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In The Writer’s Toolkit, Part One we discussed voice recognition software and web hosting in your arsenal of handy tools. Today we’ll explore software for project organization (a must if you’re a …
More: continued here
the writers toolkit part 2

Search Engine Strategies Toronto is coming up June 16-18, 2008. To give attendees a sneak preview of some of the trends in search engine marketing that will be discussed at the event, we’ve interviewed Ken Jurina, the President and CEO of Epiar.

Ken will be one of the speakers at the “SEM Toolkit: Marketers Share” session, which will be held on Wednesday, June 18, from 12:45 to 2:00 p.m. And Epiar and Yahoo! Canada will be hosting The Official Search Engine Strategies Toronto After-Party on Tuesday, June 17.

But, we interviewed Ken primarily for his expert opinion. Scoring tickets to his party was only a secondary consideration. (As Maxwell Smart would say, “Would you believe I’m from New England, which still thinks the term ‘party’ means Boston Tea Party?”)

Seriously, as president and founder of Top Draw and Epiar, Ken has more than 15 years of expertise in traditional advertising and Internet marketing. And I’ve heard him speak at SES New York, Chicago, San Jose, and Toronto.

Q. Can you give me a brief overview of some of the trends the search marketing industry is seeing this year and what the next 5 to 10 years might look like?

A. The Microsoft bid for Yahoo! accompanied by the subsequent bid withdrawal, along with the much talked about Google-Yahoo! search advertising partnership have certainly resulted in much speculation regarding the future of search marketing as we know it. I also don’t think the deal is entirely off the table just yet.

Ask’s withdrawal from mainstream search as it abandoned its efforts to compete against the search giants in March has also affected the search landscape. Over the last 12 months Google’s search share has increased slightly, Yahoo! search share has remained stagnant in aggregate, and Microsoft’s share has fallen.

If we look at trends from the perspective of consumer behavior we continue to see increasing growth in the use of image and video search. Another consumer trend significantly affecting the search marketing space is the astronomical increase in the influence of social media marketing, in the form of consumer feedback and reviews, on brands, ecommerce conversions and tactical refinements of on-page content.

Google’s Universal Search results have been seen to have an impact on the traditional F-shaped heat maps generated by eye-tracking studies as eyes are now first drawn to image and video search results. The inclusion of the OneBox, as well as Sitelinks and ‘Search Within a Site’ search box features, are all affecting the usability of the results in the organic listings. User interaction is facilitated by these features and the probability is that the trend in click-throughs will skew towards increased searcher interaction with more ‘visible’, usable, graphic listings – assuming the relevancy factor is retained.

Google has also recently revised its display URL protocol in AdWords, and has been experimenting with the inclusion of video results in the paid search listings.

As to what the future holds, I think current behavioral trends and further improvements in the relevance and universal appeal of results provided by the search engines will continue unabated. However, based on the dramatic events in the industry in the last few months alone, at this stage I think it would be fool-hardy and irresponsible to attempt to predict anything more specific.

Q. How will marketers have to adjust their budgets to compensate for the upcoming changes?

A. Marketers should seriously consider budgeting for continued SEO initiatives, particularly regarding Internet market research on consumer search behavior. Assigning marketing dollars to image and video production and optimization is imperative, as is integrating with relevant social communities. Brands need to aggressively begin to empower brand proponents and embrace reputation management (RM) tools. RM has only recently gained the recognition it should have attained years ago. With the huge growth in both social influence and social media marketing, and the impact of reviews and consumer feedback on online purchase decisions, the need for brand transparency is becoming ever more important. Consequently, the need to facilitate consumer feedback and interaction is key to future success in the search and ecommerce space.

Q. How important is it to understand all the online touch-points of your visitors?

A. This answer is basically an addendum to the previous one. Understanding where and how your online market interacts online, what they do, and what they want, need and expect to achieve at each touch-point is imperative.

Meeting them on common ground in forums, on blogs, and in the social space is very important. Openly dealing with detractors and embracing and supporting evangelists is best done in this space.

Consumer exposure to your brand and online offering is unlikely to be limited to the information housed without your official web site. Review sites, feedback consumer forums and blogs are going to discuss businesses with or without official permission – freedom of expression online has reached previously unimagined new heights as regards the impact of this freedom on brand reputations. Proactively embracing the social space via RM tools and facilitating interaction on your own blog or site is no longer something to merely be considered, it has become a necessity. Advertising these social – touch-points via paid search is also something to be considered.

Q. When we talk about “tricks of the trade” used by search marketers, can you share a bit on what kind of “competitive intelligence” is required and what exactly is “exotic analytics?”

A. RM tools allow you to see what’s being said about you and your competition in the online space. Internet market research allows you to see how your consumers are behaving online and what terms they are utilizing when searching for your offering.

By understanding what your online market is really looking for – not what you think or want them to look for – can provide competitive intelligence on brand awareness and market share. It can also identify new product or service opportunities, consumer feedback and trending data, and a host of other factors that will allow you to refine your online offering.

As for “exotic analytics”, different web analytics software packages offer different levels of service and different features. Some are highly advanced for sure – trying to predict visitor behavior based on trending for example. However, a wealth of information is available through the basic measurement standards if it is analyzed properly and thoroughly.

Q. What excites you about Search Engine Strategies Toronto? What do you look forward to most?

A. The Epiar / Yahoo! Canada Party on Tuesday June 17 of course! There will be more details to follow closer to the event but you can expect it will be a party to remember like we are known for.

Q. Are there any advantages to being a Search Marketer based in Canada rather than any other place in the world?

A. Numerous advantages:
• 85% of Canadians have high-speed Internet access (one of the top ten levels of broad band penetration in the world);
• 94% of online Canadians interacted with Google and Microsoft sites in February;
• Canadian online business reaped $62.7B in 2007, an increase of 26% year over year, but the proportion of private sector companies who sold goods and services online remained relatively stable at 8%.

The market is big, it’s relatively untapped, and the returns are obvious. The future of search in Canada is promising. In fact, PricewaterhouseCoopers predicts that online ad spend will grow faster in Canada than anywhere else in the world over the next 5 years for two primary reasons:
1. high broadband penetration
2. lower online market saturation

It’s great to be Canadian, eh!

No one likes generic 404 error pages. Site visitors have to click the back button and start their search over. Most times, they give up on the site.

To solve that problem, Microsoft Live Search will now enable Web site owners to create error pages that recommend help even if the exact URL isn’t available.

The Web Page Error Toolkit is a customizable Web app that extracts keywords from the search and delivers relevant search results in a custom error page.

Here are the details on the Web Page Error DTK:

For large web sites with extensive amounts of content, 2 to 10 percent of traffic is looking for pages that either don’t exist or have been moved. Most web servers return a generic 404 error page or a sitemap when a user’s desired page cannot be found. These unhelpful pages often result in a dead end for users.

With Microsoft’s Web Page Error Toolkit, you can create dynamic 404 pages that contain customized error messages along with search results seeded with relevant keywords to help your users move past the missing page and find the information they need.

The Toolkit is a customizable ASP.net application that replaces the default error page on your IIS server. The Toolkit enables you to use Live Search (or any search engine) to return results for the specified domain and locale, control the number of results returned on your page, choose whether to offer spelling corrections, and customize your error message.

You also have the option of choosing from several keyword extraction strategies that are included with the install, or providing your own implementation.

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It used to be that a pen or pencil, a pad of paper, and a typewriter were all the tools a writer needed.
But this is the 21st-century and all writers - whether or you write fiction, nonfiction or adv…
More: continued here
the writers toolkit part one

Want a snapshot of the day’s search marketing news? Here we’ve collected today’s top news stories posted to the Search Engine Watch Blog, along with search-related headlines from around the Web:

From the SEW Blog:

• We May Not Want Standards But FTC May Give Us Some
  The standards debate may be in full swing in our industry - but the decisions may be soon taken out of our hands if the FTC continues to define allowable advertising practices.
• Yahoo Execs Bad Mouthing AOL!
  Guess Yahoo does not want to partner with anyone these days… well apart from their biggest competitor Google.
• AdWords Launches New Conversion Tracking Tool
  A new update to AdWords tracking has been reported by the guys over at AccuraCast. Seems they have improved the conversion tracking allowing users to separate different things to track to conversion.
• As Wifi expands, local and mobile search continue to emerge
  Lately, there have been a swarm of announcements regarding Wifi coming to some previously unconnected spots. So what does this mean for Search Engine Marketers?
• Microsoft Updates Live Maps and Virtual Earth 3D
  Microsoft has announced 11 major updates to their Live Maps and Virtual Earth 3D.
• Trellian Acquires Addme.com
  Trellian, the company behind SEO Toolkit and Keyword Discovery, has announced its acquisition of SEO tools provider Addme.com.
• SEW Experts: Standards? We Don’t Need No Stinkin’ Standards!
  We don’t need SEO standards to define our operation for us; we simply need to hold ourselves to a higher standard of business.
• SEW Experts: SEM Tools of the Experts
  There are a variety of SEM tools available to search marketers. You should be able to find something to fit every need, and every style.
• SEW Experts: Think Universal, Act Local
  Much of the discussion around Universal search, or blended search, focuses on video and images. But local search may be a more important factor; one that has the greatest impact in blended search results.

Click to read the rest of this post…

Trellian, the company behind SEO Toolkit and Keyword Discovery, has announced its acquisition of Addme.com. Since 1996, Addme.com has been a source of information for webmasters and new
website owners specializing in internet marketing, including SEO, as well as search engine
submission.

“Addme.com has for many years been a great source of new clients for Trellian, that is why we were very excited to acquire Addme,” said Trellian President David Warmuz. “Trellian now plans to substantially develop Addme and add new SEO tools to the current Addme offerings, including many of the Trellian in-house tools developed over the years.”

Related Reading:
KeywordDiscovery offers free search term suggestion tool