Tips for Domaining and Social Advertising

Although it’s one of the oldest practices in the Internet space, domaining and direct navigation is not obsolete. The practice is somewhat forgotten due to all the hype around search and social, but according to Michael Kahn of Performics, it is still very effective.

Domaining and direct navigation strategy is when marketers buy domain names that can draw traffic to their main site. In addition, it involves consumer use of those domains. When a consumer types a common domain into a browser box, marketers have the ability to drive consumer engagement with their brand by building up content on the other domains.

Kahn also spoke with WebProNews about advertising opportunities in social. He said many people are under the pretense that they cannot sell in the social space. However, Performics has found that ads perform very well in social and can even get the same ROI as search ads do.

Social advertising can be a valuable addition to ad campaigns since people are talking about brands all across social networks. Social is also beneficial to advertisers since it brings in word-of-mouth feedback.

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Connecting With Customers Online

Customer satisfaction is quite important. Unfortunately, it’s also hard to quantify, but to help with that, Greg Links, a regional manager at ForeSee Results, provided some insight into how his company works at OMS 2010 in San Diego.

Links defined one mission of ForeSee Results by stating, “We really help our clients connect with their customers.” An important starting point in this process is then finding out what clients hope to accomplish.

Next, Links suggested, “Prioritize the very specific elements of that website visit that will improve satisfaction which is linked to these desired outcomes.” And this can be accomplished simply by asking visitors what about a visit they found pleasing.

When all’s said and done, companies should have happier customers and more successful businesses as a result.

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The Death (Or Redefinition) Of SEO Discussed

Some people would have you believe that search engine optimization is a dying art, and depending on how you define SEO, that may be true. But at OMS 2010 in San Diego, Greg Jarboe, the president and cofounder of SEO-PR, explained that other definitions of SEO make it very much alive.

Here’s the thing: as Jarboe admitted, “The era of ten blue links is dead.” People also can’t expect to optimize a page by just changing keyword metatags anymore. Indeed, much of what so many SEO experts learned ten years ago has become irrelevant.

The trick is that expanded search, which can be defined as “search wherever it happens,” is now important. Facebook, eBay, and YouTube users all perform searches, after all, and their attention is valuable. So Jarboe concluded, “If you focus on those kinds of fundamentals, then SEO is alive and kicking.”

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Tips for Attracting and Converting Traffic

Advertisers and digital agencies have to be effective in how they approach search engine optimization. With so many tools for organic search, paid search, and landing page optimization, it is hard to know what to use.

As Matt Malden explains to WebProNews, Yield Software has taken a holistic approach to these areas. The company understands that advertisers cannot only focus on one area and neglect the others. As a result, Yield Software offers a cloud-based solution that includes organic search optimization, PPC optimization, and landing page optimization.

Malden also points out that Yield helps its users understand the importance of utilizing both paid and organic search. Often times, users do one and not the other. Malden said when users choose one area over another, it actually drives up their costs-per-acquisition.

In addition, sometimes users are so focused on getting the traffic to their site that they overlook conversions. However, they need to realize that all the areas are equally important in producing the best results.

Since the technology is cloud-based, it can be updated anytime. Malden told WPN that the company is constantly updating the software to ensure that it is effective. Also on the plus side, there is no software to install due to the cloud.

For more information on this solution, visit Yield Software.

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Local Search Marketing Strategies

Local search marketing has grown extensively over the past couple of years and is expected to grow even more moving forward. While this growth has opened up many opportunities for marketers, it has also created challenges.

At the Online Marketing Summit in San Diego, Ian White, the CEO of Urban Mapping, spoke with WebProNews about local search marketing tactics. He explains how his company provides a solution to help marketers with their local efforts.

The service that Urban Mapping offers extracts geographic keywords from specific areas. It provides keywords such as names of churches, schools, landmarks, hospitals, and more.

As mobile technology advances, White said services such as this would become increasingly important. Although most mobile devices are equipped with functions that recognize location, it doesn’t mean that every user knows how to use the technology. In addition, many users may want to use local search for locations other than their own.

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