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Archive for May, 2007

Q&A: Domain Names Incorporating Major Product Keywords

Thursday, May 31st, 2007

Dear Kalena…

We run an ecommerce site and my boss would like to take advantage of the strong demand for a couple of our products in particular. One of the ideas being tossed around is creating domain names that incorporate these keywords so that search engines find them more quickly (i.e., www.sitenameproduct1.com, www.sitenameproduct2.com)

What are your thoughts on this approach? Is this considered ‘black hat’ and could this get us in trouble with the major search engines?

Thanks
Kelly

(more…)

The 3rd Annual Interactive Promotion Summit

Thursday, May 17th, 2007

After spending all winter under a dead gray Michigan sky, I recently had the opportunity to fly to sunny Las Vegas to attend ePrize’s Interactive Promotion Summit at Caesar’s Palace.

I spend the majority of my time neck deep in the search world, so it’s always interesting for me when I get a chance to attend a conference that’s focused on another form of online marketing. It was especially important for me to broaden my horizons since we all just learned that SEO will be dead in mid-July.

The summit featured speakers and attendees who are highly involved in the interactive promotion world. Like most of us in the search marketing world, these people typically have achieved a good depth of knowledge in both the marketing and technology fields.

The event kicked off with a Sunday evening networking event sponsored by Conde-Nast and continued through Tuesday with speakers discussing topics ranging from their own interactive promotion strategies to one speaker who focused on the science of happyness!

The one message that seemed to come across clearly from each presenter was that it’s almost impossible to have a successful online promotion without backing it up with media that drives traffic to it.

I knew that I’d find a way to tie SEO/SEM into this whole thing! The Yahoo! people obviously saw that as well. They were a main sponsor of the summit and Dick O’Hare, Yahoo’s VP of Global Strategic Partnerships and Emerging Markets was one of the main speakers.

Marcus Buckingham provided the keynote presentation on the subject of leveraging your strengths (he’s written a number of books on the topic). It’s his belief that people spend too much time trying to overcome their weaknesses, and not enough time enhancing and utilizing their strengths. As he spoke, you could definitely feel the audience getting more and more introspective as we all began to evaluate how much of our day is spent doing the things we do really well.

After leaving the presentation I turned to one of my employees who was with me and asked how much of his day he thought was spent leveraging his strengths.

His reply was a humorous, “none.” I guess we all have some work to do. I’d still rank Awecomm very high in terms of people leveraging their strengths, but I think there may be a correlation between the corporate hierarchy and the amount of time that people spend doing what they do best (e.g. my developers are incredibly talented developers, when I promote them to manager, the ratio changes).

The whole event was beautifully orchestrated by a small team of marketers from ePrize, who I think could not have done a better job. Unlike so many conferences, the schedule was well constructed, the food was good, and there was plenty of time to network with the great marketing minds that were there.

If you can manage to get an invitation next year, I would definitely recommend attending this event. All-in-all it’s a great demonstration of how all of the different forms of online marketing intertwine.

Why Small Can Be So Hard When You’re Big

Tuesday, May 8th, 2007

I’ve written before about the search marketing difficulties of large sites, but today I want to make a bigger point.

Doing anything small is hard for many large companies. If you work at a small company, this might mystify you-after all, big companies have the talent and resources to do big things that your company would never attempt, so why can’t they do small stuff?

Call it corporate myopia.

They can see clearly the things right in front of them, the things that they habitually do. But they can’t see that far into the future. For some reason, big companies don’t believe that oaks from little acorns grow. They just complain about how small those acorns are.

Small companies are happy to watch acorns take root and begin to grow. Small companies can work small and succeed small. The very best small companies eventually live to see that tall oak grow and they become large companies. (more…)