Internet Marketing August 15th, 2011
Last week brought us several interesting stories that included: the effect of paused PPC campaigns on organic traffic; the convergence of B2B SEO and lead management optimization; new rules for conversion optimization; a timeline of Google’s Algorithm changes; and are Google+ business profiles coming soon?
If you rank well organically, you might wonder if your PPC ads are consuming your organic clicks on SERPS (search engine ranking pages). Google recently performed “Search Ads Pause Studies” whereby they monitored paused PPC campaigns to see if the clicks that would have gone to PPC went to organic listings. They found “that a full 89% of the traffic generated by search ads is not replaced by organic clicks when ads are paused.”
According to a recent study by CSO Insights “nearly 83% of marketers indicated that new customer acquisition was a top strategic marketing objective for their organization.” This article from Search Engine Land examines how B2B SEO can help you increase your leads by first optimizing your sales funnel then following with more technical organic search optimizations.
This article provides an interesting broad-level take on conversion optimization and the new “zero moment of truth” the internet provides. Conversion optimization is defined as the “pragmatic intersection of creative vision and technical implementation.” The ZMOT (zero moment of truth) was originally: when you bought a product, and when you brought it home and decided whether you liked it or not. The new ZMOT now spans multiple touch points across the web where customers make decisions before stepping foot in a store.
Dubbed as SEOmoz’s first “living document” their Google Algorithm Change History timeline is a comprehensive collection of the major changes Google has made to its algorithm. The document states that Google is estimated to change its algorithm 500-600 times a year; this timeline covers major changes and starts from the year 2000 and will continue to be updated going forward. It’s a really fascinating document that gives you a great idea of how SEO has adapted to the algorithmic changes over time.
Google has been overwhelmed with the demand for Google+ business profiles. Initially their plan was to release a trial run to select companies, they’ve now ditched that plan in favour of an accelerated product release schedule. We’re not sure how Google+ business pages will look, but judging by the clean user interface of Google+ it’s likely going to look similar, as for features, we can only wait and see.