Search
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So you’ve just launched the new Web site that your team worked on for months and you do a quick Google search for a few of your keywords and you’re nowhere to be seen. How can this be? You did everything right. You researched SEO and carefully selected keywords and optimized your copy. Your pages validate. You even have a blog as part of you site. What went wrong? The answer is that you’ve done nothing wrong. Other than a common misconception many people make by thinking that search engines magically know everything about their site the moment it goes live. It’s an understandable misconception, after all most search engines aren’t exactly open about how their magic formulas work.
So, using Google as an example I’m going to try explaining how Web pages are indexed.
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Four recent reports/studies affirm the accelerating growth of online marketing:
1) A joint press release this week from Pricewaterhouse Coopers and the Interactive Advertising Bureau (IAB) indicated that online advertising revenues in 2005 will show record 30 percent growth over the previous year’s firgures. The final compilation report is due out in April.
In the release, Greg Stuart who is CEO of IAB said, “As consumers continue to embrace the Internet as an integral part of their everyday lives, marketers continue to acknowledge that Interactive is a critical medium to engage their customers and create deeper brand experiences.” He added, “Furthermore, this continued increase in spending supports the cross media research that proves Interactive is often the most cost-effective way to drive increased ROI. We fully expect Interactive to continue to play an ever increasing role of importance for marketers.”
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The Googlization of media seems to be accelerating. Not content to be the king of search, Google is reaching into radio, television and print. They are starting their own Internet-payment service that will compete with eBay’s PayPal. They are testing a service that could compete with eBay itself and other etailers. They are taking on the web design market. They are raising the ire of some authors, publishers and libraries with their plans to digitize pages in copyrighted books, and offer those pages as results in search content.
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A Nielsen/NetRatings report highlighted last month on Search Engine Watch showed Google with a 2 to 1 share lead for online searches over its next closest competitor, Yahoo. Google had about a 46 percent share of the search market while Yahoo had just over 23 percent. MSN came in third at around 11 percent.
However, according to a newly released survey from BIGresearch, the volume of searches does not correlate directly with a search engine’s influence on purchase behavior.
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In McLuhan for Managers (Viking Canada, 2003) Derrick de Kerkckhove and Mark Federman don’t provide “seven habits of successful companies” or a new strategy for business success. They offer four questions that were originally asked in Marshall McLuhan’s 1964 book Understanding Media.
This ultimately makes de Kerkckhove and Federman’s book a far more timeless work. It provides a mechanism to step outside the current mindset and ask, “What haven’t we noticed lately?” Granted, the questions address media; but modes of communication are fundamental forces in the businesses and marketing. In McLuhan’s words, the “medium is the message” that our customers and employees are responding to.
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