September 8, 2009

SEW Webcast with Bill Hunt Tomorrow

It's a fact of business life: big companies often face bigger challenges. Large-scale search programs, especially those involving multiple brands or multiple countries, are inherently more complex to create and manage. If you're finding yourself in this situation, look no further than our latest Search Engine Watch webcast, "Effectively Managing a Large Scale Search Program."

The presenter is Bill Hunt. Hunt was previously CEO of two of the largest global search marketing firms, Global Strategies and Outrider -- both of which were acquired by WPP. So he knows a thing or two about running large search programs.

He's also an internationally-recognized search marketing expert who has spoken at conferences in over 30 countries, as well as one of our SEW Experts on International SEM.

The webcast takes place from 1-2 p.m. EDT on Wednesday, September 9, 2009. Hunt will provide some proven tips and techniques for running a large-scale search marketing program, including: • Review of best practices • How to get more out of your tools and process • How to identify and remove key impediments • How to move from a tactical to strategic view of search marketing • How to deploy a keyword arbitration plan • How to develop a scorecard system to ensure performance

There will also be plenty of time for Q&A with Bill, so come armed with your notebook and questions. Sign up today at the SEW Webcasts page.

Posted by Kevin Newcomb at 11:24 AM | Permalink | Comments (0)

February 24, 2009

SEW Experts: Spending in a Tough Market

Many large organizations are looking to engage an SEO agency as an alternative to hard-to-track media buys. In today's enterprise search marketing column, "Spending in a Tough Market," Aaron Shear reminds us that the SEO should make sure that goals included in a response to an RFP are related to revenue and traffic, with a stipulation around the source of the traffic.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (1)

February 10, 2009

SEW Experts: How Strong is Your Search?

If you're not using analytics in the right way on your large site, it will be difficult to adequately track your site's traffic sources. In today's enterprise search marketing column, "How Strong is Your Search?," Aaron Shear cautions that if you're not careful, you could end up with two competing teams -- one driving paid search, and the other driving organic.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

January 27, 2009

SEW Experts: Breaking the Norm with Search

Many engines, especially Google, are looking for uncommon combinations of content that typically don't exist together. In today's enterprise search marketing column, "Breaking the Norm with Search," Aaron Shear outlines one untapped way to capture search traffic, by combining content of related items in new ways.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

September 23, 2008

SEW Experts: Worried About the Economy? Why Not Try SEO?

Many companies that have been focusing on search advertising are finding their budgets starting to be squeezed by the recent economic downturn. It may be time to pay more attention to SEO. In today's enterprise search marketing column, "Worried About the Economy? Why Not Try SEO?," Aaron Shear shows that search engine optimization doesn't require a huge investment, but it can offer large rewards.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

September 12, 2008

SEW Experts: SEO Reporting: Going Beyond Rankings

Enterprise-level SEO provides consistently outstanding ROI over the life of the project. One of the best ways to substantiate this is through ongoing reporting. In today's Search Marketing Crossfire column, "SEO Reporting: Going Beyond Rankings," Chris Boggs and Frank Watson remind you that if you're just tracking organic positions and nothing else, you're doing a disservice to your clients.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

September 9, 2008

SEW Experts: Ready to Finally Try SEO?

Is your enterprise taking the first steps toward search engine optimization? In today's enterprise search marketing column, "Ready to Finally Try SEO?," Aaron Shear explains how the decisions you make now about building an in-house team or outsourcing some or all of your SEO program will either make your life much easier, or lead to problems that will drive you out of your mind.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

September 4, 2008

SEW Experts: (Google) Insights on VP Candidate Sarah Palin

The recently announced Google Insights tool provides unprecedented data on Google's user searches and trends. In today's building brand equity column, "(Google) Insights on VP Candidate Sarah Palin," Erik Qualman offers three quick tips on how to leverage Google Insights, whether you're running a Presidential race or a brand marketing campaign.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

August 26, 2008

SEW Experts: Weapons of Mass Optimization

Building an in-house SEO team can be a daunting task, especially for large organizations. With proper planning, the experience becomes more manageable, and success becomes more likely. In today's enterprise search marketing column, "Weapons of Mass Optimization," Aaron Shear reminds us that when planning such a big project, the key is to start small, and pay attention to the smaller details within the larger project.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

August 12, 2008

SEW Experts: Content? Content. Content!

Content. It's become the mantra for SEOs, and the standard advice for all site owners, regardless of the Web space they're in. In today's enterprise search marketing column, "Content? Content. Content!," Aaron Shear explains that it's high time we review the advantages of content, and where it may be applicable.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

July 29, 2008

SEW Experts: When's an Outage More than Just an Outage?

In SEO for major sites, one of the most overlooked factors is uptime. In today's enterprise search marketing column, "When's an Outage More than Just an Outage?," Aaron Shear looks at how a server outage can impact your SEO efforts.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

July 15, 2008

SEW Experts: Recruiting SEO Talent for Big Sites

Finding an experienced SEO expert is not easy, when most are either in top-level positions at an agency or have their own successful consulting firms. In today's enterprise search marketing column, "Recruiting SEO Talent for Big Sites," Aaron Shear advises that, to begin your search, you must first throw everything you know about hiring out the window.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

June 4, 2008

SEW Experts: Who Owns the Brand?

For a whole lot of really good reasons, brands (particularly those with resellers) maintain an ongoing battle to protect their brands. And in the online world, they want to hold search engines accountable. In today's Searching for Meaning column, "Who Owns the Brand?," Kevin Ryan notes that even if a group of advertisers did come together and pull their search advertising, all they will really accomplish is losing large amounts of directly accountable revenue by missing placements in top search sites. But Google is going to need the deep-pocketed advertisers currently being alienated by the lack of internal trademark policing. This could be a very large instance of mutual back-scratching, but the outcome will not be decided in court.

» Full story

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

June 3, 2008

SEW Experts: When Top Keywords Suddenly Vanish

If one of your top keyword phrases suddenly drops out of the SERPs, do you know what you'll do to fix it? In today's Enterprise Search Marketing column, "When Top Keywords Suddenly Vanish," Aaron Shear shows you that, while the cause may be nothing that you control, there are several things you should be looking at to make sure a change that was made somewhere in your organization didn't cause the problem.

» Full story  

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

May 20, 2008

SEW Experts: Social Media Marketing in an Enterprise Environment

Social media sites like MySpace or Facebook, and even long-standing social media tools like blogs remain a mystery to many large organizations. In today's Enterprise Search Marketing column, "Social Media Marketing in an Enterprise Environment," Aaron Shear explains how that's all beginning to change, as more big businesses find ways to incorporate these elements into their overall marketing strategy.

Posted by Kevin Newcomb at 12:00 AM | Permalink | Comments (0)

May 6, 2008

SEW Experts: CEO Tells Wall St. Why He Invests in SEO

Not every CEO understands the value of search engine optimization. Here's one who does: Tom Evans, CEO of Bankrate. In today's Search Engine WarGames column, "CEO Tells Wall St. Why He Invests in SEO," Kevin Heisler outlines Evans' comments to Wall St. analysts explaining why SEO is one key to the company's success.

Posted by Kevin Newcomb at 12:00 AM | Permalink

SEW Experts: Convincing the Executive Team to Invest in SEO

Convincing senior managers of the value of search marketing is not always easy. In today's Enterprise Search Marketing column, "Convincing the Executive Team to Invest in SEO," Aaron Shear reminds us that by gathering the right data and getting support from clients and other departments ahead of time, the task will be much easier to accomplish.

Posted by Kevin Newcomb at 12:00 AM | Permalink

April 8, 2008

SEW Experts: Keep the Lines of SEO Communication Open

In large organizations, development teams don't always retain what they've learned about SEO. Without regular communication about SEO issues, you're destined to repeat past mistakes. In today's Big Brand Search Marketing column, "Keep the Lines of SEO Communication Open," Aaron Shear discusses the importance of training your employees about SEO.

Posted by Kevin Newcomb at 12:00 AM | Permalink

April 3, 2008

SEW Experts: Don't Be Afraid of Social Media -- Your Customers Aren't

Savvy big brand marketers know that the junction of social media and e-commerce, or "Socialommerce," is the next big thing. But many are wary, and want to sit back and see how it plays out. In today's Building Brand Equity column, "Don't Be Afraid of Social Media -- Your Customers Aren't," Erik Qualman explains that while waiting is a good idea, waiting too long is not.

Posted by Kevin Newcomb at 12:00 AM | Permalink

March 11, 2008

SEW Experts: Don't Get Stung By Compliance Issues

Internal and external oversight is essential for quality control of large Web sites, but can make things complicated for SEO plans. In today's Enterprise Search Marketing column, "Don't Get Stung By Compliance Issues," Aaron Shear provides some ground rules to consider before you step into the complex world of compliance and SEO.

Posted by Kevin Newcomb at 12:00 AM | Permalink

February 29, 2008

SEW Experts: Drowning in Red Tape: SEO and Pharma Regulations

In many industries, regulatory issues can add considerable complexity to an SEO implementation. The challenge is not to let that complexity get in the way of a campaign's success. In today's Outsourced column, "Drowning in Red Tape: SEO and Pharma Regulations," William Flaiz describes some ways to navigate the waters of SEO for a pharmaceutical client.

Posted by Kevin Newcomb at 12:00 AM | Permalink

February 26, 2008

SEW Experts: SEO Site Clinic: American Express

You'd expect large companies to adhere to basic best practices in SEO, usability and accessibility. But you'd be wrong. In today's au Natural column, "SEO Site Clinic: American Express," Mark Jackson discusses ways in which the site is in need of SEO help, so that we can all learn from their mistakes.

Posted by Kevin Newcomb at 12:00 AM | Permalink

December 19, 2007

SEW Experts: Large Enterprise SEO: Content Development

SEO for Large Enterprises means content development on a massive scale. In today's By the Numbers column, "Large Enterprise SEO: Content Development," Eric Enge explains that the motivation for addressing the challenges goes beyond duplicate content and poor quality pages.

Posted by Kevin Newcomb at 12:00 AM | Permalink

December 18, 2007

SEW Experts: Search Marketing on the Efficient Frontier

Microsoft bought Avenue A | Razorfish and Atlas Search. Google, buying Performics. Where does that leave Efficient Frontier? In today's Search Engine WarGames column, "Search Marketing on the Efficient Frontier," Kevin Heisler gets an update on the search marketing management platform.

Posted by Kevin Newcomb at 12:00 AM | Permalink

December 4, 2007

SEW Experts: Measuring Cyber Monday

Is it seasonality, or the effect of your SEO efforts? In today's Big Biz column, "How to Measure Cyber Monday," Aaron Shear shows you the best way to measure the impact of traffic over time.

Posted by Kevin Newcomb at 12:00 AM | Permalink

November 20, 2007

SEW Experts: Slow Growth in Search? Long Tail Keyword Solutions

When building a new startup, you initially see search marketing boom year over year. Inevitably, that growth will slow. In today's Big Biz column, "Slow Growth in Search? Long Tail Keyword Solutions," Aaron Shear explains that the first step in reversing the slow growth trend is to admit your search campaigns may have hit a wall.

Posted by Kevin Newcomb at 12:00 AM | Permalink

November 15, 2007

SEW Experts: Brand Strategies for Search Marketing - Part 1

Whether you're an agency, consultant, or in-house search expert, it's likely that you will eventually need to answer this key question from your CEO: "Why would I buy my own brand terms? Aren't we are already listed at the top of the search engines?" In the inaugural Brand Equity column, "Brand Strategies for Search Marketing - Part 1," Travelzoo's Erik Qualman shows how paid search can bring incremental traffic, control of your brand's messaging, and other benefits the CEO will appreciate.

Posted by Kevin Newcomb at 12:00 AM | Permalink

November 9, 2007

SEW Experts: Local Search for National Brands

National brands that empower their local sales channel can generate more sales, leads, and conversions. In today's Vertical Challenge column, "Local Search for National Brands," local search expert Gregg Stewart shows that simply providing a dealer locator is not a comprehensive local search strategy. Instead, the smart national brands engage and educate your local sales channel on how to leverage the local search channel and maximize lead generation and sales conversion.

Posted by Kevin Newcomb at 12:00 AM | Permalink

October 9, 2007

SEW Experts: How to Avoid Seasonal Search Ranking Wreckage

Search engine traffic is always unpredictable. From algo updates playing havoc with organic rankings to quality score changes flummoxing your paid listings. The impact of these changes are especially critical around the holidays. In today's Big Biz column, "How to Avoid Seasonal Search Ranking Wreckage," Aaron Shear shares what to do when holiday dips in traffic threaten to dampen profits.

Posted by Kevin Newcomb at 12:00 AM | Permalink

September 25, 2007

SEW Experts: Roadblocks Sidetrack Search

The larger the company, the bigger the roadblocks. In today's Big Biz column, "Roadblocks Sidetrack Search," Aaron Shear explains that diplomacy may be one of the most useful tools in your SEO toolbox. To advance your search marketing strategy, you need to be less SEO and more politico with the head honcho.

Posted by Kevin Newcomb at 12:00 AM | Permalink

September 13, 2007

The Benefits Centralized SEM Management in Large Organizations

What would you need to do to convince the necessary people in your large organization that a unified, integrated approach to paid search marketing will have a stronger financial impact if centrally managed? And, once you have built a consensus, what would you have to do to get the plan moving?

AOL's VP of SEO/SEM answers those questions in today's SearchDay, "Laying the Foundation for Paid Search Success in Large Organizations."

Posted by Kevin Newcomb at 11:31 AM | Permalink

August 28, 2007

SEW Experts: Scaling Your Big Business Internationally

In today's Big Biz column, "Scaling Your Big Business Internationally," Aaron Shear tells you what to expect when expanding your business internationally.

Posted by Kevin Newcomb at 12:00 AM | Permalink

August 17, 2007

SEW Experts: Link Building for Large Corporate Sites

In today's Outsourced column, "Link Building for Large Corporate Sites," Chris Boggs gives you a quick course in advanced link building for enterprise-level SEO projects.

Posted by Kevin Newcomb at 12:00 AM | Permalink

August 15, 2007

Retailers Not Paying Enough Attention to SEO

A new study from Oneupweb finds that the Top 100 retailers are not paying enough attention to SEO for their Web sites. In today's SearchDay, "Retailers' SEO Efforts Found Lacking," we examine the results of the study, which finds:

• 20 percent of retailers' sites were well-optimized
• 20 percent of retailers' sites were moderately optimized
• 34 percent of retailers' sites were nominally optimized
• 26 percent of retailers' sites were not optimized at all

"A lot of big brands are relying on the strength of their name. They're not necessarily suffering now, but the market is extremely volatile, and it's not certain how much longer they can hang on just doing that," says Oneupweb's Tim Kauffold.

Posted by Kevin Newcomb at 5:27 PM | Permalink

August 14, 2007

SEW Experts: Understanding the Search Landscape

In today's Big Biz column, "Understanding the Search Landscape ," Aaron Shear tells you how to answer the pesky questions about search rankings from upper management.

Posted by Kevin Newcomb at 12:00 AM | Permalink

July 31, 2007

SEW Experts: Think You're Done With SEO? Think Again

In today's Big Biz column, "Think You're Done With SEO? Think Again! ," Aaron Shear explains that search engine optimization is never a one-time process; it takes time and constant tuning to stay on top of the rankings.

Posted by Kevin Newcomb at 12:00 AM | Permalink

July 25, 2007

Brand Owners Unite Against Domain Squatters

Domain squatters, who buy domains that are typos or variations of a popular company or brand name and then put ads on the site, have a new foe. A group of big-name brand owners has teamed up to form CADNA: the Coalition Against Domain Name Abuse. CADNA is a non-profit organization based in Washington D.C. Members include Yahoo, Dell, Verizon and Marriott.

According to a CADNA statement, "the coalition's goals are to pursue Congressional legislation that would increase the statutory damages set forth by the existing Anti-Cybersquatting Consumer Protection Act, and to work with World Intellectual Property Organization (WIPO) to introduce an international anti-cybersquatting treaty."

The Anti-Cybersquatting Consumer Protection Act (ACPA), introduced in 1999, made it easier for brand and trademark owners to prosecute the unauthorized registration or use of their trademarks as domain names.

"As a result of the automation of the registration process and the monetization of domain name portfolios, the policing burden placed on brand owners has become almost insurmountable," Susan Crane, group VP of intellectual property for Wyndham Worldwide, said in a statement. "We have joined CADNA in this fight because we believe a coalition of companies from across multiple industries will be a more effective voice to address this issue than any one company or industry standing alone."

Posted by Kevin Newcomb at 2:20 PM | Permalink

July 17, 2007

SEW Experts: Don't Panic Over Sudden Traffic Changes

In today's Big Biz column, "Don't Panic Over Sudden Traffic Changes ," Aaron Shear tries to ease the fears of a sudden algorithmic traffic change. Shear has been there, done that, and provides some advice for meeting panic from the executive suite.

Posted by Kevin Newcomb at 12:00 AM | Permalink

July 6, 2007

SEW Experts: Enterprise SEO Project Pricing: One Size Does Not Fit All

In today's Outsourced column, "Enterprise SEO Project Pricing: One Size Does Not Fit All," Chris Boggs talks about the challenges of scoping an enterprise-level SEO project.

Posted by Kevin Newcomb at 12:35 AM | Permalink

July 3, 2007

SEW Experts: Can You Purchase Text Links for Big Business Sites?

In today's Big Biz column, "Can You Purchase Text Links for Big Business Sites?," Aaron Shear offers some insights on purchasing text links for a big business site, and the subsequent effects.

Posted by Kevin Newcomb at 12:00 AM | Permalink

June 13, 2007

In-House SEO in Large Organizations

While many large organizations might be inclined to outsource their SEO, AOL's Melanie Mitchell says that could be a mistake. In today's SearchDay, Laying the Foundation for In-House SEO Success in Large Organizations, Mitchell sets out to debunk the arguments against having an in-house search engine optimization (SEO) team, especially in a large organization.

She talks about elements of a core SEO team, and ways to establish in-house SEO as a cross-functional effort. She also discusses setting targets for both the core team and individual business units engaged in elements of SEO.

Posted by Kevin Newcomb at 4:26 PM | Permalink

June 5, 2007

SEW Experts: Leveraging Big Business Assets for Better SEO Visibility

In today's Big Biz column, "Leveraging Big Business Assets for Better SEO Visibility," Aaron Shear looks at ways to get multiple units of a large business collaborating to improve SEO visibility.

Posted by Kevin Newcomb at 1:07 AM | Permalink

May 22, 2007

SEW Experts: Convincing the Executive Team to Invest in SEO

In today's Big Biz column, "Convincing the Executive Team to Invest in SEO," Aaron Shear shares tips on how to get the executive management team to buy into the idea of search marketing. There are still many executives at large companies that think SEO is black magic. The key to convincing them otherwise is to start small, prove the value of search marketing, and build up allies in your organization.

Posted by Kevin Newcomb at 10:38 AM | Permalink

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