Transmogrified

Musings About Online Marketing

Archive for October 2008

New Geotargeting Feature for Yahoo Search Marketing

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Since this feature was revealed on October 20, it’s old news to some, but I wanted to point out how useful the zip code targeting will be to many marketers, especially those who do lead generation.

One of the big challenges that lead gen providers face is generating or capturing leads within a finite region.  Often the leads they accept from aggregators must meet rigid requirements, often with age requirements, education requirements, as well as being from a specific zip code or set of zip codes.

With this new feature, Yahoo! is giving advertisers the opportunity to target to these very specific requirements to ensure that high qualified leads are being generated from PPC.  This will definitely help marketers with focusing budgets effectively and delivering higher quality results.

On the flipside, with higher quality results, the cost per click on competitive terms can become inflated quickly.  That will put the responsibility on marketers to create high quality landing pages that have the best chance to convert visitors at a high rate (this could be foreshadowing of a future post… you never know).

It’ll be very interesting to see if Google implements this feature as well.  While the Adwords geotargeting is much more flexible, there still isn’t a function that allows you to define the area by zip.

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Written by rogersikes

October 23, 2008 at 6:17 pm

Posted in PPC

Tagged with , , ,

Are there SEO Secrets? Not so much.

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A post at SERoundtable.com discusses a thread on the High Rankings forums about whether or not true SEO experts are invisible, as in they are working behind the scenes with a top secret formula to boost their clients’ rankings.  To kind of parrot what was stated on SER, while there are numerous agencies that know the basics of SEO, what sets the professionals apart is the knowledge and ability to apply that knowledge to any given client.

You can get best practices for SEO all over the internet.  Sure, there are some things that need to be done under the hood of a website that aren’t as well documented, but if you look hard enough, you can find all the information you need.

The key to all of this is how well your SEO company can keep up with the ever changing rules of SEO.  A good search engine optimization company has employees who stay informed, practices a very rigid approach when it comes to SEO, and does not allow themselves to cross the line into black hat tactics that can endanger their clients’ search engine presence in the long term.

The way I always think about it is when the University of Kansas Jayhawks fell to the Bucknell Bison in the NCAA Tournament a few years ago.  Bucknell, a big underdog and the #14 seed in their region, came out on top because of smart, precise play, despite being physically overmatched by the Jayhawks.  The fastest way to the top isn’t always the best.  Being disciplined and taking a structured approach can take you very far.

The same thing applies to SEO.  If your SEO agency truly has professionals doing work for you, they will know best practices and how to apply them effectively.  Every little detail counts – and if anyone is ever to be considered an “expert” by others, then they will know all the little nuances that give your website all the traction possible.

Written by rogersikes

October 22, 2008 at 9:52 pm