign. VSEs will help you target customers who know what they want. For full article, click here and go to page 19. Back To Top Rank and File: How to Build Online Awareness Source: Chief Marketer Authored by: Julie Mason Keeping your Web site current and well-placed in search engine rankings is a seemingly never-ending task. Each day that your site’s ranking slips is a day your competitors are getting a jump on your business. Luckily, there are a number of ongoing, relatively easy steps that can help keep you and your company ahead of the competition and on track toward building ongoing awareness and new business opportunities. Help Prospects Mine Your Content Although content is king, a multitude of pages and PDF data sheets can’t take the place of clear, well-organized information that is optimized for search engines. Regularly update your site content with items such as press releases and new product descriptions that are rich in keywords that detail your company’s products and services. For example, think “fiber-optic cable adapters” as opposed to “adapters.” Help your Web visitors stay up to date by setting up an RSS feed from your site. Rather than sorting through your site to find what they want, users can subscribe to a content-specific feed and get the most relevant information from you directly. Start Talking – Commentary and Blogs Mention blogging to busy business execs and their eyes glaze over. But anytime you talk to your business community, whether it’s an editorial, a white paper or a regularly updated blog, you’re driving people to your site and to your business. Blogs are fairly easy to set up—you can be blogging in a matter of minutes through servers like Blogger and WordPress—and easier to update. The tough part of blogging? Providing new content and responding to user comments. But it doesn’t have to be that hard. Set aside two 30-minute blocks each week for your CEO or senior executives to draft a quick missive. Remember, this is a short form piece (300 words, if that), not a major industry presentation. Comment on a recent article. Pose a question for the market to respond to. Offer your ideas on where the market is going, or what needs to happen to move it forward. Let Online Directories Optimize Your Traffic Companies spend significant time optimizing their sites for the general search engines, but a number of major online industry and vertical-market directories do a lot of that work for you. Start by making sure your company and products are listed on vertical search engines. Some offer free online listings where customers and prospects can link directly to your site. These sites get tens of thousands of visits every day because they target specific industries. They invest a lot of time and money optimizing their directories with the mega-search engines like Google and Yahoo. Make Your Press Room Work Harder Most online press rooms offer little more than a few news releases, a company fact sheet and PR contact information. A more robust press page can boost your Web optimization and increase your media inquiries. Start optimizing your releases for newswire distribution by drafting content that is rich in descriptive keywords and phrases relevant to your business. Next, make your site a real media (and customer) resource by including links to industry information, third-party research, associations your company supports, and tradeshows and conferences you attend. Relevant links improve your optimization and make your press room a destination for media. And don’t forget to post content in HTML text instead of as a PDF to help crawlers more readily find and index your content. Link Up With Relevant Sites The purpose of a linking campaign is to create links directing users to your site from other quality, trusted, relevant sites. Who determines the quality of these link associations? The high-powered general search engines, like Google. Establishing relationships with Webmasters of trusted sites is the path to a good linking campaign. Remember the importance of relevance: find a way to link your site to a trusted one with some kind of relevant angle or commonality. If it’s not a relevant link for them and they post it on their site, it may adversely affect your PageRank. Building your company’s Web awareness and driving prospects to your site is a lot like any marketing and sales effort—it’s an ongoing process. But it’s an ongoing process that doesn’t require a major campaign each and every time you have something to say. Just tap into some existing industry resources, make your content easy to find, engage your customers, and keep up a steady drum beat . For full article, click here. Back To Top Who You Won’t Find on Google Source: Media Connection Authored by: Cyndy Finnie When my colleagues in the Midwest told me about Salmon snagging, I couldn't help but see the parallels between the sport and vertical search engines. The idea is simple. Each year, salmon swarm up and back down a river. Fishermen stand on the banks of the river with giant hooks. They throw the hook into the water, snag a salmon and flip it up onto the bank. They keep throwing the hook back until they reach their limit of salmon. If only pay-per-click (PPC) search marketing were so easy. When you go snagging in the PPC river, you don't know what kind of fish you will net. And, if you are focused on any vertical market, you are probably wasting your money, because you are snagging consumers and people from every other industry instead of the one you're targeting. To overcome this problem, vertical search has emerged as the way to target specific business-to-business markets. Nearly every key vertical industry is served by at least one search site or portal, and these sites share many characteristics. First, the content they provide serves the specific interests of business users or professionals. Vertical search providers also employ subject matter expertise to keep search results relevant and clear. And finally, the vertical search solution helps the user by providing comparisons and relationships among the content. For example, if we take doctors, their problem is that mainstream search engines are not designed for medical professionals. Google and the other consumer-focused search engines tend to consider all content types equal in indexing terms. Personal webpages, paid testimonials, blogs and wikis are considered acceptable content right alongside credible research data such as clinical trials, peer-reviewed journal articles and authoritative drug prescribing information. Moreover, in search engines that rank results according to popularity, this less credible content may have more exposure and a higher ranking in search results than a medical journal article despite the journal article's superior credibility and scientific nature. With new websites that focus specifically on appealing to doctors and medical professionals, the days of trawling are long over. Fishermen have to wait until that special time of year to snag the salmon, the most desirable of fish. But direct marketers don't have to wait for the right time anymore. For full article, click here. Back To Top |
|
This notification was sent to #emailaddress#. Add us to your safe list / white list This message is intended only for the use of the person(s) (\"Intended Recipient\") to whom it is addressed. It may contain information, which is privileged and confidential. Accordingly any dissemination, distribution, copying or other use of this message or any of its content by any person other than the Intended Recipient may constitute a breach of civil or criminal law and is strictly prohibited. If you are not the Intended Recipient, please contact the sender as soon as possible.Reed Business Information Ltd. +44 (0)20 8652 3500 |
