march 2008

This post is from from my other blog here

Google has been testing out some new ways of ‘enhancing’ their search results lately. One tactic that I’ve been monitoring is the ability to search an individual web site and view results without leaving Google. Here’s an example:

I searched on ‘hollywoodvideo.com’ in Google (this also worked at the time of testing by searching on ‘hollywood video’). Here’s what I was presented with:

The first result, as expected, is Hollywood Video. There’s the usual result (and for this example what Google calls “Sitelinks”, the links directly to specific sections of the web site) and then there’s something you might not see to often (yet at least): Another search box whose submit buttons reads “search hollywoodvideo.com.”

It seems harmless enough. You enter something you’re looking for, and you get results right on Google as opposed to clicking on the link to Hollywood Video and searching on their site. But, if you’re Hollywood Video, you probably don’t like this tactic. And if you’re a marketer whom this is new to, you’ll likely start paying more attention to Google’s experiments. Why?

Google is testing monetizing these results

Never mind that the next step from that initial search is usually a click-through to the branded experience you’ve created for visitors to your site.

While currently only happening for the strong minority of these second searches, Google is displaying AdWords ads on these results. On searches that I tested this with over the past week or two, it is quite possible for AdWords ads to display from ad publishers who are your direct competition.

Continuing from the previous example: From the search box that Google provided, I searched on ‘new releases’ which is what I was actually looking for. The first result on the natural/organic side was Hollywood Video’s New Release Calendar. The results page also included two AdWords ads. One was for Blockbuster, the second for Movies.AOL.com. The Blockbuster one obviously being the most troublesome.

This is just one of several tactics Google is currently experimenting with. While marketers (and site owners) have been shaking their fists at Google as suspect strategies appear, the general public likely isn’t noticing a difference, nor would they theorize a change in Google’s ways. Why would they? A change is, however, quite well underway.

Sampling of mentions elsewhere on the web:

• New Google Search Tool Finds Web Publishers’ Concerns - Washington Post
• Google introduces search within search - etre.com blog
• Google Offers Secondary Search Boxes - TechCrunch

This post is from from my other blog here

On Monday I got a comment posted to another blog I write on. The comment:

Has anyone out there heard about WideCircles.com. It seems like a way better service then regular pay per click. Apparently they are using refering websites ( forums, blogs, wiki, etc. ) and have a viral word of mouth distributed approach to it which is engaging rather ther then interrupting customers. My friend told me he got over 500 visits from single post which cost him around $0.40c, within a few days. I am going to give them a try today . In case you are intrested here is it. http://widecircles.com?imt=3

And then I got another. And then another. And then another. Inside one minute I got 5 of them. Then, I started getting them on this blog. Ah, comment spam. Someone else out there got themselves a blog comment spam program and is out to make themselves infamous.

For kicks I decided to give the site they referenced a look. WideCircles, the source of the blog comment spam, coins themselves a viral marketing company. According to their cover story:

WideCircles represents relevant, distributed, highly targeted and efficient internet word of mouth marketing using entertaining or informative messages that are designed to be passed along in an exponential fashion. Utilizing global human publishing power combined with our unique computer software algorithms and systems we can track and deliver large amounts of relevant internet traffic to your website quickly and help with your SEO process by building intelligent links.

What it really means: WideCircles crack team of ignorant spammers will ruin your company’s reputation online—just as soon as they get done ruining their own.

This post is from from my other blog here

Google’s analytics tool for measuring how visitors interact with your web site (aptly named Google Analytics) provides an incredible value to the online marketer. If you’re giving Google Analytics a spin for the first time, or you’ve installed it a half-dozen times before, here’s a few tips to get the most out of what Google has to offer your marketing efforts

Use the latest tracking code

Google currently provides two tracking codes to chose from when you implement Google Analytics onto your web site. The stated reasons for migrating to a new tracking code seem to surround technical improvements. Whatever the reason for the change, Google cautions that Analytics will stop honoring the legacy code in less than a year. For that reason alone: go with the new tracking code

Google Analytics Support: New Google Analytics Tracking Code

Setup Goal Conversions

Just about ever web site has some sort of desired user task completion (or goal). Google Analytics provides valuable tracking of user completion and attrition of goals as you define them. Goals can range from the (very) common, such as the viewing of a receipt or “thank you” page, to the tracking of file downloads, gameplays, or even the amount of time spent on a given page.

Common goals usually rely on a unique web page being viewed, and may or may not have a specific starting point. These types of goals can be setup very quickly. Conversions which rely on interaction beyond a specific web page being viewed can be setup, they just require spending a bit more time with Google’s help files and forums.Get it setup, and take advantage of all the reports for which Google provides the added dimension of how the data in various reports intersects with the completion of key site activities.

Conversion Goals and Funnel setup takes place by clicking the “Edit” link in the “Settings” column for the site you’re setting up from the Analytics Settings page.

Google Analytics Support: Setting up Goals

If you sell products on your site, configure e-commerce transactions

Goal conversion tracking provides a valuable perspective into the effectiveness of your web site and online marketing activities. If you have an e-commerce site, you can go one step further and associate the specific dollar value of online purchases with site usage right inside of Google Analytics.Google Analytics Support: Tracking E-commerce Transactions

Configure Site Search

A lesser-utilized feature of Google Analytics is its ability to track what visitors search on utilizing your site’s own search feature. Configuring this feature not only provides insight into what people search for on your site, it also helps you understand how they use (or discontinue the use of) your site after performing an on-site search.Google Analytics Support: Setting up Site Search

Exclude internal traffic

Anything you can do to improve the quality of the data you capture enhances what your reports can provide you in return. Excluding internal traffic from your reports altogether is a step in the right direction, and an easy step at that.

Google Analytics Support: Excluding Internal Traffic from your Reports

This post is from from my other blog here

Here’s two books which I definitely recommend:

Somehow Call to Action escaped my reading list for years. I learned about it from someone I recently interviewed. The book is based on Bryan and Jeffrey Eisenberg’s concept of Persuasion Architecture???a methodology which, at a high level, combines consumer psychology, business goals and website design with an overall goal of maximizing conversions.

I’m one of those people who can’t get enough of web analytics. Written by respected blogger and Google Evangelist Avinash Kaushik, this book demystifies web analytics in an easy to read, enjoyable manner. The practice of web analytics isn’t as simple as it may appear at a glance. Avinash’s book provides new perspectives in a concise manner.

This post is from from my other blog here

Here’s two books which I definitely recommend:

Somehow Call to Action escaped my reading list for years. I learned about it from someone I recently interviewed. The book is based on Bryan and Jeffrey Eisenberg’s concept of Persuasion Architecture—a methodology which, at a high level, combines consumer psychology, business goals and website design with an overall goal of maximizing conversions.

I’m one of those people who can’t get enough of web analytics. Written by respected blogger and Google Evangelist Avinash Kaushik, this book demystifies web analytics in an easy to read, enjoyable manner. The practice of web analytics isn’t as simple as it may appear at a glance. Avinash’s book provides new perspectives in a concise manner.