Advertising and Marketing

Frequently we experience web pages which display ads irrelevant to the content of the web page. Successful context advertising is not easy to achieve in this info glut. It is not easy for a machine (a context advertising engine) to deduct successfully the subject of an article, based on few keywords and keyword intensity. This is why everybody is trying to successfully introduce semantic structure in the web site content, through content classification, sitemaps and page meta tags.

Google aims to continuously improve the user experience on the sponsored links it promotes on its SERP. It places links which are more popular (more followed by users) on better web page spots. This approach is also more lucrative for Google.

Most established web publishers do not wish to have irrelevant ads or low quality links on their pages, that if followed worsen the user experience and the perceived quality of the referring site. This damages the reputation of a site. Therefore they make deals with advertisers in order to place ads of known businesses, active in the market the site is targeting. These ads are often banner ads, but they may also involve contextual advertising.

As on-line advertising market matures, it is expected to offer services to web publishers, which involve forwarding ads that are highly relevant to the web page subject published. This may entail additional complexity for sites and pages updated frequently. Moreover, on-line advertising market makers are expected to introduce differentiated advertising services. For example they might see value in offering services which are targeting web sites of a specific maturity level only, or offer services for specific vertical markets (e.g. real estate).

On the other hand, web publishers should monitor the relevance of the ads that are forwarded to their pages. Article banks which host a broad range of subjects should not publish ads on their home page, because these ads shall be irrelevant to the user interest in most cases.

There is high potential for further improvement of the methods behind contextual advertising. On-line advertising market makers are studying ways to improve the Customer experience. On the other side, web publishers should facilitate engines to better understand the context of their content.

The on-line advertising market needs to reach a balance between revenue making and market reputation & maturity building goals. These goals are aligned in the long term since a valuable customer experience will only yield increased revenue & enhanced reputation.

Copyright 2006 - Kostis Panayotakis

Kostis Panayotakis - www.pleroforea.com

Material relevant to internet marketing can be found at www.pleroforea.com

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Tags: context advertising, On-line advertising, potential for higher market maturity, user experience

What is a superstar company? You probably have seen them in places like trade magazines and the like, but mostly they operate under the radar and cannot be easily seen by the untrained eye. I am a student of what makes an service contractor an icon or superstar in their market.

In my travels and in the course of my work, I have been fortunate enough to see and learn from many of these companies that truly march to the “best practices” beat. The bottom line is that they walk the walk and make above average double digit profits to boot. The biggest common denominator to the “superstar’s” is that they all enjoy a great freedom, both financially and figuratively, while still running their businesses with great profitably. At any rate, here is secret #1

Have you ever wondered why some contractors have all the customers they could ever want, while others struggle to get new and existing customers to do business with them? This question holds the key to secret #1 of superstar companies.

A superstar company realizes that the primary business objective, is to market and promote the company before all else. Superstar companies realize that without clients no revenues are generated. Therefore, this means that the marketing and sales sides of the business are a higher priority than the operational side of the business. This is especially true, since the marketing side of the business actually drives the quality of the company to operate better.

How could this be? Let’s face it, marketing just boils down to the company promising to potential customers that they operate better and can be trusted for a higher quality, faster delivery or better service than the competition. Well, if the marketing side of the company stops making these “higher quality” promises to their clients the operation side stops trying to improve the quality, speed and service because there has been no urgency set by the marketing department.

Think of it this way. Most of us will be sure to get things done when given a deadline. The marketing promises that your company makes and the uniqueness of those promises is what serves as this deadline. The operation side, thus being notified of such promises goes into, “How are we going to do that?” mode. Then the creativity of your operation team will flourish and supply the answers to get better and deliver the improvements promised.

Do you want to be a “superstar” company? Just ask yourself, “How much time and priority do I place on marketing, promoting and selling in my company. If you find yourself bogged down by operational “emergencies” for most of your day, then you need to delegate those operational solutions to someone else in the company and get back to the marketing, promoting and sales side of your business.

Joe Crisara is the CEO of www.contractorselling.com and author of the Contractor Selling.Com weekly Sales Tip E-Zine. You can sign up for Joe’s E-Zine FREE by going to their website at www.contractorselling.com Joe can be reached at Joe@bigtimebusiness.com or by calling him toll free at 877-764-6304. You may reprint this article as long as this tag line stays in tact.

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Intro.

Search engine marketing has changed so drastically over the past few years, that one wonders where it may be heading next. Currently, Google, Yahoo, and MSN search engine host 95% of all searches done online, and there doesn’t seem to be any signs of serious changes. But what can we do to rank highly in them consistently?

One-way links
It seems that inter-site linking is all the rage, and most know that just exchanging links with random websites will not get you the rankings you want, and they are right. The days of exchanging links with any and every website out there are over, and have been over for sometime. One is better off identifying their niche, and focusing on obtaining one-way links from websites and directories. This can be done in a variety of ways such as:

• Writing articles and submitting them to directories
• Submitting your website to top directories such as joeant and skaffe
• Giving away free information with the stipulation the user link to where they got the material, which is you
• Actively participating in forums that match your products, and niche
• Start a blog and keep it updated

Tags

Fortunately, there are head tags that still work over all search engines. The title tag, and the description tag. The meta keyword tag no longer matters in Google, and Yahoos search engines too much, though they are still weighted by msn. Msn actually likes this tag quite a bit, so I would recommend still using your keyphrases in this head tag.

Keywords

When first starting out, Its best to start with smaller keyphrases then move in to larger ones. This will get you traffic, and keep you afloat, while you go for the bigger ones. Not only that, it gives you sense of accomplishment, and keeps you moving forward. This is very important, as many people get stuck in a rut after about 3-4 months with no rankings, and give up. It’s important to start small. Not only to pay bills, but to keep you going in the right direction.

Link Exchanges

Yes, link exchanges still work. Believe it. Though there are quality standards these days.

• Only exchange link with websites that are in your general niche market. For example, if had a fishing related website, I would not want to exchange links with a cleaning service website.
• Do not exchange with website with a single page link directory, with 200 links on it. First off, Google only indexes the first 100 links on each page, and secondly, these types of sites are starting to be punished by Google, Yahoo.
• Only exchange with a website that has a clearly defined link directory, that is broken down into categories, and is linked from their homepage.
• Do not exchange with websites that have a grey bar, when using the Google toolbar. This indicates they have been punished by Google, and for linking to them, you could in turn be punished.

Keep at it
This could quite possibly be the key to ranking for competitive phrases. You have to stay positive, and keep working steady, everyday. This of course, comes with the stipulation that you have identified the best keyphrases for your site, and are confident of your ability. Rankings do not happen overnight, and for more competitive phrases, might not happen within the year. This is the harsh truth, but, with the right knowledge, and strict work ethics, you can certainly achieve the success you expect online.

This article was written by Anthony Sulecki, the writer of the WPS Search Engine Marketing Solutions book. He is always open for questions, and email.

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Tags: internet marketing, Search Engine Marketing, seo book