**************************************
SearchWrite SearchNews
Caching Better Results in Search Marketing
Vol IV, Issue 038 10.27.05
**************************************

CACHING THE LATEST RESULTS IN SEARCH MARKETING....


@@@@@@@@@@@@@@
Google Base to Launch: Classifieds, Lists, Notes and More
@@@@@@@@@@@@@@

Is there any form of information publishing in which Google is not actively engaged?

Reports are now circulating that Google Base will be launching soon, perhaps even as early as this week.  What is Google Base? At its core,  the new service resembles a free form bulletin board that allows you to publish content directly to Google and have Google host it in a centralized fashion.  Some examples: a description of your party planning service, articles on current events from your website, a listing of your used car for sale, or a database of protein structures. You can describe any item you post with attribute tags, which will help people find it when they search Google Base. In fact, based on the relevance of your items, they may also be included in the main Google search index and other Google products like Froogle and Google Local.

So, is Google Base a competitive service to Craig's List or eBay? Will easy classification make GoogleBase the world's largest classified advertising service?  The momentum seems to be shifting in that direction. To connect a commerce engine, Google has been working on an online payment service much like PayPal which could very likely tie-in with Google Base. But thus far, Google's offer is to host the content and make it searchable online for free!  

Catch a screen shot: http://telendro.com.es/imagenes/base.gif

@@@@@@@@@@@@@@@@
Geo-Targeted RSS Ads Emerging
@@@@@@@@@@@@@@@@

Google has quietly been running geo-targeted contextual ads in RSS feeds for several months, but many advertisers, agencies, and analysts have been unfamiliar with the placements. AdWords documentation online doesn't specifically mention ads being distributed to feeds, other than a reference to ads showing up on content sites and "products."

Yet geo-targeting has been an option for ads that run on Google's content network for the past two years, when regional targeting was introduced. City-level and customized targeting became available in April 2004. AdSense for feeds, launched in May 2005, includes a site's feeds along with the site in the content network, so ads that would appear on a given site could also appear in the site's RSS feeds.


@@@@@@@@@@@@@@@@@@@@
InfoSpace Announces New Pay-Per-Call Solution
@@@@@@@@@@@@@@@@@@@@

InfoSpace has partnered with Jambo to announce a new pay-per-call program. Technology provider Jambo will create a unique, trackable local phone number for each listing on the Infospace site. Calls made through this number will be tracked through Jambo's servers, and delivered to the merchant with a branded message appended to the beginning to the call, letting the merchant know the lead came from Infospace. 

Once a merchant begins getting calls, Jambo will follow up, either with a human sales person or via an automated phone call inviting them to sign up with Jambo for enhanced services. Merchants can pay a per-call fee to get higher placement in search results on Infospace, as well as on other directories, local and vertical search engines in Jambo's network. Jambo customers also get detailed demographic and geographic information about each caller.


@@@@@@@@@@@@@
MSN Messenger to Feature Sponsored Text Ads
@@@@@@@@@@@@@

MSN Messenger is reportedly  gaining sponsored links.  It's unclear whether that  portends contextual ads being derived from your IM chats (a la  Gogle Mail aka GMail). There was early speculation with Instant Messaging by Google that Google might take that step, but Google has yet to put AdWords within Google Talk. A major step for n IM client.


@@@@@@@@@@@
More Google TV: Watch Television Legends Online
@@@@@@@@@@@

Can a day go by without Google making an announcement? The latest news from Mountain View is that Google is working to digitize and make accessible interviews from the Academy of Television Arts & Sciences Archive of American Television. At this point, the first 75 of the 284 historic films (which equals to about 240 viewing hours) can be watched on Google Video at http://video.google.com. 

Currently available are Interviews with: William Shatner, Alan Alda, Sid Caesar, Diahann Carroll, Ossie Davis, Phyllis Diller, Michael J. Fox, Andy Griffith, Florence Henderson, Angela Lansbury, Dick Van Dyke, Betty White, James Garner, Norman Lear, Grant Tinker, Dick Wolf and Steven Bochco.

To access include the search terms [academy of television] in your Google Video search query. Access to the content is free. 


@@@@@@@@@
SEO Tip of the Week: A Latent Semantic Indexing (LSI) Primer
@@@@@@@@@

How can a search engine tell the difference between relevant information and irrelevant information? Some search engines use LSI or Latent Semantic Indexing to achieve this goal. LSI helps improve a search engine’s performance in three significant tasks: recall, precision, and ranking. Recall is getting all of the relevant information available for your search. Precision is getting only the information that is relevant to your search. Ranking is getting all the information ordered in a meaningful way – from the most relevant to the least, for example.

What this means for the search engine optimization (SEO) specialist and anyone with a website who wants high visibility in the search engines is that every word on your web page is important, not only the keyphrase(s). It is the combination of all the words in your content that really matters here. What you do with your keyphrase(s) is still important but now you must go beyond that . . . way beyond that. You’ve got to have the right context to support your keyphrase(s).

Because LSI correlates surprisingly well with how we as humans might classify a document collection, writing content that performs well under LSI analysis is not like writing contrived, robotic styled verbiage for a machine. It involves giving proper attention both to persuasive, well written copy and to semantics. It is a delicate balance of art and science.

It forces you to write more relevant, more compelling content. This is good for the search engines because it increases the quality of the content in their databases. This is good for your business because you’ll have content that generates more traffic and more conversions. 


**********************
Catch past installments of SearchWrite SearchNews in the
Archives.

http://www.searchwrite.com/Pages/searchnews.htm

**********************

You have been reading "SearchWrite SearchNews," a weekly compilation of the best in Internet Search Tips, Techniques & Technology published at http://www.searchwrite.com.  To subscribe, send e-mail to searchnews @ searchwrite.com with the word "subscribe" in the SUBJECT: line: The request must be sent from the account location you wish to add to the list.  To unsubscribe, send e-mail to searchnews @ searchwrite.com with the word "unsubscribe" (no quotes) in the SUBJECT: line.  Address questions, comments, requests, submissions, etc. to larry @ searchwrite.com

© 2005 SearchWrite All Rights Reserved  Any all other trademarks are the property of their respective owners.

Contact SearchWrite for Seattle Search Marketing and SEO Services including Organic Search Engine Optimization, Pay per Click (PPC) campaigns, Google AdWords Support, Yahoo Search Marketing Campaigns, Shopping Engine Feeds, Copy and Landing Page Testing, and more.