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SearchWrite SearchNews
Caching Better Results in Search Marketing
Vol II, Issue 030 9.01.05
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CACHING THE LATEST RESULTS IN SEARCH MARKETING....

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Yahoo Publishing Network (YPN) Launches to Challenge Google's Contextual  AdSense 
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A new Yahoo! Publisher Network platform is now in beta. Like Google's AdSense program which places listings next to contextually relevant content on affiliated Websites, YPN will enable Website owners to generate additional revenue from their site by displaying ads related to their content. Yahoo! is also offering publisher tools, services and programs that integrate other Yahoo! services into the Web site, including Add to My Yahoo! (RSS), Y!Q and more.

The Yahoo! Publisher Network self-serve beta will also offer phone and email customer service and in the coming weeks, will feature ad targeting capabilities to publishers. And that's just the beginning. Down the road look for more opportunities through the self-serve platform that draw from other types of Yahoo! content (Think: Web search, "Add to My Web" buttons, RSS advertising, shopping...).


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Google Takes Ad Sales to Print
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 Google is expanding its lucrative Internet advertising network into the print world in a bold attempt to capture traditional ad dollars.

The search king, which makes 99 percent of its revenue from Internet ads, is quietly testing the waters of print advertising sales, according to executives at several companies that have bought the ads. Google recently began buying ad pages in technology magazines, including PC Magazine and Maximum PC, and reselling those pages--cut into quarters or fifths--to small advertisers that already belong to its online ad network.

"We were approached by Google two and a half months ago, telling us that they were starting this print advertising campaign," Michael Keen, president of Inksite, one of the five advertisers in PC Magazine, said Monday. "Because we had been one of their AdWords advertisers, they thought we would be a good candidate to try their new advertising" effort. The experiment, as it is described by the companies buying the ads, is Google's latest foray into display advertising and another big step toward becoming a one-stop shop for ad sales, whether online or offline. The trial also marks the first time the company has ventured offline with any of its products, according to industry watchers.

The move is another significant step for Google toward becoming a one-stop shop for ad sales--whether online or offline. The trial also marks the first time the company has ventured offline with any of its products, according to industry watchers.


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Identify Your Conversion Events
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Most people don't really give the identification of conversion events enough thought. They think that if a visitor makes a purchase or generates a lead, that is good enough for them. While an actual purchase is a very important conversion event, it is by no means the only one worth measuring.  

The right idea is to define conversion events as any activity visitors can engage in that is valuable to your organization.  Here are some examples of  conversion events you may want to measure:

User/visitor...

* Makes a purchase.
* Opts into a newlsetter.
* Submits some type of personal information.
* Subscribes to an RSS feed.
* Prints a page.
* Uses your on-site search engine
* Uses "email this page to a friend" functionality.
* Spends more than 10 minutes browsing the site.
* Downloads a document, PDF or application.
* Looks at a set of important pages.
* Views a set number of important pages during a visit.
* Clicks a particular link to leave your site.
* Searches for a particular product or piece of information.

Tip: Make an attempt to assign a dollar value to "non-revenue" conversion events. While many conversion events may not directly produce revenue, you should make an attempt to assign a dollar value to every conversion event you can so you don't lose track of the fact that you're measuring conversion as a gauge of business success. Even if you have to approximate or assign a relatively low dollar value (for example, each search is worth five cents), what you'll see is that the combination of conversion events will help you understand where your most *profitable* visitors come from.


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Yahoo! Bearing Down on Video Market at LightSpeed
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The latest issue of Wired Magazine connects the dots between search, Internet video distribution and home entertainment.  Consider: A household with 300 cable or satellite channels has access to 7,000 hours of programming a day, almost 3 million per year. That's a lot, but it's only a fraction of the 31 million hours of total annual programming. Every major cable company is making investments to allow TV to be distributed over the Internet, giving you access to each one of those 31 million hours. And then there's this year's 36-fold explosion in consumer-generated video on the Internet.

This onslaught is already turning the entertainment business inside out. More music videos are being watched on AOL than on MTV. Procter & Gamble is cutting down on pricey 30-second TV spots to beef up the online presence of its packaged goods. TV Guide announced in July that it would drastically cut the amount of space it devotes to listings, an acknowledgment that viewers now turn to the Internet and onscreen programming guides. And CBS is squaring off in a content-indexing smackdown with Google. Meanwhile, the guy down the block has turned his backyard into a back lot, his basement into an edit bay, and he's landed a global distribution deal - with his ISP.

Enter Yahoo!. The search conglomerate is working with SBC and Microsoft on an IPTV/fiber-to-the-curb initiative called Project Lightspeed that uses Yahoo! software to deliver video-on-demand, instant messaging, photo collections, and music. Meanwhile, chief executive Terry Semel, who spent 24 years as an executive at Warner Bros., has recruited a crew of network personnel in Santa Monica to crack open the contractual vaults containing 50 years of rights-encumbered TV and film archives. And Yahoo! has already become the Internet home of broadcast fare like Fat Actress and The Apprentice. "They're clearly thinking of themselves as the fifth network," says Jeremy Allaire, founder of Brightcove, a Net video distribution startup.

Watching whatever you want (or didn't even know you wanted) wherever you are whenever you feel like it has been a fantasy since the early days of the Internet. Now it's a reality that Horowitz refers to as a "high-class problem." He and his charges at Yahoo! are trying to figure out how to solve that problem. When they do, it's good-bye network TV, hello networked TV.

Of course, Yahoo! didn't start out as a TV play. Before Semel took over in 2001 and began steering the company toward entertainment, Jerry Yang and David Filo were running a Web-indexing outfit. Back then, Yahoo! was about straight-up information.
But last year, Semel hired Lloyd Braun, the head of ABC television, to marshal the media group. While Horowitz is busy working on the technical problem of video search, Braun is practicing the more visceral science of show business in a world of power lunches, calling in favors, subtle arm-twisting, and table-banging. 


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Google Mobile Sitemaps Let You Reach Users On the Go
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Search engines such as Google discover information about your site by employing software known as "spiders" to crawl the web. Once the spiders find a site, they follow links within the site to gather information about all the pages. The spiders periodically revisit sites to find new or changed content. Google Mobile Web Search crawls and indexes sites that have been specifically designed for mobile phones and devices. Google adds new sites to their mobile web index every time they crawl the mobile web. Users can search the mobile web on their mobile devices using Google Mobile Web Search.

Google Mobile Sitemaps is an extension of Google Sitemaps that enables you to submit URLs that serve mobile content into our mobile index. By using Google Mobile Sitemaps to inform and direct Google's crawlers, the search engine hopes to expand its coverage of the mobile web and speed up the discovery and addition of pages to our mobile index.

If you plan to submit mobile Sitemaps, ensure your site serves the correct pages to Web browsers and mobile devices so Google's crawling processes are effective. 


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SEO Tip of the Week  Dynamic Keyword Phrase Generator Tool
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http://www.rustybrick.com/keyword-phrase-tool.php

What does it do?
Given a set of primary keywords:

    example: vanilla,chocolate chip,strawberry

And given at least a set up secondary keywords:

    example: ice cream,cakes,candy,ices

Plus, if you want, tertiary keywords:

    example: colored sprinkles,chocolate sprinkles,syrup,whipped cream

You can generate a full set of keyword permutations for those 3 sets of keyword phrases. The final list would look something like:

    vanilla ice cream colored sprinkles,vanilla ice cream chocolate sprinkles,vanilla ice cream syrup,vanilla ice cream whipped cream,vanilla cakes colored sprinkles,vanilla cakes chocolate sprinkles,vanilla cakes syrup,vanilla cakes whipped cream,vanilla candy colored sprinkles,vanilla candy chocolate sprinkles,vanilla candy syrup,vanilla candy whipped cream,vanilla ices colored sprinkles,vanilla ices chocolate sprinkles,vanilla ices syrup,vanilla ices whipped cream,chocolate chip ice cream colored sprinkles,chocolate chip ice cream chocolate sprinkles,chocolate chip ice cream syrup,chocolate chip ice cream whipped cream,chocolate chip cakes colored sprinkles,chocolate chip cakes chocolate sprinkles,chocolate chip cakes syrup,chocolate chip cakes whipped cream,chocolate chip candy colored sprinkles,chocolate chip candy chocolate sprinkles,chocolate chip candy syrup,chocolate chip candy whipped cream,chocolate chip ices colored sprinkles,chocolate chip ices chocolate sprinkles,chocolate chip ices syrup,chocolate chip ices whipped cream,strawberry ice cream colored sprinkles,strawberry ice cream chocolate sprinkles,strawberry ice cream syrup,strawberry ice cream whipped cream,strawberry cakes colored sprinkles,strawberry cakes chocolate sprinkles,strawberry cakes syrup,strawberry cakes whipped cream,strawberry candy colored sprinkles,strawberry candy chocolate sprinkles,strawberry candy syrup,strawberry candy whipped cream,strawberry ices colored sprinkles,strawberry ices chocolate sprinkles,strawberry ices syrup,strawberry ices whipped cream

You also have the ability to choose the syntax you prefer. Google AdWords; Broad Match, Exact Match or Phrase Match AND SEO Types; Title Tags, META Keyword Tags, H1 Tags.

Try out the Dynamic Keyword Phrase Generator Tool when you like. Coming soon, a way to send all those keywords to your AdWords campaign via the Google API. 

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