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Over the last 2 years the number of users worldwide using search engines has increased 3x. Although, English has the largest market share China has closed the gap following Spanish speaking languages.

Opportunity in Foreign Language Search Engine Results Pages?

There’s a big opportunity in Baidu for Black Hat SEO. Here are the major difference in the between Google and Baidu:

Where Should You Start?

First,Determine if you have a large Hispanic customer base.

Next, combine any internal data you have.

Sub-domains, Sub- Directories or ccTLD’s?

Next Translate the URL’s for A Better UX

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101 Link Building Tips

I was researching for a new client  and found some of my old SEO notes on link building.  While Google’s latest 2012 Penguin, EMD, updates have focused on identifying ”spam”  these 5 link techniques still work.

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70% of the web can’t be accessed by search engines. This means that most people don’t even realize they aren’t getting all the information available. The ethical and moral questions this brings up are far bigger than this post but, this opens up a universe of possibilities for the advanced seo agent. First, let’s get passed the ethical questions by highlighting a fantastic TED on Filter Bubbles.

Watch the Ted talk by Eli Pariser below:

Besides the increasing difficulty of getting all the information available to you there is another challenge called the invisible web.

“The Deep Web (also called Deepnet, the invisible Web, DarkNet dark Web or the hidden Web) refers to World Wide Web content that is not part of the Surface Web, which is indexed by standard search engines”

Wikipedia

Why is There an “Invisible Web”

There are several reasons that an invisible web exists.

• Dynamically Generated Pages
• Robots being blocked
• and much more…

Competitive Intelligence (CI) is the formalized process of monitoring the competitive environment which is different than industrial espionage. Corporate espionage is a  form of espionage don fo money.  The Society of Competitive Intelligence Professionals (SCIP) defines CI as:

“a continuous process involving legal and ethical collection of information,analysis that doesn’t avoid unwelcome conclusions and controlled dissemination of information analysis.”

This is completely different than the ad hoc nature of traditional market research. I believe the online space is moving so fast in the current context of rapidly evolving markets, that developing a real time -on the fly system is the only way to keep ahead of competition.Although there are several moving parts to competitive intelligence the main component  can be broken down into 5 key areas:

1. Design and Setup. This 1st phase of the competitive intelligence is arguably the most important as it involves breaking down the requirement s for intelligence within the organization. In the past, CI was considered so secretive and so strategic it was only shared with the highest senior management and key staff in an organization. The emerging thought is that it should be shared with all levels of an organization.
2. Information Collection. After determining the requirements an effective CI program establishes methods for collecting and archiving key information.
3. Analysis. What makes CI so valuable is the insights gained from examining various informational variables. A good system should collect and archive the information. I think a modern short term way of doing this is to use scrapers like Mozenda to due this data collection in real time.
4. Dissemination. Highly tailored analysis is then presented to the decision makers throughout the organization based on their individual requirements
5. Feedback/System reset. A study published by Best Practices LLC found that company wide support was critical to succeed.

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History of Bank of America

Bank of America was established in 1904  by A.P. (Amadeo Peter) Giannini.

• In 1945 ,with $5.6 billion in assets, Bank of America Corporation (BOA) became the largest private sector bank in the world
• Bank of America founded under the name Bank of Italy in San Francisco, California
• The bank was launched with $300,000 in capital raised by the sale of 3K shares of stock to 160 investors.

bank of america demographics

Unique Visitors: Bank of America

Just a refresher but the main components of an SEO competitive analysis are:

1. Top Keywords
2. Site Structure
3. Linking Initiatives / Authority
4. Social Presence

 Top Keywords: Bank of America ranks for over 100,000 keywords organically! That’s a ton of traffic. let’d dive into how much is branded vs non-branded and trend that over time.

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What’s Your Personas-ality?
By: Bill Hunt

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SMX East, NYC: Evolving Paid Search

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•  Blk  hat – building millions of pages

Goal  get competitors rwemoved

1. Link removal =drop their links
2. Link buying =get them penalized

Classic cloaking

“payday loans in 15 minutes”

Dallas auto insurance quotes

Hack site> install server recognition

.org

Detect user agent >

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Speaker: James Green – Magneic -

• “Display looks like search” – data driven
• User re-searches
• 10 billion searches beyond search engines (Google, Yahoo/Bing)
• Google controls only 43% of market share when you look

Speaker: Joseph

• Remarketing is a conversation
• Mix/mac conversion actions
• Reasons for NOT converting=
  • Wrong –time, place, copy,
• Know your place: Awareness> Interest> Consideration> Apply
• Example client – Hard Sell -> Product page  > FREE Guide (EDU content)
• Due this
  • Define WHO
  • Brainstorm
• Optimal targeting falls in line with sales cycle (ACTION: find out avg sales cycle)
  • Use Google Analytics – Time lag? Avg. # of days to conversion
• Core conversion (Apply page) -> Remarketing (Comparison Landing page – Competitor comparison)
• Review placement performance report!

Susan Waldes

PPC Associates

• Exclusion of Search Remarketing Audiences
  • Eliminates duplicates
  • Segmentation of remarketing audiences
    • New Users vs return visitors
• Attribution opportunity – use case for brand measurement
• Segment using pixel

Kevin Ryan

• Audience based media buying
• Programmatic buying & retargeting
• CMO – how to turn “discussion into revenue”
• Measure & Map : Zuum social – tool
• Have a strategy –
  • Focus on learngin while earning
  • What wordk what doesn’t
• Phase #1 – identify ausience & how they’re using media
• Phase #2 –
  • Property specific executions
• Phase #3
  • Which sites drive the most actions
• Use social learning to map subject matter to conversion path
• Parting Gifts:
• Facebook retargeting combine Attribution companies

Tablets – optimal for information phase but users go to a device with a keyboard to apply

Remarket by device type & time ( tablets: 5PM – 8:30 PM)

Digging into Your Data without

• Segment by Search Partners
• By Device (full html browser )
• ITR –

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Robert Cooley – Bid Testing Best Practices

• Bid Testing – any bid that’s outside of the recently observed range for keyword
• Controlling for other variables – seasonality or sales
• Trend key over time – 2 axis – position & cost aver time
• Baseline = current bid
  • Position based bid testing
  • Common example – Google first page bid estimates

Value- Based Bidding

• Kw avg value is starting point – if kw gets 100 clicks & returns $100 value, avg value per click =$1

Webmetro_

• KW with highest Ad-Rank (quality X Bid)
• Inmpression -6
• ***Ad group match type length ***
  • Use negatives by kw length

Econometric Modeling

• Spend vs Applications completed over time
• Map seasonality vs brand impressions over time

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