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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Yahoo on Coming Changes to Ad Platform

Google has been the dominant player in search advertising for a long time, but is Yahoo and Microsoft about to shake things up with their joint effort? Only time will tell, but one thing that is certain is that the online marketplace will definitely see many changes in the coming months as Yahoo and Microsoft implement their search agreement.

The advertisers that use Yahoo’s ad platform will soon be migrating to Microsoft’s adCenter. The full transfer is anticipated to take place over the next 24 months and will begin in the U.S.

According to David Pann, Yahoo’s Vice President of Search Advertising, the company hopes to have the U.S. migration completed in time for the holiday season this year. However, if meeting that timeline means sacrificing quality, Pann told WebProNews that Yahoo would simply move the timeline to ensure the highest quality transition.

After the deal is implemented, Microsoft will be in charge of the core advertising platform for both companies, which specifically includes matching, ranking, pricing algorithms, and more. Yahoo, on the other hand, will maintain its responsibility for the consumer experience.

Speaking about the benefits of the deal, Pann said it was a “win” for advertisers, consumers, and publishers.

“It’s really a win for advertisers with a single buy getting access to more inventory, it’s a win for consumers for a greater relevance, and it’s a win for consumers and publishers since they have greater access to a new set of participation and inventory.”

In spite of all the changes the deal will bring for advertising, Pann was quick to say that Yahoo is still innovating and would continue to do so.

Keep watching WebProNews for more on Yahoo’s current innovations as well as information on company’s mobile and real-time efforts.

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Yahoo Details Implementation of Search Deal

Now that Yahoo and Microsoft have been granted regulatory approval for their search deal, what happens now? That is a question that many people in the search industry want answered.

Just for a recap, Microsoft will power Yahoo Search and Yahoo will become the exclusive search advertising provider for Microsoft’s search engine, Bing. Recently, WebProNews had the opportunity to sit down with Shashi Seth, the Senior Vice President of Yahoo Search Products, to learn more about how the alliance between the two companies would be integrated.

First of all, Seth points out that the full integration will take between 18-24 months. As it takes place, he is quick to say that users will continue to receive a compelling search experience from Yahoo that goes beyond the traditional search page.

In spite of the partnership, each engine will maintain its individual areas of focus. For Yahoo specifically, Seth says, “…What our users will continue to find is that not only can they find that great content that resides on [the] Yahoo network on Yahoo Search, but also that we can take people from Yahoo Search to the appropriate properties etc., in the right context…”

According to Seth, users will likely see slight modifications to Yahoo Search over the next several months as the Microsoft integration is completed. However, the companies have not yet decided if they will do a major launch with new features and functionalities.

There are still many questions regarding Yahoo such as the company’s level of commitment to search, implications on advertisers, future innovations, and more.  Keep watching WebProNews for more information on these very issues directly from Yahoo.

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Breaking Down What Search Is

According to Bruce Clay, the current concept of search is that a user has to know what he is looking for in order to type it into a search engine. Although the user might not know the specifics of what he is looking for, he has already made the decision to go to a search engine and find information. Clay, however, believes search should be an extension of marketing since most searches are a direct result from other forms of media.

Mike McDonald of WebProNews pointed out that this new view of search could raise problems for businesses. He said if businesses pay money for ads that prompt searches, they could be driving traffic to their competitors if they are not number one in the search engines.

To do it the right way, Clay suggests planning a strategy. First of all, decide what you want to promote. Secondly, optimize your website so that you are number one, at least with PPC. Thirdly, decide to dominate and succeed. Lastly, get a billboard with a catch phrase or write an article with a catch phrase in it. These steps will prompt people to search based on the action phrase.

As you do this, make sure that you have fully optimized. The last thing you want to do is not be number one after you have taken the time to promote a product. Clay says the SEO needs to be ready to respond to the promotion. He also issues a warning in regards to the media promotions: “If you don’t do the offline right, nobody knows to go search for you.”

In summary, think about how the user would search and tie it into an action phrase to brand with your business.

What are your thoughts regarding search as an extension of marketing?

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Paid Search without Keywords?

When WebProNews spoke with Nick Fox back in August, he indicated that the future of paid search could be without keywords. At the recent SES Chicago, WPN sat down with Mona Elesseily of Page Zero Media who shared with us how this development would impact advertisers.

Up to this point, Google has used keywords as a proxy for relevance. In the future, however, the search engine hopes to allow advertisers to state their desired outcome and then, use its machine-based learning to produce that desired result. In other words, Google would essentially take the necessary information and put the ad in front of the most relevant audience.

Why is all this important? According to Elesseily, it’s important because query length is increasing, new and unique search terms are increasing, and searcher sophistication is increasing. All these elements make it hard for advertisers to keep their keyword lists fresh.

Incidentally, not all of the advertising community supports this new development. Elesseily said that some advertisers believe it’s too broad of an approach and don’t like the idea of putting that much trust in Google.

Although Elesseily doesn’t believe keywords will go away, she does believe the future of paid search is changing.

What are your thoughts regarding paid search without keywords?

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